Critical Branding

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Critical Branding

Author : Caroline Koegler
Publisher : Routledge
ISBN 13 : 1351384503
Total Pages : 353 pages
Book Rating : 4.3/5 (513 download)

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Book Synopsis Critical Branding by : Caroline Koegler

Download or read book Critical Branding written by Caroline Koegler and published by Routledge. This book was released on 2018-03-13 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Critical Branding: Postcolonial Studies and the Market provides an original answer to what Sarah Brouillette has called postcolonial studies’ ‘longstanding materialist challenge’, illuminating the relationship between what is often broadly called ‘the market’ and the practice and positionality of postcolonial critics and their field, postcolonial studies. After much attention has been paid to the status of literary writers in markets, and after a range of sweeping attacks against the field for its alleged ‘complicity’ with capitalism, this study takes the crucial step of systematically exploring the engagement of postcolonial critics in market practice, substituting an automatic sense of accusation (Dirlik), dread (Westall; Brouillette), rage (Young; Williams), or irony (Huggan; Ponzanesi; Mendes) with a nuanced exploration and critique. Bringing together concepts from business studies, postcolonial studies, queer studies, and literary and cultural studies in an informed way, Critical Branding sets on a thorough theoretical footing a range of categories that, while increasingly current, remain surprisingly obscure, such as the market, market forces, and branding. It also provides new concepts with which to think the market as a dimension of practice, such as brand narratives, brand acts, and brand politics. At a time when the marketisation of the university system and the resulting effects on academics are much on our minds, Critical Branding is a timely contribution that explores how diversely postcolonial studies and the market intersect, for better and for worse.

Critical Branding

Author : Caroline Koegler
Publisher :
ISBN 13 : 9780367503444
Total Pages : 228 pages
Book Rating : 4.5/5 (34 download)

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Book Synopsis Critical Branding by : Caroline Koegler

Download or read book Critical Branding written by Caroline Koegler and published by . This book was released on 2020-02-25 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides an original answer to what Sarah Brouillette has called postcolonial studies' 'longstanding materialist challenge', illuminating the relationship between what is broadly called 'the market' and the practice and positionality of postcolonial critics and their field, postcolonial studies.

Inclusive Place Branding

Author : Mihalis Karavatzis
Publisher : Routledge
ISBN 13 : 1317216717
Total Pages : 310 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Inclusive Place Branding by : Mihalis Karavatzis

Download or read book Inclusive Place Branding written by Mihalis Karavatzis and published by Routledge. This book was released on 2017-11-22 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.

Research Handbook on Brand Co-Creation

Author : Markovic, Stefan
Publisher : Edward Elgar Publishing
ISBN 13 : 1839105429
Total Pages : 448 pages
Book Rating : 4.8/5 (391 download)

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Book Synopsis Research Handbook on Brand Co-Creation by : Markovic, Stefan

Download or read book Research Handbook on Brand Co-Creation written by Markovic, Stefan and published by Edward Elgar Publishing. This book was released on 2022-03-10 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

Advances in Corporate Branding

Author : John M. T. Balmer
Publisher : Springer
ISBN 13 : 1352000083
Total Pages : 219 pages
Book Rating : 4.3/5 (52 download)

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Book Synopsis Advances in Corporate Branding by : John M. T. Balmer

Download or read book Advances in Corporate Branding written by John M. T. Balmer and published by Springer. This book was released on 2016-11-14 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.

Blowing Up the Brand

Author : Melissa Aronczyk
Publisher : Peter Lang
ISBN 13 : 9781433108679
Total Pages : 352 pages
Book Rating : 4.1/5 (86 download)

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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.

Branding the Middle East

Author : Steffen Wippel
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110741156
Total Pages : 468 pages
Book Rating : 4.1/5 (17 download)

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Book Synopsis Branding the Middle East by : Steffen Wippel

Download or read book Branding the Middle East written by Steffen Wippel and published by Walter de Gruyter GmbH & Co KG. This book was released on 2023-10-02 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Kellogg on Branding in a Hyper-Connected World

Author :
Publisher : John Wiley & Sons
ISBN 13 : 1119533287
Total Pages : 369 pages
Book Rating : 4.1/5 (195 download)

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Book Synopsis Kellogg on Branding in a Hyper-Connected World by :

Download or read book Kellogg on Branding in a Hyper-Connected World written by and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.

AuthenticTM

Author : Sarah Banet-Weiser
Publisher : NYU Press
ISBN 13 : 0814787150
Total Pages : 282 pages
Book Rating : 4.8/5 (147 download)

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Book Synopsis AuthenticTM by : Sarah Banet-Weiser

Download or read book AuthenticTM written by Sarah Banet-Weiser and published by NYU Press. This book was released on 2012-11-26 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: A stimulating, smart book on what it means to live in a brand culture Brands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed “greening” of institutions and merchant goods is nearly universal. But 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, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture. AuthenticTM maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships—what Banet-Weiser refers to as “brand cultures.” Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized “self-brand” in social media, the brand culture of street art in urban spaces, religious brand cultures such as “New Age Spirituality” and “Prosperity Christianity,”and the culture of green branding and “shopping for change.” In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of “fair-trade” coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the “authentic” and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading AuthenticTM to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.

