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Livres - 2007
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Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits
 Auteurs : Ben Mack, Mark Joyner (Foreword by), Dave Lakhani (Afterword by)
Editeur : Wiley
Présentation par l'éditeur :
This commonsense guide lets you develop your brand with the same techniques and technologies as the big players—but without all the cost. You’ll learn to master the same three-step plan the big advertisers use and discover the secret to brand continuity from product to product. This valuable resource will help you connect your products with your customers, no matter how small your brand. |
Bottled for Business: The Less Gassy Guide to Entrepreneurship
Auteur : Karan Bilimoria
Editeur : Wiley
Présentation par l'éditeur :
"Every bit as good as the beer itself."
—Sir Richard Branson, Founder and Chairman, Virgin Group
So what does it take to be a successful entrepreneur? There are many different answers, but according to Karan Bilimoria, founder of Cobra Beer, do the following and you won't go far wrong: be creative, go the extra mile, have confidence in yourself and your team, get lucky, be disciplined, take the long-term view, learn constantly and don't be afraid of serious amounts of hard work.
Bottled for Business gets to the heart of how and why Cobra Beer has developed into one of the world's best-loved brands. It is a story infused with the passion, belief, energy and vision of its founder and shares the ups and downs of how Cobra got to where it is today. But more than that, it is a story of inspiration for anyone who has dreams of running their own business. |
Rebuilding Brand America - What we must do to restore our reputation and safeguard the futur of american business abroad
Author : Dick Martin
Publisher : Amacon
Editor's description :
Once the envy of much of the world, America is now roundly disliked and resented. For too many people of other nations, the American Dream of opportunity has degenerated into a reality of selfishness and greed. Indeed, for many, this may be the anti-American century.
Rebuilding Brand America shows how anti-Americanism is not just a reaction to U.S. foreign policy, but also a rejection of the American way of life and business. It also shows how U.S. global companies can help rebuild America's reputation, calling for a new era of "corporate diplomacy"-not simply as a matter of patriotism, but as an essential element of doing business in the 21st century.
Rebuilding Brand America is a vivid and unflinching look at anti-Americanism, from its earliest manifestations in Colonial times to the latest morning headlines and TV news stories. Drawing on exclusive interviews with executives from global icons such as McDonald's, P&G, and FedEx, as well as on his own thorough analysis of the groundbreaking work of the Pew Research Center, the World Values Survey, and thought leaders such as pollster John Zogby, branding expert Keith Reinhard, and foreign affairs commentator Fareed Zakaria, author Dick Martin explains:
- How America is perceived around the world, and why
- How the practice of capitalism in America differs from its practice in the rest of the world, and what that means for U.S. multinational companies
- How many traditional American values differ from ideals in the rest of the world and how that can lead to misunderstandings and conflict
- What branding has to do with anti-Americanism
- How anti-Americanism affects U.S.-based companies, and why it's a bigger problem than many think
- The three most important best practices of global brand leaders
- Why the growing middle classes in places like China and India could be America's most ardent proponents
- Why business can be more effective than government in rebuilding Brand America
- What U.S. businesses can and must do individually and in concert with each other to bring about the change
Based on a deep understanding of anti-Americanism's roots, Rebuilding Brand America is a clear, prescriptive call to action that will help U.S.-based companies prosper in global markets, and, ultimately, begin to restore America's image to its former glory.
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Chapter 1. Branding’s Not Your Job? Actually, It’s Everyone’s Job.
Branding vs. Advertising and Marketing — Completely Different Animals.
The Story of the Eagle, the Crow, and the Shepherd.
You Build and Sustain the Brand!
Advertising as Awareness.
Marketing as a System of Uniting Businesses and Customers.
Branding Is a Process Of Creating Authentically Unique, Emotional Experiences That Yields Evangelicals.
I’m a Brand, You’re a Brand — We’re All Brands!
Widening the Scope of What Constitutes a Brand.
Chapter 2. This is Not Your Father’s Branding Formula.
Defining a Brand.
The Tortoise and the Hare.
Successful Brands Defy Expectations.
Defying Expectations Means Over-Delivering on Your Brand Promise.
Chapter 3. You Got What You Came For — I Did My Job…Didn’t I?
A Typical Service vs. A Unique Experience.
The Crow and the Pitcher.
Building a Brand Doesn’t Happen Overnight (Don’t Kill Your Golden Goose!).
Building a Brand: A Mere Transaction, a Typical Service, or a Unique Experience?
Transactional vs. Unique Experiences.
Typical Service vs. Unique Experience
The Unique, Emotional, Memorable Experience.
Chapter 4. Forget About Me and My Stuff, Let’s Talk About You!
Creating The Ultimate Customer Experience.
The Lion and the Mouse.
Developing Relationships: The Heart and Soul of Branding.
Transcending the Typical: Michelene, Nayan, and Ray.
Branding: If You Build It, They Will Come — But You’ve Got to Sustain It!
Chapter 5. Can I Borrow Your Shoes?
