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Author: N. Hollis Publisher: Springer ISBN: 1137510382 Category : Medical Languages : en Pages : 225
Book Description
Why do consumers pay a premium price for a brand? Is it better quality, the look and feel, or is it the brand's social standing? Author Nigel Hollis believes the answer to all those questions is "yes." Yet the vast majority of brands today trade on past equity and transient buzz. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. This lack of meaning is creating a market full of commodities rather than products that instill loyalty. But loyalty (i.e., repeat business) is the key to long term success, and that requires focusing on meaningful differentiation: functional, emotional, or societal. Here, brand expert Nigel Hollis focuses on the four components of a meaningfully different brand: purpose, delivery, resonance, and difference.This unique model will be applied to two very different brand models: premium priced and value priced. The models will show readers how to amplify what their brand stands for across all the brand touch points including: findability, affordability, credibility, vitality, and extendibility. The book will include cases of global brands such as Dyson, Johnnie Walker, Geico, Volkswagen, and more.
Author: N. Hollis Publisher: Springer ISBN: 1137510382 Category : Medical Languages : en Pages : 225
Book Description
Why do consumers pay a premium price for a brand? Is it better quality, the look and feel, or is it the brand's social standing? Author Nigel Hollis believes the answer to all those questions is "yes." Yet the vast majority of brands today trade on past equity and transient buzz. And marketers focus on plan execution rather than creating meaningful differentiation rooted in the brand experience. This lack of meaning is creating a market full of commodities rather than products that instill loyalty. But loyalty (i.e., repeat business) is the key to long term success, and that requires focusing on meaningful differentiation: functional, emotional, or societal. Here, brand expert Nigel Hollis focuses on the four components of a meaningfully different brand: purpose, delivery, resonance, and difference.This unique model will be applied to two very different brand models: premium priced and value priced. The models will show readers how to amplify what their brand stands for across all the brand touch points including: findability, affordability, credibility, vitality, and extendibility. The book will include cases of global brands such as Dyson, Johnnie Walker, Geico, Volkswagen, and more.
Author: Max Brand Publisher: Good Press ISBN: Category : Fiction Languages : en Pages : 4067
Book Description
This carefully crafted ebook: "MAX BRAND Premium Collection: 29 Western Classics & Adventure Tales - Including The Dan Barry Series & The Ronicky Doone Trilogy" is formatted for your eReader with a functional and detailed table of contents. Frederick Schiller Faust (1892-1944) was an American author known primarily for his thoughtful and literary Westerns under the pen name Max Brand. Brand also created the popular fictional character of young medical intern Dr. James Kildare in a series of pulp fiction stories. Prolific in many genres he wrote historical novels, detective mysteries, pulp fiction stories and many more. His love for mythology was a constant source of inspiration for his fiction, and it has been speculated that these classical influences accounted in some part for his success as a popular writer. Many of his stories would later inspire films. Table of Contents: The Dan Barry Trilogy The Untamed The Night Horseman The Seventh Man The Ronicky Doone Trilogy Ronicky Doone Ronicky Doone's Treasure Ronicky Doone's Reward Other Novels Above the Law Harrigan! Trailin'! Riders of the Silences Crossroads The Man Who Forgot Christmas Black Jack The Cure of Silver Cañon Donnegan Bull Hunter Jerico's Garrison Finish The Long, Long Trail Way of the Lawless Alcatraz The Garden of Eden The Power of Prayer The Rangeland Avenger Wild Freedom Short Stories John Ovington Returns That Receding Brow Hole-In-The-Wall Barrett The Ghost Out of the Dark
Author: Marty Neumeier Publisher: New Riders ISBN: 0134172973 Category : Business & Economics Languages : en Pages : 181
Book Description
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
Author: Jean-Noël Kapferer Publisher: Kogan Page Publishers ISBN: 0749450851 Category : Business & Economics Languages : en Pages : 576
Book Description
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
Author: Bill Chiaravalle Publisher: John Wiley & Sons ISBN: 1118958098 Category : Business & Economics Languages : en Pages : 384
Book Description
Discover how brands are created, managed, differentiated,leveraged, and licensed Whether your business is large or small, global or local, thisnew edition of Branding For Dummies gives you the nuts andbolts to create, improve, and maintain a successful brand. It'llhelp you define your company's mission, the benefits and featuresof your products or services, what your customers and prospectsalready think of your brand, what qualities you want them toassociate with your company, and so much more. Packed with plain-English advice and step-by-step instructions,Branding For Dummies covers assembling a top-notch brandingteam, positioning your brand, handling advertising and promotions,avoiding blunders, and keeping your brand viable, visible, andhealthy. Whether you're looking to develop a logo and tagline,manage and protect your brand, launch a brand marketing plan, fix abroken brand, make customers loyal brand champions—oranything in between—Branding For Dummies makes it fastand easy. Includes tips and cautionary advice on social media and itsimpact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how toavoid making the same mistakes Shows brand marketers how to create brands that match theiremployers' objectives while launching their own careers If you're a business leader looking to set your brand up for theultimate success, Branding For Dummies has you covered.
Author: Jörg Igelbrink Publisher: Springer Nature ISBN: 3658287675 Category : Business & Economics Languages : en Pages : 320
Book Description
Jörg Igelbrink’s study provides the disclosure of a comprehensive explanation approach of the consumers purchase motivation and attitude towards local fashion brands. The structure equation model reveals six direct impacts on the consumers LFB attitude. The author’s findings identify a new consumer typology presenting a model of four positive consumer-attitude-types such as the influencing Realign Performance Advocates. In the research field of consumer behaviour the new consumer typology illustrates both the consumer purchase motivation and derived local fashion brand positioning.
Author: John A. Davis Publisher: John Wiley & Sons ISBN: 1118153766 Category : Business & Economics Languages : en Pages : 358
Book Description
Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately Measuring marketing success is difficult, but this book shows what and when to assess Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.
Author: Isaac Cheah Publisher: Routledge ISBN: 0429535651 Category : Business & Economics Languages : en Pages : 132
Book Description
This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands. As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.
Author: Lucie Scholz Publisher: GRIN Verlag ISBN: 3656132585 Category : Business & Economics Languages : en Pages : 97
Book Description
Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Neu-Ulm, language: English, abstract: Luxury as is the case with most abstract notions has a somewhat floating and mercurial character. It has undergone considerable changes during the last centuries (Kapferer 2008; Lasslop 2005; Valtin 2008) and there are good reasons for supposing that the concept will be subject to changes in the future as well. Luxury finds its expression in tangible products or services and there is a huge industry which caters to the needs of those who can afford the ultimate in price and quality. We will try and analyse the ways and means with which luxury goods succeed in finding or defending their position in this highly competitive market (Strauss 2011: online). In order to better understand the concept of luxury in our time it is useful to highlight some historical and economic factors which have contributed to the shaping of our present-day perception without attempting an in-depth historical or sociological analysis.
Author: N. Hollis
Author: N. Hollis
Author: Max Brand
Author: Marty Neumeier
Author: Jean-Noël Kapferer
Author: Bill Chiaravalle
Author: Jörg Igelbrink
Author: John A. Davis
Author: Isaac Cheah
Author: Lucie Scholz
Author: