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Brand Manners How to Create the Self-Confident Organization to Live the Brand

by William Gordon

  • ISBN: 9780471496069
  • ISBN10: 0471496065

Brand Manners How to Create the Self-Confident Organization to Live the Brand

by William Gordon

  • List Price: $87.00
  • Binding: Hardcover
  • Publisher: John Wiley & Sons Inc
  • Publish date: 02/01/2001
  • ISBN: 9780471496069
  • ISBN10: 0471496065
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Description: No matter how good the work is behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative. The challenge for any company who rely on their brand is to ensure that the whole organisation, and in particular, its customer facing employees, actually "live the brand".

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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