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...... 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....

  2. National and store brand advertising strategies

    OpenAIRE

    Jenyi Chen; Stanko Dimitrov

    2015-01-01

    As the propensity of premium store brands (SBs) increases, retailers must consider different ways to drive sales besides promotional strategies. With this in mind, we consider a national brand (NB) and a (premium) SB co-existing in a market. Each brand has to decide the amount to invest in advertising its product and the prices to charge its customers, which can be determined separately or in unison. When either advertising expenditures or pricing decisions are set, each brand must keep in mi...

  3. STORE VS. NATIONAL BRANDS: A PRODUCT LINE MIX PUZZLE

    OpenAIRE

    José J. Sempere Monerris; Rafael Moner Colonques; Amparo Urbano

    2007-01-01

    This paper examines retailers' strategic decisions about store brand introduction when each retailer can stock a limited number of brands. The different product line mix equilibria depend on demand parameters that measure the cross-effect across national and store brands and the cross-effect within each brand type, thus leading to a simple testable implication. Store brand introduction is determined by the combination of the three effects that result from replacing a national brand by a store...

  4. 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....

  5. Measuring National Brands’ Equity over Store Brands

    OpenAIRE

    Raj Sethuraman

    2003-01-01

    In this paper, we provide an approach to measuring the overall brand equity of national brands based on customers’ reservation price differential and perceived quality differential between national brand and store brand. Our approach draws upon a utility framework and develops an econometric model for measuring national brands’ equity over store brand and decomposing it into Quality Equity and Non-Quality Equity.. We then employ the approach and estimate brand equity using data on 20 prod...

  6. Positioning of Store Brands

    OpenAIRE

    Serdar Sayman; Hoch, Stephen J; Jagmohan S. Raju

    2002-01-01

    We examine the retailer's store brand positioning problem. Our game-theoretic model helps us identify a set of conditions under which the optimal strategy for the retailer is to position the store brand as close as possible to the stronger national brand. In three empirical studies, we examined whether market data are consistent with some of the implications of our model. In the first study, using observational data from two US supermarket chains, we found that store brands are more likely to...

  7. The Strategic Positioning of Store Brands in Retailer - Manufacturer Bargaining

    OpenAIRE

    Fiona M. Scott Morton; Florian Zettelmeyer

    2000-01-01

    We argue in this paper that retailers can strategically position store brands in product space to strengthen their bargaining position when negotiating supply terms with manufacturers of national brands. Using a bargaining framework we model a retailer's decision whether to carry an additional national brand or a store brand, and if the retailer chooses to introduce the latter, where in product space to locate the store brand. Store brands differ from other brands in being both unadvertised a...

  8. 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.

  9. Why Store Brand Penetration Varies by Retailer

    OpenAIRE

    Sanjay K. Dhar; Stephen J. Hoch

    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...

  10. Who Benefits from Store Brand Entry?

    OpenAIRE

    Koen Pauwels; Shuba Srinivasan

    2004-01-01

    Store brand entry has become a key issue in marketing as it may structurally change the performance of and the interactions among all market players. Based on their multivariate time-series analysis, the authors demonstrate permanent performance effects of store brand entry, typically benefiting the retailer, the consumers, and premium-brand manufacturers, while harming second-tier brand manufacturers. For the , they consistently find two of store brand entry: . This increase in unit margins ...

  11. Towards a Deeper Understanding of Store Branded Lookalikes: Similarity Judgment and Price Influence

    OpenAIRE

    Zhou, Li

    2016-01-01

    Abstract The development of store branded lookalikes (SBLs) imitating established manufacturer national brands has long been a source of friction and dispute between brand manufacturers and retailers. It is evident that retailers often use a close positioning strategy on store brands (SBs) to imitate the look and appearance of leading national brands (NBs) on a wide range of fast moving consumer goods. It is, though, less clear why and how a me-too store brand is perceived to be a lookalik...

  12. Patterns of brand and store choice

    OpenAIRE

    Lamb, T.J.

    1989-01-01

    The sublects of brand choice and store choice have been widely studied, but these two aspects of consumer behaviour have tended to be treated in isolation from each other. This thesis therefore provides a detailed examination of the way in which brand choice and store choice patterns compare and interact. The results are based on AGB consumer panel data, and relate to three frequently-bought grocery products. Despite the multiplicity of factors believed to influence brand and store choice, at...

  13. Customers' willingness to purchase new store brands

    OpenAIRE

    Zielke, Stephan; Dobbelstein, Thomas

    2007-01-01

    Purpose – The purpose of this paper is to identify factors influencing customers’ willingness to purchase new store brands. Design/methodology/approach – The paper develops a 3 £ 3 design to investigate the impact of price and quality positioning on the willingness to purchase new store brands in five product groups. A total of 990 respondents completed a questionnaire about store brand perception, aspects of purchasing behavior and willingness to buy. Data are analyzed with analysis...

  14. GLOBAL OR NATIONAL BRANDS?

    OpenAIRE

    Sorina GÎRBOVEANU

    2007-01-01

    Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

  15. GLOBAL OR NATIONAL BRANDS?

    Directory of Open Access Journals (Sweden)

    Sorina GÎRBOVEANU

    2007-01-01

    Full Text Available Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

  16. Retail brand architecture and consumer store loyalty

    DEFF Research Database (Denmark)

    Brunsø, Karen; Grunert, Klaus G.

      During the last decades the fight between manufacturer brands and retailer brands has intensified. While there seems to be several immediate benefits for a retailer to increase the number of own private labels, the impact on future store image and loyalty should also be considered.  Our aim is to...... investigate the relationship between consumers perceived retail brand architecture, their store satisfaction and loyalty. Furthermore we use perceived store image as a mediating factor in our framework. In total 772 Danish households participated in a telephone interview and returned questionnaires by mail....... The major contribution of this research is to conceptualise and empirically investigate the role of brand architecture for perceived store image, store satisfaction and loyalty....

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

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros

    -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......, to explore patronage between store and manufacturer brands; and second, to investigate loyalty patterns both at the overall soft drink category level, as well as on a set of selected soft-drink sub-categories (e.g. colas, mixers, etc.)...

  18. Investigating the Effects of Store-Brand Introduction on Retailer Demand and Pricing Behavior

    OpenAIRE

    Pradeep K. Chintagunta; André Bonfrer; Inseong Song

    2002-01-01

    Researchers have recently been interested in studying the drivers of store-brand success as well as factors that motivate retailers to introduce store brands. In this paper, we study the effects of the introduction of a store-brand into a particular product category. Specifically, we are interested in the effect of store-brand introduction on the demand as well as on the supply side. On the demand side, we investigate the changes in preferences for the national brands and price elasticities i...

  19. Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective

    OpenAIRE

    Sarabjot Singh; Piyush Kumar Sinha; Hari Govind Mishra

    2013-01-01

    In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty; in-depth interview was conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as mediating factors between store image and store loyalty f...

  20. Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective

    Directory of Open Access Journals (Sweden)

    Sarabjot Singh

    2013-12-01

    Full Text Available In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty; in-depth interview was conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as mediating factors between store image and store loyalty formats, and also between brand image and store loyalty formats. The findings highlight how consumer store loyalty preference differ for these two formats.

  1. An investigation of Consumer Specialty Store and Multi-Brand Store loyalty

    OpenAIRE

    Sarabjot Singh; PiyushKumar Sinha; Hari Govind Mishra

    2013-01-01

    In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty, in-depth interview is conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as a mediating factors between storeimage and store loyalt...

  2. Branding the nation: Indonesia as a Brand

    OpenAIRE

    Popy Rufaidah

    2007-01-01

    Branding has become one of the most powerful tools in marketing particularly in marketing a place as a tourist destination. Recently, academics and practitioners have similar agreement in discussing places as a brand as well as in branding the places in the same way as consumer goods and services. However, destination branding is a relatively new concept, and there is a lack of conceptual framework developed on the topic. The paper examines the history of the nation as a brand, and tries to p...

  3. An investigation of Consumer Specialty Store and Multi-Brand Store loyalty

    Directory of Open Access Journals (Sweden)

    Sarabjot Singh

    2013-10-01

    Full Text Available In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty, in-depth interview is conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as a mediating factors between storeimage and store loyalty formats, and also between brand image and store loyalty formats. The findings highlight how consumer store loyalty preference changes for these two formats.

  4. 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 br

  5. 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.

  6. The Store - The Physical Place of Branding

    OpenAIRE

    Karanikas, Lina; Öhman, Torun

    2008-01-01

    Abstract The market of consumer goods has become saturated and in the superfluous range of goods it is necessary to be able to differentiate your products from the competitors’. To facilitate this, many products and services are attributed with additional qualities, such as feelings, status and personality traits. These attributes are included in the abstract concept of a brand. A brand is an essential medium of communication to the customers, transmitting the special characteristics which wi...

  7. Assessing the brand effect on the efficiency of retailing stores

    OpenAIRE

    Vaz, Clara B.; Camanho, Ana

    2006-01-01

    This paper explores the differences in performance between two groups of grocery stores that operate with different brands. The study develops a Malmquist-type index to distinguish internal inefficiencies from those associated with the group (or brand) characteristics. A fundamental characteristic of the new index is to compare groups in a static setting. The study described in this paper combines the use of a Malmquist-type index with statistical testes. The Malmquist-type index is decompose...

  8. National Brands, Private Labels, and Food Price Inflation

    OpenAIRE

    Volpe III, Rickard James

    2014-01-01

    This article investigates the extent to which national brand and private label (store brand) prices behave differently as food price inflation changes. Empirical tests using a range of indices support the hypotheses that rising commodity and fuel prices lead to relatively larger surges in private label prices. When food prices are rising or high, the average price dif- ference between national brands and private labels shrinks. The findings have implications for understanding the welfare effe...

  9. The Relationship between Store Brand and Customer Loyalty in Retailing in Malaysia

    OpenAIRE

    Rahman Bin Abdullah; Norhanisah Bte Ismail; Akmal Fadhila Bte Abdul Rahman; Musnadzirah Bte Mohd Suhaimin; Siti Khadijah Bte Safie; Mohd Tajul Hasnan Mohd Tajuddin; Radzuan Noor Armia; Nik Adnan Nik Mat; Nazarudin Derani; Mohamed Muneer Samsudin; Razlan Adli Zain; Gopala Krishnan Sekharan Nair

    2012-01-01

    Purpose: The purpose of this study are to ascertain the linkages between brand and customer loyalty towards store brands especially in Malaysia, to investigate the factor that contributes to brand loyalty to increase the number of brand loyal customer and to determine the factors influencing the success of store brand in the market. Significance of the study (Theoretical aspect): It is hope that this research may create a niche understanding of a relationship between store brand and customer ...

  10. 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

    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, to explore...... patronage between store and manufacturer brands; and second, to investigate loyalty patterns both at the overall soft drink category level, as well as on a set of selected soft-drink subcategories (e.g. colas, mixers, etc.)....

  11. 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.

  12. 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.

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

    OpenAIRE

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

    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...

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

    Directory of Open Access Journals (Sweden)

    Cristina Calvo Porral

    2015-03-01

    Full Text Available 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 purchase as a consequence. Based on a sample of 362 consu- mers and 5 store brands, structural equation modeling is used to test research hypotheses. The results obtained reveal that store brand awareness, loyalty along with store brand perceived quality have a significant influence on consumers’ intention to purchase store brands. Our study suggests that marketers and marketing managers from retailing companies should carefully consider the Brand Equity components when designing their brand strategies, and develop marketing activities in order to enhance their brands’ awareness.

  15. 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...

  16. Store Image and Private Label Brands in Zimbabwe: Relationship with General Perception, Perceived Risk and Quality

    OpenAIRE

    Sarah Nyengerai

    2013-01-01

    Private label brand market penetration is estimated at less than 8% in Southern Africa. Retailers need to develop strategies that will drive growth of the industry. A survey was conducted to quantify the effect of two store image dimensions on general private label brand perception as well as the effect of the store image dimensions on perceived risk and quality of private label brands. Data collected was analysed using simple linear regression. Results illustrated that perceived store genera...

  17. 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.

  18. 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

  19. 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.

  20. 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...... 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...... 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...

  1. The construction of Brand Denmark : A case study of the reversed causality in nation brand valuation

    OpenAIRE

    Henrik Merkelsen; Rasmus Kjærgaard Rasmussen

    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 brandi...

  2. Store Image and Private Label Brands in Zimbabwe: Relationship with General Perception, Perceived Risk and Quality

    Directory of Open Access Journals (Sweden)

    Sarah Nyengerai

    2013-06-01

    Full Text Available Private label brand market penetration is estimated at less than 8% in Southern Africa. Retailers need to develop strategies that will drive growth of the industry. A survey was conducted to quantify the effect of two store image dimensions on general private label brand perception as well as the effect of the store image dimensions on perceived risk and quality of private label brands. Data collected was analysed using simple linear regression. Results illustrated that perceived store general image as well as store layout and services had a significant (p < 0.05 and positive effect on general private label brand perception. A higher perception of store image dimensions reduced the perceived risk of purchasing private label brands and the effect was significant (p < 0.05. Store image dimensions did not have a significant effect on perceived quality of private label brands. The authors concluded that there is scope to improve PLB perception among consumers in Zimbabwe through improvements in store image dimensions. They recommended that retailers hone on store image through measures such as selling a wide selection of good quality products; the creation of a good store atmosphere and investment in the training of staff in customers care.

  3. 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...

  4. The Relationship between Store Brand and Customer Loyalty in Retailing in Malaysia

    Directory of Open Access Journals (Sweden)

    Rahman Bin Abdullah

    2012-01-01

    Full Text Available Purpose: The purpose of this study are to ascertain the linkages between brand and customer loyalty towards store brands especially in Malaysia, to investigate the factor that contributes to brand loyalty to increase the number of brand loyal customer and to determine the factors influencing the success of store brand in the market. Significance of the study (Theoretical aspect: It is hope that this research may create a niche understanding of a relationship between store brand and customer loyalty in Malaysia. The findings of this study also can be added into current knowledge and literature for future reference. Significance of the study (Practical aspect: This research is also essential in practical aspect where it can be used as a guideline for the newly developed company to market their store brand. Furthermore, the findings of this study can also be used by other organization to solve problems occur in the future resulting from aggressive competition in the market. Hence, they may improve their performance in providing the best product or service to customers. Besides, this study also will ensure that the attributes of customer loyalty strategies and customer loyalty program can be implemented in the store brand business such as Mesra reward card and Giant membership card.

  5. Thailand’s Nation Branding : A study of Thai nation-brand equity and capabilities

    OpenAIRE

    Prucpairojkul, Piyada; Triamsiriworakul, Supatana

    2008-01-01

    Problem: Which of Thailand’s four main sectors that nation brands compete including tourism, FDI, export promotion, and talent attraction that should be develop a main focus in developing a stronger Nation Brand for the country comparing to other four countries in South East Asia including Singapore, Malaysia, Indonesia, and the Philippines? Purpose: The purpose of this paper are 1) to study and analyze the current status of Thailand’s nation brand equity and 2) to examine the feasibility in ...

  6. Nation branding as an emerging field – an institutionalist perspective

    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....

  7. Upping the Ante of National Industrial Brands

    Institute of Scientific and Technical Information of China (English)

    2007-01-01

    Strengthening China’s independent innovative abilities can only be done by supporting national brands that own independent intellectual property rights. That’s the view of Lin Jiujiang, Vice General Manager of the Marketing Department of China Export & C

  8. Transforming and contesting nation branding strategies

    DEFF Research Database (Denmark)

    Ren, Carina Bregnholm; Gyimóthy, Szilvia

    2013-01-01

    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...... 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...... 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....

