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Livres - 2006
Si vous souhaitez donner votre avis concernant un ouvrage qui renseigne sur les marques, envoyez votre critique en français ou/et en anglais à la-marque.com/thebrandvista.com qui la publiera sur son site.
If you'd like to give your opinion about a book on brand, send your ideas in english or/and in french to the la-marque.com/thebrandvista.com that will be published on the website.
Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand
Auteur : Robert Passikoff
Editeur : Wiley
Praise for Predicting Market Success
"Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time."
—Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation
"In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions."
—Seth M. Siegel, Cochairman, The Beanstalk Group
"Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick—and stick."
—Lenore Skenazy, syndicated columnist
"Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way—showing how loyalty drives profitability."
—Erich Joachimsthaler, Chairman, Vivaldi Partners
"If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to."
—John Gaffney, Executive Editor, Peppers & Rogers Group. |
Logos and No Gos: How to Understand and Get the Most from Your Brand IP
Auteur : Geoff Steward
Editeur : Wiley
Présentation par l'éditeur : Intellectual property is one of the most valuable assets of all brand owners, and separates them from their competition in local, national and global markets. Damage to brands can have a deadly impact on a company’s bottom line. Despite this, few brand owners really understand how to identify, get maximum value from and properly protect their IP rights.
Covering all aspects of rights protection in business – including copyright, designs trade marks, database right and domain names – Logos and No Gos is your complete guide for negotiating the minefield of IP in business. With the help of expert Geoff Steward, you will learn how to design and implement a strategy to fully protect your brand rights – and avoid inadvertently infringing those of others. Logos and No Gos is a plain English guide to identifying and managing the IP in brands. It’s all you need to understand and make the most of:
Trade marks
Copyright
Database rights
Designs
Domain names
Employment contracts
Contractors
Licensing
Assignments
Franchising.
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Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions
Auteur : John T. Grant
Editeur : Wiley
Présentation par l'éditeur : The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation.
Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands. |
Brand Vision: How to Energize Your Team to Drive Business Growth
Auteur : David Taylor
Editeur : Wiley
Présentation par l'éditeur : Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step ‘visioning journey’ that builds engagement, energy and alignment. Powerful tips, tools and tricks help you start applying the principles to your business today:
Searching for true insight: creating a springboard for visioning by using different ‘insight catalysts’ that cover consumers, markets and competition
The visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product ‘sausage’ and emotional ‘sizzle’
Test-driving the vision: bringing the vision to life by exploring it within your business and with consumers
Brand-led business: translating the vision into a business building mix that covers ‘hero product’ innovation, communication and internal engagement
Thought-provoking and irreverent, brandvision demonstrates all the dos and don’ts of brand visioning with many stories of success (and screw-ups) including T-Mobile, Dove, Porsche, Absolut and James Bond. It is an invaluable toolkit for anyone interested in rethinking a brand vision - whatever its shape or size. |
Alliance Brand: Fulfilling the Promise of Partnering
Auteur : Mark Darby
Editeur : Wiley
Présentation par l'éditeur :
As pressure continues to build on organisations to achieve more with less, partnering offers tremendous promise as a strategic solution. However, up to 70% of such initiatives fail to meet their objectives. In this book, alliance expert Mark Darby argues that, in the age of the extended enterprise, firms must display a positive reputation and hard results from their alliances in order to attract the best partners and stand out from the growing crowd of potential allies. Building on this, he introduces the Alliance Brand concept, explores its critical success factors, and shows in detail how to apply it in your organisation.
Darby's straightforward advice and comprehensive maps and tools will guide you on the journey to fulfilling the promise of partnering. The results are higher revenues and reduced alliance failure rates, along with lower costs and fewer risks. Alliance brands also have more satisfied staff and partners, and a transparent, audit-friendly process to satisfy increasing governance concerns. This leads to sustainable alliance success, and ultimately 'partner of choice' status in your chosen industries and markets. |
Branding For Dummies
Auteurs : Bill Chiaravalle, Barbara Findlay Schenck
Editeur : Wiley
Présentation par l'éditeur :
Build positive impressions of your product or business
Build a powerful brand and pave the way for marketing success
Need to create — or improve — a brand? This practical, plain-English guide gives you proven techniques for branding everything from products to services to individuals. You get step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding branding blunders, and keeping your brand viable, visible, and healthy.
Discover how to
Define your company's identity
Develop your logo and tagline
Launch your brand marketing plan
Manage and protect your brand
Fix a broken brand
Make customers loyal brand champions.
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Valoriser le capital immatériel de l'entreprise
Clients - Capital humain - Brevets - Marques - Système d'informations - Organisation - Partenaires
Auteurs : Alain Fustec, Bernard Marois
Editeur : Editions d'Organisation
Présentation par l'éditeur : Une large part de la valeur des entreprises est cachée
Une méthode efficace pour évaluer la véritable valeur d'une entreprise
Un modèle éprouvé, utilisé par de nombreuses sociétés
Une réflexion sur l'économie immatérielle et ses enjeux
Le capital immatériel est composé de tous les constituants de l'entreprise qui ont de la valeur mais qui ne figurent pas dans son bilan : les clients, les brevets, les marques, le capital humain, le système d'informations...
