New technologies and branding
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New technologies and branding
New Technologies and BrandingInnovation and Technology SetCoordinated by Chantal AmmiVolume 4New Technologiesand BrandingPhilippe SachettiThibaud Zupp New technologies and brandingpingerWileyFirst published 2018 in Great Britain and the United States by ISTF. I td and John Wiley & Sons. Inc.Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright. Designs and Patents Act 1988. this publication may only New technologies and branding be reproduced, stored or trans mined, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprograNew technologies and branding
phic reproduction in accordance with the terms and licenses issued by the CT A. Enquiries concerning reproduction outside these terms should be sent tNew Technologies and BrandingInnovation and Technology SetCoordinated by Chantal AmmiVolume 4New Technologiesand BrandingPhilippe SachettiThibaud Zupp New technologies and brandingt Hoboken. NJ 07030 USAwww.uiley.com© ISTF. l td 20ISThe rights of Philippe Sachetli and Thibaud Zuppinger to be identified as the authors of this work have been asserted by them in accordance with the Copyright. Designs and Patents Act 1988.Library of Congress Control Number: 2017962519British Libr New technologies and brandingary Cataloguing-in-Publication DataA c IP record for this book IS available from the British LibraryISBN 978-1-7S630-197-0ContentsPrologue............New technologies and branding
.......................................................... XiIntroduction.................................................................. XVChapter New Technologies and BrandingInnovation and Technology SetCoordinated by Chantal AmmiVolume 4New Technologiesand BrandingPhilippe SachettiThibaud Zupp New technologies and branding.2.The brand is anthropo mimetic......................................... 31.3.The brand as merchant................................................. 41.3.1.Exaggeration...................................................... 41.3.2.Celebrity......................................................... 61 New technologies and branding.3.3.A matrix lor modeling celebrity?..............................1.3.4.Fallibility....................................................... 9New Technologies and BrandingInnovation and Technology SetCoordinated by Chantal AmmiVolume 4New Technologiesand BrandingPhilippe SachettiThibaud ZuppNew Technologies and BrandingInnovation and Technology SetCoordinated by Chantal AmmiVolume 4New Technologiesand BrandingPhilippe SachettiThibaud ZuppGọi ngay
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