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The Fundamentals Of Branding

Author : Melissa Davis
ISBN : 9782940373987
Genre : Business & Economics
File Size : 85. 43 MB
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Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. This book introduces readers to the basic principles behind the creation and development of successful brands. It offers an overview of the foundations of building, developing and maintaining brands.

Taking Brand Initiative

Author : Mary Jo Hatch
ISBN : 0470245360
Genre : Business & Economics
File Size : 22. 47 MB
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Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

Branding A Very Short Introduction

Author : Robert Jones
ISBN : 9780198749912
Genre : Business & Economics
File Size : 77. 90 MB
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In this 'Very Short Introduction' Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word 'brand', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead.

The Future Of Branding

Author : Rajendra K. Srivastava
ISBN : 9789351503194
Genre : Business & Economics
File Size : 38. 52 MB
Format : PDF
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New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes: Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, , V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.

Internal Branding And Hrm At Virgin

Author : Mridu Verma
ISBN : OCLC:959235666
Genre : Branding (Marketing)
File Size : 89. 93 MB
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The case covers Virgin's innovative human resource (HR) practices and internal branding exercise. A diversified group, Virgin has over 200 privately held companies. Founder promoter Richard Branson has extended the Virgin brand to diverse and distinct businesses such as airline, cola, mobile phone, bridal wear, retail chain, financial services, cars, jeans, trains, and books amongst others. As Branson extends brand Virgin to new and unrelated area, Virgin's human resource management, leadership and brand values play a key role in maintaining its core brand values. The case enables students to discuss Virgin's innovative HR practices and internal branding strategy, evaluate its HRM model with reference to recruitment, work culture and role of leadership and spread of core brand values.

The Brutal Truth About Asian Branding

Author : Joseph Baladi
ISBN : 9780470826508
Genre : Business & Economics
File Size : 32. 1 MB
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This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the "why" rather than just "how" of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands. Ho Kwon Ping Chairman/CEO, Banyan Tree and Board of Trustees, SMU 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere. Timothy Love Vice Chairman Chief Executive Officer, Omnicom APIMA There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read. Richard Eu Group CEO, Eu Yan Sang International The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart. Maarten Kelder Managing Partner (Asia), Monitor Group A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe! Ron Sim Founder & CEO, OSIM International Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi’s text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline. Chris D. Beaumont Professor, Tokyo University, Global Centre of Excellence Director, North Asia, Results International The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution. Michael Newman Author, 22 Irrefutable Laws of Advertising

Brand Journalism

Author : Andy Bull
ISBN : 9781136185984
Genre : Social Science
File Size : 43. 43 MB
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Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Frameworks For Market Strategy

Author : Noel Capon
ISBN : 9781317496755
Genre : Business & Economics
File Size : 82. 40 MB
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Frameworks for Market Strategy: European Edition helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors, and lies at the core of leading and managing a business. To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but has updated the cases, examples and discussions to increase the book’s relevance for students outside the US. Key features include: A strong strategic focus, teaching students how to analyze markets, customers and competitors to plan, execute, and evaluate a winning market strategy Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public or non-profit firms Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities Full chapters devoted to key topics, including brand management, marketing metrics, and ethical as well as social responsibilities Focus on globalization, with a chapter on regional and international marketing Multiple choice, discussion, and essay questions at the end of each chapter Offering an online instructor's manual and a host of useful pedagogy – including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary and more – this book will provide a solid foundation in marketing management, both for those who will work in marketing departments and those who will become senior executives.

The Virgin Cure

Author : Ami McKay
ISBN : 9781409108924
Genre : Fiction
File Size : 70. 43 MB
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A macabre voyage into the underbelly of nineteenth-century New York. 'I am Moth, a girl from the lowest part of Chrystie Street, born to a slum-house mystic and the man who broke her heart.' So begins THE VIRGIN CURE, a novel set in the tenements of lower Manhattan in 1871. As a young child, Moth's father smiled, tipped his hat and walked away from her for ever. The summer she turned twelve, her mother sold her as a servant to a wealthy woman, with no intention of ever seeing her again. These betrayals lead Moth to the wild, murky world of the Bowery, filled with house-thieves, pickpockets, beggars, sideshow freaks and prostitutes, where eventually she meets Miss Everett, the owner of a brothel. Miss Everett caters to gentlemen who pay dearly for companions, and the most desirable of them all are young virgins like Moth. Through the friendship of Dr Sadie, a female physician, Moth learns to question and observe the world around her, where her new friends are falling prey to the myth of the 'virgin cure' to heal the incurable and tainted. She knows the law will not protect her, that polite society ignores her and still she dreams of answering to no one but herself. There's a high price for such independence, though, and no one knows that better than a girl from Chrystie Street...

Flux

Author : David Soberman
ISBN : 9781442698406
Genre : Business & Economics
File Size : 26. 76 MB
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The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, ‘business as usual’ is not an option for marketing managers who want their firms to stay in the game. To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific ‘new’ marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The book’s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.

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