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Behavioral aspects of brand management / / Jana Majerová [et al.]
| Behavioral aspects of brand management / / Jana Majerová [et al.] |
| Autore | Majerová Jana |
| Pubbl/distr/stampa | New York : , : Addleton Academic Publishers, , [2021] |
| Descrizione fisica | 1 online resource (111 pages) |
| Disciplina | 658.5 |
| Soggetto topico |
Product management
Brand name products - Management Marketing - Psychological aspects |
| ISBN | 1-942585-43-8 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910794506103321 |
Majerová Jana
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| New York : , : Addleton Academic Publishers, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Behavioral aspects of brand management / / Jana Majerová [et al.]
| Behavioral aspects of brand management / / Jana Majerová [et al.] |
| Autore | Majerová Jana |
| Pubbl/distr/stampa | New York : , : Addleton Academic Publishers, , [2021] |
| Descrizione fisica | 1 online resource (111 pages) |
| Disciplina | 658.5 |
| Soggetto topico |
Product management
Brand name products - Management Marketing - Psychological aspects |
| ISBN | 1-942585-43-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910827046803321 |
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Majerová Jana
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| New York : , : Addleton Academic Publishers, , [2021] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand management 101 : 101 lessons from real-world marketing
| Brand management 101 : 101 lessons from real-world marketing |
| Autore | Dhar Mainak |
| Pubbl/distr/stampa | [Place of publication not identified], : Wiley Asia, 2007 |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Marketing Management Styles & Communication Management Business & Economics Màrqueting Gestió |
| Soggetto genere / forma | Llibres electrònics |
| ISBN | 1-119-20773-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910130557703321 |
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Dhar Mainak
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| [Place of publication not identified], : Wiley Asia, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand management 101 : 101 lessons from real-world marketing
| Brand management 101 : 101 lessons from real-world marketing |
| Autore | Dhar Mainak |
| Pubbl/distr/stampa | [Place of publication not identified], : Wiley Asia, 2007 |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Marketing Management Styles & Communication Management Business & Economics Màrqueting Gestió |
| Soggetto genere / forma | Llibres electrònics |
| ISBN | 1-119-20773-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910676645503321 |
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Dhar Mainak
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| [Place of publication not identified], : Wiley Asia, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand management 101 : 101 lessons from real-world marketing
| Brand management 101 : 101 lessons from real-world marketing |
| Autore | Dhar Mainak |
| Pubbl/distr/stampa | [Place of publication not identified], : Wiley Asia, 2007 |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Marketing Management Styles & Communication Management Business & Economics Màrqueting Gestió |
| Soggetto genere / forma | Llibres electrònics |
| ISBN | 1-119-20773-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910840667803321 |
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Dhar Mainak
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| [Place of publication not identified], : Wiley Asia, 2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Brand Stretch; Contents; Preface; Acknowledgements; 1. Brand stretch - or brand ego trip?; Extension advantages; So why does the success rate suck?; Virgin: The biggest ever brand ego trip?; Shotgun weddings; Quitting the brand ego trip; Brand added value; Dove: Brand added value in action; The Brand Stretch workout; Key takeouts; Checklist 1: Brand Stretch - or brand ego trip?; 2. Step One: Strengthen the core; In shape to stretch?; The heart of a healthy brand; Anchoring the core range; Bud and Bud Light: Sun and planets; Risky business; Tango: Taking the eye off the orange ball
