moderator variable on the relationships between brand strategy (specifically brand orientation, brand identity and brand … distinctiveness) and brand performance. Retroactively, the direct relationship between brand strategy and brand performance should be … measurement constructs. The result indicates a significant positive and direct impact of brand orientation and brand identity on …

and coherent brand provides a real alternative for financial services organisations that desire differentiation but do not … wish to compete on price in a homogenous market. However, to an organisation that has chosen the brand orientation it is … not obvious what organisational preconditions are necessary in order to be brand orientated and achieve sustained …

the relationships between industry structure, innovation and brand performance. The findings also show that market focused … learning and internally focused learning influence innovation and that innovation influences a brand's performance. … innovation based marketing strategy. The position taken here suggests that firms operating within a competitive industry tend to …

the relationships between industry structure, innovation and brand performance. The findings also show that market focused … learning and internally focused learning influence innovation and that innovation influences a brand's performance. (c) 2005 … innovation based marketing strategy. The position taken here suggests that firms operating within a competitive industry tend to …

balance both innovation and improvement. Ambidexterity is one mechanism that allows organizations to achieve the proper … Levels of Ambidexterity in Managing the Innovation and Improvement Dilemma: Evidence from Case Studies," adopts a grounded … ambidexterity, a dynamic capability at the strategic level, facilitates decisions on the right balance of innovation and improvement …

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 …

issues. There has been made in summary „The theoretical value of the brand-building model for the buyer“. In the second part … of the work it has been done the JSC „Eternit Baltic“ brand value enhancing solutions studio. According to it and a …“ buyers estimate the brand value of 1, i.e. it perceived benefits of their costs. It has been identified that the JSC „Baltic …

Research object – How to strengthen a comany‘s brand image?Research aim – To create a model for strengthening a company …‘s brand image using sensory marketing.Objectives:1. To analyze the theoretical aspects of sensory marketing revealing the … importance of strengthening a comany‘s brand image.2. To analyze customers‘ opinion about “Vytautas” brand image using reasearch …

Bachelor thesis topic: Building LNK brand differentiation. The purpose is to give recommendations on building LNK brand … marketing communications strategy and tactics, compared the key players – LNK and TV3 – and their brand attributes; identified … the main problem: LNK brand is not properly differentiated. To collect the required data, the empirical research was …