The Criteria For Successful Service Brands

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Brand Management

Author : Paolo Popoli
Publisher : BoD – Books on Demand
ISBN 13 : 953513597X
Total Pages : 212 pages
Book Rating : 4.5/5 (351 download)

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Book Synopsis Brand Management by : Paolo Popoli

Download or read book Brand Management written by Paolo Popoli and published by BoD – Books on Demand. This book was released on 2017-11-08 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

Brand Portfolio Strategy

Author : David A. Aaker
Publisher : Free Press
ISBN 13 : 1982146524
Total Pages : 368 pages
Book Rating : 4.9/5 (821 download)

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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.

"Show us what you’ve got"

Author : Brian Healy
Publisher : Cambridge Scholars Publishing
ISBN 13 : 144381802X
Total Pages : 210 pages
Book Rating : 4.4/5 (438 download)

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Book Synopsis "Show us what you’ve got" by : Brian Healy

Download or read book "Show us what you’ve got" written by Brian Healy and published by Cambridge Scholars Publishing. This book was released on 2009-12-14 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research has shown that entrepreneurship has a positive impact on productivity and competitiveness. In the face of the recent global downturn, the service sector remains a dominant force continuously creating a wealth of new jobs. Within this service sector, owners/managers are persistently building their brand and bringing positive branding experiences. This research addresses how owner/managers of Irish service small medium enterprises (SMEs) execute and manage brands. This is an area of study in its infancy and this book is a step towards providing evidence of the importance and relevance of branding to SMEs.

Services Marketing

Author : Steve Baron
Publisher : Bloomsbury Publishing
ISBN 13 : 1137163968
Total Pages : 376 pages
Book Rating : 4.1/5 (371 download)

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Book Synopsis Services Marketing by : Steve Baron

Download or read book Services Marketing written by Steve Baron and published by Bloomsbury Publishing. This book was released on 2018-10-18 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is crucial in any industry: for service based organisations it's absolutely critical. This textbook looks at the issues, models and theories behind services marketing. It is supported by a range of substantial international case studies and offers an insight into the operation of many different service industries.

Branding Governance

Author : Nicholas Ind
Publisher : John Wiley & Sons
ISBN 13 : 9780470511695
Total Pages : 288 pages
Book Rating : 4.5/5 (116 download)

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Book Synopsis Branding Governance by : Nicholas Ind

Download or read book Branding Governance written by Nicholas Ind and published by John Wiley & Sons. This book was released on 2007-04-04 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.

Service Management

Author : Jay Kandampully
Publisher : Springer Science & Business Media
ISBN 13 : 1461415535
Total Pages : 341 pages
Book Rating : 4.4/5 (614 download)

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Book Synopsis Service Management by : Jay Kandampully

Download or read book Service Management written by Jay Kandampully and published by Springer Science & Business Media. This book was released on 2011-12-09 with total page 341 pages. Available in PDF, EPUB and Kindle. Book excerpt: “Great retailers are great at service. No exceptions. This book offers a wealth of insight into delivering excellent retail service.” ---Leonard L. Berry, Distinguished Professor of Marketing, N.B Zale Chair in Retailing and Market Leadership, Mays Business School, Texas A&M University "With a growing understanding of service as a phenomenon and perspective of business and marketing, retailers are increasingly seeing the need to transform from distribution of products to service providers. This book includes considerable insight regarding the importance of the service perspective and how it can be implemented in retailing." --Christian Grönroos, Professor of Service and Relationship Marketing, CERS Centre for Relationship Marketing and Service Management, Hanken School of Economics, Finland "Consisting of chapters written by leading scholars in service management and retailing from around the world, this comprehensive book offers rich insights for how retailers can excel and achieve sustainable competitive advantage by invoking and implementing service management principles. This enlightening book is a valuable resource for students, researchers and practitioners with an interest in retailing." --A. "Parsu" Parasuraman, Professor of Marketing & The James W. McLamore Chair, School of Business Administration, University of Miami Coral Gables, Florida "Service excellence and service innovation are critical for success in today’s competitive retail marketplace. Service Management: The New Paradigm in Retailing provides a contemporary and transformative lens for accomplishing these essential goals." --Mary Jo Bitner, Professor, Director Center for Services Leadership, W.P. Carey School of Business, Arizona State University

Advanced Leader Coaching

Author : Chris Edger
Publisher : Libri Publishing Limited
ISBN 13 : 1911450697
Total Pages : 271 pages
Book Rating : 4.9/5 (114 download)

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Book Synopsis Advanced Leader Coaching by : Chris Edger

