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Vincent, Laurence.

Brand real how smart companies live their brand promise and inspire fierce customer loyalty / [electronic resource] : Laurence Vincent. - New York : American Management Association, 2012. - xii, 257 p.

Includes bibliographical references and index.

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.


Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2011.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.

ISBN:

LCCN:

Subjects--Topical Terms:
Branding (Marketing)
Customer loyalty.

Index Terms--Genre/Form:
Electronic books.

LC Class. No.: HF5415.1255 / .V55 2012eb

Dewey Class. No.: 658.8/27