On Brand
DOWNLOAD
Download On Brand PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get On Brand book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Wally Olins On Brand
DOWNLOAD
Author : Wally Olins
language : en
Publisher:
Release Date : 2003
Wally Olins On Brand written by Wally Olins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
Brands are a cultural phenomenon of our time. Yet, whether praised or derided, they have suffered from a critical debate characterized by routine thinking, glib assumptions, or mere prejudice. Wally Olins draws on a lifetime of marketing experience to explain why it is time to throw the old mission statements away, what happens when a brand goes global, when we shouldn't automatically assume that the customer comes first, and how it might be good news that branding is set to spread even further.Above all, Olins provides a positive rejoinder to the new orthodoxies of the "No Logo" critics of branding by showing how they confuse their views about brands with their views about capitalism. As he argues, brands are no longer just about corporations, products, and services. In fact, all the significant institutions in our livesthe towns, cities, regions, or countries in which we live, our sports teams and museums, our consumer groups and charitiesare given strength, identity, a defining role, and a satisfying cohesion via branding, one of the most significant socialas well as businessdevelopments of modern times. Always wise, questioning, and iconoclastic, Wally Olins takes us to the literal heart of the matter: our crucial neglect of the way in which consumer decisions about brands are as emotional as all the other important decisions in our lives. For everyone in marketing, advertising, design, and business, and for anyone who wants to understand how the world works in the early twenty-first century, this is one of those rare books that breaks the mold. 65 illustrations.
Cross Cultural Brand Personality And Brand Desirability
DOWNLOAD
Author : Corinna Colette Vellnagel
language : en
Publisher: Springer Nature
Release Date : 2020-08-13
Cross Cultural Brand Personality And Brand Desirability written by Corinna Colette Vellnagel and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-13 with Business & Economics categories.
This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.
Origin And Branding In International Market Entry Processes
DOWNLOAD
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.
Advances In National Brand And Private Label Marketing
DOWNLOAD
Author : Francisco J. Martínez-López
language : en
Publisher: Springer Nature
Release Date : 2021-05-16
Advances In National Brand And Private Label Marketing written by Francisco J. Martínez-López and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-16 with Business & Economics categories.
This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment.
The Damaging Effect Of Brand Overexposure On Brand Equity Dimensions Of Luxury Streetwear Brands
DOWNLOAD
Author : Marten Anton Wolters
language : en
Publisher: GRIN Verlag
Release Date : 2024-02-01
The Damaging Effect Of Brand Overexposure On Brand Equity Dimensions Of Luxury Streetwear Brands written by Marten Anton Wolters and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-02-01 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Glasgow Caledonian University (GCU London), language: English, abstract: This study provides valuable recommendations for brand managers and media planners for controlling brand related content in social networks, and for future researchers when exploring the effects of social interactions on brand equity elements. Brand managers and researchers have limited understanding of overexposure and its impact on consumer’s perception of the brand. Particularly the segment of streetwear in fashion has not been assessed by research much, despite its commercial success and impact on the fashion market. This insightful book explores how excessive visibility and saturation in the market can adversely impact brand perception, customer loyalty, and overall brand equity. Drawing on comprehensive research and case studies, the author dissects the nuanced interplay between visibility, exclusivity, and authenticity in the realm of luxury streetwear. Readers can expect to gain a deep understanding of the challenges faced by these brands in maintaining a delicate balance between accessibility and exclusivity, shedding light on the potential pitfalls of overexposure that can erode the unique allure of luxury streetwear labels.
Brandwatching
DOWNLOAD
Author : Giles Lury
language : en
Publisher:
Release Date : 2001
Brandwatching written by Giles Lury and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Advertising categories.
Branding is one of the most important developments of the 20th century and is likely to be of key importance well into the 21st century. Giles Lury sets the subject in its proper historical context, and looks at how brands develop, and how they get their names and characteristics. He demonstrates how a successful brand identity builds up, and identifies the key elements that make up a successful brand. He discusses the subject with constant reference to the major brands on the world stage today - Coca-Cola, McDonalds, Virgin, The Body Shop, Disney and many more. This is the second edition of Brandwatching and includes three new chapters: 'How far has branding spread?' 'What does the future hold for branding?' and 'Is branding on the web really that different to other forms of branding?'. Brandwatching is a complete appraisal of branding as it stands today, as it has built up in the past and as it is likely to develop in the future. It is essential reading to marketing managers, students of marketing and anyone interested in the phenomenon of branding. What is a brand? What are the origins of branding? Are there different types of branding? Why do we buy brands?What are brand managers and what do they do? How do brands get their names? What is brand personality and why does a brand need one? What are brand icons and what roles do they play? What is brand positioning and where does it fit into the marketing mix? Why do brands advertise? How do brands grow? What is a brand extension and why is it so popular? Where do new brands come from? What makes a successful brand? What is the world's most valuable brand? Who owns which brands? What is brandographics? How far has branding spread? Is branding on the web really that different to other forms of branding? What does the future hold for branding?
Ethical Branding And Marketing
DOWNLOAD
Author : Hagai Gringarten
language : en
Publisher: Routledge
Release Date : 2019-04-15
Ethical Branding And Marketing written by Hagai Gringarten and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-15 with Business & Economics categories.
Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today’s branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding. The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world.
Developing Successful Global Strategies For Marketing Luxury Brands
DOWNLOAD
Author : Mosca, Fabrizio
language : en
Publisher: IGI Global
Release Date : 2021-03-26
Developing Successful Global Strategies For Marketing Luxury Brands written by Mosca, Fabrizio and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-26 with Business & Economics categories.
In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.
Branding Books Across The Ages
DOWNLOAD
Author : Helleke van den Braber
language : en
Publisher: Amsterdam University Press
Release Date : 2021-04-20
Branding Books Across The Ages written by Helleke van den Braber and has been published by Amsterdam University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-20 with Business & Economics categories.
As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.
Nation Brand Perception And Attitude From Citizen And Non Citizen Perspectives In Vietnam
DOWNLOAD
Author : Van Ha Luong
language : en
Publisher: GRIN Verlag
Release Date : 2017-05-04
Nation Brand Perception And Attitude From Citizen And Non Citizen Perspectives In Vietnam written by Van Ha Luong and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-05-04 with Business & Economics categories.
Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 16, ESCP Europe Business School - Campus Paris, course: Nation branding, language: English, abstract: This thesis aims to explore the perception and attitude on the Nation Brand of Vietnam from the perspectives of its people and outside residents (hereinafter referred to as Citizens and Non-citizens) based on the Anholt's Hexagon conceptual framework (a Nation Brand framework suggested by Simon Anholt). The study also examined the impact of the elements that make up Nation Brand on the attitude of its audiences. An online survey approach was used to collect the data with a sample of 436 Vietnamese Citizens and 100 non-citizens. Exploratory Factor Analysis (EFA) and Multiple Linear Regression then were employed to analyze the data with SPSS software. Findings of this empirical research indicate that Vietnam is perceived by its Citizens through only Tourism, Political efforts of the government (Governance), People and Export dimensions while all six dimensions of Anholt's Hexagon (People, Tourism, Governance, Investment, Culture, Export) existed in the perception of non-citizens. Implications also exist for policy makers and stakeholders about the importance of each elements of Nation brand on audiences’ attitude.