The evolution of brand management thinking over the last 25 years as recorded in the <i>Journal of Product and Brand Management</i>

Veloutsou, Cleopatra; Guzmán, Francisco

doi:10.1108/jpbm-01-2017-1398

Cited by 192 publications

(203 citation statements)

References 146 publications

(189 reference statements)

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“…The need for implementation of a differentiated approach to tackle the issue of building and managing the brand value was pointed out also by Moisescu (2007), Kapferer (2012) and Veloutsou and Guzman (2017). Krizanova et al (2014) and Chailan and Ille (2015) also mentioned Moisescu (2007) in the case studies and partial questionnaire surveys through which they detected the sectoral and national characteristics of brand management in the automotive and fishing industry.…”

Section: Literature Reviewmentioning

confidence: 98%

By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

Klieštiková

Kováčová

2017

Economics and Culture

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Abstract. Brand value building and managing is an interdisciplinary issue with serious impact on company's effective market performance. Knowing this, more and more companies try to extract the competitive advantage of a valuable brand. But there are a lot of practical restrictions that result from universal application of formulated theory without respecting national specifics and which often lead to company's activities in scope of branding and brand value measuring not being successful. This is the reason for scepticism towards the implementation of brand management activities, especially in former socialistic countries where the tradition of brand is not so developed due to the long-term application of principles of planned economy. So, the undesirable spiral mechanism is evident -domestic companies apply inconvenient methods of branding and brand value evaluation -brand value decreases -companies rather do not build and manage theirs brands -brands lose their competitive potential in comparison with foreign competitors and the market deforms -only strong foreign brands applying their national branding mechanisms survive -the impression of the so called 'good practice' is created -the domestic companies apply inconvenient methods of branding and the circle starts again. According to this, the aim of this paper is to critically discuss the applicability of selected brand valuation methods in the specific conditions of Slovak republic and to verify its applicability in the context of framework conditions of their applicability. To achieve this aim, after the application of selected criteria, we applied the following methods of brand value measurement: royalty savings and brand value added.

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Section: Literature Reviewmentioning

confidence: 98%

By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

Klieštiková

Kováčová

2017

Economics and Culture

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“…Menurut Neumeir (2006) dalam jurnal yang ditulis oleh Giroux et al (2017) bermerek (Rodrigues 2016), dibandingkan dengan produk dalam kategori yang sama namun tidak bermerek (Veloutsou et al 2017).…”

Section: Landasan Teori Ekuitas Merekunclassified

Perbandingan Ekuitas Merek Produk Kosmetik Asing Orea Dengan Kosmetik Lokal

Damayanti

Retnowati

2019

Jurnal Ekonomi, Manajemen, Akuntansi dan Perpajakan

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“…Estudos contemporâneos questionam, por exemplo, como as marcas entregam valor aos indivíduos e grupos sociais, considerando que a criação de valor é uma característica multidimensional (VELOUTSOU; GUZMAN, 2017). Além disso, marcas devem tornar-se atrativas para o consumidor pela sua identidade a fim de criar identificação do consumidor com a marca (SOA et al, 2017).…”

Section: Contexto Teóricounclassified

“…Para entender essa questão, observa-se que os indivíduos são influenciados por seus grupos de referência e podem modificar a decisão de compra devido à interferências de outros indivíduos. Estudos mostram que os indivíduos Consumo simbólico: análise de um grupo de consumidores de baixa renda em Porto Alegre podem tomar sua decisão de compra para ganhar o reconhecimento do grupo ou evitar uma punição (BIDMON, 2017;VELOUTSOU;GUZMAN, 2017).…”

Section: Imagem Perante O Grupo E a Sociedadeunclassified

CONSUMO SIMBÓLICO: análise de um grupo de consumidores de baixa-renda em Porto Alegre

Lübeck

Hopner

Schröeder

et al. 2018

ROC

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Social dynamic of the consumption, for low-income consumers forming personal values like social segregation. Recently in Brazil the importance of the low-income consumers increase because economic growth after 2000s years. The study described aspects about connections of these consumers with products of famous brands. A qualitative study was developed with participant observation and interviews, informations was analyzed by discourse analysis. The sample was a group of men, 17 to 19 years old, low-income consumers, who lives in Porto Alegre -Brazil. Famous brands improve their self-image, perception of social belonging, sensation of social ascension and sexual attractiveness.

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The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

Abstract: The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

Cited by 192 publications

References 146 publications

By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

Perbandingan Ekuitas Merek Produk Kosmetik Asing Orea Dengan Kosmetik Lokal

CONSUMO SIMBÓLICO: análise de um grupo de consumidores de baixa-renda em Porto Alegre

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