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Co Branding
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Download or read book Co-Branding written by T. Blackett and published by Springer. This book was released on 1999-09-24 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.
Book Synopsis Co-Branding: Fit Factors Between Partner Brands by : Peter Zickermann
Download or read book Co-Branding: Fit Factors Between Partner Brands written by Peter Zickermann and published by Anchor Academic Publishing (aap_verlag). This book was released on 2014-09 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt: Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.
Book Synopsis Managing Tourism and Hospitality Services by : B. Prideaux
Download or read book Managing Tourism and Hospitality Services written by B. Prideaux and published by CABI. This book was released on 2006-09-14 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this book is to enhance theoretical and practical understanding of quality management in tourism and hospitality. It provides a benchmark of current knowledge, and examines the range of research methods being applied to further develop tourism and hospitality service management research. It is hoped that this book will stimulate new research questions by highlighting tensions and challenges in the area.
Book Synopsis The New Strategic Brand Management by : Jean-Nol︠ Kapferer
Download or read book The New Strategic Brand Management written by Jean-Nol︠ Kapferer and published by Kogan Page Publishers. This book was released on 2004 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
Book Synopsis The New Strategic Brand Management by : Jean-Noël Kapferer
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 2008 with total page 576 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning 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. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
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.
Author :Andrew J. Sherman Publisher :AMACOM/American Management Association ISBN 13 :9780814427798 Total Pages :454 pages Book Rating :4.4/5 (277 download)
Book Synopsis Franchising & Licensing by : Andrew J. Sherman
Download or read book Franchising & Licensing written by Andrew J. Sherman and published by AMACOM/American Management Association. This book was released on 2004 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Annotation. For more than a decade, this book has been the definitive guide to franchises and licensing programs. In this third edition, author and prominent attorney Andrew J. Sherman expands his in-depth coverage to include international franchising initiatives. In addition, every chapter has been thoroughly updated to reflect new information on market responsiveness, compliance, and other key issues. The result is a truly global reference that will prove indispensable to companies and entrepreneurs alike. If you're involved in any aspect of franchising and licensing, you can't afford to be without the latest edition of this book. It became the industry standard immediately upon its original publication, opening up enticing opportunities for entrepreneurs as well as presenting new strategic options for corporations. Now the third edition gives it truly global reach. Expanded to include international as well as domestic (U.S.) franchising and licensing, it comprehensively covers the strategic, legal, financial, and operational aspects of these complex but highly profitable business structures.
Book Synopsis Co-creating Brands by : Nicholas Ind
Download or read book Co-creating Brands written by Nicholas Ind and published by Bloomsbury Publishing. This book was released on 2019-12-12 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organization so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of this process has shifted to the intersection between the organization and its stakeholders, leading to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.
Book Synopsis Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification by :
Download or read book Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification written by and published by Emerald Group Publishing. This book was released on 2006 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Primalbranding written by Patrick Hanlon and published by Simon and Schuster. This book was released on 2006-01-24 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.
Book Synopsis Brand Management by : Michael Beverland
Download or read book Brand Management written by Michael Beverland and published by SAGE. This book was released on 2018-01-27 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.
Book Synopsis Face your brand! The visual language of branding explained by :
Download or read book Face your brand! The visual language of branding explained written by and published by Alex Greyling. This book was released on with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Trade Mark Law and Sharing Names by : Ilanah Simon Fhima
Download or read book Trade Mark Law and Sharing Names written by Ilanah Simon Fhima and published by Edward Elgar Publishing. This book was released on 2009-01-01 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: There are a number of points throughout the trade mark system where multiple undertakings share the same name, either unwillingly, or by consent. In this timely book, expert contributors address this controversial issue and identify the various points at which names are shared. This unique book uses both historical and interdisciplinary perspectives, as well as more traditional legal methodology, to examine the practical and theoretical implications of such name sharing for the parties involved. It analyses what can be learned from the sharing process about the nature of the trade mark system and the interests which it protects. General themes relating to the nature and purpose of trade mark law are also discussed. The contributors focus on UK and European law and their detailed treatment of specific trade mark topics will prove invaluable to postgraduate law students and academics specialising in intellectual property. Legal practitioners will appreciate the up-to-date consideration of concepts important in both contentious and non-contentious trade mark practice and in-house counsel for brand owners will benefit from the expert guidance offered on issues relevant to protecting their trade marks.
Book Synopsis B2B Brand Management by : Philip Kotler
Download or read book B2B Brand Management written by Philip Kotler and published by Springer Science & Business Media. This book was released on 2006-09-22 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
Book Synopsis The Routledge Companion to Contemporary Brand Management by : Francesca Dall'Olmo Riley
Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 617 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Book Synopsis Multiple Co-Branding by : Inca Beckmann
Download or read book Multiple Co-Branding written by Inca Beckmann and published by diplom.de. This book was released on 2005-01-31 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Abstract: The exchangeability of products has led to the producers need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the world s most well-known brands, has launched a new co-branded product with the beer producer Diebels called Dimix . Already in 1998 co-branding was said to have a 40% annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding one s product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-branding s effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding? Q2: How does multiple co-branding influence the consumer s attitude towards the brand that uses this multiple co-branding strategy? A consumer survey via e-mail was conducted in order to gain insight into consumers view of brands using multiple co-branding. The coloured chocolate lenses Smarties and the ice cream Langnese Cremissimo served as examples in our questionnaire since they have created new products together with many other brands. The findings shall give some useful advice to companies concerning aspects, which have to be taken into account when opting for a multiple co-branding strategy. Disposition The introduction will be followed by the theoretical part, which is [...]
Book Synopsis Marketing of High-technology Products and Innovations by : Jakki J. Mohr
Download or read book Marketing of High-technology Products and Innovations written by Jakki J. Mohr and published by Pearson Prentice Hall. This book was released on 2010 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
