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Author: Francisca Quintas Rodrigues
Publisher:
ISBN: 9781668447192
Category :
Languages : en
Pages : 0
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Book Description
Author: Francisca Quintas Rodrigues
Publisher:
ISBN: 9781668447192
Category :
Languages : en
Pages : 0
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Book Description
Author: Santos, José Duarte
Publisher: IGI Global
ISBN: 179981632X
Category : Business & Economics
Languages : en
Pages : 381
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Book Description
Business strategy is not an abstract concept; it is a type of work that is designed for complex theoretical conceptualization. While there are numerous sources exploring the theoretical ideas of strategy, very few demonstrate the real value of strategy tools, concepts, and models in practice. Cases on Digital Strategies and Management Issues in Modern Organizations is a pivotal reference source that provides original case studies designed to explore various strategic issues facing contemporary organizations, evaluate the usefulness of strategy tools and models, and examine how successful and failing companies have faced strategic issues with practical ideas and solutions. While highlighting topics such as business ethics, stakeholder analysis, and corporate governance, this publication demonstrates various ways that different models/tools can be applied in different types of companies for various purposes and from diverse perspectives. This book is ideally designed for managers, executives, managing directors, business strategists, industry professionals, students, researchers, and academicians seeking current research on key business framework strategies.
Author: Saleh Abdulaziz AlShebil
Publisher: ProQuest
ISBN: 9780549145196
Category : Consumer behavior
Languages : en
Pages :
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Book Description
This dissertation explores the topic of rebranding, an important topic that has mostly been covered by practitioner journals and the business press. The focus of this research is on a specific type of rebranding--logo changes. The objective was to get a better understanding of consumer perceptions of logo changes by investigating what goes on in the consumer's mind when exposed to a brand logo change in terms of "coping" with this change. After an extensive qualitative investigation, a model was developed that focused on how exposure to a logo change puts the consumer into a coping process through expressions of curiosity, skepticism and resistance toward the logo change. In this model, two elements were proposed to govern the coping processes of rebranding: (1) the degree of logo change, and (2) the valence (i.e. favorability) of logo change. The model also examined how these coping mechanisms related to each other and ultimately affected the brand attitude after the logo change. The results supported 13 of 16 hypotheses related to the proposed model. In sum, the study has made a valuable contribution to the scholarly understanding of coping as an important process of consumer response to logo changes.
Author: David A. Aaker
Publisher: John Wiley & Sons
ISBN: 0470613580
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Author: Kevin Lane Keller
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 114
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Book Description
Author: Erik Kostelijk
Publisher: Routledge
ISBN: 1000025063
Category : Business & Economics
Languages : en
Pages : 309
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Book Description
Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.
Author: Tony Ellson
Publisher: Springer
ISBN: 0230509819
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the market place and differentiates the offering to the market. Operational positioning is an exercise in communication that concentrates on perception and image that complements the role of strategic positioning. This book offers an alternative to the traditional process of segmentation, targeting and positioning, highlighting some important implications for management and marketing practitioners as well as academics.
Author: Kevin Lane Keller
Publisher:
ISBN: 9780130411501
Category : Brand name products
Languages : en
Pages : 0
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Book Description
Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.
Author:
Publisher:
ISBN: 9788175541092
Category :
Languages : en
Pages :
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Book Description
Author: Manfred Krafft
Publisher: Springer Science & Business Media
ISBN: 3540720030
Category : Business & Economics
Languages : en
Pages : 458
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Book Description
With crisp and insightful contributions from 47 of the world’s leading experts in various facets of retailing, Retailing in the 21st Century offers in one book a compendium of state-of-the-art, cutting-edge knowledge to guide successful retailing in the new millennium. In our competitive world, retailing is an exciting, complex and critical sector of business in most developed as well as emerging economies. Today, the retailing industry is being buffeted by a number of forces simultaneously, for example the growth of online retailing and the advent of ‘radio frequency identification’ (RFID) technology. Making sense of it all is not easy but of vital importance to retailing practitioners, analysts and policymakers.
