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The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand aut…
On any given day nearly half the world's population is wearing blue jeans. This is entirely extraordinary. Yet there has never been a serious attempt to understand the causes, nature and consequences of denim as 'the' global garment of our world. This book takes up that challeng…
"Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only establish…
"Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only establish…
Think Coca-Cola. Think iPod. Think Nike. Think Google. Each of these names represents a successful product or service but, more importantly, they are all successful brands. This text shows how brands transform both the organizations that develop them and the lifestyles of the in…
In Praxis und Wissenschaft bestehen heute kaum mehr Zweifel darüber, dass die Markenführung für den wirtschaftlichen Erfolg von Unternehmen höchste Relevanz besitzt. Vor diesem Hintergrund widmen sich Forscher seit Jahrzehnten dem Themenfeld "Marke", um theoretische Erkenntnisse…
