A Branded World

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A Branded World

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Author : Michael Levine
language : en
Publisher: John Wiley & Sons
Release Date : 2003-04-07

A Branded World written by Michael Levine and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-04-07 with Business & Economics categories.

The head of a celebrity public relations firm offers expert advice on the art of PR and branding In A Branded World, renowned celebrity publicist and bestselling author Michael Levine explores the fascinating and complex world of branding. He explores the many facets of PR in the branding process, including packaging, damage control, and e-branding. By actually creating a fictional product and using it as a branding template throughout the book, this definitive work offers extraordinary advice for PR executives and marketing managers on how to build their brands and use the appropriate media to effectively promote those brands. With examples of successful and unsuccessful branding campaigns and an exploration of the idea of personalities as product, this is the definitive guide to branding.

A Branded World The Importance Of Public Relations Over Advertising In Brand Building

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Author : Romina Müller
language : en
Publisher: GRIN Verlag
Release Date : 2011-07-13

A Branded World The Importance Of Public Relations Over Advertising In Brand Building written by Romina Müller and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-13 with Business & Economics categories.

Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, Lindenwood University (-), language: English, abstract: The Body Shop is a huge best-selling brand, while Pets.com has vanished into thin air. Both of these brands were first in their category and had a good chance to succeed in sales, but still developed differently. What is the reason for the outcome of those brands? To cut a long story short: The Body Shop relied on public relations to attract publicity, while Pets.com launched an expensive advertising campaign. When it comes to branding (the building of a brand), many companies rely first and sometimes only on advertising. However, as of today, advertising has lost its former credibility and has turned into an art form. This has two reasons: Consumers feel bombed with empty promises during commercials, and advertising agencies fight for awards for the creativity of their developed ads. The solution to this is clever PR. Public relations influences third parties (newspapers, TV shows, etc.) to publish favorable articles about the brand. Because PR itself is invisible and many people do not recognize it is there, public relations still has what advertising lacks: tons of credibility. However, most companies still rely on advertising to make their brand sell. This happens because public relations is difficult to control, while advertising can be developed exactly how planned. Nevertheless, companies need to understand that nowadays, advertising’s role has switched and should only be used for brand maintenance—years after the brand has been built through slow publicity by PR. Before that, advertising is mostly just money poured down the drain.

A New Brand World

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Author : Scott Bedbury
language : en
Publisher: Penguin
Release Date : 2003-02-25

A New Brand World written by Scott Bedbury and has been published by Penguin this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-02-25 with Business & Economics categories.

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Branddigital

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Author : Allen P. Adamson
language : en
Publisher: St. Martin's Press
Release Date : 2008-08-19

Branddigital written by Allen P. Adamson and has been published by St. Martin's Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-19 with Business & Economics categories.

Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.

It S A Branded World

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Author : Tom Sitati
language : en
Publisher: Lulu.com
Release Date : 2009-08-01

It S A Branded World written by Tom Sitati and has been published by Lulu.com this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-01 with Business & Economics categories.

This is the first book on branding published in East Africa by an East African and takes a wide view of both the local and global brandscape. Through the collection of selected articles, the book which makes for an easy read, also tackles the future of brands and branding.

Global Brand Strategy

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Author : Jan-Benedict Steenkamp
language : en
Publisher: Springer
Release Date : 2017-01-03

Global Brand Strategy written by Jan-Benedict Steenkamp and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-03 with Business & Economics categories.

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Luxury World

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Author : Mark Tungate
language : en
Publisher: Kogan Page Publishers
Release Date : 2009-10-03

Luxury World written by Mark Tungate and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-10-03 with Business & Economics categories.

