Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Author Simon Anholt
Isbn 1136426086
Genre Business & Economics
Year 2006-08-11
Pages 192
Language English
File format PDF

This book offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands

Author M. Roll
Isbn 0230513069
Genre Business & Economics
Year 2005-10-17
Pages 254
Language English
File format PDF

Globalization has expanded the options for building brand strategies through social media, the internet, and in conventional approaches. Amidst increasing market competition, companies need to analyze their competitive choices to determine their brand equity in the marketplace. As such, it is necessary for companies to develop customer-focused brands to gain competitive advantage. This book enhances knowledge on developing competitive brands in emerging markets, particularly the BRICS countries. It provides the necessary guidance with proven strategies for building successful brands, the decisions and options faced by brand managers, and the tools to manage brands effectively. It develops new dimensions on brand management strategies by analyzing best practices based on proven strategies. Readers will not only gain insight into international brand competition, but also into the organizational support necessary to build and manage a powerful brand. It is a necessary read for all MBA students and scholars in marketing, especially those who seek to gain new insight in the rapidly changing global marketplace.

Author Rajagopal
Isbn 3030249336
Genre Business & Economics
Year 2019-11-07
Pages 288
Language English
File format PDF

"Makes a reader feel like a time traveler plopped down among men who were by turns vicious and visionary."—The Christian Science Monitor The modern American economy was the creation of four men: Andrew Carnegie, John D. Rockefeller, Jay Gould, and J. P. Morgan. They were the giants of the Gilded Age, a moment of riotous growth that established America as the richest, most inventive, and most productive country on the planet. Acclaimed author Charles R. Morris vividly brings the men and their times to life. The ruthlessly competitive Carnegie, the imperial Rockefeller, and the provocateur Gould were obsessed with progress, experiment, and speed. They were balanced by Morgan, the gentleman businessman, who fought, instead, for a global trust in American business. Through their antagonism and their verve, they built an industrial behemoth—and a country of middle-class consumers. The Tycoons tells the incredible story of how these four determined men wrenched the economy into the modern age, inventing a nation of full economic participation that could not have been imagined only a few decades earlier.

Author Charles R. Morris
Isbn 1429935022
Genre Biography & Autobiography
Year 2006-10-03
Pages 400
Language English
File format PDF

The practice of city branding is being adopted by increasing numbers of city authorities around the world and it is having a direct impact on public and private sector practice. The author captures this emerging phenomenon in a way that blends a solid theoretical and conceptual underpinning together with relevant real life cases.

Author K. Dinnie
Isbn 0230294790
Genre Business & Economics
Year 2010-12-03
Pages 239
Language English
File format PDF

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

Author Al Ries,Laura Ries
Isbn 0061742732
Genre Business & Economics
Year 2009-03-17
Pages 320
Language English
File format PDF

This book explores the tradition of left wing political thinking in the culture of fans of professional football in Europe. It sets out to chronicle and celebrate the fraternal, communal and radical tradition of football - seen to best effect in demands for democratic fan ownership and control of clubs, in fan campaigns against racist and fascist mobilisation of football supporters, and in a firm commitment to anti-corporatism. Drawing on the rich and varied traditions of fan cultures across Europe, the book examines how football, as a cultural form, carries with it the possibility of promoting the voices of the disenfranchised and the marginalised, and so the basis for nurturing solidarity against oppression, alienation and exploitation current in modern capitalist society. This book was published as a special issue of Soccer and Society.

Author Peter Kennedy,David Kennedy
Isbn 135166834X
Genre Sports & Recreation
Year 2017-02-03
Pages 180
Language English
File format PDF

This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious. The book is divided into three main parts: the first part discusses the theoretical and legal aspects of consumers’ behaviour, analysing the government's role in regulating consumer behaviour and the role of the European Union. The second part then examines organisational strategies, such as omni-channel retailing and branding products. And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy.

