Proposes a model that combines the proactive and reactive nature of brand management. It is called the logical brand … scorecard method; BCG's brand value creation method; the path analysis method; the gap analysis method; and the house of quality … (QFD) method. It allows one to perform a logical brand consistency audit at several levels. It evaluates whether customer …

This study investigates the relationship between accuracy of brand‐country of origin (COO) knowledge and COO image, in … a franchising context. Accuracy of brand‐COO knowledge is found to be positively related to COO image. Inaccurate brand …‐COO knowledge leads to a confusing and somewhat negative image about COO. In addition, antecedents to the brand‐COO knowledge are …

.g. advertising/promotions), uncontrolled communications (word‐of‐mouth (WOM)/publicity), and brand name, on consumer service brand … intercepted in a shopping mall via a self‐completed survey. Findings – The results show that controlled communications and brand … name have a significant effect on customer satisfaction, brand attitudes and brand reuse intentions. WOM was shown to have …

). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four … critical constructs are identified, namely brand distinctiveness, brand orientation, brand‐marketing performance and brand … SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from …

Purpose – The most recent literature on competitive advantage views brand equity as a relational market‐based asset … importance of brand trust in the development of brand equity. Specifically, the paper examines the relationships network in which … brand trust is embedded. Design/methodology/approach – A quantitative methodology was adopted. The data are based on a …