Relevant bibliographies by topics / Brand management

Contents

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

Academic literature on the topic 'Brand management'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 May 2024

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Journal articles on the topic "Brand management"

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Lee, Wai Jin (Thomas), Aron O’Cass, and Phyra Sok. "Unpacking brand management superiority." European Journal of Marketing 51, no. 1 (February 13, 2017): 177–99. http://dx.doi.org/10.1108/ejm-09-2015-0698.

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Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required. In the integrating marketing control theory with the resource-based view (RBV) and dynamic capabilities (DC) theory, this study aims to examine how a firm’s brand orientation, when supported by formalisation, contributes to building brands with high levels of awareness and uniqueness through the intervening role of brand management capability. Design/methodology/approach In testing the hypotheses proposed in this study, survey data were drawn from a sample of firms operating in the consumer goods sector and examined through hierarchical regression analysis. Findings This study finds that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development. Originality/value In weaving together the theoretical perspectives of marketing control, RBV and DC, this study extends current knowledge by showing that brand management capability and brand orientation alone are insufficient for building brands with high levels of awareness and uniqueness. Instead, maximising their performance effects requires the support of formalisation.
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Khurdei, Viktoriia, Viktoriia Datsenko, Tetiana Dronova, Dmytro Mishchenko, and Irina Pavlovska. "FORMULATION OF A MARKETING STRATEGY FOR COMPANY BRAND MANAGEMENT." Economies' Horizons, no. 1(23) (March 31, 2023): 4–14. http://dx.doi.org/10.31499/2616-5236.1(23).2023.272720.

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The article is dedicated to the follow-up of the marketing approach to the formation of the company's brand strategy. The method of statistics is the development of theoretical provisions for marketing technology branding and the formation of a marketing strategy for managing a company's brand. It is clear to understand the «brand» behind the marketing approach with the guidance of the tlumachs of different authors. It has been seen that the trademark has been influencing the minds of different price segments, the role and importance of naming and the logo. Within the framework of the article, we have seen the marketing technology of branding, which is designed to allow the company to gain new competitive advantages. Introduced brand shaping technology as part of the market strategy of acceptance and brand valuation method. The article presents a score rating of the 100 most expensive brands in the world and a score rating of the 100 most expensive national brands. It is recommended to look at the value of the product before managing the company's brand. The marketing technology of branding has been examined, which is designed to allow the company to gain new competitive advantages. The novelty of taking away the results lies in the fact that the article has brought, that for the modern minds of brand portfolio management can be considered on the basis of a price approach. Under the hour of managing a portfolio of brands with a method of yogo optimization, the company can serve two antagonistic criteria: maximizing the value and maximizing the profit of the company. Optimization of the brand portfolio can be based on the guidance criteria based on the principle of synergy, if brandy combines mutual strength of competitive advantages one by one, it maximizes the brand capital and increases the efficiency of winning the company's capital. The results of this article show the importance of shaping a marketing strategy for a company's brand in our time and new competitive advantages that a company can achieve.
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Veloutsou, Cleopatra, and Elena Delgado-Ballester. "New challenges in brand management." Spanish Journal of Marketing - ESIC 22, no. 3 (December 17, 2018): 254–71. http://dx.doi.org/10.1108/sjme-12-2018-036.

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Purpose This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review on brand management. Findings First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.
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Troyan, V. I., and A. S. Braslavska. "Brand Management Strategies as Components of Brand Management." Business Inform 11, no. 526 (2021): 446–51. http://dx.doi.org/10.32983/2222-4459-2021-11-446-451.

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The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities to adapt entrepreneurial structures to the changes that are taking place. Among the main reasons that encourage companies to optimize business processes, one can allocated the need to reduce production costs; requirements made on the parts of consumers and the State; use of management programs; mergers of enterprises. Due to the significance of such an asset of an enterprise as a brand, its exceptional role in ensuring the competitiveness of the company the application of branding from the standpoint of business processes is an effective instrument that contributes to more efficient use of technologies. It is also one of the most effective marketing technologies that increase the competitiveness of the company, assist in the formation and maintenance of consumer demand and loyalty to the products of companies. The high need for marketing management of brands in the market is determined by their considerable range and intensity of goods turnover, the volume of purchases and maximum dependence on the preferences of the consumer. The dependence of the results of the company’s economic activity on brand management decisions for relatively new market segments appears to be especially high. Currently, companies partially implement brand management procedures such as the formation of brand identity, the construction of its architecture, the development of comprehensive brand promotion programs. At this, the problems of positioning the categories of goods, harmonization of brand management in the channels of movement of goods, taking into account the industry specification in brand management, remain essential.
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Fournier, Susan, and Shuba Srinivasan. "Branding and the Risk Management Imperative." GfK Marketing Intelligence Review 10, no. 1 (May 1, 2018): 10–17. http://dx.doi.org/10.2478/gfkmir-2018-0002.

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Abstract In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk. Risk management is not a natural act for brand managers trained in astute execution of the 4 Ps, and contemporary market factors make this more challenging still. With an increasingly polarized society, it is almost impossible for brands to remain untouched by ideologies. In addition, the growth in digital advertising gives brand managers less control over advertising placement and context, and the mandate to keep growing adds executional risk. The more exposed a brand is to brand risk, the more attention this topic will need in the boardroom. To shift a company’s marketing philosophy toward risk, it is important to define marketing competences in a broader way, to be self-critical and to be proactive.
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Kovalchuk, Olha. "BRANDS CONTROL AS BRAND-MANAGEMENT COMPONENT." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 11(39) (December 20, 2018): 52–55. http://dx.doi.org/10.25264/2311-5149-2018-11(39)-52-55.

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Dudko, Pavlo M. "MANAGEMENT OF BRANDS’ PORTFOLIO POSITIONING OF DOMESTIC ENTERPRISES." Management 31, no. 1 (September 17, 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 the eyes of consumer.Aim of this research is the extension of the theoretical foundations and the development of science-and-practical recommendations, which is followed by the complete management of the brand portfolio.Methods of investigation: The following tools: (goal setting, information and marketing communications; marketing research); models, methods and techniques (traditional methods of statistics, analysis, marketing) modeling; model of brand code and mental fields according to T. Ged; naming techniques); the method of generalization of information, the result of which is the development of the brand / brands, the formation of the portfolio; formation of a brand beech were used in the study.Results of research. Based on the analysis of portfolio concepts in brand management, the essence of the brand portfolio as a set of brands that make up the brand carrier and affect the associated position in the perception of the consumer, regardless of ownership of the company is precised. The meaning "brand carrier" refers to a product, brand, enterprise, organization, person or character associated in the minds of consumers with a certain distinctive quality.Conclusions: Approaches to the formation of brand portfolios, which can be centric (based on the hierarchy of brands and based on systems / networks of brands) and invariant – based on the "molecule" of the portfolio. The model of the organization of management of a brand which includes principles, the purpose, tasks, essence of management and directions of works is formed. Systematized principles of brand management, which we divide into general and specific. Methodical approaches to brand management on the basis of brand positioning are studied, it is established that the method of brand management on the basis of brand positioning should be understood as a way of its practical implementation, then the method is a set of methods and techniques of its appropriate application.
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Vo, Nga Dinh. "Brand management through image and culture." Journal of Development and Integration, no. 72 (August 30, 2023): 89–97. http://dx.doi.org/10.61602/jdi.2023.72.11.

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Brand image is a concept that includes the following elements: Making a visual impression and entering the public’s consciousness. These factors make brands really strong and leave a mark in the hearts of consumers. Therefore, a brand manager must be someone who knows how to create an image for the brand, and at the same time have cultural dialogues in the process of developing awareness of that image. The article will deeply analyze the concepts of visual impression and cultural dialogue, thereby applying economic - cultural - social knowledge to clarify the management journey of strong brands. In addition, the article mentions the relationship between brand identity and cultural factors that make a brand different. These are the factors that help creators shape their thoughts and inspiration when building and designing brands.
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MELNYCHENKO, Oleksandr, and Maksym MELNYCHENKO. "BRAND MANAGEMENT IN MODERN CONDITIONS: WARTIME CHALLENGES AND PERSPECTIVES." Herald of Khmelnytskyi National University. Economic sciences 304, no. 2(2) (March 18, 2022): 24–29. http://dx.doi.org/10.31891/2307-5740-2022-304-2(2)-4.

