A brand represents the awareness and the image that a product has managed with a segment of customers. In business … terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular … product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values …

The power of a brand is inversely proportional to its scope. When you put your brand name on several products, indeed …, the line extension allows an increase in sales in the short term, but it undermines brand name in the mind of the consumer … in the long term. A brand should strive to own a word in the mind of the consumer. Once a word is precisely associated …

Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious …, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand … Gruppo Coin the process of store brand portfolio reengineering has entailed a major revision of the organizational model to …

competition and product and market strategies which are open to imitation. Consequently, the brand, and the values it carries, has …, as sales promotions (for short-term sales volume increases), merchandising (essential for promoting brand values at … points-of-sale), licensing (which aims to transmit brand equity to members of the public and market sectors which would …

Branding is becoming increasingly recognised as crucial to business success. A brand is a promise of the goods and … live and breathe the brand values. This paper focuses on how effective internal communication can ensure that people feel … part of the brand and deliver on its promises. It discusses best practice methodology and draws on practical examples from …