  9. Supply Chain Advertising Decision Based on Competition of National and Store Brands%基于制造商和零售商自有品牌竞争的供应链广告决策

    Institute of Scientific and Technical Information of China (English)

    吕芹; 霍佳震

    2011-01-01

    A marketing channel, where a retailer sells, its own store brand, along the manufacturer's brand, is considered.Competition exists between them.Each player invests in advertising in order to build the brand's goodwill, and the manufacturer bears part of the retailer's advertising investment.We assume that the retailer's advertising promotion has a negative impact on the goodwill of manufacturer's brand.A methodology of differential games is adopted to investigate the optimal advertising strategies of the manufacturer and the retailer in Stackelberg leader-follower game under a dynamic circumstance.The effect of the parameters of the manufacturer and the retailer on the optimal decision is analyzed.Finally, we prove that the decision of Stackelberg leader-follower game is prior to the one of Nash non-cooperative game.%考虑一个零售商同时出售制造商品牌产品和零售商自有品牌产品的营销渠道,这两类产品之间存在一定竞争性.制造商与零售商分别进行广告投资促销并累计商誉,且制造商与零售商共同分担零售商的广告投资成本.假设零售商广告促销活动对制造商品牌商誉存在负面影响.运用微分对策的方法求解动态环境下Stackeberg主从博弈下的最优决策,并分析了零售商和制造商处参数对决策的影响.最后证明,Stackelberg主从博弈决策优于Nash非合作博弈决策.

  10. 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.

  11. A Study on Corporate Image, Customer Satisfaction and Brand Loyalty in the Context of Retail Stores

    OpenAIRE

    Selda Ene; Betul Ozkaya

    2014-01-01

    In the intense competitive environment, in order for a retail store to gain strength and competitive edge, it needs to possess a strong corporate image and to keep and satisfy its customers. The retail store will create a successful brand loyalty due to its ability to be equipped with a strong corporate image and to increase customer satisfaction.Key elements that are effective in creating brand loyalty that enables the retail store to have a competitive edge, have an order of corporate image...

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

    OpenAIRE

    Shahriar AZIZI; Jamali KAPAK

    2013-01-01

    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...

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

    OpenAIRE

    Naser Azad; Hanieh Kasehchi; Hamed Asgari; Hamid Bagheri

    2014-01-01

    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 ques...

  14. 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.

  15. Retail offer advantage through brand orientation in Luxury, high fashion stores

    OpenAIRE

    Grujic, Maja

    2007-01-01

    This thesis provides a conceptualisation of brand orientation within the context of fashion retailing, specially the luxury, or, so-called, high fashion retailing. Most of the high fashion sold today is ready to wear collections and diffusion lines, targeted to customers of particular class, age, income, social status, and with particular orientations to fashion. In plethora of offers, retailer need to work on a number of distinctive features that will make its store special, not only because...

  16. Book Review: branding the nation: the global business of national identity by Melissa Aronczyk

    OpenAIRE

    Jiménez-Martínez, César

    2014-01-01

    National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them “brand” their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. Branding the Nation examines case studies in twelve countries and has in-depth interviews with nation branding experts a...

  17. Consumers’ preferences for private and national brand food products

    OpenAIRE

    Steyn, Hendrik Stefanus; Wyma, Louise; Van der Merwe, Daleen; Bosman, Magdalena J C; Erasmus, Alet C; Strydom, Herman; Steyn, Faans

    2012-01-01

    Consumers' choice of private brands reflects distinct differences in terms of product categories, and indications are that demographic and psychographic factors are also influential in terms of the sales of private vs. national brand foods. This study investigated the relationship between selected demographic and psychographic variables and consumers' brand preferences for selected food products in a South African context. A mall intercept, interviewer-administered questionnaire was used to c...

  18. 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. PMID:17995675

  19. The national image of global brands

    OpenAIRE

    Fan, Y.

    2002-01-01

    As the Chinese use characters based on ideograms, international brands have to choose a proper Chinese name for the market. This paper presents the findings from a detailed study of the Chinese names of 100 international brands along three dimensions: translation methods, cultural values and brand positioning. The main findings are: a) in choosing a new name the meaning is given more emphasis than its sound though it is still desirable to maintain phonetic links to the original; b) after ling...

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

    Directory of Open Access Journals (Sweden)

    Farhina Hameed

    2013-01-01

    Full Text Available 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 and Structural Equation Modeling were carried out using Amos-18 to evaluate the results. The study found complex results of advertising spending on brand loyalty. The results showed insignificant direct impact of advertising spending on perceived quality and brand loyalty where as significant direct impact on customer satisfaction and store image. However, store image and perceived quality are confirmed as mediators in the relationship between advertising spending and brand loyalty. The inclusion of brand trust variable can better describe the relationship of advertising spending with brand loyalty. The results of the study highlights the value of advertising spending in building brand loyalty that suggests managers of the departmental stores should give emphasis on advertising spending and on store image that lead towards brand loyalty. It contributes to the current body of knowledge by improving the understanding of advertising spending and brand loyalty. The major contribution of this study is the comparison of theoretical model with mediating model to evaluate the effect of advertising spending on brand loyalty along store image, perceived quality and customer satisfaction.

  1. 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...

  2. 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 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 national level, 50.1% of all products carried a national 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 national level, 6.1% of all packages reported in the fresh meat case in 2004 were value-added. PMID:18765856

  3. Assessing the Competitive Interaction Between Private Labels and National Brands

    OpenAIRE

    Ronald W. Cotterill; Putsis, William P., Jr.; Dhar, Ravi

    1999-01-01

    In contrast to single-equation cross-sectional studies of private label share, developing a complete understanding of the nature of the competitive interaction between national brands and private labels requires an understanding of the determinants of both demand and strategic pricing decisions by firms. Consequently, we estimate a simultaneous system of share and price for private labels and national brands. From the empirical results, two measures of market response are derived. The unilate...

  4. Corporate heritage tourism brand attractiveness and national identity

    OpenAIRE

    Balmer, JMT; Chen, WF

    2016-01-01

    Purpose: Examines the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and considers the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literatures. Design/Methodology/Approach: A conceptual model comprising five hypotheses was ...

  5. Book review: Branding the nation: the global business of national identity, by Melissa Aronczyk

    OpenAIRE

    Jiménez-Martínez, César

    2014-01-01

    "Branding the Nation: The Global Business of National Identity." Melissa Aronczyk. Oxford University Press. October 2013. --- National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them “brand” their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loy...

  6. The risks of nation branding as crisis response

    DEFF Research Database (Denmark)

    Rasmussen, Rasmus Kjærgaard; Merkelsen, Henrik

    2014-01-01

    thus argue that the Danish government's solution in nation branding aimed at the reputational implications failed to address the immediate consequences of the crisis vis-à-vis national security and exports. And that this solution in turn created the reputation as additional risk. We conclude......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...

  7. 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…

  8. 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”.

  9. 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.

  10. An Investigation of the Relationship between National Culture and Brand Loyalty – A Cross-Cultural Comparison between UK and Turkey in Luxury Fashion Online Brand Communities

    OpenAIRE

    Gulsun, Zeynep Seyda

    2014-01-01

    Brand loyalty is accepted as one of the main indicators of brand equity which represents the overall value of the brand with its assets and liabilities. The purpose of this paper is to understand the relationship between national culture and brand loyalty since the former studies about brand loyalty have been merely carried out in Western cultures which have individualistic societies. This study endeavours to examine these aspects in luxury fashion brand communities since it is known that bra...

  11. 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...

  12. How to Build National Brand - The Case of Taiwan from Culture Perspective

    OpenAIRE

    Chen, Chun-An; Hsien-LI LEE; Ya-Hui YANG Chung Hua University, Department of Business Administration Hsin Chu, Taiwan; Ming-Huang LEE

    2013-01-01

    Nation branding has received a significant amount of attention. As Nation branding has become increasingly important every country has to make more of an effort to create a Nation Brand. Culture has been noted as the key to sustainable development of a Nation Brand which has become one of the major vectors of a nation image. In this study, DEMATEL, MMDE and ANP are adopted to analyze the criteria that influence Nation Brand. Combined DEMATEL and ANP found that "movie" and "popular music" are ...

  13. Media events and their impact on Polish national brand

    Directory of Open Access Journals (Sweden)

    Ja.S. Klisinski

    2013-12-01

    Full Text Available The aim of the article. The author emphasizes in the article that great media event which has been arranged and organized by the authorities (e.g. the European Championship on the football Euro-2012 has a direct impact on the growth of national brand popularity in the international ranking. In particular, the positive results of the arrangement of the European Championship Euro-2012 have been analyzed in the article. The problems of recognizing of Polish trade brands and logos are explored. Media events and brand-leaders are considered. The championship Euro-2012 has been also viewed as a media event in the article. The status of the Polish national brand has been investigated. The results of the analysis. It has been revealed that inhabitants of such three Polish provinces as Lyubuskij, Lodzinskij and Kuyavsko-Pomorskij are the most benefited from the European Championship. Such benefits were the result of investing into the road projects. It will be enough to look at the motorway network. Lyubuskij province it is A2, Kuyavsko-Pomorskij province – A1, Lodzinskij one is intersection of the both above mentioned motorways. When the roads are being built, the people who sell the land enrich, as well as the building companies and their local subcontractors. The investment attractiveness of the by-the-road territories is growing up. The plants, logistic centers, inks, motels, filling stations also appear. But, first of all, Poland has gained benefits and the value of its national brand has attained a high 20th place. Euro-2012 as a one of the four world biggest sports events which has been arranged once a four-year cycle had a favorable impact on the Polish brand, significantly improved Polish «soft power». It is the ability to achieve goals with the help of different methods from the power supported by geopolitical and economic factors (so called «hard power». Conclusions and directions of futher researches. The authors plan to explore the

  14. 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...

  15. Pengaruh Celebrity Endorser Igor Saykoji Terhadap Brand Awareness Pada Kartu IM3 (Studi Kasus Karyawan Sogo Department Store Sun Plaza, Medan)

    OpenAIRE

    Ashry, Zulmy Al

    2011-01-01

    Tujuan penelitian ini adalah untuk mengetahui pengaruh Celebrity Endorser (selebriti pendukung) Igor Saykoji terhadap Brand Awareness Kartu IM3 pada Karyawan Sogo Department Store Sun Plaza Medan. Metode analisis yang digunakan untuk meneliti pengaruh Celebrity Endorser (selebriti pendukung) Igor Saykoji terhadap Brand Awareness kartu IM3 pada karyawan Sogo department store Sun Plaza Medan adalah Analisis Deskriptif dan Metode Regresi Linier Berganda (Multiple Linear Regress...

  16. (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.

  17. 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....

  18. Nation Branding as an Economic Challenge For the Countries of the Middle and East Europe on the Example of Estonia

    OpenAIRE

    Magdalena Raftowicz-Filipkiewicz

    2012-01-01

    This paper presents the topic of nation branding, which is considered as a complementary factor of the traditional economic policy implemented in a given country. The concept of branding aims at creating a strong national brand for improving the brands of national products, as well as the image of the country which influences the attraction of foreign direct investments and increase the export. The example of Estonia attempts to prove that the actions for national brand changed positively the...

  19. National Brand Positioning in the Swedish Meat Market : How to maintain a price premium

    OpenAIRE

    Rigaud,, Maxime,; Shao, Tianlin

    2012-01-01

    A global trend of decreased Willingness to pay(WTP) price premiums for national brands prevails.In this paper, the authors shed light on how national brands(NBs) can best defend their pricepremiums towards Private labels(PLs). This is done through studying what factors drives the WTPprice premiums for national brands and what attributes are important when consumers buy meatproducts.With inputs from the literature and conducted focus groups, a questionnaire testing our constructedhypothesis an...

  20. Can in-store displays improve category sales and brand market share in online stores? A study on the overall effectiveness and differences between display types in an online FMCG context.

    OpenAIRE

    Breugelmans, Els; CAMPO, Katia

    2008-01-01

    Our study investigates the overall effects of in-store displays (ISD) on category sales and brand market share in an online shopping context, and compares the differences in effectiveness between ISD types. Using data from an online grocer, we examine three online ISD types that match with traditional ones: first screen (entrance), banner (end-of-aisle) and shelf tag (in-aisle) displays. Empirical results for 10 categories confirm that online ISD may substantially increase brand market share ...

  1. A Conceptual Framework on the Relationship between Nation Brand Perception and Donation Behaviour

    Directory of Open Access Journals (Sweden)

    Jessica Helmi

    2011-11-01

    Full Text Available Over the past two decades, the topic of nation brands has attracted the interest of academics, researchers, andpolicy markers alike. This study developed a conceptual framework of donation behaviour with nation brandperceptions as a mediating variable between donation motives and donation behaviour. The framework proposesthat people’s perception of a nation’s brand will have significant implications on the willingness and extent ofcontribution to a charitable cause associated with the nation. The brand image of charitable organisations isproposed to moderate the relationship between nation brand perception and donation behaviour. The study alsoproposed that integrated marketing communications will significantly affect the perception of nation brands andthe brand image of the charitable organisations. The paper concludes by discussing the practical and theoreticalimplications of the study.

  2. 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.

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

    OpenAIRE

    Abolghasem Hakimipour; Hamed Bozorgkho

    2012-01-01

    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 ana...

  4. Brand!

    DEFF Research Database (Denmark)

    Markvorsen, Steen

    På en vindstille sommerdag går der pludselig ild i en knastør skov og brandens frontkurve udbreder sig straks cirkulært ud fra antændingspunktet. Men hvis vinden blæser (op) og derved fører ekstra ilt til branden fra en given retning er frontkurven langt fra cirkulær. Der præsenteres øvelser, pro......, projekter, og forskningstemaer, som relaterer til forståelse, af hvordan skov- steppe- og andre brande udvikler sig....

  5. THE DEMAND FOR NATIONAL BRAND AND PRIVATE LABEL FROZEN CONCENTRATED ORANGE JUICE: A SWITCHING REGRESSION ANALYSIS

    OpenAIRE

    Lee, Jonq-Ying; Brown, Mark G.; Schwartz, Brooke

    1986-01-01

    Separate demand equations for national brand and private label frozen concentrated orange juice were estimated using a switching regression model. The results indicate that the demand for national brand frozen concentrated orange juice is more price responsive than the demand for private label juice, and household characteristics have different impacts on the demand for these two products.

  6. 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.

  7. Willingness to Pay for Private Labels, National Brands, and Local Designations at the Retail Level

    OpenAIRE

    Bosworth, Ryan C.; Bailey, DeeVon; Curtis, Kynda R.

    2013-01-01

    A shopper survey was conducted to determine willingness to pay for ice cream with different labels. A statistical analysis was conducted using stated choices by respondents. The randomized choices were 1) a local brand with or without an indication it had a Utah’s Own designation, 2) a local brand with and without a locally-produced designation, 3) a private label product , and 4) a national brand product. The results suggested that brands affect willingness to pay for ice cream. However, sho...

  8. The Analysis of Elements of the Brand Furniture Store Display Space%品牌家具专卖店展示空间设计研究

    Institute of Scientific and Technical Information of China (English)

    杨颖旎; 郭洪武

    2015-01-01

    品牌家具专卖店展示空间是表达品牌文化,展现品牌内涵与品牌魅力的重要场所。展示空间设计直接影响着家具产品所带给人们对设计元素的感知和印象。通过品牌家具专卖店的展示,人们才能从中更加深刻了解家具产品的设计内涵和家具企业的文化理念。本文从设计要素出发,分析了展示空间的陈列方式、空间秩序和方向限定等要素的特点,探索了灯光照明和色彩搭配与展现品牌家具产品魅力之间的关系,探究了富有逻辑性的品牌家具专卖店展示空间的设计方法,从而拓宽了品牌家具专卖店展示设计的创意思维。%Brand furniture store display space is the embodiment of brand culture, which is an important place showing the brand connotation and the charm of the brand. Display space design has a direct impact on the perception and impression of people on the furniture products. Through the display of the brand furniture store, people can be more profound understanding of the furniture product design connotation and the cultural idea of furniture enterprise.At first, this paper will start from the display elements, analyzing the characteristics of the space order, the direction. It also approaches to the relationship of the lighting and the color collocation with the charm of brand furniture. Meanwhile it explores the rich logic of the brand furniture store display space design methods, expanding the brand furniture store display design creative thinking.

