Strategic Brand Engagement
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Strategic Brand Engagement
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Author : John G Fisher
language : en
Publisher: Kogan Page Publishers
Release Date : 2013-11-03
Strategic Brand Engagement written by John G Fisher 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 2013-11-03 with Business & Economics categories.
The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.
Leveraging Effective Brand Engagement Strategies
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Author :
language : en
Publisher:
Release Date : 2011
Leveraging Effective Brand Engagement Strategies written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Branding (Marketing) categories.
Leveraging Effective Brand Engagement Strategies provides an authoritative, insiders perspective on inspiring customers and motivating employees with a compelling branding strategy. Featuring marketing executives from some of the top companies in the nation, this book analyzes how differentiation, strategic messaging, customer relevancy, and personal connections can influence a companys image and reputation. From improved employee morale to increased word-of-mouth support, the authors highlight the numerous benefits of an effective engagement strategy while demonstrating how to make these initiatives a companywide effort. Additionally, the experts address important factors such as simplicity, transparency, and consistency in communications along with the biggest challenges they face when driving brand engagement. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the leading marketing minds of today, as these executives offer their thoughts on creating a brand engagement strategy that portrays the companys personality, differentiates from the competition, and positions the organization for long-term success.
Brand Engagement
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Author : Wendy McWilliams
language : en
Publisher: Lulu.com
Release Date : 2013
Brand Engagement written by Wendy McWilliams and has been published by Lulu.com this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with Business & Economics categories.
This is a must-have book for all SMEs who want practical advice on public relations and other techniques to create low cost and effective PR campaigns. The spark to write this book came after the public relations company I established in 1992, WMC Public Relations, turned 20. It jolted me into thinking about everything that I had learnt since starting my PR career and all my past experiences that are now woven into my professional makeup. I thought it was time to share what I know with small to medium sized enterprises so that they may be helped in establishing and growing their brand, that it engages their stakeholders and continues to shine. The book includes chapters from high profile business people who share their knowledge on subjects including sales, innovation, customer engagement, member relationship management, strategic alliances, social media and SEO.
Brand Triad
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Author : Bill Nissim
language : en
Publisher: iUniverse
Release Date : 2008
Brand Triad written by Bill Nissim and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Organizations of all kinds forge their brand's strategic trajectory on a daily basis, whether consciously or unintentionally. This occurs through deliberate planning and execution, chastening of market fads, or response to a competitive threat. Whatever the root cause, a direction emerges and the consequences unveil themselves somewhere along the brand's journey. The primary value of the Brand Triad Model is that of a strategic assessment and repositioning tool for business managers and marketers alike. This is, by no means, a "silver bullet" axiom for all business ailments. The real value lies in the discovery and recognition process to uncover your brand's current state. In a world that moves at breakneck speeds, parsing out time to step back and take stock of your business and future direction is not only important, but healthy.
Customer Engagement Marketing
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Author : Robert W. Palmatier
language : en
Publisher: Springer
Release Date : 2017-08-29
Customer Engagement Marketing written by Robert W. Palmatier and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-29 with Business & Economics categories.
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Beloved Brands
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Author : Graham Robertson
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2018-01-06
Beloved Brands written by Graham Robertson and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-06 with categories.
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
The Community Manager S Playbook
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Author : Lauren Perkins
language : en
Publisher:
Release Date : 2015
The Community Manager S Playbook written by Lauren Perkins and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015 with categories.
Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you'll quickly understand that creating and fostering an online community around a product or brand is a powerful way to boost marketing efforts, gain valuable insight into consumers, increase revenue, improve consumer loyalty, and enhance customer service efforts. Companies now have the unprecedented opportunity to integrate their brand's messaging into the everyday lives of their target audiences. But while supporting the growth of online communities should be at the top of every company's priority list, all too often it falls by the wayside. That's why brand strategy expert and digital marketer Lauren Perkins wrote The Community Manager's Playbook (#CMplaybook on Twitter), a must-read guide for business and brand builders who need to strengthen their approach to online B2C community management and customer engagement. As Perkins explains, if companies want to create thriving online communities focused on their product or brand, they must do more than simply issue a few tweets a day, create (and then abandon) a Facebook page, and blog every once in a while. Instead, organizations of all sizes must treat community management as a central component of their overall marketing strategy. When they do, they will be rewarded handsomely with greater brand awareness, increased customer use and retention, lower acquisition costs, and a tribe of consumers who can't wait to purchase their next product. Perkins not only teaches readers how to build an engaging community strategy from the ground up, but she also provides them with the tactical community management activities they need to acquire and retain customers, create compelling content, and track their results along the way. Distinctive in its comprehensive, step-by-step approach to creating online communities that are fully consistent with a company's existing brand voice, The Community Manager's Playbook: Explains how excellent community management provides a competitive advantage with a large impact on sales Provides an in-depth overview of brand and business alignment Teaches readers how to identify their community's online target audience and influence their needs and wants Details the appropriate online channels through which content should be distributed Champions the use of an agile approach through repeated testing to maximize the return on every company investment Discusses the many diverse metrics that can be used to measure community scope Today, there is no brand strategy without a community strategy. Companies that are not developing communities are losing control of their brands and missing opportunities to optimize their marketing investments. With The Community Manager's Playbook as their guide, however, marketing professionals and the companies and brands they represent will be equipped with the tools they need to manage their online marketing efforts, engage their core customers at every level, leverage community insights into the product development cycle, and ensure that their messaging is heard across all corners of the digital landscape.
Social Media Strategy
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Author : Julie Atherton
language : en
Publisher: Kogan Page Publishers
Release Date : 2023-10-03
Social Media Strategy written by Julie Atherton 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 2023-10-03 with Business & Economics categories.
Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and latest developments. Integrated marketing and PR strategies are a requirement for all businesses but with the explosion of social media and content marketing many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering and measuring social media's contribution to your business through: - Identifying and targeting audience segments - Maximizing social search - Enhanced reputation management - Managing a diversified influencer portfolio - Selecting the right channels for organic and paid social - Creating a process and structure to improve efficiencies - Using appropriate technology including AI With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers and brands including TUI, Greggs, Lego, Ryan Air, National Geographic and others. Social Media Strategy delivers a long-term solution for maximizing social media-led business development.
Strategic Brand Management Building Measuring And Managing Brand Equity Global Edition
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Author : Kevin Lane Keller
language : en
Publisher: Pearson UK
Release Date : 2019-07-04
Strategic Brand Management Building Measuring And Managing Brand Equity Global Edition written by Kevin Lane Keller and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-04 with Business & Economics categories.
For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you will receive via email the code and instructions on how to access this product. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
The Power Of Brand Engagement
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Author : Gaurav Gulati
language : en
Publisher:
Release Date : 2018-05-16
The Power Of Brand Engagement written by Gaurav Gulati and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-16 with Business & Economics categories.
The Power of Brand Engagement is a quick guide to winning customers. It aims to help you tackle your brand engagement hurdles and finally take your brand to the next level. With detailed explanations of how and why brand engagement is crucial to long-term success and dozens of proven methods to setting yourself apart from your competitors, this guide helps you get from A to Z with ease. Every business owner wants to have and hold onto a connection with their customers. This book can help you make that happen. That connection leads to customer loyalty and long-term success. Skip the gimmicks and head back to the basics to create a memorable brand that will resonate with existing customers and will attract future customers. This in-depth knowledge also extends beyond customers. It will also help you to build brand culture. If you're ready to build on your brand acumen, this book will teach you everything you need to know.