The Branded Mind

Author: Erik Du Plessis
Publisher: Kogan Page Publishers
ISBN: 9780749462987
Release Date: 2011-02-03
Genre: Business & Economics

The Branded Mind is about how people think, and particularly how people think about brands. It explores what we know about the structure of the brain, explains how the different parts of the brain interact, and then demonstrates how this relates to current marketing theories on consumer behaviour. It investigates developments in neuroscience and neuromarketing, and how brain science can contribute to marketing and brand building strategies. Including research by Millward Brown, one of the World's top market research companies, it touches on key topics such as the nature of feelings, emotions and moods, personality, measuring the brain, consumer behaviour and decision making and market segmentation.

The Law of the Brand

Author: Hans Muhlberg
Publisher: Zebra
ISBN: 9781868729296
Release Date: 2005-01-01
Genre: Brand name products

Although by no means a 'law book', this title deals with the most important legal aspects of branding.

Enhance Your Training Brand

Author: Amy Hand
Publisher: American Society for Training and Development
ISBN: 9781562867263
Release Date: 2010-06
Genre: Business & Economics

In this Infoline, you will learn the basic concepts of branding.

Lost in Transition

Author: Christian Smith
Publisher: Oxford University Press
ISBN: 9780199911523
Release Date: 2011-09-01
Genre: Social Science

Life for emerging adults is vastly different today than it was for their counterparts even a generation ago. Young people are waiting longer to marry, to have children, and to choose a career direction. As a result, they enjoy more freedom, opportunities, and personal growth than ever before. But the transition to adulthood is also more complex, disjointed, and confusing. In Lost in Transition, Christian Smith and his collaborators draw on 230 in-depth interviews with a broad cross-section of emerging adults (ages 18-23) to investigate the difficulties young people face today, the underlying causes of those difficulties, and the consequences both for individuals and for American society as a whole. Rampant consumer capitalism, ongoing failures in education, hyper-individualism, postmodernist moral relativism, and other aspects of American culture are all contributing to the chaotic terrain that emerging adults must cross. Smith identifies five major problems facing very many young people today: confused moral reasoning, routine intoxication, materialistic life goals, regrettable sexual experiences, and disengagement from civic and political life. The trouble does not lie only with the emerging adults or their poor individual decisions but has much deeper roots in mainstream American culture--a culture which emerging adults have largely inherited rather than created. Older adults, Smith argues, must recognize that much of the responsibility for the pain and confusion young people face lies with them. Rejecting both sky-is-falling alarmism on the one hand and complacent disregard on the other, Smith suggests the need for what he calls "realistic concern"--and a reconsideration of our cultural priorities and practices--that will help emerging adults more skillfully engage unique challenges they face. Even-handed, engagingly written, and based on comprehensive research, Lost in Transition brings much needed attention to the darker side of the transition to adulthood.

The Global Brand

Author: Nigel Hollis
Publisher: St. Martin's Press
ISBN: 0230615414
Release Date: 2008-09-30
Genre: Business & Economics

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

The Cornell School of Hotel Administration on Hospitality

Author: Michael C. Sturman
Publisher: John Wiley & Sons
ISBN: 9781118016268
Release Date: 2011-03-31
Genre: Business & Economics

This cutting edge and comprehensive book—with contributions from the star faculty of Cornell University's School of Hotel Administration—offers the latest thinking on the best practices and strategies for hospitality management. A must for students and professionals seeking to enter or expand their reach in the hospitality industry, The Cornell School of Hotel Administration on Hospitality delivers the authoritative advice you need to: Develop and manage a multinational career and become a leader in the hospitality industry Maximize profits from franchise agreements, management contracts, and leases Understand and predict customer choices, and motivate your staff to provide outstanding service Manage hospitality businesses and the real estate underlying the businesses Control costs, coordinate branding strategy, and manage operations across multiple locations


Author: Roger Dooley
Publisher: GABAL Verlag GmbH
ISBN: 9783869365138
Release Date: 2013
Genre: Business & Economics

Brainfluence erklärt, wie Sie mit Hilfe der Neurowissenschaft und der Verhaltensforschung die Entscheidungsmuster der Konsumenten entschlüsseln und so Ihr Marketing verbessern. Sobald Sie verstehen, wie die Gehirne Ihrer Kunden arbeiten, können Sie mit weniger Geld mehr erreichen. Brainfluence stellt die neuesten Erkenntnisse und Forschungsresultate des Neuromarketing vor und bringt Ihr Marketing, Ihre Werbung und Ihren Verkauf auf Vordermann. Das Unbewusste Ihrer Kunden ist eine gewaltige potenzielle Ressource – dieses Buch erklärt, wie Sie sie nutzbar machen. Mit 100 leicht verständlichen Praxistipps präsentiert Brainfluence Schlüsselstrategien, wie Sie Konsumenten im persönlichen Verkaufsgespräch, in Online- oder Printanzeigen und anderen Marketingmedien optimal ansprechen. »Roger Dooleys erhellendes neues Buch Brainfluence stellt die modernsten neurowissenschaftlichen Forschungsergebnisse vor und ist eine gute Anleitung, wie man ein erfolgreiches Unternehmen an der Konkurrenz vorbei an die Spitze bringt.« Martin Lindstrom, Autor von Brandwashed

Die subtile Kunst des darauf Schei ens

Author: Mark Manson
Publisher: MVG Verlag
ISBN: 9783961210596
Release Date: 2017-05-08
Genre: Self-Help

Scheiß auf positives Denken sagt Mark Manson. Die ungeschönte Perspektive ist ihm lieber. Wenn etwas scheiße ist, dann ist es das eben. Und wenn man etwas nicht kann, dann sollte man dazu stehen. Nicht jeder kann in allem außergewöhnlich sein und das ist gut so. Wenn man seine Grenzen akzeptiert, findet man die Stärke, die man braucht. Denn es gibt so viele Dinge, auf die man im Gegenzug scheißen kann. Man muss nur herausfinden, welche das sind und wie man sie sich richtig am Arsch vorbeigehen lässt. So kann man sich dann auf die eigenen Stärken und die wichtigen Dinge besinnen und hat mehr Zeit, sein Potential gänzlich auszuschöpfen. Die subtile Kunst des darauf Scheißens verbindet unterhaltsame Geschichten und schonungslosen Humor mit hilfreichen Tipps für ein entspannteres und besseres Leben. Damit man seine Energie für sinnvolleres verwendet als für Dinge, die einem egal sein können.

Growing Brands Through Sponsorship

Author: Philip Gross
Publisher: Springer
ISBN: 9783658072506
Release Date: 2014-11-07
Genre: Business & Economics

​Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co‐sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co‐sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.

The Practice of Professional Consulting

Author: Edward G. Verlander
Publisher: John Wiley & Sons
ISBN: 9781118283110
Release Date: 2012-09-28
Genre: Business & Economics

The Practice of Professional Coaching Change is the life-blood of consulting just as organizations endure only through successful change. The reality of this mutual need lies at the heart of what consulting is all about. Consultants solve problems created by the powerful forces of change in an organization's environment and in so doing, create change themselves. The Practice of Professional Consulting is a comprehensive examination of what has been called "the world's newest profession." In this practical resource Edward Verlander offers an overview of the industry and includes the most useful processes, tools, and skills used by successful consultants to produce solutions for their clients. The book also reveals why consulting is a growing and attractive career option. The best practices used by leading consulting firms are included in the book as well as the capabilities skillful consultant use in each stage of engagement. Verlander also recommends ways to ensure a consultant can solve a client's problems in a systematic, professional way. At the very heart of the book is the emphasis he puts on what is needed to become a truly trusted consultant. Filled with a wealth of must-have information from a wide range of consulting professionals, the book includes: a model of the consulting cycle; a diagnostic instrument for assessing consulting roles; ideas of how to develop political intelligence to navigate client organizations; tools for managing consulting meetings, risk assessment, and skills transfer; techniques in communications, emotional intelligence, presentations, and listening; and much more. Written for anyone wishing to start a consulting business, new employees at established consulting firms, facilitators of consulting training programs, and faculty at business schools, this important resource provides an easy way to understand the stages, roles, and tasks of consulting found in any type of consulting and it provides simple and easy-to-use techniques and templates for implementation.

The art of preaching

Author: Alanus (de Insulis)
Publisher: Cistercian Pubns
ISBN: STANFORD:36105040699618
Release Date: 1981-01-01
Genre: Religion

The art of preaching had become a highly formal science by the late twelfth century. Taught at universities of western Europe, the meticulous construction of sermons satisfied a scholastic desire for order and exactness. Alan of Lille, the Doctor Universalis, was acknowledged by his contemporaries to be an exceptionally learned man. His manual on the Art of Preaching is an explanation of the theory of sermon composition as it was developing in the schools of his day. A handbook for future preachers, it gives moderns an insight into the techniques and the contents of medieval sermons.

The role of viral advertising in brand equity building

Author: Fotini Mastroianni
Publisher: GRIN Verlag
ISBN: 9783668427075
Release Date: 2017-04-03
Genre: Business & Economics

Bachelor Thesis from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, , language: English, abstract: This paper presents the role of viral marketing in building brand equity. There are many well known theories that are generally accepted regarding brand equity. Although these theories are quite old, they are still used in academic research. According to Keller (1993:39): “Brand equity is defined in terms of the marketing effects uniquely attributable to the brand”. Aaker elaborated the brand equity dimensions, however, his theories do not explain what the direct causes of brand equity are. The present study is based on the existing theories on brand equity and viral marketing and provides new insights developed for the football players. There are limited research and theories on this case. The focus of the study will be on brand equity which is developed when the consumer knows the brand. The other dimensions of brand equity such as brand loyalty and perceived quality are created when the consumers know the brand. The present thesis, in particular, does not focus on the effects of brand equity but it is mostly concerned with brand awareness. This applies in case of football players and consequently, it results in a deeper comprehension on how important brand awareness is for the development of brand equity. The present thesis focuses on a relatively new topic which is word-of-mouth through the Internet, in other words, viral marketing. Although, in recent years, there are many studies on viral marketing, however, there is little known on how effective viral marketing is and the extent on which it influences the actual behavior of the consumer. This thesis will provide a better understanding on the extent of viral marketing effectiveness on brand awareness and equity which will help in explaining if viral marketing is a useful tool to use to develop brand awareness which in its turn will result in brand equity. All relevant marketing theories regarding viral marketing and brand equity are used as a theoretical reference when the football players branding practices are being assessed and explained. Developing a real brand is important for a football player to continue his business career when his athletic career ends.