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Tag: Brand Management

03
September

The On-Demand Brand

2011. Written by macsalam No comments Posted in: Books, Marketing
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The On-Demand Brand

Featuring exclusive insights and inspiration from today’s top marketers as well as lessons from some of the world’s most successful digital marketing initiatives, this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention! before the audience hits the snooze button.

Book Details:

Hardcover: 282 pages

Publisher: AMACOM (April 28th, 2010)

Language: English

Author: Rick Mathieson

Category: Business Books, Branding Books

Buy the book directly from Amazon.

12
February

The Vibe - It's What Every Brand Needs

While most companies claim to have a brand, only a few make an authentic connection with customers or clients. The rest simply have a logo that gets slapped onto the side of a truck or onto a shirt. Today it’s brands that will thrive and survive, and to build a brand, you need to create the right vibe around your business.

In The Vibe Gary Bertwistle shares his secrets, stripping away the jargon and highlighting the essential thinking required before you spend time, money and energy on promotion and advertising. Whether you’re a commercial, industrial, retail or service company, this book gives you the tools to create a powerful brand in the minds of your customers.

Book Details:

Paperback: 168 pages

Publisher: Wrightbooks (April 27, 2010)

Language: English

Author: Gary Bertwistle

Category: Business Books, Branding Books

Buy the book directly from Amazon.

07
February

Understanding Brands

2011. Written by macsalam No comments Posted in: Books, Marketing
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Understanding Brands

Good brand management is the route to getting a brand to work harder, make its proper mark and achieve success. Any brand, new or old, must be managed, nurtured, exploited and, when necessary, changed. For those who know that brand management is crucial but don’t know how to go about it, Understanding Brands illustrates what a brand is, what it can do for them, and how it supports the strategic goals of the business.

Book Details:

Paperback: 139 pages

Publisher: Kogan Page (May 28, 2006)

Language: English

Author: Peter Cheverton

Category: Business Books, Marketing Books, Branding Books

Buy the book directly from Amazon.

24
January

Six Rules for Brand Revitalization

2011. Written by macsalam No comments Posted in: Books, Marketing
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Six Rules for Brand Revitalization

At the turn of the millennium, McDonald’s faced a host of serious problems: a decline in food quality, branding issues, indifferent employees, shoddy service and a poor bottom line. The global brand consulting company Arcature LLC was brought in to develop a global brand direction, and Light (global chief marketing officer of McDonald’s during those years)—with others—resuscitated the brand. Though the authors offer a few rushed suggestions for executives trying to recover their failing brands, or to avert the crisis in the first place, the book is essentially a hosanna to Light’s corporate messianic abilities. The titular six rules—refocus the organization, restore brand relevance, reinvent the brand experience, reinforce a results culture, rebuild brand trust and realize global alignment—are addressed, but sketchily, and without much direction for how they can be applied to companies that are not lucky enough to be the world’s most successful fast-food chain. Though the book offers small nuggets of useful advice, it suffers from its self-congratulatory tone, anecdotal filler and dry writing.

Book Details:

Hardcover: 240 pages

Publisher: Pearson Prentice Hall; 1 edition (February 19, 2009)

Language: English

Author: Larry Light and Joan Kiddon

Buy the book directly from Amazon.

21
January

Brand Rewired

2011. Written by macsalam No comments Posted in: Books, Marketing
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Brand Rewired

Discover how the world’s leading companies have added value to their company by rewiring the brand creation process.

Brand Rewired showcases the world’s leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.

Book Details:

Hardcover: 224 pages

Publisher: Wiley (July 6, 2010)

Language: English

Author: Anne H. Chasser and Jennifer C. Wolfe

Buy the book directly from Amazon.

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.

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.

Book Details:

Paperback: 328 pages

Publisher: Cambridge University Press; 1 edition (February 26, 2010)

Language: English

Author: Martin Kornberger

Buy the book directly from Amazon.

15
January

Ingredient Branding

2011. Written by macsalam No comments Posted in: Books, Marketing
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Ingredient Branding

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing.

Book Details:

Hardcover: 393 pages

Publisher: Springer; 1st Edition. edition (July 21, 2010)

Language: English

Author: Philip Kotler and Waldemar Pfoertsch

Buy the book directly from Amazon.

04
October

I start with Brand Failures!

2009. Written by macsalam 2 comments Posted in: Books, Marketing
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Brand Failures

Brand Failures

brand FAILURES: The Truth about the 100 Biggest Branding Mistakes of All Time.

Book Details:

Paperback: 260 pages
Publisher: Kogan Page (October 28, 2005)
Language: English
Author: Matt Haig

Well, this is one of my favorite books. (I keep the hardcopy in my car!)

Let all branding courses start with this book.

Matt Haig lists the biggest 100 branding mistakes of all time. 100 real business failures in a nice story-telling style; you’ll like it.

If you need a softcopy of this book only for review purposes, comment on this post and I will email you a publicly distributed download link.

Haig wants to educate as well as to entertain, and at this he succeeds. … Anyone with a professional interest or involvement in brand management should read this book. — Journal of Consumer Marketing