Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand…
"Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the bran…
"In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands…
In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands …
Too often the "brand" is spoken of as an entity in its own right. It is treated as an object rather than as the brainchild of creative individuals. "The Brand Gym" is a simple, practical guide to brand management and how it can boost business performance. The book reveals the fu…
Germany's economic miracle is a widely-known phenomenon and the world-leading, innovative products and services associated with German companies are something that others seek to imitate. In The 'Made in Germany' Champion Brands, Ugesh Joseph provides an extensively researched, …
Seeing the world's biggest brands gain ground over global markets, you can't deny that the 36,00 students in Europe studying marketing will never understand their subject without knowing how branding works. This is the definitive introductory textbook in this crucial topic, an a…
Seeing the world's biggest brands gain ground over global markets, you can't deny that the 36,00 students in Europe studying marketing will never understand their subject without knowing how branding works. This is the definitive introductory textbook in this crucial topic, an a…
Redefines competition with lessons on how to differentiate your business in the marketplace. Includes ideas on subjects such as business strategy, branding, customer service, sales and marketing, and motivation, from a number of guest contributors.
In an age of increasing consumer cynicism towards brands, marketers are being urged to become more authentic. Yet, how can brands project authenticity when many people believe commercial objects are by definition, fake? Building Brand Authenticity identifies how marketers can cr…
Provides a comprehensive review of the strategies for building, leveraging, and rejuvenating brands. This book includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for buildin…
"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and lever…
"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and lever…
Branding New York traces the rise of New York City as a brand and the resultant transformation of urban politics and public life. It shows that the branding of New York was not simply a marketing tool; rather it was a political strategy.
