Branding In A Digital World

Author : Hilary JM Topper MPA
Publisher : iUniverse
Page : 215 pages
File Size : 44,6 Mb
Release : 2019-11-21
Category : Business & Economics
ISBN : 9781532087479

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Branding in a Digital World by Hilary JM Topper MPA Pdf

How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment. Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to: • build an integrated marketing plan. • use social media marketing. • recruit ambassadors for your brand. • integrate IoT and wearable tech. • create compelling blog and social content. • increase your SEO. • use public relations, direct mail, and email marketing to tie together the entire process. With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.

Author : Allen P. Adamson
Publisher : St. Martin's Press
Page : 308 pages
File Size : 54,9 Mb
Release : 2008-08-19
Category : Business & Economics
ISBN : 9780230614550

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BrandDigital by Allen P. Adamson Pdf

Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.

Author : Mateusz Grzesiak
Publisher : Springer
Page : 185 pages
File Size : 55,5 Mb
Release : 2018-03-20
Category : Business & Economics
ISBN : 9783319696973

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Personal Brand Creation in the Digital Age by Mateusz Grzesiak Pdf

Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.

Author : S. Umit Kucuk
Publisher : Springer
Page : 199 pages
File Size : 54,8 Mb
Release : 2018-09-29
Category : Business & Economics
ISBN : 9783030003807

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Brand Hate by S. Umit Kucuk Pdf

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.

Author : S M A Moin
Publisher : Springer Nature
Page : 113 pages
File Size : 51,7 Mb
Release : 2020-10-26
Category : Business & Economics
ISBN : 9783030590857

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Brand Storytelling in the Digital Age by S M A Moin Pdf

Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. This book highlights how storytelling has evolved from an ancient art to contemporary marketing science, placing it in the context of digitisation and social media. It reflects the dramatic shift in brand storytelling in which marketers are in the driving seat, leaving consumers to do the navigating. Based within the context of AI, the influence of VR, AR, big data, and new media, this book predicts a creative renaissance in brand storytelling; one that will be at the intersection of science, art and humanity. The author suggests that there will be a shift from ad to art through the use of cognition and emotion, data and fiction. It suggests that through storytelling, brands will be able to connect with their customers’ hearts and minds. Drawing upon interdisciplinary research on neuroscience, emotional attachment and narrative theory, the book critically analyses existing theories, practices and applications of storytelling, providing a platform for debate between academics, researchers and practitioners.

Author : Francine Beleyi
Publisher : Unknown
Page : 128 pages
File Size : 46,5 Mb
Release : 2017-11-26
Category : Electronic
ISBN : 1999925904

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Personal Branding in the Digital Age by Francine Beleyi Pdf

What does it take to thrive in the digital age as a professional, expert or business owner? 81% of all buyers turn to the Internet to research the products and services they want to purchase. The question is: can you make yourself stand out during this search? This is where your 'personal brand' comes in. But how do you sell when you are the product? A decade ago, author Francine Beleyi became obsessed with these questions as she left her corporate job to start her consultancy: -Why are some people constantly given lucrative opportunities, advance faster in life, and are out there crushing it? -How to identify and package the unique value you can offer to others, and deliver it consistently? -How to build credibility as an expert in your chosen speciality and attract lucrative opportunities rather than chase them? As a business owner, coach, trainer, consultant, and having conversations with leading experts in the new economy, Francine found common patterns distilled in an easy and clear framework, YEANICC TM, with seven pillars anyone can use to lead in their chosen field and get highly paid. Each of the pillars is illustrated by real life stories, case studies, expert tips, thought-provoking exercises and action steps you can implement right now. If you've ever wanted a simple roadmap to build an influential personal brand and live a more rewarding life, this book is for you. Best of all, you are not left alone. A link to free resources, training and support is included in the book.

Author : Marco Spies,Katja Wenger
Publisher : National Geographic Books
Page : 0 pages
File Size : 40,8 Mb
Release : 2020-10-06
Category : Design
ISBN : 9780500023709

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Branded Interactions by Marco Spies,Katja Wenger Pdf

An invaluable source of inspiration for anyone involved with or interested in the design of interactive brands Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are only one part of interactive brand identity. The importance of mobile apps for smartphones and tablets has grown exponentially in recent years, while interactive touch points and billboards are increasingly found in the real world. The interface is now the brand. Branded Interactions is a practical handbook for professional digital designers and those just starting out. It is designed to guide the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the marketplace. All the sections are packed with real-world examples, case studies, and interviews with experts from leading brands and interactive agencies. A wealth of design documentation and diagrams helps to build a solid framework for any project, incorporating brand strategy at every stage while remaining flexible enough to incorporate change and creativity.

