List of Tables

Chapter 3: Road Map to Branded Customer Service

Table 1: Customer service strategies

Chapter 4: Defining Your Brand DNA

Table 2: Relating brand values and ServQual

Table 3: Signals of on- and off-brand cultures

Chapter 8: Internal Word of Mouth: The Role of Brand Champions

Table 4: Brand champion roles

Table 5: Decision matrix

Chapter 10: Great Brands are Supported From Within: the Role of Management

Table 6: Questions about brand space

Chapter 12: The Toolbox of On-Brand Exercises

Table 7: A sample brand in action