This paper explores the couponing strategies in competition between a national brand name product and a private label … product by discussing three different kinds of coupons: manufacturers' coupons, retailers' national brand coupons, and … differentiation) and feature differentiation from the national brand (horizontal differentiation) play an important role in …

In this paper, we analyze the strategic role of the recent introduction of national brand products by hard discounters …

extending their assortment with attractive national brands. In this study, we determine what factors drive national-brand …

that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and … trademarks: brand theory. This theory explains riddles within current trademark doctrine and provides the foundation for a new … possibility that trademarks can be true information resources for all stakeholders in a brand — corporations, consumers, and …

survey, based on 132 German companies with brands, to investigate the state of the art of brand accounting, brand control …, and brand valuation. The focus of our study is the general perception of brands as an (intangible) asset and as an … investment, the organization of brand management, the valuation of brands for internal control purposes, and the tactical and …