Zugang zum Corporate Brand Management -- Aufbau und Steuerung einer Corporate Brand -- Die Beziehung von CB, Produkt …Dieses Buch zeigt, wie Unternehmen ein wirksames und wertschöpfendes Corporate Brand Management als marktorientiertes … Markenführung sowie Möglichkeiten von Markenkooperationen werden aufgegriffen. Die Markenkontrolle wird um Ausführungen zu Brand …

behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research …

. Cultivation methods of chinese local new luxury brands: a perspective of design driven innovation -- Chapter 5. Communication … methods of chinese local new luxury brands: a perspective of digital media communication -- Chapter 6. Case studies -- Chapter …

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting … retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …

Chapter 1: Introduction to Brand Management -- Chapter 2: Ethical Branding -- Chapter 3: Brand Philosophy -- Chapter 4 …: Brand Positioning -- Chapter 5: Brand Identity -- Chapter 6: Brand Integration -- Chapter 7: Brand in the Digital Era … -- Chapter 8: Brand Equity -- Chapter 9: Brand Extension -- Chapter 10: Brand Mergers and Acquisition -- Chapter 11: Brand …