Author Włodzimierz Sroka
Isbn 3030473805
Genre Business & Economics
Year 2020-06-26
Pages 338
Language English
File format PDF

In migration studies, the nexus between migration and development in the global South has been meticulously debated. However, a unanimous resolution to this debate has not been found, due to the ever-changing nature of international migration. This book advances knowledge on the global debate on the migration-development relationship by documenting experiences in a number of countries in South Asia. Drawing on the experiences of global South Asians, this volume documents the impact of migration on the social, economic, and political fields in the broader context of development. It also presents a regional experience by looking into the migration-development nexus in the context of South Asia, and analyses the role South Asian migrants and diaspora communities play in the South Asian society. Contributions from a variety of disciplinary backgrounds, including sociology, anthropology, political science, international relations and economics, document the development implications of South Asian migration. Broad in scope in terms of contents, timeline of migration, and geographical coverage, the book presents empirically-based case studies involving India, Bangladesh, Sri Lanka, Pakistan, and Nepal and their emigrants living and working in different parts of the world. Going beyond reporting the impacts of migration on economic development by highlighting the implications of ‘social development’ on society, this book provides a fascinating contribution to the fields of Asian Development, Migration Studies and South Asian Studies.

Author Md Mizanur Rahman,Tan Tai Yong
Isbn 1317484843
Genre Social Science
Year 2015-04-10
Pages 244
Language English
File format PDF

Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.

Author Keith Dinnie
Isbn 1317681940
Genre Business & Economics
Year 2015-08-27
Pages 276
Language English
File format PDF

The definitive work on business strategy for sustainability by the most authoritative voice in the conversation. More than ever before, consumers, employees, and investors share a common purpose and a passion for companies that do well by doing good. So any strategy without sustainability at its core is just plain irresponsible - bad for business, bad for shareholders, bad for the environment. These challenges represent unprecedented opportunities for big brands - such as Clorox, Dell, Toyota, Procter & Gamble, Nike, and Wal-Mart - that are implementing integral, rather than tangential, strategies for sustainability. What these companies are doing illuminates the book's practical framework for change, which involves engaging employees, using transparency as a business tool, and reaping the rewards of a networked organizational structure. Leave your quaint notions of corporate social responsibility and environmentalism behind. Werbach is starting a whole new dialogue around sustainability of enterprise and life as we know it in organizations and individuals. Sustainability is now a true competitive strategic advantage, and building it into the core of your business is the only means to ensure that your company - and your world - will survive.

Author Adam Werbach
Isbn 1422136442
Genre Business & Economics
Year 2009-07-06
Pages 240
Language English
File format PDF

When thinking about lowering or changing consumption to lower carbon footprints, the obvious offenders come easily to mind: petroleum and petroleum products, paper and plastic, even food. But not clothes. Although the clothing industry is the second largest polluter after agriculture, most consumers do not think of clothes as a source of environmen

Author Nikolay Anguelov
Isbn 1498712231
Genre Business & Economics
Year 2015-09-04
Pages 234
Language English
File format PDF

This unique collection of contemporary international public relations case studies gives the reader in-depth insight into effective public relations practice in a range of organizational contexts. The cases demonstrate the breadth of modern public relations practice and the increasing importance and sophistication of this function both in public and private sector organizations. This second edition of Public Relations Cases builds on the success of the previous edition to offer new insights into the changing face of contemporary public relations and the development of PR and communication strategies. The book also examines: The use of social media and blogging as a communications medium The growing importance of corporate social responsibility programmes Local authority identity change High profile international charitable fundraising Sports sponsorship Property sector PR. Featuring cases from around the world, including the UK, India, Korea, Demark, Croatia and the US, this book is an invaluable resource for teachers, researchers and students working in public relations, corporate communication and public affairs.

Author Danny Moss,Melanie Powell,Barbara DeSanto
Isbn 1136842454
Genre Business & Economics
Year 2010-07-16
Pages 192
Language English
File format PDF

While public relations practitioners have long focused on the relationship between organizations and their stakeholders, there has never been a time when that relationship was so dominated by public participation. The new model of multiple messages originating from multiple publics at varying levels of engagement is widely acknowledged, but not widely explored in scholarly texts. The established model of one-way communication and message control no longer exists. Social media and an increasingly participatory culture means that fans are taking a more active role in the production and co-creation of messages, communication, and meaning. These fans have significant power in the relationship dynamic between the message, the communicator, and the larger audience, yet they have not been defined using current theory and discourse. Our existing conceptions fail to identify these active and engaged publics, let alone understand virtual communities who are highly motivated to communicate with organizations and brands. This innovative and original research collection attempts to address this deficit by exploring these interactive, engaged publics, and open up the complexities of establishing and maintaining relationships in fan-created communities.

