Sell the brand first : how to sell your brand and create lasting customer loyalty /

Bibliographic Details
Main Author:	Stiff, Dan
Format:	Book
Language:	English
Published:	New York : McGraw-Hill, [2006]
Subjects:	Branding (Marketing) Customer relations. Consumer satisfaction. Customer loyalty. Brand name products > Social aspects.
Online Access:	Table of contents Contributor biographical information

Table of Contents:

Its 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.