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Author: Jacek Pogorzelski Publisher: Emerald Group Publishing ISBN: 178756102X 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: Jacek Pogorzelski Publisher: Emerald Group Publishing ISBN: 178756102X 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: Thomas Gad Publisher: Pearson Education ISBN: 9780273653684 Category : Business & Economics Languages : en Pages : 206
Book Description
This work offers a universal model (4-D branding) which can be used to create new brands or revitalise existing ones. It identifies four brand characteristics - functional, social, mental and spiritual.
Author: Thomas Gad Publisher: Kogan Page Publishers ISBN: 0749477512 Category : Business & Economics Languages : en Pages : 192
Book Description
The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Author: Andy Pike Publisher: Edward Elgar Publishing ISBN: 0857930842 Category : Business & Economics Languages : en Pages : 381
Book Description
'The volume edited by Andy Pike includes contributions by several leading figures in the study of brands, places and place branding. . . However, this is not what makes the book a welcome addition to the literature. What really makes the book interesting is actually the brave attempt to deal with an intrinsically difficult topic, one that is rarely – if ever – explored: the relationship between brands and branding with the places in and around which these operate. Several facets of this relationship are explored in the book. . . The book is introduced nicely by Andy Pike in a chapter that sets the scene and clarifies the intentions of the book. . . I am glad the first book to handle these issues is on my shelves.' – Mihalis Kavaratzis, Regional Studies 'An incomparably rich trove of work on the multifarious and contradictory "entanglements" between space, place, and brand. The volume helps us understand how and why "places of origin" play an ever greater role in the marketing of commodities, even while corporations continue to seek "placelessness" in pursuit of the bottom line. And it illuminates how and why entrepreneurial governments seeking to enhance global competitiveness increasingly turn to place branding – at the neighborhood, urban, and national scale – even while launching rounds of restructuring that undercut the authenticity and viability of local identities. A valuable and accessible contribution to the urban studies and cultural studies literature.' – Miriam Greenberg, University of California, Santa Cruz, US 'An important effort to pull together multidisciplinary research on the spatial dimensions of brands and branding in an international context.' – John A. Quelch, Harvard Business School, US Despite overstated claims of their 'global' homogeneity, ubiquity and contribution to 'flattening' spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding geographies in a multi-disciplinary and international context. The eminent contributors, leaders in their respective fields, present critical reflections and synthesis of a range of conceptual and theoretical frameworks and methodological approaches, incorporating market research, oral history, discourse and visual analyses. They reflect upon the politics and limits of brand and branding geographies and map out future research directions. The book will prove a fascinating and illuminating read for academics, researchers, students, practitioners and policy-makers focusing on the spatial dimensions of brands and branding.
Author: Nicholas Ind Publisher: John Wiley & Sons ISBN: 9780470511695 Category : Business & Economics Languages : en Pages : 288
Book Description
Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.
Author: Andrew Ford Publisher: ISBN: 9781925144055 Category : Branding (Marketing) Languages : en Pages : 168
Book Description
The digital revolution has dramatically changed the way customers gather information about brands. You are no longer in charge of your brand and reputation, your customers are. 'A brand is no longer what we tell the consumer it is - it is what the consumers tell each other it is' Scott Cook, founder of Intuit What your customers see about you online becomes their reality and they share this information in social media with millions instantly! By understanding and utilizing the power of social media you can be in control of your brand. In Creating a Powerful Brand you'll learn the five key steps to creating and managing your personal brand. About Andrew Ford: With 15 years corporate experience backed by a Bachelor of Business (Marketing), and a Masters of Entrepreneurship and Innovation (MEI), Andrew is redefining 'Branding' for individuals, companies and small business.
Author: Jacek Pogorzelski Publisher: Emerald Group Publishing ISBN: 1787561038 Category : Business & Economics Languages : en Pages : 242
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: Kevin Ford Publisher: John Wiley & Sons ISBN: 0470014385 Category : Business & Economics Languages : en Pages : 168
Book Description
The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.
Author: Hubert K. Rampersad Publisher: IAP ISBN: 1607521814 Category : Business & Economics Languages : en Pages : 285
Book Description
This book offers an advanced breakthrough formula to build, implement, maintain, and cultivate an authentic, distinctive, relevant, and memorable Personal and Corporate Brand, which forms the key to enduring personal and business success. The new Personal Branding blueprint entails a systematic and integrated journey towards self-awareness, happiness, and enduring marketing success. If you are branded in this holistic way you will automatically attract success and the people and opportunities that are a perfect fit for you. Hubert Rampersad has introduced an advanced authentic Personal Branding model and practical related tools, that provide an excellent framework and roadmap for building a strong authentic Personal Brand, which is in harmony with your dreams, life purpose, values, genius, passion, and with things what you love doing. This new blueprint has been proven in practice to produce sustainable results, not only for individuals but also for companies. By aligning employee’s Personal Brand with their Corporate Brand you can realize the ‘best fit’ between employee and company, which creates a highly engaged and happy workforce.
Author: Jacek Pogorzelski
Author: Jacek Pogorzelski
Author: Thomas Gad
Author: Thomas Gad
Author: Andy Pike
Author: Nicholas Ind
Author: Andrew Ford
Author: Thomas Gad
Author: Jacek Pogorzelski
Author: Kevin Ford
Author: Hubert K. Rampersad