{"product_id":"9781472925367","title":"Brand Desire: How to Create Consumer Involvement and Inspiration","description":"\u003cb\u003eDesire is big business.\u003c\/b\u003e If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.\u003cbr\u003e \u003cbr\u003e\u003cb\u003eHowever, desire doesn't just happen.\u003c\/b\u003e Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. \u003cbr\u003e \u003cbr\u003eUsing international case studies, \u003ci\u003eBrand Desire\u003c\/i\u003e explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as:\u003cbr\u003e \u003cbr\u003e·         promoting a principles-driven organization that is grounded in its heritage and distinctive competences;\u003cbr\u003e·         creating a supportive culture that encourages the active participation of people in brand development;\u003cbr\u003e·         providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and\u003cbr\u003e·         offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support.\u003cbr\u003e \u003cbr\u003eIn a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. \u003ci\u003eBrand Desire\u003c\/i\u003e demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.","brand":"Bloomsbury USA","offers":[{"title":"Default Title","offer_id":47171360391408,"sku":"9781472925367","price":35.49,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781472925367_p0.jpg?v=1763599455","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781472925367","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}