The challenges facing brand managers today / / guest editors, Francisco Guzmán and Oriol Iglesias

• Pubblicazione: [Bradford], : Emerald Insight, 2012
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (105 p.)
• Disciplina: 658.4
• Soggetto topico: New products - Management; New products - Marketing; Branding (Marketing); Advertising - Brand name products
• Altri autori: GuzmánFrancisco IglesiasOriol
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Cover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspective ; Price strategy, information sharing, and firm performance in a market channel with a dominant retailerBook reviews
• Sommario/riassunto: This ebook derives from the 7th Global Brand Conference of The Academy of Marketing's Special Interest Group on Brand, Corporate Identity and Reputation, held at Oxford University in 2011. The authors explore the challenges brand management faces as customers increasingly demand multisensory and multi-experiential brand interactions. A wide variety of current issues are addressed, from the increasingly important aspect of brand impact to the long-lasting experiences that organizations seek in order to achieve brand success in the global marketplace.
• Titolo autorizzato: The challenges facing brand managers today
• ISBN: 1-78190-362-X; 1-283-99124-1
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910811574103321
• Lo trovi qui: Univ. Federico II
• Serie: Journal of Product & Brand Management: Volume 21, Issue 6