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Autor(en): 
  • Nicholas Ind
  • Oriol Iglesias
  • Brand Desire: How to Create Consumer Involvement and Inspiration 
     

    (Buch)
    Dieser Artikel gilt, aufgrund seiner Grösse, beim Versand als 3 Artikel!


    Übersicht

    Auf mobile öffnen
     
    Lieferstatus:   i.d.R. innert 14-24 Tagen versandfertig
    Veröffentlichung:  Dezember 2016  
    Genre:  Wirtschaft / Recht 
    ISBN:  9781472925350 
    EAN-Code: 
    9781472925350 
    Verlag:  Bloomsbury Academic 
    Einband:  Gebunden  
    Sprache:  English  
    Dimensionen:  H 236 mm / B 155 mm / D 25 mm 
    Gewicht:  454 gr 
    Seiten:  200 
    Bewertung: Titel bewerten / Meinung schreiben
    Inhalt:

    Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.

    However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective.

    Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as:

    ˇ promoting a principles-driven organization that is grounded in its heritage and distinctive competences;
    ˇ creating a supportive culture that encourages the active participation of people in brand development;
    ˇ providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and
    ˇ offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support.

    In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd - and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.

      



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