Brand Storming

Preface PART I: THE BRAND IN RELATION TO SOCIETY, BELIEF, CULTURE AND CHANGE The Brand as a Social Phenomenon and Cultural Icon Brand Religion Between Past and Present: Nostalgia Branding PART II: THE BRAND AS A LIVING ORGANISM: DNA, HUMAN FEATURES AND SENSORIAL PERCEPTION The Human Nature of Brands The Brand's Genetic Clock Genetic Familiarity: The Brand in Search Of its Roots Brand Name: 'The Importance of being Earnest' Brand Sex: A Confused Identity heading towards Androgyny The Brand between Emotions and Experiences Brand Senses: The Challenge of Polysensualism PART III: THE FUNDAMENTALS OF BRANDING: SOME RULES FOR KEEPING ON THE RIGHT TRACK Building a Frame of Reference between Advantages and Parity Performance Anxiety and the Illusion of Quality Brand and Category: A Complex Relationship Brand Perception and the Power of the Sub-Conscious PART IV: THE BRAND AS A CITIZEN OF THE WORLD Developing a Brand in Different Cultural Contexts Giving a Brand a Passport The New Frontiers of Brands in a Changing World: The Case of India PART V: LESSONS IN BRANDING: HOW TO LEARN FROM THE BEST From the Rediscovery of its Roots to 'Sense and Simplicity': The Case of Philips Evoking Symbolic Values around a Product and becoming a Global Icon: The Case of Starbucks Building a Creed by Promoting a Lifestyle: The Case of Whole Foods Promoting a Brand through National Identity and a Culture of Consumption: The Case of S. Pellegrino