Author: Anne Hellman, Marc Gobé, Joël DesgrippesPublisher:
ISBN: 9781616735975
Category : Branding (Marketing)
Languages : en
Pages : 212
Book Description
Joël Desgrippes and Marc Gobé on the Emotional Brand Experience
Author: Anne Hellman, Marc Gobé, Joël DesgrippesPublisher:
ISBN: 9781616735975
Category : Branding (Marketing)
Languages : en
Pages : 212
Book Description
Marketing Luxury Services
Author: Miguel Angelo HemzoPublisher: Springer Nature
ISBN: 3030860736
Category : Business & Economics
Languages : en
Pages : 219
Book Description
This textbook discusses luxury marketing management, considering the broader range of decisions related to the complexities of offering luxury as services. Placing a strong emphasis on strategy as well as positioning and the market, it focuses on the challenges in luxury related to the traditional 4 Ps (Products, Place, Promotion and Price), in addition applying the service-dominant logic to luxury management in relation to the other 4 Ps in marketing decisions (People, Process, Panorama, and Productivity). The text opens with an exploration the history and evolution of the concept and definition of luxury and the effect upon the practice of luxury marketing today, concluding with an overview of the contemporary luxury market, description of the main players, and relevant industry trends. It then discusses marketing strategies as applied to the luxury market, including market identification, brand communication, product positioning, pricing, flow of goods, foreign market entry, and more. With contributions from luxury marketing practitioners to offer practical knowledge as well as real world cases studies, this textbook will equip students with a comprehensive understanding of marketing in the luxury industry and the tools necessary to be successful in the management of luxury brands.
Go Logo! A Handbook to the Art of Global Branding
Author: Mac CatoPublisher: Rockport Publishers
ISBN: 1616738790
Category : Design
Languages : en
Pages : 208
Book Description
Unique among branding or creative guideline books, this book examines the enormous influence of both “commercial persuasion� and “societal persuasion� branding—and looks closely at the crucial role creative brand warriors play in building and sustaining winning designs. A primary focus is on exploring what it takes to be a successful creative in the global branding wars as defined by the 12 branding determinants. Global brands, such as Starbucks, Google, Burger King, Delta Airlines, and more, demonstrate the unique traits that make them successful brands.
Emotional Branding
Author: Marc GobePublisher: Simon and Schuster
ISBN: 1581157371
Category : Business & Economics
Languages : en
Pages : 512
Book Description
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
The Journal of the American Chamber of Commerce in Japan
Author: NoAH
Author: Nihon Kurieitāzu KyōkaiPublisher: ICO
ISBN: 9784931154209
Category : Commercial art
Languages : en
Pages : 358
Book Description
LogoLounge 7
Author: Bill GardnerPublisher:
ISBN: 1592537278
Category : Art
Languages : en
Pages : 194
Book Description
A collection of 2,000 logos by top designers from around the world. Profiles selected designers and highlights successful new designs. Describes the creative process behind some logos by reviewing early designs and their evolution.
NOAH : directory of international package design. 6 (1995)
Author: [Anonymus AC01287739]Publisher: ICO
ISBN: 9784931154261
Category : Commercial art
Languages : en
Pages : 278
Book Description
The British National Bibliography
Author: Arthur James WellsPublisher:
ISBN:
Category : Bibliography, National
Languages : en
Pages : 870
Book Description
Jeff Herman's Guide to Book Publishers, Editors & Literary Agents 2007
Author: Jeff HermanPublisher:
ISBN:
Category : Language Arts & Disciplines
Languages : en
Pages : 980
Book Description
Presents a guide to the names and specialities of American and Canadian publishers, editors, and literary agents, including information on the acquisition process and on choosing literary agents.