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Author: Daryl Travis Publisher: Crown Business ISBN: Category : Business & Economics Languages : en Pages : 328
Book Description
How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course. Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses: ·Branding as a product of intuitive thinking ·How people develop emotional responses to brands ·Bringing together a company's elements to form a brand ·Developing successful offshoot brands from existing ones ·And much more! Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S. "Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence "Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine "I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx
Author: Daryl Travis Publisher: Crown Business ISBN: Category : Business & Economics Languages : en Pages : 328
Book Description
How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course. Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses: ·Branding as a product of intuitive thinking ·How people develop emotional responses to brands ·Bringing together a company's elements to form a brand ·Developing successful offshoot brands from existing ones ·And much more! Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S. "Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence "Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine "I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx
Author: P.K. Choudhury Publisher: Universities Press ISBN: 9788173713613 Category : Business names Languages : en Pages : 216
Book Description
This book deals with the concept of 'branding'. Some of the topics dealt within this volume are; brand identity, brand management, brand positioning, the power of brand equity and the protection of brand in competitive environment. Branding is a very significant aspect of modern business management and plays an important role in the creation of a new product as well as its successful arrival in the market place.
Author: Ko Floor Publisher: Kogan Page Publishers ISBN: 9780749448325 Category : Architecture Languages : en Pages : 368
Book Description
Branding a Store shows how to build a strong, independent retail brand identity to remain competitive in today's global marketplace. First the book explains the distinction between retail brands and manufacturer brands, and assesses the increasing conflict between the two. The author explains in detail the potential benefits of a strong retail brand for both the retailer and the consumer. It discusses the factors to consider when positioning the brand: assortment; price; convenience; and customer experience. The author considers the three competitive strategies to follow to build a strong, distinct brand identity: increasing sales; cutting costs; and increasing differentiation from the competition. Then he explains the most effective ways to communicate with the consumer. Finally he offers insights into the future development of successful retail brands.
Author: Antje Walliser Publisher: diplom.de ISBN: 3832492496 Category : Business & Economics Languages : en Pages : 105
Book Description
Inhaltsangabe:Abstract: In a highly competitive business world, differentiation is an essential key to success for companies. Branding has been a long discussed method to create such a necessary competitive advantage, however an effective and smart branding approach is necessary to ensure success, as the quote of Richard Branson shows. The American company Persona International, offering consulting tools and methodologies to their licensees, recognizes the importance of branding to stay ahead of competitors. Thus, it was decided to launch a branding initiative. The branding strategy Managing the Customer Experience by Smith and Wheeler was chosen by Persona, which is also sold in form of a tool designed by Shaun Smith, called Customer Experience Management CEM . The idea behind this theory is to establish and reinforce a brand by offering the customer an unforgettable experience with the product or service of the company. Consequently, the brand promise is developed on basis of the customer expectations. As for Persona, two kinds of customers exist, one being their direct partners and the other being the clients of the partners, who are the end-users of the tools. It was decided that the branding initiative should be focused on the partners first, as they are mostly also aware of the needs and expectations of their clients. However, the expectations of some end-users were to be explored by surveys to round up the view on the customer expectations. Is the Customer Experience Management (CEM) theory an optimized approach to branding or can any issues be identified which could be improved? How could any highlighted shortcomings be overcome? The following work examines these questions closer and analyzes them by means of literature and a critical examination in order to find responses and solutions for the posed questions. The link to the business world is established through the empirical testing of the brand development phase. Hereby a part of the CEM theory is applied and expert interviews and end-user surveys are conducted. The aim of the critical evaluation of the branding strategy of Smith and Wheeler is to validate the branding approach and to find suggestions for possible improvements of the CEM theory and by testing one suggestion to facilitate the implementation of an optimized branding strategy for Persona. Having set the aim of this thesis, the second chapter gives an introduction to branding in order to equip the reader with a [...]
Author: Marianne R. Klimchuk Publisher: John Wiley & Sons ISBN: 111802706X Category : Design Languages : en Pages : 256
Book Description
The fully updated single-source guide to creating successful packaging designs for consumer products Now in full-color throughout, Packaging Design, Second Edition has been fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with practical guidance, step-by-step descriptions of the creative process, and all-important insights into the varying perspectives of the stakeholders, the design phases, and the production process, this book illuminates the business of packaging design like no other. Whether you're a designer, brand manager, or packaging manufacturer, the highly visual coverage in Packaging Design will be useful to you, as well as everyone else involved in the process of marketing consumer products. To address the most current packaging design objectives, this new edition offers: Fully updated coverage (35 percent new or updated) of the entire packaging design process, including the business of packaging design, terminology, design principles, the creative process, and pre-production and production issues A new chapter that puts packaging design in the context of brand and business strategies A new chapter on social responsibility and sustainability All new case studies and examples that illustrate every phase of the packaging design process A history of packaging design covered in brief to provide a context and framework for today's business Useful appendices on portfolio preparation for the student and the professional, along with general legal and regulatory issues and professional practice guidelines
Author: James Hammond Publisher: Kogan Page Publishers ISBN: 0749463023 Category : Business & Economics Languages : en Pages : 288
Book Description
The only way forward for business success is to create a memorable brand and fix it in the consumer's mind. Branding Your Business explains the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a 'DIY' brand audit and how to use marketing NLP and psychology principles to create a powerful brand for your business. Based around the theory that a brand is the total perception a customer has about a company, its products or services, Branding Your Business will reveal what is needed to create and manage successful brands, increase profits and leave the competition standing.
Author: Steve McKee Publisher: Macmillan ISBN: 1137278846 Category : Business & Economics Languages : en Pages : 258
Book Description
A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth. 20,000 first printing.
Author: Chris Grams Publisher: Que Publishing ISBN: 0789748029 Category : Advertising Languages : en Pages : 299
Book Description
"Today you can build powerful, enduring brands at amazingly low cost -- without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. [...] Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!"--Back cover.
Author: Bill Baker Publisher: Destination Branding Book ISBN: 9780979707605 Category : Business & Economics Languages : en Pages : 196
Book Description
This primer demystifies branding, demonstrates how to reveal a destination brand, and provides real world examples, as well as affordable, proven tools, templates and checklists to help breathe life into a small city brand.
Author: Daryl Travis
Author: Daryl Travis
Author: P.K. Choudhury
Author: Ko Floor
Author: Antje Walliser
Author: Marianne R. Klimchuk
Author: James Hammond
Author: Steve McKee
Author: David Aaker
Author: Chris Grams
Author: Bill Baker