LAMBORGHINI BRAND SHARING AND CIGARETTE ADVERTISING Licensing and brand sharing arrangements, where a fee or royalty is paid for use of a name, is a common strategic consideration to provide a newly introduced product or service with an immediate and proven brand identity (table 1).1 Serving as such an example, Korean Tomorrow and Global (KT&G), which is South Korea’s leading tobacco firm, laun...

There has been little research on how market disruptions affect customer–brand relationships and how firms can sustain brand loyalty when disruptions occur. Drawing from social identity theory and the brand loyalty literature, the authors propose a conceptual framework to examine these issues in a specific market disruption, namely, the introduction of a radically new brand.The framework focuse...

The brand enhancement policies of fashion, luxury and design firms play their part in establishing the identity of global cities. This article analyses the brand enhancement policies with the best impact on the territory (store management and events management), adopted by successful global companies (Gucci, Hermès, Kartell and Artemide) in the city of Milan, the fashion and design capital. Fro...