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Journal articles on the topic 'Brand enterprises'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

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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Dudko, Pavlo M. "MANAGEMENT OF BRANDS’ PORTFOLIO POSITIONING OF DOMESTIC ENTERPRISES." Management 31, no. 1 (2020): 67–77. http://dx.doi.org/10.30857/2415-3206.2020.1.6.

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Introduction. Nowadays, the development of the economy of Ukraine is a demonstration of the trend towards globalization and the necessity for enterprises, including greater understanding, to give more nutrition to the form and brand development.Hypothesis of scientific research. The management of brands’ portfolio positioning should not be based only on trademarks, which belong to an enterprise, but also on the construction of molecule of brands portfolio, which affect on the decision of the consumer independently of holding them, that allows the increasement of the validity of proper brand in

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Chen, Qu, and Yongjun Liu. "CONSTRUCTION OF A MATURE CIGARETTE BRAND COMPETITIVENESS EVALUATION SYSTEM BASED ON ENTROPY METHOD." Malaysian Business Management Journal 3, no. 1 (2023): 38–41. https://doi.org/10.26480/mbmj.01.2024.38.41.

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In recent years, the tobacco industry has accelerated the development strategy of “big brand, big market and big enterprise”, and the competitive landscape of cigarette brands has been taken shape. Based on the brand management goal of tobacco commercial enterprises and a review of existing research, this paper explores the evaluation model of brand competitiveness used entropy method. The research results show that the competitiveness of mature brands includes three aspects: development potential, market ability and basic ability, among which indicators such as market share and price index ha

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Chen, Rain, Jo-Han Chang, and Hung-Yuan Chen. "Trend and Positioning of Global Top One Hundred Brands." Journal of Asian Business Strategy 7, no. 2 (2018): 66–77. http://dx.doi.org/10.18488/journal.1006/2017.7.2/1006.2.66.77.

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This study applied 173 figurative marks from global top 100 brands from 2006 to 2015 as the objects. The brand distinctiveness test was implemented to 60 general consumers. The Multidimensional Scaling was applied in order to get the similarity of the eight majors industries from the participants. The researcher further established the Two-dimensional Brand Positioning Map (BPM) in order to help the enterprises making brand strategy. The BPM may assist the managers observing the brand positioning of their own enterprises. From the developing trend of the brands of each year, the brand competit

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Ukaj, Fatos. "The Role and Importance of Brand in the Marketing of Small and Medium-Sized Enterprises in Kosovo." International Journal of Marketing Studies 8, no. 6 (2016): 52. http://dx.doi.org/10.5539/ijms.v8n6p52.

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<p>Nowadays, every branch of economic activities is a subject of the various influences in which they cannot have an impact. The capabilities of an enterprise to have a significant impact on business environments can be done through the creation of their own brand. Hence, this has become a tool for the identification of its products and enterprises. Enterprises have exploited brand as a means by which businesses have improved their own turnover, competitive position in the market, and winning the loyalty of their consumers. In Kosovo, there is an increasing trend of enterprises in creati

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Zhang, Tao, Jingxuan Qi, Zixuan Zuo, and Qi Hao. "External Risk Management of Brand Construction of Time-honored Enterprises." Frontiers in Business, Economics and Management 8, no. 2 (2023): 45–46. http://dx.doi.org/10.54097/fbem.v8i2.6612.

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At present, with the development of China's market economy and the deepening of internationalization, the time-honored enterprises need to strengthen their own brand construction in order to maintain their competitiveness in the fierce market competition. Scientific brand building can inject new vitality into the time-honored enterprises. However, if the brand building of the enterprise lacks systematic risk management, it will be difficult for the enterprise to achieve the expected business goals and business effects, and even lead to the enterprise bankruptcy crisis. This paper takes the tim

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Sun, Yi. "Corporate Social Responsibility and Brand Image Construction: Case Analysis and Strategy Suggestions." Frontiers in Business, Economics and Management 16, no. 3 (2024): 231–34. http://dx.doi.org/10.54097/z56xty24.

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CSR is not only a gesture of the enterprise, but also a embodiment of its internal values and business philosophy. It covers environmental protection, labor rights and interests, social welfare and other aspects, requiring enterprises to actively assume social responsibilities while pursuing economic benefits. The brand image is the comprehensive impression of enterprises in the eyes of consumers, and it is an important part of the intangible assets of enterprises. A good brand image can significantly enhance the market competitiveness of enterprises and attract more loyal customers.CSR is the

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Zhao, Xumin, and Xiaoming Li. "Analysis of the Brand Internationalization Status and Development Environment of Chinese Enterprises." International Journal of Global Economics and Management 4, no. 1 (2024): 601–8. http://dx.doi.org/10.62051/ijgem.v4n1.71.

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Driven by the wave of economic globalization in the 21st century, brand internationalization has become an important strategic choice for the enterprise and even the national level. With the internationalization of the market, the transnational of enterprises, the multinational capital and the intensification of competition, the brand has become a key indicator to measure the economic strength of a country or region. Although Chinese enterprises have cost and product advantages in the international market, their brand advantages are relatively weak, which leads to the limited image of Chinese

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Ziyayeva, Shahlo Sh. "POSSIBILITIES OF USING THE BRAND PORTFOLIO STRATEGIES OF SEWING AND KNITTING INDUSTRY ENTERPRISES." Journal of Management and Economics 3, no. 12 (2023): 18–21. http://dx.doi.org/10.55640/jme-03-12-05.

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The article explores the scientific and theoretical aspects of the development of branding activities of enterprises and the use of brand strategies. It is based on the specifics of the brand portfolio formation mechanisms. The results of marketing research on the use of portfolio strategies of domestic and foreign brands of enterprises of the garment industry are presented. A brand portfolio matrix has been developed taking into account the competitiveness factors of local brands. Competitiveness management strategies based on the brand portfolio matrix of garment products are proposed

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Qingsong, Li. "Research on Brand Measures of New Domestic Cosmetics Enterprises from the Perspective of E-Commerce." Journal of New Media and Economics 1, no. 4 (2024): 97–99. https://doi.org/10.62517/jnme.202410414.

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The cosmetics market has always been dominated by foreign brands. In recent years, with the development of the country, consumers’ recognition of domestic products has gradually increased. Many new domestic cosmetics companies have developed, fully utilizing their innovation advantages, especially some emerging brands, which gain great popularity among young people. However, to ensure the long-term effectiveness of the brand, relevant personnel not only need to understand the brand effect, but also actively carry out brand management to promote the development of the enterprise. Based on this,

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Abdirahmonovich, Akramov Tohir, Ziyodulla Hakimov, Bobir Tursunov, and Alisher Oqboyev. "Evaluation of Competitiveness of Brands of Local Sewing and Knitting Enterprises." Revista Gestão Inovação e Tecnologias 11, no. 2 (2021): 716–39. http://dx.doi.org/10.47059/revistageintec.v11i2.1707.

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The purpose of the study is to develop scientific proposals and practical recommendations for the use of branding strategies in the management of the competitiveness of garment enterprises. The scientific significance of the research results was determined by the fact that it can be used to identify specific aspects of brand competitiveness management and enterprise competitiveness, brand management in enterprises, development of branding strategies and the formation of special strategic programs and program goals to transform the national garment brand into global brands. The practical signif

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Gorovyi, Dmytro, and Vladislas Pavllovskyy. "FORMATION OF THE SMALL BUSINESS ENTERPRISE'S OWN BRAND." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 4 (November 5, 2021): 30–34. http://dx.doi.org/10.20998/2519-4461.2021.4.30.

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In a market economy, the buyer's decision to purchase a product affects not only its availability in the market, price, quality, but also the popularity of the manufacturer. Therefore, the issue of the development of the marketing communications system, especially the policy of creating a brand, is becoming especially relevant. More often, the transformation of their name into a brand is used by large firms and enterprises, and the issue of creating and popularizing a brand for small businesses has practically not been considered in the literature. The purpose of this work is to systematize th

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Ramadhani, Tasya. "PERLINDUNGAN HUKUM TERHADAP PRODUK USAHA MIKRO KECIL DAN MENENGAH TERKAIT MEREK YANG TIDAK TERDAFTAR DI INDONESIA." Bureaucracy Journal : Indonesia Journal of Law and Social-Political Governance 2, no. 1 (2022): 86–107. http://dx.doi.org/10.53363/bureau.v2i1.16.

