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Brand stormingmanaging brands in the...

Fioroni, Michele.

Brand stormingmanaging brands in the era of complexity /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand stormingMichele Fioroni and Garry Titterton.
其他題名:	managing brands in the era of complexity /
作者:	Fioroni, Michele.
其他作者:	Titterton, Garry.
出版者:	Basingstoke [England] ;Palgrave Macmillan,2009.
面頁冊數:	x, 223 p. ;25 cm.
附註:	"This book was originally published as Brand storming : Gestire la marca nell'era della complessitáa by Morlacchi Editore, Perugia, Italy"--T.p. verso.
標題:	Brand name products.
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230233515

Brand stormingmanaging brands in the era of complexity /
Fioroni, Michele.

Brand stormingmanaging brands in the era of complexity /[electronic resource] :Michele Fioroni and Garry Titterton. - Basingstoke [England] ;Palgrave Macmillan,2009. - x, 223 p. ;25 cm.

"This book was originally published as Brand storming : Gestire la marca nell'era della complessitáa by Morlacchi Editore, Perugia, Italy"--T.p. verso.

Includes bibliographical references (p. 198-214) and index.

Preface -- PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTUREAND CHANGE -- The Brand as a Social Phenomenon and Cultural Icon -- Brand Religion -- Between Past and Present: Nostalgia Branding -- PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION -- The Human Nature of Brands -- The Brand b2 ss Genetic Clock -- Genetic Familiarity: The Brand in Search Of its Roots -- Brand Name: b1 sThe Importance of being Earnest b2 s -- Brand Sex: A Confused Identity heading towards Androgyny -- The Brand between Emotions and Experiences -- Brand Senses: The Challenge of Polysensualism -- PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK -- Building a Frame of Reference between Advantages and Parity -- Performance Anxiety andthe Illusion of Quality -- Brand and Category: A Complex Relationship -- Brand Perception and the Power of the Sub-Conscious-- PART IV: THE BRAND AS A CITIZEN OF THE WORLD -- Developing a Brand in Different Cultural Contexts -- Giving a Brand a Passport -- The New Frontiers of Brands in a Changing World: The Case of India -- PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST -- From the Rediscovery of its Roots to b1 sSense and Simplicity b2 s: The Case of Philips -- Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks -- Building a Creed by Promoting a Lifestyle: The Case of Whole Foods -- Promoting a Brand through National Identity and aCulture of Consumption: The Case of S. Pellegrino.

The brand has pervaded the entire field of human existence, filled every corner of the planet b6 s even the most remote ones b6 s and it has moved its front line well beyond the areas of competence it traditionally inhabited. In today b2 ss society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer ideas, creativity, meanings and a lifestyle. A brand must provide the answers to anxieties and desires, promoting itself as a b1 scompass b2 s with which to navigate today b2 ss complex society. This book proposes a refinement of the brand b2 ss role in the new millennium. Brand Storming sets out to provide a guide for business people to meet consumer expectations. The book also helpsbusiness managers and students to understand the principles of branding.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2009.

Mode of access:World Wide Web.

ISBN: 9780230233515Subjects--Topical Terms:

202795
Brand name products.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HD69.B7 / F56 2009

Dewey Class. No.: 658.8/27

Brand stormingmanaging brands in the era of complexity /
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300 $a x, 223 p. ; $c 25 cm.
500 $a "This book was originally published as Brand storming : Gestire la marca nell'era della complessitáa by Morlacchi Editore, Perugia, Italy"--T.p. verso.
504 $a Includes bibliographical references (p. 198-214) and index.
505 0 $a Preface -- PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTUREAND CHANGE -- The Brand as a Social Phenomenon and Cultural Icon -- Brand Religion -- Between Past and Present: Nostalgia Branding -- PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION -- The Human Nature of Brands -- The Brand b2 ss Genetic Clock -- Genetic Familiarity: The Brand in Search Of its Roots -- Brand Name: b1 sThe Importance of being Earnest b2 s -- Brand Sex: A Confused Identity heading towards Androgyny -- The Brand between Emotions and Experiences -- Brand Senses: The Challenge of Polysensualism -- PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK -- Building a Frame of Reference between Advantages and Parity -- Performance Anxiety andthe Illusion of Quality -- Brand and Category: A Complex Relationship -- Brand Perception and the Power of the Sub-Conscious-- PART IV: THE BRAND AS A CITIZEN OF THE WORLD -- Developing a Brand in Different Cultural Contexts -- Giving a Brand a Passport -- The New Frontiers of Brands in a Changing World: The Case of India -- PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST -- From the Rediscovery of its Roots to b1 sSense and Simplicity b2 s: The Case of Philips -- Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks -- Building a Creed by Promoting a Lifestyle: The Case of Whole Foods -- Promoting a Brand through National Identity and aCulture of Consumption: The Case of S. Pellegrino.
520 $a The brand has pervaded the entire field of human existence, filled every corner of the planet b6 s even the most remote ones b6 s and it has moved its front line well beyond the areas of competence it traditionally inhabited. In today b2 ss society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer ideas, creativity, meanings and a lifestyle. A brand must provide the answers to anxieties and desires, promoting itself as a b1 scompass b2 s with which to navigate today b2 ss complex society. This book proposes a refinement of the brand b2 ss role in the new millennium. Brand Storming sets out to provide a guide for business people to meet consumer expectations. The book also helpsbusiness managers and students to understand the principles of branding.
533 $a Electronic reproduction. $b Basingstoke, England : $c Palgrave Macmillan, $d 2009. $n Mode of access:World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Apr. 24, 2009). $n Access may be restricted to users at subscribing institutions.
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650 0 $a Branding (Marketing) $3 266407
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