The Rise of Brands

Author: Liz Moor

Publisher: Berg

ISBN: 1845203836

Category: Business & Economics

Page: 188

View: 536

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.

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: 1420

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.

The Rise of the Craft Brand

Why Small Is Going to Be Huge

Author: Ben Zifkin

Publisher: Lioncrest Publishing

ISBN: 9781619614314

Category: Business & Economics

Page: 162

View: 1583

Big Retailers. Big Brands. Big Changes. The world of commerce is dramatically changing. The age of big retailers and big brands is giving way to a new type of commerce that is driven by unstoppable changes in technology and the economy. As a result, "craft brands" are coming to the forefront-brands that thrive on their uniqueness and their bond with consumers. Leaner, sleeker, and faster, Craft Brands are deeply disrupting commerce by building engaged communities, creating unique value propositions, and out-innovating monolithic, legacy brands and retailers. This book is a guide to the forces reshaping buying and selling, and how those forces are pushing us toward a decentralized world of commerce in which craft brands reign. It shows why quality and resonance are the most important drivers of craft brand success-and it lays out strategies and case studies that emerging craft brands (or big brands struggling to stay relevant) can emulate.

Brands

Meaning and Value in Media Culture

Author: Adam Arvidsson

Publisher: Routledge

ISBN: 1134277873

Category: Business & Economics

Page: 176

View: 2607

Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value. When branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy; the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on: consumption marketing brand management online branding the brand as informational capital. Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing.

Making the Unipolar Moment

U.S. Foreign Policy and the Rise of the Post-Cold War Order

Author: Hal Brands

Publisher: Cornell University Press

ISBN: 1501703420

Category: History

Page: 480

View: 6356

In the late 1970s, the United States often seemed to be a superpower in decline. Battered by crises and setbacks around the globe, its post–World War II international leadership appeared to be draining steadily away. Yet just over a decade later, by the early 1990s, America's global primacy had been reasserted in dramatic fashion. The Cold War had ended with Washington and its allies triumphant; democracy and free markets were spreading like never before. The United States was now enjoying its "unipolar moment"—an era in which Washington faced no near-term rivals for global power and influence, and one in which the defining feature of international politics was American dominance. How did this remarkable turnaround occur, and what role did U.S. foreign policy play in causing it? In this important book, Hal Brands uses recently declassified archival materials to tell the story of American resurgence. Brands weaves together the key threads of global change and U.S. policy from the late 1970s through the early 1990s, examining the Cold War struggle with Moscow, the rise of a more integrated and globalized world economy, the rapid advance of human rights and democracy, and the emergence of new global challenges like Islamic extremism and international terrorism. Brands reveals how deep structural changes in the international system interacted with strategies pursued by Jimmy Carter, Ronald Reagan, and George H. W. Bush to usher in an era of reinvigorated and in many ways unprecedented American primacy. Making the Unipolar Moment provides an indispensable account of how the post–Cold War order that we still inhabit came to be.

Customer-Centric Marketing

Build Relationships, Create Advocates, and Influence Your Customers

Author: Aldo Cundari

Publisher: John Wiley & Sons

ISBN: 1119092892

Category: Business & Economics

Page: 176

View: 5823

"Customer-Centric Marketing examines the complex forces influencing the rise of the empowered and demanding customers, and outlines how marketers can use these forces to connect with them. It breaks down how the new purchasing journey has created a whole new set of customer touchpoints with unique needs, and identifies key activity areas such as customer experience, innovation as part of organizational culture, content development, social media, and operating strategy. The book's actionable framework is a plan to show how marketers can pull all the seemingly independent elements together into customer centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment. Insights include: How to define the new customer-purchasing journey and how to build an organization to benefit from it How to identify the new consumer and how to influence them Strategic rules that CMOs can use to model their organizations and position themselves to win in this new environment How to engage, nurture and utilize the new brand "Advocates" to spread your message "--

Eminent Corporations

The Rise and Fall of the Great British Corporation

Author: Andrew Simms,David Boyle,Nick Robins

Publisher: Constable & Robinson

ISBN: N.A

Category: Corporations

Page: 372

View: 1841

How much do you know about the big-name brands we live by? Virgin, BP, Land Rover, Barclays, Cadbury's, BBC and M&S. In our times the PLCs have been seen as giants, the backbone of commerce and society. Yet seen through a historical perspective they are vulnerable creatures, flowering only briefly. In fact, on the Fortune 500 - a roll-call of power if ever there was one - there's just one company, General Electric, which was on the list half a century ago. The rest have gone: broken, bankrupt, merged, raided for their parts. More like mayflies than megacorps. And getting more fragile all the time. The great corporations that now dominate our lives are treated by the law courts as if they were people.They have the same rights, but unlike us they have no emotions, morals or life histories.The only corporate biographies you find are celebratory, promotional portraits with the warts left out. So, we don't really know where most great brands came from or where they are going. This book spills the beans by telling the real life stories of some of the biggest corporate names, and finds them as dramatic, flawed and revealing as any human biography.

The Future of Branding

Author: Rajendra K. Srivastava,Gregory M. Thomas

Publisher: SAGE Publications India

ISBN: 9351503178

Category: Business & Economics

Page: 492

View: 8400

New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes: Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, , V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.

The Origin of Brands

Discover the Natural Laws of Product Innovation and Business Survival

Author: Al Ries,Laura Ries

Publisher: Harper Collins

ISBN: 0060570148

Category: Business & Economics

Page: 320

View: 2974

What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

Brand New: The Shape of Brands to Come

Author: Wally Olins

Publisher: Thames & Hudson

ISBN: 0500772037

Category: Business & Economics

Page: 300

View: 3036

The world’s leading practitioner of branding predicts the future of companies’ identities in an ever -changing marketing landscape What is the future for brands and branding? Does globalization mean that variety and individuality will be crushed out of existence by massive multinationals? Will everywhere and everything become similar, like the world of airports today? Or will there still be room for brands that thrive on being different? What about the impact of digital technology and increasing customer feedback through the internet and social media? What, in fact, do customers want? Today's businesses, in addition to thinking about price and authenticity, have to deal with corporate social responsibility. How does this affect the products and services we consume? How does it influence the way we feel about organizations? Are corporations here to maximize profits and grow, or to help society, or both? With the rapid rise of new markets in India, China, Brazil, and elsewhere, will new global brands emerge based around local cultural strengths and heritage? If so, what will this mean for the traditional dominance of brands based on Western cultural norms? Wally Olins's fascinating book looks at every aspect of the world of branding. With his customary flair and no-nonsense prose, he analyzes the problems facing today's organizations, criticizes corporate missteps, praises those companies who seem to be building and sustaining brands efficiently in our brave new world, and predicts the future of branding. No one interested in marketing, business, or contemporary culture will want to be without this book.

The Rise of Christianity

Author: W. H. C. Frend

Publisher: Fortress Press

ISBN: 9781451419528

Category: Religion

Page: 1022

View: 3026

Traces the early history of the Christian church from Jewish Palestine prior to Christ's birth to the sixth century monastic movement, and explains how Christianity survived under a variety of cultures

Brands of Faith

Marketing Religion in a Commercial Age

Author: Mara Einstein

Publisher: Routledge

ISBN: 1134130104

Category: Business & Economics

Page: 256

View: 9946

In a society overrun by commercial clutter, religion has become yet another product sold in the consumer marketplace, and faiths of all kinds must compete with a myriad of more entertaining and more convenient leisure activities. Brands of Faith argues that in order to compete effectively faiths have had to become brands – easily recognizable symbols and spokespeople with whom religious prospects can make immediate connections Mara Einstein shows how religious branding has expanded over the past twenty years to create a blended world of commerce and faith where the sacred becomes secular and the secular sacred. In a series of fascinating case studies of faith brands, she explores the significance of branded church courses, such as Alpha and The Purpose Driven Life, mega-churches, and the popularity of the televangelist Joel Olsteen and television presenter Oprah Winfrey, as well as the rise of Kaballah. She asks what the consequences of this religious marketing will be, and outlines the possible results of religious commercialism – good and bad. Repackaging religion – updating music, creating teen-targeted bibles – is justifiable and necessary. However, when the content becomes obscured, religion may lose its unique selling proposition – the very ability to raise us above the market.

