期刊名称：International Journal of Soft Computing & Engineering
电子版ISSN：2231-2307
出版年度：2015
卷号：5
期号：2
页码：121-122
出版社：International Journal of Soft Computing & Engineering
摘要：Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. It is also discussed how branding and society affect each other. Based on the knowledge of how branding theories have been developed as dependent variables of each other and the society, we are able to form a better understanding of the past, the present, and the future of branding.
