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Dit boek behandelt de kloof ('gap') tussen de reputatie en identiteit van organisaties en producten. De auteur is onderzoeker en docent merkenmanagement, marketing en corporate communicatie bij de Hogeschool INHolland. Hij werkte in de marketing bij onder meer Philips en L'Oreal. Het boek is vooral geschikt voor marketing- en communicatiefunctionarissen die al flink gevorderd zijn in hun vak. Het geeft hun een analyse-techniek in handen die zij kunnen gebruiken om de kloof tussen gewenst imago en bestaand imago te overbruggen. Een handige handleiding, die haar waarde vooral ook ontleent aan de besproken praktijkgevallen van algemeen bekende organisaties. Heel positief is het belang dat wordt gehecht aan de inbreng van de eigen medewerkers van een bedrijf bij het vestigen van een gunstige reputatie. Door dit alles is dit boek een goede voorbereiding op het in de markt zetten van een bedrijf of een product.
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Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their band. But in this abundance of models and theories, marketers might find themselves lost in translation. The Brand Religion paper aims aim to simplify the world of marketing in three main Brand Religions beyond the classic 'Kotler-ian' thinking. Discover the core beliefs behind each of these Brand Regions and, togheter with relevant case study examples, find out how to track the different performance metrics that go hand in hand with these models.
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Explores how to design for rebranding concepts that result in optimum commercial success Rebranding is a delicate exercise that can often have many pitfalls, both for the brand that ventures into such a project and for the agency who has been chosen to engage with this process. The business undergoing rebranding must ask the following questions: is this an appropriate time for such substantive work? Are we talking about a soft evolution or metamorphosis? Does this rebranding address a clearly identified problem, and can it represent a genuine asset for development? For designers, even if these questions remain central, other issues also arise: how to produce a distinctive project in the face of a profusion of branding works available online? How to produce relevant and appreciated work in a challenging economic and social environment? This book brings together some of the best rebranding projects in the world and addresses these key issues formally and with real substance. It places the crucial (and sometimes underestimated) role of the brand design into the developmental processes of companies, institutions or associations.
Merken. --- Rebranding.
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