The Brand Bridge How to Build a Profound Connection Between Your Company, Your Brand, and Your Customers
Presentación del editor: "Marketing’s role is to create a brand out of the product, and transform it into a symbol. By translating the product's tangible and intangible benefits into symbolic meaning, images, and feelings, marketers create a brand bridge that is loved and wanted, one that...
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| Formato: | Libro |
| Idioma: | Inglés |
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[S.l.] :
Jerome Conlon
2019
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| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991000381869708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
| Sumario: | Presentación del editor: "Marketing’s role is to create a brand out of the product, and transform it into a symbol. By translating the product's tangible and intangible benefits into symbolic meaning, images, and feelings, marketers create a brand bridge that is loved and wanted, one that is willingly traversed to get to “the other side.” The meanings, images, and feelings that advertising attaches to branded products create the attractive (or preferably irresistible) symbolic identity as experienced by consumers. This is the brand bridge." |
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| Notas: | Incluye índice |
| Descripción Física: | 290 p. ; 20 cm |
| ISBN: | 9781097110025 |
