LEADER 01582nam0 22003853i 450 001 VAN00243776 005 20251114102924.279 017 70$2N$a9783030429829 100 $a20220325d2020 |0itac50 ba 101 $aeng 102 $aCH 105 $a|||| ||||| 181 $ai$b e 182 $ab 183 $acr 200 1 $aChemical Epigenetics$feditors Antonello Mai$gwith contributions by L. Altucci ... [et al.] 210 $aCham$cSpringer$d2020 215 $aIX, 571 p.$cill.$d24 cm 410 1$1001VAN00123522$12001 $aTopics in Medicinal Chemistry$1210 $aCham$cSpringer$v33 620 $aCH$dCham$3VANL001889 676 $a660$cIngegneria chimica e tecnologie connesse$v22 676 $a576.5$cGenetica$v22 676 $a612.051$cEnzimi$v22 676 $a540$cChimica generale$v22 702 1$aAltucci$bLucia$3VANV199129 702 1$aMai$bAntonello$3VANV199128 712 $aSpringer $3VANV108073$4650 801 $aIT$bSOL$c20251121$gRICA 856 4 $uhttps://rd.springer.com/book/10.1007/978-3-030-42982-9$zE-book - Accesso al full-text attraverso riconoscimento IP di Ateneo, proxy e/o Shibboleth 899 $aBIBLIOTECA DEL DIPARTIMENTO DI SCIENZE E TECNOLOGIE AMBIENTALI BIOLOGICHE E FARMACEUTICHE$1IT-CE0101$2VAN17 912 $fN 912 $aVAN00243776 950 $aBIBLIOTECA DEL DIPARTIMENTO DI SCIENZE E TECNOLOGIE AMBIENTALI BIOLOGICHE E FARMACEUTICHE$d17CONS e-book 2221 $e17BIB2221/86 86 20220325 996 $aChemical Epigenetics$92514385 997 $aUNICAMPANIA LEADER 05895oam 22005052 450 001 9910959715103321 005 20251116185346.0 010 $a1-351-01445-5 010 $a1-351-01447-1 010 $a1-351-01446-3 024 7 $a10.4324/9781351014472 035 $a(CKB)4100000010563899 035 $a(MiAaPQ)EBC6128201 035 $a(OCoLC)1114280830 035 $a(OCoLC-P)1114280830 035 $a(FlBoTFG)9781351014472 035 $a(EXLCZ)994100000010563899 100 $a20190819d2020 uy 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe art of successful brand collaborations $epartnerships with artists, designers, museums, territories, sports, celebrities, science, good causes...and more /$fGe?raldine Michel and Reine Willing 205 $a1st ed. 210 1$aMilton Park, Abingdon, Oxon ;$aNew York, NY :$cRoutledge,$d2020. 210 4$aŠ2020 215 $a1 online resource (297 pages) 300 $aIncludes index. 311 08$a1-138-49961-7 311 08$a1-138-49960-9 327 $aCover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- Acknowledgements -- Introduction -- Part I: A Complete View of Brand Collaboration -- Chapter 1 Collaborations Between Consumer Goods Brands -- 1.1 When Consumer Goods Brands Create co-branded Products Together -- 1.2 When Consumer Goods Brands Claim a Common Message Together -- 1.3 When Consumer Goods Brands Provide Cross-Sales Promotions Together -- 1.4 When Consumer Goods Brands Organize Events Together -- 1.5 When a Retailer Confers Exclusive Distribution to a Brand -- 1.6 When Brands Collaborate to Target Employees -- Interviews: H& -- M, LVR, Servaire Agency -- Chapter 2 Brand Collaborations with Artists -- 2.1 When Brands Create Products with Artists -- 2.2 When Brands Offer Experiences with Artists -- 2.3 When Brands and Artists Collaborate to Target Employees -- Interviews: Louis XIII, Kenzo, Bel -- Chapter 3 Brand Collaborations with Celebrites -- 3.1 When Brands Create Products with Celebrities -- 3.2 When Brands use Celebrities to Promote their Products -- Interviews: Puma, Lidl -- Chapter 4 Brand Collaborations with Cultural Oraganizations -- 4.1 When Brands Create Products with Cultural Organizations -- 4.2 When Brands Exhibit in Museums, Festivals, and Operas -- 4.3 When Brands and Cultural Organizations Provide Cross-Sales Promotions -- Interview: MoMA -- Chapter 5 Brand Collaborations with Sports Organizations -- 5.1 When Brands Support Sports Activities -- 5.2 When Brands Become a Name for Sports Teams, Places, Competitions -- 5.3 When Brands Create Products with an Athlete or Sports Organization -- Interviews: Peugeot, WME (Sport Agent) -- Chapter 6 Brand Collaborations with Good Causes -- 6.1 When Brands Create Products for the Benefit of NGOs -- 6.2 When Brands Express their Support for Good Causes -- Interviews: Kiehl's, WWF, UNICEF. 327 $aChapter 7 Brand Collaborations with Territories -- 7.1 When Brands Look for Territory of Origin -- 7.2 When Territories Look to Attract more People -- 7.3 When Brands Conquer Space -- Interview: DS -- Part II: Key Strategies and Methods for Successful Brand Collaborations -- Chapter 8 Master the Fundamentals of Brand Management Tools -- 8.1 Brand Identity -- 8.2 Brand Image -- 8.3 Brand Iegitimacy -- Chapter 9 Apply Traditional Keys for Successful Brand Collaborations -- 9.1 Complementarity Between Partners -- 9.2 Consistency between the co-branded operation and its partners -- 9.3 The Surprising Outcome -- 9.4 Added Value for Consumers -- 9.5 Enrich the Brand -- 9.6 How to Avoid Brand Collaboration failures -- Chapter 10 Discover New Keys for Successful Brand Collaborations -- 10.1 From Products to Values -- 10.2 From a Win-Win Approach to Sharing the Same Goal -- 10.3 From Storytelling to Story-Doing -- 10.4 From Consistency to Freedom of Expression -- 10.5 From Short-Term to Long-Term -- Chapter 11 The Methodology for Creationd a Brand Collaboration -- 11.1 Project Framework -- 11.2 Strategic Recommendation, Screening and Profiling -- 11.3 Contacts and Project Scope -- 11.4 Negotiation, Closing a Deal, and Contract Drafting -- 11.5 Project Follow up and the Creative Process -- Conclusion -- Photographic Credits -- Index. 330 $a"Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the complex process of brand collaborations and explains the key factors of success to build this specific form of a partnership between businesses. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham, Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing tool. This includes improvement of the brand image, development of the brand on new markets, attracting new customers within different target groups and obtainment of new market shares. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and implement the process of successful brand collaboration"--$cProvided by publisher. 606 $aStrategic alliances (Business)$xManagement 615 0$aStrategic alliances (Business)$xManagement. 676 $a658.046 700 $aMichel$b Ge?raldine$01873264 702 $aWilling$b Reine 801 0$bOCoLC-P 801 1$bOCoLC-P 906 $aBOOK 912 $a9910959715103321 996 $aThe art of successful brand collaborations$94483269 997 $aUNINA