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589945 Pringle, Hamish; Gordon, William:
Brand Manners
 How to Create the Self-Confident Organisation to Live the Brand
 Preis:   € 57,90

Einband: Gb
Auflage: 1. Auflage
Verlag: John Wiley & Sons
Erscheinungsdatum: 01/2001
Seiten: 334 S.
Abbildungen: Illustrations

ISBN-10: 0-471-49606-5   
ISBN-13: 978-0-471-49606-9

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Beschreibung
How to create an organizational culture that promotes brand image and builds customer loyalty
Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.
Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture, previously Andersen Consulting, in London.
Inhalt
Introduction
PART ONE : The Brand Manners Book of Life
"Manners Maketh Man"
Customers-The Brand Promise and Individual Brand Manners
Corporations - Happy Surprises
The Tesco Story
PART TWO: The Brand Manners Way
The Self-confident Organisation
Brand Manners Approach
Brand Manners in Action
The Orange Story
PART THREE: The Brand Manners Improvement Cycle
Section One: Individual Behaviour
Conditioning Creates Brands
How Boundaries Create Self-confidence
Making the Most of Habits
Reducing Stress in the Organisation
Section Two: Encounters
Being Ready to Defend the Brand
Minimising Corporate Distance
Managing the Irrational
How Trust Fits In
Section Three: The Brand Promise
High Tech, High Touch in Branding
Dealing with the New Consumerism
How Brand Problems can be Part of the Solution
Protecting the Brand
Section Four: "Happy Surprises"
How Defining Gestures Build Brands
Really Listening Adds Real Value
The Power of Customer Pledges
Moments of Truth
Section Five: "Feeling Good"
Defining Outstanding Customer Service
The Importance of Under-promising and Over-delivering
How Enabled Employees can Deliver for Customers
Recruiting in Line with the Brand's Values
PART FOUR: The Brand Manners How-To Guides
The Chief Executive Officer
The Marketing Director
The Employee
Management
Customers
Conclusion
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