value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides …, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to …

experiment by introducing a reputed Global apparel brand abreast an existing Indian store apparel brand/private label to … of this experimentation into suggestions to enable brick-and-mortar retailers to design appropriate brand mix strategies …

clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing …, most times, affects positively the “value equity” and the “brand equity”. In a small research we have found a tendency of …

Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO … from the home market, and 3) neutralising the COBO effect. Moreover, the firms differ in terms of their international brand … portfolio: from consisting of a single brand to covering several or dozen international - even global - regional, or local …

interactions between these participants were examined across locations to come to an understanding of how Chinese brand development … gained a rich understanding of the cultural formation of the brand, including how brand meanings circulate and co …-create culture. The case study presented here offers a lens through which to study Chinese brand development in the global …

understanding this phenomenon that how presentation and message manifested with cultural orientation in luxury brand advertisement … advertisement is an effective strategy for luxury brand promotion in emerging markets. The study has employed a quasi …-experimental survey using luxury brand advertisement manifesting assertiveness appeal. Data was collected from 340 individuals of Pakistan …