Brand storming : managing brands in the era of complexity / Michele Fioroni and Garry Titterton

Author(s): Fioroni, Michele
Retrieving Holdings Information
Subjects: Brand name products
Branding (Marketing)
Formats: Print
Material Type: Books
Language: English, Italian (translated from)
Audience: Unspecified
Published: Basingstoke [England] ; New York : Palgrave Macmillan, 2009
LC Classification: H, HD
Physical Description: x, 223 p. ; 25 cm
Table of Contents: I. The Brand in Relation to Society, Belief, Culture and Change 1
1. The Brand as a Social Phenomenon and Cultural Icon 3
2. Brand Religion 15
3. Between Past and Present: Nostalgia Branding 24
II. The Brand as a Living Organism: DNA, Human Features and Sensory Perception 29
4. The Human Nature of Brands 31
5. The Brand's Genetic Clock 40
6. Genetic Familiarity: The Brand in Search of its Roots 48
7. Brand Name: "The Importance of Being Earnest" 56
8. Brand Sex: A Confused Identity Heading Toward Androgyny 65
9. The Brand Between Emotions and Experiences 74
10. Brand Senses: The Challenge of Polysensualism 83
III. The Fundamentals of Branding: Some Rules for Keeping on the Right Track 97
11. Building a Frame of Reference Between Advantages and Parity 99
12. Performance Anxiety and the Illusion of Quality 115
13. Brand and Category: A Complex Relationship 122
14. Brand Perception and the Power of the Subconscious 130
IV. The Brand as a Citizen of the World 137
15. Developing a Brand in Different Cultural Contexts 139
16. Giving a Brand a Passport 152
17. The New Frontiers of Brands in a Changing World: The Case of India 158
V. Lessons in Branding: How to Learn from the Best 163
18. From the Rediscovery of its Roots to "Sense & Simplicity": The Case of Philips 165
19. Evoking Symbolic Values Around a Product and Becoming a Global Icon: The Case of Starbucks 174
20. Building a Creed by Promoting a Lifestyle: The Case of Whole Foods 181
21. Promoting a Brand Through National Identity and a Culture of Consumption: The Case of S. Pellegrino 191
Notes 198
Bibliography 210
Index 215
Alternate Title(s): Brand storming.
Additional Authors: Titterton, Garry
Notes: LCCN: 2008052851
ISBN: 9780230222434
ISBN: 0230222439
"This book was originally published as Brand storming : Gestire la marca nell'era della complessità by Morlacchi Editore, Perugia, Italy"--T.p. verso
Includes bibliographical references (p. 198-214) and index
OCLC Number: 237885724
ISBN/ISSN: 9780230222434