Contemporary Brand Management

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Contemporary Brand Management

Johny K. Johansson,Kurt A. Carlson
Contemporary Brand Management Book PDF

Author : Johny K. Johansson,Kurt A. Carlson
Publisher : SAGE Publications
Page : 273 pages
File Size : 43,9 Mb
Release : 2014-01-17
Category : Business & Economics
ISBN : 9781483311968

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Contemporary Brand Management by Johny K. Johansson,Kurt A. Carlson Pdf

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

Brands and Brand Management

Barbara Loken,Rohini Ahluwalia
Brands and Brand Management Book PDF

Author : Barbara Loken,Rohini Ahluwalia
Publisher : Psychology Press
Page : 340 pages
File Size : 51,5 Mb
Release : 2023-04-28
Category : Business & Economics
ISBN : 9781000946314

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Brands and Brand Management by Barbara Loken,Rohini Ahluwalia Pdf

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.

The Routledge Companion to Contemporary Brand Management

Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
The Routledge Companion to Contemporary Brand Management Book PDF

Author : Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
Publisher : Routledge
Page : 818 pages
File Size : 40,7 Mb
Release : 2016-07-15
Category : Business & Economics
ISBN : 9781317751571

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The Routledge Companion to Contemporary Brand Management by Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson Pdf

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Strategic Brand Management and Development

Sotiris T. Lalaounis
Strategic Brand Management and Development Book PDF

Author : Sotiris T. Lalaounis
Publisher : Routledge
Page : 382 pages
File Size : 44,6 Mb
Release : 2020-12-30
Category : Business & Economics
ISBN : 9781000298185

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Strategic Brand Management and Development by Sotiris T. Lalaounis Pdf

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Contemporary Thoughts on Corporate Branding and Corporate Identity Management

T. Melewar,E. Karaosmanoglu,Elif Karaosmano?lu
Contemporary Thoughts on Corporate Branding and Corporate Identity Management Book PDF

Author : T. Melewar,E. Karaosmanoglu,Elif Karaosmano?lu
Publisher : Springer
Page : 230 pages
File Size : 51,5 Mb
Release : 2008-10-23
Category : Business & Economics
ISBN : 9780230583221

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Contemporary Thoughts on Corporate Branding and Corporate Identity Management by T. Melewar,E. Karaosmanoglu,Elif Karaosmano?lu Pdf

A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

Contemporary Issues in Branding

Pantea Foroudi,Maria Palazzo
Contemporary Issues in Branding Book PDF

Author : Pantea Foroudi,Maria Palazzo
Publisher : Routledge
Page : 245 pages
File Size : 41,6 Mb
Release : 2019-12-06
Category : Business & Economics
ISBN : 9780429769122

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Contemporary Issues in Branding by Pantea Foroudi,Maria Palazzo Pdf

This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.

Brand Management

Emmanuel Mogaji
Brand Management Book PDF

Author : Emmanuel Mogaji
Publisher : Springer Nature
Page : 276 pages
File Size : 43,5 Mb
Release : 2021-04-02
Category : Business & Economics
ISBN : 9783030661199

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Brand Management by Emmanuel Mogaji Pdf

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Co-creating Brands

Nicholas Ind,Holger J. Schmidt
Co creating Brands Book PDF

Author : Nicholas Ind,Holger J. Schmidt
Publisher : Bloomsbury Publishing
Page : 337 pages
File Size : 49,7 Mb
Release : 2019-12-12
Category : Business & Economics
ISBN : 9781472962256

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Co-creating Brands by Nicholas Ind,Holger J. Schmidt Pdf

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organization so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of this process has shifted to the intersection between the organization and its stakeholders, leading to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.

Brand Management in Emerging Markets: Theories and Practices

Wang, Cheng Lu
Brand Management in Emerging Markets Theories and Practices Book PDF

Author : Wang, Cheng Lu
Publisher : IGI Global
Page : 337 pages
File Size : 45,5 Mb
Release : 2014-06-30
Category : Business & Economics
ISBN : 9781466662438

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Brand Management in Emerging Markets: Theories and Practices by Wang, Cheng Lu Pdf

"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.

