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	Affinity: Beyond Branding by Howard Aster, Martin Goldfarb
	Price : Rs 250.00
	Your Price : Rs 205.00

Affinity is a new concept: a new way of thinking. This book examines cultural consumer anthropology. It is about observing and understanding consumer behavior and influencing that behavior. Affinity is all about culture and the way we live; about the artifacts around us and how we feel or associate with them. It is the re-connection between business and the street, between the storyteller and the listener. Storytelling is fundamental to creating affinity and leadership in our society. Brand come and go and try to re-create themselves. Good brands attach themselves and propagate values that are enduring. They can outlast the many economic cycles that are part of social transformation. Affinity is the result of effective branding process. It is the key to understanding consumer choice in the 21st century!

ISBN - 9788129118820

Pages : 300

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Affinity: Beyond Branding

by Howard Aster, Martin Goldfarb