Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. 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. Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. Found insideThrough three main parts (Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation), this book provides readers, from areas across the spectrum covering marketing, organisational studies, ... The time for an up-to-date and authoritative text on brand management has come. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. Found insideCo-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. Found insideWINNER: NYC Big Book Award 2020 - Sales and Marketing category WINNER: The Stevie Awards 2020 - 'Book of the Year' Silver award, Women in Business category Written by the award-winning storyteller Miri Rodriguez at Microsoft, this ... Found insideThe inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and ... This book gives executives and managers the information they need to build strong, enduring, and profitable brands. Found insideThis book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics ... Found inside – Page iNew Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private ... Found insidePresenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. 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. Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and ... Found insideThis book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. This book will be of interest to CEO’s, CMO’s, marketing managers and brand managers, as well as being suitable for undergraduate and postgraduate students taking courses in branding or marketing communication. 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 ... 'Brand Management Strategies' explains how a brand can successfully drive global business development. The text takes an applied approach with supporting examples from current fashion and non-fashion brands. This is one of the best books on brand management to help any company build powerful brands." —Philip Kotler "Those building and managing brand assets will find the issues facing them addressed in Advanced Brand Management with clarity, ... Found insideThis book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. This book provides a theoretically informed but practically oriented overview and discussion of the increasingly popular field of place branding as an instrument of place management. The reference source of choice for senior strategists and positioning professionals, this work's latest edition builds on its impressive reputation and keeps the book at the forefront of strategic brand thinking. Found inside – Page ivThis second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Found insideAdressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' ... --Design magazine. In this thought-provoking work, Jean-Noel Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. "Brand Management 101" offers 101 "lessons" into the real world application of marketing principles. In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Hone your understanding of international brand management with this textbook, showcasing why it's critical for all brands to develop elasticity and adapt to different territories, audiences and contexts. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers. To those who imagine that branding is just a passing fashion, this book is a powerful corrective. Paul Temporal describes in magisterial detail the philosophy but above all, the practice of branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' ... 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. Found insidePerfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing. This book provides guidance on how today state-of-the-art brand management is being achieved, HIGHLIGHTING more than 20 best practice examples. Found insideThis book accomplishes that task, with contributions from leading experts in the science of branding, national and international. This book is about research in brand management and contemporary issues in marketing. Brands are wealth generators of the 21st century. With this in mind 'Brand Management' focuses on the key decision areas of competition and brand, concept of brand, brand equity, brand over time and branding strategies. Found inside – Page iWhile highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, ... This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and ... Contents · A Central Determinant of Brand Citizenship Behavior · Brand Commitment Determinants · Value Based Operationalization of Culture as Measurement Instruments for Internal Branding Model · Brand Commitment in an International ... 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