Brand Building on the Internet PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Brand Building on the Internet PDF full book. Access full book title Brand Building on the Internet by Martin Lindström. Download full books in PDF and EPUB format.
Author: Martin Lindström
Publisher:
ISBN: 9780749433130
Category : Brand marketing
Languages : en
Pages : 0
Get Book Here
Book Description
A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan?; what types of companies are best-suited to market our product on the Internet?; how can a systematic dialogue between the consumer and the brand be created?; how can strong traffic on a site be created?; and how is it possible to measure the real value of branding a site? There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M & Ms, FedEX, Kodak, Volkswagen, and Visa.
Author: Martin Lindström
Publisher:
ISBN: 9780749433130
Category : Brand marketing
Languages : en
Pages : 0
Get Book Here
Book Description
A corporate Web site on the Internet is no longer enough to survive in today's competitive on-line environment. This volume analyzes a range of international companies to demonstrate how the Internet demands a strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a brand strategy on the Internet and answers questions such as: what role should the Internet have in a marketing plan?; what types of companies are best-suited to market our product on the Internet?; how can a systematic dialogue between the consumer and the brand be created?; how can strong traffic on a site be created?; and how is it possible to measure the real value of branding a site? There are reviews of over 70 international Web sites and 40 case studies on companies such as Pepsi, Lego, Yellow Pages, M & Ms, FedEX, Kodak, Volkswagen, and Visa.
Author: Denise Lee Yohn
Publisher: John Wiley & Sons
ISBN: 111861125X
Category : Business & Economics
Languages : en
Pages : 278
Get Book Here
Book Description
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Author: Doug Millison
Publisher: McGraw Hill Professional
ISBN: 0072133066
Category : Computers
Languages : en
Pages : 338
Get Book Here
Book Description
This book explains digital branding and how to implement it in the current marketplace.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
Get Book Here
Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Al Ries
Publisher:
ISBN: 9781861976956
Category :
Languages : en
Pages : 196
Get Book Here
Book Description
Author: Martin Lindstrom
Publisher: Kogan Page Publishers
ISBN: 9780749438678
Category : Business & Economics
Languages : en
Pages : 360
Get Book Here
Book Description
Praise and Reviews "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation..."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"BRANDchild will be a valuable addition to our industry's literature."- Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson"Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom."- Stann Rapp, MRM Partners Worldwide and co-founder of Rapp CollinsTweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world's most extensive study of tween attitudes and behaviours, and now available in paperback, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands.Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids' trends and fascinating marketing techniques.Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
Author: David Aaker
Publisher: Morgan James Publishing
ISBN: 1614488320
Category : Business & Economics
Languages : en
Pages : 219
Get Book Here
Book Description
"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. "Aaker on Branding" is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. "Aaker on Branding"offers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management.
Author: Avery Swartz
Publisher: Page Two
ISBN: 1989603084
Category : Business & Economics
Languages : en
Pages : 0
Get Book Here
Book Description
The proven, frustration-free way to make your business stand out online, from one of North America's leaders on digital marketing for small businesses. Today, you can launch a website, create social media feeds, and get products and services to market on some of the world's most powerful sales platforms in a matter of hours. But marketing your small business effectively takes some careful thought. In See You on the Internet, Avery Swartz, one of North America's top tech leaders, gives you a failsafe framework to plan and execute a brilliant digital marketing strategy with confidence. And you don't need a technical background to follow it. In five simple steps, you will learn to build your brand, increase your customers, and generate more revenue. Avery Swartz has spent fourteen years on the ground working directly with hundreds of clients as a web designer, instructor, consultant, and digital advisor. With the aid of real-life stories and examples, she will guide you through the ins and outs of website development, ecommerce, search engine optimization, social media, email marketing, and online advertising --- and you'll be able to track all of your results. See You on the Internet is a clear, friendly, and highly usable guide for anyone in a small business or similar organization to thrive in the digital world.
Author: Douglas Holt
Publisher: Oxford University Press
ISBN: 019958740X
Category : Business & Economics
Languages : en
Pages : 404
Get Book Here
Book Description
How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.
Author: Patrick Barwise
Publisher: John Wiley & Sons
ISBN: 0470976500
Category : Business & Economics
Languages : en
Pages : 185
Get Book Here
Book Description
Strong customer-focused companies have a clear, relevant promise which they obsessively deliver day-in, day-out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market-leading organic growth. The problem the book addresses is how to achieve this. The authors identify five key steps using their framework for success: Offer a clear, relevant customer promise Build customer trust by reliably delivering that promise Continuously improve the promise, while still reliably delivering it Drive the market by innovating beyond the familiar Support all this with an open organization that promotes frank discussion based on clear facts and market feedback. Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a 'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.
