Presenting the reader with practical applications for brand enhancement, this book helps to understand the implement strategies to strengthen brands. It offers a framework for brand management, and provides a flowchart for progressing the brand building process from strategy through tactics to implementation.

The reader is presented with practical applications for the brand building process from strategy through to tactics and implementation.

Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without knowing how branding works. This is THE key scholarly text in this crucial topic, an already hugely respected title and big seller in the field. It follows on from the introductory textbook Creating Powerful Brands, and comes highly illustrated with real examples of influential marketing campaigns. This is the book that will take students to the next level with the skills to develop and implement their own branding strategy.

Thorsten Tham highlights the fundamental changes that have swept Germany’s footballing landscape in recent years and presents theory-based impact hypotheses about forms of stimulus that can raise the loyalty of football-affine target groups before, during and after the game. Based on the example of traditional club VfL Bochum 1848 an online survey to analyze the influence of a Bundesliga match on different visitor target groups is conducted. The author discusses ways in which football clubs can change their multisensual approach to raise the profile of their club brand among football-affine target groups and increase loyalty to the club.

"Make Poverty History was a major episode of protest that took place in 2005 in the UK, with the aim of influencing the G8 meeting in July of that year in Edinburgh. This book follows the campaign throughout its lifetime and unpacks the tensions that developed around the branding of Make Poverty History, particularly the conflict between campaigners and marketers over the content of messages. Looking at how attitudes towards government and political opportunities influenced the negotiation of communications, it analyses how these communications were understood by the campaign's three audience segments: the mass public, the interested and the activists. It looks at public stereotypes on global poverty and whether the campaign managed to modify them. It maps out Make Poverty History's frame on economic justice and confronts it with audience reactions. The book ends by looking at the campaign's troubled relationship with celebrities."--Book cover.

In the early 21st century, marketing is 'under fire' as never before. Its nature and contribution to business performance are under serious scrutiny by practitioners and theorists. Surely metaphors are more widely known in literature? Do they apply in marketing? Metaphors are widely used within marketing literature, yet are hardly ever identified as metaphorical in nature. This text aims to redress this omission. For example, such widely known topics as the marketing mix, globalization of markets, market segmentation, viral marketing, the product life cycle, and many others are in fact metaphors. Applied literally, as straightforward market management tools, they not only are hostage to fortune, but can seriously damage brand, product, and indeed company performance. Moreover, marketing itself may be a metaphor - apparently underlying or overarching many exchanges and relationships. Perhaps marketing is changing, or metamorphosising into something else, as yet undefined, but resonant with possibilities.--Résumé de l'éditeur.

Master's Thesis from the year 2013 in the subject Tourism - Miscellaneous, grade: 1,0, University of Applied Sciences Heide, language: English, abstract: Destinations are one of the tourism industries biggest brands. Nowadays, travelers are overwhelmed with places, which fit in their holiday scheme. The tourism market is crowded by destinations and the outcome is the substitutability of places. (Pike, 2005) Destination branding is a way to differentiate a destination from its existing competitors. Branding a country is a complex and multilevel business. One of the core aspects in destination branding is to identify and differentiate a destination through to a positive destination image. The destination image is a crucial part in the travelers' decision making process and verifiable influence the tourist behavior. Therefore the destination image has become one of the major concepts in destination marketing. Special focus is given to the destination image theory, which is a major aspect in destination branding. (Echtner & Ritchie, 2003; Qu et al., 2011; Wang & Pizam, 2011) Just as product brands, destination brands are living entities. They have to be managed continuously and changed over time, to ensure a fit to environmental changes. (Wang & Pizam, 2011) Sweden has therefore developed a national branding and sales strategy for the tourism industry to implement until 2020 and fully launched in 2013. (Gaßmann, 2013) A part of this strategy is the creation of special themes to present a holistic Sweden image and destination brand. (Communication Guide, 2013) Among others, this strategy will be used to compare the presented and advertised Sweden image with the image perception on the German source market, to analyze compliance or incongruity. Germany is an interesting and important source market for the Swedish tourism industry. According to the research of the UNWTO, Germany is one of the biggest spenders in the tourism industry in 2011 (UNWTO, 2012). Based to the results from IBIS, the Swedish Border Survey about foreign visitors in Sweden, Germany hold the fourth place, after Norway, Finland and Denmark considering the amount of travelers to the country in 2011, with 1.796.016 visitors (IBIS, 2012). Taking this into account, presenting a positive, fitting and attractive country image has to be one of Sweden's main aims. [...]

The primary objective of this new book is to provide a comprehensive reference for those who work in a service industry setting. Unlike Design for Six Sigma a Roadmap for Product Development, this new book will address the 5 leading issues in the service industry, which are customer satisfaction, cost reduction, value improvement, change management and process performance measurements.