The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand aut…
"The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding pri…
"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Deco…
With a novel quality theory of consumption which treats opulence and self-restraint in consumption styles symmetrically, Ernst Mohr shows how social distance and proximity are communicated by consumption and produced by communication. He positions fringe styles with those of the…
Introduction.Indentity case studies.Lantern (Primal Roots) --Base (Ruhrtriennale) --Pharus (Rio Cello) --OCD (Ad Age) --Rice Creative (Rooster Beers) --Foreign Policy (Gallery & Co.) --Underline Studio (Art Museum) --Fedoriv (Rezult) --Freytag Anderson (Fraher Architects) --Bedo…
Creating a Brand Identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This book is an introduction to this multifaceted process. It illust…
Creating a Brand Identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This book is an introduction to this multifaceted process. It illust…
In this new updated edition of the classic Matt Haig best-selling book, we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. From acknowledged brand mistakes made by successful blue-chip companies to some lesser know but hilarious bomb-she…
Renée Fröhling entwickelt ein grundlegendes Verständnis zur Entstehung von Markenliebe und ihrer Wirkungen auf das Konsumentenverhalten. Die Autorin gibt konkrete Handlungsempfehlungen, welche entscheidenden Stellhebel von Unternehmen genutzt werden können, um den Aufbau von Mar…
