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| branding and communication strategy: The Corporate Brand N. Ind, 1997-06-06 What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation. |
| branding and communication strategy: Beloved Brands Graham Robertson, 2018-01-06 Beloved Brands is a book every CMO or would-be CMO should read. Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book. Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential. |
| branding and communication strategy: Strategic Brand Communication Campaigns Don E. Schultz, Beth E. Barnes, 1999 This new and revised edition of Strategic Advertising Campaigns provides a thorough review of the fundamentals of formulating and implementing comprehensive brand communication campaigns. It includes graphs, flow charts and illustrations throughout. |
| branding and communication strategy: Strategic Corporate Communication Ross Brinkert, Lisa Chewning, 2017-12-31 Strategic Corporate Communication: Core Concepts for Managing Your Career and Your Clients' Brands introduces readers to essential strategies in corporate communication. The book centers upon the idea that in order to be successful, communication professionals not only require outward-facing competencies to represent and serve clients, but also personal competencies of self-awareness and self-positioning to manage their careers. The text grounds corporate communication in theoretical research and marketplace practices that demonstrate foundational corporate communication elements such as strategy, brand, storytelling, communities, messaging, context, ethics, influence, research and measurement, leadership and management, and change. Each chapter introduces relevant theory related to a particular topic, ways in which the information can support career planning, and how the content and skills covered in the chapter apply in the context of the work environment or future interactions with clients. Practical application opportunities at both the personal and organizational level encourage careful reflection throughout. The inclusion of SWOT exercises and case studies with guiding questions inspires critical thinking and further exploration. Strategic Corporate Communication is an ideal text for upper-division undergraduate and graduate-level courses in strategic, public relations, corporate, branding, professional, and marketing communication. Ross Brinkert is an award-winning teacher, associate professor, and was inaugural chair of the Corporate Communication Program at Penn State Abington. He holds a Ph.D. in communication sciences from Temple University. Dr. Brinkert's research and applied work address how increasing the engagement of organizational leaders may increase engagement throughout the entire organization. Lisa V. Chewning is an award-winning teacher, associate professor, and chair of the Corporate Communication Program at Penn State Abington. She holds a Ph.D. in communication from Rutgers University. Dr. Chewning's research combines theoretical and applied perspectives to further understand the role of communication in human organization. |
| branding and communication strategy: Brand Media Strategy Antony Young, 2010-12-21 From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: • the future of advertising in traditional media and how to judge the investment’s value in today’s results-driven marketing world • how to get the maximum impact out of digital media, including online searches, social media, and mobile phones • the importance of employing non-traditional media vehicles, such as marketing, PR, branded entertainment, and product placement. |
| branding and communication strategy: Marketing Communications Chris Fill, 1999 The second edition of Marketing Communications comes with several new features: each of the chapters has been updated; there are new chapers in all areas of marketing communication; the book has been reorganised into three parts for ease of use. |
| branding and communication strategy: Fashion Branding and Communication Byoungho Jin, Elena Cedrola, 2017-04-26 This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management. |
| branding and communication strategy: Marketing Communications John R Rossiter, Larry Percy, Lars Bergkvist, 2018-08-21 Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels. |
| branding and communication strategy: Brand Positioning Erik Kostelijk, Karel Jan Alsem, 2020-01-23 Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand. |
| branding and communication strategy: Marketing communication strategies for fashion brands and measurements of efficiency Karola Schwindt, 2014-12-12 Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies. |
| branding and communication strategy: Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations Dos Santos, Manuel Alonso, 2019-01-25 As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students. |
| branding and communication strategy: Development of an Online Marketing, Digital Branding and Social Media Communication Strategy for BMW Pauline Possin, 2017-11-13 Seminar paper from the year 2017 in the subject Communications - Media Economics, Media Management, grade: 1,3, University of Applied Sciences Hamburg, language: English, abstract: The invention of social media had one of the biggest impacts on how people live today. Not only communication has changed, even more it influences the whole perception and creation of reality. Throughout history, developments in communication and technology have gone collateral. Technological advances, such as the internet, social media and mobile devices, have changed human behavior and communication. Back in 1980, Toffler describes in his book The third wave how society had progressed through three historic waves. The first one started from a hunter-gatherer structure to transform to an agriculture society. Second, the industrial age with its technological advances, starting to provide mass distribution of consumption, media, education and entertainment. The third wave is the so called Information Age, when knowledge began to become more valuable over material items, and it has just begun. New inventions, like virtual reality, voice recognition, and connected mobility are going to permeate society in the future. Entrepreneurs need to make use of these trends to thrive in an omni-connected, always-online and non-real world. The online marketing, digital branding and social media communication strategy represented in this paper, is created for a car brand. In this essay, the company BMW is going to be used as a substitute, to show how the strategy can be adapted to a specific brand. |
| branding and communication strategy: Strategic Communications for PR, Social Media and Marketing Christopher E. Wilson, 2019 |
| branding and communication strategy: Integrated Marketing Communication Robyn Blakeman, 2018-02-01 Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. |
| branding and communication strategy: Marketing Communications Lynne Eagle, Barbara Czarnecka, Stephan Dahl, Jenny Lloyd, 2014-08-27 With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists. |
| branding and communication strategy: Marketing Communications Babek Taheri, Hamid Shaker, 2024-12-20 Fully revised and updated, Marketing Communications 2nd edition acknowledges that the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives. |
| branding and communication strategy: Strategic Integrated Marketing Communications Larry Percy, 2014-06-27 An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes |
| branding and communication strategy: Strategic Integrated Marketing Communications Larry Percy, 2008-06-20 This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on- * Effective brands having the right positioning and brand attitude * The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently * That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation |
| branding and communication strategy: Integrated Marketing Communication Jerome M. Juska, 2021-11-29 Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan. |
| branding and communication strategy: The Neuro-Consumer Anne-Sophie Bayle-Tourtoulou, Michel Badoc, 2020-04-24 Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the neuro-consumer and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of nudges and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area. |
| branding and communication strategy: Corporate Diversity Communication Strategy Roxana D. Maiorescu-Murphy, 2019-11-05 This book analyzes the brand communities of major American multinationals across three industries: finance, tech, and consumer goods. It assesses how companies communicate their diversity approaches on social media (Twitter) and studies the ensuing perceptions of online users. By comparing more innovative sectors (tech and consumer goods) with a less innovative industry (finance), the author examines differences in the way brands approach and communicate about diversity in online settings. The results of the study lead to the development of a theoretical framework with practical applications for business communication academics and professionals alike. |
| branding and communication strategy: Marketing Communication Policies Rainer Busch, Margarete Seidenspinner, Fritz Unger, 2006-10-30 By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions. |
| branding and communication strategy: Strategic Marketing Communications Paul Russell Smith, Paul Smith, Chris Berry, Alan Pulford, 1999 Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs. |
| branding and communication strategy: Brand Transformation Keith Glanfield, 2018-02-05 To be of value to firms, branding must operate in the real world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to pragmatically change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical best-fit changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical components of branding performance. The text not only presents new and different insights; importantly it contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm typologies and suggests practical immediate activity on which to base a firm’s implementation plan. This text is essential reading for final year marketing undergraduates, postgraduate students of marketing, practising marketers and general managers |
| branding and communication strategy: 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. |
| branding and communication strategy: Strategic Communications Laurie J Wilson, Joseph Ogden, 2016-07-26 The basic principles of researched-based strategic planning remain unchanged |
| branding and communication strategy: Impacts of Online Advertising on Business Performance Semerádová, Tereza, Weinlich, Petr, 2019-11-22 Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority. Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities. |
| branding and communication strategy: Measuring Marketing and Brand Communications Performance Elenica Pjero, Demetris Vrontis, Alkis Thrassou, 2020-02-18 Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company. |
| branding and communication strategy: Opportunities and restrictions of the internet in marketing communication strategies Oliver Weimann, 2002-05-26 Diploma Thesis from the year 2001 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Wolverhampton (Wolverhampton Business School), language: English, abstract: This project should enable companies to understand the Internet and the possibilities, it offers to strategic marketing communication planning. Therefore it should finally outline in which way the services can be included in an Internet strategy and how it can be integrated in the company marketing strategy. A short summary about the usage of the Internet and its services in marketing introduce this piece of work. The next chapter outlines the differences to classical media and delivers starting points for marketing communication. The main part should enable companies to develop a specific Internet marketing strategy to evaluate the opportunities and restrictions in praxis. A differentiation, not only between dot.coms and old economy companies, but also between big multinationals and SME's (Small and Medium Enterprises), was necessary because of different objectives, interventions, and not least of all, marketing budgets. This work concentrates on the point of view of the marketer. Therefore technical aspects are only explained, if they are needed to understand the services and contexts. Included is Appendix I, which gives an overview of the Internet and its services, and Appendix II, which deals with marketing. Finally, an overview of newly developed services and further development of the Internet will conclude this report. This will give a complete overview of Internet opportunities nowadays. That being said, it has to be taken into account that this report will probably be useful for not more then one to one and a half-years. This depends mainly on further developments of the Internet, which cannot be seen as a static system, but as a highly changing system with extremely short innovation cycles. To establish higher value, the discovered sources will enable further research for up-to-date information if this publication is no longer considered applicable to the topic. |
| branding and communication strategy: Sticky Branding Jeremy Miller, 2015-01-10 #1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries. |
| branding and communication strategy: Crisis Communication Strategies Amanda Coleman, 2020-05-03 Crisis communication is high stakes work. For communications managers and PR professionals, it's likely to be the most stressful time of their working life. Crisis Communication Strategies is a must-have handbook which covers the whole span of the crisis from preparing and laying the groundwork before it occurs, during the incident, and the aftermath, including the move to recovery. It guides readers through each phase, providing details of what to consider, what should be done, and tips and checklists for improved responses. Crisis Communication Strategies equips readers to deal with any kind of crisis - whether caused by internal error, customer action, natural disasters, terrorism or political upheaval. Supported by case studies and examples from responses to events including the 2011 Norway terror attacks, the 2018 British Airways data breach, the 2017 Pepsi advert and the 2005 Hurricane Katrina New Orleans floods, the book explores the role of leadership in a crisis and developing a crisis communication response that has people at the heart of it. Crisis Communication Strategies is the essential guide for PR and communication professionals to protecting your company and building true, long-term resilience. |
| branding and communication strategy: Strategic Advertising Campaigns Don E. Schultz, Dennis G. Martin, William P. Brown, 1984 |
| branding and communication strategy: Brand Portfolio Strategy David A. Aaker, 2020-03-24 In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders. |
| branding and communication strategy: Spin Sucks Gini Dietrich, 2014 Go beyond PR spin! Master better ways to communicate honestly and regain the trust of your customers and stakeholders with this book. |
| branding and communication strategy: Strategic Communications for Nonprofits Kathy Bonk, Emily Tynes, Henry Griggs, Phil Sparks, 2008-09-17 This is a new edition of Strategic Communications for Nonprofits, which was first published in 1999. It is an up-dated, nuts-and-bolts guide to helping nonprofits design and implement successful communications strategies. The book offers a unique combination of step-by-step guidance on effective media relations and assistance in constructing and developing an overall communications strategy aimed at creating social or policy change. It first explains the basic principles of a strategic communications strategy that will define the target audiences you need to reach and tells how to develop the messages and messengers you use to reach them. The book then goes on to address specific issues like earning good media coverage, building partnerships to increase available resources, handling a crisis, and more. This second edition builds on the earlier work and includes new case studies, new trends in media and branding, ethnic media issues, and trends in technology. |
| branding and communication strategy: Strategic Integrated Marketing Communication Larry Percy, 2008 Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective. |
| branding and communication strategy: Strategic Integrated Marketing Communication Vanessa Kemme, 2018-05-18 Research Paper (undergraduate) from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, International Business School Nürnberg, language: English, abstract: In every area of science, economy and industry communication is used to create a significant message and to build relationships between sender and receiver. Especially when it comes to the science of marketing, communication is used in various forms that are managed and channelled consistently by strategic integrated marketing communications (IMC). Primarily introduced in the 1980s as a marketing strategy, IMC today plays a major role in many organisations corporate strategy, including the German company Lufthansa. The following essay will outline this marketing strategy by its theory and will apply it to the strategy of Lufthansa in three parts. Thereby the first part will illustrate the theoretical background of IMC regarding to its role and concept and its relations to other areas of marketing and business management. These findings will primarily be based on secondary research of literature from Kotler, Percy and Fill which will be sustained by the work of other authors. The second part of the essay will enlarge this theory by the approach of the communication mix and will transmit it to the practise of the German company Lufthansa. As the company is constituted as the Lufthansa Group and various sub companies the author will concern the business segment of passenger transport that is carried out by Lufthansa Passenger Airlines, in the following named Lufthansa. This business segment will be analysed for its integrated marketing communication strategy “Nonstop you” as part of the “7 to 2-our way forward” marketing program of Lufthansa Group. This analysis of the current strategy will lead over to recommendation within the third part of the essay, by providing an additional concept that will be described by the SOSTAC model. Within six elements the author will illustrate a communication strategy for a new target group that creates a message and builds relationship between Lufthansa and the Generation Y. |
| branding and communication strategy: Taking Brand Initiative Mary Jo Hatch, Majken Schultz, 2008-03-11 Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization. |
| branding and communication strategy: Communicating Fashion Brands Emily Huggard, Jon Cope, 2020-02-19 This book demonstrates how fashion brands communicate, why the practice is significant within wider society and how it can be perceived as culturally meaningful. Enabling readers to connect the tools and techniques of communication with their theoretical underpinnings and historical antecedents, the book shows how these methods can be applied in practice. The authors utilise social, consumer and cultural theory, and frameworks rooted in psychology, sociology and economics, as mechanisms to analyse and deconstruct current communication strategies used by fashion brands. The book presents insights and strategies for communicating authentic values, conveying a clearly defined aesthetic and visual language and generating shareable content that resonates with audiences. With insights into strategies used by brands including Burberry, Gucci, Dior, COS, Rapha, Warby Parker and Maryam Nassir Zadeh, each chapter outlines ways of maintaining relevant and consistent brand narratives in the 21st century. From how to sustain a dialogue with a brand’s community, to the use of brand collaboration, co-creative storytelling and fashion spaces, the book aims to develop reflective communication practitioners who have a deep understanding of the cultural landscape, brand strategy and industry innovation. Written for scholars and practitioners, this book is a valuable blend of theory and practice across the fields of fashion, communication and branding. |
| branding and communication strategy: Marketing Communications Chris Fill, Sarah Turnbull, 2019 The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields. The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising. |
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