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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 | ||
| ||
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 | ||
| ||
Sensory Analysis and Consumer Research in New Product Development
| Sensory Analysis and Consumer Research in New Product Development |
| Autore | Ruiz-Capillas Claudia |
| Pubbl/distr/stampa | Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2021 |
| Descrizione fisica | 1 online resource (221 p.) |
| Soggetto topico | Technology: general issues |
| Soggetto non controllato |
acceptability
affective test aftertaste CATA Check All That Apply (CATA) check-all-that-apply (CATA) check-all-that-apply method classical dishes consumer consumer research consumer test consumers corpus linguistics edible insect emotions enrichment entomophagy ethanol extracts of spices fish valorization Flash Profile flash profile (FP) flexitarianism food acceptability food design food industry food quality food quality and safety functional food healthier meat products healthier products hedonic tests hydrothermally treated soybeans ideation knowledge management low commercial value maize-based stiff porridge marketplace meat product meat products molecular and Note by Note products napping Napping new meat product development new product development new product development (NPD) novel food oat biscuit online product reviews oolong tea preference product reformulation PROP quality quantitative descriptive analysis (QDA) Quantitative Descriptive Analysis (QDA) Reb A Reb D Reb M rebaudiosides Regional Innovation Scheme (RIS) sensory analysis sensory analytical test sensory attributes sensory evaluation sensory profile sensory profiling sensory properties sensory quality snacks stevia steviol glycosides sustainability tea temporal dominance of sensations (TDS) Temporal Dominance of Sensations (TDS) texture texture properties unexploited white space yoghurt |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910557372903321 |
|
Ruiz-Capillas Claudia
|
||
| Basel, Switzerland, : MDPI - Multidisciplinary Digital Publishing Institute, 2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||