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Author Gobé, Marc.

Title Emotional branding : the new paradigm for connecting brands to people / by Marc Gobé
Edition Updated and revised edition
Published New York : Allworth Press, [2009]
New York : Allworth Press, 2009


Location Call no. Vol. Availability
 W'PONDS  658.827 Gob/Ebt  AVAILABLE
Description xxxiv, 325 pages : illustrations ; 23 cm
Contents Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century -- Section I: Relationship -- customer, customer, customer!. Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are? -- Chapter 1: A Generational Gap: Targeting New Emotional Criteria -- Chapter 2: Disconnection Alert: The U.S. Melting Pot Is Hot! -- Chapter 3: Women: The New "Shoppers-in-Chief" -- Chapter 4: Gay and Lesbian Consumers: Sincerity Is the Best Policy! -- Section II: Sensorial experiences -- the uncharted territory of branding. Introduction: A Sense of Strategy. Chapter 5: Sounds that Transport -- Chapter 6: Colors that Mesmerize/Symbols that Captivate -- Chapter 7: Tastes that Tantalize -- Chapter 8: Shapes that Touch -- Chapter 9: Scents that Seduce -- Conclusion: Soothe the Senses: Some Peace, Please! -- Section III Imagination -- innovation is a brand's best friend!. Introduction: Thinking Outside of the Box -- Chapter 10 Sensory Design: The New Branding Power Tool -- Chapter 11: Emotionally Charged Identities: Unforgettable Brand Personalities -- Chapter 12: Retailing with a Passion: Sensational Stores of Tomorrow -- Chapter 13: Brand Presence with Presence: A Fresh, New Approach -- Chapter 14: Emotional Packaging: The Half-second Commercial -- Chapter 15: Emotional Advertising: Expressing Real Emotions Online -- Section IV Vision -- inspiration for change: how to get there from here. Introduction: E-motions -- Chapter 16: Branding Emotions on the Web: Social Media -- Chapter 17: Recipes for Emotional Branding Strategies -- Chapter 18: Key Trends for the New Millennium
Bibliography Includes bibliographical references and index
Subject Brand name products.
Branding (Marketing)
Consumers' preferences.
Motivation research (Marketing)
LC no. 2009037541
ISBN 1581156723