TY  - BOOK
AU  - Gobé,Marc
TI  - Citizen brand: 10 commandments for transforming brands in a consumer democracy 
SN  - 9781581152401
AV  - HD69.B7 G6 2002
PY  - 2002///
CY  - New York, N.Y.
PB  - Allworth Press
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Consumers' preferences
KW  - Motivation research (Marketing)
N1  - Includes bibliographical references (p. 233-235) and index; Introduction : citizen brands in a consumer democracy -- Evolve from consumers to people -- Evolve from honesty to trust -- Evolve from product to experience -- Evolve from quality to preference -- Evolve from notoriety to aspiration -- Evolve from identity to personality -- Evolve from function to feel -- Evolve from ubiquity to presence -- Evolve from communication to dialogue -- Evolve from service to relationship -- Conclusion : a final note on citizen brandship
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ER  -