Varumärken
845 produkter
845 produkter
Häftad, Svenska, 2024
374 kr
Skickas
Customer experience management på svenska tar upp bristen på CX-verktyg för organisationer och anpassar internationella teorier till svenska förhållanden. Läsaren får ta del av en praktisk guide för systematiskt CX-arbete baserat på svenska värderingar och arbetsformer.Författaren lyfter fram behovet av ett övergripande ramverk för CX-arbetet som involverar hela organisationen och utforskar hur man skapar en gemensam intern kompass utifrån kundinsikter. Rigamonti belyser hur viktigt det är att göra kundens röst hörd internt och erbjuder konkreta metoder för att bygga hållbara relationer både med medarbetare och kunder. Boken riktar sig främst till studenter och yrkesverksamma inom CX, men är även en värdefull resurs för ledare och beslutsfattare som arbetar med att skapa en än mer kundcentrerad verksamhet.
Inbunden, Engelska, 2023
364 kr
Skickas
Learn how to create iconic visual branding that stands the test of time with the innovative tools and inspiration in Logos That Last.*Winner of the 2023 American Graphic Design Award for Book Design from Graphic Design USA**One of the “top 20 books that all graphic designers should read (and own),” according to Adobe.com*Author Allan Peters is an award-winning graphic designer whose expertise in logos and rebranding has been tapped by major media outlets, including The New York Times and CNN. In this landmark guide for designers and brand strategists of any level, Peters distills his knowledge and experience from over two decades of designing for top brands such as Google, Amazon, Disney, Target, and Nike, as well as personal passion projects. Over the years, Peters has developed a unique creative process, which he shares in Logos that Last for the very first time. Learn how to build great relationships with clients while cultivating consistency and productivity.Logos that Last also includes:Detailed case studies that follow designs from concept to completionTips for turning a good idea into a great logoStrategies for extending a great logo into a dynamic brand systemAdvice for turning your passion into your professionWith Logos that Last, discover how to create inventive, thoughtful, and enduring logos using Peters’s own hands-on, step-by-step process.
Inbunden, Engelska, 2024
491 kr
Skickas inom 5-8 vardagar
Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: Over 100 branding subjects, checklists, tools, and diagramsMore than 50 all-new case studies that describe goals, process, strategy, solutions, and resultsNew content on artificial intelligence, virtual reality, social justice, and evidence-based marketingAdditional examples of the best/most important branding and design work of the past few yearsOver 700 illustrations of brand touchpointsMore than 400 quotes from branding experts, CEOs, and design gurusWhether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.
- Nyhet
Inbunden, Engelska, 2026
450 kr
Skickas
From the founder of LogoLounge comes a definitive guide to creating timeless visual identities. The LogoLounge Guide to Iconic Branding blends decades of trend forecasting and practical insight to help designers build logos that last. Known for his annual trend reports and top LinkedIn Learning courses, author Bill Gardner, founder of Gardner Design, reveals the principles, patterns, and processes behind enduring brand marks.This book goes beyond just inspiration—it shows you how to understand trend trajectories, when to evolve or break tradition, and how branding is shifting with emerging technologies like AI, AR, and sonic identity. With more than 500 images, case studies, and a comprehensive look at branding elements, this is a must-have resource for any brand designer.Features include:Expert insights from trend forecaster and LogoLounge founder Bill GardnerCase studies from visionary designers worldwideFrameworks for understanding trends and projecting future visual languagesA global perspective from industries, cultures, and design erasExplorations of future brand environments, including AI, the metaverse, and sensory branding500+ visuals, including logos, identities, timelines, and moreThis visually rich, idea-packed volume is perfect for professional designers, brand strategists, students, and anyone who wants to better understand how branding evolves—and how to build marks that last.
Häftad, Engelska, 2024
151 kr
Skickas inom 5-8 vardagar
Take control of your personal brand and become a person of influence today.Everyone has a personal brand. You have a personal brand with the people you work with, the people you love, the people who serve you your morning coffee and the people who you greet on your morning commute. Every single interaction we have builds a picture of who we are as a person - a personal brand. But what that personal brand looks like depends on whether or not you're willing to take control of your own narrative, or allow other people to write it for you.Written by Amelia Sordell, founder of one of the world's leading personal branding agencies, The Personal Branding Playbook: Turn your personality into your competitive advantage reveals the strategy and tactics Amelia used to build a reach of over 100 million people and a 100% inbound model. This tactical guidebook will first show you how to take control of your personal brand and build an entirely authentic reputation that drive real results. It's strategic take on leveraging your personality to win great clients, attract awesome opportunities and accelerate your personal and professional growth.The Personal Branding Playbook draws on Amelia's real life experience to show how you to: Craft your story.Design your personal brand strategy.Share your story with the world online.Build a community of loyal fans, not followers.Drive inbound leads, opportunities and introductions.Position you as the option, not just an option in your market. Engaging, practical and refreshingly honest, The Personal Branding Playbook: Turn your personality into your competitive advantage is packed with real failures, successes, lessons and strategies from the author, Amelia Sordell's life. This book is the ultimate guide to helping CEOs to freelancers and students leverage their unique personality to gain advantage, and become a person of influence.
