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Journal articles on the topic 'Brand management structure'

Author: Grafiati
Published: 28 May 2022
Last updated: 31 July 2025

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1

Henderson, Isaac Levi, Mark Avis, Wai Hong Kan Tsui, Thanh Ngo, and Andrew Gilbey. "Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls." Sustainability 15, no. 2 (2023): 1450. http://dx.doi.org/10.3390/su15021450.

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The authors identify a new type of brand concept, which they term as a compound brand. Compound brands have their brand associations multi-created such that the focal brand entity, their tenants, and ancillary entities all act as sources of primary brand associations. To test the possibility of compound brands, two potential compound brands are studied, airports and shopping malls. This was completed by undertaking 480 semi-structured interviews (240 for each entity) to identify the underlying brand association structure and which associations are important for consumer brand choice. Thematic
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Lourenção, Marina Toledo de Arruda, Letícia Miyamaru, Janaina de Moura Engracia Giraldi, and Silvia Inês Dallavalle de Pádua. "Development of sectoral brands with emphasis on structure and processes." Business Process Management Journal 26, no. 1 (2019): 24–58. http://dx.doi.org/10.1108/bpmj-09-2017-0254.

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Purpose Sectoral brand management processes have presented planning, development and implementation challenges. With the aim of reducing these managerial problems, the purpose of this paper is to revise the structure and the processes of the sectoral brands management. Design/methodology/approach This is a qualitative exploratory study, with its unit of analysis being the process of managing the brand of the Brazilian fashion sector. Primary data collection was obtained through in-depth interviews with the seven industry associations and with the company responsible for the brand consulting. T
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Chang, Joseph W. "The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality." Journal of Product & Brand Management 29, no. 7 (2020): 985–97. http://dx.doi.org/10.1108/jpbm-04-2019-2355.

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Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, bra
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Akhiiezer, Olena, Halyna Holotaistrova, Yevgen Gomozov, Vladyslav Mats, and Anton Rogovyi. "STRATEGIC BRAND PORTFOLIO MANAGEMENT." Bulletin of NTU "KhPI". Series: Strategic management, portfolio, program and project management, no. 2(6) (August 3, 2022): 3–6. http://dx.doi.org/10.20998/2413-3000.2022.6.1.

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In the past twenty years or so, three approaches to brand portfolio management strategies have emerged. The first approach is marketing. This approach is associated with building a corporate brand portfolio. The goal is to increase diversified cash flows by entering new market segments. The second approach is related to the competitive strategy of the enterprise. A false portfolio of intellectual property applications is being created. Competitors are expected to spend resources in retaliation. The third approach is the formation of a dynamic strategy for investment portfolio management. Due t
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Åsberg, Per. "Perceived brand portfolios: how individual views hamper efficiency." Journal of Product & Brand Management 24, no. 6 (2015): 610–20. http://dx.doi.org/10.1108/jpbm-12-2014-0764.

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Purpose – The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio of two multi-national companies from the perspective of the marketing team. The discrepant views between individuals are analyzed and an aggregated brand portfolio is presented. Design/methodology/approach – Semi-structured interviews with nine marketing professionals were used to map their individual perceived brand portfolios and structure, based on the Brand Concept Map methodology. Findings – The study finds tha
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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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Zhong, Junyi. "Impacts of Power Structure on Introduction of Green Store Brand." Sustainability 14, no. 19 (2022): 11995. http://dx.doi.org/10.3390/su141911995.

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Over the past decades, the store brand has undergone a key change and achieved a remarkable improvement. Based on the industry observations, there is a wide belief that the retailers are more and more inclining to add values that cater to the consumers into their store brands. The green store brand, one kind of the burgeoning store brands, has been introduced by many retailers recently. In this paper, we investigate the conditions for retailer to introduce a green store brand and the impacts of supply chain power structure on the retailer’s product strategy. We built and solved six game models
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Barnham, Chris. "Essence: The Structure and Dynamics of the Brand." International Journal of Market Research 51, no. 5 (2009): 1–14. http://dx.doi.org/10.1177/147078530905100506.

