A Branded World

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A Branded World

Michael Levine
A Branded World Book PDF

Author : Michael Levine
Publisher : John Wiley & Sons
Page : 274 pages
File Size : 45,5 Mb
Release : 2003-04-07
Category : Business & Economics
ISBN : 9780471432883

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A Branded World by Michael Levine Pdf

The head of a celebrity public relations firm offers expert advice on the art of PR and branding In A Branded World, renowned celebrity publicist and bestselling author Michael Levine explores the fascinating and complex world of branding. He explores the many facets of PR in the branding process, including packaging, damage control, and e-branding. By actually creating a fictional product and using it as a branding template throughout the book, this definitive work offers extraordinary advice for PR executives and marketing managers on how to build their brands and use the appropriate media to effectively promote those brands. With examples of successful and unsuccessful branding campaigns and an exploration of the idea of personalities as product, this is the definitive guide to branding.

A New Brand World

Scott Bedbury,Stephen Fenichell
A New Brand World Book PDF

Author : Scott Bedbury,Stephen Fenichell
Publisher : Penguin
Page : 244 pages
File Size : 40,7 Mb
Release : 2003-02-25
Category : Business & Economics
ISBN : 0142001902

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A New Brand World by Scott Bedbury,Stephen Fenichell Pdf

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

Global Brand Strategy

Jan-Benedict Steenkamp
Global Brand Strategy Book PDF

Author : Jan-Benedict Steenkamp
Publisher : Springer
Page : 319 pages
File Size : 53,8 Mb
Release : 2017-01-03
Category : Business & Economics
ISBN : 9781349949946

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Global Brand Strategy by Jan-Benedict Steenkamp Pdf

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Global Brand Power

Barbara E. Kahn
Global Brand Power Book PDF

Author : Barbara E. Kahn
Publisher : University of Pennsylvania Press
Page : 133 pages
File Size : 40,9 Mb
Release : 2013-03-05
Category : Business & Economics
ISBN : 9781613630259

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Global Brand Power by Barbara E. Kahn Pdf

The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

A New Brand World

Scott Bedbury,Stephen Fenichell
A New Brand World Book PDF

Author : Scott Bedbury,Stephen Fenichell
Publisher : Penguin
Page : 244 pages
File Size : 44,7 Mb
Release : 2003-02-25
Category : Business & Economics
ISBN : 9781101200285

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A New Brand World by Scott Bedbury,Stephen Fenichell Pdf

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.

It's a Branded World

Tom Sitati
It s a Branded World Book PDF

Author : Tom Sitati
Publisher : Lulu.com
Page : 201 pages
File Size : 53,5 Mb
Release : 2009-08-01
Category : Business & Economics
ISBN : 9780557093809

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It's a Branded World by Tom Sitati Pdf

This is the first book on branding published in East Africa by an East African and takes a wide view of both the local and global brandscape. Through the collection of selected articles, the book which makes for an easy read, also tackles the future of brands and branding.

Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements

Scott Goodson
Uprising How to Build a Brand and Change the World By Sparking Cultural Movements Book PDF

Author : Scott Goodson
Publisher : McGraw Hill Professional
Page : 272 pages
File Size : 40,9 Mb
Release : 2012-02-24
Category : Business & Economics
ISBN : 9780071782814

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Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements by Scott Goodson Pdf

The secret to movement marketing? Your customers want to make a difference “Scott Goodson and his StrawberryFrog colleagues have found the secret to plugging into Purpose with a capital P: find out what moves people to action, then create a way to support and enhance that movement with your product, service, or craft. I call that a winning strategy.” —Daniel H. Pink, author of Drive and A Whole New Mind “Want to change your customers’ buying habits? Want to change the world? Stop marketing, read this book, roll up your sleeves, and start a movement.” —Sally Hogshead, author of Fascinate and creator of HowToFascinate.com “Essential stuff. One of the smartest thinkers on branding on one of the most important developments in that critical intersection between culture and marketing.” —Adam Morgan, author of Eating the Big Fish and The Pirate Inside “A well-researched and insightful book that will hopefully spark a movement against traditional, stodgy marketing. A must-read for the new generation of marketers who will be defining tomorrow’s marketing landscape.” —Boutros Boutros, Senior Vice President, Emirates Airline About the Book: Movement marketing is changing the world. It’s the new way forward for anyone trying to win customers’ loyalty, influence public opinion, and even change the world. In Uprising, Scott Goodson, founder and CEO of StrawberryFrog, the world’s first cultural movement agency, shows how your idea or organization can successfully ride this wave of cultural movements to authentically connect to the lives and passions of people everywhere. We are in the midst of a profound cultural transformation in which technology is making it easier than ever for anyone to share ideas, goals, and interests. Working with companies and brands ranging from SmartCar to Pampers to Jim Beam to India’s Mahindra Group, StrawberryFrog and Goodson have led a paradigm focal shift away from one-on-one selling to sharing. Using client case studies and contributions from a global team of movement marketing forerunners—among them, political guru Mark McKinnon; Lee Clow, creative chief at TBWA/Chiat/Day; Apple evangelist Guy Kawasaki; and Marty Cooke, who helped make yellow LIVESTRONG bracelets synonymous with the fight against cancer—Goodson details why and how individuals and companies are embracing the movement phenomenon. He then applies these insights to practical steps that you can take right now to reach people through what matters most to them, including: Stop talking about yourself—let the movement control your message Home in on the core objectives of your concept or brand—and align these values with what people are for (or against) “Light the spark”—create a culture within your organization that can embrace and drive a movement Leverage your assets—content, events, expertise, connecting platforms—to give people tools to spread your gospel Adjust concepts to travel across borders and link people across cultural boundaries The examples and guidance in this book will prepare you to find, connect to, and even lead the next big movement. What happens next is up to you. Get up. Go out. And create a brand Uprising of your own.

Fifteen Years

Andrew Canter
Fifteen Years Book PDF

Author : Andrew Canter
Publisher : Unknown
Page : 251 pages
File Size : 55,9 Mb
Release : 2018
Category : Brand name products
ISBN : 1728855772

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Fifteen Years by Andrew Canter Pdf

Javier Regueira, PhD, Philip O'Ferrall, Karnvir Mundrey, Daniel Bo, Petra Kroop, Professor Iain Macrury, Margret Knitter, Simon Orpin, Patricia Weiss, Olivier Robert-Murphy, João Belmar, Rob Donnell, Anna Gavazzi, Kata Fasi, Michael Wylie-Harris, Pascal Somarriba, Professor Paul Springer, Jan Godsk, Steve Macallister, Ed Cracknell, Scott Green, Anton Efimov, Sandra Freisinger-Heinl, Tom Curtis, Thomas Jamet, Adam Harris, Eleanor Thornton-Firkin, Ellen Marzell, Neil Waller, Jack Dyson, Simon Gosling, Graham Hayday, Rebecca Allen, Mark Choueke, Pablo Muñez, Daniel Calabuig, Ravid Kuperberg, Angela Everitt, Lawrence Ribeiro, Maria D'Souza, Richard Malton, Kaaren Whitney-Vernon, Adam Hua, Trevor Hardy, Bruce Bildsten.The Branded Content Marketing Association (BCMA) is the leading global member association for branded content. The BCMA promotes the value of branded content and is designed for anyone involved in the communications industry. Through best practice it leads the debate on what makes great branded content and how brands, producers, platforms and agencies can engage audiences for maximum benefit and payback. For more information please visit www.thebcma.info

Brand Avatar

Alycia de Mesa
Brand Avatar Book PDF

Author : Alycia de Mesa
Publisher : Springer
Page : 187 pages
File Size : 53,6 Mb
Release : 2009-02-27
Category : Business & Economics
ISBN : 9780230233713

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Brand Avatar by Alycia de Mesa Pdf

Virtual worlds such as Second Life, have millions of users worldwide. Virtual world "residents" wield huge purchasing power, and use real money in the online economies. Companies as diverse as Adidas, Jean-Paul Gaultier, and MTV have plunged into these unchartered waters to give their brands a virtual presence, using varied strategies.

