| Autore |
Errichiello Oliver <1973->
|
| Pubbl/distr/stampa |
Wiesbaden, Germany : , : Springer, , [2022]
|
| Descrizione fisica |
1 online resource (161 pages)
|
| Disciplina |
658.827
|
| Soggetto topico |
Branding (Marketing)
|
| ISBN |
3-658-36060-7
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
Intro -- Preface -- What Is This Book About? -- Contents -- About the Authors -- 1: Challenges of Green Brand Management -- 1.1 Green Biodiversity -- 1.1.1 Green Wish Concert? -- 1.1.2 ``Making Money´´ as a Green Problem -- 1.2 Brand Is Modern Home -- 1.2.1 Restless and Homeless Through Life -- 1.2.2 Green Trust Only Comes About Through Reliability of Commitment -- 1.2.3 Long-Term Oriented Brands Do Not Tell (Advertising) Lies: Green- and Bluewashing -- 1.2.4 Purpose Concepts as Added Value -- 1.2.5 Brand Work Is Always Cause Work -- References -- 2: Green Consumption -- 2.1 Clarification of Terms: What Does ``Green´´ Mean? -- 2.1.1 Sustainability -- 2.1.2 Corporate Social Responsibility -- 2.1.3 Organic and Biological -- 2.1.4 Fair Trade -- Organic Versus Regional -- Definition of ``Green´´ -- 2.2 Social-Historical Development: From the Anonymous Crowd to the Individual Crowd -- 2.2.1 The Green Me -- 2.2.2 Start of the Green Idea -- 2.3 History of the Organic Sector -- 2.3.1 The First Makers -- 2.3.2 The First Forms of Sale -- 2.3.3 Turn of the Century from the 1980s -- Summary -- 2.4 The Economic Importance of the Organic Sector Today -- Real Consumer Behaviour Using the Example of SUVs -- 2.5 Expansion of the Green Consumption Zone -- 2.5.1 Green Clothing -- The Green Fashion Market in Figures -- 2.5.2 Furniture and Construction -- 2.5.3 Tourism -- 2.5.4 Finances -- Commerzbank: The ``Green´´ Among the ``Giants´´ -- 2.5.5 Consumer Goods -- Summary -- 2.6 The Famous Lohas: A Brilliant Marketing Idea -- Five Megatrends Characterize the Lifestyle of Lohas -- 2.7 Are There Green Trends? -- 2.7.1 Brand Sociological Critique of Trend Affinity -- 2.7.2 Media Theme Change -- 2.7.3 Acceleration as Actual Content -- References -- 3: Understanding the Brand -- 3.1 A Tricky Thing: The Brand as a Social Alliance System.
3.1.1 No Goods Market Without Branded Goods -- 3.1.2 Karl Marx: The First Brand Theorist -- 3.2 Two Thousand Years of Brands and Advertising -- 3.2.1 A ``Good Name´´ Is Created When (Pre-)Trust Exists -- 3.2.2 Orientation in the Flood: Rocking Children and Checking e-Mails -- Examples -- 3.2.3 Economics Means Fighting Prejudices -- 3.3 What Is a Brand? -- 3.3.1 The Trade Mark from a Legal Point of View -- 3.3.2 The Brand from an Economic Perspective -- 3.3.3 The Brand from a Socio-Economic Point of View -- What Is Brand Sociology? -- How Does a Brand Interpret Its Performance Field Over Time? -- 3.4 Brand Is This -- 3.4.1 Abstract Means Nothing -- Example -- 3.4.2 Only Limit Creates Power -- 3.4.3 Compressing Power -- 3.4.4 Reducing Everyday Complexity -- 3.4.5 Omission as a Virtue -- Brand Sociological Causal Chain -- References -- 4: Development, Evolution and Management of a Green Brand -- 4.1 Green Brand Management Using the Example of Wooden Radio -- 4.1.1 Initial Situation -- 4.1.2 New Craft: The History of Wooden Radio -- 4.1.3 Brand Development of Wooden Radio -- 4.2 The Success Profile of Green Brands Using the Example of Wooden Radio -- 4.2.1 Step 1 to Strengthen Value Creation: How to Organise an Analysis of the Success Profile? -- Success Profile: Structure of the Analysis Process -- 4.2.2 Step 2 to Strengthen Value Creation: Where and What to Look for to Determine the Success Profile of the Brand? -- Questionnaire on the Product Field of Action -- Questionnaire for the Field of Action Advertising/Communication -- The 4-K Scheme -- Questionnaire for the Field of Action Population -- Questionnaire on the Field of Action Distribution -- Questionnaire for the Field of Action Management -- 4.2.3 Step 3 to Strengthen Value Creation: What Exactly Describes the Success Profile of the Brand? -- What Makes a Success Brick a Success Brick?.
4.2.4 Step 4 to Strengthen Value Creation: Impact on Day-to-Day Operations -- 4.3 How to Redevelop Green Brands? -- Guiding Questions for Brand Building -- References -- 5: Brand Management: The Six Principles of Green Brand Management -- 5.1 Green Brands Create Community Through Transparency -- Example -- 5.2 Green Brands Are Limited to Their Own Performance Territory -- 5.3 Green Brands Communicate Selected Aspects of the Value Chain -- Example -- 5.4 Green Brands Use Facts, Evidence of Competence and Explanatory Examples -- Example -- 5.5 Green Brands Maintain Their Self-Similar Performance and Advertising Pattern -- 5.6 Green Brands Tie in with Collective Resonance Patterns -- Example -- Reference -- Appendix: Conclusion and Outlook-Brand Instead of Capitalism -- Reference -- Index.
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| Record Nr. | UNINA-9910523885003321 |
Info
Collective forgiveness : the constructive power of an enigmatic feeling / / Oliver Errichiello
