Engaging Brands

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Engaging Brands

Michela Addis
Engaging Brands Book PDF

Author : Michela Addis
Publisher : Routledge
Page : 256 pages
File Size : 55,5 Mb
Release : 2020-05-12
Category : Business & Economics
ISBN : 9780429996375

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Engaging Brands by Michela Addis Pdf

How can managers design and manage excellent customer experiences that will develop long-term relationships with their customers? This book addresses this key question and explores both the theory developed over the past 20 years and tools to create truly engaging brands. Taking a broad holistic approach, this book brings together current thinking on experiential marketing, brand management, customer engagement, customer well-being and happiness, customer loyalty and emotions, the customer journey map, and big data and combines it into a practical and clear roadmap for brand managers. By integrating these modern perspectives, concepts, research techniques, and operative tools, this book provides a new perspective of marketing management to design and build engaging branding. Using extensive examples from a variety of industries, this book offers a global perspective that will appeal to both advanced students and experienced marketing managers.

Building Strong Brands and Engaging Customers With Sound

Jaskari, Minna-Maarit
Building Strong Brands and Engaging Customers With Sound Book PDF

Author : Jaskari, Minna-Maarit
Publisher : IGI Global
Page : 283 pages
File Size : 52,5 Mb
Release : 2024-03-25
Category : Business & Economics
ISBN : 9798369307793

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Building Strong Brands and Engaging Customers With Sound by Jaskari, Minna-Maarit Pdf

In brand communication, from the nostalgic hum of radio jingles to the digital symphony of streaming platforms, the role of sound in shaping brand identity has emerged as a captivating field of study. How does the strategic integration of sounds and music contribute to constructing robust brand identities and deepening customer engagement across diverse industries and cultural contexts? Building Strong Brands and Engaging Customers With Sound traverses the diverse realms of sonic branding, examining its multifaceted applications and impact on consumer engagement. The book opens a sonic gateway into the historical evolution of sounds in branding, uncovering the roots of sonic branding and its evolution alongside technological advancements. From linguistics and verbal sound symbolism to the semiotics of sounds, the foundational chapters provide a comprehensive understanding of the multidimensionality of sound, offering a synthesis of different disciplinary approaches to sonic branding. The book explores the sonic brand identity. Chapters illuminate the nuanced process of aligning sounds with brand personality, examining the intricate dance between music and brand experience. From crafting sonic logos to curating brand soundtracks, the book offers insights into the strategic deployment of sound across various touchpoints in the customer journey, including products and packaging. This book also explores consumer perception and response by unraveling the psychological impact of music on consumers. Extensive exploration of cognitive, affective, and behavioral responses to sonic branding, coupled with insights into consumer attitudes and preferences, provides a rich tapestry of understanding. The book also examines the role of sound in enhancing consumer well-being.

Creating a Sustainable Brand

Henk Campher
Creating a Sustainable Brand Book PDF

Author : Henk Campher
Publisher : Routledge
Page : 81 pages
File Size : 44,9 Mb
Release : 2017-09-08
Category : Business & Economics
ISBN : 9781351274708

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Creating a Sustainable Brand by Henk Campher Pdf

Sustainable brands may have started as "doing less harm" and shaving costs off the bottom line. But brands today, supported by over a decade of phenomenal changes in sustainability, are looking for the holy grail of sustainable business – a fusion of products and branding that can actually drive sustainability and grow the business top line.Consumers have already joined the party. Just look at TOMS, Patagonia, Method, Seventh Generation, Dove and many more. What is missing isn’t the consumer but a better understanding of what fully-rounded consumers really want in their quest for a healthy, fulfilling life.This guide by sustainable brand expert Henk Campher is the model for creating a sustainable brand that people can trust, buy and above all, advocate for. Campher cuts through the myths and noise to offer an experienced expert's 101 for creating an irresistible brand, clearly setting out: what makes a product or service sustainable; the basic elements of sustainable branding strategy and a deep understanding of how consumers connect with a brand; an original model for assessing the sustainability of your brand, and; a host of examples of sustainable brands, drawing on the author's firsthand experience as part of the team at Edelman and Oxfam and founder of the Nelson Mandela initiated Proudly South African campaign.

Engage!, Revised and Updated

Brian Solis
Engage Revised and Updated Book PDF

Author : Brian Solis
Publisher : John Wiley & Sons
Page : 341 pages
File Size : 45,6 Mb
Release : 2011-02-25
Category : Business & Economics
ISBN : 9781118072790

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Engage!, Revised and Updated by Brian Solis Pdf

The ultimate guide to branding and building your business in the era of the Social Web—revised and updated with a Foreword by Ashton Kutcher Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits. Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams. Even better, you'll learn how to measure success and ROI. Introduces you to the psychology, behavior, and influence of the new social consumer Shows how to define and measure the success of your social media campaigns for the short and long term Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter Revised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media Today, no business can afford to ignore the social media revolution. If you're not using social media to reach out to your customers and the people who influence them, who is?

Moving Targets

Gabriel Aluisy
Moving Targets Book PDF

Author : Gabriel Aluisy
Publisher : Shake Creative
Page : 146 pages
File Size : 44,5 Mb
Release : 2014-07-25
Category : Business & Economics
ISBN : 9780990583219

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Moving Targets by Gabriel Aluisy Pdf

Consumers are moving faster. They are more demanding and savvier than at any other period in history. At the same time, the world has become an impersonal place. This book will show you how to make your product or service more appealing to prospects, move them emotionally and forge deeper connections that create passionate, loyal customers for your brand. Weaving personal anecdotes, examples from the world's top companies and interviews from founders and executives of innovative brands (LiveIntent, Cigar City Brewing, College Hunks Hauling Junk and more), Moving Target's teaches entrepreneurs and brand managers the new rules of branding. This book will teach you how to build a winning team culture, define your niche, build a loyal brand following, design a killer logo, create ads and marketing campaigns that convert and so much more!

Brands, Competition Law and IP

Deven R. Desai,Ioannis Lianos,Spencer Weber Waller
Brands Competition Law and IP Book PDF

Author : Deven R. Desai,Ioannis Lianos,Spencer Weber Waller
Publisher : Cambridge University Press
Page : 281 pages
File Size : 55,9 Mb
Release : 2015-07-20
Category : Business & Economics
ISBN : 9781107103467

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Brands, Competition Law and IP by Deven R. Desai,Ioannis Lianos,Spencer Weber Waller Pdf

Introduces the emerging field of brand law and explores its interaction with the economics of modern branding.

Managing Luxury Brands

Eleonora Cattaneo
Managing Luxury Brands Book PDF

Author : Eleonora Cattaneo
Publisher : Kogan Page Publishers
Page : 361 pages
File Size : 41,7 Mb
Release : 2023-03-03
Category : Business & Economics
ISBN : 9781398606739

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Managing Luxury Brands by Eleonora Cattaneo Pdf

Learn what makes a luxury brand, how to successfully market them in a changing global context and what opportunities sustainable luxury and the latest technological developments present. Managing Luxury Brands offers comprehensive coverage of key and cutting-edge topics in luxury brand management. Examining the socio-cultural contexts of luxury and the ways in which prestige brands create meaning, it presents a framework for understanding, analysing and developing a modern luxury brand. Unlike many other texts, it also explores the environmental and social impact of luxury, sustainable luxury and the opportunities of new technological innovations including the metaverse, artificial intelligence and non-fungible tokens (NFTs). With case studies and examples from a range of brands including Ferrari, Balenciaga and Shang Xia, Managing Luxury Brands brings together insights from leading academics in the field from across the globe who draw on extensive consulting and industry experience. Supported by a range of features which include learning objectives, discussion questions and chapter summaries, accompanying online resources consist of lecture slides and video interviews with industry experts. This textbook is an invaluable resource for any student studying luxury brand management.

