Brands and Brand Strategies Managerial Considerations (original) (raw)
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brands & brand management , 2018
This article elaborates on the subject of brands. The understanding of brands has changed along with the times and economic climate. The change requires companies to shift their thinking of brands from a marketing-oriented function to a guiding principle that involves every aspect of the organization. Modern brand thinking no longer revolves around tangible brand attributes such as logos and colors, these merely make up the visible brand. Every new brand need to position and brand itself as a company that can deliver significant added value for the customers, through expanding the service model of traditional advertising agencies. The brand includes the company to advocate transparency and diversity, Visible communication, and points of contact with the company. From the website to the office and the tangible products. Brands are required to be consistent and viable.
Journal of International Marketing, 2001
Brands play a critical role in establishing a firm's visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm's overall international marketing strategy, because it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and the drivers that shape the architecture. The authors discuss implications for the design and management of the firm's international brand architecture.
International Business Research, 2016
With the help of globalized technology, information, and fund, barriers for the product, service production and consuming have been removed in anywhere. Nowadays, it is so normal that any kind of industry shows up in anywhere of the world in a short time. No longer is producing products or services not the work of just some economies. The topic of the nowadays modern economic order is branding rather than production capability. In that context, branding is one of the most important indicators of the competitive capacity nowadays. One of the most important assets of the businesses is the brand value. So many businesses take the advantage of that value in their new products and services. So brand strategies are highly important issues. Well-designed strategies are going to provide advantages for the businesses against their competitor in the compelling competition environment. In this study, brand and brand strategies are examined.
Strategic Brand Management in the Market
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The modern market is characterized by ups and downs associated with both external negative influences and expectations, and with the structural restructuring of the market. The result of these transformations was the transformation of the methodological and practical foundations of the formation, functioning and development of marketing and advertising activities, the leading role among which is the development and management of the company's brand.The development and management of a brand, or the branding process in an enterprise should be strategic and holistic. The authors studied the theoretical basis for the development and promotion of a brand to the market and proposed directions for its improvement: an algorithm for creating a brand strategy and a comprehensive scheme for forming a strategy for the development and management of an enterprise brand. To assess the effectiveness of the brand management strategy, the authors proposed a system of indicators characterizing the...
The role of Corporate Brands in Market Development
With increased influence of large corporations on the global markets, it is interesting to remember the not so distant practices exercised by centrally planned economies; especially those practices aimed at the creation of corporate brands or their equivalents. It is widely assumed that a corporate brand represents much wider associations not limited only to a specific product. Current trends where large corporations dominate and will continue to dominate the global economy with concentration but without centralization are represented by efforts to create strong corporate brands as tools for gaining a global competitive advantage. Similarly, centrally planned economies, as they strived to increase exports, placed an emphasis on the development of corporate brands. Relative freedom was given to exporting companies regarding their corporate brand development. This gave exporters from the CEE region a certain competitive advantage. However, during the post-Communist transition process, many brands were intercepted by new owners, neglected or lost. Current developments indicate efforts to restore, rebuild or introduce new corporate brands in search of a competitive advantage and to gain a position in the global race for market share.
New challenges in brand management
Spanish Journal of Marketing - ESIC, 2018
Purpose This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review on brand management. Findings First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academi...
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
AN EXPLORATORY STUDY ON BRAND MANAGEMENT: CURRENT TRENDS AND FUTURE DIRECTIONS
Brands are perceived as valuable assets from both consumer and company perspectives. Business leaders are fully aware of the importance of brand, branding and brand management for their survival and maintaining sustainable development in competitive and globalized world. The importance of brand, branding and brand management is not only felt and experienced by corporate but even the countries, individuals and political parties are not untouched with this. This paper provides a synthesis of the fragmented literature on brand management that is organized under seven heads: different definitions on brand, layers of brand, importance of brand management, brand concept management, brand management models, current trends in brand management and conclusions. The ultimate section of the work that is future scope will open the path for future research in the area of brand, branding or brand management
Brands: Interdisciplinary Perspectives
2014
Branding has emerged as a cornerstone of marketing practice and corporate strategy. This book brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, reflecting the wide-ranging, interdisciplinary interest in the topic, accompanied by new introductions from leading brand scholars, including Giana Eckhardt, John F. Sherry, Jr., Sydney Levy, and Morris Holbrook.