Brand Manners: How to Create the Self-Confident Organization to Live the Brand

Somerset, New Jersey, U.S.A.: John Wiley & Sons Inc, 2001. Lovely crisp clean hardcover 1st edition. Minor shelfwear otherwise appears unread. From the publisher:"When a firm's employees convey a brand's essence in everything they do on its behalf for its customers and other stakeholders, they can improve significantly their success in the market place. At the same time they can make the world a better place for themselves and their customers. The customer's perception of the quality of service received in a given situation is almost entirely a function of their pre-existing expectations created by the brand. Perceived brand performance depends, to a large degree, on whether these expectations were, or were not, satisfied as a result of a customer's interaction with employees in the delivery of the product of the service. Hamish Pringle and William Gordon show how an oragnisation can ensure a holistic delivery of the brand. The authors have put together a solid framework that allows companies to move beyond the traditional mode of "command and control" into a new management space, that of "self-confident" organisation. Their framework allows top management to evaluate their customers' expectations of their brand and to set about creating a branded service culture that consistently exceeds them. The aim of the process is to develop a reputation for an organisation's brand that will generate customer loyalty, recruit new users, and significantly increase profitability. This book shows how a sales force, a call centre, a shop floor, a management team and an entire boardroom can be enlisted for the benefit of the brand and the company.". First Edition. Hard Cover. As New/As New.