Brands and branding Books

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.

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Book SynopsisMarketing Manager’s Guide to Successful Brand Marketing“Scott Miller offers tangible insights and practical steps to make sure your product finds the right customer...” ―Donald Miller, author of Marketing Made Simple, and Building a StoryBrand.2021 OWL Award Shortlist in Sales & Marketing#1 Bestseller in Auctions & Small BusinessIn Scott Miller’s newest Mess to Success guide, the FranklinCovey senior advisor and Wall Street Journal bestselling author reveals 30 career obstacles that you may encounter in your brand marketing, and how to transform them into company-wide gains.Every success story begins with a journey. Featuring thirty chapters with lessons such as “A Name is Not a Lead” and “Hire People Smarter Than You,” Marketing Mess to Brand Success shares a career worth of valuable lessons learned. Fast-track your career and success with the mentality of bruising hard, but healing fast. Whether you’re starting a new company, a brand manager figuring out the best direct marketing strategy or brand positioning for a niche market, or trying to land your first job as a marketing manager, this book is designed to prepare you for many of the inevitable challenges you will encounter.Avoid marketing messes and square up to successes. Each chapter features real life lessons that teach you the importance of brand marketing in business development. By being focused and aligned with the right areas of an organization, you can ensure career relevance and company-wide gains.Learn how to: Navigate a nebulous digital marketing environment Maximize time and investments with sales marketing strategies Build and model consistent brand standards Become an expert in brand marketing and take your company to the next level If you enjoyed Management Mess to Leadership Success, or brand marketing books like This Is Marketing, Marketing Made Simple, or Building a StoryBrand, then you need to add Marketing Mess to Brand Success to your business bookshelf.

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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

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Book SynopsisSymbols play an integral role in branding programs. This book explores the visual language of symbols according to their most basic element: form. Over 1,300 symbols from all over the world are here categorized by visual type, divested of all agendas, meanings, and messages that might be associated with them so that the effectiveness of their composition and impact can be assessed without distraction and so that the reader can enjoy them as a pictorial language in their own right.Every symbol is captioned with information on who it was designed for, who designed it, when, and what the symbol stands for. These sections are interspersed with short but detailed case studies featuring classic examples of symbols still in use, and exceptional examples of recently designed symbols.This comprehensive volume is an indispensable resource for designers working on identity systems, and an engaging showcase of this exciting field. Now in a compact format.

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Book Synopsis"Logotype mini is the definitive modern collection of logotypes, monograms and other text–based corporate marks." Creative Boom"…this is the kind of publication that makes you think about what a logo can really be" Cent Magazine"…you''re bound to find something worth finding in LogoType" Computer ArtsFeaturing more than 1,300 international typographic identities, by around 250 design studios, this is an indispensable handbook for every design studio, providing a valuable resource to draw on in branding and corporate identity projects.Logotype is truly international, and features the world''s outstanding identity designers. Examples are drawn not just from Western Europe and North America but also Australia, South Africa, the Far East, Israel, Iran, South America, and Eastern Europe. Contributing design firms include giants such as Pentagram, Vignelli Associates, Chermayeff & Geismar, Wolff Olins, Landor, Total Identity, and Ken Miki & Associates as well as dozens of highly creative, emerging studios. "…a resource for designers and design students alike" Design Week"…a great resource if you''re a professional or looking to rebrand" Advantage PhotoshopLogotype mini is an important and essential companion volume to Logo: The Reference Guide to Symbols and Logotypes (Michael Evamy) and Symbol (Steven Bateman and Angus Hyland) — also available in mini formats. • Features more than 1,300 typographic logos in use today around the world, sorted visually into 50+ categories• Handy, mini version of an essential resource for design professionals and students• Features around 40 "focus logotypes" examined in more detail• Must–have companion to Logo and Symbol minis"…this is an indispensable handbook for every design studio, providing a valuable resource to draw on in branding and corporate identity projects." Creative Boom

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Book SynopsisAll over the world, in every industry and every niche, there are people who are sharing their knowledge, having an impact, attracting opportunities and living in flow'. They are building strong businesses and strong careers while having a positive impact on the world around them. These people are Powerful Leaders, and you can be one of them.When building a personal brand people aren't looking for another coach, another founder, another expert; they are looking for someone to believe in, someone to be inspired by, someone to learn from and someone to follow. The Power of You will help you to: Gain clarity on your purpose and your niche, that one thing' that you want to be known for Identify and understand your audience, the people that you want to inspire, teach and attract Create a clear, powerful message which connects and engages with your audience Build a strong content and social media strategy to enable you to bring your brand to life Gain the tools and techniques you need to increase your productivity and efficiency to enable you to find the time' to build your brand

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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.

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Book SynopsisThe Logo Design Idea Book is an accessible introduction to the key elements of good logo design, including insights into the logos of iconic brands.This guide is an indispensable resource for anyone looking to learn the basic about designing a logo. The book introduces the key elements of good logo design and is perfect for graphic design and branding inspiration.Written by Steven Heller and Gail Anderson, world''s leading authorities on design, The Logo Design Idea Book includes 50 logo examples of good ideas in the service of representation, reputation and identification.Arrows, swashes, swooshes, globes, sunbursts and parallel, vertical and horizontal lines, words, letters, shapes and pictures. Logos are the most ubiquitous and essential of all graphic design devices, representing ideas, beliefs and, of course, things. They primarily identify products, businesses and institutions but they are also associated, hopefully in a positive way, with the ethos or philosophy of those entities.Perfect for students, beginners or anyone curious about logo design!Chapters include: Give personality to letters Develop a memorable monogram Make a symbol carry the weight Transform from one identity to another Make a mnemonic Illustrate with wit and humor Include secret signsGet more design inspiration from other Idea Books: The Graphic Design Idea Book The Illustration Idea Book The Typography Idea Book

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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

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Book SynopsisUsing powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth programs, Pete Canalichio shows us how successful marketers have extended and expanded their brands, and the challenges they have had to overcome along the way. The LASSO model (Lateral; Addictive; Storied; Scalable; Own-able) offers a simple, accessible and effective way for marketers to get their heads around the desired attributes of highly successful growth programs. With insightful advice, anecdotes and tips from leading brand licensing professionals, household names like Coca-Cola and Disney, senior marketers and inspiring individuals, Canalichio has created a measured and proven "Think Big, Get Big" framework to truly help your brand first expand, grow successfully, and ultimately thrive.Trade ReviewCanalichio, a brand expansion and licensing strategist, outlines five steps to growing a brand through the LASSO (lateral, addictive, storied, scalable, and own-able) framework: laterally expanding the brand beyond its operating sector into wider life categories, making the brand addictive, using stories, making the brand scalable, and knowing what the brand owns and protecting ownership. He also explains how to assess brand optimization, and outlines a licensing process. -- Annotation ©2018 * (protoview.com) *Table of ContentsPrelude: Addressing the Expansion Riddle Chapter 1. Pinning their hopes Chapter 2. Read and lead - How to succeed in the connective economy Chapter 3. Lateral - Beyond where they've been Chapter 4. Addictive - Growing to love Chapter 5. Storied - The power of heritage in a world of action Chapter 6. Scalable - How the biggest names in the business keep expanding Chapter 7. Own-able - Why who you are decides who you seem Chapter 8. Is your brand optimized? Chapter 9. Making the decision to license Chapter 10. License to operate - the future of the licensed brand Epilogue Appendix

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Book Synopsis***BUSINESS BOOK AWARDS 2022 SHORTLISTED TITLE***Brand Yourself walks you through everything you need to know about creating a business brand, from brand strategy to picking out fonts, building your personal brand and affordable creative tips to make an impact with your business. Packed with practical exercises, examples and industry hacks and supported by an extensive interactive playbook online, this is the essential guide for business owners on a budget. Build a brand that stands out and that connects with the people you want to reach. Lucy Werner is founder of The Wern, a PR and branding consultancy, She is also author of the bestselling Hype Yourself and a publicity expert who is a speaker, lecturer and course creator.Hadrien Châtelet is the creative director of The Wern and leads the design arm of the business. He is also cofounder of Lucy’s two children and they work together in their garden in east London.Together they have over 30 years’ industry experience and have taught thousands of entrepreneurs how to stand out and find success.Trade ReviewThis book was INCREDIBLY helpful to me as a beginning graphic designer. I specialize in logo work and although my creative, artistic brain can often get me started, I often struggle to put my ideas in fresh, innovative ways to help a brand come to life. I love how structured this book was and it is incredibly easy to understand. A must-read for anyone starting off in branding! * NetGalley *Essential reading for all small business owners. Finally some industry insights that cut the BS and tell you exactly what you need to know. I can’t stop raving about this book to all the small biz owners I meet. Grab a copy, you won’t regret it. * Amazon *I have a very well thumbed copy of Hype Yourself, the previous book by Lucy Werner. So when I saw she was writing Brand Yourself alongside Hadrien Chatelet, I knew it would be good. But good is an understatement.I am no beginner when it comes to branding and working with brands, but this book explains everything in simple language and demystifies the jargon used by so many others. It will be invaluable to me when working with clients and explaining why their branding needs to be sorted before we tackle other areas.A real gem of a book - a must read for anyone creating, refreshing or reviewing a brand. * Amazon *Thank you so so much for your brilliant book...I’ve just finished it and all the generous and insightful advice has really encouraged and educated me. Your clear and thoughtful way of explaining a daunting specialist subject to a timorous newbie like me is so refreshing and uplifting.Anything’s possible now! * Amazon *I started my business 18 months ago and this book has been so valuable in teaching me how to create a brand strategy to move forward...For me, Brand Yourself will not be a one time read - I can see myself gaining more from it a second/third time round and it will also be useful to re-address my brand strategy in future...Overall, a valuable book that I am really pleased I purchased. * Amazon *[A] really practical and useful little book aimed at startup businesses in the early stages.There’s how to compile your brand strategy, build your brand (including my fave - mood boards), your personal brand and oodles of budget ways to promote and get your brand noticed.I felt the warmth of the authors through the book. Let’s face it, business can be scary and this book sort of feels like a hand-hold. * Amazon *Easy to read, full of practical advice, and supported by a wealth of online resources. Whether you're just starting out or looking to revamp your existing brand, this book is an invaluable resource. * Netgalley *Table of ContentsIntroWho are we tell you about branding?What is branding?What branding is not?Why do you need a book on branding?How will this book help me?Chapter One:Competitor ResearchWho you are?VisionMisionPurposeHow you behaveAudience Mapping Chapter TwoMoodboardColoursFontsImagesDiversity & InclusionLegalChapter ThreeWhy to use a personal brand How to define your personal brandWays to amplify your personal brandPersonal branding done wellPersonal branding warnings Chapter FourBrand in the officeBusiness cardsPrompts cardsCreative brandsBrand collabsSurprise and DelightBusiness booksPodcastsMerchChapter FiveWhen to hire a branding agencyWhat to put in a briefHow to find the right agency How to budgetHow to work with a printerResources

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Book Synopsis** Business Book Awards 2023 Finalist **"Nothing connects people to engage emotionally with your business better than a well-told story – your story.”From mega-large corporations to tiny start-ups, every…. single…. business always has a story to tell. Before people choose to buy your product or service, or respond to a call to action, they need to understand how you will solve their problem or fulfil their needs.Storytelling for Business reveals why storytelling remains the most impactful way to create a meaningful and sustainable connection with the people who matter the most to your business, and how to tell YOUR story well. For more than 25 years, storytelling has been at the core of everything Rob Wozny has accomplished as an intrepid senior journalist, creative content strategist, and proven business communicator. Leveraging his passion and experience for storytelling, Rob works with business owners and leaders to understand their goals and align them with business storytelling ideas, personalized to attract and engage the people that matter most to them.Trade ReviewA direct book with actionable advice, great for anyone working in marketing or looking to expand their own social media outreach. How to tell a story that builds a business or brand, this book focuses on the "business" side but plenty of examples and advice for everyone making money online. * NetGalley *Storytelling in business cannot be underestimated because it is widely used for successful communication. This book tells you about the importance of storytelling as well as coaches in creating and delivering stories that can make a difference and impact. I'd say you can find a good way to structure (several options that fit multiple purposes) a story [and] platform to deliver it as well. * NetGalley *...this is well structured, clearly written, and includes good examples. Since we're wired for stories, this is a good skill for everyone to have whether it's to tell a joke or something that happened to you. Use it at work or home. Recommended. * NetGalley *Storytelling for Business is a very well-written, insightful book and one I will be recommending and buying as gifts for the communications pros in my life.Whether you are a senior communicator or just starting out this book is filled with resources and tips to help you engage your audience. The case studies throughout are relevant and thought provoking, demonstrating the power of a good story. This book can be read cover to cover in just a few days, but I guarantee you'll be picking it up and thumbing through well-worn pages for advice and inspiration for years to come. * Amazon *Table of ContentsPrologueChapter 1: The Story Behind The StoryChapter 2: The (Growing!) Need for StorytellingChapter 3: Build Your Own Media NetworkChapter 4: Choose Your ChannelChapter 5: Managing The MediaChapter 6: People PowerChapter 7: Audience AnalysisChapter 8: When a Story Goes SidewaysChapter 9: The Inside StoryChapter 10: Making Measurement MatterChapter 11: The Stories You Tell YourselfEpilogueAcknowledgmentsAbout the Author Chapter OneChapter one explores what makes a compelling story for your business, including the structures, tools, strategies, and the science behind why people are influenced by the power of storytelling. The chapter gives you a fulsome perspective on what you need, while providing the peace of mind that less is sometimes more, when “more” is so readily and easily available.Chapter TwoChapter two examines the (growing) need for storytelling in companies and organizations, along with the benefits of investing in storytelling for business. The chapter offers the most important reasons why business storytelling is such a worthwhile endeavour for your business, correlated by evidence of return on investment.Chapter ThreeChapter three explains how to build your own media network to distribute your storytelling content, complemented by ideas and concepts on how to maximize the storytelling for your business. The chapter cautions not to become overwhelmed by near-infinite options and how to decide what media ultimately is best for the story of your business.Chapter FourChapter four dives into why people consume content on social media, making your storytelling amendable to your stakeholders via these platforms (your own media network), plus some of the other channels of communication your business can incorporate into your business storytelling.Chapter FiveChapter five delves into one of the most impactful channels of amplifying your business storytelling – the mainstream media, whose own social media networks are in some cases more powerful than some of their own traditional channels. While a palatable storytelling option, the chapter covers some of the risk and reward of working with the media.Chapter Six Chapter six showcases the most important element of storytelling for business - people. Along with how to choose your storytellers, chapter six shows you how to prepare them to communicate your messages effectively and accurately, while coming across as genuine and interesting. Chapter SevenChapter seven identifies who are the most influential people you need to reach to take a desirable course of action, influenced by the storytelling of your business. The chapter goes into greater detail on how they think and act in relation to your storytelling content, and how and where to find them.Chapter EightChapter eight guides you through how to respond and recover if the story of your business does not go as planned, generating a negative response, or inadvertently harming the operations of your organization. Presented as When a Story Goes Sideways, this chapter covers some strategies to prevent sideways stories from occurring in the first place and who you need on your team to help you with this important risk-mitigation strategy.Chapter NineChapter nine looks inward to tell the story of your business from an internal perspective. Your internal stakeholders, especially your employees, are the most powerful storytellers within your networks. The chapter explores how to identify and empower them to be your organization’s ultimate ambassadors.Chapter TenChapter ten investigates why measurement matters in storytelling for business. The chapter explains some of the leading benchmarks and tools to measure if your storytelling succeeded in supporting the goals of the organization, and how you can leverage them to track ROI.Chapter ElevenChapter eleven reveals that storytelling for business is not always an easy journey, but certainly worth taking the risk as the benefits can be profound and rewarding, both personally and professionally. The chapter provides some guidance and advice on storytelling perseverance in the face of some detractors who may try to knock you back, but elucidating you to the bigger storytelling picture.

