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Brand Manners: How to Create the Self-Confident Organisation to Live the Brand

Опубликовано на портале: 30-10-2003
New York: John Wiley & Sons, 2001
Тематический раздел:
How to create an organizational culture that promotes brand image and builds customer loyalty. Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.

В этой книге Вы найдете ответ на вопрос: «Как создать такую организационную культуру, которая будет способствовать продвижению имиджа бренда и созданию лояльности потребителей?»

Review

«Arguably the most original book since Kapferer whose Strategic Brand Management (first appearing circa 1993) provided chapter and verse on why every Boardroom should know its brands. Brand Manners unique insight is to tie every major decision about branding to human qualities that people respect most in every relationship (branded or personal). In some people's hands, marketing ethics becomes quite a wishy washy subject at least from an executive's viewpoint. In Pringle's and Gordon's case, tell me if they don't convert you».

Chris Macrae,
Chief Brand Officer Association, Washington DC & London
6-Jun-2001
Preface.
The Brand Manners Book Of Life.
The Brand Manners Way.
The Brand Manners Improvement Cycle.
The Brand Manners How-To Guides.
Conclusion.
Quotation.
Bibliography.
Webography.
Index.

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