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Добірка наукової літератури з теми "Brand management structure"

Автор: Grafiati

Опубліковано: 28 травня 2022

Оновлено: 31 липня 2025

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Статті в журналах з теми "Brand management structure"

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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Анотація:

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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2

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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3

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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4

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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5

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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Анотація:

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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6

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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Анотація:

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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7

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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8

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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9

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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10

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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Більше джерел

Дисертації з теми "Brand management structure"

1

Махнуша, Світлана Михайлівна, Светлана Михайловна Махнуша, Svitlana Mykhailivna Makhnusha, Анастасія Миколаївна Жолудєва, Анастасия Николаевна Жолудева та Anastasiia Mykolaiivna Zholudeva. "Обгрунтування та аналіз ролі бренд-менеджера на підприємстві". Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12417.

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2

Scare, Roberto Fava. "A influência da estrutura organizacional na execução das atividades de marketing." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-13032008-111423/.

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Анотація:

O estudo sobre organização de marketing e estruturas organizacionais de marketing é crucial para a implementação dos esforços de marketing, principalmente em um cenário competitivo em que as empresas precisam modificar constantemente suas estratégias e suas estruturas para atender às novas exigências do mercado. Apesar de histórico, esse debate é atualmente relegado a segundo plano por pesquisadores e executivos de marketing, sendo a proposta desta tese reavivar essa discussão. Assim, o objetivo central deste trabalho é realizar uma análise formal e descritiva da influência de fatores condicio

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3

Wilkins, Hugh Charles, and n/a. "A Structural Model of Satisfaction and Brand Attitude in Hotels." Griffith University. Griffith Business School, 2006. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20061023.160143.

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Анотація:

This thesis is about the customer experience in hotels. The thesis evaluates the customer experience in relation to the antecedents of behavioural loyalty. Behavioural loyalty is evaluated in relation to customer satisfaction, brand trust and brand attitude. Customer satisfaction is also evaluated in relation to the antecedents of hotel performance, service quality and perceived value. The broad research underpinning this research is: How do consumers perceive and relate to luxury and first class hotel brands? The hotel industry is a large and highly diverse industry that includes a wide range

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4

Wilkins, Hugh Charles. "A Structural Model of Satisfaction and Brand Attitude in Hotels." Thesis, Griffith University, 2006. http://hdl.handle.net/10072/365508.

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Анотація:

This thesis is about the customer experience in hotels. The thesis evaluates the customer experience in relation to the antecedents of behavioural loyalty. Behavioural loyalty is evaluated in relation to customer satisfaction, brand trust and brand attitude. Customer satisfaction is also evaluated in relation to the antecedents of hotel performance, service quality and perceived value. The broad research underpinning this research is: How do consumers perceive and relate to luxury and first class hotel brands? The hotel industry is a large and highly diverse industry that includes a wide range

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5

Miggou, Olga. "A strategic enquiry into the holistic nature of corporate identity to enable its systematic control." Thesis, De Montfort University, 2012. http://hdl.handle.net/2086/7669.

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This is an unconventional study, which addresses the thematic field and the esoteric nature and essence of Corporate Identity. The thesis concentrates in the understanding of Corporate Identity aiming towards an holistic explanation of the concept appropriate for practical multidisciplinary use. It proposes a systematic methodology and establishes a design practitioner perspective, which aims at reliable co-ordination and control of Corporate Identity operations. The methodology to structure the literature A Strategic methodology of questions was developed to operate as a research methodology,

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6

Wu, Fang-Ching, and 吳芳靜. "Applying Structural Equation Model to Study the Influence of Personality Characteristics, Brand Equity, Preceived Risk, Customer Satisfaction, Relationship Quality and Customer Loyalty－An Empirical Study of VIP Wealth Management in Taiwan’ Banks." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/52748629636148372964.

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碩士<br>國立東華大學<br>企業管理學系<br>94<br>The major purpose of this research executes statistics analysis by using structural equation model(SEM), and focus on the different effects of VIP welth management in Taiwan Banks’ personality characteristics, brand equity, preceived risk, customer satisfaction, relationship quality and customer loyalty. In order to make the business strategy on banks and have close look on ustomer needs is essential. Depending on the analysis of real evidences, this research results to three main implications: 1. Research Theory Model Fit Discovery According to the fit test of

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Книги з теми "Brand management structure"

1

O'Gorman, Elizabeth M. A study of managers' mental models of competitive brand structures. University College Dublin, 1996.

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2

Oswald, Laura R. Doing Semiotics. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780198822028.001.0001.

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Structural semiotics is a hybrid of communication science and anthropology that accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics: A Research Guide for Marketers at the Edge of Culture, shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the basic principles and methods of applied semiotics, the book introduces the reader to branding basics, strateg

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3

Black, Michael T. Spirit of the Corporation. Bloomsbury Publishing Plc, 2024. http://dx.doi.org/10.5040/9780567717139.

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The modern corporation began its life as a religious institution - first as the nation of Israel and subsequently as the Christian Church.Long before its official recognition in law, the corporation had been an identifiable and unique form of human association. Its only essential characteristic is the voluntary and collective submission of individual interests to the interests of aName, its own living Spirit. The corporation is thus ‘invited’ into existence as a presence independent of its members, and through which the Spirit provides both its unity and its continuity. In this fascinating, in

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4

Raymond, Mark. Social Practices of Rule-Making in World Politics. Oxford University Press, 2019. http://dx.doi.org/10.1093/oso/9780190913113.001.0001.

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Social Practices of Rule-Making in World Politics identifies a class of social practices of rule-making, interpretation, and application, demonstrating the causal importance of these practices (and the procedural rules that constitute and govern them) in explaining outcomes in world politics. The book utilizes rule-oriented and practice-turn constructivist approaches to argue that procedural rules about rule-making, or secondary rules, shape the way that actors present and evaluate proposals for change in the rules and institutions that structure international systems. The book examines four i

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Частини книг з теми "Brand management structure"

1

Chong, Juin-Kuan, Teck-Hua Ho, and Christopher S. Tang. "Product Structure, Brand Width and Brand Share." In Product Variety Management. Springer US, 1998. http://dx.doi.org/10.1007/978-1-4615-5579-7_3.

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2

Ravens, Christina. "Structure and methodology of empirical analysis." In Internal Brand Management in an International Context. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-00754-6_9.

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3

Chen, Tong, Ke Ma, Chundong Zheng, and Han Wang. "The Effects of Sub-brands and Brand Name Structure on Extension Evaluation: An Empirical Study Based on Chinese Culture." In Advances in Chinese Brand Management. Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-352-00011-5_9.

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4

Rini, Endang, and Beby Sembiring. "The Effect of Customer Engagement and Brand Advocacy on Brand Value Co-creation." In Proceedings of the 19th International Symposium on Management (INSYMA 2022). Atlantis Press International BV, 2022. http://dx.doi.org/10.2991/978-94-6463-008-4_114.

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AbstractIntegrated efforts and strategies are needed to promote tourism; thereby, branding plays an important role in imaging a tourism destination and becomes one of the important indicators in determining the success and image of a tourist area. Furthermore, branding can integrate strategic elements in a single formula to create characteristics and a positive image and increase the competitive advantage to achieve regional goals. Branding can be used as a differentiator or identity for a product, including tourism. The research was conducted for a year with a quantitative approach. The popul

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5

Dézécot, Jonathan, and Nathalie Fleck. "An Exploration of the Perception of Brand Management and Marketing in Craftsmanship: Structured Abstract." In Marketing at the Confluence between Entertainment and Analytics. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_178.

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6

Mazumder, Rabin, Swati Mukherjee, and Pritha Ghosh. "Factors Influencing Customers' Attitude and Purchase Intention of Private Label Brands and National Brands of Men's Apparel: A Structural Equation Modeling Approach." In Interdisciplinary Research in Technology and Management. CRC Press, 2021. http://dx.doi.org/10.1201/9781003202240-39.

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7

Dam, Cuong Tri, and Vijender Kumar Solanki. "The application of partial least squares structural equation modeling (PLS-SEM) algorithm to brand image and consumer loyalty at shoe shops." In Analytics in Finance and Risk Management. CRC Press, 2023. http://dx.doi.org/10.1201/9780367854690-17.

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8

Kasemsap, Kijpokin. "The Role of Brand Management in Emerging Markets." In Strategic Marketing in Fragile Economic Conditions. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6232-2.ch009.

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Анотація:

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in or

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Kasemsap, Kijpokin. "The Role of Brand Management in Emerging Markets." In Marketing and Consumer Behavior. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch099.

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Анотація:

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in or

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10

West, Douglas, John Ford, Essam Ibrahim, and Matteo Montecchi. "Branding strategies." In Strategic Marketing. Oxford University Press, 2022. http://dx.doi.org/10.1093/hebz/9780198856764.003.0007.

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Анотація:

This chapter focuses on branding strategies, presenting a series of suggestions to help the brand strategist to create, maintain, and enhance this valuable company asset. A brand is a ‘name, term, sign, symbol (or a combination of these) that identifies the maker or seller of the product’. It allows the consumer to develop a relationship with a product/service. Strategic brand management requires a sophisticated understanding of, first, industry cost structure, brand efficiency, and brand profitability, and second, consumer perceptions of brands and the potential for differentiation and sustai

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Тези доповідей конференцій з теми "Brand management structure"

1

Rui, Zhang, and Zhang Yi. "On Structure of Brand Ecological Systematization." In 2008 International Conference on Information Management, Innovation Management and Industrial Engineering (ICIII). IEEE, 2008. http://dx.doi.org/10.1109/iciii.2008.225.

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Ming Jin and Shenghua Jia. "Development of Chinese consumers' brand love conceptual structure and scale: With sports shoes brands as an example." In 2011 2nd International Conference on Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC). IEEE, 2011. http://dx.doi.org/10.1109/aimsec.2011.6010900.

