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Price: $14.58 USD

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Price: $15.55 USD

A successful business must create a memorable brand and fix it in the consumer's mind. Branding Your Business helps entrepreneurs do this by explaining the whole branding process in easy-to-follow terms. Providing practical help instead of academic theories, it explains what a brand is and what it is not, how to conduct a "DIY" brand audit, and how to use marketing communication and psychological principles to make an impact. Based on the theory that a brand is the total perception a customer has about a company, its products, and its services, Branding Your Business reveals what to do to create and manage successful brands. By focusing on the role emotions and senses play in the decision to make a purchase, author James Hammond enables entrepreneurs to improve profits.

Price: $24.95 USD

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Price: $25.30 USD

Who's the real branding expert: the agency or the brand? Each has a different approach to what brand building's really all about and the methods needed to generate consumer loyalty. Each approaches brand building strategies from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Branding is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Genevieve Smith gives the brand point of view on topics including what a brand actually is (not many people really get it, operationalizing the brand and making it tangible, successfully marketing the brand, the best ways to measure results, which brands do it right, and which brands do it wrong and a whole lot more. What makes this book different from other branding books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at branding as both the client and brand see it, leaving readers with a list of action items and a better understanding of core brand building concepts to dramatically improve their strategies.

Price: $29.99 USD

This groundbreaking fashion branding and management text brings an analytical business dimension to the marketing and corporate techniques of the luxury fashion goods industry. It will make engaging reading for anyone who wishes to learn about the captivating business of turning functional products into objects of desire.

Price: $50.00 USD

Offers the various ways to study and practice arts marketing, moving away from traditional managerial marketing to embrace other areas of marketing theory, including branding and consumer culture theory.

Price: $55.95 USD

Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in places as diverse as the Bronze Age Mediterranean and Early Modern Europe. What the contributions in this volume also vividly document, both in past social contexts and recent ones as diverse as the kingdoms of Cameroon, Socialist Hungary or online EBay auctions, is the need to understand branded commodities as part of a broader continuum with techniques of gift-giving, ritual, and sacrifice. Bringing together the work of cultural anthropologists and archaeologists, this volume obliges specialists in marketing and economics to reassess the relationship between branding and capitalism, as well as adding an important new concept to the work of economic anthropologists and archaeologists.

Price: $89.00 USD

The articles in this e-book, based on the theme of behavioral aspects of pricing, explore how prices and the practice of pricing have changed throughout this first decade of the 21st Century, including examinations of price promotions, performance risk and promotion- versus prevention-oriented marketing.

Price: $199.00 USD

Branding is gaining prominence among business-to-business marketers. However, extant research on branding in the context of business-to-business marketing remains scarce, with suggested conceptual frameworks lacking empirical support. Current research suggests that brands play some role in purchasing decisions in business markets, and that brands provide a source of competitive differentiation. Research also suggests that there are differences between consumer and industrial brand management. Whilst much literature has been published on consumer brand management, we lack guidance on key industrial brand issues, however. Such issues include strategic brand management, brand architecture, brand building and maintenance, brand repositioning, and tactical branding issues. This e-book addresses some of the research lacunae identified above.

Price: $199.00 USD