Tag: brand management

Multicontinental Brand Management: Transforming Management Models When Entering the US, Asia, and Europe

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. Multicontinental Brand Management: Transforming Management Models When Entering the US, Asia, and Europe//Science online: International Scientific e-zine - 2022. - №6. - https://nauka-online.com/en/publications/other/2022/6/07-22/

Annotation: In the context of the rapid globalization of the world economy, effective brand management across multiple continents is becoming a critical success factor for international corporations. Modern companies are faced with the need for a profound transformation of their management models when entering such complex and diverse markets as the USA, Asia and Europe, each of which has unique cultural, legal and economic features. This article provides a comprehensive analysis of key strategies for adapting brands to various regional conditions, considers modern approaches to cross-cultural marketing and global brand management. Particular attention is paid to a comparative analysis of consumer behavior, regulatory requirements and competitive landscapes in each region. Based on current data for the period 2018–2022, analytical graphs are presented that clearly demonstrate the dynamics of the implementation of international brands in different parts of the world. The results of the study will be especially useful for top managers of international companies, marketers and strategists involved in the development and implementation of global expansion strategies in conditions of high market uncertainty.

Performance marketing combined with brand management

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. Performance marketing combined with brand management//Science online: International Scientific e-zine - 2023. - №12. - https://nauka-online.com/en/publications/economy/2023/12/03-24/

Annotation: At the stage when companies diversify promotion tools and implement such modern tools of marketing communications, the problem of their fragmented and inconsistent application arises, caused by several factors. First, new tools of modern communication technologies emerge and develop at a rapid pace, which prompts companies to implement them in the set of promotional tools. In today's world, communications play a fundamental role in establishing and maintaining engagement between brands and their audiences. Effective communications do not just provide information, they build relationships between users. In order for this relationship to be successful, it is necessary to consider the values and image of the brand.

The image and its place in the brand equity

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. The image and its place in the brand equity//Science online: International Scientific e-zine - 2018. - №12. - https://nauka-online.com/en/publications/economy/2018/12/imidzh-i-ego-mesto-v-kapitale-brenda/

Annotation: In the article, the concepts of "image" and "brand-capital" are considered. The analysis of different points of view concerning their understanding is carried out. The features of the image and its place in the brand equity are considered. The advantages of creating a positive image, the importance of image in brand management are noted.

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