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The concept of ‘brand essence’ is relatively well established in marketing circles. It has come to the fore as a way for marketers to better understand their brands and also as a benchmark to evaluate brand activities. In some quarters, however, the concept has encountered more resistance. It is seen by many in the creative community as something that oversimplifies the marketing process and limits the power of the brand. The main argument of this paper is that brand essence has been fundamentally misunderstood. This has resulted in a number of negative consequences for the branding process. H
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Ніфатова, Олена Михайлівна, та Павло Миколайович Дудко. "ІНСТИТУЦІОНАЛЬНІ ЗАСАДИ ФУНКЦІОНУВАННЯ ІНТЕГРОВАНОГО БРЕНДИНГУ: СУТНІСТЬ ТА ОСОБЛИВОСТІ УПРАВЛІННЯ". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 121, № 2 (2018): 61–71. http://dx.doi.org/10.30857/2413-0117.2018.2.6.

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The article provides insights into institutional foundations of integrated branding functioning along with revealing its content and management specifics. Organizational and legal forms of business associations are analyzed and generalized in order to ensure an optimal choice of organizational structure for achieving stockholders’ goals. The morphological analysis of a ‘brand’ concept has proved the need to consider this economic category taking into account its multifaceted nature and aspects, in particular: as a risk reduction tool, as an instrument of value added, from the perspective of br
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Wang, Hui-Ju. "A New Approach to Network Analysis for Brand Positioning." International Journal of Market Research 57, no. 5 (2015): 727–42. http://dx.doi.org/10.2501/ijmr-2015-060.

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The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research. Using 12 sample brands in the electronic industry, this paper proposes a four-step process as a practical guide in analysing the effects of brand positioning on differentiation. Through the techniques of core-periphery structure, the paper creates four clusters to reveal differentiation of brand positioning. It provides clear arguments for using network analysis as the preferred method to capture the structure of brand posit
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Wang, Hui-Ju. "A brand-based perspective on differentiation of green brand positioning." Management Decision 55, no. 7 (2017): 1460–75. http://dx.doi.org/10.1108/md-04-2016-0251.

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Purpose The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach. Design/methodology/approach This study employs centrality and distinctiveness as bases to develop a matrix framework of green brand positioning differentiation. The two dimensions are measured from the techniques of network analysis, including analysis of the core-periphery structure and adjacency matrix. Findings The results yield four clusters with different positions in a 2×2 matrix, including 23 core brands with high-positioning
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Douglas, Susan P., C. Samuel Craig, and Edwin J. Nijssen. "Executive Insights: Integrating Branding Strategy across Markets: Building International Brand Architecture." Journal of International Marketing 9, no. 2 (2001): 97–114. http://dx.doi.org/10.1509/jimk.9.2.97.19882.

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Brands play a critical role in establishing a firm's visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm's overall international marketing strategy, because it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and the drivers that shape the architecture. The authors discuss implications for the design and management of the firm's international brand
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Halkias, Georgios. "Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge." Journal of Product & Brand Management 24, no. 5 (2015): 438–48. http://dx.doi.org/10.1108/jpbm-02-2015-0818.

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Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products and brands. Extant research on how consumers conceptualize brands lacks a single, coherent theoretical framework. The literature is fragmented into different approaches that may prevent comparisons across studies and make it difficult to draw conclusive results. Design/methodology/approach – The paper discusses the central t
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Cho, Sulah. "Co-query volume as a proxy for brand relatedness." Industrial Management & Data Systems 118, no. 4 (2018): 930–44. http://dx.doi.org/10.1108/imds-04-2017-0154.

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PurposeThe purpose of this paper is to utilize co-query volumes of brands as relatedness measurement to understand the market structure and demonstrate the usefulness of brand relatedness via a real-world case.Design/methodology/approachUsing brand relatedness measurement obtained using data from Google Trends as data inputs into a multidimensional scaling method, the market structure of the automobile industry is presented to reveal its competitive landscape. The relatedness with brands involved in product-harm crisis is further incorporated in empirical models to estimate the influence of cr
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Frank, Phillip, and Kittichai (Tu) Watchravesringkan. "Exploring antecedents and consequences of young consumers’ perceived global brand equity." Journal of Product & Brand Management 25, no. 2 (2016): 160–70. http://dx.doi.org/10.1108/jpbm-01-2015-0786.

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Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA. Design/methodology/approach A total of 394 undergraduate student participants ranging in age
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Eskiev, M. A. "Brand-Book in the Brand Management System: its Structure, Meaning and Role." SHS Web of Conferences 172 (2023): 05025. http://dx.doi.org/10.1051/shsconf/202317205025.

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The article discusses the role and importance of the brand book in the branding system. The structure of the brand book and its key elements are considered separately. The types of brand-books are considered - logobook, standard, guideline and complex brand-book. The ways of developing brand-books are given, depending on the scale and industry affiliation of the company. The brand-books of the world’s leading companies are considered separately. The corporate style and identity are analyzed in the context of the brand book.
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Renton, Michelle, and Hamish Simmonds. "Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement." Journal of Product & Brand Management 26, no. 4 (2017): 365–74. http://dx.doi.org/10.1108/jpbm-03-2016-1125.

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Purpose This paper aims to offer fresh insight into attitudes towards casually used brands and the role of tie strength in the building of online non-brand-related network relationships amongst young consumers. Design/methodology/approach Thirteen consumers aged between 18 and 24 years took part in in-depth interviews. The interviewees were matched on gender, age, occupation, residency and social media usage. Findings Tie strength effects are evident in changes to brand attitudes, choice of social media platforms and in the casual use of brands to further consumer relationship building and ide
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Wahyuni, Sri, and Nani Fitriani. "Brand religiosity aura and brand loyalty in Indonesia Islamic banking." Journal of Islamic Marketing 8, no. 3 (2017): 361–72. http://dx.doi.org/10.1108/jima-06-2015-0044.

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Purpose Brand loyalty reveals about such important issues as brand personality and brand bond. This study mainly examines the influence of brand aura on brand loyalty management. The study aims to inform strategic aspects of brand aura. The authors conduct an analysis of prominent brands of sharia commercial brand saving product in Indonesia. Design/methodology/approach This study is an exploratory research, using sample of 277 respondents of Islamic bank customers in five major cities in Indonesia (Semarang, Yogyakarta, Surabaya, Bandung and Jakarta). The data were analyzed using structural e
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Rajagopal. "Branding paradigm for the bottom of the pyramid markets." Measuring Business Excellence 13, no. 4 (2009): 58–68. http://dx.doi.org/10.1108/13683040911006792.

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PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the per
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Mohylova, A., and V. Shcherban. "Internet technology in travel company management." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 4(75) (December 27, 2019): 100–106. http://dx.doi.org/10.26906/eir.2019.4(75).1856.

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The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main sta
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Mohylova, A., and V. Shcherban. "Internet technology in travel company management." Економіка і регіон/ Economics and region, no. 4(75) (December 27, 2019): 100–106. https://doi.org/10.26906/eip.2019.4(75).1856.

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The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main sta
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Kamakura, Wagner A., and Gary J. Russell. "A Probabilistic Choice Model for Market Segmentation and Elasticity Structure." Journal of Marketing Research 26, no. 4 (1989): 379–90. http://dx.doi.org/10.1177/002224378902600401.

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Marketing scholars commonly characterize market structure by studying the patterns of substitution implied by brand switching. Though the approach is useful, it typically ignores the destabilizing role of marketing variables (e.g., price) in switching behavior. The authors propose a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity. The result is a unified description of market structure that links the pattern of brand switching to the magnitudes of own- and cross-price elasticities. The approach is applied in a stu
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Azar, Salim L. "Toward an understanding of brand sexual associations." Journal of Product & Brand Management 24, no. 1 (2015): 43–56. http://dx.doi.org/10.1108/jpbm-05-2014-0607.

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Purpose – This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective. Design/methodology/approach – An exploratory qualitative analysis based on 18 semi-structured interviews was conducted. Following symbolic interactionism and inter-subjectively reflective approaches, three main methods were used: interviews, projective drawings and a pen-and-paper exercise. Findings – The results of this paper strongly confirm that a brand is perceived by consumers as
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Sarkar, Abhigyan, Juhi Gahlot Sarkar, and K. S. Venu Gopal Rao. "How to develop emotional attachment amongst patients towards hospitals? A qualitative investigation in the context of emerging Indian market." Journal of Asia Business Studies 10, no. 3 (2016): 213–29. http://dx.doi.org/10.1108/jabs-05-2015-0058.

