Nicholas Brand's Books

Co-creating Brands

Brand Management from A Co-creative Perspective

By: Nicholas Ind,Holger J. Schmidt

Write a review Read reviews Take a Quiz Solve Book Puzzle

Co-creating Brands

Brand Management from A Co-creative Perspective

By: Nicholas Ind,Holger J. Schmidt

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organization so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of this process has shifted to the intersection between the organization and its stakeholders, leading to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

337

Publisher

Bloomsbury Publishing

Published Date

ISBN 10

1472962273

ISBN 13

9781472962270

Living the Brand

How to Transform Every Member of Your Organization Into a Brand Champion

By: Nicholas Ind

Write a review Read reviews Take a Quiz Solve Book Puzzle

Living the Brand

How to Transform Every Member of Your Organization Into a Brand Champion

By: Nicholas Ind

This edition of 'Living the Brand' shows how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This practical book is about how organisations can empower and enthuse their employees to create 'brand champions'.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

208

Publisher

Kogan Page Publishers

Published Date

ISBN 10

0749450835

ISBN 13

9780749450830

Pop Brands

Branding, Popular Music, and Young People

By: Nicholas Carah

Write a review Read reviews Take a Quiz Solve Book Puzzle

Pop Brands

Branding, Popular Music, and Young People

By: Nicholas Carah

Corporations engage young people and musicians in brand-building activities. These activities unfold in media-dense social spaces. Social networking sites, the user-generated content of web 2.0, live music events, digital cameras and cell phones are all used in constructing valuable brands. This book addresses the integration of popular music culture, corporate branding, and young people's mediated cultural practices. These intersections provide a rich site for examining how young people build brands within spaces and practices that they perceive as meaningful. The book is based on extensive ethnographic empirical research, drawing on participant observation, textual analysis and interviews with young people, musicians, marketers and other participants in the cultural industries. Contemporary theories of marketing and branding are brought together with critical and cultural accounts of mediated social life. The book explores the distinctive concerns and debates of these different perspectives and the lively interface between them.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

226

Publisher

Peter Lang

Published Date

ISBN 10

1433105659

ISBN 13

9781433105654

Branding Governance

A Participatory Approach to the Brand Building Process

By: Nicholas Ind,Rune Bjerke

Write a review Read reviews Take a Quiz Solve Book Puzzle

Branding Governance

A Participatory Approach to the Brand Building Process

By: Nicholas Ind,Rune Bjerke

Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

288

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470511699

ISBN 13

9780470511695

The Marketing Power of Emotion

By: John O'Shaughnessy,Nicholas J. O'Shaughnessy

Write a review Read reviews Take a Quiz Solve Book Puzzle

The Marketing Power of Emotion

By: John O'Shaughnessy,Nicholas J. O'Shaughnessy

How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

283

Published Date

ISBN 10

0195150562

ISBN 13

9780195150568

International Retailing

By: Nicholas Alexander,Anne Marie Doherty

Write a review Read reviews Take a Quiz Solve Book Puzzle

International Retailing

By: Nicholas Alexander,Anne Marie Doherty

International Retailing reflects contemporary research and current practice, focusing on what is happening in the field, who is making it happen, why it is happening in the way it is, and how it is happening. Structured around four parts, this textbook guides students through the internationalization process, considering international markets, and how retail companies operate within them. It concludes by exploring future trends and challenges of the international retail marketplace." "The text is packed with a wealth of international examples and familiar case studies, clearly showing how the theory translated into practice."--BOOK JACKET.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

401

Publisher

Oxford University Press

Published Date

ISBN 10

0199212821

ISBN 13

9780199212828

Persuasion in Advertising

By: John O'Shaughnessy,Nicholas J. O'Shaughnessy

Write a review Read reviews Take a Quiz Solve Book Puzzle

Persuasion in Advertising

By: John O'Shaughnessy,Nicholas J. O'Shaughnessy

Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work. Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

246

Publisher

Psychology Press

Published Date

ISBN 10

0415322235

ISBN 13

9780415322232

Brand Desire

How to Create Consumer Involvement and Inspiration

By: Nicholas Ind,Oriol Iglesias

Write a review Read reviews Take a Quiz Solve Book Puzzle

Brand Desire

How to Create Consumer Involvement and Inspiration

By: Nicholas Ind,Oriol Iglesias

Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

201

Publisher

Bloomsbury Publishing

Published Date

ISBN 10

1472925378

ISBN 13

9781472925374

Brand Together

How Co-Creation Generates Innovation and Re-energizes Brands

By: Nicholas Ind,Clare Fuller,Charles Trevail

Write a review Read reviews Take a Quiz Solve Book Puzzle

Brand Together

How Co-Creation Generates Innovation and Re-energizes Brands

By: Nicholas Ind,Clare Fuller,Charles Trevail

Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment. Brand Together will show you how to involve all stakeholders in the process of creativity - providing inspiration on how to revitalize brands and enable them to succeed in the new world of customer engagement and participation. Brand Together demonstrates how to truly intertwine innovation with brand strategy, with expert guidance on how to co-create with customers from a brand perspective. Drawing on case studies including Barclays, Mozilla, [yellow tail], Kraft Foods, Virgin Media and Danone, it provides valuable insights for marketing and branding professionals, and for anyone who wants to grow their business and brand.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

182

Publisher

Kogan Page Publishers

Published Date

ISBN 10

0749463260

ISBN 13

9780749463267

Book's by Nicholas Brand

Co-creating Brands

Co-creating Brands

Living the Brand

Living the Brand

Pop Brands

Pop Brands

Branding Governance

Branding Governance

The Marketing Power of Emotion

The Marketing Power of Emotion

International Retailing

International Retailing

Persuasion in Advertising

Persuasion in Advertising

Brand Desire

Brand Desire

Brand Together

Brand Together

Username

Password

Username

Password

Password again

Birthday

Email