Branding Books Across the Ages

This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands.

Author: Helleke van den Braber

Publisher: Amsterdam University Press

ISBN: 9789048544400

Category: Business & Economics

Page: 372

View: 464

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As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.
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Branding Books Across the Ages Hb

This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands.

Author: Dera VAN DEN BRABER

Publisher:

ISBN: 9463723919

Category:

Page:

View: 580

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- Focus on the dynamic process of branding - Focus on interactions between writers, publishers, critics, and readers - Wide historical scope
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Literary Prizes and Cultural Transfer

ject, 'Constructing Age for Young Readers (CAFYR)' at the University of Antwerp. ... He was co-editor of Branding Books Across the Ages: Strategies and Key Concepts in Literary Branding (Amsterdam University Press, 2021), a collection ...

Author: Petra Broomans

Publisher: Barkhuis

ISBN: 9789493194458

Category: Literary Criticism

Page: 275

View: 749

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Literary Prizes and Cultural Transfer addresses the multilevel nature of literary and translation prizes, with the aim of expanding our knowledge about them as an international and transnational phenomenon. The contributions to this book analyse the social, institutional, and ideological functions of such prizes. This volume not only looks at famous prizes and celebrities but also lesser known prizes in more peripheral language areas and regions, with a special focus on cultural transmitters and their networks, which play a decisive role in the award industry. Cultural transfer and translations are at the heart of this book and this approach adds a new dimension to the study of literary and translation prizes. The contributions reveal the diverse ways in which a cultural transfer approach enhances the study of literary prizes, presenting the state of the art regarding recent developments in the field. Articles with a broader scope discuss definitions, concepts, and methods, while other contributions deal with specific case studies. A variety of theoretical and methodological approaches are explored, applying field theory, network analysis, comparative literature, and cultural transfer studies. By providing multiple perspectives on the literary prize, this volume aims to contribute to our knowledge and understanding of this intriguing phenomenon.
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The Late Age of Print

Since 1996 the phrase “an Oprah book” has resounded throughout the book industry and across everyday book culture. ... Branding permits publishing firms partially to sidestep the time-consuming, costly, and often haphazard work of ...

Author: Ted Striphas

Publisher: Columbia University Press

ISBN: 9780231148153

Category: Social Science

Page: 242

View: 804

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Here, the author assesses our modern book culture by focusing on five key elements including the explosion of retail bookstores like Barnes & Noble and Borders, and the formation of the Oprah Book Club.
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Cultures of Commodity Branding

... branded products changed as these goods moved across different social sectors in the Bronze Age Mediterranean, ... including books, ceramics, and metalware, that have been consumed across Europe during several centuries since late ...

Author: Andrew Bevan

Publisher: Routledge

ISBN: 9781315430881

Category: Social Science

Page: 267

View: 436

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Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in places as diverse as the Bronze Age Mediterranean and Early Modern Europe. What the contributions in this volume also vividly document, both in past social contexts and recent ones as diverse as the kingdoms of Cameroon, Socialist Hungary or online eBay auctions, is the need to understand branded commodities as part of a broader continuum with techniques of gift-giving, ritual, and sacrifice. Bringing together the work of cultural anthropologists and archaeologists, this volume obliges specialists in marketing and economics to reassess the relationship between branding and capitalism, as well as adding an important new concept to the work of economic anthropologists and archaeologists.
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Breakthrough Branding

Primary usage within the library focused on borrowing books and printed materials for adults. Borrowing A/V materials garnered second highest use. This finding held consistent across age groups, with the exception of the 18–21 group of ...

