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Ukrainian Journal of Applied Economics and Technology, 2023
The importance of the problem of forming and managing Ukrainian brands (trademarks) is determined by the fact that well-known brands become an important condition for a company's stable position on the market, and one of the key factors is its profitability and competitiveness.
Tetyana Blyznyuk, Maistrenko Olga
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The importance of the problem of forming and managing Ukrainian brands (trademarks) is determined by the fact that well-known brands become an important condition for a company's stable position on the market, and one of the key factors is its profitability and competitiveness.
Tetyana Blyznyuk, Maistrenko Olga
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Brand Loyalty and Brand Equity: Implications for Business Strategy and Brand Management
2015The author presents a theoretical model of brand loyalty and brand equity. Brand equity is postulated to be a consequence of the degree of brand loyalty. By identifying the determinants of brand loyalty it is argued that the causal factors of brand equity are also identified. A simple model is delineated to explain how a household selects brands within
Ron Lane, Arthur Andersen
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MANAGEMENT OF THE NATIONAL TOURISTIC BRAND: THE ROLE OF THE BRANDING STRATEGY IN CROATIA
International Journal of Management Cases, 2011Management of the national touristic brand is a new weapon on the global market. Each national touristic brand need to be more differentiated. There are a growing number of national touristic offers finding the way how to manage by national brand. Applying of the branding concepts to the touristic business could be different. But few of them treat in a
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2016
As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury to Mass Marketpresents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to ...
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As global economies grow and the cost of doing business increases, the brand is the pre-eminent business asset needed for success in global business development. Brand Management Strategies: Luxury to Mass Marketpresents the brand experience on a market continuum from mass market to luxury, using diverse examples from Burberry to BMW, Coca-Cola to ...
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Company Managed Virtual Communities in Global Brands Strategy [PDF]
Global Journal of Business Research, 2010 Nowadays, many international businesses are experimenting with virtual communities of consumers in order to foster relationships between them and their customers. However, analysis of their strategies has rarely been considered in the existing literature.
Arnone, Laurent +4 more
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Marketing strategy of brand management [PDF]
The Problems of Economy, 2013 The article proves that the task of development of the marketing strategy is a process of search for instruments and mechanisms of creation of strong brands, combination of which ensures maximal economic effect in current market situation and in future.
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