How Brands Grow

How Brands Grow
Author: Jenni Romaniuk,Byron Sharp,Professor of Marketing Science and Director of the Ehrenberg-Bass Institute Byron Sharp
Publsiher: Oxford University Press, USA
Total Pages: 192
Release: 2015-10-12
ISBN 10: 9780195596267
ISBN 13: 0195596269
Language: EN, FR, DE, ES & NL

How Brands Grow Book Review:

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.

Building Distinctive Brand Assets

Building Distinctive Brand Assets
Author: Jenni Romaniuk
Publsiher: Anonim
Total Pages: 248
Release: 2018-03-16
ISBN 10: 9780190311506
ISBN 13: 0190311509
Language: EN, FR, DE, ES & NL

Building Distinctive Brand Assets Book Review:

This book is for anyone with a brand.It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

A Textbook Of Applied Physics

A Textbook Of Applied Physics
Author: A.K. Jha
Publsiher: I. K. International Pvt Ltd
Total Pages: 395
Release: 2009-01-01
ISBN 10: 9380026773
ISBN 13: 9789380026770
Language: EN, FR, DE, ES & NL

A Textbook Of Applied Physics Book Review:

This book is intended to serve as a textbook of Applied Physics / Physics paper of the undergraduate students of B.E., B.Tech and B.Sc. Exhaustive treatment of topics in optics, mechanics, relativistic mechanics, laser, optical fibres and holography have been included. Physics is best learnt by conceptualization of the involved principles and to help the students conceptualize the involved principles, the text has been presented in an easy to understand manner. Large number of solved numericals have been included in the book to give a quantitative idea of the subject. Exercises and unsolved numericals have been given at the end of each chapter for practice. The book will also be useful for the students taking various competitive examinations.

Better Off

Better Off
Author: Eric Brende
Publsiher: Harper Collins
Total Pages: 233
Release: 2004-08-03
ISBN 10: 9780060570040
ISBN 13: 0060570040
Language: EN, FR, DE, ES & NL

Better Off Book Review:

A graduate working on a program to study the effects of technology on society describes his residence in a Mennonite-type community and recounts how his wife and he experienced health benefits and overall life satisfaction during their stay.

The Growth Director s Secret

The Growth Director   s Secret
Author: Andrew Brent
Publsiher: Bloomsbury Publishing
Total Pages: 240
Release: 2017-01-26
ISBN 10: 1472936310
ISBN 13: 9781472936318
Language: EN, FR, DE, ES & NL

The Growth Director s Secret Book Review:

Shortlisted for the CMI's Management Book of the Year Award 2018 and the Business Book Awards 2018 Growth can be the most important attribute that any business can have, and yet is commonly the least well-managed area of a business' operations. Explaining why this is, The Growth Director's Secret examines the structural/cultural factors that hold many conventionally-organized companies back. The book explores important new insights from neurological research, which reveal near-universal misunderstandings about consumer motivations, shopping behaviour and brand choice. Andy Brent shows how these flaws lead many businesses to develop bland, undifferentiated consumer propositions and wasteful commercial/marketing plans, which condemn them to year upon year of stagnant growth. The book challenges much current commercial and marketing thinking, and introduces important new ideas such as: · The Big Growth Mistake that almost all companies make; · Shopping on Auto-pilot; · the crucial Moments of Maximum Emotional Impact (MoMIs) where all brand choice decisions are made; and · Marketing at Open Minds – a challenging new way to think about building growth-orientated marketing plans. The Growth Director's Secret is essential reading for business owners and managers, proposing a challenging and innovative Growth Paradigm for companies who want to break the constraints of conventional business thinking and set themselves up for significant, sustained, profitable growth.

Advances in Corporate Branding

Advances in Corporate Branding
Author: John M. T. Balmer,Shaun M. Powell,Joachim Kernstock,Tim Oliver Brexendorf
Publsiher: Springer
Total Pages: 205
Release: 2016-11-14
ISBN 10: 1352000083
ISBN 13: 9781352000085
Language: EN, FR, DE, ES & NL

Advances in Corporate Branding Book Review:

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.

Brand Intimacy

Brand Intimacy
Author: Mario Natarelli,Rina Plapler
Publsiher: Hatherleigh Press
Total Pages: 240
Release: 2017-10-23
ISBN 10: 1578266866
ISBN 13: 9781578266869
Language: EN, FR, DE, ES & NL

Brand Intimacy Book Review:

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 perish—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.

Marketing Theory Evidence Practice

Marketing  Theory  Evidence  Practice
Author: Byron Sharp,Katherine Anderson,Dag Bennett,Svetlana Bogomolova,David Corkindale,Nick Danenberg,Charles Graham,Nicole Hartnett,Rachel Kennedy,Marianthi Livaditis,Larry Lockshin,Karen Nelson-Field,Magda Nencyz-Thiel,Adrian Palmer,Anita Peleg,Erica Riebe,John Scriven,Anne Sharp,Herb Sorensen,Maxwell Winchester,Tiffany Winchester
Publsiher: OUP Australia & New Zealand
Total Pages: 656
Release: 2013-01-17
ISBN 10: 9780195573558
ISBN 13: 0195573552
Language: EN, FR, DE, ES & NL

Marketing Theory Evidence Practice Book Review:

Marketing: Theory, Evidence, Practice bridges academic theory and real-world marketing knowledge. It introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.

Eating the Big Fish

Eating the Big Fish
Author: Adam Morgan
Publsiher: John Wiley & Sons
Total Pages: 368
Release: 2009-04-03
ISBN 10: 9780470527757
ISBN 13: 0470527757
Language: EN, FR, DE, ES & NL

Eating the Big Fish Book Review:

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

How Cool Brands Stay Hot

How Cool Brands Stay Hot
Author: Joeri Van Den Bergh,Mattias Behrer
Publsiher: Kogan Page Publishers
Total Pages: 288
Release: 2013-03-03
ISBN 10: 074946805X
ISBN 13: 9780749468057
Language: EN, FR, DE, ES & NL

How Cool Brands Stay Hot Book Review:

How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.

Behind the Brands

Behind the Brands
Author: Beth Hoffman
Publsiher: Oxfam
Total Pages: 52
Release: 2013
ISBN 10: 1780772513
ISBN 13: 9781780772516
Language: EN, FR, DE, ES & NL

Behind the Brands Book Review:

Kapferer on Luxury

Kapferer on Luxury
Author: Jean-Noël Kapferer
Publsiher: Kogan Page Publishers
Total Pages: 240
Release: 2015-03-03
ISBN 10: 0749474378
ISBN 13: 9780749474379
Language: EN, FR, DE, ES & NL

Kapferer on Luxury Book Review:

This book 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. 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, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, 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.

Sticky Branding

Sticky Branding
Author: Jeremy Miller
Publsiher: Dundurn
Total Pages: 256
Release: 2015-01-10
ISBN 10: 1459728114
ISBN 13: 9781459728110
Language: EN, FR, DE, ES & NL

Sticky Branding Book Review:

Stand out, attract customers and grow your company into a sticky brand. Sticky Branding provides practical, tactical ideas of how mid-market companies — companies with a marketing budget, but not a vast one — are challenging the status quo and growing sticky brands.

Advertising and Promotion

Advertising and Promotion
Author: Chris Hackley
Publsiher: SAGE
Total Pages: 264
Release: 2005-02-16
ISBN 10: 9780761941545
ISBN 13: 0761941541
Language: EN, FR, DE, ES & NL

Advertising and Promotion Book Review:

This detailed and insightful text explains how advertising comes to cast its shadow over contemporary consumer culture. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with consumers across many cultures.

The Luxury Strategy

The Luxury Strategy
Author: Jean-Noël Kapferer,Vincent Bastien
Publsiher: Kogan Page Publishers
Total Pages: 408
Release: 2012-09-03
ISBN 10: 0749464925
ISBN 13: 9780749464929
Language: EN, FR, DE, ES & NL

The Luxury Strategy Book Review:

The Luxury Strategy, written by two world experts on the subject, provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. By defining the differences between premium and luxury brands and products, analysing the nature of true luxury brands and turning established marketing 'rules' upside down, it has established itself as the definitive work on the essence of a luxury brand strategy. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It also now includes a section on marketing and selling luxury goods online and the impact of social networks and digital developments, cementing its position as the authority on luxury strategy.

