Branding

In Five and a Half Steps

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Author: Michael Johnson

Publisher: N.A

ISBN: 9780500518960

Category:

Page: 320

View: 9959

The ultimate step-by-step visual guide to creating a successful brand, using contemporary brand identities as prototypes

Branding: A Very Short Introduction

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Author: Robert Jones

Publisher: Oxford University Press

ISBN: 0191066982

Category: Business & Economics

Page: 144

View: 4786

Branding is possibly the most powerful commercial and cultural force on the planet. Iconic names such as Coca-Cola, Nike, Manchester United, Harry Potter, and Google are known and recognized by millions of people worldwide. As the market economy spreads across the world, brands are becoming ever more prevalent. The Apple brand has been valued at $98 billion - more than the GDP of Slovakia. Every day, we're exposed to more than 3500 brand messages. And even though people are increasingly brand-aware and brand-sceptical, they are nevertheless seduced by brands. We may reject the whole brand system, but we still wouldn't be parted from our Apple Macs. Brands are impossible to escape. In this Very Short Introduction Robert Jones discusses the rising omnipresence of brands, and analyses how they work their magic. He considers the incredible potency of brands as a commercial, social, and cultural force, and looks at the many different kinds of brands that exist - from products, services, and artistic properties, to companies, charities, sports clubs, and political parties. Defining what we mean by the word 'brand', he explores both the positive and negative aspects of brands. Finally Jones considers the business of branding, and asks whether the idea of brands and branding is starting to decline, or whether it has a long future ahead. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

Designing Brand Identity

An Essential Guide for the Whole Branding Team

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Author: Alina Wheeler

Publisher: John Wiley & Sons

ISBN: 1118980824

Category: Architecture

Page: 336

View: 2898

The bestselling guide to branding, updated with emerging trends and technologies Designing Brand Identity provides in-depth guidance for the entire branding team, with a universal five-stage process for brand development and implementation. From research and analysis through launch and governance, this book provides expert insight on all aspects of the process, and describes the best practices that build better brands. This updated fifth edition includes new and expanded coverage of social media cross channel synergy, crowdsourcing, SEO, experience branding, mobile devices, wayfinding, and placemaking, with 30 all-new case studies of top brands from various industries around the world. Fuel recognition, amplify market differentiation, create cohesion, and project value with the essential concepts and practices that build and maintain strong brands. Brand identity is key to an organization's success, helping customers navigate their options in an expanding marketplace rife with competition. How does your brand stand out? How do you attract your target? It's all in the process. This book delivers a clear roadmap to brand development and maintenance, with in-depth guidance every step of the way. Infuse your brand with authenticity and meaning Create a cohesive suite of branding products Design for flexibility, durability, and sustainability Develop solid strategy around positioning, architecture, and more A successful brand requires zero context, and is recognizable when stripped down to its barest bones; Coca-Cola, Apple, Nike, Disney, McDonalds'the strongest brands are immediately recognized as a safe bet and a better value over the competition anywhere in the world. It's no coincidence that certain brands endure, while others undergo repeated revamps to remain relevant. Designing Brand Identity shows you how to recognize the myriad factors that contribute to strength, and merge them into your organization's winning brand.

Brand Sense

How to Build Powerful Brands Through Touch, Taste, Smell, Sight & Sound

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Author: Martin Lindstrom

Publisher: Kogan Page Publishers

ISBN: 9780749443719

Category: Advertising

Page: 237

View: 2423

"A treasury of ideas for bringing new life to your brands, and the cases are truly compelling . . . should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it!" -Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University That gratifying new car smell is actually a manufactured "new car" aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Martin Lindstrom shows for the first time how it can be done. Drawing on the most extensive worldwide study ever conducted of the sensory perceptions of consumers, he shows how a two-sense product can become a five-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory scale, analyzing its sensory potential and giving it a clear pathway to optimize its sensory appeal. Companies like Cadillac, Apple, Mercedes-Benz, Nokia, Louis Vuitton, Nestle and Disney have all recently adopted a sensory approach, and have seen their brands sizzle under this new direction. Anyone who wants a competitive edge can't afford to neglect this book. It's guaranteed to optimize the value of any marketer's budget in the most visionary way.

Queen of the South

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Author: Arturo Perez-Reverte

Publisher: Penguin

ISBN: 9781440684821

Category: Fiction

Page: 464

View: 4028

This international bestseller inspired the must-watch drama on USA Network starring Alice Braga as Teresa Mendoza. Season 2 premieres on June 8! From “master of the intellectual thriller” Arturo Pérez-Reverte, a remarkable tale, spanning decades and continents—from the dusty streets of Mexico to the sparkling waters off the coast of Morocco, to the Strait of Gibraltar and Spain—in a story encompassing sensuality and cruelty, love and betrayal, and life and death. Few authors inspire the kind of passion that Arturo Pérez-Reverte does. Reviewers, readers, and booksellers alike have embraced his fiction as the perfect blend of suspense and literary ambition. A global bestseller, he is one of the most admired and widely read authors in the world. And this stunning novel is his best yet. Teresa Mendoza's boyfriend is a drug smuggler who the narcos of Sinaloa, Mexico, call "the king of the short runway," because he can get a plane full of coke off the ground in three hundred yards. But in a ruthless business, life can be short, and Teresa even has a special cell phone that Guero gave her along with a dark warning. If that phone rings, it means he's dead, and she'd better run, because they're coming for her next. Then the call comes. In order to survive, she will have to say goodbye to the old Teresa, an innocent girl who once entrusted her life to a pinche narco smuggler. She will have to find inside herself a woman who is tough enough to inhabit a world as ugly and dangerous as that of the narcos-a woman she never before knew existed. Indeed, the woman who emerges will surprise even those who know her legend, that of the Queen of the South.

The Madman and the Assassin

The Strange Life of Boston Corbett, the Man Who Killed John Wilkes Booth

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Author: Scott Martelle

Publisher: Chicago Review Press

ISBN: 1613730217

Category: History

Page: 240

View: 8805

As thoroughly examined as the Civil War and the assassination of Abraham Lincoln by John Wilkes Booth have been, virtually no attention has been paid to the life of the Union cavalryman who killed Booth, an odd character named Boston Corbett. The killing of Booth made Corbett an instant celebrity who became the object of fascination and of derision. Corbett was an English immigrant, a hatter by trade, who was likely poisoned by mercury. A devout Christian, he castrated himself so that his sexual urges would not distract him from serving God, which he did as a street evangelist and preacher. He was one of the first volunteers to join the US Army in the first days of the Civil War, a path that would in time land him in the notorious Andersonville prison camp. Eventually released in a prisoner exchange, he would end up in the squadron that cornered Booth in Virginia. The Madman and the Assassin is the first full-length biography of Boston Corbett, a man who was something of a prototypical modern American, thrust into the spotlight during a national news event. His story also encompasses tragedy—his wife died when he was young, and he struggled with poverty and his own mental health—as it weaves through some of the biggest events in nineteenth century America. Scott Martelle is a professional journalist and the author of The Admiral and the Ambassador, and Detroit: A Biography, and is an editorial writer for the Los Angeles Times.

Marketing

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Author: N.A

Publisher: N.A

ISBN: N.A

Category: Marketing

Page: N.A

View: 4468

Marketing

An Introduction

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Author: Gary M. Armstrong,Philip Kotler

Publisher: Prentice Hall

ISBN: N.A

Category: Business & Economics

Page: 502

View: 4836

This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy.