This research demonstrates that the positive effects of brand logos on customer brand commitment and firm performance derive not from enabling brand identification, as is currently understood, but primarily from facilitating customer self-identity/expressiveness, representing a brand's...

What consumers do with brands has always been considered a source of value. During the last decade, this phenomenon has been accelerated still further by the rising power of consumer communities, supported by the growth of the internet and social media. It has been shown that the success of a...

This research aims to clarify the nature of the links between brand portfolio management, competences and competitive advantage. In a series of interviews within four different cosmetics companies, the author explores their approach to managing the brands they own. This work shows that brand...

Branding has become a business priority over the past few decades due to the growing awareness that brands are one of the companies' most valuable intangible assets. Academics and practitioners have proposed models of components to simplify brands into a small number of parts, or dimensions....

Der Hospitality-Markt -- Megatrends in der Hotellerie -- Zeitgemäße Produkt- und Serviceentwicklungen -- Markenführung in der Hospitality: Markenverständnis, Herausforderungen der Markenführung in der Hospitality, Markensoziologie, Markenführungsinstrumente/Genetische Code der Marke --...