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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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2012
Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation.
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Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation.
+6 more sources
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 ...
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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.
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The Business & Management Collection, 2012
T.C. Melewar, Sharifah Faridah Syed Alwi
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T.C. Melewar, Sharifah Faridah Syed Alwi
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Managing Luxury Brands: Strategies in Brand Management
The definition of luxury is in a state of constant flux, evolving from a realm of opulence and exclusivity to an industry increasingly characterized by a process of ‘democratization’ and the use of innovative marketing and branding strategies. This ongoing evolution in the meanings commonly attributed to luxury has sparked ongoing debates in the field,Murtas, Gabriele +1 more
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Market orientation, brand management processes and brand performance
Journal of Product and Brand Management, 2021Pramod Iyer +2 more
exaly