the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision ...

In recent years, companies have increasingly seen the benefits of creating a corporate brand. Rather than spend marketing dollars on branding individual products, giants like Disney and Microsoft promote a single umbrella image that casts one glow over all their products. A company must align three interdependent elements--call them strategic stars--to create a strong corporate brand: vision, c...

Trade promotion programs are pivotal to driving sales, building brand equity with consumers and strengthening channel partnerships. The average consumer packaged goods (CPG) company allocates 14% of its total revenue to trade promotion activities1, which underlines the importance of these programs. Despite growing trade promotion budgets, many companies simply anniversary the prior year’s trade...

The purpose of this paper is to propose a methodological framework for the evaluation/assessment web image and reputation destination as self-analysis process leading towards building competitive brand. This even more important tourism destinations/products, such Italian coastal destinations labelled G20S, whose improve their competitiveness in tourist market through renovated image. study pres...

a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...