商标样式：为商标生存如何创造自信体制BRAND MANNERS - HOW TO CREATE THE SELF-CONFIDENT ORGANISATION TO LIVE THE BRAND
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作者： Hamish Pringle 著
出 版 社： John Wiley & Sons
出版时间： 2001-12-1字数：版次： 1页数： 314印刷时间： 2003/05/01开本：印次：纸张： 胶版纸I S B N ： 9780470856109包装： 平装内容简介
"I commend this book. It offers the prospect of achiewng business success by making work a better p/ace to be."
FROM THE FOREWORD BY SIR TERRY LEAHY, CEO OF TESCO, UK
This book is about you and me, It's about us as individuals, and how we behave towards each other And in a world where a reputation can be ruined by one poor interaction between a customer and a brand representative, it's about how to create a branded service culture that raises customer expectations and then consistently exceeds them, By implementing the Brand Manners framework, your brand can be developed in ways that will generate customer Ioyalty recruit new users, and significantly increase profitability, The ultimate aim is the creation of a 'self-confident' organisation that lives the brand in everything it says and does, Brands represent promises, Too often those promises are broken,
目录
Deldications
Quotation
Acknowledgements
Publisher's Note
Preface
Foreword
Part I THE BRAND MANNERS BOOK OF LIFE
1 ' Manners Maketh Man'
2 Customers-The Brand Promise and individual Brand Manners
3 Corporations-Happy Surpreises
4 The Tesco Story
Part II THE BRAND MANNERS WAY
5 The Self-confident Organisations
6 Brand Manners Approach
7 Brand Manners in Action
8 The Orange Story
Part III THE BRAND MANNERS IMPROVEMENT CYCLE
Section One: Individual Behaviours
9 Conditioning Creates Brands
10 How Boundaries Create Self-confidence
11 Making the Most of Habits
12 Reducing Stress in the Organisation
Section Two: Encounters
13 Being Ready to Defend the Brand
14 Minimising Corporate Distance
Case History: Coca-Cola
15 Managing the Irrational
16 How Trust Fits In
Section Three: The Brand Promise
17 High Tech, High Touch in Branding
Case History: The New Zealand Herald Call Centre
18 Dealing with the New Consumerism
Case History: Barclays Bank
19 How Brand Problems can be Part of the Solution
Case History: Gateway 2000
20 Protecting the Brand
Section Four: 'Happy Surprises'
21 How Defining Gestures Build Brands
Case History: Disney
22 Really Listening Adds Real Value
Case History: The Institute of Practitioners in Advertising
23 The Power of Customer Pledges
Case History: Carphone Warehouse
……
Part IV The Brand Manners How-TO Guides
Conclusion
Quotation
Bibliography
Webography
Index
