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The Community Manager’s Playbook : How to Build Brand Awareness and Customer Engagement
Perkins, Lauren - 2015
Savvy companies recognize the value of a strong community. Think of Nike and its community of runners, Nike+, and you’ll quickly understand that creating and fostering an online community around a product or brand is a powerful way to boost marketing efforts, gain valuable insight into...
Persistent link: https://www.econbiz.de/10012627203
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Political Branding Strategies: Campaigning and Governing in Australian Politics
Downer, Lorann - 2016
Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an … that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor …'s strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard …
Persistent link: https://www.econbiz.de/10012615673
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Designing Luxury Brands : The Science of Pleasing Customers’ Senses
Derval, Diana - 2018
This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or...
Persistent link: https://www.econbiz.de/10013256178
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Storytelling in Organizations : A Narrative Approach to Change, Brand, Project and Knowledge Management
Thier, Karin - 2018
Introduction -- Stories in Organizations -- The "Storytelling" Method -- Areas of Application -- Evaluation and Efficacy of Storytelling -- The Storytelling Procedure -- Learning Histories - Application Forms in Scientific and Educational Projects: An Internview with Prof. Rik Peters, University...
Persistent link: https://www.econbiz.de/10013270836
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Advances in National Brand and Private Label Marketing : Fifth International Conference, 2018
Martínez-López, Francisco J. (ed.);  … - International Conference on Research on National Brand … - 2018
Part I: Consumer Behavior -- Part II: Online Context and Digital Transformation -- Part III: Branding -- Part IV …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …
Persistent link: https://www.econbiz.de/10013192306
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Emotional Banking : Fixing Culture, Leveraging FinTech, and Transforming Retail Banks into Brands
Blomstrom, Duena - 2018
Chapter 1: Banks Today: The Relationship between Financial Services and Technology -- Chapter 2: FinTech: Trends, Players, Challengers, and Bubbles -- Chapter 3: Products vs. Money Moments -- Chapter 4: Let’s Get Real: Anecdotes from FinTech Titans Experiencing Banking Products -- Chapter 5:...
Persistent link: https://www.econbiz.de/10013263170
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Luxury Fashion Retail Management
Choi, Tsan-Ming (ed.); Shen, Bin (ed.) - 2017
Using various research methodologies, such as reviews, case studies, analytical modeling and empirical studies, this book investigates luxury fashion retail management and provides relevant insights, which are beneficial to both industrialists and academics. Readers gain an understanding of...
Persistent link: https://www.econbiz.de/10012396283
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Political Marketing and Management in Ghana : A New Architecture
Mensah, Kobby (ed.) - 2017
. Covering a range of topics including political HR and branding in parties, it lays important foundations for new political …, Party Brand Image and Voter Choice; Kobby Mensah -- 4. Political Party Branding and Voter Choice in Ghana; Bedman Narteh …
Persistent link: https://www.econbiz.de/10012396367
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Brand Fans : Lessons from the World's Greatest Sporting Brands
Smith, Aaron C.T. - 2017
Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting … branding … -- Chapter 5 Passionate Partisans- Lifelong Loyalty -- Chapter 6 Dynamic Data- Branding the Digital Drive -- Chapter 7 Enhanced …
Persistent link: https://www.econbiz.de/10012396507
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The Power of Communicating the Family Firm Status : The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness
Rosina, Margarete - 2018
consumers. To do so, she conducts two experimental studies using a sample of 349 consumers. Using a branding perspective, the …? Target Groups Researchers and students in the fields of management, strategy, branding, marketing and family firm research … Practitioners in the areas of family firms, marketing, branding, corporate/business development and strategy The Author Dr …
Persistent link: https://www.econbiz.de/10012396517