Encyclopedia of Global Brands, 2nd by Contains 270 entries, written in case-study style, that highlight interesting details including how a product originated and was first marketed, how it developed commercially and how it fares today compared with its competitors and its own past history. Included are anecdotes pertaining to the famous, or infamous, marketing strategies and advertising campaigns that managed to capture the sometimes jaded viewers' attention.The Encyclopedia of Global Brands, 2nd Edition, is an update of Encyclopedia of Consumer Brands (ECB):
Encyclopedia of Consumer Brands by This 3 volume set covers 600 of the most popular brands in America from 1950s-early 1990s. Volume 1: Consumable Products. Volume 2: Personal Products. Volume 3: Durable Goods
Consumer Behavior 2017-2018 by Consumer Behavior 2017-2018 presents dozens of surveys analyzing consumer spending characteristics, behavioral responses, and preferences. Easy-to-read summaries of current research and other information useful for retailers, marketers, advertisers, and business consultants are presented. While there are other publications focusing on general consumer behavioral topics, Consumer Behavior 2017-2018 is the only resource that integrates the full spectrum of applied consumer psychology, demographics, and purchasing influences with major consumer surveys.see Part VIII: Brand Preference Surveys
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The Power of Licensing by SJU login required. "This book takes a look at exciting, new and emerging ways licensing can be used to achieve specific brand objectives, illustrated by stories of how some iconic brands have done it well."
Aaker on Branding by "Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know."
Brand Aid, 2nd by "Written by an acknowledged expert with 30 years of experience building world-class brands, Brand Aid covers topics ranging from research and positioning to brand equity management and architecture strategy."
Branding Basics by "Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very dif_ cult for many managers, mainly because they don't realize exactly what and how much goes into this branding process. This book will explain this process. In an easy-to-understand writing style, Gronlund will show you the fundamentals that will help develop a value proposition that will excite customers."
Global Brand Power by "In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously."
Hello, My Name Is Awesome by "In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone--even noncreative types--can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test--two acronyms for what makes or breaks a name."
International brand valuation manual by subtitle: "A complete overview and analysis of brand valuation techniques, methodologies and applications"
Kellogg on Branding in a Hyper-Connected World by "Kellogg on Branding in a Hyper-Connected World offers authoritative guidance on building new brands, revitalizing existing brands, and managing brand portfolios in the rapidly-evolving modern marketplace. Integrating academic theories with practical experience, this book covers fundamental branding concepts, strategies, and effective implementation techniques as applied to today's consumer, today's competition, and the wealth of media at your disposal."
Rethinking Prestige Branding by "Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate the marketing professional just as much as those who are simply curious as to how premium brands tick."
What Great Brands Do by "Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands."