Info
- Utilizzare la checkbox di selezione a fianco di ciascun documento per attivare le funzionalità di stampa, invio email, download nei formati disponibili del (i) record.
Green branding : basics, success factors and instruments for sustainable brand and innovation management / / Oliver Errichiello, Arnd Zschiesche
| Green branding : basics, success factors and instruments for sustainable brand and innovation management / / Oliver Errichiello, Arnd Zschiesche |
| 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. |
| Record Nr. | UNINA-9910523885003321 |
Errichiello Oliver <1973->
|
||
| Wiesbaden, Germany : , : Springer, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Grundlagen der Markensoziologie : Die sozialen Prinzipien von Markenbildung und -führung in Theorie und Praxis / / von Alexander Deichsel, Oliver Errichiello, Arnd Zschiesche
| Grundlagen der Markensoziologie : Die sozialen Prinzipien von Markenbildung und -führung in Theorie und Praxis / / von Alexander Deichsel, Oliver Errichiello, Arnd Zschiesche |
| Autore | Deichsel Alexander |
| Edizione | [1st ed. 2017.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 |
| Descrizione fisica | 1 online resource (240 pages) |
| Disciplina | 382.0943 |
| Soggetto topico |
Branding (Marketing)
Public relations Branding Corporate Communication/Public Relations |
| ISBN | 3-658-17421-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Record Nr. | UNINA-9910483564003321 |
|
Deichsel Alexander
|
||
| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Grüne Markenführung : Erfolgsfaktoren und Instrumente nachhaltiger Brands / / von Oliver Errichiello, Arnd Zschiesche
| Grüne Markenführung : Erfolgsfaktoren und Instrumente nachhaltiger Brands / / von Oliver Errichiello, Arnd Zschiesche |
| Autore | Errichiello Oliver |
| Edizione | [1st ed. 2017.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 |
| Descrizione fisica | 1 online resource (188 p.) |
| Disciplina | 650 |
| Soggetto topico | Marketing |
| ISBN | 3-658-13245-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Grüner Konsum -- Geschichte der Ökobranche und die wirtschaftliche Bedeutung der Ökobranche heute -- Die berühmten Lohas – Eine fulminante Marketingidee -- Gibt es grüne Trends? -- Die Marke als soziales Bündnissystem -- Die Marke aus juristischer, ökonomischer und soziologischer Sicht -- Was Marke wirklich ist -- Authentische Marken steuern -- Das Beispiel wooden radio -- Das Erfolgsprofil grüner Marken: Werbung und Kommunikation, Produkt, Population, Distribution, Management -- Das Management authentischer Marken mit dem Erfolgsprofil: Analysefelder, Der Analyseprozess, Projektdurchführung -- Wie entwickelt man junge Marken? -- Die sechs Grundsätze grüner Markenführung -- Fazit und Ausblick: Alles grün?. |
| Record Nr. | UNINA-9910483291803321 |
|
Errichiello Oliver
|
||
| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||