Results 351 to 360 of about 1,566,855 (380)

MANAGEMENT OF THE NATIONAL TOURISTIC BRAND: THE ROLE OF THE BRANDING STRATEGY IN CROATIA

International Journal of Management Cases, 2011
Management 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
openaire   +3 more sources

The Roles of Corporate Marketing Strategies and Brand Management in the Global Retail Industry

, 2015
This chapter explores the roles of corporate marketing strategies and brand management in the global retail industry, thus describing the concepts of marketing strategy, international retail marketing strategy, retail marketing mix, and ...
Kijpokin Kasemsap
semanticscholar   +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

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   +2 more sources

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   +2 more sources

Hotel brand portfolio strategy

, 2015
Purpose This study aims to develop dimensions and sub-items that explain hotel brand portfolio strategy (HBPS) and explore performance differences among HBPS groups in an effort to improve our knowledge about HBPS.
Yao-Chin Wang, Yeasun K. Chung
semanticscholar   +1 more source

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   +2 more sources

The Role of Brand Management in Emerging Markets

, 2014
This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand
Kijpokin Kasemsap
semanticscholar   +1 more source

Strategy Changes, Flexibility and Brand Management

2014
Brand management of companies has to maintain flexibility to be successful in an environment, which is characterized by changing technologies, changing consumer needs, organizational changes, and a changing competitive environment. The state-of-the-art brand management approach, which explicitly views brand management as continuous task considering a ...
Antje Löwa, Rico Piehler, Christoph Burmann   +2 more
openaire   +2 more sources

Make or buy the brand: strategic direction of brand management

, 2014
Purpose – The purpose of this paper is to unfold the strategic direction of different brand management paradigms. Design/methodology/approach – The paper is based on comparison between diverse brand management paradigms. Findings – A make or buy approach
Henrik Uggla
semanticscholar   +1 more source