Relevant bibliographies by topics / Building brand strategies

Contents

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

Academic literature on the topic 'Building brand strategies'

Author: Grafiati
Published: 4 June 2025
Last updated: 1 August 2025

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Journal articles on the topic "Building brand strategies"

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Zulfikar, Ian. "Building a Strong Brand: Marketing Strategy to Increase Brand Awareness and Consumer Loyalty." Neo Journal of economy and social humanities 1, no. 4 (2023): 280–84. http://dx.doi.org/10.56403/nejesh.v1i4.79.

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Building a strong brand and increasing brand awareness and consumer loyalty is a key focus for business success. This study aims to describe effective marketing strategies to build strong brands and increase brand awareness and consumer loyalty. The research was conducted by conducting a literature review from various sources related to marketing strategy. The research findings show that some effective marketing strategies in building a strong brand are brand differentiation, use of social media, product and service development, and customer experience. By implementing these strategies in busi
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Li, Qianyu. "A Comparative Analysis of Brand Building Research between China and the United States over the Past Thirty Years." Scientific and Social Research 7, no. 4 (2025): 195–209. https://doi.org/10.26689/ssr.v7i4.10416.

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This article conducts clustering, comparison, and inductive analysis of research articles on brand building between China and the United States from January 1, 1990, to October 31, 2024. The study finds that the focus of Chinese brand building research has continuously changed with the country’s policies and economic development needs, gradually expanding to cover multiple fields, including rural revitalization, cultural branding, first-class enterprise construction, and high-quality development, although the publications are relatively scattered. American brand building research started earli
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Becheur, Imene, Oula Bayarassou, and Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship." Global Business Review 18, no. 3_suppl (2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.

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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina
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Singh, Dr. Jeet, and Dr. Preeti Yadav. "MANAGING BRANDS: CHALLENGES AND STRATEGIES." Asian Journal of Research in Marketing 2, no. 2 (2013): 24–39. https://doi.org/10.5281/zenodo.15037192.

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The battle for a share of the customer’s wallet and cut throat competition for every bit of market space has resulted in search for a powerful weapon that delivers sustainable competitive differentiation. Here it is important to quote Philip Kotler about his perception on brands, “Branding is expensive and time consuming and it can make or break a product”. But even then, today, branding is such a strong force that hardly anything goes unbranded. No one had thought that commodities like Rice, Salt and Aata would be branded. Experience suggests that no product can really be a
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"Content Creation As A Catalyst For Global Brand Building." IOSR Journal of Business and Management 26, no. 12 (2024): 08–16. https://doi.org/10.9790/487x-2612100816.

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This article explores the important role of content creation in shaping brand identity and its significant impact on global brand building. As brands increasingly operate in a digitally connected world, content creation has become a cornerstone for establishing and maintaining a cohesive brand presence across different markets. The article examines how content creation strategies enable brands to transcend geographic boundaries, engage different audiences, and build a consistent global brand identity. The analysis is soiled in a comprehensive review of relevant literature, case studies, and ma
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Confos, Nicolla, and Teresa Davis. "Young consumer-brand relationship building potential using digital marketing." European Journal of Marketing 50, no. 11 (2016): 1993–2017. http://dx.doi.org/10.1108/ejm-07-2015-0430.

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Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment. Findings The use of soph
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Alreck, Pamela L., and Robert B. Settle. "Strategies for building consumer brand preference." Journal of Product & Brand Management 8, no. 2 (1999): 130–44. http://dx.doi.org/10.1108/10610429910266986.

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Amalia, Bella, Anggun Nadia Fatimah, Menati Fajar Rizki, Wina Puspita Sari, and Qoryna Noer Seyma El Farabi. "Startup strategies in building brand awareness." Priviet Social Sciences Journal 5, no. 5 (2025): 1–24. https://doi.org/10.55942/pssj.v5i5.379.

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Digital technology development has driven the rapid growth of startups in Indonesia. In increasingly fierce competition, brand awareness strategies are key to strengthening identity and attracting the attention of the public and investors. One way to understand and inspire this strategy is through the analysis of representations in popular media, such as Korean dramas, which have broad appeal and influence. This study aims to analyze Samsan Tech's brand awareness strategy in Start-Up dramas using the Attention, Interest, Desire, Action (AIDA) model, as well as examine its symbolic meaning thro
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Kruger, H., and L. C. H. Fourie. "An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa." South African Journal of Business Management 34, no. 4 (2003): 27–34. http://dx.doi.org/10.4102/sajbm.v34i4.689.

