Brand Storming [electronic resource] : Managing Brands in the Era of Complexity /
Fioroni, M.author.
Titterton, G.author.
We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.
Cover; Contents; Preface; I: The Brand in Relation to Society, Belief, Culture and Change; II: The Brand as a Living Organism: DNA, Human Features and Sensory Perception; III: The Fundamentals of Branding: Some Rules for Keeping on the Right Track; IV: The Brand as a Citizen of the World; V: Lessons in Branding: How to Learn from the Best; Notes; Bibliography; Index
"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.
We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.
Marketing.
Management.
Leadership.
International business enterprises.
Marketing.
Management.
Business Strategy/Leadership.
International Business.