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| Author | : Martin Kornberger |
| Publisher | : Cambridge University Press |
| Total Pages | : 329 |
| Release | : 2010-01-21 |
| Genre | : Business & Economics |
| ISBN | : 0521898269 |
A fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
| Author | : Brendan Richardson |
| Publisher | : Springer |
| Total Pages | : 184 |
| Release | : 2013-07-30 |
| Genre | : Business & Economics |
| ISBN | : 1137349107 |
Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.
| Author | : Amanda Sikarskie |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 267 |
| Release | : 2022-12-29 |
| Genre | : Art |
| ISBN | : 1350283339 |
Challenging the Western view of idols as objects of worship, this book explores the role that male idols play in fashion and cosmetics brand marketing in mainland China, Hong Kong, and Macau; including the role of the female gaze. It examines idols in the more modern, pan-Asian sense of the word - as objects of social devotion, worshipped by the adoring masses and, in China and Korea, as objects of social and moral uplift. The contemporary idol wields great power - the power to influence taste, and to sell - and Male Idols and Branding in Chinese Luxury focuses on their ability to arouse the consumer appetite to buy. In China, popular culture idols play a vital role in the luxury fashion and cosmetics industries as brand ambassadors and this volume fills a critical gap in the English-language literature on this key element of the marketing industry, bringing together authors from the United States and China, and featuring case studies on idols Wang Yibo and Xiao Zhan. Through considering the subtleties of branding and marketing in China, Korea, and Japan, and the relationship of Chinese idols to fans and consumers in other Asian countries, the authors delve into brand-idol collaborations, particularly through lenses of brand image and toxic fan culture.
| Author | : Ghalia Boustani |
| Publisher | : Taylor & Francis |
| Total Pages | : 101 |
| Release | : 2022-12-01 |
| Genre | : Business & Economics |
| ISBN | : 1000789403 |
By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments. A brand must have an essence; it needs to respect a philosophy, abide by values and follow clear processes. A brand’s success and sustainability follow specific rules, nonetheless for fashion brands. But do fashion brand management rules apply in today’s turbulent times? Acknowledging and going beyond branding theory, this book challenges knowledge and practices that have been guiding fashion retail brands for many years. Co-written by an academic researcher and a retail consultant with 30 years of experience, this practical guide offers not a process that fashion brands must follow, but potential avenues for survival in today’s retail market and facing today’s customers. Professionals and students of fashion retailing and branding will appreciate the detailed case studies that illustrate revisited concepts and thought-provoking suggestions on how to make decisions for an uncertain future.
| Author | : Nicholas Ind |
| Publisher | : Bloomsbury Publishing |
| Total Pages | : 337 |
| Release | : 2019-12-12 |
| Genre | : Business & Economics |
| ISBN | : 1472962257 |
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organization so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of this process has shifted to the intersection between the organization and its stakeholders, leading to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.
| Author | : S. Ratneshwar |
| Publisher | : Psychology Press |
| Total Pages | : 390 |
| Release | : 2005 |
| Genre | : Consumer behavior |
| ISBN | : 9780415341943 |
Now that consumption has become the defining phenomenon of human life and society, this book addresses the effects of critical life events on consumption motives and the sociological and intergenerational influences on consumers.
| Author | : Minnesota State Agricultural Society |
| Publisher | : |
| Total Pages | : 384 |
| Release | : 1921 |
| Genre | : Agriculture |
| ISBN | : |
| Author | : James Rubin |
| Publisher | : Columbia University Press |
| Total Pages | : 264 |
| Release | : 2018-01-09 |
| Genre | : Business & Economics |
| ISBN | : 0231545908 |
As consumers, our access to—and appetite for—information about what and how we buy continues to grow. Powered by social media, increasingly we look at the companies behind the products and are disappointed when their actions do not meet our expectations. With engaged citizens acting as 24/7 auditors of corporate behavior, one formerly trusted company after another has had their business disrupted with astonishing velocity in the wake of what, in the past, might have been written off as a bad media cycle. Gone are the days when a company could hide behind “socially responsible” branding or when marketing controlled the corporate narrative. That control has shifted to engaged stakeholders in the new social landscape, requiring a more radical change to company practices. James Rubin and Barie Carmichael provide a strategic roadmap for businesses to navigate the new era, rebuild trust, and find their voice. Reset traces the global decline of trust in business at the same time that the public’s expectations for business’s role in society is increasing. Today, businesses must bridge this widening gap at a time when online stakeholders are committed to holding business accountable for its behavior, with unprecedented internal and external scrutiny. This requires strategic solutions anchored in a critical outside-in understanding of the stakeholder footprint of the business model. Reset offers case studies of reputations lost and found, suggesting fundamental strategies to mitigate risk and build the corporate brand. In this new era of instant transparency, corporate behavior has become the proof of corporate character for recruiting and retaining both customers and the next generation of talent. Offering essential advice for managing brand, reputation, and risk, this book is a guide to navigating the pitfalls and taking advantage of the opportunities of the reset.
| Author | : Graham H.J. Roberts |
| Publisher | : Routledge |
| Total Pages | : 248 |
| Release | : 2016-04-14 |
| Genre | : Business & Economics |
| ISBN | : 1317936310 |
As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular. Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future. Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.
| Author | : Bayraktar, Ahmet |
| Publisher | : IGI Global |
| Total Pages | : 394 |
| Release | : 2016-08-15 |
| Genre | : Business & Economics |
| ISBN | : 1522505806 |
Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population. Strategic Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.
