000			02084cam a22003738i 4500
001			24168386
003			US-DLC
005			20260208130228.0
008			250424s2025 nyu b 001 0 eng
010			_a 2025020019
020			_a9780231217057 _q(hardback)
020			_z9780231561518 _q(ebook)
035			_a24168386
040			_aau _beng _erda _cau
042			_apcc
049			_aAlfaisal Main Library
050	0	0	_aHF5415.1255 _b.L358 2025
100	1		_aLanda, Robin, _eauthor.
245	1	0	_aBranding as a cultural force : _bpurpose, responsibility, and resonance / _cRobin Landa.
260			_c2025
263			_a2508
264		1	_aNew York : _bColumbia University Press, _c© 2025
300			_a327 pages
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
520			_a""For branding to succeed in the modern worldwide marketplace -- one shaped by evolving technologies and cultural priorities of the newest generations -- it must emotionally connect with people and be authentic, sticking to its brand promise and mission, while aligning with the values of its audience. Branding that will resonate today must prioritize cultural justice and Diversity, Equity, and Inclusion (DEI), be creatively eco-conscious, leverage the power of target audiences through participation and engagement, differentiate a brand or entity through outstanding 360À design, art direction, copy, and film, activate in hybrid worlds such as the metaverse, and leverage the power of Generative Artificial Intelligence to build engaging relationships with people. This book will serve not only as a how-to guide for brand strategy going forward, but also illustrate how brands can participate in and help lead cultural conversations.""--
650		0	_aBranding (Marketing) _xSocial aspects.
650		0	_aBranding (Marketing) _xEnvironmental aspects.
650		0	_aArtificial intelligence.
655		0	_aPrint books. _2local _94
942			_2lcc _cBOOKS
999			_c608369 _d608369