Relevant bibliographies by topics / Brand-building

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Brand-building'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Brand-building"

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NGUYỄN THỊ MAI, TRANG. "Building Brand Commitment Through Brand Passion." Journal of Asian Business and Economic Studies 217 (July 1, 2013): 120–28. http://dx.doi.org/10.24311/jabes/2013.217.02.

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This study examines the effect of brand commitment on brand passion. It also investigates the role of some selected promotion-mix elements (i.e., advertising and public relations) in brand passion. A model depicting these relationships was tested with a sample of 386 consumers in HCMC, Vietnam. The results show that attitudes toward advertising and public relations have positive impacts on brand passion, and subsequently brand passion is a key factor influencing brand commitment. These findings imply that a firm is able to enhance brand passion through advertising and public relations. In so d
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TRANG, NGUYEN THI MAI. "Building Brand Commitment Through Brand Passion." Journal of Economics Development 217 (July 1, 2013): 120–28. http://dx.doi.org/10.24311/jed/2013.217.02.

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de Chernatony, Leslie. "Integrated brand building using brand taxonomies." Marketing Intelligence & Planning 14, no. 7 (1996): 40–45. http://dx.doi.org/10.1108/02634509610152709.

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Petromilli, Michael, Dan Morrison, and Michael Million. "Brand architecture: building brand portfolio value." Strategy & Leadership 30, no. 5 (2002): 22–28. http://dx.doi.org/10.1108/10878570210442524.

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Syafril, Syamsidariah, Syarifah Hudayah, Sugeng Hariadi, and Tetra Hidayati. "BUILDING BRAND-COMMITMENT." International Journal of Business Management and Economic Review 05, no. 01 (2022): 01–08. http://dx.doi.org/10.35409/ijbmer.2022.3352.

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Singh Bijral, Amuleek. "Building a Brand." NHRD Network Journal 7, no. 2 (2014): 104–8. http://dx.doi.org/10.1177/0974173920140219.

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Briggs, Bonnie. "Building Brand Value." Design Management Journal (Former Series) 8, no. 1 (2010): 56–60. http://dx.doi.org/10.1111/j.1948-7169.1997.tb00507.x.

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Milic, Slavisa. "Brand building process." Ekonomski signali 9, no. 2 (2014): 33–47. http://dx.doi.org/10.5937/ekonsig1402033m.

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Rowley, Jennifer. "Building brand webs." International Journal of Retail & Distribution Management 33, no. 3 (2005): 194–206. http://dx.doi.org/10.1108/09590550510588361.

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McAlexander, James H., John W. Schouten, and Harold F. Koenig. "Building Brand Community." Journal of Marketing 66, no. 1 (2002): 38–54. http://dx.doi.org/10.1509/jmkg.66.1.38.18451.

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A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglec
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Dissertations / Theses on the topic "Brand-building"

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Cederäng, Jesper, and Markus Norberg. "Brand Building of Born Globals." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9475.

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<p>Abstract The purpose of this thesis was to increase the understanding of two early internationalizing firms (Born Globals) brand building efforts. By performing case studies on these companies we wished to discover similarities and differences in their marketing efforts. The companies that we studied were CTEK Sweden AB, a battery charger manufacturer and POC Sweden AB, who designs advanced protective gear for the alpine ski market.</p><p>The theoretical framework was divided according to the four 4Ps (Product, Price, Promotion and Place) as previous studies had shown all four factors were
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Verster, Alet. "Building brand equity through brand identity in the architectural industry." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59798.

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The lack of differentiation between firms in the South African architectural industry has led to the virtual commodification of architectural services. This commodification has resulted in increased competition and decreased profitability in the industry (Allix, 2012). The objective of this research is to explore the manner in which B2B architectural firms in South Africa and the Netherlands use brand identity to build the foundation of brand equity, in order to secure competitive advantage, by differentiating themselves. In contrast to South African firms, Dutch architectural firms rece
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Storozheva, Yulia, and Stephen Young. "Building brand equity at Huskvarna Motorcycles." Thesis, Jönköping University, JIBS, Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9533.

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<p><strong>Purpose</strong></p><p>The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand.</p><p><strong>Background</strong></p><p>In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' impro
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WOLF, VICTORIA, and MARIE SVENSSON. "The Brand Building Balancing Act : A study into the internal conflicts and processes of building brand image." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18174.

