What is Brand Equity, Anyway?
Author | : Paul Feldwick |
Publisher | : |
Total Pages | : 148 |
Release | : 2002 |
Genre | : Advertising |
ISBN | : 9781841161099 |
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Author | : Paul Feldwick |
Publisher | : |
Total Pages | : 148 |
Release | : 2002 |
Genre | : Advertising |
ISBN | : 9781841161099 |
Author | : C. Torelli |
Publisher | : Springer |
Total Pages | : 189 |
Release | : 2013-11-19 |
Genre | : Business & Economics |
ISBN | : 113733195X |
Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Author | : John Philip Jones |
Publisher | : SAGE |
Total Pages | : 408 |
Release | : 1999-07-13 |
Genre | : Business & Economics |
ISBN | : 9780761912439 |
With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
Author | : Michael Burger |
Publisher | : BoD – Books on Demand |
Total Pages | : 14 |
Release | : 2012 |
Genre | : |
ISBN | : 3848228505 |
Author | : Steve McKee |
Publisher | : Macmillan |
Total Pages | : 258 |
Release | : 2014-01-07 |
Genre | : Business & Economics |
ISBN | : 1137278846 |
"A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth."--Publisher description.
Author | : Veselinova, Elena |
Publisher | : IGI Global |
Total Pages | : 400 |
Release | : 2017-07-13 |
Genre | : Business & Economics |
ISBN | : 1522524185 |
The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.
Author | : Emmanuel Mogaji |
Publisher | : Springer Nature |
Total Pages | : 276 |
Release | : 2021-04-02 |
Genre | : Business & Economics |
ISBN | : 3030661199 |
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
Author | : Kevin Lane Keller |
Publisher | : |
Total Pages | : 0 |
Release | : 2003 |
Genre | : Brand name products |
ISBN | : 9780130411501 |
Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.
Author | : Alvin Lee |
Publisher | : Routledge |
Total Pages | : 244 |
Release | : 2015-03-02 |
Genre | : Business & Economics |
ISBN | : 1317525213 |
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
Author | : David A. Aaker |
Publisher | : Simon and Schuster |
Total Pages | : 336 |
Release | : 2009-12-01 |
Genre | : Business & Economics |
ISBN | : 1439188386 |
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn