Managing Brands in 4D

Understanding Perceptual, Emotional, Social and Cultural Branding

Business & Finance, Marketing & Sales, Advertising & Promotion
Cover of the book Managing Brands in 4D by Jacek Pogorzelski, Emerald Publishing Limited
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Author: Jacek Pogorzelski ISBN: 9781787561045
Publisher: Emerald Publishing Limited Publication: June 14, 2018
Imprint: Emerald Publishing Limited Language: English
Author: Jacek Pogorzelski
ISBN: 9781787561045
Publisher: Emerald Publishing Limited
Publication: June 14, 2018
Imprint: Emerald Publishing Limited
Language: English

Brand is not an image or an idea, brand is associations or memory, feelings or emotions, attitudes, beliefs, and values, and experiences and lifestyles. Brand belongs to all of these categories, but the existing brand models almost all work under the assumption that there is only one type of brand, preventing true successful brand creation. 

Here Pogorzelski dives into the four methods and levels that organize the world of brand management, showcasing the research and tools needed to not only entice purchases, but create ideologies and support a specific lifestyle and culture, leading to true successful brands.

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Brand is not an image or an idea, brand is associations or memory, feelings or emotions, attitudes, beliefs, and values, and experiences and lifestyles. Brand belongs to all of these categories, but the existing brand models almost all work under the assumption that there is only one type of brand, preventing true successful brand creation. 

Here Pogorzelski dives into the four methods and levels that organize the world of brand management, showcasing the research and tools needed to not only entice purchases, but create ideologies and support a specific lifestyle and culture, leading to true successful brands.

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