Results 231 to 240 of about 870,720 (262)
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2015
In the appearance of globalization and liberalization, both brand and branding have become essential parts of every competitive business firm. To become part of the competitive and ever-changing business world and to maintain the existing business image, business organizations have been continuously focusing upon introducing innovative branding ...
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In the appearance of globalization and liberalization, both brand and branding have become essential parts of every competitive business firm. To become part of the competitive and ever-changing business world and to maintain the existing business image, business organizations have been continuously focusing upon introducing innovative branding ...
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2020
This chapter offers insights into the branding of sports teams. The importance of branding is explained, and a strong sports team brand is defined, by introducing the concept of brand equity. Based on this definition, which identifies the key components of sports team brand equity, the three fundamental stages of team sports brand management, strategic
Bodet, Guillaume, Séguin, Benoit
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This chapter offers insights into the branding of sports teams. The importance of branding is explained, and a strong sports team brand is defined, by introducing the concept of brand equity. Based on this definition, which identifies the key components of sports team brand equity, the three fundamental stages of team sports brand management, strategic
Bodet, Guillaume, Séguin, Benoit
openaire +4 more sources
1998
The principles of managing the brand have not changed during the thirty years I have been involved in the process. Given the level of marketplace change that has occurred, this might seem surprising. What has changed, however, is the capacity of some of our best companies to understand and implement those principles.
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The principles of managing the brand have not changed during the thirty years I have been involved in the process. Given the level of marketplace change that has occurred, this might seem surprising. What has changed, however, is the capacity of some of our best companies to understand and implement those principles.
openaire +2 more sources
Managing i‐branding to create brand equity
European Journal of Marketing, 2010PurposeGiven the emergent nature of i‐branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i‐branding to create brand equity.Design/methodology/approachWithin a case‐study approach, seven cases were developed from an initial sample of 20 food businesses.
Simmons, Geoff +2 more
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1981
Consumer-goods companies which seek to use the marketing planning and control systems described in this book generally make use of the management system called ‘brand management’ to ensure that such activities are efficiently carried out. While the title of brand manager — also referred to as a product manager — may not conjure up any precise idea of ...
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Consumer-goods companies which seek to use the marketing planning and control systems described in this book generally make use of the management system called ‘brand management’ to ensure that such activities are efficiently carried out. While the title of brand manager — also referred to as a product manager — may not conjure up any precise idea of ...
openaire +2 more sources
Brand intrapreneurs and brand managers: in search of disruption
Journal of Business Strategy, 2014Purpose – The paper aims to postulate as to whether the brand manager function and role is best placed for creating high growth, disruptive brand portfolios. As a potential solution toward resolving this, prescriptions for nurturing brand intrapreneurs are advanced to accelerate corporate entrepreneurial thinking and ...
Janse Van rensburg, Deryck +1 more
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2006
La marca è una risorsa sempre più strategica e la sua corretta gestione è diventata una priorità non solo per le imprese industriali, di servizi e commerciali (consumer branding, service branding, business to business branding, corporate branding, retail branding), ma anche per paesi (country branding), città (city branding), idee e cause sociali (
BUSACCA, BRUNO GIUSEPPE +1 more
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La marca è una risorsa sempre più strategica e la sua corretta gestione è diventata una priorità non solo per le imprese industriali, di servizi e commerciali (consumer branding, service branding, business to business branding, corporate branding, retail branding), ma anche per paesi (country branding), città (city branding), idee e cause sociali (
BUSACCA, BRUNO GIUSEPPE +1 more
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2017
Lewis, Beech and Rudkin positioned themselves in distinctly gendered ways relative to their products and their customers. For each one, their marketing messages changed over time, moving toward a more stereotyped presentation of themselves. All three played a role essential to their brand identities—Lewis as housewife, Beech as hostess and Rudkin as ...
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Lewis, Beech and Rudkin positioned themselves in distinctly gendered ways relative to their products and their customers. For each one, their marketing messages changed over time, moving toward a more stereotyped presentation of themselves. All three played a role essential to their brand identities—Lewis as housewife, Beech as hostess and Rudkin as ...
openaire +1 more source
Entrepreneurial Identity Brand Management: A Brand Management Model For Smes
2015SMEs are not small-scaled versions of large organizations. Although both kinds of firms may share the final objective of building a strong brand over time, their inherent characteristics are unique, and because of this, the processes they need to follow to reach this final objective are different.
Maria Isabel de Gomez, Jikyeong Kang
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2016
This chapter proposes ideas on how to detect brand hate, engage in brand hate speech, and negotiate with brand haters and anti-branders in order to find solutions for market peace. Brand hate management process is discussed in three distinct steps: (1) Listen; (2) Engage; and (3) Negotiation. A specific decision algorithm when dealing with brand haters
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This chapter proposes ideas on how to detect brand hate, engage in brand hate speech, and negotiate with brand haters and anti-branders in order to find solutions for market peace. Brand hate management process is discussed in three distinct steps: (1) Listen; (2) Engage; and (3) Negotiation. A specific decision algorithm when dealing with brand haters
openaire +2 more sources