The Rise of Brands

Author: Liz Moor

Publisher: Berg

ISBN: 1845203836

Category: Business & Economics

Page: 188

View: 4180

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Brands and logos are all around us, from the clothes we wear and the objects we buy, to the advertisements which cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire. Branding is now a growing industry, applied not only to commodities but to charities, cities, the worlds of sport and entertainment, even government initiatives. Examining the brand in history, the growth of national and global brands, the changing approaches of the branding industry and the exploration of new spaces for advertising, The Rise of Brands analyzes exactly how brands develop and operate in contemporary society.
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The Fall of Advertising and the Rise of PR

Author: Al Ries,Laura Ries

Publisher: Harper Collins

ISBN: 9780061742736

Category: Business & Economics

Page: 320

View: 3112

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Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
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The Rise of Transtexts

Challenges and Opportunities

Author: Benjamin W.L. Derhy Kurtz,Mélanie Bourdaa

Publisher: Routledge

ISBN: 1317371046

Category: Social Science

Page: 248

View: 7756

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This volume builds on previous notions of transmedia practices to develop the concept of transtexts, in order to account for both the industrial and user-generated contributions to the cross-media expansion of a story universe. On the one hand exists industrial transmedia texts, produced by supposedly authoritative authors or entities and directed to active audiences in the aim of fostering engagement. On the other hand are fan-produced transmedia texts, primarily intended for fellow members of the fan communities, with the Internet allowing for connections and collaboration between fans. Through both case studies and more general analyses of audience participation and reception, employing the artistic, marketing, textual, industrial, cultural, social, geographical, technological, historical, financial and legal perspectives, this multidisciplinary collection aims to expand our understanding of both transmedia storytelling and fan-produced transmedia texts.
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Exploring the Rise of Fandom in Contemporary Consumer Culture

Author: Lu Wang, Cheng

Publisher: IGI Global

ISBN: 1522532218

Category: Business & Economics

Page: 300

View: 6841

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Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns. Exploring the Rise of Fandom in Contemporary Consumer Culture is an innovative scholarly resource that offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society. Highlighting applicable topics that include brand loyalty, fan perceptions, social media, and virtual realities, this publication is ideal for business managers, academicians, students, professionals, and researchers that are interested in learning more about how fan behavior can impact the economic environment.
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The Rise of the Anti-corporate Movement

Corporations and the People who Hate Them

Author: Evan Osborne

Publisher: Greenwood Publishing Group

ISBN: 9780275997861

Category: Business & Economics

Page: 246

View: 8931

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An economist traces the evolution of anti-corporate sentiment and shows why much of the criticism of corporations and business people has been misguided.
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The Rise of Modern Business

Great Britain, the United States, Germany, Japan, and China

Author: Mansel G. Blackford

Publisher: UNC Press Books

ISBN: 146960020X

Category: Business & Economics

Page: 296

View: 2276

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The Rise of Modern Business compares and analyzes the development of business and business institutions in several countries from the preindustrial era to the present. Paying close attention to connections between business development and political, social, and cultural changes, Blackford addresses both manufacturing and nonmanufacturing firms, small firms as well as big businesses. For this third edition, he updates his study in light of new scholarship, with special attention paid to the structural diversity of business firms and with a timely discussion about the reciprocal relationship between business and the environment. The business history of Germany is extensively updated, and there is entirely new coverage of the business history of China, a country whose growing political and economic prowess on the world stage demands the historical and contextual understanding of business scholars today.
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The Rise of Capitalism on the Pampas

The Estancias of Buenos Aires, 1785-1870

Author: Samuel Amaral

Publisher: Cambridge University Press

ISBN: 9780521523110

Category: Business & Economics

Page: 384

View: 6419

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Amaral focuses on the estancia, livestock firms, that led the economic growth of Buenos Aires in the early 1800s.
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The Rise of the Chinese Consumer

Theory and Evidence

Author: Jonathan Garner

Publisher: John Wiley & Sons

ISBN: 0470026901

Category: Business & Economics

Page: 312

View: 2759

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In this book Jonathan Garner and his colleagues at Credit Suisse First Boston, argue that by 2014 the Chinese consumer will likely have displaced the US consumer as the engine of growth in the global economy. Government policy is rebalancing demand within the Chinese economy from investment spending to consumption spending. Strong trend economic growth over the cycle, a rise in the consumption to GDP ratio and steady exchange rate appreciation will likely generate an 18% compound annual growth rate in the US dollar value of Chinese consumption spending over the next ten years and lead to a quadrupling in China's share of global consumption spending. In order to identify the companies and brands which are best placed to succeed in China's rapidly developing mass consumer market, Garner and his colleagues discuss the results of the first comprehensive survey of consumer attitudes and preferences to have been conducted in China, covering 2,700 persons in eight major Chinese cities. This survey provides valuable data for the business executive or academic seeking detailed local information on sectors including automobiles, beverages, electronic goods, financial services, food producers, food retail, food services, household & personal care, luxury goods, telecommunication equipment, tobacco, and transport and leisure travel. "China is likely to be the single most important influence on the fortunes of investors and corporates alike over the next five years, and yet little is known of what motivates and drives the Chinese consumer. By canvassing the people that matter and reflect the changing face of this massive country, Jonathan Garner has provided investors with a unique insight." Philip Ehrmann, Head of Pacific & Emerging Markets, Gartmore Investment Management Plc.
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Summary: The Fall of Advertising and the Rise of PR

Review and Analysis of the Ries' Book

Author: BusinessNews Publishing

Publisher: Primento

ISBN: 2511021714

Category: Business & Economics

Page: 15

View: 9112

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The must-read summary of Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR". This complete summary of the ideas from Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR" shows that none of the recent business success stories have spent much money on advertising. Instead, companies such as Starbucks and PlayStation have invested in public relations. In their book, the authors explain the key differences between advertising and PR and why the latter is the only method that reaches the people who really matter. This summary demonstrates why you should start focusing on PR and what benefits it could bring for your company. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "The Fall of Advertising and the Rise of PR" and discover why so many companies are choosing to focus on PR and why you should too.
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