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Author : Marilyne Fournier
Publisher :
ISBN 13 :
Total Pages : 232 pages
Book Rating : 4.:/5 (52 download)
Download or read book Une comparaison des stratégies d'extension de marque et de co-marquage written by Marilyne Fournier and published by . This book was released on 2003 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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Author : Fournier, Marilyne
Publisher : Montréal : Service des archives, Université de Montréal, Section Microfilm
ISBN 13 :
Total Pages : 232 pages
Book Rating : 4.:/5 (52 download)
Download or read book Une comparaison des stratégies d'extension de marque et de co-marquage [microforme] : application au domaine des arts et de la culture written by Fournier, Marilyne and published by Montréal : Service des archives, Université de Montréal, Section Microfilm. This book was released on 2003 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ann-Sophie Theuring
Publisher : GRIN Verlag
ISBN 13 : 3668646295
Total Pages : 25 pages
Book Rating : 4.6/5 (686 download)
Download or read book Co-Branding. Strategy to strengthen brands written by Ann-Sophie Theuring and published by GRIN Verlag. This book was released on 2018-02-26 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, ISEC-Institut Supérieur de l’Économie (dern. eufom University), course: Wirtschaftspsychologie, language: English, abstract: Nowadays, to enter a new market or to gain awareness for products is complicated. The markets are crowded with competitors and the consumer can easily decide between different options of a product. It is indispensable to stand out from the crowd and to raise the consumers awareness for the own products to be successful. Most of the time, the brand is the core of a company. It reflects the image of the organisation and connects it to the products. As hard as establishing a brand is, as easy it is to destroy it with a critical headline in newspapers, selling defective products or similar. Ironically, it is even harder to regain the brand image and regaining the trust of the customers afterwards as cases like Abercrombie & Fitch and Volkswagen showed. In some cases even a regeneration is almost impossible. Therefore, there are different strategies a company can implement to simplify the process of branding. Co-Branding is a strategy where companies work and sell their products together without giving up their own brands. Next to advantages like gaining attention of a different market segments there are also risks and obstacles the company has to face by implying this strategy. For this reason it is important to analyze which company is able to use the strategy and which requirements are needed to create a successful cooperation for the participating parties.
Author : Géraldine Michel
Publisher : FeniXX
ISBN 13 : 2311599208
Total Pages : 227 pages
Book Rating : 4.3/5 (115 download)
Download or read book La stratégie d'extension de marque written by Géraldine Michel and published by FeniXX. This book was released on 2000-01-01T00:00:00+01:00 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: Depuis plusieurs années, l'environnement concurrentiel, le trop grand nombre de marques sur le marché, et le coût du lancement d'une nouvelle marque, incitent les entreprises à lancer des produits différents, avec des labels déjà existants : c'est la « stratégie d'extension de marque », adoptée pour le meilleur ou, parfois, pour le pire... En effet, cette stratégie n'est pas dénuée de risques ; l'extension peut entraîner l'échec du nouveau produit ou même, parfois, avoir des retombées négatives sur la marque elle-même. Les entreprises cherchent donc à prévoir et à évaluer les effets de l'extension sur la marque. Pour répondre à cette attente, l'auteur propose d'identifier la représentation des marques, et son évolution dans la mémoire du consommateur, et permet de comprendre comment l'extension peut entraîner des changements de la perception de la marque, tout en étant capable de renforcer son identité. Concret, s'appuyant sur les analyses de quatre extensions de marque réelles, cet ouvrage constitue un outil d'analyse et de décision pour tous ceux - étudiants, chercheurs ou professionnels en marketing - qui s'intéressent à la marque. Ouvrage publié avec le concours du ministère de l'Éducation nationale, de la Technologie et de la Recherche.
Author : Michael Beverland
Publisher : SAGE
ISBN 13 : 1526415895
Total Pages : 550 pages
Book Rating : 4.5/5 (264 download)
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.
