Автор: T. Blackett; R. Robins Название: Brand Medicine ISBN: 1349425885 ISBN-13(EAN): 9781349425884 Издательство: Springer Рейтинг: Цена: 11179.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. 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.
Автор: Niklas Schaffmeister Название: Brand Building and Marketing in Key Emerging Markets ISBN: 3319367692 ISBN-13(EAN): 9783319367699 Издательство: Springer Рейтинг: Цена: 11179.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. With emerging markets at the center, major paradigm shifts are explained such as `one world strategies`.
Автор: Francisco J. Mart?nez-L?pez; Juan Carlos G?zquez-A Название: Advances in National Brand and Private Label Marketing ISBN: 3319201816 ISBN-13(EAN): 9783319201818 Издательство: Springer Рейтинг: Цена: 18167.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book presents the latest research and recent studies in the field of national brand and private label marketing.
Автор: Diederich Bakker Название: Vertical Brand Portfolio Management ISBN: 3658082208 ISBN-13(EAN): 9783658082208 Издательство: Springer Рейтинг: Цена: 9141.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels.
Автор: De Chernatony Название: From Brand Vision to Brand Evaluation ISBN: 1138128589 ISBN-13(EAN): 9781138128583 Издательство: Taylor&Francis Рейтинг: Цена: 28327.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works.
This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.
Автор: Heding Tilde Название: Brand Management ISBN: 113880469X ISBN-13(EAN): 9781138804692 Издательство: Taylor&Francis Рейтинг: Цена: 6889.00 р. Наличие на складе: Поставка под заказ.
Описание: For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
Автор: M. Beck-Burridge; J. Walton Название: Sports Sponsorship and Brand Development ISBN: 0333925408 ISBN-13(EAN): 9780333925409 Издательство: Springer Рейтинг: Цена: 9083.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.
Автор: Ralph Kr?ger; Andreas Stumpf Название: Brand Growth Barriers ISBN: 3642437494 ISBN-13(EAN): 9783642437496 Издательство: Springer Рейтинг: Цена: 9781.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book will help businesses identify, understand and overcome the barriers to and in their own brands. It features case studies from well known brands, in a range of categories, as well as useful checklists for daily business.
Автор: Theo Lieven Название: Brand Gender ISBN: 3319602187 ISBN-13(EAN): 9783319602189 Издательство: Springer Рейтинг: Цена: 18167.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Автор: Jesko Perrey,Tjark Freundt,Dennis Spillecke Название: Power Brands: Measuring, Making, and Managing Brand Success ISBN: 3527507817 ISBN-13(EAN): 9783527507818 Издательство: Wiley Рейтинг: Цена: 5536.00 р. Наличие на складе: Поставка под заказ.
Описание: Starke Marken sind kein Zufallsprodukt. Wie sich Markenerfolg systematisch messen, machen und managen lasst, erfahren Sie in dem erfolgreichen Buch "Power Brands", jetzt in der zweiten, uberarbeiteten und erweiterten Auflage. Gemeinsam mit fuhrenden Experten entwickelten die Autoren das bereits vielfach erprobte BrandMatics?-Konzept.
Автор: Prof. Dietmar Harhoff, Ph.D.; Philipp Wiegandt Название: Value Creation of Firm-Established Brand Communities ISBN: 3834921238 ISBN-13(EAN): 9783834921239 Издательство: Springer Рейтинг: Цена: 10760.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Preface Throughout the last years the brand community phenomenon gained increasing importance for companies and consumer alike. It offers companies the chance to increase the brand loyalty of their customers and to open up their innovation processes by integrating selected customers. Yet it also poses major questions to managers. Should we create our own brand community? How can we manage the permanent interaction with our customers once we started the brand community? Brand loyalty is strongly driven by brand community integration. In contrast to most of the literature which focuses on the static brand loyalty effects of firm-established brand community at a given time, Philipp Wiegandt examines in his analysis the dynamic brand loyalty effects over time. By doing so he analyses whether the so far observed brand loyalty effects are merely based on selection or if causality exists between firm-established brand community membership and brand loyalty. In his dissertation, Wiegandt undertakes a study of the value creation potential of brand communities for companies. Wiegandt contributed to the conception and realisation of a fi- established brand community in the automobile industry, whose creation he examined empirically. With a quasi-experimental design the creation of this firm-established brand community was examined concerning the brand loyalty effects it has on its members over time.
Автор: Martin Walser Название: Brand Strength ISBN: 3824479591 ISBN-13(EAN): 9783824479597 Издательство: Springer Рейтинг: Цена: 12577.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Recent years have seen an ever increasing interest in the phenomenon of brands. A great number of books and articles have been published focusing on as various subjects as brand value, brand meaning, brand awareness or brand communities. Despite the numerous and widely different approaches to brand research and management, there seems to be general agreement on one point: strong brands are a major asset to any business firm. The questions what constitutes a strong brand and how brand strength is to be measured, however, has stirred a hefty discussion in literature. With his research work presented in this book, Martin Walser has made a very interesting contribution to this discussion. Based on a description of the history of branding and the functions of brands in modem economies he first compares the various conceptional approaches to the brand phenomenon and develops a definition that perfectly fits the purpose of his research. v Preface This doctoral dissertation is the result of an investigation into the nature, measurement and formation of brand strength. It is an attempt to consolidate a fragmented field of research and to advance our knowledge, by providing one of the few empirical studies examining models of brand strength formation. This work would not have been possible without the help of a number of people.
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