Author : F. Joseph LePla
Publisher : Praeger
Page : 326 pages
File Size : 40,35 MB
Release : 1999-10-30
Category : Business & Economics
ISBN :
This work argues that integrated branding is essential to an organization's success, and gives corporate strategists and decision makers the tools they should need to understand branding and make integrated branding work.
Author : Joe LePla
Publisher : Bloomsbury Publishing USA
Page : 319 pages
File Size : 20,99 MB
Release : 1999-10-30
Category : Business & Economics
ISBN : 0313004285
To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on the right answers to two mutually reinforcing questions: What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called drivers. LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Not just for marketing directors, strategy planners and executive policy makers will also find this to be an essential resource in their quest to increase market leadership and to enhance the bottom line. Through their integrated brand model, LePla and Parker discuss both organization drivers and brand drivers. They see the process as a research-driven one that gets everyone in the organization contributing to the effectiveness of its brands. With brand tools accepted throughout the company, people can determine more easily and accurately whether their decisions and actions will actually further the brand. The authors show how different companies apply their model in different ways. LePla and Parker also include discussions of how to determine brand structure, how an integrated brand applies to marketing communications, and how integrated brands can help companies when they go public.
Author : Hilary JM Topper MPA
Publisher : iUniverse
Page : 215 pages
File Size : 24,6 MB
Release : 2019-11-21
Category : Business & Economics
ISBN : 1532087470
How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment. Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to: • build an integrated marketing plan. • use social media marketing. • recruit ambassadors for your brand. • integrate IoT and wearable tech. • create compelling blog and social content. • increase your SEO. • use public relations, direct mail, and email marketing to tie together the entire process. With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.
Author : Antony Young
Publisher : Macmillan
Page : 361 pages
File Size : 46,32 MB
Release : 2010-12-21
Category : Business & Economics
ISBN : 0230104746
From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: • the future of advertising in traditional media and how to judge the investment’s value in today’s results-driven marketing world • how to get the maximum impact out of digital media, including online searches, social media, and mobile phones • the importance of employing non-traditional media vehicles, such as marketing, PR, branded entertainment, and product placement.
Author : Philip J. Kitchen
Publisher : Springer Nature
Page : 379 pages
File Size : 27,96 MB
Release : 2022-01-03
Category : Business & Economics
ISBN : 3030764168
Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global framework to marketing communications, delivered in a highly readable, cohesive and succinct manner. Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future. Taking a rigorous approach, the textbook provides a critical overview to the modern communications issues found in industry and society today. It offers a concise, stimulating approach in its coverage of IMC and combines insightful knowledge of trends in the global marketplace, consumer and stakeholder issues with wider adoption of a consumer-driven perspective, as well as a roadmap through the bewildering maze of marketing communications. Comprehensively updated and revised throughout to take into account recent industry developments, this new edition also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post-graduate students who would benefit from insightful knowledge of key trends and sharp insights into the important theories and considerations around marketing communications and IMC.
Author : Monika Hestad
Publisher : Routledge
Page : 183 pages
File Size : 12,3 MB
Release : 2016-04-15
Category : Design
ISBN : 1317172728
Why do winning brands appear to be more creative and authentic than less successful ones? Despite the strong link between famous brands and the products sold under their name, there is still a gap in understanding the relationship between product design and brand-building - Monika Hestad plugs that gap. Branding and Product Design discusses key questions about the link between product and brand and about design processes and innovation. It examines these questions on both macro and micro levels and provides the reader with tools to help understand the role of products in building a brand, and how to bring the brand and the product design process together. These are based on the author's research into branding and product design, her years of teaching these topics, and her own industrial practice. Qualitative interviews delivering an 'insider' perspective on major brands bring abstract concepts to life. The book includes case studies from well-known and up-and-coming brands and will prove invaluable to design practitioners, marketers, managers and other professionals working close to designers. It will also benefit those teaching and studying, particularly if they are involved in the new higher education programmes where business schools and design schools are co-operating to reflect the intersection between design and branding.
Author : Lynn Parker
Publisher : AuthorHouse
Page : 392 pages
File Size : 15,78 MB
Release : 2007-04
Category : Business & Economics
ISBN : 1425937063
BRAND DRIVEN "Leaders have a unique ability to not only sell a product but to deliver on a promise. Brand Driven provides a thoughtful approach to make the promise an enduring reality." Cheryl Scott, CEO of Group Health Cooperative "This book brought me a radically fresh perspective on how to think about, link, and integrate the broader concept of corporate branding into the leadership dimension of my everyday work. Reading this will help each and every manager think through the unique complexities of their business, and how to take action and lead from a place that adds value from all parts of the organization." Ronan O'Loan, Senior Organizational Consultant, Microsoft "Every organization needs to know how to deliver on its promise. Brand Driven gives leaders at every level a compass and tools for effectively working toward organizational goals and building company value." Jill Neuville, Human Resources Director, Arlington County, Virginia "The concepts in Brand Driven underline the importance of leaderships' responsibility to deliver their organization's brand promise. Brand Driven is required reading for those who seek long-term customer relationships, repeat business and a legacy of consistent profitability." Thomas Schillar, PhD, Director, Business Leadership Program, University of Puget Sound "Building recruiting and retention strategies around the corporate brand is a brilliant concept, but until now, has been overlooked, misunderstood or undervalued. LePla, Davis and Parker capture the essence of how branding drives strategic decisions, tactics and actions at every level, starting and ending with employees. This is a book that will serve as an invaluable reference for HR and recruiting professionals." Shannon Anderson, Principal, Ignition Partners Venture Capital
Author : Simon Kingsnorth
Publisher : Kogan Page Publishers
Page : 344 pages
File Size : 43,77 MB
Release : 2016-05-03
Category : Business & Economics
ISBN : 0749474718
The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
Author : Singh, Amandeep
Publisher : IGI Global
Page : 310 pages
File Size : 47,92 MB
Release : 2021-06-18
Category : Business & Economics
ISBN : 1799872335
The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability especially in digital marketing. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it is active or passive, we are creating new data that can describe us. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater to the target customers. Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing aids understanding of big data in terms of digital marketing for meaningful analysis of information that can improve marketing efforts and strategies using the latest digital techniques. The chapters cover a wide array of essential marketing topics and techniques, including search engine marketing, consumer behavior, social media marketing, online advertising, and how they interact with big data. This book is essential for professionals and researchers working in the field of analytics, data, and digital marketing, along with marketers, advertisers, brand managers, social media specialists, managers, sales professionals, practitioners, researchers, academicians, and students looking for the latest information on how big data is being used in digital marketing strategies.
Author : P. Kitchen
Publisher : Palgrave Macmillan
Page : 181 pages
File Size : 42,24 MB
Release : 2016-08-27
Category : Business & Economics
ISBN : 9781349367054
A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.
