Branding in a Digital World
Branding in a Digital World

Author: Hilary JM Topper MPA

Publisher: iUniverse

Published: 2019-11-21

Total Pages: 215

ISBN-13: 1532087470

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How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment. Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to: • build an integrated marketing plan. • use social media marketing. • recruit ambassadors for your brand. • integrate IoT and wearable tech. • create compelling blog and social content. • increase your SEO. • use public relations, direct mail, and email marketing to tie together the entire process. With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.

BrandDigital
BrandDigital

Author: Allen P. Adamson

Publisher: St. Martin's Press

Published: 2008-08-19

Total Pages: 308

ISBN-13: 0230614558

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Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.

Digital Branding
Digital Branding

Author: Daniel Rowles

Publisher: Kogan Page Publishers

Published: 2014-04-03

Total Pages: 232

ISBN-13: 074946996X

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Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns. Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step by step digital branding process along with measurement techniques and guidelines.

The Ad-free Brand
The Ad-free Brand

Author: Chris Grams

Publisher: Que Publishing

Published: 2012

Total Pages: 299

ISBN-13: 0789748029

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"Today you can build powerful, enduring brands at amazingly low cost -- without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. [...] Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!"--Back cover.

Marketing in a Digital World
Marketing in a Digital World

Author: Aric Rindfleisch

Publisher: Emerald Group Publishing

Published: 2019-09-19

Total Pages: 242

ISBN-13: 1787563391

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Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.

Brand Hate
Brand Hate

Author: S. Umit Kucuk

Publisher: Springer

Published: 2018-09-29

Total Pages: 200

ISBN-13: 3030003809

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This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.

Brand Storytelling in the Digital Age
Brand Storytelling in the Digital Age

Author: S M A Moin

Publisher: Springer Nature

Published: 2020-10-26

Total Pages: 113

ISBN-13: 3030590852

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Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Branded Interactions
Branded Interactions

Author: Marco Spies

Publisher: National Geographic Books

Published: 2020-10-06

Total Pages: 0

ISBN-13: 0500023700

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An invaluable source of inspiration for anyone involved with or interested in the design of interactive brands Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are only one part of interactive brand identity. The importance of mobile apps for smartphones and tablets has grown exponentially in recent years, while interactive touch points and billboards are increasingly found in the real world. The interface is now the brand. Branded Interactions is a practical handbook for professional digital designers and those just starting out. It is designed to guide the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the marketplace. All the sections are packed with real-world examples, case studies, and interviews with experts from leading brands and interactive agencies. A wealth of design documentation and diagrams helps to build a solid framework for any project, incorporating brand strategy at every stage while remaining flexible enough to incorporate change and creativity.

Personal Brand Creation in the Digital Age
Personal Brand Creation in the Digital Age

Author: Mateusz Grzesiak

Publisher: Springer

Published: 2018-03-20

Total Pages: 198

ISBN-13: 3319696971

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Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.

The On-Demand Brand
The On-Demand Brand

Author: Rick MATHIESON

Publisher: AMACOM Div American Mgmt Assn

Published: 2010-05-01

Total Pages: 306

ISBN-13: 0814415741

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Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.” Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention...before the audience hits the snooze button.