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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.
Traité de droit de la propriété industrielle - Tome 1
Marques et autres signes distinctifs - Dessins et modèles
Auteurs : Jérôme Passa
Editeur : LGDJ
Présentation par l'éditeur :
Le premier volume de ce traité de droit de la propriété industrielle est consacré aux différents signes distinctifs, nationaux et communautaires, utilisés par les entreprises pour identifier dans le commerce leurs produits ou services ou leur activité et les distinguer de ceux des concurrents (marque, dénomination sociale, nom commercial, enseigne, nom de domaine, appellation d'origine et indication géographique ou de provenance) et aux dessins et modèles, eux aussi nationaux et communautaires, couvrant l'apparence des produits qu'elles fabriquent et commercialisent. Compte tenu de l'évolution des sources de la matière, les développements sont résolument et systématiquement placés dans une perspective internationale et communautaire. C'est ainsi, notamment, que sont minutieusement analysés et exploités les quelque cinquante arrêts rendus par la Cour de justice des Communautés européennes depuis 1996 sur les questions préjudicielles en interprétation de la directive de 1988 sur les marques, ainsi que l'importante jurisprudence de la Cour et du Tribunal de première instance des Communautés relative aux marques communautaires. |
Livre des grandes marques professionnelles - Volume II
Auteurs : Collectif
Editeur : Eyrolles
Présentation par l'éditeur :
Le livre des grandes marques professionnelles vous plonge dans l'univers des produits et services business to business en vous faisant découvrir leur histoire, leurs performances, leurs faits marquants et leurs développements les plus récents.
Ces grandes marques ont été sélectionées par un jury indépendant, le jury des grandes marques, composé de personnalités reconnus pour être d'excellents praticiens des marques. |
BrandSimple
Auteur : Allen P. Adamson
Editeur : Palgrave Macmillan
Description de l'éditeur :
In an era of mixed media messages, in which brands are extended to the breaking point and complex marketing theories compete for attention, it is more difficult than ever to create effective brands. Allen P. Adamson offers a refreshingly simple solution: bring back the basics of good branding and ensure success. Build a brand on a good idea that you test. Make sure the design and message of your brand fits the brand's true meaning, and stay away from unnecessary and complicated strategies. Drawing on his years of experience working with some of the world's top brands, from GE to IBM, Adamson shows how to communicate with customers and make your brand resonate. He also gives a behind-the-scenes look at his work with traditional names like Maxwell House as well as newcomers like JetBlue and iPod, explaining what they do right and wrong. |
Asia's Power Brands
Auteurs : Andy Milligan and Susannah Hart
Editeur : Palgrave Macmillan
Description de l'éditeur :
Brands have played a key role in creating, building and delivering wealth in Asia. This new book from Interbrand, the world's leading branding consultancy, will focus upon a range of critical issues for Asian brands and branding, including who is the Asian consumer, positioning brands in Asia, brand portfolio and brand architecture, valuing Asian brands, the Asian brand experience, etc. and include case studies of leading Asian brands. |
Competitive identity
Auteur : Simon Anholt
Editeur : Palgrave Macmillan
Description de l'éditeur :
Ever since Simon Anholt coined the phrase 'Nation Branding' a decade ago, there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. But until now, there has been little guidance and little agreement on how the techniques of commercial brand management can really be applied to places. For the first time in this authoritative new book, Anholt shares his insights and unique experience in the field, and shows in detail what countries, cities and regions can do to build and sustain their competitive identity.
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The Brand Glossary
Auteurs : Jeff Swystun and Interbrand
Editeur : Palgrave Macmillan
Description de l'éditeur :
Brand language is varied, misunderstood, and abused. With this glossary, Interbrand, the leading brand strategy and design consultancy, has set out to demystify, educate, inform, and entertain.
Recognizing that branding is increasingly accepted as a vital and valuable management function, Interbrand has produced a companion for business and marketing practitioners, branding professionals, executives, academics, and students.
Much more than a glossary, this is an invaluable companion for all those creating and managing brands. The comprehensive list of terms covers each subject in appropriate and manageable detail. It contains illustrations big and small, brand facts, and relevant quotes - all to help communicate the practice of branding. From the outset, the glossary was intended to be more than just a dusty reference book to be left on a shelf. In fact, the branding professionals who contributed to the glossary hope you wear it out by marking up the pages, highlighting key ideas, doodling to inspire a new creation, and scribbling ideas for that next great brand. |
Brand It Yourself: The Fast, Focused Way to Marketplace Magic (Hardcover)
Auteur : Lynn Altman
Description (sur amazon.com) : How companies can stop overthinking the branding process, with faster and better results
Brand It Yourself is about getting a handle on your brand fast—without getting bogged down by research data, focus groups, or company politics.
