Brand Management
This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely. Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level. Michael Beverland is Professor of Brand Marketing at University of Sussex Business School. Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft
Brand Management
How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research i...
Brand Management
Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretic...
B2B Brand Management
As B2B solutions continue to advance, industrial companies are embracing branding to differentiate themselves and generate preference for their offers. While branding has been crucial to the success of renowned consumer goods like Coca-Cola, McDonald's, and Mercedes-Benz, it's time for more industrial companies to systematically enhance their brand management strategies. Industrial pioneers such as Caterpillar, DuPont, GE, and Siemens have paved the way, demonstrating that effective branding goes beyond assigning names to products or services. It entails a commitment to delivering the level of performance associated with the company's offerings—a brand promise that fuels all organizational activities and collaborations with partners. This book's second edition builds upon the conceptual framework, exploring transformative performance marketing and Artificial Intelligence to elevate B2B brand management. By integrating theoretical aspects of H2H (Human-to-Human) marketing,
Strategic Brand Management
A brand is not merely a representation of a product: it is an emotional and symbolic perception we develop that influences our thoughts, feeling, and behaviour. Strategic Brand Management is the only textbook to go beyond the standard branding mod...
Employer Brand Management
Attract, recruit, and retain the very best with a strategic employer brand From one of the world's leading pioneers in the employer brand discipline and author of the first book on the subject The Employer Brand, comes the long-awaited practical f...
B2B Brand Management
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak...
B2B Brand Management
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Now it is time for more industrial companies to start using branding in a sophisticated way. But industrial companies m...
Contemporary Brand Management
Written by experts on branding and consumer behavior, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of bran...
Brand Asset Management
"Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management." -- Phil Kotl...
Strategic Brand Management
'Over the last 25 years, hundreds, perhaps even thousands, of books have appeared on the subject of brands and branding but Strategic Brand Management by Keller, given a global reach by Aperia and Georgson in this excellent European version,...
Global Brand Management
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Gl...
New Strategic Brand Management
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strate...
International Employer Brand Management
The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing t...
Band Vs Brand
OBS! Import. Kontrollera att språk och textning passar dig.Documentary looking at how the music industry has changed to produce brands rather than bands.Typ: DVD
The New Strategic Brand Management
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and...
Brand Management In A Week
Brand management just got easier Successful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded ...
Business-to-Business Brand Management
Providing broad and deep coverage, this volume focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including both product and service brands. This book goes well beyond basic marketi...
Towards Effective Place Brand Management
Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown ra...
Handbook of Brand Management Scales
The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing s...
Strategic Brand Management and Development
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It d...
Handbook on Brand and Experience Management
This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand manageme...
Brand Theories - - Perspectives on brands and branding
Brand Theories offers a multifaceted understanding of brands and branding. The purpose of the book is to provide the reader with a more advanced knowledge, by treating brands and branding from three different perspectives: a brand management persp...
Routledge Companion to Contemporary Brand Management
The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the chall...
Taking Brand Initiative
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the seni...
Taking Brand Initiative
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the seni...
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition
For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspect...
Co-Branding
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 syner...
Strategy and Management of Industrial Brands
Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and...
The Luxury Strategy
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Nol Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands...
Don't Mess with the Logo
"Jon and Andy lay out a road-map for great brand management, packed with the essentials of brand theory and practical tips to make it happen. It does for brand management what the Haynes workshop manuals do for cars." ¿ Peter Gower...
Brand New Brand
Brand New Brand
Fashion Branding and Communication
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, main...
Luxury Brand Management in Digital and Sustainable Times
Learn about the luxury brand industry from the inside out with this masterful and insightful resource The newly revised Fourth Edition of Luxury Brand Management in Digital and Sustainable Times delivers a timely re-examination of what constitutes...
Brand
Bilbränder rasar i Stockholm. Längs en gata på Söder brinner bilar som på bål medan en skugga obemärkt försvinner in bland träden i Vitabergsparken. I ett av fordonen hittar polisen en ihjälbränd man och misstankarna riktas direkt mot en ökä...
Brand
En måndag förmiddag i februari ringer telefonen. Det är en hantverkare som står på Catharina Gotbys gård på ön. Han frågar om hon vet att hennes nyrestaurerade byggnad har brunnit ner.
Brand Vision Archetypes: Creating Brands With Meaning
Brand Vision Archetypes: Creating Brands With Meaning
From Chinese Brand Culture to Global Brands
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.