Brands and branding Books
Lioncrest Publishing Conquer Your Rebrand: Build a B2B Brand That Customers Love and Competitors Envy
£18.99
£18.57
The Choir Press Methods of the Madmen: How the advertising men and women of Britain's most awarded agency did their most awarded ads
Book SynopsisHappiness is a cigar called Hamlet. Hovis, as good for you today as it's always been. Heineken refreshes the parts other beers cannot reach. These are three of the most famous advertising campaigns ever produced, and all the work of Collett, Dickenson, Pearce & Partners. There was something in the air at CDP that made it special. Some compared it with being in the Beatles. Others said it was like playing for a football club at the top of the Premier League. Certainly, CDP possessed an ethos driven by an unshakeable belief in creativity: the new, the brilliant, the witty and the vital. It was relentless in its search for ideas that not only contributed to the success of its clients, but also to the happiness of the nation. CDP commercials became as much a part of the fabric of British popular culture as Fawlty Towers, The Two Ronnies and Eric and Ernie. In 2012, at an evening to mark the 50th anniversary of Design & Art Direction, CDP won yet another award - for being the 'most awarded agency' of the last 50 years. This book tells the story of the ads that won these awards: how they were conceived and the men and women who dreamed them up. Whether you are a student of advertising, work in the business, or are simply a member of the public who remembers these ads with fondness, this book will entertain you.Trade Review"Mike Everett, himself an award-garlanded creative practitioner during the golden age of the world's greatest ever advertising agency, has written this affectionate, funny, generous and historically important account of the making of many of CDP's most loved campaigns. If you have any interest in our business please read this and share it. It describes a time when people liked what we did and explains why."; Tim Lindsay, Chairman D&ADTable of ContentsIntroduction; A potted history of Collett Dickenson Pearce; One: Twenty-five years of Happiness; Two: The hunt for Hovis Hill; Three: 'Frank Lowe unleashes his disemboweling knife'; Four: The cartoon and the Dinky Toy army; Five: A real Turkish delight; Six: Bringing back lovely legs; Seven: The shoe commercial shot on a shoestring; Eight: 'Let's do some famous work.'; Nine: From Dudley Moore to Alan Whicker; Ten: Taking the Mickey out of David; Eleven: A success with many fathers; Twelve: Making a splash for Cinzano; Thirteen: How Mr. Spock was born; Fourteen: A tale of two Hamlets; Fifteen: A glorious, politically incorrect romp; Sixteen: A rather expensive factory visit; Seventeen: A silk purse from a sow's ear; Eighteen: The art of stealing a brief; Nineteen: Selling the brand as a band; Twenty: Killing time in Carefree; Afterword;
£14.95
Springer Nature Switzerland AG Designing Luxury Brands: The Science of Pleasing Customers’ Senses
Book SynopsisThis book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle. Trade Review“The author has based this book on her research, offering readers powerful business frameworks they can use and adapt for their needs in order to understand and predict human behavior. … I highly recommend this book to anyone interested in understanding the substrates behind the needs and choices of consumers, but also understanding our own choices - from a different point of view.” (Monica Diana Olteanu, insights - Consumer Neuroscience in Business, Issue 24, September, 2018)Table of ContentsUnderstanding Luxury Shoppers.- Identifying Profitable Markets.- Finding the Right Positioning.- Designing Luxury Brands.- Expanding Luxury Brands Internationally.- Building Iconic Brands.
£41.24
Springer Nature Switzerland AG The Artification of Luxury Fashion Brands:
Book SynopsisDespite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.Table of ContentsSections Topics Potential authors Foreword The artification of luxury François Colbert, Full Professor, HEC Montreal Introductory section Preface The introduction will present the subject and the structure of the book, and will make the case for the study of the relationship between art and fashion. It will offer a review of the various contributions in order to provide context and offer the interpretation key to the book. Marta Massi, Assistant Professor, Università Cattolica del Sacro Cuore; Alex Turrini, Associate Professor, Southern Methodist University, TX, USA Chapter 1 - When Fashion Met Arts: The Artification of Fashion Brands Chapter 1 will review the literature on the artification of fashion in order to illustrate how two apparently separated worlds, such as art and fashion, are increasingly interacting and collaborating to achieve mutual benefits. This introductory chapter will provide the theoretical foundation to analyze the cases of art/fashion collaboration. It will also outline the main strategies used by fashion firms, i.e., 1) corporate art collections; 2) corporate museums; 3) exhibits and installations; 4) Mecenatism (support to artists or creation of foundations); 5) sponsorships and cobranding; 6) art-based fashion brand management. Marta Massi, Assistant Professor, Università Cattolica del Sacro Cuore; Alex Turrini, Associate Professor, Southern Methodist University, TX, USA Part 1 - Art & Fashion Synergies Chapter 2 – Brunello Cucinelli, a humanistic approach to fashion Chapter 5 will focus on Brunello Cucinelli. Founded in 1978, Brunello Cucinelli has been the subject of significant interest in recent years in connection with its ability to continue to growth its brand in an ongoing connection with arts and culture. Cucinelli represents an example of “employee-centered approach humanistic capitalism.” Based in Solomeo in Central Italy, where it founded the School for Arts and Craft, the company identifies its truest meaning and aesthetic research in manual work and craftsmanship, the most authentic expressions of people’s humanity and creativity. Chiara Paolino, Assistant Professor, Università Cattolica del Sacro Cuore Ariane Berthoin Antal, Research Fellow, WZB Berlin Social Science Center Part 2 – Art & Fashion Contaminations Chapter 3 - Trussardi and the art of promoting art Chapter 3 will look at Trussardi, a brand that has showed a consistent link to the arts. In particular, it will focus on Fondazione Trussardi, an institution aimed at the promotion of contemporary art; a nomadic museum for the production and spreading of art in multiple contexts and through different channels. François Colbert, Professor, HEC Montreal; Andrea Rurale, Lecturer, Bocconi University Chapter 4 – Gucci: Branding art or art branding? Chapter 4 will deal with Gucci, a brand that has held a fructuous collaboration with artists, created its own museum and used arts in and out its stores (e.g., Gucci Walls; Gucci Art Lab). The connection of Gucci to the arts is also fostered by the ownership of the company by Francois Pinault, who developed Palazzo Grassi and Punta della Dogana in Venice. Paul Harrison, Senior Lecturer, Deakin University, Australia, Alessia Anzivino, Research Associate, Università Cattolica del Sacro Cuore, Giorgia Sepe, Research Associate, Università Cattolica del Sacro Cuore Part 3 – Art & Fashion Hybridizations Chapter 5 - Christian Dior: The Art of Haute Couture Chapter 2 will focus on Christian Dior, a company that has invested many resources in the collaboration with the arts, from the creation of the museum to development of exhibits such as House of Dior: Seventy Years of Haute Couture, a collaboration with the National Gallery of Victoria, Australia, which displayed more than 140 garments designed by Christian Dior Couture between 1947 and 2017. Federica Antonaglia, IAE - Enseignant Chercheur, Université de Bordeaux Juliette Passebois, IAE - Enseignant Chercheur, Université de Bordeaux Chapter 6 – Balenciaga, the Master of Haute Couture Chapter 6 will deal with Balenciaga, a brand that carries the name of the designer known as ‘The Master’ of haute couture, one of the most revered and influential fashion designers of the 20th century. Characterized by their sculptural quality, deft manipulation of textiles and dramatic use of color and texture, Balenciaga creations are inspired by artworks and can be admired at the Balenciaga Museum. Manuel Cuadrado, Associate Professor, Universitat de Valencia, Spain. Piergiacomo Mion, SDA Fellow, Bocconi University Chiara Piancatelli, SDA Fellow, Bocconi University Conclusions This conclusive chapter will outline the main managerial implications emerging from the analysis of the case studies and set the ground for future research in the field. Marta Massi, Assistant Professor, Università Cattolica del Sacro Cuore; Alex Turrini, Associate Professor, Southern Methodist University, TX, USA
£54.99
Springer Nature Switzerland AG Personal Brand Management: Marketing Human Value
Book SynopsisThis book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines.Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism.The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.Table of ContentsChapter 1. An Introduction to Personal Branding.- Chapter 2. What is a Personal Brand?.- Chapter 3. Discovering Your Target Audience.- Chapter 4. Positioning for a Competitive Advantage.- Chapter 5. Marketing Personal Brands.- Chapter 6. The Monetization of Personal Brands.- Chapter 7. Legally Protecting Personal Brand Equity.- Chapter 8. Personal Brand Reputation Management.- Chapter 9. Strategies for Managing Personal Brand Equity.
£64.99
Springer Nature Switzerland AG Rethinking Luxury Fashion: The Role of Cultural
Book SynopsisUsing the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.Table of ContentsPart I. Background of Luxury Fashion as a Field of Material Culture 1. Defining Fashion, Luxury, and Luxury Fashion 2. Established Methods of classifying Luxury Fashion Brands 3. A New Method for the Classification of Luxury Fashion Brands Part II. Production and Consumption of Luxury Fashion 4. The Producers of “Newness” in Luxury Fashion 5. What Do We Really Consume through Luxury Fashion? 6. How Do We Consume Luxury Fashion? Part III. Cultural Intelligence and Creativity 7. A Close Look at Cultural Intelligence 8. Tim Morton’s Theory of Hyperobjects 9. Luxury Fashion Products Addressing Cultural Changes 10. Luxury Marketing Strategies Based on Cultural Intelligence Part IV. The Future of Luxury Fashion 11. Conclusions
£54.99
Springer Nature Switzerland AG Brand Management: An Introduction through Storytelling
Book SynopsisBranding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.Table of Contents1 Introduction to Brand Management2 Ethical Branding3 Brand Philosophy4 Brand Positioning5 Brand Identity6 Brand Integration7 Brand in the Digital Era8 Brand Equity9 Brand Extension10 Brand Mergers and Acquisitions11 Brand Architecture12 Contemporary Issues in Brand Management
£54.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Digitales Bewegtbild im Media-Mix: Grundlagen,
Book SynopsisDas Essential ist ein kompakter Leitfaden, der die erfolgsentscheidenden Aspekte der Mediaplanung von Online-Video-Formaten beschreibt.Schritt für Schritt soll die Bewegtbildplanung im Rahmen der kommunikativen Zielsetzung transparent gemacht werden, um so eine bessere Einschätzung in Bezug auf Wirkung, Aussteuerung, Zielgruppenerreichung und einen optimalen Einsatz im Media-Mix zu erhalten.Table of ContentsBegriffliche Definition und Abgrenzung.- Der Bewegtbildmarkt in Deutschland – aktuelle Player.- Der Einsatz von Bewegtbild in Bezug zu den Zielsetzungen.- Herausforderungen in der Bewegtbildplanung.- Der Leitfaden für eine Bewegtbildplanung: Zielsetzungen, Zielgruppen, Budget, Rolle im Media-Mix, Buchungsformen, Kreation, Tracking und Reporting.- Zusammenfassung.
£13.62
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Wirkungsmechanismen im Reputationsmanagement: Die
Book SynopsisDieses Buch zeigt aus neuro- und kommunikationswissenschaftlichen sowie psychologischen Perspektiven auf, wie Reputation von Unternehmen, Organisationen, C-Level-Management oder Aufsichtsrat entsteht und erfolgreich gemanagt werden kann.Ihren guten Ruf in der Öffentlichkeit können insbesondere Unternehmen zwar durch die Konsistenz aus Unternehmensrealität und -kommunikation bewirtschaften – aber alleine in den Köpfen der Menschen wird über die Reputation entschieden. Nur wer versteht, wie sie bei Stakeholdern genau entsteht und welche Wirkmechanismen dabei zum Tragen kommen, wird auch künftig erfolgreich als Unternehmen kommunizieren und das öffentliche Urteil über die eigenen Wesenszüge – die Reputation – positiv gestalten. Autorinnen und Autoren aus Wissenschaft und Praxis teilen in diesem Werk ihren Erfahrungs- und Wissensfundus, um Reputation als auslösende Wirkkraft im Gehirn für gewünschtes menschliches Handeln im Sinne von Unternehmen zu erläutern. Die Autorinnen und Autoren liefern ganzheitliche, aber auch überraschende Perspektiven, neue Zusammenhänge und Insights sowie hilfreiche Praxistipps.Table of ContentsWandel der Kommunikationswirkung.- Interview mit Hans-Georg Häusel: Think Limbic – Der emotionale Booster für die Reputation im menschlichen Gehirn.- Reputation ist Kopfsache – Erkenntnisse aus Neurowissenschaften und Neuroökonomie als Basis für ein zeitgemäßes Verständnis des guten Rufes.- Archetyp Reputation: Leitgröße menschlichen Handelns.- Vertrauen als Fundament starker Stakeholder-Relations.- Social Cognitive Psychology of Corporate Reputation.- Emotions in Business Communication Management for Reputation.- Linguistic Reputation Management.- Interview mit Christian Scherg: Jedem guten Echo geht ein guter Ruf voraus.- Ausblick: Herausforderung Metaverse – auch für das Reputationsmanagement.
£37.99
Rizzoli International Publications Good Design Is for Everyone
Book SynopsisThe official anniversary volume celebrates how a global in-house creative force brings cutting-edge design to its iconic portfolio of food and beverage brands.PepsiCo sets the standard for how companies can envision and create their futures. Since creating PepsiCo Design + Innovation and bringing on its first-ever Chief Design Officer, Mauro Porcini, in 2012, PepsiCo has emerged as a leader in design-led innovation. With more and more of the business community embracing design thinking every day, Good Design Is for Everyone is an inspiring look at how one company has done just that.The decade-spanning collection of work invites everyone who loves creativity to explore the very best of PepsiCo Design + Innovation. Packed with immersive visuals and exclusive insights, PepsiCo: Good Design is for Everyone is an exciting deep dive into how PepsiCo harnesses human-centered design to create meaningful moments of culture and connection. It is a must-read and the perfect gift for passionate designers, creative and business leaders, and brand marketers.
£64.00
Bloomsbury Publishing PLC Luxury Fashion and Media Communication
Book SynopsisUsing image and film advertisements, interviews, social media and public and private archives, Luxury Fashion and Media Communication offers an interdisciplinary approach to analyzing the value of the luxury object. Regular reports on consumption in media and frequent advertising on social media have allowed people all over the world to share in the issues and development of luxury; but how is it communicated, and how has it affected the consumer?An international range of scholars explore the material and immaterial value and meaning of luxury, how it is materialized and how it is communicated between the luxury industry and the consumer. Investigating French, Italian and Spanish luxury brands and their communication strategies on the global market, and including two chapters focusing specifically on the Chinese and American markets, they examine the ambiguity of the luxury commodity. This volume shows particularly the conflicting narratives between the idea of exclusivity and hTrade Review[A] sparkling collection ... Luxury Fashion and Media Communication provides new viewpoints on material and immaterial themes, establishing itself as an indispensable text in this rapidly emerging field. * John Armitage, University of Southampton, UK *Capturing the conflicting narratives around luxury, the editors have effectively brought together scholars, offering various perspectives on media communication as a source for expressing that luxury is something beyond the ordinary. * Ruth Marciniak, GCU London, UK *An important addition to academic studies of fashion and luxury as forms of communication. * Nick Rees-Roberts, Université Sorbonne Nouvelle, France *Table of ContentsList of Illustrations List of Contributors Introduction Paula von Wachenfeldt & Magdalena Petersson McIntyre 1. Contemporary Luxury and the Communication of Jewellery Patrizia Calefato 2. Sensing Luxury: The Meaning and Embodiment of Objects in Film Commercials Paula von Wachenfeldt 3. Selling luxury: Guided Sensory Communication in the Perfume Store Magdalena Petersson McIntyre 4. Chanel’s Ascent to the Pinnacle of Luxury: A Triadic Model of Evolution for Luxury Brands Thomaï Serdari 5. Sketching agencies, intellectual property rights, and the mediations of luxury Véronique Pouillard 6. Strategical capabilities of luxury fashion: The case of Loewe Isabel Garcia Hiljding & Lourdes Susaeta 7. From Tween to Teenagers: The meaning and consumption of luxury amongst children Yasmin Sekhon Dhillon 8. Motivations, expression, and media: Symbolic consumption of luxury brands in China Emma Björner and Xinxin Liu 9. Luxury Fashion Brands and ethicality: The importance of expressing one’s true self Gwarlann De Kerviler Index
£80.75
PublicAffairs,U.S. Branding That Means Business: How to Build
Book Synopsis
£22.00
Rethink Press TWIST: How Fresh Perspectives Build Breakthrough
Book SynopsisIs your small business or non-profit having trouble standing out in today''s crowded and competitive markets? In your efforts to look legitimate, you''re likely promoting your brand with promises, words and images that blend in instead of break through. The solution? Find your TWIST. In this book, Julie Cottineau, former VP of Brand for Virgin, founder of Brand School and a global authority on impactful and effective branding, shares her unique TWIST approach which helps businesses remove their brand blinders and look outside of their categories for actionable insights that build stronger brands and better business results. She uses easy to follow examples of actual small businesses that have successfully applied her methodology. Don''t waste another minute on "me-too" marketing until you read this book and build your own TWIST.
£12.34
LID Publishing The Values Economy: How to Deliver Purpose-Driven
Book SynopsisWe live in extraordinary economic times - volatile, uncertain, complex and ambiguous. In the service sector, many traditional approaches are no longer relevant and the landscape of brand identity, employee engagement and customer experience is changing. Organizations no longer own their own brand, while customers' expectations are increasing. Brands are now co- owned by all stakeholders - employees, service partners, local communities, investors and customers. This book explores the idea that a new 'values economy' is emerging. The successful organizations of tomorrow will establish a shared consensus of values between stakeholders - providing transparent communications and inclusivity. It then offers a practical enabling methodology: the SERVICEBRAND approach, combining brand identity, employee engagement and customer experience. The SERVICEBRAND approach will redefine the nature of business: one ecosystem of values-driven service for multiple stakeholders driving sustained organizational performance and authentic business success.
£12.74
BIS Publishers B.V. Don't Fck Up Your Baby: The Ultimate Guide to
Book SynopsisAfter years of industry experience and academic positions lecturing to students about creativity and branding, Joris van Dooren and Coen Luijten both began to notice some strange behaviour. Both their student and the starting entrepreneurs they were working for in their Building Better Brands course, had started to act irrationally when it came to their brands, putting in all their financial resources, discussing them non-stop, and staying up late into the night to work on them. It almost looked a little like parenthood. Newborn brands are just like babies to us. With the right guidance, we can raise them into something spectacular. That said, when things go wrong, we can just as easily f*ck them up. Within these pages, we trace the development of your brand from its baby stages right up to adulthood. Just like how it takes 18 years to raise a child, we've broken down the process into 18 steps. With interactive examples and tasks to help bring your brand to life, you'll be able to watch your brand grow as you move from step to step. It takes a village to raise a child and you'll need to juggle different tasks when starting up. But, when it comes to branding and creativity, we'll be your support system. After helping launch over 75 startups, we've refined the process to perfection. Let' s start creating your brand, it will be big fun! By the end of these 18 steps, your brand will have a personality, a style, a story - it'll be a fully formed brand. But, before we arrive there, we have to take care of our baby brand. Are you ready for parenthood? It's one hell of a ride. Let's try not to f*ck it up.
£16.14
Edward Elgar Publishing Ltd Research Handbook on Brand CoCreation
Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394
£43.65
Kogan Page Brand Storytelling
Book SynopsisMiri Rodriguez, based in Pompano Beach, Florida, is an award-winning, globally recognized storyteller and Senior Storyteller for Future of Work at Microsoft. She is a creative journalist, content strategist and a renowned keynote speaker and international thought leader in brand storytelling, personal branding and youth entrepreneurship. She has earned several awards in digital marketing and customer experience and is ranked as a top in-demand speaker at leading industry conferences globally. Her previous clients include Adobe, Discover, Walmart and McKesson.Trade Review"Miri Rodriguez's second edition of her best-selling book, Brand Storytelling: Put Customers at the Heart of Your Brand Story is the much sought-after playbook for how to achieve intimacy at scale with your audience. The companion workbook takes the guesswork out of authentic, empathetic storytelling where your customers are the heroes of your brand. Get ready to be wowed and laugh out loud time and time again as you feel like you are having a casual chat with Rodriquez poolside in her backyard reading her unending well of masterful stories." * Rani Mani, Customer Communications Lead, Digital Media at Adobe *"Readers will emerge from Brand Storytelling with the ability to communicate their brand stories with clarity and with assurance that their words will inspire their audience to action." * Eunice Kim, Influencer Partnerships Manager, Golin *"We all know storytelling with purpose and intent is at the center of the most successful brands, and yet so many companies struggle to develop effective brand stories. This new edition of Brand Storytelling with the Story Design Playbook is exactly what companies need to succeed at designing stories that engage, inspire and drive business outcomes." * Lee Odden, CEO and Co-Founder, TopRank Marketing *"Brand Storytelling is an empowering journey that has revolutionized my personal brand and that of my students. Rodriguez's book beautifully integrates design thinking and story elements, liberating readers from the constraints of technical jargon in communications and unleashing brilliant, innovative ideas. I discovered new ways to set myself apart as a dynamic speaker and workshop leader right from the first chapter and was able to delve deeper into my brand and mission with the comprehensive workbook. The book, in short, is transformative." * Douglas Scherer, Executive Masters Professor, Columbia University *"Brand Storytelling by Miri Rodriguez is not just a guide; it is a roadmap that leads us to become storylords! It is a profound conversation that delves into the essence of storytelling, its significance and why it holds such power. From the moment I started reading, it felt as though I was sitting down with Rodriguez, captivated in an enlightening dialogue. Her ability to share her insights and experiences is truly remarkable. She effortlessly articulates the complexities of storytelling, unraveling its magic and unveiling its secrets. What sets this book apart is its invaluable guidance on developing one's own brand story. Rodriguez takes us on a transformative journey, step by step, prompting us to dig deep into our own identity, purpose and the audience we aim to serve in order to design our brand story. It is a masterful blend of introspection and practicality that compels us to reflect on who we are and why we exist in the first place. Moreover, it guides us, inspires us and ultimately empowers us!" * Maria Mensing, CEO and Owner, Mensing’s Caminada Library *"The importance of storytelling in brand marketing has long been underscored, but few have developed a framework so thorough and methodical as Miri Rodriguez in Brand Storytelling. Rodriguez uses design thinking principles to position storytelling in a new light, while showcasing it as a powerful component of any brand. Whether you're a marketer at the front end or tail end of your career, Brand Storytelling brings a fresh perspective to an integral part of your brand toolkit, and the accompanying Story Design Playbook provides an essential and complementary tool to help equip your clients and teams with this practical, meaningful perspective." * Amanda Gonzalez, Brand Marketing Strategist, Iconic Strategies *"Miri's book demonstrates that even in an era of sophisticated generative artificial intelligence, nuance and emotional depth of human connection are irreplaceable in brand storytelling. It's an essential guide for anyone looking to authentically convey their brand narrative." * Jared Curtis, Senior Director of Corporate Communications, Maximus *"Brand Storytelling is a masterful approach to branding and marketing for agencies and consultants. Through actionable steps and practical templates, the Brand Storytelling workbook helps leaders craft intentional narratives that seamlessly align with their clients' brand purpose and mission. If you want to differentiate yourself from the 'sea of sameness' in today's market and deliver impactful stories to your clients, look no further. This book is for you!" * Stacey Danheiser, Founder & CMO, Shake Marketing Group *"Brands that can tell the best stories don't just get ahead in business; they actually shape society and culture. They are the ones that will be remembered for generations. This gem by Miri Rodriguez will show you how to do it. It's packed with wisdom and practical advice from tons of leading consumer brands, and will help you develop the type of genuine, lasting consumer brand loyalty that every business craves." * Jeff Tan, Director and CEO of Co-Innovation, Microsoft Corporation *"The art of storytelling has been part of life for centuries. Today, it touches on both art and science, accentuating how we communicate and share impact with who and what matters. In Brand Storytelling, Miri guides readers with actionable insights to build immersive connections, experiences and outcomes centered around customers, employees, partners and communities through value, creativity and empathy. From story mapping and design thinking to editing and multi-format content development (even with emerging innovation like AI), this book is a must for anyone needing to craft a brand foundation alongside the hearts, minds and souls of their audiences." * Ian Gertler, Founder and CMO, Symplegades Inc. *"A trailblazing masterclass in how to become a storylord. Miri Rodriguez relays the evocative, authentic art of storytelling through tangible practicality, charisma and confidence." * Jeannine Schloss, Chief Growth Officer, NFTE (Network for Teaching Entrepreneurship) *Table of Contents Chapter - 01: Brand storytelling: what is it?; Chapter - 02: Where do I start? Introduction to Design Thinking; Chapter - 03: The magic and magic tricks in story'; Chapter - 04: IMC reimagined: building an integrated marketing plan with story; Chapter - 05: The brand story hero: putting your customer at the heart of your brand story; Chapter - 06: If story is magic, vulnerability is the magic wand; Chapter - 07: Ethics in storytelling: when to use your secret weapons; Chapter - 08: Immersive storytelling: exploring the story experience; Chapter - 09: Your best brand storytellers in the digital age: employees and influencers; Chapter - 10: Marketing (actually, testing) your brand story; Chapter - 11: Benchmarking your brand story; Chapter - 12: The future of brand storytelling: how AI, machine learning and automation can only tell one side of the story; Chapter - 13: Villains and antagonists: The bad guys who want to tear down your brand story; Chapter - 14: Inspire your brand story: interviews with leading storytellers around the world; Chapter - 15: The Storytelling Workbook: Your step-by-step guide to designing brand stories;
£73.80
Kogan Page The Gen Z Frequency
Book SynopsisGregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016. Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.Trade Review"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." * Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok – formerly musical.ly – and Vigo Video) *"Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism." * Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21 *"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril." * Geoffrey Colon, Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing *Table of Contents Chapter - 00: Introduction: are you tuned in to Gen Z?; Chapter - 01: A true story of finding youth culture relevance; Chapter - 02: Gen Z: a sociological perspective; Chapter - 03: The five foundational truths of youth marketing; Chapter - 04: Aligning with youth culture in an era of individuality; Chapter - 05: Reveal insights and fuel ideation with Gen Z; Chapter - 06: The youth culture engagement playbook; Chapter - 07: Social strategies and tactical considerations; Chapter - 08: Content strategies and tactical considerations; Chapter - 09: Building community with Gen Z; Chapter - 10: A primer on social and influence media valuation; Chapter - 11: Conclusion: tune in to the frequency of Gen Z; Chapter - 12: Epilogue: stories from the youth marketing trenches; Chapter - 13: Glossary;
£81.68
University of Toronto Press The BrandDriven CEO
Book SynopsisThis book provides practical strategic and managerial guidance for business leaders looking to find new sources of value and to maximize their brand's potential in today's fast changing global marketplace.Table of ContentsA Note from the Author Introduction Part One: Unlocking a Different Kind of Value 1. The Most Valuable – and Most Misunderstood – Asset on Your Balance Sheet 2. Creating Business Value 3. Barriers to Unlocking Value 4. Introducing the New 4Ps 5. The Six Success Factors behind Brand-Driven CEOs Part Two: The New 4Ps and Six CEO Success Factors in Action 6. People 7. Process 8. Intellectual Property 9. Partnerships Part Three: Brand-Driven CEO Assessment and New 4Ps Playbook Acknowledgments Notes Index
£23.39
APress Powerful Presentations
Book SynopsisUnlock your potential and understand how you can have an audience hanging on to your every word. Entrepreneurs and business professionals often have to pitch their products and projects to an audience - whether at a conference stage, meetup group, to VC firms or even at the office to their peers and leaders. Through this book, you will learn how to plan, rehearse, and deliver the perfect presentation for your needs. You''ll review different presentation styles, how to craft and structure a talk and how to make it engaging for the audience. If you''ve ever wondered how you can be chosen to speak at a conference, this book will show you how and go in depth on how to craft a winning talk synopsis and proposal to stand out over the competition. You''ll also examine many other details that go into giving a presentation such as face and hand gesturing, pre-performance rituals like visualization techniques, time management , addressing technical difficuTable of ContentsChapter 1 – Why I Think Public Speaking is the Greatest Skills you Can MasterIn this introductory chapter, I talk about my personal journey with public speaking. I used to be terrified of speaking to an audience and I talk about how I overcame that fear. My intention is to show the reader that it is achievable. I also talk about the benefits of being able to speak in public in your career.- The benefits of public speaking.Chapter 2 – Writing Engaging PresentationsIn this chapter, I talk extensively about the presentation creation process. I discuss multiple styles such as highly visual presentations, data rich presentations, free flowing presentations, motivational presentations, and instruction (or tutorial led) presentations.I also talk about research techniques, organizing your presentation round a 3-act structure, scripting, outlining, and cue cards and prompts. I then look in more depth about creating effective slides and the idea of less is more, to not draw the audience’s attention away from what you are trying to convey. I also talk about creating calls-to-action if you want the audience to do something after the talk.- It should be centered on a problem- Relevant to Your Audience- It Should Engage the Audience- It Should be Well Organized- The Presentation Creation Process- Choosing a Presentation Style- Use an Organizational Took You Are Comfortable With- Creating Effective Slides- Summarizing Information- Creating a Call to ActionChapter 3 – Writing a Synopsis to Draw in Your AudienceWriting an engaging presentation is only part of the puzzle with public speaking. If you intend to speak at meet-up groups or conferences, then you need to write an effective synopsis of the talk. The synopsis will be used for the call-for-papers process where you aim to get selected to speak at the event.I also talk about using the synopsis as a sales pitch to encourage attendees to choose your talk over others. In this chapter, I walk through 4 pitches that I have used for my talks. These talks have all been selected at conferences all over the world and gained high speaker approval ratings. I teach the reader about the structure of a synopsis and talk through my examples.- Talk 1: Fighting Back Against a Distracted World- Talk 2: .NET Core Data Security – Hope is Not a Strategy- Talk 3: Protecting Encryption Keys with Azure Key Vault- Talk 4: Hacking Humans – Social Engineering Techniques and Hot to Protect Against ThemChapter 4 – Preparing to Give a TalkIn this chapter, I discuss how to prepare to give a talk once it has been developed. I cover how to think about the physical delivery with gestures and facial expressions. I talk about pre-performance rituals for the day to help you reduce anxiety levels, and I discuss how to handle timings for your talk, so you do not run over or under. I also talk about using a practice audience to get feedback and how their questions can help you prepare for the Q&A section of your talk.I also spend time talking about internet and Wi-Fi contingency planning. Conferences often have bad Wi-Fi, so if your talk, and demos, require a Wi-Fi connection, you can get stuck on stage. I walk through various techniques to help mitigate these worries, which will make you calmer on the day of the presentation.- Physical Delivery -Gestures and Facial Expressions- Creating Pre-Performance Rituals- Be Aware of the Time You Have for Presenting- Get You Practice Audience to Ask Questions- Memorize the Introduction to Each Section of Your Talk- Gathering Feedback and Improving Your Performance- Internet/Wi-Fi Contingency PlanningChapter 5 – Delivering the TalkIn this final chapter, I talk about delivering the talk on the day. I cover what to do if anything goes wrong during the talk, projecting your voice and eye contact, dealing with disrupting attendees, and how to create a good first impression early in the talk.I also talk about managing anxiety, including some breathing techniques designed to calm you down. I then discuss one of the most feared parts of any presentation, the questions, and answers section, at the end. I finish up the chapter by talking about presenting online talks as opposed to in-person presentations.- Be Prepared- Visualize Your Success- People Want to See You Succeed- Giving Your Talk- In the Case of Technical Difficulties, Apologize and Move On- Rehearse in the Event Venue At least Once If You Can- On Stage- Managing Anxiety- Handling Questions- Online Talks and Webinars- Final SummaryAppendix A - Frequently Asked QuestionsThis appendix provides a frequently asked questions where I answer lots of questions, I have been asked in my many years of mentoring and coaching new speakers. Appendix B - Presentation Creation ResourcesHere I list out lots of resources that are useful when building and delivering presentations.
£28.49
Stanford University Press Poisonous Pandas: Chinese Cigarette Manufacturing
Book SynopsisA favorite icon for cigarette manufacturers across China since the mid-twentieth century has been the panda, with factories from Shanghai to Sichuan using cuddly cliché to market tobacco products. The proliferation of panda-branded cigarettes coincides with profound, yet poorly appreciated, shifts in the worldwide tobacco trade. Over the last fifty years, transnational tobacco companies and their allies have fueled a tripling of the world's annual consumption of cigarettes. At the forefront is the China National Tobacco Corporation, now producing forty percent of cigarettes sold globally. What's enabled the manufacturing of cigarettes in China to flourish since the time of Mao and to prosper even amidst public health condemnation of smoking? In Poisonous Pandas, an interdisciplinary group of scholars comes together to tell that story. They offer novel portraits of people within the Chinese polity—government leaders, scientists, tax officials, artists, museum curators, and soldiers—who have experimentally revamped the country's pre-Communist cigarette supply chain and fitfully expanded its political, economic, and cultural influence. These portraits cut against the grain of what contemporary tobacco-control experts typically study, opening a vital new window on tobacco—the single largest cause of preventable death worldwide today. Trade Review"Poisonous Pandas is a stupendous and long overdue achievement. From the Communist Base areas in the 30s and 40s, through the Great Leap, the early reform period and into the present, we learn how the cigarette in China has been developed, represented in advertising and popular culture, gendered and sexed, mythologized and celebrated, argued and fought over. Here, cigarettes become agents of capital and enormous profit, ubiquitous in nearly all aspects of life, and ultimately monstrous. This painstaking unmasking of one of the world's greatest death machines sets a new bar for the study of health regimes and afflicted bodies, for the very study of life and death, in China and beyond."—Ralph Litzinger, Duke University"This important volume documents the historical and cultural foundations of the world's most massive epidemic: the devastating impact of cigarette smoking in China today. Focusing on cigarette production and consumption over the last century, the authors and editors show how deeply embedded tobacco is in the most basic economic and cultural structures of contemporary China, and how difficult it will be to excise this State-run industry and its addictive, deadly product. Nonetheless, they offer opportunities and hope for stemming this global tragedy."—Allan M. Brandt, Harvard University, author, The Cigarette Century"This book is a tour de force—delivering insights on how the world's largest tobacco corporation has emerged, provocations for reimagining public health interventions, and a scholarly platform for future research."—Hu Dayi, Director, Chinese Association on Tobacco Control, Former President, Chinese Society of Cardiology"This is a factually detailed, erudite, and imperative historical record of tobacco in China, compiled by experts in the field from both inside and outside China. It is at times technical, and at other times personal, poignant and philosophical. It does not mince its words as it looks both backwards and forwards in time."—Dr Judith Mackay, Senior Advisor, Vital Strategies/Bloomberg Initiative, Director, Asian Consultancy on Tobacco Control"Poisonous Pandas does a brilliant job of untangling the nightmare of cigarette manufacturing in China—for the first time, readers see clearly how the industry was built, and how much damage it continues to do to the world's most populous nation."—Peter Hessler, The New Yorker, author, River Town and Oracle Bones"Part cultural and social history of tobacco in China and part backdrop to the urgent health crisis it has caused, this is a terrific collaboration exploring the social, cultural, political, and fiscal arrangements of one of the most deadly products in one of the world's most populous nations. It is the most definitive and comprehensive study of China's tobacco problem to date."—Vincanne Adams, Professor, Department of Anthropology, History and Social Medicine, University of California San Francisco"[T]he authors of this groundbreaking volume have produced a wide-ranging and highly readable collection of papers on the political economy of Chinese cigarette manufacturing over the past 100 years...Kohrman and co-authors take a more critical approach to understanding why the Chinese Government has historically elevated this deadly product to unprecedented heights."––Kelley Lee, The Lancet
£86.40
Stanford University Press Poisonous Pandas: Chinese Cigarette Manufacturing
Book SynopsisA favorite icon for cigarette manufacturers across China since the mid-twentieth century has been the panda, with factories from Shanghai to Sichuan using cuddly cliché to market tobacco products. The proliferation of panda-branded cigarettes coincides with profound, yet poorly appreciated, shifts in the worldwide tobacco trade. Over the last fifty years, transnational tobacco companies and their allies have fueled a tripling of the world's annual consumption of cigarettes. At the forefront is the China National Tobacco Corporation, now producing forty percent of cigarettes sold globally. What's enabled the manufacturing of cigarettes in China to flourish since the time of Mao and to prosper even amidst public health condemnation of smoking? In Poisonous Pandas, an interdisciplinary group of scholars comes together to tell that story. They offer novel portraits of people within the Chinese polity—government leaders, scientists, tax officials, artists, museum curators, and soldiers—who have experimentally revamped the country's pre-Communist cigarette supply chain and fitfully expanded its political, economic, and cultural influence. These portraits cut against the grain of what contemporary tobacco-control experts typically study, opening a vital new window on tobacco—the single largest cause of preventable death worldwide today. Trade Review"Poisonous Pandas is a stupendous and long overdue achievement. From the Communist Base areas in the 30s and 40s, through the Great Leap, the early reform period and into the present, we learn how the cigarette in China has been developed, represented in advertising and popular culture, gendered and sexed, mythologized and celebrated, argued and fought over. Here, cigarettes become agents of capital and enormous profit, ubiquitous in nearly all aspects of life, and ultimately monstrous. This painstaking unmasking of one of the world's greatest death machines sets a new bar for the study of health regimes and afflicted bodies, for the very study of life and death, in China and beyond."—Ralph Litzinger, Duke University"This important volume documents the historical and cultural foundations of the world's most massive epidemic: the devastating impact of cigarette smoking in China today. Focusing on cigarette production and consumption over the last century, the authors and editors show how deeply embedded tobacco is in the most basic economic and cultural structures of contemporary China, and how difficult it will be to excise this State-run industry and its addictive, deadly product. Nonetheless, they offer opportunities and hope for stemming this global tragedy."—Allan M. Brandt, Harvard University, author, The Cigarette Century"This book is a tour de force—delivering insights on how the world's largest tobacco corporation has emerged, provocations for reimagining public health interventions, and a scholarly platform for future research."—Hu Dayi, Director, Chinese Association on Tobacco Control, Former President, Chinese Society of Cardiology"This is a factually detailed, erudite, and imperative historical record of tobacco in China, compiled by experts in the field from both inside and outside China. It is at times technical, and at other times personal, poignant and philosophical. It does not mince its words as it looks both backwards and forwards in time."—Dr Judith Mackay, Senior Advisor, Vital Strategies/Bloomberg Initiative, Director, Asian Consultancy on Tobacco Control"Poisonous Pandas does a brilliant job of untangling the nightmare of cigarette manufacturing in China—for the first time, readers see clearly how the industry was built, and how much damage it continues to do to the world's most populous nation."—Peter Hessler, The New Yorker, author, River Town and Oracle Bones"Part cultural and social history of tobacco in China and part backdrop to the urgent health crisis it has caused, this is a terrific collaboration exploring the social, cultural, political, and fiscal arrangements of one of the most deadly products in one of the world's most populous nations. It is the most definitive and comprehensive study of China's tobacco problem to date."—Vincanne Adams, Professor, Department of Anthropology, History and Social Medicine, University of California San Francisco"[T]he authors of this groundbreaking volume have produced a wide-ranging and highly readable collection of papers on the political economy of Chinese cigarette manufacturing over the past 100 years...Kohrman and co-authors take a more critical approach to understanding why the Chinese Government has historically elevated this deadly product to unprecedented heights."––Kelley Lee, The Lancet
£23.39
Business Expert Press Stand Out!!: The Secrets of Branding For A New
Book SynopsisStand Out!! uncovers the secrets of brand success and explores less travelled paths in the world of branding.This book: uncovers the secrets of brand success introduces 'Generation B' - today's generation of brand natives challenges current paradigms reveals the roots and rationale of financial brand valuation presents a range of popular valuation methods and approaches explains the conditions for brand value growth The forces that challenge brand strategy planning today are discussed in the context of our new world order of diversifying media platforms and integrated, synchronized, personalized communication. In light of this, Stand Out!! makes the case for ongoing brand stewardship in the life of an organization and concludes with a focus on brand leadership and the key principles, truths and challenges that influence brand success.This book is a key reference text for anyone interested in brand development, leadership, innovation, and sustainable business growth. Reader understanding is enhanced by: supporting tables illustrative charts case examples expert tips real-life experiences pull-out quotes "word wizard" brand glossaries Stand Out!! is an invaluable resource for the business masses – for any business owner, executive, student or branding practitioner seeking to be apprised of the latest learnings, insights and innovations in professional brand thinking and practice.
£21.80
Business Expert Press Brand Naming: The Complete Guide to Creating a
Book SynopsisYou don't have a brand—whether it's for a company or a product—until you have a name.The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles.Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths.Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
£21.80
Wilfrid Laurier University Press Gorgeous War: The Branding War between the Third
Book SynopsisGorgeous War argues that the Nazis used the swastika as part of a visually sophisticated propaganda program that was not only modernist but also the forerunner of contemporary brand identity. When the United States military tried to answer Nazi displays of graphic power, it failed. In the end the best graphic response to the Nazis was produced by the Walt Disney Company. Using numerous examples of US and Nazi military heraldry, Gorgeous War compares the way the American and German militaries developed their graphic and textile design in the interwar period. The book shows how social and cultural design movements like modernism altered and were altered by both militaries. It also explores how nascent corporate culture and war production united to turn national brands like IBM, Coca-Cola, and Disney into multinational corporations that had learned lessons on propaganda and branding that were being tested during the Second World War. What is the legacy of apparently toxic signs like the swastika? The answer may not be what we hoped. Inheritors of the post-Second World War world increasingly struggle to find an escape from an intensely branded environment - to find a place in their lives that is free of advertising and propaganda. This book suggests that we look again at how it is our culture makes that struggle into an appealing Gorgeous War.Trade Review"Gorgeous War, a highly readable book, shows that the US of Walt Disney and the Third Reich of Goebbels were two variants not just of modernity but of hypermodernity, no matter how glaringly different their surface 'styles' and their human consequences. It shows we cannot afford to demonize and 'other' Nazism too hastily because there is greater affinity between Nazi Germany and aspects of modern America than we might like to admit to ourselves." - Roger Griffin, Oxford Brookes UniversityFor readers in cultural or media studies and those with advertising or marketing backgrounds, Gorgeous War will serve as a well-written text that should prompt questions about the motives of the advertising industry, specifically regarding the origins and uses of branding as a means of consumer enticement. -- Megan Moore Burns, Quill & Quire -- Megan Moore Burns -- Quill & Quire, 20191201
£26.96
Edward Elgar Publishing Ltd Research Handbook on Luxury Branding
Book SynopsisUnique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound changes that are affecting the luxury industry, and that will continue to shape its future. Chapters consider the socioeconomic, psychological, technological and political shifts in consumers' desires, practices and purchases of luxury products, taking a multi-method, cross-disciplinary approach that offers both offers concrete research avenues and outlines future management challenges. This comprehensive Handbook will be critical reading for students of marketing, branding and advertising looking for an overview of the field of luxury branding research, as well as proving useful to scholars both as a reference tool and to help generate their own research ideas. It will also provide practical guidance to managers of luxury brands. Contributors include: F. Bardhi, A. Basu Monga, L.S. Beitelspacher, R. Belk, S. Crener, S. Czellar, D. Dahlhoff, D. Dubois, G.M. Eckhardt, D. Goor, D. Grewal, H. Hagtvedt, K. Hung, A. Keinan, R.V. Kozinets, G. Laurent, L. Malär, F. Morhart, M. Pandelaere, V.M. Patrick, A.L. Roggeveen, E. Samsioe, B. Schmitt, E. Schweiger, L.J. Shrum, A.T. Stephen, D.K. Tse, L.M. Visconti, Y. Wang, K. Wilcox, J.L. Zaichkowsky, J. ZhangTrade Review'Previously limited to the wealthiest, luxury is now a central phenomenon of our modern societies. Luxury brands reflect the diffusion of materialism across social classes and generations, the extent of social competition and self-branding and the aestheticization of desire. As a result, luxury branding is now studied by researchers from around the world and different angles. It is high time that a handbook brought these researchers together, summarized current research and paved the way for future research. Well done!' --Jean-Noël Kapferer, INSEEC U. Luxury Research Center, FranceTable of ContentsContents: Foreword xviii Sandor Czellar, David Dubois and Gilles Laurent List of abbreviations xxxi PART I EVOLVING NATURE OF LUXURY 1 The changing notions of materialism and status in an increasingly dematerialized world 2 Russell Belk 2 Liquid luxury 22 Fleura Bardhi, Giana M. Eckhardt and Emma Samsioe PART II LUXURY CONSUMPTION FUNCTIONS 3 Evolutionary function of luxury consumption 44 Yajin Wang 4 Fulfilling identity motives through luxury consumption 57 Mario Pandelaere and L.J. Shrum 5 Fulfilling social needs through luxury consumption 75 David Dubois PART III LUXURY BRAND MANAGEMENT 6 Luxury brand consumption in emerging economies: review and implications 93 Kineta Hung and David K. Tse 7 Building and growing luxury brands: strategies for pursuing growth while maintaining brand coherence 117 Vanessa M. Patrick and Alokparna (Sonia) Basu Monga 8 Pricing luxury goods: more art than science 138 Denise Dahlhoff and Z. John Zhang 9 Managing the luxury shopping experience: implications for retail channels 150 Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren Skinner Beitelspacher PART IV LUXURY BRAND CULTURE 10 Art and aesthetics 171 Henrik Hagtvedt 11 Authenticity in luxury branding 190 Felicitas Morhart and Lucia Malär 12 Sensuality and experience 208 Bernd Schmitt PART V LUXURY BRAND COMMUNICATION 13 Communicating luxury brands through stories 225 Luca M. Visconti 14 Social media and luxury 248 Andrew T. Stephen PART VI MORALITY ISSUES OF LUXURY 15 The evolution of counterfeit luxury consumption 265 Keith Wilcox and Judith Lynne Zaichkowsky 16 #Luxe: influencers, selfies, and the marketizing of morality 282 Robert V. Kozinets 17 Luxury and environmental responsibility 300 Anat Keinan, Sandrine Crener and Dafna Goor Index 323
£164.00
Kogan Page Ltd Global Brand Management: A Guide to Developing,
Book SynopsisIn today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.Trade Review"An incredibly clear-minded book. The very word brand has become increasing devalued through misuse; this book is part of a vital counter movement." * Rory Sutherland, Vice Chairman, Ogilvy, and author of Alchemy: The Surprising power of ideas that don’t make sense *"A master work. Lucid, covers all the bases, well organized and accessible to the reader. Indispensable for every communications student, practitioner and thought leader." * Nancy R Tag, Founding Director, Branding + Integrated Communications MPS at The City College of New York and author, Ad Critique: How to deconstruct ads in order to build better advertising *"Minsky and Geva have brought together a smart combination of theory and relevant insights from leading brands and experts that will be a valuable guide in both strategy and execution." * Paul Bennett, Global Brand Director, AXA *"Skilfully demystifies brand and branding with vivid examples in an international setting." * Salma Ghanem, Interim Provost, DePaul University, and Former Dean of its School of Communications *"Whether you are a brand manager, designer or educator, this is a comprehensive resource for developing, building and managing an international brand." * Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences and Advertising by Design *"Brand management has never been more important, yet can often be a confusing and impenetrable subject, requiring an up-to-date understanding of many topics. This book provides a much needed, clear, detailed and intelligent overview of the subject." * Darren Bridger, Consultant at NeuroStrata, author of Decoding the Irrational Consumer and Neuro Design *"Whether you are a branding professional using this as a personal reference, or a professor employing it as a text, you, too, will likely come to believe, as the authors state in the opening, that 'brand managers from any country can learn from the best practices of others to improve their outcomes'." * Chuck Kent, Contributing Editor, Brandingmag *"Appreciates the global nature of brand development today while reminding us of the importance of creating brand experiences that are personal, memorable and enriching - ones that make you feel right at home." * Jim Misener, Principal, President, 50,000 feet *"A truly insightful book and a must read for those who want to advance their careers." * Radu Florescu, CEO, Centrade-Cehil South-East Europe *"This book has been written for marketing professionals and students, but it should be for everyone. Deconstructing the principles about how brands are constructed, take on meaning, and persevere is the core of this book and should be the exercise of anyone who wants to make a place for themselves in the expanding universe of branding." * Patrick Hanlon, founder Thinktopia, primalbranding.co, author, entrepreneur, investor *"Offers the facts and reality of how brands are nowadays, how a brand is not just a brand anymore." * Joaquin E Bonilla, Executive Creative Director, Golin Romania *"Minsky and Geva have written more than a book. It's a complete do-it-yourself MBA in branding." * Karen Mallia, Professor, Advertising + Brand Communications, University of South Carolina, and author of Leadership in the Creative Industries: Principles and practice *"Offers just the kind of comprehensive, yet heartfelt and personal, approach to brand management that today's business students need to truly understand this concept." * David Aron, Professor of Marketing, Brennan School of Business, Dominican University *"Detailed case studies, practical tools and tips, clear and direct writing without the industry speak, original and insightful essays by world-class branding experts combine to make this the most authoritative book on global brand management ever written." * Bryan Mattimore, author, 21 Days to a Big Idea, and Chief Idea Guy at Growth Engine Innovation Agency *"This game-changing book clearly explains why new brand management approaches are needed, and convincingly shows how and why these approaches work. Extremely useful and insightful." * Jonathan Schroeder, William A Kern Professor of Communication, Rochester Institute of Technology, New York, co-author of From Chinese Brand Culture to Global Brands *"If you are in need of a one-stop-shop of all concurrent brand management issues in a digital and fast changing world, don't look further." * Joeri Van Den Bergh, Co-founder and Managing Partner, InSites Consulting, author and speaker: How Cool Brands Stay Hot *"This book covers a vast range of topics, from basic theoretical concepts of brand strategy and planning to the practicalities of brand management. Most importantly, though, it challenges the reader to think about brands from many angles and encourages a deeper curiosity about their psychological and sociological underpinnings." * Nick Liddell, Director of Consulting, The Clearing *"A really good and comprehensive read about all aspects of this gift that culture has given to commerce. A good balance of theory and real-life examples that will interest every reader." * Jacob Benbunan, Co-founder and CEO, Saffron Consultants *Table of Contents Section - ONE: Theoretical and strategic foundations; Chapter - 01: A definition of brands and branding; Chapter - 02: The strategic role branding plays; Chapter - 03: Internal branding vs. external branding; Chapter - 04: MarTech, Programmatic, and more technological innovations; Section - TWO: Practical and tactical applications; Chapter - 05: Brand foundational development; Chapter - 06: Brand actualization; Chapter - 07: Branding and the marketing communication ecosystem; Chapter - 08: Brand management; Section - THREE: Branding issues and opportunities; Chapter - 09: Branding in a global economy; Chapter - 10: Brand architecture; Chapter - 11: Speciality application areas; Chapter - 12: Digital asset management (of branding elements)
£118.75
Kogan Page Ltd Brand Elevation: Lessons in Ueber-Branding
Book SynopsisHow can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.Trade Review"A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market." * Russ Klein, CEO, The American Marketing Association *"I always believed that a brand is what makes a product worth more than the product itself. And what makes it worth a whole lot more is creating an Ueber-Brand. It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book." * Ivan Pollard, Global CMO, General Mills *"In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers." * Bernd Schmitt, Professor at Columbia Business School and author of "Experiential Marketing" *"A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well." * Virginie Helias, Chief Sustainability Officer, Procter & Gamble *"Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one." * Leonardo Chavez, Global Brand President, Kiehl’s Since 1851 *"Standing out in a burgeoning panoply of branding literature is no mean feat. Schaefer and Kuehlwein have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity." * Deryck J van Rensburg, Dean, Pepperdine Graziadio Business School *"An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity." * Vincent Stanley, Director of Philosophy, Patagonia, co-author of "The Responsible Company: What We've Learned From Patagonia's First 40 Years" and poet *"Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics." * Scott Galloway – Professor at NYU Stern School of Business, author of "The Four" and founder of L2Inc. and Section 4 *"Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development!" * Felix Ahlers, CEO, FRoSTA AG *"A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance." * Glyn Atwal, Associate Professor, Burgundy School of Business and co-author of "Luxury Brands in China and India" *"A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us." * Erich Joachimsthaler, Founder and CEO, Vivaldi Group and author of "Brand Leadership" with David Aaker and of "Hidden in Plain Sight" *"This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors." * Frédéric Fekkai, Executive Chairman and Founder, Frederic Fekkai & Co and Bastide *Table of Contents Section - ONE: RECAP – THE PRINCIPLES OF UEBER-BRANDINGTM; Section - 01: Principle 1 - Mission incomparable – Having a distinct, brand-guiding Mission; Section - 02: Principle 2 - Longing vs belonging – Balancing exclusivity and inclusion; Section - 03: Principle 3 - Un-selling – Mastering the art of seduction; Section - 04: Principle 4 - From Myth to meaning – Giving the brand soul; Section - 05: Principle 5 - Behold the product! Making your product manifest the Myth; Section - 06: Principle 6 - Living the dream – Letting the brand radiate from the inside out; Section - 07: Principle 7 - Growth without end – Balancing scaling and brand building; Section - TWO: HOW TO – SIX STEPS TO ELEVATE YOUR BRAND; Section - 08: Step 1 - Set Your Mission; Section - 09: Step 2 - Write Your Myth; Section - 10: Step 3 - Realize Your Dream; Section - 11: Step 4 - Live Your Dream; Section - 12: Step 5 - Find Your Ueber-Target; Section - 13: Step 6 - Ignite All Targets; Section - 14: Summing up – The Ueber-Branding Model; Section - THREE: LESSONS – UEBER-BRANDING IN ACTION; Section - 15: Case 1 - TerraCycle – From Mission to Myth to movement, or – How to ‘eliminate the idea of waste’; Section - 16: Case 2 - Acqua di Parma – The power of a mythical core, or – How to build your business and your equity simultaneously; Section - 17: Case 3 - Burt’s Bees – Growing an Ueber-Brand ground up, or – How purpose and profit can live in harmony; Section - 18: Case 4 - Starbucks – The renaissance plan, or – How to leap ahead by going back to quality and service; Section - 19: Case 5 - Airbnb – The importance of culture, or – How Airbnb found, launched and lives its purpose; Section - 20: Case 6 - Lakrids – Growth without end, or – How to scale a dream; Section - 21: Case 7 - YouTube – Platform or brand of the future, or – How to be one when you are many; Section - EPILOGUE: Crises – Times of Ueber-Opportunities; Section - 22: References and further reading; Section - 23: Index
£31.34
Kogan Page Ltd Brand Elevation: Lessons in Ueber-Branding
Book SynopsisHow can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.Trade Review"A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market." * Russ Klein, CEO, The American Marketing Association *"I always believed that a brand is what makes a product worth more than the product itself. And what makes it worth a whole lot more is creating an Ueber-Brand. It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book." * Ivan Pollard, Global CMO, General Mills *"In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers." * Bernd Schmitt, Professor at Columbia Business School and author of "Experiential Marketing" *"A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well." * Virginie Helias, Chief Sustainability Officer, Procter & Gamble *"Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one." * Leonardo Chavez, Global Brand President, Kiehl’s Since 1851 *"Standing out in a burgeoning panoply of branding literature is no mean feat. Schaefer and Kuehlwein have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity." * Deryck J van Rensburg, Dean, Pepperdine Graziadio Business School *"An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity." * Vincent Stanley, Director of Philosophy, Patagonia, co-author of "The Responsible Company: What We've Learned From Patagonia's First 40 Years" and poet *"Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics." * Scott Galloway – Professor at NYU Stern School of Business, author of "The Four" and founder of L2Inc. and Section 4 *"Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development!" * Felix Ahlers, CEO, FRoSTA AG *"A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance." * Glyn Atwal, Associate Professor, Burgundy School of Business and co-author of "Luxury Brands in China and India" *"A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us." * Erich Joachimsthaler, Founder and CEO, Vivaldi Group and author of "Brand Leadership" with David Aaker and of "Hidden in Plain Sight" *"This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors." * Frédéric Fekkai, Executive Chairman and Founder, Frederic Fekkai & Co and Bastide *Table of Contents Section - ONE: RECAP – THE PRINCIPLES OF UEBER-BRANDINGTM; Section - 01: Principle 1 - Mission incomparable – Having a distinct, brand-guiding Mission; Section - 02: Principle 2 - Longing vs belonging – Balancing exclusivity and inclusion; Section - 03: Principle 3 - Un-selling – Mastering the art of seduction; Section - 04: Principle 4 - From Myth to meaning – Giving the brand soul; Section - 05: Principle 5 - Behold the product! Making your product manifest the Myth; Section - 06: Principle 6 - Living the dream – Letting the brand radiate from the inside out; Section - 07: Principle 7 - Growth without end – Balancing scaling and brand building; Section - TWO: HOW TO – SIX STEPS TO ELEVATE YOUR BRAND; Section - 08: Step 1 - Set Your Mission; Section - 09: Step 2 - Write Your Myth; Section - 10: Step 3 - Realize Your Dream; Section - 11: Step 4 - Live Your Dream; Section - 12: Step 5 - Find Your Ueber-Target; Section - 13: Step 6 - Ignite All Targets; Section - 14: Summing up – The Ueber-Branding Model; Section - THREE: LESSONS – UEBER-BRANDING IN ACTION; Section - 15: Case 1 - TerraCycle – From Mission to Myth to movement, or – How to ‘eliminate the idea of waste’; Section - 16: Case 2 - Acqua di Parma – The power of a mythical core, or – How to build your business and your equity simultaneously; Section - 17: Case 3 - Burt’s Bees – Growing an Ueber-Brand ground up, or – How purpose and profit can live in harmony; Section - 18: Case 4 - Starbucks – The renaissance plan, or – How to leap ahead by going back to quality and service; Section - 19: Case 5 - Airbnb – The importance of culture, or – How Airbnb found, launched and lives its purpose; Section - 20: Case 6 - Lakrids – Growth without end, or – How to scale a dream; Section - 21: Case 7 - YouTube – Platform or brand of the future, or – How to be one when you are many; Section - EPILOGUE: Crises – Times of Ueber-Opportunities; Section - 22: References and further reading; Section - 23: Index
£90.00
Springer Nature Switzerland AG Marketing Brands in Africa: Perspectives on the
Book SynopsisThis contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches.With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa. Table of Contents Chapter 1: Marketing Brands in Africa: An Introduction This chapter will provide an introduction and overview of the remaining chapters in the book and how they weave together to tell a coherent story about the topic. Tentative Lead Contributor: Dr Samuelson Appau PART 1: PRACTICAL PERSPECTIVES Chapter 2: Branding Start-ups in Africa There has been a massive upsurge in start-ups and start-up hubs and incubators in many African countries, particularly Kenya, Nigeria and South Africa, with Nairobi even being touted as the “Silicon Savannah” of Africa (Jones et al. 2018). Many global brands like Google and Facebook are investing in this space, and yet we know very little about the brand building strategies of these start-ups and how they market themselves to local and global audiences. Contributors to this chapter will examine the success (and failure) factors as well as lessons for building start-ups brands in Africa. Tentative Lead Contributor: Mr Sydney Sam Chapter 3: In Dangerous Waters: Building an Oil and Gas Brand in Africa Oil and gas (or energy) is a controversial industry, and consumers often have negative perceptions and associations of brands in this sector due primarily to their negative environmental impact as well as potential for political conflicts (Hartmann and Apaolaza-Ibáñez, 2012). Thus, brands that operate in this space often need to address these negative images or position themselves as part of the solution and not part of the problem. Contributors to this chapter will therefore discuss the branding strategies to build and market an oil and/or gas (energy) brand in Africa, whiles negotiating these negative industry images. Tentative Lead Contributor: Mr Kevin Okyere Chapter 4: Branding and Marketing Religious Organizations in Africa It is impossible to talk about Africa without talking about religion. Living in the most religious continent in the world, Africans have an “incurably religious” culture that has fostered the mass growth and marketing of religious organizations that actively brand and market themselves to a pluralistic and variety seeking religious audience (Bonsu and Belk, 2010). In many Africa countries, religion is serious business and actively compete with each other and non-religious brands for consumer spend and loyalty. (Appau and Mabefam, 2020). Contributors to this chapter will examine how religious organizations in Africa bridge the sacred/secular boundaries of religion and marketing to successfully build and market themselves as brands. The contributors will also reflect on the benefits and problems of branding religion. Tentative Lead Contributor: Professor Asonzeh Ukah Chapter 5: Visit Africa: Place Branding in Africa Many African countries have been marketed as desirable tourist destinations, which promise an exotic experience that is differentiated from other tourism destinations (Wanjiru, 2006). Contributors to this chapter will discuss the current state of branding African places for tourism consumption and examine opportunities and challenges for other African countries looking to brand their geographical and cultural places as differentiated tourism destinations. Tentative Lead Contributor: Dr Arinze Nwoba Chapter 6: University Brand Marketing: A Website Analysis of Leading Universities in Africa Increasingly, Universities are taking on a marketing orientation, recognising that they offer a service to consumers (students) who often choose among competing offerings (Maringe and Gibbs, 2008). Traditional Universities in Africa are now competing with both local new entrants such as private Universities and global entrants like European and American universities with local operations in the supply of University education (Mogaji et al., 2020). This increasing competition has led to a need for differentiation by Universities in order to appeal to consumers of University education. Contributors to this chapter will use a content analysis of websites of leading Universities in Africa to understand their brand propositions, differentiated service offerings and design and content narratives to offer insights for successful University branding. Tentative Lead Contributor: Professor Robert Ebo Hinson Chapter 7: Marketing Brands to Rural Consumers in Africa According to data from the World Bank, more than half of Africa’s population live in rural areas. Rural markets are often subsistence, closed, fragmented and heterogenous (Weidner et al., 2010). These characteristics of rural markets present a challenge to marketers, and yet the sheer size of these markets promise great rewards and loyalty for brands that break into these markets (Prahalad, 2004). Contributors to this chapter will examine cases of how some brands succeeded in marketing their goods and services to rural consumers in Africa, and discuss lessons, opportunities and challenges for other brands looking to do same. Tentative Lead Contributor: Mr Feyi Olubodun Chapter 8: Mapping the Positioning of Political Brands in Ghana Ghana’s political brands are maturing and transitioning from their early days forms since the country was returned to a democratic path. Just as most countries of similar electoral rules, the country has experienced a duopolistic dominance with the major players being the National Democratic Congress and the New Patriotic Party. These two parties have alternated power between them. Whereas they have pursued similar programmes whilst in government, largely determined by the social-political and economic environments they find themselves, they however differ significantly in their other behavioural forms both in and out of government, including style of leadership, communication, organisation and mobilisation. These factors influence voters’ perceptions about them and become the underpinnings of their political brand