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4-D Branding: Cracking the corporate code of the network economy (4-D брендинг: взламывая корпоративный код сетевой экономики)

Опубликовано на портале: 30-10-2003
Изд-во: Prentice-Hall, 2001
Тематический раздел:
What is 4-D branding? It’s the idea that branding has a functional, social, spiritual and mental dimension. If you can differentiate your brand on each of these levels, you’ve attained “brand mind space,” dramatize the whole affect and you’re a “killer brand.” With a short foreward by Richard Branson, Gad explains how to prepare your brand for the future and grow it into a killer brand. Что такое 4-D брендинг ? Это идея о 4-х составляющих бренд измерениях: функциональном, социальном, духовном и ментальном, - о которых и идет речь в представленной книге.

Review

Sir Richard Branson sets the scene on branding as the 21st C leader's core value discipline in these terms: "Branding has recently been defined as creating a mutually acknowledged relationship between the supplier and buyer that transcends isolated transactions or specific individuals. Brands are now pinned around a relationship instead of a product. In 4-D Branding, Thomas Gad presents tools for managers which are easily understood but which (also) work. His message, and the growing power of branding, demands recognition, no matter what your business."

Thomas Gad lives up to this with a delightful book containing simply insightful exercises so that brand organisation is clarified by all who participate..

Сhris Macrae,
Chief Brand Officer Association, DC & London 11-Jun-2001