Brand Rejuvenation

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Brand Rejuvenation

Author : Jean-Marc Lehu
ISBN : 0749451467
Genre : Business & Economics
File Size : 32.18 MB
Format : PDF, ePub
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According to the American Marketing Association, 80% of all new brands fail. In such a competitive environment, it is essential for brand managers to have all the information they need at their fingertips to keep their brand at the leading edge of the market, and Brand Rejuvenation gives them just that.This book highlights the ageing problem that every brand can potentially face and investigates how companies can take steps to counter the ageing process. For brands today, the battle for survival is never-ending - there are millions of brands around the world and not enough space on the shelves and/or in the consumer's mind to hold them.With dozens of case studies and examples of brands across different industries, Brand Rejuvenation provides brand managers with lots of ideas and practical advice on how to implement brand rejuvenation and ageing prevention strategies.
Category: Business & Economics

The Mexx Brand Strategic Audit Swot Analysis And Brand Rejuvenation Strategy

Author : Karina Oborune
ISBN : 9783668173088
Genre : Business & Economics
File Size : 21.50 MB
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Seminar paper from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, The Hague University (Applied Sciences), course: Master in International Communication, language: English, abstract: There is a necessity to improve already strong, well-known brand image giving the world taste of something new. In order to re-increase sales, MEXX needs to define a new branding strategy/ies, so the central question “How can MEXX rebrand itself to occupy a more distinctive position in the fashion market?” will be answered in this brand rejuvenation plan. MEXX started locally in 1986 and now 25 years later operates in 66 countries over 4 continents, has 1100 own stores and 10’000 selling points (Mexx Marketing and Communication Plan, 2013). Mexx clothing embodies the essence of living the European lifestyles. Mexx is headquartered in Amsterdam, the Netherlands. European business has a direct retail offering combined with various wholesale channels and focuses on Germany, Netherlands, Belgium, France and Russia (The Gores Group, 2011). There were launched two lines of clothing in 1980, "Moustache" for men, and "Emanuelle" for women, which merged in 1986 to Mexx. In 2001, most of the company was sold for several 100 million dollars to Liz Claiborne Inc. and afterwards the Gores Group.
Category: Business & Economics

Marketing Management

Author : R S N Pillai
ISBN : 9788121932448
Genre : Business & Economics
File Size : 70.68 MB
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Written in simple and conversational language.Main points are given in Bold Letters or in Boxes. Themes are easily understandable, even to a lay-man.A good number of case studies are included and each chapter has been discussed in detail & discussed throughly.
Category: Business & Economics

Re

Author : Al Lautenslager
ISBN : 9781600379932
Genre : Self-Help
File Size : 69.65 MB
Format : PDF, Kindle
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As consumers wrestle with tightening credit, inflation, economic slowdown and uncertainties, unemployment, debt, the housing crises, global unrest, mortgage foreclosures, and prognostications of doom and gloom, doing something different is more important than ever. Repositioning, reengineering, renewing, rejuvenating and reenergizing are all rising in priority as they relate to improving businesses, careers, hopes, dreams, personal development and life in general. As a result, Life improvement, battling status quo, ambition, the pursuit of happiness, dealing with change, or exploring the possibilities, are all or in part, on the mind of many today. All of these are related to change, improvement, doing things again or different or re-__________ (insert your Re: word of choice here). This book is the response to the point in time, life and history that our generation is in. It boils down to Re-newing, Re-viving, Re-inventing, Re-engineering, Re-positioning, Re-juvenating your business and life.
Category: Self-Help

The New Strategic Brand Management

Author : Jean-Noël Kapferer
ISBN : 9780749465162
Genre : Business & Economics
File Size : 26.33 MB
Format : PDF, Kindle
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Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; it remains at the forefront of strategic brand thinking.
Category: Business & Economics