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Brand equity or -value is the result of the design and implementation of brand building, – measurement and – management programs. Brand building focuses on three interdependent tiers: selecting brand elements, choosing certain marketing activities and programs, and linking the brand to secondary brand associations. A brand holder’s first instinct may be, when it decides to evolve to the Internet, to maintain the status quo of its offline brand equity or value, by building a uniform online/offline brand. However, from the literature it is evident that authors are not united in their support of
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He, Jiayi. "The Impact of Social Media Marketing Strategies on Brand Perception and Building." Advances in Economics, Management and Political Sciences 186, no. 1 (2025): 68–75. https://doi.org/10.54254/2754-1169/2025.bl23676.

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This article analyzes and explains the important role of social media platforms in promoting and maintaining brand building and development.This article adopts literature research and case analysis methods to conduct a detailed analysis of the huge advantages of social media marketing methods, and deeply studies the important roles of brand image, consumer loyalty, marketing methods, and other aspects in the establishment and maintenance process of brands.It also introduces the development history of social media and the demand for brand building, emphasizing the unique advantages of social me
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Dissertations / Theses on the topic "Building brand strategies"

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

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<p>Abstract The purpose of this thesis was to increase the understanding of two early internationalizing firms (Born Globals) brand building efforts. By performing case studies on these companies we wished to discover similarities and differences in their marketing efforts. The companies that we studied were CTEK Sweden AB, a battery charger manufacturer and POC Sweden AB, who designs advanced protective gear for the alpine ski market.</p><p>The theoretical framework was divided according to the four 4Ps (Product, Price, Promotion and Place) as previous studies had shown all four factors were
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He, Ping. "Chinese brands and branding strategies." Thesis, University of Hertfordshire, 2012. http://hdl.handle.net/2299/9040.

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The purpose of this study is to gain an insight into Chinese brands and branding strategies, with a particular focus on the manufacturing sector. This study will explore the value of existing brand management theory as related to Chinese brand building. In order to gain answers to the research questions, analyses of the secondary data and in-depth interviews with top Chinese banding consultants are conducted. The data is then analyzed using constant comparative and coding methods. This study comprehensively analyzes all the possible factors which directly or indirectly influence Chinese brand
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Muniz, Fernanda. "Corporate Social Responsibility and Brand Equity: Insights to Global, Luxury, and Co-Creation Brand Building Strategies." Thesis, University of North Texas, 2020. https://digital.library.unt.edu/ark:/67531/metadc1703285/.

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Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to effectively leverage CSR, and not enough directions on how to overcome its challenges in order to build
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Xiao, Ranran. "A study of effective apparel brand building strategies in the Chinese market." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Thesis/Spring2010/r_xiao_052810.pdf.

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Thesis (M.A. in apparel, merchandising, design and textiles)--Washington State University, May 2010.<br>Title from PDF title page (viewed on July 13, 2010). "Department of Apparel Merchandising, Design and Textiles." Includes bibliographical references (p. 49-55).
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Alkhalil, Cindy, and Sophia Rehioui. "Brand Equity inom B2B startups : en kvalitativ studie om hur B2B startups arbetar med brand equity för att skapa konkurrensfördelar." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-34442.

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Over the past few decades, branding has become a priority for companies. A brand helps companies to differentiate themselves from their competitors, which creates competitive advantages. Most of the research on brands has primarily focused on consumer marketing. However, it has been found that the brand is just as important in business to business (B2B) companies, and that it also plays a big role when it comes to the survival av newly established company like for example startups. Startups differ from established companies through their innovative ideas and problem solving. However, they face
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Pienaar, Hannelie. "An investigation into the impact of the Internet on brand building strategies in the physical and virtual world." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49690.

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Thesis (MBA)--Stellenbosch University, 2001.<br>ENGLISH ABSTRACT: With the emergence of the Internet in the early 1990's, traditional principles of building brand equity, as they were applied in physical markets, were challenged. This happened because brands were traditionally built using passive media such as radio, television and print magazines and newspapers. The Internet introduced interactive media where the consumer is not only highly informed because of the exponential expansion of technology especially on the Internet, but also because the consumer could now choose to be a part
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Nováková, Tereza. "Pilsner Urquell Strategic Management and Brand Building." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16625.