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Background: Based on our professional experience supported by evidence from current brand literature, we have identified an on-going struggle for fashion brands when building and communicating brand image internally. Branding is about adding value and which is directly connected to the product itself. Theories support that clear and successful branding creates trust with stakeholders and is therefore important to a company’s profitability. If branding strategies and roles are not defined internally, image become ever more unclear once ideas are to be communicated to customers in store through
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Adrian, Sven. "Independent but dependent : An empirical study of the car modification market." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-99502.

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A brand can be a valuable asset for a company in two ways: On the one hand the brand can have an influence on the perceptions and preferences of the consumer and therebypositively influence the performance and success of a product, which can lead to acompetitive advantage. On the other hand, a brand can even be an asset of significantfinancial value. For the actual building of a strong brand, several theoretical modelsexist. Car modification companies offer modifications for and modified versions of cars ofother brands. The thereof resulting connection between the two brands and itsconsequence
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Nováková, Tereza. "Pilsner Urquell Strategic Management and Brand Building." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16625.

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The thesis is divided into nine chapters. The first three chapters deal with theoretical background, which forms the basis for the following six chapters of the practical part. The first chapter is devoted to definitions of basic concepts such as brand, product and brand relationship, it also describes the basic elements of the brand. The second chapter deals with two key concepts of strategic brand management - brand identity and value concept. The third chapter focuses on the process of strategic management and benefits of a strong brand for both businesses and consumers. Chapter ends with a
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Kachanovska, Valeriia. "Theoretical and Practical Aspects of Brand Building." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75272.

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The purpose of this thesis is to analyse existing tools for developing the concept of a brand that allow a systematic approach in their design and to propose ideas for improvement of these tools. The research object is the concept of building a brand according to the "Who? What? How?" Brand Building Framework. From the brand development of the portable digital player iPod, used as an example in thesis, the practical use of this model is analysed and a short evaluation of its effectiveness is performed.
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Afandiyeva, Jamila. "Place brand building in Baku : Place branding." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-37268.

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Purpose    The aim of this study is to explore if there is a gap between brand identity and brand image in the city of Baku. Background Having a strong city brand based on the positive perceptions from both internal and external stakeholders’ point of view is very important in today’s world of globalization when cities have to constantly compete for the share of tourists, investors etc. Therefore, in terms of the thesis we aspire to investigate if Baku has been successful to build a strong brand identity and whether the brand image mirrors it from the Swedish people’s perception. Method The
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Wallace, E. "Service employee performance and brand building (Thesis)." Thesis, University of Birmingham, 2007. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.755763.

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Rizzo, Elena <1994&gt. "Building brand awareness through social media influencers." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14448.

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Nowadays social media are used by a large amount of consumers specially to look for information from someone else and to manifest themselves by showing their point of view. These online platforms offer an opportunity to actively interact with other consumers, and to be part of the social communities that can influence the way of acting of their members: companies no longer represent the sole source of communication for their products. Within this context, new online strategies such as electronic word of mouth represent the right way to influence a consumer during its purchase decision process
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Books on the topic "Brand-building"

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Beverland, Michael. Building Brand Authenticity. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230250802.

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Chernatony, L. De. Integrated brand building using brand taxonomies. Open Business School Research, 1996.

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E, Schultz Don, ed. Building customer-brand relationships. M.E. Sharpe, 2009.

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Segreto, Luciano. European business and brand building. P.I.E. Peter Lang, 2011.

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Vicari Haddock, Serena, ed. Brand-building: the creative city. Firenze University Press, 2010. http://dx.doi.org/10.36253/978-88-8453-540-5.

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The aim of this book is to contribute to a critical assessment of the literature on the creative city and to a clarification of some of the many questions that remain unanswered. It is a collection of essays which, in the first part, addresses concepts and theories of urban development, city marketing and branding, presented as a framework in which the discourse of the creative city is embedded. In the second part, four case studies of cities considered to be emblematic of cultural industries (Manchester, Berlin, Dublin, and a comparative study of Milan and London) serve to illustrate the soci
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Alejandro, Bahamón, Cañizares Ana Cristina G, and Corcuera Antonio, eds. Corporate architecture: Building a brand. W.W. Norton & Co., 2009.

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Frank, Andersen Tim, ed. Brand building on the Internet. Kogan Page, 2000.

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Chernatony, L. De. Brand building on the internet. Birmingham Business School, 2003.

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A, Aaker David. Brand equity: Building strong brands. Zhoa Yang Dang, 1995.

