Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management [PDF]
Journal of Brand Management, 2020 In this article we chart the evolution of corporate brand management from an organization-centric view based on control to one rooted in a participative cocreated perspective where multiple stakeholders help to build and enrich the brand.
Iglesias O, Ind N.
europepmc +2 more sources
Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior. [PDF]
PLoS ONE, 2022 The existing literature on internal branding has often adopted a managerial-based approach and seldom considered employees' perceptions. Therefore, there is a need to understand the perspective of frontline and non-managerial employees.
Fatima Nawaz Qureshi +5 more
doaj +3 more sources
New challenges in brand management [PDF]
Spanish Journal of Marketing-ESIC, 2018 Purpose - This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.
Cleopatra Veloutsou +1 more
doaj +2 more sources
Brand crisis management: the use of information for prevention, identification and management [PDF]
Revista Brasileira de Gestão De Negócios, 2018 Purpose – To understand, from the management perspective, the use of information on brand crisis management in moments involving prevention, identification and management.
Alexandre Borba Salvador +1 more
doaj +3 more sources
Brand Management Strategies as Components of Brand Management [PDF]
Bìznes Inform, 2021 The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of
Troyan Vladislava I., Braslavska Anna S.
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Brand Management: Defining the Essence and Place in the System of Related Categories [PDF]
Bìznes Inform, 2021 This article is aimed at analyzing and systematizing the existing approaches to determining the essence of brand management, as well as its place in the system of related categories of marketing.
Pidhurska Viktoriia O.
doaj +1 more source
Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
Journal of Consumer Marketing, 2000 W. Grassl
openaire +3 more sources
Customer management in B2B markets in the context of digitalization
Вестник университета, 2023 The article is devoted to the problem of improving customer management in B2B markets in the context of digitalization. By analyzing the literature on the issues under study, the authors identified the main factors contributing to the transition from ...
M. V. Orlova, V. V. Orlov
doaj +1 more source
Construction and Application of the Attention Analysis Model of Brand Management Policies of Agricultural Products with Geographical Indications [PDF]
Nongye tushu qingbao xuebao, 2023 [Purpose/Significance] Geographical indications (GIs) are an important tool for local governments in China to carry out brand building of agricultural products. Brand management is a continuous systematic project involving multiple subjects.
HUO Mengjia, LIU Juan, Huang Jie
doaj +1 more source
Understanding the consumers’ multi-competing brand community engagement: A mix method approach
Frontiers in Psychology, 2023 IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships.
Kai He +3 more
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