The Rise Of Brands

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The Rise of Brands

Author : Liz Moor
Publisher : Berg
ISBN 13 : 1845203836
Total Pages : 200 pages
Book Rating : 4.8/5 (452 download)

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Book Synopsis The Rise of Brands by : Liz Moor

Download or read book The Rise of Brands written by Liz Moor and published by Berg. This book was released on 2007-12-15 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Brands and logos are all around us - from the clothes we wear and the objects we buy, to the advertisements which cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire." "Branding is now a growing industry, applied not only to commodities but to charities, cities, the worlds of sport and entertainment, even government initiatives. Such is the ubiquity and power of branding that it is increasingly taken as a sign of the commodification of everyday life and the rapacity of corporate power." "Examining the brand in history, the growth of national and global brands, the changing approaches of the branding industry and the exploration of new spaces for advertising, The Rise of Brands analyses exactly how brands develop and operate in contemporary society."--BOOK JACKET.

Commercial Communication in the Digital Age

Author : Gabriele Siegert
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 3110416832
Total Pages : 387 pages
Book Rating : 4.1/5 (14 download)

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Book Synopsis Commercial Communication in the Digital Age by : Gabriele Siegert

Download or read book Commercial Communication in the Digital Age written by Gabriele Siegert and published by Walter de Gruyter GmbH & Co KG. This book was released on 2017-04-10 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.

The Rise of Hedgefox Brands

Author : Aj Fernandez
Publisher :
ISBN 13 :
Total Pages : 326 pages
Book Rating : 4.5/5 (582 download)

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Book Synopsis The Rise of Hedgefox Brands by : Aj Fernandez

Download or read book The Rise of Hedgefox Brands written by Aj Fernandez and published by . This book was released on 2020-11-11 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is your brand a hedgehog? Is it a fox? It could be a combination of both: a hedgefox. In the Rise of Hedgefox Brands, you will learn how our current neuroscience knowledge allows us to combine the strength of specialist brand strategists (hedgehogs) with the innovative approaches created by brand generalists (foxes). This fusion is excellent during moments of abundance, but it is incredibly powerful in challenging times. It maximizes brand strength to help companies survive and even thrive in difficult periods. The Rise of Hedgefox Brands dives into brain science applied to brands in a practical and straightforward way. It dissects a brand key components (simplicity, trust, and attraction) to create a path for developing more fitting brand extensions. After reading it, you will have a greater awareness of why we buy brands and how this understanding may help your company connect more effectively to your customers.

The Brand Flip

Author : Marty Neumeier
Publisher : New Riders
ISBN 13 : 0134172973
Total Pages : 196 pages
Book Rating : 4.1/5 (341 download)

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Book Synopsis The Brand Flip by : Marty Neumeier

Download or read book The Brand Flip written by Marty Neumeier and published by New Riders. This book was released on 2015-07-24 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?

How Brands Grow

Author : Byron Sharp
Publisher : OUP Australia & New Zealand
ISBN 13 : 9780195573565
Total Pages : 246 pages
Book Rating : 4.5/5 (735 download)

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Book Synopsis How Brands Grow by : Byron Sharp

Download or read book How Brands Grow written by Byron Sharp and published by OUP Australia & New Zealand. This book was released on 2010-03-11 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

Brand New: The Shape of Brands to Come

Author : Wally Olins
Publisher : Thames & Hudson
ISBN 13 : 0500772037
Total Pages : 224 pages
Book Rating : 4.5/5 (7 download)

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Book Synopsis Brand New: The Shape of Brands to Come by : Wally Olins

Download or read book Brand New: The Shape of Brands to Come written by Wally Olins and published by Thames & Hudson. This book was released on 2014-04-22 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Will everywhere and everything become similar, like the world of airports today? Or will there still be room for brands that thrive on being different? What about the impact of digital technology and increasing customer feedback through the internet and social media? What, in fact, do customers want? Today's businesses, in addition to thinking about price and authenticity, have to deal with corporate social responsibility. How does this affect the products and services we consume? How does it influence the way we feel about organizations? Are corporations here to maximize profits and grow, or to help society, or both? With the rapid rise of new markets in India, China, Brazil, and elsewhere, will new global brands emerge based around local cultural strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? Wally Olins's fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing today's organizations, criticizes corporate missteps, praises those companies who seem to be building and sustaining brands efficiently in our brave new world, and predicts the future of branding. No one interested in marketing, business, or contemporary culture will want to be without this book.

Fashion Brands

Author : Mark Tungate
Publisher : Kogan Page Publishers
ISBN 13 : 9780749442996
Total Pages : 284 pages
Book Rating : 4.4/5 (429 download)

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Book Synopsis Fashion Brands by : Mark Tungate

Download or read book Fashion Brands written by Mark Tungate and published by Kogan Page Publishers. This book was released on 2005 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: Analyzes fashion from a marketing perspective including brands, logos, advertising and psychology.

