Kellogg on Branding PDF Download

Author: Alice M. Tybout
Publisher: John Wiley & Sons
ISBN: 111804603X
Category : Business & Economics
Languages : en
Pages : 413

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Book Description
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Author: Donald Miller
Publisher: HarperCollins Leadership
ISBN: 0718033337
Category : Business & Economics
Languages : en
Pages : 241

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Book Description
More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

Author: Austin McGhie
Publisher: Advantage Media Group
ISBN: 1599323273
Category : Business & Economics
Languages : en
Pages : 285

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Book Description
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

Author: Michael J. Baker
Publisher: Routledge
ISBN: 1134506120
Category : Business & Economics
Languages : en
Pages : 907

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Book Description
The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look.

Author: Carlos Gil
Publisher: Kogan Page Publishers
ISBN: 0749497599
Category : Business & Economics
Languages : en
Pages : 241

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Book Description
WINNER: American Book Fest Best Book Awards 2020 - Marketing and Advertising category WINNER: NYC Big Book Award 2020 - Business: Small Business and Entrepreneurship category WINNER: BookAuthority Best New Book to Read in 2020 - Social Media Marketing category FINALIST: Business Book Awards 2020 - International Business Book category Social networks are the new norm and traditional marketing is failing in today's digital, always-on culture. Businesses across the world are having to face up to how they remain relevant in the choppy waters of the digital ocean. In an era where a YouTube star gets more daily impressions than Nike, Coca-Cola and Walmart combined, traditional marketing as we know it is dead. The End of Marketing revolutionizes the way brands, agencies and marketers should approach marketing. From how Donald Trump won the American presidency using social media and why Kim Kardashian is one of the world's biggest online brands, through to the impact of bots and automation, this book will teach you about new features and emerging platforms that will engage customers and employees. Discover bold content ideas, hear from some of the world's largest brands and content creators and find out how to build smarter paid-strategies, guaranteed to help you dominate your markets. The End of Marketing explains that no matter how easy it is to reach potential customers, the key relationship between brand and consumer still needs the human touch. Learn how to put 'social' back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling and consumers don't want to be sold to, they want to be engaged.

Author: Scott Jeffrey Miller
Publisher: Mango Media Inc.
ISBN: 1642503819
Category : Business & Economics
Languages : en
Pages : 261

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Book Description
From the Wall Street Journal–bestselling author, “the perfect roadmap for anyone looking to build their brand” (Marie Forleo, #1 New York Times–bestselling author of Everything Is Figureoutable). In Scott Miller’s newest Mess to Success guide, the FranklinCovey senior advisor reveals thirty career obstacles that you may encounter in your brand marketing, and how to transform them into company wide gains. In thirty chapters, Marketing Mess to Brand Success shares a career’s worth of valuable lessons learned, such as “A Name is Not a Lead” and “Hire People Smarter Than You.” Fast-track your career and success with the mentality of bruising hard, but healing fast. Whether you’re an entrepreneur starting a new company; a brand manager figuring out the best direct marketing strategy or brand positioning for a niche market; or an aspiring marketing manager, this book is designed to prepare you for many of the inevitable challenges you will encounter. Learn to: · Navigate a nebulous digital marketing environment · Maximize time and investments with sales marketing strategies · Build and model consistent brand standards · Become an expert in brand marketing and take your company to the next level “Don’t worry about making marketing mistakes―worry about not learning from them, advises Miller, chief marketing officer at the management services company FranklinCovey, in this energetic guide.” —Publishers Weekly “Scott Miller offers tangible insights and practical steps to make sure your product finds the right customer.” —Donald Miller, author of Building a StoryBrand

Author: Michael Brito
Publisher: Pearson Education
ISBN: 0789751615
Category : Business & Economics
Languages : en
Pages : 272

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Book Description
"Content is now king - and if you're a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company - and a winning social business! Social business pioneer Michael Brito covers every step of the process, including: Understanding your social customer and their new world Planning your social business and content strategies Building infrastructure and teams, and setting the stage for transformation Identifying and overcoming the specific content challenges you face Recognizing the central role content now plays Developing your content message Transitioning from brand messaging to high content relevancy Moving from content creation to curation to aggregation Successfully integrating paid, earned, and owned media content Distributing the right content at the right time through the right channels to the right customers Mastering the critical new roles of the community manager in your media company Evaluating the content technology vendors and software platforms vying for your businessAlong the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL - delivering specific, powerfully relevant insights you can act on and profit from immediately." --Publisher description.

Author: Helleke van den Braber
Publisher: Amsterdam University Press
ISBN: 9048544408
Category : Business & Economics
Languages : en
Pages : 372

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Book Description
As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.

Author: Javier Sanchez Lamelas
Publisher: Lid Publishing
ISBN: 9781910649862
Category : Marketing
Languages : en
Pages : 0

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Book Description
Secrets, lessons and insights from the frontline of world-class branding and marketing.This book exposes the marketing secrets and lessons learnt from one of the world's most exciting global brands - Coca Cola - and how you can apply them to your own brand. It explores the core beliefs and principles that were needed to evolve one of the most powerful marketing machines on the planet that worked successfully across cultures and fast-changing environments. The author was part of a team of outstanding individuals and agencies that generated better, faster and more effective marketing on an unprecedented level. Through a combination of research, theory and real-life experience, Lamelas explains why and how marketing works, and offers a proven framework to help you master your own marketing strategy. The author is highly respected in the business world and an excellent self-promoter both on and offline.

Author: Joe Marconi
Publisher: McGraw Hill Professional
ISBN: 9780844222578
Category : Business & Economics
Languages : en
Pages : 280

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Book Description
Internationally respected marketing consultant Joe Marconi shows how to build a "value-added" brand in today's competitive global marketplace by creating an effective, integrated strategy involving advertising, marketing, publicity, and research. Case studies of successful brands that are now household names as well as those we no longer remember are included. Features "on-the-money" guidance for building successful brand strategies and brand loyalty including: * Finding the right name or changing names. * Creating logos, signatures, and corporate identity programs. * Building a brand through advertising. * Creating, managing, and marketing brand equity.