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Author: Leslie De Chernatony Publisher: Elsevier ISBN: 0750667494 Category : Business & Economics Languages : en Pages : 358
Book Description
Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Author: Leslie De Chernatony Publisher: Elsevier ISBN: 0750667494 Category : Business & Economics Languages : en Pages : 358
Book Description
Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.
Author: Leslie de Chernatony Publisher: Routledge ISBN: 1136439935 Category : Business & Economics Languages : en Pages : 381
Book Description
Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.
Author: Mary Jo Hatch Publisher: John Wiley & Sons ISBN: 0470245360 Category : Business & Economics Languages : en Pages : 290
Book Description
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
Author: Tom Sitati Publisher: Lulu.com ISBN: 0557093805 Category : Business & Economics Languages : en Pages : 201
Book Description
This is the first book on branding published in East Africa by an East African and takes a wide view of both the local and global brandscape. Through the collection of selected articles, the book which makes for an easy read, also tackles the future of brands and branding.
Author: John M. T. Balmer Publisher: Springer ISBN: 1352000083 Category : Business & Economics Languages : en Pages : 219
Book Description
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Author: Karen Tiber Leland Publisher: Entrepreneur Press ISBN: 1613083394 Category : Business & Economics Languages : en Pages : 164
Book Description
If You Don’t Define Your Brand, Someone Else Will Define It for You Your small business is a brand. You as a business person are a brand! Imagine using a time-tested,strategic method to build your brandwith best practices for online marketing and more! Brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater influence in their industries and companies, and become thought leaders in their fields. The Brand Mapping Strategy uses proven strategies, best practices and anecdotes from real life brand-building successes to give readers the tools they need to design, build, and accelerate a successful brand. Readers will be able to: Develop an overall blueprint for their brand using the Brand Mapping Process® Determine which online tactics (and in what combination) will work for their brand Expand the current brand outreach and contribution to a bigger audience in their industry, community, or the world at large Become a thought or industry leader, using clear positioning, a specific strategy for brand building, and a method for implementation Leverage content effectively and efficiently to build their brand Develop a marketing and social media strategy using the right platform
Author: David Aaker Publisher: Morgan James Publishing ISBN: 1614488320 Category : Business & Economics Languages : en Pages : 219
Book Description
"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
Author: Paolo Popoli Publisher: BoD – Books on Demand ISBN: 953513597X Category : Business & Economics Languages : en Pages : 212
Book Description
This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.
Author: David A. Aaker Publisher: John Wiley & Sons ISBN: 0470613580 Category : Business & Economics Languages : en Pages : 400
Book Description
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Author: Leslie De Chernatony
Author: Leslie De Chernatony
Author: Leslie de Chernatony
Author: Leslie De Chernatony
Author: Mary Jo Hatch
Author: Tom Sitati
Author: John M. T. Balmer
Author: Karen Tiber Leland
Author: David Aaker
Author: Paolo Popoli
Author: David A. Aaker