... endorsement as a brand alliance by suggesting that celebrity endorsement should be considered as an alliance of equals. A model illustrated and supported by a case study is proposed. Product endorsement Brands Retailing Case studies An executive summary for managers and executive readers can...

... Ordinary People Build Extraordinary Brands . Hoboken, NJ : Wiley   2008 . 208 pp. , ISBN: 978‐0‐470‐16506‐5 © Emerald Group Publishing Limited 2010 --> Entrepreneurs Marketing Advertising Brand management Brands Case studies You do not learn everything about running...

..., location and preferences of its target audience, VBI is able to select the best match between its market segment and products. Research limitations/implications As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned...

.../implications Although the case study approach allows the gaining of a deep insight into a phenomenon, it is at the expense of generalisability. Practical implications The study implies that consumers fail to distinguish between product and corporate brand when the two share the same name. Managers may...

... A qualitative research technique was used in this study. It involved case study research in the beverage industry, where 11 senior marketers were interviewed in depth. Findings A line extension into premium categories was seen to be an effective strategy to revitalise a brand. Respondents also stated...

...Doug Reffue; Victoria L. Crittenden Purpose The purpose of this article is to present Line Logic™ as a means of developing and building a company's portfolio of products. Design/methodology/approach The paper uses a sporting goods company in the USA as a case study to portray...

... is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability of the model. Originality/value This paper makes original contributions in that it uses case studies to establish the relationship between the level of brand orientation and brand...

... The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible. If there is a sound, touch, taste and smell component, well you would probably be right in assuming that this is merely a pleasant coincidence. One may ask why these four...

... was made aware of opportunities and support needs. Brand names Case studies Marketing There have been some changes in consumer product companies′ moving away from brand management as retailers gain more influence and as companies target specialized consumer groups. In addition, some...

... implied status, prestige,peer‐group acceptance, uncompromising quality and engineering and technological excellence. The forward‐looking trend‐setting sectors of the South African market relate strongly to these attributes. © MCB UP Limited 1995 Brand names Case studies Marketing...

...Elinor Selame Discusses, with many illustrative examples, the concept of brand worth, the definition of a brand and strategic branding options. Presents three case studies. © MCB UP Limited 1993 Brand loyalty Brand names Brand valuation Repeat buying USA Case studies JOURNAL...