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How Brands Grow

How Brands Grow
What Marketers Don't Know

by Byron Sharp

  • Publisher : OUP Australia & New Zealand
  • Release : 2010-03-11
  • Pages : 246
  • ISBN : 9780195573565
  • Language : En, Es, Fr & De
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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.

How Brands Grow

How Brands Grow
Including Emerging Markets, Services and Durables, New Brands and Luxury Brands

by Jenni Romaniuk,Byron Sharp,Professor of Marketing Science and Director of the Ehrenberg-Bass Institute Byron Sharp

  • Publisher : Oxford University Press, USA
  • Release : 2015-10-12
  • Pages : 192
  • ISBN : 9780195596267
  • Language : En, Es, Fr & De
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Following the success of international bestseller How Brands Grow: What Marketer's Don't Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing. How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand's Distinctive Assets and a framework to underpin your brand's Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you. If you read and loved How Brands Grow, it's time to move to the next level of marketing. And if you haven't, get ready -- this book will change the way you think about marketing forever.

How Brands Grow

How Brands Grow
A Book

by Jenni Romaniuk,Byron Sharp

  • Publisher : Oxford University Press, USA
  • Release : 2015-11-09
  • Pages : 352
  • ISBN : 9780190304935
  • Language : En, Es, Fr & De
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This pack contains How Brands Grow: What Marketers Dont Know and How Brands Grow Part 2: Emerging Markets, Services, Luxury Brands and Durables. Buy the pack to save and take a journey to smarter, evidence-based marketing. How Brands Grow provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based. How Brands Grow Part 2 is about fundamentals of buying behaviour and brand performance fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brands Distinctive Assets and a framework to underpin your brands Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers. This a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you've ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.

How Brands Grow: Part 2 Revised

How Brands Grow: Part 2 Revised
Including Emerging Markets, Services, Durables, B2B and Luxury Brands

by Jenni Romaniuk,Byron Sharp

  • Publisher : Unknown Publisher
  • Release : 2021-09-23
  • Pages : 248
  • ISBN : 9780190330026
  • Language : En, Es, Fr & De
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This book will change the way you think about marketing forever.Following the success of international bestseller How Brands Grow: What Marketers Don't Know, How Brands Grow Part 2 takes readers further on a journey to smarter, evidence-based marketing.How Brands Grow Part 2 is about the fundamentals of buying behaviours and brand performance - fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity. This revised edition includes updates to all chapters and the addition of a new chapter, 'Getting Down to Business-to-Business Markets'.

Kapferer on Luxury

Kapferer on Luxury
How Luxury Brands Can Grow Yet Remain Rare

by Jean-Noël Kapferer

  • Publisher : Kogan Page Publishers
  • Release : 2015-03-03
  • Pages : 240
  • ISBN : 0749474378
  • Language : En, Es, Fr & De
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This book addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, and the importance of non-delocalization. It also explores in detail facing the demand of the Chinese clients, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students willing to deepen their understanding of this major luxury challenge.

Brand Intimacy

Brand Intimacy
A New Paradigm in Marketing

by Mario Natarelli,Rina Plapler

  • Publisher : Hatherleigh Press
  • Release : 2017-10-23
  • Pages : 240
  • ISBN : 1578266866
  • Language : En, Es, Fr & De
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From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.

What's in a Brand?

What's in a Brand?
Building Brand Equity Through Advertising

by John Philip Jones

  • Publisher : Tata McGraw-Hill Education
  • Release : 1998-01-01
  • Pages : 335
  • ISBN : 9780074632017
  • Language : En, Es, Fr & De
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What s in a Brand? traces the characteristics of the Indian market place, and weaves in the lessons learnt form his experiences of the American and European markets. It shatters many myths but also reinforces certain paradigms. A must read for all those who know that the right combination of consumer information and creativity definitely leads to creating very special brands&

The Business of Choice

The Business of Choice
Marketing to Consumers' Instincts

by Matthew Willcox

  • Publisher : Pearson Education
  • Release : 2015-02-20
  • Pages : 256
  • ISBN : 0134053494
  • Language : En, Es, Fr & De
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Winner of the 2016 Berry - AMA Book Prize for Best Book in Marketing from the American Marketing Association! Named Marketing Book of the Year for 2016 by Marketing & Sales Books! Reshape Consumer Behavior by Making Your Brand the Instinctive, Intuitive, Easy Choice • Discover powerful new ways to simplify and guide consumer decisions • Gain actionable insights into social influence, how people plan, and how they interpret the past • Leverage surprising advances in neuroscience, evolutionary biology, and the behavioral and social sciences Whatever your marketing or behavioral objective, you’ll be far more successful if you know how humans choose. Human intuitions and cognitive mechanisms have evolved over millions of years, but only now are marketers beginning to understand their impact on people’s decisions. The Business of Choice helps you apply new scientific insights to make your brand or target behavior the easiest, most instinctive choice. Matthew Willcox integrates the latest research advances with his own extensive enterprise marketing experience at FCB’s Institute of Decision Making. Willcox explains why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!

Marketing Knowledge

Marketing Knowledge
A Book

by Dominic Twose

  • Publisher : Lulu.com
  • Release : 2019-09-13
  • Pages : 332
  • ISBN : 0244818088
  • Language : En, Es, Fr & De
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Dominic Twose was Global Head of Knowledge Management at Millward Brown (the world's foremost brand and advertising research consultant) for 15 years. During this time he had access to the world's largest brand and advertising databases and hundreds of case studies from around the world. This book draws together all the key learning over that period. In a world full of opinions, this draws conclusions based on evidence. Conclusions about how brands grow, and the role of advertising. Review ""A very useful little book, full of practical wisdom and common sense. Keep it by your computer, and steal from it mercilessly. I know I will." - Les Binet, Head of Effectiveness, adam&eveDDB

Marketing Planning & Strategy

Marketing Planning & Strategy
A Practical Introduction

by John Dawes

  • Publisher : SAGE
  • Release : 2021-08-11
  • Pages : 296
  • ISBN : 1529764610
  • Language : En, Es, Fr & De
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We know how eager you are to learn practical workplace skills at university so that you are "job ready" following graduation. In marketing, one of the most practical things you can learn how to do is create a sound marketing plan. This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank. Features a running case study about a small services business that breaks the marketing plan down into easy to digestible chunks. A dedicated chapter on marketing strategy concepts to help you understand how they link to market, firm or decision-related factors. Self-test questions and scenarios with tasks throughout make for an active learning experience. Practical in its step-by-step approach and inclusion of activities and scenarios and written simply whilst still underpinned by marketing strategy scholarship, this book will help you to develop your marketing decision-making throughout by learning key skills such as how to do a SWOT analysis and how to budget and forecast correctly. Supported by online resources for lecturers including PowerPoint slides, an instructor’s manual and a suggested syllabus. Suitable reading for marketing planning and marketing strategy courses.

How to Use Advertising to Build Strong Brands

How to Use Advertising to Build Strong Brands
A Book

by John Philip Jones

  • Publisher : SAGE
  • Release : 1999-07-13
  • Pages : 394
  • ISBN : 9780761912439
  • Language : En, Es, Fr & De
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With an impressive list of contributing authors, How to Use Advertising to Build Strong Brands is a single "knowledge bank" of theory and practice for advertising students and professionals."--BOOK JACKET.

Sticky Branding

Sticky Branding
12.5 Principles to Stand Out, Attract Customers, and Grow an Incredible Brand

by Jeremy Miller

  • Publisher : Dundurn
  • Release : 2015-01-10
  • Pages : 256
  • ISBN : 1459728122
  • Language : En, Es, Fr & De
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Stand out, attract customers and grow your company into a sticky brand. Sticky Branding provides practical, tactical ideas of how mid-market companies — companies with a marketing budget, but not a vast one — are challenging the status quo and growing sticky brands.

What's in a Name?

What's in a Name?
Advertising and the Concept of Brands

by David M Jones,Jan S. Slater

  • Publisher : Routledge
  • Release : 2014-12-18
  • Pages : 320
  • ISBN : 1317452151
  • Language : En, Es, Fr & De
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This is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.

The Routledge Companion to Contemporary Brand Management

The Routledge Companion to Contemporary Brand Management
A Book

by Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson

  • Publisher : Routledge
  • Release : 2016-07-15
  • Pages : 584
  • ISBN : 1317751582
  • Language : En, Es, Fr & De
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The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

BrandSimple: How the Best Brands Keep it Simple and Succeed

BrandSimple: How the Best Brands Keep it Simple and Succeed
A Book

by Allen P. Adamson

  • Publisher : Palgrave Macmillan
  • Release : 2007-08-07
  • Pages : 256
  • ISBN : 1403984905
  • Language : En, Es, Fr & De
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Emphasizing the importance of effective brands in a competitive market, an expert in the field discusses the basics of good branding, including the importance of testing in a market, the essential link of the design and message of a brand with its meaning, and the need to avoid unnecessary and complicated strategies. Reprint.

Entrepreneur's Guide To The Lean Brand

Entrepreneur's Guide To The Lean Brand
How Brand Innovation Builds Passion, Transforms Organizations and Creates Value

by Jeremiah Gardner,Brant Cooper

  • Publisher : Market By Numbers, LLC
  • Release : 2014-10-08
  • Pages : 297
  • ISBN : 0996100709
  • Language : En, Es, Fr & De
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Goodbye, old-school branding. Hello, innovation. As much as traditional branding may flinch at the idea, the great brands emerging today are no longer being developed by a “brand genius” on the 40th floor of a Madison Avenue high rise. Today, great brand development isn’t about genius, it’s about the discovery of value. The Lean Brand is the first book to apply lean principles to the marketing black box of branding empowering innovators to experiment often, iterate quickly, and discover the winning relationship with their audience. Just as with “lean startup,” where you are attempting to eliminate the waste in building products no one wants, “lean branding” is about eliminating the waste of building a brand no one wants a relationship with. The cost of failing to innovate with your brand? Millions of dollars in lost sales, missed opportunities for growth, and countless unsatisfied customers. This is not new jargon for old thinking, but a fundamental shift in how brand development works. The Lean Brand is the new blueprint for building value-based relationships with passionate customers. Distilling years of experience on the front lines of startup marketing and the lean startup movement, Jeremiah Gardner teams up with New York Times bestselling author Brant Cooper to reveal: How to implement Lean Brand Innovation To Discover, Create & Deliver New ValueNew startup marketing techniques for Parallel Innovation between product management, brand strategy, and business cultureHow to optimize your branding strategy to discover, develop and build passionate customersHow startups can eliminate waste in their customer development and brand strategy using The Lean Brand FrameworkHow to use lean startup Viability Experiments to test and iterate your brand for high growthA set of practical tools called the Lean Brand Stack to help you iterate quickly, learn as much as you can, and build passionate relationships with your audienceGreat brands must do more than just satisfy customers; they must create passionate ones. The Lean Brand shows you how to develop meaningful relationships with your audience, based on a shared journey of value creation. Whether incrementally improving an existing brand, re-branding your enterprise, or building the next great startup, the winning relationship with your audience will come from a process of discovery. This book lays out a brand innovation framework for you to study, practice and iterate on, and eventually make your own.

How not to Plan

How not to Plan
66 ways to screw it up

by APG Ltd

  • Publisher : Troubador Publishing Ltd
  • Release : 2018-07-12
  • Pages : 200
  • ISBN : 178901185X
  • Language : En, Es, Fr & De
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In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. And thanks to Les Binet and Sarah Carter at Adam&eveDDB we now have just that.

The Marketing Complex

The Marketing Complex
Why Modern Marketers Need to Manage Multiplicity

by Giles Lury

  • Publisher : Kogan Page Publishers
  • Release : 2017-09-03
  • Pages : 200
  • ISBN : 0749481137
  • Language : En, Es, Fr & De
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Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories, consumer groups and categories. Therefore, to boil a branding message down into a single sentence or USP severely limits a brand's potential scope. After all, a brand is like a person, and a person could never be accurately described in a single sentence. The Marketing Complex examines the current obsession with over-simplification, and fearlessly challenges marketers to consider whether they are blurring the line between simplifying and simplistic. By exploring the origins and appeal of simplification through some of the best-known literature, the book conclusively proves that endless simplification actually only serves to limit a brand's appeal. By presenting a visionary new model, supported by examples, tools and expertly explained techniques, The Marketing Complex will enable marketers to recognise the important role that depth and multiplicity play in communicating a brand message, and to boldly embrace complexity when crafting their brands.

Brand Desire

Brand Desire
How to Create Consumer Involvement and Inspiration

by Nicholas Ind,Oriol Iglesias

  • Publisher : Bloomsbury Publishing
  • Release : 2016-10-20
  • Pages : 256
  • ISBN : 1472925378
  • Language : En, Es, Fr & De
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Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.

Attractive Thinking

Attractive Thinking
The five questions that drive successful brand strategy and how to answer them

by Chris Radford

  • Publisher : Practical Inspiration Publishing
  • Release : 2019-11-01
  • Pages : 276
  • ISBN : 1788601017
  • Language : En, Es, Fr & De
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Forget everything you’ve been told about maximizing Lifetime Customer Value. To take your business to the next level, you need a brand strategy that’s focused on attracting new customers, not exploiting existing ones. In this transparent digital age, smart business leaders know that profitable growth comes from helping customers, not exploiting them. Attractive Thinking sets out a ground-breaking methodology, developed during 30 years’ experience transforming brands for Pepsi, Mars, Miracle Gro and many high-end service businesses, to achieve exactly that. Discover the five key questions you must answer to create a better brand strategy and the tools to deliver it: clarity on what matters to customers; products and services that customers love; marketing that attracts them; and a team that is committed to delivering it. Attractive Thinking is a practical handbook for CEOs, managing directors and marketers who want to make the big-brand techniques work for them.