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Kellogg on Branding

Author: Alice M. Tybout

Publisher: John Wiley & Sons

Published: 2011-01-07

Total Pages: 413

ISBN-13: 111804603X

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Retail Marketing and Branding

Author: Jesko Perrey

Publisher: John Wiley & Sons

Published: 2013-01-02

Total Pages: 269

ISBN-13: 1118489519

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Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters

Branding

Author: John M. Murphy

Publisher: Springer

Published: 2016-07-27

Total Pages: 230

ISBN-13: 1349126284

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Brands are among the most valuable assets of most of today's corporations. Brand names are the lingua franca of commerce. Branding is all about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. It combines the practical experience of marketing executives, trade mark lawyers, designers, advertising agents and others. It provides an international perspective on branding and is the first, authoritative book written on this increasingly important subject.

Hello, My Name Is Awesome

Author: Alexandra Watkins

Publisher: Berrett-Koehler Publishers

Published: 2014-09-15

Total Pages: 96

ISBN-13: 1626561885

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Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you'll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.

Public Branding and Marketing

Author: Staci M. Zavattaro

Publisher: Springer Nature

Published: 2021-07-21

Total Pages: 286

ISBN-13: 3030705056

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This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.

Sticky Branding

Author: Jeremy Miller

Publisher: Dundurn

Published: 2015-01-10

Total Pages: 277

ISBN-13: 1459728122

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#1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.

Brand is a Four Letter Word

Author: Austin McGhie

Publisher: Advantage Media Group

Published: 2012

Total Pages: 285

ISBN-13: 1599323273

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In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

60-Minute Brand Strategist

Author: Idris Mootee

Publisher: John Wiley & Sons

Published: 2013-05-17

Total Pages: 256

ISBN-13: 1118659961

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Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." —Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." —Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" —Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." —Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.

Marketing Brands in Africa

Author: Samuelson Appau

Publisher: Springer Nature

Published: 2021-09-11

Total Pages: 276

ISBN-13: 3030772047

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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.

Branding & Marketing You Through Teams

Author: Donna Rachelson

Publisher: Porcupine Press Trading Under Dgr Writing & Resear

Published: 2013-09

Total Pages: 142

ISBN-13: 9780620577892

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Description of Book: Branding & Marketing YOU through Teams is the 2013 successor to author Donna Rachelson's best-selling Branding & Marketing YOU - first published in 2011 - which focused on personal brand development. This book, which has already garnered critical acclaim is based on interviews conducted with teams at Microsoft, Sanlam, the MTN-Qhubeka cycling team, Gift of the Givers, Demographica and the Protea Hotels Group. The fascinating 'conversations' that result, provide fresh and valuable insights into what makes teams effective and how they contribute to brand development. The book is written in a very conversational, accessible style and will be of interest to anyone in business or private life with an interest in marketing, communications, branding or reputation management. About the Author: Donna Rachelson, MBA, branding and marketing specialist, is the author of the best-selling Branding & Marketing YOU. In response to demand for how brands and teams can thrive together, she's now crafted Branding & Marketing YOU through TEAMS, to reveal the secrets of harnessing their combined power. She's held marketing director positions in blue chip organisations including Nando's, the South African Institute of Chartered Accountants (SAICA), marketing positions at Standard Bank and AECI, and is currently a guest lecturer at GIBS (Gordon Institute of Business Science). Donna is CEO of the company, Branding & Marketing YOU, which helps individuals, teams or businesses 1) develop branding and marketing strategies 2) execute those strategies, and 3) market themselves in an innovative and impactful manner. She's coached people across more than twenty blue chip clients, including Microsoft, Discovery, Deloitte, Standard Bank, Nedbank, Basil Read, Anglo American, McKinsey and SABMiller. In her spare time, Donna enjoys assisting NGOs to market themselves. She loves spending time with her family on adventures, running, skiing and chocolate. Strictly in that order. Her motto, which drives her commitment, is 'Making a marketing difference every day'. Endorsements: ..". should be read, not only by marketers, but by everyone who is in business and wants to know how to make teamwork work." Chris Moerdyk - Marketing Analyst "I recommend this book to my team and other teams. It not only contains amazing stories of great teams in South Africa that we can all learn from, but it inspired me to carry on raising the bar." Monica Singer - CEO, Strate ..". explores the concept of leading teams, exposes some of the local talent we should celebrate, and offers telling insights." Jeremy Sampson - Visiting Professor, University of Cape Town Graduate School of Business and Group Executive Chairman, InterbrandSampsonDevilliers ..". a timely and insightful experience-based book..." Thebe Ikalafeng - global African advisor, author on branding and reputation leadership and founder of Brand Africa. "This is a must-read for all leaders!" Allen Swiegers - Chief Operating Officer, Deloitte Southern and East Africa "Donna Rachelson has achieved that rare thing - a business book that is useful, interesting and accessible to anyone who wants to learn more about marketing..." Mandy Collins - business writing course co-ordinator, Allaboutwriting