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Brand Culture
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Book Synopsis Brand Culture by : Jonathan Schroeder
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 224 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.
Book Synopsis Authentic TM by : Sarah Banet-Weiser
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.
Book Synopsis Culture Built My Brand by : Mark Miller
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.
Book Synopsis Brand Culture by : Jonathan E. Schroeder
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.
Book Synopsis How Brands Become Icons by : D. B. Holt
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.
Book Synopsis From Chinese Brand Culture to Global Brands by : W. Zhiyan
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 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"--
Book Synopsis Blowing Up the Brand by : Melissa Aronczyk
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 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.
Book Synopsis Brand Name Bullies by : David Bollier
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.
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: Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy; the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on: consumption marketing brand management online branding the brand as informational capital. Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing.
Download or read book Cultural Strategy written by Douglas Holt and published by Oxford University Press. This book was released on 2010-10-28 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.
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.
Book Synopsis Brand Culture and Identity by : Information Reso Management Association
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:
Author :Management Association, Information Resources Publisher :IGI Global ISBN 13 :1522571175 Total Pages :1556 pages Book Rating :4.5/5 (225 download)
Book Synopsis Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources
Download or read book Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-10-05 with total page 1556 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Book Synopsis Holistic Approaches to Brand Culture and Communication Across Industries by : Dasgupta, Sabyasachi
Download or read book Holistic Approaches to Brand Culture and Communication Across Industries written by Dasgupta, Sabyasachi and published by IGI Global. This book was released on 2017-12-15 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world of brands is undergoing a sea of change in the domain of consumer culture and it has become a challenge to cater to the minds of audiences. As such, effective branding has moved from being product- and service-oriented to organizational- and social movement-oriented. Holistic Approaches to Brand Culture and Communication Across Industries is a pivotal reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Featuring extensive coverage on relevant areas such as consumer behavior, observational research, and brand equity, this publication is an ideal resource for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Book Synopsis From Counterculture to Cyberculture by : Fred Turner
Download or read book From Counterculture to Cyberculture written by Fred Turner and published by University of Chicago Press. This book was released on 2010-10-15 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the early 1960s, computers haunted the American popular imagination. Bleak tools of the cold war, they embodied the rigid organization and mechanical conformity that made the military-industrial complex possible. But by the 1990s—and the dawn of the Internet—computers started to represent a very different kind of world: a collaborative and digital utopia modeled on the communal ideals of the hippies who so vehemently rebelled against the cold war establishment in the first place. From Counterculture to Cyberculture is the first book to explore this extraordinary and ironic transformation. Fred Turner here traces the previously untold story of a highly influential group of San Francisco Bay–area entrepreneurs: Stewart Brand and the Whole Earth network. Between 1968 and 1998, via such familiar venues as the National Book Award–winning Whole Earth Catalog, the computer conferencing system known as WELL, and, ultimately, the launch of the wildly successful Wired magazine, Brand and his colleagues brokered a long-running collaboration between San Francisco flower power and the emerging technological hub of Silicon Valley. Thanks to their vision, counterculturalists and technologists alike joined together to reimagine computers as tools for personal liberation, the building of virtual and decidedly alternative communities, and the exploration of bold new social frontiers. Shedding new light on how our networked culture came to be, this fascinating book reminds us that the distance between the Grateful Dead and Google, between Ken Kesey and the computer itself, is not as great as we might think.
