Brand Touchpoints

Brand Touchpoints
Author :
Publisher : Nova Science Publishers
Total Pages : 0
Release :
ISBN-10 : 1536135666
ISBN-13 : 9781536135664
Rating : 4/5 (664 Downloads)

Book Synopsis Brand Touchpoints by : Aparna Sundar

Download or read book Brand Touchpoints written by Aparna Sundar and published by Nova Science Publishers. This book was released on 2018 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately keeping customers resolute in their allegiance. Information related through brand touchpoints increases brand familiarity, contributes to a brands value, improves attitudes towards a brand, and in general is essential to maintain an ongoing relationship with consumers. Given the role of brand touchpoints, a look at contemporary issues is warranted. Brand Touchpoints is a collection of chapters by academics, practitioners and designers on the current evolution of brand communication. The book looks at existing issues in the marketplace and ways to influence the branding process. First, the changing role of brand touchpoints is reviewed in terms of the move from physical assets such as stores, trucks, and outdoor billboards to digital applications. A foundational sense of how consumers develop inferences surrounding brand touchpoints is then explored. Following this, prescriptive models for building brands to enhance the effectiveness of brand touchpoints are proposed. Then the ability of tangible touchpoints such as product design, packaging, and other tangible aspects of the brand to inform macro branding is reviewed. A case is made for more research on multisensory aspects of a brand. Chapters in the final section of the book explore brand touchpoints as it influences microtrends of prosocial consumers, children and ardent sports fans. To conclude, novel linkages in brand literature that set up an agenda for future research as it relates to consumer culture is discussed. The diverse set of chapters in this book offer a well-timed, in-depth summary of the various academic literature and industry phenomenon. Chapters are contributed by leading academic and industry experts which include: Chris Allen, University of Cincinnati; Clarinda Rodrigues, Linnaeus University; Claudio Alvarez, Baylor University; Conor Henderson, University of Oregon; Dominic Walsh, Landor Associates; Doug Ewing, Bowling Green State University; Drew Boyd, University of Cincinnati; Frank R. Kardes, University of Cincinnati; Frank Veltri, University of Oregon; Kathryn Mercurio, University of Oregon; Lars Bergkvist, Zayed University; Marc Mazodier, Zayed University; Matt Carcieri, The Jim Stengel Company; Maureen Morrin, Temple University; Peter Chamberlain, University of Cincinnati; Remi Trudel, Boston University; Sara Baskentli, City University of New York; Susan P. Mantel, University of Cincinnati; Susan Sokolowski, University of Oregon; Teresa Davis, The University of Sydney; Todd Timney, The University of Cincinnati; Xiaoqi Han, Western Connecticut State University


Brand Touchpoints Related Books

Brand Touchpoints
Language: en
Pages: 0
Authors: Aparna Sundar
Categories: Branding
Type: BOOK - Published: 2018 - Publisher: Nova Science Publishers

GET EBOOK

Brand touchpoints are used to reinforce the basic premise of branding, which is to distinguish brands from their competitors and remain memorable, ultimately ke
TouchPoints
Language: en
Pages: 213
Authors: Douglas Conant
Categories: Business & Economics
Type: BOOK - Published: 2011-04-12 - Publisher: John Wiley & Sons

GET EBOOK

A fresh, effective, and enduring way to lead—starting with your next interaction Most leaders feel the inevitable interruptions in their jam-packed days are t
The Brand Flip
Language: en
Pages: 181
Authors: Marty Neumeier
Categories: Business & Economics
Type: BOOK - Published: 2015-07-24 - Publisher: New Riders

GET EBOOK

Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip you
Marketing Communications
Language: en
Pages: 1019
Authors: Chris Fill
Categories: Branding (Marketing)
Type: BOOK - Published: 2019 - Publisher: Pearson UK

GET EBOOK

The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into
What Great Brands Do
Language: en
Pages: 278
Authors: Denise Lee Yohn
Categories: Business & Economics
Type: BOOK - Published: 2014-01-07 - Publisher: John Wiley & Sons

GET EBOOK

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic sta