The Business Of Brands
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The Business Of Brands
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Author : Jon Miller
language : en
Publisher: John Wiley & Sons
Release Date : 2005-01-14
The Business Of Brands written by Jon Miller 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 2005-01-14 with Business & Economics categories.
This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.
Strategy And Management Of Industrial Brands
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Author : Philippe Malaval
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-12-06
Strategy And Management Of Industrial Brands written by Philippe Malaval and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-12-06 with Business & Economics categories.
Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'. Five major brand categories are dealt with in separate chapters: -entering goods brands; -intermediary equipment goods brands; -equipment goods brands; -business-to-business service brands; and -industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector.
Advertising And The Business Of Brands
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Author : Bruce Bendinger
language : en
Publisher: Ingram
Release Date : 2004
Advertising And The Business Of Brands written by Bruce Bendinger and has been published by Ingram this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
An introduction to careers and concepts in advertising and marketing. This book will introduce you to advertising the part you see- and the part you don't see - The Business of Brands.
Advertising The Business Of Brands
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Author : Bruce Bendinger
language : en
Publisher:
Release Date : 2001
Advertising The Business Of Brands written by Bruce Bendinger 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.
Brands On A Mission
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Author : Myriam Sidibe
language : en
Publisher: Routledge
Release Date : 2020-05-10
Brands On A Mission written by Myriam Sidibe and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-10 with Business & Economics categories.
Winner of the Bronze 2021 AXIOM Business Book Award in the category of Philanthropy / Nonprofit / Sustainability. Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy – and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever, built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery and LIXIL have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Director, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN) and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030. The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.
Branding For Dummies
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Author : Bill Chiaravalle
language : en
Publisher: John Wiley & Sons
Release Date : 2014-12-31
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 2014-12-31 with Business & Economics categories.
Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more. Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.
Advertising And The Business Of Brands
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Author : Bruce Bendinger
language : en
Publisher: Routledge
Release Date : 2009
Advertising And The Business Of Brands written by Bruce Bendinger and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Advertising categories.
Twelve of the top professors in ad education team up to create an up-to-date introduction to the fast-changing worlds of advertising and marketing. If you want to learn how the ad business really works and where you can get started, this book is worth reading. From the Introduction all the way through "You and Your Career." Want to know more? Visit the Study Hall at adbuzz.com and try the Practice Tests.
Fundamentals Of Branding
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Author : Javier Casanoves Boix
language : en
Publisher: Profit Editorial
Release Date : 2020-03-09
Fundamentals Of Branding written by Javier Casanoves Boix and has been published by Profit Editorial this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-09 with Social Science categories.
The main objective of this book is to help you understand the idiosyncrasies of the brand and its strategic management in the company. With this end in mind, it has been divided into two blocks, as detailed below. Chapters 1 to 5 form the first block, which offers a framework based on the conceptualization, types and need to promote the brand. From there, brand equity and brand capital are studied in terms of concepts, characteristics and perspectives of analysis. Once stipulated, the main models of brand equity and brand capital proposed in the literature are detailed, deciphering the elements most commonly accepted in subsequent research and in the business field. Finally, these key elements are described, analyzing their characteristics, measurement indicators and strategic implications for the company. Chapters 6 and 7 form the second block, which provides a clear view of the concept and importance of the discipline of branding, as well as the need to understand how the human brain and heart work together with the soul of brands. From there, the importance of creating a brand culture in the organization is explained, emphasizing the commitment to the firm as a flag and developing an appropriate organizational structure to carry out the process of managing brands. Next, the importance of strategic management is examined, defining a proposal for a branding plan. Finally, we analyse the new trends developed in terms of brand, highlighting the importance of digital integration, the empowerment of human capital and the creation of virtual communities associated with it.
Branding That Means Business
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Author : Matt Johnson
language : en
Publisher: Hachette UK
Release Date : 2022-10-25
Branding That Means Business written by Matt Johnson and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-25 with Business & Economics categories.
A revelatory guide on how to build, sustain and grow a brand. A brand is either beloved, or it’s noise. We live in a fast-paced world of immediate gratification where consumers can listen to any song, watch any movie, or read any article, with the touch of a few buttons. They are peppered with hyper-personalized targeting for products that can be ordered seamlessly and arrive within hours. And if your brand isn’t the first to come to mind, they’ll click that button and it’ll be delivered by someone else. So how do you make sure your brand connects with consumers? Branding that Means Business draws from the authors’ experience and business literature as well as psychology, sociology, and even anthropology to show readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers will learn how to create, maintain, and operationalize their brand, and think creatively about how to differentiate their product and most importantly, make consumers fall in love with it.
Building Brands Directly
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Author : Stewart Pearson
language : en
Publisher: Springer
Release Date : 2016-07-27
Building Brands Directly written by Stewart Pearson and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-07-27 with Business & Economics categories.
New competition, technology and economics have changed the behaviour of markets and the practice of marketing. Customers are more discerning, and demand more quality, service and choice. Established brands are under threat. New brands are tougher than ever to build. How to create business value by sustaining existing brands and building new brands is the priority of our major business leaders, the managers to whom they entrust their brands and the students who are the brand stewards of the future. In this book Stewart Pearson explains how to build your brands directly: by investing in the loyalty of your customers and explains the commercial realities behind today's marketing headlines.