to the Indian market. This paper aims to investigate brand strategies implemented by food and beverage firms going … international and, in particular, to determine how to build the brand strategy on entering emerging markets through acquisitions …. The research focused on the brand strategy for the specific case of the Lavazza Company by using a qualitative approach …

strategic role HR has to play in aligning corporate culture with the external brand. Here she explains to Bob Gorman why the …

&Pictures, which created a high‐end internal brand, INsight, to showcase the new five‐part recruitment and development program …

brand recall/association and memory decay as a surrogate indicator of the strength of association. From the literature …, several factors were hypothesised to influence positively the strength of brand association and three out of four were …

take to insulate their brands in a climate of mistrust. Design/methodology/approach – Brand trust has been studied … business and its products. Qualitative research in the form of a series of in‐depth interviews with experts in brand strategy … the brand management team.  …

Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to … the place brand as a “relational brand network”, extending place branding beyond a matter of just one‐way communication … brand management. Originality/value – Research on the application of ambassador networks in place marketing seems to be …

employ a multi‐brand strategy and to focus on the identity and reach of the seven distinct brands operated under the parent … company. The study seeks to identify benefits and limitations of the multi‐brand strategy, as seen by company employees …‐depth interviews with key company employees and an extensive review of secondary sources. Findings – The adoption of a multi‐brand …