Brand Storming

The brand has pervaded the entire field of human existence, filled every corner of the planet even the most remote ones and it has moved its front line well beyond the areas of competence it traditionally inhabited. In today s society, the brand must satisfy a multitude of expectations. We have witnessed a revolution in the way consumers relate to a product; consumers are increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer ideas, creativity, meanings and a lifestyle. A brand must provide the answers to anxieties and desires, promoting itself as a compass with which to navigate today s complex society. This book proposes a refinement of the brand s role in the new millennium. Brand Storming sets out to provide a guide for business people to meet consumer expectations. The book also helps business managers and students to understand the principles of branding.