Download or read book Partner Brands Selection in Co branding Projects written by Magdalena Grebosz and published by LAP Lambert Academic Publishing. This book was released on 2015-03-02 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: Due the development of cooperation between companies and the desire to increase the proposed added value, co-branding is becoming an important concept in marketing management. The present monograph allows to emphasize the interdisciplinary nature of the co-branding as an effective marketing strategy. This book has been divided into three chapters. In the first chapter, the concept of co-branding is discussed and international research results in the area of co-branding are analysed. The second chapter has empirical character; the general results of own research on implementation and evaluation of a co-branding strategy are presented; the factors, tool and model for selection of partner brand to co-branding projects are also proposed. The third chapter is to present the results of own studies concerning the attitudes of consumers towards co-branded products; the impact of the image of country of origin of partner brand on the assessment of co-brand image is also analysed. The book is mainly addressed to scientists that develop research in the area of brand alliances and to brand managers that want to expand the business activities. This book reviewer was Professor Jacek Otto.

Download or read book Co Branding Fit Factors Between Partner Brands written by Peter Zickermann and published by Anchor Academic Publishing (aap_verlag). This book was released on 2014-09 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt: Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Download or read book Co Branding Strategy to strengthen brands written by Ann-Sophie Theuring and published by GRIN Verlag. This book was released on 2018-02-26 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, ISEC-Institut Supérieur de l’Économie (dern. eufom University), course: Wirtschaftspsychologie, language: English, abstract: Nowadays, to enter a new market or to gain awareness for products is complicated. The markets are crowded with competitors and the consumer can easily decide between different options of a product. It is indispensable to stand out from the crowd and to raise the consumers awareness for the own products to be successful. Most of the time, the brand is the core of a company. It reflects the image of the organisation and connects it to the products. As hard as establishing a brand is, as easy it is to destroy it with a critical headline in newspapers, selling defective products or similar. Ironically, it is even harder to regain the brand image and regaining the trust of the customers afterwards as cases like Abercrombie & Fitch and Volkswagen showed. In some cases even a regeneration is almost impossible. Therefore, there are different strategies a company can implement to simplify the process of branding. Co-Branding is a strategy where companies work and sell their products together without giving up their own brands. Next to advantages like gaining attention of a different market segments there are also risks and obstacles the company has to face by implying this strategy. For this reason it is important to analyze which company is able to use the strategy and which requirements are needed to create a successful cooperation for the participating parties.

Download or read book Co Branding written by T. Blackett and published by Springer. This book was released on 1999-09-24 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Download or read book Co Branding as a Brand Strategy An Analysis from the Resource based View written by Frédéric Begemann and published by GRIN Verlag. This book was released on 2008-02 with total page 85 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, European Business School - International University Schlo Reichartshausen Oestrich-Winkel, 149 entries in the bibliography, language: English, abstract: Organisations hold a distinct resource portfolio which may qualify for competitive advantages. But there are always gaps within this portfolio which limit the value maximization of an organisation (B rki 1996). The brand is a key resource of an organisation, but despite the increasing number of different brands, the number of familiar and accepted brands in consumers' minds is very limited (Esch 2005, p. 27). Strong brands can therefore be powerful resources for organisations. Confronted with the innovative demand of consumers, these strong brands can also serve as basis for further value maximization. Nevertheless, even a strong brand only has a distinctive brand identity and respective consumersided brand associations which cannot be overstretched without negative effects (Kaufmann & Kurt 2005). This means that value maximization is limited due to existing brand gaps. The aim of this paper is to analyse co-branding as a brand strategy which contributes to value maximization of an organisation by filling existing organisational gaps. For this reason, the brand as distinct resource is to be analysed and alternatives for filling brand gaps are to be evaluated before guiding a structured analysis of co-branding benefits, success factors and risks from a RBV. Practical implications for co-branding partnerships are to be derived from this evaluation.

Download or read book The Art of Successful Brand Collaborations written by Géraldine Michel and published by Routledge. This book was released on 2020-03-04 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.

