Hone your understanding of international brand management with this textbook, showcasing why it's critical for all brands to develop elasticity and adapt to different territories, audiences and contexts.
Hone your understanding of international brand management with this textbook, showcasing why it's critical for all brands to develop elasticity and adapt to different territories, audiences and contexts.
Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders. Ilan Geva is Adjunct Professor at the University of Chicago and DePaul University, and was formerly Design Head and Creative Director at Ogilvy & Mather, Leo Burnett, Frankel & Co., and several internationally renowned agencies. He currently runs Ilan Geva & Friends, a leading branding consultancy based in Chicago.
Inhaltsangabe
Section ONE: Theoretical and strategic foundations; Chapter 01: A definition of brands and branding; Chapter 02: The strategic role branding plays; Chapter 03: Internal branding vs. external branding; Chapter 04: MarTech, Programmatic, and more technological innovations; Section TWO: Practical and tactical applications; Chapter 05: Brand foundational development; Chapter 06: Brand actualization; Chapter 07: Branding and the marketing communication ecosystem; Chapter 08: Brand management; Section THREE: Branding issues and opportunities; Chapter 09: Branding in a global economy; Chapter 10: Brand architecture; Chapter 11: Speciality application areas; Chapter 12: Digital asset management (of branding elements)