The New Strategic Brand Management

Jean-Noël Kapferer
The New Strategic Brand Management Book PDF

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 512 pages
File Size : 51,8 Mb
Release : 2012-01-03
Category : Business & Economics
ISBN : 9780749465162

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The New Strategic Brand Management by Jean-Noël Kapferer Pdf

Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding 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. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Introduction to TikTok

Gilad James, PhD
Introduction to TikTok Book PDF

Author : Gilad James, PhD
Publisher : Gilad James Mystery School
Page : 97 pages
File Size : 55,8 Mb
Release : 2024-06-16
Category : Juvenile Nonfiction
ISBN : 9780831631741

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Introduction to TikTok by Gilad James, PhD Pdf

TikTok is a social media platform that allows users to create and share short-form videos, typically set to music. It has become increasingly popular among younger audiences, with over 800 million active users worldwide. The app's algorithmic feed shows users content that is tailored to their interests and behavior, making it an addictive and highly engaging platform. TikTok has also become a hub for creativity and self-expression, with users often showcasing their talent in music, dance, and comedy. The app has also faced controversy over its handling of user data and potential security risks, leading to calls for greater regulation and oversight. Despite these concerns, TikTok remains one of the most popular social media platforms in the world today, with a growing influence on modern youth culture.

Gimme! The Human Nature of Successful Marketing

John Hallward
Gimme The Human Nature of Successful Marketing Book PDF

Author : John Hallward
Publisher : John Wiley & Sons
Page : 240 pages
File Size : 43,6 Mb
Release : 2007-06-30
Category : Business & Economics
ISBN : 9780470117408

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Gimme! The Human Nature of Successful Marketing by John Hallward Pdf

In Gimme!, advertising research expert John Hallward shows you how the most effective advertising campaigns tap into our most basic, primal emotions to convince consumers to buy. For marketers and advertisers, this book looks at the human nature of consumers and presents the proven tactics, techniques, and arguments that best motivate the human animal to buy.

What Customers Crave

Nicholas Webb
What Customers Crave Book PDF

Author : Nicholas Webb
Publisher : AMACOM
Page : 284 pages
File Size : 43,6 Mb
Release : 2016-10-12
Category : Business & Economics
ISBN : 9780814437827

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What Customers Crave by Nicholas Webb Pdf

Think you know your customers? You better be more assured than just thinking you do, because your success depends on it! The best companies in the world first research exhaustively what their customers desire, and then they deliver it in memorable and deeply human experiences--resulting in success previously believed to be unachievable. So once again, how well do you know your customers?In a hyperconnected economy that is radically changing consumer expectations, this vital expectation for any successful business is not always easy. But in What Customers Crave, author and business strategist Nicholas Webb simplifies this critical task into being able to confidently answer two questions: What do your customers love? What do they hate?Jam-packed with tools and examples, this must-have resource helps businesses reinvent how they engage with customers (both physical and virtual). Learn how to:• Gain invaluable insights into who your customers are and what they care about• Use listening posts and Contact Point Innovation to refine customer types• Engineer experiences for each micromarket that are not only exceptional, but insanely relevant• Connect across the five most important touchpoints• Co-create with your customers• And more!It’s time to reinvent the ways you engage with your customers. Because when you learn to provide for them exactly what they want, they not only bring along their wallets but those belong to their friends as well!

Brand, Meet Story

Heather Pemberton Levy
Brand Meet Story Book PDF

Author : Heather Pemberton Levy
Publisher : Routledge
Page : 85 pages
File Size : 44,7 Mb
Release : 2016-10-04
Category : Business & Economics
ISBN : 9781351818452

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Brand, Meet Story by Heather Pemberton Levy Pdf

Think of the last great article you read or the last great speech you heard. Chances are, if you remember one key message, you also remember one compelling story. That's because the best content starts with a story. When it comes to marketing, the best business content starts with a story the audience cares about, not the brand's message about what it wants to sell them. In Brand, Meet Story, Heather Pemberton Levy describes the Story Comes First method, a practical approach that combines techniques from journalism and fiction writing to help brands tell stories that put the readers' interests first. Whereas most brand marketers create content to sell their product, service or technology, the Story Comes First method turns this approach on its head to create content with the "human moments" that truly engage an audience. Filled with examples from Levy's experience creating content marketing programs, trade books, and hundreds of articles for a variety of B2B and B2C brands, the book shows readers a step-by-step approach to create content designed to deliver business results. Brand, Meet Story explains the key ways to uncover what your audience cares about and how to turn brand messaging into stories that matter. Levy inspires readers to develop a compelling voice that will carry the brand tone and values across all channels, and helps them turn their ideas into engaging, story-driven content their audiences will read, love, and share.

