Narrow search
Showing 1 - 10 of 1,246
Cover Image
Brand management in a digital world : an examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2012) 1, pp. 13-23
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...
Persistent link: https://www.econbiz.de/10010424087
Cover Image
Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2013), pp. 13-23
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...
Persistent link: https://www.econbiz.de/10010981129
Cover Image
Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010352742
Cover Image
Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
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...
Persistent link: https://www.econbiz.de/10010420967
Cover Image
Risikomanagement unter Marketinggesichtspunkten
Bielefeldt, Jonas - 2010
Persistent link: https://www.econbiz.de/10003943229
Cover Image
Managing Global Brands in Bottom Line Markets
Rajagopal, Dr - 2008
Performance of global brands in low profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and customer value chain. Hence, firms in managing brands in the Bottom of the Pyramid (BoP) market segments are needed...
Persistent link: https://www.econbiz.de/10014212094
Cover Image
The Impact of Business to Consumer E-Commerce on Organisational Structure, Brand Architecture, it Structure and Their Interrelations
Strebinger, Andreas - 2018
Previous research on e-commerce has analysed its influence on organisational structure, brand management, and IT structure separately. Drawing on transaction cost theory we analyse the simultaneous impacts of business-to-consumer (B2C) e commerce on organisational structure, brand architecture,...
Persistent link: https://www.econbiz.de/10012746696
Cover Image
A Roadmap for Branding Industrial Markets
Keller, Kevin Lane; Webster, Frederick - 2004
Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized … by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in … industrial branding and offer some guidelines as to success with industrial brands …
Persistent link: https://www.econbiz.de/10014072268
Cover Image
Marketing of Global Brands in Indian Markets
Taneja, Girish; Girdhar, Rajan; Gupta, Neeraj - 2012
With increasing globalization and international trade, a number of international brands are entering into India which is one of the fastest growing and highly competitive markets in the world. Though, most of the global firms failed to understand the needs of Indian consumers as well as the...
Persistent link: https://www.econbiz.de/10014164968
Cover Image
The Impact of Metaverse on Branding and Marketing
Bushell, Chris - 2022
marketing and branding purposes. This study will seek to understand how individuals and celebrities can use the Metaverse as a … explore the implications of using Metaverse as a marketing and branding tool, in order to understand the potential benefits …
Persistent link: https://www.econbiz.de/10014081781