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Color Strategy. Edition No. 1
VDM Publishing House, April 2009, Pages: 220
While color is the focus of many books, studies and
inquiries, only few attempt to understand how to
leverage color as a strategic lever. This research
examined the role color plays in product or brand
development, as well as, the practices and procedures
organizations employ to effectively devise and
execute a strategy to leverage color. It presupposed
that consumers have strong emotional associations to
color that are leverageable by firms. It therefore
explored how color professionals perceive consumers'
reaction to color in products and brands so as to
uncover how emotions can be tapped and engaged to add
and extract strategic value. In summary, this
research identified effective practices of color
strategy while uncovering gaps that need to be
attended to in order for firms to successfully employ
color in pursuit of strategic goals.
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