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The thesis is divided into nine chapters. The first three chapters deal with theoretical background, which forms the basis for the following six chapters of the practical part. The first chapter is devoted to definitions of basic concepts such as brand, product and brand relationship, it also describes the basic elements of the brand. The second chapter deals with two key concepts of strategic brand management - brand identity and value concept. The third chapter focuses on the process of strategic management and benefits of a strong brand for both businesses and consumers. Chapter ends with a
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Perglerová, Lucie. "Strategie budování značky Lilien Czech Jewelry." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199921.

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The aim of this master thesis is to is to present the company P&P Jewelry Ltd., it's activities and to describe the current way of building brand Lilien Czech Jewelry, as well as an analysis of key markets and on the basis of the results to draft a new strategy of brand building. The first theoretical chapter deals with the specifics of brand building in the offline and online environments. The next part contents presents the company P&P Jewelry Ltd., it's project Lilien Czech Jewelry and markets on which the jewelery is exported. The following chapter focuses on the analysis of the competitiv
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Bengtzén, Cathleen. "Bloggen som marknadsföringskanal och varumärkesbyggare - En studie ur bloggskribenternas perspektiv i relation till företagens." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20562.

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Syftet med uppsatsen var att ta reda på vilka bloggstrategier några av Sveriges framstående bloggskribenter använt/använder för att nå framgång med sin blogg, hur de skapat sig ett framgångsrikt personligt varumärke via bloggen, samt vad de tror motiverar företag att använda deras blogg som marknadsföringskanal. Bloggskribenternas syn kompletteras med två företags perspektiv på fenomenet, dels ett företag som arbetar som annonsförmedlare mellan företag och bloggare, dels ett modeföretag som har god vana av denna marknadsföringskanal. För få frågeställningarna besvarade har en kvalitativ studie
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Botek, Aleš. "Strategie budování značky podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377553.

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This diploma thesis focuses on the determination of StarkGlass brand strategy, which focuses on the online sale of protective films for mobile phones. The work explores the experience of the existing customers of the brand, which is then used for proposals for improvement and for the determination of the future StarkGlass branding strategy.
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Books on the topic "Building brand strategies"

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Weilbacher, william M. Brand marketing: Building winning brand strategies that deliver value and customer satisfaction. NTC Business Books, 1993.

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1963-, Jary Michael, ed. Retail power plays: From trading to brand leadership : strategies for building retail brand value. Macmillan, 1997.

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1963-, Jary Michael, ed. Retail power plays: From trading to brand leadership : strategies for building retail brand value. New York University Press, 1997.

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Zhu, Zhengfang. An analysis of Bosideng group's brand building strategies in its domestic Chinese market and international market. Oxford Brookes University, 2003.

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Amitava, Chattopadhyay, and Ozsomer Aysegul, eds. The new emerging market multinationals: Four strategies for disrupting markets and building brands. McGraw-Hill, 2012.

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Richelieu, André. The challenge of building brand equity: A look at cases in North America and Europe. Faculté des sciences de l'administration, Université Laval, 2004.

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Brandstand: Strategies for Retail Brand Building. Visual Reference Publications, 2003.

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Building brand momentum: Strategies for achieving critical mass. Strategy Publishing, 2008.

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Hart, Christopher W., and Duane E. Knapp. The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company. McGraw-Hill, 1999.

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Hart, Christopher W., and Duane E. Knapp. The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company. McGraw-Hill, 1999.

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Book chapters on the topic "Building brand strategies"

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Choi, S. Chan, and Barbara Stern. "Defensive Strategies Against a Private Label: Price Cut vs. Brand Building." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11806-2_134.

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Mahalakshmi, S., H. Bharath, and Sandeep Kautish. "The Social Media Playbook: Strategies for Building Brand Loyalty and Engagement." In Information Systems Engineering and Management. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-82369-5_11.

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Schaffmeister, Niklas. "Strategies for Successful Brand Building and Marketing in the Key Emerging Markets." In Management for Professionals. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-19482-0_8.

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Dundua, Elene. "Digital Marketing and Corporate Social Responsibility: Strategies for Brand Building and Stakeholder Engagement." In Springer Proceedings in Business and Economics. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-66517-2_21.

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Xiaojing, Xiao. "Research on Digital Media Brand Building Strategies for Agricultural Products in Nanchong from the Perspective of Comprehensive Rural Revitalization." In Proceedings of the 2023 3rd International Conference on Social Development and Media Communication (SDMC 2023). Atlantis Press SARL, 2023. http://dx.doi.org/10.2991/978-2-38476-178-4_21.