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Keller, Kevin Lane. Strategic brand management: Building, measuring and managing brand equity. Prentice Hall, 1998.

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Book chapters on the topic "Brand-building"

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Esch, Franz-Rudolf, Dominika Gawlowski, Kai Harald Krieger, and Christian Zeintl. "Brand building vs. Brand killing." In Das Diktat der Markenführung. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8265-0_2.

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Rich, Carrie, J. Knox Singleton, and Seema S. Wadhwa. "Building brand, literally." In Sustainability for healthcare management. Routledge, 2018. http://dx.doi.org/10.4324/9781315276878-10.

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Comerford, Chris. "Episodic Brand-Building." In Cinematic Digital Television. Routledge, 2022. http://dx.doi.org/10.4324/9781003171782-5.

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Parsons, Elizabeth, Pauline Maclaran, Andreas Chatzidakis, and Rachel Ashman. "Building Brand Cultures." In Contemporary Issues in Marketing and Consumer Behaviour, 3rd ed. Routledge, 2023. http://dx.doi.org/10.4324/9781003201151-2.

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Parsons, Elizabeth, Pauline Maclaran, and Andreas Chatzidakis. "Building brand cultures." In Contemporary Issues in Marketing and Consumer Behaviour. Routledge, 2017. http://dx.doi.org/10.4324/9780203526040-3.

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Beverland, Michael. "The New Brand Reality." In Building Brand Authenticity. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230250802_1.

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Beverland, Michael. "What Can You Do?" In Building Brand Authenticity. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230250802_10.

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Beverland, Michael. "Why Authenticity?" In Building Brand Authenticity. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230250802_2.

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Beverland, Michael. "The Authenticity of Stories." In Building Brand Authenticity. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230250802_3.

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Beverland, Michael. "Appearing as Artisanal Amateurs." In Building Brand Authenticity. Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230250802_4.

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Conference papers on the topic "Brand-building"

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Hao, Bing. "Research on Building System of Brand Operation Effect Prediction Model Based on Machine Learning." In 2024 IEEE 2nd International Conference on Sensors, Electronics and Computer Engineering (ICSECE). IEEE, 2024. http://dx.doi.org/10.1109/icsece61636.2024.10729451.

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Juozėnaitė, Eglė. "BRAND COMMUNITY AS A VERSATILE BRAND-BUILDING TOOL." In 15th International Conference on Education and New Learning Technologies. IATED, 2023. http://dx.doi.org/10.21125/edulearn.2023.1749.

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Eisenberg, Marco, Klaus Heine, and Michel Phan. "THE LUXURY BRAND-BUILDING CANVAS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.02.09.03.

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Lee, Kuan-Yin, Prasana Kumar Samanta, and Serhan Demirci. "Building a University Department Brand through Brand Association Network Technology." In IEEE ICEIB 2023. MDPI, 2023. http://dx.doi.org/10.3390/engproc2023038030.

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Tarmawan, Irwan. "Building Brand Awareness Through Film Narrative." In Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019). Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200108.019.

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Hannan, Sufrin. "Building a Brand in Higher Education." In 5th Asian Education Symposium 2020 (AES 2020). Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210715.010.

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Yang, Jianhua, and Nan Shen. "Building Traditional Brand through Cultural Features - Research Based on Chinses Traditional Brand." In 2010 International Conference on Information Management, Innovation Management and Industrial Engineering (ICIII). IEEE, 2010. http://dx.doi.org/10.1109/iciii.2010.245.

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Casanoves-Boix, Javier. "BRAND MANAGEMENT AND PRIVATE UNIVERSITIES: THE IMPORTANCE OF BUILDING EDUCATIONAL BRAND CAPITAL." In 13th International Technology, Education and Development Conference. IATED, 2019. http://dx.doi.org/10.21125/inted.2019.0404.

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Shi, An, Gao Liang, and Wang Jian. "Corporate Brand Cube: Building Strong Corporate Brands." In 2006 International Conference on Management Science and Engineering. IEEE, 2006. http://dx.doi.org/10.1109/icmse.2006.314004.

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Zhuolin Liu and Xiaodi Lu. "Consumer-based brand building of online shopping." In 2011 International Conference on Computer Science and Service System (CSSS). IEEE, 2011. http://dx.doi.org/10.1109/csss.2011.5975028.

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Reports on the topic "Brand-building"

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Song, Sarah, and Minjeong Kim. Strategies for Building Brand Equity for Unfamiliar Companies. Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-665.

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ERSHOVA, E., and S. KOSHEVENKO. PROJECT APPROACH IN THE BRANDING OF TERRITORIES. Science and Innovation Center Publishing House, 2021. http://dx.doi.org/10.12731/2070-7568-2021-10-5-3-66-71.

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The article is devoted to the formation and development of the brand of the territory. The authors propose for consideration a model of territorial branding based on a project approach. Brand building is viewed as a project with initiation, planning, implementation and completion phases. The authors point to the need to identify groups of stakeholders, a detailed analysis of the target audience, building a communication strategy and focusing projects in the field of territorial branding on the formation of the product portfolio of the region.
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DePrez, Brad. Building an Athletics Brand Through Integrated Marketing Communication: A White Paper of Best Practices. Iowa State University, 2019. http://dx.doi.org/10.31274/cc-20240624-324.

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O'Dair, Marcus. Enterprise Blockchain and the Hyperledger Brand: Challenges and Opportunities. The Linux Foundation, 2021. https://doi.org/10.70828/jwen4242.

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This report, commissioned by the Linux Foundation, examines perceptions of Hyperledger and enterprise blockchain more widely. The focus is the Hyperledger brand, rather than Hyperledger’s technology. Drawing on survey and interview data as well as secondary sources, it identifies both challenges and points of leverage with the aim of informing Hyperledger’s strategic development, particularly in terms of marketing, communications, and community building.
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Kazhenava, Zlata, Eva Navickaitė, and Mehmet Recai Uygur. estivals as Arenas of Political and Cultural Influence: Integrating Brand Engagement with National Identity and Consumer Experience. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.6.

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This article discusses the use of festivals more specifically as marketing tools for a brand or company and how such cultural and political events can influence the perception and behaviour of the consumers. The study looks at marketing of festivals in Lithuania and seeks to measure the effectiveness of this type of marketing by assessing the consumption and purchase behaviour as well as the attention to the brand by local and foreign festival participants. Important questions were how such brands have strategically exploited the cultural importance of these festivals in wonderfully connecting
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Lee, Ji Yeong, and Kim K. P. Johnson. Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty. Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-838.

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Just, David, and Amir Heiman. Building local brand for fresh fruits and vegetables: A strategic approach aimed at strengthening the local agricultural sector. United States Department of Agriculture, 2016. http://dx.doi.org/10.32747/2016.7600039.bard.

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Abstract The debate about whether to reduce import barriers on fresh produce in order to decrease the cost of living and increase welfare or to continue protecting the local agricultural sector by imposing import duties on fresh vegetables and fruits has been part of the Israeli and the US political dialog. The alternative of building a strong local brand that will direct patriotic feelings to support of the agricultural sector has been previously discussed in the literature as a non-tax barrier to global competition. The motivation of consumers to pay more for local fresh fruits and vegetable
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Mattheis, Ashley A. Atomwaffen Division and its Affiliates on Telegram: Variations, Practices, and Interconnections. RESOLVE Network, 2022. http://dx.doi.org/10.37805/remve2022.1.

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This research brief details findings from a recent collaborative project exploring different groups related to Atomwaffen Division (AWD) on Telegram. The brief provides an initial foray into understanding the digital communicative practices these AWD-related groups use to maintain their loose structure as a transnational, digitally networked extremist culture. Groups affiliated with the meta-brand of AWD are continuing to develop globally and building a transnational, digital networked culture, despite increased scrutiny. This indicates that their structure as a digitally networked, transnatio
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Randrup, Thomas, Geovana Mercado, Lisbet Christoffersen, and Sixten Lundqvist, eds. Compendium Forested Landscapes : analysis & governance. Department of Landscape Architecture, Planning and Management, Swedish University of Agricultural Sciences, 2024. http://dx.doi.org/10.54612/a.4i3m6fl0g4.

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The international Forest &amp; Landscape program, taught at SLU at Bachelor level, began in 2021. In its essence, the program tries to combine the very best from forestry and landscape management. This unique program gives in-depth knowledge of forests and landscapes, taking a holistic approach to trees and forests and their importance to society, by focusing on the different perspectives of the forested landscapes and the management of them. Students are expected to gain adequate knowledge to work as e.g. a specialist or advisor at governmental authorities, municipalities, forestry companies,
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Building Brand Equity through Event Marketing. IEDP Ideas for Leaders, 2013. http://dx.doi.org/10.13007/251.

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