Research issues in building brand equity and global brands in the pc market

Article Abstract:

The market research issues related to brand identity and brand equity that need to be focused with respect to brand development in personal computer (PC) market are examined. The use of marketing communication and customer perceptions by PC manufacturers in creating global brands is discussed.

Electronic computers, Research Findings, Services development, Usage, Computer industry, Microcomputer industry, International aspects, Microcomputers, Marketing research, Marketing communications, Customer relations, Company service development, Service development, Market research, Personal computers, Brand identity

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Internationalization of services brands: the role of leadership during the internal brand building process

Article Abstract:

The results of ten depth interviews with middle and senior managers in four German and one Austrian firm indicate that leadership is a major factor in the internal brand building process of international service brands.

Germany, Influence, Leadership, Marketing executives

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Conceptualizing and measuring the equity of online brands.

Article Abstract:

The equity of brands and the marketing strategies of online service providers are analyzed.

Advertising Management-Electronic Media, Methods, Analysis, Electronic marketing, Online businesses

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