Brands and Branding - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Brands and Branding write by Stephen Brown. This book was released on 2016-08-17. Brands and Branding available in PDF, EPUB and Kindle. A fun and humorous introductory book, written in Stephen Brown′s entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.
The Brand Flip
The Brand Flip - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Brand Flip write by Marty Neumeier. This book was released on 2015-07-24. The Brand Flip available in PDF, EPUB and Kindle. Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
Power Branding
Power Branding - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Power Branding write by Steve McKee. This book was released on 2014-01-07. Power Branding available in PDF, EPUB and Kindle. "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.
How Brands Become Icons
How Brands Become Icons - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook How Brands Become Icons write by D. B. Holt. This book was released on 2004-09-15. How Brands Become Icons available in PDF, EPUB and Kindle. 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.
Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Advertising and Branding: Concepts, Methodologies, Tools, and Applications - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Advertising and Branding: Concepts, Methodologies, Tools, and Applications write by Management Association, Information Resources. This book was released on 2017-01-06. Advertising and Branding: Concepts, Methodologies, Tools, and Applications available in PDF, EPUB and Kindle. Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
