WorldWideScience

Sample records for branded national store

  1. Consumers' quality perception of national branded, national store branded, and imported store branded beef

    DEFF Research Database (Denmark)

    Banovic, Marija; Grunert, Klaus G.; Barreira, Maria Madalena

    2010-01-01

    This study investigated the differences in the consumers' quality perception of national branded, national store branded, and imported store branded beef. Partial Least Squares analysis is used for modelling the quality perception process. Results show that consumers perceived national branded Ca...

  2. Consumers' quality perception of national branded, national store branded, and imported store branded beef.

    Science.gov (United States)

    Banović, Marija; Grunert, Klaus G; Barreira, Maria Madalena; Fontes, Magda Aguiar

    2010-01-01

    This study investigated the differences in the consumers' quality perception of national branded, national store branded, and imported store branded beef. Partial Least Squares analysis is used for modelling the quality perception process. Results show that consumers perceived national branded Carnalentejana beef, as better on all quality cues and quality aspects than the other two store branded beefs. Preference for Carnalentejana beef stayed highly consistent even after the blind test, where consumers differentiated this beef from the other two beef brands on all sensory dimensions: taste, tenderness, and juiciness, and chose it as the preferred one. Consumers utilized more perceived intrinsic cues to infer expected eating quality of store branded beefs.

  3. The fight between store brands and national brands: What's the score?

    DEFF Research Database (Denmark)

    Juhl, Hans Jørn; Esbjerg, Lars; Grunert, Klaus G.

    2006-01-01

    In the Western world market shares for store brands have increased across all product categories. The competitive position of store brands compared to national brands may depend on the product category and a retail chain's overall brand assortment strategy. In order to investigate these possible...... chain and category effects we have selected five chains with different store brand strategies and three product categories that differ with respect to the number of strong national brands in a category. The results we report focus on the competitive position of store brands compared to national brands...... from a consumer point of view. We find that store brands are in a weak competitive position compared to national brands independent of category and retail chain brand assortment strategy....

  4. Horizontally Differentiated Store Brands: Production Outsourcing to National Brand Manufacturers

    Directory of Open Access Journals (Sweden)

    Shun Shindo

    2014-01-01

    Full Text Available We study a retailer's strategic decision with regard to outsourcing the production of such types of store brands (SBs to national brand (NB manufacturers. The wholesale price of NB is assumed to be set by the manufacturer, while that of the SB is assumed to be set by the retailer. When a retailer outsources SB production to an NB manufacturer, the NB manufacturer might suffer from cannibalization due to offering both the SB and the NB, implying that a strategic interaction between the retailer and manufacturer is an important issue. Based on this motivation, we mainly focus on the strategy of a dominant retailer in such a situation and investigate it with a game-theoretic approach. We show that the optimal strategy for the SB retailer sensitively depends on the degree of differentiation between the SB and the NB. In particular, if both products are less differentiated, the retailer benefits from offering only the SB, and, in this case, the retailer should offer its wholesale price, after the manufacturer sets the NB wholesale price. Furthermore, it is shown that the optimal strategies of the retailer are socially efficient, if and only if the SB and the NB are sufficiently differentiated.

  5. Consumer Perception of Store Brand and National Brand in Hypermart Manado

    OpenAIRE

    Pandowo, Merinda; Bawata, Nancy

    2014-01-01

    Coffee is one global community of beverage that is consumed by many people in this world. The Consumer Perception on Brand, especially for coffee commodity, is changed based on the understanding of Promotion Perception, Product Perception, Price Perception, Store Perception, Self-perception and Perception Risk. In this research, the main objective is to figure out whether there is any significant difference for Consumer Perception on Brand concept between Luwak White Coffee consumers and Valu...

  6. The Strategic Management of Store Brand Perceived Quality

    Science.gov (United States)

    Yang, Defeng

    Store brand plays a vital role in the success of retailers. Perceived quality is one of important factors influencing consumers' store brand purchase intention. Store brand perceived quality is lower compared with objective quality or national brand. For this end, the purpose of this article is to examine how to manage store brand perceived quality in strategic level. This article firstly discusses how consumers evaluate product quality, and the theoretical background of the reason that store brand perceived quality is lower from the view of cue related theories. Then, consumers' store brand quality evaluation is explored. Finally, this article presents several strategic tactics to increase store brand perceived quality. These tactics include choosing store's name as store brand name, making large advertising investment, improving store brand product package, and strengthening the relationship with store brand product suppliers.

  7. Why Store Brand Penetration Varies by Retailer

    OpenAIRE

    Sanjay K. Dhar; Hoch, Stephen J

    1997-01-01

    Our objective in this paper is to explain across-retailer variation in private label performance. Although retailers have lots to gain by better understanding the determinants of successful store brand programs, this knowledge also is very valuable to manufacturers. Lessons learned from competing with other national brands may not transfer one-to-one to the store brand case because, quite simply, a popular private label program changes the status of the retailer from being solely a customer t...

  8. Brand patronage and loyalty patterns in store vs. manufacturer brands

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros

    , while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004; De Wulf et al, 2005). The objective of the work...... is to investigate the potential existence of differences in the loyalty behaviour between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above......-described objective, panel data from the soft-drinks market in Greece are used, with the premise to investigate brand performance and loyalty of store brands. Observed loyalty measures are benchmarked against predictions from the Dirichlet model (Ehrenberg, Uncles and Goodhardt 2004). The aim of this work is, first...

  9. Creating the national brand

    Directory of Open Access Journals (Sweden)

    Davčik Nebojša St.

    2007-01-01

    Full Text Available This paperwork explores importance of the brand development for the company as well as the national economy. The brand development in the food industry is long - term management process which engage great amount of human and financial resources. The strong brand obtain many benefits for the company - better positioning, bigger loyalty, sales increase, better negotiation power, etc. Serbia has great advantage for the agricultural development because its natural resources basis. Raspberry has great export potential, but there should be introduced management and technological shift - raspberry export of the higher processing value, national brands development and new technological applications.

  10. Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention

    National Research Council Canada - National Science Library

    Tran, E; Balas, A; Shao, C; Dubinsky, A; Jackson, L

    2014-01-01

    Relationships and characteristics that influence consumers’ purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research...

  11. Nation branding and sustainable competitiveness of nations

    NARCIS (Netherlands)

    Lee, Kyung Mi

    2009-01-01

    Considering the importance of explaining how a nation brand is effectively managed and how nation branding aligns the nation's brand with country management so as to gain competitiveness, this research aims to assess the role of nation branding and to create a strategic management tool for nation

  12. Brand patronage and loyalty patterns: Store vs. manufacturer brands in the Greek soft drink category

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros; Fotopoulos, Christos

    , while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004). The objective of the work is to investigate......Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a conciderable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands...... the potential existence of differences in the loyalty behavior between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above escribed objective, panel data...

  13. The association between brand equity and customer store selection ...

    African Journals Online (AJOL)

    This paper delves into the impact of brand equity on customer store selection in the fast foods industry of Bindura in Zimbabwe. The association between brand equity elements (awareness, loyalty, image and associations) and customer store selection was tested. The research adopted both qualitative and quantitative ...

  14. Household Size and Brand Perception: The Case of Store Brands in Zimbabwe

    OpenAIRE

    Sarah Nyengerai; Evans Manjoro

    2014-01-01

    An assessment was made of the effect of family size on store brand perception. It was hypothesized that larger households because of resources constraints would have a higher perception of store brands. A survey of 43 households was conducted in Harare, Bulawayo and Bindura and their perception of store brands was captured along three dimensions which were perceived quality, value and risk. The results from the regression analysis illustrated that the effect of household size was significant ...

  15. Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention

    Directory of Open Access Journals (Sweden)

    Tran, E.

    2014-05-01

    Full Text Available Relationships and characteristics that influence consumers’ purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase choices between these brand offerings would lead to both theoretical and practical applications. Therefore, this study attempts to enhance understanding about the factors that influence consumers’ manufacturer versus store brand purchase decisions. A conceptual model is developed to integrate the manner by which a consumer’s motivation to conform to the perceived social norm of purchasing manufacturer brand products influences this purchase decision. The model is tested using survey data. Findings indicate the importance of the intensity of perceived differences between store brand and manufacturer brand product offerings in affecting consumers’ purchase intention of these products. The relationship is also mediated by consumers’ motivation to conform to manufacturer brand products in their purchase decision.

  16. Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention

    OpenAIRE

    Tran, E.; Balas, A.; Shao, C; Dubinsky, A.; Jackson, L

    2014-01-01

    Relationships and characteristics that influence consumers’ purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase choices between these brand offerings would lead to both theoretical and practical applications. Therefore, this study attempts to enhance understanding about the factors that influence consumers’ manufact...

  17. Which brands gain share from which brands? Inference from store-level scanner data

    NARCIS (Netherlands)

    R.D. van Oest (Rutger); Ph.H.B.F. Franses (Philip Hans)

    2003-01-01

    textabstractMarket share models for weekly store-level data are useful to understand competitive structures by delivering own and cross price elasticities. These models can however not be used to examine which brands lose share to which brands during a specific period of time. It is for this purpose

  18. Consumer identification with store brands: Differences between consumers according to their brand loyalty

    Directory of Open Access Journals (Sweden)

    Natalia Rubio

    2015-04-01

    Full Text Available Retail management of store brands (SBs has focused on achieving positioning in value and creating associations of smart or expert shopping. The result is that value-conscious consumers and market mavens are the main targets of these brands. This study proposes and contrasts empirically a theoretical model of the effect of market mavenism and value consciousness on consumer identification with SBs. We also perform a multi-group analysis based on the consumer tendency to be loyal to the brands he or she buys. Consumers who are loyal to brands are very attractive segments for firms, due to the potential benefits these consumers represent in the long term, whereas consumers with little loyalty to brands can be an attractive segment for potential benefits in the short term. The results obtained in this study show differences between these two groups. For consumers who are loyal to brands, the results stress strong identification with the SB among the most value-conscious consumers, due fundamentally to their greater disagreement with the greater functional risk of these brands as compared to manufacturer brands and due to their greater conviction of the better price-quality ratio of SBs. In consumers with little brand loyalty, we find identification with the SB among the consumers with the greatest market mavenism, as a result of their greater perception of smart or expert shopping for these brands. Significant implications for management are derived from this study.

  19. Retail stores as brands: Performances, theatre, and space

    NARCIS (Netherlands)

    van Marrewijk, A.H.; Broos, M

    2012-01-01

    The scholars of Consumer Culture Theory studies as well as practitioners have recognised the potential power of spatial design in stores in constructing and communicating retail brands. Retail space and the aesthetic structuring of a range of expressive artefacts have become the stage on which shop

  20. Nation branding as an emerging field

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2016-01-01

    Nation branding is a remarkable phenomenon. In less than two decades, it has established itself as the preferred framework for interstate strategic communication and as an emerging academic field. The paper describes how this extraordinary expansion was possible by showing how nation branding...... presents itself as a theoretical possibility and a practical necessity. We propose that what made a travel possible from product branding via corporate branding to nation branding was the semantic flexibility of the brand concept. We argue that the brand concept is almost void of meaning...

  1. GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

    Directory of Open Access Journals (Sweden)

    Denisa, COTÎRLEA

    2014-11-01

    Full Text Available The present work-paper was written in order to provide an overview of the intangible values that actively contribute to brand capital formation within the nation branding process; through this article, the author tried to emphasize the differences existent between brand capital and brand equity within the context of the nation branding process, which has became a widely approached subject both in the national and international literature. Also, the evolution of brand capital and brand equity was approached, in order to identify and explain their components and their role, by highlighting the entire process of their evolution under a sequence of steps scheme. The results of this paper are focused on the identification of a structured flowchart through which the process of nation branding -and the brand capital itself- are to be perceived as holistic concepts, integrator and inter-correlated ones, easily understood.The methodology used in order to write the present article resumes to all appropriate methods and techniques used for collecting and processing empirical data and information, respectively to observing, sorting, correlating, categorizing, comparing and analyzing data, so that the addressed theoretical elements could have been founded; in the center of the qualitative thematic research addressed in the present article lie general elements belonging to Romania's image and identity promotion.

  2. Does private-label production by national-brand manufacturers create discounter goodwill?

    NARCIS (Netherlands)

    Ter Braak, A.M.; Deleersnyder, B.; Geyskens, I.; Dekimpe, M.G.

    2013-01-01

    Discount stores have a private-label dominated assortment where national brands have only limited shelf access. These limited spots are in high demand by national-brand manufacturers. We examine whether private-label production by leading national-brand manufacturers for two important discounters

  3. FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE

    Directory of Open Access Journals (Sweden)

    Shahriar AZIZI

    2013-06-01

    Full Text Available In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample of 167 customers in Tehran city using convenience sampling method was selected. Data was gathered by the 44-items questionnaire in self-reporting way. Path analysis was applied using Lisrel 8.80 to test the conceptual model which includes six hypotheses. Results showed that brand-customer personality congruency affects brand identification positively. The positive impact of brand identification on brand loyalty and trust was confirmed. Analysis also revealed that brand trust impact brand loyalty positively. Results also indicated the positive impact of brand loyalty and trust on the overall brand equity.

  4. Measuring the influence of customer-based store brand equity in the purchase intention

    OpenAIRE

    Cristina Calvo Porral; Valentín Alejandro Martínez Fernández; Oscar Juanatey Boga; Jean-Pierre Lévy Mangín

    2015-01-01

    [EN] Store brands account for and important market share in the Spain and a further increase in expected in the next years due to the downturn. However, there is lack of research on store brand customer-based Brand Equity. This study attempts to propose an integrated model of Brand Equity in store or retailer brands, based on Aaker s well-known conceptual model. We propose a consumer-based model, including the main sources or dimensions of Brand Equity and considering the intention to purchas...

  5. An Examination of the Critical Factors of Store Brand Purchase Intentions

    OpenAIRE

    Zhao, Xiaoqian

    2011-01-01

    Consumer behaviour is very complex interaction of affect, cognition, behaviour and environment activities, which deals with how and why individuals conduct the exchange events of products and service. Brand, as a signal of quality assurance and sometimes a symbol of identity, plays a significant role in consumer decision making process. Thus build up brand assets and improve brand equity is important in brand management. As a main source of consumer packaged goods, store brands should be atta...

  6. WHAT MATTERS TO STORE BRAND EQUITY? AN APPROACH TO SPANISH LARGE RETAILING IN A DOWNTURN CONTEXT

    Directory of Open Access Journals (Sweden)

    Calvo-Porral, Cristina

    2013-09-01

    Full Text Available Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant influence on store Brand Equity from the consumers’ standpoint in the current downturn context, providing an empirical research on the Spanish large retailing. We carried out an on-line questionnaire to customers of store brands residing in Spain, obtaining a total amount of 362 valid responses regarding the Spanish large retailers Mercadona, Dia, Eroski, Carrefour and El Corte Inglés. Then, the analysis was performed by Structural Equation Modeling (SEM. Results obtained suggest that store commercial image has the higher influence on both store brand perceived quality and store brand awareness, and in relation with the sources of store Brand Equity, the dimension store brand awareness shows the greater influence on the formation of store Brand Equity. This study is of great interest for large retailers who wish to increase their store brands’ value proposition to the marketplace, especially during economic downturns.

  7. Nation branding: The analysis of Serbia's brand identity

    Directory of Open Access Journals (Sweden)

    Novčić Branka

    2015-01-01

    Full Text Available In less than a century, Serbia has changed its name several times and was part of a number of states. As a result of turbulent political and social past, the newly formed Republic of Serbia and its nation began the process of finding the nation's identity. Like other former Yugoslav countries, Serbia was faced with challenges of nation positioning, and a need to improve its image and reputation. In addition to the significantly deteriorated image, Serbia encountered perhaps a bigger problem internally - a vague, inconsistent and somewhat confused perception of Serbia's identity seen through the eyes of its nation. The aim of this paper is to gain insight into the current position of Serbia, since it has a chance for rebirth as well as separation from the legacy of the past times through the implementation of the nation branding concept. This paper deals with the understanding and analysis of nation brand identity as the starting point for Serbia brand development. Internal and external online research was conducted to determine the current perception of nation brand identity. The external survey examined the attitudes and opinions of the most important external stakeholders of Serbia, members of the business class in Italy, Austria and Slovenia. On the other hand, the internal part of the study focused on responses from members of the Serbian nation. The research was conducted over a period of three and a half years, in four countries with a total of 4,656 responses collected. By means of descriptive statistics the perception of the following brand identity elements was examined: brand personality, character, symbols, name, slogan and culture. The results indicated the existence of peculiarities in the perception of brand identity elements which can be seen in three aspects: perception discrepancy, matching perception and lack of knowledge. The greatest contribution of the paper is reflected in the fact that an insight into organized knowledge

  8. Tourism destination branding and its effects on national branding strategies : brand New Zealand, clean and green but is it smart?

    OpenAIRE

    HALL, C. Michael

    2010-01-01

    The present work analyses how tourism and non-tourism place brands are integrated under an umbrella national brand, and how the tourism brand may have little value or even prove negative for other industry sectors. The study examines the development of Brand New Zealand and the subsidiary ‘100% Pure’ tourism and ‘New Zealand, New Thinking’ trade brands. In 2002 New Zealand sought to reposition the national brand so that it was perceived internationally as innovative and creativ...

  9. The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

    NARCIS (Netherlands)

    Sloot, Laurens A.; Verhoef, Peter C.

    2008-01-01

    A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers' brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand

  10. The Importance of Store Image and Retail Service Quality in Private Brand Image-Building

    Directory of Open Access Journals (Sweden)

    Adi Alić

    2017-03-01

    Full Text Available Objective: The purpose of this research is to highlight the role which store image and retail service quality can play in private brand image-building in the context of an emerging market in South-Eastern Europe (i.e. Bosnia and Herzegovina. We propose to address this issue by seeking answers to the following questions: (1 Does a ‘halo effect’ take place between the store image and the private brand image? (2 How does consumer’s evaluation of the quality of the service delivered by a retailer affect the image of its private brand? Research Design & Methods: Data were collected through a field survey via the store-intercept method. The sample consisted of 699 customers of two large retail chains. The data were analysed using the Structural Equation Modelling technique. Findings: The findings of the present study suggest that store image and retail service quality are important factors in the formation of the image of product-branded products. Implications & Recommendations: This study offers some important insights for retailers who intend to develop their private brand. First, the image transfer from store brand to private brand suggests that retailers should consider the introduction of a private brand as a brand extension, with their stores as the parent brand. Second, we recommend that retailers put more emphasis on quality improvement initiatives related to the store environment attributes. Contribution & Value Added: This study enhances the discussion on the phenomenon of private branding by analysing the store-level factors which underpin the formation of private brand image in the context of less developed European markets.

  11. A Brand Entwined in National History

    DEFF Research Database (Denmark)

    Ravn Sørensen, Anders

    In this paper I use the Danish retailing cooperative, COOP, as an example of a corporate heritage brand that, not merely is aligned with, but has become completely entwined in Danish national history and identity. Thus, while many brand managers aspire to have their brands associated...... the company, in the past two decades, had to legitimize its actions and strategies against the background of the cooperative ideas of solidarity and community. As such the paper challenges and problematizes the notion of brand heritage management and shows that too much of a good thing (having your corporate...... with fashionable national symbols, COOP, at its genesis, was created by and for the Danish cooperative movement central for Danish identity. Using COOP as an example I demonstrate how this entwinement of the corporate heritage brand and national heritage to some extent worked to the disadvantage to COOP because...

  12. An exploration study on detecting important factors influencing brand loyalty in retail stores

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2014-01-01

    Full Text Available Brand loyalty is one of the most important factors influencing on the success of retail stores. Many retail stores in the field of sport shoes in city of Tehran, Iran are facing tight competition and there seems to be that only stores with loyal customers could survive. In this paper, we present an exploration study to find out important factors influencing retail stores selling one of well-known sport shows such as Adidas, Nike, etc. in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale and distributes among 265 regular customers of these stores and analyze them using factor analysis. The results indicate that there were four important factors influencing customer loyalty including brand identification, brand promotion, brand loyalty and characterization of stores.

  13. A study of the relationship between UK consumers purchase intention and store brand food products -- Take Nottingham city consumers for example

    OpenAIRE

    Chen, Kaochun

    2008-01-01

    Recently, store brands play an important role in retail grocery strategy. More and more retailers put their effort to develop and market new store brands because consumers have been accepting store brands. Therefore, store brands have gradually influenced consumers purchase behaviours in order to provide an in-depth investigation of consumers purchase intention in store brands, the study choose food products among many product categories because when consumers hear the store brand, they mus...

  14. Transforming and contesting nation branding strategies

    DEFF Research Database (Denmark)

    Ren, Carina Bregnholm; Gyimóthy, Szilvia

    2013-01-01

    is to contextualise branding practices within contemporary policies of trade and public diplomacy. Our analysis is based on contrasting earlier nation branding campaigns with a more recent manifest, namely the pavilion Welfairytales, representing Denmark at the Shanghai World Expo 2010. On the basis of this case, we......The article presents and discusses different strategic communication approaches to Danish nation branding with a special focus on changed practices over time – identifying a shift from streamlined campaigns pursuing uniqueness to pluralist narratives and “events of endorsement”. The aim...... discuss whether the Danish pavilion can be seen as an expression of a continuation or a renewal of communicative strategies related to Danish nation branding....

  15. Understanding the Impact of Brand Delistings on Assortment Evaluations and Store Switching and Complaining Intentions

    NARCIS (Netherlands)

    L.M. Sloot (Laurens); P.C. Verhoef (Peter)

    2004-01-01

    textabstractRecently, retailers have begun considering which brands they can delist without reducing customer satisfaction, losing category sales, or increasing store switching behavior. Although several studies have considered assortment reductions, none has explicitly investigated the impact of

  16. The Construction of Brand Denmark: A Case Study of the Reversed Causality in Nation Brand Valuation

    Directory of Open Access Journals (Sweden)

    Henrik Merkelsen

    2015-12-01

    Full Text Available In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index via its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity.

  17. RETAIL STORE DESIGN AND ENVIRONMENT AS BRANDING SUPPORT IN THE SERVICES MARKETING

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2008-01-01

    Full Text Available The services are intangibles, therefore their quality is difficult to be evaluatedby the client and building a strong brand image is a challenging task. Theservices are distributed using diverse channels such as: company retailstores, dealers, franchise. The service companies are interested in theenvironment of the location, not only to increase sells but also in order toboost the image of the company. The excitement that a retail store induces toa client can modify the perception of the brand. The client values more abrand that distributes its services in a luxury, high-tech retail environmentthan a discount store. In this paper we intended to investigate the techniquesthat a service company is using to enhance the brand image in a retaillocation. For this purpose, the various aspects of the retail store design andenvironment were analyzed in connection with the customer-based brandequity model. This original association will offer the services companies’ newperspectives on how to leverage brand image.

  18. Peru Brand: a Nation under Construction?

    Directory of Open Access Journals (Sweden)

    Elder Cuevas-Calderón

    2016-07-01

    Full Text Available During the last decade Peru has experienced a euphoric rediscovery –pseudo revaluation as a country– due to its booming gastronomy, tourism and economic growth.In this context, the presentresearch uses semio-psychoanalytic and postcolonial theories to explain Peru’s social outlook regarding the concept of nation, its reunion with a non-existent identity and the construction of the idea of nation based on the marketing campaign titled the Peru Brand. Thus, Peru Brand, far from uniting all Peruvians and bring them together into the wellknown “melting pot”, becomes the resemantization of the old colonial discourse longing for a republic without natives. Therefore, in the Peru Brand advertising discourse, the “primitive natives” are white people brought from Nebraska and speak English.

  19. BRAND PLACEMENT AND CONSUMER CHOICE: AN IN-STORE EXPERIMENT

    OpenAIRE

    Sigurdsson, Valdimar; Saevarsson, Hugi; Foxall, Gordon

    2009-01-01

    An in-store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior.

  20. Brand Placement and Consumer Choice: An in-Store Experiment

    Science.gov (United States)

    Sigurdsson, Valdimar; Saevarsson, Hugi; Foxall, Gordon

    2009-01-01

    An in-store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior.…

  1. Individual and Store Characteristics Associated with Brand Choices in Select Food Category Redemptions among WIC Participants in Virginia

    Science.gov (United States)

    Zhang, Qi; Tang, Chuanyi; McLaughlin, Patrick W.; Diggs, Leigh

    2017-01-01

    The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) often allows participants to redeem food benefits for various brands at different costs. To aid the program’s food cost containment efforts, it is important to understand the individual and store characteristics associated with brand choices. This study used the WIC Electronic Benefit Transfer (EBT) data for 239,062 Virginia WIC participants’ brand choices in infant fruits and vegetables (F&Vs) and whole grain bread in May 2014–February 2015, one of the first such data sets available in the U.S. for research purposes. Mixed effects logistic regression models were used to analyze the choice of higher-priced brands over lower-priced brands. Minority participants were significantly more likely to redeem higher-priced brands of infant F&Vs, but more likely to choose lower-priced brands of bread. Participants shopping in urban stores or midsized stores (with 5–9 registers) were less likely to choose higher-priced brands compared to rural stores or large stores (with 9+ registers). Race/ethnicity and store characteristics may be significant factors in participants’ brand choices. The results can help develop interventions that encourage targeted participants to redeem lower-priced but equivalently healthy brands. This may not only help contain WIC program costs, but help participants manage their own non-WIC food expenses as well. PMID:28362350

  2. Individual and Store Characteristics Associated with Brand Choices in Select Food Category Redemptions among WIC Participants in Virginia.

    Science.gov (United States)

    Zhang, Qi; Tang, Chuanyi; McLaughlin, Patrick W; Diggs, Leigh

    2017-03-31

    The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) often allows participants to redeem food benefits for various brands at different costs. To aid the program's food cost containment efforts, it is important to understand the individual and store characteristics associated with brand choices. This study used the WIC Electronic Benefit Transfer (EBT) data for 239,062 Virginia WIC participants' brand choices in infant fruits and vegetables (F&Vs) and whole grain bread in May 2014-February 2015, one of the first such data sets available in the U.S. for research purposes. Mixed effects logistic regression models were used to analyze the choice of higher-priced brands over lower-priced brands. Minority participants were significantly more likely to redeem higher-priced brands of infant F&Vs, but more likely to choose lower-priced brands of bread. Participants shopping in urban stores or midsized stores (with 5-9 registers) were less likely to choose higher-priced brands compared to rural stores or large stores (with 9+ registers). Race/ethnicity and store characteristics may be significant factors in participants' brand choices. The results can help develop interventions that encourage targeted participants to redeem lower-priced but equivalently healthy brands. This may not only help contain WIC program costs, but help participants manage their own non-WIC food expenses as well.

  3. Manufacturer and retailer strategies to impact store brand share : Global integration, local adaptation, and worldwide learning

    NARCIS (Netherlands)

    Geyskens, I.; Steenkamp, J.E.B.M.

    Although store brands (SBs) are becoming increasingly important across the world, their success varies dramatically across consumer packaged goods categories and countries. The purpose of this paper is to provide insight into how such differences in SB success originate. Using a unique data set that

  4. Peranan Keterlibatan Dalam Memprediksi Perilaku Loyalitas Konsumen Pada Private Store Apparel Brands Di Banjarmasin

    Directory of Open Access Journals (Sweden)

    Nuril Huda

    2016-04-01

    Full Text Available Private  store  brands  as  retail  market  conspicuous  presence  of  other  store brands. Advances in technology have changed the taste and preferences of the customers choice. What is perceived consumer can signifi cantly increase brand loyalty  as  a  result  of  the  marketing  strategy.  This  study  aims  to  identify  the profi le of the customer based on demographic variables, determine the factors that  infl uence  purchasing  decisions  clothing  brand,  know  the  factors  that infl uence brand loyalty engagement, and perceptual mapping user customers based  products  and  factors  involved.  The  analytical  tool  used  is  the  Factor Analysis and Biplot. The results showed that the profi le of the customer private brands of apparel stores include male sex, age of respondents 20-29 years, not married,  have  no  children,  educated  Bachelor,  income  Rp.2.000.000  ,  -  until Rp2.999.999 , - . The structure of the factors that infl uence the purchase decision is personality, reference groups and families. While the most dominant factor is personality. Structure factors involved in predicting behavior and brand loyalty is a sign of risk importance, risk probability, pleasure , interest , and pleasure and risk probability . While the most dominant is the sign and risk importance. Customers are middle-income, unemployed self-employed , and private sector employees as well as highly educated close to all the factors that form factor . Keywords :involvement, brand loyalty, private store apparel brands

  5. Destination discount : A sensible road for national brands?

    NARCIS (Netherlands)

    Deleersnyder, B.; Koll, O.

    2012-01-01

    Purpose – This paper aims to study the consequences of listing national brands in discounters. Is the discount channel a promising outlet for manufacturer brands? Is it an effective means to attract new buyers? Which combination of brand and discount destination at which price is best suited for

  6. Translating public diplomacy and nation branding in Scandinavia

    DEFF Research Database (Denmark)

    Cassinger, Cecilia; Merkelsen, Henrik; Eksell, Jörgen

    2016-01-01

    Nation branding has been criticised for leading to the homogenisation and depoliticisation of national interest and identity. This study examines the politics of nation branding in relation to its configuration with public diplomacy and the institutional policy context in which they are embedded....... Informed by Scandinavian institutionalism and the analytical concept of translation, the study reveals that the way that nation branding relates to public diplomacy within an institutional context sets the frame for its politicisation. Translation enables the understanding of nation branding as a dynamic...

  7. Strategic approach to branding of nations: Relevancy for Serbia

    Directory of Open Access Journals (Sweden)

    Rakita Branko

    2009-01-01

    Full Text Available Building and managing brands becomes very important marketing tool in nowadays business. Branding is being pulled out from a strictly marketing area and becomes business component of a strategic importance. It is applying to products, services, companies, but also to events, people, ideas, institutions, destinations. Basically, almost everything can be branded. The subject of this paper is strategic approach to branding of nations. The paper contains review of relevant literature for the topic. Specifics of this type of branding have been analyzed. Detailed concept of strategic approach to branding of nations is a vital part of the paper. Relevancy of strategic approach to branding for Serbia is discussed at the end.

  8. Caffeine content of prepackaged national-brand and private-label carbonated beverages.

    Science.gov (United States)

    Chou, K-H; Bell, L N

    2007-08-01

    Caffeine is a well-known stimulant that is added as an ingredient to various carbonated soft drinks. Due to its stimulatory and other physiological effects, individuals desire to know the exact amount of caffeine consumed from these beverages. This study analyzed the caffeine contents of 56 national-brand and 75 private-label store-brand carbonated beverages using high-performance liquid chromatography. Caffeine contents ranged from 4.9 mg/12 oz (IGA Cola) to 74 mg/12 oz (Vault Zero). Some of the more common national-brand carbonated beverages analyzed in this study with their caffeine contents were Coca-Cola (33.9 mg/12 oz), Diet Coke (46.3 mg/12 oz), Pepsi (38.9 mg/12 oz), Diet Pepsi (36.7 mg/12 oz), Dr Pepper (42.6 mg/12 oz), Diet Dr Pepper (44.1 mg/12 oz), Mountain Dew (54.8 mg/12 oz), and Diet Mountain Dew (55.2 mg/12 oz). The Wal-Mart store-brand beverages with their caffeine contents were Sam's Cola (12.7 mg/12 oz), Sam's Diet Cola (13.3 mg/12 oz), Dr Thunder (30.6 mg/12 oz), Diet Dr Thunder (29.9 mg/12 oz), and Mountain Lightning (46.5 mg/12 oz). Beverages from 14 other stores were also analyzed. Most store-brand carbonated beverages were found to contain less caffeine than their national-brand counterparts. The wide range of caffeine contents in carbonated beverages indicates that consumers would benefit from the placement of caffeine values on food labels.

  9. National Brand and Private Label Pricing and Promotional Strategy

    OpenAIRE

    Volpe, Richard J.

    2010-01-01

    In this paper I use a unique and rich data set on prices and promotions from major US supermarkets to examine the nature of National Brand and Private Label interaction. Private labels are priced and promoted competitively with NBs, in a manner suggesting that retails are careful not to lose private label market share during times of national brand promotions. The price margin between the two types of products continues to fall in US supermarkets, and the major determinants of the price diffe...

  10. Determinants of Beef and Pork Brand Equity

    OpenAIRE

    Parcell, Joseph L.; Schroeder, Ted C.

    2003-01-01

    A set of consumer-level characteristic demand models were estimated to determine the level of brand equity for pork and beef meat cuts. Results indicate that brand premiums and discounts vary by private, national, and store brands; and brand equity varies across meat cuts carrying the same brand name. Other results are that product size discounts are linear, meat items on sale are significantly discounted to non-sale items, specialty stores typically do not garner higher prices than supermark...

  11. Nation Branding in Romania After 1989: A Cultural Semiotic Perspective

    Directory of Open Access Journals (Sweden)

    Bianca Florentina Cheregi

    2017-04-01

    Full Text Available This paper discusses four nation branding post-communist campaigns initiated by the Romanian Government, from a cultural semiotic perspective, as developed by the Tartu-Moscow-Semiotic School. In so doing, it focuses on analyzing advertising and national identity discourses inside the semiospheres. Moreover, the paper investigates how elements of neoliberal ideology are addressed in the governmental campaigns, considering the “marketization of public discourse” (Fairclough, 1993. Nation branding in post-communist Romania is a distinctive phenomena, compared to other countries, especially from Western Europe. In transition countries, nation branding is often mentioned because of the constant need to reconfigure national identity by dissociating from the communist past (Kaneva, 2012. In Romania, nation branding is also a public issue discussed in the media, connected to the ways in which the international press portrays the country or to the migrants’ actions. In this context, Romania’s nation brand represents a cultural space and the campaigns mobilize cultural symbols as systems of signs necessary for the existence and functioning of advertising discourses. Using a semiotic analysis linked to the field of cultural semiotics (Lotman, 2005/1984, this article analyzes four nation branding campaigns initiated by the Romanian Government (Romania Simply Surprising – 2004, Romania Land of Choice – 2009, Explore the Carpathian Garden – 2010, and Discover the Place Where You Feel Reborn – 2014, considering elements such as semiotic borders, dual coding and symbols. The results show that the campaigns are part of four different semiospheres, integrating discursive practices both from advertising and public diplomacy when communicating the national image to the internal (citizens or external (international audiences.

  12. National Meat Case Study 2004: Product labeling information, branding, and packaging trends.

    Science.gov (United States)

    Reicks, A L; Brooks, J C; Kelly, J M; Kuecker, W G; Boillot, K; Irion, R; Miller, M F

    2008-12-01

    Fresh meat retail cases in 104 supermarkets across 5 regions of the United States were audited for the use of packaging types and materials, branding, and cooking/nutritional information. Frequency means were separated for species of beef, ground beef, pork, chicken, turkey, lamb, and veal. Traditional polyvinyl chloride overwrap was used on 47.0% of packages in the fresh meat case nationwide and was the most frequent packaging type for beef, ground beef, pork, lamb, and veal. The use of modified atmosphere packaging was greatest (P case on a national level were white (39.6%), yellow (22.4%), and black (11.5%). Foam trays were used in 72.6% of all packages in the retail meat case. In 2004, 60.2% of all packages were case-ready. Chicken (94.8%) and turkey (95.6%) products utilized case-ready packaging systems more (P brand, 12.2% carried a store brand, and the remaining 37.7% of products in the fresh meat case in 2004 were not branded. Chicken was most (P brand label. Labels with cooking instructions were found most (P case compared with any other species. On the national level, 6.1% of all packages reported in the fresh meat case in 2004 were value-added.

  13. Branding

    DEFF Research Database (Denmark)

    Hansen, Heidi

    Et brand er både essens og konstruktion. Essensen hentes i virksomhedens identitet, og konstruktionen skabes i en forhandling mellem virksomheden og dens interessenter. Brandet er således et betydningssystem, som er spændt ud i et netværk af interessenter, hvor brandet konstant afkodes, produceres...... og reproduceres. Bogen bygger på en semiotisk og narrativ tilgang og kommer omkring centrale områder som storytelling, celebritybranding, brand personlighed, placebranding, oplevelsesbaseret branding og employer branding...

  14. Brand Name, Store Image, and Country-of-Origin: The Effects on Consumers' Perception of Quality and Price.

    Science.gov (United States)

    King, Margaret C. A.

    1993-01-01

    A review of literature indicated that, with regard to brand labels, consumers' perception of price, but not of quality, was affected. Consumers expected to pay more for goods bought in a higher status store and rated imported goods as being more expensive than domestically produced goods. Products from developing countries received lower quality…

  15. Branding

    DEFF Research Database (Denmark)

    Hansen, Heidi

    Et brand er både essens og konstruktion. Essensen hentes i virksomhedens identitet, og konstruktionen skabes i en forhandling mellem virksomheden og dens interessenter. Brandet er således et betydningssystem, som er spændt ud i et netværk af interessenter, hvor brandet konstant afkodes, producere...... og reproduceres. Bogen bygger på en semiotisk og narrativ tilgang og kommer omkring centrale områder som storytelling, celebritybranding, brand personlighed, placebranding, oplevelsesbaseret branding og employer branding......Et brand er både essens og konstruktion. Essensen hentes i virksomhedens identitet, og konstruktionen skabes i en forhandling mellem virksomheden og dens interessenter. Brandet er således et betydningssystem, som er spændt ud i et netværk af interessenter, hvor brandet konstant afkodes, produceres...

  16. A factor analysis to detect factors influencing building national brand

    Directory of Open Access Journals (Sweden)

    Naser Azad

    Full Text Available Developing a national brand is one of the most important issues for development of a brand. In this study, we present factor analysis to detect the most important factors in building a national brand. The proposed study uses factor analysis to extract the most influencing factors and the sample size has been chosen from two major auto makers in Iran called Iran Khodro and Saipa. The questionnaire was designed in Likert scale and distributed among 235 experts. Cronbach alpha is calculated as 84%, which is well above the minimum desirable limit of 0.70. The implementation of factor analysis provides six factors including “cultural image of customers”, “exciting characteristics”, “competitive pricing strategies”, “perception image” and “previous perceptions”.

  17. From PISA to National Branding: Exploring Finnish Education®

    Science.gov (United States)

    Schatz, Monika; Popovic, Ana; Dervin, Fred

    2017-01-01

    Since the recent global paradigm shift in the governance of higher education toward business and marketing, internationally competitive education is increasingly considered as an asset for governments. Consequently, governments started to invest in education branding and marketing their educational systems. In Finland, national interest in…

  18. The effect of Store Image and Service Quality on Private Label Brand Image and Purchase Intention. Case Study: Lotte Mart Gandaria City

    Directory of Open Access Journals (Sweden)

    Nosica Rizkalla

    2012-12-01

    Full Text Available Retailers produce their own private label brand as a strategy to distinguish their products from competitors’. Based on previous research, store image and service quality can be used to improve private label brand image and purchase intention. A Research is conducted at Lotte Mart, Gandaria City Mall in Jakarta to find out whether store image and service quality could influence private label brand image and purchase intention. This research adopts Wu et.al.'s framework (2010. Data processing uses Structure Equation Modeling. Research outcome reveals that service quality is a significant factor in influencing private label brand image and purchase intention.