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Book Synopsis'Navigating the world of PR is no easy feat - but this book is an indispensable guide to doing just that' Francesca Ogiermann-White, Health and Beauty Editor-at-Large, TatlerA more beautiful way to connect with customersPR and marketing have traditionally been seen as deceit and spin: Beautiful PR offers a new manifesto rooted in integrity. Discover how to find your true brand voice so that you can create a clear and compelling communication strategy that connects with your customers at an emotional level.In a heavily filtered world, building a communications strategy based on honesty and authenticity is more important than ever before. Elevate your reputation and secure your place in your industry by identifying and amplifying your authentic brand heartbeat, for a more beautiful way to grow.Sophie Attwood is an award-winning global communications expert specialising within the beauty, wellness and health sectors. Having curated a portfolio of successful PR campaigns with exceptional brands, she has become a leading voice of authority for the communications industry.Trade ReviewSophie Attwood's work is poised to become a new standard... Beautiful PR is a radiant revelation, a platform for a more beautiful way to connect, communicate, and grow. In a world often veiled in shadows, Attwood's book shines, reminding us that authenticity is the most beautiful form of connection. - NetGalleyWhat an amazing read!! ... I would highly recommend this book for anyone in business, PR, marketing, owning a brand, company or product that they want to elevate to the next level. - AmazonA valuable resource for the beauty industry...However, the ideas and strategies presented in the book can be applied to public relations in any industry, making it a great resource for anyone looking for beauty PR tips that can be adapted to other fields. The emphasis on honesty and authenticity in communication makes this book a valuable asset for PR professionals - NetGalleyTable of ContentsIntroductionChapter One….The beginningChapter Two…. A fresh perspectiveChapter Three….Finding your heartbeatChapter Four….Communicating your heartbeatChapter Five….The Michelin Star effectChapter Six….Media coverageChapter Seven…Brand chemistryChapter Eight…Invisible PRChapter Nine…. The ‘spin doctor’ is deadChapter Ten….Social MediaChapter Eleven…Ethical PREpilogue

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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)

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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

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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

