Managing Brands in 4D
Managing Brands in 4D

Author: Jacek Pogorzelski

Publisher: Emerald Group Publishing

Published: 2018-06-14

Total Pages: 242

ISBN-13: 1787561038

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The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.

Business
Business

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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责任者取自版权页。

4-D Branding
4-D Branding

Author: Thomas Gad

Publisher: Pearson Education

Published: 2001

Total Pages: 206

ISBN-13: 9780273653684

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This 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.

Customer Loyalty and Brand Management
Customer Loyalty and Brand Management

Author: María Jesús Yagüe Guillén

Publisher: MDPI

Published: 2019-09-23

Total Pages: 122

ISBN-13: 3039213350

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Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

INSPIRED
INSPIRED

Author: Marty Cagan

Publisher: John Wiley & Sons

Published: 2017-11-17

Total Pages: 370

ISBN-13: 111938754X

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How do today’s most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—design, develop, and deploy the products that have earned the love of literally billions of people around the world? Perhaps surprisingly, they do it very differently than the vast majority of tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business. With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations—dramatically improving their own product efforts. Whether you’re an early stage startup working to get to product/market fit, or a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success. Filled with the author’s own personal stories—and profiles of some of today’s most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix—INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love. The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new—sharing the latest practices and techniques of today’s most-successful tech product companies, and the men and women behind every great product.