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1. |  Les nouveaux défis du Brand Content: Au-delà du contenu de marque By: Thomas Jamet Publisher: Pearson France Publication Date: 31-MAY-2013 Insert Date: 07-JUN-2013 Slots: 1.0 | Overview: Les nouveaux défis du Brand Content: Au-delà du contenu de marque
« Le Brand Content c'est finalement ce que devrait être la bonne publicité. Un échange entre une marque réussissant à construire une relation émotionnelle avec son public et un consommateur ayant le sentiment d'être diverti sans sentir la pesanteur d'une pression commerciale. » Olivier Altmann, co-président de Publicis Conseil
Face à des audiences fragmentées et un écosystème média où tout est connecté et simultané, quelles solutions concrètes, ludiques, engageantes et surtout efficaces est-il possible d’apporter aux marques ? La nouvelle donne consiste aujourd’hui à envisager le Brand...
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2. |  By: Jacky Tai; Wilson Chew Publisher: Marshall Cavendish International (Asia) Publication Date: 01-MAR-2011 Insert Date: 31-MAY-2013 Slots: 1.0 | Overview: B2B
If you are involved in running a business and are beginning to wonder when you should start looking into branding (how does it work, anyway?), brace yourself. According to Jacky Tai and Wilson Chew, you should have started your branding exercise yesterday! This book distils the authors' wealth of experience in grappling with branding strategies in the real world into a practical and easy-to-understand guide for everyone involved in branding.Revised from the 2007 bestseller, Transforming Your Business Into A Brand, this updated branding manual will show you just how a business becomes a...
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3. |  By: Jacky Tai Publisher: Marshall Cavendish International (Asia) Publication Date: 01-MAR-2009 Insert Date: 31-MAY-2013 Slots: 1.0 | Overview: Get A Name
So many companies and brands out there in the market, it will be impossible to stand out without a great name. Just imagine, there are already more than 150,000 companies operating in a small country like Singapore. How will your brand stand out if it doesn't have a great name? Finding a great name is also no longer easy because of the proliferation of companies and brands in our society. Chances are, the name you think of has already been registered and trademarked by someone else. So, what do you do? The 10 Rules Of Naming will show you how to create a powerful brand name in a simple,...
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4. | Rough Cuts  By: Chris Boudreaux; Susan F. Emerick Publisher: Prentice Hall Publication Date: 23-AUG-2013 Insert Date: 29-MAY-2013 | /c
Brands that empower employees and customers
generate significantly greater awareness and revenues, while also
decreasing costs of marketing, selling, and customer service.
However, employees must engage in public, real-time conversations.
And most people are not professional communicators.
Enabling employees and partners in modern
business requires new skills, business processes, governance,
measurement, and infrastructure. In addition, leaders must learn
new ways of managing risk, while helping employees build and manage
external relationships in real time. Nearly every industry...
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5. |  By: Jonathan Gabay Publisher: Marshall Cavendish International (Asia) Publication Date: 01-JUN-2012 Insert Date: 03-MAY-2013 Slots: 1.0 | Overview: The Brand Messiah
Joshua is a self-made man who has become one of the world's most respected brand experts. His communications empire promotes everything from Playboy subscriptions to hunger charities. Joshua is always one step ahead of the game. Then one day, he is diagnosed with cancer. Joshua is forced to reassess his life and puts his experiences towards philanthropic projects in his final years. He dies a legend.60 years pass. The world enters a new era, obsessed with materialism, image, personal wellbeing and power. Propaganda becomes noise and cynicism becomes the new capitalism. Enter Paul. Part...
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6. |  By: John Simmons Publisher: Marshall Cavendish International (Asia) Publication Date: 01-JUL-2011 Insert Date: 03-MAY-2013 Slots: 1.0 | Overview: Innocent
Innocent Drinks is a business phenomenon of the last decade. Founded in 1998 by three college friends, Innocent has grown at an amazing rate to become the UK's fastest growing food and drink business in 2005. Even more impressive has been the growth of its brand legend. Innocent is one of those brands that everyone in the marketing world refers to with awe, affection and sometimes envy.
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7. |  By: John Simmons Publisher: Marshall Cavendish International (Asia) Publication Date: 01-JAN-2006 Insert Date: 30-APR-2013 Slots: 1.0 | Overview: The Invisible Grail
In his influential book, We, Me, Them & It, John Simmons changed the way many people think about writing for business. In this book, he looks at how language, words and storytelling can create and build strong brands. The Invisible Grail takes its readers on a journey that looks at some of the world's biggest brands (such as Guinness and Unilever) and examines how they have used language to engage their audiences. Moreover, Simmons looks at the smaller emerging brands (such as Innocent and Lush) and their incredible success in connecting with their customers. This search for the "grail",...
