Connective Branding

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Connective Branding

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Author : Claudia Fisher
language : en
Publisher: John Wiley & Sons
Release Date : 2010-04-01

Connective Branding written by Claudia Fisher and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-04-01 with Business & Economics categories.

This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved? How can I make sure every part of the organisation lives the brand? How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences? How can I develop and expand the brand? How can future orientation become part of the brand? How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results? How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?

Re Inventing The Brand

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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2001

Re Inventing The Brand written by Jean-Noël Kapferer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.

Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.

Strategic Marketing Planning

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Author : Colin Gilligan
language : en
Publisher: Routledge
Release Date : 2010-05-04

Strategic Marketing Planning written by Colin Gilligan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-04 with Business & Economics categories.

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures

Strategic Marketing Management

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Author : Richard M.S. Wilson
language : en
Publisher: Routledge
Release Date : 2012-08-06

Strategic Marketing Management written by Richard M.S. Wilson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-08-06 with Business & Economics categories.

This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages: * Where are we now? - Strategic and marketing analysis * Where do we want to be? - Strategic direction and strategy formulation * How might we get there? - Strategic choice * Which way is best? - Strategic evaluation * How can we ensure arrival? - Strategic implementation and control This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering: * The changing role of marketing * Approaches to analysing marketing capability * E-marketing * Branding * Customer relationship management * Relationship management myopia * The decline of loyalty The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

The Architecture Of Urbanity

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Author : Vishaan Chakrabarti
language : en
Publisher: Princeton University Press
Release Date : 2024-09-24

The Architecture Of Urbanity written by Vishaan Chakrabarti and has been published by Princeton University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-09-24 with Architecture categories.

"A manifesto for architectural design as an agent for positive change in the face of the most urgent urban global issues of our time"--

Admap

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Author :
language : en
Publisher:
Release Date : 2009

Admap written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Advertising categories.

California Management Review

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Author :
language : en
Publisher:
Release Date : 2012

California Management Review written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Industrial management categories.

Plunkett S Advertising Branding Industry Almanac

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Author :
language : en
Publisher:
Release Date : 2004

Plunkett S Advertising Branding Industry Almanac written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Advertising categories.

Brand New World

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Author : Max Lenderman
language : en
Publisher: Collins
Release Date : 2009-04-28

Brand New World written by Max Lenderman and has been published by Collins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-04-28 with Business & Economics categories.

To get around a ban on alcohol advertising, a Russian oligarch starts a bank using the same name as his premium bestselling vodka. Russian Standard is still the #1 vodka and is now the largest consumer bank, issuing 77 percent of credit cards in the country. Silk Street market, the epicentre of piracy and counterfeiting in China, launches its own brand. In a press release, the new company announces that anyone using its “brand” outside the market will be held liable. A Thai company reaches millions of consumers by installing combs in the tangled wires above the streets of Bangkok to promote its hair-care products. We live in a brand new world, where marketing is taking on incredible new forms, especially in the hyper-developing “BRIC” countries: Brazil, Russia, India and China. The almost unimaginable economic growth in these nations is revolutionizing marketing across the planet. Drawing from over two years of extensive travel and research, award- inning creative director Max Lenderman shares groundbreaking marketing strategies and business models that every savvy marketer and corporate visionary needs to understand. Brisk, fascinating and a little shocking, Brand New World is both a window and a mirror into the future of global marketing. Brand New World Market Facts: • To combat piracy, Adobe released sponsored free versions of its software for in China. The Gillette logo appears next to the “cut” command. Xerox sponsors “copy”; Citibank subsidizes “save”; and Tide funds “clear.” • QQ, a Chinese social networking site, boasts 300 million active accounts and a total revenue of $523 million—about four times higher than the revenues of Facebook. • Similar to Los Angelenos, whose car payments can be three times higher than their rent, Russian teens often spend more on their belt buckles than on the rest of their wardrobes.

Design Issues

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Author :
language : en
Publisher:
Release Date : 2011

Design Issues written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Architectural design categories.