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Brand desire : how to create consumer involvement and inspiration /
Using international case studies, this book demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers. --
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; New York, NY :
Bloomsbury Information,
2016.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 001 | EBSCO_ocn954038435 | ||
| 003 | OCoLC | ||
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| 020 | |a 9781472925367 |q (electronic bk.) | ||
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| 020 | |z 9781472925350 |q (hardback) | ||
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| 100 | 1 | |a Ind, Nicholas, |e author. | |
| 245 | 1 | 0 | |a Brand desire : |b how to create consumer involvement and inspiration / |c by Nicholas Ind & Oriol Iglesias. |
| 263 | |a 1610 | ||
| 264 | 1 | |a London ; |a New York, NY : |b Bloomsbury Information, |c 2016. | |
| 300 | |a 1 online resource (vii, 183 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record and CIP data provided by publisher; resource not viewed. | |
| 505 | 0 | |a Cover page; Halftitle page; Title page; Copyright page; Contents; List of figures; Acknowledgements; Introduction to Part 1: Understanding brand desire; Chapter 1 The foundations of brand desire; An introduction to brand desire; The sources of desire; Sensuality; Authenticity; Surprise; Meaningfulness; Social identity; Summary; Chapter 2 Why desire matters; Rejecting desire; Alternative perspectives; What brand consultancies think about brand desire; Our perspective on brand desire and brand equity; Summary; Introduction to Part 2: Building brand desire; Chapter 3 Principles. | |
| 505 | 8 | |a A matter of principlesGenerating and sharing principles; Principles versus expediency; Summary; Chapter 4 Participation; Why participation matters; Participative benefits; How LEGO learned to love its customers; 'Everything is awesome when you're part of a team'11; A different brand model; Imagine with Orange; Participative employees make the brand desirable; Summary; Chapter 5 Leadership and culture; Empathy and leadership; Global Hotel Alliance and transformational leadership; Symbolic leadership; Cultural embedding; Summary; Chapter 6 Storytelling. | |
| 505 | 8 | |a Stories as emotionally appealing sense- making devicesCrafting a story; Chipotle: The Scarecrow; Storybuilding; Burberry and its trench coat; Linking storybuilding, storytelling and storydoing; Rapha; Summary; Chapter 7 Experience; Deconstructing the experience; The Nespresso experience; Building memorable experiences in a digital environment; Summary; Chapter 8 Innovation; Brand surprise; Continuity and surprise at Porsche; Innovation: past and present; Rediscovering the past; Curating the past; Living the past; How to use the past; Innovation typologies; Summary. | |
| 505 | 8 | |a Chapter 9 Managing brand desireInternal direction versus external involvement; Closeness versus distance; Continuity versus innovation; Managing the tensions; Summary; Notes; Index. | |
| 520 | |a Using international case studies, this book demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers. -- |c Edited summary from book. | ||
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Product management. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Customer relations. | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Customer relations |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
| 700 | 1 | |a Iglesias, Oriol, |e author. | |
| 776 | 0 | 8 | |i Print version: |a Ind, Nicholas. |t Brand desire. |d London ; New York, NY : Bloomsbury Information, 2016 |z 9781472925350 |w (DLC) 2016022108 |
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