03012cam a2200277 i 4500 20407521 20250325142316.0 180315s2018 nyua 001 0 eng 2018012301 9780749481568 (pbk.) DLC eng DLC rda DLC pcc HF5415.1255 .C646 2018 Coleman, Darren (Marketing researcher), author. Building brand experiences : a practical guide to retaining brand relevance / Darren Coleman. First edition. New York, NY : Kogan Page Ltd, [2018] xiv, 280 pages : illustrations ; 24 cm Includes index. Introduction to retaining relevance through brand experiences — The brand experience blueprint: a practical management tool — Brand experience environment — Understanding your stakeholders — Fine-tuning your perspective — Considering the mechanics of delivery — Adopting a data-driven approach — Summary: brand experience environment — Brand experience essentials — Brand values — Brand essence — Brand promise — Brand positioning — Brand personality — Summary: brand experience environment and essentials — Brand experience enablers — Behaviour — Communications — Design — Summary: brand experience environment, essentials and enablers — Measuring brand experiences — Getting started with measuring brand experiences — Adopting a holistic approach to measuring brand experiences — How to measure brand experiences scientifically — Closing thoughts: building brand experiences to retain relevance. 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. Branding (Marketing) 6284 Consumers' preferences 23349 Consumer satisfaction 7011 lcc 0 0 lcc 0 0 TBS TBS 2025-03-25 0 HF5415.1255 COL B05907 2025-12-12 1 2025-03-25 1 4578 4578