Perspectives On Branding

Author : Jason I. Miletsky,Genevieve Smith
Publisher : Muska/Lipman
Page : 0 pages
File Size : 55,6 Mb
Release : 2009
Category : Brand name products
ISBN : 1598638726

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Perspectives on Branding by Jason I. Miletsky,Genevieve Smith Pdf

Who's the real branding expert: the agency or the brand? Each has a different approach to what brand building's really all about and the methods needed to generate consumer loyalty. Each approaches brand building strategies from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Branding is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Genevieve Smith gives the brand point of view on topics including what a brand actually is (not many people really get it, operationalizing the brand and making it tangible, successfully marketing the brand, the best ways to measure results, which brands do it right, and which brands do it wrong and a whole lot more. What makes this book different from other branding books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at branding as both the client and brand see it, leaving readers with a list of action items and a better understanding of core brand building concepts to dramatically improve their strategies.

Author : Mark D. Uncles
Publisher : Tilde Publishing and Distribution
Page : 0 pages
File Size : 50,7 Mb
Release : 2011
Category : Business & Economics
ISBN : 0734610653

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Perspectives on Brand Management by Mark D. Uncles Pdf

The time for an up-to-date and authoritative text on brand management has come.

Author : Pantea Foroudi,Maria Palazzo
Publisher : Routledge
Page : 399 pages
File Size : 54,7 Mb
Release : 2021-01-28
Category : Business & Economics
ISBN : 9781000327076

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Sustainable Branding by Pantea Foroudi,Maria Palazzo Pdf

A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.

Author : Barbara Loken,Rohini Ahluwalia
Publisher : Psychology Press
Page : 340 pages
File Size : 41,7 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.

Author : Mihalis Karavatzis,Massimo Giovanardi,Maria Lichrou
Publisher : Routledge
Page : 196 pages
File Size : 54,8 Mb
Release : 2017-11-22
Category : Business & Economics
ISBN : 9781317216711

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Inclusive Place Branding by Mihalis Karavatzis,Massimo Giovanardi,Maria Lichrou Pdf

Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.

Author : Antigoni Papadimitriou
Publisher : Springer
Page : 254 pages
File Size : 42,7 Mb
Release : 2017-10-06
Category : Education
ISBN : 9783319585277

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Competition in Higher Education Branding and Marketing by Antigoni Papadimitriou Pdf

This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.

Author : Samuelson Appau
Publisher : Springer Nature
Page : 276 pages
File Size : 50,9 Mb
Release : 2021-09-11
Category : Business & Economics
ISBN : 9783030772048

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Marketing Brands in Africa by Samuelson Appau Pdf

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.

Author : Jonathan E. Schroeder
Publisher : Routledge
Page : 390 pages
File Size : 47,7 Mb
Release : 2014-11-27
Category : Business & Economics
ISBN : 9781317658542

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Brands by Jonathan E. Schroeder Pdf

Branding has emerged as a cornerstone of marketing practice and corporate strategy, as well as a central cultural practice. In this book, Jonathan Schroeder brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, accompanied by new contributions from leading brand scholars Giana Eckhardt, John F. Sherry, Jr., Sidney Levy and Morris Holbrook. Organised into four perspectives – cultural, corporate, consumer, critical - these papers are chosen to highlight the complexities of contemporary branding through leading consumer brands such as Disney, eBay, Guinness, McDonalds, Nike, and Starbucks. They address key topics such as celebrity branding, corporate branding, place branding, and retail branding and critique the complexities of contemporary brands to provide a rich trove of interdisciplinary research insights into the function of brands as ethical, ideological and political objects. This thought-provoking collection will be of interest to all scholars of marketing, consumer behaviour, anthropology and sociology, and anyone interested in the powerful roles brands play in consumer’s lives and cultural discourse.

Author : Camilleri, Mark Anthony
Publisher : IGI Global
Page : 411 pages
File Size : 44,6 Mb
Release : 2018-08-17
Category : Business & Economics
ISBN : 9781522558361

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Strategic Perspectives in Destination Marketing by Camilleri, Mark Anthony Pdf

The marketing of a destination necessitates effective strategic planning, decision making and organization. Notwithstanding, the destination managers should possess relevant knowledge and understanding on traditional and contemporary marketing channels to better engage with prospective visitors. Strategic Perspectives in Destination Marketing is a collection of innovative research on the methods and applications of branding in the tourism, travel, and hospitality industry sectors. This book provides students and practitioners with a good understanding of the tourism marketing environment, destination branding, pricing of tourism products, tourism distribution channels, e-tourism, as well as on sustainable and responsible tourism practices, among other topics. It explores the socio-economic, environmental, and technological impacts of tourism through various regional-focused empirical studies and contemporary discussions. This book is ideally designed for managers, travel agents, tourism professionals, executives, marketing agencies, academicians, researchers, and graduate-level students seeking current research on the applications of branding strategies in the tourism sector.

