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Brand Mascots

Brand Mascots Book
Author : Stephen Brown,Sharon Ponsonby-McCabe
Publisher : Routledge
Release : 2014-06-27
ISBN : 1134053908
Language : En, Es, Fr & De

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Book Description :

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

Brand Mascots

Brand Mascots Book
Author : Stephen Brown,Sharon Ponsonby-McCabe
Publisher : Routledge
Release : 2014-06-27
ISBN : 1134053835
Language : En, Es, Fr & De

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Book Description :

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

Advertising Principles and Practice

Advertising Principles and Practice Book
Author : Gupta Ruchi
Publisher : S. Chand Publishing
Release : 2012
ISBN : 812194001X
Language : En, Es, Fr & De

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Book Description :

Introduction To Adverstising | Role Of Advestising In Marketing Mix | Advertising As A Communicaion Tool | Types Of Advertising | Advestising Campaign | Advestising Objectives | Advertising Budget | Advertising Message Decisions | Creative Side Of Advertising | Advertising Appeals | Celebrity Endorsements | Mascots | Media Decisons | Types Of Media | Online Advertising | Measuring Advertising Effectiveness | Advertising Agncies | Legal Aspects Of Advertising In India | Ethical Issues In Advertising | Advertising Standards Council Of India | Surrogate Advertising In India | Comparative Advertising In India | Additional Case Studies | Advertising Glossary

Brand Management In A Week

Brand Management In A Week Book
Author : Paul Hitchens,Julia Hitchens
Publisher : Hachette UK
Release : 2014-04-27
ISBN : 1444197991
Language : En, Es, Fr & De

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Book Description :

Brand management just got easier Successful brands provide meaning: a higher purpose, a vision of a better future, a code of values, and a culture that drives performance. Brands with meaning stand out in their marketplace and attract like-minded people: customers, employees, suppliers and investors. Successful brand management clearly differentiates organizations, products and services from their competitors and inspires advocacy from all stakeholders. Building a strong brand takes much more than a week: it requires an on-going commitment to excellence. This updated second edition of Brand Management In A Week provides a proven seven-day program on the principles of brand management. It takes you from the conceptual and planning stage through to implementation and sustainability. It's packed with tips and insights gained from decades of industry experience to help you jump-start your brand and give you the tools and confidence to manage it through the hurdles of the business landscape. Each of the seven chapters in Brand Management In A Week covers a different aspect: - Sunday: Determine your brand focus - Monday: Define your brand strategy - Tuesday: Express your brand through its identity - Wednesday: Evolve your brand culture - Thursday: Build your employer brand - Friday: The importance of design - Saturday: Sustaining the brand

Create the Perfect Brand

Create the Perfect Brand Book
Author : Paul Hitchens,Julia Hitchens
Publisher : Hachette UK
Release : 2010-08-27
ISBN : 1444131427
Language : En, Es, Fr & De

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Book Description :

Do you see branding as the key to the success of your business but aren't sure where to start? This book, written by enthusiastic experts, will help you to maximise your brand, even in a downturn. All aspects of branding are covered including brand creation and protection. Fascinating case studies of famous brands, including the disaster stories, nail their advice in the real world. All aspects of branding are covered including: - what is a brand and why it is heart, soul and core of a business - brands in a recession, including the success stories - methods to value a brand - brand focus - brand creation and structure - brand audience and brand vision -importance of creativity - brand implementation - personal branding - brand protection- trademark, intellectual property - brand delivery Throughout the book the authors include their own extensive experiences and guidance. A multitude of fascinating case studies include Harley Davidson, IKEA, Aldi, Lego, Cadbury and the Apple iPod plus the disaster stories such as Woolworths and MFI are given throughout the book to nail the advice given in the real world. Even examples of branding behaviour such as Susan Boyle, banks and MPS are analysed! NOT GOT MUCH TIME? One, five and ten-minute introductions to key principles to get you started. AUTHOR INSIGHTS Lots of instant help with common problems and quick tips for success, based on the author's many years of experience. TEST YOURSELF Tests in the book and online to keep track of your progress. EXTEND YOUR KNOWLEDGE Extra online articles at www.teachyourself.com to give you a richer understanding of computing. FIVE THINGS TO REMEMBER Quick refreshers to help you remember the key facts. TRY THIS Innovative exercises illustrate what you've learnt and how to use it.