Download or read book The New Strategic Brand Management written by Jean-Nol︠ Kapferer and published by Kogan Page Publishers. This book was released on 2004 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

Download or read book Engineering Legitimacy written by Iva Petkova and published by Springer. This book was released on 2018-05-18 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: Through the lens of the fashion industry, Iva Petkova explores not only how institutionalized organizations react and adapt to the rise of start-up outsiders, but also how these outside “disruptors” seek to cultivate legitimacy and win influence. In so doing, she reflects upon a longstanding question in the sociology of organizations and neo-institutional theory: How do institutionalized organizations in creative industries resolve the inherent conflict between art and commerce, particularly in a changing institutional environment? Engineering Legitimacy outlines the processes through which e-commerce and social commerce companies in fashion disturb and reconstruct the industry, crosscutting their technical field of expertise and looking to legitimize their innovative practice in the institutionally elaborated field of fashion. Through an analysis of the emerging culture of innovation collectively created by start-up outsider disruptors, this book contemplates how fashion-technology companies transform their moral narratives into acceptable commercial practice, legitimating a model of profound institutional change over the digital operations of fashion companies.

Download or read book Understanding Research for Business Students written by Jonathan Wilson and published by SAGE. This book was released on 2021-11-24 with total page 500 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you conducting business research for the first time and aren′t sure where to begin? This book gives you everything you need to successfully complete your research project. From choosing a direction for your research and considering ethics to data collection and presenting your results, it offers straightforward guidance on every step of the research process. Covering topics such as social media research, group working and how to research your own organisation, it provides a thorough view of research for business and management students. The book: Enables you visualise how each stage of research links to the next, and makes sure you don′t miss a step with a handy ′Research Project Wheel′ Empowers you to increase your employability and develop transferable skills, such as proposal writing and data analysis Provides student research examples that show common challenges you might face - and how to address them. Key features include research snapshots, offering short how-to examples for doing real research, and concept cartoons, which put forward different views about research so you can broaden your knowledge. It also has end-of-chapter questions, online multiple choice questions and Kahoot! questions so you can test your understanding. Guiding you through working with and understanding both primary and secondary data, this book is the perfect companion for any undergraduate conducting a business and management research project.

Download or read book Ramp Up Your Website Traffic for Free Top Methods That Really Work written by Shu Chen Hou and published by KOKOSHUNGSAN®. This book was released on with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: Looking to drive more traffic to your website without breaking the bank? Look no further than "Ramp Up Your Website Traffic for Free: Top Methods That Really Work". This comprehensive guide is packed with proven strategies and techniques to help you attract more visitors to your site, without spending a dime on advertising. Whether you're an established business owner or a new blogger just starting out, this ebook has everything you need to know to take your online presence to the next level. From optimizing your website for search engines to leveraging the power of social media, this guide covers it all. You'll learn how to: Use targeted keywords to improve your search engine rankings Create compelling content that resonates with your audience Build a social media following that drives traffic to your site Connect with influencers in your industry to expand your reach And much more! With "Ramp Up Your Website Traffic for Free", you'll discover the most effective ways to drive traffic to your website, all without spending a dime on advertising. So what are you waiting for? Get your copy today and start ramping up your website traffic for free!

Download or read book Science Technology and Innovation Diplomacy in Developing Countries written by Venugopalan Ittekkot and published by Springer Nature. This book was released on 2023-01-01 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a developing country perspective on the internationalization of science and the role of Science, Technology and Innovation Diplomacy (STID) in leveraging scientific cooperation for sustainable development. In articles by individuals from government departments and academic & research institutions in nine developing countries, it provides a conceptual understanding of the subject and reveals the prevailing perceptions on its praxis/practices. The articles highlight the significance of international cooperation at bilateral, regional and multilateral levels and the need for strengthening the role of STID in foreign policy and strategies of governments. The book is a useful reference material to government officials, diplomats,academicians, researchers, science counsellors, international relations experts, science and technology professionals and other stakeholders from the developing countries and transition economies, dealing with economic and developmental policy issues and/or science, technology and innovation (STI) issues in understanding the praxis and prospects of STID. The book is also useful for scholars and international relations experts from developed countries in understanding STI and related issues that affect the relationship of developing countries and transition economies with their partners from the developed world. ​

