Brand Management in Emerging Markets: Theories and Practices PDF Download
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Author: Wang, Cheng Lu
Publisher: IGI Global
ISBN: 1466662433
Category : Business & Economics
Languages : en
Pages : 353
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Book Description
"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.
Author: Wang, Cheng Lu
Publisher: IGI Global
ISBN: 1466662433
Category : Business & Economics
Languages : en
Pages : 353
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Book Description
"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.
Author: Markus Meierer
Publisher: Gabler Verlag
ISBN: 9783834924605
Category : Business & Economics
Languages : en
Pages : 206
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Book Description
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.
Author: Markus Meierer
Publisher: Springer Science & Business Media
ISBN: 3834963194
Category : Business & Economics
Languages : en
Pages : 224
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Book Description
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.
Author: Lena Christiaans
Publisher: Springer Science & Business Media
ISBN: 3658004568
Category : Business & Economics
Languages : en
Pages : 275
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Book Description
The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to diverse target audiences. However, in the absence of research on international students' preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardization. Lena Christians investigates the impact of between-country differences, such as in national culture or economic wealth, on students' preferences in relation to individual differences of students within the same country. In combination with a segmentation of the European graduate market, the results provide readers with inside on which elements of the employer value proposition are suitable for standardization in which target groups.
Author: Oriol Iglesias
Publisher: Routledge
ISBN: 1000573605
Category : Business & Economics
Languages : en
Pages : 706
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Book Description
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
Author: Mohammad Mahdi Foroudi
Publisher: Routledge
ISBN: 1000459063
Category : Business & Economics
Languages : en
Pages : 336
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Book Description
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs. By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.
Author: Francesca Dall'Olmo Riley
Publisher: Routledge
ISBN: 1317751574
Category : Business & Economics
Languages : en
Pages : 818
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Book Description
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Author: Bernhard Swoboda
Publisher:
ISBN: 9783923324200
Category : Brand name products
Languages : de
Pages : 138
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Book Description
Author: T C Melewar
Publisher: Routledge
ISBN: 1317950917
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
Author: Leslie De Chernatony
Publisher: Dartmouth Publishing Company
ISBN:
Category : Business & Economics
Languages : en
Pages : 416
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Book Description
This work seeks to synthesize some of the key issues in brand management, overview some of the evolving findings and highlight the contribution that each of the selected papers in the book has made in advancing knowledge about brand management.
