Purpose – This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in...

Purpose – This study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past poor quality or negative publicity. Design/methodology/approach – This study conceptualises brand...

Purpose – The purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms of international marketing strategy, financial...

Many questions related to the contribution and the role of the name of the Brand as a company asset, have not been explicitly answered through empirical research. This specific study attempts to provide some answers to these questions. Through the hypotheses tested, we came to the conclusion...

In today’s higher education landscape, college and university leaders may wellconsider principles of brand management to assure their positions vis-à-vis their competitors.Although considerable differences between higher education and product brands exist, there aresufficient similarities to...

Purpose – The purpose of this paper is to address the question: how are members of the value chain aligned to a common goal? It attempts to demonstrate that the brand is the one mechanism that unites both the supply and demand sides of the value chain. Design/methodology/approach – Mission,...

Purpose – Branding in universities has become an increasingly topical issue among practitioners, with some institutions committing substantial financial resources to branding activities. Although it is receiving increased academic investigation, to date this has been limited. The particular...

Purpose – The aim of this paper is to develop a conceptual framework for nation branding based on the concepts of co‐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...

Branding is a topic of great interest in the global hotel industry. In the USA, over 70 percent of the hotels are 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...

Purpose – The purpose of this paper is to review the ways in which premium hotel brands address the challenge of building and sustaining their value proposition and communicating the essence of this value to their customers. Design/methodology/approach – The article draws on commercial...