The Brand Challenge Adapting Branding To Sectorial Imperatives Book PDF, EPUB Download & Read Online Free

The Brand Challenge
Author: Kartikeya Kompella
Publisher: Kogan Page Publishers
ISBN: 074947016X
Pages: 360
Year: 2014-11-03
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The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing Authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)
Advertising and Branding: Concepts, Methodologies, Tools, and Applications
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522517944
Pages: 1806
Year: 2017-01-06
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Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Discipline-Specific Writing
Author: John Flowerdew, Tracey Costley
Publisher: Taylor & Francis
ISBN: 1315519003
Pages: 218
Year: 2016-09-13
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Discipline-Specific Writing provides an introduction and guide to the teaching of this topic for students and trainee teachers. This book highlights the importance of discipline-specific writing as a critical area of competence for students, and covers both the theory and practice of teaching this crucial topic. With chapters from practitioners and researchers working across a wide range of contexts around the world, Discipline-Specific Writing: Explores teaching strategies in a variety of specific areas including science and technology, social science and business; Discusses curriculum development, course design and assessment, providing a framework for the reader; Analyses the teaching of language features including grammar and vocabulary for academic writing; Demonstrates the use of genre analysis, annotated bibliographies and corpora as tools for teaching; Provides practical suggestions for use in the classroom, questions for discussion and additional activities with each chapter. Discipline-Specific Writing is key reading for students taking courses in English for Specific Purposes, Applied Linguistics, TESOL, TEFL and CELTA.
The Definitive Book of Branding
Author: Kartikeya Kompella
Publisher: SAGE Publications India
ISBN: 9351501043
Pages: 440
Year: 2014-08-05
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With the growing body of knowledge on branding, there are now more facets of branding that brand custodians need to know than ever before. A unique compilation of branding experts, The Definitive Book of Branding addresses the needs of branding professionals across the world. The book walks the reader through the different ways in which brands drive the company’s strategy, bring meaning to employees, instil passion in consumers, and maintain their appeal over time and across countries. It does not look only at the marketing aspect of brands but also at the organizational aspects of branding, which provides a holistic approach to the subject.
The Fall of Advertising and the Rise of PR
Author: Al Ries, Laura Ries
Publisher: Harper Collins
ISBN: 0061742732
Pages: 320
Year: 2009-03-17
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Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
Kapferer on Luxury
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749474378
Pages: 240
Year: 2015-03-03
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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-Noël 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.
Brand America
Author: Simon Anholt, Jeremy Hildreth
Publisher: Marshall Cavendish International Asia Pte Ltd
ISBN: 9814346160
Pages: 201
Year: 2010-02-23
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Countries are among the most powerful brands on the global marketplace. Love it or loath it, never has there been a bigger or stronger brand than the United States of America. More than any other country, America has been blessed with a huge range of positive brand attributes. The country is associated with the definitive youth lifestyle (Coke, MTV, Levi’s); with sporting prowess (Nike, NBA, Timberland); and with technological supermacy (Microsoft, Dell, IBM). America is well-informed (CNN, Time, Newsweek) and, naturally, wealthy (American Express, Merrill Lynch, Goldman Sachs). Of the top 100 international brands, 64 of them are American-owned. The core of America’s potency lies in it being the country of origin for the world’s three most valuable and profitable business sectors: entertainment, merchant banking and IT. This makes America the world’s most powerful public domain brand. American brands simply hitch themselves onto this powerful national brand, and a cultural and commercial trail is instantly blazed for them around the world. This book traces American history, the values of Brand America and the growth of anti-Americanism upto the Obama presidency. America is truly the greatest branding story of them all, and this book tells it for the first time.
Tourism Branding
Author: Liping A. Cai, William C. Gartner, Ana María Munar
Publisher: Emerald Group Publishing
ISBN: 1849507201
Pages: 297
Year: 2009
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Academic studies have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. Tourism Branding: Communities in Action, the first volume in a new and exciting book series, considers a traditional marketing subject from multidisciplinary perspectives. Refreshingly this book attempts to free branding research and practice in tourism fields from the shackles of marketing that are dominated by the conventional approach of product, price, place, and promotion. Considering tourism branding as a community affair, this collection is distinguished from other publications by adopting a global and more multidisciplinary approach, and brings the subject of tourism branding outside of the conventional domains of marketing and destination. Special attention is given to the role and expectations of main tourism stakeholders, particularly residents, business, and government in the hosting community. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners of the field.
BrandSimple: How the Best Brands Keep it Simple and Succeed
Author: Allen P. Adamson
Publisher: Palgrave Macmillan
ISBN: 1403984905
Pages: 256
Year: 2007-08-07
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Emphasizing the importance of effective brands in a competitive market, an expert in the field discusses the basics of good branding, including the importance of testing in a market, the essential link of the design and message of a brand with its meaning, and the need to avoid unnecessary and complicated strategies. Reprint.
Creating Low Carbon Cities
Author: Shobhakar Dhakal, Matthias Ruth
Publisher: Springer
ISBN: 3319497308
Pages: 205
Year: 2017-03-10
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This book addresses key topics in the current deliberations and debates on low carbon cities that are underway globally. Contributions by experts from around the world focus on the key factors required for creating low carbon cities. These include appropriate infrastructure, ensuring co-benefits of climate actions, making best use of knowledge and information, proper accounting of emissions, and social factors such as behavioral change. Readers will gain a better understanding of these drivers and explore potential transformation pathways for cities. Particular emphasis is given to the current situation of energy consumption and greenhouse gas (GHG) emissions at the urban level, stressing the complexity of measuring GHG emissions from cities. Chapters also shed new light on the long-term transformation pathways towards low carbon. This book discusses key challenges and opportunities in all these domains to aid in creating low carbon cities, making it of value to policy makers, researchers in academia and consultants working on climate change and energy issues. “The low carbon cities agenda is of bold ambition and demands rapid societal transformation. This book provides invaluable information and analysis on how the goals of this agenda can be achieved and what will be the significant obstacles in the way. The content in the book goes below the surface to reveal on-the-ground economic, engineering and equity issues that are at the heart of the Paris Climate Agreement and the ensuing policy debates. In this way, Creating Low Carbon Cities serves as a critical scholarly benchmark and as a toolkit for further action." William Solecki, Professor, Institute for Sustainable Cities, City University of New York "Creating Low Carbon Cities provides a refreshingly critical approach to low-carbon urban development, what has been achieved so far and the challenges ahead. It will be an important data-driven resource for local leaders, sustainability practitioners and urban planners.” Ms. Monika Zimmermann, Deputy Secretary General, ICLEI—Local Governments for Sustainability
Brands and Branding
Author: Stephen Brown
Publisher: SAGE
ISBN: 1473988047
Pages: 296
Year: 2016-08-17
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A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.
Conversational Capital
Author: Bertrand Cesvet, Tony Babinski, Eric Alper
Publisher: FT Press
ISBN: 0132703742
Pages: 208
Year: 2008-08-07
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“In The Tipping Point, Malcolm Gladwell presents an important idea without any ‘how to.’ Now Bertrand Cesvet provides the ‘how to’ you need to create ‘Tipping Points’ for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.” Stewart Emery, coauthor of international best-seller Success Built to Last “Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans.” Guy Laliberte, founder, Cirque du Soleil “Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.” Rupert Duchesne,CEO of Aeroplan “Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.” Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart! Embed into Your Products and Experiences the Ingredients that Drive Advocacy: Create products and services that consumers find truly significant Intensify consumption experiences to transform your brands into market leaders Don’t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull. 1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
Principles of Plant Genetics and Breeding
Author: George Acquaah
Publisher: John Wiley & Sons
ISBN: 1118313690
Pages: 760
Year: 2012-08-16
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To respond to the increasing need to feed the world's population as well as an ever greater demand for a balanced and healthy diet there is a continuing need to produce improved new cultivars or varieties of plants, particularly crop plants. The strategies used to produce these are increasingly based on our knowledge of relevant science, particularly genetics, but involves a multidisciplinary understanding that optimizes the approaches taken. Principles of Plant Genetics and Breeding, 2nd Edition introduces both classical and molecular tools for plant breeding. Topics such as biotechnology in plant breeding, intellectual property, risks, emerging concepts (decentralized breeding, organic breeding), and more are addressed in the new, updated edition of this text. Industry highlight boxes are included throughout the text to contextualize the information given through the professional experiences of plant breeders. The final chapters provide a useful reference on breeding the largest and most common crops. Up-to-date edition of this bestselling book incorporating the most recent technologies in the field Combines both theory and practice in modern plant breeding Updated industry highlights help to illustrate the concepts outlined in the text Self assessment questions at the end of each chapter aid student learning Accompanying website with artwork from the book available to instructors
Global Opportunities for Entrepreneurial Growth
Author: Stavros Sindakis, Panagiotis Theodorou
Publisher: Emerald Group Publishing
ISBN: 178714951X
Pages: 452
Year: 2017-12-07
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This book investigates, compares, and contrasts the theoretical and practical elements of business concepts and models that are acclimated to the dynamic changes of our modern era. Furthermore, it describes and analyzes the current cooperative interactions among firms, and evaluates the contribution of knowledge dynamics in coopetition.
Architecture in the Anthropocene
Author: Etienne Turpin
Publisher: Anexact
ISBN: 1607853078
Pages: 262
Year: 2013-11-25
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"Research regarding the significance and consequence of anthropogenic transformations of the earth's land, oceans, biosphere and climate have demonstrated that, from a wide variety of perspectives, it is very likely that humans have initiated a new geological epoch, their own. First labeled the Anthropocene by the chemist Paul Crutzen, the consideration of the merits of the Anthropocene thesis by the International Commission on Stratigraphy and the International Union of Geological Sciences has also garnered the attention of philosophers, historians, and legal scholars, as well as an increasing number of researchers from a range of scientific backgrounds. Architecture in the Anthropocene: Encounters Among Design, Deep Time, Science and Philosophy intensifies the potential of this multidisciplinary discourse by bringing together essays, conversations, and design proposals that respond to the "geological imperative" for contemporary architecture scholarship and practice. Contributors include Nabil Ahmed, Meghan Archer, Adam Bobbette, Emily Cheng, Heather Davis, Sara Dean, Seth Denizen, Mark Dorrian, Elizabeth Grosz, Lisa Hirmer, Jane Hutton, Eleanor Kaufman, Amy Catania Kulper, Clinton Langevin, Michael C.C. Lin, Amy Norris, John Palmesino, Chester Rennie, François Roche, Ann-Sofi Rönnskog, Isabelle Stengers, Paulo Tavares, Etienne Turpin, Eyal Weizman, Jane Wolff, Guy Zimmerman."--Publisher's description.