Walking a Mile in Your Customer’s — and Your Employee’s — Shoes.
The Frog Prince.
I Am My Customer.
Your Customers Are Not Clones! Avoiding Thinking Exclusively in Terms of a “Core Customer”.
Be Your Customers and Employees: You Can Fit into Any Size Shoe!
Chapter 6. Get Over Yourself!
We're Not as Great as We Think We Are.
The Fox and the Crow.
“The
Lake
Woebegone Effect”.
Yeah, You’re Good, But Not That Good!
Avoiding “The
Lake
Woebegone Effect”
Chapter 7. You Talkin’ To Me?
You Never Know Who You're Dealing With!
Puss in Boots.
Your Actions Generate Far-Reaching Ripples.
Some Words Are Actions.
Avoiding Negative Ripples.
Chapter 8. Just Call Me Slick!
People Really Hate to be "Sold"
The Wolf in Sheep’s Clothing.
What We’ve Accomplished So Far.
Creating an Authentic Brand Identity: Sincerity Can’t Be Faked!
Inauthentic Brand Identities.
Your Brand Identity Is Deeply Personal.
How Big Organizations Must Generate Personal Brands.
Chapter 9. Branding? LOL!
Branding for the Technology-Driven Business.
The Three Little Pigs.
What Technology Does For Us.
The Downside of Mass Communication.
How to Use Technology to Extend Your Reach Of Influence.
Chapter 10. Bringing it All Together.
Understanding the Roles and Fusion of Advertising and Branding to Create the Ultimate Branding Machine.
The Circus Barker: An Original Deming Tail (Yes, “Tail”!).
Your Brand Is Your Foundation.
Avoid Driving Customers To A Flawed Service!
Conclusion.
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Career Distinction: Stand Out by Building Your Brand
Auteurs : Kirsten Dixson, William Arruda
Editeur : Wiley
Table of Contents :
Acknowledgments.
Foreword.
Introduction.
Chapter 1. Understand the Future of Work.
Chapter 2. Adopt the Career Distinction Mindset.
Chapter 3. Brand Yourself for Career Success.
STEP 1. EXTRACT – UNEARTH YOUR UNIQUE PROMISE OF VALUE.
Chapter 4. Know Yourself to Grow Yourself.
Chapter 5. Remember, It’s What They Think That Counts.
Chapter 6. Define Your Brand Community.
Chapter 7. Tell Your Brand Story.
STEP 2. EXPRESS – COMMUNICATE YOUR BRAND TO YOUR TARGET AUDIENCE.
Chapter 8. Create Your Career-Marketing Tools.
Chapter 9. Express Yourself.
Chapter 10. Assess Your Online Identity.
Chapter 11. Build Your Brand in Bits and Bytes.
STEP 3. EXUDE – MANAGE YOUR BRAND ENVIRONMENT.
Chapter 12. Be On-Brand in all That You Do.
Chapter 13. Get a Visual Identity.
Chapter 14. Increase Your Career Karma.
Summary–Evolve and Resolve.
Index.
About the Authors.
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Brand Management 101: 101 Lessons from Real-World Marketing
Auteur : Mainak Dhar
Editeur : Wiley
Présentation par l'éditeur :
Brand Management 101 offers 101 "lessons" into the real world application of marketing principles. Broadly structured around the Ps of marketing, it offers provocative insights into how marketing challenges can be dealt with in the marketplace. |
Branding Governance: A Participatory Approach to the Brand Building Process
Auteurs : Nicholas Ind, Rune Bjerke
Editeur : Wiley |
The Branding of MTV
Auteur : Paul Temporal
Editeur : Wiley
Présentation par l'éditeur :
There have been few brands that have made such a massive impact on the world stage in such a relatively short time-frame as MTV. It is a household name and virtually all young people, regardless of whether they have access to television, have heard of it. It is a name associated with youth and music and all areas in which the two are involved. It has dominated the market space in the category of music television since its inception and looks like it will continue to do so in the foreseeable future.
This book is not so much a tribute to MTV, although it deserves as much, but an analysis of how the MTV brand has been built.
Global brands do not just arrive by accident - they are carefully and strategically built to match the needs of their target markets. They evolve with those target markets as lifestyles, wants, needs, attitudes, opinions, interests, and many other factors come and go. In addition, global brands successfully manage the differences across countries and cultures.
MTV has managed to do all of these things with startling consistency, another attribute of great brands that stand the test of time. What is more intriguing is that it has done all this in one of the most turbulent times ever experienced in consumer markets, particularly in Asia, where change is endemic. |
Power Brands: Measuring, Making and Managing Brand Success
Auteurs : Hajo Riesenbeck, Jesko Perrey
Editeur : Wiley
Présentation par l'éditeur :
Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.
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Branding 2nd edition
Auteur : Steve Coomber
Editeur : Wiley
Présentation par l'éditeur :
Introduction to Branding
What is the role of branding in the modern world of business? This chapter considers the changing nature of branding, including: current debate about the role of brands; the world's most valuable brands.
