Advances In Corporate Branding
Download Advances In Corporate Branding full books in PDF, epub, and Kindle. Read online free Advances In Corporate Branding ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads.
Author |
: John M. T. Balmer |
Publisher |
: Springer |
Total Pages |
: 219 |
Release |
: 2016-11-14 |
ISBN-10 |
: 9781352000085 |
ISBN-13 |
: 1352000083 |
Rating |
: 4/5 (85 Downloads) |
Synopsis Advances in Corporate Branding by : John M. T. Balmer
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Author |
: Francisco J. Martinez-Lopez |
Publisher |
: Springer Nature |
Total Pages |
: 178 |
Release |
: 2020-05-13 |
ISBN-10 |
: 9783030477646 |
ISBN-13 |
: 3030477649 |
Rating |
: 4/5 (46 Downloads) |
Synopsis Advances in National Brand and Private Label Marketing by : Francisco J. Martinez-Lopez
This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). 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. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?
Author |
: Jean-Noël Kapferer |
Publisher |
: Springer |
Total Pages |
: 262 |
Release |
: 2017-09-21 |
ISBN-10 |
: 9783319511276 |
ISBN-13 |
: 3319511270 |
Rating |
: 4/5 (76 Downloads) |
Synopsis Advances in Luxury Brand Management by : Jean-Noël Kapferer
Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.
Author |
: Hagai Gringarten |
Publisher |
: Routledge |
Total Pages |
: 214 |
Release |
: 2019-04-15 |
ISBN-10 |
: 9780429809330 |
ISBN-13 |
: 0429809336 |
Rating |
: 4/5 (30 Downloads) |
Synopsis Ethical Branding and Marketing by : Hagai Gringarten
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.
Author |
: Paul Temporal |
Publisher |
: John Wiley & Sons |
Total Pages |
: 207 |
Release |
: 2011-09-15 |
ISBN-10 |
: 9781118181584 |
ISBN-13 |
: 1118181581 |
Rating |
: 4/5 (84 Downloads) |
Synopsis Advanced Brand Management by : Paul Temporal
Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.
Author |
: Jean-Noël Kapferer |
Publisher |
: Kogan Page Publishers |
Total Pages |
: 512 |
Release |
: 2012-01-03 |
ISBN-10 |
: 9780749465162 |
ISBN-13 |
: 0749465166 |
Rating |
: 4/5 (62 Downloads) |
Synopsis The New Strategic Brand Management by : Jean-Noël Kapferer
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.
Author |
: Francisco J. Martínez-López |
Publisher |
: Springer Nature |
Total Pages |
: 336 |
Release |
: 2021-05-26 |
ISBN-10 |
: 9783030765200 |
ISBN-13 |
: 3030765202 |
Rating |
: 4/5 (00 Downloads) |
Synopsis Advances in Digital Marketing and eCommerce by : Francisco J. Martínez-López
This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics.
Author |
: Paul Temporal |
Publisher |
: Harriman House Limited |
Total Pages |
: 312 |
Release |
: 2019-02-25 |
ISBN-10 |
: 9780857195890 |
ISBN-13 |
: 0857195891 |
Rating |
: 4/5 (90 Downloads) |
Synopsis ADVANCED BRAND MANAGEMENT - 3RD EDITION by : Paul Temporal
Brands have never been more important than they are today. As Paul Temporal explains in this fully revised and updated third edition of his classic bestseller, the challenges of the business world are greater now than ever before. Brand managers have to cope with a broader range of variables and pressures from the marketplace and consumers. The lifeline of a strong brand can mean the difference between success and failure, or survival and extinction, in this turbulent environment. But what constitutes a strong brand? How should it be developed and managed? How do you activate and manage a winning brand strategy? Advanced Brand Management is the indispensable guide that provides all the answers. Paul Temporal addresses every issue related to brand management in the 21st century, providing the background theory and illustrating this with thoughtful case studies from across the business world. In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Throughout, there is an increased emphasis on brand strategy and updates to case studies, with entirely new cases being added. If you want to make your own branding a success, you can’t afford to be without Advanced Brand Management.
Author |
: Jeremy Miller |
Publisher |
: Dundurn |
Total Pages |
: 277 |
Release |
: 2015-01-10 |
ISBN-10 |
: 9781459728127 |
ISBN-13 |
: 1459728122 |
Rating |
: 4/5 (27 Downloads) |
Synopsis Sticky Branding by : Jeremy Miller
#1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Author |
: Metin Kozak |
Publisher |
: Routledge |
Total Pages |
: 294 |
Release |
: 2009-09-10 |
ISBN-10 |
: 9781135218904 |
ISBN-13 |
: 1135218900 |
Rating |
: 4/5 (04 Downloads) |
Synopsis Advances in Tourism Destination Marketing by : Metin Kozak
This volume provides original insight into the operational opportunities, challenges and constraints in managing Tourism Destination Marketing. It explores how the various tourist destination systems including tourist, places (as seen by the tourist), public and private tourism organisations and the social and physical environment can effectively communicate and co operate together at a profit for each. Advances in Destination Marketing offers a comprehensive review of a wide range of aspects related to marketing tourism products including networks in destinations, consumer experiences in destinations, destination branding, destination image, events in destinations and destination tourism products. Throughout the book a network analysis perspective is applied to offer alternative solutions of how each system can share network knowledge and system knowledge so profits can be created effectively and maximised. The exploration of new topics such as Destination Networks and Destination Branding as well as original international empirical research and case studies from well known researchers in the area, provides new thinking on Marketing Tourism Destinations. The relevance of the arguments and the salient conclusions are valuable in the study of an ever dynamic and burgeoning industry. This stimulating volume will be of interest to higher level students, academics, researchers within Tourism and practitioners in the industry.