Results 11 to 20 of about 699,305 (306)
How positioning strategies affect co-branding outcomes [PDF]
Cogent Business & Management, 2015 Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand ...
Hilary Wason, Nathalie Charlton
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BRANDING IN SMALL BUSINESS [PDF]
Management & Marketing, 2010 In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that
Mihai Răzvan Constantin BARBU +2 more
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BRAND COMMUNICATION OF TOURIST DESTINATIONS DURING THE COVID-19 PANDEMIC
Russian Studies in Culture and Society, 2022 This article explores the effective practices of brand communications of tourist destinations during the pandemic. The relevance of the chosen topic is due to the economic crisis caused by the pandemic and, as a consequence, the need to revise the brand ...
Iulia V. Berval, Guzel R. Karimova
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The Construction and Effectiveness of Regional Cultural Confidence Strategy in the Context of Brand Internationalization: Based on Big Data [PDF]
E3S Web of Conferences, 2021 Place brand cannot be built without regional culture, and regional cultural confidence from excellent regional culture is an important force for place brand internationalization and win host country consumers.
Zhao Weihong, Xie Shengcheng, Jin Hong
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Acta Universitatis Carolinae: Kinanthropologica, 2019 The research examines the influence of long-term sponsorship on congruence (perceived consensus) of personal characteristics between Škoda Auto and sponsored international sport events such as the Ice Hockey World Championship and Tour de France.
Eva Čáslavová, Andrej Višněvský
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Linear Model for Brand Portfolio Optimization
Economics and Culture, 2019 Research purpose. The aim of the paper is to create a model that allows building an optimal brand portfolio, allowing an organisation to achieve its goals. The created model is based on the bivalent programming theory.
Kral Pavol +2 more
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Brand Alliance. Building Block for Scientific Organisations’ Marketing Strategy
Marketing of Scientific and Research Organizations, 2016 This paper addresses management issues of brand alliances as part of a scientific organisation’s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic ...
Redler Joern
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Research on the Relationship between Marketing Strategy and Brand Development of Apparel Companies Based on Data Mining Technology [PDF]
E3S Web of Conferences, 2021 The apparel industry is an important part of China’s economy and an important industry that drives the continuous improvement of national living standards.
Sun Yinan
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The Brand Effect - Living the Brand in Negotiations [PDF]
Journal of Emerging Trends in Marketing and Management, 2017 Prior studies in marketing could confirm that the humanization of the brand through the sales person is beneficial for the brand perception by the customer during the selling process.
Stefani, Anne Maria
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The Current Situation, Problems and Countermeasure Research of Chain-management Development in China
SHS Web of Conferences, 2014 At present, Chinese Chain-management, which is still at the initial stage of development, is in obvious disadvantage in the competition with foreign large-scale chain enterprises.
Hongyun Li, Yu Hou, Yu Han, Yunxia Ning
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