Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
Download or read book How Brands Become Icons written by Douglas B. Holt and published by Harvard Business Press. This book was released on 2004 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Iconic brands” (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features This book distills the strategies used to create the world’s most enduring brands into a new approach called “cultural branding". Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.
Download or read book Icons of the American Marketplace written by American Benchmark Press Staff and published by . This book was released on 2007 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Here are the stories of iconic products along with anecdotes highlighting what made them shine above the rest. A vivid color photograph that captures the essence of the brand accompanies each story. Listings containing the "vital statistics" of each brand - who owns the company, where it is located, its number of employees, annual sales, and top managers - make this an indispensable reference."--BOOK JACKET.
Download or read book Sticky Branding written by Jeremy Miller and published by Dundurn. This book was released on 2015-01-10 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: #1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Download or read book User Generated Branding written by Christoph Burmann and published by LIT Verlag Münster. This book was released on 2008 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official marketing campaigns and are generated by brand fans and opponents alike. Given the increasing speed and reach of the internet those grassroots messages may have sweeping effects on the brand image. This book represents a first comprehensive study fully dedicated to the emerging phenomenon of brand related user generated content. It explores its patterns and shows how brand managers may benefit from it via user generated branding campaigns.
Download or read book The Brand Innovation Manifesto written by John Grant and published by Wiley + ORM. This book was released on 2011-01-19 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: The days of the image brands are over, and new marketing has gone mainstream. The worlds biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Lukes and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting peoples lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the brand molecule to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.
Download or read book Nation Branding Public Relations and Soft Power written by Pawel Surowiec and published by Routledge. This book was released on 2016-08-05 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding, Public Relations and Soft Power: Corporatizing Poland provides an empirically grounded analysis of changes in the way in which various actors seek to manage Poland’s national image in world opinion. It explores how and why changes in political economy have shaped these actors and their use of soft power in a way that is influenced by public relations, corporate communication, and marketing practices. By examining the discourse and practices of professional nation branders who have re-shaped the relationship between collective identities and national image management, it plots changes in the way in which Poland’s national image is communicated, and culturally reshaped, creating tensions between national identity and democracy. The book demonstrates that nation branding is a consequence of the corporatization of political governance, soft power and national identity, while revealing how the Poland "brand" is shaping public and foreign affairs. Challenging and original, this book will be of interest to scholars in public relations, corporate communications, political marketing and international relations.
Download or read book Branding For Dummies written by Bill Chiaravalle and published by John Wiley & Sons. This book was released on 2014-12-04 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more. Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.
Download or read book Market Led Strategic Change written by Nigel F. Piercy and published by Routledge. This book was released on 2012-05-04 with total page 779 pages. Available in PDF, EPUB and Kindle. Book excerpt: The third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. "Reality Checks" throughout the text challenge the reader to be realistic and pragmatic. The book confronts the critical issues now faced in strategic marketing: · escalating customer demands driving the imperative for superior value · totally integrated marketing to deliver customer value · the profound impact of electronic business on customer relationships · managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century.
Download or read book EBOOK Services Marketing Integrating Customer Focus Across the Firm written by Alan Wilson and published by McGraw Hill. This book was released on 2012-06-16 with total page 587 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second European Edition of Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bitner and Gremler uniquely focuses on the development of customer relationships through quality service. Reflecting the increasing importance of the service economy, Services Marketing is the only text that put the customer's experience of services at the centre of its approach. The core theories, concepts and frameworks are retained, and specifically the gaps model, a popular feature of the book. The text moves from the foundations of services marketing before introducing the gaps model and demonstrating its application to services marketing. In the second edition, the book takes on more European and International contexts to reflect the needs of courses, lecturers and students. The second edition builds on the wealth of European and International examples, cases, and research in the first edition, offering more integration of European content. It has also be fully updated with the latest research to ensure that it continues to be seen as the text covering the very latest services marketing thinking. In addition, the cases section has been thoroughly examined and revised to offer a range of new case studies with a European and global focus. The online resources have also been fully revised and updated providing an excellent package of support for lecturers and students.
Download or read book My Icon Library written by Willemien Brand and published by Bis Publishers. This book was released on 2021-04 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: My Icon Library is an essential collection of impactful images that will empower you to embark on your own journey of visual thinking and storytelling. The collection consist of the most common, interesting, weird and wonderful concepts created during the author's visual thinking workshops. The concepts are grouped into categories that regularly crop up at the workshops: "finance", "technology", "innovation", "agile" and "sales", as well as broader themes such as "team dynamics", "way-of-working", "politics" and "the world we live in". This is not a definitive list: every story is different and has its own blend of icons and visuals. My Icon Library is a source of inspiration and a go-to reference for whenever you need a visual that's a tad too complicated for your imagination or a Google Images search. It also works as a great companion to author's other bestselling books: Visual Thinking and Visual Doing.
