Building Brand Authenticity Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Building Brand Authenticity book. This book definitely worth reading, it is an incredibly well-written.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
"Public Relations, Branding and Authenticity: Brand Communications in the Digital Age explores the role of PR and branding in society by considering the notion of authentic communications within the context of an emerging digital media environment. This qualitative analysis explores the challenge of developing authentic brand narratives in the digital age, whilst questioning the problematic nature of authenticity itself. Case studies of public relations activity of successful brands, and those in crisis, are supplemented by interviews with senior public relations and branding practitioners. The book lays out three specific arguments. Firstly, a repositioning of the relationship between public relations and brand practice is explored. It is argued that public relations practitioners are well placed to facilitate brands in the digital age, because of the inherent acceptance of the value of relationship building, adaptation and boundary spanning embedded in PR practice and best practice theory. Secondly, the book introduces a new concept of riparian brands. Such brands are based on solid core values, but have an ability to atune, adjust and naturalise to the prevailing social, cultural and economic environment. Thirdly, the book presents an ontology of the riparian brand in the form of an authentic brand wheel and 15 real-time interaction success factors. Aimed at both academics and practitioners interested in the theoretical development of PR and its emerging relationship with branding, it will also be of interest to scholars of corporate communications, corporate reputation and branding"--
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Brands are alienating customers by telling the wrong story and championing a false purpose. Your business can avoid the same fate, attract loyal customers, and out-narrate the competition by embracing authenticity. Equal parts provocation and exhortation, the insights of Authenticity apply to business, marketing, and life in general. Too many companies depend on marketing tactics that don't match the needs and concerns of their customers or embrace messaging and causes that don't connect. Authenticity is an anti-gimmick business book. It prescribes clear strategies that enable companies to communicate in a more genuine, emotional way. Authors Mark Toft, Jay Sunny, and Rich Taylor provide a series of approaches to help embrace and communicate the purpose of your brand with effectiveness. Whether you're a business executive who wants to be more persuasive or an advertising professional looking to grow your brand, this book combines the authors' successful experiences at top agencies into practical advice that can work for anyone in any business. Readers will learn the importance of purpose and conflict in marketing activities, how to approach advertising with clarity and passion, and how to plan content while avoiding the false allure of aspirational advertising and insincere corporate social responsibility. Inauthentic messaging can often spell failure for a business, but the company that tells a genuine, compelling story to its clients is the one that succeeds.
While the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics.
We'll Cover: Earn Customers by Building Brand Authenticity -What is brand authenticity?-Why is it important for my business?-How can I develop my brand's authenticity?Capture Brand Character with Creative Guidelines-How are brand creative guidelines different than my brand style guide?-Why are creative guidelines for my brand important?-How do I come up with my guidelines?Unite Your Company with a Strong Brand Identity-What's a brand identity and why do I need one?-How do I develop one?-How does it affect the marketing I do?Brand Messaging That Speaks Volumes-What is brand messaging?-Why is brand messaging important to my brand or business?-How can I come up with memorable brand messaging?Brand Rehab: Recovering When Mishaps Happen-What is brand recovery?-How should I respond when a brand crisis hits?-What measures can I take to avoid a brand crisis from happening?Finding a Name That's More Than Just a Name-Why is my brand or product's name important?-How can I come up with a name that fits my brand or product?-How can I use naming to stand out in the marketplace?How Your Personal Brand Is Good for Business-How can building a personal brand help my business?-How do I start building my personal brand?-How do I optimize my website and social media profiles for personal branding?Transform Your Business by Rebranding It-What is rebranding?-How can rebranding help my business?-How do I know if I need to rebrand?Create Content Your Audience Will Want to Share-Why is it important to create content my audience will share?-How can I create content that my audience will share on social media and messaging services?-How can I plan my content strategy to promote sharing?Target, Pitch, and Win Over the Media-How can I find the right media outlets to promote my business?-What should I say to reporters to convince them to cover my product?-What's an elevator pitch?Get People Talking About Your Business with Word of Mouth Marketing-What is word of mouth marketing?-Why is word of mouth marketing important for my business?-How can I get people talking about my business
FINALIST - Business Book Awards 2019 - Embracing Change Category Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is. The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including: - The impact of fake news, disinformation and the weaponizing of lies - The safeguarding of privacy, alongside privacy as a tradable asset - Why and how brands must create communication with meaning - The dangers of inauthentic cultural marketing activities - Examples of conscious capitalism and brand activism - Lessons in authenticity from artisans and innovators - National branding and reputation capital - Leveraging the power of 'brand trust' The Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors. Each of them demonstrates a dynamic and positive way forward.
The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
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.