Kartikeya Kompella

The Brand Challenge

Adapting Branding to Sectorial Imperatives

• Broschiertes Buch

Produktbeschreibung

The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of sectors including luxury goods, finance and not-for-profit; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific sector. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing Authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-Noël Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 360
• Erscheinungstermin: 25. November 2014
• Englisch
• Abmessung: 234mm x 156mm x 20mm
• Gewicht: 550g
• ISBN-13: 9780749470159
• ISBN-10: 0749470151
• Artikelnr.: 39879840

Autorenporträt

Kartikeya Kompella (editor) is the author of Applying the Branding Iron and Building Brands, Building Meaning. He is also the editor of The Definitive Book of Branding. Kartikeya has written on branding for many websites and ran a column for five years on brandchannel.com.

Inhaltsangabe

** Chapter
01: Focus: The future of your company depends on it
Al Ries; ** Chapter
02: Identity: Don't lose it
Tony Allen; ** Chapter
03: Brand innovation: Embracing change to innovate your brand and accelerate growth
Peter Fisk; ** Chapter
04: Bridging the gap between brand idea and delivery in a move
faster
but
be
certain market: Why the traditional process of building a brand needs a reboot
Allen Adamson; ** Chapter
05: Luxury branding
Jean
Noël Kapferer; ** Chapter
06: Retail brand management: Perception, performance and improvement
Jesko Perrey and Thomas Meyer; ** Chapter
07: Why brand matters in B2B
Michael D'Esopo and Simon Glynn; ** Chapter
08: Managing media as brands: Case study
branding news organizations
Walter S McDowell, PhD; ** Chapter
09: Brand not bland: The financial services challenge
Mike Symes; ** Chapter
10: Building a breakthrough non
profit brand
Jocelyne Daw; ** Chapter
11: A brand/story conceptual framework
for understanding mass fashion
Joseph H Hancock, II PhD; ** Chapter
12: Research advances in the building of hotel brands
Professor John O'Neill; ** Chapter
13: The city as a brand
Jeremy Hildreth and JT Singh; ** Chapter
14: Technology branding: Building long
term value in a system
update world
Howard Breindel, Jonathan Paisner and Seth Margolis; ** Chapter
15: Football brands
Sue Bridgewater