A New Brand World
Title | A New Brand World PDF eBook |
Author | Scott Bedbury |
Publisher | Penguin |
Pages | 244 |
Release | 2003-02-25 |
Genre | Business & Economics |
ISBN | 9780142001905 |
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
A New Brand World
Title | A New Brand World PDF eBook |
Author | Scott Bedbury |
Publisher | Penguin |
Pages | 244 |
Release | 2003-02-25 |
Genre | Business & Economics |
ISBN | 1101200286 |
What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands of recent years, explains this often mysterious process by setting out the principles that helped these companies become leaders in their respective industries. With illuminating anecdotes from his own in-the-trenches experiences and dozens of case studies of other winning—and failed—branding efforts (including Harley-Davidson, Guinness, The Gap, and Disney), Bedbury offers practical, battle-tested advice for keeping any business at the top of its game.
Branding New York
Title | Branding New York PDF eBook |
Author | Miriam Greenberg |
Publisher | Routledge |
Pages | 411 |
Release | 2009-09-10 |
Genre | Architecture |
ISBN | 1135919119 |
Winner of the 2009 Robert Park Book Award for best Community and Urban Sociology book! Branding New York traces the rise of New York City as a brand and the resultant transformation of urban politics and public life. Greenberg addresses the role of "image" in urban history, showing who produces brands and how, and demonstrates the enormous consequences of branding. She shows that the branding of New York was not simply a marketing tool; rather it was a political strategy meant to legitimatize market-based solutions over social objectives.
(Re)inventing the Brand
Title | (Re)inventing the Brand PDF eBook |
Author | Jean-Noël Kapferer |
Publisher | Kogan Page Publishers |
Pages | 248 |
Release | 2001 |
Genre | Business & Economics |
ISBN | 9780749435936 |
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
Brand Management 101
Title | Brand Management 101 PDF eBook |
Author | Mainak Dhar |
Publisher | John Wiley & Sons |
Pages | 225 |
Release | 2007-05-21 |
Genre | Business & Economics |
ISBN | 0470822295 |
"Brand Management 101" offers 101 "lessons" into the real world application of marketing principles. Broadly structured around the Ps of marketing, it offers provocative insights into how marketing challenges can be dealt with in the marketplace
The World Book Encyclopedia
Title | The World Book Encyclopedia PDF eBook |
Author | |
Publisher | |
Pages | 554 |
Release | 2002 |
Genre | Encyclopedias and dictionaries |
ISBN |
An encyclopedia designed especially to meet the needs of elementary, junior high, and senior high school students.
Brand Aid
Title | Brand Aid PDF eBook |
Author | Lisa Ann Richey |
Publisher | U of Minnesota Press |
Pages | 349 |
Release | 2013-11-30 |
Genre | Political Science |
ISBN | 145291656X |
“Has there ever been a better reason to shop?” asks an ad for the Product RED American Express card, telling members who use the card that buying “cappuccinos or cashmere” will help to fight AIDS in Africa. Cofounded in 2006 by the rock star Bono, Product RED has been a particularly successful example of a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. In Brand Aid, Lisa Ann Richey and Stefano Ponte offer a deeply informed and stinging critique of “compassionate consumption.” Campaigns like Product RED and its precursors, such as Lance Armstrong’s Livestrong and the pink-ribbon project in support of breast cancer research, advance the expansion of consumption far more than they meet the needs of the people they ostensibly serve. At the same time, such campaigns sell both the suffering of Africans with AIDS (in the case of Product RED) and the power of the average consumer to ameliorate it through familiar and highly effective media representations. Using Product RED as its focal point, this book explores how corporations like American Express, Armani, Gap, and Hallmark promote compassionate consumption to improve their ethical profile and value without significantly altering their business model, protecting themselves from the threat to their bottom lines posed by a genuinely engaged consumer activism. Coupled with the phenomenon of celebrity activism and expertise as embodied by Bono, Richey and Ponte argue that this “causumerism” represents a deeply troubling shift in relief efforts, effectively delinking the relationship between capitalist production and global poverty.