Abstract
Faced with an increasingly immaterial economy which has progressively lost physicality and where everything depends on information and its capacity to circulate, a brand, if it is to be completely understood, needs to highlight its emotional side, so that it is perceived as unique and exclusive.
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© 2009 Michele Fioroni and Garry Titterton
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Fioroni, M., Titterton, G. (2009). Brand Senses: The Challenge of Polysensualism. In: Brand Storming. Palgrave Macmillan, London. https://doi.org/10.1007/978-0-230-23351-5_10
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DOI: https://doi.org/10.1007/978-0-230-23351-5_10
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30800-2
Online ISBN: 978-0-230-23351-5
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)