The Art of Successful Brand Collaborations

The Art of Successful Brand Collaborations

Author: Géraldine Michel

Publisher: Routledge

Published: 2020-03-04

Total Pages: 256

ISBN-13: 1351014455

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Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.


Book Synopsis The Art of Successful Brand Collaborations by : Géraldine Michel

Download or read book The Art of Successful Brand Collaborations written by Géraldine Michel and published by Routledge. This book was released on 2020-03-04 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the process of brand collaborations and explains the key factors of success to build specific forms of collaborations between diverse partners. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham and Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing strategy. This includes additional meaning, improvement of the brand image, attracting new customers within different target groups and the development of the brand in new markets. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and successfully implement the process of brand collaborations.

The Art of Successful Brand Collaborations

The Art of Successful Brand Collaborations

Author: Géraldine Michel

Publisher:

Published: 2020

Total Pages: 286

ISBN-13: 9781351014472

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"Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the complex process of brand collaborations and explains the key factors of success to build this specific form of a partnership between businesses. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham, Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing tool. This includes improvement of the brand image, development of the brand on new markets, attracting new customers within different target groups and obtainment of new market shares. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and implement the process of successful brand collaboration"--


Book Synopsis The Art of Successful Brand Collaborations by : Géraldine Michel

Download or read book The Art of Successful Brand Collaborations written by Géraldine Michel and published by . This book was released on 2020 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Brand collaborations are widely considered the art of the perfect match. This book is a guide to understanding the complex process of brand collaborations and explains the key factors of success to build this specific form of a partnership between businesses. The Art of Successful Brand Collaborations gives tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies such as Coca-Cola, Louis Vuitton, Puma, David Beckham, Pharrell Williams. In this vivid study, the academic and practitioner author team outline deep knowledge about the advantages and economic benefits of this marketing tool. This includes improvement of the brand image, development of the brand on new markets, attracting new customers within different target groups and obtainment of new market shares. Filled with interviews from practitioners and vital academic and professional insights, this book is an essential guide for brand managers, professors and students to better understand and implement the process of successful brand collaboration"--

The Routledge Companion to Corporate Branding

The Routledge Companion to Corporate Branding

Author: Oriol Iglesias

Publisher: Taylor & Francis

Published: 2022-04-28

Total Pages: 535

ISBN-13: 1000573583

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This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.


Book Synopsis The Routledge Companion to Corporate Branding by : Oriol Iglesias

Download or read book The Routledge Companion to Corporate Branding written by Oriol Iglesias and published by Taylor & Francis. This book was released on 2022-04-28 with total page 535 pages. Available in PDF, EPUB and Kindle. Book excerpt: This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

Research Handbook on Brand Co-Creation

Research Handbook on Brand Co-Creation

Author: Markovic, Stefan

Publisher: Edward Elgar Publishing

Published: 2022-03-10

Total Pages: 448

ISBN-13: 1839105429

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Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.


Book Synopsis Research Handbook on Brand Co-Creation by : Markovic, Stefan

Download or read book Research Handbook on Brand Co-Creation written by Markovic, Stefan and published by Edward Elgar Publishing. This book was released on 2022-03-10 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

The Brains Behind Great Ad Campaigns

The Brains Behind Great Ad Campaigns

Author: Margo Berman

Publisher: Rowman & Littlefield

Published: 2009

Total Pages: 256

ISBN-13: 9780742555518

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Catch an inside look at the advertising creative process. Discover how teams collaborate to create unforgettable promotions like the Budweiser "Clydesdale," PEDIGREE "Adoption Drive," or UPS "Whiteboard" campaigns.


Book Synopsis The Brains Behind Great Ad Campaigns by : Margo Berman

Download or read book The Brains Behind Great Ad Campaigns written by Margo Berman and published by Rowman & Littlefield. This book was released on 2009 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Catch an inside look at the advertising creative process. Discover how teams collaborate to create unforgettable promotions like the Budweiser "Clydesdale," PEDIGREE "Adoption Drive," or UPS "Whiteboard" campaigns.

Resilience of Luxury Companies in Times of Change

Resilience of Luxury Companies in Times of Change

Author: Gabriella Lojacono

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2021-08-23

Total Pages: 329

ISBN-13: 3110723549

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Why do some luxury companies remain resilient through times of change, while others do not? The reason is that these companies have unique skills to diversify their revenue generation by being ambidextrous. Luxury companies today cannot depend on their reputation or their creativity alone to remain resilient, rather they require the ability to be ambidextrous – to explore new trajectories for future growth and exploiting their iconic values. In past decades, the industry has shifted from product to customer centric and forced companies to adopt new strategies and approaches to succeed. This includes the adoption of digital platforms such as ecommerce, social media and mobile enabled tools to continually elevate customer experience. In addition, new business models have emerged to address growing pains, particularly in inventory issues, over manufacturing and sustainability. Brands today are forced to adopt evolution through innovation that is anchored by new values without compromising their DNA. Based on in-depth research and interviews with CEOs from leading luxury companies, Lojacono and Pan show how companies can hedge their risks and remain resilient in times of change.


Book Synopsis Resilience of Luxury Companies in Times of Change by : Gabriella Lojacono

Download or read book Resilience of Luxury Companies in Times of Change written by Gabriella Lojacono and published by Walter de Gruyter GmbH & Co KG. This book was released on 2021-08-23 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why do some luxury companies remain resilient through times of change, while others do not? The reason is that these companies have unique skills to diversify their revenue generation by being ambidextrous. Luxury companies today cannot depend on their reputation or their creativity alone to remain resilient, rather they require the ability to be ambidextrous – to explore new trajectories for future growth and exploiting their iconic values. In past decades, the industry has shifted from product to customer centric and forced companies to adopt new strategies and approaches to succeed. This includes the adoption of digital platforms such as ecommerce, social media and mobile enabled tools to continually elevate customer experience. In addition, new business models have emerged to address growing pains, particularly in inventory issues, over manufacturing and sustainability. Brands today are forced to adopt evolution through innovation that is anchored by new values without compromising their DNA. Based on in-depth research and interviews with CEOs from leading luxury companies, Lojacono and Pan show how companies can hedge their risks and remain resilient in times of change.

Fashion Together

Fashion Together

Author: Lou Stoppard

Publisher: Rizzoli Publications

Published: 2023-09-19

Total Pages: 305

ISBN-13: 078934162X

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This is a first-ever examination of many long-term professional partnerships that have shaped the fashion world. A beautifully designed volume, Fashion Together showcases the vision and synergism of these talented teams to both fashion connoisseurs and anyone interested in creative collaboration. An exclusive look at the dynamic collaborations of fashion's most celebrated partnerships.


Book Synopsis Fashion Together by : Lou Stoppard

Download or read book Fashion Together written by Lou Stoppard and published by Rizzoli Publications. This book was released on 2023-09-19 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a first-ever examination of many long-term professional partnerships that have shaped the fashion world. A beautifully designed volume, Fashion Together showcases the vision and synergism of these talented teams to both fashion connoisseurs and anyone interested in creative collaboration. An exclusive look at the dynamic collaborations of fashion's most celebrated partnerships.

When Luxury Meets Art

When Luxury Meets Art

Author: Olga Louisa Kastner

Publisher: Springer Science & Business Media

Published: 2013-12-05

Total Pages: 127

ISBN-13: 3658045760

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Increasingly, luxury brands join forces with the arts today. Yet, these cross-over collaborations do not constitute a homogeneous strategy, but become manifest in manifold forms and appearances. Regardless of their growing practical relevance for the creation of contemporary luxury brands though, the varied forms of Luxury Brand-Art Collaborations (LBACs) have remained largely unexplored to date. Olga Louisa Kastner aims at systematizing the dominating collaborative patterns between luxury brands and the arts. She empirically derives distinct types of LBACs, based on methodically developed attributes and a large number of real cases. Finally, the author describes the main characteristics of the identified types and illustrates them by prototypical cases.


Book Synopsis When Luxury Meets Art by : Olga Louisa Kastner

Download or read book When Luxury Meets Art written by Olga Louisa Kastner and published by Springer Science & Business Media. This book was released on 2013-12-05 with total page 127 pages. Available in PDF, EPUB and Kindle. Book excerpt: Increasingly, luxury brands join forces with the arts today. Yet, these cross-over collaborations do not constitute a homogeneous strategy, but become manifest in manifold forms and appearances. Regardless of their growing practical relevance for the creation of contemporary luxury brands though, the varied forms of Luxury Brand-Art Collaborations (LBACs) have remained largely unexplored to date. Olga Louisa Kastner aims at systematizing the dominating collaborative patterns between luxury brands and the arts. She empirically derives distinct types of LBACs, based on methodically developed attributes and a large number of real cases. Finally, the author describes the main characteristics of the identified types and illustrates them by prototypical cases.

