Perspectives On Branding PDF Download
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| Author | : Jason I. Miletsky |
| Publisher | : Muska/Lipman |
| Total Pages | : 0 |
| Release | : 2009 |
| Genre | : Brand name products |
| ISBN | : 9781598638721 |
Download Perspectives on Branding Book in PDF, ePub and Kindle
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 | : Julie Cottineau |
| Publisher | : Ecademy Press |
| Total Pages | : 130 |
| Release | : 2016-05-05 |
| Genre | : Business & Economics |
| ISBN | : 1784522465 |
Download TWIST Book in PDF, ePub and Kindle
Is your small business or non-profit having trouble standing out in today's crowded and competitive markets? In your efforts to look legitimate, you're likely promoting your brand with promises, words and images that blend in instead of break through. The solution? Find your TWIST. In this book, Julie Cottineau, former VP of Brand for Virgin, founder of Brand School and a global authority on impactful and effective branding, shares her unique TWIST approach which helps businesses remove their brand blinders and look outside of their categories for actionable insights that build stronger brands and better business results. She uses easy to follow examples of actual small businesses that have successfully applied her methodology. Don't waste another minute on "me-too" marketing until you read this book and build your own TWIST.
| Author | : Mark D. Uncles |
| Publisher | : Tilde Publishing and Distribution |
| Total Pages | : 0 |
| Release | : 2011 |
| Genre | : Business & Economics |
| ISBN | : 9780734610652 |
Download Perspectives on Brand Management Book in PDF, ePub and Kindle
The time for an up-to-date and authoritative text on brand management has come.
| Author | : Barbara Loken |
| Publisher | : Psychology Press |
| Total Pages | : 340 |
| Release | : 2023-04-28 |
| Genre | : Business & Economics |
| ISBN | : 1000946312 |
Download Brands and Brand Management Book in PDF, ePub and Kindle
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 |
| Publisher | : Routledge |
| Total Pages | : 196 |
| Release | : 2017-11-22 |
| Genre | : Business & Economics |
| ISBN | : 1317216717 |
Download Inclusive Place Branding Book in PDF, ePub and Kindle
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 |
| Total Pages | : 261 |
| Release | : 2017-10-06 |
| Genre | : Education |
| ISBN | : 3319585274 |
Download Competition in Higher Education Branding and Marketing Book in PDF, ePub and Kindle
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 | : Jonathan E. Schroeder |
| Publisher | : Routledge |
| Total Pages | : 390 |
| Release | : 2014-11-27 |
| Genre | : Business & Economics |
| ISBN | : 131765854X |
Download Brands Book in PDF, ePub and Kindle
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 | : Monika Hestad |
| Publisher | : Routledge |
| Total Pages | : 183 |
| Release | : 2016-04-15 |
| Genre | : Design |
| ISBN | : 1317172728 |
Download Branding and Product Design Book in PDF, ePub and Kindle
Why do winning brands appear to be more creative and authentic than less successful ones? Despite the strong link between famous brands and the products sold under their name, there is still a gap in understanding the relationship between product design and brand-building - Monika Hestad plugs that gap. Branding and Product Design discusses key questions about the link between product and brand and about design processes and innovation. It examines these questions on both macro and micro levels and provides the reader with tools to help understand the role of products in building a brand, and how to bring the brand and the product design process together. These are based on the author's research into branding and product design, her years of teaching these topics, and her own industrial practice. Qualitative interviews delivering an 'insider' perspective on major brands bring abstract concepts to life. The book includes case studies from well-known and up-and-coming brands and will prove invaluable to design practitioners, marketers, managers and other professionals working close to designers. It will also benefit those teaching and studying, particularly if they are involved in the new higher education programmes where business schools and design schools are co-operating to reflect the intersection between design and branding.
| Author | : Melissa Aronczyk |
| Publisher | : Peter Lang |
| Total Pages | : 352 |
| Release | : 2010 |
| Genre | : Brand name products |
| ISBN | : 9781433108679 |
Download Blowing Up the Brand Book in PDF, ePub and Kindle
"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 | : Debbie Millman |
| Publisher | : Skyhorse Publishing Inc. |
| Total Pages | : 337 |
| Release | : 2011-10-10 |
| Genre | : Biography & Autobiography |
| ISBN | : 1581158645 |
Download Brand Thinking and Other Noble Pursuits Book in PDF, ePub and Kindle
"This engaging and highly informative book presents twenty interviews with the world's leading designers, anthropologists and innovators in the field of branding. In a series of illuminating, spirited conversations with preeminent global brand designer Debbie Millman, these influential figures share their take on how and why humans have branded the world around us, and the ideas, inventions, and insight inherent in this process"--Provided by publisher.
