Partner Brands Selection In Co Branding Projects
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| Author | : T. Blackett |
| Publisher | : Springer |
| Total Pages | : 160 |
| Release | : 1999-09-24 |
| Genre | : Business & Economics |
| ISBN | : 0230599672 |
The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.
| Author | : Géraldine Michel |
| Publisher | : Routledge |
| Total Pages | : 270 |
| Release | : 2020-03-04 |
| Genre | : Business & Economics |
| ISBN | : 1351014455 |
Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.
| Author | : Alice Dallabona |
| Publisher | : Taylor & Francis |
| Total Pages | : 223 |
| Release | : 2024-08-22 |
| Genre | : Business & Economics |
| ISBN | : 1040100929 |
Luxury Fashion Marketing and Branding offers a comprehensive analysis of the key theories and concepts needed to understand the promotion of luxury fashion products. It covers subjects including luxury fashion retailing, digital marketing and communication, data analytics, emerging technologies, consumer behaviour and PR. The textbook also offers a focused discussion of the challenges faced by luxury fashion brands to meet growing customer demand for ethical and sustainable practice, including concerns related to diversity, inclusivity, and cultural sensitivity. This textbook is grounded in business practices, featuring real-world examples and international case studies from both established and modern brands. Chapter objectives and summaries aid comprehension, whilst end-of-chapter questions and activities enable further research and discussion. Luxury Fashion Marketing and Branding is ideal for advanced undergraduate and postgraduate students of fashion marketing and communications, luxury fashion business and luxury brand management. Its applied approach will also make it suitable for those studying for an Executive MBA in Fashion and Luxury Management. Online resources include an instructor’s manual, lecture slides and a test bank.
| Author | : Jean-Nol︠ Kapferer |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 516 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : 9780749442835 |
Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
| Author | : Melissa A. Hardy |
| Publisher | : SAGE |
| Total Pages | : 100 |
| Release | : 1993-02-25 |
| Genre | : Mathematics |
| ISBN | : 9780803951280 |
It is often necessary for social scientists to study differences in groups, such as gender or race differences in attitudes, buying behavior, or socioeconomic characteristics. When the researcher seeks to estimate group differences through the use of independent variables that are qualitative, dummy variables allow the researcher to represent information about group membership in quantitative terms without imposing unrealistic measurement assumptions on the categorical variables. Beginning with the simplest model, Hardy probes the use of dummy variable regression in increasingly complex specifications, exploring issues such as: interaction, heteroscedasticity, multiple comparisons and significance testing, the use of effects or contrast coding, testing for curvilinearity, and estimating a piecewise linear regression.
| Author | : Ronald Legarski |
| Publisher | : SolveForce |
| Total Pages | : 1154 |
| Release | : 2024-08-30 |
| Genre | : Language Arts & Disciplines |
| ISBN | : |
Entrepreneurship and Authorship: Navigating the Intersections of Creativity, Business, and Influence is an essential guide for anyone looking to bridge the worlds of innovative business and creative writing. In this comprehensive exploration, readers are invited to discover how the principles of entrepreneurship and authorship intertwine, revealing unique opportunities to harness the power of both. This book delves deep into the core of entrepreneurship, offering insights into the entrepreneurial mindset, the importance of innovation, and the crucial role of risk-taking in building successful ventures. It examines the historical evolution of entrepreneurship, the impact of globalization, and the various types of entrepreneurial activities, from small businesses to scalable startups and social enterprises. Alongside these themes, the book explores the nuanced craft of authorship—guiding readers through the creative process, the challenges of getting published, and strategies for building a lasting platform. Entrepreneurship and Authorship isn't just for entrepreneurs looking to enhance their creativity or authors aspiring to approach their craft with a business mindset—it's for anyone interested in the dynamic intersection of these two disciplines. The book provides practical advice, real-world examples, and actionable strategies that empower readers to achieve their goals, whether it's launching a successful startup, writing a bestselling book, or both. Readers will learn how to identify and capitalize on entrepreneurial opportunities, understand the importance of innovation as a cornerstone of success, and navigate the challenges of balancing creative ambition with business acumen. Through a blend of theoretical knowledge and practical guidance, this book equips readers with the tools they need to thrive in an increasingly interconnected and competitive world. Entrepreneurship and Authorship is more than a guide—it's an invitation to explore the limitless potential that arises when creativity and business strategy come together. It challenges readers to think differently, to push the boundaries of what is possible, and to create a lasting impact through both their entrepreneurial ventures and their written works.
| Author | : Jonathan Wilson |
| Publisher | : SAGE |
| Total Pages | : 500 |
| Release | : 2021-11-24 |
| Genre | : Social Science |
| ISBN | : 1526455021 |
Are you conducting business research for the first time and aren′t sure where to begin? This book gives you everything you need to successfully complete your research project. From choosing a direction for your research and considering ethics to data collection and presenting your results, it offers straightforward guidance on every step of the research process. Covering topics such as social media research, group working and how to research your own organisation, it provides a thorough view of research for business and management students. The book: Enables you visualise how each stage of research links to the next, and makes sure you don′t miss a step with a handy ′Research Project Wheel′ Empowers you to increase your employability and develop transferable skills, such as proposal writing and data analysis Provides student research examples that show common challenges you might face - and how to address them. Key features include research snapshots, offering short how-to examples for doing real research, and concept cartoons, which put forward different views about research so you can broaden your knowledge. It also has end-of-chapter questions, online multiple choice questions and Kahoot! questions so you can test your understanding. Guiding you through working with and understanding both primary and secondary data, this book is the perfect companion for any undergraduate conducting a business and management research project.
| Author | : Aiello, Lucia |
| Publisher | : IGI Global |
| Total Pages | : 518 |
| Release | : 2014-01-31 |
| Genre | : Business & Economics |
| ISBN | : 1466650087 |
An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e-relationship marketing; this examination is important in recognizing a common perspective. The Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives examines the potential value of cultural products and how the support of new technologies can enable non-conventional and social-media marketing relationships. This book aims to highlight an emerging subject area in the field of financial management, management of value creation, and marketing that will be essential for scientists, researchers, and practitioners.
| Author | : PR Smith |
| Publisher | : Kogan Page Publishers |
| Total Pages | : 761 |
| Release | : 2024-03-03 |
| Genre | : Business & Economics |
| ISBN | : 1398611727 |
Full marketing integration is vital in establishing effective marketing initiatives. This newly updated, clear and accessible textbook provides students and practitioners with the skills they need to deliver successful campaigns for the modern consumer. The 8th edition of Marketing Communications continues to be a core resource covering all aspects of marketing from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, PR campaigns, big data, marketing automation and more with this complete textbook. Learn through current, real-world case studies from global companies such as TikTok and Spotify and explore what it takes to build a truly integrated, successful marketing plan. Incorporating branding, customer journey, advertising and more, Marketing Communications also provides in depth content on the legal requirements you need to develop your strategy including all you need to know about new GDPR rules and 3rd party data. New to this edition, it includes information on the ongoing impact of AI in all aspects of marketing communications ensuring that you have all the tools necessary to reach the modern consumer while utilizing the latest industry technologies. This book will give readers the confidence to work in an environment of constant technological transformation and build the core skills they need as marketers to create fully integrated strategies and successful campaigns.
| Author | : Johny K. Johansson |
| Publisher | : SAGE Publications |
| Total Pages | : 273 |
| Release | : 2014-01-17 |
| Genre | : Business & Economics |
| ISBN | : 148335539X |
Written by experts on branding and consumer behavior, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to the growth of brand equity and value, to brand extension and the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.
