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Brand Power
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Download or read book Brand Power written by Paul Stobart and published by Springer. This book was released on 2016-07-27 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have commented on the power of individual brands and the value that they have in contributing to the financial well-being of a company. Seldom however have the owners of the world's leading brands been invited to give their views. This book gives brand owners the opportunity to put forward their own views on the power and importance of brands. Contributions from senior executives at Coca-Cola, Guinness, Nestle, Grand Metropolitan, Mercedes, BSN, Benetton, Tesco, Maruha and Mars cover subjects such as the importance of brand power and how to create, manage and value brand power and important contributions from academics, management consultants and marketing experts are also included.
Book Synopsis Global Brand Power by : Barbara E. Kahn
Download or read book Global Brand Power written by Barbara E. Kahn and published by University of Pennsylvania Press. This book was released on 2013-03-05 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
Download or read book Power Branding written by Steve McKee and published by Macmillan. This book was released on 2014-01-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.
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.
Book Synopsis The Power of Branding by : Tony Sinanis
Download or read book The Power of Branding written by Tony Sinanis and published by Corwin Press. This book was released on 2014-09-04 with total page 73 pages. Available in PDF, EPUB and Kindle. Book excerpt: Turn a spotlight on what’s great about your school! Inform, engage, and support your school community with this step-by-step guide in the Connected Educators Series. Begin exploring the benefits of branding and create an action plan for sharing the excellent things unfolding in your classroom, school, or district. Includes concrete suggestions and in-depth case studies that will help you: Artfully create a brand name, symbol or design Share great events using blogs and more Empower all stakeholders, including students Teach digital citizenship K-12 Use this all-inclusive guide to start sharing just how special your school is!
Book Synopsis Brand Portfolio Strategy by : David A. Aaker
Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
Book Synopsis Self Marketing Power by : Jeff Beals
Download or read book Self Marketing Power written by Jeff Beals and published by Keynote Publishing LLC. This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Self Marketing Power is a book about business, career and life success. It's perfect for anyone who wants to boost revenue, start a business, close more deals or move up the corporate ladder.Through fascinating examples and entertaining stories, you will learn how to:Build a personal brand and promote it to your personal target audience Think like a politician in order to get ahead in business Establish name recognition and become a "celebrity" inside your sphere of interest Get real results from your networking efforts Exploit your current job for self marketing benefits Become a superstar in your profession Develop an expertise and become a sought-after speaker, consultant and source for news stories
Download or read book Energy Branding written by Friðrik Larsen and published by Springer. This book was released on 2017-06-10 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a greater focus on marketing and branding in the energy industry. The author examines both perspectives of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe. Topics discussed include green energy, the liberalisation of the electricity industry, and the relationship between consumers and executives in the energy market. One of the first of its kind, this book offers a unique and innovative study of the development of branding in the energy industry, and sheds light on future marketing strategies.
Book Synopsis Activate Brand Purpose by : Scott Goodson
Download or read book Activate Brand Purpose written by Scott Goodson and published by Kogan Page. This book was released on 2021-03-30 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tap into the rise of the conscious consumer. Activate your brand's purpose and turn it into meaningful action, to show your customers what you truly stand for.
Download or read book Passion Branding written by Neill Duffy and published by John Wiley & Sons. This book was released on 2004-11-19 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
Download or read book People Powered written by Jono Bacon and published by HarperCollins Leadership. This book was released on 2019-11-12 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers? Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like Salesforce.com, Star Citizen via Kickstarter, and Red Hat. Companies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively. People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions: What is the key value proposition of building a community? What kind of community do we need and how do we build and integrate it into our organization? How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged? How do we develop authentic, productive relationships with community members both online and in person? How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization? What are the strategic and tactical pitfalls and roadblocks we need to avoid? How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them? People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people.
