Brand real how smart companies live their brand promise and inspire fierce customer loyalty /

Bibliographic Details
Main Author: Vincent, Laurence.
Corporate Author: ProQuest (Firm)
Format: Electronic eBook
Language:English
Published: New York : American Management Association, 2012.
Subjects:
Online Access:Click to View
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100 1 |a Vincent, Laurence. 
245 1 0 |a Brand real  |h [electronic resource] :  |b how smart companies live their brand promise and inspire fierce customer loyalty /  |c Laurence Vincent. 
260 |a New York :  |b American Management Association,  |c 2012. 
300 |a xii, 257 p. 
504 |a Includes bibliographical references and index. 
505 0 |a Acknowledgments -- Introduction -- Reality check : it's time to move from brandlore to promising brands -- Winning the memory game -- The benefit of your brand -- Preserving brand value -- Positioning brands for context -- Brand attachment : the barefoot bandit and our sense of self -- Expressing the promise : brand narrative, brand voice, and communications strategy -- Naming and identity development -- The touching experience : how to deliver on a promise at meaningful touch points -- Brand inside : why people are the key to your brand strategy -- Endnotes -- Index. 
533 |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. 
650 0 |a Branding (Marketing) 
650 0 |a Customer loyalty. 
655 4 |a Electronic books. 
710 2 |a ProQuest (Firm) 
856 4 0 |u https://ebookcentral.proquest.com/lib/matrademy/detail.action?docID=863944  |z Click to View