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Strategic Brand Management and Development Creating and Marketing
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.
This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights. With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.
This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.
eBook
Sketching User Experiences: Getting the Design Right and the Right Design
Sketching User Experiences approaches design and design thinking as something distinct that needs to be better understood—by both designers and the people with whom they need to work— in order to achieve success with new products and systems. So while the focus is on design, the approach is holistic. Hence, the book speaks to designers, usability specialists, the HCI community, product managers, and business executives. There is an emphasis on balancing the back- end concern with usability and engineering excellence (getting the design right) with an up-front investment in sketching and ideation (getting the right design). Overall, the objective is to build the notion of informed design: molding emerging technology into a form that serves our society and reflects its values. Grounded in both practice and scientific research, Bill Buxton's engaging work aims to spark the imagination while encouraging the use of new techniques, breathing new life into user experience design. * Covers sketching and early prototyping design methods suitable for dynamic product capabilities: cell phones that communicate with each other and other embedded systems, \"smart\" appliances, and things you only imagine in your dreams * Thorough coverage of the design sketching method which helps easily build experience prototypes—without the effort of engineering prototypes which are difficult to abandon * Reaches out to a range of designers, including user interface designers, industrial designers, software engineers, usability engineers, product managers, and others * Full of case studies, examples, exercises, and projects, and access to video clips that demonstrate the principles and methods
eBook
Product management essentials : tools and techniques for becoming an effective technical product manager
\"Gain all of the techniques, teachings, tools, and methodologies required to be an effective first-time product manager. The overarching goal of this book is to help you understand the product manager role, give you concrete examples of what a product manager does, and build the foundational skill-set that will gear you towards a career in product management. To be an effective PM in the tech industry, you need to have a basic understanding of technology. In this book you'll get your feet wet by exploring the skills a PM needs in their toolset and cover enough ground to make you feel comfortable in a technical discussion. A PM is not expected to have the same level of depth or knowledge as a software engineer, but knowing enough to continue the conversation can be a benefit in your career in product management.\" -- Provided by publisher.
Book
Behavioral Aspects of Brand Management
Brand is not only effective marketing tool. Brand is powerful multi-structural socio-economic phenomenon, which combines traditional economic postulates and practices in the introjection of psychological and sociological characteristics of consumer. Traditionally, it is characterized by paradigmatic polarization, in which theories alternate by differently accentuating the need for econometric modelling as a baseline platform for optimizing managerial decision-making processes. Individual complicated structures of the intersection of its qualitative and quantitative aspects require not only specific professional and personal prerequisites of managers at any management levels, but also a developed supporting instrumentation of these processes. If company knows how to manage its value, brand has the potential to lead the company from the darkness of market mediocrity to the light of competitive uniqueness. The respect for contemporary trends in behavioral economics is the basic prerequisite for successful brand management. Thus, the main ambition of the monograph is not limited to a simple statement of existing approaches and trends, but its research character acquires a polemical dimension in the context of cross-sectional analysis of the behavioral aspects of brand management in various areas of business management in specific market conditions
eBook
Industrial project management : international standards and best practices for engineering and construction contracting
This rigorously academic book describes - in a precise but practical way - the most recent principles and techniques of project management, at the highest international standards, with a fully company-wide, process-based, multi-project approach.
Book
Integration of design and manufacturing data to support personal manufacturing based on 3D printing services
This paper suggests an extended product data model that integrates product design and manufacturing data to support personal manufacturing based on 3D printing services. To produce highly customized products with limited resources, personal manufacturers require data management tools for integrated product design and manufacturing. However, the current separated and dedicated design and manufacturing information systems for mass production cannot satisfy the requirements of personal manufacturing. To solve this problem, this study introduces an extended product data model that has data objects for bills of processes (BOP), customer orders and manufacturing operation linked to 3D printing services through Internet of things (IOTs) technologies. The extended product data model can support product design, process planning, production planning, and execution of manufacturing operation in a unified single user environment. To demonstrate the applicability of the model, this study implemented it as a prototype product data management (PDM) system and applied the system to an example product development.
Journal Article
All experience is not created equal: learning, adapting, and focusing in product portfolio management
This study explores the contingencies relating firm experience to product development capabilities, focusing on experience type (breadth versus depth) and timing (prior versus concurrent). Results from empirical tests in the U.S. mutual fund industry offer two primary findings. First, firms increase proficiency at adapting their processes to address new opportunities as they accumulate experience in entering new niches, but face initial hurdles broadening their experience base. Second, concurrent learning is capacity constrained, as product quality increases in the number of products introduced simultaneously in one niche, but quality decreases as the firm's concurrent portfolio of new products broadens. Jointly, these findings highlight that dynamic capabilities are built through prior adaptation experience and that management of a product development portfolio is an important managerial capability.
Journal Article