Social Media Marketing

Social Media Marketing Book
Author : Tracy L. Tuten,Michael R. Solomon
Publisher : SAGE
Release : 2017-11-20
ISBN : 1526424541
Language : En, Es, Fr & De

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Book Description :

**Winner of the TAA 2017 Textbook Excellence Award** “Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.” TAA Judges Panel Social Media Marketing was the first textbook to cover this vital subject and has quickly become the market leader. It melds essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. The authors outline the ‘four zones’ of social media that marketers can use to help achieve their strategic objectives: 1. Community 2. Publishing 3. Entertainment 4. Commerce The new third edition has been extensively updated to include new content on tactical planning and execution and coverage of the latest research within social media marketing. Expanded new case studies and examples including Facebook, Instagram, Twitter and Snapchat are discussed in relation to globally recognized brands such as Pokemon Go, Nike, Amazon Kindle and Lady Gaga. The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank. Suitable for modules and courses on social media marketing.

Librarian as Communicator

Librarian as Communicator Book
Author : Helen Fallon,Graham Walton
Publisher : Routledge
Release : 2019-04-30
ISBN : 1351798340
Language : En, Es, Fr & De

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Book Description :

As the information landscape evolves and takes shape using traditional and new platforms, it is the role of Academic Libraries to take the lead in communicating, developing and informing these changes in timely and relevant ways. Experienced librarians and those new to the field seek out innovative and more effective way to engage with users and stakeholders. This book provides a variety of communication strategies for different user groups, taking into account the changing information landscape and the application and implications of social media developments. A major driver in higher education is the change in the scholarly communication model where initiatives such as Open Access, Institutional Repositories and Data Management are challenging previous practice whilst offering new opportunities for leadership. These communication developments provide opportunities for academic librarians who need the insight and awareness to take these chances. Librarian as Communicator provides research-based explorations of the above topics, covering developing areas and also the communication skills that are needed for the academic library to have a continuing role in the 21st Century. It was originally published as a special issue of the journal New Review of Academic Librarianship.

Driving Customer Appeal Through the Use of Emotional Branding

Driving Customer Appeal Through the Use of Emotional Branding Book
Author : Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti
Publisher : IGI Global
Release : 2017-09-13
ISBN : 1522529225
Language : En, Es, Fr & De

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Book Description :

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Brands and Branding

Brands and Branding Book
Author : Stephen Brown
Publisher : SAGE
Release : 2016-08-17
ISBN : 1473988047
Language : En, Es, Fr & De

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Book Description :

Lecturers/Instructors - Request a free digital inspection copy here A fun and humorous introductory book, written in Stephen Brown's entertaining and highly distinctive style, that introduces curious readers to the key components of brands and helps them to begin to make sense of them - what they are, what they do, why and how - using plenty of examples and references drawn from a wide range brands such as Amazon, Apple, Google, Gucci, Nike, Nintendo, Starbucks, Swatch and The Worst Hotel in the World. With 3,000 branding books published each year, why would you (or your students) want to read Brands & Branding? Here are seven reasons why: It’s introductory, aimed at undergraduate students or postgrads without a bachelor degree in business and assumes nothing more than readers’ awareness of high profile brands such as Coca-Cola, Microsoft and Chanel It’s indicative, focusing on the basics and thus being a more reliable revision aid than Lucozade It’s immersive, taking readers on a journey and, working on the assumption that they have smartphones or tablet computers to hand, the print text links to images, articles and academic publications to give emphasis and context where appropriate. It’s inclusive, considering articles and reports but also blogs, novels, newspapers, reviews, social media and other sources It’s irreverent – branding is not always a deadly serious business! It’s intimate, Stephen speaks to you directly and together you will pick your way through the sometimes weird and unfailingly wonderful world of brands and branding using examples rather than abstract ideas to illustrate points. It’s inspirational, celebrating the curious and successful stories of brands from Cillit Bang to Cacharel Suitable for first and second year marketing or advertising students, and for those new to or interested in branding and who are keen to know more.

Utilizing Consumer Psychology in Business Strategy

Utilizing Consumer Psychology in Business Strategy Book
Author : Dalgic, Tevfik,Unal, Sevtap
Publisher : IGI Global
Release : 2018-04-13
ISBN : 1522534490
Language : En, Es, Fr & De

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Book Description :

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement. Utilizing Consumer Psychology in Business Strategy provides emerging research on consumer behavior and decision-making processes through the lens of business advancement and innovation. While highlighting topics such as brand personality, consumer perception, and marketing strategy, this publication explores various types of consumer behavior and methods to maximize benefits and efficiency. This book is an important resource for business administrators, managers, practitioners, academics, and students seeking emerging research on the consumer markets.

