Building brand experiences : a practical guide to retaining brand relevance
Coleman, Darren2018
Book
Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance.
Main title:
Author:
Coleman, Darren, author
Edition:
1st Edition.
Imprint:
London : KoganPage, 2018.©2018
Collation:
xiv, 280 pages : illustrations ; 24 cm
Notes:
Includes bibliographical references and index.
Contents:
Introduction to retaining relevance through brand experiences -- The brand experience blueprint : a practical management tool -- Brand experience environment -- Understanding your stakeholders -- Fine-tuning your perspective -- Considering the mechanics of delivery -- Adopting a data-driven approach -- Summary: brand experience environment -- Brand experience essentials -- Brand values -- Brand essence -- Brand promise -- Brand positioning -- Brand personality -- Summary: brand experience environment and essentials -- Brand experience enablers -- Behaviour -- Communications -- Design -- Summary: brand experience environment, essentials and enablers -- Measuring brand experiences -- Getting started with measuring brand experiences -- Adopting a holistic approach to measuring brand experiences -- How to measure brand experiences scientifically -- Closing thoughts : building brand experiences to retain relevance -- Further reading -- Appendix -- Index.
ISBN:
9780749481568 (paperback)
Dewey class:
658.827
Language:
English
BRN:
513143
| Location | Collection | Call number | Status/Desc |
|---|---|---|---|
| Library at the Dock | -Business and IT | BUSIN 658.827 COLE | Available |