Dr Darren Coleman

Building Brand Experiences

A Practical Guide to Retaining Brand Relevance

• Broschiertes Buch

Produktbeschreibung

Understand how to retain brand relevance by building effective and memorable brand experiences, through this robust and practical management tool.

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Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 8116
• Seitenzahl: 296
• Erscheinungstermin: 31. Juli 2018
• Englisch
• Abmessung: 233mm x 154mm x 20mm
• Gewicht: 565g
• ISBN-13: 9780749481568
• ISBN-10: 0749481560
• Artikelnr.: 48499211

Autorenporträt

Darren Coleman

Inhaltsangabe

• • Chapter - 01: Introduction to retaining relevance through brand experiences;
  • Chapter - 02: The Brand Experience Blueprint: A practical management tool;
• Section - ONE: Brand Experience Environment;
• • Chapter - 03: Understanding your stakeholders;
  • Chapter - 04: Fine-tuning your perspective;
  • Chapter - 05: Considering the mechanics of delivery;
  • Chapter - 06: Adopting a data-driven approach;
  • Chapter - 07: Summary: Brand Experience Environment;
• Section - TWO: Brand Experience Essentials;
• • Chapter - 08: Brand values;
  • Chapter - 09: Brand essence;
  • Chapter - 10: Brand promise;
  • Chapter - 11: Brand positioning;
  • Chapter - 12: Brand personality;
  • Chapter - 13: Summary: Brand Experience Environment and Essentials;
• Section - THREE: Brand Experience Enablers;
• • Chapter - 14: Behaviour;
  • Chapter - 15: Communications;
  • Chapter - 16: Design;
  • Chapter - 17: Summary: Brand Experience Environment, Essentials and Enablers;
• Section - FOUR: Measuring Brand Experiences;
• • Chapter - 19: Adopting a holistic approach to measuring brand Experiences;
  • Chapter - 20: How to measure brand experiences scientifically;
  • Chapter - 21: Closing thoughts: Building brand experiences as a route to retaining brand relevance;

Rezensionen

"Absolutely the best guide to successfully managing brand experience." Barbara Meneghini, Head of Corporate Customer Relationship Management at TOD'S Group