A Literature Review on “Brand” in between 2010-2015

"Without question, branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach, this textbook provides a welcome and invaluable resource for thoughtful students, scholars, and practitioners who want to fully understand branding and brand management." Kevin Lane Keller, Tuck School of Business at Dartmouth "At last a book that cuts through the clutter about understanding brand and so clearly clarifies the brand concept. A book that superbly bridges the academic domain and enables practitioners use it to build brand equity." Leslie de Chernatony, Birmingham University Business School "We think this is an excellent treatment of our topic. Thorough and complete, yet concise and very readable. We love the design and structure, both with regards to the seven approaches, as well as to the four layers within each approach." All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

This study reviews the progress of brand orientation literature in twenty years. A systematic literature review approach has been applied in this study. Four major publication databases have been used to extract pertinent articles for the review purpose. Four major areas in the literature have been examined: publication activity, integration of brand orientation, research design, and contribution of empirical findings. Based on the synthesis of the current literature, ten future research recommendations are suggested for the advancement of literature on brand orientation. Thus, this study deepens our understanding of the current literature and recommends future research avenues on brand orientation.

2014

Branding has emerged as a cornerstone of marketing practice and corporate strategy. This book brings together a curated selection of the most influential and thought-provoking papers on brands and branding from Consumption Markets and Culture, reflecting the wide-ranging, interdisciplinary interest in the topic, accompanied by new introductions from leading brand scholars, including Giana Eckhardt, John F. Sherry, Jr., Sydney Levy, and Morris Holbrook.

brands & brand management , 2018

This article elaborates on the subject of brands. The understanding of brands has changed along with the times and economic climate. The change requires companies to shift their thinking of brands from a marketing-oriented function to a guiding principle that involves every aspect of the organization. Modern brand thinking no longer revolves around tangible brand attributes such as logos and colors, these merely make up the visible brand. Every new brand need to position and brand itself as a company that can deliver significant added value for the customers, through expanding the service model of traditional advertising agencies. The brand includes the company to advocate transparency and diversity, Visible communication, and points of contact with the company. From the website to the office and the tangible products. Brands are required to be consistent and viable.

Marketing Science, 2006

Journal of Contemporary Issues in Business and Government, 2021

According to the American market association (2010), brand is a term, symbol, name, design, term or any other attribute that can be used to identify the products or services of the company. Globalization has increased the competition in market, education has increased the level of customer awareness about the products, increased level of income has made people brand users and social aspect has made people using branded goods a symbol of social image. Thus, it is very important to understand for a marketer that having a brand is not enough but the effective brand management is also important. Everyday new products, substitutes are coming in the market with innovative features, and attractive prices. In this situation, it is one of difficult issue or challenge to deal with brand management. It is important question before the managers to know that how to maintain the brand equity in the continuously changing environment, where the needs and expectations of the customers are changing continuously. The three important elements of brand equity are brand awareness, brand association and brand loyalty. Brand awareness shows the level of customers to identify the product of the company, brand associations shows the associations between brand and the customer and brand loyalty shows the loyalty of the customers towards the brand. These three elements of the brand equity help in managing a brand by the company.

Transylvanian review of administrative sciences, 2012

Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/buying transaction. The purpose of this article is to make a comprehensive analysis of the evaluation methods of brands, to present the situations that usually need a brand evaluation as well as to see whether Romania has made any progress from this point of view.

This study is dedicated to brand in cognitive and semiotic perspective. Various basic but key points on the brand nature are presented and commented. The second, larger part observes different theories and models both by academics and practitioners in order to extract their common ground and the specificity in brand positioning area, including brand core, identity and personification, appealing statement, and surmounting the market 'noise' in the name of successful distinction from the competition.

Brands are perceived as valuable assets from both consumer and company perspectives. Business leaders are fully aware of the importance of brand, branding and brand management for their survival and maintaining sustainable development in competitive and globalized world. The importance of brand, branding and brand management is not only felt and experienced by corporate but even the countries, individuals and political parties are not untouched with this. This paper provides a synthesis of the fragmented literature on brand management that is organized under seven heads: different definitions on brand, layers of brand, importance of brand management, brand concept management, brand management models, current trends in brand management and conclusions. The ultimate section of the work that is future scope will open the path for future research in the area of brand, branding or brand management

Spanish Journal of Marketing - ESIC, 2018

Purpose This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review on brand management. Findings First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academi...

