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Basics of branding : a practical guide for managers / / Jay Gronlund
Basics of branding : a practical guide for managers / / Jay Gronlund
Autore Gronlund Jay.
Edizione [First edition.]
Pubbl/distr/stampa New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013
Descrizione fisica 1 online resource (208 pages)
Disciplina 658.827
Collana Marketing strategy collection
Soggetto topico Branding (Marketing)
Soggetto genere / forma Electronic books.
Soggetto non controllato basics of branding
positioning statement
emotional branding
consumer insights
corporate branding
global branding
country branding
market research
creativity
ideation
innovation model
brand names and logos
B2B
business-to-business
value proposition
value pricing
commoditization
marketing and sales alignment
silos
brand trust
social media
brand architecture
personal branding
employer branding
brand equity
B2C
business-to-consumer
ISBN 1-60649-593-3
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index.
Record Nr. UNINA-9910453059603321
Gronlund Jay.  
New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Basics of branding : a practical guide for managers / / Jay Gronlund
Basics of branding : a practical guide for managers / / Jay Gronlund
Autore Gronlund Jay.
Edizione [First edition.]
Pubbl/distr/stampa New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013
Descrizione fisica 1 online resource (208 pages)
Disciplina 658.827
Collana Marketing strategy collection
Soggetto topico Branding (Marketing)
Soggetto non controllato basics of branding
positioning statement
emotional branding
consumer insights
corporate branding
global branding
country branding
market research
creativity
ideation
innovation model
brand names and logos
B2B
business-to-business
value proposition
value pricing
commoditization
marketing and sales alignment
silos
brand trust
social media
brand architecture
personal branding
employer branding
brand equity
B2C
business-to-consumer
ISBN 1-60649-593-3
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index.
Record Nr. UNINA-9910790415903321
Gronlund Jay.  
New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Basics of branding : a practical guide for managers / / Jay Gronlund
Basics of branding : a practical guide for managers / / Jay Gronlund
Autore Gronlund Jay.
Edizione [First edition.]
Pubbl/distr/stampa New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013
Descrizione fisica 1 online resource (208 pages)
Disciplina 658.827
Collana Marketing strategy collection
Soggetto topico Branding (Marketing)
Soggetto non controllato basics of branding
positioning statement
emotional branding
consumer insights
corporate branding
global branding
country branding
market research
creativity
ideation
innovation model
brand names and logos
B2B
business-to-business
value proposition
value pricing
commoditization
marketing and sales alignment
silos
brand trust
social media
brand architecture
personal branding
employer branding
brand equity
B2C
business-to-consumer
ISBN 1-60649-593-3
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 1. What is branding really about? -- A classic, ubiquitous misunderstanding of "branding" -- So what really is "branding"? -- Summary -- 2. The positioning statement, emotions, and brand equity -- A simple tool, but a must for branding -- The emotional side of branding -- The ultimate: brand equity -- 3. Branding applications -- Corporate branding -- Employer branding -- Personal branding -- Global branding -- Country branding -- 4. Building strong brands -- A market-driven success -- Market research for brand development, the basics -- Innovation and idea generation for brand building -- Brand names, logos, symbols, and taglines -- Growth from brand/line extensions -- 5. Branding in the B2B world, new opportunities -- Building strong customer loyalty -- A more compelling value proposition -- How value pricing can prevent perceptions of "commoditization" -- Marketing and sales alignment, breaking down silos -- Why emotion is critical for B2B brand marketing -- 6. Marketing today: branding for digital marketing and social media -- Transformative shifts in the marketplace, consumer tastes and media -- How the internet has changed the way consumers buy -- The rise of "content marketing" -- Importance of integrated marketing -- How the role of "marketing" is changing in corporations -- Impact on branding -- Five issues to determine whether/how to market your brand in social media -- Conclusion: 20 key principles for developing strong brands -- Notes -- References -- Index.
Record Nr. UNINA-9910822046003321
Gronlund Jay.  
New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2013
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Sustainable Marketing and Strategy
Sustainable Marketing and Strategy
Autore Au-Yong-Oliveira Manuel
Pubbl/distr/stampa Basel, : MDPI - Multidisciplinary Digital Publishing Institute, 2022
Descrizione fisica 1 electronic resource (162 p.)
Soggetto topico Development economics & emerging economies
Soggetto non controllato new ways of working
performance
structural equation modeling
work engagement
scale validation
SEM
wine storytelling
wine tasting excitement
wine involvement
winescape
employer branding
affective commitment
talent management
strategy
personal marketing
franchising
franchisor
global expansion
case study
cross-listing
financial leverage
R&D investment
corporate sustainability
systematic literature revision
content community
sustainable marketing
SMIs marketing
consumer advice network
opinion leaders
network structure
sustainability
supply chain
purchasing policies
coffee business and production
Delta Cafés
Grupo Nabeiro
sustainable business
sustainable practices
food safety
buying process
agrifood products
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Record Nr. UNINA-9910576871303321
Au-Yong-Oliveira Manuel  
Basel, : MDPI - Multidisciplinary Digital Publishing Institute, 2022
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui