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Brand Real : How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty: Vincent, Laurence: BOOKS KINOKUNIYA
詳細
Brand Real : How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
Brand Real : How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
著者名 Vincent, Laurence
出版社 : Amacom Books
出版年月 : 2012/03
Binding : Hardcover
ISBN : 9780814416761

BookWeb価格 : THB 900.00
会員価格 : THB 810.00

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言語 : English
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内容情報
Source: ENG
Academic Descriptors: A48500000
Place of Publication: United States
Academic Level: Extracurricular

Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. "Brand Real" is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands-logos, advertising, imagery, communications-directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.

Contents
CONTENTS Acknowledgments ix Introduction 1 Chapter 1Check: It's Time to Move from Brandlore to Promising Brands 5 Chapter 2: Winning the Memory Game 28 Chapter 3: The Benefi t of Your Brand 50 Chapter 4: Leveraging Portfolio Value 70 Chapter 5: Positioning Brands for Context 100 Chapter 6: Brand Attachment: The Barefoot Bandit and Our Sense of Self 119 Chapter 7: Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy 145 Chapter 8: Naming and Identity Development 168 Chapter 9: The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points 187 Chapter 10: Brand Inside: Why People Are the Key to Your Brand Strategy 210 Notes 241 Index 249 About the Author 258