Building brand protection strategy in contemporary enterprises

Integrating Branding Strategy Across Markets: Building International Brand Architecture

Submitted August 1999 Revised February 2001 © Journal of International Marketing Vol. 9, No. 2, 2001, pp. 97–114 ISSN 1069-031X Susan P. Douglas, C. Samuel Craig, and Edwin J. Nijssen line basis, without considering the overall balance or coherence of branding in international markets from a strategic perspective. However, as international markets evolve and become more closely interlinked, fir...

The Study on Employer Brand Strategy in Private Enterprises from the Perspective of Human Resource Management

In order to gain advantage in the competition for talent, private enterprises have to create an enabling strategy to attract and retain talent, which is employer brand strategy. The paper defines the meaning of employer brand, and then from the actual situation of private enterprises, it explores methods for private companies to build employer brand in order to establish a good image of employe...

Building 21st Century Enterprises

Trademark Hybridity and Brand Protection

What’s in a word? As it turns out, quite a lot. The vast majority of words in our language, including trademarked terms, signify a variety of conceptual meanings and senses. This idea of splintered definition— described in the psycholinguistics literature as “semantic ambiguity” and offered in two flavors: “homonymy” (divergent and unrelated meanings) and “polysemy” (divergent yet related sense...

Brand Building on the Internet

On the Internet today, a type of customer called “Information Seeker” may develop more easily, who tries to gather independent sources of information about different products prior to purchase and thus makes a deliberate selection rather than trusting sellers or brands. Therefore, the function of brands in transmitting information will lose significance, with enormous impact on brand loyalty, e...