Prelims

Half Title Page

MANAGING BRANDS IN 4D

Understanding Perceptual, Emotional, Social and Cultural Branding

Title Page

MANAGING BRANDS IN 4D

Understanding Perceptual, Emotional, Social and Cultural Branding

BY

JACEK POGORZELSKI

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2018

Copyright © 2018 Jacek Pogorzelski

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78756-103-8 (Print)

ISBN: 978-1-78756-102-1 (Online)

ISBN: 978-1-78756-104-5 (Epub)

Translated by Joanna Łuczak

About the Author

Jacek Pogorzelski, has a PhD in Management. He has been lecturing at Kozminski University, Warsaw School of Economics and University of Minnesota's Carlson School of Management. He is an experienced brand strategist and customer experience management consultant. He has been involved in brand management in theory and in practice for over 12 years now. He reads, investigates, designs strategies and helps market brands as well as developing his own brand analysis methods and strategic models. He has an in-depth knowledge of consumer insight, brand positioning, designing brand personality, brand planning in theory and in practice, brand culture modelling and brand archetype management. He himself used to manage FMCG and OTC brands, as well as help clients from many lines of business, from construction and IT services to fashion and cosmetics. He has worked with Polish, US, UK, German and Spanish companies.

He used to teach postgraduate and MBA students in Poland and in the USA. He trains corporate and public administration executives. He is a long-standing partner of programmes of The Chartered Institute of Marketing in London.