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Author: Alycia de Mesa
Publisher: Springer
Published: 2009-02-27
Total Pages: 194
ISBN-13: 0230233716
DOWNLOAD EBOOKVirtual worlds such as Second Life, have millions of users worldwide. Virtual world "residents" wield huge purchasing power, and use real money in the online economies. Companies as diverse as Adidas, Jean-Paul Gaultier, and MTV have plunged into these unchartered waters to give their brands a virtual presence, using varied strategies.
Author: Gregory L. Ulmer
Publisher: Parlor Press LLC
Published: 2012-08-15
Total Pages: 317
ISBN-13: 1602353425
DOWNLOAD EBOOKA new experience of identity is emerging within the digital apparatus under the rubric of “avatar.” This study develops “concept avatar” as an opportunity to invent a practice of citizenship native to the Internet that simulates the functionality of measure dramatized in the traditions of “descent” (“avatar”) or “incarnation,” including the original usage in the Bhagavad Gita, and the Western evolution of the virtue of prudence from the Ancient daimon, through genius and character, to the contemporary sinthome.
Author: Stephen Brown
Publisher: Routledge
Published: 2014-06-27
Total Pages: 352
ISBN-13: 1134053908
DOWNLOAD EBOOKTony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.
Author: Raymond Aaron
Publisher:
Published: 2020-03-10
Total Pages: 178
ISBN-13: 9781772773132
DOWNLOAD EBOOKIf you are struggling with a career plateau, Duane shares the secrets necessary to get you off the plateau and back into a place of amazing growth. Right from the beginning, Duane takes the concept of a brand avatar and uses it to showcases the tools and skills you need to implement. This amazing guide walks you through the process of creating a brand avatar of your own, illustrating critical points with multiple real-life illustrations. Duane's experience makes this guide a must-have for every professional. By using the tips and tools within this book, you can create opportunities for phenomenal growth and to dramatically increase your income. Advance your career and change your professional trajectory.
Author: Sadhna
Publisher: Springer Nature
Published:
Total Pages: 293
ISBN-13: 9819765773
DOWNLOAD EBOOKAuthor: Amy Will
Publisher: John Wiley & Sons
Published: 2022-01-06
Total Pages: 391
ISBN-13: 1119748038
DOWNLOAD EBOOKCreate a strong brand DNA—and watch it grow These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life—and a bigger chance of surviving against the competition—you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace. In Launching & Building a Brand For Dummies, Amy Will—who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands—covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts. Stand out on social media Create viral campaigns Build on Customer Loyalty and LongevityDeal with the competition Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to—and Launching & Building a Brand For Dummies one of the secrets of—your future standout success.
Author: Saloomeh Tabari
Publisher: Springer Nature
Published:
Total Pages: 227
ISBN-13: 3031635167
DOWNLOAD EBOOKAuthor: I. Buckingham
Publisher: Springer
Published: 2011-01-26
Total Pages: 343
ISBN-13: 0230304656
DOWNLOAD EBOOKA case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Critical enough to remain credible yet overwhelmingly positive, it is a charismatic illustration of how to achieve true brand engagement.
Author: Dr Kisholoy Roy
Publisher: KISHOLOY ROY
Published: 2021-01-26
Total Pages: 555
ISBN-13:
DOWNLOAD EBOOKThis book on Brand Management has all the facets of brand marketing explained in an extremely lucid and detailed manner. Each and every topic in contemporary brand management has been stressed with adequate exhibits and important data. The book also has a rich repository of case studies that gives a complete and practical understanding of the world of product, celebrity, destination brands and more.
Author: Matthew J. Brannan
Publisher: Edward Elgar Publishing
Published: 2011-01-01
Total Pages: 217
ISBN-13: 0857938142
DOWNLOAD EBOOK'Branded Lives explodes the myth that a brand must, or even can stand for one unified, easily communicated message. While warning of the dangers of managing to preserve this myth, the book also celebrates the plurality of brand meanings generated by those employed to serve both the brand and the customer. I recommend reading this book in its entirety. If you are like me, your reading will bring a refreshing fullness to the experience of brands and branding and many new insights.' Mary Jo Hatch, University of Virginia, USBranded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand.This insightful collection draws on qualitative empirical studies in a range of contexts to include services, retail and manufacturing organizations. The contributors explore the nuances of employee branding from various disciplinary standpoints such as: organization studies, marketing, human resource management and industrial relations. They take a critical perspective on work and organizations and document the lived experience of work and employment under branded conditions. In investigating the extent to which a variety of organizational strategies seek to mould workplace meanings and practices to further build and sustain brand value and the effectiveness of these in terms of employee responses, the authors question whether the attempt to 'brand' workers' lives actually enhances or diminishes the meaning and experience of work.Based on in-depth qualitative, ethnographic and case study research this compendium will prove essential for researchers working within the general area of employment studies and specifically on branded employment and work. Students in marketing, human resource management and management as well as HR and marketing practitioners interested in employee branding will also find this book relevant and stimulating.
