how to sell your brand and create lasting customer loyalty Stiff, Dan creator text New York McGraw-Hill 2006 monographic xx, 262 p. : ill. ; 24 cm. It's 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 toward the brand -- Impact on company culture -- Building the branded culture. Branding (Marketing) Customer relations Customer loyalty Brand name products Brand language Brand staircase Selling brands Brand culture Consumer satisfaction FMS 658.827 STI 0071470425 (hb)