Brand Aid

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Brand Aid

Author : Lisa Ann Richey
Publisher : U of Minnesota Press
ISBN 13 : 145291656X
Total Pages : 328 pages
Book Rating : 4.4/5 (529 download)

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Book Synopsis Brand Aid by : Lisa Ann Richey

Download or read book Brand Aid written by Lisa Ann Richey and published by U of Minnesota Press. This book was released on 2013-11-30 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Has there ever been a better reason to shop?” asks an ad for the Product RED American Express card, telling members who use the card that buying “cappuccinos or cashmere” will help to fight AIDS in Africa. Cofounded in 2006 by the rock star Bono, Product RED has been a particularly successful example of a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. In Brand Aid, Lisa Ann Richey and Stefano Ponte offer a deeply informed and stinging critique of “compassionate consumption.” Campaigns like Product RED and its precursors, such as Lance Armstrong’s Livestrong and the pink-ribbon project in support of breast cancer research, advance the expansion of consumption far more than they meet the needs of the people they ostensibly serve. At the same time, such campaigns sell both the suffering of Africans with AIDS (in the case of Product RED) and the power of the average consumer to ameliorate it through familiar and highly effective media representations. Using Product RED as its focal point, this book explores how corporations like American Express, Armani, Gap, and Hallmark promote compassionate consumption to improve their ethical profile and value without significantly altering their business model, protecting themselves from the threat to their bottom lines posed by a genuinely engaged consumer activism. Coupled with the phenomenon of celebrity activism and expertise as embodied by Bono, Richey and Ponte argue that this “causumerism” represents a deeply troubling shift in relief efforts, effectively delinking the relationship between capitalist production and global poverty.

Brand Aid

Author : Brad VanAuken
Publisher : Amacom Books
ISBN 13 : 9780814406816
Total Pages : 332 pages
Book Rating : 4.4/5 (68 download)

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Book Synopsis Brand Aid by : Brad VanAuken

Download or read book Brand Aid written by Brad VanAuken and published by Amacom Books. This book was released on 2003 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization's brand."

Brand Aid

Author : Lisa Ann Richey
Publisher : U of Minnesota Press
ISBN 13 : 0816665451
Total Pages : 273 pages
Book Rating : 4.8/5 (166 download)

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Book Synopsis Brand Aid by : Lisa Ann Richey

Download or read book Brand Aid written by Lisa Ann Richey and published by U of Minnesota Press. This book was released on 2011 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: A critical account of the rise of celebrity-driven “compassionate consumption.”

Brand Aid

Author : Brad VanAuken
Publisher : AMACOM
ISBN 13 : 0814434746
Total Pages : 370 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Brand Aid by : Brad VanAuken

Download or read book Brand Aid written by Brad VanAuken and published by AMACOM. This book was released on 2014-12-30 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!

Brand Aid

Author : Larry G. Linne
Publisher : Penguin
ISBN 13 : 0735205418
Total Pages : 176 pages
Book Rating : 4.7/5 (352 download)

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Book Synopsis Brand Aid by : Larry G. Linne

Download or read book Brand Aid written by Larry G. Linne and published by Penguin. This book was released on 2015-01-06 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in paperback: Hands-on strategies for creating and protecting your personal brand (yes, you have one) Think branding is just for large corporations, marketing directors, and cows? Think again. Each one of us has a brand – a personal brand, how others see us – which is shaped by what we do, say, write, and otherwise present ourselves to others. We can’t fully control how others see us (smart, capable, compassionate, creative, fair). But many of us don’t even try. That is, we don’t take a moment to think about how we WANT to be perceived, and then take a few simple steps to bolster that impression with purposeful action. BRAND AID isn’t a book about manipulating others, putting on airs, or saying things you don’t really mean. It IS about using our words and actions mindfully, whether they take place in a conference room, PTA meeting, dinner party, Facebook comment thread, or anywhere else. Using clear examples from businesses, families, and more, this straightforward guide presents essential advice for anyone who wants to succeed in today’s competitive and interconnected world.

