Brand Manners How to Create the Self-Confident Organization to Live the Brand
- List Price: $87.00
- Binding: Hardcover
- Publisher: John Wiley & Sons Inc
- Publish date: 02/01/2001
This book explains that a customer's perception of the quality of service received in a given situation is almost entirely a function of their pre-existing expectations created by the brand. Living the Brand gives top management a framework within which they can evaluate their customers' expectations of their brand and set about creating a branded service culture that can consistently exceed them. The aim of the process is to develop a reputation that will generate customer loyalty, recruit new users and significantly increase profitability. The book will show how a sales force, a call centre, a shop floor and an entire boardroom can be enlisted for the benefit of the brand and the company. The result is a practical, how-to guide for application in any situation involving customer service.
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