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 …

new markets by brand extension. Therefore, consumption-psychological (strength of the parent brand, perceived quality of … the parent brand, perceived transfer-fit) as well as economic (conjoint analysis) approaches are applied. The results … group for manufacturer’s brands. The example of the poultry brand Wiesenhof shows that brand extensions are an appropriate …

, consumers' choice behaviour on ecologically produced sausages is analysed. A market experiment reveals brand specific reactions …

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 …

Markenführung soll den effektiven Einsatz von Marketingaktivitäten fördern und die Ebenen Konsumentenverhalten bzw. -einstellung …