Brand is not an image or an idea, brand is associations or memory,
feelings or emotions, attitudes, beliefs, and values, and
experiences and lifestyles. Brand belongs to all of these
categories, but the existing brand models almost all work under the
assumption that there is only one type of brand, preventing true
successful brand creation. Here Pogorzelski dives into the four
methods and levels that organize the world of brand management,
showcasing the research and tools needed to not only entice
purchases, but create ideologies and support a specific lifestyle
and culture, leading to true successful brands.
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