$29.99

What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world:. * Values (what the company stands for);. * Corporate citizenship (playing an active role in society);. * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.

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This Element is an excerpt from The Truth About Creating Brands People Love (ISBN: 9780137128167) by Brian D. Till and Donna Heckler. Available in print and digital formats.   Get branding right from the start, with great product names, powerful differentiators, and meaningful, motivating, memorable taglines.   “Close-Up,” “Jiffy Lube,” “Rain Dance,” “The Medicine Shoppe,” “Irish Spring,” and “Puppy Chow”: all are great names that reflect the essence of the product or service. Good branding starts with the name--the representation of the brand, conjuring images, concepts, and experiences. The name is the foundation for these perceptions....

$24.16

Brands are a dominant feature of everyday life. This book argues that brands have become an important tool for transforming everyday life into economic value. 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.

$103

This text analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building and maintaining strong brands - the lifeblood of any long-term marketing campaign. Recommendations for developing better advertising are included.

$19.16

Brands of Faith

$14.48

"Branding: secrets revealed, best practices explained, pitfalls exposed "- The truth about positioning brands and developing brand meaning - The truth about brands as corporate profit drivers - The truth about advertising, pricing, segmentation, and more Simply the best thinkingthe truth and nothing but the truth This book reveals the 51 bite-size, easy-to-use techniques for building great brands--and keeping them great. "I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands."DAVID AAKER, Vice-Chairman, Prophet and Author of "Building Strong Brands" and "Spanning Silos" Preface ixTruth 1 Managing brands is not common sense 1Truth 2 No one loves your brand as much as you love it 5Truth 3 The brand is not owned by marketing; everyone owns it 9Truth 4 Making more by doing less 13Truth 5 Does your brand keep its promise? 17Truth 6 Price is the communication of the value of your brand 21Truth 7 Brand personality is the emotional connection with your brand 25Truth 8 Does your sales force know the difference between a product and a brand? 29Truth 9 Beware of the discounting minefield 33Truth 10 Packaging protects your product; great packaging protects your brand 37Truth 11 Brand management is association management 41Truth 12 The retail experience is the brand experience 45Truth 13 Corporate ego: Danger ahead 49Truth 14 Brand metrics: Best measure of success? 53Truth 15 Customer complaints are a treasure 57Truth 16 Brand stewardship begins at home 61Truth 17 Market share doesn't matter 65Truth 18 Avoid the most common segmentation mistake 69Truth 19 Public relations and damage control: The defining moment 73Truth 20 Focus equals simplicity 77Truth 21 Marketing is courtship, not combat 81Truth 22 Don't sacrifice brand focus for sales 85Truth 23 The medium is not the message; the message is the message 89Truth 24 Brand development and the small business 93Truth 25 Imitation is an ineffective form of flattery 97Truth 26 Positioning lives in the mind of your target customer 101Truth 27 The value of brand loyalty 105Truth 28 Quality is not an effective branding message 109Truth 29 Effective use of celebrity endorsers: The fit's the thing 113Truth 30 Brand-building consumer promotion 117Truth 31 Advertising built for the long run 121Truth 32 A service brand is a personal brand 125Truth 33 Is your brand the best at something? If so, be satisfied 129Truth 34 Great positionings are enduring 133Truth 35 Effective branding begins with the name 137Truth 36 Your brand makes your company powerful, not the other way around 141Truth 37 Be consistent but not complacent 145Truth 38 Is your brand different? If not, why will someone buy it? 149Truth 39 The three M's of taglines: Meaningful, motivating, and memorable Truth 40 Customer service is the touch point of your brand 157Truth 41 Smaller targets are easier to hit 161Truth 42 Beware of the allure of brand extensions 165Tru

$89.99

The Incase Nylon Backpack is designed for the utmost in versatility, portability, protection, and comfort. It features a heavily padded faux fur lined laptop compartment that fits most brands of laptops up to 17". The main compartment is large enough for additional books or papers and has a slip pocket for your iPad or eReader. A contrast lining adds a pop of fun color and makes all your stuff easy to find.

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