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SOCIAL MEDIA

Salima Sánchez Muñoz

Fernando Rubio Ahumada

Estrategias de Copy + Neuromarketing y SEO

Persuasión, posicionamiento y conversión

Josh Sims

La historia de la icónica marca de ropa

Pequeño libro de Adidas

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Sonstiges, Note: 1,7, , Sprache: Deutsch, Abstract: Das Ziel dieser Hausarbeit ist es, die Definition sowie Historie des Corporate Branding zu präsentieren und zu diskutieren.  Dieses Ziel wird erfüllt, indem die Thematik durch Beispiele als auch Erklärungen veranschaulicht wird. Die Repräsentation sowie der Aufbau einer Marke entscheiden häufig über Gewinne als auch Verluste eines Unternehmens und gilt zu einem der wichtigsten Bausteine in der Führung. Diese Unternehmensmarke versteht sich als „Corporate Branding“ und je erfolgreicher diese ist, desto stärker wird der Wert eines Unternehmens beeinflusst. So können Unternehmen durch Logo, Eingravierungen oder Namensnennungen ihr Produkt von anderen unterscheidbar machen, um sich von der Konkurrenz abzusetzen.

Der Weg von der ursprünglichen Markierung bis zum ganzheitlichen Corporate Branding

Corporate Branding in Theorie und Praxis

Julian Kynaston

From the terraces to the boardroom

Brand Warfare

&lt;p&gt;&lt;b&gt;You don’t have a brand—whether it’s for a company or a product—until you have a name.&lt;/b&gt;&lt;/p&gt;&lt;p&gt;The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles.&lt;/p&gt;&lt;p&gt;Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn:&lt;/p&gt;&lt;p&gt;&lt;/p&gt;&lt;ul&gt; &lt;li&gt;What makes a good (and bad) name&lt;/li&gt; &lt;li&gt;The step-by-step process professional namers use&lt;/li&gt; &lt;li&gt;How to generate hundreds of name ideas&lt;/li&gt; &lt;li&gt;The secrets of whittling the list down to a finalist&lt;/li&gt;&lt;/ul&gt; &lt;p&gt;&lt;b&gt;The most complete and detailed book about naming your brand&lt;/b&gt;, &lt;i&gt;Brand Naming&lt;/i&gt; also includes insider anecdotes, tired trends, brand origin stories, and busted myths.&lt;/p&gt;&lt;p&gt;Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up &lt;i&gt;Brand Naming&lt;/i&gt;.&lt;/p&gt;

Rob Meyerson

The Complete Guide to Creating a Name for Your Company, Product, or Service

Brand Naming

Scientific Essay from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Copenhagen Business School, language: English, abstract: Several studies investigated how marketing actions can affect consumers’ product perception and thereby evoke a placebo effect. Notably, Irmak et al. (2005) were able to trigger identical objective body reactions for a product and its placebo. This suggests that manipulating marketing stimuli can not only alter subjective perceptions, but also objective physical product responses. This is in line with the inconsistent quality perceptions of NBs and PLs and leads to this paper’s research problem: What are the subconscious processes that explain how price impacts subjective taste experiences?Taste experiences are closely linked to quality assessments which are both crucial for purchase decisions, thereby impacting a company’s financial outcomes. It is thus relevant for marketers to understand how consumers derive their evaluations and how external attributes can affect them in a placebo-like manner. For this reason, the research question will be accompanied by a review of how neuroscientific approaches can add to the understanding of the placebo effect and how it can be leveraged by marketers.

Eva Lang

The placebo effect of marketing. Investigating the effect of price on consumption experience

Essay from the year 2021 in the subject Economics - Other, grade: 98, , course: Bs. economics, language: English, abstract: Consumer trends have undergone through constant changes over the last few years as globalisation continues to influence consumption behaviours. A modern-day shopping mall in Shanghai, such as ALDI, offers a comparable customer experience as ALDI's store in Germany. This trend transcends in many other shopping malls globally due to globalised retail stores and product lines.Online market spaces also provide parallel browsing and e-consumption experiences globally. Shavitt and Barnes (2020) postulate that new consumption behaviours and preferences depict globalised trends and convergences, especially in the retail sector. Despite these commonalities, the concept of global consumer identity manifests unique features that have considerable impacts on consumption behaviours at regional and global scales.