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The situation in which Ukrainian society currently finds itself due to the aggression of the Russian Federation requires quick and effective solutions from all participants in the economic process. Powerful Ukrainian brands are also forced to respond to an unprecedented situation. This article considers how brands respond to the challenges of wartime, what are the prospects for their development in this context. The purpose of the research is to identify effective branding strategies implemented in practice by 10 leading Ukrainian brands during the war period to determine the vector of their further development. Ten leading Ukrainian brands according to the 2021 rating were involved in the analysis of activities in wartime conditions. As a result of the analysis, it was found that not all brands respond to the challenges dictated by the situation and adjust their own brand strategies accordingly. Given the fact that each brand is the bearer of certain values that the company creates and affirms during its existence, the main task of the brand as the bearer of these values is to maintain and, if possible, increase customer loyalty. The analysis of the activities of leading Ukrainian brands during hostilities on the territory of Ukraine proves that the main brand strategy defined by the management was a reflection on military operations in Ukraine. It is actually about active reflection, i.e. direct participation in assistance, assistance to citizens, implementation of charitable projects that directly provide assistance to those who need it, etc. The second, no less important, brand strategy is the maximum digitization of the brand in order to provide services or deliver goods as quickly as possible. In wartime conditions, minimum clicks, simple interface, informative content to get any product or service becomes urgent, because the situation in which the customer is, and may find himself in, can suddenly change, so the sooner the customer gets the desired result, the better for all process participants. We see the promising development of brands in the maximum digitalization of offers, if not now, then in the post-war period, otherwise the brand will be lost among more promising competitors with digitalized offers. Further research should present the analysis of certain industries activities and their leading brands during the wartime in Ukraine.
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Rui, Liang, Kateryna Prokopenko, and Svitlana Vovchok. "APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT." Management 32, no. 2 (April 16, 2021): 137–46. http://dx.doi.org/10.30857/2415-3206.2020.2.11.

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Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.
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Dissertations / Theses on the topic "Brand management"

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Iyer, Pramod P. "Brand Management Capability and Brand Performance." Thesis, University of North Texas, 2016. https://digital.library.unt.edu/ark:/67531/metadc862750/.

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Brands are intangible assets that provide companies with the potential to extract higher rents or prices from customers. However, only few organizations are able to build and sustain brands over a long period of time. Brand management capability - the organization's ability to build and sustain brands becomes important for achieving sustainable competitive advantage. Despite the importance of brand management capability to organizations, majority of the brand management literature has primarily focused on the consumer perspective of brands. This gap in knowledge about the components of brand management capability impedes firms from replicating brand successes, and makes them reliant on brand managers. More recently, there have been multiple calls in literature to identify marketing-related organizational capabilities, which can provide organizations with a sustainable competitive advantage. The focus on developing marketing-based capabilities comes at a time when marketing is losing its influence in organizations. To this end, the current dissertation uses organizational capability theory and literature on brand management to identify the primary resource (intellectual capital comprising of structural, human, and relational capital), organizational culture type (clan, adhocracy, hierarchy, and market), and processes (strategic brand management, internal branding, and market information processes comprising of information acquisition, information transmission, conceptual utilization, and instrument utilization), that constitute the brand management capability. This dissertation also examines the association among various components of brand management capability and brand performance. A survey-based technique was used to gather data from individuals responsible for managing brands. The data was analyzed using PLS-SEM. The results indicate that human capital, relational capital, market and hierarchy culture types, internal branding, strategic brand management, and instrument utilization are positively associated with brand performance. Structural capital, clan and adhocracy culture types, information acquisition, information transmission, and conceptual utilization are not associated with brand performance. From a research standpoint, this dissertation contributes to the extant literature by identifying the resources, organizational culture, and processes that constitute the brand management capability. In addition to the extant brand management processes (internal branding and strategic brand management), a third set of processes identified in this dissertation (market information processes) is argued to be a critical component for successfully managing brands in organizations. This dissertation also provides empirical support for the role of marketing-based capabilities in determining organizational value, which has been debated in recent literature. Finally, this research addresses the calls for exploring marketing-based capabilities, especially at a time when marketing as a function is losing its influence in academia and organizations. From a managerial standpoint, this dissertation provides an outline for organizations seeking to build brand management capability. In addition to developing intellectual capital and brand management processes, firms need to create the right kind of organizational culture that is needed for brand management capability. This is consistent with the movement towards brands being managed with a strategic perspective.
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Natorina, A. O. "Brand management cognition." Thesis, Tkachov O.O, 2016. http://essuir.sumdu.edu.ua/handle/123456789/47016.