image. The chapter will look at how these factors have shaped the political brand image of the two dominant political parties and track the changes that have occurred noting the intra and inter party brand differentials over the years. Tentative Lead Contributor: Dr Kobby Mensah PART 2: CRITICAL PERSPECTIVES Chapter 9: Before Coca Cola: The History and Evolution of Branding in Africa Before foreign global brands and Western branding practices came to Africa, branding existed in local business practices with many local brands dominating different sectors of African markets (Starcevic, 2015). Contributors to this chapter will examine the historical evolution of branding as a business practice in Africa. Contributors will examine the indigenization, globalization and creolization of branding across time and space, and offer implications of this evolution for branding practice and theory. Tentative Lead Contributor: Dr Sladjana Starcevic Chapter 10: Using Local Culture in Brand Positioning and Communication Branding is storytelling (Twitchell, 2004), and great brands are those that tell emotive and compelling stories that reinforce or challenge cultural norms and practices (Holt, 2004). Contributors to this chapter will examine how businesses can leverage relevant local cultural narratives to develop their brand positioning and communication. Tentative Lead Contributor: Dr Marian Makkar Chapter 11: Unbranded: The Challenges of Branding for Africa’s Informal Economy According to the International Labour Organization, the informal economy in Africa accounts for about 60-80% of employment on the continent. Many micro-entrepreneurs operate in Africa’s informal economy producing and selling many undifferentiated goods and services (Banerjee and Duflo, 2011), operating what Coupland (2005) refers to as invisible brands. Contributors to this chapter will examine the benefits (and opportunities) and problems (and challenges) for building a brand in these informal markets in Africa. Tentative Lead Contributor: Dr Tendai Chikweche Chapter 12: Brand Africa: The Paradox of Africa’s Image in Global Marketing Discourse Due to legacies of colonialism and post-colonial images of inferior otherness, Africa’s image has been largely negative. Researchers have critically examined some of these negative depictions of Africa in global political and philanthropic discourse, cinematic and media images, and advertising (Bonsu, 2009). Conversely, Africa’s exotica and otherness has been marketed for tourism and its low-income economies is employed in the marketing efforts of philanthropic organizations like World Vision and the Red Cross to solicit aid to support the lives of locals who do need these aids (Osei and Gbadamosi, 2011). For many African Americans whose blackness in America is systematically discriminated against, Africa epitomizes a place of black freedom and black self-actualization (White, 1990). Thus, Africa’s brand image and representations are a paradox. Contributors to this chapter will examine this paradox of Africa’s brand image and reflect on its implications for representations of Africa in marketing theory and practice. Tentative Lead Contributor: Professor Samuel Bonsu Chapter 13: Branding Betwixt and Between the Local and Global Increasingly, the boundary between local and global markets is morphing into one. All global brands are local to a certain place, and global brands can also localize by adapting to local consumer and market peculiarities (Askegaard and Kjeldgaard, 2007). Local brands serve consumers who often have access to global marketplaces and have had their tastes shaped by such exposures and experiences (Samiee, 2019). Like these consumers, local brands also have access to global branding practices and knowledge; local brands too have globalizing potentialities and opportunities. Still, local brands compete against global brands locally, in the same way they compete against other local brands. Contributors to this chapter will reflect on how global/local/glocal conditions affect the practice of brands in Africa, and how consumers demand and evaluate local vs global brands in Africa. Tentative Lead Contributor: Dr Samuelson Appau
£132.99
Springer International Publishing AG Digital Influence: Unleash the Power of
Book SynopsisThis book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner. Digital Influence covers everything from how to identify the right influencers and determine “level of influence” to collaborating with influencers and measuring ROI. It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like. Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.Trade Review“This is a much-needed book, as many strictly academic or textbooks still have a weakness around all things digital and the so-called new media. … Digital Influence is a highly actionable book with well-researched studies and content. An in-depth guidance towards achieving meaningful results and focused on the understanding of influencers is a core goal that is achieved. This book is an easy read but with insightful content.” (Bradley Wilson, Information, Communication & Society, Vol. 22 (10), 2019)“The rich insights in this book will interest more than the digital marketing crowd. Using case studies, frameworks, and industry figures, the author presents a wealth of details in a relevant and effective manner. … Summing Up: Recommended. All readers.” (S. M. Mohammed, Choice, Vol. 56 (9), May, 2019)Table of ContentsChapter 1: IntroductionChapter 2: Then vs. Now: Influencer Marketing (Re-Defined)Chapter 3: Levels of Influence: Key Characteristics of Modern-Day InfluencersChapter 4: A Global Phenomenon: The Rise of Influencers Around the WorldChapter 5: Business to Consumer (B2C) Influencer Marketing LandscapeChapter 6: Business to Business (B2B) Influencer Marketing LandscapeChapter 7: Discover Influencers: Finding the Perfect MatchChapter 8: Engage Influencers: Developing an Effective Outreach StrategyChapter 9: Collaborate with Influencers: Potential Paths to TakeChapter 10: Know the Risks: The Dark Side of Influencer CollaborationChapter 11: Measure Success: What’s the Return on Investment?Chapter 12: Case Studies: Influencer Marketing Best Practices from Around the WorldChapter 13: What's Coming: The Future of Influencer Marketing
£23.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Quick Guide Online-Reputation für KMU: Wie Sie
Book SynopsisDieses Buch gibt einen kompakten Einblick in die Grundlagen des Online-Reputationsmanagements und zeigt auf, warum es für jedes Unternehmen unabhängig von der Größe unverzichtbar ist, sich aktiv um seinen guten Ruf zu kümmern. Denn neben physischen Gütern prägen heute auch die immateriellen Werte das Image eines Unternehmens ganz entscheidend.Angriffe auf das Image drohen von allen Seiten – durch falsche Berichte, Cyberangriffe, Shitstorms oder Fake News. Sie können aber auch selbstverschuldet sein, wenn ein Unternehmen zum Beispiel schlechte Qualität oder einen miserablen Kundenservice bietet. Der beste Zeitpunkt, sich um die eigene Reputation zu kümmern, ist dann, wenn sie noch keinen Schaden erlitten hat. Dabei hilft dieser Quick Guide. Aber auch diejenigen, die sich schon im akuten Krisenmanagement befinden, werden durch dieses Buch wertvolle Impulse bekommen, um ihre Reputation wiederherzustellen.Table of ContentsWas Reputation ist, wie und wo sie gebildet wird.- Besondere Herausforderungen für den Mittelstand.- Die Ist-Analyse: Herangehensweise und Tools.- Reputationsmanagement: Vertrauensaufbau intern und extern.- Krisenmanagement: den guten Ruf wiederherstellen.
£23.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Quick Guide Online-Reputation in IPO-Prozessen:
Book SynopsisIn diesem Buch erfahren Sie kompakt und auf den Punkt aufbereitet, warum ein professionelles Reputationsmanagement in den unterschiedlichen Phasen eines Börsengangs so wichtig ist und welche Möglichkeiten es gibt, die Unternehmensreputation in diesem Prozess aktiv zu steuern. Denn Reputation ist gerade bei börsennotierten Unternehmen ein sensibles Thema und ein wesentlicher Erfolgsfaktor, der sich direkt in Gewinne umrechnen lässt. Sie bildet sich auch ohne das Zutun eines Unternehmens – in Bewertungen, Medien- und Presseberichten oder über die Social-Media-Kanäle. Insbesondere im Rahmen von IPOs (Initial Public Offerings) sind Unternehmen sehr präsent in der öffentlichen Wahrnehmung und einer öffentlichen Meinungsäußerung stärker ausgesetzt. Umso wichtiger ist es, die Risiken zu kennen, um gezielt Argumente vorzubereiten und vorausschauend ein gutes Krisenmanagement zu etablieren. Ein kompakter Leitfaden, der die Grundlagen und Herausforderungen erläutert und anhand von Beispielen veranschaulicht, worauf zu achten ist.Table of ContentsReputation bei IPO-Vorhaben: Grundlagen, Entstehung, Zielgruppe Aktionäre.- Herausforderung Reputation in IPO-Phasen: Reputation als Leistungskennzahl, Schlüsselfaktoren, Reputationsrisiken von innen und außen.- Reputationsmanagement: Ist-Zustand ermitteln, Kriterien festlegen, Umsetzung Maßnahmen.- Krisenmanagement: Was, wenn die Reputation ganz unten ist?.
£23.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Eventforschung: Events und ‚The New Normal'
Book SynopsisLive, digital und hybrid - Das New Normal steht für die Integration analoger und digitaler Kanäle. Die Beiträge in diesem Konferenzband gehen auf die erfolgreiche Verknüpfung von Medien im Umgang mit den aktuellen Herausforderungen in einem pandemischen Umfeld ein. Vor diesem Hintergrund zeigen Forscher und Branchenexperten Trends und Strategien der Event- und Messewirtschaft im Umfeld der Krise auf, beleuchten hochaktuelle Themen zur Nachhaltigkeit und diskutieren die zukünftigen Entwicklungen der Veranstaltungsbranche in den bevorstehenden Monaten und Jahren. Die Beiträge in diesem Tagungsband bieten vielfältige Handlungsempfehlungen für die Branche und geben Impulse für Forschung und Wissenschaft.Table of Contents„ZÄHL DAZU“.- Next Level Marketing.- BOCOM.- Wie funktionieren Messen und Veranstaltungen in fünf Jahren?; Messestand der Zukunft.- Die RECHTLICHE Normalität bei anlogen, hybriden und digitalen Events.- Digitale Konferenzformate.- Sind digitale Events per se nachhaltiger…oder worauf kommt es an? - Status der Wissensvermittlung zum Thema Nachhaltigkeit in Eventmanagement-Studiengängen an Hochschulen in Deutschland und deren Notwendigkeit für die Beratungskompetenzen im Eventmanagement.- Digitale und hybride Events als Chance für Erwachsenenbildung.- Quo Vadis.- S.A.F.E.- Nach der Krise ist vor der Krise.- Neue Möglichkeiten zur Bewältigung von Verlusterfahrungen durch app-basierte Co-Creation Prozesse.- Bedeutung von Destinationen in der Live-Kommunikation.- Quo vadis MICE- und Tourismus-Destinationen in Deutschland post Corona.
£66.49
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Der Weg zur nachhaltigen Unternehmensführung: Wie
Book SynopsisDieses Buch zeigt, wie Verantwortliche auf allen Unternehmensebenen die Herausforderungen einer nachhaltigen Unternehmensführung souverän meistern können. Hierzu werden konkrete Handlungskonzepte präsentiert.Der Klimawandel und die Endlichkeit natürlicher Ressourcen fordern weltweit bereits ihren Tribut. Ein Umdenken in Richtung ökologischer Nachhaltigkeit ist nicht nur auf globaler Ebene dringend notwendig. Auch die Ausrichtung unternehmerischer Strategien wird zunehmend durch die gesellschaftspolitische Handlungsmoral von Kunden und Stakeholdern bestimmt, bei denen ökonomische und gesellschaftspolitische Interessen im Einklang mit sozialen und ökologischen Herausforderungen stehen müssen. Anhand des Drei-Säulen-Modells für Nachhaltigkeit (Triple Bottom Line) und weiterführender Themenbereiche (wie z.B. Lieferkettengesetz und ESG-Kriterien) zeigt der Autor praxisnah auf, wie sich Unternehmen diesen großen Herausforderungen erfolgreich und langfristig stellen können. Der Schlüssel zum Erfolg liegt dabei in einem auf allen Unternehmensebenen definierten und gelebten Wertewandel in Richtung ökologischer, sozialer und wirtschaftlicher Nachhaltigkeit. Nicola Oudejans, Lehrgangsleitung Chief Digital Officer an der Universität für Weiterbildung Krems/Donau-Universität KremsDer Inhalt Nachhaltigkeit in der Unternehmensführung und auf Kundenseite Institutionelle und rechtliche Rahmenbedingungen eines nachhaltigen Agierens Integration von Nachhaltigkeitskonzepten in die Purpose-Definition von Unternehmen Identifikation und Ausschöpfung von Nachhaltigkeitspotenzialen in der eigenen Wertschöpfungskette Erschließung von Nachhaltigkeitspotenzialen im Marketing und bei der Markenführung Monitoring und Controlling zur Sicherstellung einer nachhaltigen Unternehmensführung Dos & Don‘ts einer nachhaltigen Unternehmensführung Entwicklung einer Green Journey für das eigene Unternehmen Table of ContentsNachhaltigkeit in der Unternehmensführung, im Marketing und in der Markenführung.- Gesetzliche Rahmenbedingungen und Anforderungen in Richtung Nachhaltigkeit.- Integration von Nachhaltigkeitskonzepten in die Purpose-Definition von Unternehmen.- Nachhaltigkeitspotenziale entlang der gesamten Wertschöpfungskette.- Nachhaltigkeitspotenziale im Marketing und bei der Markenführung.- Don´ts bei einer nachhaltigen Unternehmensführung.- Monitoring und Controlling zur Sicherstellung einer nachhaltigen Unternehmensführung.- Entwicklung einer „Green Journey“ für das eigene Unternehmen.
£44.99
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Nachhaltiges Markenmanagement: Innovative Unternehmenspraxis: Insights, Strategien und Impulse
Book SynopsisDieses Buch gibt einen Einblick in zentrale Strategien, Erfolgsgeschichten und die Umsetzung von Nachhaltigkeit in einzelnen Unternehmensbereichen. Nachhaltigkeit wird für Konsument:innen immer wichtiger und für Marken ist es von zunehmender Bedeutung, Haltung zu zeigen – in Bezug auf sämtliche Nachhaltigkeitsdimensionen. Denn Marken können einen entscheidenden Teil zum Wandel beitragen, ihn sogar initiieren und lenken. Für Markenmanager:innen ergeben sich damit diverse Herausforderungen und Fragen, u. a. zur Wirtschaftlichkeit nachhaltiger Strategien, zu rechtlichen Aspekten, zur optimalen Positionierung oder zur Glaubwürdigkeit der Maßnahmen.Eine Vielzahl renommierter Expert:innen beleuchtet das Thema in diesem Buch aus unterschiedlichen Perspektiven und für verschiedene Branchen – ein Werk sowohl für Praktiker:innen, als auch für Lehrende und Wissenschaftler:innen, die wertvolle Insights gewinnen wollen.Mit Beiträgen von: Elisa Adam Prof. Dr. Nicole Böhmer Prof. Dr. Michael Bürker Prof. Dr. Sylvia Chan-Olmstedt Michele Dilenge Jan Dreyer Prof. Dr. Nicole Fabisch Prof. Dr. Christian Feddersen Prof. Dr. Michael Fretschner Prof. Dr. Eva Ghazari-Arndt Prof. Dr. Kai-Michael Griese Prof. Dr. Sandra Gronover Bastian Hamacher Noa-Sophie Jäger Dennis Kotzold Prof. Dr. Ralf T. Kreutzer Philip Maloney Prof. Dr. Daniel Michelis Thomas Otto Lavinia Celina Rahmawati Liselotte Ringeis Annette Ritter Franziska Scharfe Prof. Dr. Benjamin Schulte Jule Thöming Sina Trum Ann-Katrin Voit Helena Wisbert Table of ContentsTeil I: Nachhaltiges Markenmanagement.- Teil II: Circular Economy und Nachhaltigkeitsstrategien.- Teil III: Purpose Branding und nachhaltige Kampagnen.- Teil IV: Nachhaltigkeit in Werbung und Marketing.- Teil V: Rechtliche Herausforderungen unter Compliance-Gesichtspunkten.
£42.74
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Ordnung im Chaos – Kybernetik der Markenführung
Book SynopsisDie Kybernetik ist eine Wissenschaft, um Informationen zu verstehen und systematisch zu nutzen. Als Thema der Kybernetik wird die Marke gerade in Zeiten der Beschleunigung und der unendlichen, globalen Warenmärkte zunehmend wichtiger. Denn Bestand hat nur, wer vermag, sein Muster im Zeitalter der Veränderung zu bewahren und immer wieder an die Erfordernisse der Zeit anzupassen. Dabei helfen weder Kundendaten noch kreative Ideen, sondern eine fundierte Kenntnis der strukturellen Funktionsweise aller Lebewesen – organischer und sozialer. Durch die Zusammenführung von Markensoziologie und Management-Kybernetik werden in diesem essential die unsichtbaren sozialen Anziehungskräfte verdeutlicht. Indem die übergreifenden Dynamiken aller (lebenden) Systeme dargestellt werden, lassen sich universelle Erkenntnisse gewinnen und planvolle Strategien entwickeln.Table of ContentsWas ist, was will eine kybernetische Markenführung?.- Was ist ein System?.- Die Kybernetik – Grundverständnis.- Die Marke als Bündnis.- Perspektiven einer kybernetischen Markenführung.
£11.77
Instituto Monsa de Ediciones Green Packaging Solutions
Book SynopsisGlobal responsibility and commitment to the environment means the pressure is on to seek environmentally friendly and sustainable solutions to combat the mounting problem of consumer waste. The importance of recyclable packaging is clearly recognised by all market sectors; either because the product itself is natural and eco-friendly or manufacturers wish to draw attention to the essence of the product, demonstrating commitment to environmental protection through company products. Green Packaging Solutions showcases some of the finest examples of packing designs that combines brand identity and innovative style with environmentally friendly and sustainable materials and production.
£16.79
Springer Verlag, Singapore Sharing Behavior of Brand Crisis Information on
Book SynopsisThis book adopted 66 brand crisis events as research samples taking place from 2010 to 2016 on social media (Chinese Weibo), performs research on influence mechanism of brand-crisis information-sharing behavior on social media from contextual perspective. The book explores into the fluctuation characteristics of information-sharing behavior, the contextual influence factors, both the static and dynamic mechanism of information-sharing behavior, and regulation measures of crisis information sharing behavior. The important features of the book are reflected in accurate analysis of the autocorrelation, trend characteristics, periodic characteristics and cluster characteristics of the fluctuation of crisis information sharing behavior, and deep exploration of dynamic mechanism and static mechanism of the time lag characteristics, impulsive disturbance, and marginal influence of the impact of information sharing behavior from perspective of situational factors. The book mainly focuses on the field of brand crisis management, and construct the formation and evolution mechanism of brand crisis information sharing behavior from both vertical and horizontal dimensions through a combination of theoretical exposition and case analysis, so that readers can got a clear understanding of brand crisis information communication and management through dimension reduction. The book can be used as a textbook for undergraduates and postgraduates in economics and management in colleges and universities, can also be a reference for business managers, scientific researchers and others interested in the field of crisis management.Table of ContentsIntroduction.- Literature Review and Theoretical Foundation.- Fluctuation Features of Brand Crisis Information Sharing by Weibo Use.- Contextual Factors Affecting Brand Crisis Information Sharing by Weibo Use.- Static Influencing Mechanism of Weibo Users’ Information Sharing of Brand Crisis Cases.
£104.49
Taylor & Francis Ltd Luxury Fashion Brand Management
Book SynopsisThis textbook examines fashion luxury brand management, providing students with a comprehensive understanding of its origins, unique components, current practices, global trade and, most importantly, the application of sustainable models to the industry. It also highlights what makes brands fail and how they can become more resilient. The key content covers the heritage of luxury brands, the importance of craftsmanship and creative direction, the role of luxury conglomerates, cultural awareness and internationalisation, risks of failure and opportunities for revitalisation as well as the application of sustainable measures for a resilient and ethical brand future. Each chapter includes a combination of industry insights, case studies or expert interviews. Coupled with theoretical frameworks and business models, these examples and case studies show how sustainable models can be applied to existing luxury brands and how practices can be embedded into the brand concept. STrade ReviewEndorsements"Professor Mitterfellner has written a fascinating and thought-provoking academic text that demystifies luxury brand management and gives students a new insight into luxury fashion. Thanks to many interviews with experts, new ground-breaking theories, and an original and lively prose style, she builds up a picture of what luxury and sustainability mean in today’s fashion world. Although designed for academic research it should also have a broader public appeal – recommended."Dr John Altman, composer/ Emmy winner/ author."Olga Mitterfellner is a great voice in today’s world of brand management and luxury fashion and keeps a finger on the pulse of the fashion industry. Luxury Brand Management and Sustainability, splendidly adds to the discourse of luxury brand concepts and theories, whilst engaging readers in untold fashion history, new concepts, and a highlight of diverse and inclusive selection of fashion professionals in case studies. Definitely a must read for any academic, student or researcher seeking new insight into a historical and prominent segment of fashion." Sharon N. Hughes, Sr. Lecturer of Fashion Marketing, University of East London and Global Fashion Business Consultant"A guide on the fundamentals of strategic brand identity systems, etiquette and expression; this illuminating text reminds us of the core principles of communication and purposeful prosperity, to evolve and encourage our own perspective. Time to hit the 'reset' button - this book (in true Mitterfellner style) is rich in both historical and contemporary context that will bring us back to basics by way of looking forward." Teresa Havvas, Founder of The Advisory &. Academic Counsel for the Creative Industries Table of Contents Chapter 1: From History to Heritage of Luxury Fashion. Chapter 2: From the Creative Director to the Fashion Show. Chapter 3: Luxury Brand Qualities, Brand Construct and Brand Touchpoints. Chapter 4: Good and bad Parenting of Luxury Fashion. Chapter 5: Internationalisation and Emerging Economies for Luxury Fashion. Chapter 6: Decline and Resuscitation of Luxury Fashion Brands. Chapter 7: Luxury Fashion and the Sustainable Approach. Chapter 8: The future of Luxury Fashion Brands
£137.75
Taylor & Francis Marketing Recorded Music
a huge range and FREE tracked UK delivery on ALL orders.
£135.00
HarperCollins Publishers Inc How to Revised and Expanded Edition
Book SynopsisA revised and expanded edition of the world-renowned graphic designer’s classic and bestselling monograph, using examples from a portfolio spanning his full career to date.Protégé of design legend Massimo Vignelli and partner in the New York office of the international design firm Pentagram, Michael Bierut has had one of the most varied careers of any living graphic designer. The projects in How to illustrate the breadth of activity that graphic design encompasses today and demonstrate Bierut’s enthusiastically eclectic approach that has been a hallmark of his career. This revised and expanded edition of his bestselling monograph examines more than three dozen projects from start to finish—including new projects for major clients such as Mastercard, The Poetry Foundation, the International Center for Photography, and Bierut’s brand design for Hillary Clinton’s 2016 presidential campaign—providing insights into the creative process, his working life, his relationship with clients, and the challenges that all creatives face in bringing innovative work into the world today. It also features a new afterword on the role of the designer in the post-Covid era.
£59.44
Schiffer Publishing Ltd Gift and Shopping Bag Designs
Book SynopsisThe artwork displayed on gift and shopping bags has never been more exciting! This contemporary peek at nearly 600 shopping bags in over 280 vibrant color photographs is perfect for shopaholics, fashionistas, art enthusiasts, and anyone who has ever enjoyed the graphic design and thematic liveliness of shopping and gift bags. Quality art and graphics, popular themes (including humor, novelty, gender, advertising bags, and more) are explored for modern paper shopping bags in this dynamic authors'' collectionthe first book of its kind in over 25 years. Detailed descriptions include the use of brand names for advertising, as well as themed art, dimensions, producers, and creation time frames. There is an art to mastering shopping and gift presentation!
£20.69
