What elements are important in a brand depends on what type of brand it is, says Pogorzelski, and he identifies four types of brands based in turn on the consumer's perception, emotional response, social bond, and cultural idea. For each he describes the area, the goal, tools, levels, and effects. Among his details are category code and its connection with the brand, consumer experience as testing ground for emotions, roles played by brand community members, narrative types in word-of-mouth advertising, and brand as religion.

Jacek Pogorzelski, PhD in Management, is lecturer at Kozminski AU:2 University, Warsaw School of Economics and University of Minnesota’s Carlson School of Management, brand strategy and customer experience management consultant. He has been involved in brand management in theory and in practice for over a dozen years now. He reads, investigates, designs strategies and helps market brands as well as develops his own brand analysis methods and strategic models. He has an in-depth knowledge of consumer insight, brand positioning, designing brand personality, brand planning in theory and in practice, brand culture modelling and brand archetype management. He himself used to manage FMCG and OTC brands, as well as help clients from many lines of business, from construction and IT services to fashion and cosmetics. He worked with Polish, US and Spanish companies. He used to teach postgraduate and MBA students in Poland and United States. He trains corporate and public administration executives. He is a long-standing partner of programmes of The Chartered Institute of Marketing in London.

Chapter 1. Introduction