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epub 4-D Branding: Cracking the Corporate Code of the Network Economy download

by Thomas Gad

  • ISBN: 0273653687
  • Author: Thomas Gad
  • ePub ver: 1367 kb
  • Fb2 ver: 1367 kb
  • Rating: 4.1 of 5
  • Language: English
  • Pages: 256
  • Publisher: Financial Times Management; 1st edition (December 29, 2000)
  • Formats: rtf lrf mbr doc
  • Category: Money
  • Subcategory: Marketing & Sales
epub 4-D Branding: Cracking the Corporate Code of the Network Economy download

The influence of branding is also growing outside the vibrant Network Economy. 4-D Branding aims to enable you to reach a full understanding of your brand's differentiation code and to make it work for you immediately.

The influence of branding is also growing outside the vibrant Network Economy. As well as being important to a variety of stakeholders in the business, branding is vital to a company's performance on the financial markets. The brand is now a highly valuable asset. 4-D Branding is not a catch-all, abstract concept. There need not be anything vague about it.

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brand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy.

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4D Branding shows how to create future driven brands for brand driven companies. Details (if other): Cancel.

4-D Branding offers a revolutionary four-dimensional model for understanding brand strengths and weaknesses. 4D Branding : Cracking the Corporate Code of the Network Economy.

4D Branding : Cracking the Corporate Code of the Network Economy.

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One of the newest types of comparative advertising is across-class brand anchoring. Its intended purpose is to create a differential advantage for the sponsor's brand through the creation of a perception of good value

One of the newest types of comparative advertising is across-class brand anchoring. Its intended purpose is to create a differential advantage for the sponsor's brand through the creation of a perception of good value. This study assesses the validity of this approach through a study of associational branding via alternative ad treatments. The results indicate that those ad-exposed respondents.

cracking the corporate code of the network economy. Includes bibliographical references. by Thomas Gad. Published 2001 in London, Financial Times Prentice Hall.

Thomas Gad, Thomas Gad is an experienced and inspirational Swedish branding authority, with more . Swedish-born Thomas Gad invented the 4-D Branding model and has more than 20 years' experience in advertising; as a copywriter, creative director, and brand strategist.

Thomas Gad, Thomas Gad is an experienced and inspirational Swedish branding authority, with more than 20 years of experience. Before starting his own business, he worked for Grey Advertising International with both national and international clients including Nokia ("Connecting People"), SAS, Procter & Gamble, Compaq, Microsoft, Telia and Merita-Nordbanken.

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Arguing that commercial brand names extend beyond products and marketing departments, a brand strategist with company offices in Europe evangelizes for as he says one must his 4-D Branding model in the context of the network economy. Includes a foreword by Virgin founder Richard Branson; company examples (e.g. Ikea, Starbucks); "ten commandments for a brand with a future"; and a few reference notes. Lacks an index. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Comments (3)

Aloo
Shaping and building brands is a central issue in design, and a key aspect of design management. Building brands effectively requires an appreciation of how customers - and potential customers - experience every aspect of the products and services we design. It also demands sensitivity to the complex system of physical, affective, and, cognitive issues involved in any product or service. This complexity is particularly subtle and important for products bundled with or supported by services, and for the hybrid service products that typify many offerings today.
Thomas Gad is a respected practitioner in the field of brand development. He proposes three conceptual models to use in building brands. The 4-D brand model is organized around the concept of Brand Mind Space. Gad's schema considers four dimensions of a brand: functional, social, spiritual, and mental. The next model is the Brand Code. This code structures the attributes of a band in terms of product/benefit, mission, vision, values, styling, and positioning. Gad uses these two concepts to develop a number of applications, including a customer research instrument. He ends the book with 10 commandments for building a brand with a future.
Gad argues that, "branding literature remains largely theoretical because of the mystery inherent in the subject." He argues that scientific interest in why effective brands work is less important than an appreciation for the fact that branding does work - and an ability to make makes work in practice. In contrast to this position, one might suggest that a robust theory of brands would contribute to better practice. While Gad does not take a scholarly approach, he does propose a theory for analyzing brand opportunities and building successful brands in series of well-written, insightful case studies. Gad's conceptual models and sensitizing concepts deserve consideration in the context of a larger research program.
Review of European English edition published in Design Research News, Volume 6, Number 6, June 2001. ISSN 1473-3862.
Na
We recommend this book and its toolkit to our members, providing this summary of what 4D branding trains you to do:
>Profile 4 dimensional branding you need: lowest dimension "function" suits product & advertised models of brand execution, but inhibits top "spiritual" dimension that corporate and global brands need >Experience futurised 4D brands: capable of leading organisational change and interacting organisation-wide service of value >Simplify DNA of futurised brands - vision, mission, values, styling, positioning, flagship product - so that the company can live the brand once you've taken the essential Brand Code on tour across company >Refresh the 4D Brand by intranetting such exercises as : concocting brand recipe for every audience, creating a mental movie for being the best brand in the world >Know why most company brands are still far down the learning curve as organisms of the network economy, and how the ideology of 4D branding can help you futurise just ahead of the competition
4D Branding is currently one of the top 10 toolkits in our members catalogue of frameworks used by Brand Leaders
Chris Macrae...
Tisicai
In the face of a great deal of "No Logo" brand hostility, it's good to see a response which paves the way for brands with more sensitivity and imagination. Have to admit that I picked this up in Europe because I liked the cover, but 4D proved to be an engaging and useful guide to more emotional branding. More process than puff, this is the best of the recent cluster of branding books, and shows that branding demands a commitment to imagination, innovation, responsibiliy and values. As Brit, Richard Branson (a walking brand if ever I saw one) says in the Foreword, "It is easy to be cynical about such things, but much harder to be successful." 200 pages less so now. Gad shares an enthusiasm and coherent approach to this stuff with Jesper Junde, who wrote Corporate Religion (the orange book!).

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