  9. 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.

  10. Analysis of a Tourism Destination as Ground for Brand Building Strategies : Rwanda Volcanoes National Park

    OpenAIRE

    Ntaganda, John

    2012-01-01

    This research is carried out with the aim of analyzing a tourism destination as a first step in building a long-term brand strategy. The destination, Rwanda Volcanoes National Park (VNP) is a touristic region, with focus on inbound nature tourism. The Rwandan National Development Strategy outlines inbound tourism to be developed and the level of services designed to high quality. The objective of this bachelor research is to contribute to the first step in designing a branding str...

  11. 崛起中的民族化妆品品牌%Rising national cosmetic brand

    Institute of Scientific and Technical Information of China (English)

    张静

    2011-01-01

    介绍了崛起中的民族日化品牌不同的成长途径,从品牌定位、销售模式及市场等方面进行了分析。同时指出了产品质量才是品牌生存的基石。%Different growth paths of national cosmetic brands were introduced,brand positioning,sales model and market were analyzed.At the same time,it was pointed out that the product quality is the foundation of brand survival.

  12. NATIONAL LIBRARY OF INDONESIA BRANDING STRATEGIES THROUGH ANCIENT MANUSCRIPT AND RARE BOOKS COLLECTION

    OpenAIRE

    Ali, Irhamni

    2012-01-01

    The evolution of marketing strategies has changed all of theories and methods in marketing, including in libraries in marketing their products and institution. One marketing strategy that evolves today is Branding, Branding is a collection of theory and practice which aims to measure, build and manage the reputation of an institution. National Library of Republic Indonesia has a collection of 10,912 manuscripts and more than 100,000 copies of rare books, those are a great strength for the Nat...

  13. Associating Brands to Nations: Why and How? : A Case Study of Orrefors Kosta Boda

    OpenAIRE

    Fridjonsson, Sylvia; Mersmann, Emma

    2009-01-01

    As globalization has contributed to the increased availability of foreign products across global markets, it is nowadays believed by some that a prerequisite for being able to compete on increased competitive levels is to adapt a global perspective. In this sense, marketing strategies aimed at promoting brands and products must be designed to function even on a global scale. Whereas it has in the past been useful to associate brands and products to specific nations in order to create an exoti...

  14. 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

    This paper investigates how the role of public relations practice in public diplomacy is undergoing a transformation as a consequence of the influence from nation branding. A case study of the Danish government's response to the so-called Cartoon Crisis illustrates how the threat from international...... terrorism to national security initially served as a catalyst for new public diplomacy initiatives. But as the initiatives were implemented within a framework of nation branding the focus on risk reduction became subjected to a marketing logic and a new focus on economic objectives took over. The paper...... 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...

  15. Culture, branding and national identity in the era of globalization : a study of beer brands in the Finnish market

    OpenAIRE

    Hurley, William

    2013-01-01

    Branding and marketing encompass some of the core elements of intercultural communication. Brands are derived from the existing cultural capital and the interaction that brands have with consumers in the marketing and consumption process involves an exchange of meaning and messages and therefore constitutes a form of communication in itself. Due to the economic imperative behind brand development, it is necessary that the brand react to changes in fashion, but also to changes in culture, in o...

  16. Progress on the national low level radioactive waste repository and national intermediate level waste store

    International Nuclear Information System (INIS)

    The Australian Government is committed to establishing two purpose-built facilities for the management of Australia's radioactive waste; the national repository for disposal of low level and short-lived intermediate level ('low level') waste, and the national store for storage of long-lived intermediate level ('intermediate level') waste. It is strongly in the interests of public security and safety to secure radioactive waste by disposal or storage in facilities specially designed for this purpose. The current arrangements where waste is stored under ad hoc arrangements at hundreds of sites around Australia does not represent international best practice in radioactive waste management. Environmental approval has been obtained for the national repository to be located at Site 40a, 20 km east of Woomera in South Australia, and licences are currently being sought from the Australian Radiation Protection and Nuclear Safety Agency (ARPANSA) to site, construct and operate the facility. The national repository may be operating in 2004 subject to obtaining the required licences. The national store will be located on Australian Government land and house intermediate level waste produced by Australian Government departments and agencies. The national store will not be located in South Australia. Short-listing of potentially suitable sites is expected to be completed soon

  17. 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. PMID:11705342

  18. Analisis Pengaruh Atribut Produk, Harga, dan Brand Image Terhadap Keputusan Pembelian i-Phone pada Konsumen di Apple Store Sun Plaza Medan

    OpenAIRE

    Panjaitan, Jessi Suryanti

    2015-01-01

    The purpose of this research was to to identify and to analyze the influence of attribute product, price, and brand image to the decision purchasing iPhone to the customer at Apple Store Sun Plaza Medan . This research is an associative research using quantitive approach. The population of this research is customer of Sun Plaza Medan who use or buy iphones. The sample used in this research amounted to 96 respondents. The sampling method was purposive sampling. Primary data was collected by us...

  19. 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 vi...... 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....

  20. 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.

  1. Estimating own and cross brand price elasticities, and price-cost margin ratios using store-level daily scanner data

    OpenAIRE

    Junko Kinoshita; Nobuhiro Suzuki; Tamotsu Kawamura; Yasuhito Watanabe; Kaiser, Harry M.

    2001-01-01

    This article addresses three issues related to Japanese dairy demand analysis. First, an econometric fluid milk demand model is estimated using store-level daily scanner data to determine whether the own-price elasticities are significantly different from previous estimates based on aggregate market-level data. This is important because of the current debate among Japanese dairy industry leaders concerning whether fluid milk is price inelastic or elastic. Own-price elasticity differences betw...

  2. 论民族医疗品牌的保护%Discussion on protecting national medical brand

    Institute of Scientific and Technical Information of China (English)

    夏天

    2013-01-01

    According to the phenomenon of new medical institutes naming as famous brand such as "Union", "Tongji" and"Zhongshan", the natures of national medical brand are analyzed. The causes on ineffective protections of national medical brand are discussed. Suggestions on protecting national medical brand in aspects of law and administration are mentioned.%  针对新成立医疗机构经常出现冠名“协和”、“同济”、“中山”等民族医疗品牌的现象,分析了民族医疗品牌的特点,指出了对其保护不力的原因,提出了应从法律和行政两个角度加强民族医疗品牌保护的观点和对保护措施的建议。

  3. 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.

  4. 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...... including speeches in order to find out what kind of national image towards the outside world the government wishes to convey. Furthermore, examples of events and activities organized by Chinese government institutions, which are targeted at a foreign audience, will be analyzed in order to find out what...

  5. Progress on the national low level radioactive waste repository and national intermediate level waste store

    International Nuclear Information System (INIS)

    Over the last few years, significant progress has been made towards siting national, purpose-built facilities for Australian radioactive waste. In 2001, after an eight year search, a preferred site and two alternatives were identified in central-north South Australia for a near-surface repository for Australian low level (low level and short-lived intermediate level) radioactive waste. Site 52a at Everts Field West on the Woomera Prohibited Area was selected as the preferred site as it performs best against the selection criteria, particularly with respect to geology, ground water, transport and security. Two alternative sites, Site 45a and Site 40a, east of the Woomera-Roxby Downs Road, were also found to be highly suitable for the siting of the national repository. A project has commenced to site a national store for intermediate (long-lived intermediate level) radioactive waste on Commonwealth land for waste produced by Commonwealth agencies. Public input has been sought on relevant selection criteria

  6. A new era in retail: Private-label production by national-brand manufacturers and premium-quality private labels.

    OpenAIRE

    Ter Braak, A.M.

    2012-01-01

    Private labels have witnessed considerable growth in grocery retailing. While existing academic studies have provided valuable insights concerning the evolution of private labels, several issues remain largely unexplored. First, in the face of these large private-label volumes, private-label production opportunities arise. Due to increased private-label competition, national-brand manufacturers increasingly pursue a dual-branding strategy and engage in private-label production next to their n...

  7. Destination branding : a case study of the Kruger National Park / J.W. Hood

    OpenAIRE

    Hood, Joseph William

    2008-01-01

    The conscious creation and marketing of a destination brand and image is a feature of the present age. Brands can affect tourists' choices and behaviour and are therefore important in destination marketing. Marketing organisations devote considerable time to creating brands and channelling them through various media sources to the target markets. The success of the destination brand can be measured and defined by the expectations of the tourists. This study measured the SANParks brand by focu...

  8. Nation branding jako prvek ekonomické diplomacie - španělská praxe

    OpenAIRE

    Šmahelová, Kateřina

    2014-01-01

    The diploma thesis deals with nation branding in the context of economic diplomacy and puts a special emphasis on Spain. The main purpose is to provide an answer to the following question: "Is the Spanish reputation-building project Marca Espaňa launched in 2013 beneficial for country's performance in economic diplomacy area and is it possible to observe any results despite a relatively short time period?" Chapter one concentrates on theoretical issues and apart from defining relevant basic t...

  9. 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...

  10. Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium

    OpenAIRE

    Bronnenberg, Bart J.; Jean-Pierre Dubé; Matthew Gentzkow; Shapiro, Jesse M.

    2014-01-01

    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, with pharmacists choosing them over store brands only 9 percent of the time, compared to 26 percent of the time for the average consumer. In a similar case study of pantry staples such as salt and sug...

  11. the National Game and Irish Society: the GAA as a Cultural Brand

    OpenAIRE

    Carroll, Aine, (Thesis)

    2007-01-01

    The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the...

  12. Interior Decoration Technique Innovation in Brand Store Design Based on VI Elements%基于VI要素的品牌专卖店室内装饰手法创新

    Institute of Scientific and Technical Information of China (English)

    张书鸿; 郭剑

    2014-01-01

    This paper takes the brand store space design as examples, starting with the analysis on constitute features of visual communication elements. It then discusses how to apply the design elements of visual communication elements (fonts, logo, color, pattern and texture) integrate with the space interface while designing the brand store space. It aims to provide new decoration ideas for brand stores interior design.%以品牌专卖店空间为例,从视觉传达要素的构成特点分析入手,阐述了品牌专卖店视觉传达要素的构成方式。重点论述在专卖店室内空间设计的过程中,如何将视觉传达要素如字体、标识、色彩、图案和肌理等,与空间界面装饰进行整合,归纳出借用、解构、参照和整合的创新手法,为品牌专卖店的室内设计,提供一个基于VI要素的装饰装修创意着手点。

  13. 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...

  14. World Cup: Brands Gamble Began

    Institute of Scientific and Technical Information of China (English)

    Wang Ting

    2010-01-01

    @@ Among the 32 national teams,there are only seven sports brands sponsors.Of them,the famous three sports brands Nike,Adidas and Puma gather together the sponsorship with 28 teams in total.Each brand features themselves with technology innovation or branding promotion strategy.

  15. 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....

  16. 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.

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

    International Nuclear Information System (INIS)

    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 39,3803 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

  18. 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…

  19. Evaluation of Rocky Flats Plant stored plutonium inventory at the Idaho National Engineering Laboratory

    International Nuclear Information System (INIS)

    The purpose of this document is to evaluate reported inventories of plutonium contained in stored transuranic (TRU) waste generated by the Rocky Flats Plant (RFP). From 1970 to 1989, this waste was shipped to the Idaho National Engineering Laboratory (INEL) and placed in aboveground retrievable storage at the Radioactive Waste Management Complex (RWMC)-Transuranic Storage Area (TSA). This evaluation was initiated to address potential uncertainty in quantities of stored plutonium reported in the Radioactive Waste Management Information System (RWMIS). The RWMIS includes radionuclide information from generators that shipped TRU waste to INEL for storage. Recent evaluations performed on buried TRU waste (1954-1970) resulted in significant revision to the original reported values of plutonium, americium, and enriched uranium. These evaluations were performed based on Rocky Flats Plant (RFP) Inventory Difference (ID) records. This evaluation for stored TRU waste was performed to: (1) identify if significant discrepancies exist between RWMIS reported values and RFP ID records, (2) describe the methodology used to perform the RWMIS evaluation, (3) determine a Best Estimate (BE) and 95% Upper Confidence Bound (UB) on the plutonium inventory, (4) provide conclusions based on this evaluation, and (5) identify recommendations and/or actions that might be needed

  20. 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. PMID:15804907

  1. Internal branding

    OpenAIRE

    Rai, Anu; omanga, josphat

    2015-01-01

    The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand...

  2. Television spots win national award. Part of OSF Saint Francis Medical Center's branding effort.

    Science.gov (United States)

    Rees, Tom

    2004-01-01

    "Miracles in Medicine," a series of award-winning television spots, was produced for OSF Saint Francis Medical Center, Peoria, Ill., by The Roberts Group, Inc., Waukesha, Wis. They are an integral part of a broader branding campaign, launched in May 2003, that includes newspaper, radio, and outdoor elements. The spots were deemed so successful, the branding effort was expanded to include Children's Hospital of Illinois. PMID:15162576

  3. Brand Management of Regional Brands

    OpenAIRE

    Šanderová, Petra

    2011-01-01

    The thesis is primarily focused on an evaluation of the communication of the Klasa quality brand. In the theoretical part there are definitions of terms like brand, brand management, region, regional brand and other terms connected with the topic of the thesis. The practical part is concerned with an evaluation of brand management of the studied brand, its awareness and trust. The thesis also brings a view of decision-making processes of customers in the connection with Klasa brand. The resul...

  4. Brand Policy and Brand Equity

    OpenAIRE

    Silvio M. Brondoni

    2001-01-01

    A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes ...

  5. 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

  6. Media Brands and Branding

    OpenAIRE

    2008-01-01

    Strong brands are necessary in media because technology has increased thenumber of content providers and made it possible for many more competitors toseek the attention and loyalty of audiences and advertisers. Brands are crucialin separating media companies and their products from those of competitors,in creating continuity of quality and service across extended product lines, andin helping develop strong bonds with consumers. This book discusses communicative tactics and the building of med...

  7. A National Survey of Consumer Preferences for Branded Gulf Oysters and Risk Perceptions of Gulf Seafood

    OpenAIRE

    Petrolia, Daniel R.; Walton, William C.; Sarah, Acquah

    2014-01-01

    Three restaurant taste panels and an online consumer survey were conducted during 2012-2013 to assess whether Gulf consumers would be willing to pay a premium for place-name specific (i.e., “branded”) Gulf oysters over typical “generic” Gulf oysters, and whether consumers in other U.S. markets would be willing to pay for branded Gulf oysters compared to other U.S. branded oysters. Panelists in the two Gulf Coast taste panels had strong preferences for local oyster varieties when they were awa...

  8. How successful has the National Football League been in extending its brand into the U.K. market since 2007? An investigation into the international brand extension of a major sports league.

    OpenAIRE

    Roston, Oliver

    2014-01-01

    Since 2007, the National Football League has attempted to extend its brand into the U.K. market. Regular season fixtures having been played annual at London’s Wembley Stadium with increasing regularity, suggesting the organization has a long-term strategy to remain in the U.K. market. This despite the fact that the organization’s core product, American football, is associated predominantly with U.S. culture. This research project aimed to investigate whether the NFL’s brand extension into the...

  9. 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. PMID:10109711

  10. 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.

