Brands are a fait accompli: they represent a mountain range of evidence in search of a theory. They are much exploited, but little explored. In this book, Martin Kornberger sets out to rectify the ...ratio between exploiting and exploring through sketching out a theory of the Brand Society. Most attempts to explain the role of brands focus on brands either as marketing and management tools (business perspective) or a symptoms of consumerism (sociological perspective). Brand Society combines these perspectives to show how brands have the power to transform both the organizations that develop them and the lifestyles of the individuals who consume them. This holistic approach shows how brands function as a medium between producers and consumers in a way that is rapidly transforming our economy and society. That's the bottom line of the Brand Society: brands are a new way of organizing production and managing consumption. Using an array of practical case studies from a diverse set of organizations, this book provides a fascinating account of the way in which brands influence the lives of individuals and the organizations they work in.
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known ...consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. In fact, these brands are worth many times more than the book value of the property used to make these brands. Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance. Thus branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing. Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. Written for: Practitioners, especially corporate marketing communications managers, as well as management consultants Keywords: B2B Brand Management B2B Branding Brand Management Brand Myths Branding Business Branding Business Brands Business-to-Business Branding Re-branding
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Competitive Strategy for Media Firms introduces the concepts and analytical frameworks of strategic and brand management, and illustrates how they can be adapted according to the characteristics of ...distinct media products. Working from the premise that all media firms must strategize in response to the continuing evolution of new media, author Sylvia M. Chan-Olmsted offers applications of common business approaches to the products and components of the electronic media industry, and provides empirical examinations of broadcast, multichannel media, enhanced television, broadband communications, and global media conglomerate markets.
This insightful and timely volume provides a thorough review of current concepts and industry practices, and serves as an essential primer for the application of business models in media contexts. As a realistic and integrated approach to media industry studies, this volume has much to offer researchers, scholars, and graduate students in media economics and management, and will be an important reference for industry practitioners.
Contents: Preface. Introduction. Enter the Arena of Strategic Media Management. A Primer in Strategic Management for Media Firms. A Primer in Corporate and International Strategy for Media Firms. A Primer in Brand Management for Media Firms. Strategy and Competition in the New Broadcast Industries. Strategy and Competition in the Multichannel Media Industry. Strategy and Competition in the Enhanced Television Market. Strategy and Competition in the Broadband Communications Market. Strategy and Competition of Global Media Conglomerates. Conclusions.
Efforts to expand the scope of legal protection given to reputation and brands in the Asia Pacific region have led to considerable controversy. Written by a variety of experts, the essays in this ...book consider the developing law of reputation and brands in a fraught area.
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.
From food products to fashions and cosmetics to children’s toys, a wide range of commodities today are being marketed as “halal" (permitted, lawful) or “Islamic" to Muslim consumers both in the West ...and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most “halal" commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, “Brand Islam," as a clever marketing tool. Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam.
Most of us have an intuitive sense of superior branding. We prefer
to purchase brands we find distinctive-that deliver on some
important, relevant dimension better than other brands. These
brands ...have typically achieved positional advantage. Yet few
professionals have had the formal training that goes beyond
marketing theory to bridge the "theory-doing gap"-understanding the
specific techniques and strategies that can be used to create
brands that attain positional advantage in the marketplace.
Positioning for Advantage is a comprehensive how-to guide
for creating, building, and executing effective brand strategies.
Kimberly A. Whitler identifies essential marketing strategy
techniques and moves through the major stages of positioning a
brand to achieve in-market advantage. Introducing seven tools-from
strategic positioning concepts to strategy mapping to influencer
maps-Whitler provides templates, frameworks, and step-by-step
processes to build and manage growth brands that achieve positional
advantage. This book presents real-world scenarios, helping readers
activate tools to increase skill in creating brands that achieve
positional advantage. Brimming with insights for students and
professionals alike, Positioning for Advantage helps
aspiring C-level leaders understand not only what superior branding
looks like but also how to make it come to life.
Learning about the countless manufactured resources that surround us involves learning that they may be categorized according to the identity of their maker (i.e., their brand). Prior work indicates ...that children know some brand names as young as two years but has not examined whether young children understand that these expressions should be extended only to authentic products (i.e., those with a historical link to a particular maker) regardless of their perceptual appearance (i.e., the presence of a familiar trademark). Thirty-two 4-year-olds, 32 6-year-olds and 32 adults participated. Adults and 6-year-olds, but not 4-year-olds, systematically extended familiar brand names from a target product to other products that shared the same maker, even when this extension could not be based on perceptual appearance. By six years, children have begun to understand that a non-obvious historical property – maker identity – underlies the categorization of manufactured objects by brand.
•Examined comprehension of familiar brand names for manufactured resources.•4-year-olds extended brand names based on perceptual cues (familiar trademarks).•6-year-olds and adults extended brand names based on maker identity (authenticity).•Perceptual cues also influenced 6-year-olds' and adults' brand name extensions.•By six years, children know that maker identity underlies brand categorization.
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10.
Brands Arvidsson, Adam
2006, 20060419, 2005, 2006-04-19, 20060101
eBook
Drawing on rich empirical material, this revealing book builds up a critical theory, arguing that brands have become an important tool for transforming everyday life into economic value.
When ...branding lifestyles or value complexes onto their products, companies assume that consumers desire products for their ability to give meaning to their lives. Yet, brands also have a key function within managerial strategy. Examining the history of audience and market research, marketing thought and advertising strategy; the first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics to present the first systematic theory of brands: the brand as a key institution in information capitalism. It includes chapters on:
consumption
marketing
brand management
online branding
the brand as informational capital.
Richly illustrated with case studies from market research, advertising, shop displays, mobile phones, the internet and virtual companies, this outstanding book is essential reading for students and researchers of the sociology of media, cultural studies, advertising and consumer studies and marketing.
1. Introduction 2. Consumption 3. Marketing 4. Brand Management 5. Online Branding 6. The Brand as Informational Capital
Adam Arvidsson is Assistant Professor in the Department of Film and Media Studies, at the University of Copenhagan. His research examines the economic role of brands within the contemporary information economy.
