... besides brand and branding following right hereafter, are brand strategy, brand equity and brand awareness and managing the brand portfolio. The traditional definition of a brand used in brand management ... for branded products, and distributors and retailers have very strong incentives to carry the brand. (Elliott and Percy 2007, Czinkota and Ronkainen 2010) 112.6BRANDSTRATEGYBrand ... stakeholders- consumers, employees, shareholders, partners, suppliers and other parties. Examples include Virgin Group and Heinz. - Endorsed brands, and sub-brands These brands include a parent brand...