  11. Brand Management Strategy in Services

    OpenAIRE

    Ondrušová, Petra

    2013-01-01

    This thesis deals with the brand programmes functioning in the Czech Republic. The first part contains basic theoretical brand management grounds, marketing research and its plan creation. Furthermore there are analysed particular brand programmes on the European, national and regional level in the thesis. The following part is marketing research which is concerned with the respondents' consumable behaviour, European brand programmes knowledge and popularity of the Poutnik brewery. The final ...

  12. 中国民族传统体育文化品牌特征%Characteristics of Chinese National Traditional Sports Culture Brand

    Institute of Scientific and Technical Information of China (English)

    吴丽珺

    2016-01-01

    To create the vitality and creativity of the Chinese national traditional sports culture brand, need to be based on induction, explore the rise and development of national traditional sports culture,fully aware of its brand diversity, morality, public and inclusive features, the integration of reconstruction with Chinese characteristic na-tional culture brand, so as to improve the traditional sports culture brand of social and cultural functions, meet the national cultural identity and moral and aesthetic needs, and ultimately enhance the Chinese national traditional sports culture brand competitiveness.%打造具有生命力和创造力的中华民族传统体育文化品牌,需要立足于发掘、归纳、提高和升华民族传统体育文化之上,充分认识其品牌的一体多元化、泛道德性、公共性和包容性等特征,整合重建出具有中国特色的民族文化品牌,从而提高民族传统体育文化品牌的社会文化功能,满足民族的文化认同及道德和审美的需要,最终提升中国民族传统体育文化品牌的竞争力。

  13. Characteristics of Chinese National Traditional Sports Culture Brand%中国民族传统体育文化品牌特征

    Institute of Scientific and Technical Information of China (English)

    吴丽珺

    2016-01-01

    To create the vitality and creativity of the Chinese national traditional sports culture brand, need to be based on induction, explore the rise and development of national traditional sports culture,fully aware of its brand diversity, morality, public and inclusive features, the integration of reconstruction with Chinese characteristic na-tional culture brand, so as to improve the traditional sports culture brand of social and cultural functions, meet the national cultural identity and moral and aesthetic needs, and ultimately enhance the Chinese national traditional sports culture brand competitiveness.%打造具有生命力和创造力的中华民族传统体育文化品牌,需要立足于发掘、归纳、提高和升华民族传统体育文化之上,充分认识其品牌的一体多元化、泛道德性、公共性和包容性等特征,整合重建出具有中国特色的民族文化品牌,从而提高民族传统体育文化品牌的社会文化功能,满足民族的文化认同及道德和审美的需要,最终提升中国民族传统体育文化品牌的竞争力。

  14. Place Branding

    OpenAIRE

    Beckmann, Suzanne C.; Zenker, Sebastian

    2012-01-01

    Cities increasingly brand themselves as an attractive place for tourists, investors, business and workforce. Yet, most place branding efforts do not take the diversity of their stakeholders and the variety of place perceptions into account. Our study, however, reveals significant discrepancies between internal and external stakeholders’ mental representations of a place brand, using the city of Hamburg as an example. We therefore argue that place brand management needs to align its brand comm...

  15. 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...

  16. Surveying the Relationship between Brand Equity and Brand-Customer Personality Congruency

    Directory of Open Access Journals (Sweden)

    Morteza Rezaei

    2013-01-01

    Full Text Available Assigning human`s personality features to brands is one of the main subjects that has beenfocused by researchers in latest decades. On the other hand, congruency of brand personalitywith customers` personality is a concept that could affect brand equity. So in order to explorethis 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 returned. Partial Least Square method using SMARTPLS software V 1.5 showed that brand-customer personality congruency has significant andpositive relationship with brand trust (t=2.214, =β0.205 and brand identification (t= 1.944, =β0.179 with sig< 0.10, also brand identification has positive relationship on brand loyalty(t=5.371, =β0.467 and brand trust has positive effect on brand loyalty (t=3.741, =β0.346and brand equity (t=2.583, =β0.267, and finally brand loyalty has positive effect on brandequity (t=5.039, =β0.559. In the other hand, the results revealed that brand-customerpersonality congruency has no direct effect on brand loyalty. Also brand identification do notdirectly affects brand equity.

  17. 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.

  18. Market Share and Price Setting Behavior For Private Labels and National Brands

    OpenAIRE

    Ronald W. Cotterill; William P. Putsis Jr.; Ravi Dhar

    2000-01-01

    In this paper, we develop a framework for estimating market share and price reaction equations in an attempt to understand the nature of competitive interaction in the market for private label and branded grocery products. Specifically, we employ a Linear Approximate Almost Ideal Demand System (LA/AIDS, Deaton and Muellbauer 1980a), and specify the price reaction equations derived under the LA/AIDS demand specification. This enables us to consistently estimate shareprice relationships, accoun...

  19. (RE)BUILDING A NATION BRAND: GENERAL ISSUES ABOUT PROMOTING ROMANIA'S IMAGE AND IDENTITY

    OpenAIRE

    COTÎRLEA DENISA ADRIANA

    2013-01-01

    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 defi...

  20. City Branding

    DEFF Research Database (Denmark)

    Trads, Søren Frimann; Stigel, Jørgen

    2006-01-01

    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 with...... potential visitors, problems seem to multiply in what has becom known as city branding. This analysis of the communicational aspects of two Danish provincial towns´ branding efforts examines both their internally and externally directed communication. It demonstrates that an insufficient understanding of...... - or willingness to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

  1. SOURCE STORE

    Institute of Scientific and Technical Information of China (English)

    Diana; Freundl; Rodney; Evans

    2007-01-01

    The key to survival for any conte- mporary brand is crossover, and when your brand is a lifestyle that expresses itself in clothing, music, and art, then finding an outlet that traverses every level is crucial.

  2. 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 outlined;…

  3. 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. PMID:15449856

  4. Place Branding; Sallingsund - borgernes brand

    OpenAIRE

    Hertz, Johan; Laasholdt, Morten; Philipsen, Mathilde,; Eriksen Fenger, Mathilde,

    2005-01-01

    #The project deals with different aspects of the phenomena place branding in context to a concrete place branding process. The specific case is the Danish municipality Sallingsund and their project Images of the Future (Projekt Fremtidsbilleder) founded on the basis of an involvement of the citizens. The project analyzes three essential PR-texts in correspondence to the specific branding process in relation to a general branding perspective. Through this analysis the project ...

  5. Brand management of selected brand

    OpenAIRE

    Pavlů, Zuzana

    2010-01-01

    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...

  6. The Effect of Private Brands on Business Performance in Retail

    OpenAIRE

    Lukić, Radojko

    2011-01-01

    In the length of time many new retail features were developed, as a part of the total value chain (from manufacturer to customer). One such feature is: the development of private brands (private-label merchandise, private-label brands, store brands, house brands, own brands). Because of economic importance, both in theory and in practice, more complex stress was put on its research from various perspectives: the individual countries and regions - geographic, retail companies and formats (type...

  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. 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…

  9. Consumer Brand Connection : The emotional link with fashion retail brands

    OpenAIRE

    Rodgers, Dimisha

    2014-01-01

    The purpose of this thesis is to point out the emotional connection consumers have with fashion retail brands and proof that this connection and attachment is essential for the success of fashion retail stores. The research is presenting the awareness of these connections in the fashion industry and showing what they do to maintain it. With the help of primary and secondary research, the reader will gain an understanding of the fundamentals and the importance of marketing and branding, ...

  10. MARKET-STRUCTURE DETERMINANTS OF NATIONAL BRAND-PRIVATE LABEL PRICE DIFFERENCES OF MANUFACTURED FOOD PRODUCTS

    OpenAIRE

    Connor, John M.; Peterson, Everett B.

    1991-01-01

    This paper estimates the relationships between market structure and the Lerner index of monopoly constructed from price data on processed food products sold through grocery stores. A theoretical model of a differentiated oligopoly specifies two determinants of price-cost margins: the Herfindahl-Hirschman index of seller concentration adjusted for the elasticity of demand and the industry advertising-to-sales ratio. The results indicate that the three principal determinants of price-cost margi...

  11. The Role of Language in National Re-Branding: A Sociolinguistic Perspective

    Science.gov (United States)

    Olaoye, Anthony Ayodele

    2013-01-01

    Language, whether indigenous or foreign, is a marker of identity. The language that a man speaks, the names he bears, the songs he sings, the tribal marks on his cheeks, his country's national anthem, coat of arms and national flags are symbols of personal and national identity. Language education policy, which shapes a man's global and local view…

  12. OWN BRAND MATTERS——UK Advertising Chiefs Encourage 100 Chinese Consumer Brands to Go Global

    Institute of Scientific and Technical Information of China (English)

    Yang Wei

    2010-01-01

    @@ Top members of the UK's ad industry have created a list of 100 Chinese consumer brands they believe have the potential to achieve brand success globally.In this May,they held a creative workshop during the Shanghai Expo with Chinese brand owners to explore international and national image perceptions of the China brand and Chinese brands with the potential to achieve consumer acceptance globally.

  13. Brand the Pricing: Critical Critique

    OpenAIRE

    Alam Kazmi, Syed Hasnain

    2015-01-01

    Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are always regarded as a widely known truth among marketing scholars and explains consumer’s role responding to their psychological representations of price rather than price itself. Scholars have ...

  14. Brand perception

    OpenAIRE

    NOSKOVÁ, Simona

    2014-01-01

    The aim of this bachelor work was to analyze the perception of selected brands from the customer's perspective and from the perspective of brand founder called Regional Agrarian Chamber of the South Bohemian Region. To determine the attitudes of opinion on brand perception by the customer, I developed a questionnaire survey using semantic differential. First hypothesis, which argues that the selection of food plays an important role in regional mark at least half of the respondents, was refut...

  15. ASA branding

    OpenAIRE

    Kirkeby, Kennie; Jakobsen, Christian Yttergren; Birch, Frederik; Dalman, Newsha

    2014-01-01

    This thesis examines the company ASA Trading and how ASA, through branding, have used CSR and social entrepreneurship as a part of their branding. In order to illuminate these subjects, the thesis is based upon theory about branding, CSR, Story Telling and social entrepreneurship. In addition, the thesis uses a qualitative empirical data from interview with CEO of ASA Trading Julian Amery, and a rapport from CSE Roskilde University, 2008. This thesis discusses and analyses ASA’s us...

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

    International Nuclear Information System (INIS)

    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

  17. 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.

  18. Personlig Branding

    OpenAIRE

    Zeij, Kasper; Drost Laursen, Ole; Otte, Dennis

    2008-01-01

    Dette projekt handler om personlig branding, set gennem et socialpsykologisk perspektiv. Efter en redegørelse af begrebet personlig branding, redegøres der for sociologerne Kenneth J. Gergen, Jerome Bruner og Erving Goffmans respektive teoriapparater. Som et konkret eksempel på personlig branding, har vi opstillet en case om den amerikanske million-arving, Paris Hilton, som vi mener, er særligt interessant ud fra et branding synspunkt. I vores diskussion stilles der skarpt på, hvordan Par...

  19. 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....

  20. 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

  1. Factors Involved in Retailer’s Decision to Allocate Shelf Space to Private and National Brand and its Impact on Sales

    Directory of Open Access Journals (Sweden)

    Hashim Zameer

    2012-08-01

    Full Text Available Shelf space is a very important asset of the retailer. Shelf space is used by retailers for multiple purpose e.g. placing products, enhancing displays, visibility, making comparison easy among the products etc. Shelf space allocation decision to private & national brands is largely influenced by multiple factors. This paper helps to understand the retailer’s factors decision of shelf allocation to private and national brands and its impact on sales. This paper also identified that image building and private label shelf space majorly contributing which bargaining power is least contributing factor. Further, image building of each selected city is different from each other. Bargaining power is also not same in all cities.

  2. 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

    2016-01-01

    Objectives 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. Results 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. Conclusions 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. PMID:26826144

  3. NE·TIGER Launches First Chinese Luxury Brand in Shanghai

    Institute of Scientific and Technical Information of China (English)

    2010-01-01

    November 6, 2010: Top Chinese luxury brand NE.TIGER launched a grand opening ceremony for its image store in Shanghai. The new store is located at Libao Square on Middle Huaihai Road, which has a commer-

  4. Nation Brand Management in political contexts : public diplomacy for Turkey´s EU accession

    OpenAIRE

    Kemming, Jan Dirk

    2009-01-01

    EU’s negative public opinion on Turkey’s EU accession in almost all member countries - even if quite heterogeneous in the different nations in terms of the extent – reveals that Turkey’s EU bid is first and foremost a public affair; the official support by the political leadership of a clear majority of countries might not suffice in this regard. This thesis therefore makes the case that Turkey suffers from image problems that can become meaningful/ decisive for the entire accession process. ...

  5. 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....

  6. Branding time at Columbia.

    Science.gov (United States)

    Jaklevic, M C

    1996-08-19

    This week Columbia/HCA Healthcare Corp. introduces a national advertising blitz believed to be the largest ever by a healthcare provider. The hospital giant wants to instill its brand name in the American lexicon, and it's willing to spend millions to do so. PMID:10159472

  7. Branding: The Next Step

    Institute of Scientific and Technical Information of China (English)

    WAN LIXIN

    2006-01-01

    @@ The Ministry of Commerce (MOFCOM) and the Ministry of Finance (MOF) have pledged 7oo million yuan (US$86 million) this year toward the building of national brands and the protection of intellectual property rights (IPR), suggesting that the government,dissatisfied with China's role as a mere global production base, wants to move up the value chain.

  8. STATE BRAND AS A FACTOR OF CONSOLIDATING SOCIETY: SOME ASPECTS

    OpenAIRE

    BELYAEVA V.P.; GUDOSHNIKOVA O.E.

    2015-01-01

    A state brand is important element of the reputation of the state. The basis of the state brand is an ideology of the consumption: a clear understanding of the meaning of the brand presence on the global political market, understanding generated image of the country as a prerequisite behavior of political actors. The state brand contains typically national elements

  9. 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.

  10. Degradation and Failure of Stored Radiological Material Containers and Packages, Idaho National Engineering and Environmental Laboratory, United States of America

    International Nuclear Information System (INIS)

    On 3 December 2003, at the Naval Reactors Facility, Idaho National Engineering and Environmental Laboratory, in the United States of America, a canister containing an irradiated non-fuel test specimen failed catastrophically while stored in a water pool. The failure made a large noise, dislodged the stainless steel canister made from 10 cm diameter schedule 40 pipe 45 cm long, ruptured its brass cap, and projected part of the cap 3 m away underwater. No injuries or other damage occurred and there was no measurable release of radioactivity to the environment. The brass cap screwed onto the canister, with two nitrile rubber O-rings providing a watertight seal. Investigators found evidence of water leakage inside the canister. Their preliminary conclusion is that during the 14 years the canister was stored in the water pool, the nitrile rubber seals degraded from exposure to high flux gamma radiation emitted from the test specimen. Water leaked into the canister and the canister subsequently resealed tightly as a result of the brass cap’s corrosion. Radiolysis caused the captured water to break down into hydrogen and oxygen gas, pressurizing the canister. (Decomposition of the nitrile rubber could also generate flammable gases.) The investigators concluded that the hydrogen detonated and caused the failure. Although the ignition source is still not clear, it could have been thermal energy from the specimen, reactions from radicals produced by the radiolysis, sparking from interaction of metallic components, or static electricity discharge

  11. Employer branding - Living the brand

    OpenAIRE

    Rebrovic, Luna

    2013-01-01

    Purpose of the study: This study aims to link the body of knowledge on employer branding with the concept of organizational identity. Given the power of potentially instructing and directing organizational members, employer branding is not only seen as a marketing tool but also as a tool for forming and expressing key values of an organization (Alvesson, 2009; Kärreman and Rylander, 2008:103). The purpose of this study is to explore the relationship between an employee and an organization's b...

