Global Branding Suggestions To Get Into The Interbrand Top 100 Brands List

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Global Branding. Suggestions to get into the Interbrand top 100 brands list

Nicklas Westphal
Global Branding Suggestions to get into the Interbrand top 100 brands list Book PDF

Author : Nicklas Westphal
Publisher : GRIN Verlag
Page : 25 pages
File Size : 48,9 Mb
Release : 2017-06-14
Category : Business & Economics
ISBN : 9783668464032

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Global Branding. Suggestions to get into the Interbrand top 100 brands list by Nicklas Westphal Pdf

Essay from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 78%, University of Warwick (Warwick Business School), course: Global Branding, language: English, abstract: This paper provides suggestions on how to become one of the 100 Best Global Brands. The structure of the analysis and argumentation is based on Keller’s Brand Resonance Model and the Brand Value Chain. Notions from Keller’s dimensions of brand knowledge (1993), Kapferer’s Brand Identity Prism (2012) and Aaker’s conceptualisation of strong brands (1996) buttress the argumentation. The branding consultancy Interbrand produces a yearly ranking of the 100 Best Global Brands. To be considered, “a brand must be truly global, having successfully transcended geographic and cultural boundaries. It will have expanded across the established economic centers of the world and have entered the major markets of the future.” (Interbrand, 2016). Interbrand’s valuations have three key components: an analysis of the financial performance of the branded products or services (Financial Return), of the role the brand plays in purchase decisions (Role of Brand), and of the brand’s ability to create loyalty and, therefore, sustainable demand and profit (Brand Strength).

The SAGE Encyclopedia of Corporate Reputation

Craig E. Carroll
The SAGE Encyclopedia of Corporate Reputation Book PDF

Author : Craig E. Carroll
Publisher : SAGE Publications
Page : 1049 pages
File Size : 44,6 Mb
Release : 2016-05-31
Category : Business & Economics
ISBN : 9781483376509

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The SAGE Encyclopedia of Corporate Reputation by Craig E. Carroll Pdf

What creates corporate reputations and how should organizations respond? Corporate reputation is a growing research field in disciplines as diverse as communication, management, marketing, industrial and organizational psychology, and sociology. As a formal area of academic study, it is relatively young with roots in the 1980s and the emergence of specialized reputation rankings for industries, products/services, and performance dimensions and for regions. Such rankings resulted in competition between organizations and the alignment of organizational activities to qualify and improve standings in the rankings. In addition, today’s changing stakeholder expectations, the growth of advocacy, demand for more disclosures and greater transparency, and globalized, mediatized environments create new challenges, pitfalls, and opportunities for organizations. Successfully engaging, dealing with, and working through reputational challenges requires an understanding of options and tools for organizational decision-making and stakeholder engagement. For the first time, the vast and important field of corporate reputation is explored in the format of an encyclopedic reference. The SAGE Encyclopedia of Corporate Reputation comprehensively overviews concepts and techniques for identifying, building, measuring, monitoring, evaluating, maintaining, valuing, living up to and/or changing corporate reputations. Key features include: 300 signed entries are organized in A-to-Z fashion in 2 volumes available in a choice of electronic or print formats Entries conclude with Cross-References and Further Readings to guide students to in-depth resources. Although organized A-to-Z, a thematic “Reader’s Guide” in the front matter groups related entries by broad areas A Chronology provides historical perspective on the development of corporate reputation as a discrete field of study. A Resource Guide in the back matter lists classic books, key journals, associations, websites, and selected degree programs of relevance to corporate reputation. A General Bibliography will be accompanied by visual maps noting the relationships between the various disciplines touching upon corporate reputation studies. The work concludes with a comprehensive Index, which—in the electronic version—combines with the Reader’s Guide and Cross-References to provide thorough search-and-browse capabilities

Worldwide Casebook in Marketing Management

Anonim
Worldwide Casebook in Marketing Management Book PDF

Author : Anonim
Publisher : World Scientific
Page : 925 pages
File Size : 53,9 Mb
Release : 2015
Category : Business & Economics
ISBN : 9789814689618

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Worldwide Casebook in Marketing Management by Anonim Pdf

