πŸ“’ Author : Jenni Romaniuk
πŸ“’ Publisher : Oxford University Press, USA
πŸ“’ Release Date : 2015-10-12
πŸ“’ Pages : 192
πŸ“’ ISBN : 0195596269
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category :

SYNOPSIS : Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.


πŸ“’ Author : Jenni Romaniuk
πŸ“’ Publisher : Oxford University Press, USA
πŸ“’ Release Date : 2015-11-09
πŸ“’ Pages : 352
πŸ“’ ISBN : 0190304936
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category :

SYNOPSIS : This pack contains How Brands Grow: What Marketers Dont Know and How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables. Buy the pack to save and take a journey to smarter, evidence-based marketing. How Brands Grow 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. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based. How Brands Grow Part 2 is about fundamentals of buying behaviour and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brands Distinctive Assets and a framework to underpin your brands Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.


πŸ“’ Author : Mario Natarelli
πŸ“’ Publisher : Hatherleigh Press
πŸ“’ Release Date : 2017-10-23
πŸ“’ Pages : 240
πŸ“’ ISBN : 9781578266869
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : Business & Economics

SYNOPSIS : From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perishβ€”strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.


πŸ“’ Author : Matthew Willcox
πŸ“’ Publisher : Pearson Education
πŸ“’ Release Date : 2015-02-20
πŸ“’ Pages : 256
πŸ“’ ISBN : 9780134053493
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : Business & Economics

SYNOPSIS : Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing & Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice β€’ Discover powerful new ways to simplify and guide consumer decisions β€’ Gain actionable insights into social influence, how people plan, and how they interpret the past β€’ Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice. Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!


πŸ“’ Author : John Philip Jones
πŸ“’ Publisher : Tata McGraw-Hill Education
πŸ“’ Release Date : 1998-01-01
πŸ“’ Pages : 335
πŸ“’ ISBN : 0074632019
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : Advertising

SYNOPSIS : What s in a Brand? traces the characteristics of the Indian market place, and weaves in the lessons learnt form his experiences of the American and European markets. It shatters many myths but also reinforces certain paradigms. A must read for all those who know that the right combination of consumer information and creativity definitely leads to creating very special brands&


πŸ“’ Author : Simon Bailey
πŸ“’ Publisher : Kogan Page Publishers
πŸ“’ Release Date : 2019-01-03
πŸ“’ Pages : 256
πŸ“’ ISBN : 9780749483104
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : Business & Economics

SYNOPSIS : A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant... Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly entrenched, yet could not be further from the truth. Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.


πŸ“’ Author : APG Ltd
πŸ“’ Publisher : Troubador Publishing Ltd
πŸ“’ Release Date : 2018-07-12
πŸ“’ Pages : 200
πŸ“’ ISBN : 9781789011852
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : Business & Economics

SYNOPSIS : In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. And thanks to Les Binet and Sarah Carter at Adam&eveDDB we now have just that.


πŸ“’ Author : David Butler
πŸ“’ Publisher : Simon and Schuster
πŸ“’ Release Date : 2015-02-10
πŸ“’ Pages : 256
πŸ“’ ISBN : 9781451676273
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : Business & Economics

SYNOPSIS : Expert advice from Coca-Cola’s Vice President of Innovation and Entrepreneurship: Learn how the world’s largest beverage brand uses design to grow its business by combining the advantages of a large-scale company with the agility of a nimble startup. Every company needs both scale and agility to win. From a fledging startup in Nepal, to a century-old multinational in New York, scale and agility are two qualities that are essential to every company’s success. Start-ups understand agility. They know just when to pivot to stay alive. But what they haven’t mastered yet is how to stabilize their business model so they can move to the next stage and become full-fledged companies. And well-established companies know scale. They are successful because they know how to leverage size with a high degree of effectiveness and efficiency. But what worries them most is staying competitive in a world of increasing uncertainty and change, complicated by upstarts searching for ways to disrupt the industry. So what is the key to creating the kind of scale and agility necessary to stay competitive in this day and age? The answer is design. In Design to Grow, a Coca-Cola senior executive shares both the successes and failures of one of the world’s largest companies as it learns to use design to be both agile and big. In this rare and unprecedented behind-the-scenes look, David Butler and senior Fast Company editor, Linda Tischler, use plain language and easy-to-understand case studies to show how this works at Coca-Colaβ€”and how other companies can use the same approach to grow their business. This book is a must-read for managers inside large corporations as well as entrepreneurs just getting started.


πŸ“’ Author : Jean-NoΓ«l Kapferer
πŸ“’ Publisher : Kogan Page Publishers
πŸ“’ Release Date : 2015-03-03
πŸ“’ Pages : 240
πŸ“’ ISBN : 9780749474379
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : Business & Economics

SYNOPSIS : Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-NoΓ«l Kapferer, a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, facing the demand of the Chinese clients, the importance of non-delocalization, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students, willing to deepen their understanding of this major luxury challenge.


πŸ“’ Author : Teresa da Silva Lopes
πŸ“’ Publisher : Cambridge University Press
πŸ“’ Release Date : 2007-09-24
πŸ“’ Pages :
πŸ“’ ISBN : 9781139463713
πŸ“’ Available Language : English, Spanish, And French
πŸ“’ Category : History

SYNOPSIS : In a world focused on science and new technology, brands help to explain why several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands, first published in 2007, explains how the world's largest multinationals in alcoholic beverages achieved global leadership; considers the predominant corporate governance structures for such firms; and looks at why these firms form alliances with direct competitors. Brands also determine the waves of mergers and acquisitions in the beverage industry. Global Brands contrasts with existing studies by providing a new dimension to the literature on the growth of multinationals through the focus on brands, using an institutional and evolutionary approach based on original and published sources about the industry and the firms.