Brand esSense: using sense, symbol and story to design brand identity
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2014
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (pages 205-211) and index |
| Beschreibung: | IX, 218 S. Ill., graph. Darst. |
| ISBN: | 9780749470012 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV041925166 | ||
| 003 | DE-604 | ||
| 005 | 20140910 | ||
| 007 | t | ||
| 008 | 140620s2014 ad|| |||| 00||| eng d | ||
| 020 | |a 9780749470012 |c Print |9 978-0-7494-7001-2 | ||
| 035 | |a (OCoLC)915416384 | ||
| 035 | |a (DE-599)BVBBV041925166 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
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| 100 | 1 | |a Gains, Neil |e Verfasser |0 (DE-588)1058201034 |4 aut | |
| 245 | 1 | 0 | |a Brand esSense |b using sense, symbol and story to design brand identity |c Neil Gains |
| 246 | 1 | 3 | |a Brand sense |
| 264 | 1 | |a London [u.a.] |b Kogan Page |c 2014 | |
| 300 | |a IX, 218 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (pages 205-211) and index | ||
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Corporate image | |
| 650 | 4 | |a Logos (Symbols) | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-0-7494-7002-9 |
| 856 | 4 | 2 | |m Digitalisierung UB Bamberg - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027368605&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-027368605 | ||
Datensatz im Suchindex
| _version_ | 1804152296351727616 |
|---|---|
| adam_text | CONTENTS
List of figures X
List of tables xi
Introduction 1
01 The reality of perception 8
Signal and noise 8
Patterns in the world 10
Perception is an active construction 13
Nature and nurture 18
Matching the right patterns 20
Experience and memory 22
Associating with the right memories 24
02 The senses close up 27
Five and counting 27
The primal sense 30
Basic taste 36
The touch of reality 41
Touching sight 42
03 Sensing from a distance 47
Touching space 47
The rhythm of life 52
The dominant sense 60
The colour of experience 65
Integrating the senses 69
Contents
04 Symbols and signs 72
Symbols of life 72
The colour of meaning 74
Identity matters 75
Signifying something 78
Understanding your category 80
The structure of signs 82
The story of meaning 84
Changing times 85
Metaphor and meaning 87
Opposites matter 89
Squaring the circle 92
Blending identity 94
05 Story and archetypes 97
Causality and the mind 97
The meaning of stories 99
Story and myth 100
Brand archetypes 105
Archetypal frameworks 107
06 Using archetypes in branding 115
Archetypes of belonging 115
Archetypes of freedom 124
Archetypes of ego 132
Archetypes of order 141
07 Finding the esSense of your brand 150
Building a brand back story 151
Cracking the category codes 153
Uncovering consumer stories and underlying conflicts 156
Building transformational stories 161
Moving to the senses 165
Building the story of an Asian food brand 167
Making rice ‘nice’ for a snack brand 168
Contents
08 Applying the esSense framework 171
The esSense of branding 171
Brand colours 172
Brand senses 175
Symbolic names 180
Brand symbols 185
How archetypes answer why 192
Telling the brand story 195
Using sense, symbol and story to build brand esSense 202
References 205
Index 213
|
| any_adam_object | 1 |
| author | Gains, Neil |
| author_GND | (DE-588)1058201034 |
| author_facet | Gains, Neil |
| author_role | aut |
| author_sort | Gains, Neil |
| author_variant | n g ng |
| building | Verbundindex |
| bvnumber | BV041925166 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)915416384 (DE-599)BVBBV041925166 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV041925166 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T01:08:27Z |
| institution | BVB |
| isbn | 9780749470012 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027368605 |
| oclc_num | 915416384 |
| open_access_boolean | |
| owner | DE-521 DE-473 DE-BY-UBG |
| owner_facet | DE-521 DE-473 DE-BY-UBG |
| physical | IX, 218 S. Ill., graph. Darst. |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Gains, Neil Verfasser (DE-588)1058201034 aut Brand esSense using sense, symbol and story to design brand identity Neil Gains Brand sense London [u.a.] Kogan Page 2014 IX, 218 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (pages 205-211) and index Brand name products Branding (Marketing) Corporate image Logos (Symbols) Erscheint auch als Online-Ausgabe 978-0-7494-7002-9 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027368605&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gains, Neil Brand esSense using sense, symbol and story to design brand identity Brand name products Branding (Marketing) Corporate image Logos (Symbols) |
| title | Brand esSense using sense, symbol and story to design brand identity |
| title_alt | Brand sense |
| title_auth | Brand esSense using sense, symbol and story to design brand identity |
| title_exact_search | Brand esSense using sense, symbol and story to design brand identity |
| title_full | Brand esSense using sense, symbol and story to design brand identity Neil Gains |
| title_fullStr | Brand esSense using sense, symbol and story to design brand identity Neil Gains |
| title_full_unstemmed | Brand esSense using sense, symbol and story to design brand identity Neil Gains |
| title_short | Brand esSense |
| title_sort | brand essense using sense symbol and story to design brand identity |
| title_sub | using sense, symbol and story to design brand identity |
| topic | Brand name products Branding (Marketing) Corporate image Logos (Symbols) |
| topic_facet | Brand name products Branding (Marketing) Corporate image Logos (Symbols) |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027368605&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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