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Branding


41. 

Archetypes in Branding

Archetypes in Branding

By: Margaret Hartwell; Joshua C. Chen

Publisher: HOW Books

Publication Date: 16-AUG-2012

Insert Date: 08-MAR-2013

Slots: 1.0

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Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. Combined with a companion deck of sixty original archetype cards, this kit will give you a practical tool to: Reveal your brand's motivations, how it moves in the world, what its trigger points are and why it attracts certain customers. Forge relationships with the myriad stakeholders that affect your business. Empower your team to access their creativity and innovate with integrity. Readers will use this tool over and over again to inform and enliven...

42. 

The Logo Brainstorm Book

The Logo Brainstorm Book

By: Jim Krause

Publisher: HOW Books

Publication Date: 11-JUL-2012

Insert Date: 08-MAR-2013

Slots: 1.0

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Don't Wait for Inspiration to Strike Whether you're facing a new logo project or you've reached a block in your current work, The Logo Brainstorm Book will inspire you to consider fresh creative approaches that will spark appealing, functional and enduring design solutions. Award-winning designer Jim Krause (author of the popular Index series) offers a smart, systemic exploration of different kinds of logos and logo elements, including: Symbols Monograms Typographic Logos Type and Symbol Combinations Emblems Color Palettes Through a combination of original, visual...

43. 

How Cool Brands Stay Hot, 2nd Edition

How Cool Brands Stay Hot, 2nd Edition

By: Joeri Van Den Bergh; Mattias Behrer

Publisher: Kogan Page

Publication Date: 03-MAR-2013

Insert Date: 19-FEB-2013

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Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies to reach this critical generation? This revised and updated 2nd edition of How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. Full of statistics and case studies...

44. 

Luxury Brand Management: A World of Privilege, 2nd Edition

Luxury Brand Management: A World of Privilege, 2nd Edition

By: 

Publisher: John Wiley & Sons

Publication Date: 14-AUG-2012

Insert Date: 01-FEB-2013

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The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive...

45. 

Luxury World

Luxury World

By: Mark Tungate

Publisher: Kogan Page

Publication Date: 03-OCT-2009

Insert Date: 04-DEC-2012

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The word "luxury" has almost lost its meaning. Once used to describe genuinely prestigious products or places, the concept of luxury has been hijacked by a multitude of aspiring or overpriced commodities, from foot spas to chocolates. So what is real luxury? Which are the genuine luxury brands, and how have they reacted to the rise of the "mass luxury" sector? What strategies do they use to lift themselves into the realm of the truly elite? Who are their customers - and what kind of lives do these remarkable people lead? How do luxury brands attract and retain them? And above all,...

46. 

Jamie Oliver: Erfolg nach Rezept

Jamie Oliver: Erfolg nach Rezept

By: Trevor Clawson

Publisher: Wiley-VCH Verlag

Publication Date: 13-APR-2011

Insert Date: 09-NOV-2012

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Das Buch gibt einen Überblick über Jamies Karriere und über die Anfänge seines Erfolgs bis heute. Das Besondere bei Jamie Oliver ist, dass er sich selbst und das, was er tut, gewinnbringend zu einer überzeugenden Marke international ausgebaut hat. ...

47. 

Branded Beauty

Branded Beauty

By: Mark Tungate

Publisher: Kogan Page

Publication Date: 03-OCT-2011

Insert Date: 09-NOV-2012

Slots: 1.0

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Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery - even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers that they'll have to invest if they want to look their best. In Branded Beauty, Mark Tungate delves into the history and evolution of the beauty business. From luxury boutiques in Paris to tattoo parlours in Brooklyn, he talks to the people who've made skin their trade. He analyses the marketing strategies used by those who create and sell beauty...

48. 

The Luxury Strategy, 2nd Edition

The Luxury Strategy, 2nd Edition

By: Jean-Noël Kapferer; Vincent Bastien

Publisher: Kogan Page

Publication Date: 03-SEP-2012

Insert Date: 08-NOV-2012

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The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human...

49. 

Basics Fashion Management 02: Fashion Promotion

Basics Fashion Management 02: Fashion Promotion

By: Gwyneth Gwyneth Moore

Publisher: AVA Publishing

Publication Date: 01-NOV-2012

Insert Date: 07-NOV-2012

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Fashion Promotion: Building a brand through marketing and communication by Gwyneth Moore examines what's required for a 21st century fashion brand to make its mark and stay visible in a shifting consumer landscape. It addresses the new ways in which brands engage with customers, through the latest digital channels as well as traditional methods. It is up to date, full of eye-catching outfits, celebrity models, designers and bloggers and full of useful, relevant information from leading figures working in fashion today. Topics covered include developing a brand from an original idea, the...

50. 

New Strategies for Reputation Management

New Strategies for Reputation Management

By: Andrew Andrew Griffin

Publisher: Kogan Page

Publication Date: 03-DEC-2007

Insert Date: 06-NOV-2012

Slots: 1.0

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Only 31% of people trust business leaders to tell the truth according to a survey conducted by the Institute of Business Ethics. A damaged reputation can have severe knock-on effects on the bottom line, and most corporates value their reputations accordingly. New Strategies For Reputation Management shows you how to take the initiative and ensure your company's reputation can withstand the major crises and unforeseen events which may try to engulf it. Author Andrew Griffin shows that standard thinking on reputation management is often inadequate for today's information age. With...

