How to connect the brand to the customer [electronic resource] / Richard Michon.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Branding and product specialization in hotels: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (36 min.) : color, sound)Subject(s): Branding (Marketing) | HotelsOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: From differentiation to positioning to branding -- Branding of tangible products and intangible services -- Branding and the promise made to customers -- The brand in the customer's mind -- Brand positioning process -- Differentiated value proposition -- Implementation is the key -- Leadership and corporate culture.
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Mode of access: World Wide Web.