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8. |  By: Sarah McCartney Publisher: Marshall Cavendish International (Asia) Publication Date: 01-FEB-2012 Insert Date: 20-APR-2013 Slots: 1.0 | Overview: 100 Great Branding Ideas
Every company, product and service is considered to be a brand today. How you manage and grow that brand can make or break your business. This book contains 100 great branding ideas, extracted from the world's best companies.Ideas provide the fuel for individuals and companies to create value and success. Indeed the power of ideas can even exceed the power of money. One simple idea can be the catalyst to move markets, inspire colleagues and employees, and capture the hearts and imaginations of customers. This book can be that very catalyst. Each branding idea is succinctly described and...
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9. |  Global Brand Power: Leveraging Branding for Long-Term Growth By: Barbara Kahn Publisher: Wharton Digital Press Publication Date: 05-MAR-2013 Insert Date: 17-APR-2013 Slots: 1.0 | Overview: Global Brand Power: Leveraging Branding for Long-Term Growth
Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won’t be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets...
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10. |  By: Stéphane Lacroix; Emilie Bénéteau Publisher: Eyrolles Publication Date: 30-AUG-2012 Insert Date: 10-APR-2013 Slots: 1.0 | Overview: Luxe et licences de marques
PrésentationOpportunités ou risques ?Certaines licences sont une opportunité de vous démarquer de la concurrence et créer de la valeur lorsque d'autres peuvent mettre en péril votre entreprise. Trouver puis bien gérer les licences dans le secteur du luxe peut se révéler très utile pour y réussir.En quoi l'usage des licences est devenu une stratégie de développement de marque et jusqu'où une marque peut-elle aller sans perdre son identité ? Quels conseils donner aux propriétaires de marques et aux licenciés pour créer ensemble des affaires pérennes ?Riche en témoignages et données, cet...
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11. |  Luxe et développement durable By: Alexandre Murat Publisher: Editions d'Organisation Publication Date: 14-SEP-2011 Insert Date: 27-MAR-2013 Slots: 1.0 | Overview: Luxe et développement durable
Présentation
Comment faire évoluer le luxe vers une prise en compte systématique du développement durable ?
Le premier livre consacré aux liens entre le développement durable et le secteur du luxe.
Un texte enrichi d'interviews d'experts du développement durable et du luxe.
De nombreux cas pratiques, graphiques et exemples.
Une analyse exhaustive : état des lieux, premières réponses, recommandations.
A priori, luxe et développement durable n'ont rien en commun. Cet ouvrage documenté, riche en témoignages et en exemples, démontre au contraire que ces deux secteurs opèrent un...
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12. |  By: Margaret Hartwell; Joshua C. Chen Publisher: HOW Books Publication Date: 16-AUG-2012 Insert Date: 08-MAR-2013 Slots: 1.0 | Overview: Archetypes in Branding
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...
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13. |  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 Slots: 1.0 | Overview: How Cool Brands Stay Hot, 2nd Edition 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...
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14. |  Luxury Brand Management: A World of Privilege, 2nd Edition By: Michel Chevalier; Gerald Mazzalovo Publisher: John Wiley & Sons Publication Date: 14-AUG-2012 Insert Date: 01-FEB-2013 Slots: 1.0 | Overview: Luxury Brand Management: A World of Privilege, 2nd Edition
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...
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15. |  By: Mark Tungate Publisher: Kogan Page Publication Date: 03-OCT-2009 Insert Date: 04-DEC-2012 Slots: 1.0 | Overview: Luxury World 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,...
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16. |  Jamie Oliver: Erfolg nach Rezept By: Trevor Clawson Publisher: Wiley-VCH Verlag Publication Date: 13-APR-2011 Insert Date: 09-NOV-2012 Slots: 1.0 | Overview: Jamie Oliver: Erfolg nach Rezept
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.
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17. |  By: Mark Tungate Publisher: Kogan Page Publication Date: 03-OCT-2011 Insert Date: 09-NOV-2012 Slots: 1.0 | Overview: Branded Beauty
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...
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18. |  The Luxury Strategy, 2nd Edition By: Jean-Noël Kapferer; Vincent Bastien Publisher: Kogan Page Publication Date: 03-SEP-2012 Insert Date: 08-NOV-2012 Slots: 1.0 | Overview: The Luxury Strategy, 2nd Edition
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...
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19. |  Basics Fashion Management 02: Fashion Promotion By: Gwyneth Gwyneth Moore Publisher: AVA Publishing Publication Date: 01-NOV-2012 Insert Date: 07-NOV-2012 Slots: 1.0 | Overview: Basics Fashion Management 02: Fashion Promotion 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...
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20. |  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 | Overview: New Strategies for Reputation Management 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...
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