The Rise of Brands


Author: Liz Moor
Publisher: Berg
ISBN: 1845203836
Category: Business & Economics
Page: 188
View: 2975

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Brands and logos are all around us, from the clothes we wear and the objects we buy, to the advertisements which cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire. Branding is now a growing industry, applied not only to commodities but to charities, cities, the worlds of sport and entertainment, even government initiatives. Examining the brand in history, the growth of national and global brands, the changing approaches of the branding industry and the exploration of new spaces for advertising, The Rise of Brands analyzes exactly how brands develop and operate in contemporary society.

The Fall of Advertising and the Rise of PR


Author: Al Ries,Laura Ries
Publisher: Harper Collins
ISBN: 9780061742736
Category: Business & Economics
Page: 320
View: 4460

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Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

The Rise of the Craft Brand

Why Small Is Going to Be Huge
Author: Ben Zifkin
Publisher: Lioncrest Publishing
ISBN: 9781619614314
Category: Business & Economics
Page: 162
View: 6124

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Big Retailers. Big Brands. Big Changes. The world of commerce is dramatically changing. The age of big retailers and big brands is giving way to a new type of commerce that is driven by unstoppable changes in technology and the economy. As a result, "craft brands" are coming to the forefront-brands that thrive on their uniqueness and their bond with consumers. Leaner, sleeker, and faster, Craft Brands are deeply disrupting commerce by building engaged communities, creating unique value propositions, and out-innovating monolithic, legacy brands and retailers. This book is a guide to the forces reshaping buying and selling, and how those forces are pushing us toward a decentralized world of commerce in which craft brands reign. It shows why quality and resonance are the most important drivers of craft brand success-and it lays out strategies and case studies that emerging craft brands (or big brands struggling to stay relevant) can emulate.

(Re)inventing the Brand

Can Top Brands Survive the New Market Realities?
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 9780749435936
Category: Business & Economics
Page: 234
View: 7136

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A discussion of the practical realities of brand management. It covers the major issues and influences that are affecting the future of brand marketing. These include: globalization; the arrival of the euro; the future role of the Internet; the rise of Carrefour-Promodes and Wal Mart; "third-type" distributor's brands; BSE; GM foods; and more. The book seeks to help readers understand the rules of brand management and how to put these rules into practice.

The Rise of Transtexts

Challenges and Opportunities
Author: Benjamin W.L. Derhy Kurtz,Mélanie Bourdaa
Publisher: Taylor & Francis
ISBN: 1317371054
Category: Social Science
Page: 248
View: 7638

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This volume builds on previous notions of transmedia practices to develop the concept of transtexts, in order to account for both the industrial and user-generated contributions to the cross-media expansion of a story universe. On the one hand exists industrial transmedia texts, produced by supposedly authoritative authors or entities and directed to active audiences in the aim of fostering engagement. On the other hand are fan-produced transmedia texts, primarily intended for fellow members of the fan communities, with the Internet allowing for connections and collaboration between fans. Through both case studies and more general analyses of audience participation and reception, employing the artistic, marketing, textual, industrial, cultural, social, geographical, technological, historical, financial and legal perspectives, this multidisciplinary collection aims to expand our understanding of both transmedia storytelling and fan-produced transmedia texts.

Exploring the Rise of Fandom in Contemporary Consumer Culture


Author: Lu Wang, Cheng
Publisher: IGI Global
ISBN: 1522532218
Category: Business & Economics
Page: 300
View: 6855

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Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns. Exploring the Rise of Fandom in Contemporary Consumer Culture is an innovative scholarly resource that offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society. Highlighting applicable topics that include brand loyalty, fan perceptions, social media, and virtual realities, this publication is ideal for business managers, academicians, students, professionals, and researchers that are interested in learning more about how fan behavior can impact the economic environment.

The Rise of the Anti-corporate Movement

Corporations and the People who Hate Them
Author: Evan Osborne
Publisher: Greenwood Publishing Group
ISBN: 9780275997861
Category: Business & Economics
Page: 246
View: 6199

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An economist traces the evolution of anti-corporate sentiment and shows why much of the criticism of corporations and business people has been misguided.

