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2018
Abstract This chapter presents a short overview of core branding values and provides a description of how to capture them in a business-to-business (B2B) context. However, the reader should keep in mind that the value of branding is a broad term consisting of different aspects, which makes it challenging to capture and present them ...
Wilhelmina Sirén +2 more
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Abstract This chapter presents a short overview of core branding values and provides a description of how to capture them in a business-to-business (B2B) context. However, the reader should keep in mind that the value of branding is a broad term consisting of different aspects, which makes it challenging to capture and present them ...
Wilhelmina Sirén +2 more
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International Marketing Review, 2016
PurposeAlthough multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful.
Chih-Pin Lin, Cheng-Min Chuang
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PurposeAlthough multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful.
Chih-Pin Lin, Cheng-Min Chuang
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International Journal of Contemporary Hospitality Management, 2017
Purpose This study aims to examine the quick service restaurant (QSR) differentiation in the minds of consumers, customers and non-customers and addresses the use of absolute measures. The study integrated competitive context and customer vs non-customer perceptions to better understand marketing strategies and the impact on customer value.
Robert J. Harrington +2 more
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Purpose This study aims to examine the quick service restaurant (QSR) differentiation in the minds of consumers, customers and non-customers and addresses the use of absolute measures. The study integrated competitive context and customer vs non-customer perceptions to better understand marketing strategies and the impact on customer value.
Robert J. Harrington +2 more
openaire +1 more source
2012
As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. In order to achieve knowledge in this, known research in
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As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. In order to achieve knowledge in this, known research in
openaire +1 more source
The Infleunce of Brand Value, Brand Trust and Brand Attitude on Brand Attachment
2014Being able to build a relationship with a customer through the brand is a vital necessity for marketing. Established relationships with customers carry benefits for companies such as increased profitability. Previous studies have acknowledged the role brand attachment, brand trust and brand attitude play in the formation of committed behaviour, without
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2010
The importance of brands as corporate assets is now embraced by most leading companies around the world. Many CEOs are convinced that their brand or brands are key to the success of their business. The publicly available brand rankings most notably the “Best Global Brands” survey published annually in BusinessWeek have put the brand on the c-suite ...
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The importance of brands as corporate assets is now embraced by most leading companies around the world. Many CEOs are convinced that their brand or brands are key to the success of their business. The publicly available brand rankings most notably the “Best Global Brands” survey published annually in BusinessWeek have put the brand on the c-suite ...
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1994
The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount ...
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The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount ...
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1994
At Grand Metropolitan we believe our brands to be our most valuable assets. Our businesses in foods, drinks and retailing are all about consumer brands. We use brands to add value to our food and drink products and to our retail outlets, encouraging consumer loyalty and confidence.
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At Grand Metropolitan we believe our brands to be our most valuable assets. Our businesses in foods, drinks and retailing are all about consumer brands. We use brands to add value to our food and drink products and to our retail outlets, encouraging consumer loyalty and confidence.
openaire +1 more source