scholarly journals Strategic Brand Management Tools in Publishing

2011 ◽  
Vol 8 (3) ◽  
pp. 103-112
Author(s):  
Irini Pitsaki
Keyword(s):  
Brand Management ◽  
Management Tools

scholarly journals APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT

Management ◽  
2021 ◽  
Vol 32 (2) ◽  
pp. 137-146
Author(s):  
Liang Rui ◽  
Kateryna Prokopenko ◽  
Svitlana Vovchok
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Brand Management ◽  
Educational Institutions ◽  
Management Tools ◽  
External Resources ◽  
Urgent Task ◽  
Object Of Study ◽  
The University ◽  
University Brand

Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.

scholarly journals The positioning of Serbia

2007 ◽  
pp. 123-154
Author(s):  
Beba Rakic ◽  
Mira Rakic
Keyword(s):  
Relationship Marketing ◽  
Brand Management ◽  
Business Environment ◽  
Customer Relationship ◽  
Management Tools ◽  
Customer Relationship Marketing ◽  
Talented People ◽  
Chain Analysis ◽  
Marketing Activities ◽  
Successful Change

The need to attract tourists, companies (foreign direct investment) and talented people and to find markets for their exports requires that countries adopt strategic marketing management tools and conscious positioning. Serbia?s successful economic development requires radical reforms on multiple fronts simultaneously. The whole basis of Serbia?s national competitiveness must be transformed. This requires changing organizations? marketing strategies as well as new requirements for the Serbia?s business environment. Improving marketing activities of our enterprises require: the demise of marketing intuition and the rise of marketing science, the rise of holistic marketing the rise of partner relationship marketing and customer relationship marketing, discovering new points of differentiation and positioning on the base of consumption chain analysis, customer-centered brand management creating and sustaining a market-driven organization through a successful change program.

scholarly journals TERRITORY BRAND RANKINGS AS A BRAND MANAGEMENT TOOLS

2019 ◽  
pp. 74-78
Author(s):  
Пономарева Александра Михайловна ◽  
◽  
Пономарев Максим Александрович ◽  
Keyword(s):  
Brand Management ◽  
Management Tools

scholarly journals ENHANCING GOODWILL POTENTIAL WITH BRAND MANAGEMENT TOOLS

2021 ◽  
Vol 31 (6) ◽  
pp. 1024-1031
Author(s):  
Yu.V. Shishakova
Keyword(s):  
Brand Management ◽  
Complex Model ◽  
Reputation Management ◽  
Emotional Involvement ◽  
Management Tools ◽  
Business Results ◽  
Potential Formation ◽  
The Creation ◽  
Key Aspects ◽  
Additional Value

The emergence of goodwill in the process of doing business is due to the nature of the interaction of enterprise resources with environmental factors. On the basis of research, it is proved that with a competent correlation of approaches to managing the elements of the macro- and microenvironment of the enterprise, understanding the specific features of creating goodwill taking into account the scope of activity, the enterprise will receive a number of advantages. Firstly, it is the creation of additional value of the company, secondly - the possibility of obtaining excess profits (that is, profits exceeding the industry average) and, thirdly, it is the creation of favorable prospects and prerequisites for business development. The analysis of the most popular formulations of the concept of “goodwill” used in Russian and foreign practice is carried out. According to its results, it is concluded that this term is equated with the concept of "business reputation". The article presents an attempt to streamline the understanding of key aspects of brand management within the framework of the studied models of reputation management. From the review of modern and most relevant models of assessment of the company's reputation, the relationship of the main criteria for assessing the company's reputation with business results is shown. A logical chain of goodwill potential formation has been built, based on the management of emotional involvement of customers. Based on the results of the research, within the framework of the focus groups, a criterion for assessing emotional involvement - “emotional comfort” - was proposed and evaluation coefficients characterizing the level of emotional comfort of customers were developed. The actual metrics of brand management assessment are revealed, allowing to diagnose the influence of the brand on the development of goodwill potential within the framework of the proposed complex model of the influence of brand management tools on the growth of goodwill potential.

Sports Concussions (TBI), Imbalance, and Dizziness

2015 ◽  
Vol 25 (1) ◽  
pp. 36-41 ◽  
Author(s):  
Steven M. Doettl
Keyword(s):  
Assessment Tools ◽  
Vestibular Evoked Myogenic Potentials ◽  
Post Injury ◽  
Management Tools ◽  
Concussion Management ◽  
Post Concussion Syndrome ◽  
Behavioral Marker ◽  
Valid Assessment ◽  
Injury Assessment

It has been widely accepted that the assessment of balance after concussion plays a large role in determining deficit. Qualitative balance assessments have been an established piece of the post-injury assessment as a clinical behavioral marker of concussion for many years. Recently more specific guidelines outlining the role of balance evaluation in concussion identification and management have been developed as part of concussion management tools. As part of the ongoing development of concussions protocols, quantitative assessment of balance function following concussion has also been identified to have an important role. Frequently imbalance and dizziness reported following concussion is assumed to be associated with post-concussion syndrome (PCS). While imbalance and dizziness are common complaints in PCS, they can also be a sign of additional underlying pathology. In cases of specific dizziness symptoms or limited balance recovery beyond the initial post-concussive period, a quantitative vestibular assessment may also be needed. Electronystagmography and videonystagmography (ENG/VNG), rotary chair testing (RCT), and vestibular evoked myogenic potentials (VEMPs) have all been identified as valid assessment tools for vestibular dysfunction following traumatic brain injury (TBI). The assessment of balance and dizziness following sports-related concussions is an integral piece of the puzzle for removal from play, assessment of severity, and management.

Sign in / Sign up

Export Citation Format

Share Document