Managing Your Brand

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Brand Management

Brand Management
  • Author : Emmanuel Mogaji
  • Publisher : Springer Nature
  • Release Date : 2021-04-02
  • Total pages : 276
  • ISBN : 9783030661199
  • File Size : 19,8 Mb
  • Total Download : 842

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Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Personal Brand Management

Personal Brand Management
  • Author : Talaya Waller
  • Publisher : Springer Nature
  • Release Date : 2020-04-15
  • Total pages : 164
  • ISBN : 9783030437442
  • File Size : 24,9 Mb
  • Total Download : 826

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This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.

Managing Your Brand

Managing Your Brand
  • Author : Julie Still
  • Publisher : Chandos Publishing
  • Release Date : 2015-06-01
  • Total pages : 124
  • ISBN : 9781780634500
  • File Size : 16,9 Mb
  • Total Download : 938

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Managing Your Brand: Career Management and Personal PR for Librarians sets out guidelines for developing career pathways, including options for career change and the exploration of community service, as an avenue that can provide new opportunities. The text allows librarians at all levels to maximize their talents, providing them with career planning strategies that will facilitate professional development and personal satisfaction. Early chapters provide advice and strategies to readers, with later chapters addressing working relationships, librarianship, scholarship, and other forms of service. Addresses career concerns, but also takes family life into account Explains branding as a way of focusing a career around a few key ideas, while also allowing for growth and shifts in interests Folds in sources from the business and general academic world along with librarianship Sets out simple habits people can cultivate that are helpful in tenure and career development

Brand Management in Canadian Law

Brand Management in Canadian Law
  • Author : John McKeown
  • Publisher : Unknown
  • Release Date : 2019
  • Total pages : 229
  • ISBN : 0779891961
  • File Size : 20,9 Mb
  • Total Download : 949

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PDF book entitled Brand Management in Canadian Law written by John McKeown and published by Unknown which was released on 2019 with total hardcover pages 229, the book become popular and critical acclaim.

The New Strategic Brand Management

The New Strategic Brand Management
  • Author : Jean-Noël Kapferer
  • Publisher : Kogan Page Publishers
  • Release Date : 2012-01-03
  • Total pages : 512
  • ISBN : 9780749465162
  • File Size : 36,8 Mb
  • Total Download : 718

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Adopted internationally by business schools and MBA programmes, 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 established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; it remains at the forefront of strategic brand thinking.

Beloved Brands

Beloved Brands
  • Author : Graham Robertson
  • Publisher : Createspace Independent Publishing Platform
  • Release Date : 2018-01-06
  • Total pages : 228
  • ISBN : 1983625884
  • File Size : 32,6 Mb
  • Total Download : 261

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"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.

Managing Your Personal Brand

Managing Your Personal Brand
  • Author : Evelyn Verdugo
  • Publisher : EBL Books
  • Release Date : 2022-11-10
  • Total pages : 111
  • ISBN : 9781524328252
  • File Size : 40,5 Mb
  • Total Download : 172

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This book offers a simple methodology for anyone wishing to achieve self-knowledge and successfully channel it for either personal or professional growth. Readers will find it relevant and applicable, whether just starting on the path to self-discovery or looking to deepen already held knowledge. As we progress through the various stages in the methodology, we go into depth on the experience of personal growth, which will guide you to identify your unique skills and your life ́s purpose. You will learn how to define your goals correctly in order to reach the next level. The various practical tools provided here will teach you how to construct and manage your personal brand, evolve according to personal and environmental changes, and fulfill your purpose.

Managing Your Career in Higher Education Administration

Managing Your Career in Higher Education Administration
  • Author : Michelle Gander,Heather Moyes,Emma Sabzalieva
  • Publisher : Bloomsbury Publishing
  • Release Date : 2014-07-15
  • Total pages : 160
  • ISBN : 9781350306295
  • File Size : 38,9 Mb
  • Total Download : 818

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Career guide aimed specifically at the large number of people working in non-academic higher education roles, such as higher education administrators or professional services staff. Based on the authors' real-life experience and first-hand research, the book features case studies which enrich the material and bring it to life.

Strategic Brand Management and Development

Strategic Brand Management and Development
  • Author : Sotiris T. Lalaounis
  • Publisher : Routledge
  • Release Date : 2020-12-30
  • Total pages : 368
  • ISBN : 9781000298185
  • File Size : 44,7 Mb
  • Total Download : 960

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Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.

Brand Management In A Week

Brand Management In A Week
  • Author : Paul Hitchens,Julia Hitchens
  • Publisher : Teach Yourself
  • Release Date : 2014-04-27
  • Total pages : 128
  • ISBN : 9781444197990
  • File Size : 41,5 Mb
  • Total Download : 673

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Brand management just got easier Successful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded people: customers, employees, suppliers and investors. Successful brand management clearly differentiates organizations, products and services from their competitors and inspires advocacy from all stakeholders. Building a strong brand takes much more than a week: it requires an on-going commitment to excellence. This updated second edition of Brand Management In A Week provides a proven seven-day program on the principles of brand management. It takes you from the conceptual and planning stage through to implementation and sustainability. It's packed with tips and insights gained from decades of industry experience to help you jump-start your brand and give you the tools and confidence to manage it through the hurdles of the business landscape. Each of the seven chapters in Brand Management In A Week covers a different aspect: - Sunday: Determine your brand focus - Monday: Define your brand strategy - Tuesday: Express your brand through its identity - Wednesday: Evolve your brand culture - Thursday: Build your employer brand - Friday: The importance of design - Saturday: Sustaining the brand

Take Charge of Your Brand

Take Charge of Your Brand
  • Author : Guisselle Nunez
  • Publisher : Createspace Independent Publishing Platform
  • Release Date : 2018-08-11
  • Total pages : 84
  • ISBN : 1724635875
  • File Size : 10,9 Mb
  • Total Download : 796

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I have never taken a personal branding class before but this one today was so informative. A lot of the information I will take and use it in all aspects of my professional and personal life. I have also almost have my personal branding statement, which I am so excited about. Presenter and content were both fantastic. The exercises were thought-provoking and will definitely prove useful in many professional settings. Guisselle is very passionate about her knowledge. I really enjoyed her charisma and how she engages with the students. Very funny!!! These are just some of the comments and feedback Guisselle Nunez has received from attendees of her powerful 'Take Charge of Your Brand' workshop. And now, she's taken the same information she shares in these game-changing workshops, coupled with her 20+ years of marketing and communication experience and poured it into this book. Using the knowledge and experience included in these pages, readers will have exactly what is needed to help curate the perfect strategy and action plans to reach and exceed their personal and professional goals as a brand.

Managing Brand You

Managing Brand You
  • Author : Jerry S. WILSON,Ira BLUMENTHAL
  • Publisher : AMACOM Div American Mgmt Assn
  • Release Date : 2008-07-16
  • Total pages : 252
  • ISBN : 9780814410691
  • File Size : 19,8 Mb
  • Total Download : 804

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Whether we realize it or not, we are all brands. We all have qualities that shape and influence how the people in our lives see us—and how we see ourselves. Nationally respected brand experts Jerry Wilson and Ira Blumenthal have helped some of the most exceptional companies and individuals in the world perfect their images. Now, in Managing Brand You, they reveal their proven seven-step process for personal brand building. Using illuminating examples from successful corporations like Coca-Cola and Starbucks as well as high-profile celebrities like Bono and Oprah, Managing Brand You gives readers a step-by-step guide for conducting a self analysis, creating a unique identity, defining their objectives, discovering their passions, creating a plan, putting that plan into action, and monitoring their progress. Wise and insightful, this book will help readers identify what it is that makes them unique and communicate it in a way that guarantees them success.

Brand Management in a Co-Creation Perspective

Brand Management in a Co-Creation Perspective
  • Author : Heidi Hansen
  • Publisher : Routledge
  • Release Date : 2021-07-21
  • Total pages : 208
  • ISBN : 9781000410617
  • File Size : 38,7 Mb
  • Total Download : 475

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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.

Managing Your Brand !

Managing Your Brand !
  • Author : Reginald Grant
  • Publisher : Independently Published
  • Release Date : 2019-09-14
  • Total pages : 46
  • ISBN : 1693234890
  • File Size : 16,7 Mb
  • Total Download : 157

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Most of us do not consider ourselves a "Brand", but the reality is you are a "Brand." This book will help you to retrain your brain to think in ways that, will help you proactively manage your brand? Reginald Grant, MSEd is a serial entrepreneur, consultant, speaker, and author. He currently serves as Director of Corporate Relations for the Retired NFL Players Congress and is the CEO / co-founder of eSportsInstruction. He is the author of several books including "Youth Entrepreneurial Impact Program", "Success Stories: Insights by African American Men", "Thoughts of an Urban Teacher", "A Case For Bilingual Education", "A Teacher's View, Education in America" and "Reaching and Teaching African-American Males". He has a Master's in Education, Curriculum and Instruction with an emphasis in Teaching English to Speakers of Other Languages (TESOL). He was an English teacher for seventeen years. He is a state of California Certificated English Teacher and has served on the three State of California development/review panels for English assessment exams. He is committed to making a positive difference in the lives of others and sees education as the force for change. He is an alumni member of the University of Oregon and Sigma Tau Delta, International English Honor Society. He is also a former professional athlete (Jets & Miami, NFL & Ottawa, CFL). Visit him online at http: //

Global Brand Management

Global Brand Management
  • Author : Laurence Minsky,Ilan Geva
  • Publisher : Kogan Page Publishers
  • Release Date : 2019-11-03
  • Total pages : 320
  • ISBN : 9780749483616
  • File Size : 43,7 Mb
  • Total Download : 655

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In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

Advanced Brand Management

Advanced Brand Management
  • Author : Paul Temporal
  • Publisher : John Wiley & Sons
  • Release Date : 2011-09-15
  • Total pages : 251
  • ISBN : 9781118181584
  • File Size : 30,6 Mb
  • Total Download : 978

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Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more… This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.

The Future of Branding

The Future of Branding
  • Author : Rajendra K. Srivastava,Gregory M. Thomas
  • Publisher : SAGE Publications India
  • Release Date : 2015-09-30
  • Total pages : 439
  • ISBN : 9789351503194
  • File Size : 45,8 Mb
  • Total Download : 891

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New ideas change the world. From social movements to scientific discovery the power of an idea is to reshape the world, who we are, and how we live. Changes in the increasingly dynamic competitive environment require a focus on what should be done, not just what is currently done. The inspiration for this book is to provide an outlet for cogent ideas that will help managers build and maintain brands in the future marketplace. Written by the leading minds management from around the globe who are redefining best practices in managing brands, It examines the future of branding on key concepts including brand performance management, brand strategy, brand building, revitalizing brands, brand valuation, brand analysis, brand protection, and brand experience. The all-star team includes: Martin Roll, Kevin Lane Keller, Don E. Schultz, Bernd Schmitt, Jean-Noel Kapferer, , V. Kumar, Bharath Rajan, Lluis Martinez-Ribes, Shi Zhang, Jean Yannis Suvatjis, Leslie de Chernatony, Vanessa M. Patrick and Henrik Hagtvedt, Gregory M Thomas, Jeffrey Parkhurst Srinivas Reddy, Anupam Jaju, Werner Reinartz, Jeffery Andrien, Paul Benoit, Philip C Zerrillo, Cem Bahadir, and Rajendra K Srivastava.

Manage Your Online Reputation

Manage Your Online Reputation
  • Author : Tony Wilson
  • Publisher : Self-Counsel Press
  • Release Date : 2012-04-15
  • Total pages : 184
  • ISBN : 9781770408623
  • File Size : 25,7 Mb
  • Total Download : 581

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The proliferation of blogs and social media sites is making online reputation management a very hot topic. This ready-to-use manual will teach businesses, families, and individuals to proactively manage what is said about them online and protect their online legacy. Author Tony Wilson covers the basics of online reputation management, provides relevant examples and easy-to-follow steps that individuals can take to protect, build, and manage their online reputation.

Identity-Based Brand Management

Identity-Based Brand Management
  • Author : Christoph Burmann,Nicola-Maria Riley,Tilo Halaszovich,Michael Schade
  • Publisher : Springer
  • Release Date : 2017-04-24
  • Total pages : 316
  • ISBN : 9783658135614
  • File Size : 38,6 Mb
  • Total Download : 762

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This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability. The content - Foundation of identity-based brand management - The concept of identity-based brand management - Strategic brand management - Operational brand management - Identity-based brand controlling - Identity-based trademark protection - International identity-based brand management

Business-to-Business Brand Management

Business-to-Business Brand Management
  • Author : Mark S. Glynn,Arch G. Woodside
  • Publisher : Emerald Group Publishing
  • Release Date : 2009-06-19
  • Total pages : 502
  • ISBN : 9781848556706
  • File Size : 53,7 Mb
  • Total Download : 752

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Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.

Future Proof Your Brand

Future Proof Your Brand
  • Author : Marc Cloosterman,Laurens Hoekstra
  • Publisher : Rebrand Publishing
  • Release Date : 2017-06-16
  • Total pages : 176
  • ISBN : 0999082302
  • File Size : 18,8 Mb
  • Total Download : 686

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Brands are an organisation's most important intangible assets, and their management is absolutely critical.Traditionally, brands have been created by agencies, and brand management has been undervalued. Fortunately, that mindset is now shifting, and we are pleased to have been part of the effort to build awareness about the value of brands.Our goal for Future-Proof Your Brand is to help you deliver and managebrand change. From our twenty-five-plus years of experience, we havefound that smart integration of data-driven insights, mission-criticallogistics, and predictive analytics for future change make that deliverypossible and successful.We developed a proprietary process that has achieved resultsfor 1200-plus organisations around the globe. Some of those includeSkyTeam, Deutsche Telekom, Merck, Airbus Group, and ING Group. Ourstraightforward process facilitates decisions that impact your employees,customers, and prospects.The top concerns of your board and C-suite are usually questions aboutcosts, timing, and ROI. We address these concerns to help you moveforward with confidence. This book is a collection of our methods forsolving brand implementation and management challenges. It covers theessentials and more. We tried to make the concepts, tools, and recommended steps specific and digestible. We have provided case examples, articles, tools, and our experienced work processes, as well as answers to questions we frequently receive.