Grow

Author : Jim Stengel
Publisher : Crown Currency
ISBN 13 : 0307720373
Total Pages : 338 pages
Book Rating : 4.3/5 (77 download)

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Book Synopsis Grow by : Jim Stengel

Download or read book Grow written by Jim Stengel and published by Crown Currency. This book was released on 2011-12-27 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success.

Brand Intimacy

Author : Mario Natarelli
Publisher : Hatherleigh Press
ISBN 13 : 1578266866
Total Pages : 357 pages
Book Rating : 4.5/5 (782 download)

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Book Synopsis Brand Intimacy by : Mario Natarelli

Download or read book Brand Intimacy written by Mario Natarelli and published by Hatherleigh Press. This book was released on 2017-10-23 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.

A Master Class in Brand Planning

Author : Judie Lannon
Publisher : John Wiley & Sons
ISBN 13 : 0470517913
Total Pages : 404 pages
Book Rating : 4.4/5 (75 download)

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Book Synopsis A Master Class in Brand Planning by : Judie Lannon

Download or read book A Master Class in Brand Planning written by Judie Lannon and published by John Wiley & Sons. This book was released on 2007-12-10 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: In 1988, on Stephen King’s retirement JWT published ‘The King Papers’ a small collection of Stephen King’s published writings spanning 1967-1985. They remain timelessly potentially valuable but are an almost unexploited gold mine. This book is comprised of a selection of 20-25 of Stephen King’s most important articles, each one introduced by a known and respected practitioner who, in turn, describes the relevance of the particular original idea to the communications environment of today. The worth of this material is that, although the context in which the original papers were written is different, the principles themselves are appropriate to marketing communications in today’s more complex media environment. The book will serve as a valuable reference book for today’s practitioners, as well as a unique source of sophisticated, contemporary thinking.

Academic Brands

Author : Mario Biagioli
Publisher : Cambridge University Press
ISBN 13 : 110889819X
Total Pages : 247 pages
Book Rating : 4.1/5 (88 download)

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Book Synopsis Academic Brands by : Mario Biagioli

Download or read book Academic Brands written by Mario Biagioli and published by Cambridge University Press. This book was released on 2022-07-21 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values – education, research, and the production of knowledge – and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.

The Fall of Advertising and the Rise of PR

Author : Al Ries
Publisher : Harper Collins
ISBN 13 : 0061742732
Total Pages : 322 pages
Book Rating : 4.0/5 (617 download)

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Book Synopsis The Fall of Advertising and the Rise of PR by : Al Ries

Download or read book The Fall of Advertising and the Rise of PR written by Al Ries and published by Harper Collins. This book was released on 2009-03-17 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

What Great Brands Do

Author : Denise Lee Yohn
Publisher : John Wiley & Sons
ISBN 13 : 111861125X
Total Pages : 278 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis What Great Brands Do by : Denise Lee Yohn

Download or read book What Great Brands Do written by Denise Lee Yohn and published by John Wiley & Sons. This book was released on 2014-01-07 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Brands

Author : Marcel Danesi
Publisher : Psychology Press
ISBN 13 : 9780415279970
Total Pages : 160 pages
Book Rating : 4.2/5 (799 download)

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Book Synopsis Brands by : Marcel Danesi

Download or read book Brands written by Marcel Danesi and published by Psychology Press. This book was released on 2006 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marcel Danesi's book provides an accessible guide to the subject of brands and brand identity. Topics covered include the origins of brands, naming and brand image, brands and consumer culture, advertising campaigns, and the rise of the anti-brand movement.

Rethinking Prestige Branding

Author : Wolfgang Schaefer
Publisher : Kogan Page Publishers
ISBN 13 : 0749470046
Total Pages : 269 pages
Book Rating : 4.7/5 (494 download)

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Book Synopsis Rethinking Prestige Branding by : Wolfgang Schaefer

Download or read book Rethinking Prestige Branding written by Wolfgang Schaefer and published by Kogan Page Publishers. This book was released on 2015-05-03 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

Promotional Cultures

Author : Aeron Davis
Publisher : Polity
ISBN 13 : 0745639836
Total Pages : 262 pages
Book Rating : 4.7/5 (456 download)

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Book Synopsis Promotional Cultures by : Aeron Davis

Download or read book Promotional Cultures written by Aeron Davis and published by Polity. This book was released on 2013-07-10 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Rise and Spread of Advertising, Public Relations, Marketing and Branding.

The Consumer Culture Theory of Brands

Author : Robert Pennington
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527538745
Total Pages : 179 pages
Book Rating : 4.5/5 (275 download)

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Book Synopsis The Consumer Culture Theory of Brands by : Robert Pennington

Download or read book The Consumer Culture Theory of Brands written by Robert Pennington and published by Cambridge Scholars Publishing. This book was released on 2019-08-20 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong to consumers, because the latter confer relevance or recognition upon them. Brand viability depends upon significance to consumers and their brand use. This book explains what brands mean to consumers, and how they use brands for their own purpose of conveying that meaning to others. It illuminates not only how consumers use brands to communicate, but also how advertising has become an integral component of the cultural communication system that is consumption.