Symbolic use of brands - 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 Symbolic use of brands write by Florian Meisel. This book was released on 2008-10-07. Symbolic use of brands available in PDF, EPUB and Kindle. 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)
Symbolic Use of Brands
Symbolic Use of Brands - 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 Symbolic Use of Brands write by Florian Meisel. This book was released on 2008-10. Symbolic Use of Brands available in PDF, EPUB and Kindle. Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2, University of Vienna (Marketing ), course: Special Topics in Fashion and Brand Marketing, 19 entries in the bibliography, 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)
Sticky Branding
Sticky 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 Sticky Branding write by Jeremy Miller. This book was released on 2015-01-10. Sticky Branding available in PDF, EPUB and Kindle. #1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Brands, Consumers, Symbols and Research
Brands, Consumers, Symbols and Research - 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, Consumers, Symbols and Research write by Sidney J. Levy. This book was released on 1999-08-11. Brands, Consumers, Symbols and Research available in PDF, EPUB and Kindle. 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.
Managing Brand Equity
Managing Brand Equity - 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 Managing Brand Equity write by David A. Aaker. This book was released on 2009-12-01. Managing Brand Equity available in PDF, EPUB and Kindle. The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
