Brand Personality

Author : Giep Franzen,Sandra E. Moriarty
Publisher : Routledge
Page : 843 pages
File Size : 51,8 Mb
Release : 2015-02-12
Category : Business & Economics
ISBN : 9781317454663

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The Science and Art of Branding by Giep Franzen,Sandra E. Moriarty Pdf

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Author : Lesley Everett
Publisher : Kogan Page Publishers
Page : 208 pages
File Size : 47,8 Mb
Release : 2016-02-03
Category : Business & Economics
ISBN : 9780749471385

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Corporate Brand Personality by Lesley Everett Pdf

Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values.

Author : Corinna Colette Vellnagel
Publisher : Springer Nature
Page : 251 pages
File Size : 51,5 Mb
Release : 2020-08-13
Category : Business & Economics
ISBN : 9783658311780

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Cross-Cultural Brand Personality and Brand Desirability by Corinna Colette Vellnagel Pdf

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 576 pages
File Size : 42,6 Mb
Release : 2008
Category : Business & Economics
ISBN : 9780749450854

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The New Strategic Brand Management by Jean-Noël Kapferer Pdf

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

Author : Daniel Markus Jueterbock
Publisher : Diplomarbeiten Agentur
Page : 91 pages
File Size : 50,8 Mb
Release : 2012-09-17
Category : Business & Economics
ISBN : 9783842839410

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The Influence of Brand Personality in the Relationship of Ambush Marketing and Brand Attitude by Daniel Markus Jueterbock Pdf

Inhaltsangabe:Introduction: Overview: This chapter will introduce the reader to ambush marketing together with identification of gaps in the current research. Further, this chapter will formulate resulting problems for managerial decisions and consequently propose research objectives. Finally, a brief overview of the methodology together with delimitations will be detailed. Background to the Research: The increased use of ambush marketing in the last decade as a form of communication is widely acknowledged (Brewer 1993; McKelvey 1994; Meenaghan 1994, 1996 and 1998; O Sullivan and Murphy 1998; Sandler and Shani 1989; Shani and Sandler 1998 and 1999). The reason for the increased activity relates to clutter in the marketing communications environment and increased prices for sponsorship. Ambush marketing can be defined as the practice whereby another company, often a competitor, intrudes upon public attention surrounding the event, thereby deflecting attention toward themselves and away from the sponsor (Meenaghan 1994, 1996 and 1998). To date, most literature on ambush marketing relates to whether ambush marketing is ethical or not (Brewer 1993; Ettorre 1993; Meenaghan 1994 and 1996; O Sullivan and Murphy 1998). A clear answer cannot be given, as there is still a dispute between opponents (Brewer 1993; Ettorre 1993), supporters (Schmitz 2005; Welsh in Brewer 1993; Welsh 2007) and opinions that lie in between (Doust 1997; Meenhagan 1994 and 1996; O Sullivan and Murphy 1998; Shani and Sandler 1998). In general, there is an agreement that the term ambush marketing was coined by Jerry Welsh in the 1970s (Brewer 1993; Welsh n.d.). In a marketing framework, ambush marketing is commonly placed among non-traditional marketing communication as opposed to traditional marketing communication (Meenaghan 1994, 1996 and 1998). A commonly acknowledged framework of these new marketing tools is not yet established, and the effects of ambush marketing have received limited attention. To date, the most reliable research relates to effectiveness of ambush marketing, as well as recall and recognition tests on sponsors and ambushing competitors (Sandler and Shani 1989). These tests compare official sponsors with the equivalent ambush companies of an industry. Research on image and sales has not yet been undertaken in relation to ambush marketing (Meenaghan 1998). However, there have been attempts to investigate the effects of ambush marketing on consumer [...]

Author : Yohanes and Suresh Kumar, S.T., M.Si.
Publisher : Rasibook
Page : 121 pages
File Size : 45,6 Mb
Release : 2020-03-11
Category : Business & Economics
ISBN : 9786237214779

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The Influence of Foreign Branding and Brand Personality Towards Perceived Product Advantage and Brand Image by Yohanes and Suresh Kumar, S.T., M.Si. Pdf

This monograph is studying the impact of foreign branding on purchase intention. Other than foreign branding, this study is also aware the needs of brand personality in purchase intention. It is believed that customers not only buy products because of its usefulness but also its brand since it provides guarantee, comfortability, and security. This monograph aims at the understanding of purchase intention through foreign branding, brand personality, product advantage, and brand image. It is expected this study would give benefit not only to Lea Jeans but also local players to win the customers. It is also expected the results would give better ideas for local players to play in other industry than fashion.

Author : Katharina S. Güse
Publisher : University of Bamberg Press
Page : 192 pages
File Size : 46,5 Mb
Release : 2011
Category : Electronic
ISBN : 9783863090012

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Brand Personalities and Consumer-brand Relationships as Elements of Successful Brand Management by Katharina S. Güse Pdf

Author : Iva Rakocevic
Publisher : GRIN Verlag
Page : 25 pages
File Size : 52,8 Mb
Release : 2011-10
Category : Business & Economics
ISBN : 9783656019831

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Brand Personality by Iva Rakocevic Pdf

Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University of Vienna, language: English, abstract: This bachelor thesis should give an overview of brand personality, as an important part of branding. Going through historical periods before the 20th century up to present day, I will try to present the development of brand personality through different phases. The main focus of this bachelor thesis will be on Aakers model of brand personality, as she was the first author who developed brand personality scales.

Author : Theo Lieven
Publisher : Springer
Page : 265 pages
File Size : 46,8 Mb
Release : 2017-10-06
Category : Business & Economics
ISBN : 9783319602196

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Brand Gender by Theo Lieven Pdf

This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.

Author : Mike Moser
Publisher : Harvard Business Press
Page : 186 pages
File Size : 40,8 Mb
Release : 2003-02-13
Category : Business & Economics
ISBN : 9781422163573

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United We Brand by Mike Moser Pdf

Most executives know their company's values and brand message, but often they fail to make sure that everyone else knows them too. The result? A weak brand that conveys different messages inside the company--and out in the marketplace. United We Brand offers a hands-on action plan for building a cohesive brand strategy from the ground up. Drawing from two decades of experience creating brand identities for companies including Dell, Cisco, and Kia Motors, Mike Moser provides a proven template for transforming disparate, "fuzzy" brand information into a concrete guidepost for making day-to-day branding decisions. Called the "Brand Roadmap," this valuable tool enables organizations of all sizes and kinds to leverage insights and strategies once only available through big-gun consulting and ad agencies. Step by step, it guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons. Filled with vivid case examples and practical worksheets, United We Brand is essential for anyone involved in charting a company's distinctive path to success. Winner of five Clio Awards and two Cannes Lions.

Author : Anonim
Publisher : Emerald Group Publishing
Page : 192 pages
File Size : 55,7 Mb
Release : 2006
Category : Consumers
ISBN : 9781846630323

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Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification by Anonim Pdf

Author : Vincenzo Esposito Vinzi,Wynne W. Chin,Jörg Henseler,Huiwen Wang
Publisher : Springer Science & Business Media
Page : 791 pages
File Size : 51,7 Mb
Release : 2010-03-10
Category : Mathematics
ISBN : 9783540328278

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Handbook of Partial Least Squares by Vincenzo Esposito Vinzi,Wynne W. Chin,Jörg Henseler,Huiwen Wang Pdf

This handbook provides a comprehensive overview of Partial Least Squares (PLS) methods with specific reference to their use in marketing and with a discussion of the directions of current research and perspectives. It covers the broad area of PLS methods, from regression to structural equation modeling applications, software and interpretation of results. The handbook serves both as an introduction for those without prior knowledge of PLS and as a comprehensive reference for researchers and practitioners interested in the most recent advances in PLS methodology.

Author : Dr. Amit Singh , Ms. Nidhi Shanker
Publisher : Laxmi Book Publication
Page : 351 pages
File Size : 54,9 Mb
Release : 2024-05-31
Category : Art
ISBN : 9781304526205

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EXPLORING LEGAL SAFEGUARDS FOR PERSONALITY RIGHTS IN THE ERA OF ARTIFICIAL INTELLIGENCE by Dr. Amit Singh , Ms. Nidhi Shanker Pdf

Artificial Intelligence (AI) encompasses the ability of computers or robots to execute tasks that typically require human capabilities. Such tasks include speech recognition, language translation, decision-making, and visual perception. AI is categorized into narrow AI, artificial general intelligence (AGI), and artificial super intelligence (ASI). AGI aims to match human-level performance across all tasks, while ASI surpasses human intelligence in all areas. Currently, AI focuses on specific tasks, with AGI development largely undisclosed.

Author : Rob Meyerson
Publisher : Business Expert Press
Page : 233 pages
File Size : 44,6 Mb
Release : 2021-12-14
Category : Business & Economics
ISBN : 9781637421567

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Brand Naming by Rob Meyerson Pdf

You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.

Author : Alina Wheeler
Publisher : John Wiley & Sons
Page : 338 pages
File Size : 49,6 Mb
Release : 2012-10-11
Category : Design
ISBN : 9781118418741

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Designing Brand Identity by Alina Wheeler Pdf

A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity