BRAND REAL: HOW SMART COMPANIES LIVE THEIR BRAND PROMISE AND INSPIRE FIERCE CUSTOMER LOYALTY
Book ID/图书代码： 00431012B52354
English Summary/英文概要： Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.
Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies.
Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands—logos, advertising, imagery, communications—directly to the core elements of business strategy and forge a powerful and lasting connection with their customers.
Chinese Summary/中文概要： 所謂「品牌」，不只是公司的形象
更是給予顧客的「承諾」
建立簡明、易深植人心 無往不利的無敵品牌每家公司在建立自家公司的品牌經營策略上，都發揮無限的創意，從溫暖、可愛的形象，到走在時代尖端的前衛形象都有，但品牌形象並不僅僅只有如此。品牌的核心價值是給予顧客的「承諾」，如果公司的服務與其品牌形象給予的承諾不符，將會面臨顧客流失的危機。
本書提供企業如何在每一個顧客接觸點(customer touch point)達成品牌承諾，提升顧客忠誠度以及品牌形象的策略。這些策略都通過實戰考驗，顯示如何建立簡明且深植記憶的品牌形象。
許多知名公司都曾因為過度複雜的品牌形象而慘遭滑鐵盧，本書作者Laurence Vincent教導讀者如何避免重蹈覆轍，以及知名的成功案例。這些成功的品牌包括美國運通(American Express)、Apple、思科(Cisco)、Google、高通(Qualcomm)、維京集團(Virgin)等公司。(LNL & CK & Eva)
Awards/获奖情况：“…it’s time you picked up this book and found out how to create a brand identity that will… make your customers loyal for life.” ---SMTonline
“For anyone looking to brand or re-brand their company Brand Real is the book for you. This is the branding bible.”---Actionable Books
“…if you have any interest in branding and reputation management, check out Brand Real -- it is well worth your time.”---Genuine Curiosity
“This book will place your brand on the right track for building a real brand that is memorable and powerful in the marketplace.”---Blog Business World
About the Author/作者介绍： Laurence Vincent現為好萊塢金牌經紀公司聯合經紀(UTA，United Talent Agency)品牌工作室負責人，曾任職於國際知名品牌策略顧問公司Siegel + Gale以及迪士尼。他曾協助過可口可樂(Coca-Cola)、萬事達卡(MasterCard)、微軟(Microsoft)、國家美式足球聯盟(National Football League)、高通(Qualcomm)、Sony Playstation、西南航空(Southwest Airlines)、The Four Seasons、全球最大傢具建材商家得寶(The Home Depot)以及三得利Vitaminwater發展品牌策略。LAURENCE VINCENT leads the strategy practice at the Los Angeles office of Siegel+Gale, one of the world’s premier strategic branding companies. His clients have included Coca-Cola, MasterCard, Microsoft, National Football League, Qualcomm, Sony Playstation, Southwest Airlines, The Four Seasons, The Home Depot, and Vitaminwater.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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