Rise of the Revenue Marketer

Author: Debbie Qaqish

Publisher: BookLogix

ISBN: 1610054091

Category: Business & Economics

Page: 228

View: 1128

This book is written for the B2B marketing executive who is responsible for answering the question "What are you going to do about revenue?" This one question begins the transformation of marketing from a cost center to a revenue center, a journey for which most executives are not fully prepared. To describe this transformation, Debbie Qaqish and The Pedowitz Group coined the term Revenue Marketing in 2010. This book was written as a Playbook for the executive responsible for leading this change. Marketing executives reading this book will: gain insight from the Revenue Marketing practices of twenty-four marketing executives interviewed for this book; learn about a new discipline called Revenue Marketing and how it transforms marketing from a cost center to a revenue center; find out how to move Revenue Marketing from a strategy to an executable plan; discover how to manage the key areas of change required on this journey; and understand and be able to apply the key plays for building a repeatable, predictable, and scalable Revenue Marketing practice.

Global Brands

The Evolution of Multinationals in Alcoholic Beverages

Author: Teresa da Silva Lopes

Publisher: Cambridge University Press

ISBN: 1139463713

Category: History

Page: N.A

View: 1616

In a world focused on science and new technology, brands help to explain why several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands, first published in 2007, explains how the world's largest multinationals in alcoholic beverages achieved global leadership; considers the predominant corporate governance structures for such firms; and looks at why these firms form alliances with direct competitors. Brands also determine the waves of mergers and acquisitions in the beverage industry. Global Brands contrasts with existing studies by providing a new dimension to the literature on the growth of multinationals through the focus on brands, using an institutional and evolutionary approach based on original and published sources about the industry and the firms.

The Rise of Athens

The Story of the World's Greatest Civilization

Author: Anthony Everitt

Publisher: N.A

ISBN: 0812994582

Category: HISTORY

Page: 540

View: 3330

Filled with tales of adventure and astounding reversals of fortune, this book celebrates the city-state that transformed the world--from the democratic revolution that marked its beginning, through the city's political and cultural golden age, to its decline into the ancient equivalent of a modern-day university town. Everitt also fills his history with unforgettable portraits of the talented, tricky, ambitious, and unscrupulous Athenians who fueled the city's rise: Themistocles, the brilliant naval strategist who led the Greeks to a decisive victory over their Persian enemies; Pericles, arguably the greatest Athenian statesman of them all; and the wily Alcibiades, who changed his political allegiance several times during the course of the Peloponnesian War--and died in a hail of assassins' arrows. Here also are riveting you-are-there accounts of the milestone battles that defined the Hellenic world: Thermopylae, Marathon, and Salamis among them.

The Rise of the Chinese Consumer

Theory and Evidence

Author: Jonathan Garner

Publisher: John Wiley & Sons

ISBN: 0470026901

Category: Business & Economics

Page: 312

View: 3044

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.

No Logo

Taking Aim at the Brand Bullies

Author: Naomi Klein

Publisher: Vintage Canada

ISBN: 0676972829

Category: Brand name products

Page: 490

View: 1946

Taking aim at the brand bullies.

Exploring the Rise of Fandom in Contemporary Consumer Culture

Author: Lu Wang, Cheng

Publisher: IGI Global

ISBN: 1522532218

Category: Business & Economics

Page: 300

View: 462

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.

The Rise of Transtexts

Challenges and Opportunities

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

Publisher: Routledge

ISBN: 1317371046

Category: Social Science

Page: 262

View: 1533

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.

(Re)inventing the Brand

Can Top Brands Survive the New Market Realities?

Author: Jean-Noël Kapferer

Publisher: Kogan Page Publishers

ISBN: 9780749435936

Category: Business & Economics

Page: 234

View: 2702

A discussion of the practical realities of brand management. It covers the major issues and influences that are affecting the future of brand marketing. These include: globalization; the arrival of the euro; the future role of the Internet; the rise of Carrefour-Promodes and Wal Mart; "third-type" distributor's brands; BSE; GM foods; and more. The book seeks to help readers understand the rules of brand management and how to put these rules into practice.