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

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,...

Full description

Saved in:
Bibliographic Details
Main Author Pogorzelski, Jacek (Author)
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald Publishing Limited, 2018.
Subjects
Brand name products > Management.
Branding (Marketing)
elektronické knihy
electronic books
Online AccessFull text
ISBN9781787561021
9781787561045
DOI10.1108/9781787561021
Physical Description1 online resource (xi, 229 pages)

Cover

More Information
Summary: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, preventing true successful brand creation. Here Pogorzelski dives into the four methods and levels that organize the world of brand management, showcasing the research and tools needed to not only entice purchases, but create ideologies and support a specific lifestyle and culture, leading to true successful brands.
Item Description:Includes index.
Bibliography:Includes bibliographical references.
ISBN:9781787561021
9781787561045
DOI:10.1108/9781787561021
Physical Description:1 online resource (xi, 229 pages)

Similar Items