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Ingredient Branding by Philip Kotler

Title Ingredient Branding
Author Philip Kotler
Publisher Springer Science & Business Media
Release Date 2010-05-17
Category Business & Economics
Total Pages 393
ISBN 3642042147
Language English, Spanish, and French
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Book Summary:

An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Title Marketing of High technology Products and Innovations
Author Jakki J. Mohr
Publisher Pearson Prentice Hall
Release Date 2010
Category Business & Economics
Total Pages 538
ISBN 0136049966
Language English, Spanish, and French
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Book Summary:

The only text on the market that provides readers with the marketing information they need to successfully market high-tech products. Introduction to World of High Technology Marketing; Strategic Market Planning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers; Technology and Product Management; Distribution Channels and Supply Chain Management in High-Tech Markets; Pricing Considerations in High-Tech Markets; Marketing Communication Tools for High-Tech Markets; Strategic Considerations in Marketing Communications; Strategic Considerations for the Triple Bottom Line in High-Tech Companies MARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.

B2b Brand Management by Philip Kotler

Title B2B Brand Management
Author Philip Kotler
Publisher Springer Science & Business Media
Release Date 2006-09-22
Category Business & Economics
Total Pages 357
ISBN 9783540447290
Language English, Spanish, and French
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Book Summary:

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Title The Customer is NOT Always Right Marketing Orientations in a Dynamic Business World
Author Colin L. Campbell
Publisher Springer
Release Date 2017-01-11
Category Business & Economics
Total Pages 953
ISBN 9783319500089
Language English, Spanish, and French
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Book Summary:

This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Genomics Driven Healthcare by Yashwant Pathak

Title Genomics Driven Healthcare
Author Yashwant Pathak
Publisher Adis
Release Date 2018-07-12
Category Medical
Total Pages 409
ISBN 9811075050
Language English, Spanish, and French
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Book Summary:

This book evaluates trends arising in “-Omics” sciences in terms of their current and potential future application to therapeutic design and understanding of disease. Chapters consider the impact of pharmacogenomics and bioinformatics on drug development, as well as trends in genomics, as applied to understanding of neurodegenerative and lung disease, psychiatry and oncology. Following the genome studies released in early part of this century, the advent of the -Omics sciences (genomics and pharmacogenomics, proteomics, metabolomics, transcriptomics) has seen the expansion of a vast knowledgebase with utility in preventing and treating disease, and improving health for all. Bioinformatics and improved pharmacogenetic understanding forge a path for improved drug discovery and design methods accounting for differences in delivery and disposition across populations.

Title Encyclopedia of Business Analytics and Optimization
Author Wang, John
Publisher IGI Global
Release Date 2014-02-28
Category Business & Economics
Total Pages 2754
ISBN 9781466652033
Language English, Spanish, and French
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Book Summary:

As the age of Big Data emerges, it becomes necessary to take the five dimensions of Big Data- volume, variety, velocity, volatility, and veracity- and focus these dimensions towards one critical emphasis - value. The Encyclopedia of Business Analytics and Optimization confronts the challenges of information retrieval in the age of Big Data by exploring recent advances in the areas of knowledge management, data visualization, interdisciplinary communication, and others. Through its critical approach and practical application, this book will be a must-have reference for any professional, leader, analyst, or manager interested in making the most of the knowledge resources at their disposal.

Title Branded Component Strategies
Author Stefan Worm
Publisher Springer Science & Business Media
Release Date 2011-12-18
Category Business & Economics
Total Pages 224
ISBN 9783834964533
Language English, Spanish, and French
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Book Summary:

In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers’ (OEMs’) customers affects component suppliers’ market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.

Multiple Co Branding by Inca Beckmann

Title Multiple Co Branding
Author Inca Beckmann
Publisher diplom.de
Release Date 2005-01-30
Category Business & Economics
Total Pages 92
ISBN 9783832485535
Language English, Spanish, and French
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Book Summary:

