The Rise of Brands


Author: Liz Moor
Publisher: Berg
ISBN: 1845203836
Category: Business & Economics
Page: 188
View: 2693

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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: 4040

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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: 6004

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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.

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: 3020

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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: 2786

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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: 5046

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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: 6892

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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: 638

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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.

Die Entstehung der Marken

über die Naturgesetze der Innovation und das Überleben der Stärksten im Business
Author: Al Ries,Laura Ries
Publisher: Redline Wirtschaft
ISBN: 9783636012234
Category:
Page: 313
View: 1526

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The Rise of the Chinese Consumer

Theory and Evidence
Author: Jonathan Garner
Publisher: John Wiley & Sons
ISBN: 0470026901
Category: Business & Economics
Page: 312
View: 2475

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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.

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: 363

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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.

The Rise of Marketing and Market Research


Author: H. Berghoff,P. Scranton,U. Spiekermann
Publisher: Springer
ISBN: 1137071281
Category: History
Page: 312
View: 1991

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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.

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: 1501703439
Category: History
Page: 432
View: 9133

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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.

The Rise of Mormonism


Author: Rodney Stark
Publisher: Columbia University Press
ISBN: 023150991X
Category: Religion
Page: 192
View: 6709

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Will Mormonism be the next world faith, one that will rival Catholicism, Islam, and other major religions in terms of numbers and global appeal? This was the question Rodney Stark addressed in his much-discussed and much-debated article, "The Rise of a New World Faith" (1984), one of several essays on Mormonism included in this new collection. Examining the religion's growing appeal, Rodney Stark concluded that Mormons could number 267 million members by 2080. In what would become known as "the Stark argument," Stark suggested that the Mormon Church offered contemporary sociologists and historians of religion an opportunity to observe a rare event: the birth of a new world religion. In the years following that article, Stark has become one of the foremost scholars of Mormonism and the sociology of religion. This new work, the first to collect his influential writings on the Mormon Church, includes previously published essays, revised and rewritten for this volume. His work sheds light on both the growth of Mormonism and on how and why certain religions continue to grow while others fade away. Stark examines the reasons behind the spread of Mormonism, exploring such factors as cultural continuity with the faiths from which it seeks converts, a volunteer missionary force, and birth rates. He explains why a demanding faith like Mormonism has such broad appeal in today's world and considers the importance of social networks in finding new converts. Stark's work also presents groundbreaking perspectives on larger issues in the study of religion, including the nature of revelation and the reasons for religious growth in an age of modernization and secularization.

Collaborative Capitalism and the Rise of Impact Investing


Author: Cathy Clark,Jed Emerson,Ben Thornley
Publisher: John Wiley & Sons
ISBN: 1118862546
Category: Business & Economics
Page: 54
View: 7365

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Investing with the explicit goal of creating financial returnsalongside measurable social and environmental benefits is catchingfire. Wall Street's biggest players are rushing to provide clientswith access to new impact investing options, amid growing consumerdemand and evidence that the approach can be successfully executed.Recent research on outstanding impact investing funds has revealeda mature practice, vibrant with commercial investors, providingstable, predictable returns to their investors as well assupporting the creation of millions of jobs and other tangibleoutcomes in markets overlooked by traditional asset managers. And yet, the individuals and organizations committed to impactinvesting are just the tip of the iceberg in a larger movement.This includes the growing field of social enterprise, wheremarket-based solutions can go beyond what government andphilanthropy can do to directly address society's problems. And itincludes institutional investors who have utilized impact screensand shareholder activism as a risk reduction strategy over the past30 years. Collaborative Capitalism and the Rise of ImpactInvesting sees these movements as signs of a much morefundamental shift, as finance as a whole responds to an increasedconsumer demand for market transparency—the need to knowexactly what we are buying, where and how it was made, and who itaffects. By putting a lens on the underlying practices that bridgeimpact investing and risk mitigation finance, the book outlines thetransformation in finance itself, driven by more cross-sector,transparent relationships in the service of creating long-termvalue for multiple stakeholders, not just shareholders.

The Glittering Silver Market: The Rise of the Elderly Consumers in Asia


Author: Yuwa Wong
Publisher: John Wiley & Sons
ISBN: 0470822074
Category: Business & Economics
Page: 166
View: 8341

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The Glittering Silver Market describes in much clarity, the history, experiences and expectations of consumers in this category. As a consumer banker in Asia Pacific, I found the research and forecast related to "silver" consumers in China, Hong Kong and Taiwan particularly interesting. It is an excellent piece of work for the business as well as the leisure reader.––Dicky Yip, OBE, Executive Vice President, Bank of Communications, General Manager, HSBC Dr. Yuwa Hedrick–Wong has put his finger on a major consumer trend in Asia: the rise of the elderly consumer market. Through Concise statistics, insightful observations and illuminating anecdotes, he has skillfully weaved a powerful and convincing story on the rise of the silver market in the major Asian Countries. It is a book that researchers, businessmen, financial analysts and public policy makers should read to derive deep insights on the enormous future impact of elderly consumer spending in Asia.––Professor Tan Kong Yan, Director, Asia Research Center, Nanyang Technological University, Former Chief Economist, Ministry of Trade and Industry Government of Singapore The Glittering Silver Market provides a detailed analysis of the financial powers of elderly populations in Asia and its enormous potential. Supported by excellent demographic and economic data, this book offers a fascinating insight on how to tap into this growing consumer market and the exciting new business opportunities it can offer for the future. A must–read for all marketers.––Sam Moon, Managing Director & CEO, DNM Strategies Many observers are beginning to worry about the huge demographic changes unfolding in Asia mean for them. Dr. Hedrick–Wong′s book is thus timely, one that general readers as much as policy makers and businessmen watching trends will find helpful. He succinctly provides the reader with analyses of population trends in key countries together with projections which are particularly useful.––Manu Bhaskaran, Partner/Head, Economic Research, Centennial Group

The Rise of the Image, the Fall of the Word


Author: Mitchell Stephens
Publisher: Oxford University Press
ISBN: 0199880077
Category: Performing Arts
Page: 272
View: 7615

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For decades educators and cultural critics have deplored the corrosive effects of electronic media on the national consciousness. The average American reads less often, writes less well. And, numbed by the frenetic image-bombardment of music videos, commercials and sound bites, we may also, it is argued, think less profoundly. But wait. Is it just possible that some good might arise from the ashes of the printed word? Most emphatically yes, argues Mitchell Stephens, who asserts that the moving image is likely to make our thoughts not more feeble but more robust. Through a fascinating overview of previous communications revolutions, Stephens demonstrates that the charges that have been leveled against television have been faced by most new media, including writing and print. Centuries elapsed before most of these new forms of communication would be used to produce works of art and intellect of sufficient stature to overcome this inevitable mistrust and nostalgia. Using examples taken from the history of photography and film, as well as MTV, experimental films, and Pepsi commercials, the author considers the kinds of work that might unleash, in time, the full power of moving images. And he argues that these works--an emerging computer-edited and -distributed "new video"--have the potential to inspire transformations in thought on a level with those inspired by the products of writing and print. Stephens sees in video's complexities, simultaneities, and juxtapositions, new ways of understanding and perhaps even surmounting the tumult and confusions of contemporary life. Sure to spark lively--even heated--debate, The Rise of the Image, the Fall of the Word belongs in the library of millennium-watchers everywhere.

The Rise of Spanish Multinationals

European Business in the Global Economy
Author: Mauro Guillén
Publisher: Cambridge University Press
ISBN: 9780521847216
Category: Business & Economics
Page: 268
View: 3048

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A 2005 analysis of both the causes and consequences of the international expansion of Spanish multinational firms.

(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: 1165

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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 End of Copycat China

The Rise of Creativity, Innovation, and Individualism in Asia
Author: Shaun Rein
Publisher: John Wiley & Sons
ISBN: 1118926722
Category: Business & Economics
Page: 256
View: 5638

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China's changing course, and sustainable success requires ashift in strategy The End of Copycat China helps business executives andinvestors understand how China's economy is shifting from one basedon heavy investment to one on services and consumption by providinginsight that help shape effective strategy. Drawing from over50,000 interviews with entrepreneurs, venture capitalists, privateequity investors, private Chinese companies, and multinationals,this book describes how Chinese firms are increasingly focused oninnovation rather than copying what worked in America and howconsumers are evolving with their hopes, dreams and aspirations.China's growth model of the last three decades is becomingincreasingly ineffective, as relying on heavy investment andexports is becoming less and less feasible. Fifty percent ofChina's growth in 2013 stemmed from consumption, the government isestablishing a Free Trade zone in Shanghai and ending the dominanceof state-owned enterprises. This book provides a roadmap forcompanies and investors looking to navigate these changes andcapture emerging trends, with deep insight and practical guidanceon what innovation looks like in the new China. Survey the development of innovation taking place in China'seconomy, from an insider's perspective Consider the changes that must take place to shore up thebroken growth model Examine the consumer trends emerging in the midst of rapidmarket evolution Understand how China's rise will impact its neighbors likeJapan, Vietnam, Indonesia, and Cambodia China's dramatic shift toward consumption presents a tremendousopportunity for foreign business, but traditional tactics areoutdated at best, financially fatal at worst, as local competitorsfocus on innovation and move up the value chain and as consumerslook for new brands and categories to spend money on. Newstrategies are needed to keep pace with the changing regulatory andconsumer environments, and "business as usual" won't get very far.The End of Copycat China is the business guide to thisemerging market, with expert guidance from the inside.