Author : Theo Lieven
Publisher : Springer
ISBN 13 : 3319602195
Total Pages : 276 pages
Book Rating : 4.3/5 (196 download)
Download or read book Brand Gender written by Theo Lieven and published by Springer. This book was released on 2017-10-06 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Author : Alan Harrison
Publisher : Pearson UK
ISBN 13 : 1292183721
Total Pages : 607 pages
Book Rating : 4.2/5 (921 download)
Download or read book Logistics Management and Strategy written by Alan Harrison and published by Pearson UK. This book was released on 2019 with total page 607 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gilles Laurent
Publisher :
ISBN 13 : 9782854187366
Total Pages : 33 pages
Book Rating : 4.1/5 (873 download)
Download or read book Consumer Rapport to Luxury written by Gilles Laurent and published by . This book was released on 2001 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Keith Dinnie
Publisher : Routledge
ISBN 13 : 1317681940
Total Pages : 259 pages
Book Rating : 4.3/5 (176 download)
Download or read book Nation Branding written by Keith Dinnie and published by Routledge. This book was released on 2015-08-27 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.
Author : Nigel Morgan
Publisher : Routledge
ISBN 13 : 1136411097
Total Pages : 328 pages
Book Rating : 4.1/5 (364 download)
Download or read book Destination Branding written by Nigel Morgan and published by Routledge. This book was released on 2007-06-07 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.
Author : Richard Rumelt
Publisher : Currency
ISBN 13 : 0307886239
Total Pages : 338 pages
Book Rating : 4.3/5 (78 download)
Download or read book Good Strategy Bad Strategy written by Richard Rumelt and published by Currency. This book was released on 2011-07-19 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Good Strategy/Bad Strategy clarifies the muddled thinking underlying too many strategies and provides a clear way to create and implement a powerful action-oriented strategy for the real world. Developing and implementing a strategy is the central task of a leader. A good strategy is a specific and coherent response to—and approach for—overcoming the obstacles to progress. A good strategy works by harnessing and applying power where it will have the greatest effect. Yet, Rumelt shows that there has been a growing and unfortunate tendency to equate Mom-and-apple-pie values, fluffy packages of buzzwords, motivational slogans, and financial goals with “strategy.” In Good Strategy/Bad Strategy, he debunks these elements of “bad strategy” and awakens an understanding of the power of a “good strategy.” He introduces nine sources of power—ranging from using leverage to effectively focusing on growth—that are eye-opening yet pragmatic tools that can easily be put to work on Monday morning, and uses fascinating examples from business, nonprofit, and military affairs to bring its original and pragmatic ideas to life. The detailed examples range from Apple to General Motors, from the two Iraq wars to Afghanistan, from a small local market to Wal-Mart, from Nvidia to Silicon Graphics, from the Getty Trust to the Los Angeles Unified School District, from Cisco Systems to Paccar, and from Global Crossing to the 2007–08 financial crisis. Reflecting an astonishing grasp and integration of economics, finance, technology, history, and the brilliance and foibles of the human character, Good Strategy/Bad Strategy stems from Rumelt’s decades of digging beyond the superficial to address hard questions with honesty and integrity.
Author : Nirmalya Kumar
Publisher : Harvard Business Press
ISBN 13 : 9781422101674
Total Pages : 292 pages
Book Rating : 4.1/5 (16 download)
Download or read book Private Label Strategy written by Nirmalya Kumar and published by Harvard Business Press. This book was released on 2007 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: The growth in private labels has huge implications for managers on both sides.
Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1471104389
Total Pages : 365 pages
Book Rating : 4.4/5 (711 download)
Download or read book Building Strong Brands written by David A. Aaker and published by Simon and Schuster. This book was released on 2012-10-01 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Author : Keith Dinnie
Publisher : Routledge
ISBN 13 : 1136377360
Total Pages : 261 pages
Book Rating : 4.1/5 (363 download)
Download or read book Nation branding written by Keith Dinnie and published by Routledge. This book was released on 2010-05-14 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.
Author : Aaron C.T. Smith
Publisher : Springer
ISBN 13 : 3319488546
Total Pages : 254 pages
Book Rating : 4.3/5 (194 download)
Download or read book Brand Fans written by Aaron C.T. Smith and published by Springer. This book was released on 2017-01-20 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.
Author : C. Whan Park
Publisher : Now Publishers Inc
ISBN 13 : 1601981007
Total Pages : 50 pages
Book Rating : 4.6/5 (19 download)
Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
ISBN 13 : 0749464925
Total Pages : 408 pages
Book Rating : 4.7/5 (494 download)
Download or read book The Luxury Strategy written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-09-03 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
