favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived … quality) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready … direct positive effect on brand loyalty, suggesting appearance and product quality perception are critical in the preferences …

luxury brand management. Design/methodology/approach – Case study of a leading luxury goods conglomerate provides operational … definitions and insight into best practices for management of a luxury goods brand through an in-depth historical review and … – Successes and failures of brand management for the sample company for the umbrella variables of brand strategy, growth trade …

, brand managers, and scholars of branding.  …

Purpose – The purpose of this paper is to arrive at a brand architecture model for promoting India as a tourism … destination brand, carrying with it a diversity of tourism products and states/regions. Design/methodology/approach – The …. Brand architecture concepts are used in the analysis. Findings – The Government of India's tourism ministry has been …

different ways. In doing so, one set of brand custodians managed to protect their brand, the other set jeopardised the very …. Design/methodology/approach – The paper cites two specific instances of brand management. One could be termed exemplary in … assessing the reputational risk, which could have had a severely adverse impact on the brand in question. The other instance …

brand proposition. Design/methodology/approach – Interpretive phenomenological analysis and syllogisms, as a basis for … of this, brand managers are still unclear how far they can push more emotionally led brand messages. Finally, the paper …, it is proposed that brand theory could view brands as Muslims.  …

Purpose – The purpose of this paper is to examine the question, “should national brand manufacturers produce private …, managers and companies react differently to it. As such, there are national brand manufacturers that produce private labels and … when their provision may affect both the consumers' perception of the quality of the private label and the national brand …

consumers trust. Brands must stay true to what they are, especially when a brand or company is in crisis. Bill Ford, Chairman …

Purpose – The purpose of this paper is to explore how AACSB might better position itself through brand management … having a different level of prestige. This repositioning of the AACSB brand would make the accreditation standards flexible …