Brand Society
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Brand Society
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Author : Martin Kornberger
language : en
Publisher: Cambridge University Press
Release Date : 2010-01-21
Brand Society written by Martin Kornberger and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-01-21 with Business & Economics categories.
A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
Branding Society 5 0
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Author : Johan Alvin Khosuma & Christofel Angelo
language : id
Publisher: Elex Media Komputindo
Release Date : 2023-05-25
Branding Society 5 0 written by Johan Alvin Khosuma & Christofel Angelo and has been published by Elex Media Komputindo this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-25 with Business & Economics categories.
Untuk bersaing di era Industry 4.0 dan (nantinya) Society 5.0, sebuah merek membutuhkan strategi yang berkepanjangan. Zaman terus berubah, namun bagaimana membuat merek kita tetap dicintai oleh konsumen kita di setiap pergantian era? HEROES StrategyTM adalah sebuah panduan bagi siapa saja yang mau berproses untuk membangun merek yang tak lekang oleh zaman. Aplikasi dari strategi ini bisa dilakukan oleh siapa saja, di mana saja, dan kapan saja. Kunci untuk melakukan strategi ini adalah kerendahan hati untuk terus belajar dan kemauan untuk melewati proses bersama konsumen sehingga merek yang dibangun pada akhirnya menjelma menjadi manusia dengan karakter dan sifat-sifat yang dicintai oleh konsumen.
Citizen Brands
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Author : Michael Willmott
language : en
Publisher: John Wiley & Sons
Release Date : 2001-06-08
Citizen Brands written by Michael Willmott 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 2001-06-08 with Business & Economics categories.
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
The Rise Of Brands
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Author : Liz Moor
language : en
Publisher: Berg
Release Date : 2007-12-15
The Rise Of Brands written by Liz Moor and has been published by Berg this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-15 with Social Science categories.
"Brands and logos are all around us - from the clothes we wear and the objects we buy, to the advertisements which cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire." "Branding is now a growing industry, applied not only to commodities but to charities, cities, the worlds of sport and entertainment, even government initiatives. Such is the ubiquity and power of branding that it is increasingly taken as a sign of the commodification of everyday life and the rapacity of corporate power." "Examining the brand in history, the growth of national and global brands, the changing approaches of the branding industry and the exploration of new spaces for advertising, The Rise of Brands analyses exactly how brands develop and operate in contemporary society."--BOOK JACKET.
Brand Valued
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Author : Guy Champniss
language : en
Publisher: John Wiley & Sons
Release Date : 2011-07-05
Brand Valued written by Guy Champniss 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 2011-07-05 with Business & Economics categories.
New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital. At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust—and even shared thinking—not to mention better sales. Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world. In easy to understand terms, and using concrete examples, Brand Valued provides: The tools necessary to stimulate dialogue—and new ways of thinking—between a brand and its intended audience Methods for extending brand messaging to wider audiences Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets A wiki component to the book in an accompanying website. Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century.
Handbook Of Brand Relationships
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Author : Deborah J. MacInnis
language : en
Publisher: Routledge
Release Date : 2009
Handbook Of Brand Relationships written by Deborah J. MacInnis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Brand choice categories.
"Society for Consumer Psychology"--Cover
Woke Brand
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Author : Dr Abas Mirzaei
language : en
Publisher: Archway Publishing
Release Date : 2023-02-16
Woke Brand written by Dr Abas Mirzaei and has been published by Archway Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-02-16 with Business & Economics categories.
Abas Mirzaei, a faculty assistant professor in branding at Macquarie Business School, observes that woke branding has become the new wave that brands can no longer avoid. Avoid going woke, and your brand risks irrelevancy, especially with younger consumers. Go woke, and you’re likely to experience a backlash. Until relatively recently, people wanted to buy high-quality cameras, reliable cars, and durable shoes and active wear. Today, however, many people want to buy a camera (to capture scenes of social injustice), shoes (that weren’t made using child labor), and cars (that emit minimal carbon and are safe for the environment). Likewise, we purchase “animal-friendly” vegan handbags that are not associated with animal cruelty and use ride-sharing services that promise not to exploit drivers. In getting woke, fighting discrimination, and questioning the status quo, there are questions to address, steps to follow and considerations to take note of. This book unpacks the dynamics of woke branding, identifies its ingredients, and offers a roadmap for those wanting to walk into the uncertain world of wokeness. This book is neither a pro-woke nor an anti-woke polemic. Instead, with the appropriate critical distance, it presents a range of different views about wokeness: from woke authenticity, to cute wokeness, to woke sacrifice, and woke execution ingredients. So, if you’re weighing the risks of engaging in “woke” moves and aren’t sure how consumers will respond, then this book is for you.
Journal Of Product And Brand Management Issue 6
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Author : Temi Abimbola
language : en
Publisher:
Release Date : 2010-11-05
Journal Of Product And Brand Management Issue 6 written by Temi Abimbola and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-11-05 with categories.
The articles in this e-book, based on the theme of behavioral aspects of pricing, explore how prices and the practice of pricing have changed throughout this first decade of the 21st Century, including examinations of price promotions, performance risk and promotion- versus prevention-oriented marketing.
Male Idols And Branding In Chinese Luxury
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Author : Amanda Sikarskie
language : en
Publisher: Bloomsbury Publishing
Release Date : 2022-12-29
Male Idols And Branding In Chinese Luxury written by Amanda Sikarskie and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-29 with Art categories.
Challenging the Western view of idols as objects of worship, this book explores the role that male idols play in fashion and cosmetics brand marketing in mainland China, Hong Kong, and Macau; including the role of the female gaze. It examines idols in the more modern, pan-Asian sense of the word - as objects of social devotion, worshipped by the adoring masses and, in China and Korea, as objects of social and moral uplift. The contemporary idol wields great power - the power to influence taste, and to sell - and Male Idols and Branding in Chinese Luxury focuses on their ability to arouse the consumer appetite to buy. In China, popular culture idols play a vital role in the luxury fashion and cosmetics industries as brand ambassadors and this volume fills a critical gap in the English-language literature on this key element of the marketing industry, bringing together authors from the United States and China, and featuring case studies on idols Wang Yibo and Xiao Zhan. Through considering the subtleties of branding and marketing in China, Korea, and Japan, and the relationship of Chinese idols to fans and consumers in other Asian countries, the authors delve into brand-idol collaborations, particularly through lenses of brand image and toxic fan culture.
A Fashion Retailer S Guide To Thriving In Turbulent Times
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Author : Ghalia Boustani
language : en
Publisher: Taylor & Francis
Release Date : 2022-12-01
A Fashion Retailer S Guide To Thriving In Turbulent Times written by Ghalia Boustani and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-01 with Business & Economics categories.
By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments. A brand must have an essence; it needs to respect a philosophy, abide by values and follow clear processes. A brand’s success and sustainability follow specific rules, nonetheless for fashion brands. But do fashion brand management rules apply in today’s turbulent times? Acknowledging and going beyond branding theory, this book challenges knowledge and practices that have been guiding fashion retail brands for many years. Co-written by an academic researcher and a retail consultant with 30 years of experience, this practical guide offers not a process that fashion brands must follow, but potential avenues for survival in today’s retail market and facing today’s customers. Professionals and students of fashion retailing and branding will appreciate the detailed case studies that illustrate revisited concepts and thought-provoking suggestions on how to make decisions for an uncertain future.