Download e-book for kindle: Go Logo! A Handbook to the Art of Global Branding: 12 Keys by Mac Cato

By Mac Cato

ISBN-10: 1592535178

ISBN-13: 9781592535170

Certain between branding or inventive instruction books, this ebook examines the big effect of either “commercial persuasion” and “societal persuasion” branding—and seems to be heavily on the an important position artistic model warriors play in development and maintaining profitable designs. a chief concentration is on exploring what it takes to be a profitable inventive within the international branding wars as outlined by means of the 12 branding determinants. worldwide manufacturers, akin to Starbucks, Google, Burger King, Delta airways, and extra, show the original characteristics that lead them to winning manufacturers.

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Additional info for Go Logo! A Handbook to the Art of Global Branding: 12 Keys to Creating Successful Global Brands

Sample text

Within a month, it became a must-see for Netizens, triggering threats of legal action from Chen Kaige and rounds of social and legal debate over the boundaries of intellectual property rights. Such controversies are unprecedented in China. Of immediate relevance to advertising is the fact that “Mantou” turned out to be an effective marketing tool for Chen’s film. Many “Mantou” fans, myself included, purchased Chen’s original film after watching the spoof so as to better appreciate the latter—an excellent case of reverse advertising.

Commercial brands appeared in great numbers in the late nineteenth and early twentieth centuries, when trademark legislation was institutionalized to protect brand owners (Blackett 2004, 14). S. brands—Kodak, American Express, Listerine, Coca-Cola, Heinz baked beans, and Quaker Oats—date from that period. But for mass consumers of those early periods, a brand was not much different from a trademark. Back then, the upper class and the mass audience shared basically similar social instincts and emotions, and therefore advertisers “often saw little need to differentiate copy appeals” (Marchand 1985, 66).

Icons and images soon took center stage, enabling consumers to acquire an emotional attachment to objects as nonsensical as an eye patch (the Hathaway Man) or a wrist tattoo (the Marlboro Man). Later the same magic appeared in a giant swoosh mark and small alligators sewn on shirts. 19 Ogilvy conceives of a brand as a complex symbol, an “intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation, and 24 • BRAND NEW CHINA the way it is advertised” (D. Ogilvy 1955).

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Go Logo! A Handbook to the Art of Global Branding: 12 Keys to Creating Successful Global Brands by Mac Cato


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