Lynn Altman believes that branding should be an energizing, exciting process. Unfortunately, too many companies turn it into a complicated grind while burying their commonsense instincts about how to connect with their customers.
Altman and her partner developed a unique process for positioning and promoting any brand quickly, simply, and powerfully. She teaches her clients that they already have all the creativity they need—if they can just learn to overcome the paralysis that often afflicts marketing departments.
In Brand It Yourself, Altman shares her experiences helping companies such as Microsoft, Johnson & Johnson, Merrill Lynch, General Mills, and Verizon develop new products, services, and brand campaigns. She includes case studies of how brands like Folgers and Aquafina found just the right message for a new brand.
Winning the hearts and minds of the consumer is not as daunting or expensive as you might think. With hard work, common sense, and the powerful techniques in Brand It Yourself, your company can develop better branding ideas with less stress and wasted time. |
Sell the Brand First: A New Way to Sell That Improves Customer Loyalty by Fulfilling Their Needs
Auteurs : Dan Stiff
Editeur : Mc Graw Hill
Description de l'éditeur :
A brand has the tremendous power to create a positive experience that will resonate with your customers. So why do you-and most other salespeople- focus on selling your product or service, but not on selling your brand?
Sell the Brand First reveals a fresh, highly effective way to close the sale: by selling to your customers from brand strength. Corporate trainer and brand selling specialist Dan Stiff shares his proven Brand Staircase Method-a four-step process that shows you how to hone in on your customers' mind-sets, create sales pitches based on how your brand fits into your consumers' lifestyles, and fully satisfy the trade buyers' needs and expectations.
Even the most experienced salespeople tend to simply adopt their marketing department's version of their brand. Stiff helps you become a 'Brand Ambassador' by making your brand your own, finding the emotional connection between your customer and your brand, and speaking 'Brand Language' to serve buyers' needs. The Brand Staircase gives you the tools you need to
- Discover the inherent value in your brand and sell from it
- Avoid 'hollow brand promises' and break through the 'glass ceiling of price'
- Build on marketing efforts to leverage your brand's identity and positioning in the marketplace
Stiff illustrates key points through practical selling experience at NCR, DeWALT, and Black & Decker. He combines that knowledge with engaging real-life case studies and proven examples from Fortune 500 companies within multiple industries. His sample dialogues and common brand examples in the marketplace make selling the brand come alive.
Whether you're selling B2B or B2C, or you're a sales manager leading the charge, Sell the Brand First will change the way you look at selling and the way you sell for the better-and for good! |
Branded Customer Service: The New Competitive Edge
Auteurs : Janelle Barlow, Paul Stewart
Editeur : Mc Graw Hill
Table des matières :
Part I: Linking the Big World of Branding to Customer Service 1. The Branding Imperative
2. On Brand or Off Brand?
3. Branding Basics
4. To Brand or Not to Brand
5. Generic Customer Service or Branded Customer Service?
6. Three Brand Power Tools: Likeability, Reinforcement and Consistency
Part II: Imbedding On-brand Service into your Organizational DNA 7. Inside Out Branding'
8. Culture Change: Myth or Possibility
9. Communicating to Ensure Brand Resonance
10. Internal Word of Mouth: the Role of Brand Champions
11. Human Resources: The Window to the Corporate Soul
Part III: The Branded Customer Service Tool Box 12. The Brand or the Bland: Defining Your Product or Service in the Minds of Your Staff
13. Great Brands are Supported from Within: The Role of Management
14. The Theatre as Teacher in the World of Brand Deliver
15. Selling In a Branded World Linking: Your Brand Proposition to your Sales Messages |
Living Brands: Collaboration + Innovation = Customer Fascination
Auteur : Raymond Nadeau
Editeur : Mc Graw Hill
Présentation par l'éditeur : A marketing master reveals how to create brands that tap into customers' lifestyles
In an era of 24/7 marketing, companies are creating 'living brands' which speak directly to how consumers live, as well as what they buy. This revolutionary guide shows you how to tap into the hottest trends by taking cues from the customers.
