Brands And Their Companies

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Brands and Branding

Author : Rita Clifton
Publisher : John Wiley & Sons
Page : 322 pages
File Size : 49,8 Mb
Release : 2009-04-01
Category : Business & Economics
ISBN : 1576603504

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Brands and Branding by Rita Clifton Pdf

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

The Human Brand

Author : Chris Malone,Susan T. Fiske
Publisher : John Wiley & Sons
Page : 208 pages
File Size : 45,6 Mb
Release : 2013-10-07
Category : Business & Economics
ISBN : 9781118611319

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The Human Brand by Chris Malone,Susan T. Fiske Pdf

Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.

Companies and Their Brands

Author : Anonim
Publisher : Unknown
Page : 2024 pages
File Size : 53,5 Mb
Release : 2007
Category : Brand name products
ISBN : 0787689653

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Companies and Their Brands by Anonim Pdf

The Death of the Brand? Challenges Facing International Brands in the 21st Century - an Analysis with Examples and Recommendations

Author : Florian Mayer
Publisher : GRIN Verlag
Page : 61 pages
File Size : 49,9 Mb
Release : 2007-09-30
Category : Electronic
ISBN : 9783638815833

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The Death of the Brand? Challenges Facing International Brands in the 21st Century - an Analysis with Examples and Recommendations by Florian Mayer Pdf

Diploma Thesis from the year 2003 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 75, University of Leeds (Trinity & All Saints College), course: Media Dissertation, language: English, abstract: For better or for worse, we live in what has been called a brandscape - a branded world - today. We are at a time in history when brands go beyond being business platforms to becoming symbols of our times. An increasing proportion of our lives is mediated by brands like McDonald′s, Sony and Budweiser, which often reflect the changing values of our society. Brands are more than just advertising, they are part of our culture. Think of Andy Warhol and Campbell′s Soup and Norman Rockwell and Coca-Cola. Think of the digital brandscape with Google, Facebook and YouTube - brands knowing more about who we are, what we look like, who our friends are and what our dreams and wishes are, than any other brand, organisation or company, ever knew before. Products, people, countries - Britain, for example, tried to become a brand with its "Cool Britannia" slogan - and companies are all racing to turn themselves into brands - to make their image more likeable and understandable. Furthermore, brands dominate our working lives, and corporate logos are now in every civic space, from schools, universities and playgrounds to hospitals and art galleries. And this brandscape can be considered to be global: walk down a street in any city in the world and there will be enough brands to make you feel at home. At the same time, brands and branding culture represents, among other things, an issue of culture and politics. In some cases, brands have rightly or wrongly become a political battleground. Most recently in 2007, demonstrating left-wing youths in Copenhagen smashed outlets of global food and entertainment chains, over a conflict with the city government that sold their youth centre (Ungdomshuset) to a Christian sect, which tore it down. Thus, t

What Great Brands Do

Author : Denise Lee Yohn
Publisher : John Wiley & Sons
Page : 278 pages
File Size : 53,9 Mb
Release : 2014-01-07
Category : Business & Economics
ISBN : 9781118611258

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What Great Brands Do by Denise Lee Yohn Pdf

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Brands & Their Companies

Author : Gale Research Inc
Publisher : Brands & Their Companies
Page : 0 pages
File Size : 54,5 Mb
Release : 2023-02-03
Category : Business & Economics
ISBN : 0028674499

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Brands & Their Companies by Gale Research Inc Pdf

Power Brands

Author : Jesko Perrey,Tjark Freundt,Dennis Spillecke
Publisher : John Wiley & Sons
Page : 332 pages
File Size : 47,9 Mb
Release : 2015-04-27
Category : Business & Economics
ISBN : 9783527507818

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Power Brands by Jesko Perrey,Tjark Freundt,Dennis Spillecke Pdf

Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.

Corporate Cultures and Global Brands

Author : Albrecht Rothacher
Publisher : World Scientific
Page : 284 pages
File Size : 53,7 Mb
Release : 2004
Category : Business & Economics
ISBN : 9812563059

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Corporate Cultures and Global Brands by Albrecht Rothacher Pdf

This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from ownerOCofounderOCorun companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril. Contents: Corporate Identities and Successful Branding; Mars Inc.: More than Candies and Cat Food; The Bitter Sweet Chocolates of Sprngli-Lindt; Kikkoman: Far Travelled Sauces; Who Loves McDonald's ?; For God, America and the Real Thing: The Coke Story; Zubrowka Bison Vodka: The High Is the Limit; Ikea: The SmNland Way Goes Global; The Rise and Fall of the Seibu-Saison Empire; United, the Benetton Way; Nike Just Did It; Nokia: Connecting People through a Disconnected Past; Sony: Made by Morita; Sir Richard Branson's Virgins; Toyota: The Reluctant Multinational; Fiat: The Festa Is Over; Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW-Rover; The Lego Universe of Building Bricks; The Magic of Disney. Readership: Students, professionals and lay people interested in management and business issues."

Brands and Their Companies

Author : Anonim
Publisher : Unknown
Page : 396 pages
File Size : 55,9 Mb
Release : 2000
Category : Business names
ISBN : UOM:35128002200572

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Brands and Their Companies by Anonim Pdf

Brands and Their Companies

Author : Anonim
Publisher : Unknown
Page : 386 pages
File Size : 42,6 Mb
Release : 2002
Category : Brand name products
ISBN : 0787653373

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Brands and Their Companies by Anonim Pdf

A consumer products and their manufacturers with addresses and phone numbers ; covers: apparel, appliances, automobiles, beverages, candy, computer software, cosmetics, decorative accessories, drugs, fabrics, food, furniture, games, glass products, hardware, jewelry, paper products, pet supplies, tobacco products, toys, and other consumer-oriented items.

Brands and Their Companies

Author : Cengage Gale
Publisher : Unknown
Page : 0 pages
File Size : 53,9 Mb
Release : 2010-06-11
Category : Business names
ISBN : 1414445679

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Brands and Their Companies by Cengage Gale Pdf

Activate Brand Purpose

Author : Scott Goodson,Chip Walker
Publisher : Kogan Page Publishers
Page : 257 pages
File Size : 55,6 Mb
Release : 2021-03-03
Category : Business & Economics
ISBN : 9781789668254

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Activate Brand Purpose by Scott Goodson,Chip Walker Pdf

SHORTLISTED: Business Book Awards 2022 - International Business Book category CATEGORY SILVER WINNER: Axiom Awards 2022 - Business Commentary Category The greatest challenge facing leaders is activating and actioning purpose based brands to the people who matter inside the company and out. Recent statistics prove that more than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs. We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way. Activate Brand Purpose shows readers how to transform their brand's purpose into meaningful action by sparking a company wide cultural movement, beginning internally and permeating externally. Regardless of whether your purpose is lofty and socially conscious, or all business, focus on galvanizing people, and they will respond if you can prove that you care about that purpose, and that you're working to realize it, rather than simply chasing the next dollar. This book contains a clearly explained, proven framework that will make this happen.

Brands and Their Companies

Author : Anonim
Publisher : Unknown
Page : 0 pages
File Size : 55,9 Mb
Release : 2000
Category : Brand name products
ISBN : 0787622931

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Brands and Their Companies by Anonim Pdf

Brands and Their Companies

Author : Pearson plc
Publisher : Unknown
Page : 128 pages
File Size : 46,8 Mb
Release : 1997-05
Category : Electronic
ISBN : 0787609854

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Brands and Their Companies by Pearson plc Pdf