Brands Laid Bare
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Brands Laid Bare
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Author : Kevin Ford
language : en
Publisher: John Wiley & Sons
Release Date : 2005-05-05
Brands Laid Bare written by Kevin Ford 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 2005-05-05 with Business & Economics categories.
The way we relate to brands has changed. Once, brand management was about doing things to people, and choices were made by brand managers not consumers. Now the focus has shifted towards the customer, empowering them to make choices and treating them as individuals rather than an amorphous mass. A consequence of this is increased interest in understanding people as a foundation for brand management. And this is where market research can come in. By drawing on market research to understand consumers, marketers can better understand how to manage their brand. Exploring a spectrum of 12 customer needs and drawing on first-hand research evidence, Kevin Ford provides a proven framework for understanding what people are really looking for from a brand - and delivering it.
Brands Laid Bare
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Author : Kevin Ford
language : en
Publisher:
Release Date : 2005
Brands Laid Bare written by Kevin Ford and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Brand name products categories.
Private Equity Laid Bare
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Author : Ludovic Phalippou
language : en
Publisher:
Release Date : 2021-01-17
Private Equity Laid Bare written by Ludovic Phalippou and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-17 with categories.
This is version 2.6 (Warning: Audiobook is following the first edition)! Designed for an MBA course on private equity, this textbook aims to familiarize any reader with the jargon and mechanics of private markets using simplified examples, real-life situations and results from thorough academic studies. The intention is to have a book that can be read more like a novel than like a regular textbook. In order to have long-lasting impact on readers, I believe in making things as simple as possible, boiling everything down to the essence, going straight to the point, and, most importantly, writing in an informal and hopefully entertaining way. The objective is for the reader to open this book with anticipation of having a good educational time.
Brand Equity Planning With Structuralist Rhetorical Semiotics
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Author : Rossolatos, George
language : en
Publisher: kassel university press GmbH
Release Date : 2014-01-01
Brand Equity Planning With Structuralist Rhetorical Semiotics written by Rossolatos, George and has been published by kassel university press GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-01 with Political Science categories.
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.
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.
Invisible Labor
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Author : Marion Crain
language : en
Publisher: Univ of California Press
Release Date : 2016-06-28
Invisible Labor written by Marion Crain and has been published by Univ of California Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-28 with Business & Economics categories.
"Demographic and technological trends have yielded new forms of work that are increasingly more precarious, globalized, and brand centered. Some of these shifts have led to a marked decrease in the visibility of work or workers. This edited collection examines situations in which technology and employment practices hide labor within the formal paid labor market, with implications for workplace activism, social policy, and law. In some cases, technological platforms, space, and temporality hide workers and sometimes obscure their tasks as well. In other situations, workers may be highly visible--indeed, the employer may rely upon the workers' aesthetics to market the branded product--but their aesthetic labor is not seen as work. In still other cases, the work occurs within a social interaction and appears as leisure--a voluntary or chosen activity--rather than as work. Alternatively, the workers themselves may be conceptualized as consumers rather than as workers. Crossing the occupational hierarchy and spectrum from high- to low-waged work, from professional to manual labor, and from production to service labor, the authors argue for a broader understanding of labor in the contemporary era. This book adopts an interdisciplinary approach that integrates perspectives from law, sociology, and industrial/labor relations"--Provided by publisher.
The Tv Brand Builders
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Author : Andy Bryant
language : en
Publisher: Kogan Page Publishers
Release Date : 2016-04-03
The Tv Brand Builders written by Andy Bryant 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 2016-04-03 with Business & Economics categories.
The TV Brand Builders is the definitive account of how the biggest television networks, channels and programmes are created as brands, with rare privileged access to the marketing strategies and creative thinking behind culturally defining TV promos, digital and social media campaigns and design identities. Written by two leading practitioners responsible for work as famous as the BBC One hippos, the creation of a TV channel called Dave and the re-launch of Doctor Who, and featuring interviews with 50 leading industry experts from 8 countries, from HBO to ESPN, from DreamWorks to CANAL+, The TV Brand Builders combines practical advice and strategic insight with exclusive stories from the ratings front line. Online resources include a bonus chapter on TV channel design in a multi-screen world, plus a 'Student and Instructor's Manual' with chapter summaries.
Global Place Branding Campaigns Across Cities Regions And Nations
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Author : Bayraktar, Ahmet
language : en
Publisher: IGI Global
Release Date : 2016-07-22
Global Place Branding Campaigns Across Cities Regions And Nations written by Bayraktar, Ahmet and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-07-22 with Business & Economics categories.
Place branding has made it possible for international destinations to be able to compete within the global economy. Through the promotion of different cities, natural beauty, and local culture or heritage, many regions have been able to increase their revenue and international appeal by attracting tourists and investments. Global Place Branding Campaigns across Cities, Regions, and Nations provides international insights into marketing strategies and techniques being employed to promote global tourism, competitiveness, and exploration. Featuring case studies and emergent research on place branding, as well as issues and challenges faced by destinations around the world, this book is ideally suited for professionals, researchers, policy makers, practitioners, and students.
Advertising And Branding Concepts Methodologies Tools And Applications
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Author : Management Association, Information Resources
language : en
Publisher: IGI Global
Release Date : 2017-01-06
Advertising And Branding Concepts Methodologies Tools And Applications written by Management Association, Information Resources and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-06 with Business & Economics categories.
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Influencing Shopper Decisions
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Author : Rebecca Brooks
language : en
Publisher: Kogan Page Publishers
Release Date : 2022-04-03
Influencing Shopper Decisions written by Rebecca Brooks 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 2022-04-03 with Business & Economics categories.
Should I advertise on TV? Is print dead? Should I work with an influencer? Should I promote my product through Facebook and Instagram ads? What about TikTok? How do brands get shoppers to say "yes" in an increasingly complex, fragmented and fast-changing world? Constant change, rapid innovation, category disruptors, rising shopper expectations and new access to goods and services have made consumers and shoppers incredibly adept at wading through oceans of research and information. Before making a purchase decision, your brand's target consumer is a shopper. With more choices than ever before, shoppers are becoming increasingly promiscuous, opening themselves up to new brands, products and shopping channels. In Influencing Shopper Decisions, the authors are market researchers who reveal how brands can help shoppers say "yes" by better understanding consumer decision-making. By tracking the evolution of the shopper mindset from the First Moment of Truth to Google's infamous ZMOT, the authors outline a new paradigm for shopping behavior that focuses on shopper needs, priorities and context. Whether you're a CPG brand marketer, digital media company or small business owner, Influencing Shopper Decisions provides an unparalleled understanding of the shopper mindset and the keys to unlocking it. After explaining the forces that drive consumer decision-making, the authors outline key insights and strategies that marketers can use to maintain relevancy and grow engagement with consumers.