Brand Aid

Author : Larry G. Linne
Publisher : Penguin
ISBN 13 : 069815441X
Total Pages : 158 pages
Book Rating : 4.6/5 (981 download)

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Book Synopsis Brand Aid by : Larry G. Linne

Download or read book Brand Aid written by Larry G. Linne and published by Penguin. This book was released on 2014-01-07 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in paperback: Hands-on strategies for creating and protecting your personal brand (yes, you have one) Think branding is just for large corporations, marketing directors, and cows? Think again. Each one of us has a brand – a personal brand, how others see us – which is shaped by what we do, say, write, and otherwise present ourselves to others. We can’t fully control how others see us (smart, capable, compassionate, creative, fair). But many of us don’t even try. That is, we don’t take a moment to think about how we WANT to be perceived, and then take a few simple steps to bolster that impression with purposeful action. BRAND AID isn’t a book about manipulating others, putting on airs, or saying things you don’t really mean. It IS about using our words and actions mindfully, whether they take place in a conference room, PTA meeting, dinner party, Facebook comment thread, or anywhere else. Using clear examples from businesses, families, and more, this straightforward guide presents essential advice for anyone who wants to succeed in today’s competitive and interconnected world.

New Actors and Alliances in Development

Author : Lisa Ann Richey
Publisher : Routledge
ISBN 13 : 1317620232
Total Pages : 217 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis New Actors and Alliances in Development by : Lisa Ann Richey

Download or read book New Actors and Alliances in Development written by Lisa Ann Richey and published by Routledge. This book was released on 2016-03-17 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection brings together an interdisciplinary group of scholars exploring how development financing and interventions are being shaped by a wider and more complex platform of actors than usually considered in the existing literature. The contributors also trace a changing set of key relations and alliances in development – those between business and consumers; NGOs and celebrities; philanthropic organizations and the state; diaspora groups and transnational advocacy networks; ruling elites and productive capitalists; and between ‘new donors’ and developing country governments. Despite the diversity of these actors and alliances, several commonalities arise: they are often based on hybrid transnationalism and diffuse notions of development responsibility; rather than being new per se, they are newly being studied as engaging in practices that are now coming to be understood as ‘development’; and they are limited in their ability to act as agents of development by their lack of accountability or pro-poor commitment. The articles in this collection point to images and representations as increasingly important in development ‘branding’ and suggest fruitful new ground for critical development studies. This book was originally published as a special issue of Third World Quarterly.

The Wilderness First Aid Handbook

Author : Grant S. Lipman
Publisher : Simon and Schuster
ISBN 13 : 1626365377
Total Pages : 119 pages
Book Rating : 4.6/5 (263 download)

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Book Synopsis The Wilderness First Aid Handbook by : Grant S. Lipman

Download or read book The Wilderness First Aid Handbook written by Grant S. Lipman and published by Simon and Schuster. This book was released on 2013-08-13 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Wilderness First Aid Handbook is a handy, quick-reference guide easily accessible with basic wilderness first aid knowledge, but it does not require advanced degrees or experience with medicine and prehospital care. Recognizing that certain knowledge and procedures are outside the scope of a layperson’s training, Dr. Grant Lipman limits the use of technical terms and advanced techniques that may be unfamiliar to some readers or beyond their comfort zone. This system-based, easy-to-follow guide assists the first aid provider when encountering most wilderness emergencies, from cold and heat concerns and blister treatments to high altitude illness and lightning injury prevention—and much more. Typically the most challenging decision in the wilderness environment is when to evacuate a sick or potentially sick person, and as such, each section has detailed decision-making steps to inform you of when to be concerned and when to get out. This guidance is based upon the recent evidence-based consensus statement published by the Wilderness Medical Society on the scope of practice of wilderness first aid. Filled with original, full-color artwork illustrating the techniques and procedures described and with internal-spiral binding and waterproof pages handy for travel into extreme environments, The Wilderness First Aid Handbook is a must-have for every back pocket or backpack.

Managing Brand Equity

Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 334 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Managing Brand Equity by : David A. Aaker

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

Pink Ribbons, Inc

Author : Samantha King
Publisher : U of Minnesota Press
ISBN 13 : 9780816648986
Total Pages : 206 pages
Book Rating : 4.6/5 (489 download)

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Book Synopsis Pink Ribbons, Inc by : Samantha King

Download or read book Pink Ribbons, Inc written by Samantha King and published by U of Minnesota Press. This book was released on 2006 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: The commercialization of the breast cancer movement is challenged in this analysis of how breast cancer has been transformed from a stigmatized disease and individual tragedy to a market-driven industry of survivorship.

World Yearbook of Education 2016

Author : Antoni Verger
Publisher : Routledge
ISBN 13 : 1317518705
Total Pages : 371 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis World Yearbook of Education 2016 by : Antoni Verger

Download or read book World Yearbook of Education 2016 written by Antoni Verger and published by Routledge. This book was released on 2016-01-08 with total page 371 pages. Available in PDF, EPUB and Kindle. Book excerpt: This latest volume in the World Yearbook of Education series examines the global education industry both in OECD* countries as well as developing countries, and presents the works of scholars based in different parts of the word who have significantly contributed to this area of research. Focusing on the areas of cross-over in public-private partnerships in education, WYBE 2016 critically examines the actors and factors that have propelled the global rise of the education industry. Split into three key sections, Part I explores how education agendas are shaped; Part II considers the private financing of education and the export of school improvements to professional consultancies; and Part III analyses new market niches, such as low-fee private schooling and for-profit education provisions. The book draws upon case studies of many global organizations, including: The Bill and Melinda Gates Foundation Pearson Affordable Learning Fund Bridge International Academies Teach for All Omega Schools Co-edited by three internationally renowned scholars, Antoni Verger, Christopher Lubienski and Gita Steiner-Khamsi, WYBE 2016 will be a valuable resource for researchers, graduates and policy makers who are interested in the global education industry. *Convention on the Organisation for Economic Co-operation and Development.

It's Not Just PR

Author : W. Timothy Coombs
Publisher : John Wiley & Sons
ISBN 13 : 1118554043
Total Pages : 154 pages
Book Rating : 4.1/5 (185 download)

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Book Synopsis It's Not Just PR by : W. Timothy Coombs

Download or read book It's Not Just PR written by W. Timothy Coombs and published by John Wiley & Sons. This book was released on 2013-07-08 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the second edition of their award-winning book, W. Timothy Coombs and Sherry J. Holladay provide a broad and thorough look at the field of public relations in the world today and assess its positive and negative impact on society’s values, knowledge, and perceptions. Uses a range of global, contemporary examples, from multi-national corporations through to the non-profit sector Updated to include discussion of new issues, such as the role and limitations of social media; the emergence of Issues Management; how private politics is shaping corporate behavior; and the rise of global activism and the complications of working in a global world Covers the search within the profession for a definition of PR, including the Melbourne Mandate and Barcelona Principles Balanced, well organized, and clearly written by two leading scholars

Batman Saves the Congo

Author : Alexandra Cosima Budabin
Publisher : U of Minnesota Press
ISBN 13 : 1452961131
Total Pages : 228 pages
Book Rating : 4.4/5 (529 download)

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Book Synopsis Batman Saves the Congo by : Alexandra Cosima Budabin

Download or read book Batman Saves the Congo written by Alexandra Cosima Budabin and published by U of Minnesota Press. This book was released on 2021-06-08 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: How celebrity strategic partnerships are disrupting humanitarian space Can a celebrity be a “disrupter,” promoting strategic partnerships to bring new ideas and funding to revitalize the development field—or are celebrities just charismatic ambassadors for big business? Examining the role of the rich and famous in development and humanitarianism, Batman Saves the Congo argues that celebrities do both, and that understanding why and how yields insight into the realities of neoliberal development. In 2010, entertainer Ben Affleck, known for his superhero performance as Batman, launched the Eastern Congo Initiative to bring a new approach to the region’s development. This case study is central to Batman Saves the Congo. Affleck’s organization operates with special access, diversified funding, and significant support of elites within political, philanthropic, development, and humanitarian circuits. This sets it apart from other development organizations. With his convening power, Affleck has built partnerships with those inside and outside development, staking bipartisan political ground that is neither charity nor aid but “good business.” Such visible and recognizable celebrity humanitarians are occupying the public domain yet not engaging meaningfully with any public, argues Batman Saves the Congo. They are an unruly bunch of new players in development who amplify business solutions. As elite political participants, celebrities shape development practices through strategic partnerships that are both an innovative way to raise awareness and funding for neglected causes and a troubling trend of unaccountable elite leadership in North–South relations. Batman Saves the Congo helps illuminate the power of celebritized business solutions and the development contexts they create.

