Sell the brand first : how to sell your brand and create lasting customer loyalty / by Dan Stiff.
By: Stiff, DanMaterial type: TextPublisher: New York : McGraw-Hill, c2006Description: xx, 262 p. : ill. 24 cmISBN: 0071470425 (alk. paper)Subject(s): Branding (Marketing) | Customer relations | Consumer satisfaction | Customer loyalty | Brand name products -- Social aspectsDDC classification: 658.827 Online resources: Table of contents only | Contributor biographical information | Publisher description
|Item type||Current location||Collection||Call number||Copy number||Status||Date due||Barcode||Item holds|
|Books||Lahore Business School Library Shelf No. 79, LBS||Book||658.827 STI-S 2006 800083 (Browse shelf)||C1||Available||800083|
|Books||Lahore Business School Library Shelf No. 79, LBS||Book||658.827 STI-S 2006 800084 (Browse shelf)||C2||Available||800084|
Includes bibliographical references (p. 249-250) and index.
It's all about the brand -- The importance of brands -- Speaking brand language -- The core components of brand selling -- The buyer stair-step -- The brand staircase -- Challenges and opportunities -- Understanding the buyer and seller -- Mindsets -- Motives -- Migration -- Selling brands in the business-to-consumer setting -- The lifestyle connection -- Migrating the consumer to brand -- Selling brands in the business-to-business setting -- Differences in selling to the trade -- Migrating the trade buyer toward the brand -- Impact on company culture -- Building the branded culture.