This paper argues that for organizations with a branded identity structure investing in corporate reputation is not a waste of scarce resources, but a wise strategic investment that earns significant present and future economic and non-economic returns for a company. In the global market of the...

This paper argues that for organizations with a branded identity structure investing in corporate reputation is not a waste of scarce resources, but a wise strategic investment that earns significant present and future economic and non-economic returns for a company. In the global market of the...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

В статье рассматриваются понятия портфеля брендов и архитектуры брендов, а также предлагается циклический процесс развития бренд-портфелей и архитектуры...

The services are intangibles, therefore their quality is difficult to be evaluated by the client and building a strong brand image is a challenging task. The services are distributed using diverse channels such as: company retail stores, dealers, franchise. The service companies are interested...

Previous research on e-commerce has analyzed its influence on organizational structure, brand management, and IT structure separately. Drawing on transaction cost theory, we analyze the simultaneous impacts of business-to-consumer (B2C) e-commerce on organizational structure, brand architecture,...

The paper discusses the relevance of hierarchy of brands, and the role of brand audit to manage the brand portfolio of a firm emerging in competitive business arena. The discussion in the paper also delineates the steps involved in architecting a brand in a firm from the managerial perspective....

Even though retailing has long had the opportunity to be marketing oriented because retailers are in closer contact with customers than manufacturers, mass retailing has been slow to take advantage of this aspect. Higher priority has been placed on buying decisions, operational concerns and...

The development of branding is a neglected theme in business history. This article examines the emergence on a large scale of the unique product brand name - distinct from a company name or product descriptor - in the UK in the later nineteenth century. It looks at the interaction of branding...

This article discusses the key strategic approaches to brand architecture, which are defined by the scientific literature, and used by successful multinational companies. Brand architecture is the way of organization, management and commercialization of brands. It is the "external face" of the...