Managing brands in 4D : understanding perceptual, emotional, social and cultural branding

• Main Author: Pogorzelski, Jacek (Author)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2018.
• Subjects: Brand name products > Management.; Branding (Marketing); elektronické knihy; electronic books
• ISBN: 9781787561021; 9781787561045
• DOI: 10.1108/9781787561021
• Physical Description: 1 online resource (xi, 229 pages)

Brand is not an image or an idea, brand is associations or memory, feelings or emotions, attitudes, beliefs, and values, and experiences and lifestyles. Brand belongs to all of these categories, but the existing brand models almost all work under the assumption that there is only one type of brand,...