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The research objective is to offer protection for Micro, Small and Medium Enterprises products that are not registered with the Director General of Intellectual Property Rights. Using normative research based on the Legislative Approach and Conceptual Approach. Through this research the author offers the importance of brands in Micro, Small and Medium Enterprises and the protection of a product of Micro, Small and Medium Enterprises that has not been registered. There are a lot of Micro, Small and Medium Enterprises in Indonesia, moreover Micro, Small and Medium Enterprises in Indonesia are ve

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Mayasari, Iin, and Handrix Chris Haryanto. "The study of customer engagement of local sustainable fashion brands on Instagram content." Manajemen dan Bisnis 23, no. 1 (2024): 56. http://dx.doi.org/10.24123/mabis.v23i1.766.

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The local enterprise aims to ensure long-term business continuity while enhancing brand awareness of regional businesses. Businesses use social media to boost customer engagement and local enterprise items that are ecologically friendly. This study intends to examine how local businesses' Instagram accounts for Local Sustainable Fashion Brands (LSFB) are used by their customers. This qualitative study examines brand engagement tactics used by LSFB and Instagram posts made by its followers. Content analysis is used in the analytical approach. In this study, the LFSB setting demonstrates how sma

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TOMALIA, T., and D. MARCINKO. "EVALUATION AND ANALYSIS OF THE FEATURES OF BRAND FORMING OF RETAIL TRADE ENTERPRISES OF UKRAINE." Herald of Khmelnytskyi National University. Economic sciences 274, no. 5 (2019): 11–14. https://doi.org/10.31891/2307-5740-2019-274-5-11-14.

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The article considers the peculiarities of the formation and development of the own brand of the top 10 companies engaged in retail trade in Ukraine with the brand value position. The importance of creation and development of branding enterprises and the main advantages of brand use are analysed. The analysis of the value of the most important national brands in the field of retail trade and its dynamics has been carried out. The main factors of reducing the value of individual brands and the generally accepted prices of the brand are determined by the respective enterprises. The influence on

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Ye, Anning, and Min Zhang. "The Relationship between Social Responsibility and Brand Value of Chinese Food and Beverage Enterprises in the Context of High-Quality Development." Frontiers in Computing and Intelligent Systems 6, no. 2 (2023): 18–24. http://dx.doi.org/10.54097/fcis.v6i2.05.

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This article constructs a corporate social responsibility indicator system and conducts regression analysis on the relationship between food and beverage enterprises fulfilling social responsibility and enhancing brand value. Research has found that food and beverage companies have a significant positive impact on brand value enhancement when fulfilling social responsibilities to shareholders, suppliers, and governments; The fulfillment of social responsibility towards employees, creditors, and consumers does not have a significant impact on brand value enhancement; The overall completion of s

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Li, Yingyu, and Heqing Wang. "Environmental, Social and Governance Performance on Brand Value in the Context of “Dual Carbon”: The Mediating Effect of R&D Innovation." Sustainability 16, no. 22 (2024): 10046. http://dx.doi.org/10.3390/su162210046.

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As an important asset of an enterprise, brand value reflects its competitive position in the market. With the proposed goal of “carbon peak” and “carbon neutrality”, the development of enterprises is paying more and more attention to ESG performance (that is, the performance of enterprises in environmental, social and governance aspects), and the attention of brand management is slowly shifting away from traditional products and markets into being green and sustainable. In order to verify the relationship between ESG performance and brand value, this study takes Chinese A-share listed enterpri

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Chaomeng, Gao, and Wang Yonggang. "Analysis of Brand Visual Design Based on Collaborative Filtering Algorithm." Discrete Dynamics in Nature and Society 2022 (January 13, 2022): 1–8. http://dx.doi.org/10.1155/2022/8235966.

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With the continuous development of China’s social economy, the competitiveness of brand market is gradually increasing. In order to improve their own level in brand building, major enterprises gradually explore and study visual communication design. Brand visual design has also received more and more attention. Building a complete and rich visual design system can improve the brand level and attract users to consume. Based on the abovementioned situation, this paper proposes to use collaborative filtering algorithm to analyze and study brand visual design. Firstly, a solution is proposed to so

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Peng, Huang, Zhou Mengni, Li Yang, Ronaldo Juanatas, Jasmin Niguidula, and Huang Huiliang. "Research on Brand Marketing Strategy on Tik Tok Short Video Platform." SHS Web of Conferences 159 (2023): 02024. http://dx.doi.org/10.1051/shsconf/202315902024.

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In the current market economy environment, in order to expand their influence in the market, enterprises have transmitted brand information to consumers through the Internet and other channels. How to do a good job in the promotion and dissemination of brand products, so as to quickly occupy a larger market share, has become a problem that major brand owners must consider, and the emergence of mobile short videos provides new ideas for enterprises to carry out brand marketing. We will focus on the brand marketing of Tik Tok short video network platform, and specifically study the brand marketi

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Song, Jingjing. "The Influence of Brand Image on Chinese Customers." Journal of Education, Humanities and Social Sciences 23 (December 13, 2023): 342–47. http://dx.doi.org/10.54097/ehss.v23i.12917.

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When an enterprise develops, its brand image can have a significant impact on its development. An enterprise has a positive or negative brand image, just as a person has a good or bad reputation. The reputation of a person is valued by its partners and the reputation of the brand is also valued by consumers. In recent years, brand image has attracted more and more attention from consumers, which has also caused entrepreneurs to reflect, brand image is the credibility of the brand show, leaving a positive image or a negative image to consumers, depending on the brand's actions. This paper will

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Wu, Xudong. "TOPSIS Tobacco Business Enterprise Based on Entropy Weight Method Cigarette new product evaluation model construction." Highlights in Business, Economics and Management 19 (November 2, 2023): 65–72. http://dx.doi.org/10.54097/hbem.v19i.11759.

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The tobacco industry takes brand as the core of resource allocation of marketing elements, which is an innovative initiative of the decisive role of market resource allocation. Improving the evaluation system of brand specifications is a key link in promoting moderate brand competition and giving play to the core role of brand resource allocation. At present, tobacco commercial enterprises mainly draw on the brand competitiveness evaluation system, but lack of perfect new product competitiveness evaluation system, resulting in brand cultivation is not precise enough, and new product exit is di

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Diana Novita, Nafisah Yuliani, Nixon Erzed, and Agus Herwanto. "EFFECTIVENESS OF DIGITAL STRATEGIC BRANDING FOR MSMEs USING TIKTOK." International Journal of Social Science 2, no. 2 (2022): 1267–70. http://dx.doi.org/10.53625/ijss.v2i2.3052.

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Brands play an important role in corporate identity and internal image formation people's minds. What's more, we are currently living in the digital age. The emergence of technology boosts MSME activities Enterprise (MSME), including brand building. But the problem is the lack of awareness MSMEs are building a brand, and only a few MSMEs in Indonesia are using digital media. Therefore, it is hoped that small and medium enterprises can increase brand awareness and be able to Accommodating the maximum use of internet media, enabling MSME brands to international market. From the existing problems

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Kudina, Alevtyna. "Brand management system of fashion-industry enterprises." Marketing and Digital Technologies 5, no. 1 (2021): 113–25. http://dx.doi.org/10.15276/mdt.5.1.2021.7.

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Aim of the article. The purpose of the article is to reveal the system of brand management implementation in fashion companies and to develop a plan to create a brand management department in such companies. Analyses results. The style and basic principles of brand management should be based on the company's activities and technologies that should be used in brand management and communication strategy with the target audience. Based on this information, we have a functional structure for the implementation of brand management in the company, as well as areas of responsibility of the company's

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Ge, Fuqiang, and Jinxin Ge. "Research on Brand Image Marketing Strategy - From Brand Awareness to Brand Loyalty." Journal of Global Humanities and Social Sciences 4, no. 4 (2023): 161–65. http://dx.doi.org/10.61360/bonighss232014120802.

