BUILDING BRAND EXPERIENCES: A PRACTICAL GUIDE TO RETAINING BRAND RELEVANCE

Book ID/图书代码： 07682017C00088

English Summary/英文概要： 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 realise this, and therefore create tailored and relevant brand 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 brand experiences that consumers will love, to improve engagement and drive results.

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About the Author/作者介绍： 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, as well advising the British and Lithuanian governments on brand related issues. Darren Coleman is Managing Consultant at Wavelength Marketing in the UK and a frequent speaker at international brand marketing conferences.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

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