5th International Conference on Strategic Innovative Marketing

George Avlonitis, Athens University of Economics and Business, Department of Marketing and Communication, Greece

Description: There is no doubt that brands are companies’ most valuable assets, adding both economic and strategic value. In the last years, brand valuation has been an intensively discussed subject among marketing academics and practitioners. The value of this asset is often referred to a brand equity which is the marketing and financial value associated with a brand’s strength in the market or the added value a given brand name provides to a product beyond the functional benefits. Apart from the actual proprietary brand assets, like trademarks and patents, there are some other important elements underlying brand equity, such as brand awareness, brand loyalty, perceived quality and brand associations. Thus, a major challenge for companies and organisations is to create, maintain, enhance and assess brand equity and its components. However, in the era of globalization, countries also compete with each other for attention, respect and trust of potential customers, investors, tourists, media and governments of different and diverge nations. A strong Nation Brand provides a crucial competitive advantage in the international arena. In this workshop, we welcome case-studies, review papers, research papers etc. dealing with all aspects of branding at country, company and brand level. The goal of this workshop is to develop a framework for building brand identity in competitive markets involving brand positioning, brand architecture, brand performance and brand equity.