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,...

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Bibliographic Details
Main Author: Pogorzelski, Jacek, (Author)
Format: eBook
Language: English
Published: Bingley, U.K. : Emerald Publishing Limited, 2018.
Subjects:
Brand name products > Management.
Branding (Marketing)
Business & Economics > Advertising & Promotion.
Business & management.
elektronické knihy
electronic books
ISBN: 9781787561021 (e-book)
9781787561045 (ePUB)
Physical Description: 1 online resource (xi, 229 pages)

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Table of contents

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008 180615s2018 enk ob 001 0 eng d
020 |a 9781787561021 (e-book) 
020 . . |a 9781787561045 (ePUB) 
040 |a UtOrBLW  |b eng  |e rda  |c UtOrBLW 
080 |a 658.6 
100 1 |a Pogorzelski, Jacek,  |e author. 
245 1 0 |a Managing brands in 4D :  |b understanding perceptual, emotional, social and cultural branding /  |c Jacek Pogorzelski. 
264 1 |a Bingley, U.K. :  |b Emerald Publishing Limited,  |c 2018. 
264 4 |c �2018 
300 |a 1 online resource (xi, 229 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
500 |a Includes index. 
504 |a Includes bibliographical references. 
520 |a 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.  
588 0 |a Print version record 
650 0 |a Brand name products  |x Management. 
650 0 |a Branding (Marketing) 
650 7 |a Business & Economics  |x Advertising & Promotion.  |2 bisacsh 
650 7 |a Business & management.  |2 bicssc 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
776 |z 9781787561038 
776 . . |z 9781787561052 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://doi.org/10.1108/9781787561021  |y Full text 

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