Brand Spirit

Author : Christian Conrad
Publisher : CRC Press
ISBN 13 : 1317023048
Total Pages : 382 pages
Book Rating : 4.43/5 ( download)

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Download or read book The New Brand Spirit written by Christian Conrad and published by CRC Press. This book was released on 2016-03-03 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective sustainability communication can deliver business value. Get it wrong, however, and the reputational damage will be costly. Stakeholders, and the general public as well as activists, are unforgiving of companies whose products, services, business practices or culture fall short of their socially responsible rhetoric. Based on close to one hundred in-depth interviews with leading experts, Christian Conrad and Marjorie Thompson's The New Brand Spirit helps corporate communications and marketing professionals tackle this conundrum by providing a first-hand view of eight distinct and relevant stakeholder perspectives. Nineteen comprehensive and well-researched best practice cases from sustainability leaders like IBM, Unilever, Marks & Spencer and Puma will inspire all those tasked with communicating sustainability with practical and applicable tools and lessons learned. The result is a book that will enable senior executives, corporate communication professionals and brand managers to decide when, to whom and how to communicate sustainability related messages - and when not to.

Author : Hamish Pringle
Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 316 pages
Book Rating : 4.93/5 ( download)

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Download or read book Brand Spirit written by Hamish Pringle and published by John Wiley & Sons. This book was released on 2001-03-12 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Spirit examines the business benefits of cause related marketing and demonstrates how a marketeer can harness these benefits and power to promote a product, service or corporate brand.

Author : Samantha King
Publisher : U of Minnesota Press
ISBN 13 : 9780816648986
Total Pages : 206 pages
Book Rating : 4.80/5 ( download)

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Download or read book Pink Ribbons, Inc written by Samantha King and published by U of Minnesota Press. This book was released on 2006 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: The commercialization of the breast cancer movement is challenged in this analysis of how breast cancer has been transformed from a stigmatized disease and individual tragedy to a market-driven industry of survivorship.

Author : Pierre Xiao Lu
Publisher : Routledge
ISBN 13 : 0429873964
Total Pages : 251 pages
Book Rating : 4.66/5 ( download)

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Download or read book International Luxury Brand Strategy written by Pierre Xiao Lu and published by Routledge. This book was released on 2021-11-21 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at luxury brand management and strategy from theory to practice and presents new theoretical models and solutions for how to create and develop a worldwide luxury brand in the twenty-first century. The book gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time. From the international brand management perspective, this book is a useful reference for anyone who wants to learn more about luxury brand management and to better understand how the international market has evolved and how products may change the rules of the game.

Author : D. B. Holt
Publisher : Harvard Business Press
ISBN 13 : 1422163326
Total Pages : 282 pages
Book Rating : 4.20/5 ( download)

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Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

Author : Paul Temporal
Publisher : John Wiley & Sons
ISBN 13 : 1118181581
Total Pages : 207 pages
Book Rating : 4.84/5 ( download)

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Download or read book Advanced Brand Management written by Paul Temporal and published by John Wiley & Sons. This book was released on 2011-09-15 with total page 207 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.

Author : Alina Wheeler
Publisher : John Wiley & Sons
ISBN 13 : 1119984815
Total Pages : 358 pages
Book Rating : 4.18/5 ( download)

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Download or read book Designing Brand Identity written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2024-03-06 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, process, strategy, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Author : Paul Temporal
Publisher : Harriman House Limited
ISBN 13 : 0857195905
Total Pages : 302 pages
Book Rating : 4.06/5 ( download)

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Download or read book ADVANCED BRAND MANAGEMENT - 3RD EDITION written by Paul Temporal and published by Harriman House Limited. This book was released on 2019-02-25 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands have never been more important than they are today. As Paul Temporal explains in this fully revised and updated third edition of his classic bestseller, the challenges of the business world are greater now than ever before. Brand managers have to cope with a broader range of variables and pressures from the marketplace and consumers. The lifeline of a strong brand can mean the difference between success and failure, or survival and extinction, in this turbulent environment. But what constitutes a strong brand? How should it be developed and managed? How do you activate and manage a winning brand strategy? Advanced Brand Management is the indispensable guide that provides all the answers. Paul Temporal addresses every issue related to brand management in the 21st century, providing the background theory and illustrating this with thoughtful case studies from across the business world. In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Throughout, there is an increased emphasis on brand strategy and updates to case studies, with entirely new cases being added. If you want to make your own branding a success, you can’t afford to be without Advanced Brand Management.

Author : Wang, Cheng Lu
Publisher : IGI Global
ISBN 13 : 1799810496
Total Pages : 605 pages
Book Rating : 4.90/5 ( download)

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Download or read book Handbook of Research on the Impact of Fandom in Society and Consumerism written by Wang, Cheng Lu and published by IGI Global. This book was released on 2019-10-25 with total page 605 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fans of specific sports teams, television series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthusiasm for a particular object or person. Due to their strong emotional attachments, members of these fandoms are often quick to voluntarily invest their time, money, and energy into a related product or brand, thereby creating a group of faithful and passionate consumers that play a significant role in multiple domains of contemporary culture. The Handbook of Research on the Impact of Fandom in Society and Consumerism is an essential reference source that examines the cultural and economic effects of the fandom phenomenon through a multidisciplinary lens and shapes an understanding of the impact of fandom on brand building. Featuring coverage on a wide range of topics such as religiosity, cosplay, and event marketing, this publication is ideally designed for marketers, managers, advertisers, brand managers, consumer behavior analysts, product developers, psychologists, entertainment managers, event coordinators, political scientists, anthropologists, academicians, researchers, and students seeking current studies on the global impact of this particularly devoted community.

Author : Marc Cox
Publisher : Springer Nature
ISBN 13 : 3030364267
Total Pages : 167 pages
Book Rating : 4.67/5 ( download)

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Download or read book The Business Case for Love written by Marc Cox and published by Springer Nature. This book was released on 2020-04-01 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: Love it? Hate it? Or, just don’t care? How we feel about something dramatically affects how we interact with it. When we feel, we care. When we care, things happen. Companies that are thriving, not just surviving, are much more than a set of ruthlessly efficient and mechanistic processes – they are a social system operated by people for people. The quality of relationships, both inside and outside the organization is a far more important driver of sustainable success or failure than the quality of its control systems. The head is important, but it is the heart that matters most. If you want your customers to be brand ambassadors and your employees to brag about you to their friends, you need them to not just think you’re great – you need them to feel you’re great. You need them to love you – and for that, you need them to feel that you love them. For over a decade Marc Cox has been helping companies whose toxic cultures, miserable employees, and angry customers have all but destroyed them to rebuild their company spirit, discover the business case for love and build an organization that is wonderful to work for, brilliant to do business with and has the mindset of creating memorable employee and customer experiences. Underpinned by fresh insights and perspectives, robustly tested and refined by the real world experience of working with a wide range of companies and over 2,000 senior executives drawn from all parts of the world, and filled with fascinating and illustrative “love stories” the book will help you to make the business case for love. It will help you to find a more rewarding and invigorating way of working – both emotionally and financially. In short, it shows what happens when the love is put back into business.