Managing brands in 4D : understanding perceptual, emotional, social and cultural branding / Jacek Pogorzelski.
Material type:
TextPublisher: Emerald Publishing Limited, Description: 1 online resource (xi, 229 pages)ISBN: 9781787561021 (e-book)Subject(s): Brand name products -- Management | Branding (Marketing) | Business & Economics -- Advertising & Promotion | Business & managementAdditional physical formats: No titleDDC classification: 658.827 LOC classification: HD69.B7 | P64 2018Online resources: Click here to access online 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 type | Current library | Call number | URL | Status | Date due | Barcode | Item holds |
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eBook
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Digital Library
Resources in this library are accessible in digital format e.g. eBooks or eJournals accessible online. |
HD69.B7 P64 2018 (Browse shelf(Opens below)) | Link to resource | Available |
Includes index.
Includes bibliographical references.
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.
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