Author: Suzanne Walters

Publisher: American Library Association

ISBN: 9781555707668

Category: Business & Economics

Page: 216

View: 248

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Branding provides a unique way for a library to distinguish itself: its identity, personality, and image. Drawing on five vividly unique case studies from libraries across the country, Breakthrough Branding: Positioning Your Library to Survive and Thrive shows how to mesh your library’s brand deeply and seamlessly within your internal culture, to leverage and better position your brand for the audiences you serve, and develop and implement promotional strategies and tactics consistent with your objectives. Experienced marketers and branding consultants Suzanne Walters and Kent Jackson offer clear advice regarding the art and science of library branding, advocacy, ethical considerations, marketing management and evaluation throughout the book’s three sections: “Branding” explains what a brand is and how to assess, develop and utilize your brand as an important institutional asset, with insider tips on environmental scanning, market research, and situation analysis; “Positioning” leads you through the process of effectively addressing your target audiences; “Promotion” helps you develop an integrated marketing communication strategy, including how to craft on-target messages, leverage your online presence to inform and engage with community members, and capitalize on traditional marketing channels, with guidance on public relations, event strategies, email, websites, and more.
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Decoding Branding

The book examines why brands age and how to decide whether a brand is an ideal candidate for revitalization. Counteracting demise calls for revitalization strategies to keep a brand contemporary and relevant, which are detailed in the book.

Author: Royce Yuen

Publisher: Routledge

ISBN: 1138802670

Category:

Page: 256

View: 519

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Brand revitalization is gaining momentum as the number of new brand failures continues to rise. However, not all brands are worthy of a new life, and the challenge today is determining which brands can be salvaged and how best to do it. This book explores the top signs of an imminently aging brand and discusses some good and bad attempts at revitalization in the Asian region. The book examines why brands age and how to decide whether a brand is an ideal candidate for revitalization. Counteracting demise calls for revitalization strategies to keep a brand contemporary and relevant, which are detailed in the book. Wellcrafted strategies can breathe new life into the brand at a time when it appears to be diminishing. In fact, the best brand revitalization strategy is to pre-empt the brand from aging. The book redefines the concept of brand revitalization or brand rejuvenation by adding the new dimension of anti-brand-aging. Instead of just focusing on finding a remedy, the book advocates this enhanced concept, with a proposed methodology on how to help brands to continuously update themselves, hence prolonging the brand life cycle and preventing the brands from entering the declining stage, which is something that is highly relevant and valuable to all brands across all categories.
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REALITY IN BRANDING

A true wave of publications on the subject of branding sweeps through the media and book market, flooding our brains ... are omnipresent fixtures, points of contention and linchpins across all social circles, classes and age groups.

Author: Arnd Zschiesche

Publisher: BoD – Books on Demand

ISBN: 9783967390551

Category: Business & Economics

Page: 264

View: 394

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BELIEVING IS NOT THE SAME AS KNOWING: THE FUNDAMENTAL FACTS ABOUT THE LAWS OF EUROPEAN BRAND MANAGEMENT IN 50 ANSWERS REALITY IN BRANDING From breakfast cereals to smartphones, nothing is left unbranded: brands are with us every step of the way. We define ourselves through the brands we surround ourselves with. Even if we reject brands, that is a brand statement. Brands are everywhere in the 21st century - that is exactly why we all have an opinion on them. When it comes to private life, there is little objection to this concept. However, when it comes to brand management and brand positioning with - in a company, personal sensitivities and feelings are out of place. Too many opinions, too little wisdom: In 50 timeless answers, brand sociologists Dr. Arnd Zschiesche and Prof. Dr. Oliver Errichiello put a stop to the brand debates that are shaped by the zeitgeist. They speak in plain language where vague chatter typically prevails. And they show why every brand is a social phenomenon that has an impact: It is about the management of social hard facts. Not just in Europe. Classic European Brand Management leads the way for every company seriously focusing on economic success for the long term - internally, as well. It is time for timeless, value-oriented Branding from the old continent.
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Personal Brand Management

This book is intended for anyone who considers themselves a marketer; and in this day and age, that is most of us. ... of personal branding as a whole, and a conceptual framework that is also applicable to individuals throughout the ...

Author: Talaya Waller

Publisher: Springer Nature

ISBN: 9783030437442

Category: Business & Economics

Page: 164

View: 958

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This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.
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Popular Music as Promotion

Against widespread hype about the purported decline of the major music labels, this book provides a critique of the ways these companies have successfully adapted to digital challenges – and what is at stake for music makers and for ...

Author: Leslie M. Meier

Publisher: John Wiley & Sons

ISBN: 9780745692234

Category: Social Science

Page: 216

View: 118

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Business-as-usual has been transformed across the music industries in the post-CD age. Against widespread hype about the purported decline of the major music labels, this book provides a critique of the ways these companies have successfully adapted to digital challenges – and what is at stake for music makers and for culture. Today, recording artists are positioned as artist-brands and popular music as a product to be licensed by consumer and media brands. Leslie M. Meier examines key consequences of shifting business models, marketing strategies, and the new common sense in the music industries: the gatekeeping and colonization of popular music by brands. Popular Music as Promotion is important reading for students and scholars of media and communication studies, cultural studies and sociology, and will appeal to anyone interested in new intersections of popular music, digital media and promotional culture.
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Branded Content

Red Bull is now a fully functioning media company, whose Media House also creates art and photography books, a lifestyle magazine, ... Branded content is occurring in different forms across news media, entertainment and social media.

Author: Jonathan Hardy

Publisher: Routledge

ISBN: 9781317278887

Category: Social Science

Page: 292

View: 837

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This is a critical study of the changing relationship between media and marketing communications in the digital age. It examines the growth of content funded by brands, including brands’ own media, native advertising, and the integration of branded content across film, television, journalism and publishing, online, mobile, and social media. This ambitious historical, empirical, and theoretical study examines industry practices, policies, and ‘problems’, advancing a framework for analysis of communications governance. Featuring examples from the UK, US, EU, Asia, and other regions, it illustrates and explains industry practices, forms, and formats and their relationship with changing market conditions, policies, and regulation. The book provides a wide-ranging and incisive guide to contemporary advertising and media practices, to different arguments and perspectives on these practices arising in industry, policy, and academic contexts, and to the contribution made by critical scholarship, past and present. It also offers a critical review of industry, regulatory, societal, and academic literatures. Jonathan Hardy examines the erosion of the principle of separating advertising and media and calls for a new framework for distinguishing marketing communications across 21st-century communications. With a focus on key issues in industry, policy, and academic contexts, this is essential reading for students of media industries, advertising, marketing, and digital media.
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Booklife Digital Strategies and Survival Tips for the 21st Century Writer

Accomplishing this is tricky, takes time, and requires applying branding standards from other professions (whole books have been written about this one subject). However, the rewards of diversity can be great in the new media age — an ...

Author: Jeff VanderMeer

Publisher: A&C Black

ISBN: 9781408129135

Category: Reference

Page: 329

View: 287

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A wealth of practical advice to help writers enhance their career and engage with readers in the digital age.
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Innovation in Branding and Advertising Communication

interests across media and marketing industries want to advance the merging of media and advertising and do not want to invite stronger regulation or wider public ... Defining branded content for the digital age. ... New York: OR Books.

Author: Lluís Mas-Manchón

Publisher: Routledge

ISBN: 9781000198270

Category: Business & Economics

Page: 184

View: 388

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This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
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OBD Obsessive Branding Disorder

Spilling across my desk , these books offer a cross - section of the credos of capitalism . It's not a pretty picture . Since the industrial age , we've seen countless business theories and management systems , from Taylorism to ...

Author: Lucas Conley

Publisher: PublicAffairs

ISBN: UOM:39015079225416

Category: Business & Economics

Page: 240

View: 283

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The world is more branded than ever before: Americans encounter anywhere between 3,000 and 5,000 ads a day. Increasingly, brands vie for our attention from insidious angles that target our emotional responses (scent, taste, sound, and touch). In an ever-faster, more competitive global landscape fueled both by the rise of cheaper, foreign brands and by so-called house-brands (the eponymous brands of Wal-Mart, Target, and the like), American companies are in a mad dash to keep up. Branding, or identity-making, has begun to replace the research and development of yore. From the fertile crescent of branding (Cincinnati), to the laboratories of sensory specialists (musicologists and "noses"), Lucas Conley takes us on a long-overdue journey through the strange culture that is our own. As hilarious as it is frightening, Conley's investigation into the phenomenon of rampant commercialism (often backed by little substance), offers an illuminating portrait of an age of obsession.
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BrandChild

Praise and Reviews "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation.

Author: Martin Lindstrom

Publisher: Kogan Page Publishers

ISBN: 9780749447113

Category: Business & Economics

Page: 320

View: 567

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Praise and Reviews "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation..." - Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "BRANDchild will be a valuable addition to our industry's literature." - Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson "Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom." - Stann Rapp, MRM Partners Worldwide and co-founder of Rapp Collins Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world's most extensive study of tween attitudes and behaviours, and now available in paperback, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids' trends and fascinating marketing techniques. Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
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Branding Between the Ears Using Cognitive Science to Build Lasting Customer Connections

In this book, Dayal does a superb job at showcasing why old methods of branding are failing, and why Cognitive Branding is the new pathway forward." —Mathew Sweezey, Director of Market Strategy Salesforce and author, The Context Marketing ...

Author: Sandeep Dayal

Publisher: McGraw-Hill Education

ISBN: 1264269846

Category: Business & Economics

Page: 288

View: 239

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The new, game-changing way to build a “cognitive brand” that connects with your customers in the deepest, most meaningful ways Successful marketing is all about unlocking the door to peoples’ thoughts, feelings, memories, and fantasies. Tap into one or more of these, and your brand will stick forever. In Branding Between the Ears, world-renowned, marketing thought leader, Sandeep Dayal, shows you how to leverage behavioral psychology, social anthropology, and neuroscience to decode what goes on in consumer minds, and create effective marketing strategies to build the kind of loyalty that fuels today’s brand giants. Dayal reveals that most successful cognitive brands are architected around three questions consumers ask themselves: •Does this brand give me good vibes? •Does what this brand says make sense to me? •Will I be happier if I buy this brand? These three factors, good brand vibes, brand sense and brand resolve are the hidden mantra for designing empathetic brands that push customers off the fence of indecision and indifference to fully engage with and inevitably buy them. Branding Between the Ears reveals paradigm shifts in building and executing brands that are informed by a burgeoning body of research in brain sciences, and offers a better way to make brands that not just stand out, but connect with consumers and embed in their thoughts inexorably to drive choice. Dayal is the marketing thought leader who predicted that "consumer collaboration" would be the key factor in winning people’s trust online and giving consumers control over their personal information would be central to gaining their trust—issues that are unfolding today. Now, with Branding Between the Ears he provides equally prescient principles and new ideas for gaining the competitive edge in a largely uncertain future and winning with cognitive power brands.
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Asia s Star Brands

If you are a chairman or board member chief brand officer chief executive marketing director brand or marketing manager communications specialist management consultant or business advisor financial controller business student owner-manager ...

Author: Paul Temporal

Publisher: John Wiley & Sons

ISBN: 9781118580707

Category: Business & Economics

Page: 288

View: 202

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ASIA'S STAR BRANDS Asian brands have come of age, and no longer can be seen as "also rans" to their Western competitors. The problem is, very little has been know about them. Paul Temporal's book fills this gap, with a series of practical 'brand biographies' which chart both the growing pains and the growth potential of the new contenders from the East. It's vital reading for anyone committed to doing business in Asia. - Miles Young, Chairman, Ogilvy & Mather, Asia Pacific China and Japan, as well as India and the Emirates, suggest remarkable achievements by local companies in the field of branding and brands. Such a revolution shall impact not only the regional markets but also the world economy and non-Asian firms. Paul Temporal's book provides spectacular business cases and broader key lessons. it should become a major reference for any practitioner and scholar, whether Asian or not. I rank it in my short list of relevant texts about competition and success in the coming years. - Professor Jean-Claude Thoenig, INSEAD A well-managed brand is the lifeline of any successful company. this helpful book explains how Asian companies have built their brands to create sustainable competitive advantage. Using up-to-date Asian case studies, it will help readers have a better understanding of the creation, management and evolution of brands. - Professor John Quelch, Harvard Business School It is often said that the 21st Century is Asia's. It is very encouraging to see many Asian brands succeeding, as wonderfully showcased by Paul Temporal, both regionally and globally. Branding is investment for the future.
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Advertising by Design

The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process.

