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E‐marketers seek higher peaks : Companies want to expand their reputations through online world

In: Strategic Direction 27 (2011) 3, pp. 12-15

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Persistent link: https://www.econbiz.de/10015010585

Brand loyalty always on a knife edge : Indifference is a feature of consumer attitudes

In: Strategic Direction 27 (2011) 7, pp. 5-8

impartial comments and places the articles in context. Findings – The word brand is almost a sacred one in the eyes of many …

Persistent link: https://www.econbiz.de/10015010623

From remoteness to recognition : The role of brand management

In: Strategic Direction 27 (2011) 9, pp. 10-12

guaranteed. Effective brand management will often hold the key in positioning the product and differentiating it from the …

Persistent link: https://www.econbiz.de/10015010644

Branding and the art of travel : What brands can learn from a bit of science

In: Strategic Direction 27 (2011) 10, pp. 26-29

best brand in the world? Notice the question is not the biggest, so it is not necessarily Coca‐Cola, Ford or IBM. And it … nations. And it is a single brand, so conglomerates that own a number of brands such as General Motors or Proctor & Gamble are …

Persistent link: https://www.econbiz.de/10015010659

Rothmans sees market share slip : Keeping brands current

In: Strategic Direction 28 (2012) 2, pp. 19-21

presents a case study of the marketing of RBH flagship cigarette brand Rothmans between 1957 and 2000, comparing its … marketer. You have a generous advertising budget, follow the rules of strategic brand management, make sure your brand … communications are consistent with the historical brand identity – and yet your market share declines. Take the case of RBH …

Persistent link: https://www.econbiz.de/10015010686

Fine wines and Facebook : Ignore social sites at your peril

In: Strategic Direction 28 (2012) 6, pp. 14-15

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments...

Persistent link: https://www.econbiz.de/10015010725

Adapting the Slow Food movement to brand management : Explains Eataly's success, analyzing functional and symbolic aspects of product and process

In: Strategic Direction 28 (2012) 7, pp. 12-15

Purpose – To present an alternative brand strategy for food retail using a different set of values to supermarket …

Persistent link: https://www.econbiz.de/10015010734

A world apart for retail giants : Globalization provides challenges yet to be addressed

In: Strategic Direction 28 (2012) 7, pp. 30-33

Persistent link: https://www.econbiz.de/10015010739

Marriage made in the heavens: United, Continental and branding dilemmas : Why in mergers two might not be better than one

In: Strategic Direction 28 (2012) 8, pp. 18-21

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This paper is prepared by an independent writer who adds their own impartial comments and...

Persistent link: https://www.econbiz.de/10015010746

Sharing value at the right price : No margin for error

In: Strategic Direction 29 (2012) 1, pp. 23-26

Persistent link: https://www.econbiz.de/10015010786