Brand Desire: How to Create Consumer Involvement and Inspiration by Oriol Iglesias, Nicholas Ind (Paperback, 2020)

Speedyhen (1657715)

99.8% positive Feedback

Price:

£16.55

Free delivery in 2-3 days

Estimated between Mon, 28 Jul and Tue, 29 Jul

Ships today if you order in the next Ships today if you order in the next 2h 14m

Returns:

30 days return. Buyer pays for return postage. If you use an eBay delivery label, it will be deducted from your refund amount.

Condition:

New

About this product

Product Information

Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: * promoting a principles-driven organization that is grounded in its heritage and distinctive competences; * creating a supportive culture that encourages the active participation of people in brand development; * providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and * offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.