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EMPLOYER BRANDING: WELL PREPARED FOR A TURBULENT WINTER SEASON

The last two years have been very difficult for the alpine hotel industry: closing down,...

FROM CATTLE TO BRAND AND BACK AGAIN:

A short “cycle” story Brands, their products and services, and their visual language are part…

IMARK TURNS 20.

Looking back we can say with confidence that our 20th anniversary celebration on October 01,…

HOTEL INDUSTRY: OVER 12 YEARS OF FACT-BASED STRATEGY DEVELOPMENT

Nussbaumer Strategy Consulting, the experts in strategic hotel management, and IMARK Market Intelligence have been…

OF APPLES AND PEARS …

… and the diffuse use of the term “brand.” What has been lectured, discussed, and…

BRAND CONTENT SURVEY

Brand Tirol: Is there image damage? The study results for the brand perception of the…

Our Strategic Approach

Four building blocks for successfully shaping the future Strategy is the shared vision of an…

Continuous brand work now more than ever!

“Everything remains different,” sings Herbert Grönemeyer, expressing a saying that expresses permanence and transformation in…

Quality in qualitative market research

Questionable practices in the market research industry have led to calls for quality, including in…

One pie, many recipes: Alternative paths to high brand strength

Brand strength, defined as an evaluative or behavioural response to a brand, is at the…

Recipes for brand loyalty in the car industry

FsQCA (fuzzy set qualitative comparative analysis) emphasizes the value of configurational logic to learn about…

Stakeholder Theory

Change your perspective: Marketing should not focus on customers only Marketing has traditionally had a…

Intended brand associations

Koll und von Wallpach focus on a specific facet of brand associations, brand association match…

Multi-Sensory Sculpting®

Consumers experience brands via products, places, people, or brand-related activities and with multiple senses involving,…

Destination discount

Deleersnyder and Koll study the consequences of listing national brands in discounters. Including manufacturer brands…

Low Brand Association Stability

Koll and Kreuzer discuss two reasons for low brand association stability: (1) method (comparing feature…

Marketing Intelligence

What comes to your mind when you think of Marketing Intelligence? Many organizations and entrepreneurs…

VW brand takes a hit amongst owners

The Volkswagen affair has had its fair share of media exposure. Our study investigates how…

Multi-Method Research

The attitudes and behaviours of consumers towards a brand are influenced by what consumers know…

The heterogeneity of intra‐brand knowledge

What customers associate with a brand is the result of what they have felt, learnt,…

Win-win strategies at discount stores

Deleersynder, Dekimpe, Steeenkamp and Koll adress the issue that well-known discounters extend their assortment with…