Purpose – With the average consumer receiving six million marketing messages each year, it is increasingly difficult for marketers to achieve their desired impact. The purpose of this article is to provide ideas on sustaining brand loyalty in a crowded marketplace. Design/methodology/approach...

Purpose – The main purpose of this paper is to bring to the fore the strategic importance of branding as managed by the boardrooms, so that Asian companies can realize their full potential by inculcating right branding practices. Design/methodology/approach – The paper methodically dissects...

Purpose – The aim of this paper is to develop a conceptual framework for nation branding based on the concepts of co‐branding and perceived fit, and to apply these concepts to discuss the type of nation brand that China may develop and how this brand relates to individual destinations...

Branding is a topic of great interest in the global hotel industry. In the USA, over 70 percent of the hotels are branded; in Canada, brand penetration is around 40 percent, in Europe it is under 25 percent and growing. Branded hotels tend to outperform comparable independent properties. A...

Purpose – This inquiry aims to contribute to the literature on the historical developments that have influenced the origin, uses, and meanings of branding. Design/methodology/approach – In this qualitative work an historical methodology was followed and, according to Howell and Prevenier's...

Purpose – This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices. Design/methodology/approach – A comprehensive search of US marketing laws and regulations was conducted to find...