Key takeoutsChecklist 2: Strengthen the core; 3. Step Two: Vision; GPS for brands; The masterbrand challenges; Less myopic marketing; Blockbuster: Out of the video box; Climbing the brand ladder; Pampers: From bottoms to babies; Axe: Ladders and snakes; Elastic brands; Key takeouts; Checklist 3: Vision; 4. Step Three: Ideas; Start close to home; Moving out; Innovation shortcuts; The fairytale world of innovation; Starbucks' Frappuccino: Real world innovation; Innokill survival kit; Key takeouts; Checklist 4: Ideas; 5. Step Four: Focus; Meet the seven dwarves; Heroes or zeroes? Bertolli: Virtual venture capitalDimension one: Brand vision building; Dimension two: Show me the money; The easyGroup story: Murder on the balance sheet; easyGroup summary; Alternatives to going it alone; Key takeouts; Checklist 5: Focus; 6. Step Five: Delivery; Underestimating execution; Nescafé Hot When You Want: Not so hot execution; Brand damage; Brand and deliver; The Apple iPod: White hot execution; Delivering the promise; Key takeouts; Checklist 6: Delivery; 7. Step Six: Brand architecture; The Sorcerer's Apprentice; Architecture for brands; Houses versus streets; Mono-platform brands Multi-platform brandsLego: Building blocks of a new future; When the rubber hits the road; Comfort: Designing a turnaround; Let's go round again; Key takeouts; Checklist 7: Brand architecture; Appendix 1: Masterbrand positioning tips and tricks; Appendix 2: Example masterbrand positioning tool; Appendix 3: Masterbrand positioning tool template; References; Index |
| Record Nr. | UNINA-9910455896503321 |
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Taylor David <1964->
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| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Brand Stretch; Contents; Preface; Acknowledgements; 1. Brand stretch - or brand ego trip?; Extension advantages; So why does the success rate suck?; Virgin: The biggest ever brand ego trip?; Shotgun weddings; Quitting the brand ego trip; Brand added value; Dove: Brand added value in action; The Brand Stretch workout; Key takeouts; Checklist 1: Brand Stretch - or brand ego trip?; 2. Step One: Strengthen the core; In shape to stretch?; The heart of a healthy brand; Anchoring the core range; Bud and Bud Light: Sun and planets; Risky business; Tango: Taking the eye off the orange ball
Key takeoutsChecklist 2: Strengthen the core; 3. Step Two: Vision; GPS for brands; The masterbrand challenges; Less myopic marketing; Blockbuster: Out of the video box; Climbing the brand ladder; Pampers: From bottoms to babies; Axe: Ladders and snakes; Elastic brands; Key takeouts; Checklist 3: Vision; 4. Step Three: Ideas; Start close to home; Moving out; Innovation shortcuts; The fairytale world of innovation; Starbucks' Frappuccino: Real world innovation; Innokill survival kit; Key takeouts; Checklist 4: Ideas; 5. Step Four: Focus; Meet the seven dwarves; Heroes or zeroes? Bertolli: Virtual venture capitalDimension one: Brand vision building; Dimension two: Show me the money; The easyGroup story: Murder on the balance sheet; easyGroup summary; Alternatives to going it alone; Key takeouts; Checklist 5: Focus; 6. Step Five: Delivery; Underestimating execution; Nescafé Hot When You Want: Not so hot execution; Brand damage; Brand and deliver; The Apple iPod: White hot execution; Delivering the promise; Key takeouts; Checklist 6: Delivery; 7. Step Six: Brand architecture; The Sorcerer's Apprentice; Architecture for brands; Houses versus streets; Mono-platform brands Multi-platform brandsLego: Building blocks of a new future; When the rubber hits the road; Comfort: Designing a turnaround; Let's go round again; Key takeouts; Checklist 7: Brand architecture; Appendix 1: Masterbrand positioning tips and tricks; Appendix 2: Example masterbrand positioning tool; Appendix 3: Masterbrand positioning tool template; References; Index |
| Record Nr. | UNINA-9910780374203321 |
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Taylor David <1964->
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| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor
| Brand stretch [[electronic resource] ] : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout / / by David Taylor |
| Autore | Taylor David <1964-> |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 |
| Descrizione fisica | 1 online resource (180 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Brand name products - Management
Branding (Marketing) Brand name products - Valuation - Management Product management |
| ISBN |
1-280-27143-4
9786610271436 0-470-86212-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Brand Stretch; Contents; Preface; Acknowledgements; 1. Brand stretch - or brand ego trip?; Extension advantages; So why does the success rate suck?; Virgin: The biggest ever brand ego trip?; Shotgun weddings; Quitting the brand ego trip; Brand added value; Dove: Brand added value in action; The Brand Stretch workout; Key takeouts; Checklist 1: Brand Stretch - or brand ego trip?; 2. Step One: Strengthen the core; In shape to stretch?; The heart of a healthy brand; Anchoring the core range; Bud and Bud Light: Sun and planets; Risky business; Tango: Taking the eye off the orange ball
Key takeoutsChecklist 2: Strengthen the core; 3. Step Two: Vision; GPS for brands; The masterbrand challenges; Less myopic marketing; Blockbuster: Out of the video box; Climbing the brand ladder; Pampers: From bottoms to babies; Axe: Ladders and snakes; Elastic brands; Key takeouts; Checklist 3: Vision; 4. Step Three: Ideas; Start close to home; Moving out; Innovation shortcuts; The fairytale world of innovation; Starbucks' Frappuccino: Real world innovation; Innokill survival kit; Key takeouts; Checklist 4: Ideas; 5. Step Four: Focus; Meet the seven dwarves; Heroes or zeroes? Bertolli: Virtual venture capitalDimension one: Brand vision building; Dimension two: Show me the money; The easyGroup story: Murder on the balance sheet; easyGroup summary; Alternatives to going it alone; Key takeouts; Checklist 5: Focus; 6. Step Five: Delivery; Underestimating execution; Nescafé Hot When You Want: Not so hot execution; Brand damage; Brand and deliver; The Apple iPod: White hot execution; Delivering the promise; Key takeouts; Checklist 6: Delivery; 7. Step Six: Brand architecture; The Sorcerer's Apprentice; Architecture for brands; Houses versus streets; Mono-platform brands Multi-platform brandsLego: Building blocks of a new future; When the rubber hits the road; Comfort: Designing a turnaround; Let's go round again; Key takeouts; Checklist 7: Brand architecture; Appendix 1: Masterbrand positioning tips and tricks; Appendix 2: Example masterbrand positioning tool; Appendix 3: Masterbrand positioning tool template; References; Index |
| Record Nr. | UNINA-9910821981303321 |
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Taylor David <1964->
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| Chichester, England ; ; Hoboken, NJ, : J. Wiley, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand zero : the complete branding guide for start-ups / / Jacky Tai
| Brand zero : the complete branding guide for start-ups / / Jacky Tai |
| Autore | Tai Jacky |
| Pubbl/distr/stampa | Singapore : , : Marshall Cavendish Business, , [2014] |
| Descrizione fisica | 1 online resource (213 p.) |
| Disciplina | 658.11 |
| Soggetto topico |
Branding (Marketing)
Brand name products - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN | 981-4516-74-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Introduction; 1; 2; 3; 4; 5; 6; 7; 8; 9; 10; Final Word; About The Author |
| Record Nr. | UNINA-9910465051503321 |
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Tai Jacky
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| Singapore : , : Marshall Cavendish Business, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand zero : the complete branding guide for start-ups / / Jacky Tai
| Brand zero : the complete branding guide for start-ups / / Jacky Tai |
| Autore | Tai Jacky |
| Pubbl/distr/stampa | Singapore : , : Marshall Cavendish Business, , [2014] |
| Descrizione fisica | 1 online resource (213 p.) |
| Disciplina | 658.11 |
| Soggetto topico |
Branding (Marketing)
Brand name products - Management |
| ISBN | 981-4516-74-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Contents; Introduction; 1; 2; 3; 4; 5; 6; 7; 8; 9; 10; Final Word; About The Author |
| Record Nr. | UNINA-9910789146403321 |
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Tai Jacky
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| Singapore : , : Marshall Cavendish Business, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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