The Definitive Book Of Branding

Author: Kartikeya Kompella
Publisher: SAGE Publications India
ISBN: 9351501043
Size: 42.31 MB
Format: PDF, Mobi
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The Definitive Book Of Branding from the Author: Kartikeya Kompella. With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world. The book walks the reader through the different ways in which brands drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries. It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.

Retail Marketing And Branding

Author: Jesko Perrey
Publisher: John Wiley & Sons
ISBN: 1118489519
Size: 44.87 MB
Format: PDF, ePub, Mobi
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Retail Marketing And Branding from the Author: Jesko Perrey. Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters

Brands And Branding

Author: Rita Clifton
Publisher:
ISBN: 9781861976642
Size: 30.11 MB
Format: PDF, ePub
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Brands And Branding from the Author: Rita Clifton. The definitive book about brands and branding, written by some of the leading experts in the field. Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.

Brand Sense

Author: Martin Lindstrom
Publisher: Simon and Schuster
ISBN: 1439172013
Size: 59.72 MB
Format: PDF, ePub, Mobi
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Brand Sense from the Author: Martin Lindstrom. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing "new car" aroma? Or that Kellogg's trademarked "crunch" is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world's most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom's innovative worldwide study unveils how all of us are slaves to our senses -- and how, after reading this book, we'll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

The Brand Challenge

Author: Kartikeya Kompella
Publisher: Kogan Page Publishers
ISBN: 074947016X
Size: 76.35 MB
Format: PDF, Kindle
View: 5587
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The Brand Challenge from the Author: Kartikeya Kompella. The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing Authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)

Logo Design Love

Author: David Airey
Publisher: Pearson Deutschland GmbH
ISBN: 9783827329882
Size: 21.35 MB
Format: PDF, ePub
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Logo Design Love from the Author: David Airey.

Kellogg On Branding

Author: Alice M. Tybout
Publisher: John Wiley & Sons
ISBN: 9781118046036
Size: 72.20 MB
Format: PDF, Docs
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Kellogg On Branding from the Author: Alice M. Tybout. The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

The Employer Brand

Author: Simon Barrow
Publisher: John Wiley & Sons
ISBN: 9781119995548
Size: 30.45 MB
Format: PDF, Mobi
View: 7581
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The Employer Brand from the Author: Simon Barrow. Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and PrĂȘt a Manger.

A Branded World

Author: Michael Levine
Publisher: John Wiley & Sons
ISBN: 9780471263661
Size: 64.69 MB
Format: PDF, ePub, Mobi
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A Branded World from the Author: Michael Levine. Public relations executive Michael Levine shows how PR fits into the branding processing using anecdotes, real-world examples, and the creation of a fictional product.

Identity Crisis

Author: Vince Parry
Publisher:
ISBN: 9780997857412
Size: 21.18 MB
Format: PDF
View: 3878
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Identity Crisis from the Author: Vince Parry. The inside story on avoiding the pitfalls and mastering the craft of healthcare branding. Whether it's a pain reliever for a headache, a life-saving operation, having a baby, or just a routine checkup, everyone in the developed world is touched by the healthcare industry in one way or another. As vital as this industry is to us all, branding expert Vince Parry sees fundamental problems first hand in the way healthcare companies and their advertising agencies market health and wellness brands. Identity Crisis highlights the many missteps, misnomers and missed opportunities for some of the biggest healthcare brands of our day, and offers solutions for avoiding these problems in the future. Among many observations, this book points out: - The problems of using consumer-goods branding techniques in healthcare - The ways that illness changes how we define ourselves and make brand choices - The pervasive fallacy that doctors aren't influenced by healthcare marketing - The enlightening power of branding or rebranding illnesses to defuse their stigma Bringing over 30 years of expertise to bear, Vince Parry has written nothing less than the definitive book on healthcare branding: what to do and--just as importantly--what NOT to do for anyone involved or interested in an industry that is at the center of our lives.