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Purpose The purpose of this qualitative study is to explore the antecedents and consequences of hospital brand attachment and associated intervening factors amongst patients and attendants in the context of the emerging Indian market where the hospital industry has a heterogeneous structure consisting of state-owned and private hospitals. Design/methodology/approach Semi-structured in-depth interviews were conducted to collect data. Data were coded using the grounded theory method to explore and validate interrelationships between the constructs that emerged. Findings Based on the data analysi
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Чепелева, К. В. "Formation and development of a regional product brand management system." Экономика и предпринимательство, no. 3(116) (May 15, 2020): 507–11. http://dx.doi.org/10.34925/eip.2020.116.3.103.

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В статье рассмотрена роль неценовых методов конкурентной борьбы, в частности региональные бренды, которые могут стать драйверами развития сельского хозяйства и продовольственного рынка РФ. Цель исследования формирование структуры и разработка системы управления региональным продуктовым брендом как источника конкурентных преимуществ Красноярского края. Объект исследования продовольственный рынок Красноярского края. Результатами исследования являются структура регионального продуктового бренда, направления формирования системы управления продуктовым брендом региона и механизмы поддержки маркетин
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Chimhundu, Ranga, and Robert Hamlin. "Future of the brand management structure in FMCG." Journal of Brand Management 14, no. 3 (2007): 232–39. http://dx.doi.org/10.1057/palgrave.bm.2550064.

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Zhang, Ke. "The Problems and Solutions of Strategic Brand Management." Applied Mechanics and Materials 644-650 (September 2014): 5872–75. http://dx.doi.org/10.4028/www.scientific.net/amm.644-650.5872.

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In recent years, with the rapid development of China's economy, more and more standardized of all aspects, the tourism industry is also increasingly tending to mature, the number of tourists who have demand for public services is increasing, strengthening travel agencies’ strategic brand management is the inevitable choice to the construction of China's tourism power, but also a positive role in the construction of local tourism services, which has important significance. Facing wide disparity of the Chinese and foreign travel, as well as the reality background of the large-scale foreign capit
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Kral, Pavol, Katarina Janoskova, and Pavol Durana. "Linear Model for Brand Portfolio Optimization." Economics and Culture 16, no. 1 (2019): 32–39. http://dx.doi.org/10.2478/jec-2019-0004.

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Abstract Research purpose. The aim of the paper is to create a model that allows building an optimal brand portfolio, allowing an organisation to achieve its goals. The created model is based on the bivalent programming theory. A mathematical model of optimum brand portfolio is created based on linear programming with restricting conditions being the maximum acceptable risk level and budget. The basic types of resources and basic types of relations between brands are explained, which are part of the process of brand portfolio optimization. Design / Methodology / Approach. Knowledge and many ye
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Kononenko, Oksana. "THEORETICAL ASPECTS OF THE ORGANIZATION BRAND MANAGEMENT." Innovative Technologies and Scientific Solutions for Industries, no. 1 (15) (March 31, 2021): 76–82. http://dx.doi.org/10.30837/itssi.2021.15.076.

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The subject matter of research in the article is the development of the concept of "brand", as well as modern approaches to the process of brand formation of the organization. Recent decades the concept of "brand" has become widespread. It is applied to the individual, to the enterprise, and also to government initiatives. However, in the literature there is no single point of view on the definition of this concept. The goal of the article is to analyze the existing definitions of the concept of "brand" and modern approaches to the process of brand formation of the organization. To achieve thi
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Griffiths, Merlyn A. "Brand vulgarity." Journal of Product & Brand Management 27, no. 4 (2018): 404–14. http://dx.doi.org/10.1108/jpbm-01-2017-1385.

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Purpose The purpose of this study is to explore the use of expletives and derogatory terminology in the naming structure for companies, products and brands; a marketing strategy which is growing across a wide range of industries. The author defines this concept as brand vulgarity and explores the practice, as it situates in the midst of irony, as terms commonly held as taboo and societally indecent, are moving into the mainstream. Design/methodology/approach This study draws on the established literature in branding, profanity and ironic marketing to create a conceptual framework through which
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Schmidt, Steffen, Matthias Limbach, Sascha Langner, Klaus-Peter Wiedmann, Levke Albertsen, and Philipp Reiter. "Official sports sponsorship fortress vs ambush marketing attack." International Journal of Sports Marketing and Sponsorship 19, no. 1 (2018): 91–108. http://dx.doi.org/10.1108/ijsms-10-2016-0071.

