Understanding Brands

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Understanding Brands

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Author : Peter Cheverton
language : en
Publisher:
Release Date : 2006

Understanding Brands written by Peter Cheverton and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. For those who know that brand management is crucial but don't know how to go about it, the author illustrates what a brand is, what it can do for them, and how it supports the strategic goals of the business.

Understanding Brands

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Author : Don Cowley
language : en
Publisher:
Release Date : 1996

Understanding Brands written by Don Cowley and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.

Understanding Brands tackles the whole spectrum of issues which have made branding a key topic of '90s business - from the background of brand definition & structure, through media planning & packaging, to aspects such as creativity & valuation

Managing Brands In 4d

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Author : Jacek Pogorzelski
language : en
Publisher: Emerald Group Publishing
Release Date : 2018-06-14

Managing Brands In 4d written by Jacek Pogorzelski and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-14 with Business & Economics categories.

The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.

Success Factors Of Brand Extension In International Marketing

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Author : Carolin Wobben
language : en
Publisher: GRIN Verlag
Release Date : 2006-07-28

Success Factors Of Brand Extension In International Marketing written by Carolin Wobben and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-07-28 with Business & Economics categories.

Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Hamburg, language: English, abstract: Over the last decades, an increasing number of companies have begun to recognize that their brands are the most real and marketable assets they have developed and thus are a source of competitive advantage (e.g. Aaker 1990, p. 47; Kapferer 2004, p. 233). Through the establishment of brands and brand images, the positioning and diversification of own products towards competitors’ products is supported and an additional value which goes beyond the mere technical-physical characteristics is created (e.g. Keller 1993, p. 2). The capitalization of this brand value through a brand extension strategy defined as “the use of established brand names to enter new product categories or classes” (Keller & Aaker 1992, p. 35) has become the preferred alternative for growth and a guiding strategy for product planners (e.g. Tauber 1988). Thereby, a company uses the equity built up in the names of existing brands, for example to improve the likelihood of new product success or to enhance marketing productivity (Rangaswamy & Burke & Oliva 1993, p. 61). The latter has especially gained importance due to a dramatic rise in costs for introducing new products. Especially advertising expenses have exploded due to the information overflow of consumers and the increasing number of products struggling for their attention. In practice, brand extensions have therefore been the core of strategic growth for a variety of companies. Especially in the last two decades, a strong tendency towards the brand extension strategy has shown compared to the new brand strategy. Whereas in the USA until 1984, the share of extension products in total new product introductions in the fast-moving consumers goods segment was only 40% (Aaker & Keller 1990, p. 27), the share amounted to 90% in 1991 (Rangaswamy & Burke & Oliva 1993). Some brand-owners likeProcter & Gambleeven launched their new products exclusively under established brand names in a period of time (from 1992-1994) (Zatloukal 2002, p. 3). While there have been several successful examples such as the extension of Boss(clothing) to Bossperfumes orCamel(cigarettes) to outdoor clothing, there have also been significant marketplace failures such asHarley Davidsonwine coolers (Aaker 1990; Keller 1998) orLevistailored suits. According to a study by Ernst & Young and Nielsen (1999), there has been an astounding 84% failure rate among brand extensions in some categories.

Understanding Brands Module Note

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Author : Anat Keinan
language : en
Publisher:
Release Date : 2009

Understanding Brands Module Note written by Anat Keinan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.

For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.

How To Use Advertising To Build Strong Brands

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Author : John Philip Jones
language : en
Publisher: SAGE Publications, Incorporated
Release Date : 1999-07-13

How To Use Advertising To Build Strong Brands written by John Philip Jones and has been published by SAGE Publications, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-07-13 with Business & Economics categories.

John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest. --Andy Fenning, Executive Vice President, Director of Strategic Development,J. Walter Thompson, New York Advertising′s greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. Edited by John Philip Jones, best-selling author of What′s in a Name? Advertising and the Concepts of Brands and When Ads Work: New Proof That Advertising Triggers Sales, this handbook offers an authoritative examination of successful brand-building techniques. An authoritative cast of chapter authors, representing a global mix of academic and professional backgrounds, that examine all aspects of brand management, brand equity, new and mature brands, and "brand magic." The brand concept is also extended in unexpected new areas such as political marketing, green marketing, and the arts. This handbook is part of a series edited by John Philip Jones that stands as a complete library of essential advertising theory and practice. Other volumes in this series include How Advertising Works: The Role of Research and The Advertising Business.

Everything You Want

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Author : Jennifer Wood
language : en
Publisher: Capstone
Release Date : 2003-07-16

Everything You Want written by Jennifer Wood and has been published by Capstone this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-07-16 with Business & Economics categories.

This book is written with businesspeople in mind. In Everything You Want Jennifer Wood and Barney Allan offer a route to better branding and better marketing. This will lead to more customers staying with a given brand for longer periods.

Brands Trademarks And Advertising

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Author : Rodney D. Ryder
language : en
Publisher:
Release Date : 2003

Brands Trademarks And Advertising written by Rodney D. Ryder and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Advertising categories.

On the legal protection of brands from copying, counterfeiting, and unfair competition.

Seminar On How Advertising Works And How Promotions Work

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Author :
language : en
Publisher:
Release Date : 1991

Seminar On How Advertising Works And How Promotions Work written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991 with Advertising categories.

Brands Advertising

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Author : Giep Franzen
language : en
Publisher:
Release Date : 1999

Brands Advertising written by Giep Franzen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Advertising categories.

A comprehensive examination of the research methods now available to help agencies and advertisers develop more effective advertising.