000			03064nam a2200373Ia 4500
001			2684
008			230305s2016 xx 000 0 und d
020			_a9781472936233
043			_aen_UK
041			_aeng
245		0	_aBrand desire
260			_aLondon _bBloomsbury Information, _c2016
300			_avii, 183 pages : illustrations ; 24 cm.
500			_ahow to create consumer involvement and inspiration
505			_aIntroduction to Part One: Understanding brand desire _r-- _rChapter 1: The Foundations of Brand Desire-- _r-- _rChapter 2: Why Desire Matters-- _rIntroduction to Part Two: Building Brand Desire-- _rChapter 3: Principles-- _rChapter 4: Participation-- _rChapter 5: Leadership and Culture-- _rChapter 6: Storytelling-- _rChapter 7: Experience-- _rChapter 8: Innovation-- _rChapter 9: Managing Brand Desire--
520			_aDesire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. ; ; However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. ; ; Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: ; ; · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; ; · creating a supportive culture that encourages the active participation of people in brand development; ; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and ; · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. ; ; In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd - and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.
630			_aHD INDUSTRIES. LAND USE. LABOR _937
650		0	_aProduct management _92370
650		0	_aBranding (Marketing) _96284
650		0	_aCustomer relations _93627
650		0	_aBranding (Marketing) _96284
650		0	_aCustomer relations _93627
650		0	_aProduct management _92370
650			_a _912
700			_aIglesias, Oriol _eAuthor _911812
700			_aInd, Nicholas _eAuthor _911813
902			_a910
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9781472936233.jpg
912			_a2016-01-01
942			_a1
953			_d2019-10-22 13:07:04
999			_c2588 _d2588