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
Branding and the Risk Management Imperative [PDF]
GfK Marketing Intelligence Review, 2018 In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution ...
Fournier Susan, Srinivasan Shuba
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 Management Nowadays [PDF]
Revista de Management Comparat International, 2010 Although the economy is expected to recover somewhat in 2010, the reality is that brands and retailers are facing - and will continue to face for a generation to come - a very different consumer.
Silvia Delia OLARU , Elena GURGU
doaj +3 more sources
Brand management in mergers and acquisitions: emerging market multinationals venturing into advanced economies [PDF]
International Marketing Review, 2018 Purpose: This paper focuses on emerging market firms that internationalize into advanced economies by means of acquisitions. This paper aims to describe and discuss brand management in post-acquisition integration from a multi-level perspective and ...
Liu, Yipeng +3 more
core +3 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 +2 more sources
, 2016 Brand Marketing Overview – history and strategies Brand Equity – brand building and customer value Brand Positioning – identifying customer segments Choosing Brand Elements – tactics Designing Brand Building Marketing Programs – product, pricing and ...
Kotovs'ka, Iryna +1 more
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