The Resource The brand challenge : adapting branding to sectorial imperatives, edited by Kartikeya Kompella

The brand challenge : adapting branding to sectorial imperatives, edited by Kartikeya Kompella

Label
The brand challenge : adapting branding to sectorial imperatives
Title
The brand challenge
Title remainder
adapting branding to sectorial imperatives
Statement of responsibility
edited by Kartikeya Kompella
Contributor
Editor
Subject
Genre
Language
  • eng
  • eng
Summary
The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of
Cataloging source
MiAaPQ
Dewey number
658.8343
Illustrations
  • illustrations
  • charts
Index
index present
Language note
English
LC call number
HF5415.1255
LC item number
.B73 2015
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Kompella, Kartikeya
http://library.link/vocab/subjectName
Branding (Marketing)
Label
The brand challenge : adapting branding to sectorial imperatives, edited by Kartikeya Kompella
Instantiates
Publication
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Content category
text
Content type code
  • txt
Contents
  • Cover; Title; Copyright; Contents; Foreword; Preface; 1 Focus: The future of your company depends on it; Focus versus positioning; Focus on the brand; Focus on the mind; Focus on the market leader; Focus on the short term; Focus on the global market; Focus on a single word; Focus on a single visual; Focus on multiple brands; Focus your company; Biography; 2 Identity: Don't lose it; The faces of identity; How identity works; Identity at the frontier; Biography; 3 Brand innovation: Embracing change to innovate your brand and accelerate growth; Brands in a changing world
  • The power to change the worldStep 1: Frame . . . innovating the brand purpose; Step 2: Create . . . innovating the brand concept; Step 3: Resonate . . . innovating the brand story; Step 4: Cluster . . . innovating the brand solution; Step 5: Enable . . . innovating the brand experience; Step 6: Connect . . . innovating the brand relationship; Step 7: Extend . . . innovating the brand range; Step 8: Optimize . . . innovating the brand portfolio; Step 9: Impact . . . innovating the brand value; Biography
  • 4 Bridging the gap between brand idea and delivery in a move-faster-but-be-certain market: Why the traditional process of building a brand needs a rebootPart one: Let's set the foundation; Part two: So, what's the problem?; Part three: So, what's the solution?; How does this prototyping process actually work?; Why is the prototype process better than the traditional linear process?; Biography; 5 Luxury branding; Luxury in question: Ending the confusion about definitions; The luxury strategy; Luxury is not a more expensive version of premium but a completely different mindset
  • Building incomparability and value in the brandThe importance of heritage; Luxury does not lie in marketing but in the offering: The anti-laws of marketing; Anti-law: When one product sells too much, discontinue it; Anti-law: Price alone does not define luxury, it is luxury that defines price; Anti-law: Anchor the brand in its roots yet surprise by transgressing the normal; Anti-law: Beware of celebrities; Anti-law: Advertising is not here to sell; Conclusion: To endure, luxury must learn from religion and art; Biography; References
  • 6 Retail brand management: Perception, performance and improvementRetail's new branding priority; Building and sustaining a strong brand in retail; The elements of retail brand perception; Benchmarking brand performance; Building brands; boosting business; Brand promise and retail's organizational orientation; Biographies; Reference; 7 Why brand matters in B2B; What brand needs to do in B2B; 1. Promise a customer relationship; 2. Signal a strategic shift from supplier to partner; 3. Reach through to the end consumer; 4. Reconcile the B2B brand and the corporate brand
  • Making brand work in B2B
Dimensions
unknown
Extent
1 online resource (362 p.)
Form of item
online
Isbn
9780749470166
Media category
computer
Media type code
  • c
Specific material designation
remote
System control number
  • (EBL)1825988
  • (SSID)ssj0001369412
  • (PQKBManifestationID)11914969
  • (PQKBTitleCode)TC0001369412
  • (PQKBWorkID)11289799
  • (PQKB)10212128
  • (MiAaPQ)EBC1825988
  • (EXLCZ)993710000000267969
Label
The brand challenge : adapting branding to sectorial imperatives, edited by Kartikeya Kompella
Publication
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Content category
text
Content type code
  • txt
Contents
  • Cover; Title; Copyright; Contents; Foreword; Preface; 1 Focus: The future of your company depends on it; Focus versus positioning; Focus on the brand; Focus on the mind; Focus on the market leader; Focus on the short term; Focus on the global market; Focus on a single word; Focus on a single visual; Focus on multiple brands; Focus your company; Biography; 2 Identity: Don't lose it; The faces of identity; How identity works; Identity at the frontier; Biography; 3 Brand innovation: Embracing change to innovate your brand and accelerate growth; Brands in a changing world
  • The power to change the worldStep 1: Frame . . . innovating the brand purpose; Step 2: Create . . . innovating the brand concept; Step 3: Resonate . . . innovating the brand story; Step 4: Cluster . . . innovating the brand solution; Step 5: Enable . . . innovating the brand experience; Step 6: Connect . . . innovating the brand relationship; Step 7: Extend . . . innovating the brand range; Step 8: Optimize . . . innovating the brand portfolio; Step 9: Impact . . . innovating the brand value; Biography
  • 4 Bridging the gap between brand idea and delivery in a move-faster-but-be-certain market: Why the traditional process of building a brand needs a rebootPart one: Let's set the foundation; Part two: So, what's the problem?; Part three: So, what's the solution?; How does this prototyping process actually work?; Why is the prototype process better than the traditional linear process?; Biography; 5 Luxury branding; Luxury in question: Ending the confusion about definitions; The luxury strategy; Luxury is not a more expensive version of premium but a completely different mindset
  • Building incomparability and value in the brandThe importance of heritage; Luxury does not lie in marketing but in the offering: The anti-laws of marketing; Anti-law: When one product sells too much, discontinue it; Anti-law: Price alone does not define luxury, it is luxury that defines price; Anti-law: Anchor the brand in its roots yet surprise by transgressing the normal; Anti-law: Beware of celebrities; Anti-law: Advertising is not here to sell; Conclusion: To endure, luxury must learn from religion and art; Biography; References
  • 6 Retail brand management: Perception, performance and improvementRetail's new branding priority; Building and sustaining a strong brand in retail; The elements of retail brand perception; Benchmarking brand performance; Building brands; boosting business; Brand promise and retail's organizational orientation; Biographies; Reference; 7 Why brand matters in B2B; What brand needs to do in B2B; 1. Promise a customer relationship; 2. Signal a strategic shift from supplier to partner; 3. Reach through to the end consumer; 4. Reconcile the B2B brand and the corporate brand
  • Making brand work in B2B
Dimensions
unknown
Extent
1 online resource (362 p.)
Form of item
online
Isbn
9780749470166
Media category
computer
Media type code
  • c
Specific material designation
remote
System control number
  • (EBL)1825988
  • (SSID)ssj0001369412
  • (PQKBManifestationID)11914969
  • (PQKBTitleCode)TC0001369412
  • (PQKBWorkID)11289799
  • (PQKB)10212128
  • (MiAaPQ)EBC1825988
  • (EXLCZ)993710000000267969

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