Brand Desire
Bloomsbury Business (Verlag)
978-1-4729-3623-3 (ISBN)
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Using international case studies from brands including BMW and Burberry, this book explains how companies can build and maintain brand desire through specific strategies and tools, such as: - 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 - being consistent in delivery, from first communications through to after-sales service and support; desirable brands are about desirable experiences.
Nicholas Ind is Associate Professor at the Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a director of a design group and was an account director in an advertising agency. Nicholas is the author of 11 books. Oriol Iglesias is Associate Professor and Director at the Department of Marketing Management at ESADE Business School in Spain, and also the Director of the ESADE Brand Institute. He is a member of the Executive Committee of the European Academy of Marketing (EMAC), and member of the Academy of Marketing's Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation. He is also a member of the Editorial Board of the Journal of Brand Management and the Editorial Review Board of the Journal of Product and Brand Management.
Introduction to Part One: Understanding brand desire
Chapter 1: The Foundations of Brand Desire
Chapter 2: Why Desire Matters
Introduction to Part Two: Building Brand Desire
Chapter 3: Principles
Chapter 4: Participation
Chapter 5: Leadership and Culture
Chapter 6: Storytelling
Chapter 7: Experience
Chapter 8: Innovation
Chapter 9: Managing Brand Desire
Erscheinungsdatum | 05.10.2016 |
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Verlagsort | London |
Sprache | englisch |
Maße | 156 x 234 mm |
Gewicht | 324 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
Schlagworte | Kundenmarketing |
ISBN-10 | 1-4729-3623-X / 147293623X |
ISBN-13 | 978-1-4729-3623-3 / 9781472936233 |
Zustand | Neuware |
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