Contemporary Research in E-Branding PDF Download
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Author: Bandyopadhyay, Subir
Publisher: IGI Global
ISBN: 1599048159
Category : Games & Activities
Languages : en
Pages : 378
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Book Description
Provides research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications.
Author: Bandyopadhyay, Subir
Publisher: IGI Global
ISBN: 1599048159
Category : Games & Activities
Languages : en
Pages : 378
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Book Description
Provides research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications.
Author: SendPoints
Publisher: Sendpoints
ISBN: 9789887757337
Category : Brand name products
Languages : en
Pages : 0
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Book Description
An incredibly competitive arena where retention is key, e-commerce must concern itself first and foremost with user experience. Combining a cohesive visual identity with ease of use to create a space that consumers respond to. E-Commerce Branding provides an essential guideline from webpage design to brand image in both digital and print media. Includes page-by-page examples of wireframing for both classic and innovative layouts, theme discussions with international design studios and numerous case studies where both traditional elements such as logos, product photography and packaging, and special effects such as 3D, stop motion, video and audio have effectively been employed to augment user experience.
Author: Del Pino, Ariana Daniela
Publisher: IGI Global
ISBN: 1799849317
Category : Education
Languages : en
Pages : 340
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Book Description
As higher education institutions adapt to an increasingly digital world, it is imperative that they adopt technological techniques that allow them to establish a digital presence. Academic e-branding involves managing a university’s brand and image to promote and build the reputation of the institution, especially in regards to its student and faculty research and achievements. Without a solid digital presence, higher education institutions may struggle to remain competitive. Improving University Reputation Through Academic Digital Branding is a critical scholarly publication that explores digital branding and its role in establishing the reputation of academic institutions and programs. Featuring a range of topics including digital visibility, social media, and inclusive education, this book is ideal for higher education boards, brand managers, university and college marketers, researchers, academicians, practitioners, administrators, and students.
Author: Barbara E. Kahn
Publisher: University of Pennsylvania Press
ISBN: 1613630255
Category : Business & Economics
Languages : en
Pages : 133
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Book Description
The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
Author: Giep Franzen
Publisher: Routledge
ISBN: 1317454677
Category : Business & Economics
Languages : en
Pages : 588
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Book Description
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Author: Patrick Hanlon
Publisher: Simon and Schuster
ISBN: 074327797X
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.
Author: Paolo Popoli
Publisher: BoD – Books on Demand
ISBN: 953513597X
Category : Business & Economics
Languages : en
Pages : 212
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Book Description
This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.
Author: Jeremy Miller
Publisher: Dundurn
ISBN: 1459728122
Category : Business & Economics
Languages : en
Pages : 277
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Book Description
#1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Author: C. Whan Park
Publisher: John Wiley & Sons
ISBN: 1119308070
Category : Business & Economics
Languages : en
Pages : 292
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Book Description
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Author: Damianos P. Sakas
Publisher: Springer Nature
ISBN: 3030570657
Category : Mathematics
Languages : en
Pages : 523
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Book Description
This book highlights interdisciplinary insights, latest research results, and technological trends in Business Intelligence and Modelling in fields such as: Business Intelligence, Business Transformation, Knowledge Dissemination & Implementation, Modeling for Logistics, Business Informatics, Business Model Innovation, Simulation Modelling, E-Business, Enterprise & Conceptual Modelling, etc. The book is divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The chapters have been written by researchers and practitioners that demonstrate a special orientation in Strategic Marketing and Business Intelligence. This volume shares their recent contributions to the field and showcases their exchange of insights.
