Brand Storming

Part I. The Brand in Relation to Society, Belief, Culture and Change

1. The Brand as a Social Phenomenon and Cultural Icon
Michele Fioroni, Garry Titterton

2. Brand Religion
Michele Fioroni, Garry Titterton

3. Between Past and Present: Nostalgia Branding
Michele Fioroni, Garry Titterton

Part II. The Brand as a Living Organism: DNA, Human Features and Sensory Perception

4. The Human Nature of Brands
Michele Fioroni, Garry Titterton

5. The Brand’s Genetic Clock
Michele Fioroni, Garry Titterton

6. Genetic Familiarity: The Brand in Search of its Roots
Michele Fioroni, Garry Titterton

7. Brand Name: “The Importance of Being Earnest”
Michele Fioroni, Garry Titterton

8. Brand Sex: A Confused Identity Heading Toward Androgyny
Michele Fioroni, Garry Titterton

9. The Brand Between Emotions and Experiences
Michele Fioroni, Garry Titterton

10. Brand Senses: The Challenge of Polysensualism
Michele Fioroni, Garry Titterton

Part III. The Fundamentals of Branding: Some Rules for Keeping on the Right Track

11. Building a Frame of Reference Between Advantages and Parity
Michele Fioroni, Garry Titterton

12. Performance Anxiety and the Illusion of Quality
Michele Fioroni, Garry Titterton

13. Brand and Category: A Complex Relationship
Michele Fioroni, Garry Titterton

14. Brand Perception and the Power of the Subconscious
Michele Fioroni, Garry Titterton

Part IV. The Brand as a Citizen of the World

15. Developing a Brand in Different Cultural Contexts
Michele Fioroni, Garry Titterton

16. Giving a Brand a Passport
Michele Fioroni, Garry Titterton

17. The New Frontiers of Brands in a Changing World: The Case of India
Michele Fioroni, Garry Titterton

Part V. Lessons in Branding: How to Learn from the Best

18. From the Rediscovery of its Roots to “Sense & Simplicity”: The Case of Philips
Michele Fioroni, Garry Titterton

19. Evoking Symbolic Values Around a Product and Becoming a Global Icon: The Case of Starbucks
Michele Fioroni, Garry Titterton

20. Building a Creed by Promoting a Lifestyle: The Case of Whole Foods
Michele Fioroni, Garry Titterton

21. Promoting a Brand Through National Identity and a Culture of Consumption: The Case of S. Pellegrino
Michele Fioroni, Garry Titterton

Avainsanat: Business and Management, Marketing, Management, Business Strategy/Leadership, International Business