An Ideal Collaboration

An Ideal Collaboration

Author: Phillip James Dodd

Publisher: Images Publishing

Published: 2015-08-31

Total Pages: 258

ISBN-13: 1864706015

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IN THE FOLLOW-UP to the critically acclaimed The Art of Classical Details, Phillip James Dodd continues his look at some of the finest examples of contemporary classical architecture in Great Britain and the United States, while also examining how collaboration is the key to their successful design. In reality collaborative relationships are rare, especially among designers, where each is often focused on their own individual objectives and unable to transcend their own egos. Often used as a catch-phrase, but not often realized, true collaboration requires an understanding—and an appreciation—of the role that all parties play in the design and construction of a home. An Ideal Collaboration includes the work of some of the most notable names in contemporary residential design. Architects, decorators, landscape designers, consultants, builders, craftsmen, artists and vendors, all address the design process and the pivotal role that collaboration plays in creating cohesive timeless designs.


Book Synopsis An Ideal Collaboration by : Phillip James Dodd

Download or read book An Ideal Collaboration written by Phillip James Dodd and published by Images Publishing. This book was released on 2015-08-31 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: IN THE FOLLOW-UP to the critically acclaimed The Art of Classical Details, Phillip James Dodd continues his look at some of the finest examples of contemporary classical architecture in Great Britain and the United States, while also examining how collaboration is the key to their successful design. In reality collaborative relationships are rare, especially among designers, where each is often focused on their own individual objectives and unable to transcend their own egos. Often used as a catch-phrase, but not often realized, true collaboration requires an understanding—and an appreciation—of the role that all parties play in the design and construction of a home. An Ideal Collaboration includes the work of some of the most notable names in contemporary residential design. Architects, decorators, landscape designers, consultants, builders, craftsmen, artists and vendors, all address the design process and the pivotal role that collaboration plays in creating cohesive timeless designs.

Art Wealth Management

Art Wealth Management

Author: Alessia Zorloni

Publisher: Springer

Published: 2016-08-19

Total Pages: 162

ISBN-13: 3319242415

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This book offers an overview of how to manage private art collections, providing essential insights on art wealth management, art investment, art governance, and succession planning for art assets. It offers practical recommendations on sound art collection governance, but also examines the background of art markets and price building, including the influence of fashion and trends. Throughout history, art patronage has played an important role in the wealth of ultra-high-net-worth families and led to private museums funded by philanthropist collectors in order to celebrate their own tastes and leave a lasting legacy. Today, as a result of the growth of art investing by a new generation of wealthy collectors, not only artists but also wealthy families, sophisticated investors and their close advisors now face a more complex set of financial and managerial needs. As such, the contributions in this book will be of interest to collecting families, family offices, and professional advisors seeking to integrate art into their overall wealth management strategy, and to scholars in the fields of cultural economics, art dealers, curators, and art lovers.


Book Synopsis Art Wealth Management by : Alessia Zorloni

Download or read book Art Wealth Management written by Alessia Zorloni and published by Springer. This book was released on 2016-08-19 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers an overview of how to manage private art collections, providing essential insights on art wealth management, art investment, art governance, and succession planning for art assets. It offers practical recommendations on sound art collection governance, but also examines the background of art markets and price building, including the influence of fashion and trends. Throughout history, art patronage has played an important role in the wealth of ultra-high-net-worth families and led to private museums funded by philanthropist collectors in order to celebrate their own tastes and leave a lasting legacy. Today, as a result of the growth of art investing by a new generation of wealthy collectors, not only artists but also wealthy families, sophisticated investors and their close advisors now face a more complex set of financial and managerial needs. As such, the contributions in this book will be of interest to collecting families, family offices, and professional advisors seeking to integrate art into their overall wealth management strategy, and to scholars in the fields of cultural economics, art dealers, curators, and art lovers.