  19. Brand Personality: Production Routes and National Research Agenda

    Directory of Open Access Journals (Sweden)

    Fernanda Bueno Cardoso Scussel

    2016-09-01

    Full Text Available This paper proposes a conceptual framework about brand personality, drawing a scenario of studies on the construct through a review that covers synthesis of the state of the art and a bibliometric study, produced in brazilian journals in business administration and psychology, from 2001 to 2015, in order to highlight the production in the new millennium. It is a qualitative research through systematic and bibliometric review, in which 64 national journals were analyzed, resulting in eight articles on brand personality, categorized according to demographic, institutional and methodological criteria. As a main conclusion, there is the incipient in nationwide surveys, the need for theoretical and empirical development of the construct, measure validation and relational studies. The aim is thus to contribute to the theoretical development in studies of brands and present reflections and guidelines, building a useful starting point for conducting further investigations.

  20. The influence of loyalty programs on customer´s loyalty with a focus on branded clothing stores

    OpenAIRE

    Běhounková, Klára

    2011-01-01

    This bachelor statement deals with the influence of loyalty programs on customer's loyalty with a focus on branded clothing stores. It defines a customer, his behavior, decision-making process and his loyalty to a firm. Also it defines marketing communication with customer,sales promotion, loyalty programs including species and benefits. It states specific loyalty programs Blažek, Reserved, Orsay, Marks&Spencer a S. Oliver. Final part evaluates the research of loyalty cards and their usage of...

  1. Stakeholder reflections of the tourism and nation-branding legacy of ...

    African Journals Online (AJOL)

    Over the past decade there has been a growing awareness of the significant impact that hosting mega sport events can have on a nation's brand. This paper discusses the context of nation-branding as a tourism legacy and the role of mega sport events in generating a tourism and nation-branding legacy in relation to the ...

  2. The Modern Fairy Tale : Nation Branding, National Identity and the Eurovision Song Contest in Estonia

    OpenAIRE

    Jordan, Paul

    2014-01-01

    This book provides a unique and intriguing insight into current debates concerning the relationship between nation and state as well as the political management of international image in today’s Europe through an examination of debates on nation branding and the Eurovision Song Contest. Europe is a contested construct and its boundaries are subject to redefinition. This work aims to advance critical thinking about contemporary nation branding and its relationship to, and influence on, nation ...

  3. Branding

    DEFF Research Database (Denmark)

    Jantzen, Christian; Vetner, Mikael

    2006-01-01

    Et brand er et symbol, som repræsenterer et objekt - et produkt (vare eller tjeneste), en organisation, en person etc. - samt de værdier, som objektet skulle være i besiddelse af. Brandet skal gøre det muligt for modtagere at identificere disse værdier, som et særligt kendetegn ved objektet, og...... følgelig at skelne objektet fra andre objekter. Branding er derfor den proces, som skal fremme denne positionering af objektet og dets værdier i modtageres bevidsthed....

  4. Be My Guest: Nation branding and national representation in the Eurovision Song Contest

    OpenAIRE

    Meijer, Albert

    2013-01-01

    Since its inception in 1956, the EurovisionSong Contest has been a stage for national representation and an opportunityfor countries to brand themselves. The 2012 Eurovision Song Contest in Baku,Azerbaijan is a prime example of nation branding, both for the host country aswell as the participating countries. Hosting the event gives a country the opportunity to present a specific nation brand, but there are other opportunities for those countries which only have a three-minute time-frame for t...

  5. Brand Personality: Production Routes and National Research Agenda

    OpenAIRE

    Fernanda Bueno Cardoso Scussel; Gisela Demo

    2016-01-01

    This paper proposes a conceptual framework about brand personality, drawing a scenario of studies on the construct through a review that covers synthesis of the state of the art and a bibliometric study, produced in brazilian journals in business administration and psychology, from 2001 to 2015, in order to highlight the production in the new millennium. It is a qualitative research through systematic and bibliometric review, in which 64 national journals were analyzed, resulting in eight art...

  6. The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets

    OpenAIRE

    Farhina Hameed

    2013-01-01

    First, the study aims to investigate the effect of advertising spending on brand loyalty. Second, to test the mediating role of store image, perceived quality and customer satisfaction in above mentioned relationship. A quantitative approach was employed, using 15-item, 5-point Likert scale questionnaire administered to 360 participants. Data from the departmental stores are used to examine the direct and indirect impact of advertising spending on brand loyalty. Confirmatory Factor Analysis a...

  7. (REBUILDING A NATION BRAND: GENERAL ISSUES ABOUT PROMOTING ROMANIA'S IMAGE AND IDENTITY

    Directory of Open Access Journals (Sweden)

    COTÎRLEA DENISA ADRIANA

    2013-02-01

    Full Text Available The purpose of the present paper is to provide an overview of the challenges posed by the multiple possibilities of promoting Romania's image and identity, both internally and externally-; at the same time, the present paper answers to some questions about building Romania as a brand, revealing to readers by whom this process should be initiated, to whom should it be oriented and why is it necessary. This topic was chosen because, in the present context, the country suffers from an image deficit and the current process of nation branding requires a real incentive in order to achieve its objectives. However, internal branding seems to be overlooked by those involved in the process of branding the country. In order to write this paper, the author reviewed the literature in the field, she's contributions consisting in finding answers that could bring Romania as a brand in the right direction in terms of nation branding: Why branding process is important, who should it be addressed to, which are the differences between communication and promoting the image of the country. Also, the author tried to highlight the conceptual differences existing between terms like nation branding and country branding, branding and rebranding process or "communication" and "promotion" in the context of these processes. At the same time, the author tried to provide information regarding the perception and identification of Romania as a brand and also to emphasize the relevant elements used for identifying the nation brand.

  8. Supporters' perceived brand equity of the Bafana Bafana National ...

    African Journals Online (AJOL)

    The instrument comprised 28-items that were developed from four sub-scales of brand equity, namely; brand loyalty, brand awareness, perceived quality and brand association. The inter-item reliability of the sub-scales was assessed revealing cronbach alpha values that ranged between 0.785 and 0.864. Furthermore, the ...

  9. Price promotions and brand equity: the role of brand types

    OpenAIRE

    Kuntner, Tobias

    2017-01-01

    Purpose – This study investigates whether the influence of selected marketing-mix elements on brand equity differs for different types of brands. The main focus is on price promotions’ influence. In addition, the impact of discount-store distribution is explored. Design/methodology/approach – This study applies fixed-effects regression to analyze German panel data, which includes 126 national brands in four product categories across five years. Findings – The results reveal that frequent pric...

  10. The Development of a National Brand: Fundaments in Positioning through Non-traditional Exports

    Directory of Open Access Journals (Sweden)

    Pedro Barrientos Felipa

    2014-01-01

    Full Text Available Many countries in the global market offer similar things, so it is important to increase competitivity in a way that assures and strengthens economic growth. Buyers are constantly on the lookout for better products, products that better meet their needs, so good branding is very important for a country. The creation of a national brand by establishing what makes us different is important for better positioning within the market and a better national brand. The study looks at the importance of national branding in today’s global market and strategies to ensure that the brand is sustainable. Many countries are today working on their national brand and there exist many strategies for assuming a clear position in the market and ways in which this position can be strengthened.

  11. Win-Win Strategies at Discount Stores

    NARCIS (Netherlands)

    B. Deleersnyder (Barbara); M.G. Dekimpe (Marnik); J-B.E.M. Steenkamp (Jan-Benedict); O. Koll (Oliver)

    2005-01-01

    textabstractAn important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label, brands. To fight private labels, manufacturers of national brands feel increasingly compelled to

  12. Nation branding in the Middle East - United Arab Emirates (UAE vs. Qatar

    Directory of Open Access Journals (Sweden)

    Zeineddine Cornelia

    2017-07-01

    Full Text Available Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image-can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the paper compares nation branding in the context of UAE and Qatar. The paper examines nation-branding as a driver for boosting the economy, taking into account that clichés and stereotypes (especially in the context of the Middle East can influence our perception towards one country or another. The analysis explores the strategy adopted in order that Dubai becomes the flagship-brand of the UAE. Abu Dhabi complements this strategy, driving UAE to the position of the most valuable brand in the Middle East. The paper further enquires the case of Qatar and compares it with the branding process of the UAE. Qatar has established various branding resources such as the Al Jazeera news network, international sport events and several cultural and educational exchange programs with international profile. The UAE strives to become an influencer in the global economy, overriding its dependence on hydrocarbon reserves. Qatar is richer in hydrocarbon reserves than the UAE; nevertheless, it shares the interest of detaching itself from the rentier economy. The study explores the fact that from 2014-onwards the global oil economy was hit hard, as the price of the oil barrel is at an historic low, thus it has become stringent for the Persian Gulf countries to diversify the revenue sources. As a result, their branding strategy has become even more salient. The processes undertaken for establishing nation-brands in the Gulf are noteworthy and constitute the focal point of the paper.

  13. “Social Media as Multipliers in Nation Branding provided it has a Well Defined Strategy”

    Directory of Open Access Journals (Sweden)

    Manuel Santillán-Vásquez

    2016-07-01

    Full Text Available Villafañe has conducted the first study of Spain’s Country Brand from the Theory of Reputation perspective. According to the author branding is the promise that a company or a country makes to its stakeholders. Villafañe proposes a scientific and professional approach on building a Country Brand and seeks to identify thoroughly the branding promise to then compare it with the identity of a nation. The study delves into the proposition of value and links it to the expectations and interests of diverse stakeholders. This interview intends to assess carefully some key aspects of its methodology.

  14. Constructing a National Higher Education Brand for the UK: Positional Competition and Promised Capitals

    Science.gov (United States)

    Lomer, Sylvie; Papatsiba, Vassiliki; Naidoo, Rajani

    2018-01-01

    This article examines national branding of UK higher education, a strategic intent and action to collectively brand UK higher education with the aim to attract prospective international students, using a Bourdieusian approach to understanding promises of capitals. We trace its development between 1999 and 2014 through a sociological study, one of…

  15. The impact of nation branding campaigns on country image. Case Study: Romania

    Directory of Open Access Journals (Sweden)

    Andrei Anca-Georgiana

    2017-06-01

    Full Text Available The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative.

  16. Stores

    CERN Multimedia

    2004-01-01

    Following the introduction of Condensators, resistors and potentiometers from the Farnell electronic-catalogue into CERN Stores' catalogue, following products are now available: PRODUCT FAMILY GROUP SCEM Oscillators and quartz crystals 07.94.10 / 07.94.12 Diodes 08.51.14 / 08.51.54 Thyristors 08.51.60 / 08.51.66 Opto-electronics 08.52 Transistors 08.53 Integrated circuits 08.54 / 08.55 These articles can be procured in the same way as any other stores item, by completing a Material Request. N.B. Individual Farnell order codes can be used as keywords to facilitate searches in the CERN Stores Catalogue.

  17. The impact of the crisis on the national brand of Ukraine

    Directory of Open Access Journals (Sweden)

    Oksana OKHRIMENKO

    2015-12-01

    Full Text Available The research is dedicated to the impact of the crisis on the national brand in Ukraine. We consider the national brand concept from the standpoint of theoretical and methodological aspects. The concept of national brand profile includes goals, functions, participants, tools, target audiences, strategy and tactic. The economic, political, social and technological factors of Ukraine were analysed using SWOT and PEST analyses. Major macro-economic indicators are analysed reflecting negative trends on the economy of Ukraine. It was noted that Ukraine's economy is closely dependent on the balance of political forces in the international arena consisting of interaction between international financial organisations and markets. The negative image of Ukraine as a country with an unstable situation repels potential investors and national business circles. We conclude on the development of strategies and tactics for strengthening the position of Ukraine’s national brand.

  18. Employing nation branding in the Middle East - United Arab Emirates (UAE and Qatar

    Directory of Open Access Journals (Sweden)

    Zeineddine Cornelia

    2017-06-01

    Full Text Available Branding represents the instrument through which an entity communicates and identifies itself in the consumer’s perception. National branding is a similar mean employed at country level. Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image- can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the paper evaluates nation branding in the context of UAE and Qatar. The paper examines nation-branding as a driver for boosting the economy, taking into account that clichés and stereotypes (especially in the context of the Middle East can influence our perception towards one country or another. The analysis explores the strategy adopted in order that Dubai becomes the flagship-brand of the UAE. Abu Dhabi complements this strategy, driving UAE to the position of the most valuable brand in the Middle East. The paper further enquires the case of Qatar and compares it with the branding process of the UAE. Qatar has established various branding resources such as the Al Jazeera news network, international sport events and several cultural and educational exchange programs with international profile. The UAE strives to become an influencer in the global economy, overriding its dependence on hydrocarbon reserves. Qatar is richer in hydrocarbon reserves than the UAE; nevertheless, it shares the interest of detaching itself from the rentier economy. The study explores the fact that from 2014-onwards the global oil economy was hit hard, as the price of the oil barrel is at an historic low, thus it has become stringent for the Persian Gulf countries to diversify the revenue sources. As a

  19. The risks of nation branding as crisis response

    DEFF Research Database (Denmark)

    Rasmussen, Rasmus Kjærgaard; Merkelsen, Henrik

    2014-01-01

    alternative strategies for handling crises based on 'societal models'. Through a case study of Denmark's so-called Cartoon Crisis we demonstrate how crisis communication falls short of coping aptly with the complexity of the crisis due to the branding-inspired translation from 'sudden' to 'ongoing' crisis. We......In this article, we investigate the limitations of organization-centric models for crisis communication in handling place crises. Two distinct types of place crisis are identified as what we respectively term the 'sudden' and the 'ongoing' type. We point out that place branding traditionally has...... been used to handle the latter type. We then demonstrate how the inspiration from corporate communication in place branding has led to a fixation on reputation, which becomes salient when place branding is used as crisis communication in sudden crisis. Here the corporate inspiration tends to rule out...

  20. The nation branding opportunities provided by a sport mega-event: South Africa and the 2010 FIFA World Cup

    OpenAIRE

    Knott, B.; Fyall, A.; Jones, Ian

    2015-01-01

    Over the past decade there has been a growing awareness of the significant impact that hosting sport mega-events can have on a nation[U+05F3]s brand. This paper discusses the context of nation branding and the role of sport mega-events in generating a nation branding legacy. A nation brand is not owned or controlled by a single organisation, but rather jointly developed and delivered by a network of public and private sector organisations. The examination of both event and brand stakeholder p...

  1. (In)credible India? : a critical analysis of India’s nation branding

    OpenAIRE

    Ramamurthy, Anandi; Edwards, Lee

    2017-01-01

    We offer a political-economic, postcolonial interrogation of nation branding based on the Incredible India campaign. We show how the violence inherent in nation branding promotes internal hegemonies and external market interests at the expense of ideas of belonging and community. In Incredible India, colonial identities are reinscribed, peripheralising India in line with the demands of global markets and privileging Western desires and imagination. Internal political hegemonies promoting Indi...

  2. The concept of lithuania‘s nation brand: challenges and problems

    OpenAIRE

    Bakutytė, Aistė

    2009-01-01

    Nation branding is a new form of forming and managing the image of a country. A proper branding strategy can help ecountries gain international popularity. The State-level formation of Lithuania’s image started thirteen years ago. Nevertheless, Government’s efforts to brand Lithuania have been unsuccessful. Today the process of Lithuania’s image formation has been suspended. The object of the research of the master thesis is the process of creation of Lithuania’s image in the context of natio...

  3. The new PR of states: How nation branding practices affect the security function of public diplomacy

    DEFF Research Database (Denmark)

    Rasmussen, Rasmus Kjærgaard; Merkelsen, Henrik

    2012-01-01

    points to a possible future status of public diplomacy under the influence of nation branding: Public diplomacy may maintain a function pertinent to national security but as this function is incapable of managing real risks it will only serve as auto-communication that legitimizes security policy towards...

  4. Consumer preferences and brand equity measurement of Spanish national daily newspapers: a conjoint analysis approach.

    Science.gov (United States)

    Varela Mallou, J; Rial Boubeta, A; Braña Tobío, T

    2001-05-01

    Brand is a product attribute that, for many types of goods or services, makes a major contribution to consumer preferences. Conjoint analysis is a useful technique for the assessment of brand values for a given consumer or group of consumers. In this paper, an application of conjoint analysis to the estimation of brand values in the Spanish daily newspaper market is reported. Four newspaper attributes were considered: brand (i.e., newspaper name), price (0.60, 1.05, or 1.50 euros), Sunday supplement (yes/no), and daily pullout (yes/no). A total of 510 regular readers of the national press, stratified by age and sex, were asked to rank 16 profiles representing an orthogonal fraction of the possible attribute-level combinations. Brand was by far the most important attribute, whereas price had negligible effect. More generally, the results confirm the utility of conjoint analysis for assessing brand equity in the newspaper market and for estimating the relative importance of the various attributes to different subgroups of consumers.

  5. Cultivating China’s soft power – an act of nation branding

    DEFF Research Database (Denmark)

    Overgaard, Signe

    more local level activities, such as establishing friendship town relations and organizing local cultural events abroad. This research paper analyses China’s efforts to improve its soft power image as an act of nation branding. First, it looks into the discourse on soft power in political documents...

  6. The effect of national brand image in the process of customer purchase decision

    Directory of Open Access Journals (Sweden)

    Elaine Lopes Da Silva

    2010-10-01

    Full Text Available The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.

  7. THE ROLE OF NATION BRANDING IN THE DEVELOPMENT OF ENTREPRENEURSHIP IN TOURISM

    Directory of Open Access Journals (Sweden)

    Ionela-Valeria POPESCU

    2015-12-01

    Full Text Available This thesis approaches a current subject, in the context of the economic changes that are occurring on a global scale, that is, entrepreneurship and the benefits of its development for people. Whether it is manifested in the tourism industry or any other area of activity, the enterprise must be encouraged for at least two essential reasons: through the diversity of the goods and services that they offer, companies contribute to serving a large number of needs and creating new jobs. The novelty of the theme is emphasized by introducing the subject of nation branding as an opportunity and, at the same time, as a challenge for entrepreneurs in the field of tourism, but also by pointing out how this can contribute to an increase of their income. The purpose of the research is to highlight the role of nation branding in the development of entrepreneurship in tourism and the results of the research are outlined in an overview of the signals that the business environment that was the object of the research is giving off with regards to nation branding and its importance for Romania.

  8. The Nature and Extent of Flavored Alcoholic Beverage Consumption among Underage Youth: Results of a National Brand-specific Survey

    Science.gov (United States)

    Giga, Noreen M.; Binakonsky, Jane; Ross, Craig; Siegel, Michael

    2011-01-01

    Background Flavored alcoholic beverages are popular among underage drinkers. Existing studies that assessed flavored alcoholic beverage use among youth relied upon respondents to correctly classify the beverages they consume, without defining what alcohol brands belong to this category. Objectives To demonstrate a new method for analyzing the consumption of flavored alcoholic beverages among youth on a brand-specific basis, without relying upon youth to correctly classify brands they consume. Methods Using a pre-recruited internet panel developed by Knowledge Networks, we measured the brands of alcohol consumed by a national sample of youth drinkers, ages 16-20 years, in the United States. The sample consisted of 108 youths who had consumed at least one drink of an alcoholic beverage in the past 30 days. We measured the brand-specific consumption of alcoholic beverages within the past 30 days, ascertaining the consumption of 380 alcohol brands, including 14 brands of flavored alcoholic beverages. Results Measuring the brand-specific consumption of flavored alcoholic beverages was feasible. Based on a brand-specific identification of flavored alcoholic beverages, nearly half of youth drinkers in the sample reported having consumed such beverages in the past 30 days. Flavored alcoholic beverage preference was concentrated among the top four brands, which accounted for nearly all of the consumption volume reported in our study. Conclusions and Scientific Significance These findings underscore the need to assess youth alcohol consumption at the brand level and the potential value of such data in better understanding underage youth drinking behavior and the factors that influence it. PMID:21517708

  9. An empirical study to find important factors on building national brand: An Iranian tourism case study

    Directory of Open Access Journals (Sweden)

    Abolghasem Hakimipour

    2012-09-01

    Full Text Available Building national brand plays an important role on today's economy to attract interested tourists in visiting various countries. There are different factors impacting national brand such as advertisement, natural attraction, etc. In this paper, we perform an empirical investigation to find the impact of ten most important factors on building brand. The study designs and distributes a questionnaire among 384 international tourists who visited Iran during the year of 2010 and it uses factor analysis to group important factors. The results extract four groups; the first factor includes three most important components including satellite advertisement programs, public awareness on economical power and public awareness on specialized symposium and conferences. The second factor includes three other important factors, which are public awareness on human right, advertisement programs through distribution brushers and internet advertisement. The third factor includes two variables, which are public awareness on education and access to educational services and introducing cultural heritage. Finally, the last factor includes introducing natural attraction and advertisement programs through distribution brushers.

  10. COMPARISON OF REQUIREMENTS FOR BRAND MANAGERS RESPONSIBLE FOR COMPETITIVENESS OF BRANDS: A CROSS-NATIONAL STUDY IN THE US AND THE CZECH REPUBLIC

    Directory of Open Access Journals (Sweden)

    Wroblowská Zuzana

    2017-12-01

    Full Text Available The purpose of the paper is to present partial results of an independent research project. The author´s choice of the position “Brand Manager” was influenced by the fact that branding is a very powerful tool in striving for competitiveness in the 21st century. The paper focuses on a set of requirements in terms of educational level, professional experience, knowledge, technical competence, and business management skills for candidates for the position of “Brand Manager”. Berelson´s content analysis method was used to study recruitment advertisement texts. A cross-national study was conducted to compare requirements in the US and in the Czech Republic. The result of the present research project in the US confirmed a fundamental need for a university education, knowledge of marketing, and experience in the field of the advertising company´s business. An unexpected result was that the groups of technical competences as well as required practices and work experience for brand managers in the US and the Czech Republic had statistically significant differences. The article concludes with a number of recommendations formulated for the implementation of the human resource management practices of recruiting and selection, as their inappropriate strategy and implementation is common and the consequences are costly.

  11. Evaluating the truth brand.

    Science.gov (United States)

    Evans, W Douglas; Price, Simani; Blahut, Steven

    2005-03-01

    The American Legacy Foundation developed the truth campaign, an aspirational antismoking brand for adolescents. This study tested whether a multidimensional scale, brand equity in truth, mediates the relationship between campaign exposure and youth smoking. We collected brand equity responses from 2,306 youth on a nationally representative telephone survey. Factor analysis indicates that the scale has excellent psychometric properties and effectively measures brand equity. We developed a structural equation model to test the mediation hypothesis. Results show that brand equity mediates the relationship between truth and smoking. Analyses of potential cofounders show this relationship is robust. Behavioral branding (brands about a behavior or a lifestyle) is an important public health strategy.

  12. Investigating the impact of Private Labels on National Brand prices in the Italian yogurt market

    OpenAIRE

    Castellari, Elena; Moro, Daniele Daniele; Platoni, Silvia; Sckokai, Paolo

    2014-01-01

    Using a panel data set on the yogurt market for four hundred points of sale in Italy, we investigate, at the segment level, the interactions between private label (PL) market shares and national brand (NB) leader’s prices. We estimate a reduced form model which controls for the heterogeneity of point of sales and time using a two way fixed effect (FE) error components model (ECM). Consistently with several theoretical findings available in the literature, we expect retailers to use PL to disc...

  13. Country Image of Kazakhstan: From Stereotype and Critique to Positive National Branding

    Directory of Open Access Journals (Sweden)

    Svetlana Shakirova

    2015-03-01

    Full Text Available In the framework of nation building processes, Kazakhstani government   works on a positive national branding. For this, it decided to host international mega events such as Olympics and World Expo.   In 2011, Asian Olympic Games took place in Astana and Almaty cities. In 2017, Kazakhstan   will host the World Expo ‘Future Energy’ and 28th Winter Universiade, in 2022 Kazakhstan is going to host Winter Olympics. After ambitious transfer of the capital city from Almaty to Astana, these mega events serve to promote economic growth, infrastructure upgrading and leadership in Central Asian region.The paper shows that the country branding should not contradict to the views and believes of the citizens. Sociological study of  national identification of the people, their assessment of positive and negative sides of life, as well as  cultural heritage and traditions, intercultural communication lay in one research area with the mega projects planning and management.

  14. A National Coordinating Center for Prehospital Trauma Research Funding Transfusion Using Stored Fresh Whole Blood

    Science.gov (United States)

    2016-09-01

    Using Stored Fresh Whole Blood PRINCIPAL INVESTIGATOR: Donald Jenkins, M.D. CONTRACTING ORGANIZATION: NATIONAL TRAUMA INSTITUTE San Antonio...Std. Z39.18 A National Coordinating Center for Prehospital Trauma Research Funding Transfusion Using Stored Fresh Whole Blood Table of Contents...Warfighter Medical Research Program Funding to extend the work previously completed looking at the use of fresh whole blood FWB) and its ability to

  15. Discursive Brand Solidarisation

    DEFF Research Database (Denmark)

    Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia

    2014-01-01

    This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads that solida......This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads...

  16. Brands and Brand Equity

    OpenAIRE

    Brunello Adrian

    2011-01-01

    Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market. Therefore the topic of brand equity plays a major role in the creation and development of product and company brand strategy. The paper focuses on some general inf...

  17. Brand-Name Prescription Drug Use Among Diabetes Patients in the VA and Medicare Part D: A National Comparison

    Science.gov (United States)

    Gellad, Walid F.; Donohue, Julie M.; Zhao, Xinhua; Mor, Maria K.; Thorpe, Carolyn T.; Smith, Jeremy; Good, Chester B.; Fine, Michael J.; Morden, Nancy E.

    2013-01-01

    Background Medicare Part D and the Department of Veterans Affairs (VA) use different approaches to manage prescription drug benefits, with implications for spending. Medicare relies on private plans with distinct formularies, whereas VA administers its own benefit using a national formulary. Objective To compare overall and regional rates of brand-name drug use among older adults with diabetes in Medicare and VA. Design Retrospective cohort Setting Medicare and VA Patients National sample in 2008 of 1,061,095 Part D beneficiaries and 510,485 Veterans age 65+ with diabetes. Measurements Percent of patients on oral hypoglycemics, statins, and angiotensin-converting-enzyme inhibitors/angiotensin-receptor-blockers who filled brand-name drugs and percent of patients on long-acting insulin who filled analogues. We compared sociodemographic and health-status adjusted hospital referral region (HRR) brand-name use to examine local practice patterns, and calculated changes in spending if each system’s brand-name use mirrored the other. Results Brand-name use in Medicare was 2–3 times that of VA: 35.3% vs. 12.7% for oral hypoglycemics, 50.7% vs. 18.2% for statins, 42.5% vs. 20.8% for angiotensin-converting-enzyme inhibitors/angiotensin-receptor-blockers, and 75.1% vs. 27.0% for insulin analogues. Adjusted HRR brand-name statin use ranged (5th to 95th percentile) from 41.0%–58.3% in Medicare and 6.2%–38.2% in VA. For each drug group, the HRR at the 95th percentile in VA had lower brand-name use than the 5th percentile HRR in Medicare. Medicare spending in this population would have been $1.4 billion less if brand-name use matched the VA for these medications. Limitation This analysis cannot fully describe the factors underlying differences in brand-name use. Conclusions Medicare beneficiaries with diabetes use 2–3 times more brand-name drugs than a comparable group within VA, at substantial excess cost. Primary Funding Sources VA; NIH; RWJF PMID:23752663

  18. Brand switching and toxic chemicals in cigarette smoke: A national study.

    Directory of Open Access Journals (Sweden)

    Jennifer R Mendel

    Full Text Available US law requires disclosure of quantities of toxic chemicals (constituents in cigarette smoke by brand and sub-brand. This information may drive smokers to switch to cigarettes with lower chemical quantities, under the misperception that doing so can reduce health risk. We sought to understand past brand-switching behavior and whether learning about specific chemicals in cigarette smoke increases susceptibility to brand switching.Participants were US adult smokers surveyed by phone (n = 1,151, probability sample and online (n = 1,561, convenience sample. Surveys assessed whether smokers had ever switched cigarette brands or styles to reduce health risk and about likelihood of switching if the smoker learned their brand had more of a specific chemical than other cigarettes. Chemicals presented were nicotine, carbon monoxide, lead, formaldehyde, arsenic, and ammonia.Past brand switching to reduce health risk was common among smokers (43% in phone survey, 28% in online survey. Smokers who were female, over 25, and current "light" cigarette users were more likely to have switched brands to reduce health risks (all p < .05. Overall, 61-92% of smokers were susceptible to brand switching based on information about particular chemicals. In both samples, lead, formaldehyde, arsenic, and ammonia led to more susceptibility to switch than nicotine (all p < .05.Many US smokers have switched brands or styles to reduce health risks. The majority said they might or would definitely switch brands if they learned their cigarettes had more of a toxic chemical than other brands. Brand switching is a probable unintended consequence of communications that show differences in smoke chemicals between brands.

  19. Higher Education as Object for Corporate and Nation Branding: Between Equality and Flagships

    Science.gov (United States)

    Sataøen, Hogne Lerøy

    2015-01-01

    Branding has become an important issue within higher education. The use of core value statements and visions are expressions of this. To be a successful brand, organisations must also make sure they are different from others. However, in both the scholarly discourse and in political rhetoric, the Nordic model highlights equal access to education…

  20. The construction of Brand Denmark

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2015-01-01

    In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index via...... its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how...... the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity....

  1. Hosting international events as a national branding campaign. 2014 Winter Olympics in Sochi as a case study.

    OpenAIRE

    Bogdanov, Evgeny

    2014-01-01

    What main identities does Russia focus on in order to build a more positive national brand in the eyes of the international audience while getting ready to host 2014 Winter Olympic Games in Sochi? This thesis focuses on this sporting event as a unique opportunity for Russia to boost its image internationally from a problematic to a more positive one (Ostapenko, 2010). An empirical study examines the representation of the country in press-releases and news materials published within the News s...

  2. Higher education as object for corporate and nation branding: Between equality and flagships

    OpenAIRE

    Sataøen, Hogne Lerøy

    2015-01-01

    Branding has become an important issue within higher education. The use of core value statements and visions are expressions of this. To be a successful brand, organisations must also make sure they are different from others. However, in both the scholarly discourse and in political rhetoric, the Nordic model highlights equal access to education and opportunities for all. Values such as egalitarianism and diversity may be difficult to fit into a frame of reference where excellence is at the c...

  3. Radiological, physical, and chemical characterization of transuranic wastes stored at the Idaho National Engineering Laboratory

    Energy Technology Data Exchange (ETDEWEB)

    Apel, M.L.; Becker, G.K.; Ragan, Z.K.; Frasure, J.; Raivo, B.D.; Gale, L.G.; Pace, D.P.

    1994-03-01

    This document provides radiological, physical and chemical characterization data for transuranic radioactive wastes and transuranic radioactive and hazardous (i.e., mixed) wastes stored at the Idaho National Engineering Laboratory and considered for treatment under the Private Sector Participation Initiative Program (PSPI). Waste characterization data are provided in the form of INEL Waste Profile Sheets. These documents provide, for each content code, information on waste identification, waste description, waste storage configuration, physical/chemical waste composition, radionuclide and associated alpha activity waste characterization data, and hazardous constituents present in the waste. Information is provided for 139 waste streams which represent an estimated total volume of 39,380{sup 3} corresponding to a total mass of approximately 19,000,000 kg. In addition, considerable information concerning alpha, beta, gamma, and neutron source term data specific to Rocky Flats Plant generated waste forms stored at the INEL are provided to assist in facility design specification.

  4. The branding of institutions.

    Science.gov (United States)

    Stephenson, S

    1991-02-20

    Institutional operations capitalizing on national foodservice brands have seen sales increase as much as 40%, operators say. But what if operators choose to stay independent and develop their own brands? Our feature presents both business strategies and the concepts that are winning customers.

  5. Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

    National Research Council Canada - National Science Library

    Farbod Souri

    2017-01-01

    The purpose of this study conducted an empirical study in the field of marketing in order to investigate the relationship between brand equity brand loyalty and customer satisfaction in Refah stores...

  6. Brand Management

    OpenAIRE

    Polách, Petr

    2012-01-01

    Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation. In practical part will be applied knowledge of strategic brand management to the selected company Vivantis a.s. Part of practical part will be surfy about public awareness of the brand Vivantis a.s. On the bas...

  7. Brand Name and Generic Proton Pump Inhibitor Prescriptions in the United States: Insights from the National Ambulatory Medical Care Survey (2006–2010

    Directory of Open Access Journals (Sweden)

    Andrew J. Gawron

    2015-01-01

    Full Text Available Introduction. Proton pump inhibitors (PPI are one of the most commonly prescribed medication classes with similar efficacy between brand name and generic PPI formulations. Aims. We determined demographic, clinical, and practice characteristics associated with brand name PPI prescriptions at ambulatory care visits in the United States. Methods. Observational cross sectional analysis using the National Ambulatory Medical Care Survey (NAMCS of all adult (≥18 yrs of age ambulatory care visits from 2006 to 2010. PPI prescriptions were identified by using the drug entry code as brand name only or generic available formulations. Descriptive statistics were reported in terms of unweighted patient visits and proportions of encounters with brand name PPI prescriptions. Global chi-square tests were used to compare visits with brand name PPI prescriptions versus generic PPI prescriptions for each measure. Poisson regression was used to determine the incidence rate ratio (IRR for generic versus brand PPI prescribing. Results. A PPI was prescribed at 269.7 million adult ambulatory visits, based on 9,677 unweighted visits, of which 53% were brand name only prescriptions. In 2006, 76.0% of all PPI prescriptions had a brand name only formulation compared to 31.6% of PPI prescriptions in 2010. Visits by patients aged 25–44 years had the greatest proportion of brand name PPI formulations (57.9%. Academic medical centers and physician-owned practices had the greatest proportion of visits with brand name PPI prescriptions (58.9% and 55.6% of visits with a PPI prescription, resp.. There were no significant differences in terms of median income, patient insurance type, or metropolitan status when comparing the proportion of visits with brand name versus generic PPI prescriptions. Poisson regression results showed that practice ownership type was most strongly associated with the likelihood of receiving a brand name PPI over the entire study period. Compared to

  8. The effectiveness of openness in advertising for familiar and unfamiliar brands across different nationalities

    NARCIS (Netherlands)

    Ketelaar, P.E.; Maesen, S.; Linssen, E.J.M.; Gisbergen, M.S. van

    2013-01-01

    This generalization study determines if open advertisements for brands differing in familiarity can be successfully used as a cross cultural advertising tool. Open ads do not guide consumers towards a ready-made interpretation and require more effort to decipher than closed ads. The study was

  9. Strategic Reactions of National Brand Manufacturers towards Private Labels: An Empirical study in the Netherlands

    NARCIS (Netherlands)

    Verhoef, P.C.; Nijssen, E.J.; Sloot, L.M.

    2002-01-01

    In recent years, the quality of private label products and their market shares have grown to such an extent that most consumer goods manufacturers, brand leaders included, can not afford to ignore them. Private labels are, however, not just another generic competitor. The retailer that sells them is

  10. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    Directory of Open Access Journals (Sweden)

    Ljiljana Stošić Mihajlović

    2013-01-01

    Full Text Available The most valuable brand in the world is still "Coca Cola", and the highest increase was recorded value "Apple" because that's who entered the top ten most valuable brands. Coca-Cola HBC Serbia makes a significant contribution to the local economy. In three bottling plants, distribution centers and sales offices in Serbia and employ over 1500 people. Taxes that are paid regularly Serbian authorities are yet another way of contribution to the national economy.

  11. Pengaruh Brand Personality Pada Brand Trust, Brand Attachment, Brand Commitment, Dan Brand Loyalty

    OpenAIRE

    Sabrina, Yana Anggi; Khoiriyah, Siti

    2011-01-01

    This study aims to examine the effect of brand personality on brand trust, brand attachment, brand commitment and brand loyalty. Structural Equation Modeling (SEM) is used as analytical method. This study used purposivesampling techniques for sampling, as many as 230 young people aged 18-21 years old who live in Surakarta and intends to be loyal to soft drink Coca-Cola brand. This study shows positive effect brand personality tobrand trust, brand commitment and brand loyalty; positive effect ...

  12. Discrete Choice Model of Food Store Trips Using National Household Food Acquisition and Purchase Survey (FoodAPS).

    Science.gov (United States)

    Hillier, Amy; Smith, Tony E; Whiteman, Eliza D; Chrisinger, Benjamin W

    2017-09-27

    Where households across income levels shop for food is of central concern within a growing body of research focused on where people live relative to where they shop, what they purchase and eat, and how those choices influence the risk of obesity and chronic disease. We analyzed data from the National Household Food Acquisition and Purchase Survey (FoodAPS) using a conditional logit model to determine where participants shop for food to be prepared and eaten at home and how individual and household characteristics of food shoppers interact with store characteristics and distance from home in determining store choice. Store size, whether or not it was a full-service supermarket, and the driving distance from home to the store constituted the three significant main effects on store choice. Overall, participants were more likely to choose larger stores, conventional supermarkets rather than super-centers and other types of stores, and stores closer to home. Interaction effects show that participants receiving Supplemental Nutrition Assistance Program (SNAP) were even more likely to choose larger stores. Hispanic participants were more likely than non-Hispanics to choose full-service supermarkets while White participants were more likely to travel further than non-Whites. This study demonstrates the value of explicitly spatial discrete choice models and provides evidence of national trends consistent with previous smaller, local studies.

  13. Discrete Choice Model of Food Store Trips Using National Household Food Acquisition and Purchase Survey (FoodAPS

    Directory of Open Access Journals (Sweden)

    Amy Hillier

    2017-09-01

    Full Text Available Where households across income levels shop for food is of central concern within a growing body of research focused on where people live relative to where they shop, what they purchase and eat, and how those choices influence the risk of obesity and chronic disease. We analyzed data from the National Household Food Acquisition and Purchase Survey (FoodAPS using a conditional logit model to determine where participants shop for food to be prepared and eaten at home and how individual and household characteristics of food shoppers interact with store characteristics and distance from home in determining store choice. Store size, whether or not it was a full-service supermarket, and the driving distance from home to the store constituted the three significant main effects on store choice. Overall, participants were more likely to choose larger stores, conventional supermarkets rather than super-centers and other types of stores, and stores closer to home. Interaction effects show that participants receiving Supplemental Nutrition Assistance Program (SNAP were even more likely to choose larger stores. Hispanic participants were more likely than non-Hispanics to choose full-service supermarkets while White participants were more likely to travel further than non-Whites. This study demonstrates the value of explicitly spatial discrete choice models and provides evidence of national trends consistent with previous smaller, local studies.

