Managing brands in 4D : understanding perceptual, emotional, social and cultural branding / / Jacek Pogorzelski
(Visualizza in formato marc)
(Visualizza in BIBFRAME)
| Autore: |
Pogorzelski Jacek
|
| Titolo: |
Managing brands in 4D : understanding perceptual, emotional, social and cultural branding / / Jacek Pogorzelski
|
| Pubblicazione: | Bingley : , : Emerald Publishing Limited, , [2018] |
| ©2018 | |
| Descrizione fisica: | 1 online resource (242 pages) |
| Disciplina: | 658.827 |
| Soggetto topico: | Brand name products - Management |
| Branding (Marketing) | |
| Business & Economics - Advertising & Promotion | |
| Business & management | |
| Note generali: | Includes index. |
| Nota di bibliografia: | Includes bibliographical references. |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | Managing brands in 4D |
| ISBN: | 1-78756-104-6 |
| 1-78756-102-X | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910808237903321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |