Branding El Arte De Marcar Corazones
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Branding El Arte De Marcar Corazones
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Author : Ricardo Hoyos
language : es
Publisher: Ecoe Ediciones
Release Date : 2016-01-01
Branding El Arte De Marcar Corazones written by Ricardo Hoyos and has been published by Ecoe Ediciones this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-01 with Business & Economics categories.
La marca (brand, en inglés) de un bien o servicio es un activo clave de la empresa para generar ganancias y generar impacto en el mercado. A través de su presencia en la publicidad esta tiene la capacidad de generar en los consumidores estímulos racionales, sensoriales y emocionales para permanecer por largo tiempo en su lista de preferencias de consumo. La construcción, planeación y gerencia de este activo en beneficio de los objetivos de la empresa se conoce como Branding. Este libro llena un vacío en la literatura sobe marketing y publicidad pues reúne los principales aportes conceptuales sobre la marca y su uso en el mundo empresarial. Branding: el arte de marcar corazones hace un recorrido teórico y práctico por las generalidades de esta rama del marketing (tipos de marca, componentes, asignación de nombres, protección legal y la marca como activo) y por las estrategias de gerencia de marca a partir de ejemplos de marcas colombianas y extranjeras exitosas. Estudiantes de pregrado y posgrado de Marketing, Publicidad, Diseño gráfico, Diseño industrial y Administración de Empresas encontrarán aquí una completa fuente de recursos sobre marcas y publicidad. El libro incluye contenido especial en forma de realidad aumentada que los lectores pueden disfrutar por medio de un dispositivo electrónico. Incluye: - Modelos de construcción de marcas poderosas (Keller, Aaker, Young & Rubicam, Milward Brown). - Protección legal de marcas y registro marcario. - El gerente de marca y el manual de identidad como elementos clave del departamento de marketing. Contenidos en el Sistema de Información en Línea (SIL): Al final del libro está ubicado el código para que pueda acceder al Sistema de Información en Línea – SIL, donde encontrar todos los videos utilizados a los largo del libro que le ayudarán a profundizar en los temas mencionados, junto con un ejemplo de un manual de identidad corporativa.
Branding 2da Edici N
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Author : Ricardo Hoyos Ballesteros
language : es
Publisher: Ecoe Ediciones
Release Date : 2023-12-06
Branding 2da Edici N written by Ricardo Hoyos Ballesteros and has been published by Ecoe Ediciones this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-06 with Design categories.
¿Alguna vez se ha preguntado qué hace que ciertas marcas sean tan atractivas? Branding: el arte de marcar corazones es una guía esencial para descifrar este misterio. Desde los fundamentos del branding hasta las estrategias avanzadas de gestión de marcas, esta obra entrega herramientas relevantes para que el responsable de una marca pueda gerenciarla de una manera holística a partir de cada uno de los temas presentados en él. El libro está estructurado en cuatro partes que le ofrecen al lector una perspectiva integral abordando temas como la definición de marca, su importancia y sus dimensiones, su direccionamiento estratégico, diseño, los procesos de registro, oposición, renovación y protección legal de las marcas y su gerencia. En esta nueva edición, se presenta dos capítulos nuevos: uno sobre la semiótica de la marca, en donde se profundiza sobre el significado de las fuentes tipográficas, las formas y los colores utilizados en el diseño de los identificadores de las marcas, y otro sobre el direccionamiento estratégico, en donde se incluyen temas relacionados con el posicionamiento, la identidad de marca y los territorios de marca. Dirigido a estudiantes de pregrado, especialización y maestría de programas relacionados con el marketing como Publicidad, Negocios Internacionales y Administración de Empresas. Los empresarios y emprendedores también encontrarán material relevante para aplicar en sus proyectos empresariales. Incluye: - Perspectiva integral sobre las marcas: estratégica, de marketing, del diseño gráfico, financiera y legal, entre otras. - Ejemplos de marcas nacionales e internacionales. - Casuística a lo largo del texto, lo que ayuda a asimilar los conceptos y aplicarlos de una manera más fácil a casos particulares. - Figuras que permiten una lectura más amable y útil para el lector. Contenidos en el Sistema de Información en Línea (SIL) Al final del libro encontrará el código para ingresar información en Línea – SIL – donde podrá acceder a material de apoyo para ampliar algunos de los temas tratados en el libro.
Branding
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Author : Ricardo Hoyos Ballesteros
language : es
Publisher:
Release Date : 2016
Branding written by Ricardo Hoyos Ballesteros and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Branding (Marketing) categories.
Primalbranding
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Author : Patrick Hanlon
language : en
Publisher: Simon and Schuster
Release Date : 2006-01-24
Primalbranding written by Patrick Hanlon 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 2006-01-24 with Business & Economics categories.
