, Twitter, and brand-related blogs based on a representative sample from Germany and the US, each with 1,000 adults … “influencers” provide a basis for developing differentiated strategies of brand communication and management respectively. …

pages were examined to determine the types of brand-related post content and communication style utilized as well as the … consumer response to these posts. The two organizations generally used Facebook to broadcast product related brand attributes … provide practical implications for non-profit sport organizations using Facebook to build positive brand images, promote fan …

endorser’s credibility and attitudes toward the brand. Findings The results revealed that the negative meanings consumers … associated with these corporate crises influence consumer perceptions of the endorser as well as attitude toward the brand … may explain variances in the literature on the significance of reverse meaning transfer. Based on these findings, brand …

marks and I would fare better. This commonly held belief illustrates the immense value of the brand today, but how do you … create and manage a star brand? Perhaps this question is relatively easy for marketing and brand managers, but what about at …

Looking for a textbook approach to managing your brand? Sadly, there is no such thing. However, there are many sources … from which to draw insights into successful brand management. Lego, McDonald’s and JCB provide three interesting examples.  …

. Findings – It is quite ironic that the words ‘brand’ and ‘branding’ have become so widely used in the business arena over the …

Purpose – To leverage the science of momentum and apply it to art of brand management. Design …/methodology/approach – Researches the brand literature. Revisits our understanding of Newtonian physics. Studies the history of brands that have … experienced the power of momentum. Shares early drafts with fellow brand strategist for feedback and guidance. Findings …