Identity-Based Brand Management
Identity-Based Brand Management

Author: Christoph Burmann

Publisher: Springer Nature

Published: 2023-03-13

Total Pages: 322

ISBN-13: 3658401893

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This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Aaker on Branding
Aaker on Branding

Author: David Aaker

Publisher: Morgan James Publishing

Published: 2014-07-15

Total Pages: 219

ISBN-13: 1614488320

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"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.

Strategic Brand Management and Development
Strategic Brand Management and Development

Author: Sotiris T. Lalaounis

Publisher: Routledge

Published: 2020-12-30

Total Pages: 382

ISBN-13: 1000298183

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Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Strategic Brand Management
Strategic Brand Management

Author: Jean-Noël Kapferer

Publisher: Simon and Schuster

Published: 1994

Total Pages: 360

ISBN-13: 0029170451

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"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.

Handbook of Research on Identity Theory in Marketing
Handbook of Research on Identity Theory in Marketing

Author: Americus Reed II

Publisher: Edward Elgar Publishing

Published: 2019-12-27

Total Pages: 497

ISBN-13: 1788117735

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The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.

User Generated Branding
User Generated Branding

Author: Ulrike Arnhold

Publisher: Gabler Verlag

Published: 2010-07-15

Total Pages: 451

ISBN-13: 9783834923240

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From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.

Identity Is Destiny
Identity Is Destiny

Author: Laurence Ackerman

Publisher: Berrett-Koehler Publishers

Published: 2000-03-01

Total Pages: 235

ISBN-13: 1605096199

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In this time when "change is everything," leaders and people at all levels of organizations need guideposts to live, work and grow by - unshakable principles that can be relied upon implicitly, irrespective of how much technology and globalization drive people to change. Today, organizations and individuals alike need a compass with which to set a course that is true and that they can believe in no matter what. In this groundbreaking book, Laurence Ackerman reveals that identity - the unique characteristics that define who we are-is such a compass. Surprisingly, Identity Is Destiny shows that organizations who are best able to adapt to change are those whose leaders understand and "invest in"-rather than change-their companies' unique identities. It is when leaders align strategic development and day-to-day operations with their company's unique, value-creating capacities that identity truly becomes destiny. The author illustrates how identity gives rise to culture, that identity precedes strategy, and that, most important, companies like individuals, can never be other than who they are. Ackerman describes three features that mark organizations who are led according to their true identities: grand efficiency - having all parts of the enterprise working in sync; integrity - in the sense of unity, or "wholeness;" and endurance-the possibility of the company living in perpetuity. The author goes on to provide a comprehensive blueprint for "identity-based management"-everyday decision-making and action-that reveals a path to authentic leadership. When it is clear who a company is, Ackerman explains, everything else follows naturally: making acquisitions that fulfill their promise; hiring and retaining people who "fit in;" developing marketing and product strategies that make sense for customers and the company alike; establishing partnerships that work.

Corporate Brand Design
Corporate Brand Design

Author: Mohammad Mahdi Foroudi

Publisher: Routledge

Published: 2021-09-30

Total Pages: 336

ISBN-13: 1000459063

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Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs. By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.

User Generated Branding
User Generated Branding

Author: Christoph Burmann

Publisher: LIT Verlag Münster

Published: 2008

Total Pages: 251

ISBN-13: 382581887X

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In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.