Branding Abstracts: 7th Annual International Colloquium (original) (raw)

Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding

2011

Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding 2011 Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding Key words: Branding, evolution of branding, future, brand identity hexagon, the academic life cycle © Hanken School of Economics and

BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIESBRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIESBRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES

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.

Kartikeya Kompella (ed.): The definitive book of branding

DECISION, 2015

Your article is protected by copyright and all rights are held exclusively by Indian Institute of Management Calcutta. This e-offprint is for personal use only and shall not be selfarchived in electronic repositories. If you wish to self-archive your article, please use the accepted manuscript version for posting on your own website. You may further deposit the accepted manuscript version in any repository, provided it is only made publicly available 12 months after official publication or later and provided acknowledgement is given to the original source of publication and a link is inserted to the published article on Springer's website. The link must be accompanied by the following text: "The final publication is available at link.springer.com". BOOK REVIEW Kartikeya Kompella (ed.

Branding: Models, Theory, Practice, and Marketing Implications

International journal of academic research in business & social sciences, 2024

The article's purpose has been to conduct a thorough and analytical review of the empirical literature on branding and consumer behavior to uncover emerging issues and trends. It starts with a presentation of the objective of the article. This is followed by the research methodology employed. Next, the article assessed the relevant theoretical framework that underpins branding strategies and models. Then, the paper presents a rigorous analysis and synthesis of the current scientific literature on branding. This is followed by an assessment of emerging trends and issues in the field of branding derived from the literature review. Lastly, the article draws relevant implications for marketing and brand managers and outline relevant recommendations for action.

Introduction to the special issue of the 3rd International Colloquium on design, branding and marketing

Journal of Retailing and Consumer Services, 2020

Full bibliographic details must be given when referring to, or quoting from full items including the author's name, the title of the work, publication details where relevant (place, publisher, date), pagination, and for theses or dissertations the awarding institution, the degree type awarded, and the date of the award.

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.