intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of … resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the … brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is …

partner brands have different brand equity positions. Design/methodology/approach – This study employs a scenario approach …. Using repeated measures ANOVA, the study examines the balance of benefits derived from brand partnerships between high …‐, medium‐ and low‐brand equity levels firms. Findings – It was found that brands with equivalent equity levels shared the …

customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform …. Findings – The results show that market-oriented firms are better at deploying marketing mix, brand management and customer … marketing mix, brand management and customer relationship management capabilities and their complementarity as intervening …

cohesive portfolio. Design/methodology/approach – Lists four key principles that the best practitioners of brand portfolio … management should follow. Findings – The best practitioners of brand portfolio management follow four key principles: push … the weakest brands. Practical implications – Provides managers with guidelines for managing brand portfolios. Originality …

both brand and revenues in mind; Look over the fence; and Build a test and learn culture. Practical implications – Provides …, CEOs, senior executives, brand managers, marketing.  …

global brand development plan based on these three tenets can provide a stable environment within which to do business …

provides new metaphors to frame brand management for system‐level competition, a new orientation to create novelty in marketing … marketing ecosystems as an enabling concept for transformative thinking about competitive brand strategy. It acts as a …

companies still prefer building up tangible assets rather than strategic intangibles such as brand equity. Practical … company but rather managed by the CEO. Companies must focus on building long‐term strategic assets such as brand equity rather …

of using brand management disciplines and tools to accelerate growth. The premise is that B2B organizations need robust … brand management as a powerful mechanism for expanding into adjacent markets, acquiring and retaining scarce talent and … that leading industrials are reassessing brand value with business objectives firmly in mind. The paper goes on to explain …