Finalist in the Business: Marketing & Advertising category of the Best Book Awards 2023 awarded by American Book Fest and also in the Marketing - Branding category of the Goody Business Book Awards 2023 Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.
Aufbauend auf entsprechend erweiterten Assoziationen in Musiktiteln, folgend in Markennamen und Artikeln, Slogans und … wird eine größere Bandbreite gedanklich "greifbarer" Begriffe erreicht.
This book examines how the emergence of new media brings brought challenges to the North American sport industry, discussing challenges in terms of a shift from an information economy to an attention economy perspective.
Dieses Buch erklärt, wie Hotels, Regionen, Airlines und weitere touristische Anbieter mithilfe von Social Media höhere Sichtbarkeit, mehr Empfehlungen, mehr Direktbuchungen und somit mehr Gewinn erzielen können.
This book connects a detailed analysis of Irn-Bru's brand identity over time to theories of national identity, consumer studies, and banal nationalism.
Muslim consumers represent an untapped and viable market segment, but to date there has been very little research on catering to their needs or running and managing Islamic businesses.
Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management.
Die Veranstaltungswirtschaft hat sich nach dem Lockdown auf den Weg zu einem „New Normal“ begeben, in dem Live- und digitale Kommunikation eng verbunden sind.
This book offers a comprehensive look into issues and trends driving international student mobility as the phenomenon becomes increasingly prevalent worldwide.
Dieses Buch erläutert kompakt und auf den Punkt, warum Konzerne heute eine Employer-Branding-Strategie brauchen, und wie sie die besten Fachkräfte am Markt von sich überzeugen und halten.
Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses.
In diesem Buch wird ein interdisziplinärer Ansatz für die Welt des Konsums gewählt, der verschiedene Themen abdeckt und soziologische, wirtschaftliche und marketingbezogene Aspekte einbezieht.
This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general.
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice.
Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.
Im Fokus dieser empirisch-medienwissenschaftlichen Studie stehen die Endkunden*innen und Experten*innen aus der Autoindustrie, dem Autohandel und der Kreativwirtschaft im DACH-Raum.
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noel Kapferer.
Dieses Buch erklärt kompakt und auf den Punkt, was Native Advertising ist, wie diese neue Werbedisziplin funktioniert und welche Vorteile sie Werbungtreibenden bietet.
Over the past two decades, through unprecedented levels of prosperity and changing values, luxury tourism has transformed into a new consumption pattern.
This edited volume explores how fashion brands deal with legacy by looking at the preservation of heritage and knowledge and how this builds a bridge to the future.
This book examines how the emergence of new media brings brought challenges to the North American sport industry, discussing challenges in terms of a shift from an information economy to an attention economy perspective.
