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4D брэндинг: взламывая корпоративный код сетевой экономики

146678

Гэд Томас

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4-D BRANDING offers a revolutionary 4D model for understanding brand strengths and weaknesses. It can be used to create a new brand and analyze existing ones. The model allows companies to develop their own unique Brand Code or Brand Mindset, a unique corporate DNA, which they then use to drive every aspect of the business, from product innovation to recruitment. 4-D BRANDING model includes:

FUNCTIONAL DIMENSION
Describes the unique characteristics of a product or service.

SOCIAL DIMENSION
Deals with the consumer's experience as a user. Indicative is Starbucks, which introduced the United States to European coffee culture.

THE MENTAL DIMENSION
The brand influences people like Nike does with its slogan `Just do it`. A new value is being formed in the minds of consumers.

SPIRITUAL DIMENSION
Dealing with the values ​​behind the brand. 4-D BRANDING goes straight to the heart of consumer beliefs, as Anita Roddy does in her The Body Shop.

Companies invest fortunes in building and maintaining their brands. Most of this money is spent without any clear purpose and the possibility of evaluating the result. 4-D BRANDING offers an efficient algorithm for analyzing and evaluating branding results, backed up by a wealth of facts.

Data sheet

ISBN 5-315-00032-
Publisher Стокгольмская школа экономики в Санкт-Петербурге
Publication date 2005
Number of Pages 232
Bookbinding Softcover

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ISIA Media Verlag UG (L)

Volbedingstr. 2 A2-03
Leipzig, 04357
Germany
03416870612

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