Brand architecture, brand portfolios: Managing more than one brand


Type Research Project

Duration Jan. 1, 2000 - Jan. 1, 2006

http://www.wu-wien.ac.at/werbung
  • Advertising and Market Research AE (Former organization)

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

Expertise

  • brand management
  • brand architecture
  • brand structure
  • brand portfolio