The book explains the complex world of brands, from the parameters of identity, notoriety and reputation, as essential elements for the development of sales and customer loyalty.Facing from commercial or institutional brands to personal brands, including brands / city or brands / nation.
Beskrivelse
Indhold
- Identity, Visibility, Reputation
- The Image of the Thing Is More Important than the Thing Itself
- A Name Is Not a Brand
- How to Build a Brand
- Why Brands Are More Important than Products
- Marlboro Friday: The Day the Brands Were Born and Died
- Products Serve Us, Brands Make Us Fall in Love
- Brand Experience and Brand Theater
- Digital Media: A New Dimension of Brand Experience
- The Abercrombie Case
- Conventional Advertising and Branded Content
- The Phenomenon of the White Brands
- Social and Environmental Awareness of Brands
- The Nation Brand
- The City Brand
- The Personal Brand
- Brands in Politics
- Brand Value