Consumer Activism

Author : Eleftheria J. Lekakis
Publisher : SAGE
ISBN 13 : 1529786886
Total Pages : 217 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Consumer Activism by : Eleftheria J. Lekakis

Download or read book Consumer Activism written by Eleftheria J. Lekakis and published by SAGE. This book was released on 2022-08-27 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A crucial intervention to both critical studies of consumption and research into activism. It authoritatively explores the complex and multiplying links between branding and neoliberal culture, consumer practices and social justice." – Professor Mehita Iqani, Stellenbosch University "Eleftheria Lekakis reminds us that as consumers, we can do much more than just buy our way out of social or political problems." – Professor Melissa Aronczyk, Rutgers University Consumption and resistance are entwined. From buying fair-trade, to celebrity advocates for social causes, to subvertising and anti-consumerist grassroots movements, consumer activism is now a key part of our fight for social and environmental justice. This book is a comprehensive exploration of the complexities and dilemmas of using the marketplace as an arena for politics. It goes beyond simply buying or boycotting to critically explore how individuals, collectives, corporations and governments do politics with and through consumption. Impassioned and always accessible, Eleftheria Lekakis explores: The media and economic logics which privilege elite activists. The real opportunities to resist and redirect promotional culture. Consumer activism as collective and community-building. The politicisation of celebrity influencers. The centrality of digital media technology. A range of transnational case studies pushing the field beyond the Global North. Consumer Activism: Promotional Culture and Resistance covers the full breadth of theory and practice you need to know. It is an essential resource for understanding, researching and engaging with the global phenomenon of consumer activism. Dr Eleftheria Lekakis is senior lecturer in Media and Communications at the School of Media, Arts, and Humanities at the University of Sussex.

Celebrity Humanitarianism and North-South Relations

Author : Lisa Ann Richey
Publisher : Routledge
ISBN 13 : 1317521226
Total Pages : 288 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Celebrity Humanitarianism and North-South Relations by : Lisa Ann Richey

Download or read book Celebrity Humanitarianism and North-South Relations written by Lisa Ann Richey and published by Routledge. This book was released on 2015-08-20 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discussion over celebrity engagement is often limited to theoretical critique or normative name-calling, without much grounded research into what it is that celebrities are doing, the same or differently throughout the world. Crucially, little attention has been paid to the Global South, either as a place where celebrities intervene into existing politics and social processes, or as the generator of Southern celebrities engaged in ‘do-gooding’. This book examines what the diverse roster of celebrity humanitarians are actually doing in and across North and South contexts. Celebrity humanitarianism is an effective lens for viewing the multiple and diverse relationships that constitute the links between North and South. New empirical findings on celebrity humanitarianism on the ground in Thailand, Malawi, Bangladesh, South Africa, China, Haiti, Congo, US, Denmark and Australia illustrate the impact of celebrity humanitarianism in the Global South and celebritization, participation and democratization in the donor North. By investigating one of the most mediatized and distant representations of humanitarianism (the celebrity intervention) from a perspective of contextualization, the book underscores the importance of context in international development. This book will be of interest to students and researchers in the fields of development studies, celebrity studies, anthropology, political science, geography, and related disciplines. It is also of great relevance to development practitioners, humanitarian NGOs, and professionals in business (CSR, fair trade) who work in the increasingly celebritized field.

