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 …

In today’s higher education landscape, college and university leaders may wellconsider principles of brand management … product brands exist, there aresufficient similarities to warrant a foray into issues of brand management. Higher …–its long-term image and bundle of core meaning. In this paper we discuss issues related to brand management and strategies for …

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 …

Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays … difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their … market position, brand perception and market share. In this context, it is aimed to determine university students’ perception …

Prior research suggests that brand may influence consumer preference for differentiated products. However, the extant … literature does not measure how brand value affects product similarity and consumer choice. This paper examines demand response … to the proliferation of personal computers (PCs). Using both the central processing unit (CPU) and brand as segmentation …

Internal market structure analysis infers both brand attributes and consumer preferences for those attributes from …

opportunities, the same living standard, cultural and gastronomic offer. Therefore we can assume that the brand value and branding … identity elements and brand promises. All above mentioned can assure the realization of many advantages offered by the concept …