luxury brands as expressed in brand hate. Design/methodology/approach – The paper uses examples obtained from a critical … country of origin, consumer dissatisfaction with service, and negative stereotypes of luxury brand users are potential … antecedents of brand hate within the luxury sector. Some types of advertising might heighten the latter effect. Consumers …

marks and I would fare better. This commonly held belief illustrates the immense value of the brand today, but how do you … create and manage a star brand? Perhaps this question is relatively easy for marketing and brand managers, but what about at …

Looking for a textbook approach to managing your brand? Sadly, there is no such thing. However, there are many sources … from which to draw insights into successful brand management. Lego, McDonald’s and JCB provide three interesting examples.  …

. Findings – It is quite ironic that the words ‘brand’ and ‘branding’ have become so widely used in the business arena over the …

Purpose – To leverage the science of momentum and apply it to art of brand management. Design …/methodology/approach – Researches the brand literature. Revisits our understanding of Newtonian physics. Studies the history of brands that have … experienced the power of momentum. Shares early drafts with fellow brand strategist for feedback and guidance. Findings …

must clearly set out an identity, strategy and implementation plan for the brand. Brand models come in various shapes and …