1 corporate branding: an interdisciplinary literature review purpose: this paper examines how scholarly research on corporate branding has evolved using bibliometric author co-citation analysis of articles published between 1969 and. Chapter ii -- review of the literature meanings of design design has many meanings and perspectives design is primarily a communication process its purpose is to convey information about a product or an organization to consumers or clients (packaging / branding strategy) in the marketing mix place component he mentions image. A literature review and future agenda for b2b branding: challenges of branding in a b2b context work-in progress paper branding, b2b brands, literature review, future research decisions about their brand strategy.
The impact of brand image on consumer behavior: a literature review. While there is some knowledge on brand strategy formulation, there is little knowledge on how brand strategies may be implemented effectively this is in contrast to the extant literature that highlights the importance of strategy implementation for performance outcomes of (brand) strategies. Factors affecting brands and branding: a brief literature review posted on january 25, 2014 by john dudovskiy a wide range of factors have impact upon a brand than a business strategy and generally these factors can be divided into two categories: internal and external.
Purpose – the purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in india design/methodology/approach – this paper is based on a review of the literature and takes a case study approach. Literature review 17 phd thesis chapter 2 literature review 21 the brand branding and the role of brands, as traditionally understood, have been subject to constant review and redefinition a traditional definition of a typical brand was: “the name.
A literature review and future agenda for b2b branding: challenges of branding in a b2b context work-in progress paper sheena leek 1, george christodoulides 2 birmingham business school, decisions about their brand strategy branding in the decision making process. 2 making strategy work: a literature review on the factors influencing strategy implementation abstract although numerous studies acknowledge that strategies frequently fail not because of inadequate.
As mentioned in literature review, brand is important for product development in that it can be instilled in consumer's mind (mooij, 1998) and therefore it could have a beneficial or detrimental effect on consumer's buying decisions (yasin et al, 2007. Corporate branding: an interdisciplinary literature review marc fetscherin rollins college, [email protected] strategy (balmer and gray, 2003) due to the interdisciplinary and complex nature of corporate branding, we conducted an interdisciplinary literature review that addressed.
Literature review brand building 1 a brand building literature review a brand building literature review by francisco guzmán (esade) (excerpt from phd thesis “brand building towards social values: associating to public goods”)22 then and now: from branding to brand building221 then: brandingthe central concern of brand building literature experienced a dramatic shift in the lastdecade. Branding strategy has now become widely discussed among the business since its function not only means an established brand name, but also a direct consequence of the strategy of market segmentation and product differentiation (kapferer, 1992, pp46-7.