The Origin Of Brands

Author : Al Ries,Laura Ries
Publisher : Harper Collins
Page : 0 pages
File Size : 53,8 Mb
Release : 2009-03-17
Category : Business & Economics
ISBN : 9780061751394

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The Origin of Brands by Al Ries,Laura Ries Pdf

What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

Author : Al Ries,Laura Ries
Publisher : Unknown
Page : 128 pages
File Size : 55,9 Mb
Release : 2009
Category : Brand name products
ISBN : OCLC:905853366

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The Origin of Brands by Al Ries,Laura Ries Pdf

Author : Silva, Carlos Francisco e
Publisher : IGI Global
Page : 313 pages
File Size : 52,7 Mb
Release : 2023-09-07
Category : Business & Economics
ISBN : 9781668466155

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Origin and Branding in International Market Entry Processes by Silva, Carlos Francisco e Pdf

In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.

Author : Gaetano Aiello,Raffaele Donvito
Publisher : Routledge
Page : 204 pages
File Size : 51,7 Mb
Release : 2016-04-14
Category : Business & Economics
ISBN : 9781317625179

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Global Branding and Country of Origin by Gaetano Aiello,Raffaele Donvito Pdf

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

Author : Gaetano Aiello,Raffaele Donvito
Publisher : Routledge
Page : 133 pages
File Size : 50,6 Mb
Release : 2016-04-14
Category : Business & Economics
ISBN : 9781317625186

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Global Branding and Country of Origin by Gaetano Aiello,Raffaele Donvito Pdf

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

Author : Donald Miller
Publisher : HarperCollins Leadership
Page : 241 pages
File Size : 55,9 Mb
Release : 2017-10-10
Category : Business & Economics
ISBN : 9780718033330

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Building a StoryBrand by Donald Miller Pdf

More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

Author : Ramya Ramamurthy
Publisher : Hachette UK
Page : 271 pages
File Size : 43,9 Mb
Release : 2021-10-25
Category : Business & Economics
ISBN : 9789388322690

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Branded in History by Ramya Ramamurthy Pdf

What did advertising campaigns look like 100 years ago? How did early brands capture the imagination of Indian consumers? How deep are the roots of modern consumer behaviour in the country? Lux soaps, Jabakusum hair oil, Woodward's Gripe Water, Atlas Cycles, Dalda, Mafatlal Textiles - these evergreen brands have immortalized themselves by capitalizing on emerging trends for almost a hundred years. These popular brands as well as others lesser known (though equally iconic) can teach modern-day brands a thing or two about surviving in a market that is in constant flux. Focusing on a century bookended by two movements for independence, Branded in History draws readers into the fascinating story of how colonial Indian brands - both home-grown and foreign - were produced, distributed and marketed between 1847 and 1947, a time when branding as a concept was still in its infancy. From consumer goods to consumables, household utilities to toiletries, and heavy industries to medical supplies, this book explores the reasons behind the successes and failures of the earliest brands in the subcontinent, and presents valuable and relevant marketing lessons from an era gone by.

Author : Patricio Sáiz,Rafael Castro
Publisher : Routledge
Page : 528 pages
File Size : 46,7 Mb
Release : 2022-03-16
Category : Business & Economics
ISBN : 9781000549386

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The Brand and Its History by Patricio Sáiz,Rafael Castro Pdf

This book delves into the origins and evolution of trademark and branding practices in a wide range of geographical areas and periods, providing key knowledge for academics, professionals, and general audiences on the complex world of brands. The volume compiles the work of twenty-five prominent worldwide scholars studying the origins and evolution of trademarks and branding practices from medieval times to present days and from distinct European countries to the USA, New Zealand, Canada, Latin America, and the Soviet Union. The first part of the book provides new insights on pre-modern craft marks, on the emergence of trademark legal regimes during the nineteenth century, and on the evolution of trademark and business strategies in distinct regions, sectors, and contexts. As industrialisation and globalisation spread during the twentieth century, trademarking led to modern branding and international marketing, a process driven by new economic, but also cultural factors. The second part of the book explores the cultural side of the brand and offers challenging studies on how luxury, fashion, culture associations, and the consolidation of national identities played a key role in nowadays branding. This edited volume will not only be of great value to scholars, students and policymakers interested in trademark/branding research, but to marketing and legal practitioners as well, aiming to delve into the origins of modern brand strategies. The chapters in this book were originally published as two special issues of the journal, Business History.

Author : Matt MacNabb
Publisher : Unknown
Page : 160 pages
File Size : 51,8 Mb
Release : 2017
Category : Brand name products
ISBN : 1473894204

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A Secret History of Brands by Matt MacNabb Pdf

We live our lives immersed in name brand products. It's hard to drive down the street without seeing a plethora of chain restaurants, car dealerships, branded clothing they're all around us. What most of us don't know is that the origins of many of the most well-known and beloved brands in the world are shrouded in controversy, drug use and sometimes even addled with blatant racism. A Secret History of Brands cuts through the rumors and urban legends and paints a picture of the true dark history of famous brands, like Coca-Cola, Hugo Boss, Adidas, Ford, Bayer, Chanel and BMW among others. Explo.

Author : Fernando Olivares
Publisher : Editorial GEDISA
Page : 368 pages
File Size : 43,5 Mb
Release : 2019-07-01
Category : Business & Economics
ISBN : 9788417835255

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Black Brands by Fernando Olivares Pdf

Who manufactures cereal for Kellogg’s? Why are the Mercedes Smart and the Renault Twingo almost identical? Do Danone and Nestlé really manufacture everything they make us believe they manufacture? Is Zara an opaque or a transparent brand? Why do some companies claim “we do not manufacture for other brands” when yet they hide from us the fact that sometimes “other brands manufacture for them”? The number of companies outsourcing the whole of their production for their brands in an opaque manner is constantly increasing while they disregard the legitimate need for information and communication of the general public and consumers. Paradoxically, in this age of transparency opacity is ever growing among well-known brands in every industrial sector. Black Brands (in the Age of Transparency) is an extraordinary piece of work on truths and lies, on transparency and opacity of leading companies and brands in our age. The book is full of relevant cases never discussed before in sectors such as consumer products, baby foods, fashion, vehicles and mobile phones. Insightful and incisive, Fernando Olivares has directed his team to produce this book that will educate us as citizens and consumers. Their goal is to promote honest transparency –the only way to attain corporate legitimacy and sustainability in our time.

Author : Brad VanAuken
Publisher : AMACOM
Page : 370 pages
File Size : 44,9 Mb
Release : 2014-12-30
Category : Business & Economics
ISBN : 9780814434741

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Brand Aid by Brad VanAuken Pdf

Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!

Author : Mark Batey
Publisher : Routledge
Page : 324 pages
File Size : 55,8 Mb
Release : 2015-12-07
Category : Psychology
ISBN : 9781317558019

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Brand Meaning by Mark Batey Pdf

This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.

Author : David M. Higgins
Publisher : Unknown
Page : 347 pages
File Size : 46,5 Mb
Release : 2018-05-26
Category : Business & Economics
ISBN : 9781107032675

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Brands, Geographical Origin, and the Global Economy by David M. Higgins Pdf

An interdisciplinary history of the campaign to secure international protection of indications of geographic origin, including 'Made in ...' slogans. It will appeal to students of business and economic history, geography, legal history and marketing.

Author : Jörg Igelbrink
Publisher : Springer Nature
Page : 320 pages
File Size : 54,6 Mb
Release : 2019-11-27
Category : Business & Economics
ISBN : 9783658287672

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Perceived Brand Localness by Jörg Igelbrink Pdf

Jörg Igelbrink’s study provides the disclosure of a comprehensive explanation approach of the consumers purchase motivation and attitude towards local fashion brands. The structure equation model reveals six direct impacts on the consumers LFB attitude. The author’s findings identify a new consumer typology presenting a model of four positive consumer-attitude-types such as the influencing Realign Performance Advocates. In the research field of consumer behaviour the new consumer typology illustrates both the consumer purchase motivation and derived local fashion brand positioning.

Author : Julia Sinnig
Publisher : Springer Nature
Page : 316 pages
File Size : 47,7 Mb
Release : 2019-08-20
Category : Business & Economics
ISBN : 9783658275433

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The Role of Origin of Fame in Influencer Branding by Julia Sinnig Pdf

Based on a comprehensive quantitative study, Julia Sinnig shows that the impact social media influencers have on brand-related outcomes depends on the identification of consumers with social media influencers. Additionally, the cultural characteristics of countries in which consumers live play a significant role as to how consumers’ identification with social media influencers impacts their purchase intentions for brands that are advertised by these influencers. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media and brand management. Especially when it comes to choosing the most suitable social media influencer for brand cooperations it is not the origin of fame that counts, but whether customers identify with the influencer in the right way.