Download or read book Brand Awareness written by and published by BoD – Books on Demand. This book was released on 2024-07-10 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: This insightful book explores the evolving landscape of brand perception, presenting new strategies, consumer behavior analysis, and technological innovations reshaping how brands connect with their audiences. From the influence of social media to the power of storytelling, this book navigates through the latest trends and breakthroughs, offering insights for marketers, entrepreneurs, and anyone intrigued by the art of brand building. Engaging case studies and expert perspectives show the reader how to create lasting impressions in today’s competitive market. Brand Awareness - Recent Advances and Perspectives is an indispensable guide for those seeking to elevate their brand’s impact and relevance in an ever-evolving digital age.

Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2012-10-11 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

Download or read book Creating a Brand Identity A Guide for Designers written by Catharine Slade-Brooking and published by Laurence King Publishing. This book was released on 2016-01-18 with total page 427 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted process. Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, rebranding and launching the new identity. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more.

Download or read book Brand Metrics written by Jacek Kall and published by Taylor & Francis. This book was released on 2021-09-08 with total page 155 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.

Download or read book Book of Branding written by Radim Malinic and published by Brand Nu Limited. This book was released on 2019-11-11 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: Book of Branding is an essential addition to the start-up toolkit, designed for entrepreneurs, founders, visual designers, brand creators and anyone seeking to decode the complicated world of brand identity. The conversational, jargon free, tone of the book helps the reader to understand essential elements of the brand identity process. Offering first hand experience, insights and tips throughout, the book uses real life case studies to show how great collaborative work can be achieved. Book of Branding is a creative guide for new businesses, start-ups and individuals, which puts visual identity at the heart of brand strategy.

Download or read book Logistics and Supply Chain Management written by Zohreh Molamohamadi and published by Springer Nature. This book was released on 2021-10-29 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes selected and revised papers from the 7th International Conference Logistics and Supply Chain Management, held in December 2020 in Tehran, Iran. Due to the COVID-19 pandemic the conference was held online. The 17 full papers and 2 short papers pressented were thoroughly reviewed and selected out of 70 submissions. The papers are organized in the topical sections on ​information technology in supply chain management; production/scheduling and transportation in supply chain management; sustainable and resilient supply chain management; humanitarian supply chain management.

Download or read book Hospitality Branding written by Chekitan Dev and published by Cornell University Press. This book was released on 2012-11-20 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool-all driven by the preeminence of the brand. Chekitan S. Dev's Hospitality Branding brings together the most important insights from the author's many years of research and experience, all in a single volume. Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.

Download or read book What s in a Name written by John Philip Jones and published by M.E. Sharpe. This book was released on 2003 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.

Download or read book Strategic Advertising Management written by Richard Rosenbaum-Elliott and published by . This book was released on 2020-12-25 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

Download or read book Advances in Business Management and Entrepreneurship written by Ratih Hurriyati and published by CRC Press. This book was released on 2020-12-07 with total page 1168 pages. Available in PDF, EPUB and Kindle. Book excerpt: The GCBME Book Series aims to promote the quality and methodical reach of the Global Conference on Business Management & Entrepreneurship, which is intended as a high-quality scientific contribution to the science of business management and entrepreneurship. The Contributions are expected to be the main reference articles on the topic of each book and have been subject to a strict peer review process conducted by experts in the fields. The conference provided opportunities for the delegates to exchange new ideas and implementation of experiences, to establish business or research connections and to find Global Partners for future collaboration. The conference and resulting volume in the book series is expected to be held and appear annually. The year 2019 theme of book and conference is "Transforming Sustainable Business In The Era Of Society 5.0". The ultimate goal of GCBME is to provide a medium forum for educators, researchers, scholars, managers, graduate students and professional business persons from the diverse cultural backgrounds, to present and discuss their research, knowledge and innovation within the fields of business, management and entrepreneurship. The GCBME conferences cover major thematic groups, yet opens to other relevant topics: Organizational Behavior, Innovation, Marketing Management, Financial Management and Accounting, Strategic Management, Entrepreneurship and Green Business.

Download or read book Handbook of Research on Customer Equity in Marketing written by V. Kumar and published by Edward Elgar Publishing. This book was released on 2015-01-30 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizin

Download or read book The New Strategic Brand Management written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2008 with total page 576 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning 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. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

Download or read book The Future of Service Post COVID 19 Pandemic Volume 2 written by Jungwoo Lee and published by Springer Nature. This book was released on 2021-02-10 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book adds to the discussion from Volume 1 by providing insights and stimulating new thinking about the changing nature of services and marketing, service work and workers, and service experiences during and after the COVID-19 pandemic in 2020, particularly focusing on services marketing. This book serves as a useful resource for business practitioners and academics in the areas of service management and marketing responses during a pandemic. Each chapter deals with specific current issues within these industries due to COVID-19 and issues that will come up post-pandemic. As COVID-19 is expected to change the service practice and promote the utilization of novel methods, such as untact marketing, untact service, telecommuting, alternative work arrangements, job crafting, and new work skills, a range of examples and cases are provided to elaborate on applying these emerging new concepts within the service sector.

Download or read book Economic and Business Management 2022 written by Bogdan Lent and published by CRC Press. This book was released on 2023-04-04 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Due to the impact of the epidemic in recent two years, the world economy has suffered great fluctuations. "Digital Finance", "Internet Finance" and "Science and Technology Finance" have gradually become hot spots in the industry, while enterprise development is also facing more challenges and difficulties. How should enterprises face the new situation and transformation? Economic and Business Management 2022 discusses the topics below: Economics: Marketing; Finance and Securities; Regional Economic; Tourism Economy; Economic Theory; Ecological Economy; Resources Economy; E-Commerce/Ebusiness; Finance and Tax. Business Management: Human resources; Market management; Sales management; Business management; Quality Management; Production management; Cultural system and mechanism; Fund management. The book is of interest to academics and professionals involved or interested in the fields mentioned above.

Download or read book Advances in Corporate Branding written by John M. T. Balmer and published by Springer. This book was released on 2016-11-14 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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'.

Download or read book Public Health Branding written by W Douglas Evans and published by Oxford University Press, USA. This book was released on 2008-09-11 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, public health marketing and mass media campaigns have begun using public health branding strategies to change health behavior. This book argues for the importance of public health branding as a critical strategy in changing population behaviors, allowing lasting health outcome benefits.