  12. A Comparison of Online and Offline Consumer Brand Loyalty

    OpenAIRE

    Peter J. Danaher; Isaac W. Wilson; Robert A. Davis

    2003-01-01

    In this study we compare consumer brand loyalty in online and traditional shopping environments for over 100 brands in 19 grocery product categories. The online purchase data come from a large traditional grocery retailer that also operates an online store for its products. The offline data corresponds to the exact same brands and categories bought in traditional stores by a panel of homes operated by ACNielsen for purchases made in the same city and over the same time period. We compare the ...

  13. 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…

  14. Let your banner wave? : Antecedents and performance implications of retailers' private-label branding strategies

    NARCIS (Netherlands)

    Keller, Kristopher; Dekimpe, Marnik; Geyskens, Inge

    2016-01-01

    The authors study the drivers and performance implications of retailers’ branding strategies for their premium and economy private-label tiers. Retailers can opt for store-banner branding – and use their store-banner name and/or logo to reveal their ownership – or they can use stand-alone branding

  15. 本土化包装设计在民族品牌构建中的作用%The Role of Localization Packaging Design in Building National Brand

    Institute of Scientific and Technical Information of China (English)

    边少平

    2012-01-01

    以本土化包装设计为出发点,结合民族品牌构建中的包装文化策略,阐述了本土化包装设计和民族品牌构建的关系。进而通过对品牌差异化的形成、品牌资产的积累和品牌形象的提升几个方面的论证,探索分析本土化包装设计的理念在民族品牌构建中存在的价值以及实施的必要性和可行性。%Based on the localization packaging design as a starting point, combined with the packaging culture building national brand strategy, it expounded the localization packaging design and national brand of the relationship. And then through the brand differentiation, the formation of the brand the accumulation of assets and brand image promotion of several aspects of the argument, explored the analysis of packaging design concept in localization national brand in the construction of the value of existence and the necessity and feasibility of implementation.

  16. 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...

  17. 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. PMID:18471598

  18. The Use of Social Media as Communication Channels in Nation Branding and New Public Diplomacy Acts : A study on the "Up Greek Tourism" project in contemporary Greece

    OpenAIRE

    Tsikizas, Periklis

    2013-01-01

    This thesis, as part of the one-year Master Programme in Social Science with specialization in Digital media, has taken up the concepts of nation branding and new public diplomacy and examined them from the perspective of the role that new, digital or even innovative – as some may call them – media play within them. It consists of five (5) chapters and is a little less than sixty (60) pages long. The concepts and fields above  are usually confused with each other, as people tend to use the on...

  19. 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.

  20. 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...

  1. Brand Aid

    Science.gov (United States)

    Drozdowski, Mark J.

    2007-01-01

    Planning is a critical step to take before launching a capital campaign, if marketing materials are to cater to all potential donors and reinforce the institution's brand--which defines what the institution is and what it does, and is shaped by what people think of it. Here, the author discusses the importance of maintaining and conveying a…

  2. 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...

  3. 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...

  4. Fruit Branding

    NARCIS (Netherlands)

    Asioli, Daniele; Canavari, Maurizio; Malaguti, Luca; Mignani, Chiara

    2016-01-01

    ‘Angelys’ is a new brand of pear cultivar, produced and marketed under the trademark license model called “Club variety.” The main aim of this article was to evaluate factors triggering a potential interest in Italian large-scale retail regarding the marketing of ‘Angelys’ and how large-scale ret

  5. Brand & Market

    Institute of Scientific and Technical Information of China (English)

    Wang Ting

    2007-01-01

    @@ The enterprises in Jiangsu Province,due to the special geographic location,mainly focus on trade and OEM for foreign garment company in early times. As the view of branding strategy becomes one essential part for enterprises development, textile and apparel enterprises in Jiangsu began to find the way to establish their own bran dindependently and tentatively.

  6. 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...... 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 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....

  7. 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 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 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. 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

  8. Status of Beijing Olympic Games Brands in Establishment of a Sports Power

    OpenAIRE

    Houzhong Jin; Hongquan Li; Guoying Yuan

    2011-01-01

    From the dimensionality of the Beijing Olympic Games national brand, city brand, enterprise brand and national citizen brand, this article expounded the status of Beijing Olympic Games brands in establishment of a sports power. According to the authors, in the process of further pushing forward China from a major sports country to a sports power, we have to provide further development and protection to Beijing Olympic Games brands.

  9. Personal Sports Branding in the Digital Age: The Case of Zlatan Ibrahimovic

    OpenAIRE

    Samoylina, Ekaterina

    2015-01-01

    The rise of digital media has caused transformations and new phenomena in different fields. In the digital age such branches as personal sports branding and nation branding has acquired new opportunities for development. The research focuses on representation of the personal sports brand of Zlatan Ibrahimovic on digital media platforms and its connection to the nation brand of Sweden. Previous research deals with existing studies on personal branding, personal sports branding in digital media...

  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. Muzeum a branding

    OpenAIRE

    Siegelová, Inka

    2012-01-01

    This bachelor thesis addresses a branding of cultural institutions. At first it defines basic elements of branding and their specifics regarding museum s. The practice part of the thesis describes two significant culture institutions - Tate and the National Gallery of the Czech Republic, from the time of the foundation to the present date situation. Following part of the thesis is based on the questionaire survey supposed to confirm or disprove hypotheses established in the introduction. The ...

  12. On Strategic Implementation of Network Store Brand based on a Third-party Mode of C2C%基于第三方平台的C2C网络商店品牌战略的实施

    Institute of Scientific and Technical Information of China (English)

    周霞; 李浩

    2012-01-01

    随着我国互联网普及率的显著增大,网络购物呈逐年大幅度递增的趋势,网络开店或是网络购物,不仅是一种时尚,更成为一种生活的方式。笔者从网络商店自身发展需要和消费者心理效应两方面来分析网络商店实施品牌战略的意义,总结出网络商店实施品牌战略的几大可行策略,包括对店铺域名和店名的选择,网店的外观设计和内部布局,网络平台推广渠道、网络公共关系的运用,注重商品品牌和质量等。%With the obvious rise of internet penetration, shopping on line these years has been increasing annually. Thus opening a store online becomes a fashion, as well as a way of life. This paper is to analyze the significance of strategic implementation of network store brand through store's self-development and consumer's psychological effect, and bring forth several workable strategies, ranging from the consideration of the DNS and name of the store, its appearance design and interior layout, promotion channels, application of public relations, to the emphasis on goods' quality and brand.

  13. The communication of foreign products in China through the store: an empirical analysis

    OpenAIRE

    Francesca Checchinato; Lala Hu; Tiziano Vescovi

    2013-01-01

    In China foreign brands are faced with brand origin confusion, which creates benefits for local brands. Therefore, marketers should provide information related to the COO by using not only products and promotions, but also distribution. In particular, stores could be an important starting point to communicate the brand origin and image, as they represent evidence of the brand world and a powerful setting for storytelling. In order to analyse how the COO has been used by foreign (Italian) bran...

  14. Brand Synthesis: The Multidimensionality of Brand Knowledge.

    OpenAIRE

    Keller, Kevin Lane

    2003-01-01

    The increased priority placed on branding by marketers in recent years offers an opportunity for consumer researchers to provide valuable insights and guidance. In particular, in highly competitive marketplaces, marketers often must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Understanding this leveraging process requires understanding consumer brand knowledge and how it changes from such associations. In...

  15. How perceived brand globalness creates brand value

    OpenAIRE

    Jan-Benedict E. M. Steenkamp; Rajeev Batra; Alden, Dana L

    2003-01-01

    In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects ar...

  16. Morality In Corporate Branding

    OpenAIRE

    Nordbjærg, Frederik; Fausild, Jeff; Nielsen, Andreas; Dominic, Cillo; Grosby Vad, Mathies; Singh, Pardeep

    2016-01-01

    This project aims at researching the shrouded side of multi-national corporations, essentially the moral aspects of the branding strategies employed. This is being done through a timeline of examples of moral decay on the corporations’ behalf. Furthermore, one of the projects main aims is uncovering marketing schemes, strategies and the effects there of, by looking at a classic advertisement featuring the Marlboro Man, also looking at the anti-campaigns that have been made, the anti-advertise...

  17. Mass Retailers' Advertising Strategies Against Commodity Stores.

    OpenAIRE

    Fabian Bergès; Sylvette Monier-Dilhan

    2013-01-01

    A retailer has different opportunities to advertise in the media: emphasizing the store image or promoting specifically its private label (PL). In the first option, advertising benefits all products sold, whereas in the alternative, only store brands are concerned by image improvement. We analyze the retailer's advertising campaign strategies when its competitor's format is a small commodity store. PL quality is endogenous and chosen according to the competitor's product range. We show the re...

  18. Branding sustentable

    Directory of Open Access Journals (Sweden)

    Raquel Hernández White

    2012-01-01

    Full Text Available El Branding toma en cuenta el nivel de MARCA dependiendo del grado de opinión colectiva y percepción que se tenga en el mercado, así como el respaldo económico y la eficiencia en la comunicación de la marca que le permita soportar, a través del tiempo. En este sentido es importante discutir ahora lo que se conoce el Branding sustentable, posicionamiento estratégico que busca gestionar la marca a través de un conocimiento profundo sobre los ecosistemas buscando el equilibrio de tres pilares con miras a la responsabilidad social: sociedad, economía y medio ambiente.

  19. THE BRANDING POTENTIAL OF BUCHAREST. STRATEGY AND SUCCESS FACTORS

    OpenAIRE

    Ruxandra Irina POPESCU

    2009-01-01

    Bucharest is still looking for its identity. Reported in the national brand – that is still in an incipient phase, it can play two roles: whether as ingredient for the country brand, the capital becoming an element included on the list of values promoted at national level, or as a landmark, for defining and subsequently for improving the country brand. The unexploited potential must be capitalized in the future by using urban branding and marketing steps adapted to the local specificity.

  20. Brand Strategy

    OpenAIRE

    Kopecký, Daniel

    2011-01-01

    This thesis deals with building a marketing strategy for chocolate pralines called Tatiana. The first part analyzes different approaches and opinions of authors on strategic marketing management and marketing mix. Moreover, there are described and evaluated approaches to integrated marketing communication and its implementation in the market. The research part deals with analyses of internal and external environment of the brand. Criteria and methods used give foundation for designing new opp...

  1. Brand Valuation

    OpenAIRE

    Tatjana Antic; Ladislav Antic; Mladen Pancic

    2008-01-01

    Tangible assets (manufacturing assets, land, buildings and financial assets) have always been regarded as the main source of business value. However, market conditions in the last quarter of the twentieth century showed that a company’s value is not made up of its tangibles alone. The importance of intangibles, primarily the brand, but also patents, technology and employees has been recognized in the market, which lead to a dramatic shift in the market value of some companies relative to thei...

  2. 商店情感、面子意识与零售商自有品牌购买意愿的关系研究%The Relationship Among Customer-Retailer Affection, Mianzi Consciousness and Purchase Intention of Retailer's Store Brand

    Institute of Scientific and Technical Information of China (English)

    杨德锋; 李清; 赵平; 卫海英

    2012-01-01

    This paper defines the affection relationship between consumers and retailer store, and uses the terra "customer-retailer affection" to refer to the affectionate bonds. And this paper brings the term of customer-retailer affection to the study about perceived value and purchase intention of store brand. By dividing perceived value into two dimensions: perceived value of money and quality value, this paper explores the effect of customer-retailer affection and the purchase degree for store brands on perceived value, and the moderating effect of consumers' mianzi consciousness on the above relationships. The empirical results show that both customer- retailer affection and the purchase degree for store brands have positive effect on perceived value and mianzi consciousness plays a negative moderating role on the relationship between quality value and purchase intention, while mianzi consciousness does not significantly moderate the effect of perceived value of monev on nurchase intention.%本文将消费者与商店之间的情感关系定义为消费者的商店情感,并将其引入到自有品牌感知价值和购买意愿的研究之中。在将自有品牌的感知价值分为金钱节省价值和质量价值后,本文探讨商店情感和自有品牌购买程度对感知价值的影响,以及消费者的面子意识对上述影响关系中的调节作用。通过实证研究发现,商店情感和自有品牌购买程度均对金钱节省价值和质量价值有正面作用,面子意识负向调节质量价值对自有品牌购买意愿的影响,但是面子意识在金钱节省价值对自有品牌购买意愿的影响关系中缺乏调节作用。

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

    OpenAIRE

    Chen, Lei

    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...

  4. 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...... – 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.......g. the European Union or Africa). Using the example of nation branding for Sudan and Slovenia, one can identify supranational places such as “sub-Saharan Africa” or “Eastern Europe”, carrying their own highly salient and often negative meaning in much of the Western world. We explore how association to a system...

  5. 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.

  6. Policy alternatives for reducing tobacco sales to minors: results from a national survey of retail chain and franchise stores.

    Science.gov (United States)

    Altman, D G; Linzer, J; Kropp, R; Descheemaeker, N; Feighery, E; Fortmann, S P

    1992-01-01

    Minors' access to tobacco has become an important public health issue. Little is known, however, about the knowledge, attitudes, beliefs, and behavior toward access among executives from businesses that sell tobacco. This study examined access from the perspective of corporate and regional headquarters of retail chains and franchises that sell tobacco. A total of 148 U.S. companies with the largest overall retail sales volume that sold tobacco were asked to participate; 91 agreed. The sample included grocery stores, convenience stores, gas station mini-marts, liquor stores, and drug stores. Data revealed at least moderate support for policies limiting youth tobacco access. Although most companies reported having in place policies to prevent minors from purchasing tobacco, these policies did not seem intensive. In addition, executives underestimated the extent of youth access. We conclude that the time is right for passage of bold policies to protect young people from tobacco. PMID:1401050

  7. Intended Brand Associations

    DEFF Research Database (Denmark)

    Koll, Oliver; von Wallpach, Sylvia

    2014-01-01

    (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......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...

  8. BRANDING IN SMALL BUSINESS

    OpenAIRE

    Mihai Răzvan Constantin BARBU; Radu Florin OGARCĂ; Cătălin Mihail BARBU

    2010-01-01

    In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

  9. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith;

    2012-01-01

    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......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...... brands....

  10. Peran Branding dan Desain dalam Usaha Pencitraan Identitas Bangsa

    Directory of Open Access Journals (Sweden)

    Liliek Adelina Suhardjono

    2015-07-01

    Full Text Available This research examined the role of branding and design in the process of city/nation identity creation. Recently, there are a growing phenomenon of branding within cities and/or nations. The growing competition between cities to increase the number of visitors and investors, foreign and domestics, and develop new businesses which in turn could absorb talents and manpowers was the background for the phenomenon. With the development of branding awareness, more and more cities/nations commit to a branding strategy so that they can measure the journey of their city/nation branding. This article began with a number of basic definitions about the city/nation branding concept; and then was followed by the case studies. The sources for this paper are derived from books and journals, the authors travelling experiences, and articles from the internet regarding the city branding and city tourism.

  11. 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...

