Brand Management

Philippe Malaval, Christophe Bénaroya and Jonathan Aflalo
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Philippe Malaval: Toulouse Business School
Christophe Bénaroya: Toulouse Business School
Jonathan Aflalo: ATPCO-Airline Tariff Publishing Company

Chapter 13 in Aerospace Marketing Management, 2014, pp 451-507 from Springer

Abstract: Abstract Today, brands are of increasing concern to business professionals in the aeronautics and space sector, as well as being the subject of numerous surveys and research. Most of the time, brands are analyzed in terms of the consumer market. However brands are of major importance in the Business to Business field. Thus the different brand concepts and tools need to be examined from the two marketing perspectives. Vehicle of the company’s strategy, brands can be managed in very different ways in terms of brand name creation, visual or sound identity (logo, jingle) and slogan.

Keywords: Brand Image; Brand Awareness; Corporate Brand; Visual Identity; Airline Company (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-01354-1_13

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DOI: 10.1007/978-3-319-01354-1_13

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