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Sale

Concepting - 概念的力量 : 在传播时代创建成功品牌

by Jan Rijkenberg
$8.90 Now $6.90 Save 22%
Concepting - 概念的力量 : 在传播时代创建成功品牌
Concepting - 概念的力量 : 在传播时代创建成功品牌

Pioneering framework for innovative brand conceptualization.

If you're interested in brand creation and innovation, "Concepting" could be an intriguing read. Jan Rijkenberg introduces a forward-thinking approach towards building brands that transcends traditional advertising. It's a book that promises to shift your perspective on brand communication in the digital age, making it a compelling pick for modern marketers and entrepreneurs.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Sale

Concepting - 概念的力量 : 在传播时代创建成功品牌

by Jan Rijkenberg
$8.90 Now $6.90 Save 22%
ISBN: 9781841160900
Authors: Jan Rijkenberg
Publisher: NTC Publications
Date of Publication: 2001-06-01
Format: Paperback
Related Collections: Business
Related Topics: Communication, Entrepreneurship, Management
Goodreads rating: 3.5
(rated by 12 readers)

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Description

Concepting offers a totally new approach to brands, their development and communication. It is one of the most important new theories in branding and communications of recent times, and is brought to life in this inspiring and practical book, written by the innovator and leading proponent of concepting. A must for all those involved in brand research and innovation, brand and product development, and advertising and marketing communications. The theory of concepting is based on the conviction that companies in many sectors are reaping the last benefits of traditional branding and marketing communications. Twenty or thirty years ago, these could provide enormous competitive advantage; today, this is less and less the case when companies are using the very same marketing and research techniques. Concept brands such as Nike, Ikea, Bennetton, Caterpillar, Ben & Jerry’s and Virgin have paved the way for a new approach to branding. The way they express themselves may be different, but they do have something in common in the way they were created. They are based on strong consumer insights and imagination. They are about attracting consumers with a story, a philosophy, an attitude, and a way of looking at the world. Concept branding offers companies a completely fresh way of developing brands. Instead of the product proposition, delineated markets and target groups, it looks at brand development in terms of concepts. These concepts actually mean something to the consumer, evoking sympathy and identification
Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Very Good Condition

This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Good Condition

We do our best to ensure the quality of our books, but there is no escaping the wear and tear that comes with time. Slight foxing and some annotations may be present on the pages and the cover. There should be no water damage of any kind. For paperbacks, there may be several crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

Find out more about our process here.

 

Pioneering framework for innovative brand conceptualization.

If you're interested in brand creation and innovation, "Concepting" could be an intriguing read. Jan Rijkenberg introduces a forward-thinking approach towards building brands that transcends traditional advertising. It's a book that promises to shift your perspective on brand communication in the digital age, making it a compelling pick for modern marketers and entrepreneurs.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.