Brand Dna
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Brand Dna
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Author : Suzanne Tulien
language : en
Publisher: iUniverse
Release Date : 2010-05-06
Brand Dna written by Suzanne Tulien and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-06 with Business & Economics categories.
Simplified branding. Whether youre a start-up or a seasoned entrepreneur, this step-by-step, brand-defining methodology guides you and your employee teams toward uncovering your brands unique genetic code; your Dimensional Nucleic Assets, from the inside out. Once defined, your business begins its transformation as it gets highly focused and infuses your brand DNA into your systems, leadership and culture, then through your promotional efforts. Brand DNA will help you establish a foundation for success by defining your distinguishing brand attributes: VALUES, STYLE, DIFFERENTIATORS, and STANDARDS upon which to create competitive advantage and build your authentic brand. It is the foundation that enables you to: Cultivate a unified, inspired, and engaged employee culture that supports your brand 100% and shares common core values and performance standards Create consistent brand experiences that win customers for life Adapt your business strategy and set the rules for doing business Establish the basis for brand awareness by leveraging your distinctive brand attributes through the behaviors of your employees Create long term growth and sustainability for your business Leverage your brand DNA attributes within your external marketing efforts, social media, and PR to create distinction and competitive advantage
Before The Brand
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Author : Alycia Perry
language : en
Publisher: McGraw Hill Professional
Release Date : 2003
Before The Brand written by Alycia Perry and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
This book schools businesspeople in the ABCs of traditional identity branding and describes successful long-term strategies for creating or refocusing brand identities for all types of products and services.
Launching Building A Brand For Dummies
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Author : Amy Will
language : en
Publisher: John Wiley & Sons
Release Date : 2022-01-06
Launching Building A Brand For Dummies written by Amy Will 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 2022-01-06 with Business & Economics categories.
Create a strong brand DNA—and watch it grow These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life—and a bigger chance of surviving against the competition—you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace. In Launching & Building a Brand For Dummies, Amy Will—who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands—covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts. Stand out on social media Create viral campaigns Build on Customer Loyalty and LongevityDeal with the competition Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to—and Launching & Building a Brand For Dummies one of the secrets of—your future standout success.
The New Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2008
The New Strategic Brand Management written by Jean-Noël Kapferer 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 2008 with Business & Economics categories.
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
How Cool Brands Stay Hot
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Author : Joeri Van Den Bergh
language : en
Publisher: Kogan Page Publishers
Release Date : 2016-04-03
How Cool Brands Stay Hot written by Joeri Van Den Bergh 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 2016-04-03 with Business & Economics categories.
WINNER: Berry-AMA Book Award 2012 (1st edition) WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition) How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.
Marketing For Competitiveness Asia To The World In The Age Of Digital Consumers
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Author : Philip Kotler
language : en
Publisher: World Scientific
Release Date : 2016-11-24
Marketing For Competitiveness Asia To The World In The Age Of Digital Consumers written by Philip Kotler and has been published by World Scientific this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-24 with Business & Economics categories.
Asia is the most populated geographical region, with 50% of the world's inhabitants living there. Coupled that with the impressive economic growth rates in many Asian countries, the region provides a very attractive and lucrative market for many businesses, big and small and from all industries. In addition, Asia is also a dynamic market that significantly grows with developments in technology and digitalization. For example, a research by Google and Temasek shows that Southeast Asia is the world's fastest growing internet region. The internet economy in Southeast Asia is expected to grow by 6.5 times from US$31 billion in 2015 to US$197 billion in 2025.All these make it critical for marketers, whether domestic, regional or global, to stay in touch if not ahead, in their understanding of what is happening in Asia from a marketing perspective and what Asia has to offer to the world.One phenomenon happening in the Asian market and which marketers should pay utmost attention to, is the rapidly unfolding digital revolution that has fundamentally transformed not just the extent but also the nature of competition. What makes it even more challenging and complicating is also how such a revolution impacts on consumer and business buying behavior.Disruptive technologies supported by this digital revolution have brought in new competitors and enabled existing competitors to surpass the conventional boundaries which we may be quite familiar with. Asian consumers have become more educated and connected and have embraced newer ways of selecting, buying and using products and services. In this book, the Father of Modern Marketing, Professor Philip Kotler has collaborated with two marketing experts from Asia, Hermawan Kartajaya from Indonesia and Hooi Den Huan from Singapore to publish a book on Marketing for Competitiveness: Asia to the World — In the Age of Digital Consumers. This book argues that marketing is no longer just vertical but has encompassed a new, more horizontal paradigm. In addition to many new concepts and frameworks, this book includes a plethora of real-world examples from various countries in Asia, which will help to shed light on how companies, both Asian and global, compete in Asia. Useful lessons can be drawn by all businesses in the world on how to win the mind, heart and spirit of the Asian consumer — digital and non-digital.