The Rise of Capitalism on the Pampas

The Estancias of Buenos Aires, 1785-1870
Author: Samuel Amaral
Publisher: Cambridge University Press
ISBN: 9780521523110
Category: Business & Economics
Page: 384
View: 8483

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Amaral focuses on the estancia, livestock firms, that led the economic growth of Buenos Aires in the early 1800s.

The Rise of Modern Business

Great Britain, the United States, Germany, Japan, and China
Author: Mansel G. Blackford
Publisher: UNC Press Books
ISBN: 146960020X
Category: Business & Economics
Page: 296
View: 8039

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The Rise of Modern Business compares and analyzes the development of business and business institutions in several countries from the preindustrial era to the present. Paying close attention to connections between business development and political, social, and cultural changes, Blackford addresses both manufacturing and nonmanufacturing firms, small firms as well as big businesses. For this third edition, he updates his study in light of new scholarship, with special attention paid to the structural diversity of business firms and with a timely discussion about the reciprocal relationship between business and the environment. The business history of Germany is extensively updated, and there is entirely new coverage of the business history of China, a country whose growing political and economic prowess on the world stage demands the historical and contextual understanding of business scholars today.

Good for Business

The Rise of the Conscious Corporation
Author: Andrew Benett,Ann O'Reilly,Cavas Gobhai,Greg Welch
Publisher: St. Martin's Press
ISBN: 9780230100442
Category: Business & Economics
Page: 256
View: 662

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In order to satisfy the heightened demands of today's more powerful consumer, corporations from Wal-Mart to GE are undergoing an evolutionary transformation in the way they do business--from their operations and strategies to their relationships with customers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow. Good for Business outlines four key elements that will serve as the cornerstones of the most successful businesses of the future: Purpose Beyond Profit • Humanized Leadership • Corporate Consciousness • Collaborative Partnerships Today, brands matter a lot, and what companies we do business with also matters. In Good For Business, the authors show not only why building an authentic corporate brand is critical to success, but how to do it in a way that creates more loyal customers, develops a devoted workforce, and makes a social difference in the world at large.

The Rise of the Chinese Consumer

Theory and Evidence
Author: Jonathan Garner
Publisher: John Wiley & Sons
ISBN: 0470026901
Category: Business & Economics
Page: 312
View: 724

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In this book Jonathan Garner and his colleagues at Credit Suisse First Boston, argue that by 2014 the Chinese consumer will likely have displaced the US consumer as the engine of growth in the global economy. Government policy is rebalancing demand within the Chinese economy from investment spending to consumption spending. Strong trend economic growth over the cycle, a rise in the consumption to GDP ratio and steady exchange rate appreciation will likely generate an 18% compound annual growth rate in the US dollar value of Chinese consumption spending over the next ten years and lead to a quadrupling in China's share of global consumption spending. In order to identify the companies and brands which are best placed to succeed in China's rapidly developing mass consumer market, Garner and his colleagues discuss the results of the first comprehensive survey of consumer attitudes and preferences to have been conducted in China, covering 2,700 persons in eight major Chinese cities. This survey provides valuable data for the business executive or academic seeking detailed local information on sectors including automobiles, beverages, electronic goods, financial services, food producers, food retail, food services, household & personal care, luxury goods, telecommunication equipment, tobacco, and transport and leisure travel. "China is likely to be the single most important influence on the fortunes of investors and corporates alike over the next five years, and yet little is known of what motivates and drives the Chinese consumer. By canvassing the people that matter and reflect the changing face of this massive country, Jonathan Garner has provided investors with a unique insight." Philip Ehrmann, Head of Pacific & Emerging Markets, Gartmore Investment Management Plc.

Making the Unipolar Moment

U.S. Foreign Policy and the Rise of the Post-Cold War Order
Author: Hal Brands
Publisher: Cornell University Press
ISBN: 1501703420
Category: History
Page: 480
View: 2301

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In the late 1970s, the United States often seemed to be a superpower in decline. Battered by crises and setbacks around the globe, its post–World War II international leadership appeared to be draining steadily away. Yet just over a decade later, by the early 1990s, America's global primacy had been reasserted in dramatic fashion. The Cold War had ended with Washington and its allies triumphant; democracy and free markets were spreading like never before. The United States was now enjoying its "unipolar moment"—an era in which Washington faced no near-term rivals for global power and influence, and one in which the defining feature of international politics was American dominance. How did this remarkable turnaround occur, and what role did U.S. foreign policy play in causing it? In this important book, Hal Brands uses recently declassified archival materials to tell the story of American resurgence. Brands weaves together the key threads of global change and U.S. policy from the late 1970s through the early 1990s, examining the Cold War struggle with Moscow, the rise of a more integrated and globalized world economy, the rapid advance of human rights and democracy, and the emergence of new global challenges like Islamic extremism and international terrorism. Brands reveals how deep structural changes in the international system interacted with strategies pursued by Jimmy Carter, Ronald Reagan, and George H. W. Bush to usher in an era of reinvigorated and in many ways unprecedented American primacy. Making the Unipolar Moment provides an indispensable account of how the post–Cold War order that we still inhabit came to be.

Summary: The Fall of Advertising and the Rise of PR

Review and Analysis of the Ries' Book
Author: BusinessNews Publishing
Publisher: Primento
ISBN: 2511021714
Category: Business & Economics
Page: 15
View: 1578

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The must-read summary of Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR". This complete summary of the ideas from Al Ries and Laura Ries' book: "The Fall of Advertising and the Rise of PR" shows that none of the recent business success stories have spent much money on advertising. Instead, companies such as Starbucks and PlayStation have invested in public relations. In their book, the authors explain the key differences between advertising and PR and why the latter is the only method that reaches the people who really matter. This summary demonstrates why you should start focusing on PR and what benefits it could bring for your company. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "The Fall of Advertising and the Rise of PR" and discover why so many companies are choosing to focus on PR and why you should too.

Brand Medicine

The Role of Branding in the Pharmaceutical Industry
Author: T. Blackett,R. Robins
Publisher: Springer
ISBN: 0230522513
Category: Business & Economics
Page: 308
View: 7485

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As governments seek to mitigate the cost of state-subsidised healthcare, branding in the pharmaceutical industry has become a critical issue. Drugs companies must change their methods of communication and distribution - focusing more on their direct relationship with the consumer. This requires fundamental changes in consumer behaviour, access to information, freedom of choice and value for money. Brands and brand values will play a leading role in this process, as has been seen with products such as Prozac and Viagra. This book by Interbrand Newell and Sorrell, the world's leading branding consultancy, provides cutting edge thinking on this area and lessons for anyone involved in brand development and management.

Everything you want

re-inventing consumers, brands & communications
Author: Jennifer Wood,Barney Allan
Publisher: Capstone Ltd
ISBN: 9781841120195
Category: Business & Economics
Page: 182
View: 890

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Marketers tend to think they're one step ahead of consumers. This book proves they're miles behind, then shows them how to catch up. A well-argued and often irreverent exposé of how marketing got us here and how it can help get us back." - DOUG KESSLER, Director, Velocity Marketing "****ing useful" - JOHN BIRD, Co-founder and CEO, The Big Issue" If they weren't creative, we wouldn't use them" - NICK RICHARDS, Associate Design Director, Fitch London "Wood and Allan are quick, creative and commercial" TIM SEDDON, Land Securities Properties Lt

The Rise of Marketing and Market Research


Author: H. Berghoff,P. Scranton,U. Spiekermann
Publisher: Springer
ISBN: 1137071281
Category: History
Page: 312
View: 2528

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This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a practical view based on their own business acumen or used the tools of scholarship.

Brands and Branding Geographies


Author: Andy Pike
Publisher: Edward Elgar Publishing
ISBN: 0857930842
Category: Business & Economics
Page: 384
View: 3973

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'The volume edited by Andy Pike includes contributions by several leading figures in the study of brands, places and place branding. . . However, this is not what makes the book a welcome addition to the literature. What really makes the book interesting is actually the brave attempt to deal with an intrinsically difficult topic, one that is rarely – if ever – explored: the relationship between brands and branding with the places in and around which these operate. Several facets of this relationship are explored in the book. . . The book is introduced nicely by Andy Pike in a chapter that sets the scene and clarifies the intentions of the book. . . I am glad the first book to handle these issues is on my shelves.' – Mihalis Kavaratzis, Regional Studies 'An incomparably rich trove of work on the multifarious and contradictory "entanglements" between space, place, and brand. The volume helps us understand how and why "places of origin" play an ever greater role in the marketing of commodities, even while corporations continue to seek "placelessness" in pursuit of the bottom line. And it illuminates how and why entrepreneurial governments seeking to enhance global competitiveness increasingly turn to place branding – at the neighborhood, urban, and national scale – even while launching rounds of restructuring that undercut the authenticity and viability of local identities. A valuable and accessible contribution to the urban studies and cultural studies literature.' – Miriam Greenberg, University of California, Santa Cruz, US 'An important effort to pull together multidisciplinary research on the spatial dimensions of brands and branding in an international context.' – John A. Quelch, Harvard Business School, US Despite overstated claims of their 'global' homogeneity, ubiquity and contribution to 'flattening' spatial differences, the geographies of brands and branding actually do matter. This vibrant collection provides a comprehensive reference point for the emergent area of brand and branding geographies in a multi-disciplinary and international context. The eminent contributors, leaders in their respective fields, present critical reflections and synthesis of a range of conceptual and theoretical frameworks and methodological approaches, incorporating market research, oral history, discourse and visual analyses. They reflect upon the politics and limits of brand and branding geographies and map out future research directions. The book will prove a fascinating and illuminating read for academics, researchers, students, practitioners and policy-makers focusing on the spatial dimensions of brands and branding.

Vintage Luxury Fashion

Exploring the Rise of the Secondhand Clothing Trade
Author: Daniella Ryding,Claudia E. Henninger,Marta Blazquez Cano
Publisher: Springer
ISBN: 3319719858
Category: Business & Economics
Page: 222
View: 4145

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Providing a critical insight into the growth of the secondhand luxury and vintage fashion industry, this book offers a compendium of business developments from across the globe, including examples from Europe, the Middle East and Asia. The ‘pre-loved or pre-owned’ clothing trade has grown as an economic entity, providing a living for over 100,000 people and creating a desirable and essential clothing source in under-developed economies. By debating and deliberating contemporary cases, the authors illustrate how companies can optimise key managerial activities surrounding product branding, location marketing and supply chain buying. This timely collection is an important read for anyone involved in fashion, but particularly those interested in the retail and marketing perspective of the industry, as it explores an emerging and significant retail format.

Brand Failures

The Truth about the 100 Biggest Branding Mistakes of All Time
Author: Matt Haig
Publisher: Kogan Page Publishers
ISBN: 9780749439279
Category: Business & Economics
Page: 310
View: 8328

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Praise and Reviews `You learn more from failure than you can from success. Matt Haig`s new book is a goldmine of helpful how-not-to advice which you ignore at your own peril.` LAURA RIES, President, Ries & Ries, marketing strategists, and bestselling co-author of The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding `I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today's Andersen and Enron. A must-buy for marketers.` PETER DOYLE, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick `If you are responsible for your brand, read this book. It might just be the best investment that you will ever make!` SHAUN SMITH, Senior Vice President of Forum, a division of FT Knowledge, and author of Uncommon Practice `Every marketer will read this with both pleasure and profit. Some of the stories are really enjoyable but the lessons are deadly serious. Read it, enjoy it, learn from it.` PATRICK BARWISE, Professor of Management and Marketing, London Business School `I highly recommend his book to everyone responsible for brand creation, development and management.` DR PAUL TEMPORAL, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management `makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.` MARKETING, April 2003 `Splendid advice` THE DAILY FOCUS (Korea) `Read it` SPORTS TODAY (Korea) What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding successfully across the world, but what they are less recognized for are all those branded products they've launched that have bombed -spectacularly and at great cost. Brand Failures is a riveting look at how such disasters occur. For the first time we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! But his message is deadly serious. He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides for each a valuable checklist of lessons learnt, categorized as: classic failures; idea failures; extension failures; PR failures; culture failures; people failures; rebranding failures; Internet and new technology failures; tired brands. Companies live or die on the strength of their brand, and failure can be fatal. Don't let yours be consigned to the brand graveyard. A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.