How Atmospheric and Brand Association Experience can Build Brand Equity. Aloke Kumar. Atmospheric brand images create feeling and tell how the product is used. They can improve the customer experience, create mental pictures and ideas around the product, and increase its value. Through brand images, it is also possible for someone to identify with the product when they can clearly see it as part of their own life. A product offered through images is no longer just a commodity, but has a story and arouses emotions and thoughts in its viewers. The product also becomes important on an emotional level. And people want to buy it. Aloke Kumar propounds the theory and takes the readers through a real-life experience.
This & That Saga and Serendipity. Memoirs and Musings.Prof. Aloke Kumar
Prof. Aloke Kumar is a prominent communications professor. He enjoys a distinguished career as an academic, teacher, researcher, writer, administrator and leader. His ability to transcend traditional classroom archetypes to help shape the field of communications in an era of constantly evolving technology and new mediums for communication, is at once imperative and awe inspiring. He is widely known in academia for the multidisciplinary field of knowledge that he interweaves for the design and communication of information. He has influenced generations of both scholars and practitioners with his ground-breaking, always provocative, and often controversial thought leadership and disruption of ideas. Kumar has a strong creative strength where he has contributed to the design of products and services. He has made a deep contribution to research focusing on the complexities of communication relating to Deconstruction and Semiotics. He is considered a communications expert in computational social science, social networks, and text mining. Whether in academia or industry, the advancement of communications relies on innovative thought and the boldness to express new and challenging ideas which Kumar excels in. His widespread impact in the academic community has led to invitations to deliver keynote speeches and presentations at other institutes of higher learning.
