Color Strategy: Leveraging color to add and extract value in products and brands - Softcover

Harrington, Leslie

 
9783639099614: Color Strategy: Leveraging color to add and extract value in products and brands
Softcover
ISBN 10: 3639099613 ISBN 13: 9783639099614
Verlag: VDM Verlag, 2009

Inhaltsangabe

While color is the focus of many books, studies and inquiries, only few attempt to understand how to leverage color as a strategic lever. This research examined the role color plays in product or brand development, as well as, the practices and procedures organizations employ to effectively devise and execute a strategy to leverage color. It presupposed that consumers have strong emotional associations to color that are leverageable by firms. It therefore explored how color professionals perceive consumers' reaction to color in products and brands so as to uncover how emotions can be tapped and engaged to add and extract strategic value. In summary, this research identified effective practices of color strategy while uncovering gaps that need to be attended to in order for firms to successfully employ color in pursuit of strategic goals.

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Verlag
VDM Verlag
Erscheinungsdatum
2009
Sprache
Englisch
ISBN 10 
3639099613
ISBN 13 
9783639099614
Einband
Taschenbuch
Anzahl der Seiten
220
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Zeitfracht Medien GmbH
info-medien@zeitfracht.de

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