Emotional Branding: The New Paradigm for Connecting Brands to People

Windsor, 2001 - 319 páginas
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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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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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