Brand Storming: Managing Brands in the Era of Complexity

Contents......Page 8
Preface......Page 10
I: The Brand in Relation to Society, Belief, Culture and Change......Page 12
1 The Brand as a Social Phenomenon and Cultural Icon......Page 14
2 Brand Religion......Page 26
3 Between Past and Present: Nostalgia Branding......Page 35
II: The Brand as a Living Organism: DNA, Human Features and Sensory Perception......Page 40
4 The Human Nature of Brands......Page 42
5 The Brand\'s Genetic Clock......Page 51
6 Genetic Familiarity: The Brand in Search of its Roots......Page 59
7 Brand Name: \"The Importance of Being Earnest\"......Page 67
8 Brand Sex: A Confused Identity Heading Toward Androgyny......Page 76
9 The Brand Between Emotions and Experiences......Page 85
10 Brand Senses: The Challenge of Polysensualism......Page 94
III: The Fundamentals of Branding: Some Rules for Keeping on the Right Track......Page 108
11 Building a Frame of Reference Between Advantages and Parity......Page 110
12 Performance Anxiety and the Illusion of Quality......Page 126
13 Brand and Category: A Complex Relationship......Page 133
14 Brand Perception and the Power of the Subconscious......Page 141
IV: The Brand as a Citizen of the World......Page 148
15 Developing a Brand in Different Cultural Contexts......Page 150
16 Giving a Brand a Passport......Page 163
17 The New Frontiers of Brands in a Changing World: The Case of India......Page 169
V: Lessons in Branding: How to Learn from the Best......Page 174
18 From the Rediscovery of its Roots to \"Sense & Simplicity\": The Case of Philips......Page 176
19 Evoking Symbolic Values Around a Product and Becoming a Global Icon: The Case of Starbucks......Page 185
20 Building a Creed by Promoting a Lifestyle: The Case of Whole Foods......Page 192
21 Promoting a Brand Through National Identity and a Culture of Consumption: The Case of S. Pellegrino......Page 202
Notes......Page 209
Bibliography......Page 221
A......Page 226
C......Page 227
F......Page 228
I......Page 229
L......Page 230
O......Page 231
R......Page 232
T......Page 233
Z......Page 234