E Branding
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A New Theory Of Branding For The Online Environment
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Author : Volker Schmid
language : en
Publisher: GRIN Verlag
Release Date : 2011-05
A New Theory Of Branding For The Online Environment written by Volker Schmid and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05 with Business & Economics categories.
Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), 28 entries in the bibliography, language: English, abstract: "According to De Chernatony (2000) a brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand's essence". The aim of this paper is to conclude whether brands in a mortal and bricks environment are different from brands in a 'click' environment, and therefore, if a new theory of branding is required. De Chernatony (2000) believes that a "brand is a brand regardless of its environment", which he substantiates by analysing the assumptions about migrating brands to the Internet, and the impact of online communities. In order to test De Chernatony's idea, it is necessary to define and understand a 'brand', its components and functions. For the consumer, a brand provides orientation in the 'product jungle', and facilitates the identification of a specific product among competitive ones. Furthermore, it lowers the purchasing risk, as the customer can trust the functional and emotional quality of the brand (Biel, 2000). Lasty, a brand allows the customer to transfer the brand image to himself. Bugdahl (1998) describes this as a personalisation function or 'snob syndrome', for example, a BMW owner has the physical and emotional experience of "being sporty and having friends" (Herrmann, 2000). Understanding the meaning of a brand, its components and functions, the following section discusses if the essence of a brand changes in an online environment.
Branding Com
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Author : Deborah Kania
language : en
Publisher: McGraw-Hill Companies
Release Date : 2001
Branding Com written by Deborah Kania and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.
Kania explores the basics of online brand marketing and shows how to plan and execute a successful online branding strategy. This will develop a "next generation media mix" to leverage both online and offline marketing media in promoting a brand. 25 illustrations.
Branding Thedigitalage
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Author : H. Meyers
language : en
Publisher: Springer
Release Date : 2001-09-14
Branding Thedigitalage written by H. Meyers and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-09-14 with Business & Economics categories.
Brands no longer exist solely in the realm of the physical. The advent of the internet and other new digital technologies means that companies - be they dot.com start-ups or traditional bricks and mortar companies - must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from Microsoft, McDonalds, Pepsi-Cola and Procter & Gamble, the authors examine how this should be done and map out the future of e-branding.
Contemporary Research In E Branding
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Author : Bandyopadhyay, Subir
language : en
Publisher: IGI Global
Release Date : 2008-11-30
Contemporary Research In E Branding written by Bandyopadhyay, Subir and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-11-30 with Games & Activities categories.
Provides research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications.
Global Brand Power
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Author : Barbara E. Kahn
language : en
Publisher: University of Pennsylvania Press
Release Date : 2013-03-05
Global Brand Power written by Barbara E. Kahn and has been published by University of Pennsylvania Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-05 with Business & Economics categories.
The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
Personal Brand Creation In The Digital Age
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Author : Mateusz Grzesiak
language : en
Publisher: Springer
Release Date : 2018-03-20
Personal Brand Creation In The Digital Age written by Mateusz Grzesiak and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-20 with Business & Economics categories.
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.
Online Brand Communities
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Author : Francisco J. Martínez-López
language : en
Publisher: Springer
Release Date : 2015-12-11
Online Brand Communities written by Francisco J. Martínez-López and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-11 with Business & Economics categories.
This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities. In this context the book also explores recent trends related to branding and brand management. Next, it proposes a classification system for online brand communities, taking into account questions like the motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is examined from both business and consumer perspectives. The book draws to a close with a brief presentation of the process broadly accepted for the successful development of online brand communities.
Asia Branding
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Author : Bang Nguyen
language : en
Publisher: Bloomsbury Publishing
Release Date : 2017-09-16
Asia Branding written by Bang Nguyen and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-16 with Business & Economics categories.
This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers. Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.
Digital Metrics Playbook
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Author : Enrique Quevedo
language : en
Publisher: Dreaming Intent Press
Release Date : 2015-02-19
Digital Metrics Playbook written by Enrique Quevedo and has been published by Dreaming Intent Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-02-19 with Business & Economics categories.
Brand marketers are still taking their first steps into the digital world by migrating their traditional mindset into the new communication channels they have at hand. Traditional branding, being strongly based on reach & frequency, is being copied to digital branding initiatives, thus ignoring the great opportunity digital media provides, as a two-way communication channel, to further engage with their audiences.The book proposes a comprehensive measurement framework to help shape the mindset of the next generation of digital brand marketers and enable them to focus not only on brand exposure and its impact on sales, but also on the brand experience they can now create using digital media, and its impact on long term profitability.It guides you on a step by step through the five stages of the framework:1. Expose your brand2. Attract people to your brand territory3. Engage providing valuable experiences4. Retain attention over the long term5. Influence perception, intent or behaviorWe also provide the set of KPIs that need to be measured at each of the stages. KPIs are designed to fulfill two different needs: the need to optimize efforts on a day-by-day basis, and the need to assess high-level success at each of the stages of the framework. Finally, we'll help you bring accountability by surfacing the link between your online branding efforts and the most important outcomes expected from any branding campaign: to drive sales and to grow loyalty.
Origin And Branding In International Market Entry Processes
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Author : Silva, Carlos Francisco e
language : en
Publisher: IGI Global
Release Date : 2023-09-07
Origin And Branding In International Market Entry Processes written by Silva, Carlos Francisco e and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-07 with Business & Economics categories.
In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.