Since its introduction, the notion of "brand image" has garnered substantial interest from scholars and industry professionals due to its pivotal significance in marketing initiatives. This study examined previous research on the effect of brand image on consumers from the standpoint of customer equity, based on theories related to brand image. It also outlined the limitations of recent studies and suggested areas for more research. Few studies have gone into detail on the relationship between brand image and brand equity, despite the fact that brand image is acknowledged as the key component that drives brand performance and asset. SLR describes the knowledge that is currently accessible, identifies research gaps, and outlines anticipated future research objectives. This review used three SLR technique or general steps in the review process: Planning the review, performing the review and Reporting. The review outcomes and data gathering process is improved by the application of inclusion criteria (IC) and exclusion criteria (EC). The current article could be included in the review or excluded based on six inclusion and three exclusion criteria. In order to find relevant research, the databases (Scopus, Emerald, Science Direct, Wiley Online Library, Springer, Sage, IEEE Xplore, Taylor Francis, and JSTOR) are first searched for published publications. The rigorous inclusion and exclusion criteria, combined with a thorough search strategy that involved hand-checking articles for duplication and redundancy, produced 51 research publications that met the study's objectives. To share the results, these 51 papers that were up for evaluation were arranged, categorized, and examined. The finding indicates that to create successful marketing strategies in the fiercely competitive global marketplace, businesses must have a deeper understanding of customer behaviour and brand education.

International Business Research, 2016

With the help of globalized technology, information, and fund, barriers for the product, service production and consuming have been removed in anywhere. Nowadays, it is so normal that any kind of industry shows up in anywhere of the world in a short time. No longer is producing products or services not the work of just some economies. The topic of the nowadays modern economic order is branding rather than production capability. In that context, branding is one of the most important indicators of the competitive capacity nowadays. One of the most important assets of the businesses is the brand value. So many businesses take the advantage of that value in their new products and services. So brand strategies are highly important issues. Well-designed strategies are going to provide advantages for the businesses against their competitor in the compelling competition environment. In this study, brand and brand strategies are examined.

2011

The Meredith et al (1989) framework has been applied to review the research paradigm. The research studies published were analyzed with reference to various criteria such as empirical versus non-empirical, type of research design, type of data collected, type of analysis technique used and so on. It has been found that very few studies in the CB literature are logical positivist / empiricist in nature, whereas a majority of them are interpretive in nature. In addition, it was noticed that the predominant research theme in the corporate

The Proceedings of the International Conference “Competitiveness and European Integration”, 2007

Considering the fact that brands are fundamental assets of any business, this paper analyses, in a conceptual and critical manner, the existent methodologies used to measure the brand as company asset. Several worldwide acknowledged methods are taken into consideration and are comparatively and critically analyzed, emphasizing their specific roles and contextual situations in which are suited, trying to outline the need for a global standardization of the principles regarding brand evaluation.

CHERKASY UNIVERSITY BULLETIN: ECONOMICS SCIENCES, 2020

The article substantiates the concept of strategic brand management, emphasizes on the direction of brand growth in the long-term prospects. The study discovers that this process involves planning, executing, controlling of marketing and branding strategies, applying for measures of building, measuring and evaluating of brand equity. The basic stages of the evolution of strategic brand management concepts have been formed, the functions and the basic principles of brand management have been discovered , the effective use of which provide the company with additional sales and profit maximization. Along with basic management functions such as planning, organization, leadership and control, brand management uses its own tools, including specific methods and principles, specific models, organizational forms of brand management. Emphasis is placed on the expediency of applying a set of specific methods implemented by specialists in the strategic, tactical, administrative and organizational management of company brands. Keywords: brand, branding, brand management, strategic management of a brand, brand management model, marketing strategy. Introduction. Today strategic brand management is used by companies to support and promote the brand and gain worldwide recognition. The brand activity in the long-run period. This includes an integrative and sustainable policy that helps companies to build, develop and manage their brands. Therefore, the role of strategic brand management and the evolution of generating, development of strategies continues to be relevant today. Literature review. Famous domestic and foreign scientists, such as D. A