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

By: Pringle, Hamish;Gordon, William

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Book Condition: As New


Lovely crisp clean hardcover 1st edition. Minor shelfwear otherwise appears unread. From the publisher:"When a firm's employees convey a brand's essence in everything they do on its behalf for its customers and other stakeholders, they can improve significantly their success in the market place. At the same time they can make the world a better place for themselves and their customers. The 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. Perceived brand performance depends, to a large degree, on whether these expectations were, or were not, satisfied as a result of a customer's interaction with employees in the delivery of the product of the service. Hamish Pringle and William Gordon show how an oragnisation can ensure a holistic delivery of the brand. The authors have put together a solid framework that allows companies to move beyond the traditional mode of "command and control" into a new management space, that of "self-confident" organisation. Their framework allows top management to evaluate their customers' expectations of their brand and to set about creating a branded service culture that consistently exceeds them. The aim of the process is to develop a reputation for an organisation's brand that will generate customer loyalty, recruit new users, and significantly increase profitability. This book shows how a sales force, a call centre, a shop floor, a management team and an entire boardroom can be enlisted for the benefit of the brand and the company."


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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.

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

Author Name: Pringle, Hamish;Gordon, William

Categories: .Business and Management,

Edition: First Edition

Publisher: Somerset, New Jersey, U.S.A., John Wiley & Sons Inc: 2001

ISBN Number: 0471496065

ISBN Number 13: 9780471496069

Binding: Hard Cover

Book Condition: As New

Jacket Condition: As New

Seller ID: 092700

Keywords: GNMY BRAND NAMES BRANDING,