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

By: Fioroni, Michele.
Contributor(s): Titterton, Garry.
Publisher: Basingstoke [England] ; New York : Palgrave Macmillan, c2009Description: 1 online resource (x, 223 p.).ISBN: 9780230233515 (ebk.); 0230233511 (ebk.); 9780230222434 (print); 0230222439 (print).Uniform titles: Brand storming. English Subject(s): Brand name products | Branding (Marketing)Genre/Form: Electronic books.Additional physical formats: Print version:: Brand storming.DDC classification: 658.8/27 Online resources: An electronic book accessible through the World Wide Web; click to view
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.
Item type Current location Call number Status Notes Date due Barcode
Main Collection Taylor's Library - Perpetual(TU)
658.8/27 (Browse shelf) 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.