Narrow your search
Listing 1 - 9 of 9
Sort by

Book
Brand Harmony : Achieving Dynamic Results by Orchestrating Your Customer's Total Experience
Author:
ISBN: 1590792823 Year: 2010 Publisher: Cork : BookBaby,

Loading...
Export citation

Choose an application

Bookmark

Abstract

Brand Harmony presents a fresh and revealing approach to branding and explains how companies of all types and sizes can achieve dynamic results by orchestrating their customers' total experience. Brand Harmony is a breakthrough concept that aligns everyone in a company to deliver a powerful, harmonious message to customers.Full of common-sense wisd


Book
Brand design : construire la personnalité d'une marque gagnante
Authors: --- --- ---
ISBN: 9782804162474 2804162478 Year: 2010 Publisher: Bruxelles: De Boeck,

Loading...
Export citation

Choose an application

Bookmark

Abstract

Cet ouvrage aborde la marque sous un angle inédit : celui du brand design. Le brand design est à l'origine de la marque car il intègre à la fois les préoccupations des spécialistes du marketing et celles des professionnels du design. Ainsi, le brand design propose de concevoir la marque sur la base d'axes de positionnement marketing forts et cohérents mais aussi par une expression physique, symbolique et expérientielle de la marque. La spécificité du brand design est de restituer à la marque sa dimension poly-sensorielle et de la resituer au coeur des expériences de consommation. Le brand design, c'est l'alliance du marketing et du design ! L'ouvrage répond aux questions essentielles que se posent tout responsable de marque, tout designer, tout étudiant ou enseignant, sur les liens qui unissent design, marque et marketing : Qu'est ce qu'une marque pou le consommateur ? La marque sera vue comme un ensemble d'éléments issus du design et d'attributs marketing sur la base desquels le consommateur forge sa perception. On apprendra comment le consommateur s'approprie la marque ! Comment construire une personnalité de marque forte ? Tous les éléments à l'origine de la perception sont approfondis : qualités fonctionnelles du produit, design du produit, identité de marque. La nouveauté consistera à choisir et à développer les traits de personnalité les plus pertinents au regard des marchés ciblés. On apprendra à analyser la personnalité de la marque avec les grilles des spécialistes les plus reconnus ! Comment rendre plus efficace la communication de la marque ? Les fondements du langage de marque sont dévoilés. L'impact des éléments physiques tels les couleurs, les formes, les matières mais aussi les aspects sensoriels, synesthésiques, expérientiels de la marque qui stimulent l'imaginaire et suscitent les émotions, y est expliqué. Les instruments de communication qui accroissent la force perceptuelle de la marque sont mis en avant. On apprendra comment rendre cohérents les différents signes émis par la marque pour communiquer un positionnement... et un seul : celui attendu par les consommateurs ! Comment syntoniser la marque avec les éléments clés du marketing-mix ? Le niveau de prix et les relations établies avec les distributeurs sont pour cela les meilleurs alliés de la marque. La question y est abordée d'un point de vue pratique ! En quoi la marque peut-elle devenir un puissant levier d'implication dans l'entreprise ? La marque, véritable facteur de développement organisationnel, va permettre de diffuser une vision commune dans l'entreprise, de fédérer les énergies individuelles en portant les valeurs culturelles de l'entreprise. Toutes les clés visant à forger un fort sentiment d'appartenance seront dévoilées ! Les auteurs vont révéler de nouvelles dimensions de la marque. Chacune d'entre elles sera illustrée par des cas concrets, réels, de marques qui réussissent sur les marchés complexes auxquels sont confrontés les managers actuels. Leur obsession commune ? Construire une marque gagnante !


Book
Revisiting the philosophical foundations of trademarks in the US and UK
Author:
ISBN: 128258815X 9786612588150 1443818291 9781443818292 9781443817790 1443817791 6612588152 Year: 2010 Publisher: Newcastle upon Tyne : Cambridge Scholars,

Loading...
Export citation

Choose an application

Bookmark

Abstract

This book challenges the philosophical foundations of current trademark systems in the USA and the UK. It argues that the process of trademark creation should be transformed to the more practical and realistic proposition of "co-authorship" of trademarks by both the public and trademark owners. The book develops the "Economic-Social Planning justification", which departs from the economic argument that trademarks reduce consumer search costs, and then proposes that trademarks should be formul...

Developing brands with qualitative market research
Authors: ---
ISBN: 1412903963 1849208840 9786611362218 1281362212 1847876978 9781847876973 9781849208840 9781412903967 9781412903967 0761972722 9780761972723 9781281362216 6611362215 Year: 2010 Publisher: [Thousand Oaks, Calif. : SAGE],

Loading...
Export citation

Choose an application

Bookmark

Abstract

This text explores the origins, nature and character of brands. By examining how different researchers and commentators have talked about brands and the assumptions about brands which underpin qualitative research practice, we arrive at an overall view of what brands are and what they do.


Book
European trademark law : community trademark law and harmonized national trademark law
Authors: --- ---
ISBN: 9789041131577 9041131574 Year: 2010 Publisher: Alphen aan den Rijn : Biggleswade : Kluwer Law International ; Turpin Distribution Services [distributor],


Book
Brand society : how brands transform management and lifestyle
Author:
ISBN: 9780521898263 0521898269 9780521726900 0521726905 9780511802881 1107714214 1107212332 9786612560699 0511713231 0511722559 0511712405 0511802889 1282560697 0511714483 0511715730 9780511714481 9780511712401 9780511722554 9780511715730 9781107212336 9781107714212 9781282560697 661256069X 9780511713231 Year: 2010 Publisher: Cambridge ; New York : Cambridge University Press,

Loading...
Export citation

Choose an application

Bookmark

Abstract

"Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. Most attempts to explain the role of brands focus on brands either as management tools (managerial perspective) or as symptoms of consumerism (sociological perspective). In Brand Society, Martin Kornberger combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in"--Provided by publisher.


Book
Blowing up the brand : critical perspectives on promotional culture
Authors: ---
ISBN: 9781433108679 9781433108662 1433108674 1433108666 Year: 2010 Publisher: New York : P. Lang,

Loading...
Export citation

Choose an application

Bookmark

Abstract

"This edited volume seeks to redress the lack of scholarly work that takes promotion seriously as a form of social, cultural, political, and economic exchange. It unpacks the vernacular, the institutional structures, and the practices and performances that make up promotional culture in everyday life, offering diverse critical perspectives on how, as citizens, consumers, and users, we absorb, navigate, confront, and resist its influence. Contributions from both renowned scholars and emerging intellectuals make this book a timely and valuable contribution to the fields of media and communication studies, political science, cultural studies, sociology, and anthropology." --BOOK JACKET.


Book
Ingredient branding : making the invisible visible
Authors: ---
ISBN: 9783642042140 9783642042133 3642042139 3642438180 9786612832192 1282832190 3642042147 9781282832190 Year: 2010 Publisher: New York : Springer,

Loading...
Export citation

Choose an application

Bookmark

Abstract

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. Ingredient Branding by Kotler and Pfoertsch is the most thorough and complete analysis of ingredient branding one could ever hope for in a single source—a virtual encyclopedia on InBranding. Replete with insightful case studies of companies from a variety of industries that have successfully transformed their traditional brands into powerful new InBrands, and have launched entirely new products and services employing InBranding. Ingredient Branding should be top on the list for all CMOs to read whose companies’ "live or die" based upon the success of their brands. —John A. Caslione, founder, president and CEO, GCS Business Capital, LLC, and co-author of "Chaotics: The Business of Managing and Marketing in The Age of Turbulence" This book explains how and why putting the brand of an ingredient on the outside of a product increases its appeal to the customer. The authors give managers and business leaders important insights into how this innovative marketing concept works and implement it. —John A. Quelch, Lincoln Filene Professor of Business Administration, Harvard Business School, Cambridge, MA, and author of "Greater Good: How Good Marketing Makes for Better Democracy" A fascinating, eye-opening perspective on the marketing and positioning of new, complex products, and a most valuable, wonderfully practical and readable book and guide for business leaders wanting to communicate the qualities of their products and components - by "making the invisible visible". —Rolf D Cremer, Dean and Vice President, CEIBS, China Europe International Business School, Shanghai, China.

Listing 1 - 9 of 9
Sort by