The Brand Challenge: Adapting Branding to Sectorial Imperatives

Capa
Kogan Page Publishers, 03/11/2014 - 360 páginas

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)

 

Índice

The future of your company depends on it
1
Dont lose it
23
Embracing change to innovate your brand and accelerate growth
41
Why the traditional process of building a brand needs a reboot
83
5 Luxury branding
97
Perception performance and improvement
119
7 Why brand matters in B2B
143
Case study branding news organizations
161
10 Building a breakthrough nonprofit brand
207
11 A brandstory conceptual framework for understanding mass fashion
231
12 Research advances in the building of hotel brands
253
13 The city as a brand
271
Building longterm value in a systemupdate world
293
15 Football brands
311
Index
331
Direitos de autor

The financial services challenge
185

Palavras e frases frequentes

Acerca do autor (2014)

Kartikeya Kompella has written on branding for many websites and is the author of Applying the Branding Iron and Building Brands, Building Meaning. He is also the editor of The Definitive Book of Branding.

Informação bibliográfica