A Brand Culture Approach to Managing Nation-Brands

Brand culture and consumption: Chinese consumers and the foreign brands

China approaches a new phase of its economic development, during which foreign brands are not any more in the same position towards Chinese consumers. The consumers' attitudes towards the international brand have long been the subject of numerous studies in the western countries. Yet they are not sufficiently studied on Chinese consumers even if they may assume greater importance. Until now, th...

Service Brands: Brand Associations and Issues

As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding bran...

Brands and brand equity: definition and management

This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilit...

A Constructive Confrontation Approach to Managing Organizational Culture

The goal of this paper is to present the constructive confrontation approach to management of organizational culture. The approach provides for transformation of confrontation caused by differences between the new values of a declared organizational culture and the current values of employees in constructive process. Constructive confrontation allows for the concentration of energies and capaci...

A New Brand of Agriculture? Farmer-Owned Brands Reward Innovation