Download or read book Corporate Cultures and Global Brands written by Albrecht Rothacher and published by World Scientific. This book was released on 2004 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.

Download or read book The Economy of Brands written by J. Lindemann and published by Springer. This book was released on 2010-05-07 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.

Download or read book International Brands and Their Companies written by Linda Irvin and published by Gale Cengage. This book was released on 1994-12-01 with total page 1367 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book International Brands and Their Companies Formerly International Trade Names Dictionary written by DONNA. WOOD (ED.) and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book International Marketing and the Country of Origin Effect written by G. Bertoli and published by Edward Elgar Publishing. This book was released on 2013-01-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.

Download or read book Brands and Branding written by Rita Clifton and published by John Wiley & Sons. This book was released on 2009-04-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

Download or read book Corporate Branding written by T C Melewar and published by Routledge. This book was released on 2015-04-10 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

Download or read book Asia s Star Brands written by Paul Temporal and published by John Wiley & Sons. This book was released on 2012-11-28 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: ASIA'S STAR BRANDS Asian brands have come of age, and no longer can be seen as "also rans" to their Western competitors. The problem is, very little has been know about them. Paul Temporal's book fills this gap, with a series of practical 'brand biographies' which chart both the growing pains and the growth potential of the new contenders from the East. It's vital reading for anyone committed to doing business in Asia. - Miles Young, Chairman, Ogilvy & Mather, Asia Pacific China and Japan, as well as India and the Emirates, suggest remarkable achievements by local companies in the field of branding and brands. Such a revolution shall impact not only the regional markets but also the world economy and non-Asian firms. Paul Temporal's book provides spectacular business cases and broader key lessons. it should become a major reference for any practitioner and scholar, whether Asian or not. I rank it in my short list of relevant texts about competition and success in the coming years. - Professor Jean-Claude Thoenig, INSEAD A well-managed brand is the lifeline of any successful company. this helpful book explains how Asian companies have built their brands to create sustainable competitive advantage. Using up-to-date Asian case studies, it will help readers have a better understanding of the creation, management and evolution of brands. - Professor John Quelch, Harvard Business School It is often said that the 21st Century is Asia's. It is very encouraging to see many Asian brands succeeding, as wonderfully showcased by Paul Temporal, both regionally and globally. Branding is investment for the future.

Download or read book Brand Valued written by Guy Champniss and published by John Wiley & Sons. This book was released on 2011-08-04 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links, and increasing their stock of social capital. At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust—and even shared thinking—not to mention better sales. Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world. In easy to understand terms, and using concrete examples, Brand Valued provides: The tools necessary to stimulate dialogue—and new ways of thinking—between a brand and its intended audience Methods for extending brand messaging to wider audiences Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets A wiki component to the book in an accompanying website. Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century.

Download or read book Branding Across Borders written by James R. Gregory and published by McGraw Hill Professional. This book was released on 2002 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title addresses how companies can effectively extend and manage their brand and their brand's value - the brand being the name, term, symbol, design or combination therof that identifies a good or service and differentiates it in the marketplace - within the global marketplace. A key issue in global branding is overcoming cultural and language differences in the establishment and execution of a branding message in different world markets. This challenge permeates all aspects of branding globally and impacts selecting which products/services to offer in particular markets, the methods of communicating about the brand, finding employees/contractors to handle the brand's management in different markets, and measuring the effectiveness of the branding efforts.

Download or read book International Branding An Internationalization Approach on the Marketing Level written by Robert Tönnis and published by GRIN Verlag. This book was released on 2007-07 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Frankfurt am Main (Fachbereich 3: Wirtschaft und Recht), course: Marketing Management im internationalen Kontext, 20 entries in the bibliography, language: English, abstract: During the last decades, the globalisation importance has increased a lot. In this term, the crucial globalisation pushing strength - the homogenisation of markets and short PLC - did change the competition on international markets. The internationalisation from companies becomes also more and more important. Due to these challenges lots of companies do not consider to operate their business activity on an international scope, but they are thinking about the aspect of how to act successfully on international markets. Within the scope of internationalisation brands play an important role. The expansion of business activity on international markets is not thinkable without brands. Especially in terms of uncertain economic activities, the consumer is searching for orientation, trust and identification. The consumer will find all this in the brands. Regarding a company that decides to expand its international brand politic, there are different possibilities. On the one hand, because of the changing general framework it is necessary to have the integration of international activities. Besides, it is necessary to follow the company's strategy consistently without considering country-specific differences. On the other hand, critics refer back to existing national even regional distinctions. Therefore demonstrates determination of standardization and differentiation in the literature of Brand Management a very discussable point, especially when you talk about "Global Brand". Regarding to Specht, who declared: you will find the focal point of market centred activities in consumer goods marketing in the brand, so that the

