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...

Da Gama Textiles, based in the Eastern Cape has seen its sales of Jacquard products being affected in recent years by cheaper imported products. A study was required to enable its senior management to develop a branding strategy for its Jacquard products. In addition, senior managers required...

City branding represents a particular category of coomercial branding, aiming at attracting resources to the citie in a way that ensures the the wellbeing of the citizen. Sibiu has embraced the EU cultural challenge and transformed European Capital of Culture (ECoC) into a success city brand by...

Gegenüberstellung der Institutionen und Betrachtung der Strategien anhand zwei ausgewählter Projekte

It considered the composition of scientific theories of territorial marketing, which includes situational and strategic vision. It proposed definition of the partnership territorial marketing concept and described approaches to understanding the structure of the marketing-mix. It argued that...