Brand Management In A Week

Brand Management In A Week

How To Be A Successful Brand Manager In Seven Simple Steps Paul Hitchens, Julia Hitchens. • communication of brand worth • the balance sheet (when acquiring a brand) • mergers and acquisitions • securing finance.

Author: Paul Hitchens

Publisher: Hachette UK

ISBN: 9781444197990

Category: Business & Economics

Page: 128

View: 171

Brand management just got easier Successful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded people: customers, employees, suppliers and investors. Successful brand management clearly differentiates organizations, products and services from their competitors and inspires advocacy from all stakeholders. Building a strong brand takes much more than a week: it requires an on-going commitment to excellence. This updated second edition of Brand Management In A Week provides a proven seven-day program on the principles of brand management. It takes you from the conceptual and planning stage through to implementation and sustainability. It's packed with tips and insights gained from decades of industry experience to help you jump-start your brand and give you the tools and confidence to manage it through the hurdles of the business landscape. Each of the seven chapters in Brand Management In A Week covers a different aspect: - Sunday: Determine your brand focus - Monday: Define your brand strategy - Tuesday: Express your brand through its identity - Wednesday: Evolve your brand culture - Thursday: Build your employer brand - Friday: The importance of design - Saturday: Sustaining the brand
Categories: Business & Economics

Careers in Brand Management

Careers in Brand Management

PrOFIlE OF aN assIsTaNT braND maNagEr Age: 30 Years in business: 1 Education: MBA Hours per week: usually around 55; up to 85 during planning season, and as few as 45 during the off season Size of company: 110,000 employees Annual ...

Author: WetFeet

Publisher: WETFEET, INC.

ISBN: 9781582078199

Category: Electronic books

Page: 104

View: 874

Categories: Electronic books

Strategic Brand Management

Strategic Brand Management

43Eric Hollreiser , ' Trading up from tactics to strategy in the trade game ' , Brandweek , 3 October 1994 : 26-33 . 44See Peggy Cunningham , Shirley Taylor and Carolyn Reeder , ' Event marketing : the evolution of sponsorship from ...

Author: Kevin Lane Keller

Publisher: Pearson Education

ISBN: 0273706322

Category: Business & Economics

Page: 860

View: 755

Finely focused on the "how to" and "why" throughout, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. This approach considers why brands are important, what they represent to consumers, and what should be done by firms to manage them properly.
Categories: Business & Economics

Global Brand Management

Global Brand Management

A Guide to Developing, Building & Managing an International Brand Laurence Minsky, Ilan Geva ... M (Marketing Chief, P&G) 150 and Master of Marketing award, Marketing Week 150 programmatic and other technology in the service of brands ...

Author: Laurence Minsky

Publisher: Kogan Page Publishers

ISBN: 9780749483616

Category: Business & Economics

Page: 320

View: 103

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.
Categories: Business & Economics

Brand Management

Brand Management

Regular contributor to Ad Age and Marketing Week. Scott Bedbury, CEO Brandstream, former Nike Advertising Director (1987–1994, including “Just Do It” campaign) and Starbucks Chief Marketing Officer (1995–1998).

Author: Michael Beverland

Publisher: SAGE

ISBN: 9781526415912

Category: Business & Economics

Page: 417

View: 979

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.
Categories: Business & Economics

The Routledge Companion to Contemporary Brand Management

The Routledge Companion to Contemporary Brand Management

Kapferer, J. N. (2008), Strategic brand management (4th edn), London: Kogan Page. Keller, K. L. (1993), “Conceptualising, measuring and managing customer-based brand equity”, Journal of Marketing, ... Marketing Week, 22 April.

Author: Francesca Dall'Olmo Riley

Publisher: Routledge

ISBN: 9781317751571

Category: Business & Economics

Page: 616

View: 459

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Categories: Business & Economics

Brand Management

Brand Management

Gotsi, M. and Wilson, A. (2001) 'Corporate reputation management: living the brand', Management Decision, 39: 99–104 Gray, ... A. (2004) 'Getting staff to live the brand: work in progress', Marketing Week, 2 September: 30 Mitchell, ...

Author: Tilde Heding

Publisher: Routledge

ISBN: 9781134068296

Category: Business & Economics

Page: 286

View: 660

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
Categories: Business & Economics

Brand Management

Brand Management

Journal of Marketing , 53 ( 1 ) , 70–9 . Joachimsthaler , E. , Aaker , D.A. ( 1997 ) , Building brands without mass media . Harvard Business Review , 75 ( 1 ) , 39–50 . Jones , H. ( 1993 ) , Revival of the fittest . Marketing Week , 19 ...

Author: Rik Riezebos

Publisher: Pearson Education

ISBN: 0273655051

Category: Business & Economics

Page: 338

View: 850

The goal of this book is not only to give insight into what a successful brand can mean for a company, but also to give managers a better feeling of how to adequately develop, manage and protect brands.
Categories: Business & Economics

Brand Management

Brand Management

Asker , David A , ' Brand Extensions : The Good , the Bad , the Ugly ' , Sloan Management Review , Summer 1990 , p . 42 . 8 . ... Yovovich , B G , ' Hit and Run : Cadillac's Costly Mistake ' , Adweek's Marketing Week , Aug.

Author: Harsh V. Verma

Publisher: Excel Books India

ISBN: 8174464808

Category: Brand equity

Page: 500

View: 633

Brands are wealth generators of the 21st century. With this in mind 'Brand Management' focuses on the key decision areas of competition and brand, concept of brand, brand equity, brand over time and branding strategies. The theoretical constructs are illustrated using case studies.
Categories: Brand equity

Principles of Marketing

Principles of Marketing

Murphy , C. ( 2003 ) , ' Sunny Delight Tries to Find a New Marketing , 18 August , p . 5 . Dawn ' , Financial Times , 27 June , p . 12 . Murray , I. ( 2004 ) , ' Will the Whisky Maltopops Marketers Get Hammered ?, Marketing Week ...

Author: Frances Brassington

Publisher: Pearson Education

ISBN: 0273695592

Category: Dissertations, Academic

Page: 1300

View: 819

This textbook presents an introduction to marketing. It explains all the fundamental concepts and theories of marketing and demonstrates their application through a wealth of examples, case studies and vignettes.
Categories: Dissertations, Academic