Branding For Dummies

Author : Bill Chiaravalle
ISBN : 9781118958087
Genre : Business & Economics
File Size : 36.23 MB
Format : PDF, ePub, Mobi
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Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of Branding For Dummies gives you the nuts and bolts to create, improve, and maintain a successful brand. It'll help you define your company's mission, the benefits and features of your products or services, what your customers and prospects already think of your brand, what qualities you want them to associate with your company, and so much more. Packed with plain-English advice and step-by-step instructions, Branding For Dummies covers assembling a top-notch branding team, positioning your brand, handling advertising and promotions, avoiding blunders, and keeping your brand viable, visible, and healthy. Whether you're looking to develop a logo and tagline, manage and protect your brand, launch a brand marketing plan, fix a broken brand, make customers loyal brand champions—or anything in between—Branding For Dummies makes it fast and easy. Includes tips and cautionary advice on social media and its impact on personal and business branding programs Covers balancing personal and business brand development References some of the major brand crises—and how to avoid making the same mistakes Shows brand marketers how to create brands that match their employers' objectives while launching their own careers If you're a business leader looking to set your brand up for the ultimate success, Branding For Dummies has you covered.
Category: Business & Economics

The Warren Buffett Way

Author : Robert G. Hagstrom
ISBN : 9780471743675
Genre : Capitalists and financiers
File Size : 37.16 MB
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Abridgment by Lynn Lauber.
Category: Capitalists and financiers

Decoding Branding

Author : Royce Yuen
ISBN : 1138802670
Genre :
File Size : 28.62 MB
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Brand revitalization is gaining momentum as the number of new brand failures continues to rise. However, not all brands are worthy of a new life, and the challenge today is determining which brands can be salvaged and how best to do it. This book explores the top signs of an imminently aging brand and discusses some good and bad attempts at revitalization in the Asian region. The book examines why brands age and how to decide whether a brand is an ideal candidate for revitalization. Counteracting demise calls for revitalization strategies to keep a brand contemporary and relevant, which are detailed in the book. Wellcrafted strategies can breathe new life into the brand at a time when it appears to be diminishing. In fact, the best brand revitalization strategy is to pre-empt the brand from aging. The book redefines the concept of brand revitalization or brand rejuvenation by adding the new dimension of anti-brand-aging. Instead of just focusing on finding a remedy, the book advocates this enhanced concept, with a proposed methodology on how to help brands to continuously update themselves, hence prolonging the brand life cycle and preventing the brands from entering the declining stage, which is something that is highly relevant and valuable to all brands across all categories.
Category:

Branding For The Public Sector

Author : Paul Temporal
ISBN : 9781118756270
Genre : Business & Economics
File Size : 66.73 MB
Format : PDF, Kindle
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How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector. Presents strategies and actions for building a powerful, memorable public sector brand Explains why the public sector will be the next huge growth sector in branding Explores the competencies needed to successfully manage a public sector brand
Category: Business & Economics

Branded Entertainment

Author : Jean-Marc Lehu
ISBN : 0749449403
Genre : Business & Economics
File Size : 76.5 MB
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"Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale." Patrick Quinn, PQ Media Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film, to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; methods employed by different brands Most importantly, Branded Entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels. "Lehu explores the long history of product placement , and discusses its potential in the future".
Category: Business & Economics

Entrepreneurship

Author : Mark Casson
ISBN : 9781849805155
Genre : Business & Economics
File Size : 33.14 MB
Format : PDF, ePub, Mobi
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'An important new addition, by one of the entrepreneurship field's broadest and most important scholars, Entrepreneurship: Theory, Networks, History will be required reading for anyone interested in truly understanding entrepreneurship.' - Scott Shane, Case Western Reserve University, US
Category: Business & Economics

The Art Of Skin Health Restoration And Rejuvenation

Author : Zein E. Obagi
ISBN : 9781842145975
Genre : Medical
File Size : 51.87 MB
Format : PDF, ePub
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The Art of Skin Health Restoration and Rejuvenation, Second Edition presents a comprehensive review of Dr. Zein Obagi's renowned skin care regimens and his techniques for revitalizing skin. Fully demonstrated and explained are Dr. Obagi's skin peels and his approach to correcting sun damage, control of the pigmentary system, the stimulation of skin
Category: Medical

Enhancing Enterprise Competitiveness

Author : Prashant Gupta
ISBN : 8184241577
Genre : Competition
File Size : 25.9 MB
Format : PDF
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Papers presented at the Nirma International Conference on Management, held at Ahmedabad during 5-7January 2007.
Category: Competition

Biotechnology

Author : Raymond Dobert
ISBN : 0788119729
Genre : Science
File Size : 77.62 MB
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157 citations in English covering: biotechnology, bioengineering, transgenic, recombinant DNA or genetic engineering in forests & trees. Most citations have abstracts.
Category: Science

The Rejuvenation Of Aunt Mary

Author : Mrs. Anne Warner French
ISBN : NYPL:33433111626473
Genre : American fiction
File Size : 52.72 MB
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Category: American fiction

Web Copy That Sells

Author : Maria Veloso
ISBN : 9780814432525
Genre : Business & Economics
File Size : 22.50 MB
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With the rise of social networks, "Twitterized" attention spans, and new forms of video content, the techniques that worked in crafting attention-grabbing, clickable, and actionable online copy a few years ago are simply not as effective today. Thoroughly revised, the third edition of Web Copy That Sells gives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. They will learn to: * Use psychological tactics that compel Web surfers to buy * Create effective, highly-targeted Facebook ads * Test copy to maximize response * Write online marketing video scripts that sell * Craft compelling copy for interactive advertising banners * Produce high-converting video sales letters * And more Proven and practical, Web Copy That Sells shows how to quickly turn lackluster sites into "perpetual money machines," streamline key messages down to irresistible "cyber bites"...and ensure that Web copy, e-mail, and marketing communications pack a fast, powerful-and sales generating-punch.
Category: Business & Economics

Juicing The Orange

Author : Pat Fallon
ISBN : 1591399270
Genre : Business & Economics
File Size : 42.86 MB
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Drawing from 25 years of successful marketing and acclaimed, award-winning work, the authors show that bankable, creative ideas come from zeroing in on the one key business problem that must be solved and then rigorously unearthing insights that will lead to a spectacular solution.
Category: Business & Economics

Brand Management

Author : Harsh V. Verma
ISBN : 8174464808
Genre : Brand name products
File Size : 37.63 MB
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Brands are wealth generators of the 21st century. With this in mind 'Brand Management' focuses on the key decision areas of competition and brand, concept of brand, brand equity, brand over time and branding strategies. The theoretical constructs are illustrated using case studies.
Category: Brand name products

The Business Of Tourism

Author : A. K. Bhatia
ISBN : 8120731182
Genre : Business & Economics
File Size : 76.87 MB
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Travel and tourism is one of the world s most important and fastest growing economic sectors, generating jobs and substantial wealth for economies around the globe. The present book The Business of Tourism Concepts and Strategies explains the complex tourism phenomenon in its various manifestations. Various academic disciplines are involved in the study of tourism because of the complex nature of the subject. Some basic disciplines such as economics, psychology, sociology and geography contribute a great deal to the understanding of the subject. Newer disciplines like marketing and management, special interest tourism, travel legislation and business travel have been introduced in this volume. The book gives the reader a global perspective of the travel and tourism industry. The approach has been to provide a simple and comprehensive outline of as many concepts as possible. The book contains some additional features which will be of great help to the reader. These features include case studies having references to the subject matter discussed in various chapters. The cases are taken from the industry and provide interesting material for interactive discussion. Contents " Acknowledgements " Preface " Travel Trade Abbreviations " Tourism-A Historical Perspective " Consumer Behaviour and Tourism Demand " Dimensions of Tourism " Measuring The Demand For Tourism " The Structure of Tourism Industry " The Tourism Industry And Public Sector Organisation` " Special Interest Tourism " International Cooperation In Tourism " Travel And Accommodation " Travel And Transport " Retail Travel Trade " Travel Legislation " Business Tourism " Marketing and Promotion for Tourism " Tourism Planning And Environment " Glossary Travel and Tourism " Ticketing And Airlines Terms " Hotel Industry Terms " Travel Trade Publications " International Tourism Periodicals " Travel Industry Journals And Periodicals " Travel Research Journals " Education and Training in Travel and Tourism Institutes " International Organisations " Travel Related Publications of International Organisations " Bibliography " Index " CASE STUDIES
Category: Business & Economics

Creating Powerful Brands

Author : Leslie de Chernatony
ISBN : 9781136445187
Genre : Business & Economics
File Size : 59.48 MB
Format : PDF, ePub, Docs
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This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: • Summarises the latest thinking and best practice in the domain of branding • All new real marketing campaigns show how branding theories are implemented in practice • Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.
Category: Business & Economics