Keywords
brand strategy
branding
brand benefits
brand structure
How to Cite
Abstract
The article examines the brand and brand strategies and its scientific theoretical aspects. Author approaches to brand strategy are proposed. Branding has identified distinct benefits for businesses and stakeholders
References
Kapferer, J. N. (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Kogan Page, London
Rao, V., R., Agarwal, M. K., Dahlhoff D. (2003). Branding strategy and the intangible value of the firm. MSI reports, 135-157
Strebinger, A. (2014). Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy. European Journal of Marketing, Vol. 48
Hennigs, N., Wiedmann, K. P., Behrens, S., Klarmann, C., Carduck, J. (2013). Brand extensions: A successful strategy in luxury fashion branding? Assessing consumers’ implicit associations. Journal of Fashion Marketing and Management, 17 (4), 390-402
K. L. Keller, “Strategic Brand Management: Building, Measuring and Managing Brand Equity” (Global ed, 2013). Google Scholar
Буланов А. В. Бренд 2.0. От философии к практике. М., 2013. − С. 46.
Гэд Т. 4D брендинг: взламывая корпоративный код сетевой экономики. СПб., 2005. С. 17.
Кох Р. Менеджмент и финансы от А до Я. СПб., 1999.
Van Gelder, S. (2003) Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures and Markets. London: Kogan Page.
Heding, T., Knudtzen, C. F., & Bjerre, M. (2008). Brand management: Research, theory and practice. Routledge.
Kotler, P. and Pfoertsch, W. (2006) B2B Brand Management. Berlin: Springer.
Aaker, D. (2014). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing
Xie,Y. H. (2012). Foreign Firms’ brand extensions in a host market: strategic factors in international branding strategy. Journal of Marketing Theory and Practice, 20 (1), 105–118
Doyle, C. (2011). A Dictionary of Marketing, 3ed. Oxford University Press
Mathur, U. C. (2008). International marketing management: text and cases. London: Sage; Hankinson, G. (2012). The measurement of brand orientation, its performance impact, and the role of leadership in the context of destination branding: An exploratory study. Journal of Marketing Management, 28, 974-999; Aaker, D. A. (1996). Building strong brands. New York;
Kotler, F., Pfoertsch, W. (2006). B2B Brand Management. First Edition, Springer. Heidelberg / New York.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2022 Economics and education