سال انتشار: ۱۳۸۵

محل انتشار: اولین کنفرانس بین المللی مدیریت بازاریابی

تعداد صفحات: ۱۰

نویسنده(ها):

Arash Aloosh – MBA, Mazandaran University of Science and Technology, Babol, Iran
Mohammad Aghaei – PhD, Shahid Beheshti University, Department of Business, Tehran, Iran
Mohsen Akbarpour Shirazi – PhD, K. N. Toosi University of Technology, Industrial Engineering Department,Tehran, Iran
Talieh Tarighati – BSc, MUST, Industrial Engineering Department, Babol, Iran

چکیده:

The brands are very important assets that must be carefully created, developed and managed. Building a successful brand, either for an (a) Extended Enterprise/Collaborative Network or its products, requires a strategic planning and a major investment. The Business Developers in Extended Enterprises and the Opportunity Brokers and Support Institution Assistance Providers in Collaborative Networks should have special brand managers to make their major brand strategy decisions like Brand positioning, Brand name selection, and Brand development. They need to periodically audit their brands’ strengths and weaknesses in all the time. Collaborative Networks’ sponsorship options are collaborative network’s brand, B2B brand, licensing by Traditional Enterprises and Extended Enterprises, and co-branding between CNs.