Brand Portfolio Management

Brand Aesthetics: A New Brand Management Approach

The aesthetic treatment of products and services is emerging as a fundamental competitive element. The notion of “brand aesthetics”, composed of stable and specific elements characterizing its « sensory approach », first introduced by the semiotician Jean-Marie Floch in 1990, can help manage brands in a more rational way. The model of the Brand Aesthetics Chain is introduced to describe the seq...

1 Inter - Brand Variant Overlap : Impact on Brand Preference and Portfolio Profit

Firms often carry a portfolio of multiple brands within a product category to target different quality tiers in the market. Furthermore, to satisfy heterogeneous consumer preferences within each quality tier, these firms also offer several variants for each brand. A natural outcome of this practice is inter-brand variant overlap which could occur across tiers or within a tier. In this paper, we...

Commercial brand management

portfolio management

in recent years most of the research done on portfolio management have used different oplimizing models. this research has examined index models in optimizing portfolios and has tried to determine the efficient set. data are collected from companies accepted at the tehran stock exchange (1371-1375).

Brand management in higher education: The University Brand Personality Scale

Article history: Received 1 March 2015 Received in revised form 1 November 2015 Accepted 1 December 2015 Available online xxxx Many universities leverage symbolic qualitieswith the potential of creating a brand personality useful in competitive differentiation. Drawing on a series of qualitative and quantitative studies consistent with psychometric scale development procedures, this study devel...