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Author: Chris Boudreaux
Publisher: Pearson Education
ISBN: 0133115399
Category : Business & Economics
Languages : en
Pages : 238
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Book Description
Pioneering businesses have shown that a more social workforce can dramatically improve brand awareness and customer service, increase revenue, and drive greater value and performance from marketing and sales. For this to work, employees must engage in real-time conversations, even if they aren't professional communicators. This requires new skills, governance, and infrastructure, as well as new ways of managing risk. Social business pioneers Chris Boudreaux and Susan Emerick present frameworks, guidelines, and new case studies for managing these changes within your business.
Author: Chris Boudreaux
Publisher: Pearson Education
ISBN: 0133115399
Category : Business & Economics
Languages : en
Pages : 238
Get Book
Book Description
Pioneering businesses have shown that a more social workforce can dramatically improve brand awareness and customer service, increase revenue, and drive greater value and performance from marketing and sales. For this to work, employees must engage in real-time conversations, even if they aren't professional communicators. This requires new skills, governance, and infrastructure, as well as new ways of managing risk. Social business pioneers Chris Boudreaux and Susan Emerick present frameworks, guidelines, and new case studies for managing these changes within your business.
Author: Chris Boudreaux
Publisher:
ISBN: 9780133115772
Category : Employee empowerment
Languages : en
Pages :
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Book Description
Author: Robert Jones
Publisher: Oxford University Press
ISBN: 0198749910
Category : BUSINESS & ECONOMICS
Languages : en
Pages : 161
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Book Description
Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.
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: Michael Brito
Publisher: Kogan Page Publishers
ISBN: 0749482117
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
Trust is an invaluable commodity in any business environment. Organizations benefit from being viewed as transparent, open and human, and one of the best ways of achieving this is through authentic employee advocacy. Participation Marketing takes a detailed look at the benefits that arise when employees are fully subscribed to a brand's ethos, and how this can be used to magnify a brand's voice. After all, it's likely that every individual employee of a company now has several hundred unique social media connections, if not more. So by engaging staff and encouraging them to participate in company activity and share via their own channels, they will be broadcasting trusted brand experiences to entirely new groups of consumers. Employee advocacy has always been worth investing in, but as the combination of constant connectedness and conversation becomes standard in our everyday lives, so too grows the importance of leveraging it. Participation Marketing will convince business leaders to think hard about employee advocacy as a channel that has many positive business outcomes. Internally, it will engage employees and make them feel part of something bigger, which will naturally result in employee satisfaction, retention and an increase in productivity. Externally, it will help brands reach new audiences with trusted and relevant stories.
Author: Nick Kochan
Publisher: Springer
ISBN: 1349141143
Category : Business & Economics
Languages : en
Pages : 215
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Book Description
The magic of brands is as old as Coke and as young as Tango. But getting beneath the packaging to understand a brand's winning technique is tough. Why do Kellogg's or Barbie still remain the consumer's friend? Why should a computer name or a sporting logo win favour with consumers worldwide? The World's Greatest Brands asks such key questions of over 350 of the world's leading brands. Explanations of a brand's history, its management and exploitation will appeal to the expert and the consumer. Anecdotes and analysis are combined to explain the science and art that have contributed to great branding case histories. Also included here is branding consultancy Interbrand's ranking of the world's 100 most powerful brands along with their assessment of brand owners' skills and winning techniques. This is a unique compilation on a subject with a fascination for all consumers. No-one who enjoys the benefits of great brands can fail to enjoy and profit from this book.
Author: Jan-Benedict Steenkamp
Publisher: Springer
ISBN: 1349949949
Category : Business & Economics
Languages : en
Pages : 319
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Book Description
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Author: Sandra Bell
Publisher: Springer Science & Business Media
ISBN: 379082030X
Category : Business & Economics
Languages : en
Pages : 370
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Book Description
China is certainly doing its best to keep the world mesmerized by its e- nomic achievements. The Chinese economic growth story that begun 30 years ago has in terms of dynamics and duration long since surpassed all those “economic miracles” which have brought Germany, Japan, and the South East Asian Tigers into the top–league of the industrialized world. The rapid expansion of the Chinese economy has gone along with a fu- fledged re-integration of China into the global economic system. In the course of the last 30 years China has become a major player in the global economy and today is on a trajectory towards even greater prominence. In recent years, the Chinese economy seems to have reached an imp- tant threshold line of economic development and global integration. In the first quarter century of reform and global opening, Chinese enterprises have been largely confined to a ‘passive’ role in the global division of - bor. Foreign enterprises as the proprietors of greatly superior business models, production technologies, management models as well as very competitively established brands have been integrating Chinese players in their value chains and global operations. Lacking the necessary production technologies, products as well as marketing knowledge to successfully - dress OECD-consumers, Chinese enterprises have been hardly able to - ter the global markets without such guidance. Now, this constellation is changing.