Book Synopsis Pinterest Power: Market Your Business, Sell Your Product, and Build Your Brand on the World's Hottest Social Network by : Jason Miles
Download or read book Pinterest Power: Market Your Business, Sell Your Product, and Build Your Brand on the World's Hottest Social Network written by Jason Miles and published by McGraw Hill Professional. This book was released on 2012-10-09 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Start Marketing NOW on the World's Fastest-Growing Website! You thought Facebook, YouTube, and Twitter were big? Pinterest is outpacing them all. As a marketer, you can't afford to ignore this amazing new platform. Why should you start marketing right now on Pinterest? In a word: MORE. You'll drive more traffic, get more customers, and make more money than ever! Pinterest Power provides all the tools, tips, and strategies you need to get going--right now, the right way. "Pinterest has unimaginable potential as a marketing and customer relationship building tool. In this fantastic book Jason and Karen reveal their highly effective blueprint for using it the right way. This is the guide to Pinterest that I'm having my staff read." -- JIM COCKRUM, bestselling author of Free Marketing: 101 Low and No-Cost Ways to Grow Your Business "Pinterest is one of the hottest and fastest social tools on the Internet today. It's growing faster than Facebook did, and you don't want to be left behind. Jason Miles will show you step-by-step how he uses Pinterest to make money online." -- SKIP MCGRATH, author of Three Weeks to eBay Profits
Download or read book Fizz (PB) written by Ted Wright and published by McGraw Hill Professional. This book was released on 2014-11-11 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: DRAMATICALLY IMPACT YOUR BOTTOM LINE WITH A POWERFUL WOMM CAMPAIGN "Word of mouth marketing has always existed. We've just found a better and more efficient way to do it." -- Ted Wright It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line. Learn how to: Develop and test your brand's stories for maximum word of mouth impact Build a reliable communications network to deliver your message Harness the incredible power of Big Data for profit-generating WOMM campaigns Find, engage, and train influencers to promote your brand Measure your campaign’s success with accurate analytics Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon. You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of Bissell. Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away. Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them. PRAISE FOR FIZZ: "Juicy, generous, and actionable, this one is a keeper. Tell your friends." -- Seth Godin, author of Unleashing the Ideavirus "A great read. Brand managers seeking both practical advice and insight on the realities of modern marketing need look no further than Fizz." -- James M. Kilts, former chairman and CEO of The Gillette Company "Ted's actionable truths ('for influencers, sharing stories is an expression of love') make this excellent book the guidebook for brand professionals interested in word of mouth marketing. Buy it today, and start growing your business faster tomorrow." -- Sam Calagione, president and founder of Dogfish Head Craft Brewery "Ted Wright is the foremost thought leader on word of mouth marketing, and Fizz is the bible in this area. . . . If you want to truly understand how to harness the power of people talking, this book better head up your musthave reading list." -- Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania "The best and most practical book about word of mouth marketing, ever. Fizz combines real-world case studies and smart counsel with discussion of the theories and research that build understanding of WOMM principles. It's effervescent!" -- Jay Baer, New York Times bestselling author of Youtility
Book Synopsis Legendary Brands by : Laurence Vincent
Download or read book Legendary Brands written by Laurence Vincent and published by Kaplan. This book was released on 2002 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coke, Martha Stewart, Ralph Lauren and Hallmark engender tremendous devotion, sometimes almost a cult following, among consumers. To create this kind of loyalty, these brands express consistent values and "stories" and, in the process, claim a unique niche in the marketplace. Author Laurence Vincent has been a keen observer and a frontline player in developing the brand stories of so many outstanding companies. In Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy he applies the theory to specific brand issues. From the frank comments offered by leading brand managers, readers will learn new ways to approach specific marketing problems, as well as innovative solutions to untangle an assortment of thorny branding issues.
Download or read book Fusion written by Denise Lee Yohn and published by . This book was released on 2021-01-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Independently, brand and culture are powerful, unsung business drivers. But Denise shows that when you fuse the two together to create an interdependent and mutually-reinforcing relationship between them, you create organizational power that isn't possible by simply cultivating one or the other alone. Through detailed case studies from some of the world's greatest companies (including Amazon, Airbnb, Adobe, Nike, and Salesforce), exclusive interviews with company executives, and insights from Denise's 25+ years working with world class brands, Fusion provides you with a roadmap for increasing competitiveness, creating measurable value for customers and employees, and future-proofing your business"--
Download or read book The Hard Truth written by Kris Hampton and published by . This book was released on 2020-05-14 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: A no nonsense examination of what it takes to not only climb stronger, but to be a better climber.
Book Synopsis Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures by : Jason Miles
Download or read book Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures written by Jason Miles and published by McGraw Hill Professional. This book was released on 2013-10-08 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Instagram is the hottest social media site: two years after its launch, the number of its daily mobile users surpassed that of Twitter. This book provides what you need to grab customers on the world''s popular photo-sharing site.
