Behavioral Aspects of Brand Management

Intro -- CONTENTS -- PREFACE -- 1 BRAND VALUE -- 1.1 Brand value chain -- 2 MARKETING STRATEGY FOR BUILDING AND MANAGING BRAND VALUE -- 2.1 Strategic product analysis -- 2.1.1 Customer analysis -- 2.1.2 Competition analysis -- 2.2 Brand identification and positioning -- 2.3 Planning and implementation of marketing programs without the impact of the brand's life cycle -- 2.3.1 Product -- 2.3.2 Price -- 2.3.3 Place -- 2.3.4 Promotion -- 2.4 Planning and implementing marketing programs under the impact of the brand life cycle -- 2.4.1 The five-phase life cycle of the brand according to Gérard Caron -- 3 BEHAVIORISM AND CORPORATE MANAGEMENT -- 3.1 Rationality in terms of corporate management -- 3.2 Irrationality in terms of corporate management -- 4 BEHAVIORAL ASPECTS OF BRAND MANAGEMENT IN TERMS OF FINANCIAL MANAGEMENT -- 5 BEHAVIORAL ASPECTS OF BRAND MANAGEMENT IN TERMS OF MARKETING MANAGEMENT -- 6 BEHAVIORAL ASPECTS OF BRAND MANAGEMENT IN TERMS OF PERSONNEL MANAGEMENT -- 7 BEHAVIORAL ASPECTS OF BRAND MANAGEMENT IN TERMS OF THE FOREIGN MARKET -- 8 BEHAVIORAL ASPECTS OF BRAND MANAGEMENT IN TERMS OF STRATEGIC MANAGEMENT -- 9 REGIONAL DISPARITIES OF BRAND MANAGEMENT - OWN RESEARCH -- 9.1 Research methodology -- 9.2 Research results -- 9.2.1 Sources of brand value in general -- 9.2.2 Sources of brand value - complex purchasing behavior -- 9.2.3 Sources of brand value - dissonance reducing purchasing behavior -- 9.2.4 Sources of brand value - variety seeking purchasing behavior -- 9.2.5 Sources of brand value - habitual purchasing behavior -- 9.2.6 Complex results of own research of regional disparities of brand management in the context of corporate management in specific conditions of the Slovak Republic -- ABOUT THE AUTHORS -- BIBLIOGRAPHY.