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Today, the commodity marketplace is flooded with various brands. The requirement of the seller’s brand to stand out among other parallel brands is crucial. Hence, there is a fierce competition among the sellers to make their products or services stand out in the market, thereby winning new consumers and retaining the existing ones. At times, it even leads to diverting the consumers following other brands to the seller’s brand. To remain competitive in the marketplace, strong brand management is required.
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Hanna, S. A. "Strategic place brand management." Thesis, Bangor University, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.568782.

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The aim of the present study is to contribute to the theory and practice of place branding by gathering insights into place branding processes and developing a model based on those insights. The primary theoretical background and concepts for this study consist of place branding theory, brand theory, stakeholder theory, and place regeneration. Using earlier research into place branding theory and models of place branding processes the study builds a multi-level conceptual model of strategic place brand management. Existing place branding models take different perspectives on the branding process, respectively, relationship management, communications and strategic planning; none of these models are comprehensive and neither are widely adopted or tested. This study proposes an integrative model that builds on and subsumes these earlier models and is also grounded in the wider research on branding and place branding concept and processes. The model proposes that the process of strategic place brand management is based on 10 components that are interrelated. These components included: brand Leadership, brand Evaluation, brand Infrastructure (regeneration), Stakeholder Engagement (management), brand Identity, brand Articulation, brand Architecture, brand Communications, Word-of-Mouth, and brand Experience. The relationships between the components are presented. The study uses a realism research strategy and employs an exploratory research methodology. The applicability of the proposed theoretical model is empirically tested and analysed against the experiences of senior practitioners by means of 15 in-depth interviews in 15 destination marketing organisations. The study applied the theoretical model of strategic place brand management with practitioner locations ranging from towns, cities and regions. Interview transcripts are analysed to deduce meaning from various significant statement. Meanings are collated under common themes which are then used to formulate structural meaning for each component. Component relationship patterns are deduced according to relationship directionality strengths as presented by participant, leading to the compilation of practitioner led strategic place brand management models on 3 levels. With the literature in the field of place branding being primarily case-study based, this study contributes to the literature by identifying and empirically testing through various practitioners in multiple geographical units the 10 components of strategic place brand management and the influences and action processes between these components. Current empirical evidence on this issue is very limited or non-existent. The results of this research proved a baseline understanding which the results of subsequent research should be compared with and built on. The results of this research will aid practitioners in similar situations to better interpret the holistic process of strategic place brand management, and, offer guidance and inform practitioners of the activities and processes that constitute the process of strategic place brand management.
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Schejbalová, Lenka. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-19249.

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Thesis deals with the topic of brand management, specifically brand management of the product line extension. The selected brand for the practical application of the process of brand management is Maybelline New York, consumer cosmetic brand belonging to the company's portfolio of L'Oréal. The goal is to design and describe the process of management of this selected brand for the extension in the fragrance market. The practical part includes desk research (analysis of contemporary brand management of Maybelline New York and fragrance market analysis) and primary research (focusing on the behavior of target group on the fragrance market and their knowledge and attitudes to this brand. Based on the information gathered by the research the appropriateness of brand extensions on fragrance market is determined and a model for the brand management on this market is designed and described, including setting the brand vision, brand identity, positioning and communication strategy.
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Eisenbarthová, Tereza. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76320.

