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 …

Many questions related to the contribution and the role of the name of the Brand as a company asset, have not been … defining element of the Brand (among others specified) and that the contribution of the Brand name to particular criteria of … Brand success is significant according to all those aspects. Along these lines managerial insights into these findings could …

goal? It attempts to demonstrate that the brand is the one mechanism that unites both the supply and demand sides of the … chain, it is argued the brand is the only common element to the entire demand chain. Findings – Brand strategy management …/implications – There needs to be empirical demonstration of the role that the brand plays in value chain dynamics, particularly the …

techniques in an exploratory study, examining the institutions perceived to be “successful” in terms of brand management, and … lack of internal brand engagement and limited international resonance may be apparent. Certain common positive success … branding in the education context are identified and the need for a model of brand management that addresses the particular …

‐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 through brand architecture. Design/methodology/approach – Branding is a deliberate … co‐branding, with the related concepts of perceived fit, brand architecture as well as existing techniques.  …

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 fundamental understanding of the dynamic relationship between brand … developed to demonstrate the relationship of these key factors. In order to achieve brand integrity and consistency, a balanced …