Brand Command

The pursuit of political power is strategic as never before. Ministers, MPs, and candidates parrot the same catchphrases. The public service has become politicized. And decision making is increasingly centralized in the Prime Minister’s Office. What is happening to our democracy? To get to the bottom of this, Alex Marland reviewed internal political party files, media reports, and documents obtained through access to information requests, and interviewed Ottawa insiders. He discovered that in the face of rapid changes in communication technology, the infusion of corporate marketing strategies has instilled a culture of centralized political control. At the core of the strategy is brand control; at stake is democracy as we know it.

Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Responding to government regulations that require declaration of the amount of trans fat present in foods, Trans Fats Alternatives provides cutting-edge research and insights into this major industry issue. With contributions from major fats and oils suppliers, including Aarhus, ADM, Bunge, Cargill, Loders Croklaan, and Premium Vegetable Oils, the book covers the new regulations in detail, includes methods to analyze for trans fat, explores consumer reaction to trans fat labeling, discusses the nutrition facts, and supplies approaches to trans fat replacement/reformulation. It an indispensable guide for everyone who is interested in trans fats.

This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.

'Finally, a frog who knows how to put retail back on the map!' Retail Rebranded lets you in on the secrets big retailers dont want you to know in 5 key steps of how to reassess, reposition, rename, redesign and relaunch your brand to capture market share and compete in the contemporary global economy. It pushes you to adapt your business and starts a fire in your belly that makes you want to win against the big guys. Revolutionising the irrelevant business models of the past, this is an action-packed, engaging and easy-to-read retail bible that will put your brand back on the map! This book is filled with sage advice that will help Australian retail business get ahead an incredibly competitive marketplace. Angie Bell is right, small businesses are the lifeblood of our economy it is not the size of a business that matters anymore, but the way the business approaches the new economic reality with creative solutions to modern day challenges. Joe Hockey Treasurer, Commonwealth of Australia Since 2010, Angie has been the key driver for our Visual Merchandising project for 120 stores with amazing results. Our stores have had increases in category sales up to 60% in some cases due to the layout and in-store direction she has given. I have no hesitation in seeking her advice or recommending her services. Mark Sutton-General Manager, Paint Place Group of Stores, Australia Inspiring and informative! A timely aid for the sector and a must read for every retailer. Trevor Evans-CEO National Retail Association (NRA)

Evolving rapidly from a mass-produced product orientation to a flexible, solutions-oriented model, the changing manufacturing sector is poised to lead a global economic recovery. Truly an insider's guide to the future of this critical sector, this book provides policy recommendations based on a wealth of information. Despite the appearance of difficult economic times for U.S. manufacturing, that sector of the American economy is actually the most innovative and competitive in the world. Far from being confined to the tired stereotype of Industrial Age commodities, such as steel and mass-produced consumer products, U.S. manufacturing has long been an engine for growth. In the 1990s, this central role was strengthened as new technology development and application spurred higher levels of growth throughout the economy. In its present configuration, manufacturing includes such high-tech industries as fiberoptics and microchips. Globalization has accelerated the growth of the manufacturing sector by increasing competitive pressures to cut costs and develop new products faster, spreading out the fixed costs of R&D and investment. Truly an insider's guide to the future of this critical sector, this book provides policy recommendations based on a wealth of information. Evolving rapidly from a mass-produced product orientation to a flexible, solutions-oriented model, the changing manufacturing sector is poised to lead a global economic recovery. But it can do so only if the right policies are in place in the United States. To that end, the editors of this volume recommend fiscal and tort reform, higher educational achievement, and continued deregulation. At the international level, further trade liberalization and steps to reduce the trade deficit are recommended to ensure the staying power of U.S. competitiveness, particularly for technology-intensive industries.