International Relations Theory

Author : Cynthia Weber
Publisher : Routledge
ISBN 13 : 1000065812
Total Pages : 393 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis International Relations Theory by : Cynthia Weber

Download or read book International Relations Theory written by Cynthia Weber and published by Routledge. This book was released on 2021-03-30 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fifth edition of this innovative textbook introduces students to the main theories in International Relations. It explains and analyzes each theory, allowing students to understand and critically engage with the myths and assumptions behind them. Each theory is illustrated using the example of a popular film. Key features of this textbook include: Discussion of all the main theories: realism and neorealism, idealism and neoidealism, liberalism, constructivism, postmodernism, gender, globalization, neo-Marxism, modernization and development theory, environmentalism, anarchism, and queer theory. A new chapter focused on global LGBT (lesbian, gay, bisexual, and trans) theory and queer theory, Hillary Clinton’s policy myth that "gay rights are human rights and human rights are gay rights," and the film Love is Strange. Innovative use of narrative from films that students will be familiar with: Lord of the Flies, Independence Day, Wag the Dog, Fatal Attraction, The Truman Show, East Is East, Memento, WALL-E, The Hunger Games, and Love is Strange. An accessible and exciting writing style, boxed key concepts, and guides for further reading. A comprehensive Companion Website featuring a complete set of lectures for every major theory and film covered in the textbook, additional workshop and seminar exercises, slides to accompany each lecture, and an extensive bank of multiple-choice, short-answer, and essay questions and answers for every chapter. This breakthrough textbook has been designed to unravel the complexities of international relations theory in a way that gives students a clearer idea of how the theories work, and of the myths associated with them.

Photography Business: Step-by-Step Startup Guide

Author : The Staff of Entrepreneur Media, Inc.
Publisher : Entrepreneur Press
ISBN 13 : 1613084145
Total Pages : 915 pages
Book Rating : 4.6/5 (13 download)

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Book Synopsis Photography Business: Step-by-Step Startup Guide by : The Staff of Entrepreneur Media, Inc.

Download or read book Photography Business: Step-by-Step Startup Guide written by The Staff of Entrepreneur Media, Inc. and published by Entrepreneur Press. This book was released on 2019-10-22 with total page 915 pages. Available in PDF, EPUB and Kindle. Book excerpt: Set up your business for success with the perfect shot. The experts at Entrepreneur provide a two-part guide to success. First, learn how to turn your talent for snapping great pictures into a lucrative business. Then, master the fundamentals of business startup including defining your business structure, funding, staffing, and more. This kit includes: Essential industry and business-specific startup steps with worksheets, calculators, checklists, and more Entrepreneur magazine’s Start Your Own Business, a guide to starting any business and surviving the first three years and beyond Interviews and advice from successful entrepreneurs in the industry Worksheets, brainstorming sections, and checklists Entrepreneur’s Startup Resource Kit (downloadable) MORE ABOUT ENTREPRENEUR’S STARTUP RESOURCE KIT Every small business is unique. Therefore, it’s essential to have tools that are customizable depending on your business’s needs. That’s why Entrepreneur is also offering you access to our Startup Resource Kit. Get instant access to thousands of business letters, sales letters, sample documents, and more—all at your fingertips! You’ll find the following: The Small Business Legal Toolkit When your business dreams go from idea to reality, you’re suddenly faced with laws and regulations governing nearly every move you make. Learn how to stay in compliance and protect your business from legal action. In this essential toolkit, you’ll get answers to the “how do I get started?” questions every business owner faces along with a thorough understanding of the legal and tax requirements of your business. Sample Business Letters 1000+ customizable business letters covering each type of written business communication you’re likely to encounter as you communicate with customers, suppliers, employees, and others. Plus a complete guide to business communication that covers every question you may have about developing your own business communication style. Sample Sales Letters The experts at Entrepreneur have compiled more than 1000 of the most effective sales letters covering introductions, prospecting, setting up appointments, cover letters, proposal letters, the all-important follow-up letter, and letters covering all aspects of sales operations to help you make the sale and generate new customers and huge profits.