also finds that a deeper manufacturer brand assortment hurts private label performance.This study contributes to a body of … industry and convenience consumer goods contexts.Keywords: assortment, private label, store brand, specialty retailing, cross …

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, brand strategy, and customer characteristics. I use revenue premium as the …

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 …

working with customers and competitors using Internet technology, the role of marketing is critical; within marketing, brand … management is seen as a particularly important activity. The work reported is based on the evidence that brand management is … indeed important, and a maturity model is presented to guide brand management activities at different stages of e …

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 …

The aim of this diploma paper is to propose recommendations for the creation and development of Lithuanian Brand in the … general meaning of the brand, the purpose of the brand, positioning strategies of the brand are being analysed. In the second … creation and development of Lithuanian Brand in the global e-Marketplace are supplied. …

Bundesländern im Lebensmitteleinzelhandel selbständig gemacht haben. Hierbei interessiert die Frage, inwieweit Erfahrungen den …