51. 

How to Succeed at Retail

How to Succeed at Retail

By: Keith Lincoln; Lars Thomassen

Publisher: Kogan Page

Publication Date: 03-MAY-2009

Insert Date: 06-NOV-2012

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Who are the world's best retail brands? Is there a formula for success you can learn from? How to Succeed at Retail helps you find the key factors that will make you successful. Building on the process introduced in the international bestseller Retailization, it begins by encouraging you to become 'retail obsessed' and to think strategically, creatively and operationally in a retail context. It then illustrates success in action with 25 winning international case studies that show you some inspirational ways forward. Fast-paced and accessible, it concludes with an operational methodology...

52. 

Private Label

Private Label

By: Keith Keith Lincoln

Publisher: Kogan Page

Publication Date: 03-MAY-2009

Insert Date: 06-NOV-2012

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Private Label is a powerful and compelling book of international scope on both the dangers and the opportunities posed by the rapid growth in recent years of private label or retail brands (those owned, sold and distributed by retailers). Private label growth is outpacing that of manufacturer brands, and the private label industry is now worth an estimated one trillion US dollars. Debunking the myths and looking at all possible scenarios, Private Label encourages brand owners to see the "own brand" problem as a genuine business opportunity that will inspire them to innovate. Moreover,...

53. 

Living the Brand, 3rd Edition

Living the Brand, 3rd Edition

By: Nicholas Nicholas Ind

Publisher: Kogan Page

Publication Date: 03-OCT-2007

Insert Date: 03-NOV-2012

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Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand. Living the Brand demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals. This practical, inspirational book shows you that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand has relevance and...

54. 

Valuing Roles

Valuing Roles

By: Michael Michael Armstrong

Publisher: Kogan Page

Publication Date: 03-FEB-2008

Insert Date: 03-NOV-2012

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Valuing Roles gives you practical advice on how to determine employee worth, as well as how to structure and implement approaches that recognize it. The book highlights the benefits and risks of the different approaches your organization can use, putting job evaluation into perspective and demonstrating how it links to other people, pay-related processes, systems and policies, ensuring a transparent framework for talent management. Written by two highly experienced practitioners, Michael Armstrong and Ann Cummins, the book thoroughly examines the 'why' and 'how' behind the concept, giving...

55. 

Profit Brand

Profit Brand

By: Nick Nick Wreden

Publisher: Kogan Page

Publication Date: 03-SEP-2005

Insert Date: 03-NOV-2012

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Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, align the organization - including marketing - with common benchmarks and ensure that customers buy not once, but again and again and again. Profit Brand also illustrates how to do business on customer terms - the one competitive differentiator that cannot be duplicated in today's consumer economy. Focusing on concepts commonly ignored in marketing books - profitability, accountability and sustainability - and packed with global...

56. 

Creating Passion Brands

Creating Passion Brands

By: Helen Helen Edwards

Publisher: Kogan Page

Publication Date: 03-SEP-2005

Insert Date: 03-NOV-2012

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At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim. Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between brands and consumers. Through interviews and case studies, the authors show how belief-led brands like Google, Innocent, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are passion...

57. 

BrandChild

BrandChild

By: Martin Martin Lindstrom

Publisher: Kogan Page

Publication Date: 03-OCT-2004

Insert Date: 03-NOV-2012

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Praise and Reviews "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation..." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "BRANDchild will be a valuable addition to our industry's literature." - Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson "Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom." - Stann...

58. 

Retailization

Retailization

By: Lars Lars Thomassen

Publisher: Kogan Page

Publication Date: 03-MAY-2006

Insert Date: 02-NOV-2012

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In perhaps the most creative and authoritative book on selling brands ever written, international business experts Keith Lincoln, Anthony Aconis and Lars Thomassen, reveal how the world's most successful brands sell themselves to today's increasingly demanding shoppers and retailers. As the world of mass communications evolves into the world of media of the masses the very concept of the brand is transforming - from branding to the shelf to branding from the shelf. Two years in the analysis Retailization is the largest study ever conducted on how corporations and their brands are dealing (or...

59. 

Brand New Brand Thinking

Brand New Brand Thinking

By: Merry Merry Baskin

Publisher: Kogan Page

Publication Date: 03-DEC-2005

Insert Date: 02-NOV-2012

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The way that the advertising industry operates has changed greatly in recent years. This volume seeks to pull together these new ideas - with suggestions on what to do in practical terms - into one "compilation" volume. Each chapter has been contributed by a different expert who has something to say on the traditional themes of strategy, research, creativity and collaboration. In an age of information overload, the aim of the work is to provide a short-cut to the thinking and encourage the reader to rethink their basic assumptions on branding and advertising. Topics covered include:...

60. 

The Better Mousetrap

The Better Mousetrap

By: Simon Pont

Publisher: Kogan Page

Publication Date: 03-NOV-2012

Insert Date: 18-OCT-2012

Slots: 1.0

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Advertising can be great. Great advertising, that is. Brands can live or die on the power of their advertising and the advertiser's role is to build better mousetraps. But why do we love certain brands - the one's that feel like ours - and passionately or indifferently reject the rest? What do our brands say about us? And why do we feel so compelled to use digital brands to say even more? Advertising has always been the hard sell and subtle hustle that piques our interest and gets us thinking, I WANT that - but in a world that now moves with binary speed, the Brand Game is taking...