Author : Grzegorz Mazurek,Jolanta Tkaczyk
Publisher : Poltext
Page : 388 pages
File Size : 48,9 Mb
Release : 2016-08-31
Category : Electronic
ISBN : 9788389437662

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THE IMPACT OF THE DIGITAL WORLD ON MANAGEMENT AND MARKETING by Grzegorz Mazurek,Jolanta Tkaczyk Pdf

The book aims to give an insight into the multifacetedness of changes the Internet – referred to here as the digital world – triggers in both theory and practice of marketing and management. The book has been divided into 5 subject areas, i.e. management, strategy, communications, brand, and consumer, all of which act as the main themes of subsequent chapters.

Author : Aric Rindfleisch,Alan J. Malter
Publisher : Emerald Group Publishing
Page : 248 pages
File Size : 50,8 Mb
Release : 2019-09-19
Category : Business & Economics
ISBN : 9781787563391

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Marketing in a Digital World by Aric Rindfleisch,Alan J. Malter Pdf

Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world.

Author : Leslie M. Meier
Publisher : John Wiley & Sons
Page : 216 pages
File Size : 46,9 Mb
Release : 2017-05-23
Category : Social Science
ISBN : 9780745692234

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Popular Music as Promotion by Leslie M. Meier Pdf

Business-as-usual has been transformed across the music industries in the post-CD age. Against widespread hype about the purported decline of the major music labels, this book provides a critique of the ways these companies have successfully adapted to digital challenges – and what is at stake for music makers and for culture. Today, recording artists are positioned as artist-brands and popular music as a product to be licensed by consumer and media brands. Leslie M. Meier examines key consequences of shifting business models, marketing strategies, and the new common sense in the music industries: the gatekeeping and colonization of popular music by brands. Popular Music as Promotion is important reading for students and scholars of media and communication studies, cultural studies and sociology, and will appeal to anyone interested in new intersections of popular music, digital media and promotional culture.

Author : Rob Stokes (eMarketing specialist)
Publisher : Unknown
Page : 0 pages
File Size : 48,9 Mb
Release : 2010
Category : Internet marketing
ISBN : OCLC:695990898

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EMarketing by Rob Stokes (eMarketing specialist) Pdf

Author : Dieter Georg Herbst,Thomas Heinrich Musiolik
Publisher : epubli
Page : 160 pages
File Size : 49,8 Mb
Release : 2015-12-08
Category : Business & Economics
ISBN : 9783737580199

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Building Strong Digital Brands by Dieter Georg Herbst,Thomas Heinrich Musiolik Pdf

Digital branding is a demanding management task, requiring comprehensive attention to detail and the highest levels of expertise. Digital branding means brand management in digital media and technologies. Employing its particular capabilities, digital branding seeks to raise the profile of the brand and to systematically shape it over the long term. Successful digital branding is not an isolated instance, but rather a piece of holistic brand management: visitors should experience digital offerings in the same way they experience the brand in television, radio and print. Following a primer on brand management and the particulars of digital media and technologies, the reader experiences how to present a brand using digital brand storytelling. In the latter portion of the eBook, the reader will learn advanced methods and techniques used to generate strong, ownable emotions around a brand.

Author : Daniel Rowles
Publisher : Kogan Page Publishers
Page : 232 pages
File Size : 42,6 Mb
Release : 2014-04-03
Category : Business & Economics
ISBN : 9780749469962

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Digital Branding by Daniel Rowles Pdf

Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns. Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step by step digital branding process along with measurement techniques and guidelines.

Author : William Arruda
Publisher : ASTD
Page : 0 pages
File Size : 41,9 Mb
Release : 2019
Category : Business & Economics
ISBN : 1949036758

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Digital You by William Arruda Pdf

A successful personal brand is based on authenticity. In Digital You: Real Personal Branding in the Virtual Age, branding pioneer William Arruda guides you to discover the questions that will help you uncover your brand and the methods to master delivering your unique brand value, both in person and virtually. Branding isn't about being famous, Arruda says; it's about being selectively famous.

Author : Das, Subhankar,Mondal, Subhra Rani
Publisher : IGI Global
Page : 311 pages
File Size : 41,8 Mb
Release : 2020-09-25
Category : Business & Economics
ISBN : 9781799844211

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Innovations in Digital Branding and Content Marketing by Das, Subhankar,Mondal, Subhra Rani Pdf

In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today’s consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.