Results 11 to 20 of about 26,009 (163)
Middle-age brand identity crisis
Internext: Revista Eletrônica de Negócios Internacionais, 2023 Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current brand identity frameworks.
Antonio Pedro Alves +2 more
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Mathematics, 2021 In the past, few studies have explored brand attachment and how to deliver the content of a strategic management program through brand experience. The purpose of this study is to construct an integrated model of consumer brand attachment and brand ...
Tsuen-Ho Hsu, Ling-Zhong Lin
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Research on brand Positioning Validity in Xiaomi enterprise Management [PDF]
E3S Web of Conferences, 2021 With the development of market economy, fierce competition has penetrated into every aspect of the society. In the past, Chinese companies have gained a large market share by relying on the price advantage of low-priced products. However, in recent years,
Zhiwei Lu
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Jurnal Agrisep, 2021 The competitiveness of local agri-food needs through various marketing strategies. An essential part of the company's marketing strategy and tactics is recognizing product brand equity in the market.
Fitriani Fitriani +5 more
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Frontiers in Psychology, 2021 Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage.
Yuying Liu +3 more
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At-Risk Brand Relationships and Threats to the Bottom Line
GfK Marketing Intelligence Review, 2018 Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events.
Hupp Oliver +2 more
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Investigating effectiveness of clandestine advertisement and organizational strategy in brand management [PDF]
Management Science Letters, 2014 This investigation tries to examine correlation between clandestine advertisement and organizational strategy in brand management via available sources and by using a field study.
M. R. Shojaei, Sh. Sabaghi, N. Shirdel
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Performant Brand Management Contribution to the Company Success on International Market [PDF]
Theoretical and Applied Economics, 2007 The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image.
Victor Danciu
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Brand portfolio strategy and brand architecture: A comparative study
Cogent Business & Management, 2018 Marketing literature offers various definitions about what brand portfolio is. In this paper, brand portfolio strategy can be understood as how firms manage their brands and sub-brands within a targeted market, considering the consumer’s price and ...
Elisio Carolino Sousa Santos Junior
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Frontiers in Psychology, 2022 Brand M&A has long been an extremely common strategy for expanding the scale of an organization and entering new business areas, but various signs show that many brand mergers and acquisitions (M&As) do not add value.
Wen-Hong Chiu +3 more
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