Download or read book Brand Management written by Jaywant Singh and published by Kogan Page Publishers. This book was released on 2024-05-03 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Corporate Brand Design written by Mohammad Mahdi Foroudi and published by Routledge. This book was released on 2021-09-30 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs. By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.

Download or read book Multisensory Packaging written by Carlos Velasco and published by Springer. This book was released on 2018-11-28 with total page 381 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited collection presents state-of-the-art reviews of the latest developments in multisensory packaging design. Bringing together leading researchers and practitioners working in the field, the contributions consider how our growing understanding of the human senses, as well as new technologies, will transform the way in which we design, interact with, and experience food and beverage, home and personal care, and fast-moving consumer products packaging. Spanning all of the senses from colour meaning, imagery and font, touch and sonic packaging, a new framework for multisensory packaging analysis is outlined. Including a number of case studies and examples, this book provides both practical application and theoretical discussion to appeal to students, researchers, and practitioners alike.

Download or read book Multisensory Human Food Interaction written by Carlos Velasco and published by Frontiers Media SA. This book was released on 2018-07-26 with total page 101 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our food experiences can be significantly influenced by both intrinsic and extrinsic multisensory information. Therefore, it is crucial to understand and apply the principles that govern the systematic connections that exist between the senses in the context of Human-Food Interaction (HFI). In our Research Topic, namely Multisensory Human-Food Interaction (MHFI), several studies that consider such connections in the context of HFI are presented. We also have contributions that focus on multisensory technologies that can be used to share and reproduce specific HFIs. This eBook, which resulted from the Research Topic, presents some of the most recent developments in the field of MHFI. In particular, it consists of two main sections and corresponding articles. The eBook begins with the Editorial, which provides an overview of MHFI. Then, it includes six articles that relate to principles in MHFI and three on technologies in MHFI. We hope that the different contributions featured here will support future developments in MHFI research.

Download or read book Handbook of Research on Sustainability Challenges in the Wine Industry written by Marco-Lajara, Bartolomé and published by IGI Global. This book was released on 2023-04-18 with total page 453 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the wine industry, sustainability is an extremely important issue for two main reasons: Firstly, the industry faces serious threats as a consequence of climate change, as well as water and energy scarcity. Secondly, proper sustainable management of wineries can mean obtaining a competitive advantage by allowing them to increase market share and organizational innovation processes. In this sense, previous work has shown that customers tend to select wines that have been developed following sustainable practices, despite not knowing what this means in practice. The Handbook of Research on Sustainability Challenges in the Wine Industry serves as a guide for study, reflection, and critique to understand sustainability in the wine industry in its triple aspect (economic, social, and environmental). The book sheds light on the new trends and challenges of the wine industry, making it a must-read for academicians and managers who want to deepen their knowledge of the wine industry as well as its link with sustainability. Covering key topics such as wine tourism, green innovation, and consumer behavior, this major reference work is ideal for industry professionals, business owners, managers, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.

Download or read book Social Cognition written by Susan T. Fiske and published by SAGE. This book was released on 2020-11-11 with total page 871 pages. Available in PDF, EPUB and Kindle. Book excerpt: The social world is complicated and our minds are limited, so we take shortcuts. You have to make quick decisions – this person is dangerous, this one is not. The shortcuts we take mostly work well enough, because, after all, we survive. But some are deeply unjust, including racial or social class categories or other unfair stereotypes. This book will help you understand how these shortcuts work, why they exist, and how they are changing. There are examples in each chapter which * Show applications in the real world to help with your understanding * Highlight significant pieces of research to help you demonstrate knowledge of a wide range of sources * Explain researching in social cognition to improve your skills and give ideas for your own research. Check out the accompanying online resources for more.

Download or read book Researching Marketing Decisions written by Ritu Mehta and published by Taylor & Francis. This book was released on 2019-04-24 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at customer value creation through marketing decisions and analyses the critical phases of theoretical and methodological advancements in solving certain problems and customer-centric issues that firms face. The chapters highlight how theories have been borrowed from sociology, psychology and economics to understand phenomena such as customer preferences and decision-making, and how operations research and statistical tools have been applied to take optimal decisions on marketing-related issues such as channel management and pricing. The volume covers an array of topics including marketing orientation, consumer behaviour, and marketing mix comprising the elements of product, price, promotion and place. The articles offer both methodological and theoretical contributions, and also discuss some key results of implementation of marketing strategies by various firms. This book will be of interest to researchers and students of marketing, consumer behaviour, business management, economics, finance, international marketing, services marketing and international business.

Download or read book Tangled Vines written by Frances Dinkelspiel and published by Macmillan. This book was released on 2015-10-06 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Noted California historian rips the oh-so-laid-back label off the California wine trade to show the violent and obsessive world underneath

Download or read book Brand New Justice written by Simon Anholt and published by Routledge. This book was released on 2006-08-11 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Download or read book Wine and Society written by Stephen Charters and published by Routledge. This book was released on 2006 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Wine and Society: The social and cultural context of a drink examines the cultural forces which have shaped both how wine is made and the way in which it is consumed. It's divided into four parts and illustrated by case studies from around the world."--BOOK JACKET.

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Download or read book Wine Society and Globalization written by G. Campbell and published by Springer. This book was released on 2007-12-25 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of essays comprises a number of case studies from key wine-growing regions and countries around the world. Contributors focus on the development of the wine business and its overall importance and impact in terms of the regional and domestic economy and the international economy

Download or read book El Vino Y la Vi a written by P. T. H. Unwin and published by Psychology Press. This book was released on 1991 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides an introduction to the historical geography of viticulture and the wine trade from prehistory to the present, considering wine as a symbol, rich in meaning and a commercial product of great economic importance to specific regions.

Download or read book Experimental Auctions written by Jayson L. Lusk and published by Cambridge University Press. This book was released on 2007-11-08 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Economists, psychologists, and marketers are interested in determining the monetary value people place on non-market goods for a variety of reasons: to carry out cost-benefit analysis, to determine the welfare effects of technological innovation or public policy, to forecast new product success, and to understand individual and consumer behavior. Unfortunately, many currently available techniques for eliciting individuals' values suffer from a serious problem in that they involve asking individuals hypothetical questions about intended behavior. Experimental auctions circumvent this problem because they involve individuals exchanging real money for real goods in an active market. This represents a promising means for eliciting non-market values. Lusk and Shogren provide a comprehensive guide to the theory and practice of experimental auctions. It will be a valuable resource to graduate students, practitioners and researchers concerned with the design and utilization of experimental auctions in applied economic and marketing research.

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 Sophie s World written by Jostein Gaarder and published by Farrar, Straus and Giroux. This book was released on 2007-03-20 with total page 599 pages. Available in PDF, EPUB and Kindle. Book excerpt: A page-turning novel that is also an exploration of the great philosophical concepts of Western thought, Jostein Gaarder's Sophie's World has fired the imagination of readers all over the world, with more than twenty million copies in print. One day fourteen-year-old Sophie Amundsen comes home from school to find in her mailbox two notes, with one question on each: "Who are you?" and "Where does the world come from?" From that irresistible beginning, Sophie becomes obsessed with questions that take her far beyond what she knows of her Norwegian village. Through those letters, she enrolls in a kind of correspondence course, covering Socrates to Sartre, with a mysterious philosopher, while receiving letters addressed to another girl. Who is Hilde? And why does her mail keep turning up? To unravel this riddle, Sophie must use the philosophy she is learning—but the truth turns out to be far more complicated than she could have imagined.