Building Brand Authenticity
Building Brand Authenticity

Author: M. Beverland

Publisher: Springer

Published: 2009-10-22

Total Pages: 276

ISBN-13: 0230250807

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The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Contract Law
Contract Law

Author: Kenneth Yin

Publisher: Cambridge University Press

Published: 2020-10-28

Total Pages: 911

ISBN-13: 1108435270

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Contract Law: Cases and Materials presents a selection of well-chosen cases and illuminating commentary ideal for introducing students to the study of contract law in Australia. Developed to accompany Stewart, Swain and Fairweather's Contract Law: Principles and Context, this casebook maintains the accessibility of the principles text while providing the depth and analysis of topics required to learn contract law. Following the structure of the principles text, this text explores areas not traditionally covered in other casebooks, such as resolving disputes, preparing to make a contract, preliminary agreements, and interpreting contracts. Each chapter also briefly explores contracts in international contexts. Containing well-chosen, carefully curated cases and extracts, Contract Law: Cases and Materials takes a practical approach to student learning and integrates rich pedagogy to build critical thinking and analysis skills, making it an invaluable resource for contract law students.

The Assignment of Contractual Rights
The Assignment of Contractual Rights

Author: Gregory J. Tolhurst

Publisher: Bloomsbury Publishing

Published: 2016-06-16

Total Pages: 545

ISBN-13: 1509902422

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This book explains the existence, meaning and application of the rules governing the assignment of contractual rights. The second edition is updated and retains the structure of the first edition, focusing on what is meant by 'assignment', the distinction between legal and equitable assignments, how an assignable contractual right is identified, what formalities apply to assignment, and what rights and remedies are available to the parties to an assignment. In reviewing the first edition, The Hon JD Heydon said 'it is essential reading for ... teachers, especially those who teach contract, equity and personal property. Above all, it should always be consulted-read carefully, slowly and repeatedly-by any practitioner facing an assignment problem. ... It is not only the best book ever written on its subject, but among the best monographs dealing with legal doctrine published in recent years' (2008) 30 Sydney Law Review 169.

Brand Management
Brand Management

Author: Michael Beverland

Publisher: SAGE Publications Limited

Published: 2024-03-23

Total Pages: 522

ISBN-13: 1529678951

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This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely. Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level. Michael Beverland is Professor of Brand Marketing at University of Sussex Business School. Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.

Cramer's Choice
Cramer's Choice

Author: Mike Cramer

Publisher: McFarland

Published: 2023-09-29

Total Pages: 254

ISBN-13: 147665106X

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Mike Cramer's first love was baseball cards. Before high school he had a mail-order trading card business. At age 30 he founded Pacific Trading Cards with money he made fishing crab in the Bering Sea. From 1980 to 2004, Pacific created more than 200 successful trading card products. In 2021, a Pacific Tom Brady rookie card sold for $117,000. Pacific's cards remain some of the hobby's most sought-after and other companies still emulate their innovations. Cramer's memoir offers a behind-the-scenes look at the birth of a major card company, from one kid's overgrown collection to every hands-on facet of building a business with hundreds of employees producing cards for retail stores worldwide.