000			01622cam a22001818i 4500
999			_c59022 _d59022
020			_a9780749481575 (ebook)
082	0	0	_a658.827 _bCOL/B
100	1		_aColeman, Darren
245	1	0	_aBuilding brand experiences :
260			_aLondon _bKoganpage _c2018
300			_a280 p.
500			_aIncludes index.
520			_aRetaining 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.
650		0	_aBranding (Marketing)
650		0	_aConsumers' preferences.
650		0	_aConsumer satisfaction.
942			_cBK