coordination problems along the brand promotions, consumption and customer value chain. Hence, firms in managing brands in the … Bottom of the Pyramid (BoP) market segments are needed to reduce brand costs by increasing the volume of sales and augmenting … by the up-market brand influence. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand …

clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing …, most times, affects positively the “value equity” and the “brand equity”. In a small research we have found a tendency of …

Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO … from the home market, and 3) neutralising the COBO effect. Moreover, the firms differ in terms of their international brand … portfolio: from consisting of a single brand to covering several or dozen international - even global - regional, or local …

, competitive pressure, channel dynamics, and; favor in globalization, acquisition and mergers. It helps in aggressive brand … environment. The brand portfolio of a company is designed as House of Brand, Branded House or Mixed which change in response to … portfolio constituting of global and local brands, if not then to acquire the same, also required to structure the brand …

Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the …. It is recommended that brand managers design marketing plans with a greater emphasis and focus on pleasant brand … relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand …

marketing solutions, the development itself happened rather through actions defined by an intuitive nature. Within the rural … for maintaing and developing the brand, there is still possible to identify a series of strategic approaches of the …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

, whether online job boards provide possibilities to further differentiate an employer brand from competitors’. This article … how brand differentiation can be undertaken on online job boards and how it can be measured. Therefore the model can be … features have on the perception of an employer brand. The example of Siemens AG illustrates that even for a DAX-Group potential …