Turtle Design in a Rabbit Age

Mel Lim
Turtle Design in a Rabbit Age Book PDF

Author : Mel Lim
Publisher : Routledge
Page : 224 pages
File Size : 43,8 Mb
Release : 2018-09-21
Category : Computers
ISBN : 9780429793219

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Turtle Design in a Rabbit Age by Mel Lim Pdf

Are You Ready to Master Your Own Life and Craft? You are a creator. With every thought, word, and action, you impact the whole world and manifest new realities. The worlds you bring into being directly reflect your own awareness, personal development, compassion, values, and commitment to every worthwhile endeavor. This book is a field guide to your own personal truths and their very global impact. It offers a step-by-step examination, in no particular order, of one’s work ethic, processes, perceptions, motivations, aspirations, and integrity. This timely guide offers relevant insights as we move into a future where fewer resources will necessitate the use of our greater creativity, innovation, and ethical sensibility, and where, with our global-mindedness, we will be called upon to make heart-centered choices. Within these pages, Mel extends an invitation to join an evolution of mindfulness, where it is each person’s responsibility to know themselves fully, to understand and act upon their inner authority, and to help create a world that is compassionate, healthy, and beautiful. Key Features See What They’re Doing: Features interviews with design managers from top firms that show readers that it isn’t about what’s faster, it’s about what’s best. Get Away from the Screen: Some of today’s most beautiful web sites and digital products started on a whiteboard, or a napkin, a sand table, or from a ball of yarn. This book shows how to bring tactile, real-world media to full online realization with fidelity. Be a Turtle: This book is connected to a community for those who want to slow down, steep ideas, and craft web and mobile sites on time and within budget, while fostering that lost sense of art.

Social Media Marketing

Emi Moriuchi
Social Media Marketing Book PDF

Author : Emi Moriuchi
Publisher : Business Expert Press
Page : 110 pages
File Size : 45,8 Mb
Release : 2016-01-22
Category : Business & Economics
ISBN : 9781631571190

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Social Media Marketing by Emi Moriuchi Pdf

With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has cause a power shift in the market from the companies to the consumers. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates closely to electronic word-of-mouth (eWOM) and can be found in various online review sites, forums, blogs, company websites, as well as on social media platforms. Consumers’ contribution toward the content on the different digital media sites (including company’s website) is on voluntary basis, either paid (e.g., sponsored) or nonpaid (e.g., personal blogs). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television. Companies are therefore trying to be proactive; and as part of their promotional efforts, they are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), as well as information on their competitors. The goal of this book is to educate business owners, marketing practitioners, students, as well as marketing researchers in understanding the use of CGC and how it is beneficial for their marketing plan.

Islam, Marketing and Consumption

Aliakbar Jafari,Özlem Sandikci
Islam Marketing and Consumption Book PDF

Author : Aliakbar Jafari,Özlem Sandikci
Publisher : Routledge
Page : 222 pages
File Size : 44,7 Mb
Release : 2016-01-13
Category : Business & Economics
ISBN : 9781317753230

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Islam, Marketing and Consumption by Aliakbar Jafari,Özlem Sandikci Pdf

In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and investigates the complex and multifaceted intersections between Islam and markets. This book seeks to reflect various unheard and emerging critical voices from within the Muslim world, and provide a series of critical insights on how, if and why Islam matters to marketing theory and practice. It questions the existing assumptions and polarising discussions which underpin the portrayal of Islam as the ‘other’ of Modernity, while acknowledging that Muslims themselves are partially responsible for creating stereotyped representations of Islam and ‘the Muslim’. This wide-ranging and insightful collection will advance emerging critical perspectives, and provide new insights that will influence the generation and application of knowledge in the context of Muslim societies. It will open up fresh conversations for scholars in marketing as well as the broader humanities and social sciences.