| Description |
1 online resource (vii, 183 pages) : illustrations |
|
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Cover page; Halftitle page; Title page; Copyright page; Contents; List of figures; Acknowledgements; Introduction to Part 1: Understanding brand desire; Chapter 1 The foundations of brand desire; An introduction to brand desire; The sources of desire; Sensuality; Authenticity; Surprise; Meaningfulness; Social identity; Summary; Chapter 2 Why desire matters; Rejecting desire; Alternative perspectives; What brand consultancies think about brand desire; Our perspective on brand desire and brand equity; Summary; Introduction to Part 2: Building brand desire; Chapter 3 Principles. |
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A matter of principlesGenerating and sharing principles; Principles versus expediency; Summary; Chapter 4 Participation; Why participation matters; Participative benefits; How LEGO learned to love its customers; 'Everything is awesome when you're part of a team'11; A different brand model; Imagine with Orange; Participative employees make the brand desirable; Summary; Chapter 5 Leadership and culture; Empathy and leadership; Global Hotel Alliance and transformational leadership; Symbolic leadership; Cultural embedding; Summary; Chapter 6 Storytelling. |
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Stories as emotionally appealing sense- making devicesCrafting a story; Chipotle: The Scarecrow; Storybuilding; Burberry and its trench coat; Linking storybuilding, storytelling and storydoing; Rapha; Summary; Chapter 7 Experience; Deconstructing the experience; The Nespresso experience; Building memorable experiences in a digital environment; Summary; Chapter 8 Innovation; Brand surprise; Continuity and surprise at Porsche; Innovation: past and present; Rediscovering the past; Curating the past; Living the past; How to use the past; Innovation typologies; Summary. |
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Chapter 9 Managing brand desireInternal direction versus external involvement; Closeness versus distance; Continuity versus innovation; Managing the tensions; Summary; Notes; Index. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Product management.
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Product management. |
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Branding (Marketing)
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Branding (Marketing) |
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Customer relations.
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Customer relations. |
| Genre/Form |
Electronic books.
|
| Added Author |
Iglesias, Oriol, author.
|
| Other Form: |
Print version: Ind, Nicholas. Brand desire. London ; New York, NY : Bloomsbury Information, 2016 9781472925350 (DLC) 2016022108 |
| ISBN |
9781472925367 (electronic book) |
|
147292536X (electronic book) |
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9781472925374 |
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1472925378 |
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9781472925350 (hardback) |
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1472925351 (hardback) |
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9781472936233 (paperback) |
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147293623X (paperback) |
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