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Author : Paul Feldwick
Publisher :
ISBN 13 : 9781841161099
Total Pages : 148 pages
Book Rating : 4.98/5 ( download)
Download or read book What is Brand Equity, Anyway? written by Paul Feldwick and published by . This book was released on 2002 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John Philip Jones
Publisher : SAGE
ISBN 13 : 9780761912439
Total Pages : 408 pages
Book Rating : 4.36/5 ( download)
Download or read book How to Use Advertising to Build Strong Brands written by John Philip Jones and published by SAGE. This book was released on 1999-07-13 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.
Author : C. Torelli
Publisher : Springer
ISBN 13 : 113733195X
Total Pages : 161 pages
Book Rating : 4.53/5 ( download)
Download or read book Globalization, Culture, and Branding written by C. Torelli and published by Springer. This book was released on 2013-11-19 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 336 pages
Book Rating : 4.85/5 ( download)
Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Author : David A. Aaker
Publisher : Psychology Press
ISBN 13 : 1317759826
Total Pages : 406 pages
Book Rating : 4.29/5 ( download)
Download or read book Brand Equity & Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Author : Michael Burger
Publisher : BoD – Books on Demand
ISBN 13 : 3848228505
Total Pages : 14 pages
Book Rating : 4.08/5 ( download)
Download or read book Brand Equity and Brand Value written by Michael Burger and published by BoD – Books on Demand. This book was released on 2012 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Veselinova, Elena
Publisher : IGI Global
ISBN 13 : 1522524185
Total Pages : 392 pages
Book Rating : 4.82/5 ( download)
Download or read book Building Brand Equity and Consumer Trust Through Radical Transparency Practices written by Veselinova, Elena and published by IGI Global. This book was released on 2017-07-13 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.
Author : Charitha Harshani Perera
Publisher : Springer Nature
ISBN 13 : 9811950172
Total Pages : 284 pages
Book Rating : 4.79/5 ( download)
Download or read book Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions written by Charitha Harshani Perera and published by Springer Nature. This book was released on 2022-09-30 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Author : Steve McKee
Publisher : Macmillan
ISBN 13 : 1137278846
Total Pages : 258 pages
Book Rating : 4.45/5 ( download)
Download or read book Power Branding written by Steve McKee and published by Macmillan. This book was released on 2014-01-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth. 20,000 first printing.
Author : Muhammad Waseem Bari
Publisher : Frontiers Media SA
ISBN 13 : 2832518567
Total Pages : 281 pages
Book Rating : 4.64/5 ( download)
Download or read book Antecedents and consequences of employee based brand equity written by Muhammad Waseem Bari and published by Frontiers Media SA. This book was released on 2023-04-06 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt:
