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What defines “successful” university brands? [PDF]
, 2010 Purpose. Branding in universities has become an increasingly topical issue among practitioners, with some institutions committing substantial financial resources to branding activities.
Chapleo, Chris
core +1 more source
Corporate Brand Management of SK
Asia Marketing Journal, 2018 SK group has been a pioneer in overall brand management and, more recently, in CSR-imbedded brand management. SK vision of “improving itself to give greater happiness to all of its customers” and the symbol mark of “Wings of Happiness” are some good ...
Jinyong Lee
doaj +1 more source
Impact of Green Marketing Strategy on Brand Awareness: Business, Management, and Human Resources Aspects [PDF]
arXivGiven the move towards industrialization in societies, the increase in dynamism and competition among companies to capture market share, raising concerns about the environment, government, and international regulations and obligations, increased consumer awareness, pressure from nature-loving groups, etc., organizations have become more attentive to ...
arxiv
Value-based brand measurement and management [PDF]
, 2003 Jonathan C. Knowles
openalex +1 more source
Brand mergers: How attitudes influence consumer identity preferences [PDF]
, 2012 In the context of a merger, management of corporate brand names and logos assumes a critical role. The purpose of this paper is to provide a better understanding of the corporate brand redeployment decision.
César - Machado, Joana +3 more
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Brand > Logo: Visual Analysis of Fashion Brands [PDF]
arXiv, 2018 While lots of people may think branding begins and ends with a logo, fashion brands communicate their uniqueness through a wide range of visual cues such as color, patterns and shapes. In this work, we analyze learned visual representations by deep networks that are trained to recognize fashion brands.
arxiv
How well does brand personality predict brand choice ? [PDF]
The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses.
Diwght Merunka +3 more
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Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930 [PDF]
While historians and management students are familiar with the lore of how an internal memo at Procter & Gamble ‘invented’ brand management in 1931 (Fullerton, Low 1994; Dyer et al. 2004), little is known about how advertising agencies conceptualised and
Stefan Schwarzkopf
core
Brand asset management in the age of Google [PDF]
, 2007 Johanna Shalhoub +2 more
openalex +1 more source