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Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management [PDF]
, 2017 Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems.
Braun, E. (Erik), Zenker, S. (Sebastian)
core +3 more sources
The Millennials: Insights to Brand Behavior for Brand Management Strategies
Journal of Management and Strategy, 2018 Millennial generation has surpassed generation X and Baby Boomers in terms of population (market) size and standout to be the largest market segment. This demographic change will undoubtedly be an opportunity for marketing and brand managers to reach, acquire, and retain Millennial market to achieve organizational profitability.
Babijtchouk Olga +4 more
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Brand management in mergers and acquisitions: emerging market multinationals venturing into advanced economies [PDF]
International Marketing Review, 2018 Purpose: This paper focuses on emerging market firms that internationalize into advanced economies by means of acquisitions. This paper aims to describe and discuss brand management in post-acquisition integration from a multi-level perspective and ...
Liu, Yipeng +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 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 Management and Strategies Against Counterfeits [PDF]
Journal of Economics & Management Strategy, 2014 In this paper, I provide a theory for brand‐protection strategies to reduce counterfeiting under weak intellectual property rights. My theoretical framework has general implications for endogenous sunk cost investments as a means of deterring counterfeiters.
Yi Qian, Yi Qian
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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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Sustainability, 2023 With the advent of the digital economy era, the relationship between consumers and brands is changing. The mode of marketing, especially the paradigm of brand management, also needs to be adapted to change.
Sen Li +3 more
semanticscholar +1 more source
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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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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