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Persistent link: https://www.econbiz.de/10010353216
Die vorliegende Arbeit ist aufgrund der Beobachtung von wiederkehrenden Phänomenen in der Markenführungspraxis entstanden. Es konnte beobachtet werden, dass trotz einer vorhandenen strategischen Markenführung, eines Markenperformance Measurement und weiteren Instrumenten umfassende...
Persistent link: https://www.econbiz.de/10009468262
Markenführung soll den effektiven Einsatz von Marketingaktivitäten fördern und die Ebenen Konsumentenverhalten bzw. -einstellung …
Persistent link: https://www.econbiz.de/10009454910
The purpose of this study was to investigate how licensing is used as a strategic tool within the apparel industry, to understand the relationship between licensing as a strategic tool and lifestyle branding, and to understand how license reacquisition impacts the competitive strategy of firms....
Persistent link: https://www.econbiz.de/10009431151
Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Internet Research, published by and copyright Emerald Group Publishing Limited.
Persistent link: https://www.econbiz.de/10009455102
This study investigates the customer-based brand equity of the major cellphone network service providers (Vodacom, MTN and Cell C) amongst principal estate agents registered with the Estate Agency Affairs Board in Gauteng. Secondary research covered the marketing environment of the major service...
Persistent link: https://www.econbiz.de/10009457701
The subject on the role of branding in delivering financial growth has been adebate for most marketers and financial managers. This is because themarketing subject by its nature is intangible and therefore difficult to measure.This misunderstanding has resulted in many authors calling for...
Persistent link: https://www.econbiz.de/10009457726
This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning,...
Persistent link: https://www.econbiz.de/10009466096
Tyrimo objektas – AB „Rokiškio sūris“ prekės ženklai. Tyrimo dalykas – AB „Rokiškio sūris“ prekės ženklo valdymas. Darbo tikslas – parengti AB „Rokiškio sūris“ prekės ženklų valdymo modelį. Uždaviniai: • išnagrinėti prekės ženklo istorinę raidą,...
Persistent link: https://www.econbiz.de/10009478365
Pagrindinių universitetinių magistrantūros studijų baigiamasis darbas 72 puslapių, 28 paveikslai, 7 lentelės, 40 literatūros šaltinių, 4 priedai, lietuvių kalba.RAKTINIAI ŽODŽIAI: prekės ženklas, prekės vardas, prekės simbolis, prekės ženklo apsauga, prekės ženklo vertė,...
Persistent link: https://www.econbiz.de/10009478948