Building Brand Experiences: A Practical Guide to Retaining Brand Relevance

ISBN-13: 9780749481568 / Angielski / Miękka / 2018 / 296 str.

Darren Coleman

Opis

Retaining brand relevance is fundamental to organizational success, and is 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 driven by emotion, and positive brand experiences have the power to drive engagement while simultaneously offering an infinite number of options for competitive differentiation. All these aspects combine to drive brand performance. Building Brand Experiences enables managers and executives to realise this, and therefore create tailored and relevant brand experiences that will appeal to consumers. 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 brand experiences that consumers will love, to improve engagement and drive results.

Recenzje

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

Spis treści

• • 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;

O autorze

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.