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 ...

Esta Investigación se encuentra enmarcada principalmente en el área del Marketing, específicamente en el tema del Branding y el Co-Branding. El marketing está presente en todo. Tanto formal, como informalmente, personas ...

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 ...

In this thesis I investigate the extent to which companies can build a more communal environment out of their fan pages while also evaluating the corresponding brand value that may come from having such a communal environment. ...

En general, una de las habilidades más importantes que debe poseer una empresa es la capacidad de saber cómo es que posiblemente actuarán sus consumidores. Para ello necesitan desarrollar buenas estrategias de marca, ...

Chloé Eynard talks about Branding architecture and urbanism has become a standard job in architecture offices.

Sonic branding is the strategic use of sound to communicate the identity and values of a brand in the different touch points with its publics. The objective of this study is to determine which brand personality traits and ...