Purpose – The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation … at three levels: the customer value, the process and customer segment level. It also uses principles of the logical brand … the customer value, by manipulating importance and satisfaction rates of different brand drivers leads to a continuous …

Purpose – This study aims to show that brand success can be improved if the brand promise that is communicated through … mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent employee behaviour …/methodology/approach – The model in the paper explains the brand's contribution to company success by brand consistent employee behaviour …

should be made to the brand and its implementation. Design/methodology/approach – To better understand the evolving consumer … experiences, via knowledge and authenticity, represents the next evolutionary phase of brand success. Findings – Based on this new … perspective on branding, the paper offers the following recommendations to brand managers and CMOs: discern the nature of the …

consumers and the brand. Design/methodology/approach – The paper integrates concepts including a range of recently published … segments. The term “global brand” is used extensively in business but its nature and scope are not understood by all. Global … dimensions based on their acceptance by consumers. One dimension is the brand's deliverable benefits relevant to its target …

Purpose – This paper seeks to establish the importance of studying the effects of licensing brand alliances from a … customer's standpoint, to investigate the effectiveness of licensing as a strategy by comparing it with a brand extension of a … well‐known parent brand, and to provide a theoretical explanation for the licensing effects. Design …

Purpose – The purpose of this paper is to increase the knowledge of brand building in software SMEs. Design … identified five special characteristics of brand building in software SMEs, relating to goals and perceived benefits of brand … building; resources in brand building; external and internal cooperation in brand building; means and communication in brand …

Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand. Design … dimensions and Aaker's brand personality dimensions to see if brand perceptions of a product are similar among all six countries …. Findings – This study provides clear evidence that a same brand is perceived differently in different cultures in spite of its …

relationship with brand loyalty and to test empirically whether this relationship is mediated by brand trust and brand affect … forms of loyalty (attitudinal and repurchase loyalty), brand trust and brand affect have been measured with existing and … is significantly related to the two forms of loyalty (attitudinal loyalty and brand loyalty). When brand affect and brand …

objectives and limited consideration to strategic or brand‐related initiatives in their decisions to invest in the national … relatively poor recognition of the role of sponsorship in creating value and building the corporate brand. Corporations … sport sponsorship in brand management and the communication mix, and has highlighted the benefits for firms that establish …