عنوان

Brand sense :

(Number (ISBN

0749443715

(Number (ISBN

9780749443719

Number

b603338

Title Proper

Brand sense :

General Material Designation

[Book]

Other Title Information

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

First Statement of Responsibility

Martin Lindstrom; foreword by Philip Kotler.

Place of Publication, Distribution, etc.

New York

Name of Publisher, Distributor, etc.

Kogan Page

Date of Publication, Distribution, etc.

2005

Specific Material Designation and Extent of Item

XII, 337 : il. ; 24 cm

Text of Note

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.).

Percepción

Martin Lindstrom; foreword by Philip Kotler.

Martin Lindstrom

Philip Kotler

Electronic name

[Book]

Y