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Can the Arts and Crafts Sector in India be Sustainable: A Grounded Theory Approach to Map** Challenges and Proposing Solutions
The demand and market for indigenous art, craft and handloom products in India have witnessed a massive decline in recent years. The growing...
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From Tangibles to Intangibles and from Back-Office to Front-Office
The rise of the intellectual property rightsintellectual property rights and the general acceleration of technological advancement have caused a...
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Managing Brands in Competitive Marketplaces
Brands are critical to markets, while customers are critical to brands. Hence, companies should design customer-centric brands and offer value-based...
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Brand verbs: brand synonymity and brand leadership
Brand names have become verbs and entered in the consumer vocabulary, as doing words that are synonymous to consumer actions. Synonymity brands are...
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Identifying Brand Sentiment Through Analytics: An Abstract
Right now, hundreds of thousands of data are generated and added to the accumulated data. This immense amount of real-time and retrospective data has...
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The Brand-As-Verb Phenomenon, Our Genericidal Pastime: Searching for the Truth Behind Googling, Xeroxing, Fedexing, and Much More
Though much of the marketing literature has focused upon brand names and the importance of preventing genericization, this perception not only fails...
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Understanding Consumer Confusion On-line•
In-depth interviews were conducted with 11 regular on-line purchasers to understand how they deal with websites guilty of cybersquatting, or domain...
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Strategies for distinctive brands
Brand identity complements brand equity and it forms an important part of the strategic management of brands. Identity elements include a well-known...
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Motive des Konsumentenengagements im Open Source-Marketing
Viele Unternehmen stehen vor der Schwierigkeit, dass ihre traditionellen Marketingansätze häufig nicht mehr in gewohnter Form greifen. Insbesondere...
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Naming names: Trademark strategy and beyond: Part two—Dealing with rival brand names
Part one of this article examines the interplay between trademark law and marketing strategy in selecting a brand name. Part two presents several...
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Open Source als Herausforderung an das Marketing-Management
Das Internet beeinflusst das Konsumentenverhalten in zunehmenden Maβe (vgl. Bauer/Neumann/Rösger 2004; Wiedmann et al. 2004). Zunächst getrieben...
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Brand rules: When branding lore meets trade mark law
Brand management has traditionally been sustained by legally-protectable trade marks. But are trade mark laws kee** up with progressive branding...
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Why you must never Sellotape® a Xerox® into your Filofax®
Oscar Wilde once famously said ‘There is only one thing in the world worse than being talked about, and that is not being talked about’. Many...
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Entwicklung eines Modells und einer Heuristik imagebasierter Marketingplanung
Im Grundlagenteil dieser Arbeit wurde Image vereinfachend als subjektive Wahrnehmung von Meinungsgegenständen definiert. Damit gemeint ist der „[...]...