, brand managers, and scholars of branding.  …

be involved in an active experience of brand values. Rather than put out print or TV adverts, which marketers hope will … be passively consumed, they create a brand environment in a public space and involve potential consumers by asking them … to take part in an activity. For example, at a sports match interval, a goal area covered in a brand name might be set up …

that communicating effectively with the customers is an integral part of persuading them to be loyal to their brand, there …

the economies of many countries. The rationale for such spending is obvious. The appeal of the brand cues and symbols …, such as that of McDonalds, Coke and IBM, reflect the power that a well developed brand can have in cultivating or defending …

presents a case study of the marketing of RBH flagship cigarette brand Rothmans between 1957 and 2000, comparing its … marketer. You have a generous advertising budget, follow the rules of strategic brand management, make sure your brand … communications are consistent with the historical brand identity – and yet your market share declines. Take the case of RBH …

to make brand extensions more compelling and frequent. While leveraging the brand equity of a successful brand promises … to make introduction of a new entry less costly, success depends on the underlying brand knowledge and image among … consumers. Explores the consumer dimensions of brand equity, the benefits and dangers of brand extension, and culminates in a …

Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines … consumers who do and do not adhere to them. Provides ten specific recommendations for choosing a product or brand gendering …

the brand image held and consequently the motivations behind brand choice.  …