  12. Exploration on educational reform mode of national engineering laboratory in colleges and universities from perspective of brand strategy%品牌战略视角下高校国家工程实验室的教育改革模式探索

    Institute of Scientific and Technical Information of China (English)

    何泳

    2014-01-01

    Brand communication is the important apartment of the brand strategy of national engineering laboratory .The core identification ,extending recognition ,brand positioning ,communication tool are the four elements of the brand communication strategy mode . From the perspective of brand strategy , the national engineering laboratory in colleges and universities should explore the direction and the content of the educational reform , including brand positioning , brand culture , brand communication , brand innovation , brand internationalization ,etc .,to fit the development of engineering education .%阐述了品牌战略与高校国家工程实验室的关系,探讨了品牌视角下的高校国家工程实验室教学模式改革问题,提出通过核心识别、延伸识别、品牌定位、传播工具4个要素构建实验室品牌传播战略模型。在品牌战略视角下,高校国家工程实验室应在品牌定位、品牌文化、品牌传播、品牌创新、品牌国际化等方面探索适应工程教育发展的改革方向与内容。

  13. Exploring branding associations in festival branding

    OpenAIRE

    Dreyer, Adriana; Slabbert, Elmarie

    2012-01-01

    Arts festivals in South Africa are growing tremendously and it has become more important for these types of tourism products to position themselves competitively. Branding plays a major role in positioning and the associations made with the brand. It is necessary to understand these associations as well as factors influencing the associations. Therefore, the purpose of this research is to explore brand associations in festival branding and to determine the influence of demographic characteris...

  14. Shelf Space Fees and Inter-Brand Competition

    OpenAIRE

    Hao Wang

    2008-01-01

    When in-store display influences consumer choices, shelf space allocation can be strategically used by retailers to extract payments from manufacturers. The paper finds that manufacturers with more popular brands have higher willingness-to-pay for the premium shelf spaces of supermarkets. Shelf space fees soften inter-brand competition and result in higher sale-weighted average retail price as well as inter-brand price differences. The fees increase the industry profit but lower the upstream ...

  15. 猪肉品牌连锁店顾客忠诚度评价及其影响因素实证研究——基于南京市消费者的问卷调查%An Empirical Study on Evaluation and Determinants of Customer Loyalty Degree in Pork Brand Chain Store: Based on Questionnaire Survey Data from Consumers in Nanjing

    Institute of Scientific and Technical Information of China (English)

    王海涛; 王凯; 王勇

    2012-01-01

    [Objective] The brand pork store's consumer behavior such as customer loyalty and its influencing factors was studied. [ Method ] Structural equation model was used to analyze the variable about customer loyalty in brand pork store. [ Result ] The brand pork chain store's customer satisfaction had the multi-dimensions and between them there was a covariant relationship. Customer satisfaction with the quality of pork products was the largest total effect to customer loyalty of the brand pork chain store, customer trust had the largest direct effect to customer loyalty, and the switch cost had a positive impact on customer loyalty. Simultaneously, it was found that customer's individual characteristics (age and income) played a regulating role in the evaluation of customer loyalty degree. [Conclusion] According to the result, brand pork industry should focus on ensuring the pork quality to increase customer satisfaction and relationship trust, meanwhile, taking into account the consumer characteristics such as gender, age and income to make market segmentation and increase customer switching costs and customer brand loyalty.%[目的]考察品牌猪肉专卖店顾客忠诚评价等消费者行为及其影响因素.[方法]采用结构方程模型,设置变量并对品牌猪肉专卖店顾客忠诚评价及其影响因素进行分析.[结果]品牌猪肉专卖店顾客满意具有多维度性且各维度间存在共变关系,其中,猪肉产品属性满意对顾客忠诚的总驱动效应最大,顾客关系信任对顾客忠诚的直接效应最大,转移成本对顾客忠诚的形成有正向影响.同时,顾客特征变量(年龄和收入)对顾客忠诚度的评价具有一定的调节作用.[结论]注重品牌猪肉专卖店产品质量,提高顾客满意,培育顾客关系信任,同时考虑消费者特征,如性别、年龄与收入等对市场进行细分,提高顾客转换成本,进而提高消费者对品牌猪肉专卖店的忠诚度.

  16. 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...

  17. 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. PMID:24742528

  18. 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. PMID:15929408

  19. AN INVESTIGATION OF THE RELATIVE EFFECTS OF BRAND AWARENESS, BRAND IMAGE, BRAND EFFECT AND BRAND TRUST ON BRAND LOYALTY: CASE OF TURKCELL

    OpenAIRE

    Torlak, Ömer; Doğan, Volkan; Özkara, Behçet Yalın

    2014-01-01

    The aim of this study is to investigate the effects of brand image, brand trust, brand effect and brand awareness as the components of brand equity on brand loyalty. In line with this aim, the study was carried out with the data collected in Eskisehir region via surveying using the convenience sampling method. The findings of the study indicate that brand awareness, brand image and brand trust have meaningful positive effects on brand loyalty, while brand effect has no statistically significa...

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

    DEFF Research Database (Denmark)

    Zielke, Stephan; Komor, Marcin

    2015-01-01

    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...... 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...... and behavior, we hypothesize cross-national differences in price and value consciousness, the price–quality schema, and prestige sensitivity. Furthermore, we present a theoretical link between these price–role orientations and store format preferences based on the ability of store formats to address different...

  1. Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry

    Directory of Open Access Journals (Sweden)

    José Coelho de Andrade Albino

    2009-03-01

    Full Text Available This case study analyses the issues concerning the management of global luxury brands, specially those originated from third world countries, such as Brazil. In order to perform this research, the case study approach has been chosen, having as empirical object the Brazilian jewelry H. Stern. The study is based on bibliographical research as well as interviews with the company’s managers; technical visits to H. Stern’s headquarters and main stores, documental research and discourse analysis of the jewelry’s national and international advertisements compared to its competitors. The results found indicate that H. Stern has followed the Uppsala School´s assumptions in order to promote it´s internationalization. H. Stern branding practices can be considered a transition between the first and the second wave of branding, according to Antorini and Schultz (2005 classification. Related to the luxury brand managing model developed by Beverland (2004, it can be affirmed that H. Stern manages it´s brand in a global context, in a consistent and integrated way.

  2. Consolidated Markets, Brand Competition, and Orange Juice Prices

    OpenAIRE

    Binkley, James K.; Canning, Patrick N.; Dooley, Ryan; Eales, James S.

    2002-01-01

    This paper examines how consolidation in the marketing system affects prices for orange juice. We isolated the pricing behavior of brand marketers, wholesalers, and retailers by observing the retail prices for specific orange juice products, including leading national brands and private label brands, in 54 U.S. markets over a 1-year period. The data provided little compelling evidence that consolidated markets engaged in non-competitive pricing behavior. Increased brand competition, particula...

  3. China apparel and home textile independent brand building achievement released

    Institute of Scientific and Technical Information of China (English)

    2012-01-01

    On November 22nd, 2012, China apparel and home textile brand building achievement conference was held in the Great Hall of People in Beijing. " China apparel and home textile brand development report ( 2012) " and the list of own brand enterprises were issued. The enterprises were tracked and nurtured by Ministry of industry and information technology and China National Textile and Apparel Council. The launching ceremony of China textile and apparel brands net was also held.

  4. 国家宏观调控下的房地产企业品牌突围策略思考%Brand Encirclement Strategy of Real Estate Enterprises under National Macro-control

    Institute of Scientific and Technical Information of China (English)

    葛晓鸣

    2011-01-01

    在国家的宏观调控下楼市成交量明显萎缩,消费者普遍存在观望的心态,房地产企业面临多重压力。在不利的外部条件下,房地产企业想要生存和发展,走促销的老路子显然不行,房地产企业需要另辟蹊径。塑造优势品牌、精准品牌定位、提升品牌价值、统一品牌形象是地产企业的突出重围的首选。%The volume of property market atrophied obviously under national macro-control,and consumers generally presence wait-and-see attitude,thus,the real estate enterprises face multiple pressure.In the adverse external conditions,the real estate enterprise want to survival and development,it don't work to go the old way of promotion.Real estate enterprises need innovation,needs a new way.Shape an advantage brand,accurately brand location,increase brand value,unified brand image.The brand strategy is the first choice of the real estate enterprises breakthrough a tight encirclement.

  5. 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…

  6. 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.

  7. International Brand Marketing

    Institute of Scientific and Technical Information of China (English)

    甘甜

    2016-01-01

    In the deepening development of the market economy today, the importance of the brand for enterprise survival and development is as everyone knows, the brand strategy has become a magic weapon for many well-known enterprises remain invincible in the market competition. But at present, in our country a large number of enterprise leadership, the brand awareness of a widespread misunderstanding. Many business leaders in a brand, often brands just as commodity identification, believe the brand is more than a few registered trademarks, and develop several products, but did not see the deep sense of brand meaning. Therefore, based on the basic meaning of brand exposition, this article is to discusses the importance of brand in the development of enterprises, and puts forward some opinions on how to build its own brand strategy for enterprise.

  8. Product Placement and Brand Equity

    OpenAIRE

    Margherita Corniani

    2001-01-01

    Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.

  9. Product Placement and Brand Equity

    OpenAIRE

    Margherita Corniani

    2000-01-01

    Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.

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

    OpenAIRE

    Ena Kumbara; Ali Göksu

    2014-01-01

    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 ...

  11. Branding Romania: A PESTEL framework based on a comparative analysis of two country brand indexes

    OpenAIRE

    Eliza Bivolaru; Robert Andrei; George Vlad Purcaroiu

    2009-01-01

    Branding Romania is an oft-told story within national public debates. During the past years, the urgency of promoting a coherent Romanian brand to international audiences has been spurred by various factors. Amongst these factors we note general pressures caused by globalization and information abundance, pressures of delivering a European Union congruent brand and nevertheless internal pressures related to social changes. The present paper employs a comparative analysis of two widely used co...

  12. Branding Atrocity

    DEFF Research Database (Denmark)

    Muhr, Sara Louise; Rehn, Alf

    2014-01-01

    utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop's campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations......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...... choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization...

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

    OpenAIRE

    Nur Choirul Afif; Dian Utami Sutiksno; Nugroho Hardiyanto; Aldina Shiratina

    2015-01-01

    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 En...

  14. The Branding Management Approaches

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI; Mohamed Lamine

    2014-01-01

    [Abstract]We wil try to present,through the display of the various branding concepts and theories, the different branding management approaches.This wil present the different visions of the discipline depending on the author to try and demonstrate their differences,at first, and their complementarities at last to help the different branding management practitioners (brand managers,marketing managers,advertisers,media-planners……) apprehend the right brand positioning strategy to engage.

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

    OpenAIRE

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

    2016-01-01

    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. Name Selection in International Branding: Translating Brand Culture

    Directory of Open Access Journals (Sweden)

    Jiafeng Liu

    2015-03-01

    Full Text Available Brand culture is the soul of the brand, and the brand name is the direct manifestation of the brand culture which affects the translation of the brand name in international branding. However, little research has been done (1 on the brand culture represented by the brand name or (2 on how to deal with the brand culture represented by the original brand name in translating process. Based on the empirical evidences of the Chinese translation of some famous English brand names, the author first identifies the brand culture represented by the brand names, and proposes that the repositioning of the brand culture plays an important part in international branding, and finally put forward the strategies of translating brand culture in the process of brand name selection.

  17. 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.

  18. 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.

  19. The brand architecture of grocery retailers

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino; Esbjerg, Lars

    2009-01-01

    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 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- 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....

  20. 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...

  1. « Retail Brand Equity: A PLS Approach

    OpenAIRE

    Jara, Magali

    2009-01-01

    In large retail stores, France is characterized by market saturation and even a decline of several retail concepts such as variety stores, or even supermarkets and hypermarkets (Cliquet, 2000). This situation leads to a fierce competition and raises questions which affect marketing strategies of French retail companies. Given the legal context, the French retailers can increase sales through retail brands which appear to be henceforth among the most effective marketing tools. Indeed, product ...

  2. 服装专卖店的设计%Design of Monopolistic Clothing Store

    Institute of Scientific and Technical Information of China (English)

    陈贤昌

    2004-01-01

    Monopolistic clothing store is the best place for clothing industry to present the complete identity and distinctive style of brands. Actually the brand identity is reflected not only from clothes itself, but also from different aspects, e.g. an ornament, a brochure, a logo, and a clothes rack, or the outside appearance of the store, the window display and the inside environment. So monopolistic clothing store should focus on promoting the philosophy of brand and present the brand identity in its visual designs.

  3. Brand Persona-fication

    DEFF Research Database (Denmark)

    Dion, Delphine,; Arnould, Eric

    , 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 20......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 character- istics of the chef persona, and the role that chef persona plays in 10 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-fica- tion of the brand, which is based on a disjunction of different 15 facets of the brand persona...

  4. PRODUCER VERSUS RETAIL BRAND STRATEGIES – POSITIONING VECTORS IN CONSUMERS’ MIND

    OpenAIRE

    Dan Cristian DABIJA

    2011-01-01

    Both producers and retailers are engaged in a constant battle for a spot in consumers’ psyche. This is done not only through articles and products that are sold under different brands of producers or retailers, but also by retail brands, ie stores, locations or subsidiaries. In this way, when developing a market, the retailer uses branded product-specific strategies, which he manages to translate very well on his own retail brand. Obviously, both producers and retailers will try through the s...

  5. What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities

    OpenAIRE

    de Burgh-Woodman, Helene; Brace-Govan, Jan

    2006-01-01

    This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves through a variety of methods including advertising, event sponsorship, film production and concept stores. This paper investigates the manner in which brand names are apprehended by participants, what di...

  6. Estimating the Value of Retail Beef Product Brands and Other Attributes

    OpenAIRE

    Martinez, Stephen W.

    2008-01-01

    This paper finds wide variation in brand premiums and discounts across types of branded beef cuts, ranging from -98 cents for a brand of ground beef targeting cost-conscious consumers to $4.15 for a brand of steak produced by a family-operated beef alliance. Other factors affecting beef cut prices include package size, price promotions, store format, ground beef leanness, type of steak cut, and geographic region where the beef was purchased.

  7. Eduplus Ltd. and the brand landscape : a close look at the Finnish education exporting brand landscape

    OpenAIRE

    Reinikka, Martiska

    2013-01-01

    This thesis examines the brand of an education company Eduplus Ltd. under the umbrella brand of Finland in IEFE 2013 in Saudi-Arabia, and how it is positioned compared to other education companies. The purpose of this thesis is to find out how Eduplus Ltd. can best leverage the national brand and use it to its advantage in the upcoming exporting events. It also explores the Eduplus Ltd. brand and what strengths and weaknesses it has. The theoretical part takes a look at the general defin...

  8. 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 ex...

  9. Name Selection in International Branding: Translating Brand Culture

    OpenAIRE

    Jiafeng Liu

    2015-01-01

    Brand culture is the soul of the brand, and the brand name is the direct manifestation of the brand culture which affects the translation of the brand name in international branding. However, little research has been done (1) on the brand culture represented by the brand name or (2) on how to deal with the brand culture represented by the original brand name in translating process. Based on the empirical evidences of the Chinese translation of some famous English brand names, the author first...

  10. Alliance brands: Building corporate brands through strategic alliances?

    OpenAIRE

    He, HW; Balmer, JMT

    2006-01-01

    The emergence of airline alliance brands represents an unexplored area in the context of the nascent field of corporate brand management. This study reports a case study of an alliance brand within the airline industry: oneworld. The research into the oneworld alliance was driven by two fundamental questions relating to alliance brands: what are alliance brands and what are the implications of alliance brands for corporate branding and brand alliances? This study suggests that, with careful n...

  11. To brand or not to brand

    OpenAIRE

    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 symbol, a logo or a sentence - or a combination of them all.

  12. 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...... 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 und erstanding the complex interplay of identities between occupational groups...

  13. BRANDING IN SMALL BUSINESS

    Directory of Open Access Journals (Sweden)

    Mihai Răzvan Constantin BARBU

    2010-01-01

    Full Text Available In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

  14. Parent Brands and Brand Extension Strategies

    OpenAIRE

    Al Husni, Mhd Zaid

    2013-01-01

    Brand equity is the dependent variable discussed in our group project by focusing on the analysis of four steps of CBBE model and further understanding how companies can increase their brand equity in an efficient way. Brand equity of a firm from customers’ perspectives play a very important role to gain their competitive advantages in the market, while at the same time, it is used by marketers to market their new product innovation under the same brand name to target their loyal customers, w...

