Brand Management
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Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Simon and Schuster
Release Date : 1994
Strategic Brand Management written by Jean-Noël Kapferer and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Brand Management
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Author : H. J. Riezebos
language : en
Publisher: Pearson Education
Release Date : 2003
Brand Management written by H. J. Riezebos and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
The goal of this book is not only to give insight into what a successful brand can mean for a company, but also to give managers a better feeling of how to adequately develop, manage and protect brands.
Brand Management
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Author : Tilde Heding
language : en
Publisher: Routledge
Release Date : 2008-12-19
Brand Management written by Tilde Heding and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-12-19 with Business & Economics categories.
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
Advanced Brand Management
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Author : Paul Temporal
language : en
Publisher: John Wiley & Sons
Release Date : 2011-09-15
Advanced Brand Management written by Paul Temporal 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 2011-09-15 with Business & Economics categories.
Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.
Personal Brand Management
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Author : Talaya Waller
language : en
Publisher: Springer Nature
Release Date : 2020-04-15
Personal Brand Management written by Talaya Waller and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-15 with Business & Economics categories.
This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.
Brand Management
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Author : Emmanuel Mogaji
language : en
Publisher: Springer Nature
Release Date : 2021-04-02
Brand Management written by Emmanuel Mogaji and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-02 with Business & Economics categories.
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
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.
B2b Brand Management
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Author : Philip Kotler
language : en
Publisher: Springer Science & Business Media
Release Date : 2006-09-22
B2b Brand Management written by Philip Kotler and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-22 with Business & Economics categories.
This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
Contemporary Brand Management
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Author : Johny K. Johansson
language : en
Publisher: SAGE Publications
Release Date : 2014-01-17
Contemporary Brand Management written by Johny K. Johansson and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-17 with Business & Economics categories.
Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.
Strategic Brand Management
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Author : Brice Martin & Elisha Stephens
language : en
Publisher: Scientific e-Resources
Release Date : 2019-07-03
Strategic Brand Management written by Brice Martin & Elisha Stephens and has been published by Scientific e-Resources this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-03 with categories.
Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities.