The Global Brand

How to Create and Develop Lasting Brand Value in the World Market

DOWNLOAD NOW »

Author: Nigel Hollis

Publisher: St. Martin's Press

ISBN: 9780230615410

Category: Business & Economics

Page: 272

View: 4511

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Create a Brand That Inspires

How to Sell, Organize and Sustain Internal Branding

DOWNLOAD NOW »

Author: Wolfgang Giehl and F. Joseph LePla

Publisher: AuthorHouse

ISBN: 1467039500

Category: Business & Economics

Page: 232

View: 1482

It takes strength to compete. Becoming a well-known and well-regarded brand enhances a company’s strength. Internal branding—especially in service industries—is essential for longevity, great competitive strength, and high financial value. Driven by a shared, authentic corporate culture and guided by top management, employees will build brand value in all their actions and interactions every day. Create a Brand That Inspires: How to Sell, Organize, and Sustain Internal Branding effectively addresses three core brand management challenges in readers’ organizations: selling the brand to senior management, organizing the brand on all management levels, and living the brand within each of the company’s internal communities. The book includes sixteen international case studies complete with pictures, interviews and examples from a wide range of industries. The long-term, hands-on experience of the co-authors and their unique perspectives on how to successfully develop and manage internal branding make this study a rewarding read for executives, managers and team leaders.

Emotional Branding

How Successful Brands Gain the Irrational Edge

DOWNLOAD NOW »

Author: Daryl Travis

Publisher: Prima Pub

ISBN: N.A

Category: Business & Economics

Page: 306

View: 8699

Argues that successful brands exist when the marketing forms emotional connections to consumers, and suggests ways that companies can identify and tap into consumers' feelings to develop new and offshoot brand name products.

Global Marketing and Advertising

Understanding Cultural Paradoxes

DOWNLOAD NOW »

Author: Marieke de Mooij

Publisher: SAGE

ISBN: 1412970415

Category: Business & Economics

Page: 323

View: 8373

The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.

Adding Value (RLE Marketing)

Brands and Marketing in Food and Drink

DOWNLOAD NOW »

Author: Geoffrey G. Jones,Nicholas J. Morgan

Publisher: Routledge

ISBN: 131764381X

Category: Business & Economics

Page: 368

View: 4374

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.

Be Your Own Brand

Achieve More of What You Want by Being More of Who You Are

DOWNLOAD NOW »

Author: David McNally,Karl Speak

Publisher: Berrett-Koehler Publishers

ISBN: 9781605098128

Category: Business & Economics

Page: 168

View: 1328

NEW EDITION, REVISED AND UPDATED In this second edition of their classic book on personal brand David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to be. The hallmark insight of this new edition is that the best way to establish a strong and memorable brand is to make a positive difference in the lives of others through making lasting impressions that build trusting relationships. McNally and Speak take you through the process of identifying the key components of your brand, conveying that brand to the world, checking how closely your brand aligns with important relationships in your life—particularly your employer—and assessing your progress along the way. This thoroughly revised and updated edition features new material on how to use social media to build a powerful personal brand and case studies of individuals whose personal brands have changed the world. "Squarely delivers where other books have left off by creating a genuine self-understanding and a strong picture of the person you are and want to become to create real sustainable personal change.” --Stephen Weiss, Former President EDMC Online Higher Education and Former President and COO Capella Education Company “A strong personal brand is paramount for effective leadership. Be Your Own Brand is a powerful and practical guide for building deep and meaningful relationships.” --Perry Cantarutti, Senior Vice President, Europe, Middle East, Africa, Delta Air Lines “Be Your Own Brand, when applied within a business organization, has the power to accelerate the pace of organizational brand development tremendously.” --Taras K. Rebet, President, West Europe, Otto Bock HealthCare GmbH “From this book you’ll experience deep introspection and discover your own brand which will surely ignite personal and professional growth.” --Heather Backstrom, Employee Development Manager, Moog, Inc. – Aircraft Group

The Brutal Truth About Asian Branding

And How to Break the Vicious Cycle

DOWNLOAD NOW »

