TY  - BOOK
AU  - Cato,Mac
TI  - Go logo! a handbook to the art of global branding: 12 keys to creating successful global brands 
SN  - 1592535178
U1  - 658.827 
PY  - 2010///
CY  - Beverly
PB  - Rockport
KW  - Comportamiento del consumidor
KW  - Emociones
KW  - Aspectos sociales
KW  - Identidad (Psicología)
KW  - Marcas de fábrica
KW  - Mercadeo
N1  - Incluye bibliografía
N2  - ´Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best to establish the key emotional attributes of a brand - the critical first analysis so necessary to successfully creating a strong brand with staying power.´ ´The purpose of Go Logo! is to provide both creatives and brand custodians a diagnostic analysis of, and a guideline to, the twelve prerequisites for establishing a brand´s emotional benchmarks. Perhaps most persuasively, the book offers an extensive and eclectic collection of visual profiles of some of the world´s most successful logos and brand identities. The book is based on the author´s fifty years of global creative branding experience, plus the personal insights and creative examples provided by a diverse group of contributors. So, have fun, Go Logo!´
UR  - http://catdir.loc.gov/catdir/toc/ecip0827/2008039715.html
ER  -