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Relevant bibliographies by topics / Brand enterprises

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Academic literature on the topic 'Brand enterprises'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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Journal articles on the topic "Brand enterprises"

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Xiao, Mengyang. "The Characteristics of Enterprise Brand Marketing in the New Media Era." Lecture Notes in Education Psychology and Public Media 50, no. 1 (2024): 256–61. http://dx.doi.org/10.54254/2753-7048/50/20240964.

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With the advent of the new media era, new media technology has been gradually integrated into the marketing communication strategy, and for the brand marketing of enterprises, communication development has created new opportunities to expand the new development space. In the face of various apps such as Tiktok, YouTube, Instagram, etc., which are produced under the background of new media, the brands of various enterprises have also produced new marketing and communication methods. The emergence of new media technology makes the traditional communication strategy can no longer meet the enterpr

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Odoom, Raphael, and Priscilla Mensah. "Brand orientation and brand performance in SMEs." Management Research Review 42, no. 1 (2019): 155–71. http://dx.doi.org/10.1108/mrr-12-2017-0441.

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Purpose This study aims to investigate the moderating effects of innovation capabilities and social media capabilities on the relationship between brand orientation and brand performance among small- and medium-sized enterprises (SMEs). Drawing on the size differential feature from the organizational ecology theory, the paper further tests variations in these conditions across disaggregated SME levels. Design/methodology/approach The empirical part of the study was carried out with a sample of 484 enterprises in an emerging market context via exploratory and confirmatory factor analyses, along

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Jovanović, Milica, Bojan Krstić, and Sandra Milanović. "THE IMPACT OF BRAND VALUE ON MARKET PERFORMANCE INDICATORS OF HIGH-TECHNOLOGY ENTERPRISES." Facta Universitatis, Series: Economics and Organization, no. 1 (January 16, 2021): 317. http://dx.doi.org/10.22190/fueo200612023j.

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Brand valuation gained in importance in the 1980s, when a difference between the price at which some enterprises are bought and their value, according to the balance sheet, was noticed. Brand value can be considered an intangible asset of an enterprise, whose impact on the market performance indicators must be taken into account. This paper examines the relationship between brand value and selected market performance indicators using correlation and regression analysis. The analysis is based on Interbrand data on brand value and annual reports of selected enterprises from high-technology secto

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Li, Chenxi, Zhengyan Cui, Jing Chen, and Ning Zhou. "Brand Revitalization of Heritage Enterprises for Cultural Sustainability in the Digital Era: A Case Study in China." Sustainability 11, no. 6 (2019): 1769. http://dx.doi.org/10.3390/su11061769.

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Many heritage enterprises have been struggling with severely declining brands in the digital era and are in desperate need of brand revitalization. Resolving the decline of heritage brands is not only a commercial issue but also a cultural sustainability issue because a living heritage brand can be considered an example of the preservation and even inheritance of a certain culture or history. While the prior literature has largely overlooked the cultural dimension of sustainability and the management of heritage enterprises from a brand revitalization perspective, this study investigates how a

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Xie, Zhi Bin, and Zhi Qiang Bu. "Research of Following Strategy of Product Design." Applied Mechanics and Materials 201-202 (October 2012): 879–81. http://dx.doi.org/10.4028/www.scientific.net/amm.201-202.879.

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The article uses research ways of Enterprise localization and enterprise's development course to study the strategy of company's product design and development. It announces at different stages for development, different kinds of enterprises will adopt product design and development policies of different modes. It also announces close causality between development course of company and central technology and product. The result indicated enterprises in leading position in market, technology and brand adopt pioneer strategy type of product research and development. Those enterprises that are re

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Yuan, Ke. "How to Build Enterprise Brand Image by Virtue of Crisis Public Relations?" Journal of Innovation and Development 4, no. 3 (2023): 39–42. http://dx.doi.org/10.54097/jid.v4i3.12839.

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As the competition in the market environment increases day by day, enterprises often encounter various types of crisis public relations events: regulatory policy changes, changes in the industry environment, competitors' malicious smears, user complaints, and other levels. Moreover, if enterprise managers face a poorly handled crisis, the enterprise brand will be ruined and lose consumers' trust. However, if the crisis is handled properly, it may also turn "crisis" into "opportunity", which is more conducive to the further development of the enterprise. In the face of a crisis, how to reasonab

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Zhang, Jiayi. "Research on the Promotion of Brand Value of Commercial Sports Brands Based on Marketing System -Take Under Armour as an Example." Highlights in Business, Economics and Management 23 (December 29, 2023): 821–31. http://dx.doi.org/10.54097/90rdgf89.

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The brand is the most valuable intangible asset of enterprises, and a prestigious brand will win a broader space for development. With the development of society, enterprises pay more and more attention to the influence of brand value, strengthen the construction of soft power, and seek a variety of ways or professional institutions to value, add value, and endorse the brand. In the field of sports, sports brands have become an essential condition and driving force for the development of the cultural industry. In the case that the public's pursuit of sports brands has become an average psychol

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ZUBKO, Daria. "THE ROLE OF BRAND MANAGEMENT IN THE STRATEGIC DEVELOPMENT OF TRADE ENTERPRISES." Ukrainian Journal of Applied Economics 5, no. 2 (2020): 260–66. http://dx.doi.org/10.36887/2415-8453-2020-2-31.

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Introduction. Changes in business conditions necessitate the use of new approaches to strategic management to ensure the development of a commercial enterprise. This is necessary for making rational decisions, increasing the coordination of management processes, increasing the efficiency of the trading company in conditions of increased competition. An important element of the strategic development of a commercial enterprise is the use of brand management. The purpose of the research is to substantiate the role of brand management in the strategic development of commercial enterprises. Results

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Cao, Zeyu. "The Application of Intelligent Generation Technology in the Visual Communication Design of Exhibition Brand." Wireless Communications and Mobile Computing 2023 (April 27, 2023): 1–11. http://dx.doi.org/10.1155/2023/1550761.

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Since the beginning of the new century, information technology has advanced by leaps and bounds, and intelligent technology has made breakthroughs, speech recognition, and image recognition. In the development of medium and long-term exhibition brands, intelligence and modernization are taken as one of the development tasks. The visual communication design of brand logo is the graphical post symbol language of brand trademark, which is the silent transmission of brand. As long as you see a certain brand logo, its product characteristics and values can emerge in your mind. It is very easy to id

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Beck, Shelley B., Ayanda P. Deliwe, and Elroy E. Smith. "Assessing SME Perceptions of Using Green Social Media Marketing." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (2020): 74. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(74).

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The image of an enterprise in relation to the environment in which it operates is currently of increased importance (Liskova, Cudlinova, Partlova & Petr, 2016, p.64). An enterprise's brand image is a customer's perception of a brand and can help customers assemble information, discriminate brands, create positive feelings, and create a reason to purchase (Huang, Yang & Wang, 2014, p.263). Therefore, enterprises aim to create a strong positive image of their brand which can be generated through marketing programmes. Social media marketing is the application of marketing principles, tool

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Dissertations / Theses on the topic "Brand enterprises"

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Babb, Kara C. "Research of China’s Private Enterprises and Brands on a Global Background." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1306387641.

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Івашова, Н. В. "Структура бренду промислового підприємства". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/17021.

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Проведений аналіз наукових публікацій виявив, що існуючі моделі створення брендів не враховують специфіки промислового маркетингу і потребують певної адаптації та уточнення. Тому нами запропоновано розглядати перелік складових елементів бренду підприємства, що виготовляє продукцію промислового призначення, на основі визначення джерел асоціацій бренду з точки зору сприйняття його споживачами. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/17021

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Lundgren, Tintin, and Anna Mossberg. "Rebrandingprocessen i ett småföretag : En fallstudie av ett svenskttextilföretag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14665.

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I takt med teknologisk utveckling och alltmer homogena produkter ökar konkurrensen mellan företag. Företag satsar på att bygga ett starkt varumärke eftersom detta kan bidra till differentiering samt konkurrenskraft. En alltmer förekommande marknadsföringsstrategi som används i syfte för att öka ett bolags relevans är så kallad rebranding. Detta kan innebära förändringar såsom ny grafisk profil eller bearbetning av företagets värderingar. Att genomgå en rebranding är en riskfylld process där många verksamheter misslyckas eftersom det krävs mycket tid och resurser, och där framgången ligger i mo

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Le, Roux Alta S. "Establishing the role of branding in social enterprises." Thesis, University of Pretoria, 2013. http://hdl.handle.net/2263/32391.

