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Coordinating Advertising Strategy, Branding, and Positioning

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0012
Subject:
Business and Management, Marketing

This chapter shows how the firm should coordinate its advertising message, branding, and product positioning strategies. It distinguishs between the short and long runs, single-product and ... More


Measuring and Building Brand Equity

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0019
Subject:
Business and Management, Marketing

This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity ... More


Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Sharan Jagpal and Shireen Jagpal

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
book
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.001.0001
Subject:
Business and Management, Marketing

This book shows how to fuse marketing, finance, and other disciplines to improve performance for the corporation or organization. Specifically, it shows decision makers at different levels in the ... More


Bundling

Sharan Jagpal

in Fusion for Profit: How Marketing and Finance Can Work Together to Create Value

Published in print:
2008
Published Online:
September 2008
ISBN:
9780195371055
eISBN:
9780199870745
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195371055.003.0009
Subject:
Business and Management, Marketing

This chapter shows how the firm can use marketing-finance fusion to choose bundling strategies to increase its performance. Topics covered include: how to price interdependent products, how and when ... More


GREEN'S IMPACT

David O. Brink

in Perfectionism and the Common Good: Themes in the Philosophy of T. H. Green

Published in print:
2003
Published Online:
April 2004
ISBN:
9780199266401
eISBN:
9780191600906
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/0199266409.003.0027
Subject:
Philosophy, History of Philosophy

This chapter discusses the impact of Green's views on his contemporaries and subsequent generations of philosophers. Green's metaphysical and ethical views were sympathetically received and developed ... More


The Practice of Management—Marketing

John F. Wilson and Andrew Thomson

in The Making of Modern Management: British Management in Historical Perspective

Published in print:
2006
Published Online:
September 2007
ISBN:
9780199261581
eISBN:
9780191718588
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199261581.003.0010
Subject:
Business and Management, Business History

Marketing is a key area for developing economies of scale and scope. This chapter focuses on the Coasian argument about the nature of transaction costs, with British industry tending to look to ... More


Positioning and Branding

Grahame R. Dowling

in The Art and Science of Marketing: Marketing for Marketing Managers

Published in print:
2004
Published Online:
October 2011
ISBN:
9780199269617
eISBN:
9780191699429
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199269617.003.0007
Subject:
Business and Management, Marketing

This chapter examines brands, often one of the organization's key strategic marketing assets. The management of brands is of fundamental concern to marketers. For sellers, they are a means of legally ... More


Fashion Retail

Christel Lane and Jocelyn Probert

in National Capitalisms, Global Production Networks: Fashioning the Value Chain in the UK, US, and Germany

Published in print:
2009
Published Online:
May 2009
ISBN:
9780199214815
eISBN:
9780191721779
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199214815.003.0004
Subject:
Business and Management, International Business, Political Economy

This chapter provides an investigation of the following questions: why power passed from producers to retailers; how retailers utilize their dominance in the chain; and whether this imbalance of ... More


Emergence of brand consciousness

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0004
Subject:
Society and Culture, Media Studies

This chapter builds on the previous chapter and places more emphasis on the concept of the ‘brand’ and how children become aware of it. We know that as children pass through different stages of ... More


Branding potential of online social media

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0006
Subject:
Society and Culture, Media Studies

The 21st century has witnessed the rapid rise of online social media. At the forefront of these developments have been popular sites such as Facebook and Twitter. Young adults and then children ... More


Branding Challenges and Opportunities

Chekitan S. Dev

in Hospitality Branding

Published in print:
2012
Published Online:
August 2016
ISBN:
9780801452031
eISBN:
9780801465703
Item type:
chapter
Publisher:
Cornell University Press
DOI:
10.7591/cornell/9780801452031.003.0002
Subject:
Business and Management, Marketing

This chapter distills important lessons from the Cornell Hospitality Brand Management Roundtable at Cornell University's Center for Hospitality Research (CHR), a one-day, interactive, high-level ... More


What is a brand?

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0002
Subject:
Society and Culture, Media Studies

Brands ascended as advances in technology enabled mass production of goods and speedier forms of transportation over long distances so that local products could spread beyond local markets. With the ... More


Kids and branding

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0003
Subject:
Society and Culture, Media Studies

This chapter examines the involvement of children with brands in more depth. It tracks the extent and nature of young consumers’ engagement with brands in the mass media era and introduces theories ... More


Brands and advergames

Barrie Gunter

in Kids and Branding In A Digital World

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
chapter
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.003.0007
Subject:
Society and Culture, Media Studies

Brands have also become embedded on online game worlds and virtual reality settings. These computer-driven worlds have created parallel forms of existence alongside the offline world. Some are based ... More


Champagne

James Simpson

in Creating Wine: The Emergence of a World Industry, 1840-1914

Published in print:
2011
Published Online:
October 2017
ISBN:
9780691136035
eISBN:
9781400838882
Item type:
chapter
Publisher:
Princeton University Press
DOI:
10.23943/princeton/9780691136035.003.0006
Subject:
Economics and Finance, Economic History

This chapter looks briefly at the early history of champagne and the dramatic increase in production in the late nineteenth century. Champagne producers were the most successful of all producers in ... More


The Left Behind Phenomenon

Crawford Gribben

in Writing the Rapture: Prophecy Fiction in Evangelical America

Published in print:
2009
Published Online:
May 2009
ISBN:
9780195326604
eISBN:
9780199870257
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195326604.003.0007
Subject:
Religion, History of Christianity

This chapter describes the Left Behind phenomenon—its origins, content, sales, and media impact. It focuses on the reception of the Left Behind novels and on the critiques that have been variously ... More


Prophecy Fiction after Left Behind

Crawford Gribben

in Writing the Rapture: Prophecy Fiction in Evangelical America

Published in print:
2009
Published Online:
May 2009
ISBN:
9780195326604
eISBN:
9780199870257
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195326604.003.0008
Subject:
Religion, History of Christianity

This chapter documents a range of evangelical responses to the sudden mainstreaming of prophecy culture in the aftermath of Left Behind. It describes some of the most important of these many ... More


Kids and Branding In A Digital World

Barrie Gunter

Published in print:
2015
Published Online:
May 2016
ISBN:
9780719097874
eISBN:
9781526104359
Item type:
book
Publisher:
Manchester University Press
DOI:
10.7228/manchester/9780719097874.001.0001
Subject:
Society and Culture, Media Studies

Brands are introduced into the lives of consumers from an early age. Even before they start school, they can recognise brand names and ask for brands by name. The meaning of brands to children can ... More


Reputation

John Kay

in Foundations of Corporate Success: How Business Strategies Add Value

Published in print:
1995
Published Online:
November 2003
ISBN:
9780198289883
eISBN:
9780191718205
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/019828988X.003.0006
Subject:
Economics and Finance, Microeconomics

The second primary distinctive capability is ‘Reputation’, as it is the most important commercial mechanism for conveying information. Reputation can be costly to build, yet once established, it can ... More


A new “brand” of Chinese economic nationalism: from China made to China managed

Karl Gerth

in Globalization and Economic Nationalism in Asia

Published in print:
2012
Published Online:
September 2012
ISBN:
9780199646210
eISBN:
9780191741630
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780199646210.003.0009
Subject:
Economics and Finance, South and East Asia

In this chapter, an aggressive form of Chinese economic nationalism is examined. It documents how since the early 1990s economic nationalism in China has evolved away from orthodox economic ... More


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