4D Branding : Perceptual, Emotional, Social and Cultural Branding.

The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Pogorzelski, Jacek
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley : Emerald Publishing Limited, 2018.
Temas:
Branding (Marketing)
Stratégie de marque.
branding.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Front Cover; Understanding Perceptual, Emotional, Social and Cultural Branding; Copyright Page; Contents; About the Author; Chapter 1 Introduction; Chapter 2 Branding in 4D; Chapter 3 Perceptual Branding; 3.1. Area; 3.1.1. The Essence of Perceptual Branding; 3.1.2. The Psychology of Perception; 3.1.3. Perceptual Noise; 3.1.4. Basics of the Brand Image Concept; 3.1.5. Brand Concept; 3.1.6. Brand Positioning as the Core Instrument of Consumer's Perception Management; 3.1.7. Why Does the Brand Idea Have to Be Expressed in a Concise Way?; 3.1.8. Perceptual Categorisation.
  • 3.1.9. Brand Categorisation3.1.10. Category Code and Its Connection with the Brand; 3.1.11. Category as Part of the Market versus Category as a Mental Construct; 3.1.12. The Impact of Brand Width on Brand Perception; 3.1.13. External Brand Strength Model; 3.1.14. Classical Brand Perception Measurement; 3.1.15. The Delivery Gap; 3.1.16. Brand Perception versus Consumer Loyalty; 3.1.17. Brand Personality
  • A Bordering Concept; 3.1.18. Perceived Brand Personality; 3.1.19. Brand Definition in Perceptual Branding; 3.2. Goal; 3.2.1. Category of One; 3.2.2. Winning in a Category.
  • 3.2.3. Strategies within a Category3.2.4. The Impact of Category Perception on Brand Perception; 3.2.5. Brand Activation; 3.3. Tools; 3.3.1. USP; 3.3.2. Brand Positioning Statement; 3.3.3. Consumer Insight; 3.3.4. Feature
  • Advantage
  • Benefit; 3.3.5. Perceptual Map; 3.3.6. Brand Personality Description; 3.3.7. Pizza Hut; 3.4. Levels; 3.5. Effects; Chapter 4 Emotional Branding; 4.1. Area; 4.1.1. The Superiority of Emotional Branding over the Perceptual One; 4.1.2. The Effectiveness of Emotional Branding; 4.1.3. Misunderstood Emotions.
  • 4.1.4. Three Schools of Thinking about the Impact of Emotions on Buyers' Choices4.1.5. How Are Emotions Created?; 4.1.6. When Emotions Become a Social Issue; 4.1.7. Which Emotions?; 4.1.8. The Power of Negative Emotions; 4.1.9. Warm or Competent Brand?; 4.1.10. Ascribing Values Based on Feelings; 4.1.11. Reward Anticipation as a Motivation for Action; 4.1.12. Consumer Experience as Testing Ground for Emotions; 4.1.13. Engaging Emotions within a Limited Space of Experience; 4.1.14. 'Distorted' Brand Image as a Consequence of Emotional Branding; 4.1.15. Senses
  • A Key to Activating Emotions.
  • 4.1.15.1. Sense of Sight4.1.15.2. Sense of Hearing; 4.1.15.3. Sense of Smell; 4.1.15.4. Sense of Taste; 4.1.15.5. Sense of Touch; 4.1.16. Sensory Overstimulation; 4.1.17. Categories' Potential for Using Emotional Branding; 4.1.18. Consumer's Relationship with a Brand; 4.1.19. Brand Definition in Emotional Branding; 4.2. Goal; 4.2.1. Concept of Brand Love; 4.2.2. Dimensions of Brand Love; 4.2.3. Laws Governing Brand Love; 4.2.4. Brand Anthropomorphism as a Path to Love Relationship; 4.2.5. (Brand) Love Comes in Many Shapes and Forms; 4.3. Tools; 4.3.1. Emotional Insight; 4.3.2. ESP.

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