  14. Prevalence of baby bottle versus breastfeeding graphics on products in national chain stores.

    Science.gov (United States)

    Gellerson, Daphne; Hornsby, Paige P; Lowenhaupt, Stephanie A; Bressler, Colleen J; Burns, Whitney R; Friedman, Caroline F; Vaughn, Natalie H; Marshall, Stephanie P; Marshall, Trisha L; Park, Jennie; Kellams, Ann

    2012-12-01

    This study surveyed the prevalence of bottle versus breastfeeding graphic images on products marketed for pregnant mothers and young children available for purchase in national chain stores. This was a product survey/content analysis. Eighteen national chain stores located in a 10-mile radius of Charlottesville, VA were visited. In total, 2,670 individual items in 11 categories of baby shower and baby gift merchandise (shower invitations, greeting cards, gift wrap, shower decorations, baby dolls, baby books, infant clothing, bibs, nursery decorations, baby blankets, and disposable diapers) were assessed. The main outcome measures were prevalences of baby bottle and breastfeeding graphic images. Baby bottle images were found on products in eight of the 11 categories of items surveyed. Thirty-five percent of baby dolls were marketed with a baby bottle. The prevalence of bottle images on items in all other categories, however, was low. Of the 2,670 items surveyed, none contained a breastfeeding image. The low prevalence of baby bottle images on commonly purchased baby gift and baby shower items is encouraging. However, the absence of breastfeeding images and the relatively high prevalence of baby dolls marketed with a baby bottle demonstrate that breastfeeding is not portrayed as the physiologic norm on these products. Product designers should explore ways to promote breastfeeding, consumers should make informed choices in product selection, and advocacy groups should promote guidelines for these products.

  15. The Effect of Brand Equity across Seafood Products

    OpenAIRE

    Lee, Yoonsuk; Chang, JaeBong

    2014-01-01

    The brand equity can be an important marketing strategy in seafood marketing industry. The effect of brand equity on unbreaded frozen products of shrimp, salmon and tilapia is measured through unit market share. The results indicate that brand equity of the selected seafood products scarcely exits. However, a noteworthy market share of store brands draws an important attention on a role of store brands in seafood markets.

  16. Corporate strategic branding: How country and corporate brands come together

    Directory of Open Access Journals (Sweden)

    Đorđević Bojan

    2008-01-01

    Full Text Available The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation, which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.

  17. Supply Chain Contracts in Fashion Department Stores: Coordination and Risk Analysis

    Directory of Open Access Journals (Sweden)

    Bin Shen

    2014-01-01

    Full Text Available In the fashion industry, department stores normally trade with suppliers of national brands by markdown contract whilst developing private labels with cooperated designers by profit sharing contract. Motivated by this real industrial practice, we study a single-supplier single-retailer two-echelon fashion supply chain selling a short-life fashion product of either a national brand or a private label. The supplier refers to the national/designer brand owner and the retailer refers to the department store. We investigate the supply chain coordination issue and examine the supply chain agents’ performances under the mentioned two contracts. We find the analytical evidence that there is a similar relative risk performance but different absolute risk performances between the national brand and the private label. This finding provides an important implication in strategic interaction for the risk-averse department stores in product assortment and brand management. Furthermore, we explore the impact of sales effort on the supply chain system and find that the supply chain is able to achieve coordination if and only if the supplier (i.e., the national brand or the private label is willing to share the cost of the sales effort.

  18. Brand management

    OpenAIRE

    Čeřovský, Michal

    2009-01-01

    The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.

  19. Brand Identity.

    Science.gov (United States)

    Lawlor, John

    1998-01-01

    Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

  20. Place Branding in Systems of Place

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Andéhn, Mikael

    2015-01-01

    The pervasive managerial logic of branding has established a stable foothold in the context of place management. Yet the question of whether places, such as cities, regions and nations, can be effectively managed using marketing techniques remains elusive, as place brands and company brands have...... be lost and its meaning relies on a reading of the brand by anyone receiving its message, the control that can be exerted over which meaning is attributed to a company brand appears almost absolute when compared to a place brand. A place is a brand often long before it is formally branded. A place brand...... – like a city, region or nation brand – is per definition attached to a system of geographical abstractions in quasi-cartographic form in which each city, region or nation is understood in relation and contrast to other geographical entities. For those who seek to alter perceptions about a place...

  1. Brand management of selected brand

    OpenAIRE

    Machová, Markéta

    2011-01-01

    This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its featu...

  2. A Comparison of Concentrations of Sodium and Related Nutrients (Potassium, Total Dietary Fiber, Total and Saturated Fat, and Total Sugar) in Private-Label and National Brands of Popular, Sodium-Contributing, Commercially Packaged Foods in the United States.

    Science.gov (United States)

    Ahuja, Jaspreet K C; Pehrsson, Pamela R; Cogswell, Mary

    2017-05-01

    Private-label brands account for about one in four foods sold in US supermarkets. They provide value to consumers due to their low cost. We know of no US studies comparing the nutrition content of private-label products with corresponding national brand products. The objective was to compare concentrations of sodium and related nutrients (potassium, total dietary fiber, total and saturated fat, and total sugar) in popular sodium-contributing, commercially packaged foods by brand type (national or private-label brand). During 2010 to 2014, the Nutrient Data Laboratory of the US Department of Agriculture obtained 1,706 samples of private-label and national brand products from up to 12 locations nationwide and chemically analyzed 937 composites for sodium and related nutrients. The samples came from 61 sodium-contributing, commercially packaged food products for which both private-label and national brands were among the top 75% to 80% of brands for US unit sales. In this post hoc comparative analysis, the authors assigned a variable brand type (national or private label) to each composite and determined mean nutrient contents by brand type overall and by food product and type. The authors tested for significant differences (Pfoods sampled, differences between brand types were not statistically significant for any of the nutrients studied. However, differences in both directions exist for a few individual food products and food categories. Concentrations of sodium and related nutrients (potassium, total dietary fiber, total and saturated fat, and total sugar) do not differ systematically between private-label and national brands, suggesting that brand type is not a consideration for nutritional quality of foods in the United States. The study data provide public health officials with baseline nutrient content by brand type to help focus US sodium-reduction efforts. Published by Elsevier Inc.

  3. Regional Branding: Building Brand Value

    Directory of Open Access Journals (Sweden)

    Klára Margarisová

    2016-01-01

    Full Text Available Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB. The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self‑expression. The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.

  4. Branding as specific deployment process

    Directory of Open Access Journals (Sweden)

    Mihailović Božo

    2006-01-01

    Full Text Available Brand and branding have been around for centuries as a means to distinguishing the goods and services from another suppliers. It is the new field of management, which has growed very fast. The brand is the most valuable asset of a company. The development of strong brand is difficult task. It needs several steps and key concepts. The paper discuss some features of the project "Made in Montenegro" as the first institutional and general promotional project in national economy. It started in 2003. and has had three steps. In the paper we have analyzed some benefits for Montenegro's companies. Branding is difficult future task for many our companies.

  5. How global brands compete.

    Science.gov (United States)

    Holt, Douglas B; Quelch, John A; Taylor, Earl L

    2004-09-01

    It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.

  6. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

    with their relatively concrete dimensions are absent when the main question is one of values. Furthermore, when  the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors......Succesful corporate branding requires that questions related to communication, publicity, and organizational structures are adressed. An uncritical adoption of approaches known from tradition product branding will inevitable give problems as the properties of tangible commodities and services...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

  7. Surveying the relationship between brand equity and brand-customer personality congruency

    OpenAIRE

    Morteza Rezaei; Shahram Jamali Kapak; Shahriar Azizi

    2013-01-01

    Assigning human`s personality features to brands is one of the main subjects that has been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand equity. So in order to explore this relationship, this research has tested a model in Shahrvand Chain Stores of Tehran. Sample of 185 customers of this store has been selected and finally with return rate of 90%, 163 usable questionnaires have been...

  8. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

    How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to

  9. Levende branding

    DEFF Research Database (Denmark)

    Schultz, Majken

    2013-01-01

    Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv.......Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv....

  10. Prepared Food Availability in U.S. Food Stores: A National Study.

    Science.gov (United States)

    Zenk, Shannon N; Powell, Lisa M; Isgor, Zeynep; Rimkus, Leah; Barker, Dianne C; Chaloupka, Frank J

    2015-10-01

    Prepared, ready-to-eat foods comprise a significant part of Americans' diets and are increasingly obtained from food stores. Yet, little is known about the availability and healthfulness of prepared, ready-to-eat food offerings at stores. This study examines associations among community characteristics (racial/ethnic composition, poverty level, urbanicity) and availability of both healthier and less-healthy prepared foods in U.S. supermarkets, grocery stores, and convenience stores. Observational data were collected from 4,361 stores in 317 communities spanning 42 states in 2011 and 2012. Prepared food availability was assessed via one healthier food (salads or salad bar), three less-healthy items (pizza, hot dog/hamburger, taco/burrito/taquito), and one cold sandwich item. In 2014, multivariable generalized linear models were used to test associations with community characteristics. Overall, 63.6% of stores sold prepared foods, with 20.0% offering prepared salads and 36.4% offering at least one less-healthy item. Rural stores were 26% less likely to carry prepared salads (prevalence ratio [PR]=0.74, 95% CI=0.62, 0.88) and 14% more likely to carry at least one less-healthy prepared food item (PR=1.14, 95% CI=1.00, 1.30). Convenience stores in high-poverty communities were less likely to carry prepared salads than those in low-poverty communities (PR=0.64, 95% CI=0.47, 0.87). Among supermarkets, prepared salads were more likely to be carried in majority-white, low-poverty communities than in non-white, high-poverty communities. Increasing the healthfulness of prepared foods within stores may offer an important opportunity to improve the food environment. Copyright © 2015 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.

  11. A Comparison of Concentrations of Sodium and Related Nutrients (Potassium, Total Dietary Fiber, Total and Saturated Fat, and Total Sugar) in Private-Label and National Brands of Popular, Sodium-Contributing, Commercially Pack

    Science.gov (United States)

    Private-label brands account for about one in four foods sold in U.S. supermarkets. They provide value to consumers due to their low cost. We know of no U.S. studies comparing the nutrition content of private-label with corresponding national-brand products. The objective of this study was to compar...

  12. Place Branding

    DEFF Research Database (Denmark)

    Medway, Dominic; Swanson, Kathryn; Neirotti, Lisa Delpy

    2015-01-01

    Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014. Design/methodology/approach: – The report details the outcome of an Oxford......: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion...... of place branding towards an activity centred on “curation”. Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field....

  13. Countries as Tourist Brands: Creation, Managing and Evaluation

    Directory of Open Access Journals (Sweden)

    Božo Skoko

    2016-06-01

    Full Text Available The paper deals with the phenomenon of nation branding and analyses the purpose, methods and effects of branding on the one hand, and evaluating nations as brands on the other. In doing so, the emphasis is laid on nations as tourist brands, especially the interdependence of the branding process and tourism development, that is, the role of tourist offer and promotion in the creation of a nation brand. In this context, the authors analyse four leading indices, that is, institutions that deal with evaluating and ranking nation brands – Simon Anholt’s Nation Brand Index, Country Brand Index from Future Brand, Brand Finance and Bloom Consulting in order to discover how certain nations become brands, and how this impacts their rating, that is, popularity. The authors conclude that tourist offer is only one of the segments that contribute to brand strength and that the nation brand is unsustainable in the long term if it is based only on the tourist industry without other positive economic indicators. Following current trends in tourism and tourism promotion, the authors particularly analyse the experiences from Asia, which in recent years has created the largest number of new brands in tourism and recorded continuous growth in the number of visits as well as continuous revenue growth. Croatia is considered a developing tourism brand, recognised at the European level, but still insufficiently on the global scale, whose key asset is for the most part its natural beauty.

  14. Power branding

    Energy Technology Data Exchange (ETDEWEB)

    Chambers, A.

    1998-12-31

    For most of its century-long history, electricity was a natural monopoly, due in part to the excessive cost of the necessary infrastructure. In the past decade, however, politics have pushed the industry toward competition and consumer choice. At the same time, technology has been developed that allows consumers to choose their electricity supplier and to track the flow of power through the various grids and lines. In her new book, Power Branding, author and industry expert Ann Chambers examines marketing and branding of electricity -- what it is, how it`s done, what its benefits are for electric utilities, marketers, and even natural gas companies allied with the utilities. She surveys industry leaders who have already taken a dive into the ocean of marketing and offers lessons drawn from their experiences. She also takes a look at other formerly regulated industries -- airlines, telephone, natural gas -- and describes how their rebirth as free-market industries may affect the course of the electric utility industry`s experience. The contents include: Introduction; Basics of branding: Brand image; Value-added services; Southern Company; Duke Energy; UtiliCorp/EnergyOne/Aquila--big and brand; Engage energy; Florida Power and Light Co.; Enron; Convergence; Lessons from the natural gas industry; Lessons from other industries; Conclusion; Resources; Glossary of branding, marketing and Btu convergence; and Major federal legislation affecting the electric power industry.

  15. Branding the green tourism in Macedonia

    OpenAIRE

    Biljana PETREVSKA; CINGOSKI, Vlatko

    2017-01-01

    Tourism is a fast growing business therefore developing a national brand can be part of an effective strategy in managing national growth in tourism. A positive national image is an essential ingredient for promotion that raises the issue for necessity of investing into national branding as part of the image-building strategy. The article draws on primary and secondary data to provide insights into the processes and conflicts over efforts to brand Macedonia as an eco-friendly destination. The...

  16. In-Store Experimental Approach to Pricing and Consumer Behavior

    Science.gov (United States)

    Sigurdsson, Valdimar; Foxall, Gordon; Saevarsson, Hugi

    2010-01-01

    This study assessed how, and to what extent, it is possible to use behavioral experimentation and relative sales analysis to study the effects of price on consumers' brand choices in the store environment. An in-store experiment was performed in four stores to investigate the effects of different prices of a target brand on consumers' relative…

  17. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

    Employer branding er både for den private og den offentlige sektor blevet en måde, de kan imødekomme ændrede arbejdsmarkedsvilkår og organisatoriske udfordringer i en postmoderne og globaliseret verden. Den aktuelle finanskrise har skabt nye udfordringer for organisationer i deres bestræbelser på...... kommunikerede employer brandprodukter. Eller bliver det unikke ved arbejdspladserne ersattet af buzzwords uden substans og inddragelse af ansatte og interessenter? Artiklen har til formål at vurdere disse spørgsmål på baggrund af analyser af to cases med employer branding.......Employer branding er både for den private og den offentlige sektor blevet en måde, de kan imødekomme ændrede arbejdsmarkedsvilkår og organisatoriske udfordringer i en postmoderne og globaliseret verden. Den aktuelle finanskrise har skabt nye udfordringer for organisationer i deres bestræbelser på...... at tiltrække- og fastholde attraktive medarbejdere. Men hvilken betydning har det, når Grundfos siger ”Mennesket er i fokus”, og hvad siger ”mangfoldighed” om Københavns Kommune som arbejdsplads i relation til employer branding? Er der egentlig sammenhæng mellem tankerne bag employer branding og de eksternt...

  18. Trends in market share of leading cigarette brands in the USA: national survey on drug use and health 2002-2013.

    Science.gov (United States)

    Sharma, Anushree; Fix, Brian V; Delnevo, Cristine; Cummings, K Michael; O'Connor, Richard J

    2016-01-29

    The main objective of this study is to examine trends in market share for leading cigarette brands, both before (2002-2008) and after (2009-2013) Food and Drug Administration (FDA) regulation of tobacco products.Design Data come from the annual National Survey on Drug Use and Health from 2002 through 2013. Descriptive statistics, cross tabulations, and logistic regression were employed. Data were weighted to the US population and adjusted for cigarette consumption. Our analysis is restricted to 164,343 current cigarette smokers who were at least 12 years of age or older, had smoked at least one cigarette in the 30 days prior to the survey, and reported a usual cigarette brand at the time of the survey. Over 12 years, 14 brands comprised over 77% of the cigarette market. Marlboro consistently held over 38% of the market. Newport held the second highest market share, and increased from 7.2% in 2002 to 10.9% by 2013. Market share of Pall Mall grew by over 400% (1.7% in 2002 vs 8.9% in 2013), likely aided by the 2009 Federal excise tax increase. No clear associations of changes in market share with the implementation of FDA's regulatory authority over tobacco in 2009 were noted. Tracking market share trends offers clues about brand marketing changing preferences of consumers. Rapidly growing cigarette brands should be monitored to determine if specific marketing practices or design changes are drivers, as these could represent public health concerns. Monitoring trends in cigarette market share could inform regulatory decision-making efforts related to marketing and advertising. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/

  19. BRICKS, BRANDING, AND THE EVERYDAY: DEFINING GREATNESS AT THE UNITED NATIONS PLAZA IN SAN FRANCISCO

    Directory of Open Access Journals (Sweden)

    Georgia Lindsay

    2017-07-01

    Full Text Available After over a decade of reports, designs, and public outreach, the United Nations Plaza in San Francisco was dedicated in 1976. Using historical documents such as government reports, design guidelines, letters, meeting minutes, and newspaper articles from archives, I argue that while the construction of the UN Plaza has failed to completely transform the social and economic life of the area, it succeeds in creating a genuinely public space. The history of the UN Plaza can serve both as a cautionary tale for those interested in changing property values purely through changing design, and as a standard of success in making a space used by a true cross-section of urban society.

  20. Identitetsbaseret branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Det er efterhånden almindeligt anerkendt, at branding spiller en central rolle i virksomhedens værdiskabelse. Men hvad det præcist er, der bestemmer, om et brand får succes eller ej, er stadigvæk ikke så let at pege på. En af grundene er, ifølge artiklens forfattere, at forskningen i stor...... udstrækning arbejder med en alt for statisk brandforståelse: Enten fokuserer den kun på brandet, sådan som det opfattes af forbrugeren, dvs. et 'udefra og ind perspektiv' - eller også opererer den udelukkende med et 'indefra og ud perspektiv'og ser på brandet, sådan som det konstrueres og styres af brand...

  1. Radiological, physical, and chemical characterization of low-level alpha contaminated wastes stored at the Idaho National Engineering Laboratory

    Energy Technology Data Exchange (ETDEWEB)

    Apel, M.L.; Becker, G.K.; Ragan, Z.K.; Frasure, J.; Raivo, B.D.; Gale, L.G.; Pace, D.P.

    1994-03-01

    This document provides radiological, physical, and chemical characterization data for low-level alpha-contaminated radioactive and low-level alpha-contaminated radioactive and hazardous (i.e., mixed) wastes stored at the Idaho National Engineering Laboratory and considered for treatment under the Private Sector Participation Initiative Program. Waste characterization data are provided in the form of INEL Waste Profile Sheets. These documents provide, for each content code, information on waste identification, waste description, waste storage configuration, physical/chemical waste composition, radionuclide and associated alpha activity waste characterization data, and hazardous constituents present in the waste. Information is provided for 97 waste streams which represent an estimated total volume of 25,450 m 3 corresponding to a total mass of approximately 12,000,000 kg. In addition, considerable information concerning alpha, beta, gamma, and neutron source term data specific to Rocky Flats-generated waste forms stored at the INEL are provided to assist in facility design specification.

  2. Zoo Store 1 at the Natural History Museum, London: Meeting National Standards?

    Directory of Open Access Journals (Sweden)

    Mark Carnall

    2007-11-01

    Full Text Available The Natural History Museum (NHM, London is at the forefront of natural history science, and a major player in developing standards for the care of these collections in museums. Around ten years ago, there was a great deal of activity developing policies and standards for the care of the different museum collections. Despite this, the feeling in the museum is that the management of the collections was neglected for some years. Since the Museum Registrar was appointed in 2004, the Museum hosted the International SPNHC Conference and has been working on implementing these policies. This paper examines how the NHM’s collections storage compares to the standards and policies to which the museum aspires. Zoo Store 1, one of the NHM’s oldest storerooms, is used as a case study. The investigation found that the store falls short of the aspired standards in documentation, security, storage and environmental conditions, but significant progress has been made in the last two years. Reasons range from historical problems inherited from previous generations of museum workers, the attitudes of personnel, and the sheer time that it takes to implement a series of standards across very large collections and numbers of staff.

  3. Is Producing a Private Label Counterproductive for a Branded Manufacturer?

    OpenAIRE

    Fabian BERGÈS; Bouamra-Mechemache, Zohra

    2009-01-01

    Branded food manufacturers vindicate the use of excess production capacities (idle otherwise) to justify their production of retailers’ brands. We study the distributor and food manufacturer’s private label strategy for production within a framework featuring endogenous store brand quality, bargaining power, possible differences in production technology and potential capacity constraints for the branded manufacturer. According to the structure of capacity constraint (applying to both ...

  4. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2011-01-01

    activists, scholars and venture capitalists, discusses the pros and cons of changing the world by ‘voting with your dollars’. Lisa Ann Richey and Stefano Ponte (Professor at Roskilde University and Senior Researcher at DIIS respectively), authors of Brand Aid: Shopping Well to Save the World, highlight how...

  5. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    A critical account of the rise of celebrity-driven “compassionate consumption” Cofounded by the rock star Bono in 2006, Product RED exemplifies a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. Brand Aid offers a deeply informed...

  6. Consumer preferences for retailer brand architectures: Results from a conjoint study

    DEFF Research Database (Denmark)

    Grunert, Klaus G.; Esbjerg, Lars; Bech-Larsen, Tino

    2006-01-01

    Purpose: The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at stores Design/methodology/approach: A conjoint analysis......, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands. Research limitations/implications: The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real...... world. Practical implications: Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts. Originality/value: The paper is innovative in isolating the effect of dimensions of retailer brand architecture...

  7. Branding Canadian Higher Education. CBIE Research

    Science.gov (United States)

    Kizilbash, Zainab

    2011-01-01

    The branding of national higher education systems is a global trend that has become increasingly common over the last decade. One of the main motives driving this trend is the view that branding a national higher education system will increase that country's market share of international students. This is evident as national higher education…

  8. Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction Dan Brand Trust Harley Davidson Di Surabaya

    OpenAIRE

    Kusuma, Yohanes Surya

    2014-01-01

    This study was conducted to determine the effect on the incidence of brand experience brand loyalty through brand satisfaction and brand trust towards the brand Harley Davidson. The activities of the Harley Davidson as a form of experience perceived by the consumer to the brand, has a distinct competitive advantage compared to its competitors. satisfaction and confidence in thebrand Harley Davidson also gave rise to the loyalty to the brand. Analysis techniques used in this research is descri...

  9. Branding Atrocity

    DEFF Research Database (Denmark)

    Muhr, Sara Louise; Rehn, Alf

    2014-01-01

    Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be ut...... choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization...

  10. Business School corporate brand identities

    OpenAIRE

    Syed Alwi, SF; CheHa, N; Yen, D

    2013-01-01

    The escalation in the number of business schools in Malaysia has created a competitive pressure to attract the best students and lecturers from both the national and international arenas. These business schools have, and, are developing competitive marketing strategies to augment their brand images in terms of university rankings as well as be seen as the top business school in the country. However, little is known to understand how these business schools position their brand images in order ...

  11. The VERB campaign: applying a branding strategy in public health.

    Science.gov (United States)

    Asbury, Lori D; Wong, Faye L; Price, Simani M; Nolin, Mary Jo

    2008-06-01

    A branding strategy was an integral component of the VERB Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.

  12. The effect of sales promotions characteristics on brand equity

    Directory of Open Access Journals (Sweden)

    Bahram Jabarzadeh Karbasi

    2014-09-01

    Full Text Available In the recent years, retail industry in Iran has faced an increasing competition and this has encouraged the managers of chain stores to find ways to differentiate their own companies. One of the influential factors in this field is brand equity. Concerning this issue, the aim of this paper is to examine the effectiveness of sale promotions on the brand equity of ETKA chain stores. Therefore, a sample of 500 people among the customers of these stores in Tehran was examined. The achieved information obtained from the questionnaire was analyzed through structural equation modeling. The results showed that monetary and non-monetary promotions could influence on brand association, brand awareness and the perceived quality. On the other hand, it came out that brand association and the perceived quality are influential on brand loyalty. At last, a few suggestions were presented based on the results of this research.

  13. Where is the Brand?

    DEFF Research Database (Denmark)

    Jones, Richard Ian; Rygaard Jonas, Louise

    The alignment of employees around the corporate brand has emerged as a major area of study in corporate branding literature generally and in the service branding literature in particular. Simultaneously, corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...

  14. Functional outcome, revision rates and mortality after primary total hip replacement--a national comparison of nine prosthesis brands in England.

    Directory of Open Access Journals (Sweden)

    Mark Pennington

    Full Text Available The number of prosthesis brands used for hip replacement has increased rapidly, but there is little evidence on their effectiveness. We compared patient-reported outcomes, revision rates, and mortality for the three most frequently used brands within each prosthesis type: cemented (Exeter V40 Contemporary, Exeter V40 Duration and Exeter V40 Elite Plus Ogee, cementless (Corail Pinnacle, Accolade Trident, and Taperloc Exceed, and hybrid (Exeter V40 Trilogy, Exeter V40 Trilogy, and CPT Trilogy.We used three national databases of patients who had hip replacements between 2008 and 2011 in the English NHS to compare functional outcome (Oxford Hip Score (OHS ranging from 0 (worst to 48 (best in 43,524 patients at six months. We analysed revisions and mortality in 187,201 patients. We used multiple regression to adjust for pre-operative differences. Prosthesis type had an impact on post-operative OHS and revision rates (both p<0.001. Patients with hybrid prostheses had the best functional outcome (mean OHS 39.4, 95%CI 39.1 to 39.7 and those with cemented prostheses the worst (37.7, 37.3 to 38.1. Patients with cemented prostheses had the lowest reported 5-year revision rates (1.3%, 1.2% to 1.4% and those with cementless prostheses the highest (2.2%, 2.1% to 2.4%. Differences in mortality according to prosthesis type were small and not significant (p = 0.06. Functional outcome varied according to brand among cemented (p = 0.05, with Exeter V40 Duration having the best and cementless prostheses (p = 0.01, with Corail Pinnacle having the best. Revision rates varied according to brand among hybrids (p = 0.05, with Exeter V40 Trident having the lowest.Functional outcomes were better with cementless cups and revision rates were lower with cemented stems, which underlies the good overall performance of hybrids. The hybrid Exeter V40 Trident seemed to produce the best overall results. This brand should be considered as a benchmark in randomised trials.

  15. Functional Outcome, Revision Rates and Mortality after Primary Total Hip Replacement – A National Comparison of Nine Prosthesis Brands in England

    Science.gov (United States)

    Pennington, Mark; Grieve, Richard; Black, Nick; van der Meulen, Jan H.

    2013-01-01

    Background The number of prosthesis brands used for hip replacement has increased rapidly, but there is little evidence on their effectiveness. We compared patient-reported outcomes, revision rates, and mortality for the three most frequently used brands within each prosthesis type: cemented (Exeter V40 Contemporary, Exeter V40 Duration and Exeter V40 Elite Plus Ogee), cementless (Corail Pinnacle, Accolade Trident, and Taperloc Exceed), and hybrid (Exeter V40 Trilogy, Exeter V40 Trilogy, and CPT Trilogy). Methods and Findings We used three national databases of patients who had hip replacements between 2008 and 2011 in the English NHS to compare functional outcome (Oxford Hip Score (OHS) ranging from 0 (worst) to 48 (best)) in 43,524 patients at six months. We analysed revisions and mortality in 187,201 patients. We used multiple regression to adjust for pre-operative differences. Prosthesis type had an impact on post-operative OHS and revision rates (both phybrid prostheses had the best functional outcome (mean OHS 39.4, 95%CI 39.1 to 39.7) and those with cemented prostheses the worst (37.7, 37.3 to 38.1). Patients with cemented prostheses had the lowest reported 5-year revision rates (1.3%, 1.2% to 1.4%) and those with cementless prostheses the highest (2.2%, 2.1% to 2.4%). Differences in mortality according to prosthesis type were small and not significant (p = 0.06). Functional outcome varied according to brand among cemented (p = 0.05, with Exeter V40 Duration having the best) and cementless prostheses (p = 0.01, with Corail Pinnacle having the best). Revision rates varied according to brand among hybrids (p = 0.05, with Exeter V40 Trident having the lowest). Conclusions Functional outcomes were better with cementless cups and revision rates were lower with cemented stems, which underlies the good overall performance of hybrids. The hybrid Exeter V40 Trident seemed to produce the best overall results. This brand should be considered as a

  16. Functional outcome, revision rates and mortality after primary total hip replacement--a national comparison of nine prosthesis brands in England.

    Science.gov (United States)

    Pennington, Mark; Grieve, Richard; Black, Nick; van der Meulen, Jan H

    2013-01-01

    The number of prosthesis brands used for hip replacement has increased rapidly, but there is little evidence on their effectiveness. We compared patient-reported outcomes, revision rates, and mortality for the three most frequently used brands within each prosthesis type: cemented (Exeter V40 Contemporary, Exeter V40 Duration and Exeter V40 Elite Plus Ogee), cementless (Corail Pinnacle, Accolade Trident, and Taperloc Exceed), and hybrid (Exeter V40 Trilogy, Exeter V40 Trilogy, and CPT Trilogy). We used three national databases of patients who had hip replacements between 2008 and 2011 in the English NHS to compare functional outcome (Oxford Hip Score (OHS) ranging from 0 (worst) to 48 (best)) in 43,524 patients at six months. We analysed revisions and mortality in 187,201 patients. We used multiple regression to adjust for pre-operative differences. Prosthesis type had an impact on post-operative OHS and revision rates (both phybrid prostheses had the best functional outcome (mean OHS 39.4, 95%CI 39.1 to 39.7) and those with cemented prostheses the worst (37.7, 37.3 to 38.1). Patients with cemented prostheses had the lowest reported 5-year revision rates (1.3%, 1.2% to 1.4%) and those with cementless prostheses the highest (2.2%, 2.1% to 2.4%). Differences in mortality according to prosthesis type were small and not significant (p = 0.06). Functional outcome varied according to brand among cemented (p = 0.05, with Exeter V40 Duration having the best) and cementless prostheses (p = 0.01, with Corail Pinnacle having the best). Revision rates varied according to brand among hybrids (p = 0.05, with Exeter V40 Trident having the lowest). Functional outcomes were better with cementless cups and revision rates were lower with cemented stems, which underlies the good overall performance of hybrids. The hybrid Exeter V40 Trident seemed to produce the best overall results. This brand should be considered as a benchmark in randomised trials.

  17. Brand, Brand Stretching, and Brand Stretching Plan for JAC

    OpenAIRE

    Lei CHEN

    2012-01-01

    With the consistent crisis of world economic, companies are encountering problems with their expansion. Introducing all new brands for expanding is hard to be accepted due to the high level of costs and risks. Using brand stretching as companies’ expansion strategy efficiently reduces the costs and risks today. Therefore, getting clear about brand stretching seems quite important for most companies nowadays. The objectives of this thesis is introducing brand stretching theory and making a...

  18. Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

    Directory of Open Access Journals (Sweden)

    Nur Choirul Afif

    2015-08-01

    Full Text Available Abstract Loyalty is one indicator of the success of marketing performance. Various studies have shown that brand loyalty increases the number of customers and sales. In addition brand loyalty is also lowering the cost to acquire new customers. Marketing managers need to give special attention to the issue of brand loyalty including the services of an English course.As one of the requirements to be able to compete at the global level is the mastery international language. However Indonesian English ability is lower than ASEAN countries such as Malaysia and Singapore. These conditions increase the number of English Courses in Indonesia rapid grow. But some people do not get the results as expected and are still looking for other colleges that are considered to have high quality with affordable prices. English village situated in Pare Kediri. About the qualifications of teaching staff infrastructure and management colleges in big cities is better than the village colleges in the Pare Kediri. Some participants still chose KampungInggris Pare Kediri as a place to learn English. The purpose of this research is how to analyze the important aspect to build brand loyalty. The results is the key factors to build brand loyalty is brand trust and brand brand affect. Brand trust and brand affect affected brand loyalty both simultaneously and partially. Marketing managers of English Courses in Indonesia must give more attention these aspects to increase brand loyalty.

  19. Brand Africa

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2012-01-01

    a. Lisa Ann Richey, Roskilde University and Stefano Ponte, Danish Institute for International Studies - Brand Aid and Africa b. Fantu Cheru, Nordic Africa Institute - The Right to Consume: Compassion and the Intricate New Phase of Capitalism and Africa c. Rita Abrahamsen, University of Ottawa...... - Africa in a Global Political Economy of Symbolic Goods d. Graham Harrison, University of Sheffield - Images and Representations of Africa: Old, New and Beyond e. Claire Mercer, London School of Economics and Political Science - The Privatisation of Aid? f. Dan Brockington, University of Manchester...

  20. Intended Brand Associations

    DEFF Research Database (Denmark)

    Koll, Oliver; von Wallpach, Sylvia

    2014-01-01

    Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap...... of actual consumer brand associations and management-intended brand associations (brand association match). The article presents results from two large-scale studies (3353 and 1201 respondents) involving one consumer goods and one service brand with multiple operationalizations of consumer response...... (attitudinal and behavioral). The results show that consumers with high brand association match show more positive brand response. However, after accounting for the valence of associations match does not add explanatory power. This outcome challenges a key foundation of brand management. The discussion...

  1. Branding water.

    Science.gov (United States)

    Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

    2014-06-15

    Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. Copyright © 2014 The Authors. Published by Elsevier Ltd.. All rights reserved.

  2. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...... the cingulate gyrus and the ventromedial prefrontal cortex, as measured by a functional magnetic resonance imaging (fMRI) study; (2) novel brands are associated with longer choice response latency than familiar brands; and (3) positive mood enhances response latency of choosing novel brands compared to familiar...... brands....

  3. Internal Brand Management of Destination Brands

    DEFF Research Database (Denmark)

    Cox, Natasha; Gyrd-Jones, Richard; Gardiner, Sarah

    2014-01-01

    Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations....... However, theories to inform these strategies are limited. This paper proposes that internal brand management theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi......-structured interviews with members of a destination brand network indicate that highly centralised networks hinder operator buy-in to the destination brand. Informal communication via more personalised sub-networks rather than directive leadership appear to facilitate knowledge sharing and create support mechanisms...

  4. To brand or not to brand

    DEFF Research Database (Denmark)

    Andersen, Lone Schreiber; Brunsø, Karen

    2002-01-01

    When consumers recognise the Irma-girl, the yellow arches of McDonald's or the logo of Arla Foods, they react to the 'branding' of the company.E ven though many people have already heard of branding, only a minority are able to define the concept.A 'brand' can be a number of things: a name, a sym...

  5. Youth alcohol brand consumption and exposure to brand advertising in magazines.

    Science.gov (United States)

    Ross, Craig S; Ostroff, Joshua; Siegel, Michael B; DeJong, William; Naimi, Timothy S; Jernigan, David H

    2014-07-01

    Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011. We contrasted per capita advertising exposure, considering different age- and sex-specific groups, for popular youth brands versus all other magazine brands. For each brand, we reported the age group receiving the highest level of per capita advertising exposure, as well as other age groups within 10% of that peak level. Underage males ages 18-20 were the most heavily exposed age group for 11 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 6 brands. Underage females ages 18-20 were most heavily exposed for 16 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 2 brands. In contrast, those ages 18-20 were the most heavily exposed group for fewer than 10% of the remaining 308 magazine advertising brands for either sex. These findings suggest a relationship between advertising exposure and youth alcohol brand consumption. Current alcohol industry self-regulatory codes may not be sufficiently protective of youth.

  6. DIissolution of low enriched uranium from the experimental breeder reactor-II fuel stored at the Idaho National Laboratory

    Energy Technology Data Exchange (ETDEWEB)

    Daniel, G. [Savannah River Site (SRS), Aiken, SC (United States). Savannah River National Lab. (SRNL); Rudisill, T. [Savannah River Site (SRS), Aiken, SC (United States). Savannah River National Lab. (SRNL); Almond, P. [Savannah River Site (SRS), Aiken, SC (United States). Savannah River National Lab. (SRNL); O' Rourke, P. [Savannah River Site (SRS), Aiken, SC (United States). Savannah River National Lab. (SRNL)

    2017-06-28

    The Idaho National Laboratory (INL) is actively engaged in the development of electrochemical processing technology for the treatment of fast reactor fuels using irradiated fuel from the Experimental Breeder Reactor-II (EBR-II) as the primary test material. The research and development (R&D) activities generate a low enriched uranium (LEU) metal product from the electrorefining of the EBR-II fuel and the subsequent consolidation and removal of chloride salts by the cathode processor. The LEU metal ingots from past R&D activities are currently stored at INL awaiting disposition. One potential disposition pathway is the shipment of the ingots to the Savannah River Site (SRS) for dissolution in H-Canyon. Carbon steel cans containing the LEU metal would be loaded into reusable charging bundles in the H-Canyon Crane Maintenance Area and charged to the 6.4D or 6.1D dissolver. The LEU dissolution would be accomplished as the final charge in a dissolver batch (following the dissolution of multiple charges of spent nuclear fuel (SNF)). The solution would then be purified and the 235U enrichment downblended to allow use of the U in commercial reactor fuel. To support this potential disposition path, the Savannah River National Laboratory (SRNL) developed a dissolution flowsheet for the LEU using samples of the material received from INL.

  7. INFLUENCE OF MANUFACTURER SIGNATURE ON STORE BRANDS’ LOYALTY AND PURCHASE INTENTION

    Directory of Open Access Journals (Sweden)

    Cristina Calvo-Porral

    2016-02-01

    Full Text Available With today’s trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands’ purchasing likelihood between store brands with a manufacturer identification – a manufacturer signature – and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands’ purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands’ purchasing likelihood.

  8. Creating the living brand.

    Science.gov (United States)

    Bendapudi, Neeli; Bendapudi, Venkat

    2005-05-01

    It's easy to conclude from the literature and the lore that top-notch customer service is the province of a few luxury companies and that any retailer outside that rarefied atmosphere is condemned to offer mediocre service at best. But even companies that position themselves for the mass market can provide outstanding customer-employee interactions and profit from them, if they train employees to reflect the brand's core values. The authors studied the convenience store industry in depth and focused on two that have developed a devoted following: QuikTrip (QT) and Wawa. Turnover rates at QT and Wawa are 14% and 22% respectively, much lower than the typical rate in retail. The authors found six principles that both firms embrace to create a strong culture of customer service. Know what you're looking for: A focus on candidates' intrinsic traits allows the companies to hire people who will naturally bring the right qualities to the job. Make the most of talent: In mass-market retail, talent is generally viewed as a commodity, but that outlook becomes a self-fulfilling prophesy. Create pride in the brand: Service quality depends directly on employees' attachment to the brand. Build community: Wawa and QT have made concerted efforts to build customer loyalty through a sense of community. Share the business context: Employees need a clear understanding of how their company operates and how it defines success. Satisfy the soul: To win an employee's passionate engagement, a company must meet his or her needs for security, esteem, and justice.

