market, branding/marketing professionals, financial investors and analysts, business professors and researchers in ….1. Xiaomi: An Internet-Driven Miracle -- Nongfu Spring: Down to the Soul of a Brand -- Haier: A Brand That Started …: A Front Runner in Digital Marketing -- A Lifestyle in the Third Place: Starbucks’ China Journey -- Creating Beauty that …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well …