Branding Management Branding Et E Branding La Marque De L Id E L Action
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Branding Management Branding Et E Branding La Marque De L Id E L Action
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Author : Georges Lewi
language : fr
Publisher: Pearson Education France
Release Date : 2012
Branding Management Branding Et E Branding La Marque De L Id E L Action written by Georges Lewi and has been published by Pearson Education France this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Brand name products categories.
Approche globale de la marque (marketing, communication, sémiologie, design, sociologie, psychologie ...) offrant une synthèse sur la recherche de sa gestion et les pratiques en entreprise. Avec des exemples s'appuyant sur les derniers développements dans ce domaine et des idées d'application en entreprise.--[Memento].
Branding Management
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Author : Georges Lewi
language : fr
Publisher: Pearson Education France
Release Date : 2007
Branding Management written by Georges Lewi and has been published by Pearson Education France this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Brand marketing categories.
Il est aujourd'hui impossible d'aborder le marketing, le comportement du consommateur ou la valeur des entreprises sans évoquer le pouvoir de la marque. Mais de ce formidable levier de création de valeur, encore faut-il savoir bien jouer : quand et dans quelle mesure réduire ou étendre le nombre de marques ? Peut-on encore créer de la différence en grande consommation ? Comment développer une préférence de marque ? Comment calculer une prime de marque ? Branding management est le seul "manuel" consacré à la marque et à sa gestion. Synthétique et complet, il présente et commente les réflexions de fond et les préconisations des meilleurs spécialistes américains (Aaker, Ries, Keller...) et européens (Kapferer, Semprini, Sicard, Quelch...). Les auteurs, experts reconnus, alimentent les méthodes et débats en s'appuyant sur les exemples de quelque cinq cents marques analysés comme des " case studies ". Ils apportent et commentent le verdict de la pratique, réussites ou échecs, au sein des plus grandes entreprises. Cette deuxième édition intègre les éléments à la fois théoriques et pratiques les plus récents dans l'actualité des marques : la place et le développement des marques de distributeurs, les marques de la " net economy " (Google), les liens entre marque et nostalgie, la protection juridique de la marque. Ces apports s'accompagnent d'une actualisation des données et de l'intégration de plus de 25 nouveaux cas et exercices (Puma, Morgan, Picard, Sara Lee...). Conçu comme un véritable ouvrage de formation, le livre propose dans chaque chapitre une analyse des concepts-clés, abondamment illustrée, puis prolongée par un résumé, des exercices et un mini cas. Il s'adresse aux étudiants en marketing, mais intéressera également les spécialistes de la marque, les chefs de produit et les chefs de marque en entreprises et en agences de publicité.
Brand Management
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Author : Jaywant Singh
language : en
Publisher: Kogan Page Publishers
Release Date : 2024-05-03
Brand Management written by Jaywant Singh 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 2024-05-03 with Business & Economics categories.
How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.
Branding Management
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Author : Georges Lewi
language : fr
Publisher: Pearson
Release Date : 2014-04-04
Branding Management written by Georges Lewi and has been published by Pearson this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-04 with Business & Economics categories.
Un ouvrage complet sur la réflexion et la gestion d'une marque qui traite en profondeur les notions de e-branding et de e-réputation. Un support de cours modulaire et complet qui peut être utilisé sur 1 ou 2 années.
Global Sport Marketing
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Author : Michel Desbordes
language : en
Publisher: Routledge
Release Date : 2012-06-14
Global Sport Marketing written by Michel Desbordes and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-14 with Business & Economics categories.
Globalization has had a profound impact on the sports industry, creating an international market in which sports teams, leagues and players have become internationally recognized brands. This important new study of contemporary sports marketing examines the opportunities and threats posed by a global sports market, outlining the tools and strategies that marketers and managers can use to take advantage of those opportunities. The book surveys current trends, issues and best practice in international sport marketing, providing a useful blend of contemporary theory and case studies from the Americas, Europe and Asia. It assesses the impact of globalization on teams, leagues, players, sponsors and equipment manufacturers, and highlights the central significance of culture on the development of effective marketing strategy. Global Sport Marketing is key reading for any advanced student, researcher or practitioner working in sport marketing or sport business.
Advances In Digital Marketing In The Era Of Artificial Intelligence
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Author : Moez Ltifi
language : en
Publisher: CRC Press
Release Date : 2024-07-12
Advances In Digital Marketing In The Era Of Artificial Intelligence written by Moez Ltifi and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-07-12 with Business & Economics categories.
This book highlights the technological advances that are transforming the future of digital marketing and covers important areas of research in this field. The book demonstrates advances in digital marketing as well as tools, techniques, methods and strategies based on artificial intelligence. It also identifies gaps in research into effective digital marketing tools, techniques and methods, and it bridges the interaction between digital marketing strategies and organisations’ business plans, on the one hand, and customer relations, on the other, in the age of artificial intelligence. This book presents the concepts and applications of digital marketing in the age of artificial intelligence to readers in a comprehensive manner. The book highlights the major breakthroughs and technologies in digital marketing for effective interaction, analysis, prediction and design to formulate the best strategy for a business by using artificial intelligence solutions. This enables specialists to apply advances in digital marketing in the age of artificial intelligence in the right way to serve customers and solve business problems in this competitive age. Covering the intersection of marketing and artificial intelligence, this book is a first-rate reference and an indispensable resource for business leaders, academics, salespeople, marketing professionals, managers, business owners, researchers, practitioners, instructors, college and university libraries, students, consultants, businesspeople, computer scientists, and customer-focused institutions.
Branding And Brand Equity
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Author : Kevin Lane Keller
language : en
Publisher:
Release Date : 2002
Branding And Brand Equity written by Kevin Lane Keller and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
Private Label Strategy
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Author : Nirmalya Kumar
language : en
Publisher: Harvard Business Press
Release Date : 2007
Private Label Strategy written by Nirmalya Kumar and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
The growth in private labels has huge implications for managers on both sides.
Brand Attachment
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Author : C. Whan Park
language : en
Publisher: Now Publishers Inc
Release Date : 2008
Brand Attachment written by C. Whan Park and has been published by Now Publishers Inc this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Brand Admiration
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Author : C. Whan Park
language : en
Publisher: John Wiley & Sons
Release Date : 2016-09-16
Brand Admiration written by C. Whan Park 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 2016-09-16 with Business & Economics categories.
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.