Author:
Publisher: John Wiley & Sons
ISBN: 1119533295
Category : Business & Economics
Languages : en
Pages : 371
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Book Description
World-class branding for the interconnected modern marketplace Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today’s consumer, today’s competition, and the wealth of media at your disposal. In-depth discussion highlights the field’s ever-increasing connectivity, with practical guidance on brand design and storytelling, social media marketing, branding in the service sector, monitoring brand health, and more. Authored by faculty at the world’s most respected school of management and marketing, this invaluable resourceincludes expert contributions on the financial value of brands, internal branding, building global brands, and other critical topics that play a central role in real-world branding and marketing scenarios. Creating a brand—and steering it in the right direction—is a multi-layered process involving extensive research and inter-departmental cooperation. From finding the right brand name and developing a cohesive storyline to designing effective advertising, expanding reach, maintaining momentum, and beyond, Kellogg on Branding in a Hyper-Connected World arms you with the knowledge and skills to: Apply cutting-edge techniques for brand design, brand positioning, market-specific branding, and more Adopt successful strategies from development to launch to leveraging Build brand-driven organizations and reinforce brand culture both internally and throughout the global marketplace Increase brand value and use brand positioning to build a mega-brand In today’s challenging and complex marketplace, effective branding has become a central component of success. Kellogg on Branding in a Hyper-Connected World is a dynamic, authoritative resource for practitioners looking to solve branding dilemmas and seize great opportunities.
Author: The Sapiens Network
Publisher: Hernando Chavez
ISBN:
Category : Self-Help
Languages : en
Pages : 41
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Book Description
DISNEY POWERFUL BRAND SECRETS (MARKETING) LEARN FROM THE BEST HOW TO DESIGN A LASTING, ENDEARING AND WORLD-FAMOUS BRAND ABOUT THIS BOOK Disney is a great business because it has built its brand on the backs of a variety of successful products and services. The Disney brand has come to mean a consistent level of quality, in both products and services. If you see something with the Mickey Mouse logo on it, you know that it will be good. Disney's marketing strategy consists largely of reinforcing their brand to make sure consumers continue to associate their name with high quality entertainment content. For example, if you have children who love Frozen, they will likely become interested in other things Disney sells like toys and movies, because they know they'll be good quality too! CONTENT Introduction: Why Is The Disney Company Great At Marketing? How Has Disney Created Such A Powerful Brand? Why Should You Learn From Disney’s Marketing Strategy? How To Make Your Brand As Professional As The Disney Brand? Chapter 01: How To Complete Brand Awareness To Do Marketing Like Disney? How To Know Your Exact Audience To Do Good Marketing? How To Target Your Audience’s Age For A Good Marketing Campaign? How To Do Pr Campaigns To Do Marketing Like Disney? Why Must You Know What Your Clients Might Expect From You To Do Good Marketing? How To Take Care Of Your Brand's Reputation To Do Marketing Like Disney? What Is Militant Reputation Management In The Disney Brand? How To Constantly Monitor Your Brand’s Social Media Like Disney? How To Constantly Monitor Your Clients’ Comments Like The Disney Brand? How To Take Care Of Your Employees’ Online Presence Like The Disney Brand? How To Make Multi-Market Branding Like The Disney Brand? How To Find Creative Ways To Take Your Brand Beyond Traditional Markets? Why Must You Be Willing To Innovate To Make Your Brand As Successful As The Disney Brand? What Is The Storytelling Technique In Marketing? How To Do Storytelling Marketing Like The Disney Brand? How To Advertise Emotions Like The Disney Brand? How To Create A Unique Content Marketing Strategy Like The Disney Brand? How To Use Nostalgie Marketing Like The Disney Brand? How To Design User Experiences To Do Marketing Like The Disney Brand? How To Maintain Customer Loyalty Like The Disney Brand? How To Create Destination Brands Like Disney? ABOUT THE SAPIENS NETWORK The content in this guide is based on extensive official research and comes from a variety of sources, mostly from books published by experts who have mastered each of the topics presented here and who are backed by internationally recognized careers. Therefore, the reader will be able to acquire a large amount of knowledge from more than one reliable and specialized source. This happens because we rely only on official and endorsed media. In addition, we also collect information from different web pages, courses, biographies, and interviews, so we give the reader a broad overview of their topics of interest. We have not only checked that the sources of knowledge are relevant, but we have also made a very careful selection of the final information that makes up this guide. With great practicality, we have compiled the most useful concepts and put them in a way that are easiest for the reader to learn. Our ultimate goal is to simplify all the ideas that they are fully understandable and so that the reader can enjoy a pleasant, practical, and simple reading. This is why we strive to provide only the key information from each expert. In this guide, the reader will not find redundancies or unnecessary or irrelevant content. Each chapter covers the essential and leaves out everything that could be deemed as extra or that does not add anything new to the selected concepts. Thus, the reader will be able to enjoy a text where they will easily find specialized information that comes exclusively from experts and that has been selected with the greatest effectiveness.
