Download or read book Brand Elevation written by Wolfgang Schaefer and published by Kogan Page Publishers. This book was released on 2021-01-03 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.

Download or read book Brand Elevation written by Wolfgang Schaefer and published by Kogan Page. This book was released on 2020-07-03 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Put brand theory into action and learn from the strategies and expertise of luxury organizations, to understand why certain brands become stellar prestige brands.

Download or read book Rethinking Prestige Branding written by Wolfgang Schaefer and published by Kogan Page Publishers. This book was released on 2015-05-03 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

Download or read book Managing Luxury Brands written by Eleonora Cattaneo and published by Kogan Page Publishers. This book was released on 2023-03-03 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present. Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides and video interviews with industry experts. This textbook is an invaluable resource for any student studying luxury brand management.

Download or read book Landscape and Branding written by Nicole Porter and published by Routledge. This book was released on 2015-10-05 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Landscape and branding explores the way landscape is conceptualised, conceived, represented and designed by professionals in a brand-driven age. Landscape - incorporating tangible physical space as well as intangible concepts, narratives, images, and experiences of place - is constructed by a number of creative industries. This book tests the hypothesis that place branding, a powerful marketing and management practice, increasingly blurs the distinction between the promotion of landscape and its production in design terms. Place branding involves the strategic and systematic composition of single-minded, experiential and market-friendly place identities which are consistently communicated across various media, including physical space. How does this implicate or transform notions of place, nature, landscape experience, and the qualitative value of landscape itself? How does this affect the role of landscape architecture? To answer these questions, place branding theory and practice is critically examined alongside an in depth case study of one specific landscape - the Blue Mountains (Australia). Projects undertaken between 1995 and 2015, including a branding strategy for the region, media campaigns, television, cinema, and several landscape architectural works in the public and private domain are comparatively analysed, focusing on the discourse, conventions and values informing their production, and the landscape narratives they convey.

Download or read book Globalization in Practice written by N. J. Thrift and published by Oxford University Press. This book was released on 2014 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of globalization has become ubiquitous in social science and in the public consciousness and is often invoked as an explanation for a diverse range of changes to economies, societies, politics and cultures - both as a positive liberating force and as a wholly negative one. While our understanding of the politics, economics, and social resonance of the phenomenon has become increasingly sophisticated at the macro-level, this book argues that globalization too often continues to be depicted as a set of extra-terrestrial forces with no real physical manifestation, except as effects. The essays challenge this dominant understanding of 'globalization from above' through explorations of the mundane means by which globalization has been achieved. Instead of a focus on the meta-political economy of global capitalism, the book concentrates on the everyday life of capitalism, the not-so-'little' things that keep the 'large' forces of globalization ticking over. With its eye on the mundane, the book demonstrates that a series of everyday and, consequently, all but invisible formations critically facilitate and create the conditions under which globalization has flourished. The emphasis is on concrete moments in the history of capitalism when these new means of regular reproduction were invented and deployed. Only by understanding these infrastructures can we understand the dynamics of globalization. In short, punchy essays by distinguished researchers from across a range of disciplines, this book provides a new way of understanding globalization, moving away from the standard accounts of global forces, economic flows, and capitalist dynamics, to show how ordinary practices and artefacts are crucial elements and symbols of globalization.

Download or read book Repeated Measurements and Cross Over Designs written by Damaraju Raghavarao and published by John Wiley & Sons. This book was released on 2014-03-25 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: An introduction to state-of-the-art experimental design approaches to better understand and interpret repeated measurement data in cross-over designs. Repeated Measurements and Cross-Over Designs: Features the close tie between the design, analysis, and presentation of results Presents principles and rules that apply very generally to most areas of research, such as clinical trials, agricultural investigations, industrial procedures, quality control procedures, and epidemiological studies Includes many practical examples, such as PK/PD studies in the pharmaceutical industry, k-sample and one sample repeated measurement designs for psychological studies, and residual effects of different treatments in controlling conditions such as asthma, blood pressure, and diabetes. Utilizes SAS(R) software to draw necessary inferences. All SAS output and data sets are available via the book's related website. This book is ideal for a broad audience including statisticians in pre-clinical research, researchers in psychology, sociology, politics, marketing, and engineering.