Download or read book Employer Branding For Dummies written by Richard Mosley and published by John Wiley & Sons. This book was released on 2017-01-19 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attract the very best talent with a compelling employer brand! Employer Branding For Dummies is the clear, no-nonsense guide to attracting and retaining top talent. Written by two of the most recognized leaders in employer brand, Richard Mosley and Lars Schmidt, this book gives you actionable advice and expert insight you need to build, scale, and measure a compelling brand. You'll learn how to research what makes your company stand out, the best ways to reach the people you need, and how to convince those people that your company is the ideal place to exercise and develop their skills. The book includes ways to identify the specific traits of your company that aligns with specific talent, and how to translate those traits into employer brand tactic that help you draw the right talent, while repelling the wrong ones. You'll learn how to build and maintain your own distinctive, credible employer brand; and develop a set of relevant, informative success metrics to help you measure ROI. This book shows you how to discover and develop your employer brand to draw the quality talent you need. Perfect your recruitment marketing Develop a compelling employer value proposition (EVP) Demonstrate your employer brand ROI Face it: the very best employees are the ones with the most options. Why should they choose your company? A strong employer brand makes the decision a no-brainer. It's good for engagement, good for retention, and good for the bottom line. Employer Branding For Dummies helps you hone in on your unique, compelling brand, and get the people you need today.
Download or read book The Age of Persuasion written by Terry O'Reilly and published by Catapult. This book was released on 2010-03-10 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Stop to consider the culture of the 21st century: Each morning, you might hear a half–dozen ads on the radio before your feet touch the floor. Staggering out of bed, you'll pass brand logos on your clothing and in your bathroom. By the end of the day, hundreds — perhaps thousands — of marketing messages have targeted you. And yet so little is understood about how marketing affects our lives, our society, and our world. Enter Terry O'Reilly and Mike Tennant, the ad men behind The Age of Persuasion, the popular radio show broadcast on the Canadian Broadcasting Corporation and Sirius Radio. They have made it their mission to share the back–room story of modern marketing, entertaining asides and all. "Think of advertisers as millions of ants in a colony, each working hard and each with its own objective. Except that in this colony, every single ant is competing against the others. That's the ad business. Almost every ad you see, hear, and otherwise experience is competing for a piece of your imagination. And like any cross–section of humanity, the vast, worldwide advertising community is diverse: composed of geniuses and idiots, saints and buffoons, and everything in between." From the early players to the Mad Men of the 1960s and beyond, O'Reilly and Tennant offer insights into a rapidly evolving industry. Smart and funny, The Age of Persuasion provides an entertaining — and eye–opening — look at a world driven by marketing.
Download or read book Readings in Modern Marketing written by John A. Quelch and published by Chinese University Press. This book was released on 2006 with total page 772 pages. Available in PDF, EPUB and Kindle. Book excerpt: Readings in Modern Marketing is a collection of Professor Quelch's highly-praised scholarly articles previously published in leading business journals. Topics covered include marketing and business strategy, managing product lines, pricing, managing the point of sales, global marketing, building global brands, marketing and the new technologies, marketing and society, and so forth. Readings in Modern Marketing offers important theories as well as practical, insightful tactics. It is an indispensable source of reference.
Download or read book How Cities Become Brands written by Eric Häusler and published by Springer Nature. This book was released on with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Tiny CSS Projects written by Martine Dowden and published by Simon and Schuster. This book was released on 2023-09-05 with total page 632 pages. Available in PDF, EPUB and Kindle. Book excerpt: CSS is a must-know language for all web developers. In this practical book, you’ll explore numerous techniques to improve the way you write CSS as you build 12 tiny projects. In Tiny CSS Projects you’ll build twelve exciting and useful web projects including: A loading screen created by styling SVG graphics A responsive newspaper layout with multiple columns Animating social media buttons with pseudo-elements Designing layouts using CSS grids Summary cards that utilize hover interactions Styling forms to make them more appealing to your users The projects may be tiny, but the CSS skills you’ll learn are huge! Tiny CSS Projects teaches you how to make beautiful websites and applications by guiding you through a dozen fun coding challenges. You’ll learn important skills through hands-on practice as you tinker with your own code and make real creative decisions about the projects you’re building. You’ll rapidly master the basics and then press on into CSS’s exciting layout features including grid and flexbox, animations, transitions, and media queries. About the Technology Don’t settle for boring web pages! With Cascading Style Sheets you can control color, layout, and typography to make your sites both functional and beautiful. CSS is a essential skill for web developers and designers. This book will help you get started the right way. About the Book Tiny CSS Projects builds your CSS skills by guiding you through 12 creative mini-projects. Each interesting challenge starts with a downloadable HTML skeleton. As you flesh it out with your own design ideas, you’ll master CSS concepts like transitions, layout, and styling forms, and explore powerful features including Flexbox and Grid. All the skills you’ll learn are easy to transfer to full-size applications. When you finish, you’ll have an exciting portfolio of designs ready to go for your next project. What's Inside Transitions and animations using keyframes Layout techniques including Grid and Flexbox Styling form elements including radio buttons Embedding fonts and typography-related styles Conditional styling using pseudo-elements and media queries About the reader For readers who know the basics of HTML and frontend development. No previous experience with CSS is required. About the author Martine Dowden is an author, speaker, and award-winning CTO. Michael Gearon is a user experience designer and frontend developer who has worked with many well-known brands. Table of Contents 1 CSS introduction 2 Designing a layout using CSS Grid 3 Creating a responsive animated loading screen 4 Creating a responsive web newspaper layout 5 Summary cards with hover interactions 6 Creating a profile card 7 Harnessing the full power of float 8 Designing a checkout cart 9 Creating a virtual credit card 10 Styling forms 11 Animated social media share links 12 Using preprocessors