Understanding The Marketing Exceptionality Of Prestige Perfumes
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Author : Nithda Horoszko
language : en
Publisher: Routledge
Release Date : 2018-03-28
Understanding The Marketing Exceptionality Of Prestige Perfumes written by Nithda Horoszko and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-28 with Business & Economics categories.
Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.
Fast Cheap And Viral
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Author : Aashish Chopra
language : en
Publisher: Hachette UK
Release Date : 2019-09-20
Fast Cheap And Viral written by Aashish Chopra and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-09-20 with Business & Economics categories.
Viral marketing should not be a happy accident Aashish Chopra’s first viral video was shot with close to no budget and sparing equipment. Yet, today, his content has over 350 million views and industry masters universally agree that Aashish has cracked the viral code. In Fast, Cheap and Viral, the ace marketer shares the secrets behind his success – all of them learnt and honed on his journey. This one-stop super-guide to viral video marketing gives you the low-down on: HOW TO GRAB EYEBALLS in a sea of content; HOW TO DRIVE ENGAGEMENT (because views can be bought, but engagement is earned); WHY STORYTELLING BEATS PRODUCTION VALUE and behind-the-scenes tips and tricks; HOW TO BUILD YOUR PERSONAL BRAND and kill job insecurity. For every student, entrepreneur, blogger, marketing manager or leader who dreams of reaching millions on a shoestring budget, this book is the definitive manual on sustainable viral success.
Encyclopedia Of Brand Communications
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Author : Jason Cj
language : en
Publisher: Independently Published
Release Date : 2021-02-17
Encyclopedia Of Brand Communications written by Jason Cj and has been published by Independently Published this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-17 with categories.
The Encyclopedia of Brand Communications is a capstone publication in brand communications that sets the tone of how brand communicators should approach stewarding the brands under their care. A compendium consolidating key research insights pertaining to issues on branding including digital marketing, PR, design, copywriting, copy strategy, cult branding, brand communities and tribes, brand personality, brand architecture, data analytics, amongst others, the actionable points move brand custodians from strategy to execution, whilst keeping their focus on retaining the brand DNA. A practitioner's guide that needs to be within arms-reach of any marketer, its rich research contents also provide researchers / academia an excellent overview of how marketing theory in branding bridges into practice. This omnibus is a must-have on the shelves of libraries and practitioners alike. -CONTENTS-ContentsBrand Personality1. Introduction to brand personality2. Brand quality 3. Brand attraction, loyalty and love4. Luxury branding5. Corporate personality6. Brand personality dilution 7. Brand architectureBrand Design1. Designing your logo 2. Designing your website3. Designing your brief4. Designing your brand experience5. Designing your funnel6. Designing your customer loyalty programmeBrand Community/Tribe1. Introduction to communities and tribes2. Brand tribe3. Brand engagement4. Forging internal tribes5. Brand authenticity6. From tribe to recurring revenueCultifying a Brand 1. Introduction to the cult2. Cult figureheads3. Cultified by association4. Cultifying your senses - doing it right 5. Name, Nomenclature & architecture Branding at the granular1. Data2. Funnels3. Personas4. Pricing5. Digital Marketing6. Digital PR 7. Selling 8. Branding9. Content Strategy / Copywriting
Global Brand Management
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Author : Laurence Minsky
language : en
Publisher: Kogan Page Publishers
Release Date : 2019-11-03
Global Brand Management written by Laurence Minsky 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 2019-11-03 with Business & Economics categories.
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.