Download or read book Marketing Communications written by PR Smith and published by Kogan Page Publishers. This book was released on 2024-03-03 with total page 761 pages. Available in PDF, EPUB and Kindle. Book excerpt: Full marketing integration is vital in establishing effective marketing initiatives. This newly updated, clear and accessible textbook provides students and practitioners with the skills they need to deliver successful campaigns for the modern consumer. The 8th edition of Marketing Communications continues to be a core resource covering all aspects of marketing from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, PR campaigns, big data, marketing automation and more with this complete textbook. Learn through current, real-world case studies from global companies such as TikTok and Spotify and explore what it takes to build a truly integrated, successful marketing plan. Incorporating branding, customer journey, advertising and more, Marketing Communications also provides in depth content on the legal requirements you need to develop your strategy including all you need to know about new GDPR rules and 3rd party data. New to this edition, it includes information on the ongoing impact of AI in all aspects of marketing communications ensuring that you have all the tools necessary to reach the modern consumer while utilizing the latest industry technologies. This book will give readers the confidence to work in an environment of constant technological transformation and build the core skills they need as marketers to create fully integrated strategies and successful campaigns.

Download or read book Marketing Fashion written by Penny Gill and published by Bloomsbury Publishing USA. This book was released on 2012-05-24 with total page 530 pages. Available in PDF, EPUB and Kindle. Book excerpt: While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Marketing Fashion: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods, and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships, and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketing explores in depth contemporary issues such as technology, social responsibility and ethics, sustainability, and globalization, and considers effective strategies for various economic climates.

Download or read book Marketing the Sports Organisation written by Alain Ferrand and published by Routledge. This book was released on 2008-08-20 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on both academic expertise and real life case studies, this book describes how to use relationship marketing in sports organisations. Its comprehensive and instructive approach makes it an essential manual for professionals and an invaluable resource for academics.

Download or read book Fashion Promotion in Practice written by Jon Cope and published by Bloomsbury Publishing. This book was released on 2020-08-06 with total page 437 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion lives and dies by stories. Aiming to 'tell the stories of fashion', Fashion Promotion in Practice both instructs and inspires through an entertaining look at contemporary promotional practice within the fashion industry, showing you how you can apply this to your own future brands and campaigns. Offering crucial insights into the how and why of promotional practice, Fashion Promotion in Practice explores the key issues and main areas of fashion promotion, including fashion film, the democratization of the catwalk, strategic brand collaborations, fashion magazines, celebrity endorsement, curating the fashion space, advertising, public relations, and campaign planning and evaluation. Each chapter also explores the key technologies, events and activities, which have shaped each practice. Beautifully illustrated, this go-to guide for fashion promotion contains exercises, case studies and interviews with major industry professionals, including Oliviero Toscani, Adam Drawas, Rebecca Grant, Kathryn Ferguson, Georgia Hardinge and Josie Roscopp, Diane Pernet, Andrea Leonardi and Katie Baron, making it a must-read for all those involved in the fashion industry.

Download or read book Fibre2Fashion Textile Magazine January 2018 written by Fibre2Fashion and published by Fibre2Fashion. This book was released on 2018-01-01 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fibre2Fashion magazine—the print venture of Fibre2Fashion.com since 2011—is circulated among a carefully-chosen target audience globally, and reaches the desks of top management and decision-makers in the textiles, apparel and fashion industry. As one of India's leading industry magazines for the entire textile value chain, Fibre2Fashion Magazine takes the reader beyond the mundane headlines, and analyses issues in-depth.

Download or read book Handbook of Research on Management of Cultural Products E Relationship Marketing and Accessibility Perspectives written by Aiello, Lucia and published by IGI Global. This book was released on 2014-01-31 with total page 518 pages. Available in PDF, EPUB and Kindle. Book excerpt: An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e-relationship marketing; this examination is important in recognizing a common perspective. The Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives examines the potential value of cultural products and how the support of new technologies can enable non-conventional and social-media marketing relationships. This book aims to highlight an emerging subject area in the field of financial management, management of value creation, and marketing that will be essential for scientists, researchers, and practitioners.