Häftad, Svenska, 2024
297 kr
Skickas
Författarna introducerar i boken tre innovativa varumärkesmodeller: power branding, seduction branding och skill branding. I boken illustreras varje modell med konkreta exempel från olika företag, dels storföretag som Volvo Cars, ICA, Gilette, BDO International, och Ocean Infinity, men också medelstora aktörer inom restaurangbranschen, nischad teknik och den privata vårdsektorn.
De tre typerna av varumärken skiljer sig åt genom att man når kunderna på olika sätt, man bygger förtroende på olika sätt och erbjudanden ser ut och kommuniceras på olika sätt eftersom kundernas beslutsmekanismer är olika inom respektive varumärkestyp.
Power branding bygger på enkelhet och tillgänglighet såväl mentalt, affärsmässigt som praktiskt. Man arbetar med koncept som top of mind, kännedom, att dominera kanaler, avtal och partnerskap.
Seduction branding arbetar med vår inre osäkerhet och får oss att längta efter något som skall göra våra liv vackrare, skönare, mer spännande och ärofyllda. Vi identifierar oss med de seduction brands vi gillar och vi ser ned på alternativen.
Skill brands arbetar i smala och nischade sammanhang med att bygga varumärken kring komplexa kundbehov. Det handlar om hur man skapar effektivitet i individualiserad kommunikation, hur man kommunicerar komplexa erbjudanden, hur man ökar sannolikheten för att bli rekommenderad och hur man bygger förtroende kring förmågor snarare än kring produkter eller tjänster.
Carl Schreiter och David Loid är internationellt verksamma som coacher och rådgivare inom ledarskap, kommunikation och varumärkesutveckling. Deras erfarenhet sträcker sig över flera branscher från teknologi och tillverkning till professional services och start-ups. Carl Schreiter är sedan många år bosatt i London och David Loid i Helsingfors.
Även om detta inte är en teori baserad på vetenskapliga studier, tycker jag att boken är riktigt bra och ger ett ramverk för hur en stor eller liten organisation kan tänka kring sitt eget varumärke och sina produkter. Hemligheten bakom framgångsrika varumärken är också väldigt lättillgänglig och exemplen som ges är tydliga och bra. Betyg 4 (av 5)
Fredrik Bankler i BTJ, Bibliotekstjänsts tidning
Boken sätter ljus på hållbarhet, lönsamhet och utveckling för både företaget, varumärket och individen. Vill du skapa ett varumärke som står sig över tid och samtidigt bidrar till utveckling är det den här boken du ska läsa.
VD-tidningen
Inbunden, Engelska, 2018
412 kr
Skickas inom 3-6 vardagar
From the Los Angeles riots to the Columbine High School massacre, Americans witnessed events and purchased items that reflected the best and worst of the decade. Bill Clinton’s presidency was in jeopardy, the digital age had erupted, and Silicon Valley was affecting everyone on the planet. Meanwhile nudity and sex ruled the pages of magazines, selling everything from haute couture to fragrances and microwave ovens. Nirvana entertained Generation X while the “Greatest Generation” considered purchasing a Probe and something called a Hummer.Super Soakers and the game consoles Game Boy and PlayStation were the new toys, as Super Mario World, Gran Turismo, and Sonic the Hedgehog were warping the minds of young people everywhere. Luxury brands were in demand: shoppers coveted a Gucci bag, a Louis Vuitton tote, a Hermes scarf, or a Prada frock. TWA and Continental Airlines still flew the airways and Volkswagen reimagined the Beetle. It was a decade that seemed safely benign, but was jammed with events and consumption on a grand scale, setting the stage for the 21st century.Featuring six chapters that cover a range of advertising, from food and fashion to entertainment and cars, a Desert Storm’s worth of advertising highlights makes All-American Ads of the ’90s a must-have compendium for every Beanie Babies–collecting, Simpsons-watching, pog-hoarding, and Harry Potter–loving citizen of 1990s consumerism.
