Branding and Brand Management
Regional Branding: Building Brand Value
... strategic brand management and sources dedicated to regional branding, a model combining the findings from both fields was ...regional brand (RB), user/producer of the RB and customer/consumer ...
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Evaluations of Co-Brands: A Two-Country Comparison
... a brand management strategy is well documented (Helmig et ...relative brand equity (Washburn et al., 2000). Research on co-branding developed from a burgeoning literature on brand ...
11
Branding Strategy for Non - Profits in Developing Countries: Case Study - Albania
... Given the intention to examine the brand management practices to the nonprofit organizations, it is important to begin by defining what we mean by this term. The nonprofit organizations can be defined as an ...
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ROLE OF BRAND MANAGEMENT COMPANIES IN MAKING AN AVERAGE BRAND A SUPER BRAND
... Inference: Table shows that χ2 calculated value is 21.43 at 5% level of significance and DOF is 2, hence the χ2 table value is 5.99 .As the χ2 cal > χ2 tab, null hypotheses is rejected. Hence, the factors such as ...
6
Identifying the Internal Factors and Challenges in Branding of Iran Basketball League
... to brand management ...their brand value to complete brand management and achieve high ...the brand growth and improvement in the Iran’s Basketball League using the potential of ...
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Service Branding: A Perspective of Value Co Creation Orientation
... From Brand Association, the elements of service brand association are more complex than product ...Product brand association in- cludes product related factors (such as product core functions, ...
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EFFECTS OF BRANDING STRATEGIES ON RECOGNITION OF CORPORATE BRAND AT EUROPEAN UNION MISSIONS IN KENYA
... adopting branding strategies for recognition of the EU corporate brand Missions in ...corporate branding and formulates a series of related research ...Corporate brand management is a ...
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Brand management: brand dynamic: building the most valuable asset in business
... (2003), branding is about “endowing products and services with the power of brand ...equity”. Branding is also a “management perspective that focuses on shaping the perceived value of the ...
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Export to expand : a conceptual examination of branding as a deterministic parameter in export performance
... considering branding in the context of business-to-business (B2B), there is a complete absence of international B2B branding research (Mudambi, 2002; Van Riel ...to brand management and ...
11
Developing a Model of the Impact of Service Quality, Brand’s Social Identity and Attachment to the Team on the Loyalty of Football Fans
... Despite the high potential for revenue-generating, Iranian Premier League football teams are often in financial trouble. In sports marketing literature, one of the most important ways of generating revenue is to use fan ...
19
A Principal-Agent View on International Hotel Branding and Empirical Evidence from China
... their branding decisions based on company-level ...solely brand the ...its brand reputation would therefore be more vulnerable to the developer’s shirking behaviour (Fladmoe-Lindquist & Jacque, ...
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The Hero versus the Outlaw?: archetypical brand testimonial congruence and its influence on brand attitude, purchase intention and retrieval
... rough brand Harley Davidson. Based on these 3 brand-celebrity matches, the influence of an archetypical personality match-up can be analyzed through the main ...
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MAJOR BRANDING DECISIONS AND STRATEGIES
... each brand might obtain only a very small market share and none may be very profitable because it may lead to inefficient use of the company’s resources as it entails spreading resources over a wide array of ...
6
Branding sustainability: Opportunity and risk behind a brand-based approach to sustainable markets
... ethical branding and how it might help to overcome some institutional shortcomings inherent in current market ...of brand communities and the seeming potential for a ‘democratisation’ of brand value ...
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Examining the City Brand Theory and Presenting Some Solutions for Implementing of It in Iran
... place. Branding cities is a tool that assists to make a region, country or city widely recognized and is studied in this paper as a means to better Iran’s global reputation and ...to branding Iran is in the ...
5
Same, same but different? : A strategic framework for attraction oriented employer branding strategies under the consideration of employee preference profiles
... employer branding and making it difficult to attract the right ...employer branding to compete against other employers in the war for ...employer branding budget were considered a threat because ...
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Branding Through Nature: Effects of Spaciousness and Unpredictability on Brand Awareness and Brand Image
... As outlined before, spacious nature scenery elicits associations with concepts like openness, freedom, and awe, but is also referred to a lack of structure, a lack of goal- orientation, or the feeling of being lost ...
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Internal branding: In search for employee commitment and brand supportive behavior : Research in a laboratory organization how internal branding enhances the delivery of the brand promise by employees
... corporate branding, strategy, and communication (Van Riel & Balmer, ...the brand by showing cues portraying values, roles, and relationships (Morhart, Malär, Guevremont, Girardin, & Grohmann, ...
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Assessing and managing sustainability in international perspective: corporate sustainability across cultures – towards a strategic framework implementation approach
... A generic life-cycle analysis or life-cycle assessment (LCA), respectively, represents the core analytic frame- work, additionally serving as major structuring element. The rationale behind is that an extended life-cycle ...
34
A new study on cultural branding from the perspective of brand ecosystem
... cultural branding features inadequate total consumption, shortage of industry chain, lack of creativity, and low internationalization, and puts forward strategies such as carrying out cultural brand ...
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