Name: Branding Cultural (Manuales) (in Spanish)
Price: 4864.00 TWD
Availability: InStock
Author: Jorge David Fernández Gómez
ISBN: 9788491804338

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portada Branding Cultural (Manuales) (in Spanish)

Branding Cultural (Manuales) (in Spanish)

Type

Physical Book

Author

Antonio Pineda Cachero

Publisher

Uoc Editorial

Year

2019

Language

Spanish

Pages

218

Format

Paperback

ISBN13

9788491804338

Edited in

España

Edition No.

Synopsis "Branding Cultural (Manuales) (in Spanish)"

El presente libro expone una serie de teorías y premisas conceptuales que deben formar parte del arsenal del brand manager y/o el publicitario que desee poner en práctica el branding cultural. Estos enfoques sistematizan el proceso de transferencia de significado colectivo, seleccionando los códigos culturales para generar una semántica de la marca. Un proceso que se describe en estas páginas mediante dos mecanismos fundamentales: aprovechar la reserva de símbolos culturales, o recurrir a una tensión social relevante. En definitiva, se explica cómo el gestor de marca puede aprovechar e instrumentalizar la cultura para dotar de sentido a su marca.

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Branding Cultural (Manuales) (in Spanish) - Jorge David Fernández Gómez

Synopsis "Branding Cultural (Manuales) (in Spanish)"

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