Author : Melissa Aronczyk,Devon Powers
Publisher : Peter Lang
Page : 352 pages
File Size : 41,5 Mb
Release : 2010
Category : Brand name products
ISBN : 1433108674

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Blowing Up the Brand by Melissa Aronczyk,Devon Powers Pdf

"This edited volume seeks to redress the lack of scholarly work that takes promotion seriously as a form of social, cultural, political, and economic exchange. It unpacks the vernacular, the institutional structures, and the practices and performances that make up promotional culture in everyday life, offering diverse critical perspectives on how, as citizens, consumers, and users, we absorb, navigate, confront, and resist its influence. Contributions from both renowned scholars and emerging intellectuals make this book a timely and valuable contribution to the fields of media and communication studies, political science, cultural studies, sociology, and anthropology." --BOOK JACKET.

Author : Michael John Baker
Publisher : Taylor & Francis
Page : 730 pages
File Size : 43,7 Mb
Release : 2001
Category : Business & Economics
ISBN : 0415249880

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Marketing by Michael John Baker Pdf

Author : Heidi Hansen
Publisher : Routledge
Page : 296 pages
File Size : 50,7 Mb
Release : 2021-07-20
Category : Business & Economics
ISBN : 9781000410617

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Brand Management in a Co-Creation Perspective by Heidi Hansen Pdf

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is explicated and sustained by five chapters that each elaborate on a certain aspect of CCB and demonstrate the theoretical points in a number of analyses (the process of brand creation, the set-up of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data in the analyses originates from a case that is used throughout the book. Written for scholars and university students within the field of branding and organizational communication, this book represents an area of developing interest within the field of marketing.

Author : Steven Heller,Veronique Vienne
Publisher : Simon and Schuster
Page : 999 pages
File Size : 55,7 Mb
Release : 2018-05-22
Category : Design
ISBN : 9781621536444

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Citizen Designer by Steven Heller,Veronique Vienne Pdf

Balancing Social, Professional, and Artistic Views What does it mean to be a designer in today's corporate-driven, overbranded global consumer culture? Citizen Designer, Second Edition, attempts to answer this question with more than seventy debate-stirring essays and interviews espousing viewpoints ranging from the cultural and the political to the professional and the social. This new edition contains a collection of definitions and brief case studies on topics that today's citizen designers must consider, including new essays on social innovation, individual advocacy, group strategies, and living as an ethical designer. Edited by two prominent advocates of socially responsible design, this innovative reference responds to the tough questions today's designers continue to ask themselves, such as: How can a designer affect social or political change? Can design become more than just a service to clients? At what point does a designer have to take responsibility for the client's actions? When should a designer take a stand? Readers will find dozens of captivating insights and opinions on such important issues as reality branding, game design and school violence, advertising and exploitation, design as an environmental driving force, and much more. This candid guide encourages designers to carefully research their clients; become alert about corporate, political, and social developments; and design responsible products. Citizen Designer, Second Edition, includes insights on such contemporary topics as advertising of harmful products, branding to minors, and violence and game design. Readers are presented with an enticing mix of opinions in an appealing format that juxtaposes essays, interviews, and countless illustrations of "design citizenship."

Author : Brandi Watkins
Publisher : Rowman & Littlefield
Page : 209 pages
File Size : 46,5 Mb
Release : 2020-11-12
Category : Social Science
ISBN : 9781793613622

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Research Perspectives on Social Media Influencers and Brand Communication by Brandi Watkins Pdf

Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful.

Author : Elaine L Ritch,Julie McColl
Publisher : Emerald Group Publishing
Page : 201 pages
File Size : 44,9 Mb
Release : 2021-03-01
Category : Business & Economics
ISBN : 9781839095566

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New Perspectives on Critical Marketing and Consumer Society by Elaine L Ritch,Julie McColl Pdf

Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of marketing,branding and consumer behaviour.