Dr Darren Coleman

Building Brand Experiences

A Practical Guide to Retaining Brand Relevance

• Broschiertes Buch

Produktbeschreibung

Understand how to retain brand relevance by building effective and memorable brand experiences, through this robust and practical management tool.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 8116
• Seitenzahl: 298
• Erscheinungstermin: 3. Juli 2018
• Englisch
• Abmessung: 234mm x 156mm x 20mm
• Gewicht: 565g
• ISBN-13: 9780749481568
• ISBN-10: 0749481560
• Artikelnr.: 48499211

Autorenporträt

Dr. Darren Coleman has more than 20 years branding experience spanning projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped brands such as Maybank, PepsiCo, Dubai Properties Group, Orange, BUPA, Goldman Sachs, Roche Diagnostics and Nikon. He has also advised the British and Lithuanian governments on brand related issues. Darren is the Managing Consultant at Wavelength Marketing and is frequently invited to speak at international brand marketing conferences.

Inhaltsangabe

• • Chapter - 01: Introduction to retaining relevance through brand experiences;
  • Chapter - 02: The Brand Experience Blueprint: A practical management tool;
• Section - ONE: Brand Experience Environment;
• • Chapter - 03: Understanding your stakeholders;
  • Chapter - 04: Fine-tuning your perspective;
  • Chapter - 05: Considering the mechanics of delivery;
  • Chapter - 06: Adopting a data-driven approach;
  • Chapter - 07: Summary: Brand Experience Environment;
• Section - TWO: Brand Experience Essentials;
• • Chapter - 08: Brand values;
  • Chapter - 09: Brand essence;
  • Chapter - 10: Brand promise;
  • Chapter - 11: Brand positioning;
  • Chapter - 12: Brand personality;
  • Chapter - 13: Summary: Brand Experience Environment and Essentials;
• Section - THREE: Brand Experience Enablers;
• • Chapter - 14: Behaviour;
  • Chapter - 15: Communications;
  • Chapter - 16: Design;
  • Chapter - 17: Summary: Brand Experience Environment, Essentials and Enablers;
• Section - FOUR: Measuring Brand Experiences;
• • Chapter - 19: Adopting a holistic approach to measuring brand Experiences;
  • Chapter - 20: How to measure brand experiences scientifically;
  • Chapter - 21: Closing thoughts: Building brand experiences as a route to retaining brand relevance;

Rezensionen

"Absolutely the best guide to successfully managing brand experience." Barbara Meneghini, Head of Corporate Customer Relationship Management at TOD'S Group