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Author: Lars Finskud
Publisher: Business Expert Press
ISBN: 1606490443
Category : Business & Economics
Languages : en
Pages : 112
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Book Description
This outstanding new title introduces at a high level the actual relationships between branding, strategy, and corporate performance. It provides a fresh perspective on, and approach for, developing robust customer-focused strategy and describes the important role of the brand in competing successfully for stakeholder choice. Developing Winning Brand Strategies adds significant value providing a holistic, in-depth understanding of the business dynamics and consumers' selection criteria enabling management to make informed strategic decisions.
Author: Lars Finskud
Publisher: Business Expert Press
ISBN: 1606490443
Category : Business & Economics
Languages : en
Pages : 112
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Book Description
This outstanding new title introduces at a high level the actual relationships between branding, strategy, and corporate performance. It provides a fresh perspective on, and approach for, developing robust customer-focused strategy and describes the important role of the brand in competing successfully for stakeholder choice. Developing Winning Brand Strategies adds significant value providing a holistic, in-depth understanding of the business dynamics and consumers' selection criteria enabling management to make informed strategic decisions.
Author: Sotiris T. Lalaounis
Publisher: Routledge
ISBN: 1000298183
Category : Business & Economics
Languages : en
Pages : 382
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Book Description
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.
Author: Gary W. Randazzo
Publisher: Business Expert Press
ISBN: 1606499610
Category : Business & Economics
Languages : en
Pages : 154
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Book Description
What’s your organization’s marketing strategy? Does your company meet real life marketing challenges head on and with success? This book provides a unique approach by using your organization’s mission and vision statements to guide the development of marketing goals, strategies, and tactics. It uses real market examples to demonstrate the development of effective marketing strategies. Central to the development of marketing strategy is the use of the marketing mix of price, place, product, and promotion. This book neatly weaves the process of developing such a marketing strategy with examples given to clarify the theories and guide the reader through the strategic marketing planning process. If you are a manager, business student, or an executive, this book will help you grow an established business or start a new one with smart management techniques and processes that are critical to executing successful marketing strategies. The examples used are from large and small organizations in which the author was personally involved.
Author: Fabrizio Mosca
Publisher:
ISBN:
Category : Luxuries
Languages : en
Pages : 0
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Book Description
This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury consumers' behavior, integration between physical and online channels, and the development of social media marketing strategies
Author: David Aaker
Publisher: Morgan James Publishing
ISBN: 1614488320
Category : Business & Economics
Languages : en
Pages : 219
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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: Lee W. Frederiksen
Publisher:
ISBN: 9780982881965
Category : Business & Economics
Languages : en
Pages : 172
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Book Description
Author: Scott Lerman
Publisher: Simon and Schuster
ISBN: 1440331510
Category : Design
Languages : en
Pages : 277
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Book Description
Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding. Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand.
Author: Mosca, Fabrizio
Publisher: IGI Global
ISBN: 1799858839
Category : Business & Economics
Languages : en
Pages : 351
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Book Description
In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.
Author: Peter Wilken
Publisher:
ISBN: 9781772562453
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Dim Sum Strategy presents a carefully curated selection of proven strategic tools to build stronger brands, with insights and anecdotes from 3 decades working with some of the world's leading brands at the world's top agencies.
Author: Alan G. Lafley
Publisher: Harvard Business Press
ISBN: 142218739X
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions.
