Get the book here! Concepting is not about communicating product propositions USPs, etc. Create your audience. Building a belief system around your brand is vital to its success. True product innovation and development based on identity-strengthening conceptual ideas usually receive a warm welcome from consumers. Mere cosmetic product innovation does not.
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The theory of concepting is based on the conviction that companies in many sectors are reaping the last benefits of traditional branding and marketing communications. Twenty or thirty years ago, these could provide enormous competitive advantage; today, this is less and less the case when companies are using the very same marketing and research techniques.
The way they express themselves may be different, but they do have something in common in the way they were created. They are based on strong consumer insights and imagination. They are about attracting consumers with a story, a philosophy, an attitude, and a way of looking at the world.
Concept branding offers companies a completely fresh way of developing brands. Instead of the product proposition, delineated markets and target groups, it looks at brand development in terms of concepts. These concepts actually mean something to the consumer, evoking sympathy and identification with the brand, and improving customer loyalty. Concept brands are the future for those wishing to capture their markets in this increasingly converging age.
How concept brands are communicated to develop lasting relationships with consumers. Goodreads helps you keep track of books you want to read.
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Return to Book Page. Preview — Concepting by Jan Rijkenberg. Concepting offers a totally new approach to brands, their development and communication. It is one of the most important new theories in branding and communications of recent times, and is brought to life in this inspiring and practical book, written by the innovator and leading proponent of concepting.
A must for all those involved in brand research and innovation, brand Concepting offers a totally new approach to brands, their development and communication. A must for all those involved in brand research and innovation, brand and product development, and advertising and marketing communications. The book looks at such topics as: -Why concepting is necessary -How concepting is a step on from traditional brand development -How concept brands can be used to elicit a more loyal customer base and improve competitive advantage and market share -What are the secrets of successful concept brands, and how can we use them?
How concept brands are communicated to develop lasting relationships with consumers Get A Copy. Published first published October 1st More Details Original Title. Other Editions 1. Friend Reviews. To see what your friends thought of this book, please sign up. To ask other readers questions about Concepting , please sign up.
Lists with This Book. This book is not yet featured on Listopia. Community Reviews. Showing Average rating 3. Rating details. Sort order. Apr 18, Pashmina rated it really liked it. This book is on the frothy edge of communication and branding theory. A little grandiose in its presentation, but as is expected, since the author is describing a whole paradigm shift, breaking down communication into its more abstract forms.
What is the root of a brand? A concept. An experience. The best part of this entire book comes on the last chapter and last page where it describes the evolution of entrepreneurship from the physical product oriented to the mental communication oriented This book is on the frothy edge of communication and branding theory.
The best part of this entire book comes on the last chapter and last page where it describes the evolution of entrepreneurship from the physical product oriented to the mental communication oriented.
There are no discussion topics on this book yet. About Jan Rijkenberg. Jan Rijkenberg. Books by Jan Rijkenberg. As dedicated readers already know, some of the best and most innovative stories on the shelves come from the constantly evolving realm of young ad Read more Trivia About Concepting: Creat No trivia or quizzes yet.
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Concepting : Creating Successful Brands in a Communication-oriented Era
Concepting: Creating Successful Brands In A Communications Oriented Era