Brands And Consumers
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Brands Consumers Symbols And Research
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Author : Sidney J. Levy
language : en
Publisher: SAGE Publications
Release Date : 1999-08-11
Brands Consumers Symbols And Research written by Sidney J. Levy and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-08-11 with Business & Economics categories.
The 54 collected works in this volume provide an opportunity for the reader to determine whether Sidney′s work, individually and/or collectively, qualify as a masterpiece. For me, Sidney has created more individual pieces of his work that merit this status than any other marketing scholar I know. Collectively, the work in this volume is a masterpiece of insight into the social enterprise that is marketing. Again, I don′t know anyone whose career-long program of thought is so extraordinarily rich in imagination and practical value. He challenges, provokes, excites, soothes, and supports us with one or another of his writings. —from the foreword by Gerald Zaltman, Harvard Business School For the first time, the writings of marketing legend Sidney J. are available in this comprehensive collection of significant scholarly essays and studies in the field of marketing. And what a compendium this is! Dennis Rook, a former student of Sidney J. Levy, has compiled the work of this prolific, internationally-recognized and award-winning writer whose ideas began to influence marketing executives in the late 1940s. His ideas continue to impact how we think about marketing′s role in management, how managers develop products and brands, how they understand their consumers, and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols, and Research is an exciting and definitive volume that should have a place on the bookshelves of every marketing professional, educator, and student around the globe!
Married To The Brand
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Author : William J. McEwen
language : en
Publisher: Simon and Schuster
Release Date : 2005-11
Married To The Brand written by William J. McEwen 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 2005-11 with Business & Economics categories.
Using sixty years of global research from Gallup as well as many consumer stories, the author shows why most advertising fails and identifies the qualities ahat make an ad connect with consumers. 50,000 first printing.
The Business Of Brands
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Author : Jon Miller
language : en
Publisher: John Wiley & Sons
Release Date : 2005-01-14
The Business Of Brands written by Jon Miller 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 2005-01-14 with Business & Economics categories.
This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.
Branding That Means Business
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Author : Matt Johnson
language : en
Publisher: Hachette UK
Release Date : 2022-10-25
Branding That Means Business written by Matt Johnson and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-25 with Business & Economics categories.
A revelatory guide on how to build, sustain and grow a brand. A brand is either beloved, or it’s noise. We live in a fast-paced world of immediate gratification where consumers can listen to any song, watch any movie, or read any article, with the touch of a few buttons. They are peppered with hyper-personalized targeting for products that can be ordered seamlessly and arrive within hours. And if your brand isn’t the first to come to mind, they’ll click that button and it’ll be delivered by someone else. So how do you make sure your brand connects with consumers? Branding that Means Business draws from the authors’ experience and business literature as well as psychology, sociology, and even anthropology to show readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers will learn how to create, maintain, and operationalize their brand, and think creatively about how to differentiate their product and most importantly, make consumers fall in love with it.
Co Branding Fit Factors Between Partner Brands
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Author : Peter Zickermann
language : en
Publisher: Anchor Academic Publishing (aap_verlag)
Release Date : 2014-09
Co Branding Fit Factors Between Partner Brands written by Peter Zickermann and has been published by Anchor Academic Publishing (aap_verlag) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09 with Business & Economics categories.
Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.
Lifestyle Brands
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Author : S. Saviolo
language : en
Publisher: Springer
Release Date : 2012-12-05
Lifestyle Brands written by S. Saviolo and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-05 with Business & Economics categories.
What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.
Building Brands Believers
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Author : Kent Wertime
language : en
Publisher: John Wiley & Sons (Asia) Pte. Limited
Release Date : 2002
Building Brands Believers written by Kent Wertime and has been published by John Wiley & Sons (Asia) Pte. Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
Building Brands & Believers--How to connect with Consumers using Archetypes "Kent Wertime successfully argues that while products are be,coming more alike, brands can avoid 'commoditization' by drawing on the rich language of archetypes to tap into more unconscious and emotional levels that influence consumer perception and preference. His book provides a highly suggestive framework for bringing any brand to life."--Philip Kotler, S.C. Johnson Distinguished Professor of international Marketing, Kellogg Graduate School of Management, Northwestern University "Building Brands and Believers offers striking new insights ino the ways in which companies connect with consumers. Kent Wertime's profound experience in marketing-across many products and regions of the world-has resulted in an intriguing and highly persuasive model, based on twelve simple archetypes. This highly original and thought-provoking book make an important new contribution to the branding debate."--Simon Anholt, Consultant and Author of Another one Bites The Grass "A must-read for all marketers who value and apply consumer insights in thier decision making. Kent Wertime skillfully captures the connections between brands and the users' minds with simplicity and clarity."--Michael Tan, Senior Director of Marketing, Tricon Restaurants International Asia Franchise "Kent Wertime is one of the most stimulating thinkers I've worked with. I am recommending this book as a superb analysis of how modern communication works. Buy it and learn how to build a brand."--John Goodman, President, OgilvyOne Asia-Pacific "Brands are woven into the fabric of popular cultures the world over. By analyzing how brands connect with consumers, Building Brands & Believers shows how companies can communicate their brand and company images more effectively to create value and achieve superior business results."--Malcolm Sullivan, Marketing Director, China Mid-Pacific Region, FedEx "Kent Wertime provides valuable insights on how companies can use archetypes to enhance their brands. This book will change many readers' views about the way to create effective images and communication."--Joerg Ohle, Regional Director, Bayer Health Care Asia Pacific
Consumer Brand Relationships
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Author : Susan Fournier
language : en
Publisher: Routledge
Release Date : 2012-03-29
Consumer Brand Relationships written by Susan Fournier and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-29 with Business & Economics categories.
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Everything You Want
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Author : Jennifer Wood
language : en
Publisher: Capstone
Release Date : 2003-07-16
Everything You Want written by Jennifer Wood and has been published by Capstone this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-07-16 with Business & Economics categories.
This book is written with businesspeople in mind. In Everything You Want Jennifer Wood and Barney Allan offer a route to better branding and better marketing. This will lead to more customers staying with a given brand for longer periods.
Consumer Brand Relationships
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Author : M. Fetscherin
language : en
Publisher: Springer
Release Date : 2015-05-07
Consumer Brand Relationships written by M. Fetscherin and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-07 with Business & Economics categories.
Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.