Author: Donatella Rampado
Publisher: FrancoAngeli
ISBN: 889174669X
Category : Business & Economics
Languages : en
Pages : 156

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Book Description
1796.327

Author: Al Ries
Publisher: Harper Collins
ISBN: 0060570148
Category : Business & Economics
Languages : en
Pages : 324

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Book Description
What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

Author: Rachel Gogos
Publisher: Independently Published
ISBN: 9781731338419
Category : Business & Economics
Languages : en
Pages : 102

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Book Description
A game-changing framework for self-discovery, personal branding, marketing and online authority building by notable personal brander and online business builder Rachel Gogos. Whether you're an entrepreneur starting a business, an author, coach, small or medium-sized business owner looking to build your brand, or a marketer or innovator with a DIY spirit, "Build Your Personal Brand" will walk you through unearthing your essential self, connecting it to work you're proud of, and letting the world know who you are and what you have to offer. In this new guide, Rachel Gogos, Founder, and CEO of brandiD-a soulful personal branding and web development agency- unveils her SOULiD framework to help new and existing business owners take their brands from unknown to known. Walking through this personal branding framework will expand your self-awareness, help boost your confidence, and increase your clarity in communicating what you do, whom you do it for, and why your ideal customers need to work with or buy from you. Whether you sell your own intellectual property, a product, or a service, this book will show you how to shift how you present yourself online, and amplify it in a way that creates a thoughtful, honest connection with the people you should reach. In this easy-to-use guide, Gogos shares insight, research, exercises, and helpful examples that teach you: - The steps to identifying your voice - How to project your personal brand in a way that feels aligned with your personality- How to differentiate yourself from competitors in one-of-a-kind ways - Who your ideal customer is, and how to write their story- How to identify your product and the market it can serve best- Why setting and writing your goals actually helps you reach them- How your brand touchpoints can grow your business- The step-by-step approach to creating your marketing planGogos has worked with and taught hundreds of entrepreneurs, innovators and experts from all over the world through one-on-one services, workshops, and speaking engagements. If you want to build a business and serve others in a way that sets you apart from the crowd, this workbook will guide you down your chosen path. Visit www.thebrandiD.com to learn more.

Author: Catherine Kaputa
Publisher: Nicholas Brealey
ISBN: 1857889347
Category : Business & Economics
Languages : en
Pages : 430

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Book Description
Learn insider secrets for career success from THE personal branding strategist. Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top-they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in You Are A Brand! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has expanded her 2007 award-winning classic to include new chapters on crafting your own "elevator speech" and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, You Are a Brand! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs-Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU.

Author: Al Ries
Publisher: Harper Collins
ISBN: 0061751391
Category : Business & Economics
Languages : en
Pages : 322

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Book Description
What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

Author: David McNally
Publisher: Berrett-Koehler Publishers
ISBN: 1605098116
Category : Business & Economics
Languages : en
Pages : 158

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Book Description
In this second edition of their classic book on personal brand, David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to be. The hallmark insight of this new edition is that the best way to establish a strong and memorable brand is to make a positive difference in the lives of others through making lasting impressions that build trusting relationships. McNally and Speak take you through the process of identifying the key components of your brand, conveying that brand to the world, checking how closely your brand aligns with important relationships in your life—particularly the one with your employer—and assessing your progress along the way. This thoroughly revised and updated edition features new material on how to use social media to build a powerful personal brand and case studies of individuals whose personal brands have changed the world.

Author: K. L. Hammond
Publisher: Createspace Independent Publishing Platform
ISBN: 9781981712373
Category :
Languages : en
Pages : 192

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Book Description
In the world of business, a great brand is everything. Those who lack a strong brand and branding strategies are surely going to struggle in their climb to success. Having a well-developed and powerful brand can be the difference between success and failure in the modern business world. Naturally, you want to run a successful business. Therefore, you need a successful brand. "Branding: Brand Identity, Brand Strategy and Brand Development" is an all-inclusive branding guide that will walk you through all of the necessary steps for creating a powerful brand. Not only will you learn how to develop your basic brand identity, but you will also learn how to generate customized strategies that will assist you in growing your brand. Learning to develop your brand effectively and nurture its natural evolution is a necessity in a fast-paced world. You need to know how to put these steps together and keep using them to walk yourself higher up the ladder of success. This branding guide will teach you everything that you need to know to generate massive success. Globally recognized brands all follow these tips, and it's mandatory that you do, too. You don't just want a mediocre brand that never takes you to the success you desire. You want one that starts strong and uses that traction to take it to the top in minimal timing. You want to be the next Coca-Cola, Nike, or Amazon. You want to own a wildly successful megabrand that people everywhere know about and recognize. One that people are excited to be involved with, love to rave about, and are eager to see where you go next. And because you want that type of success, you want "Branding: Brand Identity, Brand Strategy, and Brand Development." No other book will take you through the in-depth process of creating a very specific brand profile based on success-building formulas, teach you how to customize your strategies to your unique brand and audience, or educate you on the natural evolution of brands the way this guide does. This book will help you start from the bottom, or from wherever you may be standing now, and help you perfect the formula so you can land on top. With consistency, step-by-step action, and clearly defined goals, you can become the owner of the next megabrand. "Branding: Brand Identity, Brand Strategy and Brand Development" will help you get there. Don't just take our word for it. If you're ready to generate massive success with your very own company, invest in this branding guide and invest in your brand. This all-inclusive guide features it all, leaving nothing for chance. All you have to do is open it and start taking the step-by-step actions and you, too, will be a branding superstar. The only question you'll have left to answer is: What is the view like from the top?

Author: NOOR HASMINI ABD GHANI
Publisher: UMK PRESS
ISBN:
Category : Business & Economics
Languages : en
Pages : 163

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Book Description
This book deals with brand management in the context of consumer brand relationship (CBR) in strong brand building. Strong brand means a brand have higher brand equity in the mind of consumer. this book will provide simple reading in understanding the critical role of CBR as valuable source in developing higher customer based brand equity. The CBR is among of contemporary brand strategy which worth to explore and practice as CBR able to create significant brand culture that able to sustain the company's survival. Understanding and strengthening CBR becomes vital for brand managers and practitioners in nowadays, since it makes consumers loyal, enhance consumer's tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity. Particularly, the purpose of this book is to provide knowledge sharing concerning on the subject of brands versus product, what's mean by brand equity, the approach of strategic brand management in building brand equity, the role of CBR as critical factor or source of brand equity, as well as the sources of CBR building. Obviously, among of importance objective of this book is to provide practitioners (including SMEs), managers, researchers, academicians and students with the concepts, approaches ad techniques to improve and sustain the long-term profitability of the brands.

Author: Gavriel Salvendy
Publisher: Springer Nature
ISBN: 3031359216
Category : Computers
Languages : en
Pages : 348

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Book Description
This book constitutes the refereed proceedings of the 4th International Conference on Design, Operation and Evaluation of Mobile Communications, MOBILE 2023, held as part of the 25th International Conference, HCI International 2023, which was held in Copenhagen, Denmark, during July 23-28, 2022. The total of 1578 papers and 396 posters included in the HCII 2022 proceedings was carefully reviewed and selected from 7472 submissions. The MOBILE 2023 proceedings were organized in the following topical sections: Mobile User Experience and Interaction Design; Design and Evaluation of Voice User Interfaces and Conversational AI; and Mobile Information Systems in Education, Healthcare, eCommerce and Beyond.

Author: Barbara Loken
Publisher: Psychology Press
ISBN: 1000946312
Category : Business & Economics
Languages : en
Pages : 340

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Book Description
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.