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Divided into three parts and written by 17 experts on the subject, Brands and Branding examines the case for brands, outlines best practice in branding and looks at the future for brands. Although the balance sheet may not even put a value on it, a company?s brand or its portfolio of brands is its most valuable asset. For some companies the brand can account for as much as 70% of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organizations should make the brand their central organizing principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalization movement that big brands are bullies which do harm, Brands and Branding provides a review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity to brand communications. Finally , the third part of the book looks at trends in branding and the future for brands. Written by 17 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand. Contents: Part I-The Case for Brands : What is a brands?-Tom Blackett ? The Financial Value of Brands-Jan Lindemann ? The Social Value of Brands -Steve Hilton ? What Makes Brands Great-Chuck Brymer ? Part II-Best Practice in Branding: Brand Positioning and Brand Creation-Anne Bahr Thompson ? Brand Experience-Shaun Smith ? Visual and Verbal Identity-Tony Allen and John Simmons ? Brand Communications-Paul Feldwick ? The Public Relations Perspective on Branding-Deborah Bowker ? Brand Protection- Allan Poulter ? The Future for Brands: Globalization and Brands-Sameena Ahmad ? An Alternative Perspective on Brands:Markets and Morals-Deborah Doane ? Branding in South-East Asia-Kim Faulkner ? Branding Places and Nations-Simon Anholt ? The Future of Brands-Rita Clifton ? Index Printed Pages: 272. Buchnummer des Verkäufers 8216
Inhaltsangabe: This is the definitive book about brands and branding, written by some of the leading experts in the field. Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organising principle behind many ambitious companies. This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analysing the nature and benefits of brands - particularly in terms of their sustainable business value and their wider social advantages. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future.
About the Author: The contributors are leading practitioners, academics, commentators and consultants in the field of brands - including Rita Clifton (CEO of Interbrand), Sam Ahmad (The Economist), Mark Ritson (London Business School), Paul Feldwick (BMP DDB), Tom Long (Coca Cola), Deborah Bowker (Burson Marsteller).
Titel: Brands and Branding
Verlag: Viva Books
Auflage: First edition.
Buchbeschreibung GRIN Publishing Aug 2014, 2014. sonst. Bücher. Buchzustand: Neu. Neuware - Seminar paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Catholic University Eichstätt-Ingolstadt (WFI Ingolstadt), course: Branding for Service Excellence, language: English, abstract: The following paper is going to evaluate the performance of the brand Abele Optik and will give some recommendations what steps it should take to improve the customer's experienceand what it can do to bring it brand back on track. The aspect of the location and the interior design of the shops will not be evaluated. A competitive analysis, an examination of the positioning of the brand and strategic recommendations are given in the paper. Moreover marketing and branding tools as for example perceptual maps and the brand pyramid are applied to rebuild the brand. 16 pp. Englisch. Artikel-Nr. 9783656718567
Buchbeschreibung Kogan Page, 2005. Broschur. Buchzustand: Befriedigend. XVIII, 236 Seiten. Exemplar der aufgelösten ""International University in Germany" mit den entsprechenden Stempeln und Rückensignaturen. Innen gut erhalten. ohne Anstreichungen oder Anmerkungen. --- In engl. Sprache. Artikel-Nr. 051817
Buchbeschreibung Authorhouse US, 2012. Softcover, broschiert, ca. DIN A5 Format, 214 Seiten mit etlichen Illustrationen, Gebrauchsspuren sonst ok Der Versand kann in Deutschland auf Rechnung erfolgen. Artikel-Nr. K16-1060
Buchbeschreibung [S.l] : [s.n.], 1999. Paperback. 237 pp. 24 cm. Condition : very good copy. [KEYWORDS: ECONOMICS, Artikel-Nr. 219994
Buchbeschreibung Authorhouse US, 2012. In englischer Sprache. Erstausgabe. Softcover, broschiert, 214 Seiten mit etlichen Illustrationen, geringe Gebrauchsspuren sonst ok, sammelwürdig Der Versand kann in Deutschland auf Rechnung erfolgen * Zustand wurde geprüft - auch für den Weiterverkauf geeignet *. Artikel-Nr. K16-1059
Buchbeschreibung Kogan Page Mrz 2016, 2016. Taschenbuch. Buchzustand: Neu. Neuware - How Cool Brands Stay Hot analyses Generation Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering applicable, proven strategies to market to these age groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, Converse, MTV and Forever21, it guides you in developing the right strategies to reach this critical age group and leave a lasting impact on your business.Previous editions of How Cool Brands Stay Hot have won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and the 2011 Expert Marketing Magazine's Marketing Book of the Year award. This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remains critical issues for anyone hoping to market to those who come after Generation X. 312 pp. Englisch. Artikel-Nr. 9780749477172
Buchbeschreibung Roseville, Prima Venture, 2000. 1. Aufl.. Mit einigen Abbild. XX u. 380 S. English Edition. Schönes Ex. Sprache: Deutsch Gewicht in Gramm: 0 Gr.-8°, OKart. mit Schutzumschlag. Artikel-Nr. 107218
Buchbeschreibung Chicago Probus Publ, 1993. 213 S., orig.Pappband mit Schutzumschlag ; Sprache: englisch ; 23 cm ; sehr guter Zustand, keine Gebrauchsspuren, Schutzumschlag mit geringen Lagerspuren ; Artikel-Nr. 16578
Buchbeschreibung Nomos Verlagsges.MBH & Co Mai 2009, 2009. Taschenbuch. Buchzustand: Neu. Neuware - Audio Branding, also known as Sound Branding or Sonic Branding, describes brand communication through sound, using brand sound elements like an audio logo, a brand song or a brand voice. So far, brands have spent a lot of time and money on visual branding while sound hasnt been treated as a brand element that needs to be designed.The emerging of new media and devices with built-in audio delivery, such as podcasts, audiobooks, smartphones, expands the opportunities for Audio Branding but also increases the risks of causing noise pollution and a sonic mess. Consequently, the use of sound in brand communication demands careful attention.The articles in this book deal with functions of sound, the basics and principles of brand communication and Audio Branding, multi-sensory aspects of brand communication and legal matters concerning sound marks, among others. In case studies on projects with international brands, leading experts provide insight into what Audio Branding actually means in practice. This compilation is based on the German publication Audio-Branding that was released in 2007. Audio Branding, also known as Sound Branding or Sonic Branding, describes brand communication through sound, using brand sound elements like an audio logo, a brand song or a brand voice. So far, brands have spent a lot of time and money on visual branding while sound hasn't been treated as a brand element that needs to be designed. The emerging of new media and devices with built-in audio delivery, such as podcasts, audiobooks, smartphones, expands the opportunities for Audio Branding but also increases the risks of causing noise pollution and a sonic mess.Consequently, the use of sound in brand communication demands careful attention. The articles in this book deal with functions of sound, the basics and principles of brand communication and Audio Branding, multi-sensory aspects of brand communication and legal matters concerning sound marks, among others. In case studies on projects with international brands, leading experts provide insight into what Audio Branding actually means in practice. This compilation is based on the German publication Audio-Branding that was released in 2007. Main chapters: - basics of sound and branding - the beginnings of audio branding - basics and principles of audio branding - multi-sensory design - legal aspects - case studies 280 pp. Englisch. Artikel-Nr. 9783832943523
Buchbeschreibung Sage Publications Ltd. Okt 2016, 2016. Taschenbuch. Buchzustand: Neu. Neuware - Instructors - To order an inspection copy of the print version, please contact your rep. Electronic inspection copies will also be available on publication. 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. 282 pp. Englisch. Artikel-Nr. 9781473919525