Purpose The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving … process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design … brand meaning outcomes. Findings Prior research is limited in that it neither maps the process of cocreation within which …

importance of brand integration for value creation in horizontal M&As from a practical perspective. The paper then reviews three … related bodies of existing literature that are critical to this research – M&As, product and brand management, integration … approach. This review leads to the identification of the research gap in the area of brand integration in M&As. The paper then …

Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program …. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of … satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The …

Purpose – The purpose of this paper is to discuss the essential components of a brand metrics strategy and application … of brand scorecard as an integrated approach to measure the overall performance of brands. Tools for brand performance … measurement are integrated by firms into brand measurement systems, with new models for prioritizing the factors of brand …

Purpose – This paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering … BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating … brand attributes, and underlining brand dynamics in the competitive marketplace. Findings – The study argues that the …