Citizen Brand : 10 Commandments for Transforming Brands in a Consumer Democracy

Citizen Brand : 10 Commandments for Transforming Brands in a Consumer Democracy

  • ただいまウェブストアではご注文を受け付けておりません。 ⇒古書を探す
  • 製本 Hardcover:ハードカバー版/ページ数 256 p.
  • 言語 ENG
  • 商品コード 9781581152401
  • DDC分類 658.827

Table of Contents

Foreword                                           ix
Patrick Gournay
Acknowledgments xiii
Introduction: Citizen Brands in a Consumer xv
Democracy
The First Commandment: Evolve from Consumers 1 (46)
to People
The Second Commandment: Evolve from Honesty 47 (32)
to Trust
The Third Commandment: Evolve from Product to 79 (20)
Experience
The Fourth Commandment: Evolve from Quality 99 (14)
to Preference
The Fifth Commandment: Evolve from Notoriety 113 (14)
to Aspiration
The Sixth Commandment: Evolve from Identity 127 (26)
to Personality
The Seventh Commandment: Evolve from Function 153 (22)
to Feel
The Eighth Commandment: Evolve from Ubiquity 175 (20)
to Presence
The Ninth Commandment: Evolve from 195 (20)
Communication to Dialogue
The Tenth Commandment: Evolve from Service to 215 (14)
Relationship
Conclusion: A Final Note on Citizen Brandship 229 (4)
Notes 233 (4)
Index 237