Defending Your Brand
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Defending Your Brand
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Author : T. Calkins
language : en
Publisher: Springer
Release Date : 2017-06-30
Defending Your Brand written by T. Calkins and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-06-30 with Business & Economics categories.
Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.
Defending Your Brand
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Author : Tim Calkins
language : en
Publisher: Macmillan
Release Date : 2012-10-16
Defending Your Brand written by Tim Calkins and has been published by Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-16 with Business & Economics categories.
The EMM Marketing Book of the Year, 2013 Anyone with a successful business can be certain of one thing: competitors are looking for opportunities to attack. As a result, defending a business is a critical task for business leaders. Indeed, a good defense is far more important that a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Defensive strategy is a brutal business; the objective is to drive competitors into the ground and make off with their ideas. It isn't pretty, but a good defense can be very effective. Here, Calkins shows business leaders how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; how to blunt your competitor's efforts - and much more. Every business leader needs to understand how to play defense and this book will teach them how to do it.
Kellogg On Branding
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Author : Alice M. Tybout
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-07
Kellogg On Branding written by Alice M. Tybout 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 2011-01-07 with Business & Economics categories.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Brand Resilience
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Author : Jonathan R. Copulsky
language : en
Publisher: Macmillan + ORM
Release Date : 2011-05-10
Brand Resilience written by Jonathan R. Copulsky and has been published by Macmillan + ORM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05-10 with Business & Economics categories.
As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.
Defending Your Brand Against Imitation
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Author : Judith Lynne Zaichkowsky
language : en
Publisher: Greenwood
Release Date : 1995
Defending Your Brand Against Imitation written by Judith Lynne Zaichkowsky and has been published by Greenwood this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
Zaichkowsky (marketing, Simon Fraser U., Canada) draws upon research in consumer behavior to explain the history, evolution, and prevalence of the problem of brand imitation. Of special interest to marketing managers are her methods for guarding against brand imitation. Annotation copyright by Book News, Inc., Portland, OR
Marketing Opportunities And Challenges In A Changing Global Marketplace
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Author : Shuang Wu
language : en
Publisher: Springer
Release Date : 2020-08-01
Marketing Opportunities And Challenges In A Changing Global Marketplace written by Shuang Wu and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-01 with Business & Economics categories.
This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Branddigital
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Author : Allen P. Adamson
language : en
Publisher: St. Martin's Press
Release Date : 2008-08-19
Branddigital written by Allen P. Adamson and has been published by St. Martin's Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-19 with Business & Economics categories.
Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.
Brandsimple How The Best Brands Keep It Simple And Succeed
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Author : Allen P. Adamson
language : en
Publisher: Palgrave Macmillan
Release Date : 2007-08-07
Brandsimple How The Best Brands Keep It Simple And Succeed written by Allen P. Adamson and has been published by Palgrave Macmillan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-08-07 with Business & Economics categories.
In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create effective brands. Drawing on the authors' experience of working with the world's top brands, this book shows how to communicate with customers and make your brand resonate.
The Edge 50 Tips From Brands That Lead
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Author : Allen P. Adamson
language : en
Publisher: St. Martin's Press
Release Date : 2013-01-08
The Edge 50 Tips From Brands That Lead written by Allen P. Adamson and has been published by St. Martin's Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-08 with Business & Economics categories.
In the digital age, the old rules of marketing and branding are in desperate need of overhaul. Word of mouth has evolved to word of type as customers promote or deride products and services to a massive Internet audience at a moments notice. Any misstep away from the brand message becomes a catastrophe as companies are no longer afforded the luxury of tweaking their message as a commercial, ad, or story develops, resulting in damage control that not only costs the brand money, but also costs customer support, hurting a brand's image and integrity. In The Edge, Allen Adamson examines how the leading brands of today maintain their dominance in the market utilizing the strategies put forth in his previous books BrandSimple and BrandDigital. Adamson succinctly accounts specific challenges facing the biggest brands of today, from major companies like Apple and General Mills to celebrity brands like Lady Gaga and Jay Z. He reveals the guiding principles employed to ensure the message stays focused, remains clear, and continues to drive a brand to the top of the market.
Branding For Dummies
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Author : Bill Chiaravalle
language : en
Publisher: John Wiley & Sons
Release Date : 2011-03-01
Branding For Dummies written by Bill Chiaravalle 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 2011-03-01 with Business & Economics categories.
Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t. Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like: Defining your company’s identity Developing logos and taglines Launching your brand marketing plan Managing and protecting your brand Fixing a broken brand Making customers loyal brand champions Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.