The word "luxury" has almost lost its meaning. Once used to describe genuinely prestigious products or places, the concept of luxury has been hijacked by a multitude of aspiring or overpriced commodities, from foot spas to chocolates. So what is real luxury? Which are the genuine luxury brands, and how have they reacted to the rise of the "mass luxury" sector? What strategies do they use to lift themselves into the realm of the truly elite? Who are their customers - and what kind of lives do these remarkable people lead? How do luxury brands attract and retain them? And above all, where can the industry turn now excess is out of fashion? With wit, accuracy and insatiable curiosity, Luxury World takes us on a voyage around the luxury universe, slipping behind the facades of the world's most sophisticated businesses to demonstrate how they function. Among other destinations, Luxury World visits Swiss watchmakers, the Champagne houses of France, the diamond district of Antwerp, the luxury enclave of Monte Carlo, the discreet ateliers of the last craftsmen and a host of brands in Paris - the self-proclaimed capital of elegance. Along the way, he uncovers the true face of today's luxury industry.

The World S Greatest Brands

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Author : Nick Kochan
language : en
Publisher: Springer
Release Date : 1996-11-11

The World S Greatest Brands written by Nick Kochan and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-11-11 with Business & Economics categories.

The magic of brands is as old as Coke and as young as Tango. But getting beneath the packaging to understand a brand's winning technique is tough. Why do Kellogg's or Barbie still remain the consumer's friend? Why should a computer name or a sporting logo win favour with consumers worldwide? The World's Greatest Brands asks such key questions of over 350 of the world's leading brands. Explanations of a brand's history, its management and exploitation will appeal to the expert and the consumer. Anecdotes and analysis are combined to explain the science and art that have contributed to great branding case histories. Also included here is branding consultancy Interbrand's ranking of the world's 100 most powerful brands along with their assessment of brand owners' skills and winning techniques. This is a unique compilation on a subject with a fascination for all consumers. No-one who enjoys the benefits of great brands can fail to enjoy and profit from this book.

The Death Of The Brand Challenges Facing International Brands In The 21st Century An Analysis With Examples And Recommendations

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Author : Florian Mayer
language : en
Publisher: GRIN Verlag
Release Date : 2003-05-14

The Death Of The Brand Challenges Facing International Brands In The 21st Century An Analysis With Examples And Recommendations written by Florian Mayer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-05-14 with Business & Economics categories.

Diploma Thesis from the year 2003 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 75, University of Leeds (Trinity & All Saints College), course: Media Dissertation, 129 entries in the bibliography, language: English, abstract: For better or for worse, we live in what has been called a brandscape - a branded world - today. We are at a time in history when brands go beyond being business platforms to becoming symbols of our times. An increasing proportion of our lives is mediated by brands like McDonald′s, Sony and Budweiser, which often reflect the changing values of our society. Brands are more than just advertising, they are part of our culture. Think of Andy Warhol and Campbell′s Soup and Norman Rockwell and Coca-Cola. Think of the digital brandscape with Google, Facebook and YouTube - brands knowing more about who we are, what we look like, who our friends are and what our dreams and wishes are, than any other brand, organisation or company, ever knew before. Products, people, countries - Britain, for example, tried to become a brand with its "Cool Britannia" slogan - and companies are all racing to turn themselves into brands - to make their image more likeable and understandable. Furthermore, brands dominate our working lives, and corporate logos are now in every civic space, from schools, universities and playgrounds to hospitals and art galleries. And this brandscape can be considered to be global: walk down a street in any city in the world and there will be enough brands to make you feel at home. At the same time, brands and branding culture represents, among other things, an issue of culture and politics. In some cases, brands have rightly or wrongly become a political battleground. Most recently in 2007, demonstrating left-wing youths in Copenhagen smashed outlets of global food and entertainment chains, over a conflict with the city government that sold their youth centre (Ungdomshuset) to a Christian sect, which tore it down. Thus, to discuss the role and future of (international and global) brands in society has become even more important. The following text examines whether brands as we know them are dead and makes recommendations to brand-owners over and beyond corporate social responsibility (CSR).

Brand Avatar

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Author : Alycia de Mesa
language : en
Publisher: Springer
Release Date : 2009-02-27

Brand Avatar written by Alycia de Mesa and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-02-27 with Business & Economics categories.

Virtual worlds such as Second Life, have millions of users worldwide. Virtual world "residents" wield huge purchasing power, and use real money in the online economies. Companies as diverse as Adidas, Jean-Paul Gaultier, and MTV have plunged into these unchartered waters to give their brands a virtual presence, using varied strategies.