  15. 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;

    food retailers focus on whether they offer the "right" assort-ment to consumers. Under headings such as efficient consumer response (ECR) and cate-gory management (CM), retailers have been readjusting their assortments, delisting many brands that were deemed to be under-performing and including...... 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 in the....... In doing so we adapt the concept of brand architecture to a retail context. The concept of 'brand architecture', as originally developed by (Aaker & Joachimsthaler 2002), describes how the different brands used to market a range of products from the same manufacturer are related. The concept of brand...

  16. Investigating cross-category brand loyalty behavior in FMCG

    DEFF Research Database (Denmark)

    Boztug, Yasemin; Hildebrandt, Lutz; Silberhorn, Nadja

    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.......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...

  17. 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 ...

  18. 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.

  19. 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.

  20. Branding Ghana

    OpenAIRE

    Ofori, Eunice

    2009-01-01

    Ghana being a developing nation should embark on a national rebranding campaign to change its image domestically and internationally. This paper focuses on ways in which the Ghanaian government can achieve its goals, where the campaign wouldn’t just be another governmental propaganda, but prove worthy of taxpayers’ money, with the effects witnessed by all.

  1. Intellectual property rights and competition in electronic business: promoting and protecting brand Jamaica

    OpenAIRE

    Ingram, Keisha Laraine

    2014-01-01

    This thesis represents the economic analysis on the role of country brand management and intellectual property towards promoting and protecting Brand Jamaica, the national brand of Jamaica. The role of good country brand management was determined from the comparative analysis of scientific literature as well as the brand index measurement and perceptions of a country across several dimensions. These dimensions include culture, governance, people, exports, tourism, investment and immigration a...

  2. The Brand Creation Process in the Information Technology Sector: The Case of Brasil IT+

    OpenAIRE

    Naya Jayme Ringer; Janaina de Moura Engracia Giraldi; Angelica Ferreira Capellaro; Lara Bartocci Liboni Amui

    2013-01-01

    Sector brands are an alternative to the impossibility or inadequacy of developing national country brands. However, studies examining the subject are scarce. This article examines the development process of the Brazilian information technology sector brand and contributes to the understanding of sector brands. The empirical study is a case study of the Brasil IT+ brand, which was created to strengthen Brazilian information technology sector exports. The study concludes that the process of cre...

  3. Consumer-based brand equity measurement: lessons learned from an international study

    OpenAIRE

    Christodoulides, George; Cadogan, J.; Veloutsou, C.

    2015-01-01

    Purpose – The paper examines the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi sector European context and highlights important lessons vis-à-vis the measurement of brand assets across countries. Design/methodology/approach – Cross-category data was collected through a survey over a period of two months from a representative sample of consumers in thre...

  4. Research on Development Rule of Retail Store in China's Fashion Market

    Institute of Scientific and Technical Information of China (English)

    WAN Yan-min; JIANG Zhi-wei

    2002-01-01

    Retail store is one of key contents of fashion marketing management. From the point of theory of three spaces in store, Shanghai - China's most important fashion retailing market, is taken as a research sample. Store types, transform rule and relative factors of China's fashion retailing market are discussed. Some problems,such as agreement of store quality and brand target, are analyzed. Finally, five basic conclusions are drawn:first, development of store has been simultaneous with the development of fashion retailing market; second,development speed of store is restrained by region economy objectively; third, the effective means of upgrading marketing level of fashion brand presupposes improving the whole quality of store; fourth, the model of store is index reflecting competitive ability of fashion brand; fifth, there is obvious difference between domestic fashion store and that of international important area.

  5. 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…

  6. Building Brands Together

    DEFF Research Database (Denmark)

    Ind, Nicholas; Iglesias, Oriol; Schultz, Majken

    2013-01-01

    created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the...... research shows that managers have to see participants as integral to the brand....

  7. On the Brand Culture Construction of Xinjiang Nationality Characteristic Catering Industry%论新疆民族特色餐饮产业品牌文化建设

    Institute of Scientific and Technical Information of China (English)

    游海丽

    2012-01-01

    Brand culture construction of catering includes two layers of content, which is explicit culture and. implicit culture. Xinjiang nationality characteristic catering industry has in face of unprecedented opportunity to develop at present. In order to develop and strengthen Xinjiang nationality characteristic catering industry, impelling brand culture construction vigorously is necessary. This paper puts forward tile specific approach, which is concerning the brand cuhure construction of Xinjiang nationality characteristic catering industry, from two layers of content, which is explicit culture and implicit culture.%餐饮品牌文化建设包括外显文化和内隐文化两个层面的内容。目前,新疆民族特色餐饮产业面临前所未有的发展机遇。发展壮大新疆民族特色餐饮产业必须大力推进品牌文化建设。本文从外显文化和内隐文化两个层面提出了新疆民族特色餐饮品牌文化建设的途径。

  8. Study of Brand Awareness and BrandImage of Starbucks

    OpenAIRE

    Rizwan, Muhammad; xian, Qin

    2008-01-01

    Abstract Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan Qin Xian Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand image). Purpos...

  9. The Impact of Brand Consensus on Brand Response

    OpenAIRE

    Koll, Oliver; von Wallpach, Sylvia; Platzgummer, Sophia

    2012-01-01

    Brand associations have been linked to brand response in numerous ways. Much research has focused on the number, valence and uniqueness of brand associations. This paper focuses on another association facet which managerially-oriented brand literature frequently highlights as a sign of brand strength: Brand consensus, that is, the degree to which people elicit the same associations when confronted with a brand. We introduce two meaningful operationalizations of consensus (group...

  10. Brand efficiency and brand relevance: introducing and linking both concepts

    OpenAIRE

    Hammerschmidt, Maik; Donnevert, Tobias; Bauer, Hans H.

    2008-01-01

    Brand managers are under increased pressure to illustrate the performance of their multimillion dollar expenditures. This paper provides three contributions in the context of brand management. First, we introduce the concept of brand efficiency as a measure for the performance of the brand management process. Second, we develop a measure for the industry-specific brand relevance (influence of branding on purchase decisions). Third, we link these concepts and examine if brand management effici...

  11. 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?   

  12. Frankly Juice - Is it a strong brand?

    OpenAIRE

    Helstam, Anne Kristine Als; Ravn, Katrine; Gjøl Torbensen, Alexandra Cecilie; Keck Holm, Marie-Louise

    2015-01-01

    The project revolves around the brand identity and brand image of the small company Frankly Juice. Through empirical data, the study tries to investigate the coherency between the aforementioned. This will be underpinned by multiple theories namely ‘The Social Psychology of Brand’ by Richard Rosenbaum-Elliott et. al., along with Kevin Lane Keller’s theory ‘The Evolution of a Strong Brand’. These will be supported by a brief content analysis of Frankly Juice’s Instagram, website and store; Fra...

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

    Science.gov (United States)

    Toy, Mehlika; Hutton, David W; So, Samuel K

    2015-01-01

    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. PMID:26536626

  14. 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...

  15. The brand identity

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI Mohamed Lamine; BENTAYEB Feryel

    2013-01-01

    We will try, through this publication to transmit necessity of a branding approach in the discipline of marketing and translate its importance through the definition of the "brand identity". To clarify this concept, we shall analyze the various aspects and the main elements which compose the "brand identity". But first it is important to clarify some concepts often confused with it and point their differences as well as their complementarities, especially the difference between "brand identity", "brand positioning" and "marketing positioning".

  16. 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...... respect the artistry, intention and imagination of the brand's stakeholders. Originality/value: The article offers increased depth to the study of the expressive/emotional/aesthetic aspects of branding and offers an enriched aesthetic foundation for studying and practicing brand co-creation...

  17. 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

  18. 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...... branding campaign does not just present the city, it may change the city. The relationships between the branding exercise and the city are intertwined in the evolution of the place....

  19. Health branding ethics

    DEFF Research Database (Denmark)

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

    2011-01-01

    Commercial food health branding is a challenging branch of marketing because it might, at the same time, promote healthy living and be commercially viable. However, the power to influence individuals’ health behavior and overall health status makes it crucial for marketing professionals to take...... 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....

  20. The Individual Association Between Food Store Types and Body Mass Index in Los Angeles County

    OpenAIRE

    Capone-Newton, Peter

    2013-01-01

    Using the Los Angeles Family and Neighborhood Survey (L.A. FANS), detailed individual-level data on shopping location, store name, and body mass index are analyzed to assess relationships between body mass index and food store types. The analysis groups similar store brands to create unique food store types, providing finer discrimination than industrial classification or annual sales volume. Seven food store types are created: English-language major supermarket chains, discount food stores...

  1. An Ethnography of Brand Piracy in Guatemala

    OpenAIRE

    Thomas, Kedron

    2011-01-01

    An important dimension of contemporary capitalism is the global spread of intellectual property rights law, drawing new attention by governments and media to the unauthorized copying of fashion brands. In this dissertation, I draw on sixteen months of ethnographic research with small-scale, indigenous Maya garment manufacturers to examine the cultural and moral context of brand piracy in Guatemala. I analyze what practices of copying and imitation, some of which qualify as piracy under nation...

  2. Market Strategies in Branded Dairy Product Markets

    OpenAIRE

    Cotterill, Ronald W.; Haller, Lawrence E.

    1994-01-01

    This paper documents the extent of cooperative penetration into branded dairy product markets and presents case study evidence on competitive strategies in the skim/low fat milk, whole milk, cottage cheese, butter, margarine, and ice cream markets. We employ data for 51 local market areas from the Information Resources, Inc. "Supermarket Review" data base for 1988 and 1989. Using national data, we identify the twenty top brands (by volume sales) and all cooperatives that market one or more br...

  3. 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, wit

  4. 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.

  5. 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...

  6. Brand Personality Creation through Advertising

    OpenAIRE

    Ouwersloot Hans; Tudorica Anamaria

    2001-01-01

    Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that builds brand personality with the help of advertising. We integrate advertising models with the theory of brand personality. Our integrated framework leads to a number of propositions that set an agen...

  7. 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.

  8. 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.

  9. 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.

  10. Advocacy participation and brand loyalty in virtual brand communtity

    OpenAIRE

    Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa

    2014-01-01

    Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virtual brand communities. The results show that the VBC members’ advocacy participation ...

  11. Research on Brand Value Promotion of National Cultural Tourism under the Perspective of Industry Convergence——Taking Dehang of Western Hunan as an Example%产业融合视角下民族文化旅游品牌价值提升研究——以湘西德夯为例

    Institute of Scientific and Technical Information of China (English)

    王忠云; 张海燕

    2011-01-01

    National cultural tourism industry is resulted from the fusion of national cultural industry and tourism industry development, and brand is an important means to boost the new industry development. Based on this background, this paper analyses the content and make-up of the national cultural tourism brand value, then points out that the national cultural tourism brand value promotion is achieved by brand construction. Finally, it analyses the national cultural tourism brand value promotion in Dehang of Western Hunan from the perspective of brand construction.%民族文化旅游产业由民族文化产业和旅游产业融合发展而成,其品牌的构建是推动这一新兴产业发展的重要手段。本文基于这一背景对民族文化旅游品牌价值的内涵及其构成进行解析,指出民族文化旅游品牌价值的提升主要通过品牌建设活动来实现,最后基于品牌建设的角度对湘西德夯民族文化旅游品牌价值的提升进行了实证分析。

  12. 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.

  13. 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

    is conducted with a sample of 599 Danish consumers, which rated intention to shop at hypothetical new shops based on profiles derived from an orthogonal design Findings: Two segments of consumers emerge, one price conscious and one more differentiated. Consumers prefer shops with lower price levels......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...... on consumer store preference....

  14. Brand Strategy and Japan’s Soft Power

    Institute of Scientific and Technical Information of China (English)

    Xing; YAN

    2015-01-01

    The 21st century is the time of brand strategy showing its position and importance in operation of enterprises.Rapid rise of the brand strategy in operation and management of enterprises has profound social and operation background.The development process of brand strategy also reflects evolution of market economy.A country’s cultural influence power depends on its brand equity.An essential task of brand promotion for a county is to narrow the gap between original image and target image,change the past or one-sided image of the public to products of the country,and implement effective communication and propaganda with the aid of related resource system in the country’s soft power,and accept new excellent image.Fundamentally,lifting national soft power is to set up distinct and charming national brand or national image.The influence power with culture and communication as core is the direct manifestation of a country’s core competitiveness.Brand is an outstanding feature of a country’s strength.Brand stretching can promote liftoff of national economy.In expanding international market,famous brands will play a more and more important role.

  15. 民族工艺品品牌构建影响因素研究%On the Influencing Factors of Building National Handicraft Brands

    Institute of Scientific and Technical Information of China (English)

    周常春; 田代仲; 卢刚

    2012-01-01

    作者从两个角度对民族工艺品品牌构建的影响因素进行了研究,其一是企业内部的影响因素,其二为消费者影响因素。企业内部影响因素的分析结果显示,最重要的影响因素是独特的手工艺技术、政府的大力支持、充裕的资金等因素;消费者影响因素分析结果显示,影响因素主要分为四大类:产品形象、企业形象、价格影响、促销影响,通过结构方程模型验证性因子分析,结果显示在四大类影响因素中,产品形象维度的影响最大,其次是价格影响维度,最后是企业形象维度和促销影响维度。%The article study on the influencing factors of building national handicraft brand s from two perspectives,one is internal factors,and the other one is the consumers.The analysis of internal factors showed that the most important factor is the unique craft technology,strong government support,sufficient capital and other factors;consumer's factor analysis showed that factors can be divided into four categories: product image,corporate image,price impact,sales impact.Through structural equation modeling confirmatory factor analysis,it showed that the greatest impact is product image dimension,followed by the price impact dimensions,and finally the corporate image dimension and promotional impact dimensions.

  16. PROPENSITY TO CUSTOMER SWITCHING: A REVIEW ON APPAREL STORES

    OpenAIRE

    Chaminda Karunaratna

    2015-01-01

    In the contemporary marketplace, customer switching has become a popularly addressed phenomenon. This study endeavoured to provide an approach to understand the customer switching behaviour and identify the major factors which influence customer switching in apparel stores. Clothing has become a major requirement for each and every customer in this modern society. Customers use their preferred brand, material and style etc. and become loyal to particular apparel store/s where they can enjoy t...

  17. 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.

  18. A preliminary parametric performance assessment for the disposal of alpha-contaminated mixed low-level waste stored at the Idaho National Engineering Laboratory

    International Nuclear Information System (INIS)

    A preliminary parametric performance assessment (PA) has been performed of potential waste disposal systems for alpha-contaminated mixed low-level waste (ALLW) currently stored at the Idaho National Engineering Laboratory. The radionuclide-confinement performance of treated ALLW in various final waste forms, in various disposal locations, and under various assumptions was evaluated. Compliance with performance objectives was assessed for the undisturbed waste scenario and for intrusion scenarios. Some combinations of final waste form, disposal site, and environmental transport assumptions lead to calculated does that comply with the performance objectives, while others do not. The results will help determine the optimum degree of ALLW immobilization to satisfy the performance objectives while minimizing cost

  19. 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...

  20. 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. ...

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

    Science.gov (United States)

    Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

    2016-01-01

    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. PMID:27023872

  2. 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.

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

    Science.gov (United States)

    Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

    2016-01-01

    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. PMID:27023872

  4. 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.

