further than quality and price. Linking the techniques of revenue and brand management may provide a winery with revenue …

The power of a brand is inversely proportional to its scope. When you put your brand name on several products, indeed …, the line extension allows an increase in sales in the short term, but it undermines brand name in the mind of the consumer … in the long term. A brand should strive to own a word in the mind of the consumer. Once a word is precisely associated …

competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has …, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at … points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would …

Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious …, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand … Gruppo Coin the process of store brand portfolio reengineering has entailed a major revision of the organizational model to …

Currently there is a variety of approaches dealing with a brand or trademark valuation. The International Valuation … most in strategic building of brand value. These factors could be used as a basis for the proposal of a new method for the … profit, return of investment). The other factors which create a brand value (brand awareness, brand loyalty, emotional …

-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more … individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand … stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review …