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Audio Identity in Branding and Brand Communication Strategy: A Systematic Review of the Literature on Audio Branding

Montserrat Vidal Mestre, Alfonso Freire Sánchez, Diego Calderón Garrido, Adrien Faure Carvallo, Josep Gustems Carnicer

Profesional de la Información, volume 31, issue 5: e310504 (2022), 12 pp.

"Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the diffe ... more

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Fostering green economies in Africa through green marketing strategies for environmental sustainability: An overview

Brighton Nyagadza

Journal of Environmental Media, volume 2, issue 1 (2021), pp. 17-22

"A trendy issue amongst African businesses is employment of strategic green marketing strategies to maximize the visibility of environmental sustainability, in sync with the United Nations Sustainable Development Goal No. 15. This short essay has synthesized and reviewed literature relating to green ... more

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Branding Brazil: Transforming citizenship on Screen

Leslie L. Marsh

New Brunswick et al.: Rutgers University Press (2021), vii, 207 pp.

"Branding Brazil examines a panorama of contemporary cultural productions including film, television, photography, and alternative media to explore the transformation of citizenship in Brazil from 2003 to 2014. A utopian impulse drove the reproduction of Brazilian cultural identity for local and glo ... more

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Werbung: Einführung in die Markt- und Marketingkommunikation

Günter Schweiger, Gertraud Schrattenecker

München: UVK, 10th ed. (2021), xi, 472 pp.

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Die Storytelling-Methode: Schritt für Schritt zu einer überzeugenden, authentischen und nachhaltigen Marketing-Kommunikation

Anja Fordon

Wiesbaden: Springer Gabler (2018), xv, 189 pp.

"Wie funktioniert das Prinzip Storytelling und warum wird es die Kommunikations-Strategie von Marken und Unternehmen in Zukunft bestimmen? Spannend und unterhaltsam beantwortet Anja Fordon diese Fragen. Zahlreiche Praxisbeispiele und wirkungsvolle Tipps und Tools helfen Marketingverantwortlichen und ... more

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The Beginner’s Guide to Audience Profiling: Getting Started with Marketing That Works

GlobalWebIndex (2017), 35 pp.

"Audience profiling is about defining, segmenting and profiling your target consumers to guide every element of your marketing and brand strategy. Leading brands, agencies and publishers are proving the value that lies in data that quantifies consumer behaviors and perceptions in granular detail. Wi ... more

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A Complete Guide to Target Audience Analysis for Content Marketers

Point Visible (2017), 24 pp.

"The goal of this guide is to provide an easy to follow, in-depth information on everything you need to know to conduct a proper target audience analysis as a content marketer. Some of the most important questions we will try to answer are: What is target audience analysis and why do you need it? Ho ... more

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Storytelling: Eine Methode für das Change-, Marken-, Projekt- und Wissensmanagement

Karin Thier

Berlin; Heidelberg: Springer, 3rd ed. (2017), x, 142 pp.

"Dieses Buch erklärt praxisnah, wie Storytelling, eine Methode des narrativen, auf Geschichten und Erzählungen beruhenden Wissensmanagements, in allen betrieblichen Handlungsfeldern - vom Qualitäts- über das Informations- bis zum Change Management - eingesetzt werden kann: Beteiligte werden zu a ... more

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Commercial Nationalism: Selling the Nation and Nationalizing the Sell

Zala Volcic, Mark Andrejevic (eds.)

Basingstoke; New York: Palgrave Macmillan (2016), x, 202 pp.

"Commercial Nationalism intervenes in discussions of the fate of nationalism and national identity by exploring the relationship between state appropriation of marketing and branding strategies on the one hand, and, on the other, the commercial mobilization of nationalist discourses. The book's uniq ... more

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Handbuch Strategische Kommunikation: Grundlagen - innovative Ansätze - praktische Umsetzungen

Manfred Bruhn, Franz-Rudolf Esch, Tobias Langner (eds.)

Wiesbaden: Springer Gabler, 2., vollst. überarb. und erw. Aufl. (2016), xvi, 610 pp.

"Der erste Band der „Handbuchreihe Kommunikation“ beschäftigt sich mit der mittel- bis langfristigen Schwerpunktlegung der Kommunikation von Unternehmen. Dem Leser wird ein Überblick über die verschiedenen Themenfelder der Kommunikation unter strategischen Aspekten gegeben. Neben den Grundlag ... more

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Le marketing de rue en Afrique

Pierre Mouandjo B. Lewis

Paris: L'Harmattan (2015), 505 pp.

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What Do You See? Design of a Communication Strategy to Promote Positive Change for Unorganized Workers in Karnataka, India

Sabina von Kessel

Bangalore: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) (2013), 61 pp.

"The specific objectives of this paper are to review and evaluate the print material used by the GIZ [in Karnataka] and examine if it can be read, understood and related to by the participants; to provide a channel for clear and understandable communication that supports and incorporates the visual ... more

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Marketing on the Airwaves: Marketing Information Service (MIS) and Radio

Sheila Huggins-Rao

Ottawa: Farm Radio International (2011), 63 pp.

"Farmers require varying marketing information, depending on their location, local market conditions, crops, production activities, and cultural practices. Radio has the capacity to reach a large audience, and can provide an integrated approach to market information, incorporating all these elements ... more

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Nation Branding

Keith Dinnie

Oxford et al.: Elsevier (2010), 261 pp.

"This book has been written to make a contribution to the small but rapidly growing literature on nation branding. It is designed to show not only the ways in which conventional brand management techniques can be applied to nations but also to provide some background depth on the context and nature ... more

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Marketing do entretenimento

Marcos Cobra (org.)

São Paulo: Editora Senac São Paulo (2008), 279 pp.

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Sustainability Communications: A Toolkit for Marketing and Advertising Courses

Nairobi: United Nations Environment Programme (UNEP), Division for Technology, Industry and Economics (2007), 90 pp.

"This CD-ROM deals with sustainability communications and is meant as a tool for teachers and students in higher education, particularly in the fields of marketing, advertising and communication, but also in other disciplines such as corporate communication or management sciences. The contents of th ... e CD-ROM can be adapted and applied to different objectives and numerous types of professional training courses in universities and other institutions of higher education, from first degrees to specialized masters. The contents of the CD-ROM are organized into four modules which summarize a body of theoretical and methodological information, illustrated by a large number of case studies: - The first module takes stock of the main ethical and practical aspects of sustainability, with a particular emphasis on communication. - The second module addresses the main social and economic issues against whose background sustainability communications take place: efforts to codify corporate social responsibility and their effects on communication practices; attitudes to responsible consumption as opposed to actual behaviour, and the effects of these on sustainability markets; and the challenges and opportunities of sustainability communication for companies (business case) and public institutions. - The third module summarizes the practices involved in sustainability communication: green marketing, corporate communication, social and responsible marketing, civic participation and awareness campaigns. It also deals with the risks involved and shows how transparency and strategic planning are essential prerequisites for communication. It concludes with the methodologies employed by actors and professionals to communicate whilst managing risk. - The fourth module, lastly, presents a series of five exercises dealing with sustainability communications in theory and practice: an investigation into the consistency between a company’s communication strategy and its actions, a comparative campaign analysis, a corporate image study, the identification of advertising performance indicators, and the preparation of a communication strategy. The modules employ a variety of educational resources to enable users to tailor the CD-ROM to their own needs: case studies, documentary resources, links to websites, and bibliography. These resources can be found in the “Case studies” and “Resources” sections of the CD-ROM. Direct links to selected case studies and resources are provided in each module." (Page 3) more

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El negocio de la celebridad: Cómo transformar la notoriedad en una célebre marca y a los consumidores en verdaderos fans

Marcelo Salvatore Borlando Marconi

Santiago de Chile: J.C. Sáez (2006), 346 pp.

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Comunicación estratégica: Vivir en un mundo de señales

Eugenio Tironi, Ascanio Cavallo

Santiago de Chile: Aguilar Chilena de Ediciones (2006), 352 pp.

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Presse und Öffentlichkeitsarbeit: Ein Handbuch

Gernot Brauer

Konstanz: UVK (2005), 730 pp.

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Storytelling: Branding in Practice

Klaus Fog, Christian Budtz, Baris Yakaboylu

Berlin, Heidelberg: Springer (2005), 238 pp.

"As a concept, storytelling has won a decisive foothold in the debate on how brands of the future will be shaped. Yet, there is still a conspicuous lack of critical insight as to how and why storytelling can make a difference. For most companies, storytelling remains an abstract concept, at best res ... more