Definition of Terms: What is a Brand?
Most people can name examples of brands, but the precise meaning of the concept is more difficult. This chapter examines some of the classic definitions of brand. It includes: the common characteristics brands share; types of brand.
The Evolution of Brands
The modern idea of a brand has its roots in ancient history. This chapter examines how the concept of the brand has evolved. It includes: the introduction of the classical concept of the "product brand"; where we are now in the evolution of branding.
The E-Dimension: E-Branding
Branding on the Internet presents new challenges for e-marketers. This chapter explores the key issues, including: the invisibility of the online brand; the transparency of markets; creating trust online.
The Global Dimension
"One world, one brand" has become a marketing mantra. But is the global brand a good idea? This chapter discusses the challenges of building and sustaining a global brand. These include: the rise of the global brand; reasons for going global; building a global brand; case study: McDonald's; think local; act local.
The State of the Art
Brand theory is constantly evolving. So what are today's hot topics in branding? This chapter explores current trends, including: corporate branding; branding inside the organization; the role of the CEO; brand custodianship.
In Practice: Branding Success Stories
What are the secrets of creating a great brand? This chapter explains how Intel, Toyota, Virgin, and Coca-Cola have managed to create some of the greatest brands of all time. It includes case studies of: Intel's "Intel inside" strategy; Coca-Cola; Virgin; Toyota.
Key Concepts and Thinkers
Branding has its own language. Get to grips with the lexicon of brands through the Express Exec branding glossary in this chapter, which also covers: key concepts; key thinkers.
Resources
Countless words have been written about the subject of branding. This chapter identifies the best branding resources: Websites; books and articles on branding.
Ten Steps to Making Branding Work
Brand theory is one thing; putting it into practice another. This final chapter provides some key insights into creating and sustaining a brand in today's business environment, covering the following steps: own minds, not products; dare to be different; fall in love ("brandlove"); put a price on the brand; make your brand a corporate touchstone; know your place; get continuous feedback; find brand partners; protect your brand; nurture the brand.
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Branding management, 2e éd.
La marque, de l’idée à l’action
Auteurs : Georges Lewi Jérôme Lacœuilhe
Editeur : Pearson Education
Présentation par l'éditeur :
Cet ouvrage présente les concepts fondamentaux de la marque puis explique comment en exploiter les logiques en entreprise, en s’appuyant sur de nombreux exemples.
Cette deuxième édition intègre les éléments à la fois théoriques et pratiques les plus récents dans l’actualité des marques : la place et le développement des marques de distributeurs, les marques de la « net economy » (Google), les liens entre marque et nostalgie, la protection juridique de la marque. Ces apports s’accompagnent d’une actualisation des données et de l’intégration de plus de 25 nouveaux cas et exercices (Puma, Morgan, Picard, Sara Lee…).
Conçu comme un véritable ouvrage de formation, le livre propose dans chaque chapitre une analyse des concepts-clés, abondamment illustrée, puis prolongée par un résumé, des exercices et un mini cas. Il s’adresse aux étudiants en marketing, mais intéressera également les spécialistes de la marque, les chefs de produit et les chefs de marque en entreprises et en agences de publicité.
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Private Label Strategy: How to Meet the Store Brand Challenge
Auteur : Nirmalya Kumar, Jan-Benedict E.M. Steenkamp
Editeur : HBS Press Book
Présentation par l'éditeur :
As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge implications for managers on both sides. Yet, brand manufacturers still cling to their outdated assumptions about private labels. In "Private Label Strategy: How to Meet the Store Brand Challenge," Nirmalya Kumar and Jan-Benedict E.M. Steenkamp describe the new strategies for private labels that retailers are using, and challenge brand manufacturers to develop an effective response. Most important, they lay out actionable strategies for competing against--or collaborating with--private label purveyors. Packed with detailed international case studies, valuable visuals, and hands-on tools, Private Labels enables managers to navigate profitably in this radically altered landscape.
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The 50-Plus Market
Why the Future is Age-Neutral When it Comes to Marketing and Branding Strategies
Auteur : Dick STROUD
Editeur : Kogan Page
Présentation par l'éditeur :
Challenging marketing’s core assumptions about the effects of ageing on consumer behaviour, The 50 Plus Market provides a fresh approach to the way companies interact with their older customers. It explains how the principles of age-neutral marketing will ensure companies capture the vast expenditure generated by this affluent group.
This compelling book analyses all aspects of marketing to this age group. Supported by research from OMD, one of the largest and most influential media communications specialists in the world, The 50 Plus Market is essential reading for those wishing to refine their marketing strategies. |
Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad
Auteur : Dick Martin
Editeur : Mc Graw Hill
Présentation par l'éditeur :
Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence. This book is an exploration of this phenomenon, from its causes and earliest manifestations to current efforts by businesses and other organizations to mitigate it. Based on a deep understanding of anti-Americanism's roots, Rebuilding Brand America is a call to action that will help U.S.-based companies prosper in global markets. |
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