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Author: Marc Gobe
Publisher: Simon and Schuster
ISBN: 1621531937
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.
Author: Marc Gobe
Publisher: Simon and Schuster
ISBN: 1621531937
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship.
Author: Michael Willmott
Publisher: John Wiley & Sons
ISBN: 0470853581
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
Author: Tilde Heding
Publisher: Routledge
ISBN: 1134068298
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
Author: Jackie Huba
Publisher: Lewis Lane Press
ISBN: 9780988195417
Category :
Languages : en
Pages : 236
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Book Description
The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
Author: Merry Carole Powers
Publisher: Hillcrest Publishing Group
ISBN: 1635050286
Category : Self-Help
Languages : en
Pages : 144
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Book Description
Unlike cornflakes and the thousands of other copycat creations enjoying notoriety and pulling in huge sums of money in our world, human beings are not parody products. We are one-of-a-kind, limited edition originals. Each one of us has come here to explore and express our invaluable uniqueness, making ourselves, and the world, richer for having done so. Merry Carole Powers, writer, creative director and corporate social responsibility consultant with more than 20 years of experience creatively stewarding global brands, has taken the six core building blocks every multi-billion-dollar brand is built upon and reapplied these success principles from products to people. Join her on the corner where business acumen meets spiritual insight and take a journey that transforms the discipline of branding from a sales tool into a life tool. One that can position you to pinpoint your unique value and put it into action to create a business, relationship and life that brings you success on the truest levels. After all, if a cornflake can do it, why not you? Book jacket.
Author: Eleonora Pasotti
Publisher: Cambridge University Press
ISBN: 0521762057
Category : Political Science
Languages : en
Pages : 305
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Book Description
This book examines how cities suffering from poor government made a transition to brand politics to break a cycle of inertia.
Author: Keith Dinnie
Publisher: Routledge
ISBN: 1317681959
Category : Business & Economics
Languages : en
Pages : 306
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Book Description
Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.
Author: Dennis K. Mumby
Publisher: SAGE Publications
ISBN: 1071815792
Category : Business & Economics
Languages : en
Pages : 460
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Book Description
Organizational Communication: A Critical Approach, Third Edition presents a modern, critical perspective while providing a comprehensive survey of theory and research in organizational communication. Authors Dennis Mumby and Timothy Kuhn familiarize students with the field of organizational communication—historically, conceptually, and practically—and challenges them to reconsider their common sense understandings of work and organizations, preparing them for participation in 21st century organizational settings. Linking theory with practice, Mumby skillfully explores the significant role played by organizations and corporations in constructing our identities. The text has been extensively revised, recognizing that the world has changed significantly between editions including the rise of social media, the increasingly networked character of organizational life, the emergence of AI, and more. Critical analysis of the relationship between communication and organization has never been more important, and the updates provide a current look into the critical issues that students will face as they navigate their work lives.
Author: Vij Mali, Nidhi
Publisher: IGI Global
ISBN: 1522554130
Category : Political Science
Languages : en
Pages : 202
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Book Description
Digital innovations are often non-linear, non-incremental, and perhaps at times, disruptive processes that have transformed private as well as public service delivery. The rise of digitization has not only overhauled the governance system and enabled greater government-citizen engagement but has also revolutionized public administration. For public organizations to thrive, it is imperative to understand the challenges and applications that digitization can create for the development, deployment, and management of public service processes. Leveraging Digital Innovation for Governance, Public Administration, and Citizen Services: Emerging Research and Opportunities is a comprehensive research book that combines theory and practice, reflecting on public administrative governance and citizen engagement implications of digital innovations and strategies, and how and when they can make a difference in the area of digital application in public administration. Highlighting topics such as e-government, electronic payments, and text mining, this publication is ideal for public administrators, policymakers, government officials, executives, administrators, researchers, academicians, and practitioners in the fields of computer science, information technology, citizen engagement, public management, and governance.
Author: Tilde Heding
Publisher: Routledge
ISBN: 1317619196
Category : Business & Economics
Languages : en
Pages : 321
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Book Description
For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
