| 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. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. |
| Subject |
Branding (Marketing)
|
|
Customer loyalty.
|
| Added Author |
ProQuest (Firm)
|
| ISBN |
9780814416761 (hardcover) |
|
0814416764 (hardcover) |
|
9780814416778 (e-book) |
| OCLC # |
EBC863944 |
|