Download or read book Brand Power written by Paul Stobart and published by Springer. This book was released on 2016-07-27 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have commented on the power of individual brands and the value that they have in contributing to the financial well-being of a company. Seldom however have the owners of the world's leading brands been invited to give their views. This book gives brand owners the opportunity to put forward their own views on the power and importance of brands. Contributions from senior executives at Coca-Cola, Guinness, Nestle, Grand Metropolitan, Mercedes, BSN, Benetton, Tesco, Maruha and Mars cover subjects such as the importance of brand power and how to create, manage and value brand power and important contributions from academics, management consultants and marketing experts are also included.

Download or read book Antecedents of word of mouth as a component of brand loyalty towards luxury fashion brands and its moderating factors written by Isabel Angerer and published by GRIN Verlag. This book was released on 2018-04-10 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, King`s College London, course: International Marketing, language: English, abstract: In today’s competitive marketplace, companies need to establish a loyal customer base in order to be successful. In particular, the fashion industry relies on a loyal customer base and a good reputation to achieve sustainable financial growth. To survive the current challenges of growing competition, marketers must ensure that customers do not only develop a personal relationship with brands but also speak favourably of them. Prior research has focused on word-of-mouth as a component of brand loyalty and its antecedents. However, this topic turned out to be inadequately investigated in the specific context of luxury fashion brands. Hence, the aim of this study is to examine how satisfaction, trust and commitment but also socio-psychological factors influence the consumer and thus have an impact on word-of-mouth. The nature of this study led to a quantitative methodological approach: an online survey investigating the sources of word-of-mouth. As a conclusion, this paper confirmed that trust and commitment were among the most important predictor variables of word-of-mouth. The main finding was, however, that socio-psychological factors such as materialism, social identity and possessiveness also increased positive word-of-mouth. However, since materialism and possessiveness are regarded as negative personality traits and cannot strengthen the effect of satisfaction, trust and commitment on word-of-mouth it is recommended that marketers concentrate on positive dimensions of word-of-mouth and brand loyalty (i.e., trust and commitment) in order to build a strong customer relationship.

Download or read book Brand Management Strategies written by William D'Arienzo and published by Bloomsbury Publishing USA. This book was released on 2016-09-08 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury and Mass Markets presents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to Chanel, and Starbucks to Starwood. Underpinned by the author's many years of practical experience as both a professor and brand consultant, this book details the proven steps necessary to develop, build, and sustain a successful brand strategy and business. Features - Filled with current examples from fashion brands such as Burberry, Coach, and Target and non-fashion brands including Apple, Hyundai, Porsche, Ritz Carlton Hotels, and more - Brandstorming: Successes and Failures depict real world case studies of successful-and not so successful-branding strategies - Experiential learning tools include learning objectives, bolded key terms, and end of chapter Conversations discussion questions and Challenges projects and activities STUDIO Resources - Study smarter with self-quizzes featuring scored results and personalized study tips - Review concepts with flashcards of terms and definitions Teaching Resources - Instructor's Guide provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and Test Bank with sample test questions for each chapter - PowerPoint® presentations include full color images from the book and provide a framework for lecture and discussion