Introduction to case analysis -- Consumer behaviour : San Pellegrino (Italy) -- Nintendo WII (Japan) -- Zara (Spain) -- Branding: -- Lenovo (China) -- Red bull (Austria) -- Singtel (Singapore) -- Marketing communication : Foster's (Australia) -- Google (the US) -- Walkers (the UK) -- Tag-heuer (Switzerland) -- Cirque du soleil (Canada) -- Retailing : Currys (the UK) -- Cold storage (Singapore) -- Marketing programming : Microsoft (the US) -- National Australia Bank (Australia) -- Acer (Taiwan) -- Kerry (Ireland) -- Siemens (Germany) -- ING (Holland) -- Electrolux (Sweden) -- Strategic and global marketing: -- British Airways (the UK) -- Grundfos (Denmark) -- Petrobras (Brazil) -- Accor (France)

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Management Association, Information Resources
Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications Book PDF

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1723 pages
File Size : 53,9 Mb
Release : 2018-01-05
Category : Business & Economics
ISBN : 9781522551881

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Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by Management Association, Information Resources Pdf

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

E-marketing

Raymond Frost,Alexa K. Fox,Judy Strauss
E marketing Book PDF

Author : Raymond Frost,Alexa K. Fox,Judy Strauss
Publisher : Routledge
Page : 609 pages
File Size : 46,6 Mb
Release : 2018-10-08
Category : Business & Economics
ISBN : 9781351744843

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E-marketing by Raymond Frost,Alexa K. Fox,Judy Strauss Pdf

E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to "think like a marketer". The book connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior. "Success stories," "trend impact," and "let’s get technical" boxes, as well as online activities at the end of each chapter provide undergraduate students with everything they need to be successful in creating and executing a winning digital marketing strategy.

Brand Management

Michael Beverland
Brand Management Book PDF

Author : Michael Beverland
Publisher : SAGE
Page : 394 pages
File Size : 48,6 Mb
Release : 2021-02-03
Category : Business & Economics
ISBN : 9781529755275

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Brand Management by Michael Beverland Pdf

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. Case studies include the Canterbury Crusaders, KVD Beauty, Kodak, Yamaha, Ottobock and Holland′s rebrand as The Netherlands.

Global Marketing Strategy

Bodo B. Schlegelmilch
Global Marketing Strategy Book PDF

Author : Bodo B. Schlegelmilch
Publisher : Springer Nature
Page : 440 pages
File Size : 41,5 Mb
Release : 2022-02-16
Category : Business & Economics
ISBN : 9783030906658

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Global Marketing Strategy by Bodo B. Schlegelmilch Pdf

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions

Global Discourse in Fractured Times

Yahya R. Kamalipour
Global Discourse in Fractured Times Book PDF

Author : Yahya R. Kamalipour
Publisher : Cambridge Scholars Publishing
Page : 307 pages
File Size : 49,5 Mb
Release : 2018-07-27
Category : Law
ISBN : 9781527514645

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Global Discourse in Fractured Times by Yahya R. Kamalipour Pdf

Communication and information, facilitated by the internet and social media, play a highly influential role in the daily lives of peoples around the world. Drawing attention to many contemporary issues, the contents of this eclectic, multifaceted, international, and well-researched volume are engaging, thought-provoking, and informative. This book will be of great value to researchers and media professionals, and will serve as an essential resource for senior and graduate-level college courses in international communication, cultural studies, mass media, journalism, political communication, and related subjects.

Global Brand Management

Laurence Minsky,Ilan Geva
Global Brand Management Book PDF

Author : Laurence Minsky,Ilan Geva
Publisher : Kogan Page Publishers
Page : 329 pages
File Size : 55,9 Mb
Release : 2019-11-03
Category : Business & Economics
ISBN : 9780749483616

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Global Brand Management by Laurence Minsky,Ilan Geva Pdf

In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

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 : 43,8 Mb
Release : 2014-01-17
Category : Business & Economics
ISBN : 9781483322940

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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.

