Motivation, a Key Variable within Brand 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...

Brand management to protect brand equity: A conceptual model

Corporate and product brands are increasingly accepted as valuable intangible assets of organisations, evidence of which is apparent in the reported fi nancial value that strong brands fetch when traded in the mergers and acquisitions markets. However, while much attention is paid to conceptualising brand equity, less is paid to how brands should be managed and delivered in order to create and ...

Commercial brand management

A Discourse Approach to Brand Leadership Management

This paper examines existing viewpoints on brand leadership management and presents discourse analysis as another efficient, coherent and sustainable approach to this concept. Importantly, existing works on brand leadership management are critiqued – opening up a gap in the literature. Consequently, a discursive brand leadership model that advocates the action of talk via corporate communicatio...

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...