A History of the Brand Management System
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How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success
Claremont Colleges Scholarship @ Claremont CMC Senior Theses CMC Student Scholarship 2019 How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships Remi A. Edwards Follow this and additional works at: https://scholarship.claremont.edu/cmc_theses Part of the Advertising and Promotion Management Commons, and the Psychology Commons Recommended Citation Edwards, Remi A., "How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships" (2019). CMC Senior Theses. 2042. https://scholarship.claremont.edu/cmc_theses/2042 This Open Access Senior Thesis is brought to you by Scholarship@Claremont. It has been accepted for inclusion in this collection by an authorized administrator. For more information, please contact [email protected]. 1 Claremont McKenna College How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships submitted to Professor Jay Conger By Remi Edwards for Senior Thesis Fall 2018 December 10, 2018 2 3 Acknowledgements I would like to thank Professor Conger for helping me tackle my passion for partnership marketing. His thoughtful and skilled guidance and support throughout my thesis process has allowed for me to truly explore my passion. I could not be more thankful to Professor Conger for all of his help and advice. This thesis is evidence of both the substantial effect Professor Conger has had on my education and his continued support. Next, I would like to thank my family for their continued support throughout my life and educational career. -
Brand Management for Dummies®, Frontify Special Edition
These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Brand Management Frontify Special Edition by Stephanie Diamond These materials are © 2020 John Wiley & Sons, Ltd. Any dissemination, distribution, or unauthorized use is strictly prohibited. Brand Management For Dummies®, Frontify Special Edition Published by: John Wiley & Sons, Ltd., The Atrium, Southern Gate Chichester, West Sussex, www.wiley.com © 2020 by John Wiley & Sons, Ltd., Chichester, West Sussex Registered Office John Wiley & Sons, Ltd., The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom All rights reserved No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior written permission of the Publisher. For information about how to apply for permission to reuse the copyright material in this book, please see our website http://www.wiley.com/go/permissions. Trademarks: Wiley, For Dummies, the Dummies Man logo, The Dummies Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. Frontify and the Frontify logo are trademarks or registered trademarks of Frontify AG. All other trademarks are the property of their respective owners. John Wiley & Sons, Ltd., is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: WHILE THE PUBLISHER AND AUTHOR HAVE USED THEIR BEST EFFORTS IN PREPARING THIS BOOK, THEY MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS BOOK AND SPECIFICALLY DISCLAIM ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. -
Employer Branding: Sustainable HRM As a Competitive Advantage in the Market for High-Quality Employees
A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics App, Stefanie; Merk, Janina; Büttgen, Marion Article Employer branding: Sustainable HRM as a competitive advantage in the market for high-quality employees Management Revue Provided in Cooperation with: Rainer Hampp Verlag Suggested Citation: App, Stefanie; Merk, Janina; Büttgen, Marion (2012) : Employer branding: Sustainable HRM as a competitive advantage in the market for high-quality employees, Management Revue, ISSN 1861-9916, Rainer Hampp Verlag, Mering, Vol. 23, Iss. 3, pp. 262-278, http://dx.doi.org/10.1688/1861-9908_mrev_2012_03_App This Version is available at: http://hdl.handle.net/10419/93050 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available -
BRAND LEADERSHIP the Evolving Paradigm DAVID AAKER and ERICH JOACHIMSTHALER
BRAND LEADERSHIP The Evolving Paradigm DAVID AAKER and ERICH JOACHIMSTHALER DAVID AAKER is Vice-Chairman of Prophet Brand Strategy, a strategic professional services firm, and a Professor Emeritus at the Haas School of Business, University of California, Berkeley. He is widely acknowledged as the preeminent authority on brand equity and brand strategy. Dr. Aaker has published more than 90 articles and 11 books including Managing Brand Equity, Developing Business Strategies and Building Strong Brands. He graduated with a B.S. from MIT and a MS Ph.D. from Stanford University. For more information on David Aaker, see http://www.prophet.com or http://www.davidaaker.com. ERICH JOACHIMSTHALER is CEO of The Brand Leadership Company, a strategy consulting and management education firm, and Visiting Professor of Business Administration at the Darden School, University of Virginia. He is the author of more than 40 articles and case studies and is a sought-after speaker and consultant. Dr. Joachimsthaler completed his formal education with a Post Doctorate Fellowship at Harvard Business School. For more information on Erich Joachimsthaler, see http://www.brandleadershipcompany.com. SUMMARIES.COM is a concentrated business information service. Every week, subscribers are e-mailed a concise summary of a different business book. Each summary is about 8 pages long and contains the stripped-down essential ideas from the entire book in a time-saving format. By investing less than one hour per week in these summaries, subscribers gain a working knowledge of the top business titles. Subscriptions are available on a monthly or yearly basis. Further information is available at http://www.summaries.com. -
Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands ▪ Wroblowská Zuzana
Requirements for Brand Managers and Product Managers Responsible for Competitiveness of Product and Brands ▪ Wroblowská Zuzana Abstract Competitiveness of a product and care of a brand value are mainly the work of product man- agers and brand managers who play a major role in creating a competitive advantage of their companies. The aim of the paper is to present partial results of an independent research and connect them with the knowledge base of knowledgable management and human factors in product management. The paper focuses on a set of requirements for qualifications, experience, knowledge and skills that are imposed on candidates for the position of “Brand Manager”. For the purposes of defining the research objectives, an assumption was made that a set of require- ments for candidates will prove that brand managers and product managers are knowledgable workers. In order to meet this goal, the method of content analysis of job advertisements was used. Secondly, the research was focused on identifying and analysing the differences between the sets of requirements for product managers and brand managers. The analysis of the texts of job advertisements resulted in the requirements for knowledge and competency. It provided the information about what level of education, type and length of practical experience was preferred for the position of “Brand Manager”. The unexpected result was that the groups of technical knowledge and work experience of brand managers and product managers had statistically sig- nificant differences. At the end of the article, there are a number of recommendations formu- lated for the implementation of recruitment strategy. Keywords: brand manager, competitiveness, human resources, knowledge, product management, recruitment strateg y, skills JEL Classification: D83, M12, M31, M51 1. -
The Conceptual Foundations of Relationship Marketing: Review and Synthesis1 Abstract
Kennesaw State University DigitalCommons@Kennesaw State University Faculty Publications 3-1-2015 The onceptualC Foundations of Relationship Marketing: Review and Synthesis Jagdish N. Sheth Emory University, [email protected] Atul Parvatiyar Georgia State University, [email protected] Mona Sinha Kennesaw State University, [email protected] Follow this and additional works at: http://digitalcommons.kennesaw.edu/facpubs Part of the Marketing Commons Recommended Citation Sheth, J. N., Parvatiyar, A., & Sinha, M. (2015). The oncc eptual foundations of relationship marketing: Review and synthesis. Journal of Economic Sociology= Ekonomicheskaya sotsiologiya, 16(2), 119-149. This Article is brought to you for free and open access by DigitalCommons@Kennesaw State University. It has been accepted for inclusion in Faculty Publications by an authorized administrator of DigitalCommons@Kennesaw State University. For more information, please contact [email protected]. Экономическая социология. Т. 16. № 2. Март 2015 www.ecsoc.hse.ru NЕW TEXTS Jagdish N. Sheth, Atul Parvatiyar, Mona Sinha The Conceptual Foundations of Relationship Marketing: Review and Synthesis1 Abstract 1The present review is devoted to a rapidly developing area of marketing — relationship marketing. The authors suggest that the conceptual foundations of it are not currently well developed but forecast that it will transform into a discipline in the near future. They outline two approaches to the definition of relationship marketing and provide their own definition, emphasizing such aspects as collaboration, creation and enhancement of value for those who are involved in relationships. The authors trace the origins of relationship marketing, describing the importance of a range of factors that contribute to the increasing importance of relationship marketing today, such as the development of services, communication with the end consumer, etc. -
Strategic Brand Management, 4Th Edition, Kevin Lane Keller, Prentice-Hall
MBA 731 BRAND MANAGEMENT FALL 2018 (8/14-11/28) Meeting: Wednesday 6:30 – 9:20pm 205 Bryan Building “Education is not preparation for life; education is life itself.” (Origin unknown) Professor: Dr. Merlyn Griffiths, Associate Professor of Marketing Office: Bryan 353 Telephone: 334-4472 (Cisco messaging system only) E-mail: [email protected] (the most efficient means of contact) Office Hours: Tuesday 2:30pm-3:30pm and by appointment Course Documents: http://Canvas.uncg.edu Required Materials: “The intelligent man learns from his own experience; the wise man learns from the experience of others.” (Origin unknown) 1. Strategic Brand Management, 4th edition, Kevin Lane Keller, Prentice-Hall. 2. Additional readings and lecture notes are distributed through Canvas. 3. AdWeek – http://www.adweek.com/advertising-branding (recommended) Catalog Course Description: Prerequisite: MBA 706 The evolving nature of branding over time and the interaction of managerial actions to produce consumer understanding and response to brands in both domestic and global markets. Course Objectives A brand name, and its associated brand equity, is one of the most valuable assets any firm has. However, management education has not paid sufficient attention to managing brands, as the statement below suggests: “The MBA should stand for ‘Murderer of Brand Assets.’” (Larry Light, Marketing Consultant & Chairman of the Coalition for Brand Equity) To address this oversight, and to allow students to apply concepts learned in MBA 606/706, Marketing Management, this course addresses important branding decisions faced by organizations. The course objectives are: 1) to increase student understanding of the important issues in planning, implementing and evaluating brand strategies; 2) to provide relevant theories, models and tools for the making of brand decisions; and 3) to provide a forum for students to apply these principles. -
Product and Brand Management
Biyani's Think Tank Concept based notes Product and Brand Management (MBA ) Sujata Biyani Karishma Gupta Deptt. of Management Biyani Institute of Science and Management Product and Brand Management 2 Published by : Think Tanks Biyani Group of Colleges Concept & Copyright : Biyani Shikshan Samiti Sector-3, Vidhyadhar Nagar, Jaipur-302 023 (Rajasthan) Ph : 0141-2338371, 2338591-95 Fax : 0141-2338007 E-mail : [email protected] Website :www.gurukpo.com; www.biyanicolleges.org ISBN No: 978-93-81254-78-3 Edition : 2014 While every effort is taken to avoid errors or omissions in this Publication, any mistake or omission that may have crept in is not intentional. It may be taken note of that neither the publisher nor the author will be responsible for any damage or loss of any kind arising to anyone in any manner on account of such errors and omissions. Leaser Type Setted by : Biyani College Printing Department Product and Brand Management 3 Preface I am glad to present this book, especially designed to serve the needs of the students. The book has been written keeping in mind the general weakness in understanding the fundamental concepts of the topics. The book is self-explanatory and adopts the ―Teach Yourself‖ style. It is based on question-answer pattern. The language of book is quite easy and understandable based on scientific approach. Any further improvement in the contents of the book by making corrections, omission and inclusion is keen to be achieved based on suggestions from the readers for which the author shall be obliged. I acknowledge special thanks to Mr. -
Leadership in Managing and Revitalizing Brand Identity
Title Leadership in Managing and Revitalizing Brand Identity Author(s) IKEDA, Yukio Citation ECONOMIC JOURNAL OF HOKKAIDO UNIVERSITY, 30, 21-45 Issue Date 2001 Doc URL http://hdl.handle.net/2115/30605 Type bulletin (article) File Information 30_P21-45.pdf Instructions for use Hokkaido University Collection of Scholarly and Academic Papers : HUSCAP Econ. J. ofHokkaido Univ., Vol. 30 (200l) , pp. 21-45 21 Leadership in Managing and Revitalizing Brand Identity Yukiyo IKEDA Studies about brand management have focused on the brand identity theory. Brand identity acts to attract the flrm's stakeholders and consumers. In the process of building brand identity, the leader of the firm should take an active role to manage the organization. The problem is how the leader exercises leadership to manage brands. The brand is a source of strength of the firm. Once the flrm has built a well-knowu brand name, it is able to sell products easily, and make alliances or relationships with other companies. However, the flrm can lose its brand power as a result of changes in the market and environment. This study investigates the corporate brand. It analyzes the roles of leadership, which is exercised by the top management through the process of revitalizing the corporate brand. Based on a case study, six roles of leadership in revitalizing brand identity are suggested. Keywords: brand identity; leadership; organizational culture; brand disadvantage; brand advantage 1. Introduction Although there have been studies on leadership, the issue of revitalizing brand identity has never been discussed. This study focuses on how and where leadership controls brands. -
Non-Traditional Marketing Explore the Strategy of Non-Traditional Marketing
Non-Traditional Marketing Explore the Strategy of Non-Traditional Marketing Many traditional forms of advertising hail back to the 1960’s, and have been the standard for marketers ever since. However, today their effectiveness is on the decline. No Call Lists make telemarketing more challenging (See also Telemarketing (https://www.marketing-schools.org/types-of- marketing/telemarketing.html)), direct mail is expensive and offers a small return on investment, while cable TV, Tivo, and iPods have made it simple to skip radio and television ads. On top of Non-Traditional Marketing this, Contents traditional advertising is becoming extremely expensive. Adweek reports that in 2011 the average cost of a single, 30 In this article... second advertisement during a prime-time television What is Non-Traditional Marketing? broadcast was almost $110,000 -- an increase of five percent Types of Non-Traditional Marketing from the previous year. As advertisers pay more to see smaller results, they look toward marketing strategies that Who Employs Non-Traditional Marketing? use new venues, technologies, and theories that contradict traditional wisdom. Traditional vs. Non-Traditional Marketing How is a Non-Traditional Marketing Plan (../marketing-advertising-schools.html) Developed and Implemented? Careers in Non-Traditional Marketing How Can a Degree in Marketing Help You Get a Job in Non-Traditional Marketing? What is Non-Traditional Marketing? Non-traditional marketing strategies rely on new and unorthodox marketing methods. Anything that falls outside the categories of traditional marketing can be considered non-traditional, but the term has typically referred to a more specific range of marketing tactics. The goal of non-traditional advertising is to create striking advertising experiences that capture interest through their creativity and unpredictably. -
The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy
Marquette University e-Publications@Marquette Marketing Faculty Research and Publications Marketing, Department of 1-1-2001 The seU of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy J. Craig Andrews Marquette University, [email protected] Published version. "The sU e of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy" in The Handbook of Marketing and Society. Eds. Paul N. Bloom and Gregory Thomas Gundlach. Thousand Oaks CA: Sage Publications Inc., 2001: 1-33. Publisher link. © 2001 Sage Publications. Used with permission. The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy J. Craig Andrews The purpose of this first chapter of the handbook is to discuss how the findings and approaches offered by the marketing discipline are used in consumer protec tion policy. Thus, the link between marketing knowledge and public policy deci sions is examined as it pertains to consumer protection, and as depicted in this handbook's model of the paths through which marketing affects societal wefare (see pag xv). The focus of this discussion is on the Federal Trade Commission (FTC), the primary federal regulatory agency of business in the United States. However, other agencies involved in consumer protection at the federal level are mentioned as weJl (e.g., Food and Drug Administration [FDA)). As it has been so aptly described in the past, "marketers should recognize that public policy wiJl continue to be created, with or without their research" (Wilkie and Gardner 1974, p. 38). No doubt, our work is appreciated and integrated into many public policy decisions. However, it is in our best interest to examine more completely how our discipline's research is used (and can be used) in the form u lation, enforcement, and evaluation of public policy. -
The Effects of Brand Leadership Styles on Employees - Based Brand Citizenship Behavior
Available online at www.worldscientificnews.com WSN 22 (2015) 25-39 EISSN 2392-2192 The effects of brand leadership styles on employees - based brand citizenship behavior Gholamreza Jandaghi*, Fariba Bahamin, Fariba Bahamin Faculty of Management and Accounting, Farabi College, University of Tehran, Iran *E-mail address: [email protected] ABSTRACT Aimed at achieving employee – based brand equity, internal branding is a new strategy to assure that employees act in accordance with brand commitment. Since in service organizations, employees are able to influence over customers‟ purchase decisions and conceptions, they play a critical role in organizational success. Enhancing employee – based brand citizenship behavior by managers can create a competitive advantage for organization. The purpose of present study is to investigate the effects of brand leadership styles on employee – based brand citizenship behavior. This is an applied study and its needed data are gathered by a questionnaire distributed among employees of banks in Ajabshir City. Among 95 employees, 76 subjects were selected as research sample by random sampling method in Morgan Table. Pearson correlation coefficient and step-by-step regression were used to analyze data. Research findings indicate that there is a significant relationship between brand leadership styles and employee – based brand citizenship behavior. Keywords: internal brand; brand citizenship behavior; brand leadership 1. INTRODUCTION Competition is increasingly improving in many service industries such as banks and financial service markets (Mackay, 2001). Due to prevalence and complexity of service branding, it has become more dynamic in recent decades. A radical challenge in service World Scientific News 22 (2015) 25-39 marketing is that services are intangible compared to other goods and it is more likely that their quality changes by considering the features of person(s) who provide such services.