Competitive Identity

Simon Anholt
Competitive Identity Book PDF

Author : Simon Anholt
Publisher : Springer
Page : 147 pages
File Size : 43,8 Mb
Release : 2006-11-13
Category : Business & Economics
ISBN : 9780230627727

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Competitive Identity by Simon Anholt Pdf

Ever since Simon Anholt coined the phrase 'Nation Branding, there has been more and more interest in the idea that countries, cities and regions can build their brand images. This authoritative book considers how commercial brand management can really be applied to places and shows how places can build and sustain their competitive identity.

Marketing Communications and Brand Development in Emerging Economies Volume I

Ogechi Adeola,Robert E. Hinson,A M Sakkthivel
Marketing Communications and Brand Development in Emerging Economies Volume I Book PDF

Author : Ogechi Adeola,Robert E. Hinson,A M Sakkthivel
Publisher : Springer Nature
Page : 322 pages
File Size : 40,7 Mb
Release : 2022-05-04
Category : Business & Economics
ISBN : 9783030886783

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Marketing Communications and Brand Development in Emerging Economies Volume I by Ogechi Adeola,Robert E. Hinson,A M Sakkthivel Pdf

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.

Harvard Business Review on Brand Management

Erich Joachimsthaler,Harvard Business Review,David Aaker,David Harding,David Kenny,Vijay Vishwanath,Jonathan Mark
Harvard Business Review on Brand Management Book PDF

Author : Erich Joachimsthaler,Harvard Business Review,David Aaker,David Harding,David Kenny,Vijay Vishwanath,Jonathan Mark
Publisher : Grupo Planeta (GBS)
Page : 244 pages
File Size : 51,6 Mb
Release : 1999
Category : Business & Economics
ISBN : 8423422488

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Harvard Business Review on Brand Management by Erich Joachimsthaler,Harvard Business Review,David Aaker,David Harding,David Kenny,Vijay Vishwanath,Jonathan Mark Pdf

Leading Minds and Landmark Ideas In An Easily Accessible Format From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, The Harvard Business Review Paperback Series delivers the fundamental information today's professionals need to stay competitive in a fast-moving world. With the increasing globalization of brands, effective brand management in differentiating products has become even more essential. Harvard Business Review on Brand Management provides the latest strategies for maximizing the value of your brands and products. A Harvard Business Review Paperback.

Contemporary Marketing

Tapan Kumar Panda
Contemporary Marketing Book PDF

Author : Tapan Kumar Panda
Publisher : ICFAI Books
Page : 267 pages
File Size : 55,5 Mb
Release : 2006
Category : Marketing
ISBN : 9788131405505

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Contemporary Marketing by Tapan Kumar Panda Pdf

This book presents marketing as an ever-evolving management discipline. Here, the reader traverses the path of evolution of marketing, marriage of marketing with IT and a projection of marketing into the future. It spans ancient marketing practices, high-

The Essentials of Contemporary Marketing

Mo Willan
The Essentials of Contemporary Marketing Book PDF

Author : Mo Willan
Publisher : Bloomsbury Publishing
Page : 273 pages
File Size : 45,8 Mb
Release : 2021-10-05
Category : Business & Economics
ISBN : 9781472988577

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The Essentials of Contemporary Marketing by Mo Willan Pdf

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs

Strategic Brand Management in Higher Education

Bang Nguyen,T.C Melewar,Jane Hemsley-Brown
Strategic Brand Management in Higher Education Book PDF

Author : Bang Nguyen,T.C Melewar,Jane Hemsley-Brown
Publisher : Routledge
Page : 276 pages
File Size : 43,7 Mb
Release : 2019-02-13
Category : Business & Economics
ISBN : 9780429639432

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Strategic Brand Management in Higher Education by Bang Nguyen,T.C Melewar,Jane Hemsley-Brown Pdf

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.