The Mental World of Brands

The Mental World of Brands Review

See more picture

The Mental World of Brands provides a compelling new startpoint for developing new and better relationships between brand and consumer. It asks: how does the brain work? How does it form memories and associations, and how can we make best use of this knowledge to leverage brands and protect and expand market share?

The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process.

* Part One takes you to the caverns of the brain and provides a framework for the study of perception, learning, memory and recollection.

* Part Two describes the brand-related information that is stored on people's memories. It examines brand awareness, brand meanings, brand emotions, positioning, brand attitudes and brand relationships.

* Part Three is a practical overview of research techniques and how these can be applied specifically to brand representations.

This important book offers a well-constructed approach to brands and branding, and is vital reading for advertising and marketing professionals, marketing academics and everyone involved with brand research.

From the Foreword by Wendy Gordon
'We try to look for new nuggets of insight about the 'consumer-brand relationship' in the same over-mined hole in the earth. Giep Franzen's book guides us to a fertile and exciting new place to dig.'

Check price now

Rerate Products

Customer Review

Jun 30, 2011 08:16:10

Breitling: The History of a Great Brand of Watches 1884 to the Present (Schiffer Book for Collectors)

Breitling: The History of a Great Brand of Watches 1884 to the Present (Schiffer Book for Collectors) Review

See more picture

Breitling. One watch has made this name famous worldwide, the Navitimer. In 1952 this watch was a real sensation, the chronograph along with the calculator made it possible for the pilot to carry out all necessary calculations during the flight. This made the Navitimer a valuable on-board instrument at that time, and a valuable collectible today. This newly revised book shows the whole spectrum of the firm's products since its founding in 1884, and gives the reader an informed insight into more than 100 years of the firm's history. Many photos, old catalogs, and advertising material support the informative text. With the help of reference numbers, the collector can also locate individual watches chronologically. This fascinating portrait of the Breitling firm will enthrall all who appreciate fine mechanical precision.

Check price now

Rerate Products

• A Movement in Time With Breitling & Rolex: An Unauthorized History
• Breitling Highlights
• The Rolex Report: An Unauthorized Reference Book For The Rolex Enthusiast
• Wristwatch Annual 2010: The Catalog of Producers, Prices, Models, and Specifications
• Vintage Wristwatches

Customer Review

Jun 29, 2011 06:06:11

Outlaws All

Outlaws All Review

See more picture

From Alaska to the Southwest, Max Brand, the master of the Western tale, brought the excitement of the frontier to life like no one else. His characters--including the legendary Bull Hunter featured in this collection's title novel--live, breathe, struggle and triumph in a world so real you can smell the leather. Gathered in this collection are three classic short novels by Brand.

Check price now

Rerate Products

Customer Review

Jun 28, 2011 03:30:41

Experiential Marketing: A Practical Guide to Interactive Brand Experiences

Experiential Marketing: A Practical Guide to Interactive Brand Experiences Review

See more picture

Experiential Marketing: A Practical Guide to Interactive Brand Experiences Feature

• ISBN13: 9780749452759
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way.  Consumers feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast.

To gain lasting customer loyalty, brands must give something back.  In the new century, the relationships between brands and their target audiences are being revolutionized by "experiential" marketing tactics.

Experiential Marketing looks at the experiential marketing era, which focuses on giving target audiences a brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, communications which are designed to bring brand personalities to life.

This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners and marketing students.

Check price now

Rerate Products

• Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate
• Experience the Message: How Experiential Marketing Is Changing the Brand World
• Emotional Branding: The New Paradigm for Connecting Brands to People, Updated and Revised Edition
• Managing the Customer Experience: Turning customers into advocates
• The 22 Immutable Laws of Branding

Customer Review

Jun 26, 2011 16:38:13

Lead With Your Customer: Transform Culture and Brand into World-Class Excellence

Lead With Your Customer: Transform Culture and Brand into World-Class Excellence Review

See more picture

What do successful organizations do that makes them consistently successful? It is simple and yet, rare: they understand their customer s needs and expectations, and then, exceed them. With years of experience and research developed while working with Fortune 500 companies, authors Mark David Jones and J. Jeff Kober have created the World Class ExcellenceTM Model. Supported by the many years of experience the authors earned while leaders at Disney, this model builds on the core principles of values and vision, and reveals the 6-Ps primary delivery methods of world-class excellence that allows you to transform your organization s culture and brand. This proven model serves as a guiding beacon for leaders, aligning the work to bottom-line results, long-term success, and a world-class reputation. Presented in an engaging and straight forward style with many interesting case studies, this new leadership and customer service offering is a dynamite read. Section I: Establishing the Foundation for Excellence Ch. 1: Your Customer Really Is the Key Ch. 2: Leading with Your External and Internal Customers Ch. 3: Achieving Proven Leadership Excellence Ch. 4: Using the World Class Excellence Model to Transform Your Business Section II: Leading the Culture (Chapters 5-10) Section III: Leading the Brand (Chapters 11-16) Section IV: Ensuring Alignment & Integrity Ch. 17: How Service Netting Gets Results Ch. 18: Service Recovery that Really Works Ch. 19: Tips for Leading Implementation Ch. 20: Leading Forward to World-Class Excellence

Check price now

Rerate Products

• The Wonderful World of Customer Service at Disney
• Riding the Tiger: Leading Through Learning in Turbulent Times
• Delivering Happiness: A Path to Profits, Passion, and Purpose
• Creating Magic: 10 Common Sense Leadership Strategies from a Life at Disney
• Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (Wiley Desktop Editions)

Customer Review

Jun 25, 2011 15:33:16

The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization

The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization Review

See more picture

The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization Feature

• ISBN13: 9780470860823
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

Brand maven Adam Morgan, author of Eating the Big Fish, wants you to free your inner pirate and sail under the flag of the brand rather than the company. Morgan frames his brand-building advice by comparing time in the Navy (becoming a "corporate drone") with the life of a marketing pirate ("who does what is important, regardless of wisdom offered around us.")

Pirates, who challenge dominant brands, have a code. But it does not include the virtues of respecting the parent company, people's space, or the ways things have always been. Morgan draws upon 50 interviews with pirates from brand challenging companies including Diesel, Tommy Bahama, and Southwest airlines. His pirates dazzle with daring do: Apple's Steve Jobs, who shows what Morgan calls "emotional insertion" when he says, "Today we put the romance into computers" or Ingvar Kamprad, Founder of IKEA, who, in a Chinese chicken market, models "insights of opportunity" as he wonders how he can use the extra feathers.

For those of us without sea legs, Morgan offers four crisp sets of behavior to become a brand pirate and five personality traits to foster a challenger culture. Morgan is a wonderfully engaging writer, but sometimes his nautical analogies can get diluted by other metaphors. His ideas for helping challenger brands take on the big fish bristle with energy, originality--and above all--practicality. --Barbara Mackoff Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust.

In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.

Check price now

Rerate Products

• Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
• Reinventing Strategy: Using Strategic Learning to Create and Sustain Breakthrough Performance
• Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)
• Business Law: The Ethical, Global, and E-Commerce Environment
• Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising

Customer Review

Jun 24, 2011 13:18:44

The Brand Name Calorie Counter

The Brand Name Calorie Counter Review

See more picture

The latest brand-name calorie counts from Corinne T. Netzer, America's #1 authority on the nutritional content of food.

Do you waste time scrutinizing labels in the supermarket? Are you just guessing about calories when you dine at fast-food restaurants? A quick glance at this comprehensive reference will give you all the calorie counts you need to stay on track--whether you're dieting, maintaining, or just trying to eat healthily. You'll be astounded by the number of calories you can save by making the right choices among the foods you eat. From fast-food hamburgers to frozen desserts, you'll find vast differences between brands and even within brands.

So take a break and browse through the calorie counts for frozen potpies or breakfast cereals or ice cream and frozen yogurt. Get smart. Take charge. Corinne T. Netzer puts you in the driver's seat now, with...The Brand-Name Calorie Counter.

7th Edition Newly Revised and Updated

Check price now

Rerate Products

• The Complete Book of Food Counts, 8th Edition

Customer Review

Jun 23, 2011 12:35:16

America Past and Present, Volume 1 (9th Edition)

America Past and Present, Volume 1 (9th Edition) Review

See more picture

Designed for introductory-level survey courses in American History.

 

America Past and Present integrates the social and political dimensions of American history into one rich chronological narrative, providing students with a full picture of the scope and complexity of the American past.

 

Written in a lively narrative style by award-winning historians, America Past and Present tells the story of all Americans—elite and ordinary, women and men, rich and poor, white majority and minorities. The authors, all active, publishing, and award-winning historians, bring history to life for introductory students in America Past and Present . 

Check price now

Rerate Products

• America Past and Present, Volume 2 (9th Edition) (Myhistorylab (Access Codes))
• Portrait of America: Volume 1: To 1877
• Am Gov 2010
• The American Promise, Volume II: From 1865: A History of the United States
• Short Fiction: Classic and Contemporary

Customer Review

Jun 20, 2011 15:39:23

Nurse Matilda Goes to Hospital

Nurse Matilda Goes to Hospital Review

See more picture

'Joanna had scraped up the uneaten rice pudding from all the plates and stuffed it into a spare pillow case. Louisa and Rebecca had collected the bunches of grapes which the patients' kind relatives had brought them, and were treading them into wine in the hospital hip-bath. Daniel had swapped round all the charts at the heads of the patients' beds which told what was wrong with them, and added a few suggestions of his own. Romilly had turned the Little Ones' cots upside down and made sort of wooden cages out of them; and the Little Ones were pretending to be in a zoo. All the other children were doing simply dreadful things too.' The Brown children have feigned illness and been taken to hospital but with Nurse Matilda running the show they have little chance of keeping up their antics for long.

Check price now

Rerate Products

• Nurse Matilda Goes to Town
• Nurse Matilda: The Collected Tales
• Collected Tales of Nurse Matilda
• Nanny McPhee (Widescreen Edition)

Customer Review

Jun 19, 2011 07:56:56