Nicholas Ind and Oriol Iglesias Brand Desire 9781472925350

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Автор: Nicholas Ind and Oriol Iglesias
Название: Brand Desire
Перевод названия: Николас Инд: Жажда бренда.
ISBN: 9781472925350
Издательство: Bloomsbury
Классификация:

Торгово-промышленная деятельность и управление

Стратегическое планирование

Деловое общение и деловые презентации

Торговля и маркетинг

ISBN-10: 1472925351
Обложка/Формат: Hardback
Страницы: 256
Вес: 0.48 кг.
Дата издания: 20.10.2016
Серия: Economics/Business/Finance
Язык: English
Размер: 244 x 165 x 20
Читательская аудитория: Professional & vocational
Ключевые слова: Business & management,Business strategy,Business communication & presentation,Sales & marketing, BUSINESS & ECONOMICS / Management,BUSINESS & ECONOMICS / Marketing / General
Основная тема: Business & management,BUSINESS & ECONOMICS / Management,BUSINESS & ECONOMICS / Marketing / General,Sales & marketing,Business strategy,Business communication & presentation
Подзаголовок: How to create consumer involvement and inspiration
Рейтинг:
Поставляется из: Англии
Описание: Desire is big business. If companies can create true desirability for their brand, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesnt just happen. Brands need to nurture it by offering security and surprise. Consumers should feel secure when they buy and use a brand; they should be able to trust what a brand says about itself. Alongside this, brands also need to provide novelty, risk, adventure and the unexpected. This isnt just about marketing; this needs to be an organization-wide culture and perspective. Using international case studies from brands including BMW and Burberry, this book explains how companies can build and maintain brand desire through specific strategies and tools, such as: - creating a supportive culture that encourages the active participation of people in brand development; - providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and - being consistent in delivery, from first communications through to after-sales service and support; desirable brands are about desirable experiences.

Brand Desire, Nicholas Ind and Oriol Iglesias