Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to se…
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From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, this text offers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new…
"A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Ident…
Countering the doppelganger effect and boosting brand positivity in the age of consumerism. COVER -- CONTENTS -- LIST OF ABBREVIATIONS -- FOREWORD -- PREFACE -- ACKNOWLEDGEMENTS -- CHAPTER 1 THE MONSTER UNLEASHED -- CHAPTER 2 BRAND NEW WORLD -- CHAPTER 3 BRAND STRATEGIES GONE W…
From poverty to prosperity - a small country's remarkable achievement. Why has Switzerland - a tiny, land-locked country with few natural advantages - become so successful for so long at so many things? In banking, pharmaceuticals, machinery, even textiles, Swiss companies rank …
In Brand and Talent, Kevin Keohane makes the connection between how an organization's purpose, ambition, strategy and positioning should drive - and be driven by - its talent agenda. He looks at how organizations can better communicate with people before, during and after their …
'The Protection Of Geographical Indications offers a much-needed and comprehensive analysis of GIs and looks, in particular, at their legal treatment in the international context, under European laws, and in the United Kingdom. In this context, the author offers a detailed discu…
"Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in p…
Marken werden nicht nur durch Produkte und Marketingkommunikation aufgebaut, sondern auch durch das Verhalten aller Mitarbeiter des Unternehmens. Die Autoren zeigen Methoden zur Analyse der Schwachstellen im Brand Behavior des Mitarbeiters auf. Sie entwickeln ein strategisches K…
Marken werden nicht nur durch Produkte und Marketingkommunikation aufgebaut und gepflegt, sondern auch durch das Verhalten aller Mitarbeiter und Führungskräfte des Unternehmens. Marken existieren in den Köpfen von Kunden, Mitarbeitern und anderen Anspruchsgruppen. Die Bedeutung …
Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery - even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers that they'll have to invest if they want t…
Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery - even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers that they'll have to invest if they want t…
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive hi…