missing. For instance there is not yet a thorough definition of the term brand. This paper therefore tries to holistically … describe what characterizes the 'brand' phenomenon. A thorough look into history is crucial for a better understanding of the … brands, which reflects the main traits of the brand character as well als its complex interactions within and with its …

Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including … Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a brand's position and the …, second, exploring the strategic and tactical implications of different brand-related innovation efforts. In so doing, this …