En 25 ans cette richesse s'est considérablement développée. Elle représente aujourd'hui les deux tiers de la valeur des entreprises alors que le bilan n'en reflète plus que le tiers. Nous avons donc besoin de nouveaux instruments de mesure.
Ce livre présente une méthode de valorisation des actifs immatériels permettant :
d'apprécier la qualité de tous les actifs immatériels grâce à unsystème de notation et à un tableau de bord innovants ;
d'en estimer la valeur financière ;
de mesurer la valeur créée par un projet et de calculer son "goodwill".
Très accessible, ce livre s'adresse aux dirigeants et responsables, quelle que soit leur fonction dans l'entreprise. Il fournit une méthode solide aux professionnels de la finance, aux investisseurs et aux étudiants. |
Histoires de marques
Seconde édition
Auteur : Jean Watin-Augouard
Editeur : Editions d'Organisation
Présentation par l'éditeur : Miroir de son temps, la marque en est aussi un acteur incontournable.
De A... comme Actimel à Z... comme Zara, vous découvrirez l'histoire de près de 1000 marques qui ponctuent notre quotidien, de leurs origines à nos jours et leur place souvent méconnue dans l'univers économique et culturel de notre société.
Cette saga aux anecdotes savoureuses que l'auteur raconte magnifiquement bien, vous fera aller de découverte en découverte dans l'univers des marques...
Saviez-vous que Kookaï est en fait le nom d'un moine bouddhiste ?
Véritable référence, Histoires de marques a été réalisé à partir d'archives, d'entretiens et d'illustrations par Jean Watin-Augouard, historien et spécialiste des marques. |
Branding for Nonprofits
Developing Identity with Integrity
Auteur : DK Holland
Editeur : Allworth press
Présentation par l'éditeur : Branding for Nonprofits provides the processes, tools and thinking needed to brand or rebrand. DK Hollandís inspiring and demystifying approach helps nonprofits approach the process with confidence and enthusiasm. The book presents case studies that reveal real-life situations in which nonprofits have successfully created branding opportunities out of dilemmas and rebranded to create a distinctive clear identity that furthers their mission and helps stabilize their programs.
- Four-page interviews with six nonprofit groups explain the impact of rebranding.
- Chronological order shows nonprofits how to proceed at each stage of branding.
- Each chapter has charts, photos or other visuals to support the text.
- Aimed at managers of small & mid-size nonprofits; graphic designers, art directors, educators
- New York City alone has 27,000 nonprofits; 1.6 million registered nonprofits in the U.S. compete for membership, volunteers and over $24 billion in grants and donations.
- Loss of funding after 9/11 has made branding crucial to nonprofits.
- Addresses the indirect connection between branding and fundraising.
- For-profit American businesses invest millions in branding; most successful nonprofits lack the resources and wherewithal to hire a brand expert even though they know they need to rebrand. |
FAQ - La marque
La marque en questions : réponses d'un spécialiste
Auteur : Jean-Noël Kapferer
Editeur : Dunod
Sommaire par l'éditeur : L'Ere des marques ? Pourquoi bâtir des marques ? Comprendre la logique de marque. Evolutions et mutations de la marque. Un actif stratégique : la marque. Brand equity. La concurrence aujourd'hui. Bâtir des marques fortes aujourd'hui. Communiquer la marque. Marque et innovation. Croissance par extension de marque. Durée de vie des marques. Portefeuille de marques. Mondialisation de la marque. Points de vue sectoriels. Futur des marques. |
Made in America
Le déclin de la marque USA
Auteur : Simon Anholt avec Jeremy Hildreth
Editeur : Dunod
Présentation par l'éditeur : Les États-Unis ne sont pas seulement un pays, ils sont avant tout une marque mondiale délibérément construite à travers l’histoire, depuis l’indépendance coloniale jusqu’à nos jours. Ils sont même en tête du peloton des «mégamarques». Aujourd'hui, l’Amérique est à la croisée des chemins : sa capacité d’attraction s’est beaucoup ternie et pourtant elle reste une terre promise pour bien des peuples. Ce livre analyse la perception de l’Amérique dans le monde via le comportement, l’évolution et les ressorts d’une marque. Il aborde les différentes composantes de sa puissance (diplomatie, médias, marques, etc.) |
Le marché des marques de distributeurs en Italie
Auteur : Etudes et prospective
Editeur : Ubifrance
Présentation par l'éditeur : Présentation détaillée de la grande distribution italienne avec fiches complètes et opérationnelles sur les 12 principaux groupes ;
Identification de la stratégie commerciale de chaque groupe en matière de MDD, politique d’achat et perspectives de développement ;
Analyse approfondie de 8 segments de l’agro-alimentaire porteurs en matière de MDD :
- Produits laitiers ;
- Fruits et légumes ;
- Viande bovine ;
- Produits de la mer ;
- Plats préparés ;
- Crèmes glacées ;
- Biscuits ;
- BVP industrielle.
