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Tony Tollington
Brand Assets (The Wiley Finance Series)

— y.
Publisher: —
Description: Can a brand qualify as an asset? Intangible assets are by their very nature difficult to value. Much confusion has existed over the classification of brands as assets and it has often been the case that purchased brands (brands with a firm value attachedto them) have been included on balance sheets. However, those brands nurtured and developed by the company have not, despite their obvious importance to a company`s trade. In this book Tony Tollington exposes the inconsistencies with the valuationof brands. He looks at new approaches to the definition of brands and other intangibles as assets that allows them to be separated and valued in their own right, independently from the physical business of the company itself. This book demonstratespractical ways forward to achieve realistic valuation of such assets within the current age. [detailed...]

ISBN: 047084423X
Book size: —; Page extent: —.

 

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Derek Bose
Brand Bollywood: A New Global Entertainment Order

2006 y.
Publisher: —
Description: - [detailed...]

ISBN: 0761935347
Book size: —; Page extent: 240.

 

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Randolph J. Trappey
Brand Choice : Revealing Customers` Unconscious-Automatic and Strategic Thinking Process

2005 y.
Publisher: —
Description: Book Description Brand Choice provides the tools that reveal customers` automatic thoughts and how such thoughts accurately forecast brand choice. Strategic thinking by customers includes their focusing attention and introspectively telling about how, when, where, and why they buy and use brands and products. For learning customers` strategic thinking, this book advocates in situ use of the long interview method. [detailed...]

ISBN: 1403946418
Book size: —; Page extent: —.

 

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F. Joseph Lepla, Lynn M. Parker, Susan V. Davis
Brand Driven: The Route to Integrated Branding Through Great Leadership

— y.
Publisher: —
Description: A sequel to the authors? highly acclaimed book ` Integrated Branding`, `Brand Driven` gives leaders at all levels the tools for integrating their entire organization with their brand. It shows how leaders, from the mailroom to the boardroom, can play an important role in the organization?s ability to build and communicate a strong brand. `Brand Driven` explains effective practices for developing brand leaders, brand strategy plans, and the employee brand, while focusing a company?s culture, assets, practices, communications and strategies using brand tools. Using real-life examples `Brand Driven` shows readers how to focus every employee?s actions on delivering brand promise, create the tools to achieve integrated branding, ensure long-lasting customer loyalty, integrate internal with external communications, create short term and long term brand strategies and increase company value and market share. With contributions by Eric Nobis, Lisa Samuelson,… [detailed...]

ISBN: 0749437979
Book size: —; Page extent: —.

 

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Duncan Bruce, David Harvey
Brand Enigma: Decoding the Secrets of your Brand

2009 y.
Publisher: —
Description: Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels. Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business. At the heart of this approach is the Brand Dream Model. Developed and perfected over several years, the model has helped to generate breakthroughs for many of the world’s leading brands and corporations. It has also been applied to educational establishments and as part of a strategy development programme for a government department. Using deceptively simple methods based on experiential, as opposed to analytical, techniques, the Brand Dream… [detailed...]

ISBN: 0470779608
Book size: —; Page extent: 344.

 

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Matt Haig
Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

2003 y.
Publisher: Kogan Page
Description: What do Coca-Cola, McDonald`s, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding confidently across the world, but what they are less recognized for are all those branded products they`ve launched that have bombed - spectacularly and at great cost. Brand Failures takes a riveting look at how such disasters occur. For the first time we`re given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! - but his message is deadly serious. He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides a valuable checklist of lessons… [detailed...]

ISBN: 0-7494-3927-0
Book size: —; Page extent: 310.

 

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Steve Yastrow
Brand Harmony: Achieving Dynamic Results by Orchestrating Your Customer`s Total Experience

— y.
Publisher: —
Description: `Your brand is not what you say you are…Your brand is what your customers think you are.` Any company could perform better if it followed the principles of Brand Harmony, but those who actually succeed at Brand Harmony are those who are willing to question their past marketing practices and have a strong, active desire to improve their company`s performance. They are willing to believe that there is a better way to do things, and they refuse to let any bureaucracy get in the way of making changes that will improve their organization`s results. They are willing to admit that their customers have great power, and that these customers will scrutinize any and all interactions with the company, and, for that reason, they are committed to involving their entire organization in the marketing process. They refuse to let internal turf wars and parochial interests get in the way of creating an experience of Brand Harmony for their customers. [detailed...]

ISBN: 1590790537
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Editor Julius Wiedemann
Brand Identity Now!

2009 y.
Publisher: Taschen
Description: An essential reference work for brand builders. With in-depth case studies of leading projects from around the world, `Brand Identity Now!` is destined to be a major work of reference for designers, marketing professionals, and anyone working in communications. The book examines logos, imagery, and strategic applications involved in each branded project. Featuring over 150 outstanding brand identities from more than 20 countries, including the Obama `08 Election Campaign, The Museum of Art and Design, the Digital Water Pavilion at Expoagua Zaragoza 2008 and New York`s bid for the Olympic Games 2012. [detailed...]

ISBN: 978-3-8365-1584-9
Book size: 170x220; Page extent: 384.

 

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Hamish Pringle, Peter Field
Brand Immortality: How Brands Can Live Long and Prosper

2009 y.
Publisher: —
Description: Properly managed, no brand need decay and die -- immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a health manual for brands that seek immortality. Full of examples drawn from household brands, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand`s long term survival -- especially those which defend and strengthen a brand`s place in the hearts and minds of consumers. Enriched by comments from industry insiders, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers. [detailed...]

ISBN: 0749449284
Book size: —; Page extent: 330.

 

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Tyler Wigg Stevenson
Brand Jesus: Christianity in a Consumerist Age

2007 y.
Publisher: —
Description: - [detailed...]

ISBN: 1596270497
Book size: —; Page extent: 234.

 

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Stefanie Hoffmann
Brand Management by Using Special Marketing Strategies

2008 y.
Publisher: —
Description: Fashion is a billion - dollar industry which employs millions of people around the world, and today, more than ever, affects almost all consumers in society. Consumers often choose the brand matching to their own personality or the personality they would like to represent to others. People have a deep-seated tendency to evaluate themselves, their professional accomplishments, and their material well-being relative to others. To wear brand clothes can be used as status symbols. Clothing, especially fashionable apparel, often represents an important symbolic consumption area for consumers.Thus, the more marketers know about the motives, attitudes, values and needs of consumers, the better able they will be to successfully market to them.The primary aim of this work was to identify and evaluate Brand Management and how companies build up a clearly defined brand image by product advertising, branding, and other marketing strategies. Therefore it was also to investigate and analyse the… [detailed...]

ISBN: 3639064488
Book size: —; Page extent: 72.

 

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Rik Riezebos
Brand Management: A Theoretical &, Practical Approach

2003 y.
Publisher: —
Description: — [detailed...]

ISBN: 0273655051
Book size: —; Page extent: —.

 

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Hamish Pringle, William Gordon
Brand Manners: How to Create the Self Confident Organization to Live the Brand

— y.
Publisher: —
Description: How often has a company`s handling of a customer`s telephone response to an advertisement or direct mailing turned out to be a turn off? How often has a customer interaction with staff, or `moment of truth`, in the retail environment turned into a relationship-killer, rather than a loyalty-builder? No matter how good the work behind brand positioning, marketing and communication, a reputation can be ruined by a poor interaction between a customer and a brand representative. The challenge for any company that relies on its brand, is to ensure that the whole organisation, and in particular its customer-facing employees, actually `live the brand`. Brand Manners shows how a company can align its internal and external brand values to build a self-confident organisation. This book demonstrates that a company needs, and how it can create, a branded service culture that can consistently exceed customer expectations. `I recognise the central tenet of their argument…. [detailed...]

ISBN: 0471496065
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Tom Blackett, Rebecca Robins
Brand Medicine: The Role of Branding in the Pharmaceutical Industry

2001 y.
Publisher: —
Description: As governments seek to mitigate the cost of state-subsidized healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution--focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behavior, access to information, freedom of choice, and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such asProzac and Viagra. This book by Interbrand Newell and Sorrell, the world`s leading branding consultancy, provides cutting-edge thinking on this area and lessons for anyone involved in brand development and management. [detailed...]

ISBN: 978-0-333-93098-4
Book size: —; Page extent: 307.

 

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Michael Oriard
Brand NFL: Making and Selling America`s Favorite Sport (Caravan Book)

2007 y.
Publisher: —
Description: - [detailed...]

ISBN: 0807831425
Book size: —; Page extent: 336.

 

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Merry Baskin, Mark Earls
Brand New Brand Thinking: Brought to Life by 11 Experts Who Do

— y.
Publisher: —
Description: The way the advertising industry operates has changed vastly in the last 15 years. Innovative and groundbreaking ways of thinking about branding are constantly developing, and due to the sheer volume of material published on the subject, it is almost impossible to keep up with all the latest important ideas available online, in journals, in books and at conferences. `Brand New Brand Thinking` is for all those who feels they are missing out on the latest branding debates on theory and best practice. Afollow-up to the seminal Account Planning Group branding bestseller `Understanding Brands,` this book pulls together contributions from 11 of the world?s leading advertising and branding authorities into one unique volume, covering everything from the branding fundamentals to key cutting-edge developments. Each chapter is written by an outspoken expert with a new perspective on the traditional themes of strategy, research, creativity and collaboration. Topics debated include: … [detailed...]

ISBN: 0749436786
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Mike Gayle
Brand New Friend

2005 y.
Publisher: Hodder
Description: There`s just one problem. Apart from knowing less than nothing about music trivia, football, and the vital statistics of supermodels, Rob`s new friend has a huge flaw. She`s a girl… [detailed...]

ISBN: 978-0-340-82540-2
Book size: 130x200; Page extent: 352.

 

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Simon Anholt
Brand New Justice: The Upside of Global Branding

2003 y.
Publisher: —
Description: Book DescriptionRecently 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. Anholt systematically analyses thesuccess 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… [detailed...]

ISBN: 0750656999
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Brand New Readers Purple Set (Brand New Readers)

2007 y.
Publisher: —
Description: - [detailed...]

ISBN: 0763633674
Book size: —; Page extent: 80.

 

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Janice Maclennan
Brand Planning for the Pharmaceutical Industry

2004 y.
Publisher: Gower Publishing Company
Description: — [detailed...]

ISBN: 0566085208
Book size: —; Page extent: 160.

 

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Kristijan Petkoski
Brand Portfolio Strategy: The Interactive Effect of Perceived Fit, BrandPortfolio Strategy, and Differentiation on BrandExtension Evaluations

2008 y.
Publisher: —
Description: Launching brand extensions is seriously considered bycompanies as a profitable growth strategy. The basisof this study is the impact of brand portfoliostrategy and differentiation on consumer evaluationof incongruent extensions, or extensions perceived tohave low fit with the parent brand. The main issueaddressed in this thesis is: how choice of extensionbrand portfolio strategy and differentiation strategyfrom its parent brand can compensate for the problemscaused by lower perceived parent-extension fit?The study was designed as a 2x2x2 experiment to testthe interaction between three independent variables(perceived fit, brand portfolio strategy anddifferentiation) and their impact on one dependentvariable (brand extension attitude). The resultssupport the initial proposition that wisely usingbrand portfolio strategy and differentiation strategymight compensate for lack of fit. Therefore, brandmanagers may overcome problems caused by lowerperceived fit, and succeed with business… [detailed...]

ISBN: 3639074572
Book size: —; Page extent: 68.

 

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Paul Stobart
Brand Power

— y.
Publisher: —
Description: — [detailed...]

ISBN: 0814779654
Book size: —; Page extent: —.

 

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Jean-Marc Lehu
Brand Rejuvenation: How to Protect, Strengthen and Add Value to Your Brand to Prevent It from Ageing

2008 y.
Publisher: —
Description: - [detailed...]

ISBN: 0749451467
Book size: —; Page extent: 252.

 

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Hamish Pringle, Marjorie Thompson
Brand Spirit : How Cause Related Marketing Builds Brands

— y.
Publisher: —
Description: `Many people are coming to the conclusion that ?valufacture? in the future is increasingly going to come from synergies and alliances. The single product or service is going to become a commodity sold on price alone. Cause Related Marketing is all about such synergies and alliances. All three parties involved benefit and that is why CRM is very much of the moment and has so much potential.` Edward De Bono, From the Foreword to Brand Spirit `American Express invented Cause-related Marketing in the early 1980s ? service marked the term ? and I said at the time to American Express executives that the idea was perhaps the greatest marketing innovation in 50 years. Surely it would be copied. Given the subsequent expansion of Cause-related Marketing into the four corners of the earth under the banners of thousands of diverse companies, in hindsight I underestimated the power of the idea. This book demonstrates why Cause-related Marketing is such a major and exciting… [detailed...]

