’ International Conference on Brand Management, held at Università della Svizzera italiana in Lugano, Switzerland in April 2010. The …-leading research into brand management. …

Brand identity definitions predominately take a unilateral and aspirational perspective—what managers want the brand to … consumers as co-contributors to brand construction and development demand rethinking this perspective. This paper seeks to … advance the established conceptualization of brand identity by revising the definition and proposing brand identity as dynamic …

Today's global firms face increasing pressure to protect their brand identity from encroachments of copycat brands that … suggests useful extensions relative to the more general strategic issue of prolongation or abandonment of intangible brand … assets in global markets and the dynamic interface between firm-created and consumer-created brand meaning. …

brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By … combining an empirical qualitative study with extant brand management and relational exchange theory, the authors suggests that … firms create, reinforce, switch, or allow certain brand management archetypes to coexist to optimize specific effects and …

profits. However, social media can drastically alter consumers’ behavior and their brand preferences. This rapidly evolving … social media. After careful analysis of the two, we discuss the likely impact social media will have on the practice of brand …

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in … that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the … separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been …

crisis on base sales, and on own- and cross-brand short- and long-term effectiveness. The proposed modeling approach allows …