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Book SynopsisFor decades, sports management has not been considered a priority area of interest within sport, and there is a lack of professionalization within the multiple approaches and key performance areas in sports management. However, in recent years, the importance and impact of the sports economy in the percentage of GDP has coincided with an increase in the volume of literature dedicated to the study of sports management, and specifically around fitness centers, the commercialization of their services and the loyalty chain of the users of this business model. The Global Private Health & Fitness Business shows the globalization of the health and fitness industry, and its different forms of management according to different countries, the objective being to show the various business models in the fitness industry in twenty countries around the world and explore their methods of marketing. The content will provide insight into the current situation and what challenges it faces in the future. In addition to these contexts, each chapter ends with the description of the main chains in each country and information on the complexity in the commercialization and loyalty of their services. This book provides a great opportunity to further analyze sports management in different countries, with contributions from leading academics and professionals who share the current situation as well as the challenges of the coming years, providing an excellent resource for all practitioners working in sports management, researchers and students with future projection towards this area.Table of ContentsChapter 1. Introduction; Jerónimo García-Fernández and Pablo Gálvez-Ruiz Part I. The Europe Industry Chapter 2. The Fitness Industry in The United Kingdom; Ray Algar Chapter 3. The Spanish Fitness Industry; Manel Valcarce Torrente, Jerónimo García-Fernández and Pablo Gálvez-Ruiz Chapter 4. An overview of Fitness in Portugal: Business Models, Attraction and Building Members´ Loyalty; Vera Pedragosa Chapter 5. The Fitness Sector in Greece: Business Models and Marketing Perspectives; Efi Tsitskari, George Tzetzis and Alexios Batrakoulis Chapter 6. Business Models of Lithuanian Fitness Centers; Irena Valantine, Inga Staskeviciute-Butiene, Arturas Simanavicius and Edmundas Jasinskas Chapter 7. The Fitness Industry in Turkey; Kadir Yildiz, Ercan Polat and Suleyman Murat Yildiz Chapter 8. The Fitness Industry in Italy; Paolo Menconi and Paolo Aldo MariaMonesi Part II. The North – South America industry Chapter 9. The Fitness Industry in The USA; Devin Anderson, Andrew Kim and James Zhang Chapter 10. The Mexico Fitness Industry; Isela Guadalupe Ramos Carranza, Javier Almazán Del Pozo and Rosa Elena Medina Rodríguez Chapter 11. The Fitness Industry in Chile; Daniel Duclos-Bastías and Frano Giakoni Chapter 12. Fitness in Brazil: a Diversified Market; Flávia Da Cunha Bastos, Ivan Furegato Moraes and Leandro Boaventura Do Nascimento Part III. The Asia – Pacific industry Chapter 13. The Fitness Industry in India: An Overview and Prospects; Linsy Mathew, Rajasekharan Pillai K and Simon George Chapter 14. The Australian Fitness Industry: Trends, Disruption and Positioning; Duncan Murray and Karen Williams Chapter 15. The Health and Fitness Club Industry in Japan; Yasuhiro Watanabe and Toshie Takahashi Chapter 16. Sports Fitness Industry in China; Liangju Zho, Zhao Wang and Ziqing Tuo Part IV. The Africa and Middle East industry Chapter 17. The Fitness Industry in Morocco; Amal Elasri-Ejjaberi, Said Balhadj and Pilar Aparicio-Chueca Chapter 18. Saudi Arabia´s Fitness Center Industry: Getting in Shape; Nawaf Almohaimeed and Marta Pérez Villalba Chapter 19. The Fitness Industry in Egypt; Khaled Ebada and Hamdy Mansour Chapter 20. The Fitness Industry in Kenya; Kinuthia Kagunda Stanley, Mwangi Mundia Francis and Muthomi Nkatha Hellen Chapter 21. A Look to Fitness Industry in Iran; Sardar Mohammadi and Mohamad Kazem Azami

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Book SynopsisScholarly studies of value creation for consumer experience constitute a very fragmented field, spanning the disciplines of design, branding and marketing. The Value of Design in Retail and Branding creates a much-needed bridge between different disciplines involved in retail design, bringing together a range of research and insights for practice in these disciplines, improving the impact of design. Here Katelijn Quartier, Ann Petermans, TC Melewar and Charles Dennis bring together a team of field-leading, practice-based experts in order to offer an interdisciplinary, practice-oriented inquiry into how design plays a key role in defining a successful retail environment and experience. In four sections organised around the concepts of design, experience, context, and interdisciplinarity, contributors highlight how to achieve impactful branding and retail-experience design through a focus on such issues as local relevance and storytelling. As each chapter concludes by explaining how its findings can feed into practice, this book begins filling the gap between academic journals and visual case studies, ultimately providing fertile ground for further debate around best practice. For its interdisciplinary approach, its scholarly rigour, and its clearly articulated implications for practice, The Value of Design in Retail and Branding is of interest to scholars of design, branding and marketing as well as to practitioners within these fields.Table of ContentsIntroduction; A.Petermans and K.Quartier The value of DESIGN Chapter 1. Conceptualizing customer value in physical retail: A marketing perspective; Leroi-Werelds, S. Chapter 2. Appreciating and judging the design of independent retailers’ blended concepts; Madsen, S. and Petermans, A. Chapter 3. The Added Value of designing by crossmodal correspondences; Adams, C. and Vanrie, J. Chapter 4. Fashion & Lifestyle Brands: Story-telling within purpose-led brands in order to contribute to growth; Marciniak, R. and Charles, E. The value of EXPERIENCE Chapter 5. The influence of economic theories on the value of retail design, a designers’ perspective; De Wet, M. and Prinsloo, I. Chapter 6. The added value of retail design for a new age of consumerism; Khaneja, S. Chapter 7. The Triangular Designers’ Space: Methodical Approach to Balance Brand Typicality and Novelty; Mulder-Nijkamp, M., Wouter, E., de Kok, E. and ten Klooster, R. Chapter 8. The Importance of Warmth in Brand Design; Kim, S., Moore, S. & Murray, K.B. The value of CONTEXT Chapter 9. Virtually the same: understanding the consumer experience in an omnichannel environment; Reid, L., Marvell, A., Parker, D. and Ward, P. Chapter 10. Retail Design as a Communication Strategy: Exploring Customer Experience via Eye-tracking; Janssens, K., Beckers, C. and Quartier, K. Chapter 11. Exploring in-store shopping experiences and resultant purchasing influence: an autoethnographic approach; Lloyd-Parkes, E. and Deacon, J. Chapter 12. Designing valuable Experiential Retail Environments: a review of the design process; Servais, E., Vanrie, J. and Quartier, K. The value of INTERDISCIPLINARITY Chapter 13. The interlink between sensorial and meaning properties of a retail design and brand assets: a comparison of three grocery store designs; Adams, C. and Quartier, K. Chapter 14. Local collaboration in retail design: a strategy for localising global brands; Khan, Z. Chapter 15. Evidencing Value Creation in ‘Value Co-creation’: A Case Study of Singapore’s Second Largest Banking Group ; Yam, M.-Y. and Lee, A. Chapter 16. Environmental simulation techniques in retailing: a review from a store atmospheric and customer experience perspective; Petermans, A., Doucé, L. and Willems, K. Conclusion; K.Quartier and A.Petermans

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Book SynopsisConsumers are becoming more conscious of the ethical footprint of the products they buy. In the age of hyper-connectivity and globalisation, numerous consumers are aware of what companies do and how they produce. Thus, sustainability and CSR can no longer be used as "greenwashing" strategies to attract customers and improve a company image. Products for Conscious Consumers is a guide for academics, students and professionals who want to influence responsible consumer behaviour and attain genuine Green Marketing. Written by researchers and marketing professionals, each chapter explores the relationship between the consumer and the marketer, discussing their relative responsibilities towards reaching a sustainable world. Illustrated with real cases, Products for Conscious Consumers helps marketers understand how they can inspire consumers towards more ethical behaviour by educating and nudging their choices using examples from different sectors and world regions to identify factors that influence sustainable consumption, from poverty to personal values. Products for Conscious Consumers guides the reader from ethical product development and marketing plans to eco-friendly production and responsible marketing mix execution, thereby encouraging a sustainable value chain and ethical profitability.Trade ReviewIn the face of grand challenges like climate change and the urgent need to reform unethical supply chains, it is easy to forget that it is not only firms that need to change but consumers as well. Calling for more attention to ethical marketing, Products for Conscious Consumers provides a timely new perspective that is comprehensive in scope and packed with practical examples. It deserves to be widely read. -- Caleb Bernacchio, Assistant Professor of Management and Ethics at California State University, Monterey Bay, USA.The question of responsibility runs deep in “Products for Conscious Consumers”. Should marketers’ responsibility go beyond the sale of a product and include the awareness of and the response to its social and environmental impact?. At the same time, in a “pull marketing” era, shouldn´t consumers, who decide what to shop and recommend, think twice before buying?. This book is rife with insights, practical examples and food for thought on how the marketing function, and the role of marketers, should evolve as we face fundamental challenges. On a different note, it will also help companies reflect on how to best organize themselves, as in many cases the responsibility for driving sustainable development still sits in organizational areas other than marketing. -- Jorge Paradela, Chief Business Officer Sevilla FC, former Corporate Affairs Director Europe, HEINEKEN NV.I truly enjoyed reading Products for Conscious Consumers. The multiple corporate examples provided, coupled with the cry for attention on the need for ethical marketing, make it a thought provoking lecture. The complexity of the climate crisis requires all stakeholders to contribute to finding solutions and this book is a great tool to develop calls to action as only a joint effort may yield results. -- Maria Aguado Cabrera, Heritage and Innovation Director, Bally.Table of ContentsPART A. ETHICAL MARKETING Chapter 1: Products for Conscious Consumers – A General Introduction; Vanessa Burgal Chapter 2. Ethical Marketing: Concepts and Reasons; Rehema Kagendo-Kiarie Chapter 3. Ethical Marketing: from Product Ideation to Commercialisation; Adriana Aschl Chapter 4. The Value of Consumer Awareness and Corporate Social Responsibility in Marketing: An Overview; Chibueze Clinton and Sarvjeet Kaur Chatrath PART B. CONSUMER ETHICS Chapter 5. The Relationship Between Marketing and Consumer Choices; Mario di Giulio, Maria Angela Maina, Kimberly Muriethi, Livia Canepa, and Sophie Gai Chapter 6. Dimensions of Conscious Consumption; Julia N. Solovjova, Oksana Yuldasheva, and Olga Konnikova Chapter 7. Nudging and Boosting towards Sustainable Food Choices – A Systematic Literature Review of Cognitively Oriented Measures; Julia Winterstein PART C. ENVIRONMENTAL MARKETING Chapter 8. Considering the Short-term and Long-term Impact of Products and Services on the Planet; Okechukwu Amah and Segun Jones Chapter 9. Marketing Sustainability – A Critical Consideration of Environmental Marketing Strategies; Madhavi Venkatesan Chapter 10. CSR: A Business Gimmick?; Fadwa Chaker PART D. MARKETING FOR SOCIETY Chapter 11. Ethical New Product Development: A Case of Digital Loans Products in Kenya; Thaisaiyi Zephania Opati Chapter 12. Developing Good Goods and Services that Serve the Consumer; James Ngugi Njuguna Chapter 13. Learning as We Go: Responsibility, Sustainability, and the Marketing Function; Kemi Ogunyemi

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Book Synopsisthebrandgym is a refreshingly simple, practical guide to boosting brand and business performance in a digital age. This new and updated edition 'reboots' the whole brand vision to action process, to be fit for purpose in today's digital age, and is illustrated with inside stories from brand leaders such as Snapchat, Airbnb, Burberry, Dove, Lego and many others. Leaders from these companies share their tips and tricks for success, and warn you of the traps to avoid, while the programme of 11 Workouts is packed with practical tools and tips to raise your game in key areas including insight, brand positioning, innovation and internal engagement. The comprehensive programme covers four key stages of growth creation: . Brand-led Growth: focusing branding on driving profitable growth by 'Following the Money', not the latest marketing trends including pruning the portfolio to concentrate on fewer, bigger brands . Bring Your Vision to Life: blending the best of digital and human insight to create an inspiring and purposeful positioning that is then brought to life to align and engage the team delivering the brand . Grow the Core: driving distinctiveness through product, service, identity and communication including the use of digital technology to upgrade or even re-invent your core business. Expanding distribution, including harnessing exciting new digital routes to the consumer . Stretch from the Core: extending and then stretching the core using products and packaging, including innovative new ways to deliver your brand promise using digital technology. AUTHOR: David Taylor is founder and Group Managing Partner of the brandgym and has led the writing of this book. He has been named one of the world's 50 leading marketing thinkers by the CIM. He started his career in brand management with P&G before doing an MBA at INSEAD. He then started and successfully grew the Paris office of marketing consultancy Added Value, prior to starting the brandgym in 2002. The brandgym is a global network of senior-only brand coaches and the whole team has contributed to this fully updated and expanded 3rd edition of this book.