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Hall, Kelly R., Dana E. Harrison, and Obinna O. Obilo. "Building positive internal and external stakeholder perceptions through CSR storytelling." In Strategic Brand Storytelling. Routledge, 2024. http://dx.doi.org/10.4324/9781003593751-8.

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Corbridge, Marjorie, and Ann Brine. "Building an Effective Employer Brand." In Contemporary Themes in Strategic People Management. Macmillan Education UK, 2013. http://dx.doi.org/10.1007/978-1-137-27224-9_7.

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He, Hong-Wei, and John M. T. Balmer. "Alliance Brands: Building Corporate Brands through Strategic Alliances?" In Advances in Corporate Branding. Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-352-00008-5_5.

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Sudarśan, Sudio. "Semiotics of Brand Building." In Cases on Branding Strategies and Product Development. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7393-9.ch013.

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Most theories in brand management, evolved from 20th century economics, rely on a convenient assumption of how consumers should make purchase decisions. In contradistinction, this chapter demonstrates a semiological tradition in the context of brand management using a 128-year-old brand, Muthoot Group, to expound upon the ways consumers prevalently perceive brands, which then drive their purchase decisions. Just as in marketing, where the focus changed from “economic exchange” to “social exchange,” in brand management the focus needs to change from “symbols” to the way people use semiotic reso
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"Building the Global Brand." In Localizing Global Marketing Strategies. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-0957-9.ch002.

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Building a sustainable global brand takes time and strategy. Leaders in the field must fully understand the marketing mix, market research, organizational structure, as well as governmental rules and regulations. Meeting with leaders to determine market and product objectives is fundamental. Ensuring that key messages are clearly articulated into the native tongue is essential. Companies must also adopt a reliable evaluation tool that will allow them to identify gaps and make changes early on. These key areas will be explored in this section.
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Conference papers on the topic "Building brand strategies"

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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation
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Imahashi, Hiroshi, Kiminori Gemba, and Keisuke Uenishi. "Strategies for the Brand-Building of Small-and Medium-Sized Enterprises." In 2016 5th IIAI International Congress on Advanced Applied Informatics (IIAI-AAI). IEEE, 2016. http://dx.doi.org/10.1109/iiai-aai.2016.87.

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Guzun, Stela. "Elaborating marketing strategies for a successful business." In Universitas Europaea: Towards a Knowledge Based Society Through Europeanisation and Globalisation. Free International University of Moldova, 2025. https://doi.org/10.54481/uekbs2024.v1.36.

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Developing marketing strategies for business success is an essential process in developing and maintaining a profitable market presence. It involves a series of steps and strategic decisions aimed at attracting customers, increasing sales and building a strong brand image. Marketing strategies are planned plans or approaches to achieve a business's goals in terms of marketing and selling products or services. There are various marketing strategies, and choosing the right strategy depends on a business's specific goals, target audience, and available resources. The online environment has also h
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Lo, Mei-Chen, Yi-Chuan Hsu, and Martin Drozda. "Building priority strategies of brand equity measurement with AHP - case of mobile companies in Taiwan." In 2015 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2015. http://dx.doi.org/10.1109/ieem.2015.7385700.

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Casanoves-Boix, Javier, Ana Cruz-García, and Maurice Murphy. "CREATING LOVEMARKS THROUGH STUDENTS OF PUBLIC UNIVERSITIES IN IRELAND." In International Conference on Education and New Developments. inScience Press, 2021. http://dx.doi.org/10.36315/2021end125.

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This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the b
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Nandasiri, S. H. U. K., and H. P. T. N. Silva. "The Effect of Instagram Marketing Activities on Customer Based Brand Equity." In SLIIT International Conference on Advancements in Sciences and Humanities 2023. Faculty of Humanities and Sciences, SLIIT, 2023. http://dx.doi.org/10.54389/pfep7878.

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Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. This research assisted in filling the gap by analyzing the effect of social media marketing activities on customer-based brand equity by applying the concept of brand equity to the Instagram marketing context based on clothing stores in Sri Lanka. Towards that, a quantitative method was used, and data were collected from 385 Instagram users who follow selected clothing store Instagram accounts in Sri Lanka. The survey was carried out with stratified random sampling method by taki
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Singh, Akshita, and Insha Mirza. "SOCIAL MEDIA AND INFLUENCER MARKETING IN CROSS BORDER E- COMMERCE." In Transforming Knowledge: A Multidisciplinary Research on Integrative Learning Across Disciplines. The Bhopal School of Social Sciences, 2025. https://doi.org/10.51767/ic250117.

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The role of social media and influencer marketing has become crucial in connecting brands with global consumers in the evolving e-commerce landscape. This study investigates the impact of social media influencers on consumer behavior, brand loyalty, and market entry across borders, analyzing over 700 structured survey responses to assess consumer perceptions of influencer marketing in cross-border transactions. Findings reveal that Instagram and YouTube dominate as platforms for cross-border product discovery, particularly in fashion, beauty, and electronics among younger demographics. Influen
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Harizi, Ariola, Denada Liça, and Silvana Gashi. "Made in Albania for the world: A study of export strategies and market challenges." In XXI International May Conference on Strategic Management – IMCSM25 Proceedings, Bor, 30.05.2025. University of Belgrade - Technical Faculty in Bor, Bor, 2024. https://doi.org/10.5937/imcsm25594h.

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The internationalization of Albanian products, under the label "Made in Albania", presents a strategic opportunity for enhancing national economic growth, employment, and global recognition. This paper explores the findings from comprehensive surveys and four focus group discussions conducted with a total of 12 Albanian producers across key sectors such as agriculture, manufacturing, and artisanal goods. The primary aim was to assess current export practices, identify persistent barriers to internationalization, and understand producer perceptions regarding foreign markets. Data revealed that
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Miljanović, Mirjana, Igor Dutina, and Marina Milićević. "ANALYSIS OF THE USE OF SOCIAL MEDIA MARKETING WITH AN OVERVIEW ON GRAPHIC DESIGN ON THE EXAMPLE OF TREBINJE WINERIES." In INTERNATIONAL Conference on Business, Management, and Economics Engineering Future-BME. Faculty of Technical Sciences, Novi Sad, 2025. https://doi.org/10.24867/future-bme-2024-103.

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Nowdays, social media (SM) and online advertising have become key tools for building and promoting a brand. This is very important for local entrepreneurs, such as wineries in Trebinje (Bosnia and Herzegovina), who want to increase visibility and reach a wider audience. This paper explores the use of SM with an overview on graphic design, analyzing the existing strategies that wineries in Trebinje use for promotion. Through a case study of 19 members of the Association of Winemakers and Vinegrowers “Vinos” Trebinje, the paper analyzes how visual identity and advertising design on SM affect bra
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Marrone, Teresa, Giuseppe Fabio Cantone, Luigi Cantone, and Vincenzo Basile. "The resilience of small and troubling neighbourhoods for improving the destination brand of the cities. A case from the neighbourhoods of Naples." In 15th International Conference on Applied Human Factors and Ergonomics (AHFE 2024). AHFE International, 2024. http://dx.doi.org/10.54941/ahfe1005341.

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Modern cities, like living organisms, are in a constant state of evolution and transformation. The cityscape, in general, has an inner diversity, made up of neighbourhoods each with their own unique identity, subculture and history. A recent and promising phenomenon consists of investing increasingly in social, economic, redevelopment and branding strategies to regenerate these neighbourhoods, known in some cases as slums, even though endowed with a rich cultural and historical heritage.This article explores the role of these neighbourhoods in social and economic redevelopment and analyses its
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Reports on the topic "Building brand strategies"

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

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

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This report, commissioned by the Linux Foundation, examines perceptions of Hyperledger and enterprise blockchain more widely. The focus is the Hyperledger brand, rather than Hyperledger’s technology. Drawing on survey and interview data as well as secondary sources, it identifies both challenges and points of leverage with the aim of informing Hyperledger’s strategic development, particularly in terms of marketing, communications, and community building.
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Just, David, and Amir Heiman. Building local brand for fresh fruits and vegetables: A strategic approach aimed at strengthening the local agricultural sector. United States Department of Agriculture, 2016. http://dx.doi.org/10.32747/2016.7600039.bard.

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Abstract The debate about whether to reduce import barriers on fresh produce in order to decrease the cost of living and increase welfare or to continue protecting the local agricultural sector by imposing import duties on fresh vegetables and fruits has been part of the Israeli and the US political dialog. The alternative of building a strong local brand that will direct patriotic feelings to support of the agricultural sector has been previously discussed in the literature as a non-tax barrier to global competition. The motivation of consumers to pay more for local fresh fruits and vegetable
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