Inhaltsangabe:Abstract: The exchangeability of products has led to the producers need to differentiate themselves from other offers. Due to the flood of advertising on TV, on the radio, in magazines or on hoardings, people usually do not perceive all these stimuli anymore. A well-known brand can help a company to attract new customers and to keep customers loyal. Since there are already many well-established brands for most product categories, some producers have tried to improve their market position by using co-branding. Puma uses Gore Tex material. Ferrari and Fila have developed a sports shoe together and even Coca Cola, one of the world s most well-known brands, has launched a new co-branded product with the beer producer Diebels called Dimix . Already in 1998 co-branding was said to have a 40% annual growth rate in the US. This paper focuses on a new trend among co-branding companies: multiple co-branding. Co-branding one s product not only once, but with several well-known brands one after another or simultaneously in independent agreements is a relatively recent marketing strategy. It has to be said that even for co-branding in general there are only very few empirical studies giving evidence of co-branding s effects on the consumer, but so far it seems that multiple co-branding has been ignored completely. We could not find any sources, giving special attention on this new, growing phenomenon. Therefore, we decided to do some research of our own in this field. To analyse if multiple co-branding helps companies to strengthen their brands and to defend their market position against competitors, we will examine how consumers evaluate this strategy. The central questions that we try to answer are the following: Q1: Do consumers perceive multiple co-branding? Q2: How does multiple co-branding influence the consumer s attitude towards the brand that uses this multiple co-branding strategy? A consumer survey via e-mail was conducted in order to gain insight into consumers view of brands using multiple co-branding. The coloured chocolate lenses Smarties and the ice cream Langnese Cremissimo served as examples in our questionnaire since they have created new products together with many other brands. The findings shall give some useful advice to companies concerning aspects, which have to be taken into account when opting for a multiple co-branding strategy. Disposition The introduction will be followed by the theoretical part, which is [...]

Title How to Innovate in Marketing Collection
Author Monique Reece
Publisher FT Press
Release Date 2013-04-27
Category Business & Economics
Total Pages 1305
ISBN 9780133443110
Language English, Spanish, and French
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Book Summary:

A brand new collection of authoritative guides to marketing innovation 4 authoritative books deliver state-of-the-art guidance for more innovative, more effective, more measurably successful marketing! This 4-book collection will help you bring world-class innovation to marketing and everything that touches it! Start with Making Innovation Work: a formal process that can help you drive top and bottom line growth from innovation throughout marketing and beyond. Packed with new examples, it will help you define the right strategy for effective marketing innovation… structure organizations and incentivize teams to innovate… implement management systems to assess your progress… effectively use metrics from idea creation through commercialization. Next, in Real-Time Marketing for Business Growth, top business consultant Monique Reece offers a proven, start-to-finish blueprint for igniting profitable, sustainable growth. Reece’s “PRAISE” process builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution… how to clarify your company’s purpose, customer value, and best opportunities… fix sales and marketing problems that have persisted for decades… accurately measure marketing’s real value… combine proven traditional marketing techniques with new social media practices… systematically and continually improve customer experience and lifetime value. Then, in Marketing in the Moment, leading Web marketing consultant Michael Tasner shows exactly how to drive maximum value from advanced Web, online, mobile, and social marketing. Discover which new technologies deliver the best results (and which rarely do)... how to use virtual collaboration to executive marketing projects faster and at lower cost... how to build realistic, practical action plans for the next three months, six months, and twelve months. Finally, in Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach invaluable lessons from one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global CMO who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and Joan Kiddon illuminate their blueprint with specific examples, offering detailed “dos” and “don’ts” for everything from segmentation to R&D, leadership to execution. If you’re in marketing (or anywhere near it) this collection’s techniques can powerfully and measurably improve your performance, starting today! From world-renowned marketing experts Tony Davila, Marc Epstein, Robert Shelton, Monique Reece, Michael Tasner, Larry Light, and Joan Kiddon

Title Journal of Marketing
Author Anonim
Publisher Unknown
Release Date 2006
Category Electronic journals
Total Pages 86
ISBN UCSC:32106018781606
Language English, Spanish, and French
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Book Summary:

Apr. issues for 1940-42 include Papers and proceedings of the semi-annual [Dec.] meeting of the American Marketing Association, 1939-41.

Title Branded Component Strategies
Author Stefan Worm
Publisher Springer Science & Business Media
Release Date 2011-12-18
Category Business & Economics
Total Pages 224
ISBN 9783834964533
Language English, Spanish, and French
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Book Summary:

In the quest for better differentiation of their products, many firms in B2B markets have started to systematically invest in brand building. Stefan Worm analyzes how component supplier brand strength among original equipment manufacturers’ (OEMs’) customers affects component suppliers’ market performance in their relationships with these OEMs. Further, the author determines which management instruments are effective in building, sustaining, and leveraging component supplier brand strength. The analysis relies on data collected from multiple manufacturing industries.

Co Branding by T. Blackett

Title Co Branding
Author T. Blackett
Publisher Springer
Release Date 1999-09-24
Category Business & Economics
Total Pages 150
ISBN 9780230599673
Language English, Spanish, and French
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Book Summary:

The strategic management and development of brands continues to grow in importance for most businesses and the last decade has seen more and more brand owners turning to co-branding as a way of adding further value to their brand assets. The synergy that can be created by two well-matched brands working together in harmony can be considerable and enhance both profitability and the valuation of the brand for both parties. However, the challenges presented by co-branding are considerable, getting the strategy right for a single brand is hard enough, but once two brands are brought together the challenges increase considerably. The brand personalities must be complementary. This is the first book to explore this important area.

Brand Identity Essentials by Kevin Budelmann

Title Brand Identity Essentials
Author Kevin Budelmann
Publisher Rockport Publishers
Release Date 2010-10-01
Category Design
Total Pages 208
ISBN 9781610580687
Language English, Spanish, and French
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Book Summary:

This book is the fourth book in the Essential series following Layout Essentials, Typography Essentials, and Packaging Essentials. It outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles including the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved.

Brandweek by Anonim

Title Brandweek
Author Anonim
Publisher Unknown
Release Date 2006-04
Category Advertising
Total Pages 86
ISBN CORNELL:31924083431910
Language English, Spanish, and French
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Book Summary:

Building Strong Brands by David A. Aaker

Title Building Strong Brands
Author David A. Aaker
Publisher Simon and Schuster
Release Date 2012-10-01
Category Business & Economics
Total Pages 400
ISBN 9781471104381
Language English, Spanish, and French
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Book Summary:

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

Title Co Branding Fit Factors between Partner Brands
Author Peter Zickermann
Publisher GRIN Verlag
Release Date 2013-11-08
Category Business & Economics
Total Pages 93
ISBN 9783656536932
Language English, Spanish, and French
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Book Summary:

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Copenhagen Business School, language: English, abstract: This thesis is about the perception of “fit” between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. Despite the great importance of fit between brands, it has not been investigated yet which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers. For closing this research gap, a theoretical framework is developed in order to identify potential “fit factors” that have an influence on the perceived fit. Based on the categorization theory and different brand association classifications the following potential fit factors between two brands are identified: price fit, user fit, usage fit, quality fit, brand personality fit, and category fit. To find out if these fit factors have an impact on the perceived overall (global) fit of two partner brands, an empirical study of 9 real co-brands is conducted. 180 students are asked in an online questionnaire to state their perception of the 9 co-brands, regarding the different fit factors. Findings of the empirical study show that similarities in the price level (price fit), users (user fit), usage situation (usage fit), quality (quality fit) and brand personality (brand personality fit) seem to have a positive relationship to the overall (global) fit of two partner brands, whereas a category fit has no clear relationship to the global fit of two brands. On the one hand, these findings help brand managers to select the right partner brand. On the other hand, it delivers first indications for academics why consumers perceive some co-brands as fitting together and others not. The findings of this research, as well as the developed theoretical framework, can be used for future research in this area.

Title Proceedings of the 2009 Academy of Marketing Science AMS Annual Conference
Author Leroy Robinson, Jr.
Publisher Springer
Release Date 2014-10-23
Category Business & Economics
Total Pages 241
ISBN 9783319108643
Language English, Spanish, and French
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Book Summary:

​Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.​

Title Branding for the Public Sector
Author Paul Temporal
Publisher John Wiley & Sons
Release Date 2014-11-20
Category Business & Economics
Total Pages 288
ISBN 9781118756270
Language English, Spanish, and French
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Book Summary:

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

Title A New Approach to Co branding
Author Pielah Kim
Publisher Unknown
Release Date 2015
Category
Total Pages 86
ISBN OCLC:930145401
Language English, Spanish, and French
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Book Summary:

This dissertation contributed to a better understanding of the emerging phenomenon of art commercialization by examining the significant role of the visual artist as a brand. By identifying the limitations in the body of prior research that has focused on consumers' responses to images of art on products, this research framed the visual artist as a human brand and the subject to be used as an ingredient brand in the exploitation of art commercialization. The examination of a visual artist as an effective ingredient brand consisted of three independent streams of research on the properties and functions of visual artists. To first validate the salient benefits associated with using a visual artist, Paper 1 examined and identified the mechanism of artist contagion with relationship to a product's ability to capture the valuable essence of a visual artist by his/her presence in a retail domain. Next, upon confirmation of the positive artist contagion effect, Paper 2 investigated how the ingredient brand strategy of using a visual artist with a distinct personality affects the conceptualization of the fashion retailer. Specifically, Paper 2 demonstrated the expansion in personality dimensions of a fashion retailer that uses a visual artist with unique personality traits as its ingredient brand. Finally, Paper 3 found specific effects of visual artist ingredient branding on dimensions constituting retail branding: one, the store atmosphere impacting affect-driven shopping experience, and two, the product and its symbolic meaning of brand with which consumers identify. All studies in the three papers adapted the experimental method. The overarching theme of the three papers is that the personality of the visual artist as the ingredient brand affects the meaning and evaluation of a fashion retailer; the combination creates a dynamic brand personality for the fashion retailer.