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Brand Bollywood: A New Global Entertainment OrderBranding: From Brief to Finished Solution

Branding With Brains
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Branding With Brains

Price per Unit (piece): HK$45.00


Author: Tjaco Walvis
Publisher: Financial Times/Prentice Hall
Format: Paperback USED
ISBN: 9780273719953
Comments: Some highlightings inside

Think about the last time you bought something. Do you know why you chose that particular product or brand? Probably not. You can rationalise with hindsight, but the fact is our brain makes these decisions without us really thinking about it. This is why the most successful brands appeal to customers on the basis of emotional associations, images and experiences rather than just on the back of their product specifications. As one Harley Davidson executive describes it in one of this book's convention-shattering case studies: "We don't sell motorbikes. What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him".

Branding With Brains exposes the hard, scientific truth about why customers choose ceratin brands over others. It gives you the three most powerful laws of branding to make sure your brand is the first in your customers' minds, every time they buy.


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Last Updated: 26 September 2017