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Integrated Brand Experience Through Sensory Branding and IMC

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Description
AUTHOR(S):

Jai Beom Kim, Associate Professor, Sungkyunkwan University, South Korea; Yoori Koo, Part-Time Lecturer, Hongik University, South Korea; Don Ryun Chang, President, International Council of Graphic Design Associations; Professor, Hongik University, South K

 

In traditional marketing environments, enterprises tried to lead customers into purchasing and consuming products and brands with carefully implemented marketing strategies. Now, however, globalization and advances in technology have enabled consumers to

 

PUBLISHED: 2009

 

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Branding, Case Studies in Design, Brand Design

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