The purpose of this study was to investigate the brand management of a motor manufacturing company. The study set out to establish what the most important elements are that contribute towards a successful brand and to ...

Since the emergence of branding as an approach to marketing, the concept has been received with a great deal of interest and has stimulated ever increasing research in the area. Businesses have realized the importance of ...

Contrary to the main proposition of classical economics, nation competitiveness does not only depend on fundamentals but also nation brand equity, which is the aggregate enduring perceptions held by a country's key ...