Автор: Sharp, Byron Название: How brands grow ISBN: 0195573560 ISBN-13(EAN): 9780195573565 Издательство: Oxford Academ Рейтинг: Цена: 8725.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
Автор: Byoungho Jin; Elena Cedrola Название: Fashion Branding and Communication ISBN: 1137523425 ISBN-13(EAN): 9781137523426 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands.
Автор: C. Torelli Название: Globalization, Culture, and Branding ISBN: 1349462187 ISBN-13(EAN): 9781349462186 Издательство: Springer Рейтинг: Цена: 12157.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
Автор: Severin Dennhardt Название: User-Generated Content and its Impact on Branding ISBN: 365802349X ISBN-13(EAN): 9783658023492 Издательство: Springer Рейтинг: Цена: 6986.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Four independent studies demonstrate that first, successful brands can be created in virtual worlds, second, user-generated content drives the creation of unique brands, third social media strongly influences the social value perception of brands, and fourth, social media impacts consumers` purchase decision process.
Chapter 1: Marketing Brands in Africa: An Introduction
This chapter will provide an introduction and overview of the remaining chapters in the book and how they weave together to tell a coherent story about the topic.
Tentative Lead Contributor: Dr Samuelson Appau
PART 1: PRACTICAL PERSPECTIVES
Chapter 2: Branding Start-ups in Africa
There has been a massive upsurge in start-ups and start-up hubs and incubators in many African countries, particularly Kenya, Nigeria and South Africa, with Nairobi even being touted as the "Silicon Savannah" of Africa (Jones et al. 2018). Many global brands like Google and Facebook are investing in this space, and yet we know very little about the brand building strategies of these start-ups and how they market themselves to local and global audiences. Contributors to this chapter will examine the success (and failure) factors as well as lessons for building start-ups brands in Africa.
Tentative Lead Contributor: Mr Sydney Sam
Chapter 3: In Dangerous Waters: Building an Oil and Gas Brand in Africa
Oil and gas (or energy) is a controversial industry, and consumers often have negative perceptions and associations of brands in this sector due primarily to their negative environmental impact as well as potential for political conflicts (Hartmann and Apaolaza-Ibбсez, 2012). Thus, brands that operate in this space often need to address these negative images or position themselves as part of the solution and not part of the problem. Contributors to this chapter will therefore discuss the branding strategies to build and market an oil and/or gas (energy) brand in Africa, whiles negotiating these negative industry images.
Tentative Lead Contributor: Mr Kevin Okyere
Chapter 4: Branding and Marketing Religious Organizations in Africa
It is impossible to talk about Africa without talking about religion. Living in the most religious continent in the world, Africans have an "incurably religious" culture that has fostered the mass growth and marketing of religious organizations that actively brand and market themselves to a pluralistic and variety seeking religious audience (Bonsu and Belk, 2010). In many Africa countries, religion is serious business and actively compete with each other and non-religious brands for consumer spend and loyalty. (Appau and Mabefam, 2020). Contributors to this chapter will examine how religious organizations in Africa bridge the sacred/secular boundaries of religion and marketing to successfully build and market themselves as brands. The contributors will also reflect on the benefits and problems of branding religion.
Tentative Lead Contributor: Professor Asonzeh Ukah
Chapter 5: Visit Africa: Place Branding in Africa
Many African countries have been marketed as desirable tourist destinations, which promise an exotic experience that is differentiated from other tourism destinations (Wanjiru, 2006). Contributors to this chapter will discuss the current state of branding African places for tourism consumption and examine opportunities and challenges for other African countries looking to brand their geographical and cultural places as differentiated tourism destinations.
Tentative Lead Contributor: Dr Arinze Nwoba
Chapter 6: University Brand Marketing: A Website Analysis of Leading Universities in Africa
Increasingly, Universities are taking on a marketing orientation, recognising that they offer a service to consumers (students) who often choose among competing offerings (Maringe and Gibbs, 2008). Traditional Universities in Africa are now competing with both local new entrants such as private Universities and global entrants like European and American universities with local operations in the supply of
Автор: Appau Название: Marketing Brands in Africa ISBN: 3030772063 ISBN-13(EAN): 9783030772062 Издательство: Springer Рейтинг: Цена: 23757.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.
Автор: Kucharska, Wioleta Название: Personal Branding in the Knowledge Economy ISBN: 1032013362 ISBN-13(EAN): 9781032013367 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Автор: Schaefer Wolfgang, Kuehlwein J. P. Название: Brand Myths: The Secrets of Prestige Branding ISBN: 0749470038 ISBN-13(EAN): 9780749470036 Издательство: Неизвестно Рейтинг: Цена: 7815.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Examine the successful developments and promotion of prestige brands in the luxury industry, gaining insight into not just into how they`re sold, but how consumers respond to them.
Автор: Stephen Brown Название: Brands and Branding ISBN: 1473919517 ISBN-13(EAN): 9781473919518 Издательство: Sage Publications Рейтинг: Цена: 17582.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: A fun and humorous introductory book that helps readers to begin to make sense of brands - what they are, what they do, why and how - through theory made enjoyable by plenty of current examples.
Автор: Schaefer Wolfgang, Kuehlwein J. P. Название: Rethinking Prestige Branding: Secrets of the Ueber-Brands ISBN: 0749479221 ISBN-13(EAN): 9780749479220 Издательство: Неизвестно Цена: 26186.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Examine the successful developments and promotion of prestige brands in the luxury industry, gaining insight into not just into how they`re sold, but how consumers respond to them.
Описание: Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven "accidental" brands and how their founders beat bigger competitors by breaking the standard rules of marketing. Successful brands like Burt`s Bees, J.
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