  9. How brand personality, brand identification and service quality influence service brand equity

    National Research Council Canada - National Science Library

    Loureiro, Sandra Maria Correia; Lopes, Rui; Kaufmann, Hans Ruediger

    2014-01-01

    .... Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity...

  10. Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

    Directory of Open Access Journals (Sweden)

    Farbod Souri

    2017-06-01

    Full Text Available The purpose of this study conducted an empirical study in the field of marketing in order to investigate the relationship between brand equity brand loyalty and customer satisfaction in Refah stores in which Nam and colleagues model 2011 have been used. In this model the relationship between brand equity and brand loyalty and customer satisfaction is evaluated. To review research a sample of 384 customers was selected as a stepwise clustering. Data gathered by standard questionnaire with 23 questions that its validity and reliability confirmed and was distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of Descriptive statistics indices such as frequency and frequency percentage were used and in inferential statistics correlation methods structural equation modeling path analysis has been done using the spss and lisrel software. The results of the analysis showing the existence of a significant and positive relationship of brand equity on customer satisfaction and loyalty. In general the ability of Refah store to increase customer satisfaction and brand loyalty of customers to Refah brand being associated with the brand equity 050 p.

  11. Convenience Store Workplace Literacy Curriculum.

    Science.gov (United States)

    Van Duzer, Carol; Mansoor, Inaam

    The Convenience Store Workplace Literacy Curriculum was developed for English-as-a-Second-Language classes offered by the Southland Corporation, 7-Eleven stores, through a national workplace literacy grant. It is based on an analysis of the tasks and interactions common to a convenience store worksite. Store employees, managers, field consultants,…

  12. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

    Everyone has a personal brand. To ensure success at work you need to manage your personal brand which is made up of your tangible and intangible attributes. This paper reviews the literature around personal branding, looks at some of the attributes and discusses ways you can reflect and begin to build your personal brand in a higher education…

  13. BRAND - PRODUCT INTERDEPENDENCE

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2014-06-01

    Full Text Available In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are needed to investigate the brand-product relationship.

  14. The importance of store windows in creating store identity and store attractiveness

    Directory of Open Access Journals (Sweden)

    Renko Sanda

    2012-01-01

    Full Text Available While choosing the store, customer first notices the store window and it plays an important role in retailing strategy. Store's window is what customers see first in meeting with the store. Store window design can lead customer to enter the store, and can give a lot of information about store brands and products. Besides the analysis of the way how specific elements of the window design affect customers and their perception, the explanation of their attraction and rejection to customers is given. If we consider the importance of the topics, we can point out the lack of literature about store windows as the communication tool which allow store to communicate with its customers and to create its retailing strategy as well. There is the scientific contribution of this paper. The paper gives theoretical comprehensions completed with the results of the study about the importance of store windows for retailers as well as for customers. Therefore, for the purpose of this paper, a two-phase research study, including a qualitative and a quantitative approach, was used: 1 the qualitative study among retailers which indicated the most important elements of store windows, the level of financial sources invested in the window design, the basis for the decisions about store window design, etc.; 2 the quantitative study on the sample of consumers conducted with on-line questionnaire. Findings suggest that store window attractiveness is the main motif for store visits. The results of the research confirm that by means of store window and its elements (with special emphasis on price and pricing actions retail store sends messages to its consumers.

  15. Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image

    OpenAIRE

    Syed Alwi, SF; Nguyen, B; Melewar, TC; Yeat-Hui, L; Liu, M

    2015-01-01

    Purpose (mandatory) The research explores brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business to business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediatio...

  16. Internalising the brand

    OpenAIRE

    Lynch, J.; Egan, J.; Hultman, H.

    2010-01-01

    Internal branding has become a focus of research interest especially in service led organisations. However, interest in employee understanding and brand supportive behaviour is an under researched area (Punjaisri and Wilson 2007). This paper aims to add insights regarding internal branding and brand delivery from a new employee perspective in a retail context. It reveals new employees’ understanding of brand values, their use in everyday work and the congruence with management expectations. A...

  17. A confirmation of the occurrence of Euploea sylvester hopei Felder & Felder, 1865 (Double-branded Blue Crow from Kaptai National Park, Rangamati District, Bangladesh

    Directory of Open Access Journals (Sweden)

    Tahsinur Rahman Shihan

    2016-07-01

    Full Text Available The Double-branded Blue Crow Euploea sylvester hopei C & R Felder, 1865 (Lepidoptera: Nymphalidae: Danainae is a rare member of the genus Euploea Fabricius, 1807 and ranges through South Asia, Southeast Asia and parts of Australia. During the course of a field visit to the Park, the author recorded an individual of Euploea sylvester hopei on 14 ‎June ‎2014 at the Rampahar balurchar (22°30'29.57" N and 92°11'36.60" E in Kaptai National Park of Rangamati District, Bangladesh (Image 1. The male individual was caught at 12:40+6GMT and photographed (Image 2−4 . Two other individuals of the subspecies were observed during the field visit period, suggesting that this is not a common species in that area. However, no specimens were collected, due to lack of collection permits.

  18. Resolving the Innovation Diffusion Paradox in Mobile App Stores

    DEFF Research Database (Denmark)

    Xiong, Bingqing; Tan, Chee-Wee; Wang, Weiquan

    2017-01-01

    to the abundance of apps and multitudinous promotional information. To this end, this study proposes branding as a strategy to tackle the innovation diffusion paradox. Specifically, we construct a research model that posits consumers’ brand awareness as an antecedent affecting their brand association and quality...... which, when taken together, affect their knowledge of affiliated apps and download intentions in mobile app stores. Based on data gathered via a preliminary online survey administered on consumers belonging to one of the largest mobile app stores in China, we attest to the impact of branding...

  19. Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project

    Science.gov (United States)

    Roberts, Sarah P.; Siegel, Michael B.; DeJong, William; Ross, Craig S.; Naimi, Timothy; Albers, Alison; Skeer, Margie; Rosenbloom, David L.; Jernigan, David H.

    2015-01-01

    Background Alcohol research focused on underage drinkers has not comprehensively assessed the landscape of brand-level drinking behaviors among youth. This information is needed to profile youth alcohol use accurately, explore its antecedents, and develop appropriate interventions. Methods We collected national data on the alcohol brand-level consumption of underage drinkers in the United States and then examined the association between those preferences and several factors including youth exposure to brand-specific alcohol advertising, corporate sponsorships, popular music lyrics, and social networking sites, and alcohol pricing. This paper summarizes our findings, plus the results of other published studies on alcohol branding and youth drinking. Results Our findings revealed several interesting facts regarding youth drinking. For example, we found that: 1) youth are not drinking the cheapest alcohol brands; 2) youth brand preferences differ from those of adult drinkers; 3) underage drinkers are not opportunistic in their alcohol consumption, but instead consume a very specific set of brands; 4) the brands that youth are heavily exposed to in magazines and television advertising correspond to the brands they most often report consuming; and 5) youth consume more of the alcohol brands to whose advertising they are most heavily exposed. Conclusion The findings presented here suggests that brand-level alcohol research will provide important insight into youth drinking behaviors, the factors that contribute to youth alcohol consumption, and potential avenues for effective public health surveillance and programming. PMID:27034628

  20. Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project.

    Science.gov (United States)

    Roberts, Sarah P; Siegel, Michael B; DeJong, William; Ross, Craig S; Naimi, Timothy; Albers, Alison; Skeer, Margie; Rosenbloom, David L; Jernigan, David H

    Alcohol research focused on underage drinkers has not comprehensively assessed the landscape of brand-level drinking behaviors among youth. This information is needed to profile youth alcohol use accurately, explore its antecedents, and develop appropriate interventions. We collected national data on the alcohol brand-level consumption of underage drinkers in the United States and then examined the association between those preferences and several factors including youth exposure to brand-specific alcohol advertising, corporate sponsorships, popular music lyrics, and social networking sites, and alcohol pricing. This paper summarizes our findings, plus the results of other published studies on alcohol branding and youth drinking. Our findings revealed several interesting facts regarding youth drinking. For example, we found that: 1) youth are not drinking the cheapest alcohol brands; 2) youth brand preferences differ from those of adult drinkers; 3) underage drinkers are not opportunistic in their alcohol consumption, but instead consume a very specific set of brands; 4) the brands that youth are heavily exposed to in magazines and television advertising correspond to the brands they most often report consuming; and 5) youth consume more of the alcohol brands to whose advertising they are most heavily exposed. The findings presented here suggests that brand-level alcohol research will provide important insight into youth drinking behaviors, the factors that contribute to youth alcohol consumption, and potential avenues for effective public health surveillance and programming.

  1. Building Brand Power

    Science.gov (United States)

    Lakshmi, S.; Muthumani, S., Dr.

    2017-05-01

    Brand power is established through brand awareness. It’s all about making consumers familiar about their products and services. Marketing strategies should make the customers extend the positive approach towards brand and continue through repeated purchases. There is a triple perspective approach to investigate the brand awareness in this research. The brand awareness and brand equity are studied and the relationship between those are analyzed. This also drills down about the brand performance and knowledge with awareness which tries to find out the brands value and utility among the public. Continuous improvement on package design, quality and buying experience will lead to customer loyalty and preference. Branding should happen though creative ads, eye catchers and special campaigns. Brand awareness is the extent to which consumers are familiar with their product or services. Power of a brand is resides in the minds of the customers. To build a strong brand, it is one of the great challenge for the marketers to ensure that customers have the right experiences with products and services and various marketing programs. So that tenderness, beliefs, perspective, perception and so on linked to the brand. If we are presenting the brand with no enthusiasm or spunk, people are going to forget about our brand. Even though that may seem harsh, it’s the naked truth in today’s marketing world. Brand must reach out to the community by special events, creating campaigns to keep the brand relevant also offer customer a unique experience. Here we study about the brand consciousness and to identify the cohesion between brand awareness with knowledge and performance and also to assess the effect of brand awareness on consumer purchase. In this study we necessary statistical tools like chi-square test ad t-test has been used to analyse the collected data. It is highly recommend to increase brand awareness, the marketers are constantly required to build brand awareness both

  2. Storing your medicines

    Science.gov (United States)

    ... away from the stove, sink, and any hot appliances. You can also store medicine in a storage ... us Disclaimers Copyright Privacy Accessibility Quality Guidelines Viewers & Players MedlinePlus Connect for EHRs For Developers U.S. National ...

  3. Brand recognition in television advertising: The influence of brand presence and brand introduction

    Directory of Open Access Journals (Sweden)

    Charlene Gerber

    2014-02-01

    Full Text Available Purpose: To assess the relationship between brand recognition and brand presence and brand introduction.Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction.Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents.Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition.Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.

  4. Persona-fied brands

    DEFF Research Database (Denmark)

    Dion, Delphine,; Arnould, Eric

    2016-01-01

    We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate...... persona-fied brands from other human brands, we dimensionalise the chef persona, and we identify two possible models of brand management through persona: (1) the distributed or fragmented persona-fication of the brand, which is based on a disjunction of different facets of the brand persona, each embodied...... in different persons; and (2) the unified persona-fication of the brand, which is based on the conjunction of the different facets of the brand persona. Here, the persona is embodied in a single person who embodies the different facets of the brand persona. Our analysis surfaces theoretical resonance...

  5. Analisis Pengaruh Brand Communication Dan Brand Image Terhadap Brand Trust Semen Tiga Roda Di Jawa Timur

    OpenAIRE

    Toha, Jessica

    2016-01-01

    The brand plays an important role at the moment so the brand communication must be done fairly and accurately. Due to the communication will help brand to strengthen the brand image to convince the customer to trust the brand (brand trust). This study aimed to analyze the effect of brand communication and brand image to brand trust Tiga Roda cement in East Java. This study will be conducted by distributing questionnaires of 100 retailer who sell Tiga Roda cement. Analysis techniques that will...

  6. Brand recognition in television advertising: The influence of brand presence and brand introduction

    OpenAIRE

    Charlene Gerber; Marlize Terblanche-Smit; Tracey Crommelin

    2014-01-01

    Purpose: To assess the relationship between brand recognition and brand presence and brand introduction.Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction.Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gat...

  7. PROMOTING TOURISTIC BRAND ”BUCOVINA”

    Directory of Open Access Journals (Sweden)

    Liliana HÎNCU

    2015-04-01

    Full Text Available The concept of tourism product appears as a part of the travel agencies and the tourist areas such as: Bucovina and Maramures, Danube Delta, Dobrogea etc. Tourist areas have become real brands along the sights of Romania. Associations promote tourism, tourist information centers and tourist promotion offices of Romania, together with ANAT should devise strategies to promote tourism brands representing Romania. Regarding tourism brand, it is a picture element, which identifies the products or services of a tourist zone. Customers are the ones who decide if that brand live up to their expectations or not. Travel Branding is a process of creating and maintaining a brand in the hospitality industry. Travel Branding refers to identifying and exploiting competitive advantages in our case about the strengths of your product or Bucovina tourist area. Bucovina ,,Neverland” promoting a full of beauty. I think it can awaken from the numbness Romanian tourism. Just as red Bordeaux promote France among others, as well as Voronet blue is a Romanian brand, internationally recognized, and I think that is the most important national tourism brand. After many this area is considered a wonderland of Romania, a pearl of the country that can make the most to promote the culture and traditions of this part of Europe, so-called Switzerland of Romania. It's an area where natural beauty is complemented by monasteries and hospitality of the people of the lands.

  8. Marketing mix effects on private labels brand equity

    OpenAIRE

    Abril, Carmen; Rodriguez-Cánovas, Belén

    2016-01-01

    The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing mix levers such as advertising, perceived price, and monetary promotions. The results indicate that the most efficient marketing mix tools for private label brand equity creation are private labels in...

  9. The brand architecture of grocery retailers

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino; Esbjerg, Lars

    2009-01-01

    on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co......This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based......- constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed....

  10. Health branding ethics

    DEFF Research Database (Denmark)

    Anker, Thomas Boysen; Sandøe, Peter; Kamin, Tanja

    2011-01-01

    into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional claims, process claims, and health symbols......) as well as a number of general concerns that apply to health branding as such. Being a pioneering analysis, this article advances the academic understanding of health branding and provides practitioners with knowledge of important concerns to take into account when marketing health brands....

  11. The Longevity of Crop Seeds Stored Under Long-term Condition in the National Gene Bank of Bulgaria

    Directory of Open Access Journals (Sweden)

    Desheva Gergana

    2016-10-01

    Full Text Available Seed accessions from 7 plant families and 28 species stored for above 20 years in the National gene bank of Bulgaria were evaluated. All seed accessions were maintained as base collection under long-term storage conditions with low moisture contents (5±2% in hermetically closed containers at −18°C. On the basis of experimental data, the seed storage characters σ (standard deviation of seed death in storage, P50% (the time for viability to fall to 50% and P10% (the time for viability reduction of 10% were determined allowing the prediction of seed storage life and the regeneration needs. The results showed significant differences in loss of seed viability among species and within the species. After 20–24 years of storage, eleven crops showed minimal viability decline under 5% as compared to the initial viability (oats, barley, maize, bread wheat, durum wheat, smooth brome grass, faba bean, chickpea, sunflower, cucumber and pepper. For the same storage time, another group of crops (sorghum, triticale, orchard grass, tall fescue, common vetch, grass pea, lentil, common bean, rapeseed, tobacco, flax, cabbage and tomatoes presented 5–10% reduction of seed viability. More significant changes in seed viability – above 10% – were detected for peanuts, lettuce, soybean and rye. The σ values varied from 20.41 years (Arachis hypogaea L. to 500 years (for Avena sativa L. and Triticum aestivum L. There was wide variation across species, both in time taken for the viability to fall to 50% and in time taken for the seed viability reduction of 10%. The study illustrates the positive effect of both seed storability early monitoring and prediction of regeneration needs as a tool for limiting undesired losses.

  12. THE HOLISTIC BRAND EXPERIENCE OF BRANDED MOBILE APPLICATIONS AFFECTS BRAND LOYALTY

    National Research Council Canada - National Science Library

    Junghyun Kim; Eun Ah Yu

    2016-01-01

    ...) on brand loyalty in a sample of 223 university students. Results showed that affective, cognitive, behavioral, and relational holistic brand experiences had significant effects on brand loyalty...

  13. BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

    Directory of Open Access Journals (Sweden)

    Alina Catalina Duduciuc

    2014-12-01

    Full Text Available The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, we supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, we tested the influence of the stops and fricatives consonants in inferring certain attributes of product. To this end, fifty nine students (N=59 participated in a research based on questionnaire. The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel. No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.

  14. The relationship between alcohol price and brand choice among underage drinkers: Are the most popular alcoholic brands consumed by youth the cheapest?

    Science.gov (United States)

    Albers, Alison Burke; DeJong, William; Naimi, Tim; Siegel, Michael; Jernigan, David H.

    2014-01-01

    We examined the influence of price on alcohol brand choice among underage youth. Using a national sample of 1,032 youth ages 13–20, recruited from a national internet panel in 2011–2012, we compared differences in mean prices between popular and unpopular brands; examined the association of price and brand popularity using logistic regression; and rank ordered the average price of top brands. Lower brand-specific prices were significantly associated with higher levels of past 30-day consumption prevalence. However, youth did not preferentially consume the cheapest brands. These findings indicate that youth have preferences for certain brands, even if those brands cost more than competing brands. Our study highlights the need for research on the impact of brand-specific alcohol marketing on underage drinking. PMID:25183436

  15. Brand Equity Evaluation Model

    National Research Council Canada - National Science Library

    Migle Eleonora cernikovaite

    2011-01-01

    ...) benefits to the consumer. This article aims to assess how the international dimension is reflected in the various models of brand equity, analyze Lithuanian actualities in managing and evaluating brands, also to reveal...

  16. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

    The trend among students to advocate their professors online continues to generate interest within marketing academia. Brand advocacy in products and services has played a vital role in marketing. However, no known research to date has embraced the idea of brand advocacy in marketing education. This research builds on the recent human brand…

  17. Methodical Approaches to Communicative Providing of Retailer Branding

    Directory of Open Access Journals (Sweden)

    Andrey Kataev

    2017-07-01

    Full Text Available The thesis is devoted to the rationalization of methodical approaches for provision of branding of retail trade enterprises. The article considers the features of brand perception by retail consumers and clarifies the specifics of customer reviews of stores for the procedures accompanying brand management. It is proved that besides traditional communication mix, the most important tool of communicative influence on buyers is the store itself as a place for comfortable shopping. The shop should have a stimulating effect on all five human senses, including sight, smell, hearing, touch, and taste, which shall help maximize consumer integration into the buying process.

  18. Branding your medical practice.

    Science.gov (United States)

    Maley, Catherine; Baum, Neil

    2010-01-01

    Branding is the process of differentiating your medical practice from all other practices in the industry. Branding takes into account the "look and feel" of your office, you and your staff your materials, and every other detail that gives your patients clues as to who you are and what you value. This article will review the strategies that go into building your own solid brand so your existing patients, as well as prospective ones, are attracted and loyal to you and your brand.

  19. Millennials brand awareness

    OpenAIRE

    Capelo, Inês Ribeiro dos Santos

    2014-01-01

    The present work aims at identifying Portuguese Millennials’ characteristics and uses them to create guidelines brands should use when it comes to successfully engaging with this generation in Portugal. A literature review about Millennials and Brand Awareness has been conducted so a research model could be created. The new 3 Cs of Millennials Brand Awareness model identify Content & Creativity, Customer Engagement and Cause-Related Marketing as central pillars brands should considerer when t...

  20. HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

    Directory of Open Access Journals (Sweden)

    M. Țichindelean

    2015-06-01

    Full Text Available The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer’s and brand personality concepts. The second part describes the used research methodology for achieving the paper’s purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers’ personality and the brand personality they perceive is positively correlated with their brand preferences.

  1. Internal Branding and Employee Brand Consistent Behaviours

    DEFF Research Database (Denmark)

    Mazzei, Alessandra; Ravazzani, Silvia

    2017-01-01

    -normative and constitutive approach to internal branding by proposing an enablement-oriented communication approach. The conceptual background presents a holistic model of the inside-out process of brand building. This model adopts a theoretical approach to internal branding as a nonnormative practice that facilitates...... constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the nonnormative and constitutive internal branding process. The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers...... and 2 focus groups with Italian communication managers. Findings show that, in order to enhance employee brand consistent behaviours, the most effective communication practices are those characterised as enablement-oriented. Such a communication creates the organizational conditions adequate to sustain...

  2. Value, Satisfaction and Word of Mouth for a Retail Brand

    Directory of Open Access Journals (Sweden)

    Elias Frederico

    2014-12-01

    Full Text Available This study aimed to identify the antecedents of value, satisfaction and worth of mouth (WOM for franchise and flagship store shoppers. The literature review and a in-depth interview with the flasgship store manager indicated that brand and product aspects, as well the store environment and services aspects influence value, satisfaction and WOM. Then, a structural model was adjusted and tested with data collected from a survey with 275 consumers. Findings indicate that WOM and satisfaction are mediated by hedonism and utilitarism. Brand and store aspects are determinants of hedonic value and store aspects are associated with utilitarism. In addiction, flagship shoppers are more satisfied and tend to recommend the brand more than franchise shoppers. 

  3. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

    Bernritter, S.F.; Verlegh, P.W.J.; Smit, E.G.; De Pelsmacker, P.

    2016-01-01

    Purpose and Approach This Chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an

  4. How Brand Equity and Movieliking Can Override Impact of Misleading Brand Placement Toward Brand Attitudes

    OpenAIRE

    Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro

    2014-01-01

    The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influenc...

  5. INFLUENCE OF BRAND EQUITY AND MOVIELIKING IN OVERRIDING IMPACT OF MISLEADING BRAND PLACEMENT TOWARD BRAND ATTITUDE

    OpenAIRE

    Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro

    2014-01-01

    The starting point of this study is the phenomenon termed misleading brand placement, a con- dition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, 3 experiments were conducted to see the influence ...

  6. CORPORATE REBRANDING OF GRAMEDIA STORE (CORPORATE REBRANDING DI GRAMEDIA STORE

    Directory of Open Access Journals (Sweden)

    Natasha Helena Kairupan

    2016-10-01

    Full Text Available Abstract. The purposes of this research are to determine the stages of analysis, planning, and evaluation of corporate rebranding process of Gramedia Book Store to be Gramedia Store to rise stakeholder’s awareness. The method used is descriptive qualitative with positivism paradigm. The technique of collecting data through in-depth interview, observation, and literature study. The result of this research showed the analysis stage by analyzing the market through insights and foresights, brand audit through SWOT analysis, and identifying opportunities. The planning stage is by determine the purpose of the planning process and then determine the target audience, consist of external and internal customer. The planning of external customer by renaming and change of corporate identity, and marketing planning using communication channel (above the line and below the line. The planning of internal customer by Brand Induction, training, inspiration briefing at store, and innovation competition. The evaluation of rebranding process of Gramedia Store is having a focus group discussion with customer, media monitoring, and presentation to BOD. Keywords : Process, Corporate Rebranding, Stakeholder Awareness, Corporate Identity, Gramedia Store Abstrak.Tujuan penelitian ini adalah untuk mengetahui bagaimana tahapan analisis, perencanaan, dan evaluasi proses corporate rebranding Gramedia Book Store menjadi Gramedia Store untuk meningkatkan stakeholder awareness. Pendekatan yang digunakan adalah kualitatif dengan paradigma positivisme dan jenis studi deksriptif. Teknik pengumpulan data yang dilakukan melalui wawancara mendalam, observasi, dan studi pustaka. Berdasarkan hasil penelitian, tahapan analisis dilakukan dengan menganalisis pasar melalui insights dan foresights, audit merek dengan analisis SWOT, dan mengidentifikasi peluang. Dalam tahapan perencanaan dengan menentukan tujuan kemudian menentukan target audiens, yaitu eksternal dan internal. Perencanaan

  7. Branding Cities, Changing Societies

    DEFF Research Database (Denmark)

    Ooi, Can-Seng

    Societal changes are seldom discussed in the literature on city branding. The time element is important because it highlights the fluctuating reality of society. The city brand message freezes the place but in fact, the city branding exercise is a continuous process. Society emerges too. City...... brands are supposed to accentuate the uniqueness of the city, be built from the bottom-up and reflect the city's identity. This paper highlights three paradoxes, pointing out that city branding processes can also make cities more alike, bring about societal changes and forge new city identities. A city...

  8. Valtra brand audit

    OpenAIRE

    Stupina, Iryna

    2008-01-01

    In the highly competitive environment it is very important to utilize fully the strength and advantages of the brand in order to gain the desire market share and sustain the profitable growth. If a company has a brand built and explored already, it is needed to investigate the weaknesses and strength of the brand to utilize, maintain and develop it. The brand audit can provide with information needed for these purposes. The complete brand audit is a broad topic. In order to focus the research...

  9. International marketing brand image

    Directory of Open Access Journals (Sweden)

    Kadijević Đorđe M.

    2002-01-01

    Full Text Available The brand is at same time a name, mark, symbol, design of their combination. In contributes to the identification and differentiation of a market product, product mix or company. The brand none exists solely in the communication and through the communication with consumers. The brand being as preferred, leads to the familiarity with the consumer who insists on buying it. In marketing communication, the brand name announces its uniqueness and permanent identity. Owning one's own brand contributes to the creation of company's positive and strong image -communicational target and profit - economic target.

  10. Manufacturer and retailer brands in food retail assortments: Notes from a shopping trip across Europe

    DEFF Research Database (Denmark)

    Esbjerg, Lars; Grunert, Klaus G.; Bech-Larsen, Tino

    retailer branded products in an attempt to differentiate themselves by offering goods only available in their stores. Despite the importance of branding to retailers, the branding literature has focused on how manufacturers develop and maintain strong brands. Relatively little work has been done...... and perform a variety of activities and services, which provide added value in the eyes of consumers (Burt 2000). In this connection, branding is becoming increasingly important, as food retailers develop their own brands within and across product categories. Many retailers are attempting to cultivate...... an overall brand identity in order to protect and identify their market offering (Burt & Sparks 2002). The assortment of products food retailers offer typically includes manufacturer brands, re-tailer brands and generic or unbranded products. In recent years, increasing competition in food retailing has made...

  11. Brand recognition in television advertising: The influence of brand presence and brand introduction

    Directory of Open Access Journals (Sweden)

    Charlene Gerber

    2014-05-01

    Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents. Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition. Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.

  12. The Pragmatics of Branding

    DEFF Research Database (Denmark)

    Hatch, Mary Jo

    2012-01-01

    This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and imagination to reveal...... the role beauty plays alongside usefulness in defining and refining brand image and meaning. Design/methodology/approach: Dewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings......: The application of the theory of aesthetic expression emphasizes: understanding humans holistically in order to explain how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic ways people handle expression/expressiveness; and managing brands...

  13. Investigating cross-category brand loyalty behavior in FMCG

    DEFF Research Database (Denmark)

    Boztug, Yasemin; Hildebrandt, Lutz; Silberhorn, Nadja

    In competitive markets, customer retention is more efficient than trying to attract new customers. Brand loyalty is an intrinsic commitment to repeatedly purchase a particular brand. But most analyses have been conducted in one specific category only. It has been shown that product purchases in one...... category depend on purchases in other categories. The aspect of cross-category related brand loyalty has been somewhat neglected so far. We concentrate on cross-category relationships of strong national brands and on how customers' brand choice decisions are related across several product categories....

  14. Identification and Comparison of Requirements Imposed on Brand Managers: Cross-National Study in the U.S.A. and in the Czech Republic

    OpenAIRE

    Wroblowská, Zuzana

    2017-01-01

    The purpose of the article: The author´s interest focuses on human factor of brand managers, as brands and their added value are considered to be among the most important sources of competitive advantage for business in a competitive marketplace. There is no doubt that for succeeding in their job role, brand managers must have knowledge, dispositional traits and concomitant soft skills that arise from these traits. The purpose of the article is to provide the insight into the offering of bran...

  15. Brand Image in Cola Drinks

    OpenAIRE

    Sun, Jianfei

    2010-01-01

    In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand i...

  16. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2012-08-01

    Full Text Available Branding normally concerns products or corporations. Coca-Cola is a strong product brand. Applecombines a strong product brand with a unique corporate brand. In the modern businessenvironment, however, the concept of branding now encompasses the branding of managementphilosophies and management activities as reflected in the branding of the popular managementphilosophy of Lean. Language, metaphors and special lexical choices play an important factor in thebranding of Lean management as unique and innovative.

  17. ISLAMIC IDENTITY VERSUS CITY/PLACE BRANDING

    Directory of Open Access Journals (Sweden)

    M. Alaa Mandour

    2012-09-01

    Full Text Available Is a brand a product, a service, or a company? Is it a logo, a marketing strategy or an attitude? As globalization intensifies, places increasingly compete with other places for attention, influence, markets, investments, businesses, visitors, residents, talent and events. And competition is no longer restricted to the well-known places down the road, over the hill or across the water. Places now compete with cities, regions and countries halfway around the world. Places are increasingly getting caught off guard by unpredicted and apparently rapid shifts in competition and abruptly lose their historic purpose or their competitive edge, be it economic, social or cultural. Culture fills our cities, regions, nations and even our rural landscapes with spiritual content. Our places are an expression of who we are and what we value and they are ruthless in projecting the bad alongside the good. In its widest sense culture includes art, design, education, science, religion and sport. In the context of place branding it is the manifestation of our beliefs, values, customs and behaviors. Merging culture to brand within our city tissue is an essential part of the morphology within its spaces. This paper is trying to discuss the contribution of Islamic culture to a place brand; Relationship between culture and identity, image, visual identity etc. in the context of place branding; Impact of culture on brand equity; Developing cultural brand assets to brand places and how should we value and evaluate culture in the context of place branding?  Also will try to find answers to the following: Do we have a precise understanding of how Islamic culture adds value to or devalues a place? Do we have a methodology for capturing the value of our Islamic culture to places? And, can this culture be developed with the intent to create better places and place brands?   

  18. INFLUENCE OF BRAND EQUITY AND MOVIELIKING IN OVERRIDING IMPACT OF MISLEADING BRAND PLACEMENT TOWARD BRAND ATTITUDE

    Directory of Open Access Journals (Sweden)

    Adi Zakaria Afiff

    2014-04-01

    Full Text Available The starting point of this study is the phenomenon termed misleading brand placement, a con- dition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, 3 experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowl- edge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement.

  19. Brand extensions into the hospitality industry by luxury fashion labels and national identity: the cases of Hotel Missoni Edinburgh and Maison Moschino

    OpenAIRE

    Dallabona, A

    2014-01-01

    The luxury fashion industry is closely intertwined with the phenomenon of brand extension. Italian labels have been particularly active in this regard, consistently associating their name with a variety of products and extending into sectors that are sometimes rather distant from the core where they operate, like in the hospitality business. This thesis gives an insight into this phenomenon that sees Italian luxury fashion labels expand their brands into hôtellerie by unpacking the relationsh...

  20. How brand personality, brand identification and service quality influence service brand equity

    Directory of Open Access Journals (Sweden)

    Sandra Maria Correia Loureiro

    2014-12-01

    Full Text Available During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity. Thus, this study is the first to measure the strength of assorted relational variables, and variables related with identification and personality on brand equity for brands in the service industry. In this vein, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.

  1. Cost-Effectiveness and Cost Thresholds of Generic and Brand Drugs in a National Chronic Hepatitis B Treatment Program in China.

    Directory of Open Access Journals (Sweden)

    Mehlika Toy

    Full Text Available Chronic liver disease and liver cancer associated with chronic hepatitis B (CHB are leading causes of death among adults in China. Although newborn hepatitis B immunization has successfully reduced the prevalence of CHB in children, about 100 million Chinese adults remain chronically infected. If left unmanaged, 15-25% will die from liver cancer or liver cirrhosis. Antiviral treatment is not necessary for all patients with CHB, but when it is indicated, good response to treatment would prevent disease progression and reduce disease mortality and morbidity, and costly complications. The aim of this study is to analyze the cost-effectiveness of generic and brand antiviral drugs for CHB treatment in China, and assessing various thresholds at which a highly potent, low resistance antiviral drug would be cost-saving and/or cost-effective to introduce in a national treatment program. We developed a Markov simulation model of disease progression using effectiveness and cost data from the medical literature. We measured life-time costs, quality adjusted life years (QALYs, incremental cost-effectiveness ratios (ICERs, and clinical outcomes. The no treatment strategy incurred the highest health care costs ($12,932-$25,293 per patient, and the worst health outcomes, compared to the antiviral treatment strategies. Monotherapy with either entecavir or tenofovir yielded the most QALYs (14.10-19.02 for both HBeAg-positive and negative patients, with or without cirrhosis. Threshold analysis showed entercavir or tenofovir treatment would be cost saving if the drug price is $32-75 (195-460 RMB per month, highly cost-effective at $62-110 (379-670 RMB per month and cost-effective at $63-120 (384-734 RMB per month. This study can support policy decisions regarding the implementation of a national health program for chronic hepatitis B treatment in China at the population level.

  2. The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products

    Directory of Open Access Journals (Sweden)

    Gülnil AYDIN

    2014-12-01

    Full Text Available The aim of this study is to investigate the role of brand trust in the consumer-brand relationship for both global and national brands. The model developed for this goal is applied to two rival brands in the baby care products market in Turkey, one of which is global and the other is national. To test the research model, a structural equation modeling approach is followed. The study reveals that the effect of the brand trust on repurchasing intention is greater than its effect on relational commitment, and that this effect is observed particularly in the case of national brands.

  3. Investigating brand romance, brand attitude and brand loyalty in the cellphone industry

    Directory of Open Access Journals (Sweden)

    Liezl-Marié Kruger

    2013-02-01

    Full Text Available Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers in order to ensure brand loyalty.Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa.Motivation for the study: One way in which brand loyalty in the cellphone industry can be achieved is to influence attitudes and, ultimately, create brand loyalty by promoting brand romance between the customer and the brand.Research design, approach and method: Being quantitative in nature, the study followed a descriptive research design to collect 371 responses through self-administered questionnaires.Main findings: The results indicated that most respondents were contract customers who only use a brand of cellphone for between one and three years. Brand romance toward cellphone brands was positive although room for improvement exists. Brand attitude toward current cellphone brands was also positive, but brand loyalty was fairly low, indicating that marketers need to improve brand loyalty toward their cellphone brand. There were, furthermore, significant and positive relationships between brand romance, brand attitude and brand loyalty toward cellphone brands.Practical/managerial implications: Brand romance can be considered to be a viable way of improving attitude toward a cellphone brand, ultimately leading to brand loyalty.Contribution/value-add: Brand romance in brand relationships has significant and positive relationships with brand attitude and brand loyalty in the cellphone industry of South Africa.

  4. The Political Dimension of Place Branding

    OpenAIRE

    Lucarelli, Andrea

    2015-01-01

    Place branding is commonly understood as the application of marketing and commercial ideas, strategies, measurements and logic to the realm of places such as cities, regions and nations. Nevertheless, place branding is also understood as the locus where political activities – imbued with political impact and political effects – appear and affect the soft and hard infrastructures of urban agglomeration and other spatial environments. In this regard, by performing an analysis that helps unpack ...

  5. A Semiotic Note on Branding

    DEFF Research Database (Denmark)

    Thellefsen, Leo Torkild; Andersen, Christian; Sørensen, Bent

    2008-01-01

    This paper investigates how the pragmatic semiotics of C.S. Peirce can be used as a way of analyzing brands as signs, containing emotional elements that can establish brand communities and branding as the process of establishing brand communities. During the branding process the values, which we...... call the supra symbolic layer of the brand and the specific artifact merge into a statement or a sign. We discuss the fragility of such brand communities, how we are able to participate in brand communities through our use of the particular brand, and how we are quickly able to leave such communities...

  6. Party brands and voting

    DEFF Research Database (Denmark)

    Nielsen, Sigge Winther; Larsen, Martin Vinæs

    2014-01-01

    Some scholars argue that Western societies have seen a decreasing impact of voting behavior based on cleavages and party identifications. Equally, issue ownership voting is seemingly not increasing its relevance by filling this gap. From this departure we seek out an alternative variable by posing...... the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party...... identification and issue ownership. On the other hand, the study of political brands has illuminated how people employ brands in their identity construction and how voters use party brands to differentiate between political parties. In this light, the article first distinguishes the brand concept from related...

  7. How Store Design Affect the Consumer Evaluation of Fashion Items

    DEFF Research Database (Denmark)

    Münster, Mia Borch; Kristensen, Tore; Gabrielsen, Gorm

    Retailers are aware of the importance of store design as a part of their marketing strategy, and many resources are spent on designing favourable stores. It is well known, that the perceived environments affect consumers – for example sound, temperature, air quality, and light may directly...... influence whether or not a person wishes to stay in a certain store. But stores are also used as communication platforms where materials, surfaces, lighting, and fittings are designed to communicate a specific brand identity in a more subtle way. The direct effect of the designed elements is difficult...... to investigate. Consumers, brand owners and retail designers perceive the environments differently and methods for testing the effects on the specific consumers would be useful. This paper describes an experiment run in a men’s fashion store holding three sub-brands, each displayed in separate rooms, which were...

  8. Brand personality and its influence on brand loyalty - Do sophisticated brands have more brand loyal customers?

    OpenAIRE

    Bekk, Magdalena; Skatulla, Veronika; Pösl, Miriam; Natter, Martin; Spörrle, Matthias

    2009-01-01

    Objectives. Creating loyal customers is one of the most important aims organisations have. However, most marketing departments try to create loyal customers through customer loyalty programmes only. This study aims at investigating the influence of the brand’s image (i.e., brand personality; Aaker, 1997) on brand loyalty. Method. Study 1 (N = 360) was used to derive a valid single-item measure from a multi-item scale for the three inter-culturally stable brand personality dimensions (sinc...

  9. Brand Suicide? Memory and Liking of Negative Brand Names.

    Directory of Open Access Journals (Sweden)

    Duncan Guest

    Full Text Available Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink, yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.

  10. Brand Meaning Cocreation

    DEFF Research Database (Denmark)

    Tierney, Kieran D.; Karpen, Ingo; Westberg, Kate

    2016-01-01

    Purpose: The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach: In-depth review and integration...... consider how discrete actor-based brand meanings contribute to an overall brand gestalt and how such a gestalt potentially evolves along a continuum. Additionally, the authors provide a managerially and theoretically relevant research agenda to guide much needed empirical research into BMCC....

  11. Design and Iconic Brands

    Directory of Open Access Journals (Sweden)

    2015-11-01

    Full Text Available The VW Beetle, Apple, Porsche … many iconic brands have reached their status with groundbreaking designs. But what makes these designs so special? And is it really the design factor that accounts for the overall success of a brand? Dr. Walter de Silva shares with us his thoughts on iconic designs, the design process and the role of design in branding. Open your heart and mind to his extensive experience in developing designs for Volkswagen, Audi and other brands of the Volkswagen Group

  12. Dettol: Managing Brand Extensions

    OpenAIRE

    Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari

    2009-01-01

    This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as Dettol soap an...

  13. Do pharmacists buy Bayer? : Informed shoppers and the brand premium

    NARCIS (Netherlands)

    Bronnenberg, B.J.J.A.M.; Dube, J.-P.; Gentzkow, M.; Shapiro, J.

    2015-01-01

    We estimate the effect of information and expertise on consumers’ willingness to pay for national brands in physically homogeneous product categories. In a detailed case study of headache remedies we find that more informed or expert consumers are less likely to pay extra to buy national brands,

  14. DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT

    Directory of Open Access Journals (Sweden)

    Victor-Alexandru BRICIU

    2013-07-01

    Full Text Available To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand concept is regarded by positioning it in the category (the most general one of place branding.

  15. Brand extensions: brand concept congruency and feedback effects revisited

    OpenAIRE

    Thorbjørnsen, Helge

    2005-01-01

    -This is the author's version of the article:"Brand extensions: brand concept congruency and feedback effects revisited" Journal of Product & Brand Management, Vol. 14 Iss: 4, pp.250 - 257, Abstract Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent brand. Moreover, brand familiarity is proposed as an important mo...

  16. Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

    Directory of Open Access Journals (Sweden)

    Shirkhodaie Maisam

    2016-03-01

    Full Text Available Many companies have found that for their products to be successful in the market, they must first pay for word of mouth marketing and then utilize other types of ads. Previous studies have not paid enough attention to the value of target consumers. This study evaluates the roles of value congruity, brand love, and brand image in creating a consumer commitment that leads to positive word of mouth. The sample is comprised of makeup consumers in Rasht, Iran. At first, thirty stores were selected in the city center. Then, 384 questionnaires were distributed with sampling available in selected stores. Amos 22 was used to test the conceptual model. The results show that the value congruity of the brand consumer has a positive impact on the brand image and brand commitment. Moreover, brand love and brand commitment have a significant positive impact on positive word of mouth. But the impacts of brand image and brand love on brand commitment are rejected. Also, brand image has a significant positive impact on brand love.

  17. Nonprofit brand strength’s moderational role

    OpenAIRE

    Walter Wymer

    2015-01-01

    The nature and characteristics of the nonprofit brand strength construct are conceptualized.  Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude.  Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is pe...

  18. Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension

    OpenAIRE

    Lim, Yu Mi

    2013-01-01

    Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand trust, brand loyalty, and brand extension. In addition, it has been found that quality and price distance from a core brand of the brand extension has an impact on the success of the brand extension. ...

  19. Copycat snacks: Can students differentiate between school and store snacks?

    Science.gov (United States)

    Mann, Georgianna

    2018-02-01

    In 2014, the national Smart Snacks in School nutrition standards placed regulations on all snack foods sold in schools. Many food companies reformulated common snack food products for sale in schools, called "copycat snacks", which look similar to nutritionally different foods sold in stores. It is possible that these snacks create consumer confusion among students. The purpose of this study was to determine if middle school students could differentiate, in taste and appearance, between school (copycat) and store versions of common snacks. Seventy-six middle school students evaluated three different food products offered in schools: Froot Loops, Rice Krispy Treats, and Doritos. Students tasted snacks in a series of triangle tests for difference, one for each snack food, including school and store versions. Students were also presented with packages, school and store versions of the same products, and asked to determine the expected taste, purchase intentions, and perceived healthfulness. Students could determine taste differences between school and store Rice Krispy Treats yet could not differentiate between Froot Loop and Dorito varieties. Students rated store versions of all three snacks with greater expected taste, higher intention to purchase, and as less healthy. While it seems product confusion concerning copycat snacks may not be severe in this sample, snack food brands are still a prominent feature in schools. It is possible that these copycat snacks can confuse students' perceptions of healthy foods. Alternative packaging for school foods or reformation of store versions of snack foods may be viable solutions to this problem. Copyright © 2017 Elsevier Ltd. All rights reserved.

  20. Executing the Perfect Retail Brand

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Rygaard Jonas, Louise

    The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally fo...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralised.......The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...... focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in-depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by understanding the complex interplay of identities between occupational groups...

  1. Brand Valuation Methodologies and Practices

    Directory of Open Access Journals (Sweden)

    Duguleana, L.

    2014-06-01

    Full Text Available There are few companies which act on the market of brand management; they offer ranking lists for top brands in certain industries, activities, countries, regions or just global brands. The rankings of best global brands are different, depending on the company which elaborated them. The brand valuation methods are subject to a standard and some guideline notes, but they represent rather a niche for these companies of brand rankings. The brand value which contains future aspects, combined with difficulties in the valuation of the intangible assets of brands, analysed in a dynamic and complex global framework, becomes very difficult to be estimated. Brand owners and investors are interested in the brand potential value, considered to be the creative value force on markets. The paper brings forth some common aspects and some criticism of brand valuation methodologies and practices. Some questions about the credibility of the ranking lists of best global brands arise.

  2. Personal Branding: An Essential Choice?

    National Research Council Canada - National Science Library

    Hannes-Andrej Machaz; Keyvan Shokoofh

    2016-01-01

    ...). Branding applied originally to products but now has evolved to include branding of services, and largely through the advent of the Internet, has transformed to include the branding of the personal...

  3. The Relationship between Brand-Specific Alcohol Advertising on Television and Brand-Specific Consumption among Underage Youth

    Science.gov (United States)

    Ross, Craig S.; Maple, Emily; Siegel, Michael; DeJong, William; Naimi, Timothy S.; Ostroff, Joshua; Padon, Alisa A.; Borzekowski, Dina L.G.; Jernigan, David H.

    2014-01-01

    Background Being able to investigate the relationship between underage drinkers' preferences for particular brands and their exposure to advertising for those brands would represent a significant advance in alcohol marketing research. However, no previous national study has examined the relationship between underage youth exposure to brand-specific alcohol advertising and consumption of those brands. Methods We conducted a cross-sectional, internet-based survey of a national sample of 1,031 youths, ages 13-20, who had consumed at least one drink of alcohol in the past 30 days. We ascertained all alcohol brands consumed by respondents in the past 30 days. The main outcome measure was brand-specific consumption during the past 30 days, measured as a dichotomous variable. The main predictor variable was exposure to brand-specific alcohol advertising on television. The respondents reported which of 20 television shows popular with youth they had watched during the past 30 days. For each respondent, we calculated a standard measure of potential exposure to the brand-specific alcohol advertising that aired on those shows during the preceding 12 months, based on Nielsen (New York, NY) estimates of the youth audience for each show's telecasts. Results Compared to no brand-specific advertising exposure, any exposure was associated with an increased likelihood of brand-specific consumption (adjusted odds ratio 3.02; 95% confidence interval: 2.61-3.49) after controlling for several individual- and brand-level variables. When measured as a continuous variable, the relationship between advertising exposure and brand consumption was nonlinear, with a large association at lower levels of exposure and diminishing incremental effects as the level of exposure increased. Conclusions There is a robust relationship between youth's brand-specific exposure to alcohol advertising on television and their consumption of those same alcohol brands during the past 30 days. This study provides

  4. Brand placement in music videos: the effect of brand prominence and artist connectedness on brand recall and brand attitude

    OpenAIRE

    Hudders, Liselot; Cauberghe, Veroline; Panic, Katarina; Faseur, Tine; Zimmerman, Eva

    2012-01-01

    This study uses a 2 by 2 between subjects factorial design to investigate the impact of brand prominence and artist connectedness on brand placement effectiveness in music videos. The results show that brand prominence has a positive effect on brand recall, regardless of the respondents’ connectedness to the artist. Furthermore, when respondents do not identify themselves with the artist, brand prominence does not influence brand attitude, but when respondents identify themselves with the art...

  5. Branding Serbia as a Tourist Destination on the Global Market

    Directory of Open Access Journals (Sweden)

    Ivan Paunović

    2014-04-01

    Full Text Available Destination branding has become one of the most popular contemporary topics, both among tourism practitioners and politicians, because there is strong evidence that strong national destination brand supports commercial brands in industries related to tourism. Therefore, factors that influence destination brand loyalty are of crucial importance for understanding and promoting the brand. Building brand loyalty is not just about repeat buying, but also about building customers emotional attachment to the brand. Global growth and diversification of tourist markets has transformed destinations from “vacation industry” concept, to “industry of experience” concept.The study performed statistical tests with a goal to analyze the factors influencing brand loyalty in Serbia: age, length of stay and daily spending. Additionally, sub-brand loyalty levels are presented (by major destinations inside Serbia, markets of origin and by major themes for travel in order to identify groups of tourists that are more loyal, and the ones that are less loyal to the destination brand of Serbia. The study results and recommendations should be used as a contribution towards designing national and regional destination marketing strategies.

  6. Branding og designmanagement

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

      Præsentation af en brand management model, der viser, hvordan integration af design og brand management gennem hele produktudviklingsprocessen fremmer udviklingen af en konsistent brandoplevelse. Modellen er udviklet på baggrund af dybdeinterview med 37 ledere af spanske virksomheder, der er...

  7. Nordic Branding Podcast 4

    DEFF Research Database (Denmark)

    2017-01-01

    Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?......Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?...

  8. Nordic Branding Podcast 1

    DEFF Research Database (Denmark)

    2017-01-01

    Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding.......Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding....

  9. Branded content infantil

    Directory of Open Access Journals (Sweden)

    Raúl RODRÍGUEZ-FERRÁNDIZ

    2017-01-01

    Full Text Available Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.

  10. Branded content infantil

    OpenAIRE

    Rodríguez-Ferrándiz, Raúl

    2017-01-01

    Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.

  11. Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

    NARCIS (Netherlands)

    B.E. Depecik (Baris)

    2016-01-01

    markdownabstractHow should consumer products manufacturers and retailers keep their portfolio of brand offerings relevant and energetic when large numbers of new brands are continuously launched into a world of increasingly nonloyal customers with evolving needs? The harsh reality is, at a time when

  12. Judgments of brand similarity

    NARCIS (Netherlands)

    Bijmolt, THA; Wedel, M; Pieters, RGM; DeSarbo, WS

    This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the

  13. Corporate identity. Brand designs.

    Science.gov (United States)

    Mathieson, Steve

    2004-02-19

    The past two years have seen a steadily more consistent brand identity for the NHS. Branding will become more important as foundation status and PCT commissioning makes acute hospitals more competitive. This has put pressure on some trusts that have their own strong identities.

  14. The Effect of Variability in Price on Consumer Brand Choice

    OpenAIRE

    B. P. S. Murthi; Ernan Haruvy; He Zhang

    2007-01-01

    Grocery store managers change prices on a weekly basis either as part of price promotions or in response to changes on their supply side. Consumers experience this price variability and may respond to it. Even though behavioral literature suggests that price variability affects consumers' decisions, most brand choice models have not focused on the consumers' response to such variability. This study attempts to remedy this omission and examine the effect of price variability on consumer brand ...

  15. THE INFLUENCE OF WEBSITE ENVIRONMENT ON BRAND LOYALTY: BRAND TRUST AND BRAND AFFECT AS MEDIATORS

    National Research Council Canada - National Science Library

    Miao-Que Lin; Bruce C Y Lee

    2012-01-01

      Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect...

  16. Semiotik for brand managers

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2013-01-01

    I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolsk...... betydninger. Dermed er semiotik – læren om hvordan tegn skaber betydning – blevet en super central videnskab for brand management.......I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolske...

  17. BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

    Directory of Open Access Journals (Sweden)

    Muhammad Kashif

    2015-06-01

    Full Text Available Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

  18. The Australian cigarette brand as product, person, and symbol

    OpenAIRE

    Carter, S.

    2003-01-01

    Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value).

  19. Branded: how the 'certification revolution' is transforming global corporations

    National Research Council Canada - National Science Library

    Conroy, M.E

    2007-01-01

    ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Seemingly Improbable Corporate Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . From Branding to Branded...

  20. Brand appearances in contemporary cinema films and contribution to global marketing of cigarettes.

    Science.gov (United States)

    Sargent, J D; Tickle, J J; Beach, M L; Dalton, M A; Ahrens, M B; Heatherton, T F

    2001-01-06

    The appearance of a cigarette brand in a cinema film gives the brand a certain distinction through its association with the characters and general tone of the film. Through the worldwide distribution of films, brands are promoted globally. We assessed the tobacco-brand appearances in a 10-year sample of contemporary films. We viewed the contents of the top 25 US box-office films for each year of release, from 1988 to 1997 (250 films in total). We compared the prevalence of brand appearances for films produced before a voluntary ban on paid product placement by the tobacco industry (1988-90) with films produced after the ban (1991-97). Tobacco-brand appearance was defined as the screen appearance of a brand name, logo, or identifiable trademark on products or product packaging, billboards, store-front advertising, or tobacco promotional items. We defined actor endorsement of a brand as the display of a brand while being handled or used by an actor. More than 85% of the films contained tobacco use. Tobacco brands appeared in 70 (28%) films. Brand appearances were as common in films suitable for adolescent audiences as they were in films for adult audiences (32 vs 35%), and were also present in 20% of those rated for children. Prevalence of brand appearance did not change overall in relation to the ban. However, there was a striking increase in the type of brand appearance depicted, with actor endorsement increasing from 1% of films before the ban to 11% after. Four US cigarette brands accounted for 80% of brand appearances. Revenues outside the USA accounted for 49% of total revenues for these films, indicating a large international audience. Tobacco-brand appearances are common in films and are becoming increasingly endorsed by actors. The most highly advertised US cigarette brands account for most brand appearances, which suggests an advertising motive to this practice.

  1. Understanding place brands as collective and territorial development processes

    OpenAIRE

    Donner, M.I.M.

    2016-01-01

    Place branding strategies linking marketing to places have received increasing attention in practice and theory in the past two decades. It is generally assumed that place branding contributes to the economic, social, political and cultural development of cities, regions and countries. But there exists neither a commonly accepted definition nor a sound theoretical framework for place branding research. Studies have until now mainly focused on nations and cities, while the regional scale has r...

  2. Brand relationships and risk: influence of risk avoidance and gender on brand consumption

    National Research Council Canada - National Science Library

    Lee, Seung-Hee; Workman, Jane E; Jung, Kwangho

    2016-01-01

    ... and gender on brand trust, brand credibility, brand loyalty, and brand choice overload. We review relevant literature on brand relationship and risk avoidance and develop research hypotheses about brand relationship and risk...

  3. The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

    Directory of Open Access Journals (Sweden)

    Mohammad Reza Hamidizadeh

    2014-09-01

    Full Text Available Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity were studied, aiming on raising awareness and highlighting the role of ethical values in branding. The population includes all the customers within Iranian chain stores (as a developing country. The results show that “perceived business ethicality” has a positive effect on responsibility, activity and emotionality. Moreover, responsibility and activity have a positive effect on “overall brand equity”. According to total effect, "responsibility" and "perceived business ethicality" have the highest effect on brand equity.

  4. Investigating brand romance, brand attitude and brand loyalty in the cellphone industry

    OpenAIRE

    Liezl-Marié Kruger; Kühn, Stefanie W.; Daniel J. Petzer; Pierre G. Mostert

    2013-01-01

    Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers in order to ensure brand loyalty.Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa.Motivation for the study: One way in which brand loyalty in the cellph...

  5. Identification and Comparison of Requirements Imposed on Brand Managers: Cross-National Study in the U.S.A. and in the Czech Republic

    Directory of Open Access Journals (Sweden)

    Zuzana Wroblowská

    2017-11-01

    Full Text Available Purpose of the article: The author’s interest focuses on human factor of brand managers, as brands and their added value are considered to be among the most important sources of competitive advantage for business in a competitive marketplace. There is no doubt that for succeeding in their job role, brand managers must have knowledge, dispositional traits and concomitant soft skills that arise from these traits. The purpose of the article is to provide the insight into the offering of brand manager posts in the Czech Republic and in the U.S.A. and to analyse the collected data with the special interest in finding the answer whether the employers are searching the brand managers possessing personal dispositions and skills of knowledge workers, and if there is no significant difference in the requirements between the Czech and American recruitment advertisers. Methodology/methods: For a successful empirical research, the content analysis method by Berelson was used to study the texts in the advertisements publicly available on career portals. The statistical verifications of results were conducted using the chi-square test. Scientific aim:The goal of the primary survey was to provide the answers to the research questions that arise from the following research assumptions: (1 employers do not publish different requirements for candidates for the job of Brand Manager in the U.S.A. and in the Czech Republic, (2 the set of requirements for candidates for the job of Brand Manager in the U.S.A. will confirm that a brand manager is one of the workers who has skills and personality prerequisites expected from knowledge workers. Findings: The results of the actual research project confirmed the fundamental need for excellent communication skills (69.0% and presentation skills (65.5%. Unlike employers in the Czech Republic, the American companies are more interested in people with a high degree of responsibility (41.4% that is the third highest relative

  6. Trends in market share of leading cigarette brands in the USA: national survey on drug use and health 2002-2013

    National Research Council Canada - National Science Library

    Sharma, Anushree; Fix, Brian V; Delnevo, Cristine; Cummings, K Michael; O'Connor, Richard J

    2016-01-01

    ... of market share trends. Introduction Cigarettes remain one of the most heavily advertised consumer products. Since tobacco manufacturers have a keen interest in driving consumers to select their products over their competitors, they invest heavily to promote specific brands using marketing via direct mail, cigarette packaging, point of sale...

  7. Integrating Internal Branding in Marketing Strategy

    OpenAIRE

    Slavova Milanka

    2013-01-01

    Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...

  8. Co-branding : A brand partnership and a new product

    NARCIS (Netherlands)

    Bouten, L.M.

    2010-01-01

    Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the

  9. Image of Luxury Brands

    Directory of Open Access Journals (Sweden)

    Mónica Díaz-Bustamante

    2016-04-01

    Full Text Available The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regard to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted to determine the perceived image of the main luxury fragrances brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands, to define the underlying dimensions of the image of luxury fragrances brands, and to analyze the correlations and dependency relations existing between the luxury brand dimension and the other attributes of image for the studied brands and between all the image attributes themselves.

  10. Introducing celebrity corporate brand and corporate brand enhancement

    OpenAIRE

    Hambali, A; Syed Alwi, SF; Balmer, JMT; Melewar, TC

    2015-01-01

    Purpose – The purpose of this paper is first, to explore the concept of celebrity brand at a corporate brand level, known as Celebrity Corporate Brand – CCB; second, to investigate the impact of CCB on corporate brand equity (termed - corporate brand enhancement). In particular, this study will explore CCB at both levels - ‘developed/own’ and ‘endorsed’ corporate brands. The research marshals the nascent literature of celebrity, human and people brand (e.g. Kowalczyk, 2013, 2011; Halonen-Knig...

  11. ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

    Directory of Open Access Journals (Sweden)

    Cătălin Mihail BARBU

    2016-11-01

    Full Text Available The brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismatch between the desired identity and brand image. Brand image is persistent and it takes time to change it. This paper explores the challenges involved by the calibration of the identity and of the image in the process of rebranding. The alignment process is a dynamic one, an interactive and not a normative one. The results of this study highlight the elements that support the brand identity and image alignment: marketing communication, product characteristics and internal brand strength. On the other side, the efforts to align the brand identity and brand image are negatively affected by the attitudes of the consumers and their past experience with the brand.

  12. Brand Management Nowadays

    OpenAIRE

    Olaru, Silvia Delia; Gurgu, Elena

    2010-01-01

    Although the economy is expected to recover somewhat in 2010, the reality is that brands and retailers are facing - and will continue to face for a generation to come - a very different consumer. In this sense, many wise marketers and brands will seek inspiration from brands that won in the Great Depression. That period saw a generation of shoppers completely transformed. Today’s recession, the likes of which most current day consumers and marketers have never seen or felt but only heard of, ...

  13. The impact of brand communication on brand equity through Facebook

    OpenAIRE

    Schivinski, B; D; Dabrowski

    2015-01-01

    Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty ...

  14. THE CRITICAL ROLE OF BRAND LOVE IN CLOTHING BRANDS

    OpenAIRE

    TURGUT, Merve Ulku; Gultekin, Beyza

    2015-01-01

     This paper aims to explore brand love in the context of brand trust, resistance to negative information and intention to repurchase in the clothing brand context. Based on a sample of 400 respondents, simple regression and multiple regression analyses were conducted to analyse direct effects and bootstrapping analyses were run to examine mediating roles. The analyses indicate a significant positive effect of brand trust on brand love, resistance to negative information, and intention to repu...

  15. Corporate strategic branding: How country and corporate brands come together

    OpenAIRE

    Đorđević Bojan

    2008-01-01

    The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, the...

  16. THE EFFECTS OF SERVICE QUALITY AND CORPORATE REBRANDING ON BRAND IMAGE, CUSTOMER SATISFACTION, BRAND EQUITY AND CUSTOMER LOYALTY: STUDY IN ADVERTISING COMPANY AT TVONE

    Directory of Open Access Journals (Sweden)

    Chaniago A.

    2016-12-01

    Full Text Available The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate rebranding on customer satisfaction, corporate rebranding on brand equity, brand image on customer satisfaction, corporate rebranding on customer loyalty, brand image on brand equity, brand image on customer loyalty, customer satisfaction on customer loyalty, brand equity on customer loyalty. The population of this study consisted of loyal 173 corporate advertisers to tvOne - an Indonesian national television company. The sample for this study was set as many as 173, but only 144 respondents who returned the feedback as part of the study. The 144 data were analyzed by using descriptive and inferential analysis of SEM. The research has proven that (1 the service quality significantly affects the brand image; (2 the service quality significantly influence the customer satisfaction; (3 the service quality significantly affects the brand equity; (4 the service quality significantly affects the customer loyalty; (5 the corporate rebranding has significant effects on the brand image; (6 the corporate rebranding has no significant effect on the customer satisfaction; (7 the corporate rebranding has no significant effect on brand equity; (8 the corporate rebranding has no significant effect on the customer loyalty; (9 the brand image has significant effect on the customer satisfaction; (10 the brand image has significant effects on the brand equity; (11 the brand image does not have significant effects on the customer loyalty; (12 significant effects from the customer satisfaction on customer loyalty; and (13 significant effects of the brand equity on the customer loyalty.

  17. Institutional Brand Personality and Advertisements during Televised Games

    Science.gov (United States)

    Harris, Michael S.

    2009-01-01

    Little empirical research exists in terms of how colleges and universities create their institutional image and brand. In this chapter, the author explores the notion of branding within the context of higher education--and how intercollegiate athletics contributes to it--analyzing the messages universities conveyed during nationally televised bowl…

  18. Brand Equity Evaluation Model

    National Research Council Canada - National Science Library

    Migle Eleonora cernikovaite

    2011-01-01

      The globalisation process, growing competition and influence of the internet on everyday business, impacts companies to re-measure their intangible assets, aiming for the most to the brand equity...

  19. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    2010-01-01

    The soaring rates of dietary-related diseases have increased the need for interventions in consumers' healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both avenues...... are said to have limitations since consumers often base their choices on heuristics that simplify their choices, such as brands. Therefore, branding is considered an important tool in communicating the value of health and contributing towards healthier food choices. However, branding a food product based...... on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. Based on a case study approach drawn from the Danish food industry, this paper has two objectives: 1) provide a line of insight on how marketing mix elements are used to convey a healthy brand...

  20. The Antecedents and Outcomes of Brand Love in Malaysian Context

    OpenAIRE

    Chin, Shih Yuan

    2013-01-01

    This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is employed to test the hypotheses involving brand love and brand commitment. Results show that brand trust, brand experience, brand credibility and brand equity relates positively towards brand love. Consum...

  1. The Impact of Brand Trust and Brand Affect on Brand Loyalty at Pond€™s Skin Care Manado

    OpenAIRE

    Mekel, Peggy Adeline; Lolowang, Anggreiny C.

    2014-01-01

    Brand is not just a brand for a product or service on the market. Brand makes consumers buy and use the brand. To introduce a product publicly the market, company should create a good reputation for brand. Research objectives are to analyze the influence of brand trust on brand loyalty and to analyze the influence of brand affect on brand loyalty. This research implement quantitative analyze by using questionnaires and used Multiple Regression analyze. The population observed is people in Man...

  2. Selling the brand inside.

    Science.gov (United States)

    Mitchell, Colin

    2002-01-01

    When you think of marketing, chances are your mind goes right to your customers--how can you persuade more people to buy whatever it is you sell? But there's another "market" that's equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company's advertising--either because they don't understand what the ads have promised or because they don't believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns--techniques executives can use to make sure employees understand, embrace, and "live" the brand vision companies are selling to the public. First, he says, companies need to market to employees at times when the company is experiencing a fundamental challenge or change, times when employees are seeking direction and are relatively receptive to new initiatives. Second, companies must link their internal and external marketing campaigns; employees should hear the same messages that are being sent to the market-place. And third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that transcends any one experience. Internal campaigns should introduce and explain the brand messages in new and attention-grabbing ways and then reinforce those messages by weaving them into the fabric of the company. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company's brands, they will ultimately weaken their organizations. It's up to top executives, he says, to give them a reason to care.

  3. Brand recognition in television advertising: The influence of brand presence and brand introduction

    National Research Council Canada - National Science Library

    Gerber, Charlene; Terblanche-Smit, Marlize; Crommelin, Tracey

    2014-01-01

    ... consumers (directly or indirectly) about the products or brands that companies offer. Mass media advertising has long been the cornerstone of most brand-building efforts (Joachimsthaler & Aaker 1997; Ouwersloot & Duncan 2008). Advertising represents the voice of a brand and is a means by which a brand can establish a dialogue and build relations...

  4. EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY

    OpenAIRE

    Başer, İ.; Cintamür, İ.; Arslan, F.

    2016-01-01

    This study aims to examine the direct and indirect effects of brand experienceon consumer satisfaction, brand trust and brand loyalty. It also aims to put fortha model encapsulating the notions of brand experience, consumer satisfaction and brand trust to explain the relationship between these three antecedents of brand loyalty. A face to face survey was used to collect data with the use of interviewers. The population of interest was consumers of four different brands from different product ...

  5. A prospective study on the dimensions of global brands, brand equity and brand value

    OpenAIRE

    Motter Junior, Mario Divo

    2016-01-01

    This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about t...

  6. The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

    OpenAIRE

    Shin Namju; Kim Haelee; Lim Sunah; Kim Changsoo

    2014-01-01

    The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR I...

  7. BRAND ORIGIN CONFUSION EFFECTS ON BRAND PREFERENCE AND BRAND PURCHASE LIKELIHOOD

    OpenAIRE

    Lestari, Yessy Trisiana

    2014-01-01

    This study investigated the effects of brand origin confusion (BOC) on consumers preference and consumers purchase likelihood of local versus foreign brands in Indonesia. Come up from country-of-origin (COO) literatures and brand origin recognition accuracy, this study would like to confirm whether there are significant effects of BOC to brand preference and purchase likelihood. It intended to describe whether BOC really affected brand preference and purchase likelihood in developing markets,...

  8. How brand personality, brand identification and service quality influence service brand equity

    OpenAIRE

    Loureiro, S. M. C.; Lopes, R.; Kaufmann, H.R.

    2014-01-01

    During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyal...

  9. A proposed Model for Country Branding : an experimental Application on Nigeria

    OpenAIRE

    Ogundipe, Samuel Johnson

    2012-01-01

    In the era of globalization, countries compete with each other for attention, respect and trust of potential consumers, investors, tourists, media and governments of other nations. Branding is the most powerful tool that a nation can utilize for effective differentiation strategies and for creating competitive advantage over other nations. Unfortunately, not every nations or destination marketers have a broad understanding of the concept of branding and how a country can be successfully brand...

  10. Cross-national differences in price–role orientation and their impact on retail markets

    DEFF Research Database (Denmark)

    Zielke, Stephan; Komor, Marcin

    2015-01-01

    but economically different countries, (2) relating differences to preferences for store brands and low-price store formats, and (3) analyzing these effects for functional versus hedonic and low- versus high-price product groups. Based on theories explaining the effects of income on individual price perception......This paper analyzes differences in price–role orientations between economically developed and emerging markets and how these differences influence store brand and store format preferences. It extends cross-national research on price–role orientations by (1) focusing on culturally similar...... price roles. A survey conducted in Germany and Poland reveals several cross-national differences in price–role orientations and resulting preferences, which, however, depend on product group characteristics....

  11. The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

    Directory of Open Access Journals (Sweden)

    Shin Namju

    2014-01-01

    Full Text Available The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR International Travel Show in 2014. The data collected for this study were analyzed with the program AMOS 18.0. As a result, perceived quality and brand image as the components of brand equity had positive influence on brand attitude, brand attitude to brand loyalty, and brand awareness to brand loyalty. Therefore, the study concluded that ‘HANATOUR International Travel Show’ needs to try harder to establish brand equity and enhance their brand value to establish brand equity for a competitive and successful exhibition.

  12. The Relationship between Branding and Organisational Change

    Science.gov (United States)

    Stensaker, Bjorn

    2007-01-01

    Increased national and international competition within higher education has triggered an interest in branding within the sector. Higher education institutions are, as a consequence, currently re-examining their profile and image. This article addresses the problems higher education institutions face in this process, and points to the benefits and…

  13. Global brand of the country in modern technologies of the trade and marketing activity

    Directory of Open Access Journals (Sweden)

    Tetyana Tsyhankova

    2011-03-01

    Full Text Available In the article there have been studied the technologies of creation and measurement of country’s brand power. There was proved that the existing approach to formation of the international rating of countries’ brands needs methodological and organizational updating. There were suggested the priority-driven directions of positive image creation of Ukraine and formation of the brand-awareness in the format of global index determination of the national brand.

  14. Intellectual property protection for brand Jamaica’s creative industries

    Directory of Open Access Journals (Sweden)

    Keisha LaRaine Ingram

    2014-10-01

    Full Text Available Since the last decade, strategies employed by governments to manage their country brands have evolved beyond tourism marketing techniques. It is quite commonplace now for most governments to hire marketing specialists to design and implement county brand campaigns and policies to promote country brands globally to attract foreign direct investment into that country. Whether it is the arts-based “creative industry” or an “enterprise culture”, these features have evolved to become the drivers of profit in global markets, and give each nation a “competitive edge” over other nations in regards to their national brand. Country brand management is integral for the successful development of industry sectors and is also dependent on good country image. For Brand Jamaica one such industry is the creative industries sector. Brand Jamaica’s creative industries are mostly comprised of the branded tourism accommodations, atmosphere, heritage and culture as well as the indigenous music and recordings of local artistes and singers. For the development of this sector which currently contributes to Jamaica GDP it is interpreted that enforced intellectual property will play a key role especially in the promoting of the brand online. Good management of country brands creative industries involves good business acumen on protecting and developing that sector as it is vital towards translating the intangible wealth of developing countries into economic growth. Enforced intellectual property protection for Brand Jamaica’s music, arts, theatrical productions and creative expressions ultimately lessen the occurrence of infringements of the brand’s assets, piracy and production of counterfeit goods and services produces, while creating future possibilities in cyberspace.Purpose – as a source of unlimited supply of intellectual property, Brand Jamaica requires formal management of those assets especially in the creative industries sector that the brand

  15. Chain store management through private labels strategy

    Directory of Open Access Journals (Sweden)

    Martina Sopta

    2007-07-01

    Full Text Available The purpose of this paper is to examine the market shares of private labels in the European Union and on the global market, and to compare the results of the analysis with the level of presence of private labels on the Croatian market. Moreover, through the application of macro and microeconomic tools, the author tried to estimate the future trends of private labels in Croatia.For the purpose of the paper secondary and primary data was used in the research. Relevant scientific and professional literature of local and foreign authors was analyzed. In addition, a few recent research studies were analyzed and their results compared. Field research has been conducted by the survey method, with 225 respondents included in the intentional sample.The main hypothesis of the paper based on research is that, in total sales, private labels are gaining a growing share in all markets, regardless of the development level of those markets. Alongside the main hypothesis of the work, three supporting hypotheses were tested to see which private labels are a good alternative to other brands on the world market. Private labels are generally developed on generic products. The third supporting hypothesis starts from the assumption that the investments in the promotion of private labels are negligible, resulting in lower prices of thoseproducts. The results of research and analyses in the work indicate that the position of private labels will strengthen internationally, as part of the process of liberalization and globalization of trade flows. In the process of purchase of private labels the positioning of the point of sale and price have an increasing contribution. With the concentration of commerce in chain stores, the share of private labels grows, approaching a half of the total sales in some countries. Considering the Croatian market, according to the international product life cycle theory, the share of private labels in the total sales will grow in the future

  16. CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

    Directory of Open Access Journals (Sweden)

    UROŠEVIĆ Snežana

    2014-05-01

    Full Text Available Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer well-known companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products’ quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing’s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognized as strategic capital.

  17. The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

    National Research Council Canada - National Science Library

    Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari

    2016-01-01

    This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua...

  18. Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty pada PT Bank Sinarmas

    Directory of Open Access Journals (Sweden)

    Sem Christina Hawila Sibagariang

    2010-09-01

    Full Text Available Competition in the banking sector in Indonesia is getting more and more fierceevery day. PT Bank Sinarmas is a rapidly growing bank that continues to increase for the last 3 years. PT Bank Sinarmas committed to maintain this position. Therefore, they need to provide excellent service and deliver good quality savings products to build customer loyalty. The purpose of this study was to determine whether brand image (X1 and brand trust (X2 are partially influencing brand loyalty (Y, and to determine whether both brand image (X1 and brand trust (X2 are simultaneously influencing brand loyalty (Y. The analysis method used is multiple regression analysis using SPSS. Data is obtained through direct survey by distributing questionnaires to 100 clients of the bank at the main branch. The results indicates that the company's brand image significantly influences brand loyalty with R2 = 15.4% with regression equation Y = 1.962 +0.336 X1. Brand trust significantly influences brand loyalty with R2 = 17%, with regression equation Y = 1.838 +0.382 X2. While simultaneously, brand image and brand trust significantly influence brand loyalty, with R2 = 26.4% which form the regression equation Y = 1.281 +0.269 X1 + .315 X2. Thus, PT Bank Sinarmas needs to increase its brand image since a good image might become the company's competitive edge in creating loyalty, and subsequently loyalty will increase profitability.

  19. Brand society – How brands transform management and lifestyle

    Directory of Open Access Journals (Sweden)

    Sara Brorström

    2012-01-01

    Full Text Available

    Martin Kornberger

    Brand society – How brands transform management and

    lifestyle

    Cambridge University Press, 2010. 308 sidor, häftad. ISBN: 9780521726900.

  20. Introducing branded communities in sport for building strong brand relations in social media

    OpenAIRE

    Popp, B; Woratschek, H

    2016-01-01

    © 2015 Sport Management Association of Australia and New Zealand. Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand m...

  1. The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

    OpenAIRE

    Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari

    2016-01-01

    This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua). Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perl...

  2. Marketing Communication dan Brand Awareness

    Directory of Open Access Journals (Sweden)

    Dominikus Tulasi

    2012-04-01

    Full Text Available The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.  

  3. BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

    OpenAIRE

    KASHIF,MUHAMMAD; SAMSI,SITI ZAKIAH MELATU; SARIFUDDIN,SYAMSULANG

    2015-01-01

    ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire deve...

  4. Branding til kritiske forbrugere

    DEFF Research Database (Denmark)

    Hermansen, Judy; Østergaard, Per

    2009-01-01

    Mange forbrugere tager idag aktivt og bevidst stilling til alle dimensioner ved brandet. Denne forbrugertype har fået betegnelsen 'den refleksive forbruger' og er karakteriseret ved hele tiden at medreflektere alle aspekter af brandarkitekturen, når han eller hun køber og forbruger brands. Den...... refleksive forbruger er udtryk for en ny, kritisk forbrugerbevidsthed, som stiller skærpede krav til, hvordan brand management kan adressere forbrugerne - men som også giver nye spillerum for en kreativ udvikling af nye brandingstrategier. Den refleksive forbruger lever nemlig med et konstant, eksistentielt...... refleksive forbruger er tværtimod dybt afhængig af produkter, der kan "brande" ham som anderledes end alle mainstreamforbrugerne, der bare køber alt, hvad mainstreamvirksomhederne forsøger at prakke dem på. Den refleksive forbruger er med andre ord en Feinschmecker og i lighed med - eller måske rettere i...

  5. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    , in comparison with other health-related attributes, the fat content attribute exhibits slightly higher loyalty, signifying the importance of the "low-fat" claim as a means of communication. The findings presented in this dissertation are pertinent to food business companies that aim at employing a health...... these findings need to comply with the ethical concerns of health branding and respect consumers' autonomous decision-making. Despite its limitations, which are inherent to the research designs and approaches chosen, this doctoral dissertation stresses the importance for further research. In particular...... choices or improving the nutrition content of food products. Both avenues are said to have limitations since consumers often base their choices on heuristics that simplify their choices, such as brands. Therefore, branding is considered an important tool in communicating the value of health...

  6. Personal branding through leadership

    Directory of Open Access Journals (Sweden)

    Milovanović Svetislav

    2015-01-01

    Full Text Available The main idea of this study is to demonstrate that leadership is increasingly becoming an important and current global phenomenon known as personal branding. Leadership is of utmost importance for each human activity, and even for the entire progress of humanity which has always moved forward thanks to people and, naturally, great endeavors of great people. Leadership is what makes the world go round. Although a personal branding investigated in terms of defining, describing various practices and the growing importance of the use of these techniques, there is still a gap in the scientific literature regarding how technology advancement in the business to take advantage of the positioning of the individual in the global market. Therefore, the primary objective of this paper provide new insights into the personal branding that will be useful for the academic community and provide conclusions for its practical application in entrepreneurship.

  7. Studying brand loyalty in the cosmetics industry

    National Research Council Canada - National Science Library

    Usman Yousaf; Rida Zulfiqar; Madiha Aslam; Mohsin Altaf

    2012-01-01

    Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge...

  8. Building "Brand Me": Creating a Personal Brand Statement

    Science.gov (United States)

    Stanton, Angela D'Auria; Stanton, Wilbur W.

