Building Brand Experiences: A Practical Guide to Retaining Brand Relevance

Building Brand Experiences: A Practical Guide to Retaining Brand Relevance

by Darren Coleman

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Product Details

ISBN-13: 9780749481568
Publisher: Kogan Page, Ltd
Publication date: 07/28/2018
Pages: 296
Sales rank: 1,311,490
Product dimensions: 6.10(w) x 9.10(h) x 0.90(d)

About the Author

Dr. Darren Coleman has more than 20 years of branding experience spanning projects in the UK, continental Europe, the Middle East, South East Asia and Japan. He has helped brands such as Maybank, PepsiCo, Dubai Properties Group, Orange, BUPA, Goldman Sachs, Roche Diagnostics and Nikon, as well advising the British and Lithuanian governments on brand related issues. He is now Managing Consultant at Wavelength Marketing in the UK.

Table of Contents

** Chapter - 01: Introduction to retaining relevance through brand experiences; ** Chapter - 02: The Brand Experience Blueprint: A practical management tool; * Section - ONE: Brand Experience Environment; ** Chapter - 03: Understanding your stakeholders; ** Chapter - 04: Fine-tuning your perspective; ** Chapter - 05: Considering the mechanics of delivery; ** Chapter - 06: Adopting a data-driven approach; ** Chapter - 07: Summary: Brand Experience Environment; * Section - TWO: Brand Experience Essentials; ** Chapter - 08: Brand values; ** Chapter - 09: Brand essence; ** Chapter - 10: Brand promise; ** Chapter - 11: Brand positioning; ** Chapter - 12: Brand personality; ** Chapter - 13: Summary: Brand Experience Environment and Essentials; * Section - THREE: Brand Experience Enablers; ** Chapter - 14: Behaviour; ** Chapter - 15: Communications; ** Chapter - 16: Design; ** Chapter - 17: Summary: Brand Experience Environment, Essentials and Enablers; * Section - FOUR: Measuring Brand Experiences; ** Chapter - 19: Adopting a holistic approach to measuring brand Experiences; ** Chapter - 20: How to measure brand experiences scientifically; ** Chapter - 21: Closing thoughts: Building brand experiences as a route to retaining brand relevance;

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