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Purpose The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the
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Dr, Anita Kshetri, and Bidyanand Jha Dr. "Applicability of Brand Personality Scale in the Indian Context." International Journal of Trend in Scientific Research and Development 2, no. 3 (2018): 1306–13. https://doi.org/10.31142/ijtsrd11324.

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In today's competitive market, brands have to strive to create a distinct differentiation for the competitive edge and survival. As the functional differentiation tends to lose the novelty for the consumers, marketers resort to symbolic differences. Brand personality addresses the symbolic function and symbolic benefit of the brand. Jennifer Aaker in her seminal research work constructed the brand personality scale which has been widely adopted for measuring brand personality. Although the scale developed by Aaker 1997 is most widely adapted scale in the brand personality research, the cri
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Tournois, Laurent. "Too many products? Reaching the next billion customers of the beauty market." Journal of Business Strategy 35, no. 5 (2014): 3–13. http://dx.doi.org/10.1108/jbs-12-2013-0119.

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Purpose – The purpose of this article is to describe the rationale behind and analyze the results of a strategy in regards to changing conditions and market share dominance. For more than 20 years, with the growth in available product varieties, product and brand proliferation have become increasingly evident in many consumer markets. Design/methodology/approach – This article examines how three L’Oréal mass market businesses, i.e. L’Oréal Paris, Lascad and Gemey-Maybelline-Garnier (GMG), managed proliferation activities between 1988 and 2012 on their domestic market. Data were extracted from
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Ande, Raja Ambedkar, Angappa Gunasekaran, Punniyamoorthy Murugesan, and Thamaraiselvan Natarajan. "Brand resonance score for CBBE model: an application in financial services." Benchmarking: An International Journal 24, no. 6 (2017): 1490–507. http://dx.doi.org/10.1108/bij-07-2015-0073.

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Purpose Brand resonance will significantly improve the profits of the services industry in the twenty-first century. The purpose of this paper is to find the resonance score for modified customer-based brand equity (CBBE) model in mutual fund financial services and improve the conceptualization of customer-based mutual fund services’ brand equity through brand resonance. Design/methodology/approach The path values of SEM model was used to estimate the relative weights of criteria and sub-criteria in analytic hierarchy process (AHP) model and it was empirically tested with a sample of 240 mutua
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Hoskins, Jake David, and Abbie Griffin. "New product performance advantages for extending large, established fast moving consumer goods (FMCG) brands." Journal of Product & Brand Management 28, no. 7 (2019): 812–29. http://dx.doi.org/10.1108/jpbm-07-2018-1932.

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Purpose This paper aims to investigate how the current size and structure of a branded product portfolio impacts new product performance for fast-moving consumer goods (FMCG), testing the long-standing proposition that extending a firm’s brand and product portfolio too far is a dangerous proposition that may damage the market performance of the firm’s new product launches. Design/methodology/approach Aspects associated with brand size and structure that may impact new product performance are operationalized along two key dimensions: within-category (scale) and cross-category (scope). The impac
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Sethuraman, Raj. "A Model of how Discounting High-Priced Brands Affects the Sales of Low-Priced Brands." Journal of Marketing Research 33, no. 4 (1996): 399–409. http://dx.doi.org/10.1177/002224379603300402.

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Drawing on a consumer preference distribution structure postulated in analytical modeling research, the author develops a Separate Effects Model that separates the total discount effect of a competing high-priced brand on the sales of the focal low-priced brand into discount effect in the region where price of the competing brand is (1) above the price of the focal brand, (2) equal to the price of the focal brand, and (3) below the price of the focal brand. The author applies the model to store-level data on fabric softener and illustrates the steps involved in the estimation and usefulness of
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Jiang, Zhiqing, Shin’ya Nagasawa, and Junzo Watada. "Luxury fashion brand image building: the role of store design in Bally and Tod's Japan." Management Decision 52, no. 7 (2014): 1288–301. http://dx.doi.org/10.1108/md-11-2012-0809.

