Results 311 to 320 of about 521,689 (353)

Managing Brand Portfolios: How Strategies Have Changed

Journal of Advertising Research, 2005
The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate brands whose fame and spread makes them particularly vulnerable.
Sylvie Laforet, John Saunders
openaire   +1 more source

Strategies for Managing Personal Brand Equity

2020
Once a brand has been established, it must be maintained like a business with the charisma of a person. People reach the pinnacle of their success when they are known outside of the circles in which they operate. Corporations are at the top of their game when they can find ways to continually grow.
openaire   +1 more source

Brand strategies and market-driven management

2018
An enterprise inspired by a market-based business approach is better able to understand and relate to the market through defining and anticipating the consumption trends and competitive horizons. With marketdriven management, companies focus their efforts on identifying what their customers value, thereby capitalising on the system of intangible ...
openaire   +2 more sources

Retail Marketing Strategies and Brand Management

International Journal of Social and Organizational Dynamics in IT, 2016
This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail
openaire   +1 more source

Exploring conspicuous compassion as a brand management strategy

Journal of Product & Brand Management, 2019
Purpose Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a
Michelle Childs, Seeun Kim
openaire   +1 more source

Brand Loyalty and Brand Equity: Implications for Business Strategy and Brand Management

2015
The 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
openaire   +1 more source

Effective Brand Managers: Integrate Digital Marketing Strategies into Overall Brand Management Plans

International Journal of Research and Innovation in Social Science
Organization can achieve significant success by using different digital platforms, particularly social media for branding. This research paper focuses on how brand managers implemented digital marketing strategies in today’s world for brands and organizations as a whole.
Ireen Rahman, Md. Asmaul Hossain
openaire   +1 more source

COMPANY MANAGED VIRTUAL COMMUNITIES IN GLOBAL BRAND 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.
Laurent Arnone, Olivier Colot, Mélanie Croquet, Angy Geerts, Laetitia Pozniak   +4 more
openaire  

Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies

California Management Review, 1999
Effective brand management requires taking a long-term view of marketing decisions. Managing brands for the long run involves reinforcing brands or, if necessary, revitalizing brands. Reinforcing brands involves ensuring innovation in product design, manufacturing, and merchandising and ensuring relevance in user and usage imagery.
openaire   +1 more source

Profit Impact on Marketing Strategy and Brand Management

2009
In developing strategy, both corporate and business unit management need to be able to realistically appraise the level of performance that should be expected for a given business, and to be clear as to what factors explain variations in performance between businesses, and within a business over time.
Dr. Rajagopal, Amritanshu Rajagopal
openaire   +1 more source