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The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization.

A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands.

Clear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly regarding brand identity development, use of foreign sales subsidiaries and number and types of brands used. The authors find an interaction effect between product characteristics and host market levels of economic development, both of which influenced the degree of product standardization.

This study is the first attempt to uncover the branding strategies of NIE consumer-goods SMEs. The findings contribute to the field by extending our understanding of branding strategies used by consumer-goods SMEs from NIEs, thereby providing useful insight for other NIE enterprises when establishing branding strategies aimed at foreign markets.

The second part of a case study of the marketing strategy of International Distillers & Vintners (UK) Limited, the first part of which was published in Vol. 3 No. 1 of this journal. A wide‐ranging and detailed description is given of the company's success factors, strategic direction, brand strategies, new brand developments, acquisitions and disposals. An assessment of the lessons and achievements of the company's strategy and an action checklist for strategic planning is provided. The conclusion is that one of the smallest top management teams in the business has quadrupled the company's profits within seven years by creating a strategic blueprint for the rest of the industry to follow, with its emphasis on concentrating management time and attention on premium brands.

This paper contrasts research streams in corporate brand management (CBM) with perspectives on corporate strategy (CS). The aim is to examine whether CBM research is as diverse as research on CS and to identify potentially new research perspectives within CBM.

First, the main dimensions to capture approaches and directions in general strategy research are carved out and integrated into a framework for subsequent analysis (strategy descriptor cube). Second, research streams within CBM are clustered into predominating schools. Third, the framework is then used to classify the identified schools, allowing further evaluation. In doing so, an innovative view on the status of and developments in CBM research is provided.

Most schools of CBM are built on rational and prescriptive approaches, while political and emergent conceptions are hardly addressed. Thus, from the strategy-derived dimensions, approaches to CBM are surprisingly homogenous, with only one school diverging from the dominating pattern. A variety of perspectives as found in strategy research cannot be validated for CBM. Alternative conceptualizations to CBM in terms of assumptions about the genesis of strategic directions and the perspective of analysis might provide impetus for progress in CBM research.

The question arises why emergent and political perspectives have not been seriously pursued in the past decades of brand research. Researchers might seize opportunities to be further stimulated from the many faceted research approaches in CS. Further dimensions for description, as well as alternative clusterings of CBM schools, should be discussed.

A broadening of perspectives, including potentially a more attentive reception of agile trends in CBM, might become increasingly relevant for CBM practitioners. As new realities shape the present and future of corporate brand building, new paradigms should be explored and tested.

The corporate brand strategy link is evidently important; however, to date, few papers have such a focus. This is the first paper to apply reasoning and perspectives that have contributed to significant developments in CS research to the current situation in CBM research. It introduces a novel way to analyze and discuss developments between and within CBM schools.

The purpose of this article is to describe a method of assessing brand equity quantitatively.

The article describes an example of analysis using publicly available financial data to assess brand equity.

Brand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity.

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability.

The work illustrates a technique that a product/service manager may use to assess the brand equity effects of a marketing strategy.

The work describes a technique not widely publicized in the brand literature.

The purpose of this paper is to describe and analyse a process for developing indicators of effectiveness for the city brand strategy.

A single-case study method is used as the analytical approach. The proposed indicators of effectiveness were developed in cooperation between the municipal government of a large, post-industrial Polish city and representatives from academia.

The paper addresses three important considerations to be taken into account by city managers when they seek to develop criteria for measuring the effectiveness of branding: links between tangible and intangible effects of brand implementation; spillover effects that sectoral strategies such as those aimed at urban renewal have on the city brand and vice versa; and the adoption of a threefold temporal regime whereby the effects of projects that contribute to the brand strategy are measured in the short, medium and long term.

The proposed approach offers a useful point of departure for place managers for the design of place brand strategy evaluation systems. The study is limited to the case of a single city.

The merger of brand management and public management perspectives re-evaluates the existing attempts to measure place brand strategy effectiveness. The new approach stimulates place authorities to consider multiple perspectives on the methods and instruments of measurement. It also implies the organisational shift where a number of units from the city hall coordinate their efforts to contribute to the assessment of the brand strategy.

A more systematic approach to measurement of place brand strategy effectiveness can be used to increase the level of legitimacy of brand-related activities in the eyes of internal stakeholders and to increase the level of professionalism among the public officers responsible for effectiveness measurement.

Theoretical considerations and the practice of place branding alike tend to give insufficient attention to criteria for measuring the effectiveness of place-branding strategies. This paper concentrates on the process of translating general strategic objectives into specific, measureable and time-bound operational indicators. The combination of theoretical insights into place branding together with public management grounds this approach in the administrative environment in which local authorities work.

The purpose of this paper is to assess brand identity, equity and brand management in SMEs.

The methodology is based on the analysis of four site cases of consumer goods SMEs through in‐depth interviews and related documents.