Les produits alimentaires sous marques de distributeurs progressent sur le marché européen. Dans certains pays comme le Royaume-Uni ou la Belgique, ils représentent déjà près de 40% des ventes de la grande distribution en valeur et entrent en phase de maturité. En Italie, ils ne représentent encore que 12,5% du marché de la grande distribution et bénéficient donc d'un potentiel de développement important. |
Mémento pratique du branding
Comment gérer une marque au quotidien
Auteur : G. Lewi, C. Rogliano
Editeur : Village mondial
Présentation par l'éditeur : Toutes les problématiques liées à la marque et à sa gestion réunies dans un aide-mémoire pratique et accessible, illustré de nombreux cas d'entreprise.
Le branding, ou branding management, est la discipline de la gestion des marques. Aujourd'hui dimension hautement stratégique des entreprises, la marque est très souvent abordée d'un point de vue théorique et conceptuel.
Dans ce Mémento, les auteurs proposent au contraire un véritable mode d'emploi, extrêmement pratique, pour gérer une marque au quotidien.
En 12 chapitres, ils abordent ainsi les problématiques liées aux différentes étapes de la vie d'une marque : création, positionnement, lancement, croissance, cycle de vie, extension et gestion multimarques...
Chaque chapitre se compose d'une partie théorique qui comprend une série de recommandations, d'une interview d'un professionnel (historien des marques, directeur marketing, responsable de la communication…) et de deux cas d'entreprises, succès comme échecs, issus de différents secteurs industriels venant illustrer les différentes approches du sujet traité : Audi, Apple, Taillefine, Orangina, Amazon, Olympique de Marseille.
Complété par un index des marques et un index des concepts, cet ouvrage comprend également de très nombreuses définitions et constitue un véritable guide pratique de la marque. |
Brand lands, hot spots & cool spaces
Welcome to the third place and the total marketing experience
Auteur : Christian Mikunda
Editeur : Kogan page
Présentation par l'éditeur : To successfully establish an emotional bond with a customer, marketers have to access the mind and heart. Linking the desire for entertainment with emotion and putting the customer in the right mood is the key to attracting sales. In this riveting book we are shown how this is achieved in public spaces all over the world. Known as “Third Places” these are locations, apart from home and work, that we choose to visit.
A master of mood management, the author draws on his extensive experience of working with marketers, designers and architects to create pleasurable and memorable sensory experiences. We’re given a unique and fascinating insight into how people’s emotions are influenced through light, colour, smell, sound and other sensory triggers.
From the Peggy Guggenheim Museum in Venice to Caesar’s Palace in Las Vegas, from Swarovski’s Crystal Worlds in Austria to the Guinness Store House in Dublin, we’re taken on an exhilarating voyage of today’s spectacular “Third Places” – the new “experience worlds” – and how they are created.
This is where art meets science: where sophisticated design and cognitive psychology interweave to provide a massage of the soul for customers in stunning shopping malls, flagship stores, inspiring museums, hip hotels, trendy bars, themed restaurants, city centre events, wellness zones, virtual rooms, leisure parks, historical sites, nature trails – in fact, anywhere we choose to spend our free time. |
Brand Rejuvenation
How to protect strengthen and add value to your brand to prevent it from ageing
Auteur : Jean-Marc Lehu
Editeur : Kogan page
Présentation par l'éditeur : Brand Rejuvenation highlights the ageing problem that every brand can potentially face and investigates how companies can take steps to counter the ageing process. For brands today, the battle for survival is never-ending - there are millions of brands around the world and not enough space on the shelves and/or in the consumer's mind to welcome and nurture them. This book provides brand managers with lots of ideas and practical advice on how to implement brand rejuvenation and ageing prevention strategies. |
Understanding brands
Auteur : Peter Cheverton
Editeur : Kogan page
Présentation par l'éditeur : Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed.
Understanding Brands is for those who know that brand management is crucial but who don't know how to go about it. It will help them to understand what a brand is, what it can do for them, and how it supports the strategic goals of the business. It also helps managers to direct and co-ordinate the wide and daunting variety of tasks and experts involved in making brand strategy happen.
Featuring many fascinating real-life examples (both good and bad), Understanding Brands also includes a brand health checklist. Managers of all levels will benefit from its pragmatic advice on positioning, targeting and implementing a brand. |
Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business
Auteurs : John Foley, Julie Kendrick
Editeur : Wiley
Présentation par l'éditeur : Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the BalancedBrand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. BalancedBrand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations. |
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