Company of One

Company of One
Author: Paul Jarvis
Publsiher: Houghton Mifflin Harcourt
Total Pages: 256
Release: 2019-01-15
ISBN 10: 1328972372
ISBN 13: 9781328972378
Language: EN, FR, DE, ES & NL

Company of One Book Review:

What if the real key to a richer and more fulfilling career was not to create and scale a new start-up, but rather, to be able to work for yourself, determine your own hours, and become a (highly profitable) and sustainable company of one? Suppose the better—and smarter—solution is simply to remain small? This book explains how to do just that. Company of One is a refreshingly new approach centered on staying small and avoiding growth, for any size business. Not as a freelancer who only gets paid on a per piece basis, and not as an entrepreneurial start-up that wants to scale as soon as possible, but as a small business that is deliberately committed to staying that way. By staying small, one can have freedom to pursue more meaningful pleasures in life, and avoid the headaches that result from dealing with employees, long meetings, or worrying about expansion. Company of One introduces this unique business strategy and explains how to make it work for you, including how to generate cash flow on an ongoing basis. Paul Jarvis left the corporate world when he realized that working in a high-pressure, high profile world was not his idea of success. Instead, he now works for himself out of his home on a small, lush island off of Vancouver, and lives a much more rewarding and productive life. He no longer has to contend with an environment that constantly demands more productivity, more output, and more growth. In Company of One, Jarvis explains how you can find the right pathway to do the same, including planning how to set up your shop, determining your desired revenues, dealing with unexpected crises, keeping your key clients happy, and of course, doing all of this on your own.

The Four

The Four
Author: Scott Galloway
Publsiher: Penguin
Total Pages: 320
Release: 2017-10-03
ISBN 10: 0735213666
ISBN 13: 9780735213661
Language: EN, FR, DE, ES & NL

The Four Book Review:

NEW YORK TIMES BESTSELLER USA TODAY BESTSELLER Amazon, Apple, Facebook, and Google are the four most influential companies on the planet. Just about everyone thinks they know how they got there. Just about everyone is wrong. For all that’s been written about the Four over the last two decades, no one has captured their power and staggering success as insightfully as Scott Galloway. Instead of buying the myths these compa­nies broadcast, Galloway asks fundamental questions. How did the Four infiltrate our lives so completely that they’re almost impossible to avoid (or boycott)? Why does the stock market forgive them for sins that would destroy other firms? And as they race to become the world’s first trillion-dollar company, can anyone chal­lenge them? In the same irreverent style that has made him one of the world’s most celebrated business professors, Galloway deconstructs the strategies of the Four that lurk beneath their shiny veneers. He shows how they manipulate the fundamental emotional needs that have driven us since our ancestors lived in caves, at a speed and scope others can’t match. And he reveals how you can apply the lessons of their ascent to your own business or career. Whether you want to compete with them, do business with them, or simply live in the world they dominate, you need to understand the Four.

Meaningful Marketing

Meaningful Marketing
Author: Doug Hall
Publsiher: Emmis Books
Total Pages: 286
Release: 2004-10
ISBN 10: 9781578601783
ISBN 13: 1578601789
Language: EN, FR, DE, ES & NL

Meaningful Marketing Book Review:

This is a powerful new approach to marketing that will multiply the impact of every dollar invested. Comprehensive research by Doug Hall and Jeffrey Stamp details marketing initiatives that will deliver sustained success. What makes this book's teaching more reliable and reproducible than others is its foundation on hard data reflecting customer, industrial, and business-to-business marketing, not: "guru opinions." After reading Meaningful Marketing, readers will know how to more effectively and efficiently market and sell their brand, their services, their products, and even themselves!

The Long and the Short of It

The Long and the Short of It
Author: Les Binet,Peter Field
Publsiher: Anonim
Total Pages: 82
Release: 2013
ISBN 10: 9780852941348
ISBN 13: 085294134X
Language: EN, FR, DE, ES & NL

The Long and the Short of It Book Review:

Strategic Brand Management Global Edition

Strategic Brand Management  Global Edition
Author: Kevin Keller
Publsiher: Pearson Higher Ed
Total Pages: 600
Release: 2013-11-06
ISBN 10: 0273780042
ISBN 13: 9780273780045
Language: EN, FR, DE, ES & NL

Strategic Brand Management Global Edition Book Review:

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: