Brand identity definitions predominately take a unilateral and aspirational perspective—what managers want the brand to … consumers as co-contributors to brand construction and development demand rethinking this perspective. This paper seeks to … advance the established conceptualization of brand identity by revising the definition and proposing brand identity as dynamic …

Today's global firms face increasing pressure to protect their brand identity from encroachments of copycat brands that … suggests useful extensions relative to the more general strategic issue of prolongation or abandonment of intangible brand … assets in global markets and the dynamic interface between firm-created and consumer-created brand meaning. …

In luxury brand management, experiences are essential. However, most of what we know about designing customer … specific approach to brand management. Using a grounded theory approach, we present a framework consisting of seven principles … traditional frameworks of brand management. By compiling best practices and the commonalities amongst the interviewed companies …

This work seeks to determine the potential of the brand as a tool that can create value for the lamb sector of the … results illustrate the possibilities for the brand to increase value for customers and enhance the competitiveness of the …

brand management importance. However, because of lack in marketing knowledge and bad brand management, development of … fashion brand is the most critical factor in successful business activity in textile and clothing industry. …

. On the other hand, the main link between the company and the customer is its brand, or brands, where the company itself … may be recognized as a brand. Generally speaking, it is possible to say that brand management and brand equity are used … increasingly in everyday business. The concept of brand equity has a very important role because brand represents one of the most …

This paper describes the characteristics of brand management in the context of the companies in Slovenia that are … consolidation of brand effectiveness and the companies’ reputation and ascertains whether the companies with a higher level of … internationalization employ a larger number of less tangible brand performance criteria than those with a lower level of …

mouth (WOM) and the number of communication form and conversation between different parties. Bear Brand milk is a product … built by its consumer through WOM. The objectives of this study were to analyze consumer awareness on Bear Brand milk … communication program in twitter, and to analyze the relation between twitter communication and brand equity from Bear Brand milk …

moderator variable on the relationships between brand strategy (specifically brand orientation, brand identity and brand … distinctiveness) and brand performance. Retroactively, the direct relationship between brand strategy and brand performance should be … measurement constructs. The result indicates a significant positive and direct impact of brand orientation and brand identity on …