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Author: Thom Braun
Publisher: Kogan Page Publishers
ISBN: 9780749441937
Category : Brand name products
Languages : en
Pages : 200
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Book Description
Praise and Reviews `Thom Braun`s mission, in this eclectic and readable book, is to get us thinking and, whether he`s relating Plato to Persil or Descartes to Diet Coke, that`s just what he does. No marketer will think about their job in the same way after reading this. Enjoyable and thought-provoking` James Thompson, Senior Vice President, Marketing, Diageo, North America `Thom Braun, The Thinking Man`s Brand Manager, has created a whole new sizzling discourse on branding which provides a terrific antidote to the anodyne filler of standard business texts. Armed with brains and a little Braun, brand managers can become brand leaders.` Paul Walton, Chairman, The Value Engineers `An original and witty reminder that the most successful brands are driven by talented thinkers.` Simon Clift, President, Marketing, Unilever Home & Personal Care `At last, a brand book with a big idea. Braun`s entertaining distillation of some of the greatest thinkers of the last 3,000 years offers provocative yet practical conclusions on how we should rethink managing our own brand. A wonderfully fresh and stimulating read.` Adam Morgan, author of Eating the Big Fish `A thoroughly stimulating and enjoyable read. By looking at brands and branding through the lens of Western philosophy, Braun helps us review afresh some of the fundamentals of marketing.` Jim Carroll, Deputy Chairman, BBH London In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the worlds greatest Western thinkers... Heraclitus Socrates Plato Aristotle Descartes Spinoza Leibniz Locke Hume Rousseau Kant Hegel Nietzsche Wittgenstein Popper ...to reveal what they might say about branding if they were alive today. Filled with contemporary examples, pragmatic insights and summaries of each philosopher's "top tips" , this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.
Author: Thom Braun
Publisher: Kogan Page Publishers
ISBN: 9780749441937
Category : Brand name products
Languages : en
Pages : 200
Get Book Here
Book Description
Praise and Reviews `Thom Braun`s mission, in this eclectic and readable book, is to get us thinking and, whether he`s relating Plato to Persil or Descartes to Diet Coke, that`s just what he does. No marketer will think about their job in the same way after reading this. Enjoyable and thought-provoking` James Thompson, Senior Vice President, Marketing, Diageo, North America `Thom Braun, The Thinking Man`s Brand Manager, has created a whole new sizzling discourse on branding which provides a terrific antidote to the anodyne filler of standard business texts. Armed with brains and a little Braun, brand managers can become brand leaders.` Paul Walton, Chairman, The Value Engineers `An original and witty reminder that the most successful brands are driven by talented thinkers.` Simon Clift, President, Marketing, Unilever Home & Personal Care `At last, a brand book with a big idea. Braun`s entertaining distillation of some of the greatest thinkers of the last 3,000 years offers provocative yet practical conclusions on how we should rethink managing our own brand. A wonderfully fresh and stimulating read.` Adam Morgan, author of Eating the Big Fish `A thoroughly stimulating and enjoyable read. By looking at brands and branding through the lens of Western philosophy, Braun helps us review afresh some of the fundamentals of marketing.` Jim Carroll, Deputy Chairman, BBH London In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the worlds greatest Western thinkers... Heraclitus Socrates Plato Aristotle Descartes Spinoza Leibniz Locke Hume Rousseau Kant Hegel Nietzsche Wittgenstein Popper ...to reveal what they might say about branding if they were alive today. Filled with contemporary examples, pragmatic insights and summaries of each philosopher's "top tips" , this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.
Author: Roy Brand
Publisher: Columbia University Press
ISBN: 0231160445
Category : Philosophy
Languages : en
Pages : 162
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Book Description
Since its inception, philosophy has struggled to perfect individual understanding through discussion and dialogue based in personal, poetic, or dramatic investigation. The positions of such philosophers as Socrates, Spinoza, Rousseau, Nietzsche, Foucault, and Derrida differ in almost every respect, yet these thinkers all share a common method of practicing philosophy--not as a detached, intellectual discipline, but as a worldly art. What is the love that turns into knowledge and how is the knowledge we seek already a form of love? Reading key texts from Socrates to Derrida, this book addresses the fundamental tension between love and knowledge that informs the history of Western philosophy. LoveKnowledge returns to the long tradition of philosophy as an exercise not only of the mind but also of the soul, asking whether philosophy can shape and inform our lives and communities.
Author: Denise Lee Yohn
Publisher: John Wiley & Sons
ISBN: 111861125X
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Author: Emmanuel Mogaji
Publisher: Springer Nature
ISBN: 3030661199
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
Author: Jeffrey Brand
Publisher: A&C Black
ISBN: 1623568897
Category : Philosophy
Languages : en
Pages : 497
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Book Description
Organized around specific questions, theses and arguments, Philosophy of Law: Introducing Jurisprudence helps students get to grips with the fascinating yet often complex realm of legal philosophy. This comprehensive introduction explores fundamental questions about legal systems, legal reasoning, and legal concepts, covering a wide range of topics in jurisprudence including: • Liability • Punishment • Causation • Discretion • Precedent • Constitutional disobedience • The rule of law Packed with boxed case studies, chapter discussion questions, guides to further reading, a glossary of key terms and online resources for lecturers and students, Jeffrey Brand guides the reader through ideas in an accessible way. Philosophy of Law is ideal for use as a core textbook or as a companion to a set of primary sources.
Author: Alice M. Tybout
Publisher: John Wiley & Sons
ISBN: 111804603X
Category : Business & Economics
Languages : en
Pages : 413
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Book Description
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
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: Ronald F. Bush
Publisher: Marketing Classics Press
ISBN: 1613112289
Category : Business & Economics
Languages : en
Pages : 327
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Book Description
Author: Chris Malone
Publisher: John Wiley & Sons
ISBN: 1118611314
Category : Business & Economics
Languages : en
Pages : 211
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Book Description
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.
Author: Simon Anholt
Publisher: Routledge
ISBN: 1136426078
Category : Business & Economics
Languages : en
Pages : 185
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Book Description
Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
