What is Brand Equity, Anyway? PDF Download

Author: Paul Feldwick
Publisher:
ISBN: 9781841161099
Category : Advertising
Languages : en
Pages : 148

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Author: John Philip Jones
Publisher: SAGE
ISBN: 9780761912439
Category : Business & Economics
Languages : en
Pages : 408

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Book Description
With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.

Author: C. Torelli
Publisher: Springer
ISBN: 113733195X
Category : Business & Economics
Languages : en
Pages : 189

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Book Description
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.

Author: Veselinova, Elena
Publisher: IGI Global
ISBN: 1522524185
Category : Business & Economics
Languages : en
Pages : 400

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Book Description
The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.

Author: Steve McKee
Publisher: Macmillan
ISBN: 1137278846
Category : Business & Economics
Languages : en
Pages : 258

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Book Description
"A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.

Author: Charitha Harshani Perera
Publisher: Springer Nature
ISBN: 9811950172
Category : Business & Economics
Languages : en
Pages : 284

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Book Description
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.

Author: Muhammad Waseem Bari
Publisher: Frontiers Media SA
ISBN: 2832518567
Category : Science
Languages : en
Pages : 281

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Book Description

Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749453494
Category : Business & Economics
Languages : en
Pages : 577

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Book Description
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning 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. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

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: Leslie de Chernatony
Publisher: Routledge
ISBN: 1136413618
Category : Business & Economics
Languages : en
Pages : 489

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Book Description
This is the third edition of one of world's most respected and successful books on branding. Written by an internationally acclaimed branding expert and author of From Brand Vision to Brand Evaluation, it has been comprehensively revised and updated with a raft of new cases and examples. The book gives the professional and the student a deep understanding of the functioning and management of the modern brand and contains: * Powerful analysis of new areas such as e-branding and e-marketing * A completely new set of advertising and brand images to illustrate key points * A powerful analysis of the key drivers of brand value There can be no doubt that the power of brands in the international marketplace is still growing, and that Creating Powerful Brands, third edition, can explain both why and how they work.