Brand Storming

Michele Fioroni and Garry Titterton

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2009
ISBN: 978-0-230-23351-5
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Chapters in this book:

Ch Chapter 1 The Brand as a Social Phenomenon and Cultural Icon

Michele Fioroni and Garry Titterton

Ch Chapter 10 Brand Senses: The Challenge of Polysensualism

Michele Fioroni and Garry Titterton

Ch Chapter 11 Building a Frame of Reference Between Advantages and Parity

Michele Fioroni and Garry Titterton

Ch Chapter 12 Performance Anxiety and the Illusion of Quality

Michele Fioroni and Garry Titterton

Ch Chapter 13 Brand and Category: A Complex Relationship

Michele Fioroni and Garry Titterton

Ch Chapter 14 Brand Perception and the Power of the Subconscious

Michele Fioroni and Garry Titterton

Ch Chapter 15 Developing a Brand in Different Cultural Contexts

Michele Fioroni and Garry Titterton

Ch Chapter 16 Giving a Brand a Passport

Michele Fioroni and Garry Titterton

Ch Chapter 17 The New Frontiers of Brands in a Changing World: The Case of India

Michele Fioroni and Garry Titterton

Ch Chapter 18 From the Rediscovery of its Roots to “Sense & Simplicity”: The Case of Philips

Michele Fioroni and Garry Titterton

Ch Chapter 19 Evoking Symbolic Values Around a Product and Becoming a Global Icon: The Case of Starbucks

Michele Fioroni and Garry Titterton

Ch Chapter 2 Brand Religion

Michele Fioroni and Garry Titterton

Ch Chapter 20 Building a Creed by Promoting a Lifestyle: The Case of Whole Foods

Michele Fioroni and Garry Titterton

Ch Chapter 21 Promoting a Brand Through National Identity and a Culture of Consumption: The Case of S. Pellegrino

Michele Fioroni and Garry Titterton

Ch Chapter 3 Between Past and Present: Nostalgia Branding

Michele Fioroni and Garry Titterton

Ch Chapter 4 The Human Nature of Brands

Michele Fioroni and Garry Titterton

Ch Chapter 5 The Brand’s Genetic Clock

Michele Fioroni and Garry Titterton

Ch Chapter 6 Genetic Familiarity: The Brand in Search of its Roots

Michele Fioroni and Garry Titterton

Ch Chapter 7 Brand Name: “The Importance of Being Earnest”

Michele Fioroni and Garry Titterton

Ch Chapter 8 Brand Sex: A Confused Identity Heading Toward Androgyny

Michele Fioroni and Garry Titterton

Ch Chapter 9 The Brand Between Emotions and Experiences

Michele Fioroni and Garry Titterton

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DOI: 10.1007/978-0-230-23351-5

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