Brand is not an image or an idea, brand is associations or memory, feelings or emotions, attitudes, beliefs, and values, and experiences and lifestyles. Brand belongs to all of these categories, but the existing brand models almost all work under the assumption that there is only one type of brand,
preventing true successful brand creation.
Here Pogorzelski dives into the four methods and levels that organize the world of brand management, showcasing the research and tools needed to not only entice purchases, but create ideologies and support a specific lifestyle and culture, leading to true successful brands.
Recently, many researchers have found that their work crosses the borders of design, branding and marketing. This orientation finds itself in contrast to the generally discipline-delineated world of academic journal publishing where cross-sector studies often find difficulties in acceptance
(design-based work in marketing being particularly poorly represented). This unique book focuses upon service design, including retail and multi-channel marketing matters pertinent to the current age where physical contact with consumers has resurfaced as an enduring part of the marketing and
branding landscape - complementary to online and virtual worlds. The span of the text goes from what may be regarded as micro-environmental issues of type design and the semiotics of brand meanings towards macro-environmental concerns of city design and ecological threat, all relative to living
within any world (and all worlds) that businesses and consumers may co-create or are invited and welcomed to in their own multi-layered experience.
A brand is just a logo - everyone knows that, don't they? After all, it's not as though a good brand can save a bad business, and besides, the digital revolution is making branding irrelevant...Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge
number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity - these myths are all surprisingly
entrenched, yet could not be further from the truth. Myths of Branding takes the most up-to-date research and evidence to debunk these popular misconceptions, and replaces them with the reality of what it's really like to work in the world of branding. Jam-packed with entertaining anecdotes and
useful information that practitioners can learn from, it guarantees a deeper, sharper understanding of the realities of branding and brand management.
New Perspectives in luxury branding is a collection of key articles in this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain:- The influence of social media on the building of luxury
brands- The effect of the consumption of counterfeit luxury goods on identity- The value of brand extension as a strategy in regards to luxury fashion brands
What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's?
And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang
Schaefer have dedicated themselves to studying what drives the success of prestige brands.
Rethinking Prestige Branding collects their insights.Uncovering the secrets of why and how some brands are created more equal than others, 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 marketing professional just as much as those who are simply curious as to how premium brands tick.
About Wolfgang Schaefer
Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 years as chief strategist he has worked with many of the world's top
marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al.
About JP Kuehlwein
JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. He's also Adjunct Professor of Marketing at NYU Stern and Columbia Business School and leader of the Marketing Institute at The Conference Board think tank. Previously, he was Executive Vice President at Frederic Fekkai & Co as well
as Brand Director and Director of Corporate Strategy at Procter & Gamble.
Table of contents
Section - ONE: Rethinking prestige branding;
Chapter - 01: The times they are a-changing;
Chapter - 02: From marker to myth – a brief history of branding;
Chapter - 03: A new kind of prestige – or what we mean by Ueber-Brands™;
Section - TWO: The seven secrets of Ueber-Brands;
Chapter - 04: Principle 1: Mission incomparable – the first rule is to make your own;
Chapter - 05: Principle 2: Longing versus belonging – the challenge is both;
Chapter - 06: Principle 3: Un-selling – the superiority of seduction;
Chapter - 07: Principle 4: From myth to meaning – the best way up is to go deep;
Chapter - 08: Principle 5: Behold! – the product as manifestation;
Chapter - 09: Principle 6: Living the dream – the bubble shall never burst;
Chapter - 10: Principle 7: Growth without end – the ultimate balancing act
The marketing of tourist destinations requires
continuous strategic planning and decision making. The Branding of Tourist Destinations: Theoretical and Empirical Insights provides researchers and practitioners with an in-depth understanding
of different tourism products, marketing strategies and destination branding tactics,
as well as useful insights into sustainable and responsible tourism practices.The authors present contemporary conceptual discussions and empirical
studies on several aspects of destination branding that help contextualise the attractiveness of a range of tourist destinations. In particular, they explore how tourism marketers, including destination management organisations
(DMOs), formulate strategies and tactics to attract prospective visitors. This book also sheds light on the latest industry developments in travel,
tourism, hospitality and events in
different contexts around the world, including destinations in Sweden, Portugal, Spain, Italy and Ecuador.
Awarded Bronze Medal in the Advertising / Marketing / PR / Event Planning category of the 2021 Axiom Business Book Awards.
In this 2nd edition of award winning The Business of Choice, expert author and consultant Matthew Willcox explores the science of influencing choice, bringing together the work of thousands of behavioral scientists and practitioners. Cutting to the heart of the science, Willcox helps you apply this
to your own marketing and brand strategies, allowing you to use an understanding of how humans naturally decide to make your brand or business a natural choice.
The Business of Choice takes you through the story of how instinct affects our decisions, from its roots in our evolutionary history, to technology and artificial intelligence today. You'll discover how human nature affects how people decide, whether they are making choices for grocery shopping, or
their retirement investments.
The first edition of The Business of Choice was awarded the 2016 Berry – American Marketing Association Book Prize for Best Book in Marketing.
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert
of branding, Jean-Noël Kapferer.
The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of
international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands.
This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands
(luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.
Introducing the innovative concept of Interactive Network Branding (INB), this book offers academics and professionals a theoretical framework, alongside practical examples, to develop INB in the context of small and medium-sized enterprises (SMEs).
Combining a business network approach with contemporary corporate branding research, a variety of topics are explored, including:
strategizing in SME networks,
market management,
corporate identity,
corporate reputation,
human-to-human (H2H) interactions.
This broad range of perspectives, from business networks to corporate branding, highlights the latest trends in both business marketing and organizational research whilst emphasizing the influential role of human actors in SMEs.
Looking at successful cases of INB and analysing cases where branding has gone wrong, Understanding Interactive Network Branding in SME Firms offers guidelines for researchers in marketing theory and practitioners working in SME firms to develop their branding models and processes in fast changing
business environments.