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Brand portfolio strategy

Calkins, Tim - In: Kellogg on branding : the marketing faculty of the …, (pp. 104-125). 2005

Persistent link: https://www.econbiz.de/10003285343

Brand portfolio strategy and firm performance ; Report No. 06-101

Morgan, Neil A.; Rego, Lopo L. - In: MSI reports : working paper series (2006) 1, pp. 23-44

Persistent link: https://www.econbiz.de/10003340365

Is your company competent, interpersonal or community focused? : the effect of values and brand portfolio on company reputation

Katsanis, Lea Prevel; Williams, Alan; Srirangan, Kajan - In: International journal of pharmaceutical and healthcare … 17 (2023) 4, pp. 585-608

Persistent link: https://www.econbiz.de/10014461514

Managing a complex global circular economy business model : opportunities and challenges

Smith, Peter H.; Zils, Markus; Hawkins, Philip; Roper, … - In: California management review 60 (2018) 3, pp. 71-94

Persistent link: https://www.econbiz.de/10011858529

The influence of key capabilities on brand portfolio-based competitve advantage

Chailan, Claude - In: International journal of trade and global markets 6 (2013) 2, pp. 182-201

Persistent link: https://www.econbiz.de/10009759927

Making Italian fashion global : brand building and management at Gruppo Finanziario Tessile : 1950s-1990s)

Merlo, Elisabetta; Perugini, Mario - In: Business history 62 (2020) 1, pp. 42-69

Persistent link: https://www.econbiz.de/10012181752

Conceptualizing agile branding : dimensions and antecedents for managing brands in a dynamic environment

Pöhlmann, Michaela; Seitz, Jürgen - In: Administrative Sciences : open access journal 14 (2024) 6, pp. 1-26

Traditional branding approaches take too long to react to today's dynamic environment. Agile branding offers a promising approach and might be the contemporary answer to the demands of our digitalized world. While scientists state that an agile approach to branding is essential nowadays, there...

Persistent link: https://www.econbiz.de/10014576834

Investing time wisely : enhancing brand awareness through stakeholder engagement in the service sector

Mattera, Marina; Baena, Verónica; Cerviño, Julio - In: International journal of management practice : IJMP 7 (2014) 2, pp. 1126-143

Persistent link: https://www.econbiz.de/10010402803

More than a logo : branding viewpoints from city managers leading to testable propositions

Thomas, M. Blair; Fay, Daniel L.; Berry, Frances Stokes - In: Public performance & management review 44 (2021) 6, pp. 1395-1421

Persistent link: https://www.econbiz.de/10012653556

Advancing the scholarship on corporate identity and corporate branding

Melewar, T. C.; Bang, Nguyen; Sharifah Faridah Syed Alwi; … - In: International studies of management and organization 47 (2017) 2, pp. 107-109

Persistent link: https://www.econbiz.de/10011675581

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