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The Essential Brand Book
An insight into all the components of brand management, including a wide range of business models and techniques that help to build strong and effective brands in the marketplace. It reveals the methods of choosing an appropriate framework for developing and managing a specific brand. Brand creation and brand management is an essential strategy for success and profitability and should involve everyone in the organization who comes into contact with brands, products and services. This manual provides readers with an insight into all the components of brand management, including a wide range of business models and techniques that help to build strong and effective brands in the marketplace. It reveals the methods of choosing an appropriate framework for developing and managing a specific brand and shows how to match an appropriate strategy with the overall strategic goals of the organization.
The Economist: Marketing for Growth
Marketing for Growth is a guide to how the marketing function within a business can and should become its most important driver of growth. Marketers play a crucial role in generating revenue and they can play an equally important role in how revenues translate into profit. Growth is also about becoming a better business by being smarter or more efficient, and growing in a sustainable way. This involves developing and improving products, processes and standard of service. Marketers have their ear to the ground and therefore are often the first to pick up on changing customer needs and behaviour and the forces at play in markets. This increases the impact marketing should have on all those asp...
Brands and Branding
With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations ...
Media Monoliths
In an increasingly cluttered media landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades - and often centuries - they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet. How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? Journalist and author Mark Tungate takes us behind the scenes, revealing what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers.
More Than Meets the Ear
This title introduces readers to the various critical communication theories currently being used by scholars in anthropology, sociology, psychology and literary studies.
Head and Heart Management
Good managers understand the human condition and human needs. They realise that frequently the heart rules the head, and they know what this can mean for an organization. With nearly 100 'thought-pieces' on the world of management and sales, this book explores how the heart can rule the head and is ideal for 'dipping into' on numerous occasions.
The Fundamentals of Branding
Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. The Fundamentals of Branding offers an overview of the foundations of building, developing and maintaining brands. It provides insight into key aspects such as targeting audiences, trends, brand structures and brand architecture, and examines the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practice as well as other creative disciplines.
Understanding Brands
Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen. Featuring many fascinating real-life examples (both good and bad), Understanding Brands also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand.
More Than A Name
Annotation. Branding today is a carefully orchestrated experience, supported by complex marketing strategies and sophisticated psychology. 'More Than A Name: An Introduction to Branding' is a modern, visually-instructive textbook offering a comprehensive introduction to the world of branding, from the theory to the practice of brand implementation. This book is a prerequisite for visual arts students, copywriters, brand strategists and marketers. Book jacket.
The New Strategic Brand Management
Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals wo...