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“What role did branding play in the social marketing processes of the three Schwab Foundation award winning social enterprises (SEs)?” The research problem, as well as the research questions, revolve around the issue of establishing how branding may be employed as part of the social marketing process in such a way as to increase the competitiveness of those organisations known as social enterprises (SEs). This study investigates three SEs whose Chief Executive Officers (CEOs) have won The Schwab Foundation Social Entrepreneur (SFSE) of the Year Awards, to determine how branding was use

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Zeka, Bomikazi. "The influence of business social responsibility on the brand image and business performance of small and medium-sized enterprises." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1007753.

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Given the importance of the contribution of small and medium-sized enterprises (SMEs) in national and international economies, there is a lack of research attention given to the role that social responsibility can play in the success of SMEs. A vast amount of research has been conducted on how social responsibility can be beneficial to larger and more established enterprises; however, the benefits that can accrue to SMEs and their different stakeholder groups is less evident. Thus, the primary objective of this study is to investigate the influence of business social responsibility (BSR) on th

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Martinelle, Filip. "Enhancing Brand Equity for B2B SME through Social Media : An exploratory descriptive research." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64411.

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Through our smartphones, the access to information is higher than ever before. Social media has revolutionized the communication landscape in how we share information and communicate to each other. Social media has significantly impacted marketing communication, therefore organizations in B2B are exploring and trying to identify ways in how to make a profitable use of social media. Despite this interest, there seems to be insufficient understanding of how to properly manage social media in the B2B context. Furthermore, branding and brand equity through social media communication creates opport

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Mäläskä, M. (Minna). "Co-creation of corporate brand through stakeholder relationships in B2B SMEs." Doctoral thesis, Oulun yliopisto, 2015. http://urn.fi/urn:isbn:9789526208718.

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Abstract This study examines the phenomenon of corporate brand co-creation in the context of small and medium sized enterprises (SMEs) operating in business-to-business (B2B) markets. The aim of this study is to better understand how external stakeholders co-create a corporate brand—brand image and identity—and what characterises these brand co-creative stakeholder relationships. Branding is regarded as a social and interactive process in which the company and its stakeholders are both considered active participants. In addition to the corporate branding literature, this study builds on indust

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Kainat, Kainat, and Patrizi Jennifer. "Challenges SMEs Face when Adopting Social Media Marketing to Increase Brand Awareness : A Multiple-Case Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96051.

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As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face ado

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Boström, Emmeli, and Elin Byers. "Digitala kläder? : En studie om traditionella klädföretags it-strategier." Thesis, Södertörn University College, School of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-2473.

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<p>This paper focuses on traditional clothing enterprise IT strategies. The purpose was to investigate the correlation between traditional clothing companies IT strategies and their brand. </p><p>In a market where the competition is high it has become more important that the company targets a customer segment. To reach their targeted customers the company builds their brand with different corporate strategies. This segmentation is necessary because of the high exposure to competition, and a well-established brand could be a prerequisite for profitability. </p><p>In today’s market, IT has a ma

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Laxman, Prachi, and Shameil Ferha Ahmed. "Internationalization of Small and Medium-Sized Enterprises towards an Emerging Market : A study of Swedish Tech Companies in India." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41586.

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The changes in consumer patterns, digitalization, and the augmented diplomatic relation between Sweden and India has opened new opportunities for Swedish small- and medium-sized enterprises (SMEs) to enter the Indian market, which is characterized as an emerging market. Although SMEs often have scarce resources, they are succeeding in entering foreign markets and competing with Multinational corporations (MNCs). The phenomenon called Born Globals contradicts with the conventional internationalization theories. It sheds light on new internationalization paths, where the firm often is an SME and

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Books on the topic "Brand enterprises"

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Gunelius, Susan. Building brand value the Playboy way. Palgrave Macmillan, 2009.

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Gunelius, Susan. Building brand value the Playboy way. Palgrave Macmillan, 2009.

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

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Gunelius, Susan. Building brand value the Playboy way. Palgrave Macmillan, 2009.

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Warshavsky, Shmuel. La-lekhet ʻim logo. Yediʻot aḥaronot, 2005.

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Guo, Rui. Guo wai pin pai zai Zhongguo de zhuan hua yan jiu: Zhi du li lun shi jiao = The transformation of a foreign brand in China : an institutional perspective. Zhongguo di zhi da xue chu ban she you xian ze ren gong si, 2013.

