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Branding


1. 

Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

By: 

Publisher: Jossey-Bass

Publication Date: 07-JAN-2014

Insert Date: 05-APR-2014

Slots: 1.0

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A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? In Romancing the Brand, branding expert Tim Halloran reveals what it takes to...

2. 

What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

By: 

Publisher: Jossey-Bass

Publication Date: 07-JAN-2014

Insert Date: 05-APR-2014

Slots: 1.0

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Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business...

3. 

Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit...

4. 

Tu marca personal

Tu marca personal

By: Hubert Rampersad

Publisher: LID Editorial

Publication Date: 01-JUN-2009

Insert Date: 31-MAR-2014

Slots: 1.0

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Hubert Rampersad te enseña a gestionar tus ventajas competitivas para diferenciarte y consolidarte como marca. ...

5. 

Only Connect

Only Connect

By: Robert Mighall

Publisher: LID Editorial

Publication Date: 11-SEP-2013

Insert Date: 28-FEB-2014

Slots: 1.0

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A coherent story can make you better understood, believed in and trusted. So why is the business world only just discovering its power? This book draws on the psychology, history, and of course, the greatest works, of storytelling to show how modern businesses can communicate more effectively and creatively. Robert Mighall explains why story has a universal power to move people. He shows how to build a compelling core story, and apply that across a range of communications. And he demonstrates how trends in social media and content marketing are making this most ancient communication art...

6. 

Made With

Made With

By: Jonh Grant

Publisher: LID Editorial

Publication Date: 12-SEP-2013

Insert Date: 28-FEB-2014

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This book charts the emergence of a vibrant new type of brand from the emerging markets. This new type of brand is Made With – more concerned with design, community and fusion – rather than the classic Western brand that is “Made by” (by Coco Chanel or Steve Jobs) based upon the cult of the ego, icon, author and personality. Through following the inside story of these brands, the reader gets an insightful access into these newly emerging societies, their values and aspirations. The region which this book covers is the Islamic Interland, taking in interviews with leading brand creators in...

7. 

Inside Luxury

Inside Luxury

By:  María Eugenia Girón

Publisher: LID Editorial

Publication Date: 01-APR-2011

Insert Date: 28-FEB-2014

Slots: 1.0

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An in-depth study illustrated with many first hand anecdotes from the author´s experience in the luxury sector. Full of precise facts, it describes the evolution of a growing sector and its increasing implication in social and environmental matters. This is one of the first books to discuss the topic of Eco-luxury and sustainability of the industries in this sector. ...

8. 

En Clave de Marcas

En Clave de Marcas

By: Luis Huete; Antonio Abril; Sameena Ahmad; Tony Allen; Patrick Barwise; Tom Blackett; Deborah Bowker; Jonathan Chajet; Deborah Doane; Iain Ellwood; Paul Feldwick; Alfredo Fraile; Jez Frampton; Giles Gibbons; Andy Hobsbawm; Jan Lindemann; Allan Poulter; Maxwell Raison; John Simmons; Shaun Smith; Josep-Francesc Valls; Rita Clifton; Gonzalo Brujó

Publisher: LID Editorial

Publication Date: 01-JAN-2010

Insert Date: 18-FEB-2014

Slots: 1.0

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La marca es el activo intangible más importante y sostenible de una organización y el principio sobre el que se debería asentar cada acción corporativa que se pusiera en marcha, ya que una compañía que quiera añadir valor a sus procesos debe pensar en sí misma como en una marca. Desde el punto de vista de la inversión, constituye un indicador muy fiable y estable de la salud futura de un negocio. Desde la segunda mitad del siglo XX las marcas han prosperado porque las organizaciones se han ido concienciando de la necesidad de proteger su reputación, lo que les sirve de estímulo para...

9. 

Brands & Rousers

Brands & Rousers

By: Luis Gallardo

Publisher: LID Editorial

Publication Date: 01-OCT-2012

Insert Date: 06-FEB-2014

Slots: 1.0

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“Luis Gallardo expertly guides the reader in understanding the complexity of today’s corporate world and lucidly highlights what the roads to successful and high performance leadership involve. The author’s broad views, based on his solid knowledge as a longstanding business expert, make his book a must read for all leaders. He has made a unique and critical contribution to both the theory and practice of leadership.” George Kohlrieser Professor of Leadership and Organizational Behavior at IMD and internationally bestselling author of Hostage at the Table and Care to Dare “Building...

