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| Author | : Jacek Pogorzelski |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 242 |
| Release | : 2018-06-14 |
| Genre | : Business & Economics |
| ISBN | : 1787561038 |
The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
| Author | : Jacek Pogorzelski |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 248 |
| Release | : 2018-06-14 |
| Genre | : Business & Economics |
| ISBN | : 178756102X |
The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation.
| Author | : Thomas Gad |
| Publisher | : Pearson Education |
| Total Pages | : 206 |
| Release | : 2001 |
| Genre | : Business & Economics |
| ISBN | : 9780273653684 |
This work offers a universal model (4-D branding) which can be used to create new brands or revitalise existing ones. It identifies four brand characteristics - functional, social, mental and spiritual.
| Author | : 布卢姆斯伯里出版公司 |
| Publisher | : 中信出版社 |
| Total Pages | : 2176 |
| Release | : 2003 |
| Genre | : Business |
| ISBN | : 9787800736599 |
责任者取自版权页。
| Author | : Michel Chevalier |
| Publisher | : John Wiley & Sons |
| Total Pages | : 544 |
| Release | : 2021-02-08 |
| Genre | : Business & Economics |
| ISBN | : 1119706289 |
Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes the contemporary luxury brand landscape and the current trends that shape the sector. Distinguished experts and authors Michel Chevalier and Gerald Mazzalovo provide readers with a comprehensive treatment of the macro- and micro-economic aspects of management, communication, distribution, logistics, and creation in the luxury industry. Readers will learn about the growing importance of authenticity and sustainability in the management of fashion, perfume, cosmetics, spirits, hotels and hospitality, jewelry, and other luxury brands, as well as the strategic issues facing the companies featured in the book. The new edition offers: A new chapter on the "Luxury of Tomorrow," with a particular focus on authenticity and durable development A completely revised chapter on "Communication in Digital Times," which takes into account the digital dimension of brand identity and its implications on customer engagement activities and where the concept of Customer Journey is introduced as a key marketing tool A rewritten chapter on "Luxury Clients" that considers the geographical changes in luxury consumption Considerations on the emerging notion of "New Luxury" Major updates to the data and industry figures contained within the book and a new section dedicated to the hospitality industry New semiotic analytical tools developed from the authors’ contemporary brand management experiences Perfect for MA and MBA students, Luxury Brand Management also belongs on the bookshelves of marketing, branding, and advertising professionals who hope to increase their understanding of the major trends and drivers of success in this sector.
| Author | : Thomas Gad |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 192 |
| Release | : 2016-09-03 |
| Genre | : Business & Economics |
| ISBN | : 0749477512 |
The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
| Author | : Alexander Chernev |
| Publisher | : Cerebellum Press |
| Total Pages | : 66 |
| Release | : |
| Genre | : Business & Economics |
| ISBN | : |
Brands are one of the company’s most valuable assets. Brands benefit customers by creating value that goes beyond the product and service aspects of the offering. By bolstering customer demand, brands enable the company to capture greater value from its customers while at the same time strengthening the impact of the other marketing tactics, ensuring greater collaborator support, and facilitating the hiring and retaining of skilled employees. The key aspects of creating and managing brands are the focus of this note. The discussion of brand management is complemented by an in-depth overview of two additional topics: the role of brands as a means of self-expression and luxury branding. This note is an excerpt (Chapter 11) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
| Author | : Sylvie Laforet |
| Publisher | : |
| Total Pages | : 412 |
| Release | : 2010 |
| Genre | : Brand name products |
| ISBN | : 9781283385299 |
| Author | : LAFORET, SYLVIE |
| Publisher | : McGraw Hill |
| Total Pages | : 438 |
| Release | : 2009-12-16 |
| Genre | : Business & Economics |
| ISBN | : 0077140494 |
EBOOK: Managing Brands
| Author | : María Jesús Yagüe Guillén |
| Publisher | : MDPI |
| Total Pages | : 122 |
| Release | : 2019-09-23 |
| Genre | : Business & Economics |
| ISBN | : 3039213350 |
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
