Building brand experiences : a practical guide to retaining brand relevance /
Coleman, Darren (Marketing researcher),
Building brand experiences : a practical guide to retaining brand relevance / Darren Coleman. - 1st Edition. - New York, NY : Kogan Page Ltd, 2018. - xiv, 280 pages : illustrations ; 24 cm
Includes index.
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.
9780749481568 (pbk.)
Branding (Marketing)
Consumers' preferences.
Consumer satisfaction.
HF5415.1255 / .C646B
Building brand experiences : a practical guide to retaining brand relevance / Darren Coleman. - 1st Edition. - New York, NY : Kogan Page Ltd, 2018. - xiv, 280 pages : illustrations ; 24 cm
Includes index.
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.
9780749481568 (pbk.)
Branding (Marketing)
Consumers' preferences.
Consumer satisfaction.
HF5415.1255 / .C646B
