Reality in branding : the rules of European Brand management in 50 answers / Arnd Zschiesche and Oliver Errichiello.

Format:

Book

Author/Creator:

Zschiesche, Arnd, author.

Errichiello, Oliver, 1973- author.

Language:

English

Subjects (All):

Management.

Physical Description:

1 online resource (217 pages)

Edition:

First edition.

Place of Publication:

Herzogenaurach, Germany : Gabal Verlag, 2018.

Summary:

Believing is not the same as knowing: The fundamental facts about the laws of european brand management in 50 answersFrom breakfast cereals to smartphones, nothing is left unbranded: brands are with us every step of the way. We define ourselves through the brands we surround ourselves with. Even if we reject brands, that's a brand statement. Brands are everywhere in the 21st century - that's exactly why we all have an opinion on them. When it comes to private life, there is little objection to this concept. However, when it comes to brand management and brand positioning with - in a company, personal sensitivities and feelings are out of place.Too many opinions, too little wisdom: In 50 timeless answers, brand sociologists Dr. Arnd Zschiesche and Prof. Dr. Oliver Errichiello put a stop to the brand debates that are shaped by the zeitgeist. They speak in plain language where vague chatter typically prevails. And they show why every brand is a social phenomenon that has an impact: It's about the management of social "hard facts." Not just in Europe. Classic European Brand Management leads the way for every company seriously focusing on economic success for the long term - internally, as well. It's time for timeless, value-oriented Branding from the old continent.

Contents:

Intro

Titel

Impressum

Widmung

Inhalt

Foreword

What Is the Problem of Branding Today?

Basic Principles.

1 What is a brand?

2 How is a brand created?

3 Since when have brands existed?

4 What is meant by the term "brand"?

5 Can certain brands be seen as a substitute for a religion? Or even an alternative religion?

6 Where does a brand get its "life" from?

7 How does a brand manage to become a habit?

8 Why are brands so important?

Brands and Sociology.

9 Why does sociology explain, clarify and strengthen a brand?

10 What does the scientific model of brand sociology look like?

11 Isn't psychology the actual topic when we talk about buying certain brands? Why isn't it brand psychology?

12 Brands are a mass phenomenon, but they must appeal to each customer individually. What does this insight mean for an individual brand system?

13 Why should a brand be a cultural or social entity?

14 Which basic principle does "healthy" brand development follow?

Brands and Performance.

15 The foundation of every successful brand is its performance. Is that still the case? Isn't it more about emotions and the hip image a brand has?

16 If each brand's performance is highly individual, how can it be analyzed according to a single principle?

17 A specific performance by a company is the source of an abstract external effect. What are the typical causes of a brand's effect on the people outside the company?

18 How is the part of the performance that is causal for the positive brand prejudice filtered out and isolated?

19 What determines the building blocks of an individual brand's success?

20 Why is it so important that the performance is always reliably the same or at least recognizable as similar?.

21 A brand image is the result of good performance over time. This implies that a brand needs time to establish an image. But is that still true in our fast-paced world?

Brands, Their Origins, and Histories.

22 Does the origin of a brand still play any role in these globalized and digitized times?

23 How do you properly put the origin of a brand into scene?

24 Some origins have a negative connotation - or maybe none at all. What can you do about that?

25 Can the origin itself - for example, a city, a region, a country - be a "real" brand?

26 How important is a brand's history? Isn't the past totally irrelevant in our fast-moving times of digitization and disruption?

Brands, Brand Management, and Strategy.

27 Where should the areas of brand management and strategy be positioned within the organization of a company?

28 Many brands are driven by the fear of not appearing young enough. Which strategy will keep a brand young forever?

29 Good brand management means drawing clear boundaries. What about brands that are defined as mass brands?

30 Modern brand management often means basing strategic decisions on figures and data. But can statistics and market research nevertheless accurately reflect a brand?

31 When companies are slaves to numbers, what does this lead to?

32 Is good brand management more difficult to enforce in a publicly listed company than in an owner-managed business?

33 How can a company be - or remain - a strong brand, even as a public corporation?

34 If no strategy works (anymore), can brands die?

35 Is there a possibility of a "too much" in brand management? Companies that are "too perfect" in branding?

Brands, Brand Names, and Symbolism.

36 How important is a logo for a brand?

37 How important is the name of a brand?.

38 How can the often observed fixation on a logo change be explained if the main topic is a general change in the company?

39 How important is the slogan or - as it is nowadays often referred to - the "claim" for the brand?

Brands, Marketing, and Communication.

40 What is the difference between brand management and marketing? Aren't both meant to promote sales?

41 What are the characteristics of good marketing?

42 What are typical marketing mistakes in relation to the brand?

43 How do good advertising and communication manifest themselves?

44 How do bad advertising and communication manifest themselves?

45 Should small and medium-sized enterprises advertise differently than corporations?

46 "Awareness" is crucial. "Likes" and "Followers" are the new currency. If phrases like these are true, is advertising - based solely on the brand's performance - a model that's on its way out?

Brands and Customers.

47 Brand sociology divides market participants into five types. Why and what does this do to help?

48 What differentiating characteristics do the five types of market participants have?

49 In the digital age, with an infinite number of options and increasing market complexity, is it still possible to achieve lasting brand loyalty among customers?

Brand Management, Innovation, and the Future.

50 Self-similar brand evolution versus innovation and progress: How can it work?

Conclusion: On the Future of Brands

Sources and Notes

Literature

Who Are the Authors?.

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

ISBN:

9783967400885

3967400883

OCLC:

1243537713