Essentials of Business Research

Jonathan Wilson
Essentials of Business Research Book PDF

Author : Jonathan Wilson
Publisher : SAGE
Page : 377 pages
File Size : 45,6 Mb
Release : 2014-01-20
Category : Business & Economics
ISBN : 9781446296851

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Essentials of Business Research by Jonathan Wilson Pdf

Written specifically for business students, this best-selling, jargon-free textbook highlights each stage of the research process, guiding the reader through actionable steps and explicitly setting out how best to meet a supervisor′s expectations. Easy to navigate and full of practical advice, it shows you how to choose a topic and write a proposal, with easy to follow tips and detailed screenshots and diagrams. Key student features include: ′You′re the Supervisor′ sections - helps students to meet learning objectives ′Common questions and answers′ - real-world advice on how to tackle common challenges Examples from different types of international businesses Detailed guidance on software packages such as SPSS Student case studies Annotated further reading Accompanied by a fully integrated companion website designed to support learning. Free to access, it includes author podcasts, guides to online tools, links to downloadable journal articles, examples of completed projects, PowerPoint slides and students′ multiple choice questions to test progress. A must-have title for all business and management students; this is the ideal companion for achieving success in your research project.

EBOOK: International Marketing, 5e

Pervez Ghauri,Philip Cateora
EBOOK International Marketing 5e Book PDF

Author : Pervez Ghauri,Philip Cateora
Publisher : McGraw Hill
Page : 659 pages
File Size : 50,9 Mb
Release : 2021-08-16
Category : Business & Economics
ISBN : 9781526848604

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EBOOK: International Marketing, 5e by Pervez Ghauri,Philip Cateora Pdf

In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life. Key Features: - A new chapter dedicated to Digital and Social Media Marketing - Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions - Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi - Now includes Interactive activities, Testbank questions and Quizzes available on Connect® International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. “International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School. Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS). Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.

Brand Rewired

Anne H. Chasser,Jennifer C. Wolfe
Brand Rewired Book PDF

Author : Anne H. Chasser,Jennifer C. Wolfe
Publisher : John Wiley & Sons
Page : 240 pages
File Size : 54,9 Mb
Release : 2010-07-06
Category : Law
ISBN : 9780470575420

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Brand Rewired by Anne H. Chasser,Jennifer C. Wolfe Pdf

Discover how the world's leading companies have added value to their company by rewiring the brand creation process Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity. Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come Reveals how to reduce costs in the brand creation and legal process Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

Marketing the E-Business

Lisa Harris,Charles Dennis
Marketing the E Business Book PDF

Author : Lisa Harris,Charles Dennis
Publisher : Routledge
Page : 362 pages
File Size : 40,7 Mb
Release : 2007-12-20
Category : Business & Economics
ISBN : 9781135890988

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Marketing the E-Business by Lisa Harris,Charles Dennis Pdf

E-marketing is rapidly growing in significance and is having a direct impact upon traditional marketing strategy and operations. It requires planning and innovation to make it work, implying organisational commitment and effective management, supported by appropriate technology, process and structure. Fully updated to reflect the latest developments in e-marketing, Marketing the eBusiness, Second Edition unpicks the challenges of e-marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies. This updated edition features coverage of such emerging topics as: Mobile marketing Social networking and blogging E-segmentation Customer relationship marketing online Providing a new approach to the subject matter, this book analyses the benefits of e-marketing as a tool for improving efficiency and effectiveness rather than promising business revolution. Written in a student-friendly style and fully enhanced with such pedagogical features as topic maps, boxed examples and discussion questions, the book is ideal for use by students.

The Emerging Markets Century

Antoine van Agtmael
The Emerging Markets Century Book PDF

Author : Antoine van Agtmael
Publisher : Simon and Schuster
Page : 473 pages
File Size : 40,6 Mb
Release : 2008-09-04
Category : Business & Economics
ISBN : 9781847375148

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The Emerging Markets Century by Antoine van Agtmael Pdf

A new breed of powerhouse companies from the emerging markets is catching their Western competitors off-guard. Household names of today - IBM, Ford, Wal-Mart - are in danger of becoming has-beens as these more innovative superstars rise to dominance, representing both an urgent competitive challenge and an unprecedented investment and business opportunity. Understanding how they have become world-class market leaders - and where they are going next - is crucial to an understanding of the future of globalization. Training his brilliant investor's eye on the top twenty-five of these emerging market companies, visionary international investment analyst Antoine van Agtmael takes readers into the boardroom suites and labs where they are outmanoeuvring their Western competitors. He reveals how these companies have made it to the top of the global heap, profiling major players such as China's Haier appliance manufacturer; Korea's Samsung; Brazil's Embraer jet maker; and India's Infosys. Divulging their strategies for future growth, he analyses how their rise to prominence will change our lives. His unique insights reveal both how we in the West can capitalize on the opportunities these companies represent while also mobilizing a powerful response to the challenges they present.