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The Brand And Its History
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Book Synopsis The Brand and Its History by : Patricio Sáiz
Download or read book The Brand and Its History written by Patricio Sáiz and published by Routledge. This book was released on 2022-03-16 with total page 528 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands. The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.
Book Synopsis A Secret History of Brands by : Matt MacNabb
Download or read book A Secret History of Brands written by Matt MacNabb and published by Pen and Sword. This book was released on 2017-07-30 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: The true—and often shocking—stories behind some of the biggest names in business. We live our lives immersed in name brand products. What most of us don’t know is that the origins of many of the most well-known and beloved brands in the world are shrouded in controversy, drug use, and sometimes even blatant racism. A Secret History of Brands cuts through the rumors and urban legends and paints a picture of the true dark history of famous brands, like Coca-Cola, Hugo Boss, Adidas, Ford, Bayer, Chanel, and BMW, among others. Learn about: The mystery of the cocaine content of Coca-Cola The Hitler-Henry Ford connection Why Bayer is famous for aspirin, but began their journey with Heroin How Kellogg’s Corn Flakes were crafted to deter sexual arousal And more
Book Synopsis Nation Branding in Modern History by : Carolin Viktorin
Download or read book Nation Branding in Modern History written by Carolin Viktorin and published by Berghahn Books. This book was released on 2018-08-24 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: A recent coinage within international relations, “nation branding” designates the process of highlighting a country’s positive characteristics for promotional purposes, using techniques similar to those employed in marketing and public relations. Nation Branding in Modern History takes an innovative approach to illuminating this contested concept, drawing on fascinating case studies in the United States, China, Poland, Suriname, and many other countries, from the nineteenth century to the present. It supplements these empirical contributions with a series of historiographical essays and analyses of key primary documents, making for a rich and multivalent investigation into the nexus of cultural marketing, self-representation, and political power.
Book Synopsis Branding Books Across the Ages by : Helleke van den Braber
Download or read book Branding Books Across the Ages written by Helleke van den Braber and published by Amsterdam University Press. This book was released on 2021-04-20 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.
Book Synopsis A Secret History of Brands by : Matt MacNabb
Download or read book A Secret History of Brands written by Matt MacNabb and published by . This book was released on 2017 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: We live our lives immersed in name brand products. It's hard to drive down the street without seeing a plethora of chain restaurants, car dealerships, branded clothing they're all around us. What most of us don't know is that the origins of many of the most well-known and beloved brands in the world are shrouded in controversy, drug use and sometimes even addled with blatant racism. A Secret History of Brands cuts through the rumors and urban legends and paints a picture of the true dark history of famous brands, like Coca-Cola, Hugo Boss, Adidas, Ford, Bayer, Chanel and BMW among others. Explo.
Book Synopsis Dictionary of Trade Name Origins by : Adrian Room
Download or read book Dictionary of Trade Name Origins written by Adrian Room and published by Routledge & Kegan Paul Books. This book was released on 1982 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This illustrated dictionary gives the stories behind over 700 everyday trade names, some of them internationally famous, from home medicines to everyday foods and drinks, and from High Street stores and shops to makes and models of cars, trucks and aircraft. An introduction explains how trade names are devised, and examines the linguistic and legal pitfalls of the process. Appendices consider special aspects of trade names creation."--Jacket.
Book Synopsis Marketing Lessons from the Grateful Dead by : David Meerman Scott
Download or read book Marketing Lessons from the Grateful Dead written by David Meerman Scott and published by John Wiley & Sons. This book was released on 2010-08-02 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Grateful Dead-rock legends, marketing pioneers The Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales. By cultivating a dedicated, active community, collaborating with their audience to co-create the Deadhead lifestyle, and giving away "freemium" content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today. Written by marketing gurus and lifelong Deadheads David Meerman Scott and Brian Halligan, Marketing Lessons from the Grateful Dead gives you key innovations from the Dead's approach you can apply to your business. Find out how to make your fans equal partners in your journey, "lose control" to win, create passionate loyalty, and experience the kind of marketing gains that will not fade away!
Book Synopsis Authentic TM by : Sarah Banet-Weiser
Download or read book Authentic TM written by Sarah Banet-Weiser and published by NYU Press. This book was released on 2012-10-15 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.
Book Synopsis Building a StoryBrand by : Donald Miller
Download or read book Building a StoryBrand written by Donald Miller and published by HarperCollins Leadership. This book was released on 2017-10-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Book Synopsis Origin and Branding in International Market Entry Processes by : Silva, Carlos Francisco e
Download or read book Origin and Branding in International Market Entry Processes written by Silva, Carlos Francisco e and published by IGI Global. This book was released on 2023-09-07 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.
Download or read book Beauty Imagined written by Geoffrey Jones and published by OUP Oxford. This book was released on 2010-02-25 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: The global beauty business permeates our lives, influencing how we perceive ourselves and what it is to be beautiful. The brands and firms which have shaped this industry, such as Avon, Coty, Estée Lauder, L'Oréal, and Shiseido, have imagined beauty for us. This book provides the first authoritative history of the global beauty industry from its emergence in the nineteenth century to the present day, exploring how today's global giants grew. It shows how successive generations of entrepreneurs built brands which shaped perceptions of beauty, and the business organizations needed to market them. They democratized access to beauty products, once the privilege of elites, but they also defined the gender and ethnic borders of beauty, and its association with a handful of cities, notably Paris and later New York. The result was a homogenization of beauty ideals throughout the world. Today globalization is changing the beauty industry again; its impact can be seen in a range of competing strategies. Global brands have swept into China, Russia, and India, but at the same time, these brands are having to respond to a far greater diversity of cultures and lifestyles as new markets are opened up worldwide. In the twenty first century, beauty is again being re-imagined anew.
Book Synopsis How Brands Become Icons by : D. B. Holt
Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
Book Synopsis Creating a Brand Identity: A Guide for Designers by : Catharine Slade-Brooking
Download or read book Creating a Brand Identity: A Guide for Designers written by Catharine Slade-Brooking and published by Laurence King Publishing. This book was released on 2016-01-18 with total page 427 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted process. Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, rebranding and launching the new identity. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more.
Download or read book No Logo written by Naomi Klein and published by Macmillan. This book was released on 2000-01-15 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: "What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
Download or read book Olympic Cities written by Gavin Poynter and published by Ashgate Publishing, Ltd.. This book was released on 2009 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing upon historical, cultural, economic and socio-demographic perspectives, this book examines the role of London's hosting the 2012 Olympic and Paralympic Games as a means to promote urban regeneration and social renewal in East London and the Thames
Download or read book The Origin of Brands 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: What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.
Download or read book Breitling written by Benno Richter and published by Schiffer Publishing. This book was released on 2007-06-29 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presents an identification and price guide to collectible Breitling watches. Includes a history of the Breitling firm.