10. 

Brand and Talent

Brand and Talent

By: Kevin Keohane

Publisher: Kogan Page

Publication Date: 03-FEB-2014

Insert Date: 30-JAN-2014

Slots: 1.0

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Many books talk about brand, still more about talent, yet leading organizations are realising their identity as a service/product provider is virtually inseparable from their identity as a place that attracts, motivates and benefits from thriving talent. In Brand and Talent, author Kevin Keohane looks at how organisations can better communicate with people before, during and after their association with the enterprise. He presents a "joined up" approach that encompasses the needs of brand, marketing, human resources, corporate communications, internal communications and IT. He integrates...

11. 

Auto Brand

Auto Brand

By: Anders Parment

Publisher: Kogan Page

Publication Date: 03-JAN-2014

Insert Date: 18-DEC-2013

Slots: 1.0

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The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automobile industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive...

12. 

Brand Zero

Brand Zero

By: Jacky Tai

Publisher: Marshall Cavendish International (Asia)

Publication Date: 15-NOV-2013

Insert Date: 11-DEC-2013

Slots: 1.0

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If you are thinking of starting up a business - whether online or in a pushcart or a small café — you need to look into your branding. (how does it work, anyway?), brace yourself...According to Jacky Tai, you should start your branding exercise as early as possible. Brand Zero distils the author's wealth of experience in grappling with branding strategies in the real world into a practical and easy-to-understand guide anyone. ...

13. 

The Human Brand: How We Relate to People, Products, and Companies

The Human Brand: How We Relate to People, Products, and Companies

By: 

Publisher: Jossey-Bass

Publication Date: 07-OCT-2013

Insert Date: 14-NOV-2013

Slots: 1.0

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Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way—we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also...

14. 

Brand esSense

Brand esSense

By: Neil Gains

Publisher: Kogan Page

Publication Date: 03-NOV-2013

Insert Date: 19-OCT-2013

Slots: 1.0

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Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Neil Gains shows both the science and the practical applications of how it can be done, and links storytelling to sensory recognition in brand promotion. Drawing on both the latest research he shows how a two-sense product can become a five-sense phenomenon, and how consumers link storytelling archetypes to brand building. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale,...

15. 

Strategic Brand Engagement

Strategic Brand Engagement

By: John G Fisher

Publisher: Kogan Page

Publication Date: 03-NOV-2013

Insert Date: 19-OCT-2013

Slots: 1.0

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The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Communication offers a new approach for developing brand and...

16. 

Content is still king–and if you’re a brand marketer, you need to start thinking like a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational frameworks, and practical approaches for transforming your brand into a highly successful media company. There is a content and media surplus in the marketplace, and there is an attention deficit in the minds of consumers today. Their lives are dynamic and completely unpredictable. They are highly influential and aid their peers down the purchase funnel using organic conversations about the products...

17. 

Basics of Branding

Basics of Branding

By: Jay Gronlund

Publisher: Business Expert Press

Publication Date: 23-AUG-2013

Insert Date: 10-SEP-2013

Slots: 1.0

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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. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with...

18. 

New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and...

19. 

Advanced Brand Management: Managing Brands in a Changing World, 2nd Edition

Advanced Brand Management: Managing Brands in a Changing World, 2nd Edition

By: 

Publisher: John Wiley & Sons

Publication Date: 15-MAR-2010

Insert Date: 17-AUG-2013

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Paul Temporal has written a remarkably insightful book on how to build strong brands. he addresses every issue in brand management with sound theories and marvelous examples. This is one of the best books on brand management to help any company build powerful brands. - Philip Kotler Those building and managing brand assets will find the issues facing them addressed in Advanced Brand Management with clarity, insight, and an easy-to-read style. Chock full of case studies, I especially found useful and stimulating, the author's willingness to offer critical judgments of brand decisions. -...

20. 

Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

By: 

Publisher: John Wiley & Sons

Publication Date: 22-NOV-2011

Insert Date: 17-AUG-2013

Slots: 1.0

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Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get...