000048101 001__ 48101
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000048101 008__ 230530s2019    enka     b    000 0 eng d
000048101 020__ $$a9780429769139$$qe-Book
000048101 020__ $$a9781138368538$$qPrint
000048101 035__ $$a(OCoLC)1380727901
000048101 040__ $$aSzGeWIPO$$beng$$erda$$cSzGeWIPO$$dCaBNVSL
000048101 041__ $$aeng
000048101 050_4 $$aHF5415.1255
000048101 08204 $$a658.827$$223
000048101 1001_ $$aForoudi, Pantea,$$d1974-,$$eauthor.
000048101 24510 $$aContemporary issues in branding.
000048101 264_1 $$aLondon, England, UK :$$bTaylor & Francis Group,$$c2019.
000048101 300__ $$a319 pages :$$billustrations
000048101 336__ $$atext$$2rdacontent
000048101 337__ $$acomputer$$2rdamedia
000048101 338__ $$aonline resource$$bcr$$2rdacarrier
000048101 5050_ $$aPart 1: Introduction -- 1. Introduction to Branding: Issues and Perspectives / Pantea Foroudi and Maria Palazzo -- Part 2: Building a Brand -- 2. Understanding Brands with Contemporary Issues / Christopher Pich and Louise Spry -- 3. Branding: Performance and Profit / Octavio Ibarra Consuegra and Maria Carolina Ovalle -- 4. Brands, culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries / Barbara Czarnecka -- 5. The impact of GDPR on brands responsibility: Between a "new normal" customer-centricity and the risk of reputational damage / Maria Teresa Cuomo, Cinzia Genovino, Francesca Ceruti and Debora Tortora -- 6. Branding: Ethic, sustainability, and Inclusion / Maria Palazzo and Alfonso Siano -- Part 3: Designing a Brand -- 7. Branding: Aesthetics. Building Brand Value through Art and Architecture / Angela Bargenda -- 8. Branding: Voice / Gurdeep Singh Kohli and Dorothy Ai-wan Yen -- 9. Sensory Branding: What it is, why it matters, and how to use it / Tugra Nazli Akarsu, T.C. Melewar and Pantea Foroudi -- 10. Branding: Virtual space: past, present and new directions in virtual worlds / Alice Mazzucchelli, Roberto Chierici and Maria Teresa Cuomo -- Part 4: Branding and Stakeholders -- 11. Branding: Internal and External Stakeholders / Saheb Imani and Niloofar Dehghani -- 12. Global branding / Giuseppe Festa -- 13. Office Branding in the Digital Age / Ogechi Adeola, Edwin Agwu and Chika Remigious Ezeugwu -- 14. Branding: Online community / Reza Marvi, Mohammad Hosein Marvi and Mohammad Mahdi Foroudi -- Part 5: Conclusion -- 15. Consumer-Brand Relationship: Building Consumer value, Consumer loyalty and Business Performance / Vaibhav Shekhar, Anitha Acharya, Sanjit Kumar Roy and Bang Nguyen -- 16. Branding Customer Value / Asma Ahmed-Laroussi, Lucia Porcu and Juan Miguel Alcántara-Pilar
000048101 520__ $$aThis book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
000048101 650_0 $$aMarketing channels.
000048101 650_0 $$aAdvertising.
000048101 650_4 $$aBrand Management
000048101 650_4 $$aConsumer Behaviour
000048101 650_4 $$aBusiness Economics
000048101 650_4 $$aConsumer Guides
000048101 650_0 $$aMarketing.
000048101 650_0 $$aFinance.
000048101 650_4 $$aBusiness Industry
000048101 655_0 $$aBusiness Management.
000048101 7001_ $$aForoudi, Pantea,$$eeditor.
000048101 85641 $$uhttps://ebookcentral.proquest.com/lib/wipo/detail.action?docID=5988074$$yView this eBook
000048101 904__ $$aBook
000048101 942__ $$2ddc$$cEBOOK
000048101 980__ $$aBIB
000048101 980__ $$aOS