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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 |
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| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; New York, NY :
Bloomsbury Information,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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.
- 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.
- Chapter 9 Managing brand desireInternal direction versus external involvement; Closeness versus distance; Continuity versus innovation; Managing the tensions; Summary; Notes; Index.