Strategic Brand Management Global Edition

Author: Kevin Keller
Publisher: Pearson Higher Ed
ISBN: 9780273780045
Release Date: 2013-11-06
Genre: Business & Economics

For students, managers and senior executives studying Brand Management. Keller’s market leading strategic brand management book provides insights into profitable brand strategies by building, measuring, and managing brand equity. The Global Edition strengthens relevance by using locally applicable examples that include Scoot, Hyundai, Etisalat, Qantas, Uniqlo, Mambo. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:

Strategic Brand Management

Author: Kevin Lane Keller
Publisher: Prentice Hall
ISBN: 0132664259
Release Date: 2013
Genre: Business & Economics

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.

Driving Customer Appeal Through the Use of Emotional Branding

Author: Garg, Ruchi
Publisher: IGI Global
ISBN: 9781522529224
Release Date: 2017-09-13
Genre: Business & Economics

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Proceedings of the 22nd International Conference on Industrial Engineering and Engineering Management 2015

Author: Ershi Qi
Publisher: Springer
ISBN: 9789462391772
Release Date: 2016-02-05
Genre: Technology & Engineering

Being the premier forum for the presentation of new advances and research results in the fields of Industrial Engineering, IEEM 2015 aims to provide a high-level international forum for experts, scholars and entrepreneurs at home and abroad to present the recent advances, new techniques and applications face and face, to promote discussion and interaction among academics, researchers and professionals to promote the developments and applications of the related theories and technologies in universities and enterprises, and to establish business or research relations to find global partners for future collaboration in the field of Industrial Engineering. All the goals of the international conference are to fulfill the mission of the series conference which is to review, exchange, summarize and promote the latest achievements in the field of industrial engineering and engineering management over the past year, and to propose prospects and vision for the further development. This volume is the second of the two proceedings volumes from this conference.

Multi Channel Marketing Branding and Retail Design

Publisher: Emerald Group Publishing
ISBN: 9781786354556
Release Date: 2016-12-05
Genre: Business & Economics

This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and branding landscape - complementary to online and virtual worlds.

The New Strategic Brand Management

Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749442832
Release Date: 2004
Genre: Business & Economics

Praise and Reviews "the best book on brands yet" - Design Magazine "New exciting ideas and perspectives on brand building are offered that have been absent from our literature." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "Managing a brand without reading this book is like driving a car without your license." - Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea "Kapferer's hierarchy of brands is an extrordinary insight" - Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press "One of the definitive resources on branding for marketing professionals worldwide." - Vikas Kumar, The Economic Times, India "One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics." - Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand Management The first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide. Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including: brand and business building the challenge of growth in mature markets managing retail brands. Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding. The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

Strategic Brand Management in Higher Education

Author: Bang Nguyen
Publisher: Routledge
ISBN: 9780429639432
Release Date: 2019-02-13
Genre: Business & Economics

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Strategic Brand Management

Author: Richard Rosenbaum-Elliott
Publisher: Oxford University Press, USA
ISBN: 9780198704201
Release Date: 2015-07-30
Genre: Brand name products

Strategic Brand Management third edition, uniquely analyses the social andcultural aspects of brand strategy and its influence on consumerperceptions around the world.Written by experts in the field, itis designed to ensure students are confident in analysing traditionalideas of brand equity and positioning and are able to understand theemotional and cultural connections brands create and employ. The book'sinnovative framework separates a brand's concept into its functionaland emotional parts to give students a complete understanding of howbrands operate and compete for consumer loyalty.In addition,brand management theory is applied to a wealth of engaging real-lifecase studies and full colour images clearly illustrate brand strategiesin action. Diverse and dynamic examples include Red Bull, Fiat, andVirgin, as well as innovative Australian stationery brands, Scandinaviancoffee companies, and international retail giants.As a result, Strategic Brand Managementis the complete and essential textbook for students aiming to developtheir academic and professional skills and learn more about thischallenging andprofitable industry. New to this editionUpdatedand extended coverage of online and technological changes to brandmanagement strategies, including social media and internet communities.Wider international coverage with new examples from Asia, Australia, and Europe.A new full colour presentation givesdiagrams and photographs more impact, better enhancing the reader'sunderstanding of brand management theory and practice.A range of new and updated case studies andexamples illustrate significant developments in brand managementpractice since 2011.New key concept boxes allow the reader to recap and review the core theories and ideas set out at the beginning of each chapter.

