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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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Oriental Brewery, Co. Ltd. Vitalizing Cass Brand through Brand Portfolio Strategy
Asia Marketing Journal, 2014 The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of ...
Sung Tai Hong +2 more
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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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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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SAGE Open, 2023 This study aims to investigate the mechanism for the combined influence of brand, quality, and corporate social responsibility management strategy on financial performance.
Fan Fan
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Sustainability Brand and its Role [PDF]
Ovidius University Annals: Economic Sciences Series, 2020 During the last decades the importance of sustainability has steadily increased and nowadays, sustainability is not only a governmental responsibility. Creating a sustainable practice is the need of the day.
Anca Cristina Stanciu +1 more
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MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS
Jurnal Aplikasi Manajemen, 2020 This study aims to analyze brand loyalty in mediating the effect of brand association and brand awareness on brand equity. The population of this study is customers of Starbucks Coffee in Malang City, with a sample of 160 respondents.
Astrid Puspaningrum
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Manajemen Pemasaran Pendidikan Melalui Strategi Branding di SMP Islam Al Falaah Tangerang Selatan
Improvement: Jurnal Ilmiah Untuk Peningkatan Mutu Manajemen Pendidikan, 2022 Abstrak: Jumlah lembaga pendidikan semakin banyak sehingga menyebabkan persaingan antara satu sama lainnya, dan menjadi suatu tantangan untuk dapat menarik minat calon peserta didik agar memilih lembaga pendidikannya. Oleh karena itu, lembaga pendidikan
Elsah Fanisyah, Matin, Desi Rahmawati
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