Meaning and

Meaning and            Book
Author : Erica Hughes
Publisher : Cambridge Scholars Publishing
Release : 2015-01-12
ISBN : 1443873500
Language : En, Es, Fr & De

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Book Description :

The Early Professional Interdisciplinary Conference was designed to bring together graduate students, post-docs, and lecturers within the first five years of appointment from any of the Humanities, Arts and Social Sciences. Its goals included the facilitation of professional development through interdepartmental idea exchange and collaboration, as well as the application of annual themes to better the understanding of teaching and learning within and between disciplines. This volume brings together approaches from Archaeology, Art History, Assyriology, Cinema, Cultural Anthropology, Egyptology, History, Literary Criticism, Marketing, Medieval Studies, Music, Philosophy, Psychology and Sociology to the theme of “meaning and λόγος.” Topics range from Urartian archaeology, Egyptian religious practice and Roman sculpture to Peppa Pig, brain imaging, heavy metal and the murals of Belfast. Thematic introductions ensure a coherence among and between the various chapters. The word λόγος had many meanings in Ancient Greek: word, opinion, expectation, speech, principle, rhetorical argument, reason, and even meaning. Investigating how the meaning of a word links ideas and affects pedagogical issues began with Herakleitos and continues today. Logos is also the root of the suffix “–logy”, which is used to describe many of the fields in the Humanities and Social Sciences. As such, it provides an appropriate link between the many branches of investigation and scholarship included here.

Brand Marketing

Brand Marketing Book
Author : Dr Kisholoy Roy
Publisher : KISHOLOY ROY
Release : 2021-01-26
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

This book on Brand Management has all the facets of brand marketing explained in an extremely lucid and detailed manner. Each and every topic in contemporary brand management has been stressed with adequate exhibits and important data. The book also has a rich repository of case studies that gives a complete and practical understanding of the world of product, celebrity, destination brands and more.

Sports Marketing

Sports Marketing Book
Author : Michael J. Fetchko,Donald P. Roy,Kenneth E. Clow
Publisher : Routledge
Release : 2016-11-03
ISBN : 1315506475
Language : En, Es, Fr & De

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Book Description :

For courses in Sports Marketing. Help students understand the business of sports through a practitioner’s perspective. Written from the perspective of those who’ve been actively involved in the sports business, Sports Marketing addresses business and marketing issues pertinent to sports as observed by the practitioners and scholars themselves. Through its extensive presentation of current information, this text also helps encourage students to get actively involved and engaged in the process of sports entertainment. Features: Present information from the field: A practitioner’s approach. Most sports marketing texts are crafted using a marketing principles template. The organization and chapter themes of these texts are often too similar to Principles of Marketing texts. Sports Marketing strives to depart from that practice by focusing on important conceptual, strategic, and actionable areas of the sports marketing function. Practitioner contributions come from the author team, and a high caliber roster of successful sports executives from media, marketing, and other areas of sports business. Industry experts highlights. Each chapter features an industry expert. Each expert was selected based on his or her knowledge and provided input on chapter content. The Insider Expert feature that appears early in each chapter gives biographical information on the chapter’s industry contributor. Sports examples. Throughout the book, concepts are reinforced with examples of practices and events from the sports industry. A variety of sports, properties, and companies are used as examples to bring to life definitions and concepts presented. Put students’ analytical skills into play: Critical thinking exercises, which are found throughout this text, require students to consider various situations faced by the sports marketers and sports executives. The end-of-chapter sports marketing cases put students in the role of decision maker, enabling students to apply knowledge and key concepts to business situations faced by actual sports brands. Expert insights. Each chapter concludes with Insider Insights, a question-and-answer feature with the chapter’s industry contributor. In this feature, experts share examples of best practices from their experiences and opinions about trends in sports marketing. Preview the chapter’s game plan: Lead-in vignettes. Each chapter begins with a vignette related to sports marketing and the content of the chapter. The vignette describes a practice or occurrence that illustrates a topic appearing in the chapter, setting the stage for more in-depth coverage in the chapter. Get students ready for the big leagues: Career planning. Many students take a sports marketing course because they have a serious interest in pursuing a career in sports business. In order to help students plan for their future careers, the final chapter contains: -Information about different career opportunities in sports marketing. -Steps students can take to position themselves as job candidates. -Advice on career planning and management from a panel of the book’s industry experts.

