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| brand management case studies: Case Studies in Marketing Management S. Ramesh Kumar, 2012 |
| brand management case studies: Case Studies on Brand Management - Maldar Nusrath Jahan Yesav, 2008-01-10 In the 20th century, as the bargaining power shifted from manufacturers to retailers, one thing remained constant throughout: importance of brands and branding. Supported by rising disposable incomes of middle class families and the desire of individuals |
| brand management case studies: Mobile Marketing Management Hongbing Hua, 2019 Mobile Marketing Management lays the foundation for the new era with four pillars: service, substance, superuser, space, known as 4S theory for short. |
| brand management case studies: Cause-Related Marketing M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves, 2021-03-27 This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom. |
| brand management case studies: Contemporary Case Studies on Fashion Production, Marketing and Operations Pui-Sze Chow, Chun-Hung Chiu, Amy C. Y. Yip, Ailie K. Y. Tang, 2017-12-04 This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business. |
| brand management case studies: Case Studies in Marketing Kanwal Nayan Kapil, 2011 |
| brand management case studies: Developing Insights on Branding in the B2B Context Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos, 2018-08-09 This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use. |
| brand management case studies: Market Entry in China Christiane Prange, 2016-05-14 This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players. |
| brand management case studies: Strategic Marketing Management in Asia Syed Saad Andaleeb, Khalid Hasan, 2016-12-22 With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses. |
| brand management case studies: Case Studies In Marketing Management A.V. Shukla, 2004 |
| brand management case studies: The Best Digital Marketing Campaigns in the World Damian Ryan, Calvin Jones, 2011-06-03 With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape. |
| brand management case studies: Case Studies in Marketing Sidharth Balakrishna, 2011 Highly readable and up-to-date, this casebook provides marketing students with the opportunity to gain valuable experience in case analysis through active participation and discussions. This book is a collection of twelve cases drawn from different sectors like FMCG, automobiles, and petroleum. |
| brand management case studies: Brand Management Michael Beverland, 2018-01-27 Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules. |
| brand management case studies: Project Management Case Studies Harold Kerzner, 2022-03-15 The latest edition in the gold standard of project management case study collections As a critical part of any successful, competitive business, project management sits at the intersection of several functional areas. And in the newly revised Sixth Edition of Project Management Case Studies, world-renowned project management professional Dr. Harold Kerzner delivers practical and in-depth coverage of project management in industries as varied as automotive, healthcare, government, manufacturing, communications, construction, chemical, aerospace, and more. The latest edition of this bestselling book acts as the perfect supplement to any project management textbook or as an aid in the preparation for the PMP certification exam. The author includes new topics, like risk management, information sharing, scope changes, crisis dashboards, and innovation. The Sixth Edition includes ten new case studies and a wide array of updates to existing cases to meet today’s industry standards and reflect the unique challenges facing modern project management professionals. This new edition: Features 10 new case studies from LEGO, NorthStar, Berlin Brandenburg Airport, and more Includes over 100 case studies drawn from real companies illustrating successful and poor implementation of project management Provides coverage of broad areas of project management as well as focused content on the automotive, healthcare, government, manufacturing, communications, construction, chemical, and aerospace industries Offers new topics including risk management, information sharing, scope changes, crisis dashboards, and innovation Perfect for students taking courses on project management during their undergraduate degrees and at the graduate level as part of an MBA or graduate engineering program, Project Management Case Studies is also an indispensable resource for consulting and training companies who work with other professionals. |
| brand management case studies: Strategic Brand Management Jean-Noël Kapferer, 1994 The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.--Philip Kotler.An invaluable reference for designers, marketing managers and brand managers alike.--Design magazine. |
| brand management case studies: Brand Management Emmanuel Mogaji, 2021-04-02 Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further. |
| brand management case studies: Brand Metrics Jacek Kall, 2021-09-08 This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics. |
| brand management case studies: CEO Branding Marc Fetscherin, 2015-06-19 CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise. The book introduces the concept of the CEO as a brand, and outlines the 4Ps of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes ‘lessons learned’ and many examples that illustrate how companies can measure and manage the CEO brand. This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand. For more information, visit www.ceobranding.org |
| brand management case studies: Teaching Case Studies - Marketing and Branding Jan-Philipp Büchler, Jennifer Decker, 2017 In this case study book we present real teaching cases in branding and marketing which are suitable for Bachelor and Master Programs in International and Strategic Management. Case study learning and teaching offers students and lecturers a great opportunity for class discussions on prevailing topics. Case studies can be used for individual and group work. The structure of the cases allows lecturers to use it in different contexts regarding exercises and educational objectives. Case teaching provides an interactive and challenging environment, involving diverse perspectives and complex interdependencies that trigger thoughts and discussions about practical business challenges. |
| brand management case studies: Case Studies in the Beer Sector Roberta Capitello, Natalia Maehle, 2020-09-09 Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several countries to outline the global context within which the beer industry is developing. Real-life examples on how innovation and differentiation strategies affect consumer perceptions of beer are included, along with the relationship among breweries throughout the supply chain. Sections cover business strategy, sustainability, and how breweries are meeting the increasing demand for sustainable production processes. While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy. - Investigates contemporary managerial and marketing dynamics in the beer sector - Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries - Includes case studies that provide the reader with real-life examples on how to apply concepts discussed - Offers a global, cross-cultural perspective on the beer sector in different countries and continents |
| brand management case studies: Raise Your Voice Brian Sooy, 2014-03-03 Raise Your Voice: A Cause Manifesto is for leaders who desire to create a strategic communications framework and sustain a breakthrough nonprofit brand through strategy, design, and purpose. Through the four dimensions of communications and culture--purpose, passion, people, and promise--Raise Your Voice will help you unite your organization's purpose, values, culture, and voice to create a unique identity your supporters and advocates will love. It will help you understand the difference between your purpose, mission, and vision--and why it matters--Amazon.com. |
| brand management case studies: Teaching Case Studies - Marketing and Branding Jan-Philipp Büchler Decker (Jennifer), 2018 |
| brand management case studies: Marketing Cases from Emerging Markets Dilip Mutum, Sanjit Kumar Roy, Eva Kipnis, 2013-09-03 Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module. |
| brand management case studies: Strategic Brand Management and Development Sotiris T. Lalaounis, 2020-12-30 Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society. |
| brand management case studies: Business-to-Business Marketing Management Mark S. Glynn, Arch G. Woodside, 2012-04-04 This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. |
| brand management case studies: International Case Studies in Tourism Marketing Gürhan Aktaş, Metin Kozak, 2022-06-09 This international case study book provides 27 expertly curated case studies on the topic of tourism marketing, each with detailed implementation instructions for the instructor in order to maximise student participation and learning. The dynamic characteristic of the industry under the influence of micro and macro environment factors requires future professionals to be equipped with appropriate skills and competencies to deal with such factors in real-life practices. Curated and developed by industry experts and practitioners, these case studies embody real-world scenarios with the aim of best preparing students for their future careers. This compelling set of case studies follows a logical and uniform structure and covers topics such as marketing mix, crisis management, digital marketing, quality development, product development and sustainability. With reflective questions throughout to aid both in-class discussion and self-study, this book is an ideal study resource for use in higher and vocational education, and its unique, teaching-led approach positions it as a vital study tool for instructors and students alike. |
| brand management case studies: International Business Case Studies For the Multicultural Marketplace Robert T. Moran, David O. Braaten Ph.D., John Walsh, D.B.A., 2013-01-11 An important collection of international case studies and commentary from the award-winning authors of Managing Cultural Differences. A comprehensive exploration of all aspects of multicultural management from forming strategic alliances to negotiations to marketing and service excellence |
| brand management case studies: Strategic Marketing Russell Abratt, Michael Bendixen, 2018-07-04 This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: examine the role of corporate, business, and marketing strategy in strategic marketing; recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; interpret the various elements of marketing strategy and apply them to a particular real-world situation; apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management. |
| brand management case studies: Cases on Branding Strategies and Product Development: Successes and Pitfalls Sarma, Sarmistha, 2014-12-31 The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive marketplace. Cases on Branding Strategies and Product Development: Successes and Pitfalls is a collection of case studies illustrating successful brand management strategies as well as common errors of unsuccessful brands. This premier reference work takes a global perspective on branding, providing unique insights for academicians and industrial experts in replicating the successful strategies in different markets. |
| brand management case studies: B2B Brand Management Philip Kotler, Waldemar Pfoertsch, 2006-09-22 This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management. |
| brand management case studies: Co-creating Brands Nicholas Ind, Holger J. Schmidt, 2019-12-12 An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organization so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of this process has shifted to the intersection between the organization and its stakeholders, leading to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force. |
| brand management case studies: Brand Management: Kirti Dutta, 2012-01-26 Brand Management: Principles and Practices is a comprehensive textbook that has been written in a simple and lucid language in the Indian context. The text and theory is suitably illustrated with numerous examples, exhibits, case studies, and is accompanied by a CD with presentations and television commercials. |
| brand management case studies: Personal Brand Management Talaya Waller, 2020-04-15 This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice. |
| brand management case studies: Marketing Management: An International Perspective Dominique Turpin, Kamran Kashani, 1999-05-28 Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is an ideal supplement to both marketing management or international marketing courses at both undergraduate and MBA level. Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is an invaluable resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case. |
| brand management case studies: The Age of Influence Neal Schaffer, 2020-03-17 The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed. We are amid an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving. Internationally-recognized social media marketing expert Neal Schaffer explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a credible and authentic way. In The Age of Influence, Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify,?approach, and engage the right influencers for their brand or product. Determine?what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help?measure ROI. Develop?their brand’s social media voice to become an influencer in its own right. This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, effectively spreading their message digitally, and increasing usage of ad-blocking technology. |
| brand management case studies: Global Brand Management Laurence Minsky, Ilan Geva, 2019-11-03 In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential. Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale. |
| brand management case studies: Vertical Brand Portfolio Management Diederich Bakker, 2014-12-01 Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels. |
| brand management case studies: Brand Management Jaywant Singh, Paurav Shukla, 2024-05-03 How are brands created? How can their value be measured? Explore these areas and more with this clear and concise brand management textbook. Brand Management combines practical and real-life applications with a range of perspectives and research insights into the theoretical, societal and socio-cultural contexts to cover all the key aspects of brand management. Exploring areas such as the key definitions and elements of branding, brand loyalty and positioning and brand communication, it offers an easy-to-follow operationalized focus on areas such as measuring brand equity, co-branding and brand architecture. Featuring case studies and examples from Uber, Guinness, Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management also examines new and emerging topics including managing brand crisis, brands' responsibilities and digital brand analytics. It is supported by a range of features such as learning outcomes, 'in practice' boxes, key concepts and discussion questions and online resources consisting of lecture slides, video links and an instructors' manual containing further case studies and exercises. This is an indispensable textbook for undergraduate and postgraduate students of brand management. |
| brand management case studies: Contemporary Issues in Branding Pantea Foroudi, Maria Palazzo, 2019-12-06 This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally. |
| brand management case studies: Marketing Case Studies in Emerging Markets Dilip S. Mutum, |
Branding - American Marketing Association
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Apr 23, 2025 · Discover what branding really means in 2025. Learn key strategies, common mistakes, and how top brands build emotional connections that drive loyalty.
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Nov 1, 2023 · Quantitative and qualitative research are crucial tools for building a brand strategy. Discover the four steps to effective research that finds insightful
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Branding - American Marketing Association
Branding What is a Brand? A brand is any distinctive feature like a name, term, design, or symbol that identifies goods or services. What is Brand Marketing? Brand marketing is the approach …
What Is Branding? Complete Guide for Marketers in 2025
Apr 23, 2025 · Discover what branding really means in 2025. Learn key strategies, common mistakes, and how top brands build emotional connections that drive loyalty.
The Four Steps of Effective Brand Research
Nov 1, 2023 · Quantitative and qualitative research are crucial tools for building a brand strategy. Discover the four steps to effective research that finds insightful
How Your Brand Strategy Drives Business Growth
Apr 26, 2022 · A consistent brand helps increase the overall value of your company by reinforcing your position in the marketplace, attracting better quality customers with higher retention rates …
How social listening is the key to cultural relevance to your brand.
Feb 24, 2025 · How can it help my brand be culturally relevant? Social listening has many uses for different teams, but it excels in four ways for marketers who are looking for cultural relevance. …
Brand Strategy 101 - American Marketing Association
Brand Strategy 101 Learn how brand commitment, brand voice, design and implementation create the impactful brand strategy you need. Beginner | 1 Hour | 18 Modules $79 for non-members | …
Creating a Culture of Brand Love - American Marketing Association
Feb 13, 2020 · Brand love is a marketing strategy that looks to adopt brand-loyal customers and turn them into advocates or influencers for your brand. In an effort to achieve this culture, brands …
The Best Advertisements of All Time: Top 19 Iconic Campaigns …
Dec 11, 2024 · The brand sponsored Felix Baumgartner’s record-breaking freefall from the stratosphere, which was streamed live to millions worldwide. The feat showcased Red Bull’s …
AMA Brand Management Essentials - January
Jan 10, 2024 · The term brand management can mean different things to different people. This lack of clarity in the industry leads to brands often being created without a clear strategy, leadership …
The Marketer's Guide to Modernizing a Legacy Brand
Apr 11, 2022 · What if your company’s age-old logo and brand identity don’t reflect the breadth of products your company actually produces today? And most importantly, how can you as a brand …
