missing. For instance there is not yet a thorough definition of the term brand. This paper therefore tries to holistically … describe what characterizes the 'brand' phenomenon. A thorough look into history is crucial for a better understanding of the … brands, which reflects the main traits of the brand character as well als its complex interactions within and with its …

The focus of this dissertation lies on the brand personality (BP) and the brand relationship concept. They represent … two particularly important measures of brand equity. And more importantly, both concepts still lack a comprehensive … understanding. Hence, this dissertation provides deeper insight in how two manage and measure BP and how to build strong consumer-brand …

The object of research – „Rokiškio sūris“ Joint – stock company brands. The task of research – brand management of … Joint – stock company „Rokiškio sūris“ The purpose of research – to prepare a brand management model for Joint – stock … and law aspects; ● to accomplish a theoretical study of brand management; ● to formulate a research methodology of milk …

Lithuanian language.KEY WORDS: brand, brand name, brand symbol, protection of the brand, brand equity, brand management, brand … management model.Research object – “Malsena” Joint-stock company brand.Research subject – brand management of powdery products ….Research aim – the analysis of theoretical and practical aspects of brand management, to provide of Joint-stock company “Malsena …

hotel restaurant co-branding are influenced by both consumer characteristics and the nature of the brand alliance. From the … consumer perspective an important influential factor is the involvement with the brands (consumer accumulated brand knowledge …) which is developed from past experience. The nature of the brand alliance and the consistency of brand extension attributes …

Richardson’s (2003) brand web model to analyze the potential benefits and dangers of forming co-branded relationships with social … brands. We draw on the case of co-branding between UK supermarket brands and the GM-free social brand to investigate this …

This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high …/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this … quality and brand image evaluations compared to the parent brand. This indicates that sub-brands and nested brands may be …