June 2019
Intermediate to advanced
154 pages
3h 46m
English
Content preview from Service Excellence in Organizations, Volume I
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Note: ‘f ’ after page number refers to figure and ‘t ’ after page number refers to table.
Allegiant Air, 87, 88
Alnwick Studio, 77
Amazon, 131
American Airlines, 88
The American Marketing Association, 14
Apple, 25
Bain and Company, 32
Bennis, Warren, 99
Brand activation
definition, 91
strategies for, 92–93
Brand association, 34–36
basis for, 36
Brand authenticity
and customers, 27
definition, 27
key components in, 27–28
role of information in, 93–95, 121
Brand backstory
creation of, 30
importance of, 29
meaning, 29
Brand designing, 18
Brand elements, 34f, 35t
criteria for, 34–37, 35t
Brand equity. See also Brand trust
definition, 36
as customer perspective, 36–37, 131–132
Brand naming
name characteristics, 24–25
name types, 22–23
Brand ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.