Results 361 to 370 of about 1,566,855 (380)

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
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Branding as a Competitive Strategy for Demand Management in SMEs

Journal of Research in Marketing and Entrepreneurship, 2001
The ability to predict future demand is a need that businesses work towards irrespective of their size. Creating a favourable competitive stance for firm’s output is also a crucial goal of businesses. These two goals are of particular importance for enterprises operating in an environment characterised by rapid changes, shortened lead‐times, and ...
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Managing Sepracor’s employment brand: Tracking the employment brand’s contribution to business strategy

Strategic HR Review, 2006
Sepracor, a pharmaceuticals provider, introduced a strategic plan to help develop an employment brand and support its growth. Regina DeTore, Sepracor’s VP of HR, and David Jackson, Mercer communication consultant, explain the step‐by‐step process the company used to build and manage a measurably effective and enduring employment brand.
Regina DeTore, David Jackson
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Managing Integrated Brand Communication Strategies in the Online Era

2021
After digitalization, both scholars and practitioners found that luxury companies, which have invested in this transformation, not only have increased their revenues, but have also improved customer satisfaction. Luxury companies have reached a greater number of consumers worldwide, but the communication pillars have been preserved. In the near future,
Mosca, Fabrizio, Casalegno, Cecilia, Bonelli, Giulia, Civera, Chiara   +3 more
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Managing Negative Feedback Effects Associated With Brand Extensions: The Impact of Alternative Branding Strategies

Journal of Consumer Psychology, 1997
This article investigates the relation between alternative brand extension strategies and negative feedback effects of such extensions. We examine situations in which extensions may dilute family brand beliefs and create negative affect and how a sub‐branding strategy (a new brand name in conjunction with a family brand name) may mitigate these effects.
Sandra J. Milberg, C. Whan Park, Michael S. McCarthy   +2 more
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Managing brand instability and capital market reputation: Implications for brand governance and marketing strategy [PDF]

Journal of Brand Management, 2010
This study investigates how customer satisfaction and its instability affect the capital market reputation and shareholder returns. A sample from the American Customer Satisfaction Index database of 76 publicly traded firms, during the period from 2001 to 2007, was used to test the hypothesised model.
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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
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Luxury Relationship Branding: Heart-Winning Strategies for Brand Managers and their Corporations

2014
Using the five emotional facets that characterize the relationships salespeople have with their brands, in this chapter I provide 18 heart-winning strategies. Together they form the Luxury Relationship Branding — Strategies. Putting these in place, managers can bind the sales force even more closely to brands and corporations without necessarily ...
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Brand Management as an Internationalization Strategy for SME: A Multiple Case Study

, 2017
Maria Couto, J. Ferreira
semanticscholar   +1 more source

Managing co-branding strategies: Global brands into local markets

Business Horizons, 2002
Abratt, Russell, Motlana, Patience
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