Philosophy of the brand: Views on brands from great thinkers

Author: [British] Braun / Zhang Tao
Publisher:
Publish Date: 2005-02-01
Features: The Best Training Base for Global Marketers, Join the Dean of Unilever's Global Marketing Academy as You Explore the Ocean of Brand Thinking! This book introduces the views of the greatest Western thinkers in history on brands, including: Heraclitus, Socrates, Plato, Aristotle, Descartes, Spinoza, Leibniz, Locke, Russell, Kant, Hegel, Nietzsche, and Wittgenstein.
Brand is a beacon in an uncertain world, and the development of brands lies in creating stability and consistency in a changing ocean. The essence of a brand is not a series of ideas or subjective things, but is expressed by its utility. When managing brands, the first requirement is to keep them aligned with the modern world. As the "nature" of humans, brands are about feelings and emotions—a BMW is "written" with people's expectations for it.
This book traces the origins of the concept of brands, analyzing how it evolved from ancient times to the present day. In the process, it also provides in-depth and accessible discussions on topics related to brands, such as motivation, emotion, perception, thought, and value. The book is beautifully written, with clear and insightful perspectives. For each thinker's theories, the authors provide rich examples and sharp theoretical supplements. It is believed that this witty and humorous book will resonate with marketing professionals and brand experts.