Branding that means business : how to build enduring bonds between brands, consumers and markets / by Matt Johnson & Tessa G. Misiaszek.
By: Johnson, Matt A.
Contributor(s): Misiaszek, Tessa.
Publisher: London : The Economist, c2022Description: 232 pages : illustrations ; 20 cm.ISBN: 9781788168663.Subject(s): Branding (Marketing)DDC classification: CIr 658.827 J6301 2022Item type | Current location | Home library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
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High School Library | High School Library | Circulation | CIr 658.827 J6301 2022 (Browse shelf) | 1 | Available | HS7665 |
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Cir 658.8 M3413 2015 Marketing and salesmanship / | Cir 658.8 M3811 1986 c.1 Marketing principles and practices / Ralph E. Mason, Patricia Mink Rath, and Stewart W. Husted | Cir 658.8 M985 2015 Elements of marketing / Ruby F. Alminar-Mutya | CIr 658.827 J6301 2022 Branding that means business : | Cir 658.83 Es745 2017 Essentials of marketing research / Joseph F. Hair, Jr., ... et al. | Cir 658.84032 V134 2005 MLM power | Cir 658.87 B2411 1956 Principles of retailing / Clare Wright Barker, Ira Dennis Anderson and J. Donald Butterworth. |
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Includes bibliographical references (pages 209-222) and index.
Part 1 : A house is not a home -- The ultimate dinner guest : generating value through brand meaning -- There's no place like home : building brand meaning -- How to be a mammal among dinosaurs : harnessing brand purpose -- Part 2 : A new kind of brand strategy -- Branding in ink : harnessing the power of social identity -- Money can't buy love : brand loyalty and the science of warmth -- A million Walter Cronkites : brand communication in a fragmented era -- Part 3 : Above and beyond -- Steeped in symbolism : how social signals enrich branding -- Political actors : navigating brand activism -- Seeing the unseeable : brand innovation and social norms -- Epilogue.
"A revelatory guide on how to build, sustain and grow a brand. A brand is either beloved, or it's noise. We live in a fast-paced world of immediate gratification where consumers can listen to any song, watch any movie, or read any article, with the touch of a few buttons. They are peppered with hyper-personalized targeting for products that can be ordered seamlessly and arrive within hours. And if your brand isn't the first to come to mind, they'll click that button and it'll be delivered by someone else. So how do you make sure your brand connects with consumers? Branding that Means Business draws from the authors' experience and business literature as well as psychology, sociology, and even anthropology to show readers that while any brand serves the business, the mechanisms that enable it are all about connecting with people. Readers will learn how to create, maintain, and operationalize their brand, and think creatively about how to differentiate their product and most importantly, make consumers fall in love with it." -- Publisher description.
600-699