From the Introduction: """"In the next few years the retail market will change dramatically. In order to survive, a store will have to become its own brand. A strong brand can differentiate a store from competition. The emotional differences between retail brands will therefore become more and more important."""" Most retailers' revenue and profit comes from the selling of many of the same brands offered by their competitors. In order to stand out from the competition, retailers need to become brands themselves. Meeting this challenge will ensure differentiation. Ko Floor offers strategies to build a brand identity by positioning on price, convenience and store experience and he explores brand personality and brand communication. He offers examples from an extensive body of retail brands, from Wal-Mart to IKEA, Home Depot, Amazon and Starbucks.

Suggests ways marketers can develop and customize brand personalities through knowledge of their customers' emotional needs, and demonstrates how companies can utilize all five senses to appeal to various populations.

Product Description: Consumers no longer simply "buy stuff" - they forge their entire identities around a carefully selected set of brands. Consequently, they must become active participants in the development and marketing of products. "Conquering Consumerspace" details the factors that contribute to this continuing revolution, and reveals how companies can leverage their customers as an integral part of their branding and marketing strategies...read more

The vice-chairman of Prophet Brand Strategy and author of Brand Leadership demonstrates how companies can manage their brands to develop more successful portfolios, discussing the necessary steps for creating a well-articulated brand structure, energizing brands, leveraging brand assets, and more. 35,000 first printing. (view table of contents)

Product Description: Through this revised edition, marketing guru Jagdeep Kapoor discusses key brand building elements such as brand awareness growth strategy and brand market share growth strategy. This easy-to-read book with its simple frameworks and immensely practical insights is a 'must-have' for all marketing professionals...read more

In the marketing world, communication ideas are revered for their magical ability to affect how consumers behave towards brands. Despite this, they are poorly understood. How many types are there? What are their characteristics? How should you use them? And what makes a good one? Most marketers simply cannot answer these questions. Rigorous Magic answers these questions, bringing science to the art of ideas. Jim Taylor and Steve Hatch dispel the myths around communication ideas and create a practical ‘road map’ for marketers to select which types are best for their brand to compete. Only through a rigorous process of cataloguing and evaluation can ideas truly be understood - and the right ones selected to change consumer behaviour in today’s global, multi-channel marketing world.  

Product Description: Branded Male sets out to discover what makes men tick as consumers and how products and services are effectively branded for the male market. Using a day in the life of a fictional "branded male". Mark Tungete looks at male-orientated brands and their marketing strategies...read more

Product Description: Wowability is no ordinary read. It stimulates the intellect into action and leads to a determination to exceed expectations. The concepts described in this book are the elements that will be required from all future businesses. Koichiro Naganuma President and CEO Asatsu-DK Inc...read more

Product Description: Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud.  While branding strategies often concern themselves with “awareness,” “visibility,” “impact,” and “image,” author Nick Wreden shifts the focus to the bottom line...read more

Product Description: Degrippes Gobe is internationally sought-after firm that is leading the industry with groundbreaking work.This exciting new book shares the expertise of the world-renowned Degrippes Gobe team on a design subject for which they are widely recognized emotional branding...read more

Product Description: Competitive Strategy for Media Firms introduces the concepts and analytical frameworks of strategic and brand management, and illustrates how they can be adapted according to the characteristics of distinct media products. Working from the premise that all media firms must strategize in response to the continuing evolution of new media, author Sylvia M...read more

Citing changes in consumer behavior that are challenging companies to alter their marketing strategies, an introduction to the concept of experiential marketing shares the author's leadership of successful campaigns that have employed the tactics of authenticity, personal relevance, and consumer empowerment.

The days of the image brands are over, and ‘new marketing’ has gone mainstream. The world’s biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Luke’s and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting people’s lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the ‘brand molecule’ to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.

Product Description: A brand has the tremendous power to create a positive experience that will resonate with your customers. So why do you-and most other salespeople- focus on selling your product or service, but not on selling your brand? Sell the Brand First reveals a fresh, highly effective way to close the sale: by selling to your customers from brand strength...read more

Product Description: What is it that made Starbucks an overnight sensation and separated it from other coffee house companies? Why do many products with great product innovation, perfect locations, terrific customer experiences, even breakthrough advertising fail to get the same visceral traction in the marketplace as brands like Apple and Nike? Patrick Hanlon, senior advertising executive and founder of Thinktopia, decided to find the answers...read more

Product Description: This book covers the history, innovations and achievments of the world's most admired companies showing how major brands are launched and developed before finally maturing into trusted household names.

Brands are a dominant feature of everyday life. This book argues that brands have become an important tool for transforming everyday life into economic value. The first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics.