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Author: Jacek Pogorzelski
Publisher: Emerald Group Publishing
Published: 2018-06-14
Total Pages: 242
ISBN-13: 178756102X
DOWNLOAD EBOOKThe main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
Author: Thomas Gad
Publisher: Pearson Education
Published: 2001
Total Pages: 206
ISBN-13: 9780273653684
DOWNLOAD EBOOKThis work offers a universal model (4-D branding) which can be used to create new brands or revitalise existing ones. It identifies four brand characteristics - functional, social, mental and spiritual.
Author: Alexander Chernev
Publisher: Cerebellum Press
Published:
Total Pages: 66
ISBN-13:
DOWNLOAD EBOOKBrands are one of the company’s most valuable assets. Brands benefit customers by creating value that goes beyond the product and service aspects of the offering. By bolstering customer demand, brands enable the company to capture greater value from its customers while at the same time strengthening the impact of the other marketing tactics, ensuring greater collaborator support, and facilitating the hiring and retaining of skilled employees. The key aspects of creating and managing brands are the focus of this note. The discussion of brand management is complemented by an in-depth overview of two additional topics: the role of brands as a means of self-expression and luxury branding. This note is an excerpt (Chapter 11) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Author: Michel Chevalier
Publisher: John Wiley & Sons
Published: 2021-02-08
Total Pages: 544
ISBN-13: 1119706289
DOWNLOAD EBOOKLearn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
Author: 布卢姆斯伯里出版公司
Publisher: 中信出版社
Published: 2003
Total Pages: 2176
ISBN-13: 9787800736599
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Author: Sylvie Laforet
Publisher:
Published: 2010
Total Pages: 412
ISBN-13: 9781283385299
DOWNLOAD EBOOKAuthor: Thomas Gad
Publisher: Kogan Page Publishers
Published: 2016-09-03
Total Pages: 192
ISBN-13: 0749477512
DOWNLOAD EBOOKThe individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Author: Cybellium
Publisher: Cybellium
Published: 2024-09-01
Total Pages: 227
ISBN-13: 1836791429
DOWNLOAD EBOOKWelcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com
Author: Paul Temporal
Publisher: John Wiley & Sons
Published: 2011-09-15
Total Pages: 207
ISBN-13: 1118181581
DOWNLOAD EBOOKAdvanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.
Author: Meenakshi Gautam
Publisher:
Published: 2002
Total Pages: 140
ISBN-13:
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