This book is the most comprehensive resource in the world about the brand identity process for brand builders. It helps you to be responsible for managing, measuring, critiquing, or designing a brand.

This book is the most comprehensive resource in the world about the brand identity process for brand builders. It helps you to be responsible for managing, measuring, critiquing, or designing a brand.

Purpose: The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook. Design/methodology/approach: A case study methodology was applied. Brand posts in the form of ...

Loyalty is one of the main assets of a brand (Aaker, 1991; Yoo and Donthu, 2001). It means repeat purchasing of the brand based on strong internal disposition—in other words, repeat purchase behaviour resulting from a ...

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have ...

Contemporary perspectives on corporate marketing contemplating corporate branding, marketing and comminications in the twenty-first century