Consumer Identity and Global Branding Strategies

Business and Management (R0)

&lt;p&gt;This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves.&amp;nbsp; Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities.&amp;nbsp;&lt;/p&gt;

&lt;p&gt;The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of&amp;nbsp; brand identifier registrations and disputes.&amp;nbsp; He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law.&amp;nbsp; In modern times, the legal system not only enables brand marketing but sets limits on it as well.&amp;nbsp; The book concludes by examining some modern developments that are testing the limits.&amp;nbsp;&lt;/p&gt;

&lt;p&gt;Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.&lt;/p&gt;


Ross D. Petty

A Legal Perspective on the History of Brand Marketing

From Marking Products to Marketing Brands

Economía y Empresa

Luis Alberto Casado Aranda

Neurociencia del consumidor

&lt;p&gt;International marketing is a core disciplinary area within the broader international business field. Over the last 25 years, significant research attention has been devoted to addressing managerially relevant and theoretically important research questions pertaining to country entry modes and choices, international branding decisions, establishing, developing, and managing cross-border seller-buyer relationships, and other international marketing strategy issues. This book features key international marketing contributions to the international business literature. &lt;/p&gt;Our focus in this book is on &amp;nbsp;ten highly cited articles from the&amp;nbsp;&lt;i&gt;Journal of International Business Studies&amp;nbsp;&lt;/i&gt;that address important topics in international marketing. In addition to the original contributions, the book offers an up to date view of the field following each of the articles, including reflections and assessments of how each article has impacted our understanding of the subject today.&amp;nbsp;Contributors highlight major advances since the time of writing as well as current questions arising from the current international business world. The collection is complemented by two&amp;nbsp;recently published articles tackling new frontiers of the field of international business. Commentaries on these two recent contributions are provided by leading marketing and international business scholars.&lt;p&gt;&lt;/p&gt;In sum, this collection provides readers with a careful selection of highly influential and timely works from the international marketing literature that will continue to greatly contribute to the international business discipline. With the addition of interesting post-script reflections, it also places emphasis on future research directions from the authors and leading scholars in the field.&lt;br&gt;&lt;div&gt;&lt;div&gt; &lt;/div&gt; &lt;/div&gt; &lt;br&gt;&lt;p&gt;&lt;/p&gt;

Saeed Samiee

Constantine S. Katsikeas

Petra Riefler

Influential Contributions and Future Avenues for Research

Key Developments in International Marketing

Gerson Rivas

Daniel Cubillo

Marketing para conseguir empleo

Mercamorfosis

Empresa y Gestión

Victoria de Elizagarate

Estrategias para gestionar los desafíos conservando el legado de las ciudades

Ciudades sostenibles

Project Report from the year 2008 in the subject Leadership and Human Resource Management - Employer Branding, grade: 1.0, WiSo-Führungskräfte-Akademie Nürnberg (WFA), language: English, abstract: This paper offers a guideline for implementation in business practice. With regard to medium-sized companies, I will focus on the building blocks and success factors of sustainable strategy development.In my further approach, I will first clarify the term employer branding, distinguish it from other terms and introduce it with the help of a recognized definition. In a second step, I will explain the goals and areas of impact of employer branding as well as the associated positive benefits. In the following chapter, I will then explain how to proceed with systematic planning and implementation and what should be taken into account. From this, I will once again highlight and deepen the most important factors critical to success. Finally, based on summarizing considerations, I will give an outlook on the importance of the topic for personnel development.This project work answers the following questions:1. why employer branding? -&gt; reason and objective2. what is employer branding? -&gt; conceptual delimitation and definition3. what does employer branding want? -&gt; Goals and impact dimensions4. how to proceed with employer branding? -&gt; Strategy development and implementation5. what are success factors for implementation? -&gt; factors critical to success6. what can be concluded? -&gt; Summary and outlook

Claudia Sack

Employer Branding. How to make your company an attractive employer

Estrategias de Copy + Neuromarketing y SEO

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