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  • London : Kogan Page  (3)
  • Berkekley, Calif. : New Riders  (1)
  • Brand name products  (4)
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Material
Language
Years
Subjects(RVK)
  • 1
    ISBN: 1423716094 , 9781423716099
    Language: English
    Pages: xviii, 236 p , ill , 24 cm
    Edition: Boulder, Colo NetLibrary 2005 Online-Ressource E-Books von NetLibrary
    Series Statement: EBSCOhost eBook Collection
    Parallel Title: Print version Beyond branding
    RVK:
    Keywords: Brand name products. ; Business names. ; Integrity. ; Business ethics. ; Brand name products ; Business names ; Integrity ; Business ethics ; Integrity ; Business ethics ; Business names ; Brand name products ; Brand name products. ; Business names. ; Integrity. ; Business ethics. ; Markenpolitik ; Wirtschaftsethik ; Electronic books. ; Electronic books. ; Electronic books ; Aufsatzsammlung ; Markenpolitik ; Wirtschaftsethik ; Markenpolitik ; Wirtschaftsethik
    Note: Originally published: 2003 , Includes bibliographical references , Electronic reproduction, Boulder, Colo : NetLibrary, 2005
    URL: Volltext  (Deutschlandweit zugänglich)
    URL: Volltext  (Deutschlandweit zugänglich)
    Library Location Call Number Volume/Issue/Year Availability
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  • 2
    Online Resource
    Online Resource
    Berkekley, Calif. : New Riders | Boston, Mass. :Safari Books Online
    ISBN: 0321348109 , 9780321348104
    Language: English
    Edition: Rev. ed.
    Keywords: Brand name products ; Brand name products ; Planning ; Brand name products ; Marketing ; Electronic books ; local
    Abstract: THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: • the new definition of brand • the five essential disciplines of brand-building • how branding is changing the dynamics of competition • the three most powerful questions to ask about any brand • why collaboration is the key to brand-building • how design determines a customer's experience • how to test brand concepts quickly and cheaply • the importance of managing brands from the inside • 220-word brand glossary From the back cover: Not since McLuhan's THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding-a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly "get it." This deceptively simple book offers everyone in the company access to "the most powerful business tool since the spreadsheet."
    Note: Includes bibliographical references and index
    Library Location Call Number Volume/Issue/Year Availability
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  • 3
    ISBN: 1417515635 , 9781280435089 , 1280435089 , 9781417515639
    Language: English
    Pages: xxviii, 321 pages , Illustrationen , Karten , 24 cm
    Edition: Boulder, Colo NetLibrary 2004 Online-Ressource E-Books von NetLibrary
    Series Statement: EBSCOhost eBook Collection
    Parallel Title: Print version Brandchild
    Keywords: Brand name products. ; Child consumers. ; Advertising and children. ; Marketing research. ; Brand name products ; Child consumers ; Advertising and children ; Marketing research ; Advertising and children ; Marketing research ; Brand name products ; Child consumers ; Brand name products. ; Child consumers. ; Advertising and children. ; Marketing research. ; Electronic books ; Kind ; Markenartikel ; Verbraucherverhalten ; Electronic books. ; Electronic books. ; Electronic books ; Marketing ; Zielgruppe ; Kind ; Markenpolitik ; Kind ; Markenartikel ; Verbraucherverhalten ; Markenartikel ; Kind ; Verbraucherverhalten
    Abstract: "Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best-selling author Patricia B Seybold (Customers.com) share their unique views on kids' trends and fascinating marketing techniques." "BRANDchild summarizes this research, as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities, hopes and dreams and reveals the true drivers of kids' trends by analyzing teen-minority groups, communities and clubs." "Packed with practical advice on how to create kids' brands, including more than 50 fascinating previously unpublished case studies, BRANDchild proposes new innovative ways of marketing to this young audience. It is required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group."--BOOK JACKET
    Abstract: "Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best-selling author Patricia B Seybold (Customers.com) share their unique views on kids' trends and fascinating marketing techniques." "BRANDchild summarizes this research, as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities, hopes and dreams and reveals the true drivers of kids' trends by analyzing teen-minority groups, communities and clubs." "Packed with practical advice on how to create kids' brands, including more than 50 fascinating previously unpublished case studies, BRANDchild proposes new innovative ways of marketing to this young audience. It is required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group."--BOOK JACKET
    Description / Table of Contents: BRANDchild updated at DualBook.com1. Tweens -- 2. Tween dreams for sale -- 3. Bonded to brands: the transition years / Nigel Hollis -- 4. Exit fairyland -- 5. Creating imagination -- 6. How do tweens feel about / Patricia B. Seybold -- 7. Stardust -- 8. The peer factor -- 9. Cyberchild -- 10. Personalized brands build strong businesses / Patricia B. Seybold -- 11. Santa's nightmare -- 12. The essence of being a child / Yun Mi Antorini -- 13. Pump up the volume -- 14. Superchannels -- 15. Kidzbiz -- 16. Tweens take to hats -- 17. Calling kids -- App. 1. The BRANDchild research: the world's most extensive study of tween attitudes and brand relationships -- App. 2. Code of ethics.
    Note: Includes bibliographical references and index , Electronic reproduction, Boulder, Colo : NetLibrary, 2004
    URL: Volltext  (Deutschlandweit zugänglich)
    URL: Volltext  (Deutschlandweit zugänglich)
    Library Location Call Number Volume/Issue/Year Availability
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  • 4
    Online Resource
    Online Resource
    London : Kogan Page
    ISBN: 0585442959 , 9780585442952
    Language: English
    Pages: xi, 321 p , ill , 24 cm
    Edition: 2nd ed
    Edition: Boulder, Colo NetLibrary 2003 Online-Ressource E-Books von NetLibrary
    Series Statement: EBSCOhost eBook Collection
    Keywords: Brand name products. ; Product management. ; Brand name products ; Product management ; Brand name products. ; Product management. ; Markenpolitik ; Produktmanagement ; Electronic books. ; Electronic books. ; Electronic books ; Markenpolitik ; Produktmanagement ; Markenpolitik ; Produktmanagement
    Note: Previous ed.: 2000 , Includes bibliographical references and index , Electronic reproduction, Boulder, Colo : NetLibrary, 2003
    URL: Volltext  (Deutschlandweit zugänglich)
    URL: Volltext  (Deutschlandweit zugänglich)
    Library Location Call Number Volume/Issue/Year Availability
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