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Author: Matthew Healey
Publisher: Rockport Publishers
ISBN: 9782888931355
Category : Design
Languages : en
Pages : 0
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Book Description
It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges. Outlining the components of branding (positioning, storytelling, design, price, and relationships), what it can be applied to, and what it can achieve, What is Branding? will help ensure the success of branding for any product, service, person, or place. Case studies included in the international portfolio of campaigns explain what makes them work, why they matter, and what can be learnt from them. Analysis focuses both on design know-how and on theory, looking at how professionals wrestle with abstract notions of perception, culture, and love while at the same time solving the nuts-and-bolts problems of package design, sign making, and web technology.
Author: Matthew Healey
Publisher: Rockport Publishers
ISBN: 9782888931355
Category : Design
Languages : en
Pages : 0
Get Book Here
Book Description
It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges. Outlining the components of branding (positioning, storytelling, design, price, and relationships), what it can be applied to, and what it can achieve, What is Branding? will help ensure the success of branding for any product, service, person, or place. Case studies included in the international portfolio of campaigns explain what makes them work, why they matter, and what can be learnt from them. Analysis focuses both on design know-how and on theory, looking at how professionals wrestle with abstract notions of perception, culture, and love while at the same time solving the nuts-and-bolts problems of package design, sign making, and web technology.
Author: Philip Kotler
Publisher: Amacom Books
ISBN: 9780814472958
Category : Business & Economics
Languages : en
Pages : 196
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Book Description
According to Kotler distills the essence of marketing guru Philip Kotler's wisdom and years of experience into an immensely readable question and answer format. Based on the thousands of questions Kotler has been asked over the years, the book reveals the revolutionary theories of one of the profession's most revered experts.
Author: John M. Murphy
Publisher: Springer
ISBN: 1349126284
Category : Business & Economics
Languages : en
Pages : 230
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Book Description
Brands are among the most valuable assets of most of today's corporations. Brand names are the lingua franca of commerce. Branding is all about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. It combines the practical experience of marketing executives, trade mark lawyers, designers, advertising agents and others. It provides an international perspective on branding and is the first, authoritative book written on this increasingly important subject.
Author: Alina Wheeler
Publisher: John Wiley & Sons
ISBN: 1118418743
Category : Design
Languages : en
Pages : 338
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Book Description
A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity
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: Laura Busche
Publisher: O'Reilly Media
ISBN: 1492054178
Category : Business & Economics
Languages : en
Pages : 292
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Book Description
Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help. This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop. Learn exactly what a brand is—and what it isn’t Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply
Author: Alvin J. Silk
Publisher: Harvard Business Press
ISBN: 1422104605
Category : Business & Economics
Languages : en
Pages : 222
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Book Description
Successful marketing requires a deep knowledge of customers, competitors, and collaborators and great skill in serving customers profitably. This book provides the foundation for developing those skills and insights.
Author: Marty Neumeier
Publisher: New Riders
ISBN: 0134172973
Category : Business & Economics
Languages : en
Pages : 196
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Book Description
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
Author: Rita Clifton
Publisher: John Wiley & Sons
ISBN: 9781576603505
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.
Author: David A. Aaker
Publisher: Simon and Schuster
ISBN: 1439188386
Category : Business & Economics
Languages : en
Pages : 334
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Book Description
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