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3

Sheresheva, Marina, Ekaterina Kovalenko, and Daniel Pavlov. "Gallery brand impact on artist name recognition: Evidence from Russia." In XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24062s.

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This paper examines the influence of the gallery brand on artist name recognition in the contemporary art market in Russia. The authors first discuss theoretical approaches to understanding the phenomenon of branding in the art market, as well as private gallery brand formation, and offer a brief description of the art market structure, specifying the features of branding in this sphere. Then they present and discuss the empirical data obtained by means of semi-structured expert interviews and online survey conducted in 2024. The main findings from expert interviews show that gallery brand for

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4

Huang, Weibin, Yong Li, and Gang Qiu. "Visual Communication Brand Design Prototype Structure Robust Optimization Algorithm Based on Virtual Simulation Technology." In 2022 Global Reliability and Prognostics and Health Management (PHM-Yantai). IEEE, 2022. http://dx.doi.org/10.1109/phm-yantai55411.2022.9942068.

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Xue, Jianping, and Weiping Yu. "Research on brand life cycle management decision based on theory of managerial entropy and dissipative structure." In 2013 International Conference of Information Science and Management Engineering. WIT Press, 2013. http://dx.doi.org/10.2495/isme132753.

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Wang, Zhen. "Simulation Analysis of Brand Dynamic Equilibrium Equation Based on Neural network and Structure Constraint Equations." In 2015 International Conference on Economics, Social Science, Arts, Education and Management Engineering. Atlantis Press, 2015. http://dx.doi.org/10.2991/essaeme-15.2015.106.

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7

Ning, Ying. "Research on the Development Path of Wuhan International Brand Hotel Based on the Interpretive Structure Model Method." In EBIMCS 2021: 2021 4th International Conference on E-Business, Information Management and Computer Science. ACM, 2021. http://dx.doi.org/10.1145/3511716.3511782.

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Marshall, Jessica Marie, and Mark A. Serwinowski. "Defining the Optimal Organizational Structure for Environmental, Health, and Safety Management in the Oil and Gas Industry for Mitigating Risks, Eliminating Costs and Improving Brand Image." In SPE International Conference on Health, Safety and Environment in Oil and Gas Exploration and Production. Society of Petroleum Engineers, 2010. http://dx.doi.org/10.2118/127202-ms.

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Bai, Qingping, and Yongliang Wu. "RESEARCH ON THE HIGH-QUALITY DEVELOPMENT OF SPORTS TOURISM INDUSTRY IN GUANGXI." In THE 2023 INTERNATIONAL CONFERENCE ON CREATIITY, MANAGEMENT, EDUCATION, TECHNOLOGY AND SCIENCES. EDUCATION STUDIO, 2023. http://dx.doi.org/10.62788/h1vzcov.

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This paper studies the development of sports tourism industry in Guangxi by means of literature, mathematical statistics, and expert interview. The results show that the structure of sports tourism industry in Guangxi is characterized by complete type of sports resources, wide distribution, distinctive characteristics, rich sports tourism resources, large market, significant regional characteristics, and huge industrial potential. But the development strength and depth is insufficient, the relatively backward development management system is not perfect, and there is serious product homogeneit

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Taki, Shotaro, Yukio Konishi, Yuki Tomitani, Kazumasa Ishii, Akio Imakita, and Satoshi Kawawa. "Development of New V6 3.0 L Turbocharged and 3.5 L Naturally Aspirated Gasoline Direct Injection Engines." In WCX SAE World Congress Experience. SAE International, 2023. http://dx.doi.org/10.4271/2023-01-0398.

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<div class="section abstract"><div class="htmlview paragraph">With the objective of further enhancing the engine performance of the Acura brand and the environmental performance of the Honda brand in relation to the North American market, where there is a need for powertrains with driving force margin for SUVs and pickup trucks, Honda has developed a 3.0 L turbocharged engine and a 3.5 L naturally aspirated engine. Both engines adopt the same newly developed valvetrain structure and share main engine geometries.</div><div class="htmlview paragraph">These newly developed

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Randrup, Thomas, Geovana Mercado, Lisbet Christoffersen, and Sixten Lundqvist, eds. Compendium Forested Landscapes : analysis & governance. Department of Landscape Architecture, Planning and Management, Swedish University of Agricultural Sciences, 2024. http://dx.doi.org/10.54612/a.4i3m6fl0g4.

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The international Forest & Landscape program, taught at SLU at Bachelor level, began in 2021. In its essence, the program tries to combine the very best from forestry and landscape management. This unique program gives in-depth knowledge of forests and landscapes, taking a holistic approach to trees and forests and their importance to society, by focusing on the different perspectives of the forested landscapes and the management of them. Students are expected to gain adequate knowledge to work as e.g. a specialist or advisor at governmental authorities, municipalities, forestry companies,

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