Personality Design And Marketing

Author : Gloria Moss
Publisher : Routledge
Page : 165 pages
File Size : 45,6 Mb
Release : 2017-01-20
Category : Business & Economics
ISBN : 9781351974219

Get Book

Personality, Design and Marketing by Gloria Moss Pdf

It is a marketing truism that products should be shaped around the preferences of customers, not designers, and that a design or advert that is effective with one personality type may not be effective with another. Since purchasing intent can be increased by providing products that appeal to particular types of customers, an understanding of the impact of personality on design will help maximise the effectiveness of design and advertising efforts. Gloria Moss brings together contributions from leading experts in academia and industry, including Professor Judi Harris, Dr Ceri Sims, Professor Paul Springer, Holly Buchanan and the late Bill Wylie. This book reveals the extent to which design and advertising effectiveness can be improved through an understanding of the personalities of a range of stakeholders. While the impact of demographic factors (age, class, geographical location) is the object of considerable research, the impact of personality on production and preference aesthetics has been greatly overlooked. It is only by grouping together research conducted on diverse fields that a larger picture of the impact of personality on design production and preference aesthetics can be constructed. Personality, Design and Marketing will be of great interest to those who would like to see the effectiveness of design and marketing enhanced, whether it is those working in the area of design, or marketing or general management. It shows the extent to which preferences vary according to personality and the limitations of a one-size-fits-all approach to design.

Author : Fe Feltes
Publisher : GRIN Verlag
Page : 34 pages
File Size : 54,5 Mb
Release : 2016-12-05
Category : Business & Economics
ISBN : 9783668357013

Get Book

Should Brand Design using Brand Personality be adapted to the cultural differences of international markets? by Fe Feltes Pdf

Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Neu-Ulm (Wirtschaftswissenschaften), course: Brand Management, language: English, abstract: Global brands are probably the most obvious outcome of globalization. Many companies drive a global marketing strategy in order to stay competitive and to address a more diverse customer base. However, little research has been done on Brand Cultures and their personality in the international markets. Global brands are appealing from both the supply side and the demand side perspective. For the supply side for instance, they can create economies of scale, and scope in research and development. Whereas the demand side benefits from worldwide availability. Sony, BMW, Coca-Cola or Mc. Donald ́s are only some of the global brands that are known for being successful with their business throughout the whole world. Some of them stick to a more standardized international Brand Personality, which does not change in any way respective the individual markets. Others, like for example Nestlé with its world brand Nescafé, adapt their advertising messages according to the preferences of the country concerned. Both of these strategies seem to be successful. One hardly finds a definite answer to the question, whether to pursue maximum adaption or general standardization, when it comes to the complex task field of international Brand Planning. Also, the subject of Brand Design is barely mentioned in this context. These are the gaps, this term paper is going to fill.

Author : Masouras, Andreas,Daskou, Sofia,Pistikou, Victoria,Dimitriou, Dimitrios,Friesner, Tim
Publisher : IGI Global
Page : 349 pages
File Size : 47,5 Mb
Release : 2023-07-17
Category : Business & Economics
ISBN : 9781668459034

Get Book

Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches by Masouras, Andreas,Daskou, Sofia,Pistikou, Victoria,Dimitriou, Dimitrios,Friesner, Tim Pdf

By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economies and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with the purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches presents the functionality of nation branding in benefiting the positioning and identity promotion of nations. The chapters address theoretical considerations of the nature of nation brands and their implications in measuring branding inference. Covering topics such as country of origin association, memory politics, and international relations, this premier reference source is an excellent resource for brand managers, politicians, government officials, marketers, communication consultants, business leaders and executives, students and educators of higher education, researchers, and academicians.

