boundaries of products. Several arguments are proposed in favor of brand realism. The fragments of an ontology of marketing are …The ontology of marketing, particularly the question of what products and brands are, is still largely unexplored. The … of consumers grouped under the heading ‘brand awareness' or ‘brand image' as constitutive for the existence of brands so …

A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate … increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the … potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy …

”. Simulations reveal that debt investors prefer projects with premium brand technology (modules, inverters) to low-cost technology … with lower DSCR, as long as those projects include premium brand technology. We find that, if premium brands were engaged …

.g. sales) but also of long-term marketing metrics such as consumer's brand image, brand attitude and perceived quality … communication characteristics like transparency and social responsibility on customers' brand evaluation. They further measure how …

Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the … distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate … the underlying meaning or theme of the leader brand, such as the “freshness of Alpine milk” theme in Milka. Marketing …

The importance of choosing the "right" brand name is well known in literature as well as in practice - at least for … specifically the positioning of the brand lack fundamental research. Within the MC 500 Study we collected and analyzed 500 brand … names of mass customization companies worldwide to get a first profound overview of the brand names' landscape that will …

bought by consumers who already buy the brand. The study extends research by Ehrenberg, Goodhardt and Hammond (1994) that … found the majority of promotion buyers had bought the brand before. The study here uses data from 9 product categories and … finds that on average, 58% of consumers who buy a brand on promotion have bought it in the past 26 weeks. The proportion of …

This paper addresses the marketing concept of brand equity from a semiotic perspective, by demonstrating why and how … the notions of code/subcode are central in accounting for the multifarious dimensions of brand value. Based on the basic … premises that surplus of meaning is reflected in surplus financial value in the concept of brand equity and that brand equity …

sector faces some problems. They are not able to compete with foreign brands, and not paying more attention to brand loyalty …. Brand loyalty is still a researchable area. Brand loyalty has become a vital strategy and has greatly contributed to brands … success. Brand loyalty is affected by many variables. This study aims at identifying the impact of brand awareness, image and …

procompetitive rationale for RPM - resolving the incentive incompatibility between the brand manufacturer and the retailers that sell … that brand. Retailers commonly have insufficient incentive to carry and promote products that, if effective distribution … of encouraging retailers to carry and promote the manufacturer's brand, but challenge his measure of procompetitive …