Global Marketing Management

Author: Kiefer Lee
Publisher: Oxford University Press, USA
ISBN: 0199239428
Release Date: 2009
Genre: Business & Economics

'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment.

Contemporary Brand Management

Author: Johny K. Johansson
Publisher: SAGE Publications
ISBN: 9781483322940
Release Date: 2014-01-17
Genre: Business & Economics

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

Global Brand Strategy

Author: Sicco Van Gelder
Publisher: Kogan Page Publishers
ISBN: 074944469X
Release Date: 2005
Genre: Business & Economics

"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.

Strategic Brand Management

Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749420693
Release Date: 1997
Genre: Business & Economics

This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.

Strategic branding The difficulty of the term and trademark Fu ball WM 2006

Author: Hannah Schatte
Publisher: GRIN Verlag
ISBN: 9783640417926
Release Date: 2009-09-03
Genre: Business & Economics

Scientific Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Carl von Ossietzky University of Oldenburg, course: Intellectual Property, language: English, abstract: The Football World Cup ushers a gigantic marketing machinery where particularly industries such as tourism, catering, culture and media are hoping to gain massive revenues. Yet the commercialisation of this event does not only bring marketing managers, but also lawyers on board, because the major part of the earnings of those events are not formed by the ticket sales, but by the sponsorship money. Since the 1980s, sport-sponsoring has increased constantly, due to the fact that companies are hoping to gain an considerable increase in publicity and corporate image benefits. Given the huge expenses, it is not surprising that not only the organisator of the Football World Cup, namely the FIFA , but also the sponsors are longing for maximized exclusiveness of their trademarkrights. Along with this exclusiveness comes the concern about competition law matters, which are also adressed under the behaviour of Strategic Branding. This paper will deal with the problem of Strategic Branding and Ambush-Maketing in cases of eventmarks, using the example of the trademark “Fussball WM 2006” to illustrate the general problems arising from the application of eventmarks.

Strategic Market Management

Author: David A. Aaker
Publisher: John Wiley & Sons
ISBN: 9780470689752
Release Date: 2010
Genre: Business & Economics

Strategic Market Management: Global Perspectives is motivated by the strategic challenges created by the dynamic nature of markets. The premise is that all traditional strategic management tools either do not apply or need to be adapted to a more dynamic context. The unique aspects of the book are its inclusion of: A business strategy definition that includes product/market scope, value proposition, and assets and competences. A structured strategic analysis including a detailed customer, competitor, market, and environmental analysis leading to understanding of market dynamics that is supported by a summary flow diagram, a set of agendas to help start the process, and a set of planning forms. Concepts of strategic commitment, opportunism, and adaptability and how they can and should be blended together. Bases of a value proposition and strong brands. A strategy without a compelling value proposition will not be market driven or successful. Brand assets that will support a business strategy need to be developed. Creating synergetic marketing with silo organisations defined by products or countries. All organisations have multiple products and markets and creating cooperation and communication instead of competition and isolation is becoming an imperative. A global perspective is an essential aspect of this new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This is achieved by the extensive use of new gobal examples and vignettes.

Strategic Brand Management

Author: Richard H. Elliott
Publisher: Oxford University Press, USA
ISBN: 9780199260003
Release Date: 2007-01
Genre: Business & Economics

Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. Building on a solid theoretical underpinning, this textbook provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes.