{"product_id":"brand-manners-isbn-9780470856109","title":"Brand Manners","description":"How to create an organizational culture that promotes brand image and builds customer loyalty\u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e 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.Gleichgültig, wie gut eine Marke am Markt positioniert ist - ein einziger negativer Kontakt zwischen Kunde und Mitarbeiter reicht schon aus, um den guten Ruf zu ruinieren. Um diese Situation zu vermeiden, müssen Unternehmen sicherstellen, daß das gesamte Unternehmen, insbesondere die Mitarbeiter mit Kundenkontakt, die \"Marke leben\". Denn wenn Mitarbeiter nicht in der Lage sind, das Wesen der Marke durch ihr Handeln zu repräsentieren, können Sie den Unternehmenserfolg erheblich beeinträchigen. Hamish Pringle (Marketingexperte) und William Gordon (Managementexperte) haben in \"Brand Manners\" ein solides Schema erarbeitet, mit deren Hilfe jedes Unternehmen lernen kann, durch Leben und Repräsentieren der Marke ein ganzheitliches Markenkonzept und eine markenorientierte Servicekultur aufzubauen. Mit zahlreichen Fallstudien von Spitzenunternehmen wie z.B. British Airways, Monsanto, Gateway 2000, Coca-Cola, McDonalds und Burger King. Praxisorientiert und topaktuell!  \u003cp\u003eDedications.\u003c\/p\u003e \u003cp\u003eQuotation.\u003c\/p\u003e \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003ePublisher's Note.\u003c\/p\u003e \u003cp\u003ePreface.\u003c\/p\u003e \u003cp\u003eForeword.\u003c\/p\u003e \u003cp\u003eTHE BRAND MANNERS BOOK OF LIFE.\u003c\/p\u003e \u003cp\u003e'Manners Maketh Man'.\u003c\/p\u003e \u003cp\u003eCustomers - The Brand Promise and Individual Brand Manners.\u003c\/p\u003e \u003cp\u003eCorporations - Happy Surprises.\u003c\/p\u003e \u003cp\u003eThe Tesco Story.\u003c\/p\u003e \u003cp\u003eTHE BRAND MANNERS WAY.\u003c\/p\u003e \u003cp\u003eThe Self-confident Organisation.\u003c\/p\u003e \u003cp\u003eBrand Manners Approach.\u003c\/p\u003e \u003cp\u003eBrand Manners in Action.\u003c\/p\u003e \u003cp\u003eThe Orange Story.\u003c\/p\u003e \u003cp\u003eTHE BRAND MANNERS IMPROVEMENT CYCLE.\u003c\/p\u003e \u003cp\u003eSection One: Individual Behaviour.\u003c\/p\u003e \u003cp\u003eConditioning Creates Brands.\u003c\/p\u003e \u003cp\u003eHow Boundaries Create Self-confidence.\u003c\/p\u003e \u003cp\u003eMaking the Most of Habits.\u003c\/p\u003e \u003cp\u003eReducing Stress in the Organisation.\u003c\/p\u003e \u003cp\u003eSection Two: Encounters.\u003c\/p\u003e \u003cp\u003eBeing Ready to Defend the Brand.\u003c\/p\u003e \u003cp\u003eMinimising Corporate Distance.\u003c\/p\u003e \u003cp\u003eManaging the Irrational.\u003c\/p\u003e \u003cp\u003eHow Trust Fits In.\u003c\/p\u003e \u003cp\u003eSection Three: The Brand Promise.\u003c\/p\u003e \u003cp\u003eHigh Tech, High Touch in Branding.\u003c\/p\u003e \u003cp\u003eDealing with the New Consumerism.\u003c\/p\u003e \u003cp\u003eHow Brand Problems can be Part of the Solution.\u003c\/p\u003e \u003cp\u003eProtecting the Brand.\u003c\/p\u003e \u003cp\u003eSection Four: 'Happy Surprises'.\u003c\/p\u003e \u003cp\u003eHow Defining Gestures Build Brands.\u003c\/p\u003e \u003cp\u003eReally Listening Adds Real Value.\u003c\/p\u003e \u003cp\u003eThe Power of Customer Pledges.\u003c\/p\u003e \u003cp\u003eMoments of Truth.\u003c\/p\u003e \u003cp\u003eSection Five: 'Feeling Good'.\u003c\/p\u003e \u003cp\u003eDefining Outstanding Customer Service.\u003c\/p\u003e \u003cp\u003eThe Importance of Under-promising and Over-delivering.\u003c\/p\u003e \u003cp\u003eHow Enabled Employees can Deliver for Customers.\u003c\/p\u003e \u003cp\u003eRecruiting in Line with the Brand's Values.\u003c\/p\u003e \u003cp\u003eTHE BRAND MANNERS HOW-TO GUIDES.\u003c\/p\u003e \u003cp\u003eThe Chief Executive Officer.\u003c\/p\u003e \u003cp\u003eThe Marketing Director.\u003c\/p\u003e \u003cp\u003eThe Employee.\u003c\/p\u003e \u003cp\u003eManagement.\u003c\/p\u003e \u003cp\u003eCustomers.\u003c\/p\u003e \u003cp\u003eConclusion.\u003c\/p\u003e \u003cp\u003eQuotation.\u003c\/p\u003e \u003cp\u003eBibliography.\u003c\/p\u003e \u003cp\u003eWebography.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \u003cp\u003e\u003cstrong\u003eHamish Pringle\u003c\/strong\u003e is Director General of the IPA, the Institue of Practitioners in Advertising. Previously he has held senior positions in leading agencies including Ogilvy \u0026amp; Mather, Boase Massimi Pollitt, Abbott Mead Vickers, and Saatchi \u0026amp; Saatchi. He graduated from Trinity College Oxford with a BA in PPE. He is the co-author of the best-selling \u003cem\u003eBrand Spirit: How Cause Related Marketing Builds Brands\u003c\/em\u003e. \u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e William Gordon\u003c\/strong\u003e is Strategy Partner with Accenture, one of the world's premier management consulting firms. He obtained a BSc in Engineering at King's College London and an MBA \u0026amp; Diploma in International Studies at London Business School. Over the past 25 years, William has consulted with boards of major corporations across almost all sectors, spanning North America, Europe, the Middle East and Asia.\u003c\/p\u003e  “I commend this book. It offers the prospect of achieving business success by making work a better place to be.\" From the Foreword by Terry Leahy, CEO of  Tesco, UK  \u003cp\u003eThis book is about you and me.  It’s about us as individuals, and how we behave towards each other.  And in a world where a reputation can be ruined by one poor interaction between a customer and a brand representative, it’s about how to create a brabded service culture that raises customer expectations and then consistently exceeds them.  By implementing the Brand Manners framework, your brand can be developed in ways that will generate customer loyalty, recruit new users, and significantly increase profitability.  The ultimate aim is the creation of a ‘self-confident’ organisation that lives the brand in everything it says and does.\u003c\/p\u003e \u003cp\u003eBrands represent promises. \u003c\/p\u003e \u003cp\u003eToo often those promises are broken.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003ci\u003eIt’s time for change.\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e If you want your company to be \"marketing-effective\", this book should be required reading by the CEO, management and the employees.\" Philip Kotler","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854292709,"sku":"NP9780470856109","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470856109.jpg?v=1761781786","url":"https:\/\/k12savings.com\/products\/brand-manners-isbn-9780470856109","provider":"K12savings","version":"1.0","type":"link"}