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Essay Details:
Essay text:
This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified.
Introduction
Branding is a key element of a firm's marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers with a weapon to counter growing retailer power (Barwise and Robertson, 1992)...
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Common topics in this essay:
- Brands
- Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
- Consumer Perceptions Of Store Brands Versus National Brands
- DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE
- Dynamics Of International Brand Architecture:
- Famous Brands Limited - South African Giant?
- Global Brands and Labour in Developing Countries
- Grounded Theory Study of Unethical Labour Practices Associated with Global Brands in Developing Countries
- H-E-B Own Brands
- Limited Brands
- Limited Brands
- Brands
- Brands as Communities
- A world without brands
- brands
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