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Brand Sense [PDF Download]

Brand Sense PDF
Author: Martin Lindstrom
Publisher: Simon and Schuster
Release Date: 2010-02-02
ISBN: 1439172013
Size: 39.72 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 175
View: 945

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The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

The Harry Potter Brand Sense Of Community Attitudinal Loyalty And Purchase Behavior [PDF Download]

The  Harry Potter  Brand  Sense of Community  Attitudinal Loyalty  and Purchase Behavior PDF
Author: Lily Marfisi
Publisher: GRIN Verlag
Release Date: 2015-08-19
ISBN: 3668032645
Size: 60.87 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 114
View: 7246

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Master's Thesis from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17/20, , course: Evaluation of the Impact of a Person's Sense of Community on Attitudinal Loyalty and Purchase Behavior regarding the Harry Potter brand, language: English, abstract: Within the past decade, Harry Potter has become a multi-billion dollar brand with millions of fans all over the world. The fan base community has developed with the rise of the Internet and new means of interaction. They have had a real power of decision over the brand’s managers, and are a key element to the success of Harry Potter. This study will focus on people’s sense of community and on the existence of a relationship between this sense of community and people’s loyalty and purchase behaviors towards the Harry Potter brand. The problematic to this study is “How does a person’s sense of community impact its attitudinal loyalty and purchase behavior regarding the Harry Potter brand?”.

Brands And Branding [PDF Download]

Brands and Branding PDF
Author: Stephen Brown
Publisher: SAGE
Release Date: 2016-08-17
ISBN: 1473987288
Size: 51.68 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 296
View: 5554

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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.

The Global Brand [PDF Download]

The Global Brand PDF
Author: Nigel Hollis
Publisher: St. Martin's Press
Release Date: 2008-09-30
ISBN: 9780230615410
Size: 46.84 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 272
View: 3965

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A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Brainfluence [PDF Download]

Brainfluence PDF
Author: Roger Dooley
Publisher: John Wiley & Sons
Release Date: 2011-10-21
ISBN: 1118175948
Size: 57.40 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 304
View: 1961

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Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

Brand Sense Segredos Sensoriais Por Tr S Das Coisas Que Compramos [PDF Download]

Brand Sense  Segredos Sensoriais por tr  s das coisas que compramos PDF
Author: MARTIN LINDSTROM
Publisher: Bookman
Release Date:
ISBN: 9788577809295
Size: 43.86 MB
Format: PDF, Docs
Category :
Languages : pt
Pages : 176
View: 6271

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Neste criativo livro sobre a forma como os sentidos podem afetar as decisões de compra diária, Martin Lindstrom visa revela como as empresas e produtos bem-sucedidos integram tato, sabor, cheiro, visão e som com resultados consideráveis. Em conjunto com o instituto de pesquisa Milward Brown, o estudo de Lindstrom revela como as pessoas podem se tornar escravas de seus sentidos. Sumário - Capítulo 1. Comece a fazer sentido; Capítulo 2. Será que estou fazendo certo?; Capítulo 3. Um grande sucesso; Capítulo 4. Éramos cinco; Capítulo 5. Estar vivo; Capítulo 6. Movendo montanhas; Capítulo 7. O futuro; A pesquisa Brand Sense; Algumas palavras do pesquisador; Índice.

Relevance [PDF Download]

Relevance PDF
Author: Tim Manners
Publisher: Penguin
Release Date: 2008-09-18
ISBN: 1440634610
Size: 53.53 MB
Format: PDF, Kindle
Category : Business & Economics
Languages : en
Pages : 224
View: 6977

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After years studying remarkable companies and speaking to some of the most influential leaders around, Tim Manners has discovered a solution to the marketing woes of many brands. Stop worrying about demographics, fads, and cutting-edge advertising. Instead, focus on relevance. Manners shares how the best of the best create solutions to their customers’ problems and help them live happier lives. You’ll learn how: Levi’s reasserted relevance when it created wardrobe solutions for men. Dunkin’ Donuts stopped trying to mimic the look and feel of Starbucks and found success by delivering a simple, quick cup of joe. Hasbro reinvented board games for today’s time-pressed consumers. Kleenex’s new germ-fighting tissues helped keep the company relevant by turning a useful product into a necessary one. Staples stopped wasting its shoppers’ time with extraneous products. Nintendo’s simple design for the Wii appealed to consumers of all ages and game designers alike, allowing it to outsell its competitors. The path to sustainable growth for your brand begins with designing meaningful solutions and providing them when and where people need them most. Relevance will teach you how to become—and remain—indispensable.

Multimedia Cartography [PDF Download]

Multimedia Cartography PDF
Author: William Cartwright
Publisher: Springer Science & Business Media
Release Date: 2007-02-13
ISBN: 3540366512
Size: 26.35 MB
Format: PDF
Category : Science
Languages : en
Pages : 546
View: 857

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The explosion of interactive multimedia cartography products, on online, has generated an immense interest in developing methodologies that best exploit both the technology and the distribution capabilities of multimedia mapping. From a discussion of theoretical elements of multimedia cartography, to chapters on specific products and production tools, to an analysis of future technologies and applications, this is a comprehensive and absorbing exploration of a fast-moving field.

Brand Essense [PDF Download]

Brand esSense PDF
Author: Neil Gains
Publisher: Kogan Page Publishers
Release Date: 2013-11-03
ISBN: 074947002X
Size: 62.25 MB
Format: PDF
Category : Business & Economics
Languages : en
Pages : 232
View: 4639

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Branding has reached a new frontier. In the future brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking he shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon,. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.

Brand Management [PDF Download]

Brand Management PDF
Author: Harsh V. Verma
Publisher: Excel Books India
Release Date: 2006
ISBN: 9788174464804
Size: 49.35 MB
Format: PDF, ePub, Docs
Category : Brand name products
Languages : en
Pages : 477
View: 5068

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Brands are wealth generators of the 21st century. With this in mind 'Brand Management' focuses on the key decision areas of competition and brand, concept of brand, brand equity, brand over time and branding strategies. The theoretical constructs are illustrated using case studies.