Branding TV

Author : Walter McDowell
Publisher : Taylor & Francis
ISBN 13 : 1136034730
Total Pages : 171 pages
Book Rating : 4.1/5 (36 download)

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Book Synopsis Branding TV by : Walter McDowell

Download or read book Branding TV written by Walter McDowell and published by Taylor & Francis. This book was released on 2005-07-19 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of branding to explain the essential principles underlying successful branding and offers many practical strategies to measure, build and manage television brand equity. For instructional purposes, the book pays particular attention to the local commercial TV station and its news franchise. Written by broadcast professionals with years of experience, this book shows how the notions of branding are no more prevalent than in the battle for dominance in local news. The practical suggestions in the book will help the savvy manager understand and take advantage of branding in their efforts to move their property to the forefront in the marketplace.

New Perspectives on Critical Marketing and Consumer Society

Author : Elaine L Ritch
Publisher : Emerald Group Publishing
ISBN 13 : 1839095563
Total Pages : 201 pages
Book Rating : 4.8/5 (39 download)

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Book Synopsis New Perspectives on Critical Marketing and Consumer Society by : Elaine L Ritch

Download or read book New Perspectives on Critical Marketing and Consumer Society written by Elaine L Ritch and published by Emerald Group Publishing. This book was released on 2021-03-01 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of marketing,branding and consumer behaviour.

Branding for Success!

Author : Larry Checco
Publisher : Trafford Publishing
ISBN 13 : 1412052491
Total Pages : 95 pages
Book Rating : 4.4/5 (12 download)

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Book Synopsis Branding for Success! by : Larry Checco

Download or read book Branding for Success! written by Larry Checco and published by Trafford Publishing. This book was released on 2005 with total page 95 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Branding for Success, Larry Checco debunks the notion that branding is the sole domain of large, well-funded corporations that can afford multimillion-dollar advertising budgets & celebrity endorsements. But that you, too, through efficient & cost-effective means, can raise the visibility and value of your organization in powerful & meaningful ways. There's nothing in this book that's beyond the reach of any organization. Its two primary objectives are: (1) to make the case for branding and its importance to the sustainability--and perhaps even the survivability--of your organization; and (2) to make the fundamental principles of good branding accessible to everyone. In short, Branding for Success will help you answer the questions: Who are we? What do we do? How do we do it? And why should anyone care enough to support us? Here's what respected nonprofit professionals have to say about Branding for Success: "A must read for getting your nonprofit noticed intoday's financially challenging landscape. Branding for Success offers $60,000 worth of consulting services for the price of a $20 book!" --John Schall, President and CEO, National Congress for Community Economic Development "Successful fundraising requires that people understand andvaluewho you are and what you do. Through this book, Larry Checco has made branding--the process for achieving those goals--an easy,cost-effectivetool for all organizations. --Kathleen Rae King, Vice President for Development, Volunteers of America "This is the best book on branding for nonprofits I've come across. It's a fresh, friendly, fast--and MUST --read for all executive directors and board members". --Carol Weisman, President, Board Builders, Inc. "Branding for Success demystifies the concept of branding, making it easier for nonprofits to effectively 'tell their stories' to funders and other important stakeholders." --Robert M. Sheehan, Jr., Ph.D. Principal, Sheehan Nonprofit Consulting

The Branding of Right-Wing Activism

Author : Khadijah Costley White
Publisher : Oxford University Press
ISBN 13 : 0190879335
Total Pages : 285 pages
Book Rating : 4.1/5 (98 download)

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Book Synopsis The Branding of Right-Wing Activism by : Khadijah Costley White

Download or read book The Branding of Right-Wing Activism written by Khadijah Costley White and published by Oxford University Press. This book was released on 2018-08-02 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the start of Barack Obama's presidency in 2009, conservative populist groups began fomenting political fractiousness, dissent, and surprising electoral success. The Tea Party was one of the major characters driving this story. But, as Khadijah Costley White argues in this book, the Tea Party's ascent to major political phenomenon can be attributed to the way in which partisan and non-partisan news outlets "branded" the Party as a pot-stirrer in political conflicts over race, class, and gender. In other words, the news media played a major role in developing, cultivating, and promoting populism's brand, particularly within the news spaces of commentary and opinion. Through the language of political marketing, branding, and promotion, the news media not only reported on the Tea Party, but also acted as its political strategist and brand consultant. Moreover, the conservative press acted more as a political party than a news medium, deliberately promoting the Tea Party, and aiding in organizing, headlining, and galvanizing a conservative political base around specific Tea Party candidates, values, and events. In a media environment in which everyone has the opportunity to tune out, tune in, and speak back, The Branding of Right-Wing Activism ultimately shows that distinctions between citizens, journalists, activists, politicians, celebrities, and consumers are more symbolic than concrete.

