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Author: Jerry S. WILSON
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814410693
Category : Business & Economics
Languages : en
Pages : 252
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Book Description
Whether we realize it or not, we are all brands. We all have qualities that shape and influence how the people in our lives see us—and how we see ourselves. Nationally respected brand experts Jerry Wilson and Ira Blumenthal have helped some of the most exceptional companies and individuals in the world perfect their images. Now, in Managing Brand You, they reveal their proven seven-step process for personal brand building. Using illuminating examples from successful corporations like Coca-Cola and Starbucks as well as high-profile celebrities like Bono and Oprah, Managing Brand You gives readers a step-by-step guide for conducting a self analysis, creating a unique identity, defining their objectives, discovering their passions, creating a plan, putting that plan into action, and monitoring their progress. Wise and insightful, this book will help readers identify what it is that makes them unique and communicate it in a way that guarantees them success.
Author: Jerry S. WILSON
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814410693
Category : Business & Economics
Languages : en
Pages : 252
Get Book Here
Book Description
Whether we realize it or not, we are all brands. We all have qualities that shape and influence how the people in our lives see us—and how we see ourselves. Nationally respected brand experts Jerry Wilson and Ira Blumenthal have helped some of the most exceptional companies and individuals in the world perfect their images. Now, in Managing Brand You, they reveal their proven seven-step process for personal brand building. Using illuminating examples from successful corporations like Coca-Cola and Starbucks as well as high-profile celebrities like Bono and Oprah, Managing Brand You gives readers a step-by-step guide for conducting a self analysis, creating a unique identity, defining their objectives, discovering their passions, creating a plan, putting that plan into action, and monitoring their progress. Wise and insightful, this book will help readers identify what it is that makes them unique and communicate it in a way that guarantees them success.
Author: Jerry Wilson
Publisher: Amacom
ISBN: 9780814437759
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
What's your personal brand? Believe it or not, we all have one. This fun and insightful book provides a seven-step process for identifying what makes you unique and communicating it in a way that guarantees success.
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
Author: Jonathan R. Copulsky
Publisher: St. Martin's Press
ISBN: 0230120342
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash—by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. Your competitor's ads trumpet their solution to the performance problems associated with your most recent product. A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards.
Author: Hajo Riesenbeck
Publisher: Wiley-VCH
ISBN:
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.
Author: Alexander Chernev
Publisher: Cerebellum Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 66
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Book Description
Brands are one of the company’s most valuable assets. Brands benefit customers by creating value that goes beyond the product and service aspects of the offering. By bolstering customer demand, brands enable the company to capture greater value from its customers while at the same time strengthening the impact of the other marketing tactics, ensuring greater collaborator support, and facilitating the hiring and retaining of skilled employees. The key aspects of creating and managing brands are the focus of this note. The discussion of brand management is complemented by an in-depth overview of two additional topics: the role of brands as a means of self-expression and luxury branding. This note is an excerpt (Chapter 11) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Author: Paul Temporal
Publisher: John Wiley & Sons
ISBN: 1118756312
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector. Presents strategies and actions for building a powerful, memorable public sector brand Explains why the public sector will be the next huge growth sector in branding Explores the competencies needed to successfully manage a public sector brand
Author: Larry Light
Publisher: FT Press
ISBN: 0134194519
Category : Business & Economics
Languages : en
Pages : 311
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Book Description
New Brand Leadership delivers the first complete, proven blueprint for organizing and executing on global brand marketing. It reflects the authors’ 50+ years of combined experience driving global brand leadership and measurable results across a wide range of industries, at companies ranging from Mars to Nissan, IHG to YUM! Brands. Larry Light and Joan Kiddon show how to drive value by successfully managing at the intersection of globalization, localization, and personalization. They introduce Arcature’s proven Collaborative Three Box Model, guiding you step-by-step through creating brand vision, defining brand framework, bringing your brand to life, and then measuring your performance. They offer specific, high-value recommendations regarding cultural change, organizational responsibilities, structure, metrics, and much more. You’ll find proven solutions to tough real-world global branding challenges, including managing tensions between global and local, central and regional, and brand leadership vs. brand management. For wide audiences of C-suite and other current and prospective business leaders; HR officers, marketing executives and agency professionals, top executives, business leaders, prospective business leaders, and MBA/executive MBA students.
Author: Nathalie Laidler-Kylander
Publisher: John Wiley & Sons
ISBN: 1118573404
Category : Business & Economics
Languages : en
Pages : 229
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Book Description
Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.
Author: Shailendra Pratap Jain
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 1501517333
Category : Business & Economics
Languages : en
Pages : 172
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Book Description
Boeing Max 737’s twin crashes, Volkswagen’s Dieselgate scandal, worms in Cadbury’s chocolates, cyanide in Tylenol, the #MeToo movement... In the past 24–48 hours, chances are you have read about a brand believed to have transgressed in some part of the world. These and other transgressions – real or perceived – plague company brands and, as in the case of the #MeToo movement, human brands, routinely and globally. And they often come with serious consequences: consumer injury, billions of dollars in recovery and restitution, legal nightmares, bankruptcy, and damage to the brand. Despite their universal prevalence, negative outcomes, and the justified media frenzy around their occurrence, in-depth, thorough, and critical reflections on brand transgressions are scarce. Consequently, barring the lens of some quick-fix solution, managers lack a precise understanding of how to handle such potentially explosive situations. Managing Brand Transgressions: 8 Principles to Transform Your Brand presents over 25 case studies of brands like Boeing, Cadbury, Dolce & Gabbana, Fox News, Maggi, Starbucks, Stoli Vodka, and Tylenol in countries such as USA, China, India, UK, Germany, Italy, Japan, and Latvia. Through these real-life stories, the book captures a snapshot of approximately 50 years of company responses to crises – some successful, some not – caused by brand transgressions. Most importantly, it provides managers with a roadmap of eight principles that companies must use to turn transgressions into opportunities and transform their brands from inside out. Thoroughly researched, gripping, and provocative, this book can guide a brand not only through its crisis but prevent it from becoming a dinosaur.
