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  • ISBN: 9780273653684
  • ISBN10: 0273653687

4-D Branding: Cracking the Corporate Code of the Network Economy

by Gad, Thomas

  • List Price: $27.00
  • Binding: Hardcover
  • Edition: 1
  • Publisher: Financial Times Prentice Hall
  • Publish date: 12/29/2000
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Description: 4-D Branding offers a revolutionary four-dimensional model for understanding brand strengths and weaknesses. It can be used to create a new brand or analyze the strategic options for established brands. The model enables companies to create their own unique "brand code" or "mindspace," the unique corporate DNA, that can be used to drive every aspect of a businessfrom product innovation to recruitment. The 4-D model consists of: The Functional Dimension. Describes the unique features of a product or service. The Social Dimension. Speaks about the experience of the consumer as a user, Starbucks did when it introduced European caf culture into the U.S. The Mental Dimension. Creates an individual experience through the brand, as Nike did with "Just do it." Builds value in the minds of its users. The Spiritual Dimension. Talks about what the brand stands for. The 4-D brand goes right to the core of the customer's system of beliefs, as Anita Roddick did with Body Shop. Companies invest fortunes in creating and maintaining their brands. Much of this money is spent with no clear objective or any means of evaluating its impact. 4-D Branding offers both a clear analytical framework and a method of measuring the impact of your branding, backed by a wealth of new examples. Visit " Great brands touch people. One-dimensional branding has to give way to four-dimensional branding. " Sir Richard Branson
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