Building brand experiences :
Material type: TextPublication details: London Koganpage 2018Description: 280 pISBN: 9780749481575 (ebook)Subject(s): Branding (Marketing) | Consumers' preferences | Consumer satisfactionDDC classification: 658.827 Summary: Retaining brand relevance is fundamental to organizational 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 realize 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.Item type | Current library | Call number | Status | Date due | Barcode |
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BK | Kannur University Central Library Stack | 658.827 COL/B (Browse shelf (Opens below)) | Checked out to BREENA BRITTO (9165) | 08/07/2024 | 50518 |
Browsing Kannur University Central Library shelves, Shelving location: Stack Close shelf browser (Hides shelf browser)
658.827 BAT/D Digital luxury : transforming brands and consumer experiences | 658.827 BRA Brand management : co-creating meaningful brands | 658.827 BUL/B Brand journalism | 658.827 COL/B Building brand experiences : | 658.827 ELL/S Strategic brand management | 658.827 ELL/S Strategic brand management | 658.827 HAN Handbook of Brand Relationships |
Includes index.
Retaining brand relevance is fundamental to organizational 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 realize 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.
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