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Branding And Advertising

Author : Flemming Hansen
ISBN : 8763001187
Genre : Business & Economics
File Size : 29. 22 MB
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This book presents a wide spectre of recent studies and works in the fields of branding, advertising and communication effects.

The Science And Art Of Branding

Author : Giep Franzen
ISBN : 9781317454670
Genre : Business & Economics
File Size : 90. 3 MB
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This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

The Fundamentals Of Branding

Author : Melissa Davis
ISBN : 9782940373987
Genre : Business & Economics
File Size : 41. 94 MB
Format : PDF
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Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. This book introduces readers to the basic principles behind the creation and development of successful brands. It offers an overview of the foundations of building, developing and maintaining brands.

Industrial Organization

Author : Paul Belleflamme
ISBN : 9781316299449
Genre : Business & Economics
File Size : 25. 38 MB
Format : PDF, Kindle
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Thoroughly revised according to classroom feedback, Industrial Organization: Markets and Strategies offers an up-to-date and rigorous presentation of modern industrial organization that blends theory with real-world applications and derives implications for firm strategy and competition policy. This comprehensive textbook acquaints readers with the most important models for understanding strategies chosen by firms with market power and shows how such firms adapt to different market environments. The second edition includes new and revised formal models and case studies. Formal models are presented in detail, and analyses are summarized in 'lessons' which highlight the main insights. Theories are complemented by numerous real-world cases that engage students and lead them to connect theories to real situations. Chapters include review questions, exercises, and suggestions for further reading to enhance the learning experience, and an accompanying website offers additional student exercises, as well as teaching slides.

Sonic Branding

Author : D. Jackson
ISBN : 9780230503267
Genre : Business & Economics
File Size : 44. 85 MB
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Brands have become very important as sources of value and as a means to build value and sustain market position. Much emphasis has been placed upon the visual representation of brands. This book defines a new competitive arena in the creation and development of brands - sound. Sonic branding is a new fast growing area related to advertising and media development of the branding experience. This will be a distinctive book and the first in this important new area.

Face Your Brand The Visual Language Of Branding Explained

Author :
ISBN : 9780620443104
Genre :
File Size : 79. 27 MB
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Taking Brand Initiative

Author : Mary Jo Hatch
ISBN : 0470245360
Genre : Business & Economics
File Size : 89. 76 MB
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Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

Corporate Branding

Author : Majken Schultz
ISBN : 8763001403
Genre : Business & Economics
File Size : 58. 6 MB
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The book confronts the challenges and dilemmas of corporate brand management and offer new insights into how corporate brands can be studied and managed.

Connective Branding

Author : Claudia Fisher
ISBN : 9780470740873
Genre : Business & Economics
File Size : 89. 34 MB
Format : PDF, ePub
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This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved? How can I make sure every part of the organisation lives the brand? How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences? How can I develop and expand the brand? How can future orientation become part of the brand? How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results? How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?

The Virgin Cure

Author : Ami McKay
ISBN : 9781409108924
Genre : Fiction
File Size : 22. 48 MB
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A macabre voyage into the underbelly of nineteenth-century New York. 'I am Moth, a girl from the lowest part of Chrystie Street, born to a slum-house mystic and the man who broke her heart.' So begins THE VIRGIN CURE, a novel set in the tenements of lower Manhattan in 1871. As a young child, Moth's father smiled, tipped his hat and walked away from her for ever. The summer she turned twelve, her mother sold her as a servant to a wealthy woman, with no intention of ever seeing her again. These betrayals lead Moth to the wild, murky world of the Bowery, filled with house-thieves, pickpockets, beggars, sideshow freaks and prostitutes, where eventually she meets Miss Everett, the owner of a brothel. Miss Everett caters to gentlemen who pay dearly for companions, and the most desirable of them all are young virgins like Moth. Through the friendship of Dr Sadie, a female physician, Moth learns to question and observe the world around her, where her new friends are falling prey to the myth of the 'virgin cure' to heal the incurable and tainted. She knows the law will not protect her, that polite society ignores her and still she dreams of answering to no one but herself. There's a high price for such independence, though, and no one knows that better than a girl from Chrystie Street...

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