ISBN: 047198776X
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Hamish Pringle, Marjorie Thompson
Brand Spirit: How Cause Related Marketing Builds Brands

2001 y.
Publisher: —
Description: Outlines what Cause Related Marketing (CRM) is, how it works, and how it can be used as an effective marketing tool for brands. Explains CRMs place in the context of branding as a whole, drawing on relevant case histories, the author`s own experience to demonstrate how a marketer can harness the power of CRM. [detailed...]

ISBN: 0-47149-944-7
Book size: —; Page extent: 306.

 

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David F. D`Alessandro
Brand Warfare : 10 Rules for Building the Killer Brand

2003 y.
Publisher: —
Description: Book DescriptionA marketing best seller! [detailed...]

ISBN: 1932378057
Book size: —; Page extent: —.

 

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David Andrusia, Rick Haskins
Brand Yourself: How to Create an Identity for a Brilliant Career

— y.
Publisher: —
Description: Branding is the hottest, most talked about phenomenon in the business world today. For in the ultracompetitive twenty-first century, you need more than talent and hard work to get ahead. How do you brand yourself? By forging an identity that will help you make a dazzling impression and become a star in the career of your dreams. Marketing experts David Andrusia and Rick Haskins have consulted on brands for such diverse companies as Disney, Swatch Watch USA, and Revlon. Now they show you step-by-step how to develop, refine, and communicate your own unique brand. Inside you`ll learn how to - Pinpoint your skills, your passions, and the `selling` parts of your personality with the exclusive Brand Assessment Test - Determine the needs of your target market - Create a Personal Branding Statement (P.B.S.) that says to your boss or potential employer: `You`d be crazy to go with anyone else.` - Tailor your P.B.S. to the requirements of a specific job, industry, or client… [detailed...]

ISBN: 0345423593
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Brand-new Pencils, Brand-new Books

2007 y.
Publisher: —
Description: - [detailed...]

ISBN: 0060726164
Book size: —; Page extent: 32.

 

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Brand-new Pencils, Brand-new Books

2005 y.
Publisher: —
Description: Book Description It`s the first day of first grade! Gilbert is excited and nervous at the same time. He has new school supplies -- but he`ll also get a new teacher, and new kids in his class. Will the teacher be nice? Will Patti still be his best friend? In this humorous and reassuring story by Diane deGroat , Gilbert learns that first grade is not what he had expected. Lewis is a bully, and Philip already knows how to read big fat books! But Mrs. Byrd is nice, and she helps Gilbert discover that everyone has his or her own special talent. [detailed...]

ISBN: 006072613X
Book size: —; Page extent: 32.

 

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Allen P. Adamson
BrandDigital: Simple Ways Top Brands Succeed in the Digital World

2008 y.
Publisher: —
Description: Since the publication of his bestselling book BrandSimple, advertising expert Allen Adamson has devoted his research to the cutting edge of digital technology and its intersections with brand marketing. This timely book discusses how global digital acceleration has the social networking and customer-based brand promotion of websites such as Google, YouTube, Craigslist, Wikipedia, Facebook, and MySpace. Adamson explains how to harness the multiple functions of new technologies such as the Blackberry and iPhone, and discusses the impact of rapid globalization on the digital-age brand as well as the importance of social initiatives and the opinions of newly web-based preteens and teens. Citing specific case studies of successful branding through social networking, digital word-of-mouth, consumer-generated ideas, and `green` branding, BrandDigital offers a comprehensive assessment of the future`s marketing landscape. [detailed...]

ISBN: 0230606040
Book size: —; Page extent: 288.

 

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Allen P. Adamson
BrandSimple: How the Best Brands Keep it Simple and Succeed

2007 y.
Publisher: —
Description: - [detailed...]

ISBN: 1403984905
Book size: —; Page extent: 256.

 

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