The Brand Bubble

Author : John Gerzema,Edward Lebar
Publisher : John Wiley & Sons
Page : 284 pages
File Size : 41,8 Mb
Release : 2008-11-03
Category : Business & Economics
ISBN : 9780470449394

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The Brand Bubble by John Gerzema,Edward Lebar Pdf

How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.

Author : Brice Martin & Elisha Stephens
Publisher : Scientific e-Resources
Page : 324 pages
File Size : 42,5 Mb
Release : 2019-07-03
Category : Electronic
ISBN : 9781839473159

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Strategic Brand Management by Brice Martin & Elisha Stephens Pdf

Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities.

Author : David Carr
Publisher : Dundurn
Page : 224 pages
File Size : 40,7 Mb
Release : 2003-09-01
Category : Business & Economics
ISBN : 9781459712690

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Candymaking in Canada by David Carr Pdf

Why does Canada have such an inflated portion of the global bubble gum market? What is driving modern versions of the old penny candy store? Candymaking in Canada takes the wrapper off Canada’s thriving chocolate and sweets industry. Confectionery is a global business with remarkably regional tastes, and this book offers a first-time glimpse inside it. It’s a nostalgic look at the chocolate phenomenon, the role of seasonal treats, and the importance of packaging. From the sugary highs to the low-fat lows, this is the story behind many of Canada’s favourite brands in a beautifully illustrated volume.

Author : Eugene Galanter,Howard Moskowitz,Matthias Silcher
Publisher : Bentham Science Publishers
Page : 302 pages
File Size : 42,8 Mb
Release : 2011
Category : Business & Economics
ISBN : 9781608052493

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People, Preferences and Prices by Eugene Galanter,Howard Moskowitz,Matthias Silcher Pdf

This book explores a variety of topics that fall in the realm of psychological and behavioral economics. It demonstrates to the reader how to perform straightforward experiments in order to understand how people think about the economic aspects of their daily lives. Behavioral economics is a 'hot new area' of economics and consumer psychology. This book provides a comprehensive guide on consumer research and the types of results required. These approaches are spreading further around the globe, thanks to the work of Dr. Howard Moskowitz, one of the authors of this book, and the incredible succ.

Author : Zac Bissonnette
Publisher : Penguin
Page : 204 pages
File Size : 45,8 Mb
Release : 2015-03-03
Category : Business & Economics
ISBN : 9781101606988

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The Great Beanie Baby Bubble by Zac Bissonnette Pdf

In the annals of consumer crazes, nothing compares to Beanie Babies. With no advertising or big-box distribution, creator Ty Warner - an eccentric college dropout - become a billionaire in just three years. And it was all thanks to collectors. The end of the craze was just as swift and extremely devastating, with "rare" Beanie Babies deemed worthless as quickly as they'd once been deemed priceless. Bissonnette draws on hundreds of interviews (including a visit to a man who lives with his 40,000 Ty products and an in-prison interview with a guy who killed a coworker over a Beanie Baby debt) for the first book on the most extraordinary craze of the 1990s.

Author : William Waggoner
Publisher : CRC Press
Page : 350 pages
File Size : 50,5 Mb
Release : 1989-11-27
Category : Medical
ISBN : 082477941X

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Clinical Safety and Efficacy Testing of Cosmetics by William Waggoner Pdf

Author : Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Publisher : Springer
Page : 256 pages
File Size : 40,8 Mb
Release : 2017-09-21
Category : Business & Economics
ISBN : 9783319511276

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Advances in Luxury Brand Management by Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell Pdf

Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Author : Dona Herweck Rice
Publisher : Teacher Created Materials
Page : 51 pages
File Size : 54,5 Mb
Release : 2024-02-13
Category : Juvenile Nonfiction
ISBN : 9780743920964

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Legacy: The Names Behind the Brands by Dona Herweck Rice Pdf

A rose by any other name would smell as sweet-but would a company by any other name sell as well? That’s the million-dollar question behind every brand! More often than you may think, behind each brand is a person whose name may be better remembered for the product than for the person. Packed with fun facts and detailed sidebars, this informational text explores the inspirational stories of the people behind brand names such as Hilton, Hasbro, Hershey, and more. Packed with fun facts, fascinating sidebars, and featuring TIME? content and images, this nonfiction book has text features such as a glossary, an index, and a table of contents to engage students in reading as they build their comprehension, vocabulary, and reading skills. The Reader’s Guide and extended Try It! activity increase understanding of the material, and develop higher-order thinking. Check It Out! offers print and online resources for additional reading. Keep students reading from cover to cover with this captivating text!

Author : Dona Herweck Rice
Publisher : Teacher Created Materials
Page : 48 pages
File Size : 53,8 Mb
Release : 2020-11-11
Category : Juvenile Nonfiction
ISBN : 9781493866014

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Legacy: The Names Behind the Brands: Read-Along eBook by Dona Herweck Rice Pdf

A rose by any other name would smell as sweet-but would a company by any other name sell as well? That's the million-dollar question behind every brand! More often than you may think, behind each brand is a person whose name may be better remembered for the product than for the person. Packed with fun facts and detailed sidebars, this informational text explores the inspirational stories of the people behind brand names such as Hilton, Hasbro, Hershey, and more. Packed with fun facts, fascinating sidebars, and featuring TIME© content and images, this nonfiction book has text features such as a glossary, an index, and a table of contents to engage students in reading as they build their comprehension, vocabulary, and reading skills. The Reader's Guide and extended Try It! activity increase understanding of the material, and develop higher-order thinking. Check It Out! offers print and online resources for additional reading. Keep students reading from cover to cover with this captivating text!

Author : Anonim
Publisher : Teacher Created Materials
Page : 51 pages
File Size : 44,5 Mb
Release : 2022-02-21
Category : Electronic
ISBN : 9781087689968

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Legacy: The Names Behind the Brands Guided Reading 6-Pack by Anonim Pdf

Behind every success story is a person with a vision. Walt Disney, Milton Bradley, Levi Strauss, and Debbi Fields are entrepreneurs who had the ambition and persistence to make their dreams a reality. Learn about the people behind brand names such as Hilton, McDonald's, Hasbro, Hershey, Chanel, Mrs. Fields, and more! Created in partnership with TIME©, this 6-Pack of nonfiction readers builds critical literacy skills while students are engaged in reading high-interest content. Reader's Guide and Try It! provide extensive language-development activities to develop critical thinking; Table of contents, glossary, and index help increase comprehension and strengthen academic vocabulary; A fun culminating activity challenges students to create a marketing campaign for a new product; Prepares students for college and career and aligns with state and national standards. This 6-Pack includes six copies of this title and a content-area focused lesson plan.

Author : Michael Beverland
Publisher : SAGE
Page : 516 pages
File Size : 49,9 Mb
Release : 2018-01-27
Category : Business & Economics
ISBN : 9781526415899

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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. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.

Author : David Aaker
Publisher : Morgan James Publishing
Page : 219 pages
File Size : 42,6 Mb
Release : 2014-07-15
Category : Business & Economics
ISBN : 9781614488323

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Aaker on Branding by David Aaker Pdf

An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.

Author : Werner Ria Murhadi,Dudi Anandya,Noviaty Kresna Darmasetiawan,Juliani Dyah Trisnawati,Putu Anom Mahadwartha,Elsye Tandelilin
Publisher : Springer Nature
Page : 1219 pages
File Size : 44,5 Mb
Release : 2023-02-11
Category : Business & Economics
ISBN : 9789464630084

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Proceedings of the 19th International Symposium on Management (INSYMA 2022) by Werner Ria Murhadi,Dudi Anandya,Noviaty Kresna Darmasetiawan,Juliani Dyah Trisnawati,Putu Anom Mahadwartha,Elsye Tandelilin Pdf

This is an open access book. The INSYMA 19 will be the first INSYMA to be held in a hybrid format; the offline event will be held in Bali, Indonesia. Bali is chosen as the location of the INSYMA because it is known as Indonesia’s most famous tourist destination, not only for domestic but also for foreign tourists. Both offline and online presenters are welcome to contribute to this year’s conference. This is an open access book.

Author : David A. Aaker
Publisher : John Wiley & Sons
Page : 38 pages
File Size : 41,5 Mb
Release : 2013-04-03
Category : Business & Economics
ISBN : 9781118658024

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Three Threats to Brand Relevance by David A. Aaker Pdf

"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay. Threat #1: A decline in category or subcategory relevance. Customers simply no longer want to buy what you are making, despite the fact you are offering a quality product and some customers love it. Threat #2: The loss of energy relevance. Without energy the brand simply does not come to mind as other more visible brands and a decline in energy can create a perception that it is locked in the past, suitable for an older generation. Threat #3: The emergence of a "reason-not-to-buy." The brand may have a perceived quality problem or be associated with a firm policy that is not acceptable. Whether your brand is just breaking into the marketplace or has a long held place in the hearts of its consumers, any forward-thinking company can implement Aaker's proven methods and strategies as part of their organization's ongoing review of brand strategy with the help of this succinct and to-the-point resource. About the Jossey-Bass Short Format Series Written by thought leaders and experts in their fields, pieces in the Jossey-Bass Short Format Series provide busy, on-the-go professionals, managers and leaders around the world with must-have, just-in-time information in a concise and actionable format.

Author : Denise Lee Yohn
Publisher : John Wiley & Sons
Page : 278 pages
File Size : 50,9 Mb
Release : 2014-01-07
Category : Business & Economics
ISBN : 9781118611258

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What Great Brands Do by Denise Lee Yohn Pdf

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.