Raymond Nadeau, the mastermind behind Celine Dion's and Jennifer Lopez's fragrances shows how to search for alternative ways of connecting to consumers on deeper levels, breaking free of the focus group. By doing so, you can overcome the challenges where markets are fragmented along cultural, geographical, sociological, and aspirational lines.
Key features
Thought leaders at five of the world's top branding agencies reveal time-tested secrets of successful branding
Filled with interviews, case studies, and detailed action plans from top marketing, branding, and ad agency executives
Based on the author's groundbreaking 'Living Brands, Living Media' strategy, profiled in Brandweek and on CNN
Raymond Nadeau is a frequent speaker at industry events worldwide, including Ad Age's conferences.
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Corporate Reputations, Branding and People Management
A Strategic Approach to HR
Auteurs : Graeme Martin, Susan Hetrick
Editeur : Elsevier
Présentation par l'éditeur : The book helps HR practitioners understand corporate-level concepts and their relevance to the key strategic agendas of organisations by drawing on a wide range of ideas from branding, marketing, communications, public relations and reputation management. It then examines how effective people management strategies and the role of HR specialist can contribute to this corporate agenda. This contribution lies in four key areas: organisational communications strategies, developing compelling employee value propositions and employer branding; HR strategies, employer of choice policies and talent management; creating new forms of psychological contracts and building stronger individual-organisational linkages through employee identification, employee commitment and psychological ownership; and in developing supportive employee behaviours. The book is based on a new model of the links between HR, corporate reputation and branding, developed from an extensive review and synthesis of different bodies of management literature. This model has been refined from extensive case research and practical experience in building corporate reputations and brands. Specially researched cases include Orange, Aegon, Scottish Enterprise, Hudson International, BSkyB, Standard Life Investments and the Royal Bank of Scotland. |
From Brand Vision to Brand Evaluation
The strategic process of growing and strengthening brands
Auteur : Leslie de Chernatony
Editeur : Elsevier
Présentation par l'éditeur : The second edition of From Brand Vision to Brand Evaluation presents the reader with practical applications for brand enhancement that build upon the theoretical background outlined in Creating Powerful Brands, a hugely successful text co-written by the author.
The first edition has been used by marketing and brand practitioners, as well as students of marketing, around the world to help them understand and implement strategies to strengthen brands. The powerful model at the core of the book is based on wide consultancy and research with companies and provides a unique framework for brand management.
It provides a flowchart for progressing the brand building process from strategy through tactics to implementation. Each stage in the flow process is examined to demonstrate how it can be applied in a real business context. The book provides an authoritative template for understanding the steps to maintaining, building and maximizing brand value.
The best practice will therefore be allied to templates that allow people to undertake appropriate activity within their company. It will
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Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business
Auteur : 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. |
Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers With Your Brand
Auteur : Robert Passikoff
Editeur : Wiley
Table of contents :
Foreword
Jack Trout.
Acknowledgments.
Introduction: Why the Four P’s No Longer Work and the Three Words (Including Loyalty) That Took Their Place.
Chapter 1 Why Marketers Can’t Predict Customer Behavior—Whoops, Now They Can.
Chapter 2 From Brand Guessing to Brand Building: How to Profitably Engage Your Customer.
Chapter 3 How to Measure Customer Values, Expectations, and Loyalty.
Chapter 4 Loyalty Is 70 Percent Emotional: An Emotional Bond Engages Customers and Makes Money.
Chapter 5 Easy-to-Implement Customer Loyalty Metrics: How to Supercharge Traditional Research and Marketing.
Chapter 6 The Four Proven Drivers of Customer Loyalty: A Category-by-Category Exposé.
Chapter 7 The Power of Human and Celebrity-Based Brands: When It Works, When It’s Wasted.
Chapter 8 The Future of Branding.
Conclusion.
Epilogue Don E. Schultz, PhD.
Index. |
Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition
Auteur : Alina Wheeler
Editeur : Wiley
Présentation par l'éditeur : This innovative approach -- blending practicality and creativity -- is now in full-color!
From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.
Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities. |
Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business
Auteurs : Libby Sartain, Mark schumann
Editeur : Wiley
Présentation par l'éditeur : In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step-by-step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business—ensuring consistent authenticity, substance, and voice throughout the business—any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people. |
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