the corporate brand. However, few studies have attempted to provide a platform by which the two concepts could be … synergised to achieve a strong, consistent corporate brand. This paper therefore seeks to explore and demonstrate how the three … literature highlights the importance of employer branding and internal branding, and its potential to support the corporate brand …

Purpose – The study aims to examine the characteristics of product portfolio on the price premium of an umbrella brand ….45 percent price premium for the brand with the attribute‐compatible portfolio. The effect of attribute‐compatibility is more … allows its cameras to print directly on Canon printers. The study finds that such a feature increases a brand price premium …

assessing the Puerto Nativo Lodge from a brand management perspective. The ultimate goal is to offer advice and direction to … that would help achieve that objective. Findings – Instituting brand management holds the promise of building awareness, a … connection to customers and brand equity. The owners' attention to constructing the vacation experience was valuable in creating …

employ a multi‐brand strategy and to focus on the identity and reach of the seven distinct brands operated under the parent … company. The study seeks to identify benefits and limitations of the multi‐brand strategy, as seen by company employees …‐depth interviews with key company employees and an extensive review of secondary sources. Findings – The adoption of a multi‐brand …

Purpose – The purpose of this paper is to measure consumer‐based brand equity in the supermarket industry and to … identify the strategy drivers associated with levels of brand equity for consumers' typically patronized supermarkets. Design …/methodology/approach – A nine state survey of consumers was conducted to provide brand equity ratings of 22 national, regional, and specialty …

Purpose – Brand extension strategies have become widespread since the early 1980s. However, a large proportion of brand … products launched with a well‐known brand name. Although the symbolic fit between established brand names and brand extensions … is considered as one of the most important determinants of brand extension success or failure, managers need more …