Download or read book Advanced Leader Coaching written by Chris Edger and published by Libri Publishing Limited. This book was released on 2020-10-05 with total page 271 pages. Available in PDF, EPUB and Kindle. Book excerpt: Described by Professor Jonathan Passmore - Director of the highly regarded Henley Business School Centre for Coaching - as 'a fabulous book written by two highly experienced coaches (providing) a wealth of details to support the Executive Coach and individual leaders', 'Advanced Leader Coaching' is the must have reference book and guide for all Executive and Leadership coaches. Written by Professor Chris Edger (a shortlisted author of multiple books on leadership and coaching) and Dr Nollaig Heffernan (inventor of the ILM 72 leadership style psychometric test and member of the Centre for Neuroscience, UK) 'Advanced Leader Coaching' provides leading-edge insights into the way in which professional or workplace-based coaches can optimize Executive and Leadership performance. Practical and easy to use, it provides coaches with an overarching 'Advanced Leader Coaching Model', focused upon accelerating three key leadership factors; personal, interpersonal and business growth. Within these three factors various critical subcomponents are explored; personal (self-awareness, mental toughness, capacity, style and transitioning), interpersonal (customer, employee, team and stakeholder) and business (strategy, operations, change and innovation). Backed up with contemporary concepts, models, questions and case studies that coaches can use to raise Executive and Leadership performance, this book should provide real stimulus and confidence to coaching practitioners who work within this challenging domain. Tried and tested by the authors on hundreds of Executives and Leaders over the past decade, the approaches, techniques and methods outlined in 'Advanced Leader Coaching' provide a proven methodology and set of practical tools for any coach engaged with the task of accelerating Executive or Leadership performance!

Branding and Positioning in Base of the Pyramid Markets in Africa

Author : Charles Blankson
Publisher : Routledge
ISBN 13 : 1351038052
Total Pages : 161 pages
Book Rating : 4.3/5 (51 download)

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Book Synopsis Branding and Positioning in Base of the Pyramid Markets in Africa by : Charles Blankson

Download or read book Branding and Positioning in Base of the Pyramid Markets in Africa written by Charles Blankson and published by Routledge. This book was released on 2019-09-10 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing, which includes both goods and services, as well as business-to-business marketing, corporate branding, and country branding. The text highlights branding strategies that can be adopted in BoP markets, as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture, and religion, the book explores avenues for developing and building competitive advantage, and how African countries can leverage country branding as part of the development process. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent.

Brand Management

Author : Michael Beverland
Publisher : SAGE
ISBN 13 : 1526415895
Total Pages : 550 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 550 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.

The Routledge Companion to Contemporary Brand Management

Author : Francesca Dall'Olmo Riley
Publisher : Routledge
ISBN 13 : 1317751582
Total Pages : 617 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis The Routledge Companion to Contemporary Brand Management by : Francesca Dall'Olmo Riley

Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 617 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

The Marketing Pathfinder

Author : David W. Stewart
Publisher : John Wiley & Sons
ISBN 13 : 1118758919
Total Pages : 293 pages
Book Rating : 4.1/5 (187 download)

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Book Synopsis The Marketing Pathfinder by : David W. Stewart

Download or read book The Marketing Pathfinder written by David W. Stewart and published by John Wiley & Sons. This book was released on 2014-10-23 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business. Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resource Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 292 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Brand Relevance

Author : David A. Aaker
Publisher : John Wiley & Sons
ISBN 13 : 0470613580
Total Pages : 400 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis Brand Relevance by : David A. Aaker

Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

EBOOK: Managing Brands

Author : LAFORET, SYLVIE
Publisher : McGraw Hill
ISBN 13 : 0077140494
Total Pages : 438 pages
Book Rating : 4.0/5 (771 download)

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Book Synopsis EBOOK: Managing Brands by : LAFORET, SYLVIE

Download or read book EBOOK: Managing Brands written by LAFORET, SYLVIE and published by McGraw Hill. This book was released on 2009-12-16 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: EBOOK: Managing Brands

The Corporate Brand

Author : N. Ind
Publisher : Springer
ISBN 13 : 023037588X
Total Pages : 194 pages
Book Rating : 4.2/5 (33 download)

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Book Synopsis The Corporate Brand by : N. Ind

Download or read book The Corporate Brand written by N. Ind and published by Springer. This book was released on 1997-06-06 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.

Inside the Buyer's Brain

Author : Lee W. Frederiksen
Publisher :
ISBN 13 : 9780982881965
Total Pages : 172 pages
Book Rating : 4.8/5 (819 download)

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Book Synopsis Inside the Buyer's Brain by : Lee W. Frederiksen

Download or read book Inside the Buyer's Brain written by Lee W. Frederiksen and published by . This book was released on 2013-09 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Business-to-Business Brand Management

Author : Mark S. Glynn
Publisher : Emerald Group Publishing
ISBN 13 : 1848556705
Total Pages : 502 pages
Book Rating : 4.8/5 (485 download)

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Book Synopsis Business-to-Business Brand Management by : Mark S. Glynn

Download or read book Business-to-Business Brand Management written by Mark S. Glynn and published by Emerald Group Publishing. This book was released on 2009-06-19 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt: Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.