[PDF] The Science Of Branding eBook

Author : Giep Franzen
Publisher : Routledge
Page : 588 pages
File Size : 15,52 MB
Release : 2015-02-12
Category : Business & Economics
ISBN : 1317454677

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This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Author : Aaron Keller
Publisher : Simon and Schuster
Page : 192 pages
File Size : 49,98 MB
Release : 2016-07-21
Category : Design
ISBN : 1440342695

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Welcome to a brand-new way of thinking about branding. The Physics of Brand is an exploration of how brands evolve in time and space. Drawing on experience working with companies such as Patagonia, General Mills, Target, and more, this book provides an exciting new systems approach to branding. By focusing on how brands and people actually interrelate, you'll gain a new perspective on brand growth and interaction. Complete with case studies to illustrate these concepts and Thought Experiments to get you thinking conceptually, The Physics of Brand is your new textbook on brand theory.

Author : Giep Franzen
Publisher : Routledge
Page : 843 pages
File Size : 16,65 MB
Release : 2015-02-12
Category : Business & Economics
ISBN : 1317454669

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This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Author : T. Blackett
Publisher : Springer
Page : 160 pages
File Size : 34,93 MB
Release : 1999-09-24
Category : Business & Economics
ISBN : 0230599672

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The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Author : Cynthia Johnson
Publisher : Lorena Jones Books
Page : 226 pages
File Size : 15,41 MB
Release : 2019-02-05
Category : Business & Economics
ISBN : 0399581375

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The indispensable guide to developing a personal brand, building an audience, and nurturing followers, by digital marketing thought-leader Cynthia Johnson. In the modern world, influence is everything and personal branding equals influence. Platform is the why-to, how-to handbook by top expert Cynthia Johnson for everyone who wants to develop and manage a personal brand. In Platform, Johnson explains the process of going from unknown to influencer by achieving personal proof, social proof, recognition, and association. Johnson herself went from an on-staff social media manager to social media influencer, entrepreneur, and marketing thought-leader in just three years using her process of accelerated brand development, continuous brand management, and strategic growth. Fans of #GirlBoss and #AskGaryVee, who wonder how their favorite influencers found their voices and built their audiences, will find the answers here and discover that the process is technical, creative, tactical, and much easier than they might have expected.

Author : Sandeep Dayal
Publisher : McGraw Hill Professional
Page : 273 pages
File Size : 30,5 MB
Release : 2021-11-30
Category : Business & Economics
ISBN : 1264269854

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Build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned marketing thought leader Sandeep Dayal explains how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds—and create effective marketing strategies to build the kind of loyalty that fuels today’s iconic brands. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: Does this brand give me good vibes? Does what this brand says make sense to me? Will I be happier if I buy this brand? These three factors—good brand vibes, brand sense, and brand resolve—are the hidden mantra that push customers off the fence of indecision, and get them not just to admire, but actually buy the brands again and again.Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed deeply in their thoughts to drive choice.Dayal is the marketing thought leader who predicted that “consumer collaboration” would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today.Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.

Author : Michael Llewellyn-Williams
Publisher :
Page : 208 pages
File Size : 34,81 MB
Release : 2013-01-31
Category :
ISBN : 9780615747323

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A practical step-by-step guide to the art and science of building brands without the fluffy nonsense and BS. As one of the author's clients put it, "Forget the touchy-feely stuff. This is the real deal."This book describes in detail the breakthrough BrandMechanics(r) proprietary FBE(tm) methodology based on a simple step-by-step process for creating a powerful brand strategy and includes many examples, across dozens of market categories, of how to get it right and avoid getting it wrong.For the first time in print, the author reveals the secrets behind the remarkable process that has generated hundreds of thousands of dollars in revenue from clients in the U.S., U.K., Europe, Asia and Canada, including Disney, Toyota/Scion, Visa, AOL, Boston Consulting Group, Miller Brewing, City of San Jose, McDonald's, Hewlett-Packard, Accenture, Tomb Raider/Lara Croft, Mandalay Bay Resort & Casino, Pentax Cameras and many others.Also revealed is the shocking truth about the many high-priced advertising and digital agencies, design studios and consulting firms who charge their clients small fortunes for brand strategy development while regularly outsourcing the work and paying a fraction of what they charge, and often delivering an "immersion" in the brand without actually defining its Essence.This book is a must-read for anyone involved in the marketing and branding business - from Fortune 500 CEOs to students considering a career in the industry.

Author : Byron Sharp
Publisher : OUP Australia & New Zealand
Page : 246 pages
File Size : 24,14 MB
Release : 2010-03-11
Category : Business & Economics
ISBN : 9780195573565

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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

Author : Adam Fridman
Publisher :
Page : 222 pages
File Size : 38,43 MB
Release : 2018-02-02
Category : Branding (Marketing)
ISBN : 9780999876503

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When you think about an impactful story, what comes to mind? Is it a novel on a rainy afternoon, or a magical fairytale to your imaginative children before bed? Can you think of a story you were told along your path and how it has shaped your perception or values still to this moment? The reality is that we tell stories everyday. They are the vehicles of soulful information. They emotionalize the information and create connection. They show our commonalities, humanity, and identify our shared beliefs. Ultimately guiding how we conduct ourselves in every interaction and decision. The Science of Story is the field guide for every business leader, marketer, HR professional, and every individual that is looking to transform and grow their organization. Not only are these conversations impactful to businesses of any size or industry, but they have also guided the subsequent research that followed. Learn more about how to take your career or company to the next level with this modern handbook full of ways to implement best practices from top business leaders across the globe. From behind the scenes purpose transformations to practical examples and everything in between, this book uncovers what it takes to build a purpose-driven, enlightened workforce.