    2013-01-01

    Engaging students in a principles of marketing course can prove challenging but also provides instructors with an opportunity to link course concepts using a real-world orientation. This paper describes the use of a personal brand statement assignment as a way to integrate the key marketing concepts of branding and brand positioning into a broader…

  9. Distinguishing implicit from explicit brand attitudes in brand placement research

    NARCIS (Netherlands)

    Wennekers, A.M.; Vandeberg, L.; Zoon, K.; van Reijmersdal, E.A.; Verlegh, P.; Voorveld, H.; Eisend, M.

    2016-01-01

    Brand placement is a popular topic, both in business and academia. Brands are placed in a wide-ranging array of media, including television programs, movies, radio shows, magazines, games, music videos, and websites. Expenditures on brand placement are still growing (PQ Media, 2013), as well as the

  10. Measuring Brand Image Effects of Flagship Projects for Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Beckmann, Suzanne C.

    2013-01-01

    structural differences for the brand image dimensions of the city contingent upon the type of flagship project. Hence, this study shows (i) that different flagship projects have different image effects for the city brand and (ii) provides a novel method for measuring perceived place brand image effects...

  11. Analisa Pengaruh Brand Identity Terhadap Pembentukan Brand Image Dengan Promotion Mix Dan Brand Awareness Sebagai Variabel Intervening Pada Merek Speedo

    OpenAIRE

    Lunardi, Jeconiah

    2015-01-01

    Penelitian ini dilakukan untuk mengetahui seberapa dampak variabel brand identity terhadap pembentukan brand image pada merek Speedo. Penelitian menggunakan variabel penghubung promotion mix dan brand awareness. Bahasan utama dari penelitian adalah seberapa signifikan dampak dari brand identity terhadap brand image secara langsung maupun melalui variabel intervening promotion mix dan brand awareness pada merek Speedo. Penelitian berjenis kuantitatif dengan penyebaran kuisioner kepada 150 pela...

  12. Brand strengthening decision making delved from brand-contacts in health services organizations.

    Science.gov (United States)

    Takayanagi, Kazue; Hagihara, Yukiko

    2007-01-01

    Under the Japanese Government's strong enforcement of Japanese national medical cost reduction, only hospitals which emphasize patient values, and creation of brands according to them can survive. This study extracted patients' expectations as brand from Campbell's Brand-Contact lists. The authors also proposed to add Brand-strengthening strategies both for short-term strategies (large improvement is not required) and for long-term strategies (restructuring hardware and systems). This method would enable hospitals to collect customers' underlying expectations, and would create high-value brands. Trustful medical service would provide mutual and synergetic medical care effects. It is already considered out of date to conduct qualitative patient satisfaction interviews on current medical services to current customers. It is the only way to survive that hospitals themselves produce their original brands to increase patient loyalty and customer satisfaction. In the process, customer value should be reconsidered from both aspects of the quality of clinical care and of other medically related services. Then hospitals would be able to satisfy both customers' output and process expectations.

  13. New New Nordic Branding

    DEFF Research Database (Denmark)

    Andersen, Lars Pynt

    2017-01-01

    Konstruktionen af nordisk regionalisme er en stærk tendens som udgangspunkt for Nordic branding, men har vi egentlig forstået de værdier og spændinger, der driver hele projektet om en ny ’nordiskhed’?......Konstruktionen af nordisk regionalisme er en stærk tendens som udgangspunkt for Nordic branding, men har vi egentlig forstået de værdier og spændinger, der driver hele projektet om en ny ’nordiskhed’?...

  14. Brand-Transvisuality:

    DEFF Research Database (Denmark)

    Michelsen, Anders Ib; Nedergaard, Nicky

    2018-01-01

    Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently......, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part...

  15. Brand new authentic places

    DEFF Research Database (Denmark)

    Stender, Marie

    How are places and material surroundings ascribed with meaning when new residential neighbourhoods are designed, branded and taken into use? Existing research on housing, neighbourhoods and urban design tends to take the perspective of either the architect or the user rather than to explore...... of community. The project explores the inherent paradox of such staging of authenticity by way of three research questions: 1) How are new houses and areas made authentic through stories told through material design and branding? 2) What different concepts of authenticity are at stake? 3) How are the stories...

  16. Corporate Brand Identity in SMEs

    DEFF Research Database (Denmark)

    Mäläskä, Minna; Jones, Richard Ian

    challenge existing notions that brand identity is based solely on the values of the entrepreneur. This typology suggests that SMEs should be open to creating an identity that draws from their stakeholder eco-system. Originality / value: this research challenges the existing assumption that brand identity...... with key stakeholders in the brand ecosystem. Brand identity underwent several transformation as the focal firm sought to balance isomorphic (market) pressures with the need for a clear and distinctive brand identity. Research limitations / implications: this research is limited by the number of case...... studies. The research is important since it suggests an iterative and co-creative approach to brand identity. A typology of brand identity formation for SMEs is presented: entrepreneur driven, market driven, stakeholder driven. Practical implications: The three paths to creating a strong brand identity...

  17. The role of brand trust in male customers' relationship to luxury brands.

    Science.gov (United States)

    Hur, Won-Moo; Kim, Minsung; Kim, Hanna

    2014-04-01

    This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample (N = 400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the greater was the effect of brand trust on brand loyalty for luxury brands as compared with non-luxury brands. Similar patterns are identified between luxury and non-luxury brands for the positive relationship between utilitarian value and brand satisfaction and the negative relationship between brand trust and brand risk.

  18. The Importance of a Country Brand in the International Tourism Promotion

    Directory of Open Access Journals (Sweden)

    Anca Gabriela Turtureanu

    2012-05-01

    Full Text Available The authors aim at highlighting the role of tourism destination image in creating its own brand,identifying the main steps needed to ensure success. A brand has no borders and should fight to have a word,symbol image in the minds of consumers. But the branding, it becomes difficult to apply in practice. Tourismproduct is a special case, especially since it’s like the service, intangible. Country brand is organized aroundthe tourism and the economical potential of that country. So the country brand is organized around tourismand economic potential of that country. Brand means ideas, feelings, values, combinations of words orimages. If you could choose one word to explain the term "brand", it would be "identity". Just try this withwhat the nation wants to be the brand: the discovery of a country's identity.

  19. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service (33-45

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2016-06-01

    Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants. Keywords: country image,Brand relationship,Brand trust,Brand identification,Brand involvement,Brand commitment,Brand Evangelism

  20. Information Warfare on Social Media: A Brand Management Perspective

    Directory of Open Access Journals (Sweden)

    Kalpokas Ignas

    2017-06-01

    Full Text Available Employing a perspective informed by brand management, this article aims at understanding information warfare operations in social media. The state, seen as brand, must project an image of itself to both internal and foreign audiences to unite the domestic audience and/or attract global support. However, in constructing a brand, states are vulnerable to ‘sofa warriors’ – ordinary individuals who have been unwittingly recruited by hostile actors to disseminate (over social media or other platforms a counter-brand, harmful to the state concerned. These new threats are investigated in light of recent tendencies in online branding, elucidating their status as a national security threat, with the potential to significantly disrupt life in political communities.

  1. Branding with social media in the competitive world: A case study of city branding practices in Copenhagen

    OpenAIRE

    So, Yin Ching

    2015-01-01

    Nowadays, nation states put much more focus on boosting their soft power, culture and ideologies, in order to strengthen and enhance national reputation and fame. Place branding strategies therefore become a necessity. Meanwhile the emergence of social media has brought changes to our lives in many aspects; it is by no means just a platform but very multi-functional and this research is especially interested in its role in place branding. Instead of discussing power struggle behind place bran...

  2. The Influence of Experiential Marketing, Emotional Branding, Brand Trust Towards Brand Loyalty

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2011-11-01

    Full Text Available The restaurant business in jakarta showed rapidly increased. Marketing today as the compete of brand strategy and experiental marketing on the competitive situation. The Jun Jan Kitchen is a new restaurant specialized on Chinnese Food, urgent to know the brand loyalty. The Aim research is to measured the influence of Experiental marketing, emotional branding and brand trust towards brand loyalty. Research method used descriptif, data collecting technique with questioner and observation. Statistic tools using path analysis to looking for contribution level on each variabel towards other. Population this research is customer Jun Jan Kitchen. Sampling technique using accidental sampling. Amount of sample is 100 customers. Result of this research is experiental marketing giving the significant influence towards brand trust whereas Emotional branding giving the significant influence towards brand loyalty. 

  3. Syv veje til branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    Mange brandingbøger kommer med én bestemt opskrift på, hvad branding er for noget, og hvad det er for nogle strategier, man skal anlægge. Men der ligger altid mange antagelser bag de gode råd, som bare aldrig bliver sagt explicit. Hvilke antagelser bygger relationsteorien fx på? Eller Martin...

  4. Nordic Branding Podcast 2

    DEFF Research Database (Denmark)

    2017-01-01

    Det er de nordiske landskaber der skaber de nordiske værdier og former den nordiske sjæl. Vi smager på det svenske landskab med professor Jacob Östberg, og undersøger hvordan 'Nordiske værdier' i Sverige bliver til Nordisk branding i mode, mad og design (men kald det endelig ikke 'NORDISK'!)....

  5. Branding the Brain

    DEFF Research Database (Denmark)

    Plassmann, Hilke; Ramsøy, Thomas Z.; Milosavljevic, Milica

    2012-01-01

    The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researc...

  6. Branding McJobs

    DEFF Research Database (Denmark)

    Noppeney, Claus; Endrissat, Nada; Kärreman, Dan

    Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical...

  7. Branding and liberal autonomy

    NARCIS (Netherlands)

    Terlaak, E.

    2011-01-01

    Are you manipulated by branding campaigns? This book addresses this question by drawing on work in both philosophy and psychology. It does so from the perspective of the liberal state. As such, manipulation is understood as the violation of liberal autonomy. The central claims are that, on this

  8. Selling brand MD.

    Science.gov (United States)

    Hudson, T

    1999-08-01

    Health care is more than local, of course: It's personal. Recognizing the connections between doctors and patients as a potent form of brand loyalty, health systems are looking for ways to leverage those bonds--and encourage new ones--with special marketing campaigns.

  9. Nordic Branding Podcast 5

    DEFF Research Database (Denmark)

    2017-01-01

    'Hygge' is a concept that has generated much interest as a way of conceptualising 'Nordic living', e.g. in books on hygge or scented candles. In this Nordic Branding reflections podcast we are having a 'hyggelig' session with ph.d. Jeppe Trolle Linnet, reflecting on this concept and related 'Nord......' values. We met at Meyers Deli and The Laundromat Cafe (Copenhagen)....

  10. Distributional records of Ross Sea (Antarctica) Tanaidacea from museum samples stored in the collections of the Italian National Antarctic Museum (MNA) and the New Zealand National Institute of Water and Atmospheric Research (NIWA).

    Science.gov (United States)

    Piazza, Paola; Błażewicz-Paszkowycz, Magdalena; Ghiglione, Claudio; Alvaro, Maria Chiara; Schnabel, Kareen; Schiaparelli, Stefano

    2014-01-01

    Here we present distributional records for Tanaidacea specimens collected during several Antarctic expeditions to the Ross Sea: the Italian PNRA expeditions ("V", 1989/1990; "XI", 1995/1996; "XIV", 1998/1999; "XIX", 2003/2004; "XXV", 2009/2010) and the New Zealand historical (New Zealand Oceanographic Institute, NZOI, 1958-1961) and recent ("TAN0402 BIOROSS" voyage, 2004 and "TAN0802 IPY-CAML Oceans Survey 20/20" voyage, 2008) expeditions. Tanaidaceans were obtained from bottom samples collected at depths ranging from 16 to 3543 m by using a variety of sampling gears. On the whole, this contribution reports distributional data for a total of 2953 individuals belonging to 33 genera and 50 species. All vouchers are permanently stored in the Italian National Antarctic Museum collection (MNA), Section of Genoa (Italy) and at the National Institute of Water and Atmospheric Research (NIWA Invertebrate Collection), Wellington (New Zealand).

  11. PERAN BRAND IMAGESEBAGAI PEMEDIASI PENGARUH COUNTRY OF ORIGINPADA BRAND EQUITY

    Directory of Open Access Journals (Sweden)

    Pratiwi Ni Luh Putu Mira

    2015-10-01

    Full Text Available The aim of this study is to determine the mediating role of brand image on the influence of countryof origin on brand equity of Toyota car in Denpasar City. This research was conducted to 150 samples by implementing purposive sampling method. The data was collected by using instrument with 5 point Likert’s Scale. The data was analized with Structural Equation Modeling ( SEM technique. The results show that 1 country of origin has a positive effect on brand image, 2 country of origin is positively affect brand equi ty, 3 brand image is positively affect brand equity, and 4 brand image mediates the effect of country of origin on brand equity. It is recommended for Toyota Management to further highlight that Toyota is a made in Japan car with an image of developed countries. Additionally, Toyota  management can also improve  its brand image by making Toyota as the top brand award, so it will be able to increase the brand equityof the Toyota products.

  12. How we Relate to Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    of the brand into the self increases over time. Results of experiment 1 indicate greater self-reported emotional arousal for recently formed brand relationships, as well as decreased emotional arousal and increased inclusion of close brands over time. Additionally, the moderating role of usage frequency...... of the brand brings out an interesting nuance of the way these effects operate. Experiment 2 measures skin conductance responses and reveals increased emotional arousal for recently formed close relationships but not for established close brand relationships, corroborating the results based on self...

  13. The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

    Directory of Open Access Journals (Sweden)

    Hashed Ahmad Mabkhot

    2016-01-01

    Full Text Available This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua. Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand personality and brand satisfaction appear to have a positive and significant relationship with brand loyalty. Moreover, brand satisfaction was found to be a mediator in the relationship between brand personality and brand loyalty. The results are compared with earlier findings and implications for further research are discussed.

  14. Pengaruh Brand Positioning dan Brand Equity terhadap Keputusan Pembelian Sepeda Motor Yamaha

    OpenAIRE

    Jatmiko, Jatmiko; Setyawati, Retno Lies

    2015-01-01

    This study aims to determine whether the brand positioning and brand equity that include brand awareness, perceived quality, brand association, brand loyalty have an influence on purchasing decisions Yamaha motorcycles, as well as what factors are the most dominant among the brand positioning, brand awareness, perceived quality, brand association, brand loyalty, the purchasing decision of Yamaha motorcycles in the Housing Karawaci Tangerang.The population in this study are all consumers of Ya...

  15. The impact of brand experience on attitudes and brand image : A quantitative study

    OpenAIRE

    Isotalo, Anni; Watanen, Samu

    2015-01-01

    Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. Conclusion...

  16. Virtual and game-inspired approaches to concept store planning

    DEFF Research Database (Denmark)

    Andreasen, Kristian Emil; Tambo, Torben

    2012-01-01

    of affordance, flow and gain of intangible value. General theory applies to retail management and concept store brand integrity maintenance. Among major findings are that the problem statement is found positively verified, but much adaption is still needed both on acceptance and creating of stronger usefulness......Concept store development needs to be consistent with brand design guidelines, but also adapted to appeal to local conditions, building premises, and demographical preconditions. Visual appearance and consumer experience are assumed to be the fundamental factors. Store development processes...... will typically involve engagement from franchisers, landlord, chain management, visual merchandisers, architects and construction specialists. In this paper a system is presented and discussed for electronic modeling of concept store. The system is based on principles of computer games, gamification, to let...

  17. Building online brand perceptual map.

    Science.gov (United States)

    Chiang, I-Ping; Lin, Chih-Ying; Wang, Kaisheng M

    2008-10-01

    Many companies have launched their products or services online as a new business focus, but only a few of them have survived the competition and made profits. The most important key to an online business's success is to create "brand value" for the customers. Although the concept of online brand has been discussed in previous studies, there is no empirical study on the measurement of online branding. As Web 2.0 emerges to be critical to online branding, the purpose of this study was to measure Taiwan's major Web sites with a number of personality traits to build a perceptual map for online brands. A pretest identified 10 most representative online brand perceptions. The results of the correspondence analysis showed five groups in the perceptual map. This study provided a practical view of the associations and similarities among online brands for potential alliance or branding strategies. The findings also suggested that brand perceptions can be used with identified consumer needs and behaviors to better position online services. The brand perception map in the study also contributed to a better understanding of the online brands in Taiwan.

  18. STORYTELLING AND UNIVERSITY BRANDING IDENTITY

    Directory of Open Access Journals (Sweden)

    ANDREEA MONICA STATE

    2016-08-01

    Full Text Available The present article sets out to clarify the concepts of storytelling and branding, with a focus on university branding and visual identity – the latter being a vital element to a brand’s uniqueness. Storytelling is an important method of brand construction, and it entails a strong power of seduction. Branding is increasingly more about storytelling. Practically, a story is an image made up of facts, feelings and interpretations, which are often told to us solely by the university itself. As such, the brand appears on the market accompanied by its identity. Identity is what we aim to express with help of the brand. Implementing a system of visual identity that would help to harmoniously develop a university brand requires a handbook of visual identity. The present article aims to be a starting point for such a handbook serving the University of Bucharest, which currently does not own such a handbook

  19. THE EFFECTS OF BRAND AUTHENTICITY ON BRAND PREFERENCES, CUSTOMER SATISFACTION AND BRAND LOYALTY: A STUDY ON COMPUTER BRANDS

    Directory of Open Access Journals (Sweden)

    Elif ÜLKER DEMİREL

    2015-07-01

    Full Text Available Abstract Today’s consumers have become more conscious and selective. They prefer to choose brands which have, make sense for them, differentiate themselves from other brands and have an authentic value. Become authentic is seen as crucial element for companies under these circumstances. However, despite the increasing importance of authenticity in terms of business and literature, there are limited numbers of studies in the extant literature. The aim of this research is to analyze effects of the concept of authenticity, which is an element that makes difference for brands in these days, on the consumer preferences, satisfaction degrees and brand loyalty. The survey was conducted to 415 personal computer owners and we aimed to investigate authenticity perception of computer brands. The proposed model was tested structural equation modelling (SEM. The results of this study show that consumers intend to prefer brands that offer a unique experience and deliver on their brand promises.

  20. The relationship between brand-specific alcohol advertising on television and brand-specific consumption among underage youth.

    Science.gov (United States)

    Ross, Craig S; Maple, Emily; Siegel, Michael; DeJong, William; Naimi, Timothy S; Ostroff, Joshua; Padon, Alisa A; Borzekowski, Dina L G; Jernigan, David H

    2014-08-01

    Being able to investigate the relationship between underage drinkers' preferences for particular brands and their exposure to advertising for those brands would represent a significant advance in alcohol marketing research. However, no previous national study has examined the relationship between underage youth exposure to brand-specific alcohol advertising and consumption of those brands. We conducted a cross-sectional, Internet-based survey of a national sample of 1,031 youth, ages 13-20, who had consumed at least 1 drink of alcohol in the past 30 days. We ascertained all alcohol brands consumed by respondents in the past 30 days. The main outcome measure was brand-specific consumption during the past 30 days, measured as a dichotomous variable. The main predictor variable was exposure to brand-specific alcohol advertising on television. The respondents reported which of 20 television shows popular with youth they had watched during the past 30 days. For each respondent, we calculated a standard measure of potential exposure to the brand-specific alcohol advertising that aired on those shows during the preceding 12 months, based on Nielsen (New York, NY) estimates of the youth audience for each show's telecasts. Compared to no brand-specific advertising exposure, any exposure was associated with an increased likelihood of brand-specific consumption (adjusted odds ratio 3.02; 95% confidence interval: 2.61-3.49) after controlling for several individual- and brand-level variables. When measured as a continuous variable, the relationship between advertising exposure and brand consumption was nonlinear, with a large association at lower levels of exposure and diminishing incremental effects as the level of exposure increased. There is a robust relationship between youth's brand-specific exposure to alcohol advertising on television and their consumption of those same alcohol brands during the past 30 days. This study provides further evidence of a strong

  1. The lure of global branding.

    Science.gov (United States)

    Aaker, D A; Joachimsthaler, E

    1999-01-01

    As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Attracted by such high-profile examples of success, these companies want to globalize their own brands. But that's a risky path to follow, according to David Aaker and Erich Joachimsthaler. Why? Because creating strong global brands takes global brand leadership. It can't be done simply by edict from on high. Specifically, companies must use organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies, and to develop a global brand strategy that coordinates and leverages country brand strategies. Aaker and Joachimsthaler offer four prescriptions for companies seeking to achieve global brand leadership. First, companies must stimulate the sharing of insights and best practices across countries--a system in which "it won't work here" attitudes can be overcome. Second, companies should support a common global brand-planning process, one that is consistent across markets and products. Third, they should assign global managerial responsibility for brands in order to create cross-country synergies and to fight local bias. And fourth, they need to execute brilliant brand-building strategies. Before stampeding blindly toward global branding, companies need to think through the systems they have in place. Otherwise, any success they achieve is likely to be random--and that's a fail-safe recipe for mediocrity.

  2. Understanding Consumers' In-store Visual Perception

    DEFF Research Database (Denmark)

    Clement, Jesper; Kristensen, Tore; Grønhaug, Kjell

    2013-01-01

    It is widely accepted that the human brain has limited capacity for perceptual stimuli and consumers'' visual attention, when searching for a particular product or brand in a grocery store, should then be limited by the boundaries of their own perceptual capacity. In this exploratory study, we...... examine the relationship between abundant in-store stimuli and limited human perceptual capacity. Specifically, we test the influence of package design features on visual attention. Data was collected through two eye-tracking experiments, one in a grocery store using wireless eye-tracking equipment......, and another in a lab setting. Findings show that consumers have fragmented visual attention during grocery shopping, and that their visual attention is simultaneously influenced and disrupted by the shelf display. Physical design features such as shape and contrast dominate the initial phase of searching...

  3. TO STORES USERS

    CERN Multimedia

    SPL Division

    2001-01-01

    Stores users are informed that the Stores (Central, Emergency window, Raw materials, Chemical products and Prévessin Self service stores) will be closed on Friday, 7 December owing to migration of the Stores computers to Windows 2000. Thank you for your understanding.

  4. Brand management značky Schauma

    OpenAIRE

    Grauerová, Martina

    2014-01-01

    This bachelor thesis on the topic of Brand management of Schauma Brand deals with the effects of the brand Schauma on the Czech market. The Schauma brand ranks among brands of the Schwarzkopf Company. The goal is to evaluate the strategy of brand management of the Schauma brand on the Czech market. The thesis is divided into two parts, theoretical basis and practical research. The theoretical part explains the basic concepts related with the topic of the work. The practical part introduces th...

  5. Conational Drivers Influencing Brand Preference among Consumers

    OpenAIRE

    Rajagopal, MR

    2009-01-01

    Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust...

  6. Horizontal Brand Extension and Customer perception

    OpenAIRE

    Khan, Khalid; Janthimapornkij, Rattanawilai

    2011-01-01

    Company use different method for extended their business to different market and to different segment. They use different method; brand extension is one of popular strategy for extension of business. Brand extension does not become successful for every brand, it is very risky. The purpose of this thesis is to study horizontal brand extension and customer perception. We will discuss horizontal brand extension and its two main types franchise brand extension and line extension. Brand extension ...

  7. Investigating different factors influencing on brand equity

    OpenAIRE

    Afsane Zamanimoghadam; Karim Hamdi; Mandana Sediqi

    2014-01-01

    The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-su...

  8. Badwill branding Denmark

    DEFF Research Database (Denmark)

    Mordhorst, Mads

    2016-01-01

    Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?......Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?...

  9. Store brands’ purchase intention: Examining the role of perceived quality

    Directory of Open Access Journals (Sweden)

    Cristina Calvo-Porral

    2017-05-01

    Full Text Available Considering the increase of the store brand's market share globally, the present study addresses the following question: “Does the consumer product perceived quality influence store brands’ proneness?”; or in other words “Does product perceived quality influence store brands’ purchase intention?”, since perceived quality is a customer-based undertaken variable. The present study proposes and empirically tests a conceptual model of the influence of perceived product quality of store brands relative to perceived value and purchase intention. Structural Equation Modelling (SEM was developed on a sample of 439 consumers, distinguishing between consumers with high perceived quality (HPQ and low perceived quality (LPQ. Our findings highlight that store brands’ purchase intention is strongly influenced by confidence for both HPQ and LPQ customers, followed by product price. Additionally, our results suggest the moderating role of perceived quality on some of the proposed relationships. Store brand managers and retailers could develop market segmentation and perform marketing strategies based on customers’ perceived quality.

  10. Black Friday = Broget Branding?

    DEFF Research Database (Denmark)

    Hansen, Heidi

    2015-01-01

    Black Friday er et godt eksempel på, hvordan ikke kun produktbrands og corporate brands rejser på tværs af landegrænser, men også traditioner som Halloween, Valentines Day og i dette tilfælde den ultimative tilbuds-fredag, som i USA går under navnet Black Friday. Men hvad er Black Friday i Danmark...

  11. Brand loyalty in Smartphone

    OpenAIRE

    Forsido, Mulugeta Z

    2012-01-01

    Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the p...

  12. Building Brands Together

    DEFF Research Database (Denmark)

    Ind, Nicholas; Iglesias, Oriol; Schultz, Majken

    2013-01-01

    Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we cr...... the research shows that managers have to see participants as integral to the brand....

  13. 19 CFR 122.136 - Outgoing stores list.

    Science.gov (United States)

    2010-04-01

    ... 19 Customs Duties 1 2010-04-01 2010-04-01 false Outgoing stores list. 122.136 Section 122.136 Customs Duties U.S. CUSTOMS AND BORDER PROTECTION, DEPARTMENT OF HOMELAND SECURITY; DEPARTMENT OF THE... shall show the total number of bottles for each type liquor, the brand, and the size of each bottle. (b...

  14. Initial performance assessment of the disposal of spent nuclear fuel and high-level waste stored at Idaho National Engineering Laboratory. Volume 2: Appendices

    Energy Technology Data Exchange (ETDEWEB)

    Rechard, R.P. [ed.

    1993-12-01

    This performance assessment characterized plausible treatment options conceived by the Idaho National Engineering Laboratory (INEL) for its spent fuel and high-level radioactive waste and then modeled the performance of the resulting waste forms in two hypothetical, deep, geologic repositories: one in bedded salt and the other in granite. The results of the performance assessment are intended to help guide INEL in its study of how to prepare wastes and spent fuel for eventual permanent disposal. This assessment was part of the Waste Management Technology Development Program designed to help the US Department of Energy develop and demonstrate the capability to dispose of its nuclear waste, as mandated by the Nuclear Waste Policy Act of 1982. The waste forms comprised about 700 metric tons of initial heavy metal (or equivalent units) stored at the INEL: graphite spent fuel, experimental low enriched and highly enriched spent fuel, and high-level waste generated during reprocessing of some spent fuel. Five different waste treatment options were studied; in the analysis, the options and resulting waste forms were analyzed separately and in combination as five waste disposal groups. When the waste forms were studied in combination, the repository was assumed to also contain vitrified high-level waste from three DOE sites for a common basis of comparison and to simulate the impact of the INEL waste forms on a moderate-sized repository, The performance of the waste form was assessed within the context of a whole disposal system, using the U.S. Environmental Protection Agency`s Environmental Radiation Protection Standards for Management and Disposal of Spent Nuclear Fuel, High-Level and Transuranic Radioactive Wastes, 40 CFR 191, promulgated in 1985. Though the waste form behavior depended upon the repository type, all current and proposed waste forms provided acceptable behavior in the salt and granite repositories.

  15. Strategic Brand Management: Building a Brand : Case Studio Tendance

    OpenAIRE

    Kostomarova, Viktoriya

    2015-01-01

    Today the fashion market is saturated with a great variety of brands. Therefore, consumers can compare quality, prices, availability, and choose those brands, which deliver the best value to them. It is quite difficult for a new company to gain attention of customers because many of them already have their preferences and even loyalty to some specific brands. What should an unknown company do in order to attract attention? How can it convince potential customers at least to try something new?...

  16. The Impact of Brand Equity Assets on Consumer Preference for Foreign Brands in Bosnia and Herzegovina

    Directory of Open Access Journals (Sweden)

    Ena Kumbara

    2014-08-01

    Full Text Available In the free market consumers are faced with a different variation while they making purchase decision. Brand as a term, name, and symbol gives quality and satisfy needs of consumers and on that way assure self recognition. Main objective of this study is to determine the factors which influence consumers to buy international brands rather than national brands. This study has four independent variables and one dependent variable. Data for this study will be collected using online surveys based on the previous researches about brand equity and its dimensions. Sample for this study were 214 respondents form the territory of Bosnia and Herzegovina. Using descriptive statistics, correlation and multiple regression analyses these data are measured. Results of this research will give benefits to marketing professionals in Bosnian industries where they can try to understand consumers- whether brand equity and its dimensions affect their purchasing decision and does that effect have negative or positive impact. Contribution of this study is reflected in that Bosnian manufacturers and sellers can better meet consumer’s wishes and needs, possibilities of potential consumers in this strained economy.

  17. Brand placement on price boards after tobacco display bans: a point-of-sale audit in Melbourne, Australia.

    Science.gov (United States)

    Wakefield, Melanie; Zacher, Meghan; Scollo, Michelle; Durkin, Sarah

    2012-11-01

    This study aims to explore how cigarette brands are arranged on boards listing tobacco products and/or prices following the 1 January 2011 ban on point-of-sale tobacco displays in Victoria, Australia. An audit undertaken in late 2011 gathered information on the prevalence and contents of tobacco product information displays ('price boards'). We examined how often all or most of the brands listed at the top of price boards were owned by the same tobacco company, and whether premium, mainstream and value brands were listed in prominent positions more frequently in different store types and socio-economic areas (SES). Of the 281 stores audited, 64% (179) had legible price boards. Of the 178 with factory-made products, 11% arranged brands alphabetically, 2% by price and 87% did so in some other way. In 65% of stores where brands were arranged in some other way, at least three of the top four positions were devoted to brands owned by the same tobacco company. Premium brands were given greater prominence than would be expected by market share. Neighbourhood SES was significantly related to the representation in the most prominent price board positions of brands from the most appropriate market segment. Price boards are being used to target brands to consumers. Jurisdictions should also prohibit price board display when they ban tobacco product display; prices might instead be itemised in alphabetical order on a list only viewable upon customer request.

  18. Tax, price and cigarette brand preferences: a longitudinal study of adult smokers from the ITC Mexico Survey.

    Science.gov (United States)

    Sáenz de Miera Juárez, Belén; Thrasher, James F; Reynales Shigematsu, Luz Myriam; Hernández Ávila, Mauricio; Chaloupka, Frank J

    2014-03-01

    Recent tax increases in Mexico differed in structure and provided an opportunity to better understand tobacco industry pricing strategies, as well as smokers' responses to any resulting price changes. To assess if taxes were passed onto consumers of different cigarette brands, the extent of brand switching and predictors of preference for cheaper national brands. Using data from three waves of the Mexican administration of the International Tobacco Control Survey, we analysed self-reported brand and price paid at last cigarette purchase. Generalised estimating equations were used to determine predictors of price and preference for national brands. The average price of premium/international brands increased each year from 2008 to 2011; however, the price for discount/national brands increased only from 2010 to 2011. The percentage of smokers who smoked national brands remained stable between 2008 and 2010 but dropped in 2011. Factors related to smoking national brands as opposed to international brands included being male and having relatively older age, lower education, lower income and higher consumption. Tobacco industry pricing strategies in the wake of ad valorem taxes implemented in Mexico prior to 2011 had the impact of segmenting the market into discount national brands and premium international brands. The specific tax increase implemented in 2011 reduced the price gap between these two segments by raising the price of the national brands relative to the international brands. Evidence for trading up was found after the 2011 tax increase. These results provide further evidence for the relevance of tax policy as a tobacco control strategy; in particular, they illustrate the importance of how specific rather than ad valorem taxes can reduce the potential for downward brand switching in the face of decreasing cigarette affordability.

  19. Cooperatives as Marketers of Branded Products

    OpenAIRE

    Hardesty, Shermain D.

    2005-01-01

    Few agricultural marketing cooperatives have nationally prominent brand names. Instead, they tend to concentrate in commodity-oriented markets, which can be attributed to the cooperative principles—user-benefit, user-financed and user-control. However, these structural disadvantages can be overcome. Due to the user-benefit principle, cooperatives often have seasonal product availability and/or limited product lines; they also suffer from the horizon problem, lacking the structure to provide ...

  20. Introduction to Interregional Place Branding

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Jacobsen, Björn P.

    2015-01-01

    Place branding is an inherently difficult venture, since places are complex systems of geographical abstractions, each one understood in relation and contrast to other geographical entities. Even at the smallest size – a district, town, or city – a place is quite complex, but it becomes even more...... challenging when the entity exists on a higher level, like a region, two or more joined regions, or a country. When performing place branding, regions often not only differentiate themselves but also cooperate (within one country or between countries), thereby building so-called interregional brands...... with a high degree of complexity. In this chapter, we will define the place brand and examine different concepts to understand branding as they relate to places. In a next step, we will highlight the special character of interregional place branding. Finally, we will apply these concepts to a particular...

  1. Sustainable Brand-Based Innovation

    DEFF Research Database (Denmark)

    Nedergaard, Nicky; Gyrd-Jones, Richard

    2013-01-01

    processes. The article applies the concept of design thinking to develop a framework for Sustainable Brand-based Innovation. It is suggested that traditional market-oriented strategies should be complemented with intuitive thinking and abductive reasoning as associated with the concept of design thinking......The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation....... On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii...

  2. Personal Branding Through Fashion Blogging

    Directory of Open Access Journals (Sweden)

    Yuanita Safitri

    2017-01-01

    Full Text Available The objective of this research was to analyze personal branding development from personal brand identity, personal brand positioning, and personal brand assessment. The object of this research was Diana Rikasari's blog “Hot Chocolate and Mint”. She is one of prominent influence and fashion blogger from Indonesia. The research used the qualitative method with data collection by virtual observation from June until August 2016. Rikasari’s personal branding showed on her blog was the fashionably smart woman who had entrepreneurship competence. This research finds out that Diana Rikasari success to make her personal identity by her blog profile and blog posting. Her positioning is clear as Indonesian modern woman. The personal brand assessment can be seen through the achievements and feedbacks on her blog post, both positive or negative.

  3. Personal Branding Pustakawan Di Perpustakaan

    Directory of Open Access Journals (Sweden)

    Rina Handayani

    2015-11-01

    Full Text Available Using technology people introduce themselves into a brand, a  community  could  accept  them  without  any  complicated  process. Librarians as supporting the development of libraries in an institution that requires a personal branding good on him, it is to change the public image of a librarian. Using theoretical approach this study dealts with a response to Personal branding of Librarian. This study argues that the presence of the Personal branding will defnitely have a big impact on the Library. A library that has a good image in the world will certainly be able to develop the programs to increase the support of its librarian Personal  branding. So  that  the  realization  of Personal  branding,  this institution will supports a good image.

  4. Brand Relationships 2.0

    DEFF Research Database (Denmark)

    Ringberg, Torsten; Bjerregaard, Stine

    Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well as bet...... that consumers remain critical toward the Nike+ initiative as an emotional partner as well as a social interaction builder. This consumer resistance endures in spite of Nike fulfills the criteria for relationship building set forth in the literature.......Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well...

  5. Corporate Branding and Corporate Reputation

    DEFF Research Database (Denmark)

    Karmark, Esben

    2013-01-01

    organizational culture and identity, and how, although characterized by parallel developments, new ideas and models from a “third” wave of corporate branding challenge prevailing assumptions of corporate reputation particularly in terms of the assumptions that reputations emerge from authentic and transparent......Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through...... expressions of corporate brand identity. The chapter introduces notions that reputations, like corporate brands, may be considered as co-constructed by stakeholders, formed through multiple meanings and the subject of stakeholder negotiation, and discusses such ideas in the context of a future research agenda...

  6. AN EMPIRICALLY DERIVED TAXONOMY OF BRANDS

    OpenAIRE

    McEnally, Martha R.; Hawes, Jon M.

    1984-01-01

    This paper reports the results of a study designed to determine how consumers "group" various products into categories. Specifically, it was determined that consumers clearly perceive two types of brands: (1) manufacturers' brands, and (2) distributors' brands. While manufacturers' brands were viewed as a distinct offering, consumers did not differentiate between private brands and generics.

  7. Brands Repositioning: Brazilian case studies

    OpenAIRE

    Serralvo, Francisco Antonio; Furrier, Márcio Tadeu

    2008-01-01

    Based on the assumption of the increasing relevance of both brand positioning and equity in the context of marketing management in competitive environments, the objective of this work was to deepen the existing knowledge on the brand repositioning process. Four theoretical models of reference obtained after literature review supported the empiric verification represented by content analysis of six reports (cases) of Brazilian brands repositioning experiences awarded with the “Top of Marketing...

  8. Customer advocacy and brand development

    OpenAIRE

    Lawer, Christopher; Knox, Simon

    2006-01-01

    Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature.  Design/methodology/approach – The paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to understand why customer advocacy is becoming an attractive strategic option for many firms. A model of empowered consumer value drivers is constructed to demonstrate how they are becoming an important source...

  9. Customer-centered brand management.

    Science.gov (United States)

    Rust, Roland T; Zeithaml, Valarie A; Lemon, Katherine N

    2004-09-01

    Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data.

  10. Broad vs. Narrow Brand Strategies: The Effects of Association Accessibility on Brand Performance

    OpenAIRE

    Olsen, Lars Erling

    2011-01-01

    The purpose of this dissertation is to investigate whether brands pursuing a narrow brand strategy perform better than brands pursuing a broad brand strategy. Specifically, the dissertation asks whether associative strength influences a brand’s ability to fight off new competitors (protective performance) and to enhance the evaluation of brand extensions from that brand (growth performance). This dissertation predicts that limiting the number of diagnostic brand associations for brand A ...

  11. ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

    OpenAIRE

    Elia Ardyan; Heny Kurnianingsih; Ginanjar Rahmawan; Utomo Wibisono; Winata Winata

    2016-01-01

    Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this s...

  12. EXPLORING THE ANTECEDENTS OF BRAND EXTENSION SUCCESS: A RESEARCH ON AN ATHLETIC FOOTWEAR BRAND

    OpenAIRE

    Taşkın, Çağatan; Emel, Gül Gökay; Öztürk, Onur; Petriçli, Gülcan

    2017-01-01

    Brand extension strategy which means using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms since it helps reducing costs of creating a new brand and benefiting from the parent brand's brand equity. Thus, it is crucial for companies to understand the antecedents of brand extension success especially in athletic footwear segment that targe...

  13. The Antecedents of Brand Extension Success and Research on an Apparel Brand

    OpenAIRE

    TAŞKIN, Çağatan; Öztürk, Onur

    2016-01-01

    Brand extension strategy using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms as it helps reducing costs of a new brand creation and benefiting from the parent brand's brand equity. The aim of this study is to explore the antecedents of brand extension success from the perspective of generation Y cohort and propose marketing strategies....

  14. Brand awareness and buying intention in the online environment

    Directory of Open Access Journals (Sweden)

    Filipović Jelena

    2015-01-01

    Full Text Available The importance of the Internet marketing continually rises. However, there is a lack of the studies which investigate the effectiveness of the online campaigns aimed at the users in the transitional countries. This research aims to explore the correlation between the time that user spend on a website and their awareness of the brand advertised therein, as well as users' intention to buy the advertised product or brand. It is established that both demographic characteristics and time spent on the website would influence perception and buying intention towards brand. These findings can affect the design and layout of the virtual stores, in order to increase sales in these online shops and enhance consumers' experience. In addition, the results open new avenues for the research in the Internet marketing both in Serbia and in region.

  15. The Branding of Kharkov City as a Tourist Destination

    Directory of Open Access Journals (Sweden)

    Danko Nataliya I.

    2016-05-01

    Full Text Available On the basis of analyzing publications and documents of the United Nations World Tourism Organization (UNWTO, the authors clarified the concept of «tourist destination»; considered and clarified the concept of «brand of the tourist destination»; suggested the mechanism for development of the brand of the tourist destination. The existing brand of Kharkiv – «Kharkiv – smart city» – has been analyzed and it was concluded that this brand is promising and successful for educational tourism, for attracting foreign students and scholars – connoisseurs of new technologies and science fiction. The direction of further work on the brand of Kharkiv city as a tourist destination is to enhance the already existing brand «Kharkiv – smart city» by introducing a set of marketing communications, aggressive advertising campaign in Ukrainian and international media and travel exhibitions. Besides, it is considered to be promising to design brands intended for other target segments of consumers – «Kharkiv – historic city», «Kharkiv – sport city», etc., which will lead to a synergistic effect in the tourism industry of Kharkiv. Prospects for further research in this direction are studying new strategic directions of development of Kharkiv city as a tourist destination

  16. Examining Place Branding with Aarhus

    OpenAIRE

    Pedersen, Morten Lech; Festersen, Simon Kanstrup; Thorborg, Caroline; Hansen, Anna Schjøtt

    2014-01-01

    This study examines the phenomenon place branding in relations to a specific case, the Danish city Aarhus, whom recently changed the city brand and image to “Aarhus – Danish for Progress”. The goal of the study is to examine which community of values is present in the branding of Aarhus, and what implications this type of branding has in a democratic society. The study includes a functional-pragmatic discourse analysis of the publications “Positioning Aarhus for the Future” and “Do Busines...

  17. Pengaruh Brand Exposure Dan Brand Experience Terhadap Brand Trust Dan Brand Recall (Studi Pada Produk Smartphone Di Wilayah Kota Malang)

    OpenAIRE

    Arthana, Rony; -, Noermijati; Susilowati, Christin

    2016-01-01

    : The aims of this study was to determine the influence of brand exposure and brand experience on brand trust and brand recall on high-end smartphone in Malang. The total samples of 200 users of high-end smartphone are used as respondend on this study, collected using purposive sampling technique with the following criteria: (1) domiciled in Malang; (2) have at least 21 years; and (3) using a high-end smartphone. Data analysis techniques used in this study is Partial Least Square (PLS) with S...

  18. The influence of service brand equity on the strength of brand ...

    African Journals Online (AJOL)

    A multiple regression analysis indicates that three brand equity dimensions, namely brand awareness, brand association and brand trust, significantly and positively influence the strength of the relationships that respondents have with their favourite fast food brand (with brand trust being the most influential dimension).

  19. The Moderating Influence of Supermarket Satisfaction on Out-of-Stock Store Switching Behaviour

    DEFF Research Database (Denmark)

    Hansen, Torben; Beckmann, Suzanne C.; Solgaard, Hans Stubbe

    Consumer store switching behaviour – going to another store to buy an item that is out-of-stock is often considered to be associated with high brand loyalty in combination with low store loyalty, making a study of the causes for such behaviour highly important to both store and brand managers....... Based on a survey of 631 grocery consumers, this study investigates the moderating influence of preferred supermarket satisfaction on relations between quality consciousness, price consciousness, pre-planning propensity and out-of-stock store switching, and also examines the direct influence...... of these variables on out-of-stock store switching. The results indicate that whereas preferred supermarket satisfaction negatively moderates the relation between quality consciousness and out-of-stock store switching, preferred supermarket satisfaction positively moderates the relation between price consciousness...

  20. The Moderating Influence of Supermarket Satisfaction on Out-of-stock Store Switching Behavior

    DEFF Research Database (Denmark)

    Hansen, Torben; Beckmann, Suzanne C.; Solgaard, Hans Stubbe

    2015-01-01

    Consumer store switching behaviour – going to another store to buy an item that is out-of-stock – is often considered to be associated with high brand loyalty in combination with low store loyalty, making a study of the causes for such behaviour highly important to both store and brand managers....... Based on a survey of 631 grocery consumers, this study investigates the moderating influence of preferred supermarket satisfaction on relations between quality consciousness, price consciousness, pre-planning propensity and out-of-stock store switching, and also examines the direct influence...... of these variables on out-of-stock store switching. The results indicate that whereas preferred supermarket satisfaction negatively moderates the relation between quality consciousness and out-of-stock store switching, preferred supermarket satisfaction positively moderates the relation between price consciousness...

  1. The Effect of Brand Awareness and Brand Trust on Consumers Sportswear Brand Extension Attitude at the Hill Fitness Center Manado

    OpenAIRE

    Mantik, Tirza

    2013-01-01

    Brand is the name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers. To introduce a product to the public, company should make a strong brand to increase the consumers' attitude of sportswear. In order to support an ad in providing information and attract the attention of the public, a company will use brand awareness and brand trust. Research objectives are to analyse the effect of brand awareness and brand trust on consumer...

  2. Application of Emotional Branding Strategy in the Model Development of Sports Brand of The Bottled Water Market

    Directory of Open Access Journals (Sweden)

    Marija Jankovic

    2017-06-01

    Full Text Available The new economy has brought new meaning to the brand, which is characterized by a brand, but also has a human touch, turning into an emotional brand. Alternative branding strategies put emphasis on brand experience in terms of emotional, holistic and socially responsible. Bottled water has become the world's "liquid gold" in the last 40 years, because it is a natural product, which is made with minimal costs. The paper develops the idea to perform a kind of humanization and the introduction of a new emotional brand of bottled water on the market, which will bear the name "Aqua F.I.F.A" designed label of FIFA international organizations, as well as the roof of the organizers of the most important football events in the world and the label of the national team. This paper will analyze in detail the market opportunities and prospects of introducing a unique sports brand, on the emotional aspect, with the use of effective marketing communication strategy.

  3. Humanitarian Branding & the Media

    DEFF Research Database (Denmark)

    Vestergaard, Anne

    2006-01-01

    's branding strategies testify to a high degree of reflexivity about the conditions of what Luc Boltanski calls a Crisis of Pity. The analysis illustrates how, in the face of compassion fatigue, the organization manages to carve out a new space for itself in the marketized ethical discourse, and leads......, on the other hand, the public's skepticism toward mediated morality and what is commonly referred to as compassion fatigue. The issue is investigated through an analysis of a TV spot produced by the Danish section of Amnesty International in 2004. This spot is taken as an example of how the organization...

  4. By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends

    Directory of Open Access Journals (Sweden)

    Kliestikova Jana

    2017-12-01

    Full Text Available Brand value building and managing is an interdisciplinary issue with serious impact on company's effective market performance. Knowing this, more and more companies try to extract the competitive advantage of a valuable brand. But there are a lot of practical restrictions that result from universal application of formulated theory without respecting national specifics and which often lead to company's activities in scope of branding and brand value measuring not being successful. This is the reason for scepticism towards the implementation of brand management activities, especially in former socialistic countries where the tradition of brand is not so developed due to the long-term application of principles of planned economy. So, the undesirable spiral mechanism is evident – domestic companies apply inconvenient methods of branding and brand value evaluation – brand value decreases – companies rather do not build and manage theirs brandsbrands lose their competitive potential in comparison with foreign competitors and the market deforms – only strong foreign brands applying their national branding mechanisms survive – the impression of the so called ‘good practice’ is created – the domestic companies apply inconvenient methods of branding and the circle starts again. According to this, the aim of this paper is to critically discuss the applicability of selected brand valuation methods in the specific conditions of Slovak republic and to verify its applicability in the context of framework conditions of their applicability. To achieve this aim, after the application of selected criteria, we applied the following methods of brand value measurement: royalty savings and brand value added.

  5. Distributional records of Ross Sea (Antarctica Tanaidacea from museum samples stored in the collections of the Italian National Antarctic Museum (MNA and the New Zealand National Institute of Water and Atmospheric Research (NIWA

    Directory of Open Access Journals (Sweden)

    Paola Piazza

    2014-11-01

    Full Text Available Here we present distributional records for Tanaidacea specimens collected during several Antarctic expeditions to the Ross Sea: the Italian PNRA expeditions (“V”, 1989/1990; “XI”, 1995/1996; “XIV”, 1998/1999; “XIX”, 2003/2004; “XXV”, 2009/2010 and the New Zealand historical (New Zealand Oceanographic Institute, NZOI, 1958-1961 and recent (“TAN0402 BIOROSS” voyage, 2004 and “TAN0802 IPY-CAML Oceans Survey 20/20” voyage, 2008 expeditions. Tanaidaceans were obtained from bottom samples collected at depths ranging from 16 to 3543 m by using a variety of sampling gears. On the whole, this contribution reports distributional data for a total of 2953 individuals belonging to 33 genera and 50 species. All vouchers are permanently stored in the Italian National Antarctic Museum collection (MNA, Section of Genoa (Italy and at the National Institute of Water and Atmospheric Research (NIWA Invertebrate Collection, Wellington (New Zealand.

  6. Brand Evaluation - A Basic Feature in Modern Brand Management

    Directory of Open Access Journals (Sweden)

    Cosmin IRIMIEŞ

    2012-10-01

    Full Text Available Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/buying transaction. The purpose of this article is to make a comprehensive analysis of the evaluation methods of brands, to present the situations that usually need a brand evaluation as well as to see whether Romania has made any progress from this point of view.

  7. BRAND EQUITY WITHIN THE FRAMEWORK OF BRANDING CONCEPT

    Directory of Open Access Journals (Sweden)

    Hande BİLSEL ENGİN

    2016-08-01

    Full Text Available Contemporary marketing theory and practice is founded upon the descriptive and explanatory premises of how brands are managed and utilized. In this study, learning and approaches concerning brand equity and its assessment will be discussed. This theoretical evaluation will present an indication in terms of being both an important step on the way of developing the marketing theory and also of showing how far the conceptual structures can differ from one another. Within this framework, a taxonomical synthesis of approaches towards these concepts will be presented as well as putting together a study which might light the way of future studies to be conducted towards a more unified brand equity theory. Principally, sources of brand equity and determining factors of brand equity formation will be considered in theoretical and historical terms.

  8. BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY

    Directory of Open Access Journals (Sweden)

    Herry Mulyono

    2016-09-01

    Full Text Available Universities are currently facing many challenges as institutions of higher education providers, espe-cially in obtaining numbers of students. The purpose of the study is to examine the effect of brand awareness on brand image, the effect of brand image on perceived value, the effect of perceived value on satisfaction, the effect of brand image on satisfaction, the effect of satisfaction on loyalty. Data collection methods are obtained from 200 samples of students in Jambi (primary data with an analysis of Structural Equation Model Lisrel 8.80. The findings of this research are four hypothesis take positive and significant effect where Satisfaction has the most effect. However, it did not find any influence of brand image on satisfaction.

  9. Place Branding as Efficient Management Tool for Local Government

    Directory of Open Access Journals (Sweden)

    Rodica PETREA

    2013-12-01

    Full Text Available The economic liberalism, globalization and more recently the economic crisis are general phenomena leading to changes of territorial management practices. Within these practices, place marketing and branding are of crucial importance in promoting an image of the city and bringing some added value to a place. Although an emerging challenging problem for local authorities, few scholars are currently addressing the subject, in terms of delivering a branding modus operandi for the practitioners, be they local authorities or private agencies. The present paper conducts an in-depth analysis of the most recent writings showing how product marketing techniques apply to place marketing, with an emphasis on city branding, presenting the manner in which the place branding process was improved in two of the most representative cities of Transylvania: Sibiu and Cluj-Napoca. The paper’s main objective is to highlight the role of territorial marketing which can become, through one of its components, namely place branding, an important trigger for the local communities development by the means of strategic planning. In this respect, the present work displays an overview of some of the most illustrative theoretical models regarding city branding, an insight on the Romanian city branding process within the two aforementioned cities and, finally, some brief recommendations regarding the place and the role of branding process for local authorities. The paper assumes that although place branding is an efficient tool for promoting a territory’s identity (already proven in several European cities, Romania is at the beginning of this process. The few significant achievements (the ones from Sibiu and Cluj-Napoca being the most notable still cannot make the most of their urban identities and values, neither at national, nor at international level. Last but not least, this kind of papers might raise some awareness among local stakeholders on the importance of these

  10. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2015-04-01

    Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.

  11. A study on the association between brand awareness and consumer/brand loyalty for the packaged milk industry in Pakistan

    OpenAIRE

    Subhani, Muhammad Imtiaz; Osman, Ms. Amber

    2011-01-01

    Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of brand equity—brand awareness, consumer/brand loyalty, and image (perceptions / associations) on the sample of consume...

  12. The Importance of Branding and Rebranding for Strategic Marketing

    Directory of Open Access Journals (Sweden)

    Todor R.D.

    2014-12-01

    Full Text Available The present paper’s main purpose is to establish a conection between branding, rebranding and the efforts of developing a strategic marketing plan. Today’s reality shows us that the quality of products or services alone, can not ensure companies success anymore. Because of that a lot of companies willing to obtain high profits, on national or international markets, have to consider branding eforts as a necesity and not as an option. Furthermore, even if the company’s efforts give birth to a successful brand, time and market changes may lead to the erosion of brand’s image, forcing that company to rethink the hole branding strategy and proceed to rebranding.

  13. Online Branding : case: Insjö Oy

    OpenAIRE

    Huynh, Thanh

    2017-01-01

    The thesis ideas was supporting Insjö, an organizing and functional accessories company, with online branding development plan. Company has implemented activities for marketing and brand building. However, Insjö branding strategies are outdated and require innovation for brand development. At the present, Insjö is operating online via official website and targeting for new customers outside Finland. Therefore, online branding is critical for company to raise international customer brand aware...

  14. Managing employee attention and internal branding.

    OpenAIRE

    Chapleo, Chris; Liu, G.; Ko, W.W.

    2017-01-01

    We extend the marketing literature on internal branding by developing a theoretical framework to explain the processes whereby brand orientation affects in- and extra-role employee brand-building behavior from the theoretical perspective of the attention-based view. The results of a survey of 314 UK-based nonprofit organizations show that brand orientation leads to the development of internal branding mechanisms, which in turn fosters in-role employee brand-building behaviors. We also find th...

  15. The Prevalence of Longevity Among Leading Brands

    OpenAIRE

    Bradford T. Hudson

    2014-01-01

    The longevity of brands is embedded in scholarship involving brand processes that evolve over time such as brand equity, loyalty, nostalgia, and lifecycle. It is also an important conceptual element in the emerging topic of brand heritage. This paper offers new insight regarding the prevalence of brand longevity in a variety of industries, based on historical research about 148 leading brands ranked in prior studies by the consulting firm Interbrand. The author finds that a significant propor...

  16. Branded gated communities : marketing and consumer perspectives

    OpenAIRE

    Omeraki, Sachfer

    2010-01-01

    Ankara : The Department of Management, Bilkent University, 2010. Thesis (Ph. D.) -- Bilkent University, 2010. Includes bibliographical refences. Recent studies on brands, branding and brand communities reveal the processes of brand development, and the actors that take part in these processes. Research also looks at consumers’ individual and collective practices for the creation of brand value and the transformation of firm-based brand meanings. This study contributes to the...

  17. Effects of the above the influence brand on adolescent drug use prevention normative beliefs.

    Science.gov (United States)

    Evans, W Douglas; Holtz, Kristen; White, Tanya; Snider, Jeremy

    2014-01-01

    Health brands are based on the relations between individuals and health behaviors and lifestyles. Brands can be measured by the brand equity construct validated in previous studies. The National Youth Anti-Drug Media Campaign brands alternative, non-drug use behaviors as a behavior change strategy. This study goes beyond previous campaign evaluations, which did not include specific brand equity measurements. Using data from a nationally representative media tracking, this study examined the relation between antidrug campaign brand equity and adoption of targeted attitudes, beliefs, and behaviors. Data were gathered before the relaunch of the campaign, and follow-up data collected 3 months later. On the basis of factor analysis, the authors developed a higher order antidrug brand equity factor and regressed campaign outcomes on that factor in multivariable models. The authors observed significant effects of higher brand equity on higher levels of targeted antidrug attitudes and normative beliefs at follow-up. The authors also observed some counterintuitive relations (i.e., less positive attitudes at follow-up). They interpreted these results in light of the changing messages and campaign strategy. The authors conclude that antidrug brand equity is an important construct for understanding campaign effectiveness. The present campaign shows signs of changing targeted antidrug attitudes and beliefs among youth with brand equity.

  18. The Intended Image of a Place Brand

    DEFF Research Database (Denmark)

    Hannibal, Martin; Rasmussen, Erik Stavnsager

    2016-01-01

    This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast to the historica......This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast...... to the historically embedded image of the municipality. In this chapter the intended image of the municipality is compared to the image as it is perceived by newcomers. The study shows that historically embedded images of places are hard to manage and change when they involve elements with negative appeal towards...... a specific target audience e.g. entrepreneurs. The branding problem for the municipality is shown to be the conflict between the brands of history, entrepreneurial spirit, family friendly town, and tourism etc. To manage a place brand so diverse is almost impossible and it is clearly demonstrated...

  19. Branding a business name

    Directory of Open Access Journals (Sweden)

    Bulatović Ivan

    2016-01-01

    Full Text Available The process of globalization, international businesses, as well as competitive markets imposed the companies (large ones, as well as the others to position in the required market. Making profit, which is the basic aim of every company, in such market environment can only be achieved by demonstrating distinct characteristics of a company, the characteristics which distinguish it from others with the same or similar activities. Historical and analysis of the current market have shown that being recognizable in the multitude of similar companies is a huge challenge, but also one of the main preconditions for successful operations. The moment a company is registered it acquires a specific identity primarily owing to its business name, which distinguishes it from other companies during that first period. Practically at the same time, the company starts creating its image or goodwill by means of several distinctive ways. One of them is branding business name or corporate branding. However, apart from large benefits, companies may also have big difficulties and risks in the same process as well.

  20. Consumer Learning and Brand Equity

    NARCIS (Netherlands)

    S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)

    2000-01-01

    textabstractAbstract A series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality,

  1. Consumer Learning and Brand Equity

    NARCIS (Netherlands)

    S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)

    2000-01-01

    textabstractA series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality, inhibition of the

  2. Building brands without mass media.

    Science.gov (United States)

    Joachimsthaler, E; Aaker, D A

    1997-01-01

    Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. In England, Nestlé's Buitoni brand grew through programs that taught the English how to cook Italian food. The Body Shop garnered loyalty with its support of environmental and social causes. Cadbury funded a theme park tied to its history in the chocolate business. Häagen-Dazs opened posh ice-cream parlors and got itself featured by name on the menus of fine restaurants. Hugo Boss and Swatch backed athletic or cultural events that became associated with their brands. The various campaigns shared characteristics that could serve as guidelines for any company hoping to build a successful brand: senior managers were closely involved with brand-building efforts; the companies recognized the importance of clarifying their core brand identity; and they made sure that all their efforts to gain visibility were tied to that core identity. Studying the methods of companies outside one's own industry and country can be instructive for managers. Pilot testing and the use of a single and continuous measure of brand equity also help managers get the most out of novel approaches in their ever more competitive world.

  3. Brand equity in hospital marketing

    National Research Council Canada - National Science Library

    Kim, Kang Sik; Kim, Jong Ho; Kim, Dong Yul; Kim, Kyung Hoon; Kang, Suk Hou

    2008-01-01

    ..., or safety risks in buying services, which is an obstacle to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Research in this area includes Kohli et al.'s (2001) study of reliability and brand equity, Pappu and Quester's (2006) study of satis...

  4. Building brands with interactive websites? The influence of perceived interactivity and prior brand experience on brand relationship and brand image

    NARCIS (Netherlands)

    Voorveld, H.; van Noort, G.; Duijn, M.; Eisend, M.; Langner, T.

    2011-01-01

    Although the literature on effects of website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands. Therefore, the aim of the present study is to investigate the influence of perceived interactivity on brand

  5. Umbrella Branding in Pharmaceutical Markets

    NARCIS (Netherlands)

    Suppliet, Moritz

    2017-01-01

    Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I

  6. Brands Beyond Good and Evil?

    DEFF Research Database (Denmark)

    Kornberger, Martin

    2014-01-01

    An essay is presented on aspects concerning brands and ethics in corporate culture. Topics discussed include liberal philosophy that advocate values of freedom, the role of brand in free market principles, and public relations in marketing. Also mentioned are social stratification mechanism...

  7. Remote age verification to prevent underage alcohol sales. First results from Dutch liquor stores and the economic viability of national adoption

    NARCIS (Netherlands)

    van Hoof, Joris Jasper; Velthoven, Ben C.J.

    2015-01-01

    Objectives Alcohol consumption among minors is a popular topic in the public health debate, also in the Netherlands. Compliance with the legal age limits for selling alcohol proves to be rather low. Some Dutch liquor stores (outlets with an exclusive license to sell off-premise drinks with 15%

  8. Research of brand personality concept in marketing

    Directory of Open Access Journals (Sweden)

    Starčević Slađana

    2013-01-01

    Full Text Available Brand personality is a set of personal traits by which consumers describe brands. Today, the brand personality is a particular and very popular area of research in marketing. Well designed brand personality can be an excellent tool that differentiates a brand on the market. The main objective of this paper is a comprehensive presentation of the brand personality subject in domestic Serbian literature. We reviewed a large number of previous studies in this area, in order to show how the brand personality has become an integral part of marketing theory and practice, how it is formed, how to measure brand personality and what impact brand personality has on marketing results. In particular we dealt with methodological shortcomings of previous studies. The paper also presents the basic results of the study we conducted on the Serbian market, which main concern was the measurement of brand personality of mobile operators. This author of this study concluded that the three mobile phone operators in Serbia (mt:s, Telenor and Vip Mobile, differ fundamentaly in the basic dimensions of the brand personality. Furthermore, the research showed that the perception of brand personality depends on the perception of the personality of brand category and advertising. Exploring brand personality is very important and useful in practice. Determining personality traits of a brand provides far more accurate picture of the current state of the brand image and of improvement capabilities of individual features of the brand, than the classic brand image research models.

  9. The Effect of Brand Equity on Price Premium of Apple Iphone

    OpenAIRE

    Jacques, Matthew Whampy Limpele

    2013-01-01

    Consumers often judge the quality of a certain product with the basis of information. Some information providing a specific product characteristic while others are extrinsic to the product such as the buyer's perception of price, store and brand name. There are some examples of specific product characteristics, such as the volume, ingredients, and product origin. There are two main objectives in this research, including: To understand the effect of brand equity on price premium of Apple iPhon...

  10. Supermarkets in Portugal: corporate social responsibility image, attitude towards the brand and purchase intention

    OpenAIRE

    Pereira, Inês Veiga

    2010-01-01

    Recently, companies developed strategies which may influence their Corporate Social Responsibility (CSR) image. This paper discusses the image of four different supermarkets with stores in Portugal. The research compares CSR image and brand attitude of the four supermarkets. Empirical evidence shows that different supermarkets belonging to the same company have different CSR image and brand attitude. The research also confirms that there is positive correlation between CSR imag...

  11. Branding approach and valuation models

    Directory of Open Access Journals (Sweden)

    Mamula Tatjana

    2006-01-01

    Full Text Available Much of the skill of marketing and branding nowadays is concerned with building equity for products whose characteristics, pricing, distribution and availability are really quite close to each other. Brands allow the consumer to shop with confidence. The real power of successful brands is that they meet the expectations of those that buy them or, to put it another way, they represent a promise kept. As such they are a contract between a seller and a buyer: if the seller keeps to its side of the bargain, the buyer will be satisfied; if not, the buyer will in future look elsewhere. Understanding consumer perceptions and associations is an important first step to understanding brand preferences and choices. In this paper, we discuss different models to measure value of brand according to couple of well known approaches according to request by companies. We rely upon several empirical examples.

  12. Brands som ideologiske parasitter

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

    De store, stærke brands, som rager op over alle andre som repræsentanter for nogle værdier, der bliver lagt vægt på i samfundet, kalder Douglas Holt for ikoniske. Vi snakker Coca Cola, Nike, Apple ligaen. For at opnå en sådan status er brandingen nødt til at holde et vågent øje med tendenser og...

  13. Brand loyalty to arts festivals : case of KKNK / Su-Marie Lemmer

    OpenAIRE

    Lemmer, Su-Marie

    2011-01-01

    The primary purpose of this study was to determine the status of brand loyalty to art festivals with reference to Klein Karoo national Arts Festival (KKNK). This was achieved by firstly analysing and discussing the role of branding in tourism marketing. Secondly, a literature study was conducted to analyse the concept brand loyalty. Thirdly, the results of the empirical research were discussed and finally the conclusions were drawn from the research and recommendations were made w...

  14. One for All and All for the Brand

    DEFF Research Database (Denmark)

    Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia

    2014-01-01

    This study aims at gaining an empirical understanding of the temporary discursive construction of solidarity for a brand in crisis. The authors draw on two highly frequented national newspaper platforms to analyse online discourses revolving around the threatening bankruptcy of a national chocolate...

  15. The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults

    National Research Council Canada - National Science Library

    Donna Vallone; Marisa Greenberg; Haijun Xiao; Morgane Bennett; Jennifer Cantrell; Jessica Rath; Elizabeth Hair

    2017-01-01

    .... This study examines whether positive brand equity for the national truth® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15-21...

  16. Assessing tobacco marketing receptivity among youth: integrating point of sale marketing, cigarette package branding and branded merchandise.

    Science.gov (United States)

    Braun, Sandra; Kollath-Cattano, Christy; Barrientos, Inti; Mejía, Raúl; Morello, Paola; Sargent, James D; Thrasher, James F

    2016-11-01

    As countries prohibit tobacco marketing through traditional channels, marketing at point of sale (PoS) and through tobacco packaging is increasingly important for promoting tobacco consumption. Assess the validity of a novel marketing receptivity index that considers frequency of PoS exposures, tobacco brand recall and ownership of branded merchandise. Data come from a cross-sectional survey of 3172 secondary school students in Argentina. Questions assessed frequency of going to stores where tobacco is often sold; cued recall of brand names for 3 cigarette packages with brand name removed and ownership of branded merchandise. A four-level marketing receptivity index was derived: low PoS exposure only; high PoS exposure or recall of 1 brand; recall of 2 or more brands; and ownership of branded merchandise. Indicators of marketing receptivity and smoking involvement were regressed on the index, including in adjusted models that controlled for sociodemographics, social influences and sensation seeking. Among never-smokers, the index had independent positive associations with smoking susceptibility (ie, adjusted OR (AOR) 2v1 =1.66; AOR 3v1 =1.64; AOR 4v1 =2.95), willingness to try a specific brand (ie, AOR 2v1 =1.45; AOR 3v1 =2.38; AOR 4v1 =2.20) and positive smoking expectancies (ie, B adj 2v1 =0.09; B adj 3v1 =0.18; B adj 4v1 =0.34). A more marked dose-response independent association was found with current smoking behaviour (ie, AOR 2v1 =2.47; AOR 3v1 =3.16; AOR 4v1 =3.62). The marketing receptivity index was associated with important variation in smoking-related perceptions, intentions and behaviour among Argentine adolescents. Future research should determine the predictive validity and generalisability of this measure to other contexts, including the explanatory power gained by integrating cigarette package brand recognition tasks. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.

  17. Rethinking the Measurement of Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik

    2015-01-01

    Place brand managers often disregard the complexity of place brands, as do their counterparts in the academic arena: they repeatedly use simple explorative descriptions of certain place brands, rather than a precise measurement. Thus, this chapter aims to identify and discuss measurement approaches...... that could prove useful in place branding. Therefore, we will define the brand and examine various options regarding what to measure in place branding. Finally, we will discuss the different approaches of brand measurement for their use in place branding, namely the approaches to measuring the brand...... and the advanced brand concept map method, are explained in more detail. In conclusion, we also outline current and future challenges in measuring place brands and their outcomes....

  18. The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

    OpenAIRE

    Stephen Banahene

    2017-01-01

    The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the mea...

  19. Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance

    OpenAIRE

    Rajagopal

    2009-01-01

    Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined and ro...

  20. Pengaruh Dari Identity Terhadap Brand Value, Satisfcation, Trust and Brand Loyalty

    OpenAIRE

    Asmoningsih, Rahmania

    2016-01-01

    The purpose of this study was to analyze the influence of brand identity on brand value, customer satisfaction and brand trust and the influence of brand value and customer satisfaction on brand trust and its impact on brand loyalty. Respondents in this study is the beauty clinic customers in Jakarta which consists of 112 respondent . Structural Equation Modeling (SEM) with AMOS version 16 used in this study for data analysis . Results of the testing showed that the brand identity has a posit...

  1. Tingkat Brand Awareness Masyarakat Surabaya terhadap Brand Baru Restoran The Consulate

    OpenAIRE

    Malinda, Melodi

    2017-01-01

    The Consulate merupakan sebuah brand baru hasil dari rebranding yang dilakukan oleh 1914 Surabaya. Sebagai brand baru, peneliti tertarik untuk meneliti tingkat Brand Awareness. The Consulate telah mengkomunikasikan mengenai brand barunya yang meliputi kelima Brand Elements yang terdiri dari Brand Name, URL, Logo & Symbol, Slogan dan Packaging melalui media komunikasi yang dianggap efektif, yaitu media sosial Instagram. Brand Awareness merupakan aset yang tahan lama dan berkelanjutan, maka...

  2. Pengaruh Brand Familiarity Terhadap Purchase Intention Melalui Brand Fit Pada Hotel Mulia Jakarta

    OpenAIRE

    Widiawaty

    2016-01-01

    The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar c...

  3. PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA

    OpenAIRE

    Widiawaty

    2016-01-01

    The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar c...

  4. Internal branding: social identity and social exchange perspectives on turning employees into brand champions

    OpenAIRE

    Löhndorf, Birgit; Diamantopoulos, Adamantios

    2014-01-01

    Prior research acknowledges employees' crucial role in building strong service brands, yet empirical research on how to turn employees into brand champions remains scarce and has been largely approached from an internal branding perspective. Drawing on social identity and social exchange theories, this study takes a broader organizational perspective to link internal branding outcomes (employee-brand fit, brand knowledge, and belief in the brand) and employees' perceptions of o...

  5. Brand orientation and financial performance nexus

    Directory of Open Access Journals (Sweden)

    Kaličanin Đorđe

    2015-01-01

    Full Text Available The aim of the article was to find nexus between brand orientation and financial performance in companies doing business in Serbia. We surveyed general managers, marketing managers, and brand managers in order to examine their views on the brand orientation dimensions of their companies. We matched the survey results with financial performance of those companies (EBITDA margin in order to find linkages between these variables. We got expected results in the sense that strong brand orientation and weaker brand barriers lead to better financial performance. Overall brand orientation is significantly positively correlated with EBITDA margin, and brand barriers are significantly negatively correlated with that measure. We analysed the brand orientation and brand barriers between groups of companies classified according to their size, internationalization, origin of company ownership, origin of brand, specific business area of key brands and type of goods sold. Interestingly, there are undoubted differences in brand orientation and brand barriers only between foreign and domestic companies. These differences could be seen as one of the main reasons of differences between their EBITDA margins. Also, we saw some differences in brand orientation in case of companies with international brands in relation to companies with domestic brands, but those differences are fewer and smaller. We did not find any other statistically significant difference. The significance of the paper is in emphasizing that development of brand orientation of domestic companies could lead to improvement of their profitability and competitiveness.

  6. The resistance brand

    DEFF Research Database (Denmark)

    Gulbrandsen, Ib Tunby; Just, Sine Nørholm; Uldam, Julie

    ”-ad, which in the Spring of 2017 was withdrawn after only two days of circulation. Here, we explore why and how Pepsi’s attempt to join the resistance was rejected, thereby establishing a baseline of neither commercial success nor social change; that is, ineffective and inconsequential corporate abuse......“The Trump-resistance will be commercialized” (Hess, 2017). Paraphrasing political activist and artist Gil Scott-Heron’s famous title seems increasingly apt as one corporation after the other voices sympathy with social protesters and/or dismay at the politics of the White House incumbent. But how...... the revolutionary agenda/radical critique, and, ultimately, does the rise of the resistance brand challenge or re-inscribe social order? In this paper, we explore these issues as they relate to and play out in social media networks. More particularly, we consider two interrelated issues: (i) how do corporations...

  7. Can a virtual supermarket bring realism into the lab? Comparing shopping behavior using virtual and pictorial store representations to behavior in a physical store.

    Science.gov (United States)

    van Herpen, Erica; van den Broek, Eva; van Trijp, Hans C M; Yu, Tian

    2016-12-01

    Immersive virtual reality techniques present new opportunities for research into consumer behavior. The current study examines whether the increased realism of a virtual store compared to pictorial (2D) stimuli elicits consumer behavior that is more in line with behavior in a physical store. We examine the number, variety, and type of products selected, amount of money spent, and responses to price promotions and shelf display, in three product categories (fruit & vegetables, milk, and biscuits). We find that virtual reality elicits behavior that is more similar to behavior in the physical store compared to the picture condition for the number of products selected (Milk: Mstore = 1.19, Mvirtual = 1.53, Mpictures = 2.58) and amount of money spent (Milk: Mstore = 1.27, Mvirtual = 1.53, Mpictures = 2.60 Euro), and for the selection of products from different areas of the shelf, both vertically (purchases from top shelves, milk and biscuits: Pstore = 21.6%, Pvirtual = 33.4%, Ppictures = 50.0%) and horizontally (purchase from left shelf, biscuits: Pstore = 35.5%, Pvirtual = 53.3%, Ppictures = 66.7%). This indicates that virtual reality can improve realism in responses to shelf allocation. Virtual reality was not able to diminish other differences between lab and physical store: participants bought more products and spent more money (for biscuits and fruit & vegetables), bought more national brands, and responded more strongly to price promotions in both virtual reality and pictorial representations than in the physical store. Implications for the use of virtual reality in studies of consumer food choice behavior as well as for future improvement of virtual reality techniques are discussed. Copyright © 2016 Elsevier Ltd. All rights reserved.

  8. Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

    NARCIS (Netherlands)

    Torres, Anna; Bijmolt, Tarnmo H. A.

    2009-01-01

    Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations, Information on these associations arise from two

  9. Decisive Visual Saliency and Consumers' In-store Decisions

    DEFF Research Database (Denmark)

    Clement, Jesper; Aastrup, Jesper; Forsberg, Signe Charlotte

    2015-01-01

    . The first study takes place in laboratory settings with a simulated purchase situation, and the second research design builds on manipulated in-store settings and data from real purchases. We found optimal placement of two comparable goods (branded good and private label) to increase visual attention......This paper focuses on consumers' in-store visual tactics and decision-making. It has been argued that many consumers shop by routine or by simple rules and justification techniques when they purchase daily commodities. It has also been argued that they make a majority of decisions in the shop......, and that they are affected by the visual stimuli in the store. The objective for this paper is to investigate the visual saliency from two factors: 1) in-store signage and 2) placement of products. This is done by a triangulation method where we utilize data from an eye-track study and sales data from grocery stores...

  10. The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand Loyalty In PT X’S Customer, Indonesia

    Directory of Open Access Journals (Sweden)

    Danang Prihandoko

    2016-09-01

    Full Text Available The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwhile Perceived Price does not have a positive influence or less effect towards Brand Loyalty to all PT X’s customer.

  11. Aggregation of retail stores

    Science.gov (United States)

    Jensen, Pablo; Boisson, Jean; Larralde, Hernán

    2005-06-01

    We propose a simple model to understand the economic factors that induce aggregation of some businesses over small geographical regions. The model incorporates price competition with neighboring stores, transportation costs and the satisfaction probability of finding the desired product. We show that aggregation is more likely for stores selling expensive products and/or stores carrying only a fraction of the business variety. We illustrate our model with empirical data collected in the city of Lyon.

  12. Information for Stores Users

    CERN Multimedia

    Logistics Group

    2004-01-01

    As the FARNELL Catalogue CAPACITORS, RESISTORS and POTENTIOMETERS have now been integrated into the CERN Stores Catalogue (SCEM Groups 10 and 11) they can now be obtained via an EDH 'Material Request' like any other Stores item. N.B. The Farnell 'Order code' is one of the key-words that make it easier to find items in the Stores Catalogue. Logistics Group FI Department

  13. A brand new world - a new brand world

    DEFF Research Database (Denmark)

    Andersen, Sophie Esmann

    Hvad er et brand? Hvordan kan vi overhovedet forstå det, og hvad er det for aspekter, der skal fremhæves i definitionen af et brand? Er det dets evne til at identificere og differentiere produktet (eller virksomheden) i en stadigt stigende konkurrence? Dets evne til at konstruere og kommunikere...... kohærente og konsistente værdier? Er det dets evne til at indgå som partner i forbrugerens hverdag? Eller dets evne til at indgå i en bredere (sub)kulturel og social kontekst? Er et brand en fast, statisk betydningsenhed - eller et levende dynamisk felt af potentielle betydninger? Hvor og hvordan...... konstrueres brandets betydning? Dette working paper sætter fokus på nogle af de forskellige perspektiver på og forståelser af brands, som vi finder inden for marketing- og brandinglitteraturen....

