Download or read book Best Practice Cases in Branding written by Kevin Lane Keller and published by Prentice Hall. This book was released on 2008 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Strategic Brand Management with Best Practice Cases in Branding written by Kevin Keller and published by Prentice Hall. This book was released on 2007-06-13 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This package contains the following components: -013188865X: Best Practice Cases in Branding for Strategic Brand Management -0131888595: Strategic Brand Management

Download or read book Cases on Branding Strategies and Product Development Successes and Pitfalls written by Sarma, Sarmistha and published by IGI Global. This book was released on 2014-12-31 with total page 417 pages. Available in PDF, EPUB and Kindle. Book excerpt: The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace. Cases on Branding Strategies and Product Development: Successes and Pitfalls is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands. This premier reference work takes a global perspective on branding, providing unique insights for academicians and industrial experts in replicating the successful strategies in different markets.

Download or read book Connective Branding written by Claudia Fisher and published by John Wiley & Sons. This book was released on 2010-04-01 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved? How can I make sure every part of the organisation lives the brand? How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences? How can I develop and expand the brand? How can future orientation become part of the brand? How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results? How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?

Download or read book Strategic Brand Management written by Kevin Lane Keller and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

Download or read book Branding written by Farida Hasanali and published by APQC. This book was released on 2005 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2024-03-06 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, process, strategy, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Download or read book Sustainable Branding written by Pantea Foroudi and published by Routledge. This book was released on 2021-01-28 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.

Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2017-08-29 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration. 3 sections: brand fundamentals, process basics, and case studies. Over 100 branding subjects, checklists, tools, and diagrams. 50 case studies that describe goals, process, strategy, solution, and results. Over 700 illustrations of brand touchpoints. More than 400 quotes from branding experts, CEOs, and design gurus. "Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders—global and local. It's an essential reference for implementing an entire brand system." - Carlos Martinez Onaindia, Global Brand Studio Leader, Deloitte "Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic." - Paula Scher, Partner, Pentagram "Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it's been my blueprint for using design to impact people, culture, and business." - Alex Center, Design Director, The Coca-Cola Company "Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand." - Andrew Ceccon, Executive Director, Marketing, FS Investments "If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible." - Olka Kazmierczak, Founder, Pop Up Grupa "The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted." - Jennifer Francis, Director of Marketing, Communications, and Visitor Experience, Louvre Abu Dhabi

Download or read book Globalization Culture and Branding written by C. Torelli and published by Springer. This book was released on 2013-11-19 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.

Download or read book Marketing Issues in Transitional Economies written by Rajeev Batra and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns. This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed. Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.

Download or read book Why Marketing to Women Doesn t Work written by J. Darroch and published by Springer. This book was released on 2014-07-05 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

Download or read book Passion Brands written by Kate Newlin and published by Prometheus Books. This book was released on 2009-12-02 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: We at Hershey's know something about brands that ignite genuine passion. In Passion Brands, Kate unlocks the secrets, showing how passion grows as special brands conscript a loyal following to spend precious social and financial currency. It's a fast, hot read, full of tips and tactics you can apply today and feel tomorrow on the bottom line.-Dave West, President and CEO, The Hershey CompanyKate is dissecting passion as a branding exercise. Timely, thoughtful and as ever erudite. I love reading her stuff.-Paco Underhill, author of Why We BuyKate Newlin is one of the sharpest brains in consumer marketing.... Her success in creating, building and reinventing brands should make this work invaluable.-Daryl Brewster, chairman and CEO, Krispy KremeKate is quite simply one of the smartest individuals I've met in business.... Her raw creativity, coupled with a profound understanding of our culture, market space and consumers make for remarkably actionable thinking.-Jim Becktold, director, Proctor & GambleWhat makes some brands stand out from the pack year after year? In a vast marketplace glutted with countless pretty good brands, how are some products able to command unquestionable customer loyalty and lasting enthusiasm?Veteran business strategist Kate Newlin defines the key ingredients that go into passion brands-brands that we recommend to friends wholeheartedly, with a joyous, even evangelical zeal. Passion brands inspire an emotional attachment. Unlike consumer fads, we become personally invested in them, sometimes even more so than we do with our friends and loved ones.Newlin identifies the social factors that have made passion brands the driving force in consumer marketing today. Based on proprietary research, which makes use of in-depth interviews with company executives as well as state-of-the-art analytics, she answers the following key questions:?Are there common characteristics that enable passion brands to become carriers of personal meaning?What is the financial impact on a company that produces a passion brand?Do passion brands create a halo over the stock prices?She notes that in a world of almost unlimited consumer choices, the old rules of marketing just don't work anymore (product, package, position, price, and promotion). Now marketers must react to consumers in real time, encouraging brand democracy in which users can help decide a product's characteristics, from size and color to how it should be marketed.Passion Brands is must reading for entrepreneurs and denizens of corporate cubicles and boardrooms alike.Kate Newlin (New York, NY), the principal and founder of Kate Newlin Consulting, is the author of Shopportunity! How to Be a Retail Revolutionary, which was on the Oprah Selects list of O magazine in 2006 and was also a recommended selection of the 2006 Harvard Business Review. With over 25 years of experience in business strategy and marketing, Newlin has worked with a broad cross-section of Fortune 500 businesses, including McDonald's, Pennzoil/Quaker State, Kraft, Hasbro, Cigna, GE Capital, Waldenbooks, LensCrafters, and others.

Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2015-08-27 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.

Download or read book Marketing in Healthcare Related Industries written by Robert E. Hinson and published by IAP. This book was released on 2020-07-01 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in today’s environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included. The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders. Praise for Marketing in Healthcare-Related Industries: "Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts." ~ Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing, Virginia Commonwealth University "Marketing In Healthcare-related Industries could not have come at a better time. Just as the epidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domestic and donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area." ~ Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva "A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student." ~ Dr. Abigail Mensah, Korle-Bu Teaching Hospital, Ghana "This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners." ~ Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE

Download or read book Contemporary Thoughts on Corporate Branding and Corporate Identity Management written by T. Melewar and published by Springer. This book was released on 2008-10-23 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

Download or read book Best Practice Cases in Branding written by Kevin Lane Keller and published by Prentice Hall. This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketing communications, feature some of the world's most successful brands and companies, including Levi Strauss & Co., Intel, Nike, and DuPont. Keller's cases examine the strategic brand management process, best practice guidelines, and how to best build and manage brand equity. For executives and managers in marketing and/or brand management. This book is suggested for use withStrategic Brand Management, 2e, also by Kevin Lane Keller and published by Prentice Hall.