Commodity Branding Concepts And Cases
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Commodity Branding Concepts And Cases
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Author : Sreedhar G V S
language : en
Publisher:
Release Date : 2006-03-22
Commodity Branding Concepts And Cases written by Sreedhar G V S and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-22 with categories.
In a rapidly evolving market threatened by fast product obsolescence, changing consumer demographics and tastes, fragmented media and markets and increased competition, companies have had to take the branding route to have a sustainable competitive edge e
Commodity Marketing
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Author : Margit Enke
language : en
Publisher: Springer Nature
Release Date : 2022-04-22
Commodity Marketing written by Margit Enke and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-04-22 with Business & Economics categories.
Commoditization is a major challenge for companies in a wide range of industries, and commodity marketing has become a priority for many top managers. This book tackles the key issues associated with the marketing of commodities and the processes of commoditization and de-commoditization. It summarizes the state of the art on commodity marketing, providing an overview of current debates. It also offers managerial insights, case studies, and guidance to help manage and market commodity goods and services.
Cultures Of Commodity Branding
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Author : Andrew Bevan
language : en
Publisher: Routledge
Release Date : 2016-06-16
Cultures Of Commodity Branding written by Andrew Bevan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-16 with Social Science categories.
Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in places as diverse as the Bronze Age Mediterranean and Early Modern Europe. What the contributions in this volume also vividly document, both in past social contexts and recent ones as diverse as the kingdoms of Cameroon, Socialist Hungary or online eBay auctions, is the need to understand branded commodities as part of a broader continuum with techniques of gift-giving, ritual, and sacrifice. Bringing together the work of cultural anthropologists and archaeologists, this volume obliges specialists in marketing and economics to reassess the relationship between branding and capitalism, as well as adding an important new concept to the work of economic anthropologists and archaeologists.
Commodity Branding
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Author : Fridrik Larsen
language : en
Publisher: Springer Nature
Release Date : 2023-06-21
Commodity Branding written by Fridrik Larsen and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-21 with Business & Economics categories.
When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market.
Consumer Behaviour And Branding Concepts Readings And Cases The Indian Context
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Author : S. Ramesh Kumar
language : en
Publisher: Pearson Education India
Release Date : 2009-09
Consumer Behaviour And Branding Concepts Readings And Cases The Indian Context written by S. Ramesh Kumar and has been published by Pearson Education India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09 with Brand name products categories.
India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding
Cultures Of Commodity Branding
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Author : David Wengrow
language : en
Publisher:
Release Date : 2010
Cultures Of Commodity Branding written by David Wengrow and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
Symbolic Value Transfer For Commodity Differentiation
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Author : Chiara Berti
language : en
Publisher:
Release Date : 2013
Symbolic Value Transfer For Commodity Differentiation written by Chiara Berti and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
This article aims at exploring whether and how brand extensions are a suitable strategy for branding commodities. The extant literature has focused on line and brand extensions for differentiated products, without providing rewarding results on the use of brand extensions for commodities. The results of two empirical studies, conducted in the context of agricultural products, show that the creation of new brands is preferable in case of scarce category fit between the parent brand and the commodity product, and that brand extensions are appropriate to differentiate commodities only if the parent brand is originally from a commodity, distant product category.
Strengthening The Competitive Position Of Commodity Marketers
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Author : Edward William McLaughlin
language : en
Publisher:
Release Date : 1993
Strengthening The Competitive Position Of Commodity Marketers written by Edward William McLaughlin and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with categories.
A Commodity Of Good Names
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Author : Jennifer Louise Basford
language : en
Publisher:
Release Date : 2012
A Commodity Of Good Names written by Jennifer Louise Basford and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
Historians of consumption have perpetuated a specific reading and interpretation of early modern commodity branding, in which the relationship between proprietary interest and final consumer has been privileged. In addition, its primary goal has been portrayed as a means of differentiation in a market of homogenous goods. As such, 'branding'™ has been established as a nineteenth-century phenomenon, which resulted from the advances in industrial technology that enabled mass production to take hold. Similarly, historians have been content to adopt the view promoted by present-day marketing agencies and scholars, that 'branding'™ was fairly simplistic in purpose and function until after the Second World War. In contrast, this thesis uses an interdisciplinary approach to combine a plethora of non-textual material culture and documentary evidence to demonstrate that commodity marking practices were of a more diverse nature than has been acknowledged, both prior to, and throughout, the industrial revolution. Multiple identities marked, read and appropriated these symbols upon products. In so doing, this thesis complicates the established historiography of consumption. It also integrates commodity branding into wider histories, including the construction and display of personal identity, as well as contributing towards interpretations of state formation, 'nationhood'€™ and governmentality.
Marketing Management Text And Cases Indian Context
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Author : Tapan K. Panda
language : en
Publisher: Excel Books India
Release Date : 2009
Marketing Management Text And Cases Indian Context written by Tapan K. Panda and has been published by Excel Books India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Marketing categories.