..., and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Country of origin Brands Emerging markets...

... and places the articles in context. Findings Contemporary firms increasingly need to promote their brand online to reach consumer segments. Much of this is done now through pictorial content that aims to create favourable brand associations in an attempt to positively influence consumer attitudes...

... of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. The article ‘Go local or go global: how local brands...

... and places the articles in context. Findings – Consumers and suppliers claim different perceptions of the determinants of brand switching. Determining what makes a brand attractive is therefore a critical matter when defining the appropriate strategy to prevent market share from eroding. It appears...

... and places the articles in context. Findings – Consumers who voluntarily acquire both original luxury brands and their counterfeits transfer the symbolic personality traits of the original brand to the counterfeit, experience significantly higher coincidence between their personality traits and those...

... truly shaped preferences. Finally, current market conditions do not favor perceived luxury industries such as cosmetics. Competitiveness of brands and companies is paramount but so is survival, and that is the ultimate defensive strategy. This review is based on “Mass market leadership...

.... On the contrary, it typically takes significant and ongoing work on the firm's part to first entice them and then continually meet their needs. Loyalty is widely accepted as being more likely to emerge when consumers have a favorable attitude towards company, product and/or brand. The incentive is so great...

... to get the message across. According to Palmer: “What we're saying is: we own the zero‐emissions space.” Interestingly, a similar ratcheted‐up branding philosophy applies in another Nissan initiative. The company is using the decidedly non‐green world of Formula 1 racing to promote its luxury‐brand...

... Publishing Limited 2012 Similar to fortune‐tellers, magic and fictional characters have been popular for centuries. Positive fictional figures, such as Superman, Batman and Cinderella, meet ordinary people's imaginary expectation that justice, beauty, luck, and truth exist for everybody. Brand...

... in the ascendancy compared to other social media forms such as blogs and user groups. Since 2009,they have emerged as the primary way regular internet users stay in contact with each other. Since 2009, official company and brand web sites have typically been losing audiences. We believe this is probably due...

... and challenges. Standing still is not an option. Advertising Brands Customer choice Feedback Internet Marketing Social media Social networking Strategic marketing References Edelman , D.C. (2010), “ Branding in the digital age: you're spending your money in all the wrong places...

... (2011) offers a simple five‐step guide for the UK's retailers to not only survive, but succeed through the clever promotion of key brands. First, what have become known as outlet stores in the UK have seen solid growth, where brands can be sold at cheaper prices with less spent on marketing...

... impartial comments and places the articles in context. Findings When LEGO, one of the world's largest toy manufacturers, decided it needed an outlet where it could show the whole brand experience and use it as a marketing platform, it launched its own brand stores. The company wanted to control...

...‐to digest format. © Emerald Group Publishing Limited 2011 Advertising Advertising media mix Advertising strategy Brands Digital media Film industry internet marketing Magazines Marketing strategy Television Regulations Many were the times that an ad rep from the local...

... saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format. © Emerald Group Publishing Limited 2011 Sponsorship Olympic Games Transformational leadership Brands...

... comments and places the articles in context. Findings For most UK customers using the major supermarket chains, the words “private brand” have always conjured up an image value for money: products available for a lower price than named equivalents from the producers and manufacturers...

... Purpose Reviews an article on celebrity endorsement and brand alliance Design/methodology/approach Reviews a case study of Jamie Oliver's endorsement of Sainsbury's Findings Jamie Oliver launched his career as a TV chef in the late 1990s with The Naked Chef...

... the articles in context. Findings In January 2007 at EMI's Abbey Road Studios in North London, the spiritual home of the Beatles experience and a shrine for many a music lover's pilgrimage, the global brand team of InterContinental Hotels & Resorts (InterContinental) was challenged to create...

... organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format. © Emerald Group Publishing Limited 2010 Brands...

... Purpose Reviews a case study of new sub‐brand CASA by Lodha in India. Design/methodology/approach Case study. Findings Lodha is a luxury real estate company in India. Since its inception in 1980, the strategy has been to cater to the most affluent people in Indian...