Download or read book The Death of the Brand Challenges Facing International Brands in the 21st Century an Analysis with Examples and Recommendations written by Florian Mayer and published by GRIN Verlag. This book was released on 2007-09-30 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2003 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 75, University of Leeds (Trinity & All Saints College), course: Media Dissertation, language: English, abstract: For better or for worse, we live in what has been called a brandscape - a branded world - today. We are at a time in history when brands go beyond being business platforms to becoming symbols of our times. An increasing proportion of our lives is mediated by brands like McDonald′s, Sony and Budweiser, which often reflect the changing values of our society. Brands are more than just advertising, they are part of our culture. Think of Andy Warhol and Campbell′s Soup and Norman Rockwell and Coca-Cola. Think of the digital brandscape with Google, Facebook and YouTube - brands knowing more about who we are, what we look like, who our friends are and what our dreams and wishes are, than any other brand, organisation or company, ever knew before. Products, people, countries - Britain, for example, tried to become a brand with its "Cool Britannia" slogan - and companies are all racing to turn themselves into brands - to make their image more likeable and understandable. Furthermore, brands dominate our working lives, and corporate logos are now in every civic space, from schools, universities and playgrounds to hospitals and art galleries. And this brandscape can be considered to be global: walk down a street in any city in the world and there will be enough brands to make you feel at home. At the same time, brands and branding culture represents, among other things, an issue of culture and politics. In some cases, brands have rightly or wrongly become a political battleground. Most recently in 2007, demonstrating left-wing youths in Copenhagen smashed outlets of global food and entertainment chains, over a conflict with the city government that sold their youth centre (Ungdomshuset) to a Christian sect, which tore it down. Thus, t

Download or read book International Directory of Consumer Brands and Their Owners written by and published by . This book was released on 1996 with total page 580 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book International Companies and Their Brands Formerly Titled International Trade Names Dictionary Company Index written by Donna ( editor ) Wood and published by . This book was released on 1988 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Power Brands written by Jesko Perrey and published by John Wiley & Sons. This book was released on 2015-04-27 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.

Download or read book Local and Global Management of Branding Identity and Image written by Felix Zimmermann and published by GRIN Verlag. This book was released on 2009-11-27 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2009 in the subject Politics - Topic: European Union, grade: 1,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Nowadays western world consumers face an infinite quantity of products that are in many cases sold in numerous countries all over the world. Modern communication technologies allow multinational companies to perform their marketing strategies on a global level, due to the possibility of executing cross-border transactions more and more efficiently in the short term. However in what way has the consequential development of growing together an effect on marketing relevant socio-cultural differences? The following paragraphs treat first and foremost the significance of intercultural aspects for global and local marketing strategies. Gathering different point of views towards brand characters shows the interest of a non-categorized thinking concerning brand perception. The initial definitions ‘global‘- ‘local’ brands are already suggestive of the ambiguous character of brands. Analyzing adaptation and standardizing branding strategies leads finally to the principal result of this work: reasoning that successful global branding always implies the creation of a strong brand personality.

Download or read book How They Started Global Brands written by David Lester and published by Crimson Publishing. This book was released on 2008-10-30 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lots of us have ideas we think would make great businesses. Most of us never do anything with those ideas. But for those that do, a world of opportunity awaits them. This book is about 21 people who acted on their idea, made the first steps to start their business and subsequently went on to turn it into a global brand. From Adidas and Apple to Sony and Swatch, we reveal how some of the world's biggest international businesses got of the ground, and those very first steps taken by their founders. How soon after they started did they venture overseas? Following on from the hugely successful How They Started, this next volume How They Started: Global Brands Edition takes the question one step further and asks 'How do you turn an idea in to a global business?'