Sell the brand first : how to sell your brand and create lasting customer loyalty / by Dan Stiff.
Material type:
TextPublication details: New York : McGraw-Hill, c2006.Description: xx, 262 p. : ill. 24 cmISBN: - 0071470425 (alk. paper)
- 658.827 22 STI-S 2006 800083
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Lahore Business School Library Shelf No. 82, LBS | Book | 658.827 STI-S 2006 800083 (Browse shelf(Opens below)) | C1 | Available | 800083 | |||
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Lahore Business School Library Shelf No. 82, LBS | Book | 658.827 STI-S 2006 800084 (Browse shelf(Opens below)) | C2 | Available | 800084 |
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| 658.827 RIE-I 1998 804525 The 22 Immutable Laws of Branding / | 658.827 SAR-S 2010 805389 Strategic Brand Management for B2B Markets : | 658.827 SEN-B 1990 804183 Brand Positioning : | 658.827 STI-S 2006 800083 Sell the brand first : | 658.827 STI-S 2006 800084 Sell the brand first : | 658.827 TIM-F 2001 804182 From bricks to clicks : | 658.83 AAK-M 2002 804180 Marketing research / |
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.