Branding And Marketing In The Current Economic Era
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Branding And Marketing In The Current Economic Era
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Author : Sandeep simon Behera
language : en
Publisher: Blue Rose Publishers
Release Date : 2021-11-06
Branding And Marketing In The Current Economic Era written by Sandeep simon Behera and has been published by Blue Rose Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-06 with Business & Economics categories.
Brand and Marketing, Two words one've probably heard thrown around a lot by entrepreneurs and marketers alike. But there's a lot more to brand marketing than you might think. What is brand marketing? Brand Marketing is a way to promote your product or service by promoting your brand as a whole. Essentially, it tells your service's or product's story by emphasizing your whole brand. In this book, I have been talking about some of the best examples of brand marketing from top global brands and discussing how you can take cues from them as you develop your own brand marketing strategies. I am also covering what to do and what to avoid with brand marketing to ensure your strategy's success. It's important to understand the difference between branding and marketing so one can effectively use them together. In essence, marketing is how you build awareness of your brand and its products and generate sales and branding is how you express what your business is for and what it's all about. Think of marketing as your business-generating toolkit and branding as your overall approach to reaching your target audience.
Repositioning Marketing In An Era Of Competition Change And Crisis
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Author : Jack Trout
language : en
Publisher: McGraw Hill Professional
Release Date : 2009-10-30
Repositioning Marketing In An Era Of Competition Change And Crisis written by Jack Trout 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 2009-10-30 with Business & Economics categories.
The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares. Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand. Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.
Contemporary Issues In Branding
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Author : Pantea Foroudi
language : en
Publisher: Routledge
Release Date : 2019-12-06
Contemporary Issues In Branding written by Pantea Foroudi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-06 with Business & Economics categories.
This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Brands
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Author : Celia Lury
language : en
Publisher: Theatre Arts Books
Release Date : 2004
Brands written by Celia Lury and has been published by Theatre Arts Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This is a wide ranging survey of the cultural processes of branding.
Brand Storming
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Author : M. Fioroni
language : en
Publisher: Springer
Release Date : 2016-01-18
Brand Storming written by M. Fioroni and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-18 with Business & Economics categories.
We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.
New Brand Strategies In The Digital Era The Evolution Of Consumers Behaviour And Its Influence On Traditional Brand Management
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Author : Alena Horch
language : en
Publisher:
Release Date : 2019-11-26
New Brand Strategies In The Digital Era The Evolution Of Consumers Behaviour And Its Influence On Traditional Brand Management written by Alena Horch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-26 with categories.
Brands are essential for a company. Hence, they need to be carefully developed and managed. During the last years globalisation and digitalisation have introduced many new channels for companies to connect with their customers. How has consumers' purchasing decision-making process changed in the digital era? How do consumers connect and engage with brands in the changing landscape of the digital age? How can customer loyalty be improved through digital channels? Alena Horch investigates how consumer's behaviour changed due to digitalisation and how these changes affect traditional brand management. She focusses on the new decision-making process and on the factors that improve customer loyalty. Her book addresses CEOs and marketing managers. Keywords: -digitalisation; -digital marketing tools; -decision-making process; -Corporate Website; -Search Engine Optimization; -E-Mail marketing
Unbranding
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Author : Scott Stratten
language : en
Publisher: John Wiley & Sons
Release Date : 2017-10-09
Unbranding written by Scott Stratten 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 2017-10-09 with Business & Economics categories.
UnBranding breaks through the noise of disruption. We live in a transformative time. The digital age has given us unlimited access to information and affected all our traditional business relationships – from how we hire and manage, to how we communicate with our current and would-be customers. Innovation continues to create opportunities for emerging products and services we never thought possible. With all the excitement of our time, comes confusion and fear for many businesses. Change can be daunting, and never have we lived in a time where change came so quickly. This is the age of disruption – it's fast-paced, far-reaching and is forever changing how we operate, create, connect, and market. It's easy to see why brand heads are spinning. Businesses are suffering from 'the next big thing' and we're here to help you find the cure. UnBranding is about focus – it's about seeing that within these new strategies, technologies and frameworks fighting for our attention, lay the tried and true tenants of good business – because innovation is nothing but a bright and shiny new toy, unless it actually works. UnBranding is here to remind you that you can't fix rude staff, mediocre products and a poor brand reputation with a fancy new app. We are going to learn from 100 branding stories that will challenge your assumptions about business today and teach valuable, actionable lessons. It's not about going backwards, it's about moving forward with purpose, getting back to the core of good branding while continuing to innovate and improve without leaving your values behind. Some topics will include: Growing and maintaining your brand voice through the noise How to focus on the right tools for your business, for the right reasons Maintaining trust, consistency and connection through customer service and community The most important question to ask yourself before innovation The importance of personal branding in the digital age How to successful navigate feedback and reviews It's time for a reality check. It's time to solve problems, create connections, and provide value rather than rush strategy just to make headlines. UnBranding gives you the guidance you need to navigate the age of disruption and succeed in business today.
Brand Management Measuring The Brand Equity Of Decathlon In Portugal
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Author : Benyi Heider
language : en
Publisher: GRIN Verlag
Release Date : 2017-03-23
Brand Management Measuring The Brand Equity Of Decathlon In Portugal written by Benyi Heider and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-23 with Business & Economics categories.
Seminar paper from the year 2016 in the subject Business economics - Business Management, Corporate Governance, grade: 1.5, Católica Lisbon School of Business & Economics, language: English, abstract: This report should analyse the current brand perceptions of Portuguese consumers about the brand Decathlon, find strengths and weaknesses in the current positioning and give recommendations for Decathlon on how to improve their current situation in the market by building a stronger brand. The Sportswear industry in Portugal in the year 2015: The economic downturn is over; Portuguese economy is recovering. This positive economic trend also influenced the sportswear industry, which grew by 2% to a total market volume of 775 m. EUR. The clear industry leader with a market share of 24% is Nike Retail BV. Nike managed to build up a really strong brand in Portugal over the past years. One of the key success factors for the brand image has been using Cristiano Ronaldo, the sports idol of Portuguese people, as a brand ambassador. In the shadow of Nike, also the second force in the industry, Adidas managed to grow by 6% in 2015. The prospects for the sportswear industry are optimistic. Nike and Adidas are expected to stay the most popular brands with their technological innovations, heavy marketing campaigns and focus on outstanding designs. This report is neither about Nike nor about Adidas. It is about a brand that is quite different but at the same time a direct competitor of those brands: Decathlon. Decathlon is acting in two major areas: Sportswear and Sports equipment. Regarding its strategy, the size of the stores and the range of the product offer, Decathlon differs a lot from Nike and Adidas. But surprisingly, Nike and Adidas are seen as the main direct competitors of Decathlon by Portuguese consumers. In Portugal the brand is mostly perceived as a sportswear brand. The second big section, the sports equipment product offer, seems not to be a strong enough differentiator to position Decathlon in another direction. Clearly, for Decathlon, with its different focus, it is hard to compete with the leading brands in their strong area of sportswear. The key could be in differentiating from these brands and focusing on different areas with more promising potential (e.g. use the growing popularity of outdoor activities).
Brand Valued
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Author : Guy Champniss
language : en
Publisher: John Wiley & Sons
Release Date : 2011-08-04
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 2011-08-04 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.
The Marketing Era
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Author : Kalman Applbaum
language : en
Publisher: Routledge
Release Date : 2004-06
The Marketing Era written by Kalman Applbaum and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-06 with Business & Economics categories.
This book is the first of its kind to map out the organizing principles and cultural logic of marketing, and trace the profession's ascent genealogically.