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Building brand experiences : = a pra...

Coleman, Darren ((Marketing researcher),)

Building brand experiences : = a practical guide to retaining brand relevance /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Building brand experiences :/ Darren Coleman.
其他題名:	a practical guide to retaining brand relevance /
作者:	Coleman, Darren
出版者:	New York, NY :Kogan Page Ltd, : 2018.,
面頁冊數:	xiv, 280 p. :ill. ; : 24 cm.;
標題:	Branding (Marketing) -
ISBN:	9780749481568 (pbk.) :

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. - New York, NY :Kogan Page Ltd,2018. - xiv, 280 p. :ill. ;24 cm.

Includes bibliographical references and 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.

"Retaining brand relevance is fundamental to organisational success and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realise this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results." -- Provided by publisher.

ISBN: 9780749481568 (pbk.) :NT792

LCCN: 2018012301

Nat. Bib. No.: GBB884276bnb

Nat. Bib. Agency Control No.: 018861773UkSubjects--Topical Terms:

568096
Branding (Marketing)

LC Class. No.: HF5415.1255 / .C646 2018

Dewey Class. No.: 658.8/27

Building brand experiences : = a practical guide to retaining brand relevance /
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016 7 $a 018861773 $2 Uk
020 $a 9780749481568 (pbk.) : $c NT792
020 $a 0749481560 (pbk.)
020 $z 9780749481575 (PDF ebook)
035 $a (OCoLC)987428880
035 $a ocn987428880
040 $a DLC $b eng $c NFU $d OCLCO $d OCLCQ $d OCLCF $d UKOBU $d NZAUC $d LTSCA $d UKMGB
041 0 # $a eng
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050 0 0 $a HF5415.1255 $b .C646 2018
082 0 0 $a 658.8/27 $2 23
100 1 $a Coleman, Darren $c (Marketing researcher), $e author. $3 1168247
245 1 0 $a Building brand experiences : $b a practical guide to retaining brand relevance / $c Darren Coleman.
260 # $a New York, NY : $b Kogan Page Ltd, $c 2018.
300 $a xiv, 280 p. : $b ill. ; $c 24 cm.
504 $a Includes bibliographical references and index.
504 $a Includes bibliographical references (p. 268-271)and index.
505 0 # $a 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.
520 # $a "Retaining brand relevance is fundamental to organisational success and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realise this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results." -- Provided by publisher.
650 # 0 $a Branding (Marketing) $3 568096
650 # 0 $a Consumers' preferences. $3 560273
650 # 0 $a Consumer satisfaction. $3 562610