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The Journal of Business Strategy is a bimonthly peer-reviewed academic journal published by Emerald Group Publishing, covering the field of business strategy, including strategic management, organizational leadership, and competitive analysis. [1]
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
Although there are few works about the failure of extensions, literature provides sufficient in-depth research into this issue. Studies also suggest that brand extension is a risky strategy to increase sales or brand equity. It should consider the damage of parent brand no matter what types of extension are used. [35]
The Guiding Purpose Strategy: A Navigational Code for Growth is a book by Markus Kramer and Tofig Huseynzade. [ 1 ] [ 2 ] It presents in popular science format research on the transformational power of purpose, with a focus on brand management, organizational, and economic growth.
Commercials are aired on television around a message thanking all the "moms". In addition, each of their products is associated with the brand "PG" in advertisements for products. A recent example of brand architecture in action [6] is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the ...
However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics. Corporate branding is not limited to a specific mark or name.
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company."
A brand tribe is a concept in marketing that refers to ephemeral groups that enable connections among consumers sharing passions or interests. [1] [2] A brand tribe is part of a tribal marketing strategy fostering engagement among consumers, as opposed to emphasizing the functionality of products and services. [3]