Brands Consumers Symbols And Research

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Brands, Consumers, Symbols and Research

Author : Sidney J. Levy
Publisher : SAGE Publications
ISBN 13 : 1452264597
Total Pages : 610 pages
Book Rating : 4.4/5 (522 download)

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Book Synopsis Brands, Consumers, Symbols and Research by : Sidney J. Levy

Download or read book Brands, Consumers, Symbols and Research written by Sidney J. Levy and published by SAGE Publications. This book was released on 1999-08-11 with total page 610 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 54 collected works in this volume provide an opportunity for the reader to determine whether Sidney′s work, individually and/or collectively, qualify as a masterpiece. For me, Sidney has created more individual pieces of his work that merit this status than any other marketing scholar I know. Collectively, the work in this volume is a masterpiece of insight into the social enterprise that is marketing. Again, I don′t know anyone whose career-long program of thought is so extraordinarily rich in imagination and practical value. He challenges, provokes, excites, soothes, and supports us with one or another of his writings. —from the foreword by Gerald Zaltman, Harvard Business School For the first time, the writings of marketing legend Sidney J. are available in this comprehensive collection of significant scholarly essays and studies in the field of marketing. And what a compendium this is! Dennis Rook, a former student of Sidney J. Levy, has compiled the work of this prolific, internationally-recognized and award-winning writer whose ideas began to influence marketing executives in the late 1940s. His ideas continue to impact how we think about marketing′s role in management, how managers develop products and brands, how they understand their consumers, and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols, and Research is an exciting and definitive volume that should have a place on the bookshelves of every marketing professional, educator, and student around the globe!

Brands, Consumers, Symbols and Research

Author : Sidney J. Levy
Publisher : SAGE
ISBN 13 : 9780761916970
Total Pages : 612 pages
Book Rating : 4.9/5 (169 download)

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Book Synopsis Brands, Consumers, Symbols and Research by : Sidney J. Levy

Download or read book Brands, Consumers, Symbols and Research written by Sidney J. Levy and published by SAGE. This book was released on 1999-08-11 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in management, how managers develop products and brands and how the marketplace is studied.

Symbolic use of brands

Author : Florian Meisel
Publisher : GRIN Verlag
ISBN 13 : 3640181182
Total Pages : 19 pages
Book Rating : 4.6/5 (41 download)

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Book Synopsis Symbolic use of brands by : Florian Meisel

Download or read book Symbolic use of brands written by Florian Meisel and published by GRIN Verlag. This book was released on 2008-10-07 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of Vienna (Marketing ), course: Special Topics in Fashion and Brand Marketing, language: English, abstract: Increasingly, brands are seen as important in creating individual identity, a sense of achievement and individuality for consumers. It is clear that positioning a brand trough a clear and consistent image building campaign is a cornerstone of brand marketing. It is also evident that certain brand dimensions and associations lead to increased marketplace recognition and economic success for brand owners, as a result the value consumers place on them. Marketers spend millions of dollars each year to identify well defined, strong brand images and to support them. A company’s economic superiority is frequently implied by the strength of its brand name giving it the ability to differentiate itself and improve its competitiveness. (Nykiel, 1997) Park, Jaworski and MacInnis (1986) noted that consumer needs could be classified in functional or symbolic needs. The functional needs are related to specific and practical consumption problems, whereas symbolic needs are related to self image and social identification. (Subodh Bhat, 1998) Therefore they mentioned that all brand should have a “brand concept”, which is an overall abstract meaning that identifies a brand. Also, there are different types of motivations among each individual, and these motivations drives their needs either to be functional or symbolic in nature. Thus, functional needs of consumers could be exploited with a functional brand, one positioned with a functional brand concept. A brand could be also positioned as a “symbolic” brand for consumers who whish to enhance their self image or their social image. (Park, 1991)

Brands

Author : Jonathan E. Schroeder
Publisher : Routledge
ISBN 13 : 131765854X
Total Pages : 390 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Brands by : Jonathan E. Schroeder

Download or read book Brands written by Jonathan E. Schroeder and published by Routledge. This book was released on 2014-11-27 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook. Organised into four perspectives – cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects. This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer’s lives and cultural discourse.

Handbook of Marketing

Author : Barton A Weitz
Publisher : SAGE
ISBN 13 : 9781412921206
Total Pages : 618 pages
Book Rating : 4.9/5 (212 download)

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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.

