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Brand Storming

Managing Brands in the Era of Complexity

Brand Storming by Michele Fioroni
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The brand has pervaded the entire field of human existence, filled every corner of the planet – even the most remote ones – and it has moved its front line well beyond the areas of competence it traditionally inhabited.

In today's society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer ideas, creativity, meanings and a lifestyle. A brand must provide the answers to anxieties and desires, promoting itself as a 'compass' with which to navigate today's complex society.

This book proposes a refinement of the brand's role in the new millennium. Brand Storming sets out to provide a guide for business people to meet consumer expectations. The book also helps business managers and students to understand the principles of branding.
Palgrave Macmillan; December 2008
234 pages; ISBN 9780230233515
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Title: Brand Storming
Author: Michele Fioroni; Garry Titterton
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