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Brand image marketing is closely related to brand awareness and brand loyalty. Brand image marketing improves brand awareness and recognition through a variety of means and activities, thus enhancing consumers' loyalty and willingness to purchase brands. Enterprises need to adopt corresponding brand image marketing strategies and tools according to market demand and their situation to enhance the brand image and competitiveness comprehensively. This paper first introduces the definition and objectives of brand image marketing and then focuses on the influence of brand awareness and loyalty on

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KARKUSHKA, Oleksandr. "Branding of retail enterprises." Scientia fructuosa 155, no. 3 (2024): 71–87. http://dx.doi.org/10.31617/1.2024(155)05.

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Branding is an integral part of the promotion and development of goods by retail trade enterprises (RTE). A comprehensive branding process is a key success factor, as it allows enterprises to identify themselves among competitors and attract a larger target audience. In this direction, it is important to substantiate the use of branding models aimed at increasing the competitiveness and RTE profitability. The aim of the article is to define the key concepts, the main components of branding, to substantiate the construction of a branding model and to characterize its elements. The following g

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Zhang, Tao, Hejin Wang, Zehua Gao, and Anqi Zhang. "Internal Risk Management Analysis of Brand Construction of Time-honored Enterprises." Frontiers in Business, Economics and Management 7, no. 3 (2023): 108–9. http://dx.doi.org/10.54097/fbem.v7i3.5401.

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At present, China's socialist market economy development is more mature, with the international market is more deep, as a domestic time-honored enterprises in the fierce market competition need to further consolidate and improve their own brand construction, pay attention to brand management, effectively identify and prevent and control the risks in enterprise brand construction. This paper takes the time-honored T traditional Chinese medicine enterprise as an example to analyze how to effectively manage the internal risks in the process of enterprise brand building.

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Xie, Xuanxuan. "Digital Teaching Reform and Practice of “Brand Planning Practice” Course Based on School-Enterprise Collaboration." Scientific Journal Of Humanities and Social Sciences 7, no. 6 (2025): 48–54. https://doi.org/10.54691/ev95mj17.

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In the context of digital development, the teaching of “Brand Planning Practice” course should not only focus on cultivating students' professional knowledge and skills but also emphasize their mastery of new technologies, comprehensive application abilities, and innovation and entrepreneurship capabilities. This requires the joint efforts of schools and enterprises to drive in-depth reform and innovation. This study integrates professional education with innovation and entrepreneurship education, explores and implements a digital teaching model based on school-enterprise collaboration, and ai

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Yao, Xue. "Research on the Internationalization of Time-honored Brands Under the Background of The Digital Economy." Frontiers in Business, Economics and Management 6, no. 3 (2022): 201–6. http://dx.doi.org/10.54097/fbem.v6i3.3464.

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The new economic normal and high-quality development make brand internationalization a high-frequency vocabulary in the current innovation and development of Chinese enterprises, which is an important way for enterprises to transform and upgrade. As a Chinese brand business card, on the one hand, China's time-honored brand should shoulder the responsibility of China's local brands going international, and on the other hand, it needs to find innovative ways to solve the problem of aging in the fierce international market competition. Based on this, on the basis of the relevant research results

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Cao, Yihan. "Opportunities and Challenges of Candy Food Brands in the Digital Economy Context: A Case Study of BABE'S BOTTLE Food Co., Ltd." Advances in Economics, Management and Political Sciences 101, no. 1 (2024): 162–71. http://dx.doi.org/10.54254/2754-1169/101/20231635.

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With the vigorous development of the digital economy, digital transformation and upgrading have become the inevitable path for enterprise development. Taking BABE'S BOTTLE Food Co., Ltd. as a case study, this paper investigate and assess the opportunities and challenges entailed in the digital transformation and upgrading of Candy Food brands. Candy Food brand is an emerging cultural and creative brand under the background of consumption upgrading, which has attracted much attention for its brand concept of endowing food with the attribute of "play". Through case analysis, this paper discerns

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Lin, Tongfei, and Qiansha Zhang. "Marketing Path of Enterprise Brand Management Under the New Economic Situation." Proceedings of Business and Economic Studies 6, no. 2 (2023): 33–38. http://dx.doi.org/10.26689/pbes.v6i2.4883.