Author : Rohit Bhargava
Publisher : McGraw Hill Professional
Page : 322 pages
File Size : 45,9 Mb
Release : 2008-04-21
Category : Business & Economics
ISBN : 9780071545228

Get Book

Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki by Rohit Bhargava Pdf

The age of the faceless corporation is over. In the new business era of the twenty first century, great brands and products must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind layers of packaged messaging and advertising, social media guru and influencer Rohit Bhargava counters that philosophy and illustrates how successful businesses have redefined themselves in the new customer universe. Personality Not Included is a powerhouse resource packed with bold new insights that show you how to shed the lifeless armor of your business and rediscover the soul of your brand. Sharing stories from the ethos of the world's weirdest city, to how Manga has taken the comic book industry by storm, to showcasing brands like Intel, Boeing, ING, and Dyson, Bhargava shows you why personality matters from the inside out. In Part One, you'll be introduced to the key components to building a personality and learn how to: Recognize the greatest myth that most marketers blindly follow, and how to get past it Use the “UAT Filter” to understand the personality of your organization and products in order to develop a communication strategy that drives your marketing Create your company's “marketing backstory” using techniques pioneered by Hollywood screenwriters Harness the influence of “accidental spokespeople” and use it to your advantage Navigate the roadblocks of using personality that come from bosses, peers, investors, and lawyers, without getting fired or flamed Pinpoint and capitalize on the moments where personality can make a difference Part Two is packed with guides, tools, and techniques to help you flawlessly implement your plan. It features practical, step-by-step lessons that help you effectively move from theory to action, and includes a valuable collection of guides, checklists, question forms, printable resources, and more. Don't be another faceless company-learn the new rules for succeeding in the social media era with Personality Not Included.

Author : Corinna Colette Vellnagel
Publisher : Springer Nature
Page : 251 pages
File Size : 55,6 Mb
Release : 2020-08-13
Category : Business & Economics
ISBN : 9783658311780

Get Book

Cross-Cultural Brand Personality and Brand Desirability by Corinna Colette Vellnagel Pdf

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

Author : Lesley Everett
Publisher : Kogan Page Publishers
Page : 208 pages
File Size : 50,9 Mb
Release : 2016-02-03
Category : Business & Economics
ISBN : 9780749471385

Get Book

Corporate Brand Personality by Lesley Everett Pdf

Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values.

Author : Edd Applegate,Art Johnsen
Publisher : Rowman & Littlefield Publishers
Page : 231 pages
File Size : 51,5 Mb
Release : 2006-10-12
Category : Business & Economics
ISBN : 9780742572652

Get Book

Cases in Advertising and Marketing Management by Edd Applegate,Art Johnsen Pdf

Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and theories in their foundational courses, but real-world experiences are invaluable to understanding the decision-making process. Cases in Advertising and Marketing Management offers students the opportunity to apply what they have learned in previous courses to realistic situations from the business world. The authors, a professor of advertising and an advertising agency executive, draw on their practical experiences with everyday challenges_ranging from budgets, electronic marketing, IMC, and account strategy to agency politics, overdue client payments, and ethical dilemmas. Each of the forty cases focuses on a contemporary problem or issue for students to identify and analyze, followed by discussion questions to help them work through the case toward a reasonable solution. The final chapters review important themes from the cases and look at several types of advertising and marketing positions often found in agencies or companies. Appropriate for upper-level or capstone courses in advertising and marketing management, this provocative, highly readable text provides students with insight into the situations they will face in their future careers and helps them develop valuable skills for solving problems and making sound decisions.

Author : K. Muthukumar ,A. Panimalar
Publisher : Thakur Publication Private Limited
Page : 272 pages
File Size : 41,9 Mb
Release : 2022-01-01
Category : Education
ISBN : 8210379456XXX

Get Book

Marketing Management by K. Muthukumar ,A. Panimalar Pdf

Discover the comprehensive Marketing Management e-Book designed specifically for MBA II Semester students of Anna University, Chennai. Published by Thakur Publication, this invaluable resource provides in-depth insights into the principles and practices of marketing, empowering aspiring business leaders with the knowledge and strategies needed to excel in the dynamic world of marketing. Get ready to enhance your marketing acumen and achieve academic success with this essential e-Book.

