| Document Type
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BL
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| Record Number
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1025341
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| Doc. No
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b779711
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| Main Entry
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Knapp, Duane E.
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| Title & Author
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The Brandpromise : : how Costco, Ketel One, Make-a-wish, Tourism Vancouver, and other leading brands make and keep the promise that guarantees success /\ Duane E. Knapp.
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| Publication Statement
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New York :: McGraw-Hill,, ©2008.
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| Series Statement
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McGraw Hill professional
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| Page. NO
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1 online resource
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| ISBN
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0071494413
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: 0071641424
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: 9780071494410
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: 9780071641425
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| Notes
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"Foreword by Orin Smith, former President of Starbucks"--Cover.
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Title from PDF title page (viewed May 20, 2008).
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Foreword; Preface; Acknowledgments; Brandictionary: Definitions to Help You Deliver a BrandPromise Commitment; Chapter 1 The BrandMindset Philosophy; Thinking Like a Genuine Brand; Genuine Brand Expectations; The Trust Factor; The Promise Is the Foundation of a Brand's Experience; Enhancing Customers' Lives; Passionate Associates; Associate Partnership; Creating Exceptional Perceived Value; Brand Profile: Ketel One Vodka; Thought Guide: Thinking Like a Genuine Brand; Chapter 2 The PromiseRule: Enhancing People's Lives; Service Compared to a Promise.
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Destination BrandSciencePromising an Experience; What Is a Destination BrandPromise?; Destination Brand Assessment; Creating a Destination BrandPromise; A Slogan Is Not a Strategy; Destination Brand Blueprint; Developing a Destination's Culture; Brand Profile: Tourism Vancouver; Thought Guide: Community Brands: The Destination BrandPromise; Chapter 8 Personal Brands; Thinking about Your Brand; Caring about Perceptions; What's Your Personal Promise?; Living Your Promise; Professional; Special; Celebrity Brand Philosophy; Building a Celebrity Brand Is Hard Work; Greg Norman; Rachael Ray.
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Enhancing Customers' ExpectationsBrand Profile; Thought Guide: Five Ways to Keep Promises; Chapter 6 Predicting Brand Success; Predicting a Brand's Future; 1. Brand Psyche; Measuring a Brand's Perceptual Energy; 2. Brand Visualization; Reading Customers' Minds; Convenience Is the Future; 3. Optimize Positive Energy; Spending Time on the Right Things; Investing in a Brand's Future; Minimize Negative Energy; Thought Guide: Predicting Brand Success; Chapter 7 Community Brands: The Destination BrandPromise; Detailed Example of the BrandPromise Methodology; Community Brands; Destination Strategy.
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Promises Compared to Missions or VisionsIt's All about How You Want People to Feel; Are You Ready to Make a Genuine Promise?; The PromiseRule; A Guarantee That's Real; Brand Profile: Costco; Thought Guide: The PromiseRule-Enhancing People's Lives; Chapter 3 The Roadmap to a BrandPromise Commitment; A Promise Focus; The Brand Balance; Changing the Decision Hierarchy; The Promise Process; Assessing Customers' Feelings; Making a Promise; Defining a Brand's Experience; Distinctive Products and Services; Superior Value; Brand Profile: RK Dixon Company.
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Thought Guide: The Roadmap to a BrandPromise CommitmentChapter 4 Promises Are Delivered by People, Not Policies; People Are Key; Internal Promises; Engaging Experiences; The Board's Responsibility; Creating a Paradigm Shift; Transformation; Brand Profile: Bartell Hotels; Thought Guide: Promises Are Delivered by People, Not Policies; Chapter 5 Five Ways to Keep Promises; Keeping Promises; Whom Can You Trust?; Frustrating Experiences; Example: Rebates; Example: Telephone Call Centers; What's Fair?; Example: Credit Card Refunds and Warranties; The Right Promise Is Key.
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| Subject
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Brand name products.
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Customer relations.
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Customer services.
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Brand name products.
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BUSINESS ECONOMICS-- Advertising Promotion.
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Customer relations.
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Customer services.
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| Dewey Classification
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658.827
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| LC Classification
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HD69.B7K53 2008eb
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| Parallel Title
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Brand promise
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