Häftad, Engelska, 2022
197 kr
Skickas inom 5-8 vardagar
Wonderful book which I couldn't put down. - Charlie Marshall, CEO & Founder, LoafA healthy blast of brutally honest common sense. - Rory Sutherland, Vice Chairman, Ogilvy UKThis needs to be in all marketing/communication colleges. - Malcolm Poynton, Executive Global Chief Creative Officer, Cheil WorldwideThe Brand Book provides a straightforward and practical guide to the fundamentals of brands and branding, enabling anyone in business to create their own powerful brand. Entertainingly written in jargon-free language, the author draws on her experiences of creating new brand strategies across a wide range of categories. Real world examples and case studies, including images from well-known brand campaigns, are used to illustrate the principles that underpin the best of brand practice. The final chapter includes handy templates and checklists to help you develop your own brand.*A number one bestseller in branding and logo design* November 2022
Inbunden, Engelska, 2024
389 kr
Skickas inom 3-6 vardagar
New York Times and USA Today Bestseller“One thing I've learned being around Gary for the last decade is that when he sees new consumer trends or new best practices in marketing, people should listen and act on them.” — Michael Rubin, CEO of Fanatics In his seventh business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk offers fresh, in-depth advice to enhance brand development, grow sales, and beat the competition using modern advertising strategies grounded in social media.In his 2013 bestseller Jab, Jab, Jab, Right Hook, Gary Vaynerchuk showed the world how to create winning content for underpriced attention channels. But since then, new platforms have emerged, others have become less relevant, and algorithms are incentivizing new styles of content. New skills are necessary to create advertising that builds brand and sales.In his latest book, Vaynerchuk argues that today’s fast-growing businesses, brands, content creators, and influencers have one thing in common: They mastered storytelling in areas of underpriced attention, which predominantly exists across a handful of social media platforms. Informed by 20+ years of business and marketing success, he contends that the biggest transformation and opportunity is the “TikTokification of Social Media.” Increasingly, platforms are distributing content based on what users are interested in, rather than who they follow. In Day Trading Attention, Gary offers detailed advice on how small businesses, large corporations, and creators can:Understand attention—what it is, where it is, where it’s underpriced, and how to leverage itProduce relevant, strategic content Use modern advertising platforms to build brand and grow sales in today’s rapidly changing environment
Inbunden, Tyska, 2025
425 kr
Skickas inom 3-6 vardagar
Inbunden, Engelska, 2024
786 kr
Skickas
Celebrating 100 years, Belstaff has been dubbed ‘the coolest British outerwear brand of all time’ by Maxim magazine.Belstaff: Our First 100 Years is a celebratory, visual exploration of the people, designs, and story behind the iconic brand.With historical prestige, Belstaff has been worn by the likes of Hollywood icon Steve McQueen, explorer Ranulph Fiennes, and aviator Amy Johnson when she became the first woman to fly solo from England to Australia in 1930. And today Belstaff prides itself – and its iconic logo – as being synonymous with independent spirits and as the adventurers’ clothier of choice – worn by Brad Pitt, David Beckham, John Boyega, and Ewan McGregor.Belstaff is about the people, passion, and pioneers who have made the company the British beacon that it is today, featuring archive adverts, iconic photos, and the story of British design and innovation. Begun as a family business in 1924 in Stoke-on-Trent, Belstaff put themselves on the fashion map with the novel idea of waxed waterproof cotton for motorcyclists – quickly becoming associated with style, speed, and adventure.This beautiful, sumptuously packaged book features archival designs and never-before-seen photos with an engaging history written by Charlie Porter (menswear journalist and author of What Artists Wear (Penguin) and Jodie Harrison, Belstaff’s global brand director and fashion author.
Inbunden, Engelska, 2025
228 kr
Skickas
Here in lies the story of the meteoric rise, and devastating fall, of Cosmetics To Go, the dynamic cosmetics brand that revolutionised bathing and enchanted customers with their innovative offerings, all well ahead of their time.This book is a journey of invention, following the fortunes of this young company as they create new, ground breaking products – set to revolutionise the cosmetics industry. Read all about the invention of the original bath bomb, shampoo bars and fresh facemasks that have since gone on to become some of LUSH’s most iconic and best-selling products.Featuring artwork and photography from the original Cosmetics to Go catalogue, this new book is an essential read for Cosmetics to Go customers and fans and anyone who wants to know more about the origins of LUSH.
Inbunden, Engelska, 2004
2 222 kr
Skickas inom 10-15 vardagar
Travellers are now spoilt by choice of available holiday destinations. In today's crowded tourism market place, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing Organisations. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism 'practitioners' and academics. Written by a former 'practitioner', Destination Marketing Organisations bridges industry and theory by synthesising a wealth of academic literature of practical value to DMOs. Key learning outcomes are to enhance understanding of the fundamental issues relating to:The rationale for the establishment of DMOsThe structure, roles, goals and functions of DMOsThe key opportunities, challenges and constraints facing DMOsThe complexities of marketing destinations as tourism brandsThe AuthorDr Steven Pike (PhD) spent 17 years in the tourism industry, working in destination marketing organisations, before joining academia. He is currently a Visiting Scholar with the School of Advertising, Marketing and Public Relations at Queensland University of Technology, and Senior Lecturer in the School of Marketing and Tourism at Central Queensland University.
Inbunden, Engelska, 2023
299 kr
Kommande
An unconventional argument for how companies can grow or revitalize businesses through cultural innovationOutside of tech, companies rarely succeed at growing new businesses or revitalizing stagnant ones, even in the categories in which they are most successful. And the model of innovation that tech firms use is an expensive dead end for everyone else. So how can companies build breakthrough innovations without the advantage of breakthrough technology? In How Brands Innovate, Douglas Holt provides an entirely different way to understand how innovation works from the conventional ideas that dominate in business. He argues that market transformations are pushed forward by culture and society rather than new technology or new products. Holt-one of the world's leading thinkers and consultants on cultural approaches to branding, business strategy, and innovation-draws on his decades-long experience to show how companies can buildinnovative new businesses without the advantage of new technology or revitalize businesses that have lost their leading position. Rather than beat competitors within their category, companies like Nike and Starbucks reinvented their categories. Rather than deliver better value, these brands transformed value. And rather than develop a better product, they reimagined their products. For the first time, Holt provides a concise explanation of cultural innovation-the model that details how brands like Nike and Starbucks came to be-and shows exactly how to do cultural innovation, providing a step-by-step model for analysis andthen a framework for designing innovations. He draws on his own consulting work to walk readers through successful re-branding, innovations, and strategies with major global corporations like Patagonia, Huawei, and REI.
Inbunden, Engelska, 2021
259 kr
Skickas inom 5-8 vardagar
Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace.Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
Inbunden, Engelska, 2024
301 kr
Skickas inom 5-8 vardagar
In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with their target audiences across media channels. People want more than a utilitarian benefit—stories are ultimately what drive us to engage with brands. And we want to align ourselves with brands that are ethical and purpose-driven and that take responsibility for their actions and messaging.This indispensable book reveals what makes brand stories “shareworthy” and guides readers through creating relevant and resonant advertising. Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive—and that audiences enthusiastically share. They demonstrate that shareworthy storytelling embraces diversity, equity, inclusion, purpose, and brand activism and eschews tropes, stereotypes, and negative messaging. The book features candid interviews with expert practitioners spanning diverse global communities who share the hard-earned wisdom of their award-winning campaigns, as well as insightful case studies from major companies such as Amazon, Nike, the New York Times, and Dove. Timely and actionable, Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.
Inbunden, Engelska, 2026
326 kr
Skickas inom 5-8 vardagar
The most powerful brands don’t just capture attention—they ignite change. Branding as a Cultural Force invites readers to reimagine branding as a force for good, one that shapes culture, sparks movements, and drives meaningful social impact.Going beyond traditional branding, Robin Landa explores how companies play pivotal roles in shaping culture, advancing causes, and forging emotional connections with their audiences. While most branding guides focus on commercial success, this book emphasizes how brands can align with their audiences’ values to drive social transformation. Through real-world case studies and practical strategies, it reframes branding as a tool for influence, advocacy, and activism.A standout feature of this book is a series of exclusive interviews with leading voices in branding, design, and advertising. These creative professionals share how they craft resonant campaigns, establish cultural legacies, and stay grounded in core values, offering insights for building brands that stand for more than just profit.Branding as a Cultural Force provides actionable guidance on telling authentic brand stories, aligning with consumer values, and creating shareworthy campaigns. With a distinctive focus on the intersection of brand purpose and cultural impact, this book challenges readers to rethink branding as a vehicle for systemic change.
Inbunden, Engelska, 2017
471 kr
Skickas inom 5-8 vardagar
“To have the preeminent graphic designer in America—the leading proponent of the Modern—intelligently and forcefully speak out makes this a document for today and the ages. Rand’s book is a classic.”—Stephen Heller (1993) Paul Rand (1914–1996) was a pioneer in the field of advertising design and typography, and his work still exerts a profound influence on the design profession. First published to critical acclaim in 1993, and long unavailable, Design, Form, and Chaos is now back in print. Exploring graphic design challenges such as the values behind aesthetics, the role of intuition, selecting a typeface, and the place of market research, the book elegantly demonstrates how utility and beauty can be effectively combined. Illustrated with examples of Rand’s own remarkable graphic design, as well as with the work of artists he admired, the book features seven portfolios that he used to present logos to clients such as Next, IDEO, and IBM. Clearly one of the most important books in the history of 20th-century American design, Design, Form, and Chaos is a must have for any student or professional.
Häftad, Engelska, 2020
103 kr
Skickas inom 5-8 vardagar
'For everyone who wants to build their online presence, the RIGHT way!' - Julie Montagu, wellness guru and author of RechargeThe inspirational new book from the author of The Million Dollar Blog -- discover how to build an authoritative and authentic personal brand that will change your life.If you google yourself, what do you see? Do you blend in with the masses or stand out from the crowd? Are you recognised as a thought-leader in your industry? Or are you watching others build their profile and wondering if you are being left behind?Whether you're an entrepreneur, executive, expert or an employee, how you present yourself online has a huge impact on your professional reputation. We are lucky to live in a world where everyone now has the power to publish and create micro-fame by putting out content - word by word, post by post, video by video. But how do you grab people's attention in today's noisy online world?Using a combination of technical know-how, insider tips and interviews with prominent online influencers and business owners, entrepreneur and digital strategist Natasha Courtenay-Smith shows how anyone can build a strong personal brand and become the most visible expert in their industry.#StandOutOnline is the ultimate guide to building a powerful and influential personal brand that will create boundless opportunities for you and your business. Now is the time for you to find your voice and step into the spotlight.PRAISE FOR #StandOutOnline:'All the practical, wise nuggets of advice you need to get started and dig in deep are in the pages of #StandOutOnline' - Emma Gannon, award-winning blogger and author of Ctrl Alt Delete and The Multi-Hyphen Method'Every single budding and established digital entrepreneur needs to read this enlightening book. Unmissable.' - Vicki Psarias, author of Mumboss and founder of the award-winning blog Honest Mum
Perspectives on Purpose
Leading Voices on Building Brands and Businesses for the Twenty-First Century
Häftad, Engelska, 2019
493 kr
Skickas inom 10-15 vardagar
Perspectives on Purpose brings together industry leaders to advocate for a more human-centered and socially-conscious future for businesses. Sharing stories from their work at companies like Ben & Jerry’s, Sephora, Airbnb, Diageo, VF Corporation, and Hyatt, these authors demonstrate how weaving purpose into the profit-making core of business helps companies do good and do well.Foreword by Jessica Alba and Christopher Gavigan, Co-founders of The Honest Company Chapters by:Jorge Aguilar (Prophet)Tom Andrews (TJALeadership, SYPartners)Maryam Banikarim (Hyatt, NBC Universal, Gannett, Univision)Ila Byrne and Ryan Hunter (Diageo)Corrie Conrad (Sephora)Alexandra Dimiziani (TwentyFirstCenturyBrand, Airbnb)Ambika Gautam Pai (Wolf & Wilhelmine)Heidi Hackemer (And So We Hunt)Sam Hornsby (TRIPTK)Jonathan Jackson (Harvard University, Blavity)Sam Liebeskind (Gin Lane, Wolff Olins)Rob Michalak (Ben & Jerry's)Thomas Ordahl (Landor)Frank Oswald (Columbia University)Sarah Potts (Thorn)Matthew Quint (Columbia Business School)Haley Rushing (The Purpose Institute)Letitia Webster (VF Corporation)Freya Williams (Futerra)Perspectives on Purpose and its sister book, Perspectives on Impact, bring together leading voices from across sectors to discuss how we must adapt our organizations for the twenty-first century world. Perspectives on Purpose looks at the shifting role of the corporation in society through the lens of purpose; Perspectives on Impact focuses on the recalibration of social impact approaches to tackle complex humanitarian, social, and environmental challenges.
Inbunden, Engelska, 2020
2 222 kr
Skickas inom 10-15 vardagar
This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace.Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades.Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.
Häftad, Engelska, 2020
607 kr
Skickas inom 10-15 vardagar
This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace.Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades.Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.
Inbunden, Engelska, 2020
2 097 kr
Skickas inom 10-15 vardagar
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years.A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time.Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.
Häftad, Engelska, 2020
627 kr
Skickas inom 10-15 vardagar
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years.A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time.Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.
Inbunden, Engelska, 2020
2 157 kr
Skickas inom 10-15 vardagar
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices.The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
Inbunden, Engelska, 2021
2 222 kr
Skickas inom 10-15 vardagar
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is explicated and sustained by five chapters that each elaborate on a certain aspect of CCB and demonstrate the theoretical points in a number of analyses (the process of brand creation, the set-up of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data in the analyses originates from a case that is used throughout the book. Written for scholars and university students within the field of branding and organizational communication, this book represents an area of developing interest within the field of marketing.
Inbunden, Engelska, 2025
784 kr
Skickas inom 10-15 vardagar
Nation Branding in the Americas: Contested Politics and Identities provides an overview of nation branding in the Americas, an often neglected continent(s) in debates about the creation, dissemination and management of national images.Drawing on insights from promotional cultures, nationalism, geopolitics, media and communication, as well as their own research, the authors look at national promotion experiences in twelve countries - Canada, the United States, Mexico, Costa Rica, Colombia, Ecuador, Peru, Bolivia, Brazil, Uruguay, Argentina and Chile - , examining how these cases relate to broader challenges and commonalities, such as the relationship between nation branding and stereotypes, invisibility, heritage or internal contradictions. Nation Branding in the Americas: Contested Politics and Identities is an important contribution to the study of practices and concepts such as nation branding, public diplomacy, soft power, and strategic communication. It highlights the multifaceted nature of nation branding, and how this can be used to perpetuate local and global hierarchies, legitimize the agendas of specific governments, and discipline the inhabitants of a nation, but also become a venue for people to negotiate and communicate the kind of society they want to be. The book will therefore be of interest for undergraduate, postgraduate, and doctoral students specialized in marketing, media and communication, and international relations. It will also appeal to professionals in public diplomacy, strategic communication, public relations, and branding, offering a broad overview to the practice and discussion of national promotion in an increasingly contested and cacophonic global communication environment.
Inbunden, Engelska, 2021
793 kr
Skickas inom 10-15 vardagar
This book provides an explanation of nation branding theory and practice within the European context, exploring how countries build and manage their reputations globally.Each chapter focuses on a specific European country, selected from a cross-section of large, medium-sized and small countries to provide a breadth of cases from across the continent. The chapters are written from a wide range of academic and practitioner perspectives.Nation Branding in Europe is valuable supplementary reading for advanced undergraduate, postgraduate and doctoral students interested in nation branding and will appeal to students from marketing, communications, and international relations disciplines. Outside of academia, the book will be of interest to those working in the areas of public diplomacy and strategic communications, as well as public relations and branding practitioners involved in designing nation branding campaigns.
Häftad, Engelska, 2022
645 kr
Skickas inom 10-15 vardagar
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices.The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities.Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
Inbunden, Engelska, 2023
2 157 kr
Skickas inom 10-15 vardagar
This textbook examines fashion luxury brand management, providing students with a comprehensive understanding of its origins, unique components, current practices, global trade and, most importantly, the application of sustainable models to the industry. It also highlights what makes brands fail and how they can become more resilient. The key content covers the heritage of luxury brands, the importance of craftsmanship and creative direction, the role of luxury conglomerates, cultural awareness and internationalisation, risks of failure and opportunities for revitalisation as well as the application of sustainable measures for a resilient and ethical brand future. Each chapter includes a combination of industry insights, case studies or expert interviews. Coupled with theoretical frameworks and business models, these examples and case studies show how sustainable models can be applied to existing luxury brands and how practices can be embedded into the brand concept. Students are encouraged to think about opportunities and solutions, unique to luxury brand management, and will gain knowledge and skills for a successful future career. A truly global and holistic textbook, Luxury Fashion Brand Management and Sustainability should be core and recommended reading for advanced undergraduate and postgraduate students studying luxury fashion management, luxury brand management, sustainable fashion and responsible business and fashion marketing and communications. Supplementary online resources include chapter-by-chapter PowerPoint slides and a test bank.