Advertising And The Business Of Brands

Author : Jon Miller,David Muir
Publisher : John Wiley & Sons
Page : 286 pages
File Size : 48,7 Mb
Release : 2005-01-14
Category : Business & Economics
ISBN : 9780470862605

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The Business of Brands by Jon Miller,David Muir Pdf

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.

Author : John Philip Jones,Jan S. Slater
Publisher : M.E. Sharpe
Page : 340 pages
File Size : 52,7 Mb
Release : 2003
Category : Business & Economics
ISBN : 0765611120

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What's in a Name? by John Philip Jones,Jan S. Slater Pdf

This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1806 pages
File Size : 52,6 Mb
Release : 2017-01-06
Category : Business & Economics
ISBN : 9781522517948

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Advertising and Branding: Concepts, Methodologies, Tools, and Applications by Management Association, Information Resources Pdf

Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Author : Bruce Bendinger,Dennis Altman,Jim Avery,Beth Barnes,Dennis Ganahl
Publisher : Ingram
Page : 622 pages
File Size : 40,5 Mb
Release : 2004
Category : Business & Economics
ISBN : 1887229183

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Advertising and the Business of Brands by Bruce Bendinger,Dennis Altman,Jim Avery,Beth Barnes,Dennis Ganahl Pdf

An introduction to careers and concepts in advertising and marketing. This book will introduce you to advertising the part you see- and the part you don't see - The Business of Brands.

Author : Bruce Bendinger
Publisher : Unknown
Page : 0 pages
File Size : 43,8 Mb
Release : 2001
Category : Advertising
ISBN : 1887229051

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Advertising & the Business of Brands by Bruce Bendinger Pdf

Author : Bruce Bendinger
Publisher : Routledge
Page : 0 pages
File Size : 53,8 Mb
Release : 2009
Category : Advertising
ISBN : 1887229388

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Advertising and the Business of Brands by Bruce Bendinger Pdf

Twelve of the top professors in ad education team up to create an up-to-date introduction to the fast-changing worlds of advertising and marketing. If you want to learn how the ad business really works and where you can get started, this book is worth reading. From the Introduction all the way through "You and Your Career." Want to know more? Visit the Study Hall at adbuzz.com and try the Practice Tests.

Author : Philippe Malaval
Publisher : Springer Science & Business Media
Page : 410 pages
File Size : 42,5 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781461517375

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Strategy and Management of Industrial Brands by Philippe Malaval Pdf

Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand `printability', `visibility', and `purchaseability'. Five major brand categories are dealt with in separate chapters: -entering goods brands; -intermediary equipment goods brands; -equipment goods brands; -business-to-business service brands; and -industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector.

Author : David A. Aaker,Alexander L. Biel
Publisher : Psychology Press
Page : 406 pages
File Size : 44,8 Mb
Release : 2013-10-31
Category : Business & Economics
ISBN : 9781317759829

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Brand Equity & Advertising by David A. Aaker,Alexander L. Biel Pdf

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Author : Mike Schultz,John E. Doerr,Lee Frederiksen
Publisher : John Wiley & Sons
Page : 373 pages
File Size : 53,8 Mb
Release : 2013-06-04
Category : Business & Economics
ISBN : 9781118604342

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Professional Services Marketing by Mike Schultz,John E. Doerr,Lee Frederiksen Pdf

A proven approach to revenue-generating marketing and client development Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry. The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional Services Will be widely promoted via multiple online routes and direct mail marketing Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.

Author : John Philip Jones
Publisher : SAGE
Page : 408 pages
File Size : 51,7 Mb
Release : 1999-07-13
Category : Business & Economics
ISBN : 0761912436

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How to Use Advertising to Build Strong Brands by John Philip Jones Pdf

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 : Bill Chiaravalle,Barbara Findlay Schenck
Publisher : John Wiley & Sons
Page : 384 pages
File Size : 48,6 Mb
Release : 2014-12-31
Category : Business & Economics
ISBN : 9781118958087

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Branding For Dummies by Bill Chiaravalle,Barbara Findlay Schenck Pdf

Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate 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 branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.

Author : Geoffrey G. Jones,Nicholas J. Morgan
Publisher : Routledge
Page : 364 pages
File Size : 55,7 Mb
Release : 2014-09-19
Category : Business & Economics
ISBN : 9781317643821

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Adding Value (RLE Marketing) by Geoffrey G. Jones,Nicholas J. Morgan Pdf

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.

Author : Jorge David Fernández Gómez
Publisher : Intellect (UK)
Page : 176 pages
File Size : 44,6 Mb
Release : 2021-09-27
Category : Electronic
ISBN : 1789384303

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Strategic Advertising Mechanisms by Jorge David Fernández Gómez Pdf

An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves's unique selling proposition and Procter & Gamble's copy strategy to influential modern approaches including Kevin Roberts's Lovemarks and Douglas Holt's iconic brand framework. It also considers European mechanisms, including Jacques Séguéla's star strategy and Henri Joannis' psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.

Author : Robert Davis
Publisher : Business Expert Press
Page : 118 pages
File Size : 54,9 Mb
Release : 2014-12-17
Category : Business & Economics
ISBN : 9781631570995

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Social Media Branding For Small Business by Robert Davis Pdf

Social media branding provides the thinking, evidence, and practice to create a road map for practitioners in small businesses to develop and implement their brand in online and of ine communities. It provides a starting point, as one of the biggest issues for small businesses is where to start. Social Media Branding For Small Businesses provides a framework to guide your strategy and implementation. The approach is called the 5-Sources Model. The resources are the have fundamental branding principles that focus on simply outsourcing your brand. Putting the customer back in control while focusing on the community and this group of dedicated customers and other stakeholders. The 5-Sources Model simply says that the social media brand for small businesses needs to play an important role in your customers’ functional and emotional existence. It is both the serious and the fun experience of your brand.

Author : Aline Santos,Professor Andrew Stephen,Arjan Dijk,Benjamin Braun,Daniel Gilbert,Dean Aragon,Dylan Williams,Fatima Saliu,Florian Heinemann,Gali Arnon,Gigi Levy-Weiss,Ian Wilson,Karina Wilsher,Mark Ritson,Markus Fuchshofen,Mel Edwards,Mike Cooper,Nicola Mendelsohn,Roberto Khoury,Sandra McDill,Sylvia Mulinge,Yuri Ivanov
Publisher : Human After All Limited
Page : 268 pages
File Size : 50,8 Mb
Release : 2020-09-16
Category : Business & Economics
ISBN : 8210379456XXX

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Build Brilliant Brands by Aline Santos,Professor Andrew Stephen,Arjan Dijk,Benjamin Braun,Daniel Gilbert,Dean Aragon,Dylan Williams,Fatima Saliu,Florian Heinemann,Gali Arnon,Gigi Levy-Weiss,Ian Wilson,Karina Wilsher,Mark Ritson,Markus Fuchshofen,Mel Edwards,Mike Cooper,Nicola Mendelsohn,Roberto Khoury,Sandra McDill,Sylvia Mulinge,Yuri Ivanov Pdf

Facebook's EMEA Client Council is made up of leaders from some of the most influential brands and agencies across Europe, the Middle East and Africa. The goal of the council has been to create a forum where the best minds in business can come together to share ideas and develop best practices. Build Brilliant Brands is the first attempt to capture their ideas, insights and opinions. It features 22 essays — 18 penned by council members, four by guest contributors — split across three distinct chapters: what hasn't changed in marketing, what's changing, and what needs to change. And though the essays cover a wide range of topics, each is designed to inspire and inform those who are in the business of building brilliant brands.