الصفحة 1
الصفحة 1
International Luxury Brand Strategy
Gives an overview of how a luxury brand is created through the understanding and application of economic rules and through firms adopting new management models across multiple business dimensions. It also explains the application of theories and models and illustrates specific issues through case studies drawn from international markets such as China and France. The Chinese cases provide unique opportunities and insights into how these new luxury brands were created and how they have benefited from the international market over time.
International Brand Management of Chinese Companies : Case Studies on the Chinese Household Appliances and Consumer Electronics Industry Entering US and Western European Markets
This book is a must read for all those interested in building successful global brands and for all those interested in China and Chinese companies - A strange combination? No. Based on extensive research and interviews with Lenovo, Haier, TCL, Hisense and key decision makers worldwide, Sandra Bell gives reasons and identifies a Chinese way of international brand management.
Intellectual Property Management : The Role of Technology-Brands in the Appropriation of Technological Innovation
The book investigates the interplay of brand equity and technological assets at the corporate level. In a grounded theory approach it develops a model of how companies in technology intensive industries can improve the appropriation of the returns of their intangible technological assets with the help of brand equity and thus improve their competitiveness. The theoretical discussions are supported by two extensive case studies on Bayer Aspirin and Cisco Systems as well as an extensive econometric analysis. The developed model points out how the strategic relevance of immaterial technological assets and brand equity develop along the technology-life-cycle and indicates how companies can, by an integrated technology and brand equity management, appropriate the returns of their initial technological advantage in the long-run. The implications of the findings for business companies as well as researchers are clearly revealed.
In Detail : Exhibitions and Displays : Museum Design Concepts, Brand Presentation, Trade Show Design
From trade fair stands to museum concepts, the successful transfer of information to a wide public audience relies on effective staging and appropriate architectural design. While museum exhibitions focus on the art of communicating content, with commercial aspects tending to play a more subordinate role, the goal of trade fair stands and showrooms is to convey a brand image. And at least since large companies like BMW and Mercedes began introducing commercialized museum concepts designed to stage their brands, the phenomenon has come full circle. Presents extensively documented project examples. With production photographs from the construction site. Includes the most important planning aspects and production methods
Imaging for Detection and Identification
The dynamic interaction between world-renowned scientists from the usually disparate communities of pure mathematicians and applied sci- tists which occurred at our seven previous ASI’s continued at this meeting. The fusion of basic ideas in mathematics, radar, sonar, biology, and ch- istry with ongoing improvements in hardware and computation offers the promise of much more sophisticated and accurate detection and identi?cation capabilities than currently exist. Coupled with the dramatic rise in the need for surveillance in innumerable aspects of our daily lives, brought about by hostile acts deemed unimaginable only a few short years ago, the time is ripe for image processing scientists in these usually diverse ?elds to join together in a concerted effort to combat the new brands of terrorism. This ASI was one important initial step.
Hydra = هايدرا
Forgery involves the use of advanced algorithms to replicate and distribute deceptive products across various categories, casting shadows of doubt on the authenticity of goods. Although counterfeit detection can be useful in identifying and mitigating fraudulent activities, the widespread presence of counterfeit goods poses significant dangers, undermining consumer confidence and brand reputation. To underscore the severity of this issue, consider instances such as fake luxury items flooding the market, counterfeit electronics compromising safety, or bogus pharmaceuticals endangering health. Addressing this issue is critical in maintaining the integrity of brands, safeguarding consumer well-being, and preserving trust in the marketplace. The ability to distinguish between authentic and counterfeit products is paramount in ensuring accurate decision-making and preventing the harmful consequences of fraudulent goods. This technological context underscores the urgency of developing and deploying cutting-edge solutions to combat the evolving landscape of product forgery. Hydra emerges as a robust solution, utilizing a comprehensive approach that includes extracting posts and images from search engine tools, and is integrated with AI models to detect forgery. The Hydra platform not only provides users with a powerful tool for detecting counterfeit products but also offers tangible benefits such as enhanced brand security, increased awareness about the prevalence of forgeries, and the opportunity to actively participate in a real-time community.
Graph-theoretic concepts in computer science ; 33rd International workshop, WG 2007, Dornburg, Germany, June 21-23, 2007, Revised Papers
The WG conference traditionally aims at uniting theory and practice by demonstrating how graph-theoretic concepts can be applied to various areas in computer science, or by extracting new problems from applications. The goal is to present recent researchresults and to identify and exploredirections of future research.
Golden brands
يتحدث المشروع عن تصميم لمجمع تجاري مختص بعالم الموضة والأزياء ويضم مجموعة من الماركات العالمية. يتألف المبنى من ثلاث طوابق بمساحات واسعة ويتسم شكله العام بتشكيل أقرب إلى مثلث بنهاية عريضة ما أتاح الفرصة لتصميم فراغات داخلية غير تقليدية تدعم فكرة العرض الفاخر. يرتكز التصميم الداخلي على الطراز المودرن الفخم الذي ينسجم مع طبيعة الماركات العالمية، ومن خلال استخدام خامات راقية، توزيع مدروس للمحلات، مسارات حركة واضحة وإضاءة مدرسة تعزز من تجربة الزوار داخل المول.
Fashion recommender systems
The impact of social networks and the influence that fashion influencers have on the choices people make for shopping is undeniable. For instance, many people use Instagram to learn about fashion trends from top influencers, which helps them to buy similar or even exact outfits from the tagged brands in the post. When traced, customers’ social behavior can be a very useful guide for online shopping websites, providing insights on the styles the customers are really interested in, and hence aiding the online shops in offering better recommendations and facilitating customers quest for outfits.
Essentials of consumer behavior
Essentials of consumer behavior offers an unique material on vulnerable consumers and ethics. Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption.
Energy branding : Harnessing consumer power
Demonstrating the potential of building strong brands in the energy sector, This book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a greater focus on marketing and branding in the energy industry. The author examines both perspectives of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe. Topics discussed include green energy, the liberalisation of the electricity industry, and the relationship between consumers and executives in the energy market.
Contemporary Issues in Luxury Brand Management
Provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability. Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups.
Marketing metrics : Leverage analytics and data to optimize marketing strategies
Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way.
Managing Corporate Brands : A new approach to corporate communication
Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
Leveraging Mobile Media : Cross-Media Strategy and Innovation Policy for Mobile Media Communication
Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.
Launching & Building a Brand For Dummies
In Launching & Building a Brand For Dummies, Amy Will—who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands—covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts.
Communication research into the digital society : Fundamental insights from the Amsterdam School of Communication Research
Media and communication have become ubiquitous in today’s societies andaffect all aspects of life. On an individual level, they impact how we learnabout the world, how we entertain ourselves, and how we interact withothers. On an organisational level, the interactions between media andorganisations, such as political parties, NGOs, businesses and brands, shapeorganisations’ reputation, legitimacy, trust and (financial) performance, aswell as individuals’ consumer, political, social and health behaviours. Atthe societal level, media and communication are crucial for shaping publicopinion on current issues such as climate change, sustainability, diversity,and well-being.
Chanel : دار أزياء
تم اختيار المشروع لأهمية هذه العلامة التجارية في عالم الموضة. والمشروع يحتوي على كافة الفعاليات المتعلقة بالازياء (تصميم-عرض أزياء-مبيع المنتجات).
Brands and Consumers : A Research Overview
This short-form book provides a comprehensive overview of research evidence on several core branding topics whilst acting as a catalyst for advancing future research and informing business practice. The book represents a timely compendium on popular topics in branding and aims to be a valuable addition to knowledge in branding. The book focuses on reviewing research in branding and brand management, and proposes areas for expanding research in the field.
Branded content : The fateful merging of media and marketing
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.
