Download or read book Strategy in Rebranding the Company Name with the Focus on the New Brand Strategy written by Professor Alain Ndedi and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In simple terms, rebranding is a process of changing a company image through a new name, symbol or change in design for an already established brand. For a successful name change it's important first and foremost to reestablish the company brand audience and market or segments of the market. The above step will assist the company to redefine it mission, vision and objectives. The values of the business in MOST cases must not be changed, as they are seen as the anchor or the raison d'être of any venture. The remaining items like the slogan, the identity, and the sentiment...are part of the new brand strategy...In an article entitled 'rebrand your business without losing your audience' Katharine Paljug said this, I quote: 'much like the design, the business may have outgrown its name. The name should reflect the company's identity and support its core mission, and must be able to adjust to future growth' (Paljug, 2023) In the same line of thought, Erica Gunn, the chief marketing officer at Canto asserts that 'where rebranding is doomed to fail is where there is no strategic vision and no fundamental purpose to drive the new direction' (Gunn, 2022). For Scott Cook, a brand is no longer what we tell the consummer it is, but it is what consumers tell each other it is' (Cook, 2022), because before changing the company name, it is vital to understand customer sentiment.Whether through focus groups, surveys or other means of getting customers field back, tracking customer sentiment isn't a pre-rebrand exercise, it is a vital assignment to carry out after the rebranding process.
Download or read book Why Johnny Can t Brand written by Bill Schley and published by . This book was released on 2010-10 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Previous ed. published in 2005 by Portfolio.
Download or read book A Theory of Genericization on Brand Name Change written by Shawn Clankie and published by Edwin Mellen Press. This book was released on 2002 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Clankie studies how some brand name products make their way into generic usage for a service or action. An example is Xerox as a brand name product, where linguistically the word is now used as a verb for the action -- "I'll xerox this page"--And the word is used as an adjective for the results -- "Do you have xerox copies?" In doing so, he explores the underlying system of naming products, why some product names are genericized while others are not, and the social and economic impact of the idea.
Download or read book On Brand Name Change written by Shawn Clankie and published by . This book was released on 1999 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Making of a Name written by Steve Rivkin and published by Oxford University Press. This book was released on 2005-01-13 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do brand names differ from other names, and what goes into making a good name great and a bad name ghastly? Knowing this can spell the difference between bankruptcy and marketplace triumph. In this indispensable guide, the authors share the secrets of successful brand names--how they've indelibly stamped cultures around the world; who makes them; why they're made; and how they're compiled, bought, sold, and protected. The book outlines what kind of names exist--the initialized, descriptive, allusive, and coined. How namers surf on brainwaves. The do's, don'ts, and nevers of naming, how the structure of names is built from the ground up and how their sounds are engineered. Why names symbolize benefits. Where in the world brands may be found, and what will become of them. Fast-paced, illustration-packed, gazing at the past and probing into the future, this is the definitive book on naming. The Making of A Name is the one book anyone interested in "owned words" must have.
Download or read book Doing Semiotics written by Laura R. Oswald and published by Oxford University Press. This book was released on 2020-06-04 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: The semiotics discipline - a hybrid of communication science and anthropology - accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the key principles and methods of applied semiotics, it introduces the basics of branding, strategic decision-making, and cross-cultural marketing management. Through practical exercises, examples, extended team projects, and evaluation criteria, this book guides students through the application of learning to all phases of semiotics-based projects for communications, brand equity management, design strategy, new product development, and public policy management. In addition to tools for sorting data and mapping cultural dimensions of a market, it includes useful interview protocols for use in focus groups, in-depth interviews, and ethnographic studies, as well as expert case studies that will enable readers to apply semiotics to consumer research.
Download or read book The Designful Company written by Marty Neumeier and published by Peachpit Press. This book was released on 2009-03-30 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management–design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls “knowing” and “doing.” Yet in today’s innovation-driven marketplace, managers need to insert a middle step, called “making.” Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didn’t exist before. The reader is challenged to consider the author’s bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeier’s “whiteboard” series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads. Covered in THE DESIGNFUL COMPANY: - the top 10 “wicked problems” that only design can solve - a new, broader definition of design - why designing trumps deciding in an era of change - how to harness the “organic drivetrain” of value creation - how aesthetics add nuance to managing - 16 levers to transform your company - why you should bring design management inside - how to assemble an innovation metateam - how to recognize and reward talent From the back cover: The complex business problems we face today can’t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer “decide” the way forward. Today we have to “design” the way forward–or risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.
