The article deals with basic questions regarding terminology study the concepts of \"brand\" and \"brand management\", the main stages of the product based on brand and the right tools to do so. Also, the basic components of the brand to promote the formation of product strategy for the enterprise.

Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are...

In this article, we provide a comprehensive review of the literature on economic models of national brand — store brand competition and address three questions: (i) What types of economic models have been used to analyze the competition between national brands and store brands? (ii) What...

Drawing from an anthropomorphic view of consumption and a socio-psychological perspective, this paper defends the idea that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis based on sixteen semi structured interviews was...

There have been changes in scenarios in which firms compete - consumers are more and more sophisticated, media and distribution channels have multiplied - thus requiring companies to develop their marketing strategies differently. From a global perspective, for instance, creating, managing, and...

Fashion marketing explores connection between fashion design and marketing including development, promotion, sales and price aspects of fashion industry. Successful fashion marketing managers are aware that the most important fashion marketing elements are customer trend identification, building...

Customer relationship management (CRM) is one of the basic and most crucial elements of the marketing philosophy. CRM puts customers and their satisfaction in the centre by pointing all company’s activities towards the customer. The main objective of CRM is to get to know the customer as well...

This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of...

The article concentrates on the important aspect of image in a country’s political and economic objectives and deals with the role of sports in managing countries as brands. Analyzing the biggest sporting events in the world, such as the Olympic Games, football (soccer) championships and...