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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
Corporate Brand Management Imperatives: Custodianship, Credibility, and Calibration [PDF]
California Management Review, 2012 Copyright 2012 by The Regents of the University of California. All rights reserved.Marshaling case study research insights, this article advances our knowledge of the strategic management of corporate brands. Strategic corporate brand management requires
John M T Balmer
exaly +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
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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
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, 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
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Brand Management Strategies as Components of Brand Management [PDF]
Business 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 the business environment, the high level of competition dictates the need to find new opportunities
V. I. Troyan, A. S. Braslavska
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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
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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
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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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Frontiers in Psychology, 2023 IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated.
Ying Jiang +3 more
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