A Practical Guide to Retaining Brand Relevance

• Author: Darren Coleman
• Publisher: Kogan Page Publishers
• ISBN: 0749481579
• Category: Business & Economics
• Page: 296
• View: 6670

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Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.

• Author: John Andrew Davis
• Publisher: John Wiley & Sons
• ISBN: 0470998229
• Category: Business & Economics
• Page: 422
• View: 5559

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Competitive Success: How Branding Adds Value explains how companies can realize substantial competitive advantages and gains in financial and perceptive value if they develop a brand-centric philosophy. It describes the latest brand frameworks, emphasizing their practical applications. The book presents a comprehensive review of the entire brand spectrum, including: Brand strategy Implementation Customer/brand insight Resource allocation Performance measurement

• Author: S. Gunelius
• Publisher: Springer
• ISBN: 0230239587
• Category: Business & Economics
• Page: 188
• View: 923

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Susan Gunelius uncovers how a brand about sex survived and thrived despite attacks from every direction, in an increasingly competitive market and jaded consumers. It's the story of brand building, brand value, brand longevity and the ultimate brand champion.

Research Insights on Cross-Sector Collaborations

• Author: Vanessa Ratten,Vitor Braga,Carla Susana Marques
• Publisher: Springer
• ISBN: 3319592823
• Category: Business & Economics
• Page: 207
• View: 5457

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This book places knowledge, learning and innovation at the heart of cross-sector collaborations. Collaboration for innovation is a topic that has attracted widespread interest from academics, business strategists and government officials. To date the collaborations have focused on the performance management process and more specifically on how to encourage collaboration. However, businesses across the world are realizing that for cross-sector collaboration to be successful, it is necessary for firms to share knowledge and innovation through a process of learning. The book contributes to this by providing fresh insights into ways to stimulate cross-sector collaboration. It presents diverse methods and approaches to unify the dimensions of knowledge, learning and innovation and discusses how collaboration can be created, sustained, and expanded.

• Author: Bill Chiaravalle,Barbara Findlay Schenck
• Publisher: John Wiley & Sons
• ISBN: 1118958098
• Category: Business & Economics
• Page: 384
• View: 5841

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Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more. Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.

• Author: C. Shaw,J. Ivens
• Publisher: Springer
• ISBN: 0230554717
• Category: Business & Economics
• Page: 224
• View: 7657

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This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organisations.

• Author: N.A
• Publisher: Emerald Group Publishing
• ISBN: 1845440862
• Category: Banks and banking
• Page: 128
• View: 9570

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Cutting Edge Thinking and Practice

• Author: Michael C. Sturman,Jack B. Corgel,Rohit Verma
• Publisher: John Wiley & Sons
• ISBN: 1118016262
• Category: Business & Economics
• Page: 512
• View: 8496

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This cutting edge and comprehensive book—with contributions from the star faculty of Cornell University's School of Hotel Administration—offers the latest thinking on the best practices and strategies for hospitality management. A must for students and professionals seeking to enter or expand their reach in the hospitality industry, The Cornell School of Hotel Administration on Hospitality delivers the authoritative advice you need to: Develop and manage a multinational career and become a leader in the hospitality industry Maximize profits from franchise agreements, management contracts, and leases Understand and predict customer choices, and motivate your staff to provide outstanding service Manage hospitality businesses and the real estate underlying the businesses Control costs, coordinate branding strategy, and manage operations across multiple locations

The Australasian Case

• Author: Peter Tschmuck,Philip Pearce,Steven Campbell
• Publisher: Springer Science & Business Media
• ISBN: 3642278981
• Category: Business & Economics
• Page: 229
• View: 4853

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Music Business and the Experience Economy is the first book on the music business in Australasia from an academic perspective. In a cross-disciplinary approach, the contributions deal with a wide-range of topics concerning the production, distribution and consumption of music in the digital age. The interrelationship of legal, aesthetic and economic aspects in the production of music in Australasia is also highlighted as well as the emergence of new business models, the role of P2P file sharing, and the live music sector. In addition, the impact of the digital revolution on music experience and valuation, the role of music for tourism and for branding, and last but not least the developments of higher music education, are discussed from different perspectives.

