Results 251 to 260 of about 699,305 (306)
Some of the next articles are maybe not open access.
Journal of Business Strategy, 1999
Based on the evidence, brand must be one of the biggest guns in the corporate arsenal and thus worthy of significant investment. After all, consumer product companies regularly spend hundreds of millions of dollars to support brands; Wall Street values leading Internet businesses at enormous multiples simply because of their online brand strength; and ...
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Based on the evidence, brand must be one of the biggest guns in the corporate arsenal and thus worthy of significant investment. After all, consumer product companies regularly spend hundreds of millions of dollars to support brands; Wall Street values leading Internet businesses at enormous multiples simply because of their online brand strength; and ...
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Strategies for distinctive brands
Journal of Brand Management, 2010Brand identity complements brand equity and it forms an important part of the strategic management of brands. Identity elements include a well-known brand name, logo, font type, symbols, colour, shape, as well as unique product and benefit descriptions.
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Brand Strategies 1—Symbolic Brands
2018This chapter discusses how managers might develop strategic plans for brands. It begins by proposing a basic model of how brands are built in mindspace over time. It demonstrates how advertising plays a key role in the process. Brand strategies based on personal meanings, on social differentiation, and on social integration are considered.
Richard Rosenbaum-Elliott +2 more
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Cornell Hospitality Quarterly, 2009
Few dispute the value that a brand brings to a hotel property, but questions remain regarding exactly how the brand creates guest loyalty and how it creates value. Over the past twenty-five years, a brand flag has become an essential element of arranging a hotel development deal. Because of this, researchers have examined how brands influence top- and
John W. O'Neill, Anna S. Mattila
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Few dispute the value that a brand brings to a hotel property, but questions remain regarding exactly how the brand creates guest loyalty and how it creates value. Over the past twenty-five years, a brand flag has become an essential element of arranging a hotel development deal. Because of this, researchers have examined how brands influence top- and
John W. O'Neill, Anna S. Mattila
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Brand Strategies 2—Low-Involvement Brands
2018This chapter surveys brand strategies for low-involvement brands. It illustrates the vital importance of top-of-mind awareness and brand salience to a functional brand. A range of ways in which brand associations can be built up through pre-conscious and minimal cognitive processes using all elements of communication is presented.
Richard Rosenbaum-Elliott +2 more
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Brand Diffusions and Brand Naming Strategies
2015The research study examines a company’s ability to create brand equity within its sub-brand when employing diffusion branding. Brand equity is the importance of a brand within the minds of consumers based on their experiences with the brand over time. Diffusion brands are step-down line extensions of existing luxury brands, normally less expensive than
Eric Billinger, Amit Arora
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Strategic Direction, 2021
Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings OBCs can be a powerful tool for marketing
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Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings OBCs can be a powerful tool for marketing
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Multi-brand hospitality operations branding strategies
2006The purpose of this professional paper is to identify the optimal brand architecture for MGM MIRAGE’s Project CityCenter through synthesis of a review of branding strategies throughout the hospitality industry and a review of Project CityCenter’s goals.
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Journal of Brand Management, 2004
This paper introduces a unique framework for equivalent and comparable brand analysis across multiple markets and societies — the Global Brand Proposition Model. The model combines consideration of the strategic planning cycle and the brand environment into an analysis tool that can be applied both globally and locally.
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This paper introduces a unique framework for equivalent and comparable brand analysis across multiple markets and societies — the Global Brand Proposition Model. The model combines consideration of the strategic planning cycle and the brand environment into an analysis tool that can be applied both globally and locally.
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Merancang Strategi Brand Marketing (Designing a Brand Marketing Strategy)
SSRN Electronic Journal, 2022Dorpi Mora Lintang, Dyana Sari
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