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Author : Kevin Lane Keller
Publisher :
ISBN 13 :
Total Pages : 31 pages
Book Rating : 4.:/5 (248 download)
Download or read book Building Customer-based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Frederick F. Reichheld
Publisher : Harvard Business Press
ISBN 13 : 9781578512058
Total Pages : 248 pages
Book Rating : 4.5/5 (12 download)
Download or read book Loyalty Rules! written by Frederick F. Reichheld and published by Harvard Business Press. This book was released on 2001 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reichheld draws upon case studies of a variety of businesses including Harley-Davidson, Dell Computer, and Enterprise Rent-A-Car to show how employee and customer loyalty promote financial success. His approach to developing loyalty is based upon six principles of leadership including never profiting at the expense of partners, rewarding the right results, and honest communication. Reichheld is a Bain Fellow and author of The Loyalty Effect. c. Book News Inc.
Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 334 pages
Book Rating : 4.4/5 (391 download)
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 334 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Author : Paul Feldwick
Publisher :
ISBN 13 : 9781841161099
Total Pages : 148 pages
Book Rating : 4.1/5 (61 download)
Download or read book What is Brand Equity, Anyway? written by Paul Feldwick and published by . This book was released on 2002 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : David A. Aaker
Publisher : Psychology Press
ISBN 13 : 1317759826
Total Pages : 406 pages
Book Rating : 4.3/5 (177 download)
Download or read book Brand Equity & Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749465166
Total Pages : 512 pages
Book Rating : 4.7/5 (494 download)
Download or read book The New Strategic Brand Management written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-01-03 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.
Author : Giep Franzen
Publisher : Routledge
ISBN 13 : 1317454677
Total Pages : 588 pages
Book Rating : 4.3/5 (174 download)
Download or read book The Science and Art of Branding written by Giep Franzen and published by Routledge. This book was released on 2015-02-12 with total page 588 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Author : Kevin Lane Keller
Publisher :
ISBN 13 : 9780130411501
Total Pages : 0 pages
Book Rating : 4.4/5 (115 download)
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.
Author : J. Lindemann
Publisher : Springer
ISBN 13 : 023027501X
Total Pages : 194 pages
Book Rating : 4.2/5 (32 download)
Download or read book The Economy of Brands written by J. Lindemann and published by Springer. This book was released on 2010-05-07 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.
Author : Kevin Lane Keller
Publisher :
ISBN 13 :
Total Pages : 41 pages
Book Rating : 4.:/5 (154 download)
Download or read book Conceptualizing, Measuring, and Managing Customer-based Brand Equity written by Kevin Lane Keller and published by . This book was released on 1991 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Lia Zarantonello
Publisher : Routledge
ISBN 13 : 1317803159
Total Pages : 346 pages
Book Rating : 4.3/5 (178 download)
Download or read book The Handbook of Brand Management Scales written by Lia Zarantonello and published by Routledge. This book was released on 2015-08-05 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.
Author : Leendert Marinus Koyck
Publisher :
ISBN 13 :
Total Pages : 111 pages
Book Rating : 4.:/5 (931 download)
Download or read book Distributed Lags and Investment Analysis written by Leendert Marinus Koyck and published by . This book was released on 1980 with total page 111 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Laura Patterson
Publisher : Violetear Press
ISBN 13 : 9780971008625
Total Pages : 228 pages
Book Rating : 4.0/5 (86 download)
Download or read book Fast-Track Your Business written by Laura Patterson and published by Violetear Press. This book was released on 2020-01-28 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans.
Author : McKinsey & Company Inc.
Publisher : John Wiley & Sons
ISBN 13 : 0470889934
Total Pages : 860 pages
Book Rating : 4.4/5 (78 download)
Download or read book Valuation written by McKinsey & Company Inc. and published by John Wiley & Sons. This book was released on 2010-07-16 with total page 860 pages. Available in PDF, EPUB and Kindle. Book excerpt: The number one guide to corporate valuation is back and better than ever Thoroughly revised and expanded to reflect business conditions in today's volatile global economy, Valuation, Fifth Edition continues the tradition of its bestselling predecessors by providing up-to-date insights and practical advice on how to create, manage, and measure the value of an organization. Along with all new case studies that illustrate how valuation techniques and principles are applied in real-world situations, this comprehensive guide has been updated to reflect new developments in corporate finance, changes in accounting rules, and an enhanced global perspective. Valuation, Fifth Edition is filled with expert guidance that managers at all levels, investors, and students can use to enhance their understanding of this important discipline. Contains strategies for multi-business valuation and valuation for corporate restructuring, mergers, and acquisitions Addresses how you can interpret the results of a valuation in light of a company's competitive situation Also available: a book plus CD-ROM package (978-0-470-42469-8) as well as a stand-alone CD-ROM (978-0-470-42457-7) containing an interactive valuation DCF model Valuation, Fifth Edition stands alone in this field with its reputation of quality and consistency. If you want to hone your valuation skills today and improve them for years to come, look no further than this book.
Author : David A. Aaker
Publisher :
ISBN 13 : 9781849830409
Total Pages : 380 pages
Book Rating : 4.8/5 (34 download)
Download or read book Building Strong Brands written by David A. Aaker and published by . This book was released on 2010 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Author : Tatiana Soto J.
Publisher : Diplomica Verlag
ISBN 13 : 3836658720
Total Pages : 106 pages
Book Rating : 4.8/5 (366 download)
Download or read book Methods for Assessing Brand Value written by Tatiana Soto J. and published by Diplomica Verlag. This book was released on 2008-04 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's highly competitive business environment, companies have recognised the increasing importance of brands as one of their most important assets. However, now the discussion is how to measure the value of such an important asset and what makes this valuation important.The purpose of this thesis is the critical comparison between two well-known brand valuation methods in order to choose the one that reflects the monetary value of a brand best possible. For this purpose, the methods are first analysed in relation to their compliance with the requirements for brand valuation methods. Secondly, the extent to which the methods can be applied for the different valuation purposes is also analysed. The two selected methods are the Interbrand model (from Interbrand Zintzmeyer & Lux) and the Brand Equity Evaluator model (from BBDO Consulting).
Author : Christine Bernadas
Publisher : Academic Conferences and publishing limited
ISBN 13 : 191121800X
Total Pages : 566 pages
Book Rating : 4.9/5 (112 download)
Download or read book ECSM2016-Proceedings of the 3rd European Conference on Social Media written by Christine Bernadas and published by Academic Conferences and publishing limited. This book was released on 2016-06-21 with total page 566 pages. Available in PDF, EPUB and Kindle. Book excerpt:
