Brand Management


Brand Management
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Strategic Brand Management


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


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?"



Brand Management


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.



Personal Brand Management


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.



Advanced Brand Management


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.



Global Brand Management


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.



The New Strategic Brand Management


The New Strategic Brand Management
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Author : Jean-Nol︠ Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2004

The New Strategic Brand Management written by Jean-Nol︠ 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 2004 with Business & Economics categories.


Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.



Luxury Brand Management


Luxury Brand Management
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Author : Michel Chevalier
language : en
Publisher: John Wiley & Sons
Release Date : 2012-05-18

Luxury Brand Management written by Michel Chevalier 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 2012-05-18 with Business & Economics categories.


The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.



B2b Brand Management


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.



Strategic Brand Management


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.