Author: Robin Landa

Publisher: John Wiley & Sons

ISBN: 9781119691495

Category: Design

Page: 288

View: 144

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A real-world introduction to advertising design and art direction, updated and revised for today's industry The newly revised Fourth Edition of Advertising by Design: Generating and Designing Creative Ideas Across Media delivers an invigorating and cutting-edge take on concept generation, art direction, design, and media channels for advertising. The book offers principles, theories, step-by-step instructions, and advice from esteemed experts to guide you through the fundamentals of advertising design and the creative process. With a fresh focus on building a coherent brand campaign through storytelling across all media channels, Advertising by Design shows you how to conceive ideas based on strategy, build brands with compelling advertising, and encourage social media participation. You'll also get insights from guest essays and interviews with world-leading creatives in the advertising industry. The book is filled with practical case studies that show real-world applications. You’ll also benefit from coverage of A quick start guide to advertising A thorough introduction to what advertising is, including its purpose, categories, forms, media channels, social media listening, and its creators Creative thinking strategies and how to generate ideas based on creative briefs Utilizing brand archetypes and creating unique branded content Composition by design, including the parts of an ad, the relationship between images and copy, basic design principles, and points of view How to build a brand narrative in the digital age Copywriting how-to's for art directors and designers Experiential advertising An examination of digital design, including subsections on the basics of mobile and desktop website design, motion, digital branding, and social media design Perfect for students and instructors of advertising design, art direction, graphic design, communication design, and copywriting, Advertising by Design also will earn a place in the libraries of business owners, executives, managers, and employees whose work requires them to understand and execute on branding initiatives, advertising campaigns, and other customer-facing content.
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The Publishers Weekly

Ages 6-10 . ( Aug. ) princess for its own , twin brothers set out to ing him on nearly every page ( “ They may call save ... this book capably delivers colorful , shiny beadwork , cavort across can- one of his most famous paintings .

Author:

Publisher:

ISBN: UCSD:31822032002537

Category: American literature

Page:

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Inside Book Publishing

... children's books across the board (and interest from film companies in children's book properties). In fiction, the importance of the branding of authors, such as Jacqueline Wilson, Philip Pullman and Francesca Simon, strengthened.

Author: Giles Clark

Publisher: Routledge

ISBN: 9781351265706

Category: Social Science

Page: 360

View: 887

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Now fully revised and updated for its sixth edition, Inside Book Publishing is the classic introduction to the book publishing industry. Giles Clark and Angus Phillips offer authoritative coverage of all sectors of the industry from commercial fiction and non-fiction to educational publishing and academic journals. They reveal how publishers continue to adapt to a fast-changing and highly interconnected world, in which printed books have proved resilient alongside ebooks and the growth in audio. Major themes are explored, including the development of digital products and the use of social media in book marketing; and those that affect publishers’ businesses such as the rise of internet retailing, rental models for student textbooks, and open access where academic content is free to the user. Case studies from industry experts give fascinating perspectives on topics such as crowdfunding, self-publishing and how authors can market themselves. The book provides excellent overviews of the main aspects of the publishing process: commissioning authors, product development, design and production, marketing, sales and distribution. As a manual for those in the profession and a guide for the potential publishers of the future, Inside Book Publishing remains a seminal work for anyone with an interest in the industry. It will also be of interest to authors seeking an insider’s view of this exciting industry. Companion website: www.insidebookpublishing.com
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