The Brand Challenge
The Brand Challenge

Author: Kartikeya Kompella

Publisher: Kogan Page Publishers

Published: 2014-11-03

Total Pages: 362

ISBN-13: 074947016X

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The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)

Private Label Strategy
Private Label Strategy

Author: Nirmalya Kumar

Publisher: Harvard Business Press

Published: 2007

Total Pages: 292

ISBN-13: 9781422101674

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The growth in private labels has huge implications for managers on both sides.

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.

Package Your Genius
Package Your Genius

Author: Amanda Miller Littlejohn

Publisher: Createspace Independent Publishing Platform

Published: 2018-08

Total Pages: 206

ISBN-13: 9781985612785

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You have life-changing gifts and talents for a reason, but not enough people know your name. It's time to make yourself and your work VISIBLE. Despite being incredibly hard workers who execute flawlessly on the job, many high achievers still struggle with self promotion. If you've been working hard for your employer, or delivering exceptional results for clients, you may think that your work should "speak for itself," and perhaps it should. But in the digital age, a great work product isn't enough anymore. In order to get the opportunities your skills have earned, you must do your part to share your story, your message and your skills with the world. You must build your most powerful personal brand. But how do you get going? In Package Your Genius, Littlejohn shares a powerful, proven framework for building a personal brand that continuously attracts business and career opportunities. You'll learn how to package your genius by discovering: what's keeping you from going after the recognition you crave how to achieve CLARITY on what you have to offer the world the five elements of personal brand positioning what you should share on social media to position yourself as an expert how to narrow down your brand and focus on your unique areas of opportunity the roles of social media, public speaking, content and media in personal branding how psychology plays a part in becoming more visible what to do when you feel your career, business or brand no longer brings you fulfillment and much more Passed over for promotions? Overlooked by potential clients? Not on the radar of those who matter? If you're tired of feeling INVISIBLE in your industry, herein lies the process to position yourself as the expert you are. It's time for you to package your genius so you can create the opportunity you deserve!

Brand the Change
Brand the Change

Author: Anne Miltenburg

Publisher: BIS Publishers

Published: 2018-02-13

Total Pages: 224

ISBN-13: 9789063694784

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Brand the Change is a guidebook to build your own brand. It contains 23 tools and exercises, 14 case studies from change making organisations across the world and 7 guest essays from experts.

Sprint
Sprint

Author: Jake Knapp

Publisher: Random House

Published: 2016-03-10

Total Pages: 288

ISBN-13: 1473526809

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A NEW YORK TIMES and WALL STREET JOURNAL bestseller 'A must read for entrepreneurs of all stripes' - Eric Ries, author of The Lean Startup From three partners at Google Ventures, a unique five-day process for solving tough business problems, proven at more than 100 companies. What’s the most important place to focus your effort? How many meetings and discussions does it take before you can be sure you have the right solution? What will your idea look like in real life? How do you start? Now there’s a surefire way to answer these important questions: the sprint. Designer Jake Knapp created the five-day process at Google, where sprints were used on everything from Google Search to Google X. He joined Braden Kowitz and John Zeratsky at Google Ventures, and together they have completed more than one hundred sprints with companies in mobile, e-commerce, healthcare, finance, and more. A practical guide to answering critical business questions, Sprint is a book for teams of any size, from small startups to Fortune 100s, from teachers to nonprofits. It’s for anyone with a big opportunity, problem, or idea who needs to get answers today.

What Great Brands Do
What Great Brands Do

Author: Denise Lee Yohn

Publisher: John Wiley & Sons

Published: 2014-01-07

Total Pages: 278

ISBN-13: 111861125X

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Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Designing Brand Identity
Designing Brand Identity

Author: Alina Wheeler

Publisher: John Wiley & Sons

Published: 2012-10-11

Total Pages: 338

ISBN-13: 1118418743

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A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

Kellogg on Branding
Kellogg on Branding

Author: Alice M. Tybout

Publisher: John Wiley & Sons

Published: 2011-01-07

Total Pages: 413

ISBN-13: 111804603X

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The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.