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Strategic Brand Management
Strategic Brand Management 2e provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure, and manage brand equity. The book aims to provide managers with concepts and techniques to improve the long-term profitability of their brand strategies. It incorporates current thinking and developments on these topics from both academics and industry participants. It also combines a comprehensive theoretical foundation with numerous practical insights to assist managers in their day-to-day and long-term brand decisions.
Strategic Brand Management
Finely focused on the "how to" and "why" throughout, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. This approach considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.
Emotion
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Emotion
Emotions suffuse our lives: a symphony of feeling - usually whispering and murmuring in pianissimo but occasionally screaming and shouting in fortissimo crescendo - filling every waking moment and even invading our dreams. We can always be conscious of how happy, sad, annoyed, or anxious we feel, and also of the feelings we have relative to other persons: pride, envy, guilt, jealousy, trust, respect, or resentment. Developments in brain imaging and in capturing nuances of nonverbal display now enable the objective study of emotion and how biologically-based primary emotions relate to higher-level social, cognitive, and moral emotions. This book presents an integrated developmental-interactionist theory of emotion, viewing subjective feelings as voices of the genes: an affective symphony composed of dissociable albeit interactive neurochemical modules. These primordial voices do not control, but rather cajole our behavior with built-in flexibility, enabling the mindful application of learning, reason, and language.
Advertising
‘A no-holds-barred overview of the very competitive but ultimately rewarding industry that is advertising. Insightful, well-informed, frank and honest. An inspirational eye-opener for all Adland wannabes’ – Gyles Lingwood, Course Leader, Creative Advertising, University of Lincoln, UK 'Like the advertising business, Tibbs' book is dynamic, edgy, and challenging. It captures the industry's excitement, energy, intellect, and creativity. The book is an inspiration and should be standard reading for all practitioners, students, and faculty of advertising, marketing, and communications'– Pamela Morris, Loyola University Chicago, USA ‘Tibbs’ insights turn the advertising agency from a ...
Advanced Brand Management
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, revitali...
Yes!
VI KÖPER, KÖPER, KÖPER. Varor, tjänster, livsstilar, drömmar, relationer allt bjuds ut dygnet runt. Förr var det produktionen som drev samhällsekonomin. Idag är det den privata konsumtionen. Konsumtionen ska göra oss lyckligare, tror vi. Men de flesta undersökningar tyder på raka motsatsen. Och än värre den eviga tillväxten driver oss mot en ekologisk katastrof. Så varför köper vi sådant vi inte behöver eller ens vill ha, varför fortsätter vi med den livsstil som gör oss tommare, mer stressade och dessutom förstör det enda jordklot vi har att leva på? Detta är en av vår tids största gåtor. Det är också frågan som står i centrum för Katarina Bjärvalls bok Ye...
Promoting Fashion
The marketing and promotion of fashion is entering a fast-moving and challenging phase. This book shows how to appeal to the consumer and communicate the brand message. Advertising campaigns, both offline and online, are discussed, together with the existing and new methods of PR and promotion. Individual chapters then look at social media, e-commerce and online fashion retail, personal selling and offline fashion retail, direct marketing, fashion shows and sales promotions, plus costing a campaign. These are supported by case studies and interviews with leading professionals.
