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Author Vincent, Laurence.
Title Brand real [electronic resource] : how smart companies live their brand promise and inspire fierce customer loyalty / Laurence Vincent.
Publication Info. New York : American Management Association, 2012.
Location Call No. Status Notes
 Libraries Electronic Books  ELECTRONIC BOOK-ebrary    AVAIL. ONLINE
Description xii, 257 p.
Bibliography Includes bibliographical references and index.
Contents 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.
Reproduction Electronic reproduction. Palo Alto, Calif. : ebrary, 2011. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.
Subject Branding (Marketing)
Customer loyalty.
Added Author ebrary, Inc.
ISBN 9780814416761 (hardcover)
0814416764 (hardcover)
9780814416778 (e-book)
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