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Full-Text Articles in Marketing
Clifford’S Fireplace Company Limited Brand Identity Project, Peter Dee
Clifford’S Fireplace Company Limited Brand Identity Project, Peter Dee
Other resources
Peter Dee - Strategic Design and Marketing Consultant, was responsible for the design and development of the brand identity for the Clifford’s Fireplaces Company which was used on business cards, letterhead, advertisements, promotional material and e-Commerce website. Clifford's Fireplaces Ltd. was established in 1947 and with over 65 years of experience in the fireplace and home heating business it is their goal to ensure that customers obtain the most appropriate products and services to meet their heating requirements. http://www.cliffordfireplaces.com
Brand Portfolio Management And The Role Of Brand Acquisitions, Yana Kuzmina
Brand Portfolio Management And The Role Of Brand Acquisitions, Yana Kuzmina
LSU Doctoral Dissertations
This dissertation is the first study to propose and empirically test a framework outlining factors that influence the choice of brand acquisitions versus brand creations in a brand portfolio expansion strategy. Drawing on research on make-or-buy decisions, a multilevel interdisciplinary conceptual model was developed, identifying three potential levels of influence: the market, the firm, and the brand portfolio. Twenty-two firms were selected from the ACSI sample of firms, and secondary data sources were utilized to collect data for the variables in the analysis. The model was tested using logistic regression. The results revealed that factors at the market and firm …