Shadow brands – exploring phenomenon of meaningless brands
نویسندگان
چکیده
منابع مشابه
Exploring the Role of Brands in Public Diplomacy
As international relations develop into a network-like arena, new public diplomacy receives more attention, both in research and in practice. At the same time, with the increasing role of non-state actors in international relations, their significant roles and functions have come under substantial scientific analysis. While companies engage in business abroad, unintended results may emerge, af...
متن کامل'Cool', Brands and 'Cool' Brands
The term ‘cool’ is widely used expression in popular culture. This word is prefixed liberally with anything including people, behavior, place and brands. Notwithstanding ambiguity about what it stands there is complete clarity that it certainly adds value. ‘Cool’ in this perspective is precious resource which can be used in brand building. The authors’ exploration into its genesis and meaning r...
متن کاملBuilding Brands
W marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms’ postlaunch marketing choices. We decompose the success of a new brand into its ultimate market potential and the rate at which it achieves this potential. To achieve this aim we formulate a Bayesian dynamic linear model (DLM) of repeat purchase ...
متن کاملPositioning of Store Brands
We consider the retailer’s store brand (SB) positioning problem in a market with two national brand (NB) competitors. In the context of our model, two brands are assumed to be positioned close to each other if the “perceptual” distance between the two brands is small, and positioning affects the degree of price competition. Our game-theoretic model indicates that the optimal strategy for the re...
متن کاملLiving Brands Requirements for Brands in the Digital Economy Redefined
The marketing discourse of the past 10 years was dominated by stagnation and depression. Advertising at the edge of perception, inexpedient segmentation of target groups, continuously revised and adapted manifestations of marketing tools provoking at best a three to five percent return, squibbed marketing budgets – the former marketing director of Coca Cola, Sergio Zyman, preaches the ”The end ...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Marketing i Zarządzanie
سال: 2016
ISSN: 2450-775X
DOI: 10.18276/miz.2016.44-29