TITLE

Keeping promises

AUTHOR(S)
Chapman, Kevin
PUB. DATE
February 2004
SOURCE
Brand Strategy;Feb2004, Issue 179, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the issue of the delivery by employees on the branding promises of their companies to the customer. Results of a recent survey concerning the poor delivery of brand promise by employees; Problem with the exploitation by marketers of the image of the cheerful employee to personify a brand promise; Strategies in improving the skills of the staff in delivering brand promise to customers.
ACCESSION #
12283897

 

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