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 mobi 下载 网盘 caj lrf pdf txt 阿里云

"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,

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

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