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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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).