The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.
No Logo
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Author : Naomi Klein
language : en
Publisher: Macmillan
Release Date : 2000-01-15
No Logo written by Naomi Klein and has been published by Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-01-15 with Business & Economics categories.
"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
Building Strong Brands
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Author : David A. Aaker
language : en
Publisher:
Release Date : 2010
Building Strong Brands written by David A. Aaker and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Marketing Fashion
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Author : Harriet Posner
language : en
Publisher: Hachette UK
Release Date : 2011-04-28
Marketing Fashion written by Harriet Posner and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-28 with Business & Economics categories.
Marketing and fashion branding inform many of the strategic and creative decisions involved in fashion design and product development. Marketing is a vital component of the industry supply chain and an understanding of its importance and role is essential for those planning a career in fashion. Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market. Using examples and case studies drawn from a broad range of fashion, textile and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns. The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
Operations Research And Analytics In Latin America
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Author : Jairo R. Montoya-Torres
language : en
Publisher: Springer Nature
Release Date : 2023-10-04
Operations Research And Analytics In Latin America written by Jairo R. Montoya-Torres and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-04 with Business & Economics categories.
This book gathers a selection of peer-reviewed research papers presented at the joint IV ASOCIO/XIX IISE Region 16 Conference held in Chia and Bogota, Colombia. The conference was organized by the Universidad de La Sabana’s Research Group on Logistics Systems, in partnership with Chapters #782 (Universidad de La Sabana), #712 (Universidad Sergio Arboleda) and #988 (Universidad de Los Andes) of the Institute of Industrial and Systems Engineers (IISE). The main emphasis of the book is on modelling and solving business-related problems in operations research, and on applying descriptive, predictive and prescriptive analytics and the management sciences to actual decision-making in organizations. Both theoretical developments and algorithm implementation are presented. A special focus is given to business problems arising in emerging economies, particularly in Latin America and the Caribbean. This book is addressed to academics, practitioners, postgraduate students and researchers in operations research, analytics and industrial engineering, as well as to undergraduate students for educational purposes. In particular, the book will appeal to the academic and research community in Latin America and the Caribbean, as it presents projects developed and implemented there. Higher education engineering programs will benefit from the findings and insights shared in the fields of industrial engineering, operations research and analytics, applied mathematics, and computer science and engineering.
Advertising In Tourism And Leisure
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Author : Nigel Morgan
language : en
Publisher: Routledge
Release Date : 2013-06-17
Advertising In Tourism And Leisure written by Nigel Morgan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
'Advertising in Leisure and Tourism' brings together the current thinking in this area, via extensive international case studies, to provide a critical appraisal of the potential of advertising in leisure and tourism. Arranged in three parts, the book introduces the role of advertising, evaluating its relationship within other aspects of tourism and leisure marketing; the techniques used: advertising a range of products to key market segments; and new strategic directions in advertising. It focuses on the new destination marketing strategy of branding and assesses the relationship between advertising and other increasing important areas of promotion, including sponsorship, ambient marketing and sales promotion. Advertising and marketing professionals in the leisure industries and undergraduates on marketing-related modules in tourism, leisure and hospitality courses will find this an invaluable text. Since the case studies are drawn from an international field, readers will be able to assess best practice from a variety of sources and countries. Dr Nigel Morgan is Principal Lecturer in Hospitality, Leisure and Tourism and Annette Pritchard is Senior Lecturer at School of Leisure and Tourism, at the University of Wales Institute, Cardiff.
Branding The Nation The Place The Product
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Author : Ulrich Ermann
language : en
Publisher: Routledge
Release Date : 2017-11-22
Branding The Nation The Place The Product written by Ulrich Ermann and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-22 with Science categories.
Branding is a profoundly geographical type of commodification process. Many things become commodities that are compared and valuated on markets around the globe. Places such as cities or regions, countries and nations attempt to acquire visibility through branding. Geographical imaginations are evoked to brand goods and places as commodities in order to show or create connections and add value. Yet, not all that is branded was originally intended and created for markets. This volume aims to broaden current understanding of branding through a series of contributions from geography, history, political studies, cultural, and media studies, offering insight into how ordinary places, objects and practices become commodities through branding. In so doing, the contributions also show how nation, place and product as targets of branding can be seen as intertwined. To discuss these forms of branding, book chapters refer to states, cities, holiday destinations, food malls, movies, dances, post stamps and other items that serve as brands and/or are branded. The book will be of interest to students and scholars in geography, sociology, history, cultural studies and business studies who would like to gain an understanding of the intricate and surprising ways in which things, places, and cultural practices become brands.