BRAND MANAGEMENT Contemporary Concepts, Practices and Strategies PDF Download

Author: Dr.J.Clement Sudhahar
Publisher: Archers & Elevators Publishing House
ISBN: 9390996694
Category : Antiques & Collectibles
Languages : en
Pages : 120

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Book Description

Author: Sotiris T. Lalaounis
Publisher: Routledge
ISBN: 1000298183
Category : Business & Economics
Languages : en
Pages : 382

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Book Description
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Author: Alvin Lee
Publisher: Routledge
ISBN: 1317525221
Category : Business & Economics
Languages : en
Pages : 264

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Book Description
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Author: Ho Yin Wong
Publisher: Business Expert Press
ISBN: 1606491601
Category : Business & Economics
Languages : en
Pages : 211

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Book Description
The book aims to provide a comprehensive, holistic and practical framework for readers who are interested or involved in developing a marketing plan so that they can appreciate various marketing concepts and put them together in an easy to read guide. Demanding and savvy customers along with a turbulent marketing environment, require marketers to be highly sensitive to the environmental monitoring systems capable of identifying the latest marketing trends and opportunities and threats at an early stage. In response to these issues, the proposed manuscript covers the themes of planning, implementing and controlling marketing activities, which will provide guidance to marketers and non-marketer alike, in undertaking a marketing plan. The latest research findings in the marketing area are included. This book is written for marketing students and it is the intention of the authors to make this manuscript as basic, straightforward and to the point as possible. Business practitioners will also find this book useful.

Author: Rajagopal
Publisher: Springer Nature
ISBN: 3030249336
Category : Business & Economics
Languages : en
Pages : 302

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Book Description
Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage. This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.

Author: Emmanuel Mogaji
Publisher: Springer Nature
ISBN: 3030661199
Category : Business & Economics
Languages : en
Pages : 276

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Book Description
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Author: Marek Jabłoński
Publisher:
ISBN: 9781536126815
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
The management of modern companies requires full focus on planning activities and reaching expected goals, and in particular on monitoring achievements at the levels of strategy, the business model and management style. Company efficiency and effectiveness, as the key determinants of success, need systemic solutions that will help the company succeed and survive in a specific timeframe. Strategic Performance Management is becoming increasingly popular as a result. It not only monitors specific groups of indicators which is important, but also details a strategic approach to performance evaluation, which forces managers to consider all actions from the point of view of strategy implementation. Company strategy supported by business model attributes should be conducive to the growth of company value, not only in the context of the expectations of shareholders, but also other stakeholder groups. A strategic approach to the management of company high performance integrates company strategy, the business model and management style into a coherent system that is monitored in the context of the impact of this approach on the success of companies in challenging and uncertain business conditions. Taking the above conditions into account, a scientific monograph has been prepared, combining the experience of many scientific centers from many countries in the world, dealing with the subject of Strategic Performance Management: New Concepts and Contemporary Trends. The selection of this subject is no coincidence, as nowadays both management theoreticians and practitioners are looking for such systemic solutions in the area of company performance which ensure its survival and expected growth and development in particular. The monograph contains the following chapters, which aim to show the interdisciplinary character and importance of the issue of strategic performance management, compared to new management concepts and many individual approaches to this management problem. The monograph contains 27 chapters which deal with the issue of strategic performance management in various aspects, which proves the interdisciplinary nature of this management concept. The achievement of this monograph is that it shows how widely the issue of strategic performance management can be examined and in what areas it may be relevant. The editor and authors hope that the theoretical and practical aspects presented will be of interest to the readers and will be an inspiration for the development of this subject not only at the scientific level, but also for practical implementation at the company level. The book should help academics develop the issue of strategic performance management; in regards to business consultants, it can be used as a source of inspiration for practical implementations and it shows managers good practices in this area.

Author: David A. Aaker
Publisher: Free Press
ISBN: 1982146524
Category : Business & Economics
Languages : en
Pages : 368

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Book Description
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749465166
Category : Business & Economics
Languages : en
Pages : 512

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Book Description
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Author: Elwira Gross-Gołacka
Publisher: Taylor & Francis
ISBN: 1040176410
Category : Business & Economics
Languages : en
Pages : 133

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Book Description
With the rise of a knowledge-based economy a change in the approach to the role of employees has come. This emphasised the pivotal role of human capital in business success, leading to a "war for talent," compelling organisations to enhance efforts to attract top talent. Employer branding has thus grown in significance. Initially rooted in human resources management, employer branding now incorporates interdisciplinary approaches combining brand, image, reputation and its impact on competitive advantage and strategic goals. Employers are increasingly viewing employer branding as crucial for attracting talent. Marked by a talent shortage, the IT industry is emblematic of employer branding’s importance as it faces unique challenges, which include the lengthy and costly process of training IT professionals and the globalised labour market driven by remote work. The COVID-19 pandemic further reshaped labour market dynamics, intensifying the need for effective employer branding. Strategic Employer Branding for IT Companies: An Interdisciplinary Perspective focuses on both theoretical analyses and practical tools for effective employer branding. The book proposes an interdisciplinary approach in a strategic context, addressing employer branding’s role in competitive advantage. The book: Reviews definitions and models of employer branding Identifies interdisciplinary areas supporting employer branding strategies Presents a model for a strategic approach to employer branding Analyses in global terms the IT sector in Poland as a case Provides practices, recommendations and tools for employer branding The book’s highlight is a proprietary employer branding model for the IT industry. Bridging theory and practice, this model offers valuable insights for international stakeholders, enriching academic literature and supporting strategic employer branding implementation. This book is a contemporary guide for researchers, practitioners and students on how to develop robust employer branding strategies.