Results 41 to 50 of about 870,720 (262)
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 +2 more
openaire +3 more sources
Brand heritage: The past in the service of brand management [PDF]
Recherche et Applications en Marketing (English Edition), 2017 Researchers and practitioners talk about brand heritage even though its meaning and its difference from related concepts are not entirely clear. Through a review of the multidisciplinary literature, this article distinguishes brand heritage from the concepts of inheritance, retro, nostalgia, and authenticity.
Pecot, Fabien, de Barnier, Virginie
openaire +4 more sources
Mental Perception of Quality: Green Marketing as a Catalyst for Brand Quality Enhancement [PDF]
arXiv, 2023 The environmental conservation issue has led consumers to rethink the products they purchase. Nowadays, many consumers are willing to pay more for products that genuinely adhere to environmental standards to support the environment. Consequently, concepts like green marketing have gradually infiltrated marketing literature, making environmental ...
arxiv
BRAND AND BRANDING AS IMPORTANT MANAGEMENT PRIORITIES [PDF]
Knowledge International Journal, 2018 The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Your marketing and branding clearly influence that perception but your brand exists whether you actively market your business or not. If you’re out there and people are interacting with your business, you have a brand.
Snezana Ristevska – Jovanovska +1 more
openaire +2 more sources
Scrutinising the British Monarchy: The corporate brand that was shaken, stirred and survived [PDF]
, 2009 Purpose – The principal purposes of this article are to provide normative advice in terms of managing the British Monarchy as a Corporate Heritage Brand and to reveal the efficacy of examining a brand’s history for corporate heritage brands generally ...
John M.T. Balmer, John M.T. Balmer
core +1 more source
Investigating the Behavioral / Attitudinal Consequences of Internal Brand Management among Sales Personnel of Farmand Company [PDF]
مدیریت بازرگانی, 2019 Objective Internal brand management is an effective factor in building and maintaining a strong brand. This sustainable competitive advantage includes the activities within an organization to ensure reflection on the brand value, so the staff can play an
Maryam Behzadi +2 more
doaj +1 more source
Tracking Brand-Associated Polarity-Bearing Topics in User Reviews [PDF]
arXiv, 2023 Monitoring online customer reviews is important for business organisations to measure customer satisfaction and better manage their reputations. In this paper, we propose a novel dynamic Brand-Topic Model (dBTM) which is able to automatically detect and track brand-associated sentiment scores and polarity-bearing topics from product reviews organised ...
arxiv
Formation of brand-focused communication management system of industrial enterprise [PDF]
Marketing i Menedžment Innovacij, 2014 The aim of the article. The importance of communication in formation brand industrial enterprise is defined in the article. The essence of the concept of “brand-focused communications management system” and the purpose of such an approach to the ...
Ivashova Nadiia Vasylivna
doaj
Ekonomski Signali, 2014 Considering the large number of different theoretical assumptions, we find the definitions that are based on the views of marketing experts and point out that the main function of marketing just brand building.
Milić Slaviša
doaj +1 more source
A relational insight of brand personification in business-to-business markets [PDF]
, 2010 Customers find it difficult to differentiate between competing products based on their functional aspects. The shortening life cycle of products due to quick adoption of technological innovations by competitors makes it difficult for them to identify ...
Bourlakis, Michael +2 more
core +1 more source