Emotional Branding: The New Paradigm for Connecting Brands to People

Capa
Windsor, 2001 - 319 páginas
5 Críticas
An approach to building powerful brand loyalty. It shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioural shifts in populations and retail distribution channels, then the book shows how all five senses can be used as marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customise brand presence to different consumer groups, use brand strategies in packaging and displays, and facilitate interactive access to products via the Internet.

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Review: Emotional Branding: The New Paradigm for Connecting Brands to People

Procura do Utilizador  - Marcel Brussee - Goodreads

The first half of this book is certainly interesting, but he second half is not half as interesting. Ler crítica na íntegra

Review: Emotional Branding: The New Paradigm for Connecting Brands to People

Procura do Utilizador  - Jen - Goodreads

great book for all marketers out there! Very relevant with good content on Gen Y. Ler crítica na íntegra

Referências a este livro

Markenwert und Markenwertermittlung
Günter Bentele
Pré-visualização limitada - 2005
Controversies in Contemporary Advertising
Kim Sheehan
Pré-visualização indisponível - 2004
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