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 …

the quality of raw materials. We consider different levels of consumer trust for a brand and we examine the incentive for …

second part, "The Brand and the Perceived Brand Value through the Eyes of the Consumer," the definition of the brand, its … significance for the user as well as for its owner and the balanced view of the brand are presented. In the monograph the field of … the perceived brand value is presented from an external perspective, this mean how the perceived brand value seen through …

This paper studies how the capital market perceives brand name adoption. I distinguish between brand adoption and … radical type of corporate name change. A brand adoption name change occurs when the firm adopts one of its well …. Improved profitability and increased net investment accompany brand name adoption. After controlling for changes in the …