Brand storming : managing brands in the era of complexity / Michele Fioroni and Garry Titterton
| Author(s): | Fioroni, Michele |
|---|---|
| Location: |
Retrieving Holdings Information |
| Subjects: | Brand name products Branding (Marketing) |
| Formats: | |
| Material Type: | Books |
| Language: | English, Italian (translated from) |
| Audience: | Unspecified |
| Published: | Basingstoke [England] ; New York : Palgrave Macmillan, 2009 |
| LC Classification: | H, HD |
| Table of Contents: | I. The Brand in Relation to Society, Belief, Culture and Change 1 1. The Brand as a Social Phenomenon and Cultural Icon 3 2. Brand Religion 15 3. Between Past and Present: Nostalgia Branding 24 II. The Brand as a Living Organism: DNA, Human Features and Sensory Perception 29 4. The Human Nature of Brands 31 5. The Brand's Genetic Clock 40 6. Genetic Familiarity: The Brand in Search of its Roots 48 7. Brand Name: "The Importance of Being Earnest" 56 8. Brand Sex: A Confused Identity Heading Toward Androgyny 65 9. The Brand Between Emotions and Experiences 74 10. Brand Senses: The Challenge of Polysensualism 83 III. The Fundamentals of Branding: Some Rules for Keeping on the Right Track 97 11. Building a Frame of Reference Between Advantages and Parity 99 12. Performance Anxiety and the Illusion of Quality 115 13. Brand and Category: A Complex Relationship 122 14. Brand Perception and the Power of the Subconscious 130 IV. The Brand as a Citizen of the World 137 15. Developing a Brand in Different Cultural Contexts 139 16. Giving a Brand a Passport 152 17. The New Frontiers of Brands in a Changing World: The Case of India 158 V. Lessons in Branding: How to Learn from the Best 163 18. From the Rediscovery of its Roots to "Sense & Simplicity": The Case of Philips 165 19. Evoking Symbolic Values Around a Product and Becoming a Global Icon: The Case of Starbucks 174 20. Building a Creed by Promoting a Lifestyle: The Case of Whole Foods 181 21. Promoting a Brand Through National Identity and a Culture of Consumption: The Case of S. Pellegrino 191 Notes 198 Bibliography 210 Index 215 |
| Alternate Title(s): | Brand storming. |
| Additional Authors: | Titterton, Garry |
| Notes: | LCCN: 2008052851 ISBN: 9780230222434 ISBN: 0230222439 "This book was originally published as Brand storming : Gestire la marca nell'era della complessità by Morlacchi Editore, Perugia, Italy"--T.p. verso Includes bibliographical references (p. 198-214) and index |
| Physical Description: | x, 223 p. ; 25 cm |
| OCLC Number: | 237885724 |
| ISBN/ISSN: | 9780230222434 0230222439 |