• Author: N.A
• Publisher: N.A
• ISBN: N.A
• Category:
• Page: N.A
• View: 6989

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• Author: M. Robinson
• Publisher: Springer
• ISBN: 1137388072
• Category: Business & Economics
• Page: 153
• View: 9502

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Marketing Big Oil begins with an historical perspective looking at how Big Oil came to be and then analyzes the marketing and corporate branding programs of these oil titans to demonstrate what does and doesn't work, showing us how even the largest companies sometimes fail to get their message across.

A Guide to Aspirational Marketing

• Author: S. Saviolo,A. Marazza
• Publisher: Springer
• ISBN: 1137285931
• Category: Business & Economics
• Page: 141
• View: 8688

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What do brands like Apple, Diesel, Abercrombie & Fitch and Virgin have in common and what differentiates them from other brands? These brands are able to maintain a relationship with their clients that goes beyond brand loyalty. This gives a complete analysis of Lifestyle Brands, that inspire, guide and motivate beyond product benefits alone.

• Author: Tapan Kumar Panda
• Publisher: Excel Books India
• ISBN: 9788174463913
• Category: Brand name products
• Page: 433
• View: 4547

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How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.

• Author: N.A
• Publisher: N.A
• ISBN: 9781616735975
• Category:
• Page: N.A
• View: 4241

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Marketing to the Swarm as well as the Herd

• Author: C. Brymer
• Publisher: Springer
• ISBN: 0230227236
• Category: Business & Economics
• Page: 205
• View: 822

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The Nature of Marketing describes the power of social and consumer networking, and demonstrates the tangible benefits of building brand experiences that leverage this phenomena. In order to build sustainable desire and create demand, brands must be able to exert influence among these new kinds of community.

Creating, Building and Managing Brands People Will Value

• Author: Paul Temporal
• Publisher: John Wiley & Sons
• ISBN: 1118756274
• Category: Business & Economics
• Page: 288
• View: 3203

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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

How the Best Brands Gain Advantage with Outstanding Customer Experiences

• Author: Deborah Saunders
• Publisher: FT Press
• ISBN: 9781292142135
• Category: Business & Economics
• Page: 224
• View: 9774

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How does a business differentiate itself through the customer experience and win exemplary levels of customer advocacy and love? Customer Experience is a hot topic in business circles, for good reason, managing the customer experience has become increasingly complex, yet also essential for businesses to compete and grow. Whilst in no way trying to diminish the importance of this work, there is an elephant in the room called differentiation. This is where the Brand takes centre stage. In this book, you'll discover what is meant by the Branded Customer Experience, why it's so important today, some of the common hurdles in executing a brand experience strategy, compelling examples from companies that are getting it right, and simple steps that companies can start taking today to deliver a customer experience that is not only efficient, but reflects (and never loses sight of) what is distinctive and desirable about the brand. Find out how the best brands are winning the battle for customers' hearts, minds, & wallets Differentiate your business through customer experience Win exemplary level of customer advocacy Use a simple framework to create your own exemplary customer experiences

• Author: Marty Brandt,Johnson Grant
• Publisher: N.A
• ISBN: 9780965684101
• Category: Business & Economics
• Page: 177
• View: 2743

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• Author: Dieter Georg Herbst,Thomas Heinrich Musiolik
• Publisher: epubli
• ISBN: 3737580197
• Category: Business & Economics
• Page: N.A
• View: 8998

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Digital branding is a demanding management task, requiring comprehensive attention to detail and the highest levels of expertise. Digital branding means brand management in digital media and technologies. Employing its particular capabilities, digital branding seeks to raise the profile of the brand and to systematically shape it over the long term. Successful digital branding is not an isolated instance, but rather a piece of holistic brand management: visitors should experience digital offerings in the same way they experience the brand in television, radio and print. Following a primer on brand management and the particulars of digital media and technologies, the reader experiences how to present a brand using digital brand storytelling. In the latter portion of the eBook, the reader will learn advanced methods and techniques used to generate strong, ownable emotions around a brand.