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The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity.

An initial theoretical conceptualisation was developed from the existing literature. Study participants whose behaviour was found not to conform to this initial conceptualisation were included in subsequent research to obtain greater understanding. The study method used was a series of interviews, with the obtained qualitative data analysed using template analysis. This resulted in the development of a revised theoretical conceptualisation.

Various functions of the brand name element, identified as connotation, denotation, linking and branded entity constancy, are ongoing important providers of brand equity to some consumers for established branded entities. This challenges a position obtained from existing literature that the brand name element of an established branded entity becomes of minimal importance over time.

Value-generating functions of the brand name element that persist over time were identified, leading to the development of a theoretical conceptualisation of the change in the importance of brand name equity over time.

The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.

A conjoint analysis experimental approach was used. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant.

The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance.

This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element to the consumer differing between established and new brands.

Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a position for established products and services. The purpose of this study is to address this research gap.

A series of 25 semi‐structured qualitative interviews was carried out with consumers, exploring functions performed by brand name for established products and services. In order to isolate the brand name element this focused on global marketing induced brand name changes.

Many of the corporate‐led functions performed by brand name within the literature received validation. This suggests that a concept of consumer brand name equity for established products and services can be justified. The study also indicated that a material proportion of the equity from a brand name was determined by the consumer. It revealed that many consumers had created their own associations for the brand name, positive and negative, independent of and different from those driven by the corporation.

It provides needed empirical support for the concept of consumer brand name equity for established products and services. It also suggests that this may be usefully considered as a co‐creation between corporation and consumer.

The aim of presented investigation was to test developed testing device Griff tester, created for the objective evaluation of textile hand and to compare the obtained data with sensory evaluation results of textiles, subjected to different final treatments.

The effect of two finishing products, i.e. the crease‐resistant finishing Knittex^® “K” and the softener macro silicone Ultratex^® “Ul” upon 100 per cent cotton plain weave fabric was studied by two methods – objective evaluation and sensory analysis. Objective evaluation was done using Griff tester device where disc shaped specimen was extracted through a rounded hole of the stand. Sensory analysis was performed by the panel of 11 trained persons.

Investigations have shown that both treatments changed the hand of the fabric in the expected direction. Meantime, two experimental methods (objective and sensory approach) have shown their effectiveness to evaluate the textile touch, respectively.

The obtained results proved that criterion Q can be used for sensitive and vivid detection of differences between fabrics, affected by different final treatment operations. The effects of finishing products' concentrations were found to be in accordance with the manufacturer's technical specifications and with the finishing industrialist's expectations.

Investigation results obtained by Griff tester revealed the possibility of fabric hand evaluation on the basis of one relative criterion Q. These results can be linked with some attribute issued of the sensory analysis applied to the characterisation of the tactile feeling.

This case is about a food brand with franchisee stores which has implemented a brand change initiative in the Indian emerging market.

This case is suitable for MBA level students in courses like strategic brand management, marketing in emerging markets and retail management. Issues relate to brand name change management, building and securing channel cooperation in brand change, channel peculiarities in emerging markets and franchisee institutional support systems in emerging markets like India.

The case documents the process followed by Switz Foods Private Limited (SFPL) in planning for and implementing a “brand-name” change across its 150-plus stores retailing fresh bakery products. The switch away from a 20-year-old food brand that had carved out a place in the popular culture of the community in Kolkata was risky. While opinion inside the organization was divided on whether to use mass media to communicate the brand-name change to its customers, the company finally decided to rely only on in-store signage and product packaging. SFPL took into confidence the franchisee retail store owners, a key stakeholder group with whom it enjoyed a long-term trusted business relation, and relied on their support to implement a smooth transition. It shows how in the context of the bazaars in transition economies, trust-based business relations and word-of-mouth reputation can often provide frugal managerial alternatives.

The three main learning objectives are: planning for a brand name transition, which includes three parts: generating consumer insights and using the data to aid decision-making in choosing a brand name and developing a brand campaign; overcoming network or business partner resistance/uncertainties associated with a brand name transition; managing customer perceptions before and after brand-name transition. Second learning objective included understanding risks in a franchisor–franchisee relationship. Third included appreciating the significance of trust-based relationships in managing transition economies.

CSS 8: Marketing.

The purpose of this research is to perform instrumental comparison of hand parameters of knitted fabrics produced from different biodegradable fibres and to analyze peculiarities of hand parameters' extent influenced by fabric structure and chemical softening.

The hand of five types of different biodegradable fabrics was evaluated. Experiments were performed using a method based on the principle of specimen biaxial punching deformation when a disc‐shaped specimen is extracted through a round nozzle. The Influence of fabric weave (terry and plain jersey) and finishing (padding with the silicone softener “Belfasin SI”) on the fabric hand was investigated.

Investigations have shown that weave type and finishing significantly influenced fabric hand properties. It was also stated that even tenuous differences between fabric parameters could be obtained by one numeral value of complex hand rate Q.

Experiments have shown that KTU–Griff–Tester is a simple, reliable instrumental device suitable to obtain quantitative information about fabric mechanical properties. Evaluation of finishing influence on a fabric hand could be precisely expressed by one parameter Q.

In the present research quantitative evaluation of new fabrics from biodegradable fibres hand was performed. Comparison between new biodegradable and traditional cotton fabrics has shown that new biodegradable fibres which are generally used for underwear, sportswear and for medical application are characterized by soft hand, as a result a good affinity with skin.

Examines the tenth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

Rap music subordinates music to language. It is this emphasis on language that can make rap a vehicle for many ideas, if that is the rapper's intention. Playthell Benjamin, former academic and freelance writer for such magazines as the Village Voice and Emerge, believes that rappers can be divided into distinct groups, based on the message or non‐message conveyed. He groups rappers as “Narcissists, didactics, party‐time rappers, or gangsters” based on the content of their rapping. Any rapper who falls into one of these groups can have political significance for blacks, whites, women, liberals, conservatives, Jews, Muslims, and Christians. Narcissists frequently refer to women as mere sex objects, the worst example being the group 2 Live Crew, and less offensive examples being L.L. Cool J. and Big Daddy Kane. Didactics are the chief proponents of Afrocentric thinking and revisionist history. Representatives of this style would be Public Enemy, KRS‐One, and X‐Clan. Party‐time rappers, such as Heavy D and the Boyz or Biz Markie, are rarely serious, but sexism and homophobia can be elements in their raps. Gangster rappers N.W.A., Ice‐T, and Ice Cube are currently receiving a lot of attention from the press, and violent behavior characterizes their lyrics.

Examines the eleventh published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

Examines the twelfth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.