commerce on organisational structure, brand architecture, and IT structure. The results of a survey among 49 Chief Marketing … enhance the dependence of the marketing-related IT structure on changes in brand architecture …

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 …

-Cola are among such global brands who initially introduced standard products by following standardized global strategies but …

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 …

competitive advantage requires empathy and innovative marketing plans, shifting channel strategies, budget, and resources while … and part of the Chief Marketing Officer (CMO) responsibility as corporations confront the New Normal (NN) opportunities …. And does this research offer insight by addressing three main questions? (1) How to address cyber risks from a marketing …

importance of branding, the brand hierarchy, the purpose of branding, and the brand-building tools used in business marketing …/articles.Conclusion: Branding plays a major role in business marketing, catalyzing the process of building long-term relationships with customers ….Applicative Value: Branding in business marketing has not received much attention in the literature, especially in an emerging market …

We present several empirical facts about trends in marketing investment in the US. We also present estimates of the …, image, etc.), along with the investments in the labor force used to manage and oversee the branding. We then discuss the … private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing …

’évolution de la représentation de la marque, et ce à travers trois stratégies de changements : fusion, substitution et rupture. Un …-after experimental design on two real brand changes and shows growing brand representation evolution according to the strategies. …