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Synopsis : Brand Management written by Rik Riezebos, published by Pearson Education which was released on 2003. Download Brand Management Books now! Available in PDF, EPUB, Mobi Format. Brand Management Rik Riezebos A Theoretical and Practical Approach Since the 1980s , brands and the management of brands have attracted an enormous amount of interest . Companies have become acutely aware of how their brand image could ... -- Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.
Authors: Rik Riezebos, H. J. Riezebos, Bas Kist, Gert Kootstra
Categories: Business & Economics
Type: BOOK - Published: 2003 - Publisher: Pearson Education
Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history of the brand to how to develop, manage and protect brands. Brand Management: A theoretical and practical approach takes a decision-making approach to the subject, structured around the decisions a brand or product manager would face when considering their own brand strategy, covering topics such as design, judicial protection, adverse publicity and financial-brand valuation.
Type: BOOK - Published: 2008 - Publisher: Kogan Page Publishers
Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, with dedicated sections for specific types of brands (luxury, corporate and retail), international examples, and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.
Type: BOOK - Published: 2010-01-01 - Publisher: Edward Elgar Publishing
Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in theiragenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field. The expert contributors clarify several unresolved issues surrounding the application of place branding, in particular its multiple goals. They provide adetailed analysis of the role of local communities in place branding strategies, and illustrate not only how, but also why brand management should be implemented. Case studies from a range of jurisdictions and cultural and political viewpoints are drawn upon, each illustrating an array of issues or techniques in specific economic, cultural and geographical contexts. This book provides a theoretically informed but practically oriented overview and discussion of the increasingly popular field of place branding as an instrument of place management. As such, it will strongly appeal to both academics and practitioners in the fields of place marketing, place branding, local development, tourism planning and development, tourism marketing, cultural geography, urban and regional planning. Consultants in local authorities, national and regional tourism boards will also find this to be a fascinating read.
Type: BOOK - Published: 2007-05-21 - Publisher: John Wiley & Sons
Many years ago, I developed a fascination for martial arts. I started reading books that promised to teach self defense and soon I was practicing he steps at home. A few months later, I joined karate classes, and whey my sensei started teaching theory to the class, I thought I already knew it all. And then I had my first sparring bout. All the theory I had learned, all the practice I had done at home, all the things I thought I knew about karate dissipated in one single moment. That was when I tasted my own blood. That was my first experience of how theory sometimes leaves you unprepared for the real world. Marketing is no different. Useful guidelines for brand builders in the form of 101 lessons from a field test pro. Easy to read. Anyone working with brands can′t help but find tips they can use. – David Aaker, Vice Chairman, Prophet Brand Strategy, Author, Brand Leadership and Building strong Brands Never have lessons been so pleasant and easy to understand. After finishing Mainak Dhar′s 101 lessons you′ll be ready for any marketing exercise. This author has had hands–on experience and it shows clearly over these pages. pay attention in this teacher′s class! – Allein Moore, Editor, AdAsia
Type: BOOK - Published: 2021-04-02 - Publisher: Springer Nature
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.
Type: BOOK - Published: 2018-01-08 - Publisher: SAGE
This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.
Type: BOOK - Published: 2017-11-08 - Publisher: BoD – Books on Demand
This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.
Type: BOOK - Published: 2009-11 - Publisher: Vikas Publishing House
The Present Study Fulfils The Task Of Bridging The Gap Between Theoretical Aspects Of Brand Management And The Reality Of The Indian Market. This Compact Book Covers Five Essential Topics Including Brand Success, Brand Equity, Brand Extension, Brand Personality And Brand Repositioning.
Type: BOOK - Published: 2019-11-03 - Publisher: Kogan Page Publishers
In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.
Authors: Richard Rosenbaum-Elliott, Richard H. Elliott, Larry Percy, Simon Pervan
Categories: Brand name products
Type: BOOK - Published: 2015-07-30 - Publisher: Oxford University Press, USA
Strategic Brand Management third edition, uniquely analyses the social andcultural aspects of brand strategy and its influence on consumerperceptions around the world.Written by experts in the field, itis designed to ensure students are confident in analysing traditionalideas of brand equity and positioning and are able to understand theemotional and cultural connections brands create and employ. The book'sinnovative framework separates a brand's concept into its functionaland emotional parts to give students a complete understanding of howbrands operate and compete for consumer loyalty.In addition,brand management theory is applied to a wealth of engaging real-lifecase studies and full colour images clearly illustrate brand strategiesin action. Diverse and dynamic examples include Red Bull, Fiat, andVirgin, as well as innovative Australian stationery brands, Scandinaviancoffee companies, and international retail giants.As a result, Strategic Brand Managementis the complete and essential textbook for students aiming to developtheir academic and professional skills and learn more about thischallenging andprofitable industry. New to this editionUpdatedand extended coverage of online and technological changes to brandmanagement strategies, including social media and internet communities.Wider international coverage with new examples from Asia, Australia, and Europe.A new full colour presentation givesdiagrams and photographs more impact, better enhancing the reader'sunderstanding of brand management theory and practice.A range of new and updated case studies andexamples illustrate significant developments in brand managementpractice since 2011.New key concept boxes allow the reader to recap and review the core theories and ideas set out at the beginning of each chapter.
Type: BOOK - Published: 2019-07-03 - Publisher: Scientific e-Resources
Building on a solid theoretical underpinning, this book provides a rigorous grounding in the subject of brand management. The theory is applied to examples throughout, to enable students to understand the practical application. Strategic Brand Management approaches the subject of brand management from a unique socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. While adopting this innovative framework, the book also integrates more traditional notions of the brand in terms of equity and positioning within that framework. The framework for the book separates a brand's concept into functional and emotional parts, looking at purchases that fulfil a functional need and how these develop into emotional decision-making processes. The language of the book is kept simple without compromising the effectiveness of the argument for diluting the analyses. The book has been written to meet the requirements to the syllabus of B.Com, BBA, M. Com and MBA courses of various Universities.