Author Amber Hutchins,Natalie T.J. Tindall
Isbn 1317659740
Genre Business & Economics
Year 2016-03-10
Pages 246
Language English
File format PDF

After two decades of evolution and transformation, London hadbecome one of the most open and cosmopolitan cities in the world.The success of the 2012 Olympics set a high water-mark in thevisible success of the city, while its influence and soft powerincreased in the global systems of trade, capital, culture,knowledge, and communications. The Making of a World City: London 1991 - 2021 sets out in cleardetail both the catalysts that have enabled London to succeed andalso the qualities and underlying values that are at play:London’s openness and self-confidence, its inventiveness,influence, and its entrepreneurial zeal. London’s organic,unplanned, incremental character, without a ruling design code orguiding master plan, proves to be more flexible than any plannedcity can be. Cities are high on national and regional agendas as we all tryto understand the impact of global urbanisation and there-urbanisation of the developed world. If we can explainLondon’s successes and her remaining challenges, we canunlock a better understanding of how cities succeed.

Author Greg Clark
Isbn 1118609727
Genre Architecture
Year 2014-10-16
Pages 248
Language English
File format PDF

What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

Author Wolfgang Schaefer,JP Kuehlwein
Isbn 0749470046
Genre Business & Economics
Year 2015-05-03
Pages 272
Language English
File format PDF

Branding is a discipline that has emerged over the last century to become a ubiquitous force in marketing. The Fundamentals of Branding offers an overview of the foundations of building, developing and maintaining brands. It provides insight into key aspects such as targeting audiences, trends, brand structures and brand architecture, and examines the fundamental client/agency relationship. It also places branding in a global context and discusses its relation to business practice as well as other creative disciplines.

Author Melissa Davis
Isbn 1350034614
Genre Business & Economics
Year 2017-11-02
Pages 184
Language English
File format PDF

In order to satisfy the heightened demands of today's more powerful consumer, corporations from Wal-Mart to GE are undergoing an evolutionary transformation in the way they do business--from their operations and strategies to their relationships with customers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow. Good for Business outlines four key elements that will serve as the cornerstones of the most successful businesses of the future: Purpose Beyond Profit • Humanized Leadership • Corporate Consciousness • Collaborative Partnerships Today, brands matter a lot, and what companies we do business with also matters. In Good For Business, the authors show not only why building an authentic corporate brand is critical to success, but how to do it in a way that creates more loyal customers, develops a devoted workforce, and makes a social difference in the world at large.

Author Andrew Benett,Ann O'Reilly,Cavas Gobhai,Greg Welch
Isbn 9780230100442
Genre Business & Economics
Year 2009-09-15
Pages 256
Language English
File format PDF

This book contains a selection of articles from The 2015 World Conference on Information Systems and Technologies (WorldCIST'15), held between the 1st and 3rd of April in Funchal, Madeira, Portugal, a global forum for researchers and practitioners to present and discuss recent results and innovations, current trends, professional experiences and challenges of modern Information Systems and Technologies research, technological development and applications. The main topics covered are: Information and Knowledge Management; Organizational Models and Information Systems; Intelligent and Decision Support Systems; Big Data Analytics and Applications; Software Systems, Architectures, Applications and Tools; Multimedia Systems and Applications; Computer Networks, Mobility and Pervasive Systems; Human-Computer Interaction; Health Informatics; Information Technologies in Education; Information Technologies in Radio communications.

Author Alvaro Rocha,Ana Maria Correia,Sandra Costanzo,Luis Paulo Reis
Isbn 3319165283
Genre Computers
Year 2015-03-16
Pages 398
Language English
File format PDF