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

XX, 262 S. : graph. Darst.

Erscheinungsjahr in Vorlageform:c2006

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 to brand -- Building the b.r.a.n.d.e.d. culture: B.uy-in -- R.elationship -- A.mbassadors -- N.o-nonsense approach -- D.etermination -- E.quity -- D.ownhill selling