Brand Desire: How to Create Consumer Involvement and Inspiration

Brand Desire: How to Create Consumer Involvement and Inspiration

by Nicholas Ind, Oriol Iglesias

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Product Details

ISBN-13: 9781472925367
Publisher: Bloomsbury USA
Publication date: 10/20/2016
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 256
File size: 3 MB

About the Author

Nicholas Ind is Associate Professor at the Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a director of a design group and was an account director in an advertising agency. Nicholas is the author of 11 books.

Oriol Iglesias
is Associate Professor and Director at the Department of Marketing Management at ESADE Business School in Spain, and also the Director of the ESADE Brand Institute. He is a member of the Executive Committee of the European Academy of Marketing (EMAC), and member of the Academy of Marketing's Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation. He is also a member of the Editorial Board of the Journal of Brand Management and the Editorial Review Board of the Journal of Product and Brand Management.
Nicholas Ind is Associate Professor at the Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a director of a design group and was an account director in an advertising agency. Nicholas is the author of 11 books.
Oriol Iglesias is Associate Professor and Director at the Department of Marketing Management at ESADE Business School in Spain, and also the Director of the ESADE Brand Institute. He is a member of the Executive Committee of the European Academy of Marketing (EMAC), and member of the Academy of Marketing's Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation. He is also a member of the Editorial Board of the Journal of Brand Management and the Editorial Review Board of the Journal of Product and Brand Management.

Table of Contents

Introduction to Part One: Understanding brand desire

Chapter 1: The Foundations of Brand Desire

Chapter 2: Why Desire Matters


Introduction to Part Two: Building Brand Desire


Chapter 3: Principles

Chapter 4: Participation


Chapter 5: Leadership and Culture


Chapter 6: Storytelling


Chapter 7: Experience

Chapter 8: Innovation


Chapter 9: Managing Brand Desire

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