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Trung tâm thông tin thương mại (Vietnam), ред. Thương hiệu Việt Nam hội nhập WTO =: Vietnam's brand integrated in to WTO. Bộ công thương, Trung tâm thông tin thương mại Việt Nam, 2007.

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PLC, Euromonitor, ed. Directory of consumer brands and their owners, 1998, Latin America. Euromonitor plc, 1998.

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PLC, Euromonitor, ed. Directory of consumer brands and their owners, 1998, Europe. 3rd ed. Euromonitor plc, 1998.

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Roscoe, David. The value of brands. Films for the Humanities & Sciences, 2004.

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Book chapters on the topic "Brand enterprises"

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Yu, Han, and Fei Ouyang. "Study on Brand Marketing Management in China Enterprises." In Lecture Notes in Electrical Engineering. Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-35398-7_65.

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Jitosho, Risa, and Hajime Baba. "Variation and Continuity of Brand Personality in Japan." In Transformation of Japanese Multinational Enterprises and Business. Springer Nature Singapore, 2024. http://dx.doi.org/10.1007/978-981-99-8616-3_3.

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Zhang, Qian, Bingxin Zeng, and Yuxi Zhang. "Brand Finance Global Brand Value Top 500 Ranking Analysis and Inspiration for Chinese Enterprises." In Advances in Economics, Business and Management Research. Atlantis Press International BV, 2024. https://doi.org/10.2991/978-94-6463-598-0_69.

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Xia, Shi-liang. "Valuation of Enterprises Brand Assets Based on Risk Cash Flow." In Proceedings of 20th International Conference on Industrial Engineering and Engineering Management. Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-40072-8_55.

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Li, Xin-zhu. "Research on Brand Strategy to Small and Medium-Sized Enterprises." In The 19th International Conference on Industrial Engineering and Engineering Management. Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-38391-5_91.

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Wu, Shengling. "Research on Cross-Border Co-Brand Marketing Strategy of Coffee Enterprises." In Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024). Atlantis Press SARL, 2024. http://dx.doi.org/10.2991/978-2-38476-257-6_56.

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Van Trang, Nguyen Thi, Thi-Lich Nghiem, and Thi-Mai Do. "Improving the Competitiveness for Enterprises in Brand Recognition Based on Machine Learning Approach." In Global Changes and Sustainable Development in Asian Emerging Market Economies Vol. 1. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-81435-9_26.

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Salem, Mohammed. "The Impact of Brand Authenticity on Consumers’ Emotional Attachment and Loyalty: A Study of Fast Fashion Brands." In AI and Business, and Innovation Research: Understanding the Potential and Risks of AI for Modern Enterprises. Springer Nature Switzerland, 2023. http://dx.doi.org/10.1007/978-3-031-42085-6_49.

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Patel, Isha. "Designing Brand-Led Cultures in Small and Medium-Sized Enterprises (SME’s) Struggling Through Midlife Crisis." In Design for Tomorrow—Volume 2. Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-16-0119-4_53.

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Wei, Yihang. "Analysis of Brand Marketing of Cross Border E-Commerce Enterprises under the Background of Digital Economy." In Advances in Economics, Business and Management Research. Atlantis Press International BV, 2025. https://doi.org/10.2991/978-94-6463-706-9_50.

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Conference papers on the topic "Brand enterprises"

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Christina, Christina, I. Ketut Gunarta, and Bambang Syairudin. "Brand Love Enhancement of Micro, Small, and Medium Enterprises in Indonesia: A Systematic Literature Review." In 2024 IEEE International Symposium on Consumer Technology (ISCT). IEEE, 2024. https://doi.org/10.1109/isct62336.2024.10791278.

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Jing, LIU, FANG Wenfang, and HUANG Lijia. "Research on The Strategy of Enterprise Brand Construction." In Conference Proceedings of The 5th (2015) International Academic Seminar of Soft Power, Jinan, China. Aussino Academic Publishing House (AAPH), 2015. https://doi.org/10.52202/080424-0020.

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Qiu, Jie, and Chen Peng. "Backpropagation Neural Network Model for Enterprise Brand Competitiveness Evaluation." In 2025 3rd International Conference on Data Science and Information System (ICDSIS). IEEE, 2025. https://doi.org/10.1109/icdsis65355.2025.11070638.

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Siqueira, Paulo, Rodrigo Dias, João Silva-Leite, et al. "Warehousing Data for Brand Health and Reputation with AI-Driven Scores in NewSQL Architectures: Opportunities and Challenges." In 27th International Conference on Enterprise Information Systems. SCITEPRESS - Science and Technology Publications, 2025. https://doi.org/10.5220/0013279800003929.

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Zeng, Yu Wei, and Lin Ming. "Cluster Brand, Leading Corporate Brand and Brand Development of Small and Medium Sized Enterprises." In 2010 International Conference on Management and Service Science (MASS 2010). IEEE, 2010. http://dx.doi.org/10.1109/icmss.2010.5578164.

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Akasaka, Ifumi. "On Localization Design in Transnational Marketing - The Example of Starbucks." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001851.

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Under the impact of the economic globalization across the world and the dual incentive of the flourishing information exchange, local multinational enterprises begin to emerge. Nowadays, the enterprises from all walks of life are under ever increasing pressure from competition at home and abroad. Under such background, let’s take Starbucks as an example herein to specify the cross-cultural barriers the multinational companies have to tackle in their marketing, such as language differences, religious beliefs, cultural values, etc., and interpret their marketing strategies in China in view of su

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Kang Canhua, Hang Cao, and Yan Xi. "Brand marketing management in China cigarette enterprises." In 2011 International Conference on Management Science and Industrial Engineering (MSIE). IEEE, 2011. http://dx.doi.org/10.1109/msie.2011.5707502.

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Xiaofeng, Zhang. "On employer brand construction of Chinese enterprises." In 2009 ISECS International Colloquium on Computing, Communication, Control, and Management (CCCM). IEEE, 2009. http://dx.doi.org/10.1109/cccm.2009.5267958.

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Abdul Aziz Mubarok, Dadan. "Effect of Brand Orientation on Entrepreneurship Creativity in Small Medium Enterprises Brand." In 2016 Global Conference on Business, Management and Entrepreneurship. Atlantis Press, 2016. http://dx.doi.org/10.2991/gcbme-16.2016.67.

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Pererva, Karyna. "BRAND TECHNOLOGIES FOR MANAGING THE COMPETITIVENESS OF ENTERPRISES." In Modern Scientific Views on the Development of the World Economy and International Cooperation. Publishing House “Baltija Publishing”, 2023. http://dx.doi.org/10.30525/978-9934-26-356-9-20.

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Reports on the topic "Brand enterprises"

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Hermansen, Anna. Hyperledger Foundation 2023 Brand Study: How Benefits and Challenges Create Opportunities for the Enterprise Blockchain Brand. The Linux Foundation, 2023. https://doi.org/10.70828/axhs1179.

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Hyperledger Foundation partnered with LF Research in 2023 to examine the public’s awareness, perceptions, and opinions of their brand, similar to the research study conducted in 2021. The aim of this project was to measure perceptions of the enterprise-grade blockchain technology market, with a specific focus on Hyperledger technologies’ place in this market. This study takes its insights from a survey fielded in the blockchain community as well as a set of interviews conducted with subject matter experts. The report discusses the current state of the enterprise blockchain market, the percepti

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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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รื่นรมย์, กุณฑลี, та ศุภกร ภัทรธนกุล. การประเมินค่าและจัดอันดับแบรนด์องค์กรในประเทศไทย. คณะพาณิชยศาสตร์และการบัญชี จุฬาลงกรณ์มหาวิทยาลัย, 2011. https://doi.org/10.58837/chula.res.2011.14.

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วัตถุประสงค์ของงานวิจัยเรื่องนี้คือ การพัฒนาเครื่องมืออย่างใหม่ในการวัดมูลค่าแบรนด์องค์กรเพื่อที่จะลดข้อจำกัดของเครื่องมือวัดมูลค่าแบรนด์องค์กรในอดีต และใช้เครื่องมือใหม่นี้ในการวัดค่าและจัดอันดับแบรนด์องค์กรของบริษัทที่จดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไทย เครื่องมือวัดมูลค่าของแบรนด์องค์กร (CBS Valuation) ได้รับการพัฒนาโดยบูรณาการหลักการสำคัญสามประการในการดำเนินธุรกิจ ได้แก่ การตลาด การเงิน และการบัญชี แนวคิดคือการแยกมูลค่าแบรนด์องค์กร (Corporate Brand Value) ออกจากมูลค่าขององค์กร (Enterprise Value) แหล่งข้อมูลในการวิจัยได้แก่ข้อมูลทางการเงินของบริษัทที่จดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไท

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