Many questions related to the contribution and the role of the name of the Brand as a company asset, have not been explicitly answered through empirical research. This specific study attempts to provide some answers to these questions. Through the hypotheses tested, we came to the conclusion...

Durch illegale Nachahmungen können designaktiven, innovativen Unternehmen große finanzielle Nachteile und kaum zu quantifizierende Imageschäden entstehen. Zur Abwehr von Plagiaten können nach deutschem Recht verschiedene Schutzmöglichkeiten eingesetzt werden, z. B. Musterrecht,...

In 2004 the German Patent and Trademark Office commissioned the Ifo Institute to deliver a research report on the topic "Identification of Available and Desirable Indicators for Patent Systems, Patenting Processes and Patent Rights". - The report provides an extensive overview of the existing...

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...

Considering the great impact of consumers’ behavior on the economic activity, in the present paper we intend to identify and analyze the way in which the purchase decisions of the individuals are influenced or not by the products’ brand name, taking the particular case of the Romanian...

City branding is a relatively new topic gaining extreme interest and a promising and practical field of marketing. Due to global competition, even more regions and cities around the world, are seeking solutions in place branding’s methods and practices, which now consists a main urban...

This paper is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies.

This paper investigates the impact of language choice in a brand name on consumer’s response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and...