Brand architecture, brand portfolios: Managing more than one brand
Type Research Project
Duration Jan. 1, 2000 - Jan. 1, 2006
Tags
Press 'enter' for creating the tag- Schweiger, Günter (Details) Project Head
- Strebinger, Andreas (Former researcher)
Publications
Book (monograph)
| 2005 | Zednik, A., Strebinger, S.. 2005. Marken-Modelle der Praxis: Was Berater, Agenturen und Marktforschungsinstitute empfehlen. Deutscher Universitätsverlag, Wiesbaden. | (Details) |
Contribution to conference proceedings
| 2005 | Zednik, A., Strebinger, A.. 2005. Marken-Modelle der Praxis: Typologisierung und Positionierung des Modellsangebots von Beratern, Agenturen und Marktforschungsinstituten. Elektronische Proceedings des Wissenschaftlichen Markentags 2005 | (Details) | |
| 2004 | Strebinger, A.. 2004. How Brands Guide Innovation - and leave room for the Schumpeterian entrepreneur (extended abstract). Advances in Consumer Research | (Details) | |
| Strebinger, A., Treiblmaier, H.. 2004. L¿effet du e-commerce entre entreprises et consommateurs sur la structure de l¿organisation, l¿architecture de marques, la structure IT et sur leurs relations. Actes de la 2ème Journée de Recherche AFM-IRG "Les Marques", Association Francaise de Marketing, Paris | (Details) | ||
| Strebinger, A.. 2004. Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model. Advances in Consumer Research, 31, 656-661 | (Details) | ||
| 2002 | Strebinger, Andreas. 2002. B.A.S.E. - A Brand-Architecture Strategy Explorer. Proceedings of the European Applied Business Research Conference 2002, Littleton (CO): Western Academic Press, Art. # 133 | (Details) |
Classification
- 5320 Marketing (Details)
Expertise
- brand management
- brand architecture
- brand structure
- brand portfolio