provides new metaphors to frame brand management for system‐level competition, a new orientation to create novelty in marketing … marketing ecosystems as an enabling concept for transformative thinking about competitive brand strategy. It acts as a …

companies still prefer building up tangible assets rather than strategic intangibles such as brand equity. Practical … company but rather managed by the CEO. Companies must focus on building long‐term strategic assets such as brand equity rather …

of using brand management disciplines and tools to accelerate growth. The premise is that B2B organizations need robust … brand management as a powerful mechanism for expanding into adjacent markets, acquiring and retaining scarce talent and … that leading industrials are reassessing brand value with business objectives firmly in mind. The paper goes on to explain …

from $515 to $648. Originality/value – If one brand element has a measurable value, investors have a right to know that … value. The same applies for the brand as a whole. Furthermore, managers benefit from directing marketing dollars to the … promotion of valuable brand elements, to associate them in the public mind with their brand.  …

Purpose – This paper first attempts to analyze the issue of brand proliferation by a monopolist allowing transfer … pricing as a channel to bridge headquarters and brand divisions, and then to view how the headquarters uses transfer pricing … as a strategic device to encounter intra‐brand competition, inter‐brand competition and cross‐border profit …

Purpose – The purpose of this paper is to identify brand management accounting as a further approach to accounting for … has been among the most visible changes in many business organisations in recent years. Effective strategic brand … accounting for brands has largely been concerned with the derivation of brand valuations suitable for financial accounting and …

Purpose – This study explores factors influencing the revitalisation of a multinational brand that is perceived …/methodology/approach – This study conceptualises brand revitalisation as a second order construct, arguing that brand revitalisation is comprised … of improved brand image, brand associations, and brand attitudes. Innovative product improvements, warranty programs …

issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms of … expansion. International branding strategy can be used to enhance a firm's brand and financial performances abroad. Originality …/value – The major values of this study are the establishment of the role of branding in international business. Both brand …