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Store Brand Management: Brand Citizenship
2018Aspekte der internen Markenfuhrung und des Brand Citizenship Behavior werden fur das Store Barnd Management erortert.
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The Effect of Brand Love, Brand Management, and Word-of-Mouth on Brand Management
The e-Business Studies, 2011null 전홍식, null 김대영
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Store Brand und Store Brand Management
2018In diesem Kapitel wird das Konzept der Store Brand hergeleitet und das K-V-A- Rahmenmodell fur die Entwicklung starker Store Brands eingefuhrt. Zudem wird der zugehorige Management-Prozess strukturiert. Bezuge zu den Entwicklungsphasen einer Store Brand werden erortert.
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Brand Management and the Future
1981Despite doubts occasionally expressed both inside and outside the business community about the value of the brand-management system, its use is likely to become increasingly wides-spread as its benefits become increasingly visible, and as market competitiveness becomes both more intensive and more international. Ultimately, support for such a system of
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2019
In the global competitive marketplace today, companies are following the multi-brand strategy by product categories and geo-demographic segments. Consequently, the product-mix of companies, spread across the product categories and product lines, are stuffed with a variety of brands with marginal differentiation.
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In the global competitive marketplace today, companies are following the multi-brand strategy by product categories and geo-demographic segments. Consequently, the product-mix of companies, spread across the product categories and product lines, are stuffed with a variety of brands with marginal differentiation.
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Strategic brand management or tactical branding? [PDF]
Journal of Brand Management, 1995 openaire +1 more source
Managing and Exploiting Brands
1998If a brand is to be exploited successfully by the trademark owner — or, more distantly, through licensees — it must possess distinctive appeals that invest it with commercial attractiveness. These appeals, referred to frequently as ‘equities’, are embodied in the physical or emotional satisfactions that the product or service delivers and are ...
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