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090424s2009 enk sb 001 0 eng d |
020 |
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|a0230233511
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020 |
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|a9780230233515
|
040 |
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|aUKPGM|beng|cUKPGM|dNOU
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041 |
0
|
|aeng
|
049 |
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|aAPTA
|
050 |
14
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|aHD69.B7|bF56 2009
|
082 |
04
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|a658.8/27|222
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100 |
1
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|aFioroni, Michele.
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245 |
10
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|aBrand storming|h[electronic resource] :|bmanaging brands in the era of complexity /|cMichele Fioroni and Garry Titterton.
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260 |
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|aBasingstoke [England] ;|aNew York :|bPalgrave Macmillan,|c2009.
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300 |
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|ax, 223 p. ;|c25 cm.
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504 |
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|aIncludes bibliographical references (p. 198-214) and index.
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505 |
0
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|aPreface -- PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTUREAND CHANGE -- The Brand as a Social Phenomenon and Cultural Icon -- Brand Religion -- Between Past and Present: Nostalgia Branding -- PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION -- The Human Nature of Brands -- The Brand b2 ss Genetic Clock -- Genetic Familiarity: The Brand in Search Of its Roots -- Brand Name: b1 sThe Importance of being Earnest b2 s -- Brand Sex: A Confused Identity heading towards Androgyny -- The Brand between Emotions and Experiences -- Brand Senses: The Challenge of Polysensualism -- PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK -- Building a Frame of Reference between Advantages and Parity -- Performance Anxiety andthe Illusion of Quality -- Brand and Category: A Complex Relationship -- Brand Perception and the Power of the Sub-Conscious-- PART IV: THE BRAND AS A CITIZEN OF THE WORLD -- Developing a Brand in Different Cultural Contexts -- Giving a Brand a Passport -- The New Frontiers of Brands in a Changing World: The Case of India -- PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST -- From the Rediscovery of its Roots to b1 sSense and Simplicity b2 s: The Case of Philips -- Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks -- Building a Creed by Promoting a Lifestyle: The Case of Whole Foods -- Promoting a Brand through National Identity and aCulture of Consumption: The Case of S. Pellegrino.
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520 |
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|aThe brand has pervaded the entire field of human existence, filled every corner of the planet b6 s even the most remote ones b6 s and it has moved its front line well beyond the areas of competence it traditionally inhabited. In today b2 ss society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer ideas, creativity, meanings and a lifestyle. A brand must provide the answers to anxieties and desires, promoting itself as a b1 scompass b2 s with which to navigate today b2 ss complex society. This book proposes a refinement of the brand b2 ss role in the new millennium. Brand Storming sets out to provide a guide for business people to meet consumer expectations. The book also helpsbusiness managers and students to understand the principles of branding.
|
533 |
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|aElectronic reproduction.|bBasingstoke, England :|cPalgrave Macmillan,|d2009.|nMode of access:World Wide Web.|nSystem requirements: Web browser.|nTitle from title screen (viewed on Apr. 24, 2009).|nAccess may be restricted to users at subscribing institutions.
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650 |
0
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|aBrand name products.
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650 |
0
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|aBranding (Marketing)
|
655 |
7
|
|aElectronic books.|2local
|
700 |
1
|
|aTitterton, Garry.
|
710 |
2
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|aPalgrave Connect (Online service)
|
776 |
1
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|cOriginal|z9780230222434|z0230222439|w(DLC) 2008052851|w(OCoLC)237885724
|
809 |
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|pEB|dHD69.B7|eF521|y2009
|
856 |
40
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|3Palgrave Connect
|
856 |
40
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|3Palgrave Connect|uhttps://link.springer.com/book/10.1007/978-0-230-23351-5|zaccess to fulltext (Palgrave)
|