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Book Synopsis100 Symbols That Changed The World looks at the genesis and adoption of the world’s most recognizable symbols. Universal symbols have been used as a form of communication from the Bronze Age, when the dynasties of ancient Egypt began the evolution of the thousand characters used in Egyptian hieroglyphics. In pre-Columbian America the Mayan civilization set out on a similar course, using pictures as a narrative text. With the adoption of written languages, symbols have come to represent an illustrated shorthand. The dollar sign in America evolved from colonists’ trade with the Spanish, and the widespread acceptance of Spanish currency in deals. Merchants’ clerks would shorten the repeated entry of “pesos” in their accounts ledgers, which needed to be written with a ‘p’ and an ‘s’. A single letter ‘s’ with the vertical stroke of the ‘p’ was much quicker. Historically correct dollar signs have a single stroke through the ‘S’. Symbols are also used to impart quick, recognizable safety advice. The radio activity symbol was designed in Berkley in 1946 to warn of the dangers of radioactive substances – and following the widespread use of gas masks in WWII, the trefoil symbol echoed the shape of the mask. There are many symbols of affiliation, not only to religious groups, but support of political causes or even brand loyalty. Symbols are used for identification, military markings and recognition of compatibility. They allow users to convey a large amount of information in a short space, such as the iconography of maps or an electrical circuit diagram. Symbols are an essential part of the architecture of mathematics. And in the case of the 1964 Tokyo Olympics – the first Games to be held in an Asian country – symbols allowed the organizers to create event signage that wouldn’t be lost in translation. The set of Olympic sports pictograms for the Games was a novel solution, and one that was added to in Mexico and Munich. Organized chronologically, 100 Symbols That Changed The World looks at the genesis and adoption of the world’s most recognizable symbols.Trade ReviewPraise for Colin Salter’s 100 Posters that Changed the World: 'Showcase[s] an extensive collection of the images and slogans that have shaped society as we know it.’ – Country Life 'This journey through images that can inspire, shock or just leave the viewer laughing is never less than fascinating… A beautifully produced volume that will find a very broad readership.' – All About History 'This engaging book is a vivid tapestry of poster styles with diverse commercial, cultural and political applications supplemented by informative single-page essays that stimulate curiosity page after page.’ – Morning Star

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Book SynopsisThere is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep in our subconscious. This book takes a fresh approach to branding, and explores how to turn brands into Super Signs in today's competitive and ever-changing world. Super Signs are the most effective and powerful means of influencing a consumer's actions. From a branding point of view, Super Signs are the ultimate level that your brand can reach -- a level where the brand triggers an instinctive reaction in thought and action from the consumer.

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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.

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Book SynopsisThe Wilde YearsExperience the boundless vision of one of the greatest design and advertising professors of our generation, Richard Wilde.The WIlde Years is an immersive book scaled to his mind-expanding universe representing his 50 years of leadership at the School of Visual Arts. Inside, Richard reveals his teaching philosophies and criteria that resulted in his success.his book is a bible for design educators internationally and serves as an example of the potential a student can achieve when properly guided. It will also inspire professionals looking to see the standard of work being produced by one of the top schools in the world.. Included are words of gratitude from SVA President David Rhodes, Exec. VP Anthony P. Rhodes, and last, a letter from Richard’s successor, Gail Anderson.This book presents 275 pages of award-winning work from the Graphis New Talent competitions from 2010 to 2020 with the work of 100 professors and over 300 students presented.

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Book SynopsisIn this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity.Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

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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.

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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

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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.

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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

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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

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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

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Book SynopsisDieses Buch untersucht Möglichkeiten, die wichtigste Eigenschaft einer Marke, nämlich ihren Wert, zu steigern. Mit dem Fokus auf das Brand Gender analysiert Theo Lieven, wie sich die Projektion von Persönlichkeitsmerkmalen auf Marken auswirkt und wie Marken sich damit effektiv und effizient führen lassen. Anhand detaillierter Beispiele argumentiert er, dass indifferente Marken mit schwachen männlichen und weiblichen Merkmalen den geringsten Wert haben, während androgyne Marken mit sowohl starken weiblichen als auch starken männlichen Merkmalen den höchsten Wert aufweisen. Es wird aufgezeigt, welche Faktoren dazu führen, dass eine Marke als männlich und/oder als weiblich wahrgenommen wird. Mit dem Ziel, eine umfassende Theorie zu entwickeln und Praktikern einen Leitfaden zur Steigerung des Werts ihrer Marken zu geben, legt dieses Buch die Grundlage für ein globales Markenpersönlichkeitsmodell.Table of ContentsDie Marke als Person.- Einfache Kategorisierung durch Gender.- Globale Markenführung mit Brand Gender und Brand Equity.- Androgynie, Konsumentengeschlecht und Kulturunterschiede.- Brand Gender und Equity durch Markendesign.- Kreation einer starken Sportschuhmarke.- Die unabhängigen Effekte von Logo, Produkt und Marke.- Product Gender und Produktbewertung.- Brand Gender und das Geschlecht des Markenrepräsentanten.- Brand Gender, Behavioral Branding und Brand Equity.- Brand Gender und Markenallianzen.- Wie man Persönlichkeitsmodelle gestaltet.- Der Effekt des Brand Gender auf die Equity – ein Trugschluss?.- Zusammenfassung, Diskussion und Fazit.

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Book SynopsisThe retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of new technologies, digital business models and the evolution of social media platforms as a new sales channel continue to influence the sector. Key contextual or external trends will affect and shape the retail landscape in the years to come. Therefore, it seems important to prepare for this situation and be ready with a head start in terms of knowledge. This textbook provides its readers basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business. Today we are living in a challenging time for retail. This textbook tries to give insights and explanations to better understand these challenges and provide managerial implications.

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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

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