TY  - BOOK
AU  - Coleman,Darren
TI  - Building brand experiences: a practical guide to retaining brand relevance 
SN  - 9780749481568 (pbk.)
AV  - HF5415.1255 .C646B
PY  - 2018///
CY  - New York, NY
PB  - Kogan Page Ltd
KW  - Branding (Marketing)
KW  - Consumers' preferences
KW  - Consumer satisfaction
N1  - 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
ER  -