...Wioleta Kucharska; Karol Flisikowski; Ilenia Confente Purpose Brand positioning based on the brand’s country of origin is at the centre of attention in international marketing. It is evident that global brands constitute critical intangible assets for businesses and places. However...

... marketing exercise. As such, they fail to see its relevance and fail to support it. By contrast, when faculties are engaged in the brand‐building process they take ownership. © Emerald Group Publishing Limited 2009 Brand management Universities Intangible assets Universities today...

.../706322/description#description © Emerald Group Publishing Limited 2006 --> Intellectual capital Intangible assets Measurement Brand management Recent and now fairly advanced thinking on “intellectual capital” (IC) is rarely used within the field of brand management and the wider...

...Artur Baldauf; Karen S. Cravens; Gudrun Binder Evaluating the consequences of brand equity management is one of the most important measurement issues for intangible assets in the new economy. Studies have validated the effect of brand equity on the value of the firm and addressed the capital market...