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Emotional Branding
Marc GobeMarc Gobé
其他書名
The New Paradigm for Connecting Brands to People
出版Allworth Press, 2001
主題Business & Economics / Marketing / General
ISBN15811507849781581150780
URLhttp://books.google.com.hk/books?id=nmlCnwEACAAJ&hl=&source=gbs_api
註釋A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate interactive access to products through the Internet.