Building a unique brand identity: measuring the relative ownership potential of brand identity element types
نویسندگان
چکیده
منابع مشابه
Working Consumers: Co-Creation of Brand Identity, Consumer Identity and Brand Community Identity
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متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
متن کاملThe Foundations of Identity-Based Brand Management
To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based posit...
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ژورنال
عنوان ژورنال: Journal of Brand Management
سال: 2020
ISSN: 1350-231X,1479-1803
DOI: 10.1057/s41262-020-00187-6