Consumer Behaviour

Author : Isabelle Szmigin
Publisher : Oxford University Press, USA
ISBN 13 : 0199646449
Total Pages : 471 pages
Book Rating : 4.1/5 (996 download)

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Book Synopsis Consumer Behaviour by : Isabelle Szmigin

Download or read book Consumer Behaviour written by Isabelle Szmigin and published by Oxford University Press, USA. This book was released on 2015 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: For lecturers: Comprehensive customizable PowerPoint slides; Learning activities (including, more detailed workshop-based activities, shorter lecture-based in-class exercises and suggestions for assessment approaches) An instructor's manual (containing guidance on how to use the case studies and Practitioner Insights in class, indicative answers, and some additional questions)

Brand Real

Author : Laurence Vincent
Publisher : AMACOM
ISBN 13 : 0814416772
Total Pages : 364 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Brand Real by : Laurence Vincent

Download or read book Brand Real written by Laurence Vincent and published by AMACOM. This book was released on 2012-03-28 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy. Most importantly, they’ll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you.

Brand Mascots

Author : Stephen Brown
Publisher : Routledge
ISBN 13 : 1134053908
Total Pages : 352 pages
Book Rating : 4.1/5 (34 download)

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Book Synopsis Brand Mascots by : Stephen Brown

Download or read book Brand Mascots written by Stephen Brown and published by Routledge. This book was released on 2014-06-27 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522551883
Total Pages : 1755 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Consumer Culture Theory

Author : Anastasia E. Thyroff
Publisher : Emerald Group Publishing
ISBN 13 : 1785603221
Total Pages : 436 pages
Book Rating : 4.7/5 (856 download)

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Book Synopsis Consumer Culture Theory by : Anastasia E. Thyroff

Download or read book Consumer Culture Theory written by Anastasia E. Thyroff and published by Emerald Group Publishing. This book was released on 2015-11-23 with total page 436 pages. Available in PDF, EPUB and Kindle. Book excerpt: The chapters in this volume are selected from the best papers presented at the 10th Annual Consumer Culture Theory Conference held at the University of Arkansas, USA in June 2015. They represent the cutting edge in qualitative consumer research.

Strategic Brand Management

Author : Richard H. Elliott
Publisher : Oxford University Press, USA
ISBN 13 : 0199260001
Total Pages : 283 pages
Book Rating : 4.1/5 (992 download)

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Book Synopsis Strategic Brand Management by : Richard H. Elliott

Download or read book Strategic Brand Management written by Richard H. Elliott and published by Oxford University Press, USA. This book was released on 2007 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.

Taking Brand Initiative

Author : Mary Jo Hatch
Publisher : John Wiley & Sons
ISBN 13 : 0470245360
Total Pages : 290 pages
Book Rating : 4.4/5 (72 download)

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Book Synopsis Taking Brand Initiative by : Mary Jo Hatch

Download or read book Taking Brand Initiative written by Mary Jo Hatch and published by John Wiley & Sons. This book was released on 2008-03-11 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

The History of Marketing Thought

Author : Mark Tadajewski
Publisher :
ISBN 13 :
Total Pages : 376 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis The History of Marketing Thought by : Mark Tadajewski

Download or read book The History of Marketing Thought written by Mark Tadajewski and published by . This book was released on 2008 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The New Strategic Brand Management

Author : Jean-Nol︠ Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 9780749442835
Total Pages : 516 pages
Book Rating : 4.4/5 (428 download)

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Book Synopsis The New Strategic Brand Management by : Jean-Nol︠ Kapferer

Download or read book The New Strategic Brand Management written by Jean-Nol︠ Kapferer and published by Kogan Page Publishers. This book was released on 2004 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

The New Strategic Brand Management

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749453494
Total Pages : 577 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 2008-01-03 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning 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. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

The Handbook of Marketing Research

Author : Rajiv Grover
Publisher : SAGE
ISBN 13 : 141290997X
Total Pages : 721 pages
Book Rating : 4.4/5 (129 download)

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Book Synopsis The Handbook of Marketing Research by : Rajiv Grover

Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.

Consumer Brand Relationships

Author : M. Fetscherin
Publisher : Springer
ISBN 13 : 1137427124
Total Pages : 475 pages
Book Rating : 4.1/5 (374 download)

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Book Synopsis Consumer Brand Relationships by : M. Fetscherin

Download or read book Consumer Brand Relationships written by M. Fetscherin and published by Springer. This book was released on 2015-05-07 with total page 475 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.