Follow the Feeling

Kai D. Wright
Follow the Feeling Book PDF

Author : Kai D. Wright
Publisher : John Wiley & Sons
Page : 310 pages
File Size : 52,9 Mb
Release : 2019-08-06
Category : Business & Economics
ISBN : 9781119600497

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Follow the Feeling by Kai D. Wright Pdf

Elevate your brand, create a compelling brand story, and build brand loyalty In Follow the Feeling, strategy advisor Kai D. Wright answers a critical question plaguing entrepreneurs, brand strategists, marketers, and leaders: how do you grow your brand in a noisy world? Analyzing 1,500 fast-growing companies from Alibaba to Zara, the Columbia University lecturer and Ogilvy global consulting partner unpacks five branding secrets. Starting with behavioral economic principles and ending with a new systems-based approach to brand building, Wright offers readers one constant that trumps the hundreds of factors entangling brand value—feelings. Follow the Feeling will show you how to best build and position your brand so you can stand out from competitors, build a tribe, and engineer a positive feeling across five important branding territories—lexicon, audio cues, visual stimuli, experience, and culture. Sharing real-world lessons and practical advice he has gained helping everyone from Sean Diddy Combs and Meghan Trainor to Bank of America and HP, Wright can help you develop and implement shareable, culturally-infectious branding strategies. Through storytelling, global research, and practical tips, this valuable book will help you and your organization: Efficiently create and deploy a comprehensive brand strategy across the organization Quickly launch new brands or reboot existing brands for growth Build tribes from audiences, consumers, clients, and partners Lean into the convergence of communication, culture, digital, and technology Regardless of industry or sector, branding is essential for companies, nonprofits, and even individuals. Follow the Feeling: Brand Building in a Noisy World is a must-have resource for anyone from C-Suite executives to aspiring entrepreneurs seeking to unleash the full potential of their brand. And in this world of ever-increasing metrics paired with waning attentiveness, it’s not just what your brand does, it’s how your brand makes your customers feel.

The Ad-free Brand

Chris Grams
The Ad free Brand Book PDF

Author : Chris Grams
Publisher : Que Publishing
Page : 299 pages
File Size : 52,7 Mb
Release : 2012
Category : Business & Economics
ISBN : 9780789748027

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The Ad-free Brand by Chris Grams Pdf

"Today you can build powerful, enduring brands at amazingly low cost -- without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. [...] Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!"--Back cover.

The Global Brand

Nigel Hollis
The Global Brand Book PDF

Author : Nigel Hollis
Publisher : St. Martin's Press
Page : 272 pages
File Size : 41,7 Mb
Release : 2008-09-30
Category : Business & Economics
ISBN : 0230615414

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The Global Brand by Nigel Hollis Pdf

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Power Branding

Steve McKee
Power Branding Book PDF

Author : Steve McKee
Publisher : St. Martin's Press
Page : 256 pages
File Size : 55,7 Mb
Release : 2014-01-07
Category : Business & Economics
ISBN : 9781137413529

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Power Branding by Steve McKee Pdf

Every one of the largest, most successful corporations were, at some point, mere startups. McKee explains what enables some companies to growbigger and better, while others stumble along year after year, running but never winning the race. The difference is that the biggest and best brands aren't slaves to conventional marketing wisdom. McKee shows by example how the same, sometimes counter-intuitive, strategies used by the biggest brands can also best serve small and mid-sized companies. Among the topics explored: How can a company grow big by thinking small? Why do the best companies sometimes avoid being better? Why do brands that create the most memorable advertising stay away from focus groups? What is the secret to an effective slogan? When can admitting a negative become a positive? A diverse selection of companies provides powerful lessons, ranging from traditional icons like Coca-Cola, McDonald's, and General Motors, to new media models like Google and Facebook. This book appeals not only to time- starved executives, but also to middle managers and owners of small businesses who have a wide variety of marketing problems to address and who need to change the way they think about how to generate healthy, consistent growth.

No Logo

Naomi Klein
No Logo Book PDF

Author : Naomi Klein
Publisher : Macmillan
Page : 520 pages
File Size : 44,5 Mb
Release : 2000-01-15
Category : Business & Economics
ISBN : 0312203438

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No Logo by Naomi Klein Pdf

"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.

Conquering Consumerspace: Marketing Strategies For A Branded World

Michael R. Solomon
Conquering Consumerspace Marketing Strategies For A Branded World Book PDF

Author : Michael R. Solomon
Publisher : Unknown
Page : 128 pages
File Size : 53,5 Mb
Release : 2010-01-01
Category : Electronic
ISBN : 818405064X

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Conquering Consumerspace: Marketing Strategies For A Branded World by Michael R. Solomon Pdf

Consumers no longer simply "buy stuff" -- they forge their entire identities around a carefully selected set of brands. Consequently, they must become active participants in the development and marketing of products. This book details the factors that contribute to this continuing revolution, and reveals how companies can leverage their customers as an integral part of their branding and marketing strategies. It contains cutting-edge content, written in a lively, conversational style.