The Rise Of Brands
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The Rise Of Brands
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Author : Liz Moor
language : en
Publisher: Berg
Release Date : 2007-12-15
The Rise Of Brands written by Liz Moor and has been published by Berg this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-15 with Social Science categories.
"Brands and logos are all around us - from the clothes we wear and the objects we buy, to the advertisements which cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire." "Branding is now a growing industry, applied not only to commodities but to charities, cities, the worlds of sport and entertainment, even government initiatives. Such is the ubiquity and power of branding that it is increasingly taken as a sign of the commodification of everyday life and the rapacity of corporate power." "Examining the brand in history, the growth of national and global brands, the changing approaches of the branding industry and the exploration of new spaces for advertising, The Rise of Brands analyses exactly how brands develop and operate in contemporary society."--BOOK JACKET.
The Fall Of Advertising And The Rise Of Pr
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Author : Al Ries
language : en
Publisher: Harper Collins
Release Date : 2009-03-17
The Fall Of Advertising And The Rise Of Pr written by Al Ries and has been published by Harper Collins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-03-17 with Business & Economics categories.
Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
Brands
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Author : Marcel Danesi
language : en
Publisher: Psychology Press
Release Date : 2006
Brands written by Marcel Danesi and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Social Science categories.
Marcel Danesi's book provides an accessible guide to the subject of brands and brand identity. Topics covered include the origins of brands, naming and brand image, brands and consumer culture, advertising campaigns, and the rise of the anti-brand movement.
Commercial Communication In The Digital Age
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Author : Gabriele Siegert
language : de
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2017-04-10
Commercial Communication In The Digital Age written by Gabriele Siegert and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-10 with Social Science categories.
In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.
The Road To Luxury
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Author : Ashok Som
language : en
Publisher: John Wiley & Sons
Release Date : 2021-10-26
The Road To Luxury written by Ashok Som 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 2021-10-26 with Business & Economics categories.
Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. Readers will also benefit from the inclusion of: An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China The creation of savoir faire and business plan competitions in the luxury industry LVMH's sponsoring of Viva Technology Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, The Road to Luxury will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.
World War Brands World War Ii And The Rise Of The Modern American Brand
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Author : Barry Silverstein
language : en
Publisher: GuideWords Publishing
Release Date : 2021-09-02
World War Brands World War Ii And The Rise Of The Modern American Brand written by Barry Silverstein and has been published by GuideWords Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-02 with Business & Economics categories.
How the Modern American Brand was Born World War II had a profound impact on American brands. In addition to brands directly aligning their products with the war effort, some brands used the war as a clever way to engender positive perceptions by distributing products to American forces. Other brands actually had their roots in the war. Just as important, the post-war economy led to the rise of the American middle class. The war fueled strong economic growth that turned the country into a major global force. Post-war America became a bubbling cauldron of scores of inventive, innovative brands. When television came along, marketing those brands rose to a whole new level. Brand marketing expert Barry Silverstein traces the development of the American brand from World War I through the 1920s and 1930s. Then he explores the interrelationship of World War II and American brands, showing how the war itself was "branded," how brand advertisers leveraged the war, and how the post-war economy helped birth the modern brand. Included are scores of stories about some of the best-known brands of the '40s and '50s. Silverstein concludes the book by examining brands in the context of American post-war culture, moving from the war's end into the 1950s and 1960s. He demonstrates how the consumerism of post-war America led quite directly to the birth of breakthrough brands and modern brand marketing strategies. Many brands from this time have survived and thrived into the 21st Century. In this book you'll learn: - How Coca-Cola, Disney and other great American brands played an integral role in World War II - Why some American brands chose to do business with Nazi Germany - How television influenced the rise of the modern American brand - Plus, see 38 vintage ads that reflect the wartime economy. This unique book takes a fresh look at the impact of World War II on America from a marketing perspective. History and brand buffs alike will be enthralled by WORLD WAR BRANDS!
How Brands Grow
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Author : Byron Sharp
language : en
Publisher: OUP Australia & New Zealand
Release Date : 2010-03-11
How Brands Grow written by Byron Sharp and has been published by OUP Australia & New Zealand this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-03-11 with Business & Economics categories.
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
Advances In Chinese Brand Management
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Author : John M. T. Balmer
language : en
Publisher: Springer
Release Date : 2016-11-14
Advances In Chinese Brand Management written by John M. T. Balmer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-14 with Business & Economics categories.
This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.
The Rise Of The Craft Brand
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Author : Ben Zifkin
language : en
Publisher: Lioncrest Publishing
Release Date : 2016-06-06
The Rise Of The Craft Brand written by Ben Zifkin and has been published by Lioncrest Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-06-06 with Business & Economics categories.
Big Retailers. Big Brands. Big Changes. The world of commerce is dramatically changing. The age of big retailers and big brands is giving way to a new type of commerce that is driven by unstoppable changes in technology and the economy. As a result, "craft brands" are coming to the forefront-brands that thrive on their uniqueness and their bond with consumers. Leaner, sleeker, and faster, Craft Brands are deeply disrupting commerce by building engaged communities, creating unique value propositions, and out-innovating monolithic, legacy brands and retailers. This book is a guide to the forces reshaping buying and selling, and how those forces are pushing us toward a decentralized world of commerce in which craft brands reign. It shows why quality and resonance are the most important drivers of craft brand success-and it lays out strategies and case studies that emerging craft brands (or big brands struggling to stay relevant) can emulate.
The Rise Of Hedgefox Brands
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Author : Aj Fernandez
language : en
Publisher:
Release Date : 2020-11-11
The Rise Of Hedgefox Brands written by Aj Fernandez and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-11 with categories.
Is your brand a hedgehog? Is it a fox? It could be a combination of both: a hedgefox. In the Rise of Hedgefox Brands, you will learn how our current neuroscience knowledge allows us to combine the strength of specialist brand strategists (hedgehogs) with the innovative approaches created by brand generalists (foxes). This fusion is excellent during moments of abundance, but it is incredibly powerful in challenging times. It maximizes brand strength to help companies survive and even thrive in difficult periods. The Rise of Hedgefox Brands dives into brain science applied to brands in a practical and straightforward way. It dissects a brand key components (simplicity, trust, and attraction) to create a path for developing more fitting brand extensions. After reading it, you will have a greater awareness of why we buy brands and how this understanding may help your company connect more effectively to your customers.