Buku/Printed Material

Emotional branding : the new paradigm for connecting brands to people

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An approach to building powerful brand loyalty. It shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioural shifts in populations and retail distribution channels, then the book shows how all five senses can be used as marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customise brand presence to different consumer groups, use brand strategies in packaging and displays, and facilitate interactive access to products via the Internet. (c) Copyright 2002, The HW Wilson Company

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Ketersediaan

Informasi Detail

Judul Seri

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Penerbit

New York : Allworth., 2001

Deskripsi Fisik

xxxii, 319 p. : notes, index ; 24 cm.

Bahasa

English

ISBN/ISSN

1-58115-078-4

Klasifikasi

BH/BTC

Edisi

-

Subjek

Marketing
Customer relations
Innovation
Product management
Psychology
Brand Loyalty
E-business
Brand Names
Consumer satisfaction

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