Results 251 to 260 of about 105,094 (303)

Brand Knowledge Management: Growing Brand Equity

Journal of Knowledge Management, 1998
The concept of Brand Knowledge Management looks to move brand‐led organizations from content to process and from data to tacit knowledge. This paper proposes a manifesto for brand marketing that re‐focuses its activities and challenges the roles, structures and behaviour of its management.
Ian Richards, David Foster, Ruth Morgan
exaly   +2 more sources

Branding and Technology Management

2006 Technology Management for the Global Future - PICMET 2006 Conference, 2006
Globalization and the advance of technologies (particularly Internet) have changed and will continue to change things like behaviors of customers as well as the competition strategies of companies. The competition by classical strategies (i.e., low cost, high quality, etc) has become impossible.
Dereli, Türkay, Ar, Aybeniz Akdeniz, Durmuşoğlu, Alptekin   +2 more
openaire   +2 more sources

Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation

Journal of Marketing Research, 1994
The authors examine the history of brand management by tracing its development in the context of the marketing environment from 1870 to the present. They develop six theses regarding the evolution of brand management and its implications and substantiate them utilizing a historical approach.
George S. Low, Ronald A. Fullerton
openaire   +1 more source

Branding and design management: a brand design management model

Journal of Marketing Management, 2007
As brands have become one of firms' most valuable assets, the search for new ways to build brands that achieve a differentiated status in the minds of customers has become of central importance for companies. If design is guided by the brand, it can serve as the cohesive factor for all elements that configure a brand experience and represent an ...
Jordi Montaña, Francisco Guzmán, Isa Moll   +2 more
openaire   +1 more source

Managing Luxury Brands

Journal of Brand Management, 1997
Although luxury goods form a distinct economic sector in many countries, a certain vagueness still remains over the concepts of luxury and the luxury brand. How does the luxury brand differ from the ‘up-market’ brand or the ordinary brand? Are the differences simply those of degree or inherent in the luxury brand’s nature?
openaire   +1 more source

Brand Management [PDF]

, 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 ...
Котовська, Ірина Василівна, Kotovs'ka, Iryna   +1 more
openaire   +2 more sources

Branding and Brand Management

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 ...
openaire   +1 more source

Brand management

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.
openaire   +3 more sources

Brands and Brand Management

2023
Rohini Ahluwalia, Barbara Loken
openaire   +1 more source