عنوان

Brand sense :

شابک

0749443715

شابک

9780749443719

شماره

b603338

عنوان اصلي

Brand sense :

نام عام مواد

[Book]

ساير اطلاعات عنواني

how to build powerfull brands through touch, taste, smell, sight and sound

نام نخستين پديدآور

Martin Lindstrom; foreword by Philip Kotler.

محل نشرو پخش و غیره

New York

نام ناشر، پخش کننده و غيره

Kogan Page

تاریخ نشرو بخش و غیره

2005

نام خاص و کميت اثر

XII, 337 : il. ; 24 cm

متن يادداشت

Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering more than a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that finding. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three: Singapore Airlines, Apple, and Disney.).

موضوع مستند نشده

Percepción

مستند نام اشخاص تاييد نشده

Martin Lindstrom; foreword by Philip Kotler.

مستند نام اشخاص تاييد نشده

Martin Lindstrom

مستند نام اشخاص تاييد نشده

Philip Kotler

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y