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 …

relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more … than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the … brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are …

the following:•the communication policy has a significant impact on brand value perception, what implies the necessity of … the process of customer’s identification with the brand identity,•social networks create a suitable environment for … internet advertising which influences the customers mostly in the process of brand value creation,•social networks are suitable …

Brand extensions refer to use an established brand name in new product or product categories and are extensively … applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers’ attitude towards … extensions is modified on the basis of their cognitional reactions and relations between the parent brand and extended product …

In this paper we realized a study regarding the concepts of trademark and brand. There are numerous confusions between … trademark identifies a property right over an enterprise or a product, the brand is the sum of meanings and significations of a …

creation of a strong brand. As the modern buyer pays more attention to branded products, the building and strengthening of … management style, striving for success in the international arena. Procter & Gamble is aware of the fact that the brand has begun … to gain importance in the competition on a global scale. The global brand has now become a guarantor of successful …

demonstrate that these mechanisms may be interpreted and used to measure brand equity. The results indicate a strong assimilation … effect for the most appreciated brand, and a contrast effect for the retailers brand, although both products were rated the …

, whether online job boards provide possibilities to further differentiate an employer brand from competitors’. This article … how brand differentiation can be undertaken on online job boards and how it can be measured. Therefore the model can be … features have on the perception of an employer brand. The example of Siemens AG illustrates that even for a DAX-Group potential …