Managing Brand You

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Managing Brand You

Author : Jerry S. WILSON
Publisher : AMACOM Div American Mgmt Assn
ISBN 13 : 0814410693
Total Pages : 252 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Managing Brand You by : Jerry S. WILSON

Download or read book Managing Brand You written by Jerry S. WILSON and published by AMACOM Div American Mgmt Assn. This book was released on 2008-07-16 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whether we realize it or not, we are all brands. We all have qualities that shape and influence how the people in our lives see us—and how we see ourselves. Nationally respected brand experts Jerry Wilson and Ira Blumenthal have helped some of the most exceptional companies and individuals in the world perfect their images. Now, in Managing Brand You, they reveal their proven seven-step process for personal brand building. Using illuminating examples from successful corporations like Coca-Cola and Starbucks as well as high-profile celebrities like Bono and Oprah, Managing Brand You gives readers a step-by-step guide for conducting a self analysis, creating a unique identity, defining their objectives, discovering their passions, creating a plan, putting that plan into action, and monitoring their progress. Wise and insightful, this book will help readers identify what it is that makes them unique and communicate it in a way that guarantees them success.

Managing Brand You

Author :
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (641 download)

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Book Synopsis Managing Brand You by :

Download or read book Managing Brand You written by and published by . This book was released on 2010 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Personal Brand Management

Author : Talaya Waller
Publisher : Springer Nature
ISBN 13 : 3030437442
Total Pages : 170 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Personal Brand Management by : Talaya Waller

Download or read book Personal Brand Management written by Talaya Waller and published by Springer Nature. This book was released on 2020-04-15 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.

Managing Brand Equity

Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 336 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 336 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

Brand Management

Author : Tilde Heding
Publisher : Routledge
ISBN 13 : 1134068298
Total Pages : 286 pages
Book Rating : 4.1/5 (34 download)

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Book Synopsis Brand Management by : Tilde Heding

Download or read book Brand Management written by Tilde Heding and published by Routledge. This book was released on 2008-12-19 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

Brand Resilience

Author : Jonathan R. Copulsky
Publisher : St. Martin's Press
ISBN 13 : 0230120342
Total Pages : 258 pages
Book Rating : 4.2/5 (31 download)

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Book Synopsis Brand Resilience by : Jonathan R. Copulsky

Download or read book Brand Resilience written by Jonathan R. Copulsky and published by St. Martin's Press. This book was released on 2011-05-10 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.

Strategic Brand Management, 3rd Edition

Author : Alexander Chernev
Publisher :
ISBN 13 : 9781936572632
Total Pages : 266 pages
Book Rating : 4.5/5 (726 download)

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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 . This book was released on 2020-02-15 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionable framework for brand management. Clear, succinct, and practical, it is the definitive text on building strong brands.

Brand Management

Author : Michael Beverland
Publisher : SAGE
ISBN 13 : 1526415895
Total Pages : 516 pages
Book Rating : 4.5/5 (264 download)

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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 516 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.

Primalbranding

Author : Patrick Hanlon
Publisher : Simon and Schuster
ISBN 13 : 074327797X
Total Pages : 273 pages
Book Rating : 4.7/5 (432 download)

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Book Synopsis Primalbranding by : Patrick Hanlon

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.

Power Brands

Author : Hajo Riesenbeck
Publisher : Wiley-VCH
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Power Brands by : Hajo Riesenbeck

Download or read book Power Brands written by Hajo Riesenbeck and published by Wiley-VCH. This book was released on 2007-03-26 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.

Strategic Brand Management

Author : Kevin Lane Keller
Publisher :
ISBN 13 : 9780130411501
Total Pages : 0 pages
Book Rating : 4.4/5 (115 download)

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Book Synopsis Strategic Brand Management by : Kevin Lane Keller

Download or read book Strategic Brand Management written by Kevin Lane Keller and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.

The New Strategic Brand Management

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749465166
Total Pages : 512 pages
Book Rating : 4.7/5 (494 download)

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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 2012-01-03 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding 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. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Brand Management

Author : Emmanuel Mogaji
Publisher : Springer Nature
ISBN 13 : 3030661199
Total Pages : 276 pages
Book Rating : 4.0/5 (36 download)

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Book Synopsis Brand Management by : Emmanuel Mogaji

Download or read book Brand Management written by Emmanuel Mogaji and published by Springer Nature. This book was released on 2021-04-02 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Brand Management

Author : Tilde Heding
Publisher : Routledge
ISBN 13 : 1000065529
Total Pages : 389 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Brand Management by : Tilde Heding

Download or read book Brand Management written by Tilde Heding and published by Routledge. This book was released on 2020-05-10 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

Brand Storming

Author : M. Fioroni
Publisher : Springer
ISBN 13 : 0230233511
Total Pages : 398 pages
Book Rating : 4.2/5 (32 download)

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Book Synopsis Brand Storming by : M. Fioroni

Download or read book Brand Storming written by M. Fioroni and published by Springer. This book was released on 2016-01-18 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt: We have witnessed a revolution in the way consumers relate to a product; increasingly tending to reject brands which offer over-extensive lines in favour of those which are able to offer a lifestyle. Brand Storming sets out to provide a guide for business people to meet consumer expectations.

Managing Your Brand !

Author : Reginald Grant
Publisher : Independently Published
ISBN 13 : 9781693234897
Total Pages : 46 pages
Book Rating : 4.2/5 (348 download)

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Book Synopsis Managing Your Brand ! by : Reginald Grant

Download or read book Managing Your Brand ! written by Reginald Grant and published by Independently Published. This book was released on 2019-09-14 with total page 46 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most of us do not consider ourselves a "Brand", but the reality is you are a "Brand." This book will help you to retrain your brain to think in ways that, will help you proactively manage your brand? Reginald Grant, MSEd is a serial entrepreneur, consultant, speaker, and author. He currently serves as Director of Corporate Relations for the Retired NFL Players Congress and is the CEO / co-founder of eSportsInstruction. He is the author of several books including "Youth Entrepreneurial Impact Program", "Success Stories: Insights by African American Men", "Thoughts of an Urban Teacher", "A Case For Bilingual Education", "A Teacher's View, Education in America" and "Reaching and Teaching African-American Males". He has a Master's in Education, Curriculum and Instruction with an emphasis in Teaching English to Speakers of Other Languages (TESOL). He was an English teacher for seventeen years. He is a state of California Certificated English Teacher and has served on the three State of California development/review panels for English assessment exams. He is committed to making a positive difference in the lives of others and sees education as the force for change. He is an alumni member of the University of Oregon and Sigma Tau Delta, International English Honor Society. He is also a former professional athlete (Jets & Miami, NFL & Ottawa, CFL). Visit him online at http: //www.reginaldgrant.com

Co-creating Brands

Author : Nicholas Ind
Publisher : Bloomsbury Publishing
ISBN 13 : 1472962257
Total Pages : 337 pages
Book Rating : 4.4/5 (729 download)

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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.