Download or read book Brand Culture written by Jonathan Schroeder and published by Routledge. This book was released on 2006-03-27 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.

Download or read book Culture Built My Brand written by Mark Miller and published by . This book was released on 2021-10-19 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unleash the power of your culture. Propel your brand forward. Too many executive leaders settle for inadequate employee performance, mediocre outcomes, and unremarkable earnings. But this doesn't have to be your organization's reality. There is a way to break through the inertia to engage your team, drive better results, and attract a tribe of loyal customers--by tapping into the greatest driver of brand success: your internal company culture. Mark Miller and Ted Vaughn have rebranded more than one hundred purpose driven organizations with their team at Historic Agency. Their decades of experience and research have culminated in Culture Built My Brand, your roadmap to winning more customers and turning them into raving fans. With practical steps and customizable tools, this easy-to-follow guide gives you the know-how you need to tap into your company culture to create an authentic brand that stands out from the competition.

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 Blowing Up the Brand written by Melissa Aronczyk and published by Peter Lang. This book was released on 2010 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This edited volume seeks to redress the lack of scholarly work that takes promotion seriously as a form of social, cultural, political, and economic exchange. It unpacks the vernacular, the institutional structures, and the practices and performances that make up promotional culture in everyday life, offering diverse critical perspectives on how, as citizens, consumers, and users, we absorb, navigate, confront, and resist its influence. Contributions from both renowned scholars and emerging intellectuals make this book a timely and valuable contribution to the fields of media and communication studies, political science, cultural studies, sociology, and anthropology." --BOOK JACKET.

Download or read book Authentic TM written by Sarah Banet-Weiser and published by NYU Press. This book was released on 2012-10-15 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.

Download or read book Brands written by Adam Arvidsson and published by Routledge. This book was released on 2006-04-19 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are now a dominant feature of everyday life. Drawing on rich empirical material, this book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.

Download or read book Fusion written by Denise Lee Yohn and published by . This book was released on 2021-01-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Independently, brand and culture are powerful, unsung business drivers. But Denise shows that when you fuse the two together to create an interdependent and mutually-reinforcing relationship between them, you create organizational power that isn't possible by simply cultivating one or the other alone. Through detailed case studies from some of the world's greatest companies (including Amazon, Airbnb, Adobe, Nike, and Salesforce), exclusive interviews with company executives, and insights from Denise's 25+ years working with world class brands, Fusion provides you with a roadmap for increasing competitiveness, creating measurable value for customers and employees, and future-proofing your business"--

Download or read book Brand Culture written by Jonathan E. Schroeder and published by Taylor & Francis. This book was released on 2006 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.

Download or read book Branded written by Tim Sinclair and published by Kregel Publications. This book was released on 2011-06-27 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Using examples from our consumer culture, Tim Sinclair shows Christian that sharing Jesus has nothing to do with our trinkets or our T-shirts. It has everything to do with being personally branded by Christ."--From back cover

Download or read book Brand Culture and Identity written by Information Reso Management Association and published by . This book was released on 2018-05-04 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book From Chinese Brand Culture to Global Brands written by W. Zhiyan and published by Springer. This book was released on 2013-10-08 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.

Download or read book Taking Brand Initiative written by Mary Jo Hatch and published by John Wiley & Sons. This book was released on 2008-03-11 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

Download or read book The Consumer Culture Theory of Brands written by Robert Pennington and published by Cambridge Scholars Publishing. This book was released on 2019-08-20 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance to consumers and their brand use. This book explains what brands mean to consumers, and how they use brands for their own purpose of conveying that meaning to others. It illuminates not only how consumers use brands to communicate, but also how advertising has become an integral component of the cultural communication system that is consumption.

Download or read book Citizen Brand written by Marc Gobe and published by Simon and Schuster. This book was released on 2006-09-02 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.

Download or read book Culture Bending Narratives written by Jason Locy and published by FiveStone. This book was released on 2019-12-01 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: There’s no shortage of books talking about the importance of story, and for good reason. Effective storytelling is an important tool for your organization. But … Storytelling is not enough. If you want an organization that creates long-term positive impact, then you need more than clever stories. You need to create meaning through narrative. In Culture-Bending Narratives, Jason Locy takes you through the process of moving beyond the fundamentals of storytelling and into a deeper conversation around the power of narrative. With narrative, your organization can challenge the way others see the world and invite them on a journey to discovering a deeper purpose and meaning. In the end, you will leave with a new way of thinking that weaves your organization’s desire for a better world throughout all you do.

Download or read book Brand New China written by Jing Wang and published by Harvard University Press. This book was released on 2010-04-10 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt: One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.

Download or read book Brand Name Bullies written by David Bollier and published by Turner Publishing Company. This book was released on 2008-04-21 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt: An impassioned, darkly amusing look at how corporations misuse copyright law to stifle creativity and free speech If you want to make fun of Mickey or Barbie on your Web site, you may be hearing from some corporate lawyers. You should also think twice about calling something "fair and balanced" or publicly using Martin Luther King Jr.'s "I Have a Dream" speech. It may be illegal. Or it may be entirely legal, but the distinction doesn't matter if you can't afford a lawyer. More and more, corporations are grabbing and asserting rights over every idea and creation in our world, regardless of the law's intent or the public interest. But beyond the humorous absurdity of all this, there lies a darker problem, as David Bollier shows in this important new book. Lawsuits and legal bullying clearly prevent the creation of legitimate new software, new art and music, new literature, new businesses, and worst of all, new scientific and medical research. David Bollier (Amherst, MA) is cofounder of Public Knowledge and Senior Fellow at the Norman Lear Center, USC Annenberg School for Communication. His books include Silent Theft.