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 …

marketing. Blurring the severity definitions of "value" lead to violations of the integrity and completeness of scientific … knowledge in marketing theory. Desk research allowed to define the term "value" in marketing, as a category of marketing theory … multidisciplinary database marketing. In the work place has been defined category of "value" in marketing in relation to other …

-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 …

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 …

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 …