Author : Dr A Madeswaran
Publisher : Archers & Elevators Publishing House
Page : 128 pages
File Size : 51,5 Mb
Release : 2024-06-30
Category : Antiques & Collectibles
ISBN : 9788194706571

Get Book

Consumer - The Boss (Essentials on Consumer Behaviour and marketing Strategies) by Dr A Madeswaran Pdf

Author : Gloria Moss
Publisher : Routledge
Page : 255 pages
File Size : 52,8 Mb
Release : 2019-04-10
Category : Business & Economics
ISBN : 9781351610452

Get Book

Inclusive Leadership by Gloria Moss Pdf

This book breaks important new ground in describing the enhancements in performance, motivation and mental well-being that Inclusive Leadership brings to organisations. Illustrating these benefits through theory and practical examples, the book also contrasts this style with Command and Control or ‘Transactional’ leadership, a style that still holds sway in many organisations, with leaders focused on mistakes rather than progress. Inclusive Leadership will transport you through time and geography – from the UK, US, and Australia to France and Norway – showing how much more nurturing an environment Inclusive Leadership provides than Transactional leadership. Read how Inclusive Leadership complements a competitive strategy emphasising innovation and how it dominates in four organisations – Royal Mail Sales, the PageGroup, Sevenoaks School and APAM - spanning sales, recruitment, education and real estate. The chapters also cover education and the associations between Inclusive Leadership and enhanced undergraduate student performance, motivation and engagement both in Norway and in the UK. With a unique combination of both theoretical and practical perspectives, this book is a useful tool for practitioners in the corporate world; business, management and leadership students; and both emerging and established leaders. Watch the accompanying video here: https://www.youtube.com/watch?v=8DEChx953_U&t=8s

Author : Iva Rakocevic
Publisher : GRIN Verlag
Page : 24 pages
File Size : 55,7 Mb
Release : 2011-10-04
Category : Business & Economics
ISBN : 9783656019893

Get Book

Brand Personality by Iva Rakocevic Pdf

Bachelor Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, University of Vienna, language: English, abstract: This bachelor thesis should give an overview of brand personality, as an important part of branding. Going through historical periods before the 20th century up to present day, I will try to present the development of brand personality through different phases. The main focus of this bachelor thesis will be on Aakers model of brand personality, as she was the first author who developed brand personality scales.

Author : Dr. Balwant Singh
Publisher : Thakur Publication Private Limited
Page : 160 pages
File Size : 41,9 Mb
Release : 2023-09-01
Category : Education
ISBN : 9789357553506

Get Book

Principles and Functions of Marketing by Dr. Balwant Singh Pdf

Buy Latest Principles and Functions of Marketing e-Book in English language for B.Com 1st Semester Bihar State By Thakur publication.

Author : Paul Baines,Chris Fill,Kelly Page
Publisher : Oxford University Press, USA
Page : 792 pages
File Size : 44,6 Mb
Release : 2011
Category : Business & Economics
ISBN : 9780199579617

Get Book

Marketing by Paul Baines,Chris Fill,Kelly Page Pdf

What is it that excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using shock and fear appeals in advertising? Determining how to use social networking sites to successfully market a product? Marketing, Second Edition, presents marketing examples and issues from exciting real-life situations. Packed full of case studies from international organizations including Innocent, Orange, HMV, and Oxfam, it enables students to see first hand what top marketers actually do and how they tackle the decisions they have to make. The text also discusses the theory that supports those skills vital to marketing success across all areas of society, from dealing with skeptical consumers, selling products to the government, and deciding which pricing approach to adopt to the ethical implications of marketing to children and the best ways to use social networking sites in marketing efforts. Employing a lively writing style, the authors encourage students to explore beyond classical marketing perspectives and provoke them into thinking critically about how they would approach marketing issues. Links to seminal papers throughout each chapter also present the opportunity to take this learning further.

Author : Anonim
Publisher : Unknown
Page : 64 pages
File Size : 54,8 Mb
Release : 1977
Category : Market surveys
ISBN : UOM:35128000333961

Get Book

Personality Research in Marketing by Anonim Pdf

Author : Ross Brennan,Paul Baines,Paul Garneau
Publisher : Bloomsbury Publishing
Page : 620 pages
File Size : 42,8 Mb
Release : 2007-10-12
Category : Business & Economics
ISBN : 9781350305274

Get Book

Contemporary Strategic Marketing by Ross Brennan,Paul Baines,Paul Garneau Pdf

An extremely fluent and effective text designed to be a complete resource for single semester modules, this new edition has a unique combination of text, case studies. The emphasis is on practicality and the text encourages the student to engage with the debate itself and not just the theory. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/brennan/