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Under the new economic situation, the previous marketing concept of “good wine needs no bush” is now applicable to the operation and development of modern enterprises. Therefore, enterprises must actively innovate marketing concepts and pay adequate attention to brand management. Only in this way can enterprises develop sustainably in a highly competitive market environment. We explore and analyze the significance and existing problems of enterprise brand management marketing under the new economic situation and put forward a marketing path in hope that this research will contribute to the dev

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Hu, Chun Sen, and Guan Fang Yu. "Study on the Problems and Countermeasures of the Third Party Logistics Development of Jiangxi Road Passenger Transportation Enterprises." Advanced Materials Research 1079-1080 (December 2014): 1216–19. http://dx.doi.org/10.4028/www.scientific.net/amr.1079-1080.1216.

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Faced with ordinary train speed, inter city train and high-speed rail started to use, increasing private cars, the development of the aviation Spur Line of road passenger transport companies and to road passenger transport based integrated road transport companies have to develop new business areas looking for new economic growth point to enhance enterprise competitiveness in the new environment. Road passenger transport enterprises have road transport vehicle management experience, but also a good resource advantages of regional social, site, brand, network, etc., So the development of logist

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Blyznyuk, Tetyana, and Maistrenko Olga. "THEORETICAL ASPECTS OF BRANDING FOR THE DEVELOPMENT OF BRAND MANAGEMENT STRATEGY AT UKRAINIAN ENTERPRISES." Ukrainian Journal of Applied Economics and Technology 8, no. 1 (2023): 150–58. http://dx.doi.org/10.36887/2415-8453-2023-1-22.

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The importance of the problem of forming and managing Ukrainian brands (trademarks) is determined by the fact that well-known brands become an important condition for a company's stable position on the market, and one of the key factors is its profitability and competitiveness. The world experience was considered and analyzed, which shows that at the current stage of development of competitive markets, brands are fighting for a place in the minds of buyers. The theoretical aspects of the justification of the brand and brand management were studied, and a holistic definition of the concept of "

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Özcan, Fatih, and Meral Elçi. "Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation." SAGE Open 10, no. 4 (2020): 215824402097237. http://dx.doi.org/10.1177/2158244020972372.

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Employees are one of the most important factors in business. Therefore, enterprises should account for the expectations of employees, particularly their perception of the enterprise, and their behavior. This study investigates the importance of employees’ perceived corporate social responsibility (CSR) and also examines the potential role of predicting employer brand, brand image, and corporate reputation. The study’s participants comprise employees working in different departments of various corporations. A total of 559 surveys were collected from randomly sampled company employees working in

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Ali, Khulood. "Impact of Social Media Marketing on Brand Equity of Small & Medium-sized Enterprises (SMEs) in UAE." European Journal of Business and Strategic Management 8, no. 2 (2023): 1–32. http://dx.doi.org/10.47604/ejbsm.1965.

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Purpose: To investigate the impacts of SMM on brands equity of SMEs in UAE. Methodology: We administered a survey using SurveyMonkey.com to select 50 participants, with a developed questionnaire emphasizing the effects of SMM on brand awareness, brand loyalty, brand image, customer engagement, and brand equity. Findings: Findings indicated that social media marketing (SMM) of SME brands in the UAE affect their brand equity, brand image and brand awareness. However, there was no sufficient evidence supporting the effect of SMM of SMEs in the UAE on brand loyalty and customer engagem

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Gumulya, Devanny, and Isabela Elena. "KAJIAN TRANSFORMASI SEMANTIK DALAM PORTFOLIO DESAIN PRODUK KEWIRAUSAHAAN SOSIAL." Jurnal Dimensi Seni Rupa dan Desain 16, no. 2 (2020): 175–95. http://dx.doi.org/10.25105/dim.v16i2.7058.

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AbstractThe market is increasingly more competitive; a brand must have a strong product design identity. Famous brands such as Nike, Apple and Swatch are brands that are good at managing their portfolio strategy for a long time. These brands can form an absolute imagination in the consumer’s mind by orchestrating coherent design characters across their product portfolio. Therefore, a brand must consistently use its design elements without making it dull. Consistent but the novelty element remains essential in every product line. Social enterprise to carry out the societal mission should be abl

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Yao, Peng, and Xinxin Wang. "Research on the relationship of the weaker enterprises post-merger brand strategy and consumers’ purchase intention." Journal of Contemporary Marketing Science 1, no. 1 (2018): 34–52. http://dx.doi.org/10.1108/jcmars-08-2018-0006.

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PurposeNowadays, many weak brands have acquired strong international brands to accelerate their internationalization. However, “the weakers acquire the strongers” model of M&A leads to many consumers’ loss. The purpose of this paper is to explore the relationships between the brand strategy after the M&A, brand authenticity and consumer purchase intention through two experiments.Design/methodology/approachBuilding on an extensive literature review, the authors identify four hypotheses. Hypotheses were tested on data collected across 190 Chinese consumers.FindingsThe results show that t

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Vodyakhina, Margarita, and Irina Chekmasova. "STRATEGY OF THE INTERNATIONAL BRAND MANAGEMENT OF THE INDUSTRIAL ENTERPRISE." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 4 (November 9, 2021): 35–38. http://dx.doi.org/10.20998/2519-4461.2021.4.35.

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The article studies the strategy of international brand management of an industrial enterprise. The state of the Ukrainian industry is analyzed. It was revealed that in a crisis, enterprises should make more efforts to maintain their positions in the market. In this case, it is advisable to develop the company's brand. The segment of consumers is separated by such industries as metallurgy, energy, mining and processing, engineering, petrochemical, papermaking and food. When forming a brand strategy, it should be borne in mind that the activities of enterprises in industrial markets usually tak

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Guo, Qiyang, and Hui Xu. "Research on the Influence of Brand Marketing on Brand Relationship Quality Based on Marketing Strategy Model." Advances in Engineering Technology Research 4, no. 1 (2023): 594. http://dx.doi.org/10.56028/aetr.4.1.594.2023.

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The concept of brand relationship is put forward under the development background of relationship marketing and brand equity theory. With the development of relationship marketing theory, the marketing strategy model, which originated in the field of psychology, was introduced into the marketing field as a means to construct the characteristics and formation process of interpersonal relationship, and attracted the attention of marketing scholars. The introduction of marketing strategy model can better understand and analyze the psychological process of the relationship between consumers and br

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Zhang, Hui, and Mohammadi Alireza. "A Study on Technology Application and Performance of Small and Medium-sized Enterprises in the Context of Cloud Computing Application - A Case Study of Hotel Industry in Henan, China." Journal of Sustainable Business and Economics 7, no. 2 (2024): 69. http://dx.doi.org/10.26549/jsbe.v7i2.19486.

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This paper examines how the adoption of cloud computing affects the relationship between the technical and environmental capabilities of small and medium-sized enterprises (SMEs) in the tourism industry in Henan Province, China, thereby promoting the stable and sustainable development of the tourism industry, combining the laws of tourism market development, vigorously constructing a smart tourism project, guiding tourism cloud service providers to strengthen the cooperation and contact with the market's tourism enterprises, introducing and utilizing cloud computing technology, optimizing and

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Wang, Tingxi, and Jung Euitay. "FWEE Brand Design: Integrated Analysis of Marketing Strategy and Visual Representation." Highlights in Art and Design 7, no. 2 (2024): 7–11. http://dx.doi.org/10.54097/h15hwq82.

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Brand can be regarded as a kind of value symbol, and visual elements, as an important part of brand identity, play a key role in shaping and spreading brand image. With the intensification of market competition, brand design has become one of the important means for enterprises to gain competitive advantages. In the context of digital transformation, the visual performance and marketing means of brands have gradually evolved into the core areas of concern for enterprises, and consumers are not only concerned about the function and quality of products, but also pay more attention to the overall

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Ouyang, Shasha, Jun Wen, and Xingpeng Xu. "Spatial Distribution and Influencing Factors of Agricultural Enterprise Brands in Guangxi." Agriculture 15, no. 5 (2025): 453. https://doi.org/10.3390/agriculture15050453.

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This study leverages advanced analytical tools such as ArcGIS spatial analysis and Geographical Detectors to conduct a comprehensive analysis of the spatial distribution characteristics, equilibrium, hotspot areas, and geographic associations of 164 district-level agribusiness brands in Guangxi, highlighting the unique insights these tools provide into the spatial heterogeneity of agricultural enterprise brands. Our findings reveal a significant concentration of brands in the northern region, particularly in Nanning, Liuzhou, and Guilin, with a dense northeast and sparse southwest distribution

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