000			02080nam a2200217Ia 4500
003			ASM
005			20241206092856.0
008			241203s9999 xx 000 0 und d
020			_a0749443715
020			_a9780749443719
020			_qHardback
040			_cASM
050			_a
100			_aMartin Lindstrom _eAuthor
245		0	_aBrand Sense : _b"How to Build powerful brands through touch, taste, smell sight & sound" _cMartin Lindstrom
260			_aNew York _bKogan Page Ltd _c2005
300			_a237 Pages _billustrations _c24 cm
520			_a"A treasury of ideas for bringing new life to your brands, and the cases are truly compelling ...should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it. (Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University). That gratifying new car smell is actually a manufactured ""new car"" aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Martin Lindstrom shows for the first time how it can be done. Drawing on the most extensive worldwide study ever conducted of the sensory perceptions of consumers, he shows how a two-sense product can become a five-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory scale, analyzing its sensory potential and giving it a clear pathway to optimize its sensory appeal. Companies like Cadillac, Apple, Mercedes-Benz, Nokia, Louis Vuitton, Nestle and Disney have all recently adopted a sensory approach, and have seen their brands sizzle under this new direction. Anyone who wants a competitive edge can't afford to neglect this book. It's guaranteed to optimize the value of any marketer's budget in the most visionary way."
546			_aEnglish
942			_cBooks
999			_c4049 _d4049