The Economy of Brands PDF Download
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Author: J. Lindemann
Publisher: Springer
ISBN: 023027501X
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.
Author: J. Lindemann
Publisher: Springer
ISBN: 023027501X
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.
Author: Celia Lury
Publisher: Routledge
ISBN: 1134529163
Category : Business & Economics
Languages : en
Pages : 350
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Book Description
Brands are everywhere: in the air, on the high-street, in the kitchen, on television and, maybe even on your feet. But what are they? The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This book offers a detailed and innovative analysis of the brand Illustrated with many examples, the book argues that brands: * mediate the supply and demand of products and services in a global economy * frame the activities of the market by functioning as an interface * communicate interactively, selectively promoting and inhibiting communication between producers and consumers * operate as a public currency while being legally protected as private property in law * introduce sensation, qualities and affect into the quantitative calculations of the market * organize the logics of global flows of products, people, images and events. This book will be essential reading for students of sociology, cultural studies and consumption.
Author: B. Joseph Pine
Publisher: Harvard Business Press
ISBN: 9780875848198
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
This text seeks to raise the curtain on competitive pricing strategies and asserts that businesses often miss their best opportunity for providing consumers with what they want - an experience. It presents a strategy for companies to script and stage the experiences provided by their products.
Author: Wioleta Kucharska
Publisher: Taylor & Francis
ISBN: 1000627063
Category : Business & Economics
Languages : en
Pages : 139
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Book Description
Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge. Personal branding and personal knowledge are critical assets of knowledge workers and key drivers of their development and innovative performance. Both strongly influence the individual success of knowledge workers in the networked and knowledge-driven economy. Personal brands are dynamically shifting from the side-lines to the center of the modern economy and the authenticity of the brands of personal ingredients for their ability to create value. They are one of the three key pillars of value creation in the social media environment, therefore significantly contribute to digital business models. The book will be of interest to researchers, academics, professionals, and students in the fields of organizational branding, marketing, management, and communications.
Author: Vikas Shah
Publisher: Michael O'Mara Books
ISBN: 1789292670
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
Including conversations with world leaders, Nobel prizewinners, business leaders, artists and Olympians, Vikas Shah quizzes the minds that matter on the big questions that concern us all.
Author: World Intellectual Property Organization
Publisher: WIPO
ISBN:
Category : Law
Languages : en
Pages : 78
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Book Description
The paper looks at brands from an economic point of view. It defines concepts; analyzes the conditions under which brands are long-lived productive assets and contribute to economic growth; and reviews the measurement of investment in brands. It finds that a productive role for brands is consistent with assumptions used in the economic analysis of innovation. Finally it offers an analysis of economic development that suggests branding rises with growth.
Author: Barry J. Moltz
Publisher: Que Publishing
ISBN: 0132953706
Category : Business & Economics
Languages : en
Pages : 224
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Book Description
Technology and economics are transforming business in a completely unexpected way: suddenly, even the largest companies must compete as if they were small, local businesses. Suddenly, your customers can talk to everyone else across the nation, and people listen to them, not your carefully crafted advertising or branding. It's just like doing business in a small town, where "reputation is forever." Suddenly, communities and personal connections are critical to your success - just as they've always been in small towns. The best small-town and rural entrepreneurs have been successfully overcoming these challenges for centuries. Their lessons and techniques are suddenly intensely valuable to even the largest companies, most dominant brands, and most cosmopolitan businesses. Small Town Rules adapts these lessons and techniques for today's new "global small town": one knitted together through the Web, Facebook, and Twitter. Two pioneering entrepreneurs and social media experts show how to: * Survive seasonal cycles and year-to-year fluctuations the way rural farmers and businesses do * Use "small town entrepreneur secrets" for coping with limited access to people and capital * Reduce risk by "piecing together" multiple income sources * Start using customer-driven communication to your advantage * Interact with customers on a more human scale, no matter how big you are * Rediscover your company's local roots, and more
Author: Celia Lury
Publisher: Theatre Arts Books
ISBN: 9780415251822
Category : Business & Economics
Languages : en
Pages : 198
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Book Description
The brand, that point of connection between company and consumer, has become one of the key cultural forces of our time and one of the most important vehicles of globalization. This is a wide ranging survey of the cultural processes of branding.
Author: Paul Mattick
Publisher: Reaktion Books
ISBN: 1861899823
Category : Business & Economics
Languages : en
Pages : 129
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Book Description
The recent global economic downturn has affected nearly everyone in every corner of the globe. Its vast reach and lingering effects have made it difficult to pinpoint its exact cause, and while some economists point to the risks inherent in the modern financial system, others blame long-term imbalances in the world economy. Into this debate steps Paul Mattick, who, in Business as Usual, explains the global economic downturn in relation to the development of the world economy since World War II, but also as a fundamental example of the cycle of crisis and recovery that has characterized capitalism since the early nineteenth century. Mattick explains that today’s recession is not the result of a singular financial event but instead is a manifestation of long-term processes within the world economy. Mattick argues that the economic downturn can best be understood within the context of business cycles, which are unavoidable in a free-market economy. He uses this explanation as a springboard for exploring the nature of our capitalist society and its prospects for the future. Although Business as Usual engages with many economic theories, both mainstream and left-wing, Mattick’s accessible writing opens the subject up in order for non-specialists to understand the current economic climate not as the effect of a financial crisis, but as a manifestation of a truth about the social and economic system in which we live. As a result the book is ideal for anyone who wants to gain a succinct and jargon-free understanding of recent economic events, and, just as important, the overall dynamics of the capitalist system itself.
Author: Jon Miller
Publisher: John Wiley & Sons
ISBN: 0470862602
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.