Author: Joseph Baladi

Publisher: John Wiley & Sons

ISBN: 0470826509

Category: Business & Economics

Page: 288

View: 6729

This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the "why" rather than just "how" of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands. Ho Kwon Ping Chairman/CEO, Banyan Tree and Board of Trustees, SMU 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere. Timothy Love Vice Chairman Chief Executive Officer, Omnicom APIMA There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read. Richard Eu Group CEO, Eu Yan Sang International The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart. Maarten Kelder Managing Partner (Asia), Monitor Group A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe! Ron Sim Founder & CEO, OSIM International Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi’s text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline. Chris D. Beaumont Professor, Tokyo University, Global Centre of Excellence Director, North Asia, Results International The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution. Michael Newman Author, 22 Irrefutable Laws of Advertising

Sri Lanka's Rubber Industry

Succeeding in the Global Market

DOWNLOAD NOW »

Author: Yusuf Choudhry,Douglas W. Lister

Publisher: World Bank Publications

ISBN: 9780821340042

Category: Business & Economics

Page: 102

View: 2251

World Bank Technical Paper No. 359. As the telecommunications sector evolves toward a more competitive environment in which the private actors become the main players, it is essential to develop policies that will reduce the disparities between urban and rural telecommunications services. This report provides a comprehensive analysis of the technical and financial parameters that have to be considered in formulating such policies. It presents an array of options for commercial operation of rural telecommunications and challenges the general perception that rural telecommunications services are unprofitable. It demonstrates that services can be economically delivered to rural areas at affordable prices while simultaneously providing reasonable financial returns to investors. A planning tool kit is included that assists in the design of the various options.

Sports Marketing

Creating Long Term Value

DOWNLOAD NOW »

Author: John A. Davis,Jessica Zutz Hilbert

Publisher: Edward Elgar Publishing

ISBN: 1782549277

Category: Sports & Recreation

Page: 416

View: 677

This textbook provides a truly international approach to the emerging field of sports marketing and provides the reader with the best practices of over 200 companies and sports clubs around the world. Sports Marketing explores the latest sports

Brand New Justice

DOWNLOAD NOW »

Author: Simon Anholt

Publisher: Routledge

ISBN: 1136426078

Category: Business & Economics

Page: 192

View: 5333

Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Tourist Destination Images and Local Culture

Using the Example of the United Arab Emirates

DOWNLOAD NOW »

Author: Verena Schwaighofer

Publisher: Springer Science & Business Media

ISBN: 3658045213

Category: Business & Economics

Page: 167

View: 9665

An authentic, unique and memorable destination image is of crucial importance to be competitive in the long-term. Verena Schwaighofer analyses the currently transferred image of the United Arab Emirates as a tourist destination and to what extent the traditional Arabian culture is integrated into the image strategies of image developers in this country. First of all, a detailed theoretical overview referring to various image types, the current image transfer including critical topics related to the religion of Islam, women’s role in society, behaviour, body language and dress code and the open-mindedness of the United Arab Emirates regarding local traditions related to the religion of Islam, is given. In the empirical part, a mixed method, including a qualitative media analysis (focusing on print and new media of image developers as well as newspaper articles published by journalists in the United Arab Emirates and the surrounding countries) and qualitative expert interviews are selected as appropriate research methodology.

Building Customer-brand Relationships

DOWNLOAD NOW »

Author: Don E. Schultz,Beth E. Barnes,Heidi F. Schultz,Marian Azzaro

Publisher: Routledge

ISBN: 1317475607

Category: Business & Economics

Page: 480

View: 6066

Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.

Marketing Management

A Cultural Perspective

DOWNLOAD NOW »

Author: Lisa Penaloza,Nil Toulouse,Luca Massimiliano Visconti

Publisher: Routledge

ISBN: 1136597719

Category: Business & Economics

Page: 584

View: 599

Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors and their effects on market outcomes. It builds understanding of the cultural symbols, world views, and practices at the heart of organizations and consumer collectives to better comprehend their relationships in markets. This book highlights the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution, among others. With global contributions grounded in the authors’ primary research with companies such as General Motors, Camper, Prada, Mama Shelter, Kjaer Group, Hom, and the Twilight Community, this edited volume delivers a truly innovative marketing textbook. Marketing Management: A Cultural Perspective brings a timely and relevant learning resource to marketing students, lecturers, and managers across the world.

