economic issues of strong brands, 32–35
EDS, 127
education. See training
Edwardson, Michael, 47–48
electronic communication, use of, 139
electronics/computer industry
Apple Computer, 35–39
Fry's Electronics, 37
Microsoft, 42
e-mail, 139
Emergence, 20
emotional /psychological issues
appreciating brand emotions (exercise), 198
brand identity feelings, 29–30
in choosing a brand, 26
connecting with heart and head, 138–139,140
emotional intelligence (EI), 131–132
links of brands to psychological/social benefits, 24–25
overlooking emotional benefits of brands, 30
positive feelings for brands, 184
empathy, 98–99, 100, 188
employees
attitudes of service representatives, 37–38
behavior of, related to brand promises, 6–7, 28
brand delivery by, 106
brand stories and, 31
commitment of, 109
communication issues (See communication)
customer interactions with, 108
customer knowledge by, 182–184
decision-making policies for, 121
emotional issues of, 131–132
engagement of, 111–112, 128, 133, 134, 138
equipping, 55
field trips for, 194
hiring approaches, 158–161, 175, 213–214
importance of, to brand loyalty, 57
knowledge of brand by, 71–72
loyalty, 34, 58
motivation of, 144
on- and off-brand behavior of, 154–155
Our Lucaya case study, 65–69, 78
of Pacific Southwest Airlines (PSA), 61–63
preparation for on-brand service, 41
recruitment of, 158–161, 213–214
roles of, in brand resonance, 136–138
selling brands to, 144
shifting behavior of, 110
showing advertising to, 218
training, 59–63, 67
treatment of, 80, 129
understanding of organizational brand
concept, 174
See also exercises; hiring approaches; human resources (HR); stretch (push and pull) strategy; training
employment branding, 171–173, 173–174
Employment Relations Authority, 127
empowerment and brand, 201–202, 215
enhancing brand ideas with customer service, 71
entertainment industry, 120–121
Envelop You, 68–69, 91–92
environment, work, 133–134
equalization of brands, 87
evaluation of customer service, 59–60
Ewing, Michael T., 171
examples
fast-moving consumer goods (FMCG), 44
generic customer service, 122–124
off-brand service/reinforcement, 46–47, 77, 112–113, 120–121, 122–124, 143, 144, 218
on-brand service/reinforcement, 60, 65–69, 79–80, 81, 89–91,186
relationship marketing (RM), 185–186
success, 89–91, 91–92
exercises
brand knowledge, 191–194
brand specificity, 195–198
on-brand, 217
overview of, 189–190
rewards/recognition, 212–213
types of brand, 169
See also managers
expectations, customer, 60
Experience Economy, The (Gilmore and Pine), 5–6
experiences, customers', 5–6
brands as, 23
delivering brands through, 43–45
delivering consistent, 9
experience needs, 204
language for enhancing, 207–208
sales, 183
themed, 88–89
See also consumers/customers
external branding, 166
external marketing, 143–144