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



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Titolo: The challenges facing brand managers today / / guest editors, Francisco Guzmán and Oriol Iglesias Visualizza cluster
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  Visualizza cluster
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
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Serie: Journal of Product & Brand Management: Volume 21, Issue 6