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Brand admiration :building a business people love /C. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich ; Foreword by Allen Weiss.
Hoboken, New Jersey :Wiley,2016
xxii, 261 pages ;22 cm
Ký hiệu phân loại (DDC): 658.827
"Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions"--
"Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach"--
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Building a storybrand : clarify your message so customers will listen /Donald Miller.
New York : HarperCollins Leadership, an imprint of HarperCollins, 2017
x, 228 pages. : illustrations ; 22 cm
Ký hiệu phân loại (DDC): 658.8
Explains how businesses can better connect with their customers through the use of a simplified brand message, one that fosters ease of understanding on websites, in brochures, and on social media.
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Delicious : branding and design for cafes, patisseries and chocolate boutiques / Design 360° Magazine.
Barcelona, Spain : Flamant, an imprint of Sandu, 2018
240 pages. : color illustrations ; 29 cm.
Ký hiệu phân loại (DDC): 741.6
Delicious focuses on the visual identity of the sweetest places in the world: chocolate boutiques, bakeries and confectionaries, and coffee shops. Even though it would seem easy for these kinds of businesses to establish a connection with customers, the fiercely growing competition in this field makes it essential for shop owners and designers to shape a unique and unforgettable impression so as to create fidelity and brand awareness. This book presents brand strategies designed to catch the eye of hungry consumers. The establishments showcased here entice their clients through cohesive identity design that includes interior and graphic design, packaging and stationary, product positioning and every single detail and accessory. Delicious is an excellent source for designers and shop owners working in this field, as well as for readers who love relaxing over a cup of fragrant espresso or revitalizing tea while savouring all sorts of exquisite bites. From a delicate violet macaron to a buttery croissant or carrot cake, an irresistibly gooey brownie, a perfect, bittersweet chocolate bar or some other wickedly delicious extravagance, in a warm, seductive atmosphere.
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