Results showed that the founders' value and beliefs set the tone for the core competencies to be developed and transmitted through brand identity. A bundle of marketing innovations, including coherent marketing programs and the use of the country of origin image, support the brands. Brand diversification strategies contribute to SMEs' growth.

Results need to be expanded and confirmed with other international SMEs that are not as well established and that do not use the country of origin in their brand image.

Entrepreneurs need to be aware that their public image may reflect consumers' perception of their firms. Consequently, this image should be carefully nurtured. Because of resource constraints, a limited number of product or service features that complement the entrepreneur's core values should be selected to enhance brand equity. Among those, features linked to the firm's capabilities and to the country of origin would be the most cost‐efficient and effective. Moreover, a number of brand diversification strategies can be used by SMEs to spur their growth.

The study emphasizes the use of strong brand associations by SMEs, primary and secondary, a focused and integrated communication strategy to enhance the brands as well as a creative approach to brand strategies to contribute to their growth.

The purpose of this paper is to examine different quality schemes and to determine how these could be combined by Agricultural Cooperatives into a brand development strategy designed not only to differentiate their products but also to enhance them with higher value added in the competitive landscape of the food industry.

This paper will first address how brands have enclosed quality signs and even more, how consumers respond to it. Then, it will examine to what extent Greek Agricultural Cooperatives have developed brands for their products and whether they have used quality systems in their activities. Thus, the starting point in the paper's argument is that Agricultural Cooperatives have been slow to develop brands while consumers have been displaying a positive attitude towards these products.

This work suggests a solution to overcome the difficulties and drawbacks associated with the notion “cooperative product” and to compare its similarities with a collective brand, which has been previously proposed as a brand development strategy for the Agricultural Cooperatives.

The development of a Quality System especially designed for agricultural cooperatives’ products and, in combination with product certification, can be used as a part of their brand strategy.

Agricultural cooperatives could build a brand development strategy based on quality systems, Total Quality Management elements and hence attain the benefits associated with their implementation.

This study aims to explore whether adopting a sustainability narrative in city branding and urban development strategies results in more inclusive governance arrangements (process) and a more pluralistic approach to generating sustainability value (outcome), in line with the triple bottom line approach advocated by the United Nations’ Sustainable Development Goals (SDGs). The authors argue that a necessary step to enable meaningful sustainable urban development is to rethink the way in which “value” and “value creation” are being interpreted in urban development policies and city branding narratives.

Mixed-methods case study of New York City’s (NYC) urban development and city branding strategies (2007–2019) combining analysis of academic and grey literature on NYC’s urban development and city branding, value hierarchies in NYC urban development strategic plans and local media reports covering NYC’s development and branding processes.

Despite claiming commitment to urban sustainability, NYC’s urban development and branding narratives reveal a clear dominance of interpreting “value” primarily as “exchange value”, thus prioritising economic growth.

In the authors’ view, a systemic, systematic and structured approach to generating “sustainability value” is necessary if city branding is to become a governance tool to support sustainable urban development. A “tetravaluation” approach is recommended as a practical, structured framework that can bridge across the ideas of “sustainability value” and “pluralistic governance”, ensuring effective implementation. Further investigation in additional urban contexts is required.

The research contributes to current scholarly debates towards more balanced and pluralistic conceptions of “value” and place branding as a more holistic, participatory and democratic governance model for sustainable urban development.

A recent development within the UK fashion sector has been the adoption by younger consumers of products and brands which have been traditionally targeted towards older customer groups. While previous research has tended to focus upon developing an understanding of the motivations which lead young consumers to adopt, adapt and in some cases undermine the brands and products typically associated with other demographic groups, little attention has been given to the role that fashion companies play in this process of market extension and development. By examining the activities of four fashion companies which have successfully extended into the youth market, the research identifies the varying strategic approaches that these firms adopted as well as the alterations they were required to make in order to satisfy the needs of this new group of customers. The research concludes by examining the long‐term implications of this type of market development.

Sharing resources with stakeholders is the key for keystones to govern business ecosystems successfully. However, existing research has not paid further attention to how keystones share resources under the condition of resource sufficiency and how keystones balance resource sharing with complementors when they lack resources. Therefore, this paper aims to explore how keystones govern their business ecosystems under the conditions of resource sufficiency and resource insufficiency.

This paper adopts the single case study method. First, by adopting Gioia coding to analyze the relevant data of the case sample, this paper obtains the key concepts of the business ecosystem governance process. Then, it establishes the relationship between the concepts by analyzing the governance process of the case sample.

Under the condition of resource sufficiency, keystones under the condition of resource sufficiency, should make full use of resources to incubate more complementors, and further integrate the resources of the business ecosystem, to create more value for their business ecosystems. Under the condition of resource insufficiency, keystones should break the boundaries of business ecosystems and acquire external resources, to meet the resource needs of complementors. Subsequently, keystones should redeploy idle resources according to the actual needs of complementors, to meet the changing resource needs of complementors.

This study subdivides business ecosystem governance conditions and further constructs the business ecosystem governance process model, which provides a theoretical and practical reference for business ecosystem governance.