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Brand real : how smart companies live their brand promise and inspire fierce customer loyalty / Laurence Vincent.

بواسطة:نوع المادة : نصنصالناشر:New York : American Management Association, [2012]تاريخ حقوق النشر: copyright 2012وصف:xii, 257 pages : illustrations ; 24 cmنوع المحتوى:
  • text
نوع الوسائط:
  • unmediated
نوع الناقل:
  • volume
تدمك:
  • 0814416764 (hbk)
  • 9780814416761 (hbk)
الموضوع:تصنيف مكتبة الكونجرس:
  • HF5415.1255 V55 2012
ملخص:"To create an exceptional brand experience, remember that sometimes less is more. 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."--Publisher's website.
المقتنيات
نوع المادة المكتبة الحالية رقم الطلب رقم النسخة حالة تاريخ الإستحقاق الباركود
كتاب كتاب UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة HF5415.1255 V55 2012 (إستعراض الرف(يفتح أدناه)) C.1 Library Use Only | داخل المكتبة فقط 30010011084487
كتاب كتاب UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة HF5415.1255 V55 2012 (إستعراض الرف(يفتح أدناه)) C.2 المتاح 30010011084485
كتاب كتاب UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة HF5415.1255 V55 2012 (إستعراض الرف(يفتح أدناه)) C.3 المتاح 30010011084484

Includes bibliographical references (pages 241-248) and index.

"To create an exceptional brand experience, remember that sometimes less is more. 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."--Publisher's website.

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