Author: Patrick Sitkins
Publisher: AuthorHouse
ISBN: 1481745611
Category : Business & Economics
Languages : en
Pages : 174
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Book Description
Personal branding is going to be one of North American businesses most critical strategic initiatives in the next 3-5 years. Information is more accessible on individuals than ever before. Social media is making details about people more accessible and creating a ton of data to help people form opinions about individuals. "Brand Damage - It's Personal!" deals with the ever-growing importance of personal branding. This book is a practical guide for everyone from teenagers to seasoned professionals. It provides information on how to create and proactively manage your brand, items that can damage a brand, and entertaining stories and illustrations.
Author: Matt Haig
Publisher: Kogan Page Publishers
ISBN: 9780749444334
Category : Brand choice
Languages : en
Pages : 276
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Book Description
It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 ""failures"" into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).
Author: Matthew Symonds
Publisher: Simon and Schuster
ISBN: 1439127581
Category : Business & Economics
Languages : en
Pages : 540
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Book Description
In a business where great risks, huge fortunes, and even bigger egos are common, Larry Ellison stands out as one of the most outspoken, driven, and daring leaders of the software industry. The company he cofounded and runs, Oracle, is the number one business software company: perhaps even more than Microsoft's, Oracle's products are essential to today's networked world. But Oracle is as controversial as it is influential, as feared as it is revered, thanks in large part to Larry Ellison. Though Oracle is one of the world's most valuable and profitable companies, Ellison is not afraid to suddenly change course and reinvent Oracle in the pursuit of new and ever more ambitious goals. Softwar examines the results of these shifts in strategy and the forces that drive Ellison relentlessly on. In Softwar, journalist Matthew Symonds gives readers an exclusive and intimate insight into both Oracle and the man who made it and runs it. As well as relating the story of Oracle's often bumpy path to industry dominance, Symonds deals with the private side of Ellison's life. From Ellison's troubled upbringing by adoptive parents and his lifelong search for emotional security to the challenges and opportunities that have come with unimaginable wealth, Softwar gets inside the skin of a fascinating and complicated human being. With unlimited insider access granted by Ellison himself, Symonds captures the intensity and, some would say, the recklessness that have made Ellison a legend. The result of more than a hundred hours of interviews and many months spent with Ellison, Softwar is the most complete portrait undertaken of the man and his empire -- a unique and gripping account of both the way the computing industry really works and an extraordinary life. Despite his closeness to Ellison, Matthew Symonds is a candid and at times highly critical observer. And in perhaps the book's most unusual feature, Ellison responds to Symonds's portrayal in the form of a running footnoted commentary. The result is one of the most fascinating business stories of all time.
Author: David N. Barnett
Publisher: Kogan Page Publishers
ISBN: 0749478705
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
The growth of the Internet has had a profound effect on the way business is carried out, and has provided an unprecedented opportunity for third-party individuals and organisations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand. Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.
Author: Donna D. Heckler
Publisher: FT Press
ISBN: 0132701189
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing brand meaning • The truth about brands as corporate profit drivers • The truth about advertising, pricing, segmentation, and more Simply the best thinking the truth and nothing but the truth This book reveals the 51 bite-size, easy-to-use techniques for building great brands–and keeping them great. “I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.” DAVID AAKER, Vice-Chairman, Prophet and Author of Building Strong Brands and Spanning Silos
Author: Anne H. Chasser
Publisher: John Wiley & Sons
ISBN: 0470575425
Category : Law
Languages : en
Pages : 240
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Book Description
Discover how the world's leading companies have added value to their company by rewiring the brand creation process Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity. Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come Reveals how to reduce costs in the brand creation and legal process Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.
Author: Mike Moser
Publisher: Harvard Business Press
ISBN: 1422163571
Category : Business & Economics
Languages : en
Pages : 186
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Book Description
Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.
Author: Tony Thorne
Publisher: Penguin UK
ISBN: 0141963999
Category : Language Arts & Disciplines
Languages : en
Pages : 204
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Book Description
Are you a bobo or a wombat? Are you tempted by infobia or to kick dead whales up the beach? If your answer to any of these questions is 'What are you talking about?', then you definitely need a copy of Shoot the Puppy. Amusing, informative and newly updated for 2007, it guides the reader through the ever-growing heap of contemporary jargon from around the English-speaking world, showing where it comes from, what it means, and what it tells us about our contemporary world.
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: Douglas W. Hubbard
Publisher: John Wiley & Sons
ISBN: 1118539273
Category : Business & Economics
Languages : en
Pages : 432
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Book Description
Now updated with new measurement methods and new examples, How to Measure Anything shows managers how to inform themselves in order to make less risky, more profitable business decisions This insightful and eloquent book will show you how to measure those things in your own business, government agency or other organization that, until now, you may have considered "immeasurable," including customer satisfaction, organizational flexibility, technology risk, and technology ROI. Adds new measurement methods, showing how they can be applied to a variety of areas such as risk management and customer satisfaction Simplifies overall content while still making the more technical applications available to those readers who want to dig deeper Continues to boldly assert that any perception of "immeasurability" is based on certain popular misconceptions about measurement and measurement methods Shows the common reasoning for calling something immeasurable, and sets out to correct those ideas Offers practical methods for measuring a variety of "intangibles" Provides an online database (www.howtomeasureanything.com) of downloadable, practical examples worked out in detailed spreadsheets Written by recognized expert Douglas Hubbard—creator of Applied Information Economics—How to Measure Anything, Third Edition illustrates how the author has used his approach across various industries and how any problem, no matter how difficult, ill defined, or uncertain can lend itself to measurement using proven methods.
