Brand communication

Part 1 of ebook "The brand strategist’s guide to desire: How to give consumers what they actually want" provides readers with contents including: introduction a guide to desire; Chapter 1 - Community; Chapter 2 - Adventure;...

90p giangmacvien 22-06-2024 2 1   Download

Part 2 of ebook "Standing room only: Marketing insights for engaging performing arts audiences" provides readers with contents including: managing location, capacity, and ticketing systems; focusing on value and optimizing revenue through pricing strategies; identifying and capitalizing on brand identity; formulating communications strategies; delivering the message advertising, personal selling, sales promotion, public relations, and crisis management;...

216p giangmacvien 22-06-2024 2 1   Download

Ebook "Advances in national brand and private label marketing (Second international conference, 2015)" presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels.

208p giangmacvien 22-06-2024 2 1   Download

Part 2 of ebook "Advertising confluence: Transitioning marketing communications into social movements" provides readers with contents including: brand diffusions and brand naming strategies; say it without saying it, how consumers interpret “tropes” in advertising and its impact on campaign success; how “true” are stereotypes, the role of stereotypes in advertising; the value of social networks in the world of advertising;...

62p giangmacvien 22-06-2024 1 1   Download

Part 2 of ebook "Brand building and marketing in key emerging markets: A practitioner’s guide to successful brand growth in China, India, Russia and Brazil" provides readers with contents including: BRIC branding framework; strategies for successful brand building and marketing in the key emerging markets; rising individualism and more emotional approaches...

154p giangmacvien 22-06-2024 3 1   Download

Part 2 of ebook "Rethinking place branding: Comprehensive brand development for cities and regions" provides readers with contents including: Chapter 9 - Rethinking the roles of culture in place branding; Chapter 10 - Rethinking place branding and place making through creative and cultural quarters; Chapter 11 - Rethinking place brand communication from product-oriented monologue to consumer-engaging dialogue; Chapter 12 - Rethinking the visual communication of the place brand a contemporary role for chorography; Chapter 13 - Rethinking place branding and the other senses; Chapter 14 - Reth...

126p giangmacvien 22-06-2024 1 1   Download

This study aims to assess the effectiveness of marketing communication activities at universities in the digital era. In the empirical study, the data were collected from 396 students studying courses at the University of Finance and Accountancy (UFA). The data were analyzed descriptively. The dependent variables included Aware, Appeal, Ask, Action, and Advocate (5A). The data were calculated using Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR).

11p leminhvu111 07-06-2024 0 0   Download

Ebook "Online brand communities: Using the social web for branding and marketing" presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the marketing mind-set to adapt the Social Web. On this basis, the book then presents a detailed analysis of online brand communities, examining the concept of virtual community with a specific focus on virtual brand communities.

256p giangdongdinh 30-05-2024 4 2   Download

Ebook "Growing brands through sponsorship: An empirical investigation of brand image transfer in a sponsorship alliance" infers from congruity theory and associative learning theory to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co-sponsor. Results provide evidence for direct image transfer between two sponsor brands. Specifically, the attitude toward one brand was found to imbue a second brand it is paired with through a common sponsorship engagement.

370p giangdongdinh 30-05-2024 4 2   Download

Ebook "Handbook of media branding" offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands.

405p giangdongdinh 30-05-2024 2 2   Download

Ebook "Harnessing place branding through cultural entrepreneurship" draws together three overlapping relationships and knowledge domains. These are the cultural entrepreneurship/creative industries, the public and/or private philanthropic contributions that have funded artistic production and the preservation and presentation of place brands as a mechanism to revitalize local economies and communities.

312p giangdongdinh 30-05-2024 2 2   Download

Roger Haywood has advised many top companies on marketing and communications strategies (Including ICI, Rolls Royce, BA, Unilever, General Motors and Thomas Cook). He is Chairman of the Public Relations Standards Council and former Chairman of the CIM (Chartered Institute of Marketing) and former President of the IPR (Institute of Public Relations), all of them in Britain. He is also the author of All About Public Relations (McGraw-Hill).

337p vimeyers 29-05-2024 3 1   Download

This book could not have been written without the experience we have gained from the clients of People in Business, in particular Hiscox, Premier Oil, Unilever, Manpower, John Lewis, The Crown Prosecution Service and Man Investments, among others. We also want to thank those who have given us their time, including Tesco, Sainsbury’s, Reuters, Microsoft, the BBC, Compass Group, Nationwide Building Society, Orange, Vodafone and Sir Martin Sorrell, CEO of WPP, who is responsible for managing one of the most complex employer brands on earth.

234p vimeyers 29-05-2024 10 2   Download

The present study is proposed based on two important practical issues. First, brand image is one essential aspect of building the brand of a business. Second, with the development of the internet, social media has become a revolution for people worldwide to communicate, connect, create, and share their content and opinions in a dynamic and flexible way.

13p viohoyo 25-04-2024 4 1   Download

This paper intends to measure the response of consumer towards non-deceptive counterfeit brand in Bangladeshi market. Both primary data by administering questionnaire and secondary data were collected.

10p viohoyo 25-04-2024 1 1   Download

The aim of this paper is to identify challenges/tasks for community managers resulting from special characteristics of generation Z members and their behaviour on social media. As well as literature review, a survey was conducted among 233 students - representatives of generation Z.

8p longtimenosee10 26-04-2024 3 1   Download

The purpose of the study was to identify how the Personal Branding Marathon with the involvement of the Ethics Supervisory Committee could influence the teacher self-branding in the settings of the digital environment if the ethics of communication is given paramount importance. The study used qualitative and quantitative methods such as a semi-structured indepth interview, a self-assessment checklist, and an expert assessment checklist.

14p viarnault 25-04-2024 1 1   Download

This study analyzed political parties using marketing theory, especially supply chain management and political brands using the Customer Base Brand Equity (CBBE) approach. The political brand in this study can determine what factors are in the minds of voters or the mindset of the people that influence their behavior to produce brand equity that can be communicated and presented to the constituents so that the impact drives them towards electoral choices in certain parties.

12p longtimenosee09 08-04-2024 3 1   Download

Ebook "B2B brand management" will provide even the most experienced business manger with a new way of looking at B2B branding. It provides proven case studies that bring B2B brand management to life. It will provoke the reader to think about a systematic approach to branding, based on facts, rather than personal judgment. Focused branding moves you closer to your customers.

368p nguyetthuongvophong1010 04-03-2024 5 1   Download

Nghiên cứu "Sự tác động của cộng đồng trực tuyến đến lòng trung thành của khách hàng tại nhà hàng Dookki Việt Nam" nhằm mục đích phân tích tham gia cộng đồng trực tuyến tại nhà hàng Dookki Việt Nam. Bài nghiên cứu nhằm mục đích phân tích tác động tham gia cộng đồng trực tuyến đến lòng trung thành của khách hàng tại nhà hàng Dookki Việt Nam. Mời các bạn cùng tham khảo!

5p tahoaiman 02-01-2024 3 2   Download