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The Brand Challenge

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en Limba Engleză Paperback – November 2014
The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing Authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)
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Specificații

ISBN-13: 9780749470159
ISBN-10: 0749470151
Pagini: 360
Dimensiuni: 156 x 234 x 19 mm
Greutate: 0.51 kg
Editura: Kogan Page

Notă biografică

Kartikeya Kompella

Cuprins

Chapter - 01: Focus: The future of your company depends on it - Al Ries; Chapter - 02: Identity: Don't lose it - Tony Allen; Chapter - 03: Brand innovation: Embracing change to innovate your brand and accelerate growth - Peter Fisk; Chapter - 04: Bridging the gap between brand idea and delivery in a move-faster-but-be-certain market: Why the traditional process of building a brand needs a reboot - Allen Adamson; Chapter - 05: Luxury branding - Jean-Noël Kapferer; Chapter - 06: Retail brand management: Perception, performance and improvement - Jesko Perrey and Thomas Meyer; Chapter - 07: Why brand matters in B2B - Michael D'Esopo and Simon Glynn; Chapter - 08: Managing media as brands: Case study - branding news organizations - Walter S McDowell, PhD; Chapter - 09: Brand not bland: The financial services challenge - Mike Symes; Chapter - 10: Building a breakthrough non-profit brand - Jocelyne Daw; Chapter - 11: A brand/story conceptual framework - for understanding mass fashion - Joseph H Hancock, II PhD; Chapter - 12: Research advances in the building of hotel brands - Professor John O'Neill; Chapter - 13: The city as a brand - Jeremy Hildreth and JT Singh; Chapter - 14: Technology branding: Building long-term value in a system-update world - Howard Breindel, Jonathan Paisner and Seth Margolis; Chapter - 15: Football brands - Sue Bridgewater