Brands and Their Companies

Brands and Their Companies
  • Author : Anonim
  • Publisher :
  • Pages : 396
  • Relase : 2000
  • ISBN : UOM:35128002200572

Brands and Their Companies Book Review:

Companies and Their Brands

Companies and Their Brands
  • Author : Anonim
  • Publisher :
  • Pages : 2020
  • Relase : 2007
  • ISBN : 0787689653

Companies and Their Brands Book Review:

Companies and Their Brands

Companies and Their Brands
  • Author : Anonim
  • Publisher :
  • Pages : 1596
  • Relase : 2001
  • ISBN : CORNELL:31924087050633

Companies and Their Brands Book Review:

Brand Power

Brand Power
  • Author : Paul Stobart
  • Publisher : Springer
  • Pages : 280
  • Relase : 2016-07-27
  • ISBN : 9781349128402

Brand Power Book Review:

An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have commented on the power of individual brands and the value that they have in contributing to the financial well-being of a company. Seldom however have the owners of the world's leading brands been invited to give their views. This book gives brand owners the opportunity to put forward their own views on the power and importance of brands. Contributions from senior executives at Coca-Cola, Guinness, Nestle, Grand Metropolitan, Mercedes, BSN, Benetton, Tesco, Maruha and Mars cover subjects such as the importance of brand power and how to create, manage and value brand power and important contributions from academics, management consultants and marketing experts are also included.

Brands on a Mission

Brands on a Mission
  • Author : Myriam Sidibe
  • Publisher : Routledge
  • Pages : 210
  • Relase : 2020-05-10
  • ISBN : 9781000069235

Brands on a Mission Book Review:

Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy – and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever, built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery and LIXIL have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Director, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN) and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030. The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.

What Great Brands Do

What Great Brands Do
  • Author : Denise Lee Yohn
  • Publisher : John Wiley & Sons
  • Pages : 272
  • Relase : 2013-11-20
  • ISBN : 9781118824337

What Great Brands Do Book Review:

Discover proven strategies for building powerful, world-classbrands It's tempting to believe that brands like Apple, Nike, andZappos achieved their iconic statuses because of serendipity, anunattainable magic formula, or even the genius of a singlevisionary leader. However, these companies all adopted specificapproaches and principles that transformed their ordinary brandsinto industry leaders. In other words, great brands can bebuilt—and Denise Lee Yohn knows exactly how to do it.Delivering a fresh perspective, Yohn's What Great Brands Doteaches an innovative brand-as-business strategy that enhancesbrand identity while boosting profit margins, improving companyculture, and creating stronger stakeholder relationships. Drawingfrom twenty-five years of consulting work with such top brands asFrito-Lay, Sony, Nautica, and Burger King, Yohn explains keyprinciples of her brand-as-business strategy. Reveals the seven key principles that the world's best brandsconsistently implement Presents case studies that explore the brand building successesand failures of companies of all sizes including IBM, Lululemon,Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can startusing right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, andother organization leaders, What Great Brands Do is anessential blueprint for launching any brand to meteoricheights.

Power Brands

Power Brands
  • Author : Jesko Perrey,Tjark Freundt,Dennis Spillecke
  • Publisher : John Wiley & Sons
  • Pages : 332
  • Relase : 2015-04-27
  • ISBN : 9783527507818

Power Brands Book Review:

Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.

Brand Admiration

Brand Admiration
  • Author : C. Whan Park,Deborah J. MacInnis,Andreas B. Eisingerich
  • Publisher : John Wiley & Sons
  • Pages : 290
  • Relase : 2016-10-03
  • ISBN : 9781119308065

Brand Admiration Book Review:

Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Branding Across Borders

Branding Across Borders
  • Author : James R. Gregory,Jack G. Wiechmann
  • Publisher : McGraw Hill Professional
  • Pages : 264
  • Relase : 2002
  • ISBN : 0658009451

Branding Across Borders Book Review:

A leading authority on global branding sheds new light on how business can develop an effective global brand strategy, using case examples to demonstrate the principles of success and to spotlight key branding practices and marketing trends.

