...Eric Kennedy; Francisco Guzmán Purpose This paper aims to develop an understanding of the phenomena of co-creation and how this practice is used in shaping brand identities. This research provides answers to questions on both the consumer and industry sides of co-creation. Design/methodology...

... Differentiation Brand identity An executive summary for managers and executive readers can be found at the end of this article. Much has been talked and written about value of “brands” and how brand value can be created and enlarged. While there are several methods for estimating the monetary value...

...). © Emerald Group Publishing Limited 2011 Brand extensions Brand identity Innovation Brand management An executive summary for managers and executive readers can be found at the end of this article. Despite much work in brand extensions, it is still not clear what affects...

... ; Zinkham and Hong, 1991). © Emerald Group Publishing Limited 2009 Self assessment Brand image Brand identity An executive summary for managers and executive readers can be found at the end of this article. Image is a bridge that connects individuals to the brands they consume...

... of their brand value is being built through advertising (Kirmani, 1990 ; Cobb‐Walgren et al., 1995 ; Miller and Berry, 1998 ; Herremans et al., 2000 ; Coulter et al., 2001). © Emerald Group Publishing Limited 2005 Advertising Brand identity Young adults...

... simultaneously. Managerial implications of these results were discussed. © Emerald Group Publishing Limited 2005 Brand identity South Korea Discount stores Prices Perception Consumer behaviour An executive summary for managers and executive readers can be found at the end of this article...

...Craig A. Kelley Leadership as a core concept of brand identity is addressed in Chapter 3. The authors suggest leader brands can come in many forms, including competence, authority, supporting, innovative and inspiring. The chapter offers ways to clarify a brand identity through identity...

... concept is desired, prestige or upscaleness is just one of the possible positioning options available. © MCB UP Limited 1998 Brand identity Brand image Brand names Consumer behaviour Product positioning Product strategy Positioning a brand through a clear and consistent image...

... observes that only a small number of the studies conducted may be considered flawed, with the large majority of studies still showing a strong country‐of‐origin effect. © MCB UP Limited 1996 Brand identity Brand image Brands Country of origin Globalization The difficulties...

... of marketing information. Concludes that the meaning exemplars discerned in each category define parameters for advertising appeals, but still leave a lot of decision latitude about how to target within the market. © MCB UP Limited 1992 Advertising Alcoholic drinks industry Beliefs Brand identity...