عنوان
پدید آورنده
موضوع
رده
HD69.B7 K53 2008eb
HD69
.
B7
K53
2008eb
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0071494413
(Number (ISBN
0071641424
(Number (ISBN
9780071494410
(Number (ISBN
9780071641425
NATIONAL BIBLIOGRAPHY NUMBER
Number
b779711
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
The Brandpromise :
General Material Designation
[Book]
Other Title Information
how Costco, Ketel One, Make-a-wish, Tourism Vancouver, and other leading brands make and keep the promise that guarantees success /
First Statement of Responsibility
Duane E. Knapp.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
New York :
Name of Publisher, Distributor, etc.
McGraw-Hill,
Date of Publication, Distribution, etc.
©2008.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
1 online resource
SERIES
Series Title
McGraw Hill professional
GENERAL NOTES
Text of Note
"Foreword by Orin Smith, former President of Starbucks"--Cover.
Text of Note
Title from PDF title page (viewed May 20, 2008).
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references and index.
CONTENTS NOTE
Text of Note
Foreword; Preface; Acknowledgments; Brandictionary: Definitions to Help You Deliver a BrandPromise Commitment; Chapter 1 The BrandMindset Philosophy; Thinking Like a Genuine Brand; Genuine Brand Expectations; The Trust Factor; The Promise Is the Foundation of a Brand's Experience; Enhancing Customers' Lives; Passionate Associates; Associate Partnership; Creating Exceptional Perceived Value; Brand Profile: Ketel One Vodka; Thought Guide: Thinking Like a Genuine Brand; Chapter 2 The PromiseRule: Enhancing People's Lives; Service Compared to a Promise.
Text of Note
Destination BrandSciencePromising an Experience; What Is a Destination BrandPromise?; Destination Brand Assessment; Creating a Destination BrandPromise; A Slogan Is Not a Strategy; Destination Brand Blueprint; Developing a Destination's Culture; Brand Profile: Tourism Vancouver; Thought Guide: Community Brands: The Destination BrandPromise; Chapter 8 Personal Brands; Thinking about Your Brand; Caring about Perceptions; What's Your Personal Promise?; Living Your Promise; Professional; Special; Celebrity Brand Philosophy; Building a Celebrity Brand Is Hard Work; Greg Norman; Rachael Ray.
Text of Note
Enhancing Customers' ExpectationsBrand Profile; Thought Guide: Five Ways to Keep Promises; Chapter 6 Predicting Brand Success; Predicting a Brand's Future; 1. Brand Psyche; Measuring a Brand's Perceptual Energy; 2. Brand Visualization; Reading Customers' Minds; Convenience Is the Future; 3. Optimize Positive Energy; Spending Time on the Right Things; Investing in a Brand's Future; Minimize Negative Energy; Thought Guide: Predicting Brand Success; Chapter 7 Community Brands: The Destination BrandPromise; Detailed Example of the BrandPromise Methodology; Community Brands; Destination Strategy.
Text of Note
Promises Compared to Missions or VisionsIt's All about How You Want People to Feel; Are You Ready to Make a Genuine Promise?; The PromiseRule; A Guarantee That's Real; Brand Profile: Costco; Thought Guide: The PromiseRule-Enhancing People's Lives; Chapter 3 The Roadmap to a BrandPromise Commitment; A Promise Focus; The Brand Balance; Changing the Decision Hierarchy; The Promise Process; Assessing Customers' Feelings; Making a Promise; Defining a Brand's Experience; Distinctive Products and Services; Superior Value; Brand Profile: RK Dixon Company.
Text of Note
Thought Guide: The Roadmap to a BrandPromise CommitmentChapter 4 Promises Are Delivered by People, Not Policies; People Are Key; Internal Promises; Engaging Experiences; The Board's Responsibility; Creating a Paradigm Shift; Transformation; Brand Profile: Bartell Hotels; Thought Guide: Promises Are Delivered by People, Not Policies; Chapter 5 Five Ways to Keep Promises; Keeping Promises; Whom Can You Trust?; Frustrating Experiences; Example: Rebates; Example: Telephone Call Centers; What's Fair?; Example: Credit Card Refunds and Warranties; The Right Promise Is Key.
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ACQUISITION INFORMATION NOTE
Source for Acquisition/Subscription Address
OverDrive, Inc.
Source for Acquisition/Subscription Address
OverDrive, Inc.
Stock Number
A4E601BE-E2C0-4C99-9834-C04CBDEBCD53
OTHER EDITION IN ANOTHER MEDIUM
Title
Brandpromise.
International Standard Book Number
0071494413
PARALLEL TITLE PROPER
Parallel Title
Brand promise
TOPICAL NAME USED AS SUBJECT
Brand name products.
Customer relations.
Customer services.
Brand name products.
BUSINESS & ECONOMICS-- Advertising & Promotion.
Customer relations.
Customer services.
(SUBJECT CATEGORY (Provisional
BUS-- 002000
DEWEY DECIMAL CLASSIFICATION
Number
658
.
827
Edition
22
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HD69
.
B7
Book number
K53
2008eb
PERSONAL NAME - PRIMARY RESPONSIBILITY
Knapp, Duane E.
ORIGINATING SOURCE
Date of Transaction
20201206184607.0
Cataloguing Rules (Descriptive Conventions))
pn
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
