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Ingredient Branding
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Book Synopsis Ingredient Branding by : Philip Kotler
Download or read book Ingredient Branding written by Philip Kotler and published by Springer Science & Business Media. This book was released on 2010-05-17 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.
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.
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 150 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 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 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 Branded Component Strategies by : Stefan Worm
Download or read book Branded Component Strategies written by Stefan Worm and published by Springer Science & Business Media. This book was released on 2011-12-18 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers’ (OEMs’) customers affects component suppliers’ market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.
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:
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 92 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 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 The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World by : Colin L. Campbell
Download or read book The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World written by Colin L. Campbell and published by Springer. This book was released on 2017-01-11 with total page 953 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis Handbook of Marketing by : Barton A Weitz
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Book Synopsis Kellogg on Branding by : Alice M. Tybout
Download or read book Kellogg on Branding written by Alice M. Tybout and published by John Wiley & Sons. This book was released on 2011-01-07 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Book Synopsis Does Multi-stage Marketing Pay? by : Alejandro-Marcel Schönhoff
Download or read book Does Multi-stage Marketing Pay? written by Alejandro-Marcel Schönhoff and published by Springer Science & Business. This book was released on 2014-04-16 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: Some scholars propose that the concept of market orientation needs to be extended to encompass a company’s indirect customers too. In an action-oriented perspective, this extended market orientation implies the notion of multistage marketing (MSM). For B‐to‐B settings, MSM entails the expanded consideration of both direct and indirect customers; it also provides the necessary capabilities to implement such a market orientation. In this study, Alejandro-Marcel Schönhoff presents a scenario-based experiment, using limit conjoint analysis, to establish an empirical basis for measuring the potential effects of different MSM types on direct customers’ willingness to pay and other key outcome variables. The results show, among other things, that collaborative MSM exerts a positive effect on willingness to pay, whereas non collaborative MSM has a negative effect on direct customers’ satisfaction and loyalty. Furthermore, the relevance of MSM depends on the direct customers’ market power toward their own customers.
Book Synopsis The Marketing Challenge for Industrial Companies by : Claudio A. Saavedra
Download or read book The Marketing Challenge for Industrial Companies written by Claudio A. Saavedra and published by Springer. This book was released on 2016-04-29 with total page 423 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy.
Book Synopsis Encyclopedia of Business Analytics and Optimization by : Wang, John
Download or read book Encyclopedia of Business Analytics and Optimization written by Wang, John and published by IGI Global. This book was released on 2014-02-28 with total page 2754 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the age of Big Data emerges, it becomes necessary to take the five dimensions of Big Data- volume, variety, velocity, volatility, and veracity- and focus these dimensions towards one critical emphasis - value. The Encyclopedia of Business Analytics and Optimization confronts the challenges of information retrieval in the age of Big Data by exploring recent advances in the areas of knowledge management, data visualization, interdisciplinary communication, and others. Through its critical approach and practical application, this book will be a must-have reference for any professional, leader, analyst, or manager interested in making the most of the knowledge resources at their disposal.
Book Synopsis Origin and Branding in International Market Entry Processes by : Silva, Carlos Francisco e
Download or read book Origin and Branding in International Market Entry Processes written by Silva, Carlos Francisco e and published by IGI Global. This book was released on 2023-09-07 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.
Book Synopsis Strategic Brand Management, 3rd Edition by : Alexander Chernev
Download or read book Strategic Brand Management, 3rd Edition written by Alexander Chernev and published by Cerebellum Press. This book was released on 2020-01-31 with total page 446 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.
