Download Full eBooks in PDF
Academic Brands Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Academic Brands book. This book definitely worth reading, it is an incredibly well-written.
Author : Mario Biagioli,Madhavi Sunder
Publisher : Cambridge University Press
Page : 247 pages
File Size : 43,9 Mb
Release : 2022-07-21
Category : Law
ISBN : 9781108841375
Explores the rise of the brand as a medium through which the modern university represents and remakes itself.
Author : Mario Biagioli,Madhavi Sunder
Publisher : Unknown
Page : 128 pages
File Size : 48,8 Mb
Release : 2022
Category : LAW
ISBN : 1108881920
"The study of academic brands intersects trademark law with critical university studies around questions both empirical and conceptual, from very mundane things like universities' trademark policies and lawsuits over t-shirts and hoodies carrying university insignia all the way to the cultural, political, and economic tensions that frame the conflicted identity of the modern university. Straddling the line between knowledge and business, public and private, or between its local ties to the state and its reach toward the global economy of higher education, the modern university seems to have found in brands a tool to construct a coherent and attractive image, if perhaps only skin deep, of itself, its role, and its "excellence." These are developments that can be fully grasped only by bringing multiple disciplinary perspectives to focus on them, from legal studies to the humanities and the social sciences"--
Author : John Philip Jones
Publisher : SAGE
Page : 408 pages
File Size : 53,6 Mb
Release : 1999-07-13
Category : Business & Economics
ISBN : 0761912436
With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
Author : Sidney J. Levy
Publisher : SAGE
Page : 612 pages
File Size : 51,8 Mb
Release : 1999-08-11
Category : Business & Economics
ISBN : 0761916970
This volume assembles all Sidney J. Levy's and his collaborators significant essays and studies in the field of marketing. His work includes marketing's role in management, how managers develop products and brands and how the marketplace is studied.
Author : Cabrera, Marga,Lloret, Nuria
Publisher : IGI Global
Page : 254 pages
File Size : 55,6 Mb
Release : 2016-10-31
Category : Education
ISBN : 9781522509189
Reputation can be a pivotal factor to potential success throughout one’s academic career. By utilizing available technological assets and tools, professionals can effectively manage their personal brands. Digital Tools for Academic Branding and Self-Promotion is an authoritative reference source for the latest research on the interrelationship between digital branding and academic reputation. Showcasing relevant digital platforms and techniques, this book is a compendium of vital material for academics, professionals, practitioners, and marketers interested in effective reputation management.
Author : Lina Seil
Publisher : GRIN Verlag
Page : 40 pages
File Size : 41,9 Mb
Release : 2016-10-20
Category : Business & Economics
ISBN : 9783668323964
Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Hannover, language: English, abstract: The purpose of this academic paper is to identify how Sub-Branding can be used to stretch a brand effectively. Thereby, the essence of the Brand Extension should be clarified and especially Sub-Branding should be classified and represented. In addition, an overview of the Adidas Group is given. Furthermore, it is closely examined, how Sub-Branding works in practice on the basis of the brand Adidas. First of all the focus of this academic paper lies on the conceptual fundamentals. This chapter will define and discuss the terms Brand, Brand Management and Brand Policy. Secondly, Brand Extension will be analysed in detail. Here, the types of Brand Extension – which are Category Extension and Line Extension – and its opportunities and risks will be displayed. Then the Brand Extension strategy Sub-Branding – and in particular, its objectives, requirements, as well as opportunities and risks – will be explained in detail. Following this, a case study of the German sportswear retailer Adidas is presented to illustrate how Brand Extension and especially Sub-Branding work in practice. Thereby, this chapter is aimed at recognizing how Sub-Branding can be used to extend a brand effectively. At the beginning, the company Adidas and its Brand Portfolio will be intro-duced. Afterwards, a closer look is taken at how Sub-Branding works in practice based on the example of Adidas using several sub-brands. Following that, a critical evaluation of the company’s brand extension strategy finalizes the chapter. Finally, the knowledge gained from this academic paper will be summarized in a con-clusion.
Author : Dr. Chris Hackley
Publisher : SAGE
Page : 273 pages
File Size : 48,5 Mb
Release : 2005-01-26
Category : Business & Economics
ISBN : 9781848600522
"A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting." - INTERNATIONAL JOURNAL OF ADVERTISING "Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study." - Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt "Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners." - Arthur J. Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand `personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter. It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.
Author : Barbara E. Kahn
Publisher : University of Pennsylvania Press
Page : 133 pages
File Size : 52,9 Mb
Release : 2013-03-05
Category : Business & Economics
ISBN : 9781613630259
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.
Author : Frédéric Begemann
Publisher : GRIN Verlag
Page : 78 pages
File Size : 53,9 Mb
Release : 2006-09-06
Category : Business & Economics
ISBN : 9783638541657
Diploma Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, European Business School - International University Schloß Reichartshausen Oestrich-Winkel, 149 entries in the bibliography, language: English, abstract: Organisations hold a distinct resource portfolio which may qualify for competitive advantages. But there are always gaps within this portfolio which limit the value maximization of an organisation (Bürki 1996). The brand is a key resource of an organisation, but despite the increasing number of different brands, the number of familiar and accepted brands in consumers’ minds is very limited (Esch 2005, p. 27). Strong brands can therefore be powerful resources for organisations. Confronted with the innovative demand of consumers, these strong brands can also serve as basis for further value maximization. Nevertheless, even a strong brand only has a distinctive brand identity and respective consumersided brand associations which cannot be overstretched without negative effects (Kaufmann & Kurt 2005). This means that value maximization is limited due to existing brand gaps. The aim of this paper is to analyse co-branding as a brand strategy which contributes to value maximization of an organisation by filling existing organisational gaps. For this reason, the brand as distinct resource is to be analysed and alternatives for filling brand gaps are to be evaluated before guiding a structured analysis of co-branding benefits, success factors and risks from a RBV. Practical implications for co-branding partnerships are to be derived from this evaluation.
Author : M. Beverland
Publisher : Springer
Page : 276 pages
File Size : 51,6 Mb
Release : 2009-10-22
Category : Business & Economics
ISBN : 9780230250802
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Author : Anonim
Publisher : Unknown
Page : 2232 pages
File Size : 54,6 Mb
Release : 2000
Category : Business names
ISBN : UOM:35128002155917
Author : Douglas Atkin
Publisher : Unknown
Page : 272 pages
File Size : 41,7 Mb
Release : 2004
Category : Business & Economics
ISBN : UVA:X004773457
Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple make their customers feel unique, important and part of an exclusive group - and how that leads to solid, long-term relationships between a company and its customers. In addition to describing a fascinating phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.
Author : Wided Batat
Publisher : SAGE
Page : 340 pages
File Size : 45,7 Mb
Release : 2019-04-29
Category : Business & Economics
ISBN : 9781526483560
The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
Author : Barbara Loken,Rohini Ahluwalia
Publisher : Psychology Press
Page : 340 pages
File Size : 42,9 Mb
Release : 2023-04-28
Category : Business & Economics
ISBN : 9781000946314
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Author : Martin Kornberger
Publisher : Cambridge University Press
Page : 329 pages
File Size : 50,6 Mb
Release : 2010-01-21
Category : Business & Economics
ISBN : 9780521898263
A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
