A Practical Guide to Retaining Brand Relevance

• Author: Darren Coleman
• Publisher: Kogan Page Publishers
• ISBN: 0749481579
• Category: Business & Economics
• Page: 296
• View: 5228

DOWNLOAD NOW »
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: 4661

DOWNLOAD NOW »
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: 6042

DOWNLOAD NOW »
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: 5152

DOWNLOAD NOW »
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: 4953

DOWNLOAD NOW »
Discover how brands are created, managed, differentiated,leveraged, and licensed Whether your business is large or small, global or local, thisnew edition of Branding For Dummies gives you the nuts andbolts to create, improve, and maintain a successful brand. It'llhelp you define your company's mission, the benefits and featuresof your products or services, what your customers and prospectsalready think of your brand, what qualities you want them toassociate 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 brandingteam, positioning your brand, handling advertising and promotions,avoiding blunders, and keeping your brand viable, visible, andhealthy. Whether you're looking to develop a logo and tagline,manage and protect your brand, launch a brand marketing plan, fix abroken brand, make customers loyal brand champions—oranything in between—Branding For Dummies makes it fastand easy. Includes tips and cautionary advice on social media and itsimpact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how toavoid making the same mistakes Shows brand marketers how to create brands that match theiremployers' objectives while launching their own careers If you're a business leader looking to set your brand up for theultimate success, Branding For Dummies has you covered.

• Author: Colin Shaw,John Ivens
• Publisher: Springer
• ISBN: 0230554717
• Category: Business & Economics
• Page: 224
• View: 2219

DOWNLOAD NOW »
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: 7758

DOWNLOAD NOW »

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: 7763

DOWNLOAD NOW »
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 L. Pearce,Steven Campbell
• Publisher: Springer Science & Business Media
• ISBN: 3642278981
• Category: Business & Economics
• Page: 229
• View: 2021

DOWNLOAD NOW »
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.

How the Best Brands Gain Advantage with Outstanding Customer Experiences

• Author: Deborah Saunders
• Publisher: FT Press
• ISBN: 9781292142135
• Category: Business & Economics
• Page: 224
• View: 2458

DOWNLOAD NOW »
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: M. Robinson
• Publisher: Springer
• ISBN: 1137388072
• Category: Business & Economics
• Page: 153
• View: 8917

DOWNLOAD NOW »
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.

• Author: N.A
• Publisher: N.A
• ISBN: N.A
• Category:
• Page: N.A
• View: 1922

DOWNLOAD NOW »

A Guide to Aspirational Marketing

• Author: S. Saviolo,A. Marazza
• Publisher: Springer
• ISBN: 1137285931
• Category: Business & Economics
• Page: 141
• View: 2850

DOWNLOAD NOW »
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: 7766

DOWNLOAD NOW »
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: 6815

DOWNLOAD NOW »

Building Brand Equity in a Demanding World

• Author: Claudia Fisher,Christine Vallaster
• Publisher: John Wiley & Sons
• ISBN: 0470740876
• Category: Business & Economics
• Page: 380
• View: 2153

DOWNLOAD NOW »
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?

Creating, Building and Managing Brands People Will Value

• Author: Paul Temporal
• Publisher: John Wiley & Sons
• ISBN: 1118756274
• Category: Business & Economics
• Page: 288
• View: 6730

DOWNLOAD NOW »
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

A Research Anthology

• Author: Michael B. Beverland,Professor Adam Lindgreen,Professor Joëlle Vanhamme
• Publisher: Gower Publishing, Ltd.
• ISBN: 1409459713
• Category: Business & Economics
• Page: 318
• View: 9807

DOWNLOAD NOW »
Experiential marketing – or memorable customer experiences – is proving a popular tool amongst businesses seeking to make an impact in a competitive world. Yet the scramble to achieve a presence among experience providers has led many companies to design and implement experiential marketing without integrating it with their overall marketing strategy. These companies often end up dissatisfying their customers rather than delighting them. This research anthology investigates different angles of experiential marketing. The 16 chapters are organised in six sections. The first section considers whether memorable customer experiences result from the use of traditional marketing practices, perhaps implemented more effectively than previously, or require entirely new practices with new foundations that turn companies into experience providers. Section two details ways businesses seek to build brands through putting experiential marketing into practice, while section three asks whether there are general principles that can be applied to the design of customer experiences which ensure successful outcomes whatever market you may operate in. Section four examines how companies manage their customer experiences once they have made the strategic decision to provide them, and section five looks at methods available to evaluate the success of these customer experiences. 'Experiential marketing changes everything!' claim the management gurus, but is it really so significant that not joining this race is dangerous? The last section of the book offers a much needed critique of experiential marketing.

• Author: Leslie De Chernatony,Malcolm McDonald,Elaine Wallace
• Publisher: Routledge
• ISBN: 1856178498
• Category: Business & Economics
• Page: 483
• View: 8278

DOWNLOAD NOW »
This book summarises the latest thinking and best practice in the domain of branding All new real marketing campaigns show how branding theories are implemented in practice Brought right up to date with a clear European and UK focus