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Brand innovation manifesto : how to build brands, redefine markets, and defy conventions

Brand innovation manifesto : how to build brands, redefine markets, and defy conventions (Loan 3 times)

Material type
단행본
Personal Author
Grant, John , 1964-.
Title Statement
Brand innovation manifesto : how to build brands, redefine markets, and defy conventions / John Grant.
Publication, Distribution, etc
Chichester, West Sussex, England ;   Hoboken, N.J. :   John Wiley & Sons ,   c2006.  
Physical Medium
310 p. : ill. ; 24 cm.
ISBN
9780470027516 0470027517
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Brand name products -- Social aspects. Brand name products -- Psychological aspects. Brand name products -- Marketing. Lifestyles -- Economic aspects. Consumer behavior.
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001 000045268390
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008 060215s2006 enka b 001 0 eng
010 ▼a 2006005380
020 ▼a 9780470027516
020 ▼a 0470027517
035 ▼a (KERIS)REF000012490644
040 ▼a DLC ▼c DLC ▼d DLC ▼d 211009
042 ▼a pcc
050 0 0 ▼a HD69.B7 ▼b G72 2006
082 0 0 ▼a 658.8/27 ▼2 22
090 ▼a 658.827 ▼b G762b
100 1 ▼a Grant, John , ▼d 1964-.
245 1 0 ▼a Brand innovation manifesto : ▼b how to build brands, redefine markets, and defy conventions / ▼c John Grant.
260 ▼a Chichester, West Sussex, England ; ▼a Hoboken, N.J. : ▼b John Wiley & Sons , ▼c c2006.
300 ▼a 310 p. : ▼b ill. ; ▼c 24 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Brand name products ▼x Social aspects.
650 0 ▼a Brand name products ▼x Psychological aspects.
650 0 ▼a Brand name products ▼x Marketing.
650 0 ▼a Lifestyles ▼x Economic aspects.
650 0 ▼a Consumer behavior.
945 ▼a KINS

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Education Reserves6/ Call Number 658.827 G762b Accession No. 111366791 Availability Available Due Date Make a Reservation Service B M

Contents information

Author Introduction

존 그랜트(지은이)

자신의 아이들을 즐겁게 해 주려고 ≪꼬마 원시인 작은코≫를 썼다. 이 시리즈는 13권이나 출간될 만큼 영국에서 큰 인기를 끌었다. 지은 책으로는 <변신 로봇> 시리즈, <우주의 지배자> 시리즈 등이 있다.

Information Provided By: : Aladin

Table of Contents

Acknowledgements.

Introduction.

SECTION I: BRAND THEORY REVISITED.

1 Challenges to the Old Model of Branding.

1.1 From Ad Idea to Media-Neutral Idea.

1.2 The Old School.

1.3 Protestant vs Catholic: The Battle for Brand Theory.

Summary of Chapter 1.

2 A New Theory of Branding.

2.1 What Is a Brand?

2.2 Brand as Strategic Cultural Idea.

2.3 Brand as a Cluster of Cultural Ideas.

2.4 The Brand Innovation Imperative.

2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties.

2.6 The Equivalence of Brand Creation and Brand Communication.

2.7 A Shift from Targeting an Audience to Adoption.

2.8 Establishing New Lifestyles.

Summary of Chapter 2.

3 The Trouble with Trends.

3.1 The Difference between Cultural Trends and STEPs.

3.2 Real Trends.

3.3 Made-up Trends.

Summary of Chapter 3.

4 Strategy: Finding a Cultural Logic.

4.1 Problem Finding.

4.2 Finding a Third Way.

4.3 A Bigger Context or Market.

4.4 Outside-In Thinking.

4.5 Brand Archaeology.

4.6 Brand Renaissance.

4.7 What Is the Other Side of the Story?

4.8 Strategy as Scripting.

4.9 What Is Lacking?

4.10 The Cultural RNA.

4.11 What Are We Here to Do?

4.12 Busting the Tradeoff in Your Market.

4.13 Model a Distant Parallel.

4.14 Information Saturation.

4.15 Deconstruction, Reconstruction.

4.16 Demolish the “Ad in Your Head”.

4.17 Rekindle Your Curiosity.

4.18 Bringing the Strategy to a Point of Focus.

Summary of Chapter 4.

SECTION II: A TYPOLOGY OF BRAND IDEAS.

Building Your Molecule: 32 Brand Elements.

Chapter Strcture.

A Periodic Table for Brand Ideas.

1 New Traditions.

1A Habit Ideas.

1B Spectacular Ideas.

1C Leadership Ideas.

1D Organisation Ideas.

2 Belief Systems.

2A Cognitive Ideas.

2B Appreciation Ideas.

2C Faith Ideas.

2D Atlas Ideas.

3 Time.

3A Regressive Ideas.

3B Now Ideas.

3C Nostalgia Ideas.

3D Calendar Ideas.

4 Herd Instincts.

4A Initiation Ideas.

4B Crowd Ideas.

4C Clan Ideas.

4D Craze Ideas.

5 Connecting.

5A Co-authored Ideas.

5B Socialising Ideas.

5C Cooperative Ideas.

5D Localised Ideas.

6 Luxury.

6A Concierge Ideas.

6B Plenty Ideas.

6C Exclusive Ideas.

6D Exotic Ideas.

7 Provocative.

7A Erotic Ideas.

7B Cathartic Ideas.

7C Scandal Ideas.

7D Radical Ideas.

8 Control.

8A Personalised Ideas.

8B In-Control Ideas.

8C Competition Ideas.

8D Grading Ideas.

SECTION III: DEVELOPING BRAND STRATEGIES.

Developing New Brand Ideas in Practice.

Organised Chaos vs Corporate Constipation.

Using the 32 Cultural Ideas: Reframing.

Example: Let’s Kill Lynx.

Logical Conclusions.

References.

Index.


Information Provided By: : Aladin

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