Managing Brands in 4D: Understanding Perceptual, Emotional, Social and Cultural Branding

Brand is not an image or an idea, but associations, memories, feelings, attitudes, beliefs, and values, and experiences and lifestyles. Pogorzelski dives into four methods and levels to create successful brands, enticing purchases and creating ideologies and supporting a specific lifestyle and culture.

\n Format: Hardback
\n Length: 248 pages
\n Publication date: 14 June 2018
\n Publisher: Emerald Publishing Limited
\n

Branding is so much more than just a visual representation or an abstract concept. It encompasses a complex tapestry of associations, memories, feelings, attitudes, beliefs, and values that shape the way we perceive and interact with products and services. It extends beyond mere logos and slogans to encompass the entire experience and lifestyle associated with a brand.

Unfortunately, the prevailing brand models often limit our understanding of branding by assuming that there is only one type of brand. This narrow perspective hinders the true creation of successful brands. In his insightful book, "Brand Management: Four Methods and Levels," renowned author Pogorzelski delves into the four methods and levels that organize the world of brand management. Through extensive research and practical tools, he demonstrates how brands can not only entice purchases but also create ideologies and support specific lifestyles and cultures.

The first method, "Brand Identity," focuses on developing a unique and compelling brand identity that resonates with the target audience. It involves defining the brand's values, personality, and visual identity, as well as creating a consistent messaging strategy that communicates the brand's message effectively.

The second method, "Brand Strategy," involves mapping out the long-term vision and goals of the brand. It involves identifying the target audience, competitive landscape, and market opportunities, and developing a strategic plan that aligns with the brand's values and aspirations.

The third method, "Brand Experience," focuses on creating a seamless and memorable brand experience that resonates with the target audience. It involves designing products and services that are visually appealing, functional, and user-friendly, as well as creating marketing campaigns that evoke emotions and create a connection with the brand.

The fourth method, "Brand Activation," involves leveraging various channels and platforms to promote and activate the brand. It involves advertising, social media, public relations, events, and experiential marketing, among others, to create awareness, generate interest, and drive purchases.

By understanding and applying these four methods and levels, businesses can create successful brands that not only resonate with their target audience but also have a significant impact on society and culture. Pogorzelski's book provides valuable insights and tools for anyone interested in branding and creating a lasting legacy for their brand.

In conclusion, branding is a multifaceted and dynamic concept that goes beyond visual representation and abstract ideas. It encompasses a rich tapestry of associations, memories, feelings, attitudes, beliefs, and values that shape the way we perceive and interact with products and services. By embracing the four methods and levels outlined in Pogorzelski's book, businesses can create successful brands that not only entice purchases but also create ideologies and support specific lifestyles and cultures. This leads to the creation of brands that have a lasting impact on society and culture.

\n Weight: 468g\n
Dimension: 230 x 160 x 19 (mm)\n
ISBN-13: 9781787561038\n \n