Not All Claps and Cheers

Not All Claps and Cheers Book
Author : Francois Maon,Adam Lindgreen,Joelle Vanhamme,Robert J. Angell,Juliet Memery
Publisher : Routledge
Release : 2018-02-15
ISBN : 1351998870
Language : En, Es, Fr & De

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Book Description :

Scholars from various disciplines have studied humor since antiquity. Yet, over the centuries, these researchers have also struggled to conceptualize a viable, well-accepted notion of humor. Beyond pleasure and amusement, people use humor for a variety of social functions. On the one hand, humor can cause others to like the humorous source more, attract regard, ease conversations, promote expression and the exchange of ideas, introduce new topics of discussion, or smooth interactions. On the other hand, in aggressive forms, humor can halt verbal interactions, modify the usual rules of conversation, communicate critiques, or contribute to the creation of subversive environments. Not All Claps and Cheers: Humor in Business and Society Relationships is an original research anthology that considers different angles from which to address the use of humor by individuals, groups and business actors in their interactions within, around, and across organizations—that is, at the interfaces of business and society. Accordingly, the research anthology is organized in four sections—"Humor, Business and Society," "From Society to Business: Humor’s Use and Roles in Activist Movements," "From Business to Society: Humor’s Use and Roles in Marketing, Corporate Communications, and Public Relations," and "Society within Business: Humor’s Use and Roles in the Workplace and in Organizations." This ground-breaking research anthology draws on material from marketing, communications, human resources and stakeholder theory to throw light on this poorly understood facet of human business behavior.

Athletic Administration for College High School Youth and Club Sport

Athletic Administration for College  High School  Youth  and Club Sport Book
Author : Dina Gentile
Publisher : Jones & Bartlett Learning
Release : 2019-03-21
ISBN : 1284107302
Language : En, Es, Fr & De

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Book Description :

The ideal text for many courses offered within the Sport Management curriculum, Athletic Administration for College, High School, Youth and Club Sport incorporates the analysis of prominent issues that administratiors are challenged to resolve in their specific sport setting. Students looking for careers outside of professional sports will learn from both the content supplied throughout the text, and through the highlighted practical case studies. Topics covered include: Role of Athletic Administrators, Facility Management, Fundraising, Risk Management, Staff Management, and more.

Social Media Marketing

Social Media Marketing Book
Author : Stephan Dahl
Publisher : SAGE
Release : 2018-03-05
ISBN : 1526423022
Language : En, Es, Fr & De

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Book Description :

The Second Edition of this popular text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing whilst taking a thorough refreshment of the cases, examples and the literature.

The Use of Brand Mascots and Media Characters

The Use of Brand Mascots and Media Characters Book
Author : Vivica I. Kraak
Publisher : Unknown
Release : 2016
ISBN : 0987650XXX
Language : En, Es, Fr & De

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Book Description :

This issue brief is based on two published papers that analyzed the scientific literature on these topics from 2000 to 2015. The two papers examine the evidence on how food, beverage, restaurant, and entertainment companies have used brand mascots and cartoon media characters to influence children's diet and health. The papers also highlight how food, beverage, and restaurant industry leaders can be held accountable for their marketing practices and respond to appeals from parents, public health experts, and consumer groups to substantially strengthen voluntary commitments to ensure that brand mascots and media characters are used responsibly to promote only healthy food and beverage products to children ages 14 and younger.

How Cool Brands Stay Hot

How Cool Brands Stay Hot Book
Author : Joeri Van Den Bergh,Mattias Behrer
Publisher : Kogan Page Publishers
Release : 2013-03-03
ISBN : 074946805X
Language : En, Es, Fr & De

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Book Description :

How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.

Leisure Culture and the Olympic Games

Leisure  Culture and the Olympic Games Book
Author : John Horne
Publisher : Routledge
Release : 2016-04-08
ISBN : 1134922973
Language : En, Es, Fr & De

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Book Description :

This edited collection contains six refreshing critical assessments of the leisure-sport relationship from societies that have staged the Olympic and Paralympic Games and contains valuable information for those who live in societies that aspire to host the Games. The collection begins and ends with discussions of the Olympic Games as a platform for protest. The first and last chapters consider the changing political relationships from 1968 in Mexico City, when one of the most politically-charged gestures ever made by athletes took place, and the campaigns surrounding the ethical responsibilities of those hosting the Olympics in London in 2012. Other chapters consider the sociocultural legacy of the Seoul Olympics, assess the likely regeneration legacies of the London 2012 Games, examine the relationship between hosting societies and indigenous cultures and analyse the effectiveness and appeal of Olympic mascots. This collection provides not just insight into the past and present effects of the Olympic and Paralympic Games but also offers readers the opportunity to reflect upon and consider the impact of these sports mega-events on their everyday lives. This book was published as a special issue of Leisure Studies.