000			03012cam a2200277 i 4500
001			20407521
005			20250325142316.0
008			180315s2018 nyua 001 0 eng
010			_a 2018012301
020			_a9780749481568 (pbk.)
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415.1255 _b.C646 2018
100			_aColeman, Darren _c(Marketing researcher), _eauthor.
245	1	0	_aBuilding brand experiences _b: a practical guide to retaining brand relevance _c/ Darren Coleman.
250			_aFirst edition.
264		1	_aNew York, NY : _bKogan Page Ltd, _c[2018]
300			_axiv, 280 pages : _billustrations ; _c24 cm
500			_aIncludes index.
505	0		_aIntroduction 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.
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) _96284
650		0	_aConsumers' preferences _923349
650		0	_aConsumer satisfaction _97011
942			_2lcc
999			_c4578 _d4578