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Purpose – The purpose of this paper is to reveal how store design influences luxury brand image building in a competitive market through the case study of two luxury fashion brands – Bally and Tod's. Design/methodology/approach – Quantitative (questionnaires) and qualitative (interview) approaches are both utilized in this research study. The authors interviewed brand managers of Bally and Tod's Japan and then conducted questionnaires to 57 consumers and six brand managers. Correspondence analysis, multidimensional analysis, and rough set theory were utilized to analyze the data obtained from
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Villegas, Juliana, Ruben Guevara, and Juan Esteban Escalante. "Brand ageing: an analysis from a Latin American perspective." Qualitative Market Research: An International Journal 25, no. 1 (2021): 20–42. http://dx.doi.org/10.1108/qmr-09-2020-0109.

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Purpose Acknowledging that brands age over time, this paper aims to investigate the exogenous and endogenous factors that influence this phenomenon. Design/methodology/approach The literature on brand ageing is scarce. Through a study of several Colombian organisations that have an international presence, the paper uses a grounded-theory qualitative methodology, including in-depth interviews and documentary brand reviews over a longitudinal time dimension, to perform an analysis of specific aspects that affect brand ageing processes. Findings The results revealed that the factors that determin
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Cavender, RayeCarol, and Doris H. Kincade. "A luxury brand management framework built from historical review and case study analysis." International Journal of Retail & Distribution Management 43, no. 10/11 (2015): 1083–100. http://dx.doi.org/10.1108/ijrdm-07-2014-0103.

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Purpose – The purpose of this paper is to develop a luxury brand management (LBM) framework that accounts for the changing luxury environment (i.e. heterogeneous consumer populations, operations within markets of varying maturity, need for seamless customer experiences, and Omni-channel retailing). Framework set within this new luxury business environment and environmental phenomena unique to the fashion industry (i.e. fashion adoption, zeitgeist). Design/methodology/approach – Case study of leading luxury conglomerate, Louis Vuitton Möet Hennessy (LVMH), combined with in-depth historical revi
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Nifatova, Оlena, and Pavlo Dudko. "METHODOLOGICAL APPROACH TO EVALUATION OF COMPONENT INTELLECTUAL POTENTIAL IN BUSINESS PROCESSES OF INTEGRATED STRUCTURES." Management 32, no. 2 (2021): 53–64. http://dx.doi.org/10.30857/2415-3206.2020.2.4.

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Background and objectives. In today's information economy intangible assets play a more important role than tangible assets. An intellectual capital is used to determine intangible assets that enable a firm to increase its market value. In turn, the intellectual capital of an integrated business structure – a qualification, experience, staff motivation, knowledge, technology and communication channels are able to create added value providing a competitive advantage businesses.Methods. The methods used: method of analysis of hierarchies – to establish the importance (priority) of the selected c
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Roy, Dilip, and Saikat Banerjee. "Identification and measurement of brand identity and image gap: a quantitative approach." Journal of Product & Brand Management 23, no. 3 (2014): 207–19. http://dx.doi.org/10.1108/jpbm-01-2014-0478.

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Purpose – This paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the consumers. Brand marketers communicate with their target consumers to make them aware of brand identity and communicate the same way to the channel members directly. Channel members, in turn, convey the same to the end-users. Thus, a proper alignment of these three crucial nodes, namely, brand marketers, channel members and consumers, is inevitable for the efficient transfer of brand identity. However, in real
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Zarafshan, Zahra, Ali Pirzad, and Seyed Najmuddin Mousavi. "Designing Scenarios to Reduce Brand Switching in Sports Equipment Industry Customers." Dynamic Management in Business Analysis 3, no. 1 (2024): 20–39. http://dx.doi.org/10.61838/dmbaj.3.1.2.

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Objective: The objective of this study is to design scenarios that can examine brand switching behavior in customers within the sports equipment industry and identify and analyze the influencing factors. Methodology: In this research, first, a literature review was conducted to identify the factors influencing brand switching behavior in customers. Then, a questionnaire was designed and distributed to examine the current status of these factors in the sports equipment industry in the country. Seventy experts from the sports equipment industry responded to this questionnaire. Subsequently, usin
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Susanto, Dimas Jayamahe, Ahmad, and Lucya Friska Astutiningsih. "Bibliometric Analysis in Event Sponsorship Marketing Strategy in Increasing Brand Exposure." INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW 2, no. 1 (2024): 42–52. http://dx.doi.org/10.58765/ijemr.v2i1.182.

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Purpose – This paper aims to provide a general overview of brand exposure for a brand in sponsorship marketing methods. Special attention is paid to articles directly related to Marketing, Brand Exposure, and Sponsorship Methodology – Bibliometric analysis was carried out on 68 documents extracted from the WOS database, using VOS viewer software. Findings – This literature has achieved great development and implemented different research lines. A special analysis of the academic literature on Brand Exposure in the field of Marketing and Sponsorship has been carried out in Brand Exposure. Impli
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KOFMAN, Viktoriia. "METHODOLOGY OF ASSESSMENT OF THE BRANDING STRATEGY." Development Service Industry Management, no. 2 (May 15, 2025): 324–30. https://doi.org/10.31891/dsim-2025-10(42).

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The aim of the article is to substantiate methodological approaches to brand evaluation in the context of defining a brand as a marketing asset in the capitalization of an enterprise. The study used economic and statistical research methods in analyzing practical experience in using brand evaluation methods; theoretical and methodological approaches in analyzing the use of brand evaluation methods; grouping and classification - in determining the most common approaches in brand evaluation. The distinctive features of brand leadership compared to classical brand management are identified. The r
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Lehmann, Donald R., Kevin Lane Keller, and John U. Farley. "The Structure of Survey-Based Brand Metrics." Journal of International Marketing 16, no. 4 (2008): 29–56. http://dx.doi.org/10.1509/jimk.16.4.29.

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Laurent, Gilles, Jean-Noël Kapferer, and Françoise Roussel. "The Underlying Structure of Brand Awareness Scores." Marketing Science 14, no. 3_supplement (1995): G170—G179. http://dx.doi.org/10.1287/mksc.14.3.g170.

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Che, Hai, and P. B. (Seethu) Seetharaman. "“Speed of Replacement”: Modeling Brand Loyalty Using Last-Move Data." Journal of Marketing Research 46, no. 4 (2009): 494–505. http://dx.doi.org/10.1509/jmkr.46.4.494.

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The authors study brand loyalties for durable goods using automobile survey data that are peculiarly censored and track only elapsed times since transitions but not the transition times themselves. This censoring problem is typical of commercially available durable goods survey data. However, little attention has been paid to such “last-move” data in the statistics or marketing literature on the analysis of transition times. The authors propose a multistate, continuous-time, nonstationary Markov model with a parsimonious brand loyalty structure and also propose an estimation approach to recove
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Wen, Zongyan. "Research on Organizational Structure and Management Mode of Fuyao Group." BCP Business & Management 34 (December 14, 2022): 137–42. http://dx.doi.org/10.54691/bcpbm.v34i.3005.

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China's glass industry is booming. Fuyao Group can become China's glass industry giant, cannot leave the advanced management mode. Therefore, the research topic of this paper is the organizational structure and management mode of Fuyao. The research methods of this paper are as follows: firstly, collect the data of management mode and organizational structure of Fuyao Group. Then collect the problems encountered in the management process of Fuyao Group, and finally give the solutions according to these problems. The study found that Fuyao Group's organizational structure and human resources ma
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Rossolatos, George. "A methodological framework for projecting brand equity: Putting back the imaginary into brand knowledge structures." Sign Systems Studies 42, no. 1 (2014): 98–136. http://dx.doi.org/10.12697/sss.2014.42.1.05.

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The aim of this paper is to outline a methodological framework for brand equity planning with structuralist rhetorical semiotics. By drawing on the connectionist conceptual model of the brand generative trajectory of signification it will be displayed in a stepwise fashion how a set of nuclear semes and classemes or an intended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The suggested metho
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Gong, Xuan, Yunchan Zhu, Rizwan Ali, and Ruijin Guo. "Capturing Associations and Sustainable Competitiveness of Brands from Social Tags." Sustainability 11, no. 6 (2019): 1529. http://dx.doi.org/10.3390/su11061529.

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With the explosion of social media, consumers’ minds have become important assets in brand competitions. Determining a brand’s competitive structure based on consumers’ desires is particularly important to effectively establish a brand and maintain sustainable competitiveness. The traditional methods of determining brand competitiveness are costly and time-consuming. In this study, we propose an efficient, systematical, highly automated, and real-time method to determine brand competitiveness based on consumers’ brand associations with the brand’s social tags. Using a set of 45 brands in the a
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