Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Brand Management PDF full book. Access full book title Brand Management by Emmanuel Mogaji. Download full books in PDF and EPUB format.
Author: Emmanuel Mogaji Publisher: Springer Nature ISBN: 3030661199 Category : Business & Economics Languages : en Pages : 276
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: Jacek Pogorzelski Publisher: Emerald Group Publishing ISBN: 1787561046 Category : Business & Economics Languages : en Pages : 248
Book Description
The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Author: Alexander Chernev Publisher: ISBN: 9781936572632 Category : Business & Economics Languages : en Pages : 266
Book Description
Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionable framework for brand management. Clear, succinct, and practical, it is the definitive text on building strong brands.
Author: David A. Aaker Publisher: Simon and Schuster ISBN: 1439188386 Category : Business & Economics Languages : en Pages : 336
Book Description
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Author: Marty Neumeier Publisher: Peachpit Press ISBN: 032164882X Category : Business & Economics Languages : en Pages : 210
Book Description
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn: • the new definition of brand • the five essential disciplines of brand-building • how branding is changing the dynamics of competition • the three most powerful questions to ask about any brand • why collaboration is the key to brand-building • how design determines a customer’s experience • how to test brand concepts quickly and cheaply • the importance of managing brands from the inside • 220-word brand glossary From the back cover: Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”
Author: Paul Temporal Publisher: John Wiley & Sons ISBN: 1118181581 Category : Business & Economics Languages : en Pages : 207
Book Description
Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.
Author: David A. Aaker Publisher: Simon and Schuster ISBN: 1471104389 Category : Business & Economics Languages : en Pages : 400
Book Description
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Author: Brian Till Publisher: Financial Times/Prentice Hall ISBN: 9780273720751 Category : Brand name products Languages : en Pages : 212
Book Description
The Truth About Managing Brands brings together 52 'truths' to successfully manage and build brands in any industry or market environment. Leading brand researcher Brian D. Till reveals how to: * define your brand promise * name and position new brands * determine when, if, and how to reposition existing brands * package products to support your brands * manage the retail experience * even measure the power of brands and the effectiveness of campaigns. Along the way, the book reveals how to avoid the disastrous branding blunders too many companies make: mistakes in research, promotion, advertising, brand extension, segmentation, market share strategies, and more. Part of the successful Truth About Series. Each title covers an entire field of knowledge in a sharp and entertaining way. With approximately 50 honest answers to important questions in every book, you will find yourself thinking 'aha' as you read each page. The Truth and nothing but The Truth.
Author: Nicholas Ind Publisher: Kogan Page Publishers ISBN: 0749450835 Category : Business & Economics Languages : en Pages : 208
Book Description
This edition of 'Living the Brand' shows how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This practical book is about how organisations can empower and enthuse their employees to create 'brand champions'.
Author: Emmanuel Mogaji
Author: LAFORET, SYLVIE
Author: Sylvie Laforet
Author: Jacek Pogorzelski
Author: Alexander Chernev
Author: David A. Aaker
Author: Marty Neumeier
Author: Paul Temporal
Author: David A. Aaker
Author: Brian Till
Author: Nicholas Ind