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Bernd Kreutz

Brands & Desires

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ISBN: 3775791582
Издательство: Hatje Cantz Publishers
Год издания: 2004
Страниц: 104
Book DescriptionBrands identify products and services. Yet a brand is much more than a "brand name" or a "brand logo" on a "brand-name product." Brands reflect individual and collective desires that go far beyond a product's utilitarian benefit. Brands are found in every business and in every market. The sense of fascination they evoke is the key to the success of such brands. Brands & Desires presents 25 vivid examples of the link between brands and desires, beginning with The Rolling Stones (desire: coolness), and continuing on to include Apple computers (religion), De Beers diamonds (fidelity), Ikea furnishings (growing up), Freitag bags (individuality), Marlborough cigarettes (freedom), Benetton clothing (justice), Red Bull softdrink (action),and Greenpeace (resistance). By Bernd Kreutz. Paperback, 7.25 x 9.5 in./104 pgs / 44 color.