Strategic Brand Management and Development

Tables

  2.1Example of brand associations and core brand associations for Mercedes-Benz

  2.2Example of brand associations and core brand associations for Absolut

  2.3Example of brand mantras for Mercedes-Benz and Absolut

  3.1Visual sense and its characteristics

  3.2Auditory sense and its characteristics

  3.3Haptic sense and its characteristics

  3.4Gustatory sense and its characteristics

  3.5Olfactory sense and its characteristics

  5.1Consumption emotions set

  5.2Typology of consumption emotions

  5.3Categories of nostalgic objects

  6.1Types of consumption communities – similarities and differences

  6.2Brand community practices

  8.1Ten factors in brand strength analysis

  8.2Questions for assessing consumers’ brand usage and brand ...