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A Conceptual Framework for Creating Brand Management Strategies
Businesses, 2022 Branding has become a business priority over the past few decades due to the growing awareness that brands are one of the companies’ most valuable intangible assets. Academics and practitioners have proposed models of components to simplify brands into a
Allan Cid +3 more
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Businesses, 2023 Brands can be one of a company’s most valuable intangible assets and a lever to generate value. As a source of added value, a brand should be strategically built and managed.
Allan Cid +3 more
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Brand ambassadorship as an effective brand value management strategy: evolution and trends
Вестник университетаThe ambassadorship phenomenon as a marketing strategy aimed at brand value management has been studied. The purpose of the study is to analyze ambassadorship as an effective strategy for brand value management.
T. V. Suvorova, M. V. Filiptsov
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Brand Management Strategies as Components of Brand Management [PDF]
Business Inform, 2021 The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities
V. I. Troyan, A. S. Braslavska
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BRAND STRENGTH BASED ON REALISTIC AND EMOTIONAL FEATURES AND STRATEGY OF MANAGING IT
Сучасний стан наукових досліджень та технологій в промисловості, 2021 The article is devoted to the study of the definition of the strength of the brand by its main features: objective, characterizing the realistic benefits of using the brand, such as profit, cost savings, etc., and subjective, which characterizes the ...
Олеся Олександрівна Ястремська
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Brand identity development [PDF]
E3S Web of Conferences, 2020 The paper studied the concept of "brand identity" as a planned brand image that defines the direction for all marketing activities of a company. The authors developed an algorithm for constructing a system of characteristic features of the brand strategy,
Ianenko Marina +2 more
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Comparative analysis of brand management strategies
Proceedings of the Voronezh State University of Engineering Technologies, 2021 The article considers the process of branding as a means of self-promotion and personal expression. When conducting the study, the authors used the theory of consumer behavior of A. Maslow as a methodological basis, as well as the visual structures of the personality of Z. Freud, K. Jung.
Y. B. Kostrova +3 more
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THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY
Journal Communication Spectrum, 2022 Many companies implement brand community strategies to increase brand loyalty and brand engagement. Previous research on the brand community has focused more on the marketing aspect, with consumers as the target audience of the strategy.
Ananda Fortunisa, Riska Dwinda Elsyah
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Brand-Management Theoretical Principles in Music Business
Socio-Cultural Management Journal, 2021 Introduction. Today there are many music artists, and each creates a large amount of musical and visual content. But the modern consumer is increasingly critical of the content consumed. The task arises to convey the artist's work to a wider audience, to
Катерина Данілова +1 more
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The Meaning and Role of the Positioning Process in Brand Management [PDF]
SHS Web of Conferences, 2023 The article deals with positioning as an effective branding tool. The classification of positioning, approaches and types to the formation of the image and image of the brand are considered.
Eskiev M. A.
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