Results 291 to 300 of about 7,614,752 (337)
Some of the next articles are maybe not open access.
Branding and design management: a brand design management model
Journal of Marketing Management, 2007As 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 +2 more
openaire +2 more sources
Brand extensions: A manager's perspective [PDF]
Journal of Brand Management, 2005 Brand extension research has focused on consumers' evaluations of potential brand extensions. Little attention has been paid to the mental models used by brand extension decision makers, that is, their interpretation of market preferences and successful brand extension strategies.
Nijssen, E.J., Agustin, C.
openaire +2 more sources
Brand management in the era of fake news: narrative response as a strategy to insulate brand value
Journal of Product & Brand Management, 2019Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly ...
Adam J. Mills, Karen Robson
semanticscholar +1 more source
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 +2 more sources
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 +2 more sources
Brands and brand equity: definition and management [PDF]
Management Decision, 2000 This article assumes that brands should be managed as valuable, long‐term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a
openaire +1 more source
The Management of Football Brands
2017Despite a growing awareness of the importance of the management of trademarks at the club level, there is a significant delay regarding the professional management of the brand within the Bundesliga clubs. So far, the principles of brand identity management were rarely applied, and most clubs have given up, despite a high economic potential, the ...
Nufer, Gerd +2 more
openaire +3 more sources
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
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
Fake news and brand management: a Delphi study of impact, vulnerability and mitigation
Journal of Product & Brand Management, 2019Purpose Fake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and ...
Andrew Flostrand +2 more
semanticscholar +1 more source
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.
openaire +2 more sources
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
openaire +3 more sources