Citizen brand :10 commandments for transforming brands in a consumer democracy
- 作者: Gobé, Marc.
- 出版: New York : Allworth Press ©2002.
- 稽核項: 1 online resource (xxxvii, 249 pages) :illustrations.
- 標題: Consumers' preferences. , Advertising & Promotion. , Brand name products. , BUSINESS & ECONOMICS Advertising & Promotion. , Electronic books. , Motivation research (Marketing) , Branding (Marketing) , BUSINESS & ECONOMICS
- ISBN: 1621531937 , 9781621531937
- 試查全文@TNUA:
- 附註: Includes bibliographical references (pages 233-235) and index. Introduction : citizen brands in a consumer democracy -- Evolve from consumers to people -- Evolve from honesty to trust -- Evolve from product to experience -- Evolve from quality to preference -- Evolve from notoriety to aspiration -- Evolve from identity to personality -- Evolve from function to feel -- Evolve from ubiquity to presence -- Evolve from communication to dialogue -- Evolve from service to relationship -- Conclusion : a final note on citizen brandship.
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=85839
- 系統號: 005302540
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.
來源: Google Book
來源: Google Book
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