Creating Career Success: A Flexible Plan for the World of Work

DOWNLOAD NOW »

Author: Francine Fabricant,Jennifer Miller,Debra Stark

Publisher: Cengage Learning

ISBN: 1285687280

Category: Education

Page: 336

View: 1900

Today's workplace is a dynamic, ever-changing environment. Job security is a thing of the past, layoffs are common, and people change jobs and careers frequently. Students need to be prepared to adapt to the unexpected twists and turns they may face. CREATING CAREER SUCCESS helps students develop a self-directed, proactive, flexible plan to launch and manage their careers over the years to come, using the latest technological resources and job search strategies. Through a process of self-assessment, career exploration, and self-promotion students discover how to connect their skills, interests and values to a variety of possible careers, build relationships, and present themselves in the best possible light to potential employers. Most importantly, students are encouraged to keep their minds and options open, and to engage themselves fully in the career development process. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Global Entrepreneurship

Case Studies of Entrepreneurial Firms Operating around the World

DOWNLOAD NOW »

Author: James Hayton,Carlo Salvato,Mathew J. Manimala

Publisher: Routledge

ISBN: 1134473850

Category: Business & Economics

Page: 212

View: 7182

Entrepreneurs around the world are encouraged and held up as the new deliverers of economic growth in turbulent times. Entrepreneurship is taught globally, but often without much reference to the truly global array of cases and examples that can provide helpful insights for international students in particular. This collection brings together expert entrepreneurship scholars to provide a collection of global case studies around entrepreneurial firms worldwide. This unique educational resource covers a broad range of topics of relevance to understanding entrepreneurship including corporate, social and indigenous entrepreneurship. This book provides entrepreneurship educators with reliable cases suitable for classroom discussion, analysis or even for assessment purposes. Instructors teaching this subject will be able to use the book as a stand alone reference or as an ideal supplement for many introductory texts in entrepreneurship.

How to Use Advertising to Build Strong Brands

DOWNLOAD NOW »

Author: John Philip Jones

Publisher: SAGE

ISBN: 9780761912439

Category: Business & Economics

Page: 394

View: 8681

Advertising's greatest single contribution to business is its ability to build brands, and this comprehensive volume covers all aspects of this critical marketing process. An authoritative cast of chapter authors examines all aspects of brand management, brand equity, new and mature brands, and`brand magic.' The brand magic is also extended in unexpected new areas such as political marketing, green marketing and the arts.

Creating Market Insight

How Firms Create Value from Market Understanding

DOWNLOAD NOW »

Author: Brian D. Smith,Paul Raspin

Publisher: John Wiley & Sons

ISBN: 9781119995128

Category: Business & Economics

Page: 332

View: 9279

"Brian Smith and Paul Raspin demonstrate a thorough and pragmatic approach to creating and applying sound market insight. Using numerous practical examples, learning points and provocative takeaways, they build on established strategic marketing principles to give you actionable knowledge you can apply your business to create lasting market advantage." Beverley Dipper, Market Insight Manager, Microsoft UK Ltd "I have no hesitation in saying buy this book. It will find a front and centre position in your bookshelf, with plenty of post-its marking pages that you will return to again and again." Mark Irvine, Strategy Manager, De Beers Diamond Trading Company "A readable and well-founded description of how to generate actionable customer insight and follow it through with passionate and consistent execution" Dag Larsson Global Brand Insight Director, AstraZeneca Creating Market Insight addresses the key strategic issue facing any company: How do we make sense of our market and find those precious nuggets of knowledge that lead to real competitive advantage? Creating Market Insight: Explains how firms tailor their market scanning behaviour to work well in the special conditions of their market Describes the process through which data is translated first into information, and then knowledge Differentiates routine market knowledge from true insight and details how firms turn insight into value Provides a detailed, step-by-step process that enables the reader to emulate the success of insightful firms Creating Market Insight is written for managers who need to need to create value in the real world.