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One relevant example in this sense is represented by the organizational investment in the brand value.
In order to ensure a successful management of the brand, it is necessary for the economic agents to engage in a series of steps which maximize their strengths and minimize their chances of failure. All in al, the recurrent trait in the recommendations is that of adapting the branding strategy to the features of the customer base and ensuring that the product promoted has a high quality and ability to serve customer needs; continuous research and adaptation is the key success factor to maintaining a powerful brand.
References:
Glynn, M.L., 2009, Business-to-business brand management: theory, research and executive...
case study exercises, Emerald Group Publishing
Jones, E., 2011, the dos and don'ts of reputation management, Trackur.com, http://www.trackur.com/the-dos-and-donts-of-reputation-management last accessed on April 23, 2012
Knowles, a., So what are the do's and don'ts for choosing a brand? WIPO, http://www.wipo.int/sme/en/documents/brand_choosing.htmlast accessed on April 23, 2012
Weib, C., 2007, the influence of brands and images on the financial performance -- an empirical investigation on the EuroStoxx 50, GRIN Verlag
2009, 10 do's and don'ts for smart naming, Branding Strategy Insider, http://www.brandingstrategyinsider.com/2009/04/10-dos-and-donts-for-smart-naming.html last accessed on April 23, 2012
References:
Glynn, M.L., 2009, Business-to-business brand management: theory, research and executive case study exercises, Emerald Group Publishing
Jones, E., 2011, the dos and don'ts of reputation management, Trackur.com, http://www.trackur.com/the-dos-and-donts-of-reputation-management last accessed on April 23, 2012
Knowles, a., So what are the do's and don'ts for choosing a brand? WIPO, http://www.wipo.int/sme/en/documents/brand_choosing.htmlast accessed on April 23, 2012
Weib, C., 2007, the influence of brands and images on the financial performance -- an empirical investigation on the EuroStoxx 50, GRIN Verlag
2009, 10 do's and don'ts for smart naming, Branding Strategy Insider, http://www.brandingstrategyinsider.com/2009/04/10-dos-and-donts-for-smart-naming.html last accessed on April 23, 2012
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