“…IUP Journal of Brand Management…”

Materias:

Materias:

Tabla de Contenidos: “…Frontmatter -- Table of Contents -- Introduction -- Cultural Branding in the Early Modern Period -- Telling a Double Story -- A Hero and His History -- From Immorality to Immortality -- Allegories of Branding -- Branding or Excluding? …”

Tabla de Contenidos: “…Cover -- Half Title -- Series Information -- Title Page -- Copyright Page -- Table of contents -- Preface -- Acknowledgments -- Editors -- Contributors -- 1 Modeling Drivers of Employer Branding: Agile Role of HR -- Introduction -- Meaning and Definition -- Literature Review -- Research Methodology -- Discussion -- Conclusion -- References -- 2 Assessing the Validity of Employer Branding and Predicting Its Talent-Oriented Outcomes: An Employee's Perspective -- Introduction: Employer Branding as a New Dimension -- Objectives of the Study -- The objectives of the study were to -- Employer Branding in Indian Context -- Conceptual Framework and Hypotheses Development -- H1: Employer branding significantly affects talent management -- Research Design and Methodology -- Sample -- Data Analysis -- Scale Purification: Exploratory Factor Analysis -- Results -- Scale Validation: Confirmatory Factor Analysis -- Reliability -- Validity -- Common Method Variance -- Structural Equation Modeling (SEM) -- Discussion -- Managerial Implications -- Limitations of the Study and Future Research Direction -- Conclusion -- References -- 3 The Role of Employer Branding in the Creation of Powerful Corporate Brands -- Introduction -- The Corporate Brand -- Integrating Employer Branding with Corporate Branding -- Employer Branding, Psychological Contract, and Psychological Ownership -- Role of Employees in Corporate Branding -- Significance of Having Committed Employees for a Corporate Brand -- Conclusion -- References -- 4 Toward an Integration of the Collaborator's Experience in the Digital Management of the Employer Brand -- Introduction -- Toward Digitalization of Employer Brand Management -- A Study in Customer Relationship Centers in Morocco -- Context and Field of Research -- From a Digital Employer Branding Mastered by Companies ...…”

Tabla de Contenidos: “…Public relations for digital media brands -- 8. Crisis management in the digital age -- 9. …”

Tabla de Contenidos: “…1: Introduction: History and Importance of Brands -- 2: Developing Brand Equity, Positioning, Personality, and Values -- 3: Creating Brand Identity: Brand Aesthetics and Symbolism -- 4: Brand Communications and the Attention Economy -- 5: Holistic Brand Experiences and Emotional Branding -- 6: Consumer Collectives, Brand Avoidance, and Political Consumption -- 7: Brand Ethics, Social Responsibility, and Sustainable Consumption -- 8: Brand Performance and Metrics -- 9: Brand Growth: Brand Architecture and Brand Extensions -- 10: Brand Futures: Technology and Innovation in Branding Strategies -- Index…”

Materias: “…Branding (Marketing)…”

Tabla de Contenidos: “…Great brands start inside -- Great brands avoid selling products -- Great brands ignore trends -- Great brands don't chase customers -- Great brands sweat the small stuff -- Great brands commit and stay committed -- Great brands never have to give back -- The eighth principle: brand as business…”

Materias: “…Brand Name Products…”

“…Why commercial-style branding doesn't work for nonprofits—and what does Taking its cue from for-profit corporations, the nonprofit world has increasingly turned to commercial-style branding to raise profiles and encourage giving. …”

Materias: “…Branding (Marketing) Management…”

“…Are you responsible for reinvigorating your brand to achieve enduring profitable growth? Or for keeping your still-strong brand from fading in relevance and value? …”

Tabla de Contenidos: “…Cover -- Title Page -- Copyright Page -- Contents -- Introduction -- Better Lucky Than Good -- What to Expect from This Book -- Chapter 1 A Far Too Brief History of Brand Strategy -- The Emergence of Modern Brand Strategy -- The Intersection of Brand and Experience -- The Criticality of Experience -- Chapter 2 The Dawn of Digital -- The Birth of the Internet -- Online Advertising Begins -- Personalization of the Online Customer Experience -- The E-Mail Explosion -- Customer Expectations and Technological Innovation -- Emerging from the Digital Transformation Era -- Chapter 3 Focusing on the Modern Consumer -- Millennial Expectations -- Generation Z Expectations -- The Customer Funnel -- Awareness -- Evaluation -- Transactions -- Engagement -- Loyalty -- Chapter 4 Believing in Your Brand and Redefining Your Strategy -- Experience Defines the Brand -- Building a Culture Through Data Analytics and Engagement -- Location Through Data Analytics -- Leveraging Technology to Drive Engagement and Growth -- Turning Brand Promise into Reality -- Chapter 5 Selling Experiences, Not Products -- Commoditized Brands Become Invisible -- Customers Control Branding -- Replacing Products with Experiences -- A Foundation of Innovation and Performance -- Creating an Engaged Community -- Pivoting to Gain Market Share -- The Fusion of Digital and Physical Personalization -- Customer Connection, Personalization, and Omnichannel Strategy -- Chapter 6 Time Is the New Currency - Anticipating without Being Invasive -- Collapsing Time -- Time-Saving Conveniences -- Data-Driven Innovations -- Making Quick Service Quicker -- Post-Digital Data and Loyalty -- Four Time-Based Lessons -- Chapter 7 Finding a Novel Approach to Solving a Market Need -- Ambassadors of Innovation -- Strategic Innovations in CRM -- Novel Omnichannel Engagement…”

“…Brand communications in the digital age…”