Download or read book Effectively Communicating a Change in Brand Name written by Debora Galasso Vance (SDSU graduate student) and published by . This book was released on 2001 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Should I Change My Name written by Marcia K Morgan and published by . This book was released on 2021-02-03 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Guide on How to Pick a Married Last Name Getting married? The number of decisions you have to make for the wedding, let alone decisions that will impact the rest of your life, can feel overwhelming. Taking on a life-long partner may also mean a new, life-long name. Changing the name, you've had since birth, is a big decision. Whether in same-sex or heterosexual nuptials, names play an important role and can impact children, career, identity, and ultimately, your happiness. "Should I Change my Name?" walks you through how to choose a last name that's right for you and your future spouse. Author Marcia Morgan examines the six most common married name options including separate, merged, linked, and newly-created names, and reveals the benefits and challenges of each. She weaves in personal stories from men and women who embraced their married name choices and those who had regrets. The firsthand accounts illuminate how gender roles, religion, or family of origin can deeply influence name preferences for you and your spouse-to-be. Morgan shines a light on the intriguing history of how married names were based on oppressive laws and reveals the meaning behind today's naming traditions. She takes you on a journey around the globe to look at naming practices in other countries and cultures. The book simplifies an otherwise overwhelming decision process so you and your partner can say a hearty "I Do" to the married name you choose. Best-selling author Marcia K. Morgan, Ph.D., brings a wealth of experience from over 40 years as a sociologist, researcher, trainer, and national expert on gender issues. Marcia and her husband live in Bend, Oregon.
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 No Logo written by Naomi Klein and published by Macmillan. This book was released on 2000-01-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
Download or read book Change Your Name Change Your Fate written by Dr. Bhojraj Dwivedi and published by Diamond Pocket Books (P) Ltd.. This book was released on 2006 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Atomic Habits written by James Clear and published by Penguin. This book was released on 2018-10-16 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: The #1 New York Times bestseller. Over 15 million copies sold! Tiny Changes, Remarkable Results No matter your goals, Atomic Habits offers a proven framework for improving--every day. James Clear, one of the world's leading experts on habit formation, reveals practical strategies that will teach you exactly how to form good habits, break bad ones, and master the tiny behaviors that lead to remarkable results. If you're having trouble changing your habits, the problem isn't you. The problem is your system. Bad habits repeat themselves again and again not because you don't want to change, but because you have the wrong system for change. You do not rise to the level of your goals. You fall to the level of your systems. Here, you'll get a proven system that can take you to new heights. Clear is known for his ability to distill complex topics into simple behaviors that can be easily applied to daily life and work. Here, he draws on the most proven ideas from biology, psychology, and neuroscience to create an easy-to-understand guide for making good habits inevitable and bad habits impossible. Along the way, readers will be inspired and entertained with true stories from Olympic gold medalists, award-winning artists, business leaders, life-saving physicians, and star comedians who have used the science of small habits to master their craft and vault to the top of their field. Learn how to: make time for new habits (even when life gets crazy); overcome a lack of motivation and willpower; design your environment to make success easier; get back on track when you fall off course; ...and much more. Atomic Habits will reshape the way you think about progress and success, and give you the tools and strategies you need to transform your habits--whether you are a team looking to win a championship, an organization hoping to redefine an industry, or simply an individual who wishes to quit smoking, lose weight, reduce stress, or achieve any other goal.
Download or read book Good to Great written by Jim Collins and published by Harper Collins. This book was released on 2001-10-16 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Challenge Built to Last, the defining management study of the nineties, showed how great companies triumph over time and how long-term sustained performance can be engineered into the DNA of an enterprise from the verybeginning. But what about the company that is not born with great DNA? How can good companies, mediocre companies, even bad companies achieve enduring greatness? The Study For years, this question preyed on the mind of Jim Collins. Are there companies that defy gravity and convert long-term mediocrity or worse into long-term superiority? And if so, what are the universal distinguishing characteristics that cause a company to go from good to great? The Standards Using tough benchmarks, Collins and his research team identified a set of elite companies that made the leap to great results and sustained those results for at least fifteen years. How great? After the leap, the good-to-great companies generated cumulative stock returns that beat the general stock market by an average of seven times in fifteen years, better than twice the results delivered by a composite index of the world's greatest companies, including Coca-Cola, Intel, General Electric, and Merck. The Comparisons The research team contrasted the good-to-great companies with a carefully selected set of comparison companies that failed to make the leap from good to great. What was different? Why did one set of companies become truly great performers while the other set remained only good? Over five years, the team analyzed the histories of all twenty-eight companies in the study. After sifting through mountains of data and thousands of pages of interviews, Collins and his crew discovered the key determinants of greatness -- why some companies make the leap and others don't. The Findings The findings of the Good to Great study will surprise many readers and shed light on virtually every area of management strategy and practice. The findings include: Level 5 Leaders: The research team was shocked to discover the type of leadership required to achieve greatness. The Hedgehog Concept (Simplicity within the Three Circles): To go from good to great requires transcending the curse of competence. A Culture of Discipline: When you combine a culture of discipline with an ethic of entrepreneurship, you get the magical alchemy of great results. Technology Accelerators: Good-to-great companies think differently about the role of technology. The Flywheel and the Doom Loop: Those who launch radical change programs and wrenching restructurings will almost certainly fail to make the leap. “Some of the key concepts discerned in the study,” comments Jim Collins, "fly in the face of our modern business culture and will, quite frankly, upset some people.” Perhaps, but who can afford to ignore these findings?
Download or read book Managing a Brand Name Change written by Susann Wolschendorf and published by . This book was released on 2007 with total page 93 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book What Great Brands Do written by Denise Lee Yohn and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Download or read book Brand Name Changes written by Hendrik Jan Riezebos and published by . This book was released on 2004 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt:
