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Author: Albrecht Rothacher Publisher: World Scientific ISBN: 9812388567 Category : Business & Economics Languages : en Pages : 279
Book Description
This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
Author: Albrecht Rothacher Publisher: World Scientific ISBN: 9812388567 Category : Business & Economics Languages : en Pages : 279
Book Description
This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
Author: W. Zhiyan Publisher: Springer ISBN: 1137276355 Category : Business & Economics Languages : en Pages : 187
Book Description
From Chinese Brand Culture to Global Brands examines branding from the Chinese perspective, and predicts that China's greatest brands are poised for global dominance.
Author: Jan-Benedict Steenkamp Publisher: Springer ISBN: 1349949949 Category : Business & Economics Languages : en Pages : 319
Book Description
Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
Author: Stefan Geissel Publisher: GRIN Verlag ISBN: 3640731530 Category : Business & Economics Languages : en Pages : 17
Book Description
Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Leuphana Universität Lüneburg (Marketing und Technologie), course: Intercultural Communications, language: English, abstract: Selling the same product across the globe has always been challenging. People are different in different parts of the world. Individuals within a culture used to have a common mindset. We used to grow up with our culture-of-birth only. Today, many people are connected to others around the world. This reshapes intercultural communications and turns culture in an even more complex mixture of many different national cultures. People across the globe watch the same movies, listen to the same music and buy the same brands. Global brands will play an important role in tomorrow’s global culture of consumption.
Author: Stefan Geissel Publisher: GRIN Verlag ISBN: 3640731980 Category : Languages : en Pages : 37
Book Description
Seminar paper from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Leuphana Universität Lüneburg (Marketing und Technologie), course: Intercultural Communications, language: English, abstract: Selling the same product across the globe has always been challenging. People are different in different parts of the world. Individuals within a culture used to have a common mindset. We used to grow up with our culture-of-birth only. Today, many people are connected to others around the world. This reshapes intercultural communications and turns culture in an even more complex mixture of many different national cultures. People across the globe watch the same movies, listen to the same music and buy the same brands. Global brands will play an important role in tomorrow's global culture of consumption.
Author: Nigel Hollis Publisher: St. Martin's Press ISBN: 9780230615410 Category : Business & Economics Languages : en Pages : 272
Book Description
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
Author: Jonathan Schroeder Publisher: Routledge ISBN: 1134252323 Category : Business & Economics Languages : en Pages : 224
Book Description
This fascinating book shows that neither managers nor consumers completely control branding processes – cultural codes constrain how brands work to produce meaning. Placing brands firmly within the context of culture, it investigates these complex foundations. Topics covered include: the role of consumption brand management corporate branding branding ethics the role of advertising. This excellent text includes case studies of iconic international brands such as LEGO, Nokia and Ryanair, and analysis by leading researchers including John M.T. Balmer, Stephen Brown, Mary Jo Hatch, Jean-Noël Kapferer, Majken Schultz, and Richard Elliott. An outstanding collection, it will be a useful resource for all students and scholars interested in brands, consumers and the broader cultural landscape that surrounds them.
Author: D. B. Holt Publisher: Harvard Business Press ISBN: 1422163326 Category : Business & Economics Languages : en Pages : 282
Book Description
Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.
Author: Management Association, Information Resources Publisher: IGI Global ISBN: 1522571175 Category : Business & Economics Languages : en Pages : 1556
Book Description
The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Author: Albrecht Rothacher
Author: Albrecht Rothacher
Author: W. Zhiyan
Author: Jan-Benedict Steenkamp
Author: Stefan Geissel
Author: Stefan Geissel
Author: Nigel Hollis
Author: Information Reso Management Association
Author: Jonathan Schroeder
Author: D. B. Holt
Author: Management Association, Information Resources