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Author: Mike Parson
Publisher:
ISBN:
Category :
Languages : en
Pages : 78
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Book Description
To establish a long-lasting relationship, the brand provides intangible benefits that sometimes overshadow the tangible benefits of a brand. It is getting tougher with the explosion of communication technology where people stay connected to update information. The emergence of branding topics has been witnessed in the past with the explosion of branding categories that apply to both the manufacturing and service industries. Brand is referred to as logo, symbol, name, or design that creates a trademark or signature that distinguishes goods or services. Creating a strong provides additional value that looks simple from the customer point of view but a great deal for a firm to survive the stiff competition in the market. The brand is a critical element to superior quality products especially to the saturated market hence a trusted brand must be able to not only satisfy customer needs but also delivering superior quality on attributes that matter to customers, low cost of quality, overall cost leadership, and effective positioning.
Author: Mike Parson
Publisher:
ISBN:
Category :
Languages : en
Pages : 78
Get Book Here
Book Description
To establish a long-lasting relationship, the brand provides intangible benefits that sometimes overshadow the tangible benefits of a brand. It is getting tougher with the explosion of communication technology where people stay connected to update information. The emergence of branding topics has been witnessed in the past with the explosion of branding categories that apply to both the manufacturing and service industries. Brand is referred to as logo, symbol, name, or design that creates a trademark or signature that distinguishes goods or services. Creating a strong provides additional value that looks simple from the customer point of view but a great deal for a firm to survive the stiff competition in the market. The brand is a critical element to superior quality products especially to the saturated market hence a trusted brand must be able to not only satisfy customer needs but also delivering superior quality on attributes that matter to customers, low cost of quality, overall cost leadership, and effective positioning.
Author: W. Douglas Evans
Publisher: Nova Publishers
ISBN: 9781626188815
Category : Medical
Languages : en
Pages : 252
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Book Description
This book explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? This book offers answers to that question. Brands are all around us and in a sense represent any person, place, or thing to which people attach associations - anything that represents something for someone. This insight has led those trying to improve society, not just to sell products, services, and organizational reputations, but to take up the mantle of branding. The branding of social and health behaviors has become widespread and is now a central approach in social marketing - the use of marketing to benefit society rather than the marketer. In an earlier volume, my co-editor Gerard Hastings and I noted "that by learning about concepts such as brand development, identity and equity, we can do for public health what Philip Morris had done for teen smoking." This is exactly what's been happening for some 20 years, and now branding represents a powerful strategy to change social and health behaviors for the better. Branding is now truly a systemic approach to modifying human behavior for commercial as well as socially beneficial purposes.
Author: Sak Onkvisit
Publisher: Psychology Press
ISBN: 0415311322
Category : Export marketing
Languages : en
Pages : 619
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Book Description
Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisified in the same way. The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecodotal or descriptive one alone. The book includes chapters on: * Trade distortions and marketing barriers * Political and legal environments * Culture * Consumer behaviour * Marketing research * Promotion and pricing strategies * Currencies and foreign exchange Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion website provides additional material for lecturers and students alike.
Author: Bernd Schmitt
Publisher: Simon and Schuster
ISBN: 0684867508
Category : Business & Economics
Languages : en
Pages : 555
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Book Description
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.
Author: Keith Dinnie
Publisher: Routledge
ISBN: 1317681940
Category : Business & Economics
Languages : en
Pages : 259
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Book Description
Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.
Author: Byron Sharp
Publisher: OUP Australia & New Zealand
ISBN: 9780195573565
Category : Business & Economics
Languages : en
Pages : 246
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Book Description
This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
Author: Stephen Dann
Publisher: Bloomsbury Publishing
ISBN: 023036473X
Category : Business & Economics
Languages : en
Pages : 488
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Book Description
Combining academic rigour and practical application, E-Marketing brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.
Author: Nigel Morgan
Publisher: Routledge
ISBN: 1136411097
Category : Business & Economics
Languages : en
Pages : 328
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Book Description
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.
Author: Keith Dinnie
Publisher: Routledge
ISBN: 1136377360
Category : Business & Economics
Languages : en
Pages : 261
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Book Description
Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.
Author: Steve McKee
Publisher: Macmillan
ISBN: 1137278846
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
"A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.