Branding Your Business

Author : James Hammond
Publisher : Kogan Page Publishers
ISBN 13 : 0749463023
Total Pages : 288 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Branding Your Business by : James Hammond

Download or read book Branding Your Business written by James Hammond and published by Kogan Page Publishers. This book was released on 2011-03-03 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: The only way forward for business success is to create a memorable brand and fix it in the consumer's mind. Branding Your Business explains the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand for your business. Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Business will reveal what is needed to create and manage successful brands, increase profits and leave the competition standing.

The Truth About Best Branding Practices (Collection)

Author : William Kane
Publisher : Pearson Education
ISBN 13 : 0132655756
Total Pages : 599 pages
Book Rating : 4.1/5 (326 download)

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Book Synopsis The Truth About Best Branding Practices (Collection) by : William Kane

Download or read book The Truth About Best Branding Practices (Collection) written by William Kane and published by Pearson Education. This book was released on 2010-11-03 with total page 599 pages. Available in PDF, EPUB and Kindle. Book excerpt: 150 powerful bite-size techniques for creating high-value brands – and keeping them strong! Three full books of bite-size, actionable guidance on branding and marketing! Discover how to build great brands, and keep them great... ensure branding consistency everywhere from your packaging to your salesforce… promote and leverage brand loyalty… embed deep customer motivations into your brands… create cultures that can support authentic brand messages… and much more! From world-renowned leaders and experts, including Brian D. Till, Donna Heckler, Michael R. Solomon, and William S. Kane

How to Start a Business as a Personal Branding Consultant

Author : AS
Publisher : AS [Author]
ISBN 13 :
Total Pages : 67 pages
Book Rating : 4./5 ( download)

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Book Synopsis How to Start a Business as a Personal Branding Consultant by : AS

Download or read book How to Start a Business as a Personal Branding Consultant written by AS and published by AS [Author]. This book was released on with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to Start a Business About the Book: Unlock the essential steps to launching and managing a successful business with How to Start a Business books. Part of the acclaimed How to Start a Business series, this volume provides tailored insights and expert advice specific to the industry, helping you navigate the unique challenges and seize the opportunities within this field. What You'll Learn Industry Insights: Understand the market, including key trends, consumer demands, and competitive dynamics. Learn how to conduct market research, analyze data, and identify emerging opportunities for growth that can set your business apart from the competition. Startup Essentials: Develop a comprehensive business plan that outlines your vision, mission, and strategic goals. Learn how to secure the necessary financing through loans, investors, or crowdfunding, and discover best practices for effectively setting up your operation, including choosing the right location, procuring equipment, and hiring a skilled team. Operational Strategies: Master the day-to-day management of your business by implementing efficient processes and systems. Learn techniques for inventory management, staff training, and customer service excellence. Discover effective marketing strategies to attract and retain customers, including digital marketing, social media engagement, and local advertising. Gain insights into financial management, including budgeting, cost control, and pricing strategies to optimize profitability and ensure long-term sustainability. Legal and Compliance: Navigate regulatory requirements and ensure compliance with industry laws through the ideas presented. Why Choose How to Start a Business books? Whether you're wondering how to start a business in the industry or looking to enhance your current operations, How to Start a Business books is your ultimate resource. This book equips you with the knowledge and tools to overcome challenges and achieve long-term success, making it an invaluable part of the How to Start a Business collection. Who Should Read This Book? Aspiring Entrepreneurs: Individuals looking to start their own business. This book offers step-by-step guidance from idea conception to the grand opening, providing the confidence and know-how to get started. Current Business Owners: Entrepreneurs seeking to refine their strategies and expand their presence in the sector. Gain new insights and innovative approaches to enhance your current operations and drive growth. Industry Professionals: Professionals wanting to deepen their understanding of trends and best practices in the business field. Stay ahead in your career by mastering the latest industry developments and operational techniques. Side Income Seekers: Individuals looking for the knowledge to make extra income through a business venture. Learn how to efficiently manage a part-time business that complements your primary source of income and leverages your skills and interests. Start Your Journey Today! Empower yourself with the insights and strategies needed to build and sustain a thriving business. Whether driven by passion or opportunity, How to Start a Business offers the roadmap to turning your entrepreneurial dreams into reality. Download your copy now and take the first step towards becoming a successful entrepreneur! Discover more titles in the How to Start a Business series: Explore our other volumes, each focusing on different fields, to gain comprehensive knowledge and succeed in your chosen industry.

Red Fire Branding

Author : Liz Goodgold
Publisher : Happy About
ISBN 13 : 1600052045
Total Pages : 253 pages
Book Rating : 4.6/5 ( download)

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Book Synopsis Red Fire Branding by : Liz Goodgold

Download or read book Red Fire Branding written by Liz Goodgold and published by Happy About. This book was released on 2011-09 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Goodgold directs her work towards the business-to-business market to help small business owners, entrepreneurs, sales professionals, or anyone who is looking to create an indelible image. She offers quick and easy techniques that business owners can learn today and implement tomorrow.