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Brand Storming

Managing Brands in the Era of Complexity

  • Authors
  • Michele Fioroni
  • Garry Titterton

Table of contents

  1. Front Matter
    Pages i-x
  2. The Brand in Relation to Society, Belief, Culture and Change

    1. Front Matter
      Pages 1-1
    2. Michele Fioroni, Garry Titterton
      Pages 3-14
    3. Michele Fioroni, Garry Titterton
      Pages 15-23
    4. Michele Fioroni, Garry Titterton
      Pages 24-28
  3. The Brand as a Living Organism: DNA, Human Features and Sensory Perception

    1. Front Matter
      Pages 29-29
    2. Michele Fioroni, Garry Titterton
      Pages 31-39
    3. Michele Fioroni, Garry Titterton
      Pages 40-47
    4. Michele Fioroni, Garry Titterton
      Pages 48-55
    5. Michele Fioroni, Garry Titterton
      Pages 56-64
    6. Michele Fioroni, Garry Titterton
      Pages 65-73
    7. Michele Fioroni, Garry Titterton
      Pages 74-82
    8. Michele Fioroni, Garry Titterton
      Pages 83-96
  4. The Fundamentals of Branding: Some Rules for Keeping on the Right Track

    1. Front Matter
      Pages 97-97
    2. Michele Fioroni, Garry Titterton
      Pages 99-114
    3. Michele Fioroni, Garry Titterton
      Pages 115-121
    4. Michele Fioroni, Garry Titterton
      Pages 122-129
    5. Michele Fioroni, Garry Titterton
      Pages 130-136
  5. The Brand as a Citizen of the World

    1. Front Matter
      Pages 137-137
    2. Michele Fioroni, Garry Titterton
      Pages 139-151
    3. Michele Fioroni, Garry Titterton
      Pages 152-157
    4. Michele Fioroni, Garry Titterton
      Pages 158-162
  6. Lessons in Branding: How to Learn from the Best

  7. Back Matter
    Pages 198-223

About this book

Introduction

We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

Keywords

brand branding business complexity

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods