Brands and Branding

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SAGE, 17.08.2016 - 296 Seiten
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A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World.

With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding?

Here are seven reasons why:

It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.
 

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Inhalt

CHAPTER 1 THE RUDIMENTS OF BRANDING
3
PART I COMPONENTS
21
CHAPTER 2 BRAND NAMES MATTER
23
CHAPTER 3 LOGOS SLOGANS MASCOTS AND MORE
41
CHAPTER 4 BRANDS TELL STORIES
61
PART II COMMANDMENTS
79
CHAPTER 5 BRANDS ARE LIVING THINGS
81
CHAPTER 6 CONSUMERS BEWARE
101
PART III CONSTRAINTS
163
CHAPTER 9 THE BRAND STOPS HERE
165
CHAPTER 10 THE DARK SIDE OF THE BRAND
187
CHAPTER 11 POP GOES THE BRAND
207
CONCLUSION
225
CHAPTER 12 THE BRAND FINALE
227
NOTES AND REFERENCES
247
INDEX
277

CHAPTER 7 BRAND MANAGEMENT
121
CHAPTER 8 EXPANDING THE BRAND
141

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Über den Autor (2016)

Stephen Brown is Professor of Marketing Research at Ulster University, UK. He has written numerous books including Fail Better, Free Gift Inside and Wizard: Harry Potter's Brand Magic, the last of which was translated into twelve languages. Once described as 'the Antichrist of marketing', his articles have appeared in the Journal of Marketing, the Journal of Consumer Research and the Harvard Business Review, among many others. A life-long jogger, who believes Nike is second to none, he writes comic novels in his spare time.

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