Brand management has evolved from its original focus on product differentiation (for
example, Aaker, 1996) to new perspectives that include service brands (for example, Berry …

The emergence of social media is challenging the ways that marketing academics and
practitioners conceptualize and manage brands. This research explores the consumers׳ …‎

This research presents a framework for branding new products that distinguishes between
combining a parent brand with a generic sub-brand that is little more than product category …

Researchers suggest quantification of qualitative data as an innovative approach to
knowledge creation. Brand associations, a form of qualitative data, are common in …

Importance of branding as a strategic thrust is well understood by services marketing
practitioners. Yet, in developing brand architectures, some researchers have suggested that …

Objective To assess the general public's understanding of urologists and of the Urological
Society of Australian and New Zealand (USANZ) and gauge the effectiveness with which the …

Due to the high rate of new product failures (Evanschitzky et al., 2012), new products are
increasingly introduced to the market using a sub-branding approach (eg, Sony …

Brand management has been undergoing radical changes in a world of internetempowered
individuals, groups and organisations. These changes have led to an internet-based …

Falar sobre a marca na contemporaneidade é considerá-la para além da esfera comercial e
das narrativas principalmente quando se constata que novos atores (inclusive aqueles de …

Untitled Page 1 Page 2 PhD thesis 89 Mauricy Alves da Motta-Filho Designing for Brand
Experience Operationalizing a Service Dominant Logic Approach to Branding through Service …