There are several predictions that brand equity will become the most pressing marketing topic for the next ten years …. This study investigates for which purposes brand equity can be applied to. It further investigates which facets the concept … of brand equity refers to, how these facets are measured and what the implications are for defining and measuring brand …

According to several forecasts brand equity will become the most influential marketing topic for the next ten years …. This study investigates various purposes brand equity can be applied to. It assesses requirements for measuring brand … equity and describes the contribution of the literature on brand equity with res pect to the previous defined requirements …

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the … evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand … of standardized survey, because the emotions and attributes to the brand, which manifest themselves through images …

their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

, Asia's expanded participation in G-summitry has attracted considerable attention. As original G7 member Japan is joined by …