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The master thesis analyzes the brand Maybelline New York. Maybelline belongs to the mass market division of the multinational cosmetics company L'Oréal. It offers products of colour cosmetics in four main segments: eyes, face, lips and nails. The thesis is divided into three main parts. The first part is theoretical and it is actually the basis for next sections. The second part introduces the brand Maybelline, describes its identity, position on the Czech market, competition and marketing mix. There is also mentioned the new sub-brand MNY. The last part is dedicated to the research of secondary and primary data, interpretation of its results and suggestions for improvement.
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Honzíková, Dana. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-77813.

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This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its features and basic identifiers. Furthermore, I analyze the theme of brand management and brand value (equity) and focus on individual steps of brand management scheme by S. M. Davis. The practical part describes the market, the manufacturer of the brand and the brand itself. Elaborated is also a questionnaire survey conducted under the thesis. The final part is devoted to summary and analysis of the current situation of brand management and design of possible improvement in the future. The results of this thesis could be used as incentive for brand management of the brand, or for inspiration for the management of other food brands.
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Dohnalová, Jaroslava. "Brand management regionálních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124649.

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The thesis is primarily focused on an evaluation of the communication of the Klasa quality brand. In the theoretical part there are definitions of terms like brand, brand management, region, regional brand and other terms connected with the topic of the thesis. The practical part is concerned with an evaluation of brand management of the studied brand, its awareness and trust. The thesis also brings a view of decision-making processes of customers in the connection with Klasa brand. The results of the marketing research show perception of the brand by customers from the point of view of value added. The conclusion of the thesis brings recommendation for changes in the communication and brand management of the Klasa brand in the meaning of improvement in brand awareness and trust. There are also proposals how to motivate retailers to ask for products with the Klasa brand.
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Machová, Markéta. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-126596.

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The thesis engages in the subject of brand management. The objective of the thesis was to conceive the subject of brand management and to apply the knowledge gained to a particular brand, i. e. to analyze and critically evaluate current brand management of the brand selected and to suggest recommendations for leading the brand in the future. The theoretical part of the thesis focuses on brand, brand elements and functions and engages in particular phases of the brand management process. The practical part of the thesis introduces the market of the chosen brand, the brand producer and the brand itself. The practical part also includes evaluation of survey concluded. The final part of the thesis engages in describing and evaluating the current management of the brand selected and in composing recommendations for leading the brand in the future.
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Csiriková, Kateřina. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-136222.

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Thesis deals with identity and brand management of the brand Garnier, which belongs to the company's portfolio of L'Oréal. The aim is to show options, how to improve the loyalty of customers to this brand. In practical part is analysed the Garnier brand by the determination of its identity, marketing mix and SWOT analysis, which is afterwards used as a background for the primary research. The primary research has the goal to find out the image of the brand and the rate of customer's loyalty. In conclusion there are suggested the changes in Garnier's brand management.
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Šanderová, Petra. "Brand management regionálních značek." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-165567.

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This thesis is focused on regional brands and their strategic management. In the theoretical part there are explained the basic concepts: brand, brand management and region. The practical part describes the selected region and regional brand. That continues to marketing research that is focused on consumer awareness of regional brands. In the final part there are mentioned the promotion recommendations of the selected regional brand. The aim is to acquaint the reader with the programs of the regional marking and find out the opinion of the consumers towards the regional brands.
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Books on the topic "Brand management"

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Ahluwalia, Rohini, and Barbara Loken. Brands and Brand Management. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320.

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Riley, Francesca. Brand Management. 1 Oliver's Yard, 55 City Road, London EC1Y 1SP United Kingdom: SAGE Publications Ltd, 2010. http://dx.doi.org/10.4135/9781446260890.

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Mogaji, Emmanuel. Brand Management. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-66119-9.

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Heding, Tilde, Charlotte F. Knudtzen, and Mogens Bjerre. Brand Management. Third Edition. | New York : Routledge, 2020. | Revised edition of the authors’ Brand management, 2016.: Routledge, 2020. http://dx.doi.org/10.4324/9780367172596.

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L, De Chernatony, ed. Brand management. Aldershot: Ashgate, 1998.

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Brands and brand management: Contemporary research perspectives. New York: Taylor & Francis Group, 2010.

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Loken, Barbara. Brands and brand management: Contemporary research perspectives. New York: Routledge, 2010.

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Loken, Barbara. Brands and brand management: Contemporary research perspectives. New York: Taylor & Francis Group, 2010.

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Barbara, Loken, Ahluwalia Rohini 1966-, and Houston Michael J, eds. Brands and brand management: Contemporary research perspectives. New York: Taylor & Francis Group, 2010.

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Esch, Franz-Rudolf, Torsten Tomczak, Joachim Kernstock, Tobias Langner, and Jörn Redler, eds. Corporate Brand Management. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-24900-7.

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Book chapters on the topic "Brand management"

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Rao, Akshay. "Brand Alliances." In Brands and Brand Management, 43–62. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-5.

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Brown, David M., and Alexander Thompson. "Brands and Brand Management." In Essentials of Marketing, 175–201. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003170891-10.

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Ahluwalia, Rohini, and Andrew M. Kaikati. "Traveling the Paths to Brand Loyalty." In Brands and Brand Management, 63–90. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-6.

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Shiv, Baba, and Antoine Bechara. "Revisiting the Customer Value Proposition: The Power of Brand Emotion." In Brands and Brand Management, 189–206. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-13.

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Gürhan-Canli, Zeynep, and Anne Fries. "Branding and Corporate Social Responsibility (CSR)*." In Brands and Brand Management, 91–110. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-7.

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O'Guinn, Thomas C., and Albert M. Muniz. "Toward a Sociological Model of Brands." In Brands and Brand Management, 133–56. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-10.

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Park, C. Whan, Deborah J. MacInnis, Xavier Drèze, and Jonathan Lee. "Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE)-Based Brand Equity*." In Brands and Brand Management, 159–88. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-12.

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Erdem, Tülin, and Joffre Swait. "Utility-Based Models of Brand Equity." In Brands and Brand Management, 207–30. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-14.

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Loken, Barbara, Christopher Joiner, and Michael J. Houston. "Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research*." In Brands and Brand Management, 11–42. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-4.

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Baird, Stephen R. "Brands and Trademarks: The Legal Implications of Branding*." In Brands and Brand Management, 271–92. New York: Psychology Press, 2023. http://dx.doi.org/10.4324/9781003421320-17.

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Conference papers on the topic "Brand management"

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Butkus, Mindaugas, and Riccardo Masullo. "Evaluation of brand competitiveness: regression analysis approach." In Business and Management 2016. VGTU Technika, 2016. http://dx.doi.org/10.3846/bm.2016.40.

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Article aims to show an application of regression analysis for qualitative evaluation of companies’ brand competitiveness from a customer point of view. Presented methodology could be applied if only a certain level of competition is observed in the market. We assume that (i) brand competitiveness is embodied into commodities’, that companies are selling, prices and (ii) companies that have more competitive brand are able to sell their commodity at a higher price after controlling for other explicit factors potentially affecting price. For this purpose, we adapt classical linear regression model and provide an example with car companies’ brands in the Italian market.
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CATANĂ, Ştefan-Alexandru, and Andreea BARBU. "THE UNITED STATES OF AMERICA’S MOST VALUABLE BRANDS IN THE PERIOD 2021-2023." In International Conference of Management and Industrial Engineering. Editura Niculescu, 2023. http://dx.doi.org/10.56177/11icmie2023.32.

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In nowadays economic context, when, in many situations, the perception is more important than the reality, it is relevant to understand which is the attitude of the customers regarding a brand. Thus, brand value is an important part of any company’s intangible assets. In the period 2021-2023, the United States of America’s brands dominated the hierarchy of the top ten world’s most valuable brands. The aim of the paper is to analyze the evolution of the United States of America’s most valuable brands by brand value in the period 2021-2023. Moreover, the study shows and analyzes the main industries represented in the top 10 of the United States of America’s most valuable brands in the period 2021-2023. The research was based on a quantitative method. The paper demonstrates that the brand value of the Americas’ most valuable brands grew in the period 2021-2023. Also, the paper highlights the battle for supremacy between Apple and Amazon.
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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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Putri, Annisa Dieni Eka, Indarini, and Dudi Anandya. "The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty." In Proceedings of the 16th International Symposium on Management (INSYMA 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/insyma-19.2019.31.

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Misankova, Maria, Jana Kliestikova, Anna Krizanova, and Tatiana Corejova. "Brand Value Assessment in Terms of Contemporary Global Challenges." In Contemporary Issues in Business, Management and Education. Vilnius Gediminas Technical University, 2017. http://dx.doi.org/10.3846/cbme.2017.065.

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Brand represents one of the most important assets of the company. Brand-managing activities are typically related to brand positioning and integration with marketing campaigns, and can involve complex decisions. The branding of an organization is indeed a dynamic system with many cause-effect relationships as well as intangible and heterogeneous variables. In order to assess the value of individual brands can be used various models developed worldwide, based on different input data and valuation methodologies. We assume that individual environment in which company operates and consumers’ perceptions in different countries influence the ability and usability of these models in other countries. Therefore, we applied chosen well-known brand value models on the set of Slovak companies and validated their assessment ability in specific condition of the Slovak Republic. This was provided by the critical comparison of calculated values with the official values of brands of these companies listed in the Slovak journal. Through this, we pointed out the importance of the development of unique brand value model, which will be constructed in the specific condition of individual countries and highlight the weak assessment ability of foreign models.
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Xiaoyong, Lu, and Xue Huizhen. "Brand Virtual Management." In 2008 International Conference on MultiMedia and Information Technology (MMIT). IEEE, 2008. http://dx.doi.org/10.1109/mmit.2008.16.

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Hariandja, Evo Sampetua, and Tirza Theresia Suryanto. "Structural Equation Modeling of Brand Love, Brand Trust,Brand Respect, Brand Loyalty and Brand Equity in Indonesia E-Commerce." In 2nd South American Conference on Industrial Engineering and Operations Management. Michigan, USA: IEOM Society International, 2021. http://dx.doi.org/10.46254/sa02.20210800.

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Wardhana, Ali, and Yulia. "The Impacts of Brand Image, Brand Love, and Brand Trust on Brand Loyalty: Case Study on Coffee Drinks." In 18th International Symposium on Management (INSYMA 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210628.027.

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Molinillo, Sebastian, and Arnold Japutra. "RESPONSIBLE VS. ACTIVE BRANDS? A PRELIMINARY EXAMINATION OF BRAND PERSONALITY ON CONSUMER-BRAND RELATIONSHIPS." 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/gmc2016.03.04.01.

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Bougoure, Ursula, Dominique Greer, and Ben Smith. "THE IMPACT OF SERVICE BRAND PERSONALITY ON BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.10.05.

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Reports on the topic "Brand management"

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Qian, Yi. Brand Management and Strategies Against Counterfeits. Cambridge, MA: National Bureau of Economic Research, March 2012. http://dx.doi.org/10.3386/w17849.

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Cavender, RayeCarol, and Doris H. Kincade. Growth Trade-off Variables in Luxury Brand Management. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-635.

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Huang, Ran, Songyee Hur, and Sejin Ha. Mapping Consumer Engagement and Brand Impression Management in Instagram: A Decision Tree Approach. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1495.

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Costa-Sánchez, C., and V. Guarinos. Online Corporate Brand Management of european public television. Proposal of indicators for its measurement. Revista Latina de Comunicación Social, May 2018. http://dx.doi.org/10.4185/rlcs-2018-1287en.

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González Oñate, Cristina, and Carlos Fanjul Peyró. Television brands. The management of continuity in the Spanish television media. Revista Latina de Comunicación Social, 2009. http://dx.doi.org/10.4185/rlcs-64-2009-869-894-908-en.

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All-consuming: Brand Management in the Digital Age. IEDP Ideas for Leaders, September 2013. http://dx.doi.org/10.13007/215.

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