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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
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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 !
Branding (Marketing) --- Brand name products --- Marketing --- Business names --- Management --- Logos --- History of doctrines --- 20th century --- Public opinion --- Trademarks --- Handbooks, manuals, etc. --- Branding (Marketing) - Management --- Brand name products - Management
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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...
Trademarks --- Merchant marks --- Registration of trademarks --- Trade-marks --- Trade names --- Trade regulation --- Brand name products --- Business names --- Logos (Symbols) --- Service marks --- Law and legislation --- Social aspects. --- Economic aspects. --- E-books
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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.
Marketing research -- Methodology. --- Marketing research. --- Qualitative research. --- Management --- Business & Economics --- Management Styles & Communication --- Business names. --- Brand name products. --- New products. --- Market research --- Marketing --- Markets --- Qualitative analysis (Research) --- Qualitative methods (Research) --- New product development --- NPD (Marketing) --- Product development --- Products, New --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Brands (Commerce) --- Firm names --- Trade names --- Research --- Research, Industrial --- Commercial products --- Industrial design --- Business names --- Branding (Marketing) --- Trademarks --- Names --- Brand name products --- Advertising
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Industrial and intellectual property --- Europe --- Trademarks --- Trade regulation --- Trademark infringement --- Infringement of trademark --- Intellectual property infringement --- Merchant marks --- Registration of trademarks --- Trade-marks --- Trade names --- Brand name products --- Business names --- Logos (Symbols) --- Service marks --- Law and legislation --- Criminal provisions --- Trademarks - European Union countries --- Trade regulation - European Union countries --- Trademark infringement - European Union countries
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"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.
Brand name products. --- Brand name products --- Popular culture. --- Management. --- Business, Economy and Management --- Business Management --- Culture, Popular --- Mass culture --- Pop culture --- Popular arts --- Communication --- Intellectual life --- Mass society --- Recreation --- Culture --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Branding (Marketing) --- Trademarks --- Marque
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"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.
Brand name products. --- Branding (Marketing). --- Imagery (Psychology). --- Popular culture. --- Branding (Marketing) --- Brand name products --- Imagery (Psychology) --- Popular culture --- Imagery, Mental --- Images, Mental --- Mental imagery --- Mental images --- Imagination --- Visualization --- Marketing --- Advertising --- Culture, Popular --- Mass culture --- Pop culture --- Popular arts --- Communication --- Intellectual life --- Mass society --- Recreation --- Culture --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Trademarks
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Product strategy --- Europe --- Brand name products --- Place marketing --- Product management --- #SBIB:309H2812 --- #SBIB:316.334.5U20 --- #SBIB:35H1350 --- Brand management --- Management, Product --- Marketing --- Boosterism (Place promotion) --- Destination marketing --- Place promotion --- Placemarketing --- Publicity --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business names --- Commercial products --- Branding (Marketing) --- Trademarks --- Marketing, consumentengedrag, consumentisme --- Sociologie van stad (buurt, wijk, community, stadsvernieuwing) --- Organisatie en beleid: lokale besturen: algemeen --- Management
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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.
Economics/Management Science. --- Marketing. --- Management/Business for Professionals. --- Economics. --- Industrial management. --- Economie politique --- Gestion d'entreprise --- Marketing --- Branding (Marketing) --- Brand name products --- Brand name products -- Case studies. --- Brand name products. --- Branding (Marketing). --- Branding (Marketing) -- Case studies. --- Markenpolitik. --- Commerce --- Marketing & Sales --- Business & Economics --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Brand names --- Branded merchandise --- Merchandise, Branded --- Name brand products --- Business. --- Management. --- Business and Management. --- Industrial management --- Aftermarkets --- Selling --- Business names --- Commercial products --- Trademarks --- Administration --- Industrial relations --- Organization --- Branding (Marketing) - Case studies --- Brand name products - Case studies
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