This research aims to clarify the nature of the links between brand portfolio management, competences and competitive … the brands they own. This work shows that brand portfolio management is enmeshed in an ensemble of competences acquired … over time which are part of the companies' history. The reality that emerges is that a brand portfolio strategy once truly …

This article presents the results of a survey dealing with consumer acceptance of a brand extension. A questionnaire … was submitted in order to gain perceptions about sixteen hypothetical brand extensions. By using some regression models …, it was determined which factors affect consumer's attitude toward a brand extension. The original contribution to brand …

paper we analyze the brand management strategy ViviVerde” pursued by Coop and, with an analysis of the demand elasticity of …

The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others … was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand … Leadership. In the last two years, the growing importance of brand’s human interface and increased influence of information …

Purpose – The purpose of this paper is to consider sponsorship embedded within a brand strategy and how fit between the … sponsor's and the sponsored brand provides a platform for the integrated communication of brand values. The importance of a … service dimension to the brand in the form of retail outlets is considered. Design/methodology/approach – A case study …

Purpose – This paper aims to study the role of ideology in brand strategy with reference to large‐scale food retailing … existing theory on retailer branding. The various elements of Eataly's brand have been studied in order to identify how they …‐focused brand choices that lead to a preference towards the retailer. Design/methodology/approach – In order to address this paper …

Purpose – The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium …‐sized enterprise (SME) owner managers and how this impacts upon brand management practice. Design/methodology/approach – This research … manager is central to the brand management function in SME retail firms. Furthermore, it was found that the retail brand …

identify the antecedents and consequences involved in the private brand purchase. Design/methodology/approach The study used a … antecedents that emerged out of the most frequently studied factors are grouped as determinants of store brand proneness. The …

Purpose – The purpose of this paper is to develop a luxury brand management (LBM) framework that accounts for the … emergent patterns. Recontextualization techniques were employed to identify key dimensions of brand management operations for … also identified as a tool companies can use to synthesize brand management strategies throughout company and remain …