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Brand sense : build powerful brands through touch, taste, smell, sight, and sound / Martin Lindstrom ; foreword by Philip Kotler.

By: Material type: TextTextPublisher: New York : Free Press, [2005]Copyright date: ©2005Description: xii, 237 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0743267842
  • 9780743267847
Subject(s): DDC classification:
  • 658.827 22
LOC classification:
  • HD69.B7 L548 2005
Contents:
Foreword / Philip Kotler -- 1. A cottage industry turns professional -- 2. Some companies are doing it right -- 3. Smash your brand -- 4. From 2-D to 5-D branding -- 5. Stimulate, enhance, and bond : crafting a sensory brand -- 6. Measuring senses -- 7. Brand religion : lessons learned -- 8. Branding : a holistic view -- The BRAND sense research.
Review: "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.)"--BOOK JACKET.
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Includes bibliographical references (pages 215-218) and index.

Foreword / Philip Kotler -- 1. A cottage industry turns professional -- 2. Some companies are doing it right -- 3. Smash your brand -- 4. From 2-D to 5-D branding -- 5. Stimulate, enhance, and bond : crafting a sensory brand -- 6. Measuring senses -- 7. Brand religion : lessons learned -- 8. Branding : a holistic view -- The BRAND sense research.

"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.)"--BOOK JACKET.

Machine converted from AACR2 source record.

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