Serendipity Brands. Magic & Mistakes Behind Succesful Brands,

di Fernando Barrenechea (Autore)

Fernando Barrenechea, 2023

How is a great brand built? What elements are key in defining successful brands like Nike, Patagonia or Zara? What failures showed Apple or Disney the path to success? How have brands like Starbucks, Coca Cola or Swatch? What have been the most terrible and surreal brand extensions? These and many other questions are answered in this chronicle of the brand in recent years. A book that defends the importance of failure and mistakes in building and maintaining successful brands. Through practical examples and detailed analysis, the author offers valuable insights and advice for entrepreneurs, managers, and professionals seeking to create and maintain strong brands in an increasingly competitive world. "Serendipity Brands, Magic and mistakes behind successful brands" is an essential chronicle to understand the brand today. A series of practical recommendations on brand building through stories of success and failure, all of them real, that defends the importance of error and chance in the construction of large and iconic brands. His entertaining and practical style contributes to the understanding of the basic rules for successful brand management. Exposing how failure can be uncomfortable and embarrassing, but it is crucial for learning and positive change. This is demonstrated by the most successful brands such as Apple, Nike, Rolex, Gucci, Zara or Nintendo that have gone through failure and error before achieving success. This book delves into the brand creation process, from strategy design, visual identity, brand extension and cobranding, while presenting issues to avoid in the execution of marketing strategies or cultural mistakes in globalization processes, among other topics. All this through a compendium of cases in which it is clear that there are no magic formulas to achieve success. Index. Playing with the rules: Brand Strategy. The Brand Promise: a look behind the scenes. Redesigning the scenario: Rebranding changing the rules of the game. A movie game: Brand Extension. Together until the end: the power of Cobranding. Shipwrecking in the market: lessons from brand failures. Running towards failure: marketing mistakes. Lost in cultural and linguistic errors. Stormy times for the brand. Cinema & Brands, powerful connections. In the book you will find: Practical cases and methodologies to design and create successful brands. 100% branding. Avoid mistakes and learn from them. Practical step-by-step guide to branding methodology to create your own marketing and branding strategy and manage your brand professionally. + 30 Practical cases of big brands, their strategies, mistakes and learnings. Reviewing globalization strategies, cobranding, brand extension, rebranding, internationalization, among others. Special focus on the brand platform, identity and consumer analysis A review of all the key concepts of branding even for neophytes. Strategies, actions and ideas to generate brands (SMEs, startups, large companies, etc.) Magic and mistakes, secrets of branding and professional strategy. A brief review of the history of strong and global brands such as Nintendo, Samsung, Coca Cola, Bic, Rolex, Omega, Swatch, Patagonia, Apple, Nike, Zara or BMW, among others.

• Autore: Fernando Barrenechea
• Anno edizione: 2023
• Editore: Fernando Barrenechea
• Formato: EPUB2 con DRMFREE
• Compatibilità: Tutti i dispositivi (eccetto Kindle)
• Layout: Reflowable
• EAN: 9798223831341

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