Creating Powerful Brands

Creating Powerful Brands
  • Author : Leslie de Chernatony
  • Publisher : Routledge
  • Pages : 496
  • Relase : 2010-10-28
  • ISBN : 9781136445187

Creating Powerful Brands Book Review:

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: • Summarises the latest thinking and best practice in the domain of branding • All new real marketing campaigns show how branding theories are implemented in practice • Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

The Brand Bubble

The Brand Bubble
  • Author : John Gerzema,Edward Lebar
  • Publisher : John Wiley & Sons
  • Pages : 245
  • Relase : 2008-11-03
  • ISBN : 9780470449394

The Brand Bubble Book Review:

How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.

Brands and Branding

Brands and Branding
  • Author : Rita Clifton
  • Publisher : John Wiley & Sons
  • Pages : 322
  • Relase : 2009-04-01
  • ISBN : 1576603504

Brands and Branding Book Review:

With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.

Experiential Marketing

Experiential Marketing
  • Author : Kerry Smith,Dan Hanover
  • Publisher : John Wiley & Sons
  • Pages : 224
  • Relase : 2016-04-08
  • ISBN : 9781119145899

Experiential Marketing Book Review:

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn: The history and fundamental principles of experiential marketing How top brands have reset marketing mixes as experience-driven portfolios The anatomy of a brand experience The psychology of engagement and experience design The 10 habits of highly experiential brands How to measure the impact of experiential marketing How to combine digital and social media in an experiential strategy The experiential marketing vocabulary How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

Brands and Their Companies

Brands and Their Companies
  • Author : Gale Group
  • Publisher :
  • Pages : 105
  • Relase : 2009-08
  • ISBN : 1414434294

Brands and Their Companies Book Review:

Connective Branding

Connective Branding
  • Author : Claudia Fisher,Christine Vallaster
  • Publisher : John Wiley & Sons
  • Pages : 380
  • Relase : 2010-04-01
  • ISBN : 9780470740873

Connective Branding Book Review:

This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved? How can I make sure every part of the organisation lives the brand? How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences? How can I develop and expand the brand? How can future orientation become part of the brand? How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results? How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?

Strategic Brand Management

Strategic Brand Management
  • Author : Richard H. Elliott,Richard Rosenbaum-Elliott,Larry Percy,Simon Pervan
  • Publisher : Oxford University Press, USA
  • Pages : 347
  • Relase : 2015
  • ISBN : 9780198704201

Strategic Brand Management Book Review:

Written by an expert author team, this engaging textbook builds upon the traditional frameworks of brand strategy to analyse the emotional and cultural impact real-world brands have on contemporary consumers.

On Staffing

On Staffing
  • Author : Nicholas C. Burkholder,Preston J. Edwards, Sr.,Elizabeth Sartain
  • Publisher : John Wiley & Sons
  • Pages : 448
  • Relase : 2004-04-28
  • ISBN : 9780471480938

On Staffing Book Review:

As HR leaders know, successful staffing is about much more than just hiring qualified people. It?s about hiring the right qualified people?and keeping them. To help you do that, On Staffing covers the new and innovative business initiatives managers from leading companies are using to assess the potential of people and place them in positions in which they can maximize that potential. It analyzes the practices that work, offers strategies for dealing with rapidly changing business and hiring environments, and helps HR leaders prepare for the changes and challenges to come.

Category Creation

Category Creation
  • Author : Anthony Kennada
  • Publisher : John Wiley & Sons
  • Pages : 240
  • Relase : 2019-10-15
  • ISBN : 9781119611561

Category Creation Book Review:

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for…" There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

Power Brands

Power Brands
  • Author : Hajo Riesenbeck,Jesko Perrey
  • Publisher : Wiley-VCH
  • Pages : 296
  • Relase : 2007-03-26
  • ISBN : STANFORD:36105123355930

Power Brands Book Review:

Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.

Marketing the E-business

Marketing the E-business
  • Author : Lisa Harris,Charles Dennis
  • Publisher : Psychology Press
  • Pages : 372
  • Relase : 2002
  • ISBN : 0415256003

Marketing the E-business Book Review:

This useful text unpicks the challenges of e-Marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies.