Brands and Their Companies

Brands and Their Companies
Author: Anonim
Publsiher: Unknown
Total Pages: 135
Release: 2000
Genre: Business names
ISBN: UOM:35128002200572

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Companies and Their Brands

Companies and Their Brands
Author: Anonim
Publsiher: Unknown
Total Pages: 135
Release: 2001
Genre: Business names
ISBN: CORNELL:31924087050633

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Brands on a Mission

Brands on a Mission
Author: Myriam Sidibe
Publsiher: Routledge
Total Pages: 210
Release: 2020-05-10
Genre: Business & Economics
ISBN: 9781000069235

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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.

Brand Desire

Brand Desire
Author: Nicholas Ind,Oriol Iglesias
Publsiher: Bloomsbury Publishing
Total Pages: 256
Release: 2016-10-20
Genre: Business & Economics
ISBN: 9781472925367

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Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.

What Great Brands Do

What Great Brands Do
Author: Denise Lee Yohn
Publsiher: John Wiley & Sons
Total Pages: 272
Release: 2013-11-20
Genre: Business & Economics
ISBN: 9781118824337

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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.

Brand Admiration

Brand Admiration
Author: C. Whan Park,Deborah J. MacInnis,Andreas B. Eisingerich
Publsiher: John Wiley & Sons
Total Pages: 288
Release: 2016-10-03
Genre: Business & Economics
ISBN: 9781119308065

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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.

Creating Powerful Brands

Creating Powerful Brands
Author: Leslie de Chernatony
Publsiher: Routledge
Total Pages: 482
Release: 2010-10-28
Genre: Business & Economics
ISBN: 9781136445187

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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.

New Perspectives on Critical Marketing and Consumer Society

New Perspectives on Critical Marketing and Consumer Society
Author: Elaine L. Ritch,Julie McColl
Publsiher: Emerald Group Publishing
Total Pages: 252
Release: 2021-03-01
Genre: Business & Economics
ISBN: 9781839095566

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Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of marketing,branding and consumer behaviour.

Strategic Brand Management

Strategic Brand Management
Author: Richard Rosenbaum-Elliott,Richard H. Elliott,Larry Percy,Simon Pervan
Publsiher: Oxford University Press, USA
Total Pages: 320
Release: 2015-07-30
Genre: Brand name products
ISBN: 9780198704201

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Strategic Brand Management third edition, uniquely analyses the social andcultural aspects of brand strategy and its influence on consumerperceptions around the world.Written by experts in the field, itis designed to ensure students are confident in analysing traditionalideas of brand equity and positioning and are able to understand theemotional and cultural connections brands create and employ. The book'sinnovative framework separates a brand's concept into its functionaland emotional parts to give students a complete understanding of howbrands operate and compete for consumer loyalty.In addition,brand management theory is applied to a wealth of engaging real-lifecase studies and full colour images clearly illustrate brand strategiesin action. Diverse and dynamic examples include Red Bull, Fiat, andVirgin, as well as innovative Australian stationery brands, Scandinaviancoffee companies, and international retail giants.As a result, Strategic Brand Managementis the complete and essential textbook for students aiming to developtheir academic and professional skills and learn more about thischallenging andprofitable industry. New to this editionUpdatedand extended coverage of online and technological changes to brandmanagement strategies, including social media and internet communities.Wider international coverage with new examples from Asia, Australia, and Europe.A new full colour presentation givesdiagrams and photographs more impact, better enhancing the reader'sunderstanding of brand management theory and practice.A range of new and updated case studies andexamples illustrate significant developments in brand managementpractice since 2011.New key concept boxes allow the reader to recap and review the core theories and ideas set out at the beginning of each chapter.

On Staffing

On Staffing
Author: Nicholas C. Burkholder,Preston J. Edwards, Sr.,Elizabeth Sartain
Publsiher: John Wiley & Sons
Total Pages: 448
Release: 2004-04-28
Genre: Business & Economics
ISBN: 9780471480938

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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.

Marketing the E business

Marketing the E business
Author: Lisa Harris,Charles Dennis
Publsiher: Psychology Press
Total Pages: 355
Release: 2002
Genre: Business & Economics
ISBN: 0415256003

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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.

Fusion

Fusion
Author: Denise LeeYohn
Publsiher: Nicholas Brealey
Total Pages: 228
Release: 2018-03-13
Genre: Business & Economics
ISBN: 9781473676992

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Learn how to unleash the power of brand-culture fusion to achieve sustainable competitive advantage and new growth. "This compelling book shows how to connect the image you present to the outside world with the values and norms that operate inside your world of work." --Adam Grant, New York Times bestselling author of Originals and Give and Take "Denise Lee Yohn hit a home run with her first book, What Great Brands Do. Now she's written FUSION and it is just as provocative. Denise proves beyond a shadow of a doubt that great companies are powered by brand-culture fusion. I highly recommend this book!" --Ken Blanchard, Coauthor, The New One Minute Manager®, Coeditor, Servant Leadership in Action Internal culture + External brand = FUSION For years, leaders at companies like Southwest, Starbucks, and Google have done something differently that's put their organizations at the top of "the most admired companies," "best brands," and "great workplaces" lists. They don't often talk about that "something" specifically in terms of brand-culture fusion, but, as author Denise Lee Yohn reveals, aligning and integrating their brands and cultures is precisely how they've achieved their successes. Independently, brand and culture are powerful, unsung business drivers. But Denise shows that when you fuse the two together to create an interdependent and mutually reinforcing relationship between them, you create organizational power that isn't possible by simply cultivating one or the other alone. Through detailed case studies from some of the world's greatest companies (including Amazon, Airbnb, Adobe, Nike, and Salesforce), exclusive interviews with company executives, and insights from Denise's 25+ years working with world-class brands, FUSION provides readers with a roadmap for increasing competitiveness, creating measurable value for customers and employees, and future-proofing their business. This is a must-read for readers interested in workplace culture, brand management, strategy, leadership, employee experience, employee engagement, integration, branding, and organization development.

Augmented Customer Strategy

Augmented Customer Strategy
Author: Gilles N'Goala,Virginie Pez-Perard,Isabelle Prim-Allaz
Publsiher: John Wiley & Sons
Total Pages: 326
Release: 2019-04-26
Genre: Business & Economics
ISBN: 9781119618249

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Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies. It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future.

Brands and Branding

Brands and Branding
Author: Rita Clifton
Publsiher: John Wiley & Sons
Total Pages: 284
Release: 2009-04-01
Genre: Business & Economics
ISBN: 1576603504

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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.

Tilt

Tilt
Author: Niraj
Publsiher: Harvard Business Press
Total Pages: 256
Release: 2013-10-15
Genre: Business & Economics
ISBN: 9781422187197

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Shift your strategy downstream. Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again. Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory—and by inventing exciting new products that competitors could not replicate. But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can rapidly decipher and deploy the recipe for your product’s secret sauce and use it against you. “Upstream,” product-related advantages are rapidly eroding. This does not mean that competitive advantage is a thing of the past. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found “downstream,” where companies interact with customers in the marketplace. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization. With vivid examples from around the world, ranging across industries and sectors, Dawar shows how companies are reorienting their strategies around customer interactions to create and capture unique value. And he demonstrates how, unlike product-related advantage, this value is cumulative, continuously building over time. In an increasingly customer-centered world marketplace, let Tilt serve as your guide to shifting your strategy downstream—and achieving enduring competitive advantage.