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The brand challenge : adapting branding to sectorial imperatives

Author: Kartikeya Kompella
Publisher: London ; Philadelphia : Kogan Page, 2015.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of categories such as luxury goods, media, football clubs and cities; 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  Read more...
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Document Type: Book
All Authors / Contributors: Kartikeya Kompella
ISBN: 9780749470159 0749470151
OCLC Number: 884961833
Notes: "Edited by leading brand analyst Kartik Kompella, The Brand Challenge provides a comprehensive and topical examination of the application of branding across key branding fields, including luxury goods, media and entertainment, pharmaceutical and digital. Each chapter covers a different industry, written by an expert from the field, to explain how to build a brand in a specific field and explore how the rules of branding change across industries. Original contributions from many of the world's leading brand experts address brand building in the conventional manner, while also looking at the branding innovators who pushed the boundaries in their field. With insights from experts such as Laura Ries on using a Visual Hammer and John Simmons on storytelling, this book shows how to transfer branding rules from one field to another and gain an understanding of commonalities involved with successfully building brands across industries and markets"--Provided by publisher.
Description: xxi, 338 pages ; 24 cm
Contents: Focus: the future of your company depends on it / Al Ries --
Identity: Don't lose it / Tony Allen --
Brand innovation: embracing change to innovate your brand and accelerate growth / Peter Fisk --
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 --
Luxury branding / Jean-Noël Kapferer --
Retail brand management: perception, performance and improvement / Jesko Perrey and Thomas Meyer --
Why brand matters in B₂B / Michael D'Esopo and Simon Glynn --
Managing media as brands: case study --
branding news organizations / Walter S. McDowell --
Brand not bland: the financial services challenge / Mike Symes --
Building a breakthrough non-profit brand / Jocelyne Daw --
A brand/story conceptual framework --
for understanding mass fashion / Joseph H. Hancock, II --
Research advances in the building of hotel brands / John O'Neill --
The city as a brand / Jeremy Hildreth and JT Singh --
Technology branding: building long-term value in a system-update world / Howard Breindel, Jonathan Paisner and Seth Margolis --
Football brand / Sue Bridgewater.
Responsibility: edited by Kartikeya Kompella.

Abstract:

Understand the nuances of building brands in different sectors, from luxury goods to finance to not-for-profit, with this unique examination.  Read more...

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"Kartik Kompella's "The Brand Challenge" provides a valuable and unique view into branding. The book offers a solid foundation into branding principles as well as insightful expert advice into how Read more...

 
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