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eBook Concepting: Creating Successful Brands in a Communications-oriented Era epub

by Jan Rijkenberg

eBook Concepting: Creating Successful Brands in a Communications-oriented Era epub
  • ISBN: 1841160903
  • Author: Jan Rijkenberg
  • Genre: Business
  • Subcategory: Marketing & Sales
  • Publisher: NTC Publications (June 1, 2001)
  • Pages: 128 pages
  • ePUB size: 1389 kb
  • FB2 size 1669 kb
  • Formats mobi docx lrf azw


Concepting offers a totally new approach to brands, their development and communication. Jan Rijkenberg has been working in the worlds of marketing and advertising since 1979.

Concepting offers a totally new approach to brands, their development and communication. It is one of the most important new theories in branding and communications of recent times. He is co-founder of BSUR Concepting in Amsterdam, an agency that advises international companies and provides consultative services for the development and communication of new concept brands.

Concepting: Creating . .It is one of the most important new theories in branding and communications of recent times, and is brought to life in this inspiring and practical book, written by the innovator and leading proponent of concepting

Concepting: Creating .It is one of the most important new theories in branding and communications of recent times, and is brought to life in this inspiring and practical book, written by the innovator and leading proponent of concepting.

Creating successful brands in a ed era. Get the book. He is co-founder of BSUR Group, with offices in Amsterdam and Shanghai, a group of agencies that advises international companies and provides consultative services for the development and communication of new concept brands.

Author of 'Concepting, creating successful brands in a ed era'.

Rijkenberg, Jan. Publication date. Branding (Marketing), Product management. Henley-on-Thames : WARC. Books for People with Print Disabilities. Internet Archive Books. Uploaded by station05. cebu on January 3, 2020. SIMILAR ITEMS (based on metadata). Terms of Service (last updated 12/31/2014).

Written by. Jan Rijkenberg. Manufacturer: NTC Publications Release date: 1 June 2001 ISBN-10 : 1841160903 ISBN-13: 9781841160900.

Concepting : creating successful brands in a ed era. From Brand Vision to Brand Evaluation. The Allen Institute for Artificial IntelligenceProudly built by AI2 with the help of our.

Concepting: Creating Successful Brands in a ted Era by Jan Rijkenberg. Stan and Jan Berenstain launched the Berenstain Bears books in 1962 with The Big Honey We Love Soccer!

Concepting: Creating Successful Brands in a ted Era by Jan Rijkenberg. Stan and Jan Berenstain launched the Berenstain Bears books in 1962 with The Big Honey We Love Soccer! (I Can Read Book 1) ( 9780062350138): Mike Berenstain: Books. The Berenstain Bears' Valentine Love Bug.

Are you sure you want to remove Concepting from your list? There's no description for this book ye. Concepting: Creating Successful Brands in a ted Era.

Concepting: Creating Successful Brands in a ted Era. June 1, 2001, NTC Publications.

Concepting offers a totally new approach to brands, their development and communication. It is one of the most important new theories in branding and communications of recent times, and is brought to life in this inspiring and practical book, written by the innovator and leading proponent of concepting. A must for all those involved in brand research and innovation, brand and product development, and advertising and marketing communications.

The theory of concepting is based on the conviction that companies in many sectors are reaping the last benefits of traditional branding and marketing communications. Twenty or thirty years ago, these could provide enormous competitive advantage; today, this is less and less the case when companies are using the very same marketing and research techniques.

Concept brands such as Nike, Ikea, Bennetton, Caterpillar, Ben & Jerrys and Virgin have paved the way for a new approach to branding. The way they express themselves may be different, but they do have something in common in the way they were created. They are based on strong consumer insights and imagination. They are about attracting consumers with a story, a philosophy, an attitude, and a way of looking at the world.

Concept branding offers companies a completely fresh way of developing brands. Instead of the product proposition, delineated markets and target groups, it looks at brand development in terms of concepts. These concepts actually mean something to the consumer, evoking sympathy and identification with the brand, and improving customer loyalty. Concept brands are the future for those wishing to capture their markets in this increasingly converging age.

The book looks at such topics as:

-Why concepting is necessary

-How concepting is a step on from traditional brand development

-How concept brands can be used to elicit a more loyal customer base and improve competitive advantage and market share

-What are the secrets of successful concept brands, and how can we use them?

-The steps to build a concept brand

-Communication - the key to concepting. How concept brands are communicated to develop lasting relationships with consumers

Comments: (7)
Sharpbrew
Rijkenberg's theory of 'Concepting' is a cutting-edge approach, which reveals a deep understanding of today's cynical consumer who can no longer be defined by traditional marketing methods. It is indeed a comprehensive and inspiring piece and should be considered as an important tool for marketers of the 21st century.
Kanal
A nice "reader-friendly" book : clear, concise and to the point. Unlike many books in its category, it's not overcrowded with marketing jargon or unnecessary fluff. Concepting takes a brief look at the evolution of marketing and offers readers a fresh approach to branding and brand communication. Based on a few examples (some of the most innovative companies of the past decade), this book points towards the present and future of successful marketing. What makes this book interesting and insightful is that it's a clear break from traditional thinking. Inspiring and enjoyable!
Buzalas
As a marketeer i got quite frustrated over the past years about many aspects of our traditional approach. This concepting philosophy opens up a lot of rusty doors and could be the cure for consumer numbness.
Munigrinn
Interesting book when the book talks about what to do. I would of like more pages dedicated to what to do and not so many pages on what not to do. Especially because the book is so short (120 pages total).
Beahelm
Marketing executives will marvel at the simplicity of concepting and the logical path it takes. Jan Rijenkberg has not only developed a streamlined approach to brand development but has clearly articulated a method for developing new brands worthy of entry into any market type. - This is a must read for any communications oriented executive.
Dranar
This is by far the best marketing book I have ever read; Rijkenberg's view is not just very interesting it is successful too, I apply the concepting theory in almost every project at work. Easy to read and with good and practical examples you don't need to be an expert to apply his ideas, I even use it as a "must" in College classes for all my students.
Sirara
Two approaches can be defined to reach your markets beyond the traditional marketing concepts. Number one is to learn to know your customer better than he/she knows him/herself and to build measurable relationships using databases. Number two is to build concepts stronger than traditional brands. This book offers a straight and simple formula to the second approach. Based on essential understanding of human values, it offers an entrance to the human brain and its preferences. "Concepting" reminds me of Ries and Trout's classical work "Positioning". A great compliment.
why are these ideas not practised by mr R in his own agency? from what i can see they seem to focus on doing work for tobacco companies that no other agency (with any ethics or creative ambition) would touch??
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