Taylor's Library Banner
Image from Google Jackets

Brand storming [electronic resource] : managing brands in the era of complexity / Michele Fioroni and Garry Titterton.

By: Contributor(s): Language: English Original language: Italian Publication details: Basingstoke [England] ; New York : Palgrave Macmillan, c2009.Description: 1 online resource (x, 223 p.)ISBN:
  • 9780230233515 (ebk.)
  • 0230233511 (ebk.)
  • 9780230222434 (print)
  • 0230222439 (print)
Uniform titles:
  • Brand storming. English
Subject(s): Genre/Form: Additional physical formats: Print version:: Brand storming.DDC classification:
  • 658.8/27 22
Online resources:
Contents:
Preface -- PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTURE AND CHANGE -- The Brand as a Social Phenomenon and Cultural Icon -- Brand Religion -- Between Past and Present: Nostalgia Branding -- PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION -- The Human Nature of Brands -- The Brand₂s Genetic Clock -- Genetic Familiarity: The Brand in Search Of its Roots -- Brand Name: ₁The Importance of being Earnest₂ -- Brand Sex: A Confused Identity heading towards Androgyny -- The Brand between Emotions and Experiences -- Brand Senses: The Challenge of Polysensualism -- PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK -- Building a Frame of Reference between Advantages and Parity -- Performance Anxiety and the Illusion of Quality -- Brand and Category: A Complex Relationship -- Brand Perception and the Power of the Sub-Conscious -- PART IV: THE BRAND AS A CITIZEN OF THE WORLD -- Developing a Brand in Different Cultural Contexts -- Giving a Brand a Passport -- The New Frontiers of Brands in a Changing World: The Case of India -- PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST -- From the Rediscovery of its Roots to ₁Sense and Simplicity₂: The Case of Philips -- Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks -- Building a Creed by Promoting a Lifestyle: The Case of Whole Foods -- Promoting a Brand through National Identity and a Culture of Consumption: The Case of S. Pellegrino.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library - Perpetual(TU) 658.8/27 (Browse shelf(Opens below)) e-book UNISA,19003,02,CL,PPT

"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.

Preface -- PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTURE AND CHANGE -- The Brand as a Social Phenomenon and Cultural Icon -- Brand Religion -- Between Past and Present: Nostalgia Branding -- PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION -- The Human Nature of Brands -- The Brand₂s Genetic Clock -- Genetic Familiarity: The Brand in Search Of its Roots -- Brand Name: ₁The Importance of being Earnest₂ -- Brand Sex: A Confused Identity heading towards Androgyny -- The Brand between Emotions and Experiences -- Brand Senses: The Challenge of Polysensualism -- PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK -- Building a Frame of Reference between Advantages and Parity -- Performance Anxiety and the Illusion of Quality -- Brand and Category: A Complex Relationship -- Brand Perception and the Power of the Sub-Conscious -- PART IV: THE BRAND AS A CITIZEN OF THE WORLD -- Developing a Brand in Different Cultural Contexts -- Giving a Brand a Passport -- The New Frontiers of Brands in a Changing World: The Case of India -- PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST -- From the Rediscovery of its Roots to ₁Sense and Simplicity₂: The Case of Philips -- Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks -- Building a Creed by Promoting a Lifestyle: The Case of Whole Foods -- Promoting a Brand through National Identity and a Culture of Consumption: The Case of S. Pellegrino.

Description based on print version record.