  14. Studying brand loyalty in the cosmetics industry

    Directory of Open Access Journals (Sweden)

    Usman Yousaf

    2012-12-01

    Full Text Available Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge is important to build brand loyalty. Method: Data were collected from the female's students of department from the university of Sargodha Final analysis was performed on 125 valid respondents. Cronbach's Alpha statistic was used in order to check the reliability of the scale.  Regression was used in order to test the hypothesis. Correlation analysis was used to study the relationship between the variables such that this analysis studied the positive relation of all the independent variables (brand credibility, brand awareness, brand association, perceived quality and product knowledge with the dependent variable (brand loyalty. Results and Conclusion: The results indicate the positive relationships between brand credibility, brand awareness, brand association, perceived quality, product knowledge (independent variables and brand loyalty (dependent variables. Further among all the variables studied brand awareness has the highest impact on brand loyalty and according to this research L'Oreal consumer is more as compare to other brands.  Although this research specifically studies the Brand Loyalty in University of Sargodha. However more importantly, the purpose of this study is that cosmetic industry must focus on brand association, perceived quality, product knowledge, brand credibility in order to build Brand Loyalty. To the best of researcher's knowledge, this research is first of its kind in the University of Sargodha which studies student's credibility, awareness, association, perceived quality, product knowledge and loyalty toward their favorite cosmetics brand. The results of this study are limited by the specificity of the geographic context by taking a sample of 125 students of one department from total population of University of

  15. See your brands through your customers' eyes.

    Science.gov (United States)

    Lederer, C; Hill, S

    2001-06-01

    Subaru markets an L.L. Bean Outback station wagon. Dell stamps Microsoft and Intel logos on its computers. Such inter-weaving of different companies' brands is now commonplace. But one of the central tools of brand management-portfolio mapping--has not kept pace with changes in the marketplace. Most conventional brand maps include only those brands owned by a company, arranged along organizational lines with little regard for how the brands influence customer perceptions. In this article, the authors present a new mapping tool--the brand portfolio molecule--that reveals the way brands appear to customers. The brand portfolio molecule includes all the brands that factor into a consumer's decision to buy, whether or not the company owns them. The first step in creating a brand portfolio molecule is to determine which brands should or should not be included. The second step is to classify each brand by asking five key questions: 1) How important is this brand to customers' purchase decisions about the brand you're mapping? 2) Is its influence positive or negative? 3) What market position does this brand occupy relative to the other brands in the portfolio? 4) How does this brand connect to the other brands in the portfolio? 5) How much control do you have over this brand? The last step is to map the molecule using a 3-D modeling program or by hand with pen and paper. Individual brands take the form of atoms, and they're clustered in ways that reflect how customers see them. The usefulness of the tool lies in its ability to show the many forces that influence a customer's buying decision--and to provide a powerful new way to think about brand strategy.

  16. A battle between branded and me too brands (unbranded) products

    OpenAIRE

    Hasan, Syed Akif; Subhani, Muhammad Imtiaz; Osman, Ms. Amber

    2012-01-01

    Consumers have numerous options to select and buy various kinds of products. A retail outlet offers branded and me too (unbranded) items to the customers to buy from. The consumption pattern of both forms of products has which sort of variations, requires an accurate estimation and findings. For the outlined stated manifesto, personal survey technique was employed for grabbing the first hand data. Co- integration was used to understand and judge the co-variation between branded and me too (un...

  17. The effect of brand image on customer brand loyalty

    OpenAIRE

    ADONYEVA K.V.

    2012-01-01

    Since the world is a global marketing now it’s getting more difficult for the companies to compete. In order to win the leader position in the marketplace marketing specialists work out different kind of strategies to achieve long lasting success. One of the most significant among these strategies is customer loyalty toward the brand.The primary purpose of this article is to illustrate relationships between the brand image, customer satisfaction and customer loyalty, to summarize information ...

  18. Pengaruh Brand Image, Brand Awareness dan Brand Trust terhadap Keputusan Pembelian Produk Susu Uht Milo di Kota Ambon

    OpenAIRE

    Rutumalessy, Sherly

    2016-01-01

    This study aimed to determine the effect of brand image, brand awareness and brand trust on purchasing decisions Milo UHT milk products. Technique of Analysis in this paper is a quantitative analysis which using multiple regressions . The results showed that the brand image variable (X1) positive and significant impact to purchasing decisions, as shown by the significant value of 0.004. The second independent variable is brand awareness (X2) has positive effect and significance o...

  19. The corporate branding in international operations

    OpenAIRE

    Rodrigues, Juliana; Mazzola, Bruno Giovanni; Bassi Sutter, Mariana; Nakazato Miyahira, Ney; Leme Fleury, Maria Tereza

    2017-01-01

    Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders. A literature review explores corporate branding approaches in international business. In addition, a quantitative exploratory study was conducted using a ...

  20. THE ROLE OF BRANDING IN MARKETING STRATEGY

    Directory of Open Access Journals (Sweden)

    Roxana DUMITRIU

    2012-01-01

    Full Text Available In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.

  1. National Festival of Calf and Day of the branding (Ayacucho, 1969. The construction of local identities in the province of Buenos Aires in a context of transformation

    Directory of Open Access Journals (Sweden)

    Silvana Villanueva

    2015-08-01

    Full Text Available The aim of this paper is to analyze the immediate to the emergence of the NationalFestival of the calf and Err Day, celebrated since 1969 in the town of Ayacucho historical context. The uniqueness that acquires this celebration is the result of the profound changes that marked the societies of Buenos rural interior. To account for this statement, we will make a brief characterization of the festival of Ayacucho, by economic-political context in which emerges the party. Finally we will focus on the analysis of the origin of this celebration and the different events that took place during the first celebration 

  2. Investigating different factors influencing on brand equity

    Directory of Open Access Journals (Sweden)

    Afsane Zamanimoghadam

    2014-07-01

    Full Text Available The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-survey research. The questionnaire includes Samsung consumers in city of Tehran, Iran. To test the hypotheses, SPSS and LISREL software packages are used. For data analysis, descriptive statistics and inferential statistical tests including structural equation modeling and path analysis are used. The results of the survey have indicated that family and brand image influence positively on brand equity but the effects of advertisement and price on brand equity were not confirmed.

  3. Malt Beverage Brand Popularity Among Youth and Youth-Appealing Advertising Content.

    Science.gov (United States)

    Xuan, Ziming; DeJong, William; Siegel, Michael; Babor, Thomas F

    2017-11-01

    This study examined whether alcohol brands more popular among youth are more likely to have aired television advertisements that violated the alcohol industry's voluntary code by including youth-appealing content. We obtained a complete list of 288 brand-specific beer advertisements broadcast during the National Collegiate Athletic Association (NCAA) men's and women's basketball tournaments from 1999 to 2008. All ads were rated by a panel of health professionals using a modified Delphi method to assess the presence of youth-appealing content in violation of the alcohol industry's voluntary code. The ads represented 23 alcohol brands. The popularity of these brands was operationalized as the brand-specific popularity of youth alcohol consumption in the past 30 days, as determined by a 2011 to 2012 national survey of underage drinkers. Brand-level popularity was used as the exposure variable to predict the odds of having advertisements with youth-appealing content violations. Accounting for other covariates and the clustering of advertisements within brands, increased brand popularity among underage youth was associated with significantly increased odds of having youth-appeal content violations in ads televised during the NCAA basketball tournament games (adjusted odds ratio = 1.70, 95% CI: 1.38, 2.09). Alcohol brands popular among underage drinkers are more likely to air television advertising that violates the industry's voluntary code which proscribes youth-appealing content. Copyright © 2017 by the Research Society on Alcoholism.

  4. Online Anti-Brand Herds

    DEFF Research Database (Denmark)

    Langley, David J.; Tan, Chee-Wee; Worm, Daniël

    the Netherlands, we develop an analytical model to investigate drivers of herd formation, growth, and dissolution. Finally, combining environmental turbulence literature with our empirical findings, we derive a novel typology of online anti-brand herd behaviors, and put forward six propositions to guide theory......The online environment offers a fertile breeding ground for anti-brand herds of disgruntled consumers. Firms are often caught off guard by the unpredictability of such herds and, as a consequence, are forced into a reactive, defensive stance. We conduct a social media analysis that aims to shed...... light on the formation, growth, and dissolution of online anti-brand herds. First we expand on the concept of environmental turbulence to advance core properties unique to online herd behavior. Next, based on evidence gathered from 40 online anti-brand herd episodes targeting two prominent firms from...

  5. Ethnography in the brand studies

    National Research Council Canada - National Science Library

    Darío Reyes Reina

    2013-01-01

      This article aims to describe the contexts in which ethnography has been applied in brand studies through a literature review segmented from 1995 to 2011 in the databases Business Source complete, Emerald and Jstor...

  6. MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

    National Research Council Canada - National Science Library

    Yunia Wardi

    2015-01-01

    Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP...

  7. Personal Branding: An Essential Choice?

    National Research Council Canada - National Science Library

    Hannes-Andrej Machaz; Keyvan Shokoofh

    2016-01-01

      Many marketers within the business community have long considered branding to be a method that can effectively reduce or eliminate competition for a product and can draw in customers in a similar...

  8. Building strong brands – does it matter?

    OpenAIRE

    Aure, Kristin Gaaseide; Nervik, Kristine Dybvik

    2014-01-01

    Brand equity has proven, through several decades of research, to be a primary source of competitive advantage and future earnings (Yoo & Donthu, 2001). Building strong brands has therefore become a priority for many organizations, with the presumption that building strong brands yields these advantages (Yasin et al., 2007). A quantitative survey was conducted at Sunnmøre in Norway in order to answer the two developed research questions. - Does the brand equity dimensions; brand...

  9. Internal Branding Implementation: Developing a Conceptual Model

    OpenAIRE

    Katja Terglav; Robert Kase; Maja Konecnik Ruzzier

    2012-01-01

    Internal branding is the process, which enables balanced view of the brand at all company levels. Its significance is aligning values and behaviors of employees with brand values and brand promises. In the article, we focus mainly on its implementation, which requires coordination of different functions in the company, for instance, internal marketing and human resource management. Based on findings of qualitative research, we present a conceptual model of internal branding implementation. Re...

  10. Brewing the Recipe for Beer Brand Equity

    OpenAIRE

    Cristina Calvo Porral; Normand Bourgault; Domingo Calvo Dopico

    2013-01-01

    This research study aims to analyze the sources and consequences of beverages’ Brand Equity, and more specifically, the beer Brand Equity in a Sothern European mature market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we developed an empirical study, using structural equation modeling (SEM) in order to assess how beer Brand Equity stems from in the brewery industry and to analyze its consequences in consumer behavior. Our findings suggest that the beer brand ima...

  11. Brand Portfolio Strategy for Mergers and Acquisitions

    OpenAIRE

    Simonova, Olga

    2014-01-01

    This study represents an analysis of theoretical frameworks around brand integration strategies after mergers and acquisitions. The theoretical part of the paper is dedicated to the importance of brand equity, motives and advantages of brand acqui-sition and defines possible frameworks for brand integration strategies. A case study has been conducted on the application of the possible brand integration strategies based on an in-depth interview and thorough analysis of the outcomes of a specif...

  12. Predicting Commissary Store Success

    Science.gov (United States)

    2014-12-01

    existence and purpose of commissary stores, establishment and disestablishment criteria, store size and authorized merchandise and prices. Chapter 54...to them were cleanliness, product selection, courtesy of employees and crowding. Shoppers who frequented traditional supermarkets valued cleanliness...product selection, price competitiveness, crowding and courtesy of employees, in that order. The study found that patronage of supermarkets

  13. Modelling of Internal Country Branding

    OpenAIRE

    Lionikaitė, Jūratė

    2014-01-01

    In the presence of globalization countries increasingly implement various initiatives associated to branding to effectively compete in the global market of capital, labour and knowledge. Most of these initiatives are focused on external markets – they are designed to attract foreign investors, tourists, talented people, etc. However, scientists increasingly emphasize the internal audiences’ importance, efforts to involve internal audiences in the process of country branding has recently emerg...

  14. Branding on the Shop Floor

    OpenAIRE

    Szilvia Gyimóthy; Louise Rygaard Jonas

    2010-01-01

    Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly, a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performe...

  15. Information for stores users

    CERN Multimedia

    2005-01-01

    The Farnell catalogue can now be accessed from the Material Request form on EDH in addition to the CERN Stores catalogue. Users can order Farnell equipment as well as standard Stores equipment at the same time using a single document, the EDH Materials Request form. The Materials Request form offers users items from both the internal 'Stores' catalogue and the external 'Farnell' catalogue, all of which may be ordered on the same form. The system automatically forwards orders for standard Stores equipment to the CERN Stores and those for Farnell equipment to Farnell. The delivery time is 48 hours in both cases. Requests for materials are routed for approval in accordance with the standard EDH routing procedures. Logistics Group FI Department

  16. MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

    Directory of Open Access Journals (Sweden)

    Yunia Wardi

    2015-06-01

    Full Text Available Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP. Ukuran sampel adalah 180 siswa UNP. Sampel penelitian dipilih dengan menggunakan Metode Proporsional Cluster Random Sampling. Data dianalisis dengan uji statistik dengan menggunakan regresi Linear. Hasil penelitian ini menunjukkan bahwa: Baliho secara signifikan positif mempengaruhi personal branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019, sedangkan Spanduk, Karangan Bunga, dan Iklan Koran tidak mempengaruhi personal branding mereka.This objective of the study was to analyze the influence the Ballyhoo, Banner, the Flowers Board, and the Newspaper Advertisement toward the Personal Branding of the Padang Mayor/ Vice Mayor Candidates in the period of 2014-2019 from UNP students’ perspective. The samples were 180 UNP students. The samples were taken by proportional cluster random sampling. The data were analysed by statistical test of multiple linear regression. The results of the research showed that: the Ballyhoo gave positive and significant influence toward the Personal Branding of the Padang Mayor/Vice Mayor candidates in the period of 2014-2019, whereas the Banner, the Flowers Board, and the Newspaper Advertisement did not influence their Personal Branding.

  17. MARKETING CONSIDERATIONS ON BRAND COMMUNITIES

    Directory of Open Access Journals (Sweden)

    A.-C. Budac

    2016-12-01

    Full Text Available Most consumers spend an important part of their free time looking for online information about the brands before taking a decision to purchase. The Internet is the main factor which has led to a considerable increase of the time allotted by consumers for search and comparing information about brands, as a step preceding the decision to purchase and also one of the most important factors that influence the interaction between the brand and the consumer. Although the general trend is that the public to become more active and more involved in the choice of the brand, consumer's responses to its messages obviously depend on cultural, social or economic factors. The work has the purpose to clarify what brand community means and how it appeared - if it was really built from scratch or it has already existed in a latent way and it must only be recognized - the characteristics of successful communities, which of the objectives of the brands can be achieved by means of these groups, what is the role of social media in the development of these communities, what kind of types of mem¬bers are likely to be encountered inside of the online communities and what is their proportion for each and which are the research methodologies that can give support to companies in monitoring these groups.

  18. Why most Brand Manuals fail when it comes to defining Brand Colors

    DEFF Research Database (Denmark)

    Abildgaard, Michael

    2016-01-01

    and describing their Brand Colors, they all fail. By examining and analyzing more than 300 different Brand Colors from 156 Brand Manuals by reputable local and global Brands including 28 of the 100 Best Global Brands (see Appendix) and by numerous of visits and interviews with responsible professionals from both...... sides throughout the years it is obvious that there is an alarming lack of communication between technical experts and design experts. 91 % of the Brand Manuals specifies their Brand Colors as either PANTONE or PANTONE C. 90.4 % of the Brand Manuals also specifies their Brand Colors with supplementary...... CMYK-values even though only 45.8 % of those Brand Colors are achievable by using the process colors CMYK. This will result in unpredicted color differences of up to 35 ΔEab or 8.3 ΔE2000 when some of those Brand Colors are reproduced. Nevertheless, none of the Brand Manuals has neither any remarks...

  19. How do different types of community commitment influence brand commitment? The mediation of brand attachment.

    Science.gov (United States)

    Zhang, Ning; Zhou, Zhi-min; Su, Chen-ting; Zhou, Nan

    2013-11-01

    Although previous research indicates that participation in a brand community may foster consumer loyalty to the brand in question, research has seldom examined the mediating effect of community commitment on brand commitment. Drawing from the typologies of organizational commitment, we divide community commitment into three components: continuance community commitment (continuance CC), affective community commitment (affective CC), and normative community commitment (normative CC). We then assess the mediating role of brand attachment in the relationship between these three components and brand commitment. We test the hypotheses using a sample of online mobile phone brand communities in China. The empirical results reveal that brand attachment exerts an indirect (but not mediated) effect on the relationship between continuance CC and brand commitment and on the relationship between normative CC and brand commitment. We also find that it exerts a partial mediating effect on the relationship between affective CC and brand commitment. The findings contribute to the branding literature and have important implications for brand community management.

  20. How brand awareness relates to market outcome, brand equity, and the marketing mix

    National Research Council Canada - National Science Library

    Huang, Rong; Sarigöllü, Emine

    2012-01-01

    ... as a purchase decision heuristic ( Hoyer and Brown, 1990; MacDonald and Sharp, 2000 ). Therefore, brand awareness increases brand market performance. Surprisingly, research on brand awareness is scarce....

  1. Cognitive, experiential, and marketing factors mediate the effect of brand personality on brand equity

    National Research Council Canada - National Science Library

    Ju, Teresa Lin; Rivas, Adriana A. Amaya; Liao, Ying-Kai; Wu, Wann-Yih

    2017-01-01

    ... these antecedents and brand equity. Participants were 292 cosmetics users in Taiwan, who were asked to identify the cosmetic brands they favored, then interviewed about their perception of a brand they had mentioned...

  2. How brand awareness relates to market outcome, brand equity, and the marketing mix

    National Research Council Canada - National Science Library

    Huang, Rong; Sarigöllü, Emine

    2012-01-01

    .... The study also investigates the effects of marketing mix elements on brand awareness. Results reveal consumers' brand usage experiences contribute to brand awareness, implying experience precedes awareness in some contexts...

  3. Brand extension strategy perception in commercial establishments: what’s the best name for a store? Percepção da estratégia de extensão de marca em estabelecimentos comerciais: qual o melhor nome para uma loja?

    Directory of Open Access Journals (Sweden)

    Evandro Luiz Lopes

    2013-05-01

    Full Text Available The main objective of this study is verify the effect that different strategies of brand name attribution (descriptive or invented exercises on retail brand extensions more or less similar. This research is justified not only by the absence of studies on retail brand extensions but also by the recurrence with which this strategy has been happening in our society. The formulated hypotheses were tested by an experiment, in full factorial design 3 (high, medium and low similarity between original and extended retail format x 2 (descriptive name and invented name among subjects involving 170 respondents. The result of this study that the utilization of name that is full of meaning does not seem appropriate to extension in formats with low similarity to the original format and that the extension off meaning-full name is a good option to new deals similar to the retailer’s original formatO objetivo principal deste estudo é verificar qual o efeito que diferentes estratégias de atribuição de um nome de marca (carregado de significado ou inventado exercem sobre extensões de marcas varejistas mais e menos similares. Esta pesquisa se justifica tanto pela ausência de estudos sobre extensão de marcas varejistas quanto pela recorrência com que essa estratégia vem acontecendo em nossa sociedade. As hipóteses formuladas foram testadas por meio de um experimento, concebido com a projeção de cenários, em desenho fatorial completo 3 (alta, média e baixa similaridade entre formato varejista original e estendido x 2 (nome carregado de significado e nome inventado entre sujeitos, que envolveu 170 respondentes. O resultado deste estudo indica que a utilização de nome carregado de significado não parece ser adequada para extensão em formatos com baixa similaridade em relação ao formato original, e também que a extensão de nome carregado de significado se mostrou uma boa opção para novos negócios similares ao formato original do varejista.

  4. Relationship Between Brand Experience, Brand Personality, Consumer Satisfaction, and Consumer Loyalty of DSSMF Brand

    OpenAIRE

    Kwong, Margie Zerlina; Candinegara, Ivan

    2014-01-01

    PT XYZ is one of the market leaders of Indonesia's tobacco market with domination in almost all segments of cigarette. However, PT XYZ is still considered unsuccessful in capturing the market of Full Flavor Machine Made Cigarette (known as SKM FF). This is proven by insignificant performance of DSSMF as PT XYZ's product under SKM FF segment, especially in Javanese market. This research is aimed to analyze the relationship of brand experience, brand personality, consumer satisfaction, and con...

  5. Customer brand engagement : affection to brand usage intent and moderating effect of brand experience

    OpenAIRE

    Hintikka, Anni

    2015-01-01

    Customer engagement is a relatively new area in the marketing literature and academic research has only shortly studied the nature of customer engagement. Despite the slight research numerous work have recognized the growing attention of customer brand engagement and consequently Marketing Science Institute has listed it as one of its key research priorities. Another important research interest which highly affects to customers satisfaction and loyalty, is brand experience. The...

  6. Brand Personality: Impact on Brand Trust and Consumer Preferences : A comparative study of Germany and Sweden

    OpenAIRE

    Gandara Gil, Anja; Hellgren, Daniel

    2011-01-01

    A brand could be considered to be the face of a company. The most visible aspect of a brand is the logo, but there is another perspective widely known, namely brand personality. Previous studies have acknowledged that brands, in the eyes of consumers, can be seen as having personality traits. With this knowledge, it becomes important for managers to understand what type of personality their brands possess and how therelationship between brand personality and consumers, especially their behavi...

  7. Brand Image as a Function of Self-Image and Self-Brand Connection

    OpenAIRE

    Rares MOCANU

    2014-01-01

    This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970) considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197) studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under...

  8. Young Consumer’s Perception of Brand Personality for Ice Tea Brands in Turkey

    OpenAIRE

    Seda Yildirim

    2014-01-01

    Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their market position, brand perception and market share. In this context, it is aimed to determine university students’ perception of brand personality for ice tea brands in Turkey. As being alternative and healthy drink, ice tea market is growing greatly. Glob...

  9. The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge

    OpenAIRE

    Schmidt, Steffen; Langner, Sascha; Hennigs, Nadine; Wiedmann, Klaus-Peter; Karampournioti, Evmorfia; Lischka, Gesa

    2017-01-01

    An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined measurement approach that examines both implicit and explicit information processing to assess consumers’ brand associations related to sustainability...

  10. The impact of brand image fit on attitude towards a brand alliance

    OpenAIRE

    Riley Debra; Charlton Nathalie; Wason Hillary

    2015-01-01

    Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such...

  11. INFORMATION FOR STORES USERS

    CERN Multimedia

    2007-01-01

    From next week, the SFS UNIMARKET (tooling) catalogue will be accessible using the Material Request form on EDH in addition to the CERN Stores catalogue and those of existing suppliers. Users will now be able to place orders from the SFS catalogue using the Material Request form on EDH. Note: The system automatically forwards orders for standard Stores equipment and those for SFS equipment, placed using the same Material Request form, to the CERN Stores and SFS respectively. In both cases, the maximum delivery time will be 48 hours. Requests for equipment will be routed for approval in accordance with standard EDH routing procedures. Logistics Group FI Department

  12. Information for stores users

    CERN Multimedia

    2007-01-01

    From next week, the SFS UNIMARKET (tooling) catalogue will be accessible using the Material Request form on EDH in addition to the CERN Stores catalogue and those of existing suppliers. Users will now be able to place orders from the SFS catalogue using the Material Request form on EDH. Note: The system automatically forwards orders for standard Stores equipment and those for SFS equipment, placed using the same Material Request form, to the CERN Stores and SFS respectively. In both cases, the maximum delivery time will be 48 hours. Requests for equipment will be routed for approval in accordance with standard EDH routing procedures. Logistics Group FI Department

  13. Information for stores users

    CERN Multimedia

    2006-01-01

    The Radiospares Catalogue is now accessible from the Material Request page on EDH in the same way as the CERN Stores Catalogue. This means that users can order Radiospares equipment by completing an EDH Materials Request form. N.B.: The system will automatically forward orders for standard Stores equipment to the CERN Stores and those for Radiospares equipment to Radiospares. In both cases the delivery time will be a maximum of 48 hours. Requests for materials will be routed for approval in accordance with the standard EDH routing procedures. Logistics Group FI Department

  14. The Australian cigarette brand as product, person, and symbol.

    Science.gov (United States)

    Carter, S M

    2003-12-01

    To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories.

  15. The Australian cigarette brand as product, person, and symbol

    Science.gov (United States)

    Carter, S

    2003-01-01

    Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Design: Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Results: Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Conclusions: Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories. PMID:14645952

  16. The relationship between Brand Identity Planning model and Brand Equity model of local denim brands in Pakistan

    OpenAIRE

    Karim, Muhammad Ahsan

    2011-01-01

    The following study is conducted to find the relationship between the Brand Equity and Brand Identity Planning model for the local denim brands of Pakistan. This research is done to help understand the importance of the two models in the field of branding and how these models could help the local denim brands of Pakistan grow for their future endeavors.Both the models discussed in this study are the work of the renowned branding guru Mr. David Aaker himself. The models could be used by the lo...

  17. PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND

    Directory of Open Access Journals (Sweden)

    Branislav Lijović

    2012-12-01

    Full Text Available This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an economic operator. The strategy of economic operator and desired market positioning of a brand is implemented by means of product brand identity and a combination of its elements. Systematic creation and identity management of a product’s brand resulted in the uniqueness of the brand, and set the foundation for building the entire process of product brand management.

  18. Branding the Destination Versus the Place

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

    2017-01-01

    This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded...... knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment......) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place...

  19. A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND

    OpenAIRE

    IPOGAH, UKPEBOR PRISCILLIA AND BIBIANA

    2008-01-01

    Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the...

  20. Systematic review of public health branding.

    Science.gov (United States)

    Evans, W Douglas; Blitstein, Jonathan; Hersey, James C; Renaud, Jeanette; Yaroch, Amy L

    2008-12-01

    Brands build relationships between consumers and products, services, or lifestyles by providing beneficial exchanges and adding value to their objects. Brands can be measured through associations that consumers hold for products and services. Public health brands are the associations that individuals hold for health behaviors, or lifestyles that embody multiple health behaviors. We systematically reviewed the literature on public health brands; developed a methodology for describing branded health messages and campaigns; and examined specific branding strategies across a range of topic areas, campaigns, and global settings. We searched the literature for published studies on public health branding available through all relevant, major online publication databases. Public health branding was operationalized as any manuscripts in the health, social science, and business literature on branding or brands in health promotion marketing. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 154 articles and reviewed a final set of 37, 10 from Africa, Australia, and Europe. Branded health campaigns spanned most of the major domains of public health and numerous communication strategies and evaluation methodologies. Most studies provided clear information on planning, development, and evaluation of the branding effort, while some provided minimal information. Branded health messages typically are theory based, and there is a body of evidence on their behavior change effectiveness, especially in nutrition, tobacco control, and HIV/AIDS. More rigorous research is needed, however, on how branded health messages impact specific populations and behaviors.

  1. Mass Media and Re-Branding Nigeria Project: A Historical Evaluation of a Failed Government Policy

    Directory of Open Access Journals (Sweden)

    Kelechi Johnmary Ani

    2014-03-01

    Full Text Available Mass media exercise extra-ordinary influence on the state and citizenry of every country and the ability of media to facilitate man’s behavioural change through its agenda- setting role makes them central in the re-branding process. The implication became that those politicians who champion the re-branding process tried to win the citizenry’s legitimacy through the media. This paper shows that the major challenges of the re-branding project include the inability of the Nigerian political leadership to re-brand themselves, corruption in every sphere of our national life, national insecurity, advance fee fraud, collapse of the education sector, poverty. It revealed that peace is a multi-dimensional term, which creates new environment for progressive nation building process. The rebranding project finally failed when the protagonist minister went to contest for senatorial election and his successor refused to step into her re-branding project shoes. This work called for the rise of a new government and media that would engage in ethical politics through sound leaders, priming, peace building, ethical education, etc as the roadmap to sustainable peace, security and national re-branding. The paper concluded by showing that it is only a national re-branding that is championed by the masses which can lead the citizenry to the desired goals of being a real Giant of Africa.

  2. ON STORED GROUNDNUT

    African Journals Online (AJOL)

    user

    2010-06-06

    Jun 6, 2010 ... loss due to insect feeding was 0.60 g per 400 g of stored groundnuts. When ... The mean A. flavus spore concentration recovered from initially sterile .... Studies on the effectiveness of diatomaceous earths have been reported.

  3. Information for stores users

    CERN Multimedia

    2006-01-01

    The Bossard catalogue is now accessible alongside the CERN Stores catalogue from the Material Request form on EDH. Users will thus be able to order Bossard equipment using the EDH Materials Request form. As a reminder, the system automatically forwards orders for standard Stores equipment to the CERN Stores and those for Bossard equipment to Bossard. In both cases the delivery time will be a maximum of 48 hours. Requests for materials will be routed for approval in accordance with the standard EDH routing procedures. Some items will remain available from the emergency desk in the event of urgent requests. These items will be visible in the Stores catalogue even if they cannot be purchased via the EDH material request form. Logistics Group FI Department

  4. Provenance Store Evaluation

    Energy Technology Data Exchange (ETDEWEB)

    Paulson, Patrick R.; Gibson, Tara D.; Schuchardt, Karen L.; Stephan, Eric G.

    2008-03-01

    Requirements for the provenance store and access API are developed. Existing RDF stores and APIs are evaluated against the requirements and performance benchmarks. The team’s conclusion is to use MySQL as a database backend, with a possible move to Oracle in the near-term future. Both Jena and Sesame’s APIs will be supported, but new code will use the Jena API

  5. Place branding in political practice

    Directory of Open Access Journals (Sweden)

    T. L. Nagornyak

    2014-02-01

    Full Text Available The article presents the justification of the place branding as the direction of modern politics. The range of correlations was identified by temporal and synchronized comparison of the world rankings of countries / cities development and their branding strategies as the territories. It is proved that the territory brand – is an immaterial product of political activity, which is able to act as the asset of the foreign state’s policy and its territorial­administrative unit, development indicator of civil society and the political practice of system self­organizing, harmonization of relations in society, between government and business, production values and collective meanings. The author singled out the main reasons and key factors of the neutral­negative concept­image of Ukraine on the basis of summarizing the empirical material (sociological polls, media­audit of internal and external information space of Ukraine, and the analysis of power­oppositional and expert discourses. The article includes the ways of correction of the branding strategy of Ukraine, especially concerning the image of power, content and metaphors of the state’s information policy, the legal framework of the state branding and the reform of its territorial system.

  6. Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception.

    Science.gov (United States)

    Kervyn, Nicolas; Fiske, Susan T; Malone, Chris

    2012-04-01

    Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand's perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.

  7. A factor analysis to find critical success factors in retail brand

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2013-03-01

    Full Text Available The present exploratory study aims to find critical components of retail brand among some retail stores. The study seeks to build a brand name in retail level and looks to find important factors affecting it. Customer behavior is largely influenced when the first retail customer experience is formed. These factors have direct impacts on customer experience and satisfaction in retail industry. The proposed study performs an empirical investigation on two well-known retain stores located in city of Tehran, Iran. Using a sample of 265 people from regular customers, the study uses factor analysis and extracts four main factors including related brand, product benefits, customer welfare strategy and corporate profits using the existing 31 factors in the literature.

  8. Strategic Directions for the Bucharest Strategy and City Brand

    Directory of Open Access Journals (Sweden)

    Ana-Claudia Ţapardel

    2012-11-01

    Full Text Available On the international stage, public administration has become an essential factor, capable of providing a nation with the competitive advantage. Improving standards in local administration in our country has included not only a vigorous and sustained process of reform, but also a drive to modernise and perfect management within the public sector. These aspects are essential, since decisions made by partners and investors are to an ever larger extent influenced by the quality, efficiency and credibility of public administration. Following these considerations, and based upon an empirical research conducted with the aid of a survey and a comparative analysis between the manner in which the branding and development strategies were developed in Vancouver and Bucharest, the present paper aims to identify the main strategic directions and branding elements necessary in elaborating a strategy and in accumulating a dossier of best practices, in order to implement successfully the strategic planning process and the branding strategy in the local communities of Romania.

  9. Improving business performance through brand management practice

    Directory of Open Access Journals (Sweden)

    Veljković Saša

    2016-01-01

    Full Text Available The aims of this study are to determine which variables are common as brand management practices, how these variables affect a company’s business performance, and whether there are statistically significant differences between companies in the sample in terms of individual elements of the Brand Management Practice (BMP model. The research took place in Serbia, and comprised 118 managers and specialists involved in marketing and brand management. After validating the proposed BMP model, we found a link between certain variables of the model and companies’ business performance. There are statistically significant differences between companies in terms of individual elements of brand management practice, and we identify three clusters: brand-guided companies, emerging brand companies, and brand-agnostic companies. They differ from each other in terms of: brand-oriented approach, innovativeness, brand support activities, unique marketing offers, marketing channel relationships, brand performance measurement, brand barriers, company size, and specific business area of a key-brand. They also differ according to estimated and actual business and financial performance. The results are valuable for explaining the main drivers of good brand management practice and their effects on business performance in different industry sectors. The implications for managers of domestic companies are also discussed.

  10. Branding a college of pharmacy.

    Science.gov (United States)

    Rupp, Michael T

    2012-11-12

    In a possible future of supply-demand imbalance in pharmacy education, a brand that positively differentiates a college or school of pharmacy from its competitors may be the key to its survival. The nominal group technique, a structured group problem-solving and decision-making process, was used during a faculty retreat to identify and agree on the core qualities that define the brand image of Midwestern University's College of Pharmacy in Glendale, AZ. Results from the retreat were provided to the faculty and students, who then proposed 168 mottos that embodied these qualities. Mottos were voted on by faculty members and pharmacy students. The highest ranked 24 choices were submitted to the faculty, who then selected the top 10 finalists. A final vote by students was used to select the winning motto. The methods described here may be useful to other colleges and schools of pharmacy that want to better define their own brand image and strengthen their organizational culture.

  11. Branding on the Shop Floor

    DEFF Research Database (Denmark)

    Gyimóthy, Szilvia; Jonas, Louise Rygaard

    2010-01-01

    Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly...... towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures......., a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performed. By documenting the disloyal behaviour of butchers, we demonstrate that the affective commitment...

  12. PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY TEH BOTOL SOSRO Survei Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas, Jakarta timur

    OpenAIRE

    Mohammad Rizan; Basrah Saidani; Yusiyana Sari

    2017-01-01

     The purposes of this research are: 1) To know the description of brand image and brand trust and the influence of them towards brand loyalty of Teh Botol Sosro. 2) To test empirically the influence of brand image towards brand loyalty of Teh Botol Sosro. 3) To test empirically the influence of brand trust towards brand loyalty of Teh Botol Sosro. 4) To test empirically the influence of brand image and brand trust simultaneously towards brand loyalty of Teh Botol Sosro. The analysis impl...

  13. PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY TEH BOTOL SOSRO Survei Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas, Jakarta timur

    OpenAIRE

    Mohammad Rizan; Basrah Saidani; Yusiyana Sari

    2012-01-01

    The purposes of this research are: 1) To know the description of brand image and brand trust and the influence of them towards brand loyalty of Teh Botol Sosro. 2) To test empirically the influence of brand image towards brand loyalty of Teh Botol Sosro. 3) To test empirically the influence of brand trust towards brand loyalty of Teh Botol Sosro. 4) To test empirically the influence of brand image and brand trust simultaneously towards brand loyalty of Teh Botol Sosro. The analysis implemente...

  14. The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

    Directory of Open Access Journals (Sweden)

    Shieh Hwai-Shuh

    2017-04-01

    Full Text Available Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. Findings - The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. Research implications/limitations - The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Originality/value/contribution - Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap.

  15. Approaches that Affect Consumer-Based Brand Equity

    National Research Council Canada - National Science Library

    Denise Santos De Oliveira; Mauro Caetano; Ricardo Limongi França Coelho

    2017-01-01

    ...: brand associations, brand awareness, perceived quality and brand loyalty. The extensive analysis of literature shows that there are significant differences between factors affecting each of the brand equity dimensions...

  16. Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management

    NARCIS (Netherlands)

    S. Zenker (Sebastian); E. Braun (Erik)

    2017-01-01

    textabstractPurpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is

  17. How mothers choose babymilk brands.

    Science.gov (United States)

    Martyn, T

    1997-03-01

    Babymilks which had been on the market for many years were the most highly regarded by the women. Midwives had a greater influence in brand choice than health visitors, although overall the women's sisters appeared to be the most influential. Women expressed a need for more information regarding the nutritional content and differences between various babymilks, but from an unbiased source. The effect of subliminal advertising on the postnatal wards (i.e. by using ready-to-feed bottles of babymilk) was highly significant. There is no doubt that there is deliberate confusion of brand name advertising with impartial information.

  18. Competitive edge: the art and science of branding.

    Science.gov (United States)

    Longeteig, Kim

    2010-01-01

    Branding is the equivalent of building a reputation and managing the brand and brand perceptions with actions. Create and craft a desirable brand by associating brand with a personality. This is important because it relies on the collective experiences a customer has with the brand and is one of the most straightforward ways to craft a brand. Building and maintaining brand strategy is an ongoing process that must be managed. Effort must be continually made to increase the brand's perceived value to referrers and patients, to differentiate the brand from competition, to make and keep brand promises, and to create customer loyalty.

  19. Brand-specific consumption of flavored alcoholic beverages among underage youth in the United States.

    Science.gov (United States)

    Fortunato, Erin K; Siegel, Michael; Ramirez, Rebecca L; Ross, Craig; DeJong, William; Albers, Alison B; Jernigan, David H

    2014-01-01

    Although several studies have identified flavored alcoholic beverages (FABs) as being popular among underage drinkers, no previous study has ascertained the prevalence of brand-specific FAB consumption among a national sample of underage youth. To ascertain the brand-specific consumption prevalence and consumption share of FABs among a national sample of underage drinkers in the United States. In 2012, we conducted an online, self-administered survey of a national sample of 1031 underage drinkers, ages 13-20 years, to determine the prevalence of past 30-day consumption for each of 898 alcoholic beverage brands, including 62 FABs, and each brand's youth consumption share, based on the estimated total number of standard drinks consumed. There were three brand-specific outcome measures: prevalence of consumption, prevalence of consumption during heavy episodic drinking, and consumption share, defined as the percentage of the total drinks consumed by all respondents combined that was attributable to a particular brand. The FAB brands with the highest prevalence of past 30-day consumption were Smirnoff malt beverages, 17.7%; Mike's, 10.8%; Bacardi malt beverages, 8.0%; and Four Loko/Four MaXed, 6.1%. Just five brands accounted for almost half (49.1%) of the total consumption share by volume within the FAB category. Flavored alcoholic beverages are highly popular among underage drinkers, and the FAB brand preferences of this group are highly concentrated among a small number of brands. To decrease the consumption of FABs by underage youth, all states should reclassify these beverages as distilled spirits rather than beer.

  20. Potential success factors in brand development

    DEFF Research Database (Denmark)

    Esbjerg, Lars; Grunert, Klaus G.; Poulsen, Carsten Stig

    2005-01-01

    ? This is the question we want to answer. More specifically, we want to identify potential success factors in building strong brands, understood as brands with high consumer-based brand equity. Keller (1993, p. 2) defined customer-based brand equity as "the differential effect of brand knowledge on consumer response...... of this paper is to identify potential success factors in developing strong brands and to test whether these factors can be used to discriminate between strong and weak brands. It does so through a review of the literature for potential success factors. Furthermore, to ensure that important factors have...... not been overlooked by the literature a brainstorming session with practitioners and researchers was carried out. Based on the literature and the brainstorming session, we present a list of potential success factors in brand development in the FMCG sector. To test the validity of these factors, they were...