Description
Book SynopsisBrand 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.
Trade ReviewWhat elements are important in a brand depends on what type of brand it is, says Pogorzelski, and he identifies four types of brands based in turn on the consumer's perception, emotional response, social bond, and cultural idea. For each he describes the area, the goal, tools, levels, and effects. Among his details are category code and its connection with the brand, consumer experience as testing ground for emotions, roles played by brand community members, narrative types in word-of-mouth advertising, and brand as religion. -- Annotation ©2018 * (protoview.com) *
Table of ContentsChapter 1. IntroductionChapter 2. 4D Branding Chapter 3. Perceptual Branding Chapter 4. Emotional Branding Chapter 5. Social Branding Chapter 6. Cultural Branding Chapter 7. Conclusion Literature Index