Download or read book Consumer Brand Relationships written by M. Fetscherin and published by Springer. This book was released on 2015-05-07 with total page 475 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Download or read book The Building Estimator s Reference Book written by Frank Rabold Walker and published by . This book was released on 1921 with total page 2112 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Download or read book Dropshipping Your Step by step Guide to Make Money Online A Comprehensive Guide to Building a Profitable Online Business written by Samuel Newby and published by Samuel Newby. This book was released on 101-01-01 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Start you own unique online global business selling products that you love to sell, without ever taking any inventorymany dream of having a thriving, successful business of their own. But only few take that leap of faith to make it a reality, but with today's web technology, your risk has been reduced to almost nothing! Have you thought about starting a real online business but are confused by all of the hype and methods seen online? Here is a preview of what’s included… • Introduction to dropshipping • The dropshipping order fulfillment process • Niche and product selection • How to find suppliers for your dropshipping business • Setting up your dropshipping business • Running your dropshipping business • Much, much more! Dropshipping is a business model that allows you to run an ecommerce business without inventory. Instead, your supplier holds the stock for you. After you make a sale, you pass the order along to a supplier, who ships the product directly to your customer. Plus, you don’t pay for the product until after you've made a sale. Simply put, dropshipping one of the easiest ways to get started with ecommerce and online business.

Download or read book Aaker on Branding written by David Aaker and published by Morgan James Publishing. This book was released on 2014-02-01 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: “A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.” —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-Cola Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. “Nobody knows brand strategy better than David Aaker. Aaker has taken all of the essential principles of branding and collapsed them into one epic brand book. Whether you’re a seasoned brand marketer or just getting started, this book will provide you with a practical path to creating, nurturing and leveraging strong brands.” —Ann Lewnes, CMO Adobe Technology “I am a devoted user of David Aaker’s work over many years, I, like many of you, have benefitted from his insights in chunks. Here those chunks are all pulled together, and seasoned with years of his own applied work. It’s just outstanding.” —Richard Lyons, Dean, Berkeley-Haas School of Business Administration

Download or read book HCI International 2022 Late Breaking Papers HCI for Today s Community and Economy written by Matthias Rauterberg and published by Springer Nature. This book was released on 2022-10-21 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings LNCS 13516 constitutes the refereed proceedings of the 24th International Conference on Human-Computer Interaction, HCII 2022, which was held virtually as part of the 24th International Conference, HCII 2022, during June 26 to July 1, 2022. HCII 2022 received a total of 5583 submissions from academia, research institutes, industry, and governmental agencies from 88 countries submitted contributions, and 1276 papers and 275 posters were included in the proceedings that were published just before the start of the conference. Additionally, 296 papers and 181 posters are included in the volumes of the proceedings published after the conference, as “Late Breaking Work” (papers and posters). The contributions thoroughly cover the entire field of human-computer interaction, addressing major advances in knowledge and effective use of computers in a variety of application areas.

Download or read book The Golden Pot and Other Tales written by E. T. A. Hoffmann and published by Oxford University Press. This book was released on 2008-09-11 with total page 465 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hoffmann is among the greatest and most popular of the German Romantics. This selection, while stressing the variety of his work, puts in the foreground those tales in which the real and the supernatural are brought into contact and conflict. The humour of these tales is a result of the incongruity of supernatural beings at large in an ostentatiously everyday world. They include The Golden Pot, recognized as Hoffmann's masterpiece by himself and posterity; its spine-chilling companion tale, The Sandman, which Offenbach drew on for his opera Tales of Hoffmann, and which Freud examines in his essay `The Uncanny'; two longer and more elaborate fantasies, set respectively in Germany and Italy; and the late story, My Cousin's Corner Window, which shows the powers of the imagination being applied to everyday urban life, and marks a transition in European literature generally from Romanticism to Realism. Ritchie Robertson's detailed introduction places the stories in their intellectual and historical context and explores their compelling narrative complexities. ABOUT THE SERIES: For over 100 years Oxford World's Classics has made available the widest range of literature from around the globe. Each affordable volume reflects Oxford's commitment to scholarship, providing the most accurate text plus a wealth of other valuable features, including expert introductions by leading authorities, helpful notes to clarify the text, up-to-date bibliographies for further study, and much more.