  5. Branded as a World Heritage city

    DEFF Research Database (Denmark)

    Shevren, Lai; Ooi, Can-Seng

    2015-01-01

    argues that contestation in interpreting and recognizing the WH brand is part of national political posturing. Such political posturing affects local communities and transmits particular ideological messages in internationally sanctioned heritage. This study contributes to the scant research......The UNESCO World Heritage (WH) site recognition assures cultural value and quality by branding the place as highly worthy of conservation and visit. The WH brand offers many advantages, especially in tourism development and destination marketing. The process of getting recognition is lengthy......, and well documented. This study, however, moves beyond place marketing and into the politics of interpretation and presentation of the WH brand after the site is recognized. The empirical cases are George Town and Melaka in Malaysia. This study critically examines relationships between two major...

  6. 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).

  7. Assessing brand personality associations of top of mind wine brands

    OpenAIRE

    Brochado, A.; R Silva; LaPlaca, P.

    2015-01-01

    Purpose The objective of this study is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organize brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis ...

  8. How global are global brands? An empirical brand equity analysis

    OpenAIRE

    Cleff, Thomas; Fischer, Lena; Sepúlveda, César; Walter, Nadine

    2010-01-01

    The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they are familiar with from their home country. Although media and consumers call these brands 'global' and centralized marketing departments manage these brands globally - are these 'global brands' really g...

  9. Brand Extenstion in Pakistan : Insights from Brand Managers

    OpenAIRE

    Durrani, Mohibullah; Hussain, Syed Abid

    2010-01-01

    Abstract There have been few studies on brand extensions in a Pakistan context. In this thesis, we study brand extensions in Pakistan from viewpoint of Brand Managers as their analysis coupled with their personal preferences can provide interesting insights for forming a successful brand extension strategy. Since T. Gamble first published an article about brand extensions (1967) there has been a growing interest for the topic. With the passage of time the inbuilt benefits of brand extensions ...

  10. Knowledge metrics of Brand Equity; critical measure of Brand Attachment

    OpenAIRE

    Arslan Rafi; Arslan Ali; Sidra Waris; Dr. Kashif-ur-Rehman

    2011-01-01

    Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customers memory. Customers attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e. Brand Awareness and Brand Associatio...

  11. Consumer-based brand equity and brand performance.

    OpenAIRE

    Oliveria-Castro, J.M.; Foxall, G.R.; James, V.K.; Roberta, H.B.F.; Pohl, M.B.; Dias, B.; Chang, S.W.

    2008-01-01

    The relation between consumer-based brand equity and brand performance was investigated across 15 product categories in Brazil and the UK. Brand equity was conceptualized as related to the level of social benefit offered by each brand and was measured with a simple questionnaire that asked consumers to rate brands with respect to their familiarity and quality levels. These measures were then related to brand market share and revenue. Results showed that the relation between consumer-based bra...

  12. Localization of New Balance brand marketing strategy for Chinese markets

    OpenAIRE

    Yang, Ting

    2015-01-01

    As a major international sport brand, New Balance Athletic Shoes Company was standstill after accessing to Chinese markets. The deviation in brand positioning and range selection has resulted in low sell-thru rate; the neglect on channel building and store image investment has resulted in a slow expansion. This thesis researched how New Balance Company can get success and how they find adopted strategy for the development of New Balance in China. This thesis described the current situatio...

  13. The Impact of Different Touchpoints on Brand Consideration

    OpenAIRE

    Baxendale, Shane; Macdonald, Emma K.; Wilson, Hugh

    2015-01-01

    Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impact of multiple touchpoints. It exemplifies this approach with six touchpoint types: brand advertising, retailer advertising, in-store communications...

  14. 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...

  15. Unmanageable Tourism Destination Brands?

    OpenAIRE

    Blichfeldt, Bodil Stilling

    2003-01-01

    Increasingly researchers and practitioners adopt branding to build and manage tourism destination images. However, we have yet to ask the question: Is it pos-sible to build and/or manage destination brands? This crucial question is ad-dressed by means of: (1) recourse to the origins of branding; (2) explication of fundamental differences between such origins and destinations; and (3) e-xemplification by means of resident-tourist interactions. The answer offered by this paper is that destinati...

  16. The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity

    OpenAIRE

    Erfan Severi; Kwek Choon Ling

    2013-01-01

    According to Marketing Science Institute (2002), one of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process (Norjaya Mohd. Yasin & Abdul Rahman Zahari, 2011). The aim of this study is to find out the indirect relationship amon...

  17. The Archetypal Brand Profile

    OpenAIRE

    Dornelles, Sabrine

    2013-01-01

    This paper presents an easier approach to establish what a brand means to its public. For this, we rely on collective unconscious beliefs of human beings on gods of Greek mythology. The method based upon qualitative analysis lets us define attributes for the collective unconsciousness using experimental methodology. The study revealed details regarding the significance and assets of these brands. The results of the present study indicate that the brands examined, represent elements of the fol...

  18. 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.

  19. The Effect of Private Brands on Business Performance in Retail

    Directory of Open Access Journals (Sweden)

    Radojko LUKIĆ

    2011-06-01

    Full Text Available In the length of time many new retail features were developed, as a part of the total value chain (from manufacturer to customer. One such feature is: the development of private brands (private-label merchandise, private-label brands, store brands, house brands, own brands. Because of economic importance, both in theory and in practice, more complex stress was put on its research from various perspectives: the individual countries and regions - geographic, retail companies and formats (types of stores, product categories, as well as from the perspective of the perception of customers / consumers. In the context of it, special empirical emphasis was placed on the effects of private brands on business performance in retail, in particular, on cost, gross margin, profit, in other words, on profit indicators, such as: rate of profits from sales, profit rate of assets and the rate of profit of the share capital. Having such starting point, this paper attempts to, as thoroughly as it can, primarily empirically, investigate the impact of the development of private brands in the retail business performance. Using the latest available relevant data gathered from various scientific and professional sources, including well-known agencies that primarily conduct empirical analysis of private brands in some countries, companies and retail formats and product categories. The results should serve as a reliable basis for creating the most efficient strategy for managing the development of private brands in order to improve business performance in retail. This is especially true of the so-called "emerging market" private brands, as it is the case with Serbia.

  20. The corporate brand building

    OpenAIRE

    Wisterová, Veronika

    2011-01-01

    The target of this master's thesis is to follow the process of corporate brand building of the company Starkl zahradník, to analyse it and to suggest possible improvements. The thesis is divided into four main sections. The first section deals with the theoretical aspects of the corporate brand building. The second section observes the process of brand building of the brand Starkl zahradník. The third section deals with the survey that was carried out and analyse its results. This survey was ...

  1. Energy brands lack vitality

    International Nuclear Information System (INIS)

    The three Dutch energy companies (Nuon, Essent and Eneco Energie) have relatively little brand strength. The brands are not perceived to be sufficiently different from one another and are not valued by consumers. With liberalisation imminent, this is hardly a strong starting point. How can you win over consumers if it is not clear what is on offer? In the business market, decision-makers are better placed to distinguish between brands. However, the brands lack vitality in this sector of the market too. The only consolation is that the situation is by no means exclusive to the Netherlands

  2. Win Market by Brand

    Institute of Scientific and Technical Information of China (English)

    FENG Zhende

    2002-01-01

    Brand is symbol of product quality and strength of enterprise. As a typical culture in market economy, it has great influences in everyday life. Famous brands attract purchasing, which prospers enterprise. After China' s entry to WTO, Chinese economy has turned into a new page.As the world manufacturing base, China is to win international market with its own brands. Chunsheng Refractory Ltd., which specialized in quality silica bricks, has grown in size and strength. And our experiences proved how important the brand is for an enterprise.

  3. VISUAL VOCABULARY IN BRANDING

    OpenAIRE

    Adriana Vintean; Ovidiu Matiu

    2011-01-01

    Visual vocabulary or visual language is a set of symbols used to describe a system or a process; it refers to all graphical representations that supplement a brand image, a logo, and build a brand identity that is bound to remain invariable even when the sign undergoes fundamental changes. The article is a presentation of the concept of visual vocabulary/language and of its relevance to branding and marketing. We argue that these symbols are culturally dependent and a key element in brand des...

  4. 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

  5. Where will Luxury Brands Go?

    Institute of Scientific and Technical Information of China (English)

    2009-01-01

    In the face of the recent global economic crisis, many people still have great enthusiasm for luxury brands despite the declining profits of many luxury brands. But how to seize the eye of God? Many luxury brand

  6. 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.

  7. 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

  8. A Reconceptualization of Brand Image

    OpenAIRE

    J. Lucy Lee; Jeffrey D. James; Yu Kyoum Kim

    2014-01-01

    Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers. The variations in definition can be confusing with regard to brand image measurement and subsequent assessment of brand equity and brand positioning. A revised definition is proposed¡ªthe sum of a customer¡¯s perceptions about a brand generated by ...

  9. Brand Loyalty and Market Equilibrium

    OpenAIRE

    Birger Wernerfelt

    1991-01-01

    Two concepts of brand loyalty are defined, “inertial” brand loyalty resulting from time lags in awareness, and “cost-based” brand loyalty resulting from intertemporal utility effects. Their market level implications are formally derived in a continuous time model. It is found that inertial brand loyalty leads to equilibria with price dispersion, while cost-based brand loyalty also may allow single price equilibria. In all cases, as brand loyalty vanishes, so does the difference between the av...

  10. Internal factors affecting brand performance

    OpenAIRE

    Harris, Fiona J.

    2002-01-01

    In terms of effective branding, several recent trends have indicated the need for greater attention within the organisation than has traditionally been the case. With increased emphasis on corporate branding, the team responsible for managing a brand is becoming larger and more diverse and all staff, as the corporate brand's representatives, affect consumers' perceptions of the corporate brand. Furthermore, the shift in emphasis in the literature from the externally perceived brand image to t...

  11. Employee contributions to brand equity

    OpenAIRE

    Gelb, BD; Rangarajan, Deva

    2014-01-01

    Viewing employees as elements of a brand or as "brand ambassadors" means that almost any policy can affect brand equity. Resource allocation for brand-building requires understanding what differentiates "our brand" in order to focus resources on the employees who provide that difference. Employees' commitment to the brand increases when they know how they can contribute. Management actions matter from small issues like free coffee to large issues like mass layoffs.

  12. Repositioning of the Brand Frisco

    OpenAIRE

    Klimešová, Nikola

    2013-01-01

    The main goal of the master's thesis is to find reasons for and assess the results of recent repositioning of the brand Frisco conducted in 2013. In the theoretical part, main brand theories are analyzed together with a recent theory of so-called "Brand Archetypes". In the practical part, based on own consumer survey, market trends, brand history and company research, a brand SWOT analyses is conducted. As a result of this analysis, further recommendations for the brand heading are proposed.

  13. 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.

  14. 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...

  15. BRAND COMMITMENTAS ACOMPONENTOFBRAND EQUITY- ARESEARCH CONCERNING COKE

    OpenAIRE

    Ridvan Karalar; Hakan Kiraci

    2007-01-01

    Brand equity is affected by many factors such as brand commitment, brand awareness, perceived quality and brand association. One of them brand royalty is important component of brand equity. In this research, it was investigated consumers’ brand preferences, brand royalty level and brand commitment factors on brands on coke product placed beverage sector. Asurvey carried out on 500 students at Dumlupinar University Economics and Administrative Sciences Faculty. The participants of this stud...

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

    OpenAIRE

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

    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...

  17. An outbreak of foodborne botulism associated with food sold at a salvage store in Texas.

    Science.gov (United States)

    Kalluri, Pavani; Crowe, Colleen; Reller, Megan; Gaul, Linda; Hayslett, James; Barth, Suzanne; Eliasberg, Stacey; Ferreira, J; Holt, Kristin; Bengston, Steve; Hendricks, Kate; Sobel, Jeremy

    2003-12-01

    Foodborne botulism is caused by potent neurotoxins of Clostridium botulinum. We investigated a large outbreak of foodborne botulism among church supper attendees in Texas. We conducted a cohort study of attendees and investigated the salvage store that sold the implicated foods. We identified 15 cases of botulism (40%) among 38 church supper attendees. Nine patients (60%) had botulinum toxin type A detected in stool specimens. The diagnosis was delayed in 3 cases. Fifteen (63%) of 24 attendees who ate a chili dish developed botulism (relative risk, undefined; Pdish was prepared with "brand X" or "brand Y" frozen chili, "brand Z" canned chili, and hot dogs. An unopened container of brand X chili yielded type A toxin. Brand X chili was purchased at a salvage store where perishable foods were inadequately refrigerated. Our investigation highlights the need to improve clinicians' awareness of botulism. More rigorous and more unannounced inspections may be necessary to detect food mishandling at salvage stores. PMID:14614672

  18. The effects of marketing mix elements on Brand equity

    Directory of Open Access Journals (Sweden)

    Soleyman Iranzadeh

    2012-01-01

    Full Text Available With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations.

  19. The effects of marketing mix elements on Brand equity

    Directory of Open Access Journals (Sweden)

    Aida Ranjbar

    2012-12-01

    With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The statistical study were all consumers in the city of Tabriz statistical and 480 consumers were selected as sample. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations.

  20. CONSUMER ETHNOCENTRISM AND CONSUMER ASSOCIATIONS WITH SLOVAK BRANDS

    Directory of Open Access Journals (Sweden)

    Lucia Vilčeková

    2014-07-01

    Full Text Available This paper describes the perception of Slovak consumers toward domestic and foreign brands and examines their associations with Slovak brands. The introduction to country of origin in marketing is provided, followed by a brief description of consumer ethnocentrism and consumer animosity; then description of research methodology is mentioned; and finally, research results are presented.The representative research was conducted in 2013 over a sample of 1,067 Slovak consumers over the age of 16.  To capture the spontaneous reactions to Slovak brands, the respondents were asked to name what comes to their mind when they hear the expression “Slovak brand.”  Slovak consumers associate domestic brands with quality, tradition, fair prices, and Slovakia. Their primary feelings toward Slovak brands are mostly positive. If they have negative perception, that is only because domestic products are not often available in stores and there is a lack of Slovak brands. Moreover, the consumers were presented with a list of 27 statements concerning their attitude toward domestic and foreign brands and their brand buying behavior.  Based on the research results, Slovak consumers can be observed as very brand-oriented and often possess a strong brand loyalty when making purchasing decisions. Slovak consumers are not necessarily patriotic as far as purchasing is concerned. The main reason for buying Slovak products is only to support the economy and the Slovak consumers are very aware of the benefits of supporting domestic production. Nevertheless, consumer ethnocentrism is not typical for Slovaks.

  1. 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. PMID:14997802

  2. 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 ke...

  3. 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…

  4. The Make Up of Institutional Branding: Who, What, How?

    Science.gov (United States)

    Belanger, Charles H.; Syed, Saadi; Mount, Joan

    2007-01-01

    The purpose of this paper is to report on who creates branding within institutions of higher learning, and what impact branding has on core institutional activities such as student recruitment and fundraising, as well as on socio-psychological factors such as community respect and national prestige. Eighty-nine tertiary education experts covering…

  5. Factors driving fashion design industry: Key success factors of Thai designers’ brands

    OpenAIRE

    Pattaresa Neawnan; Komsan Suriya

    2012-01-01

    This study investigates key success factors that drive the fashion design industry in Thailand. It emphasizes only Thai designers and their brands. It measures the success of each brand by numbers of domestic and international branches, and numbers of given “like” in Facebook. It found that the linkages between the brands and popular movie stars, the advertisement in world class fashion magazine, and window display in department stores are three key success factors. Successful designers need ...

  6. Digital Branding and Multichannel Marketing : Engaging German Millennials : Lumi Accessories LTD

    OpenAIRE

    Astikainen, Pauliina

    2015-01-01

    The purpose of this thesis was to create a multichannel marketing handbook for Lumi Accessories LTD. Lumi is a leading leather handbag, shoe, and accessories designer brand in Finland, which has strong ecological and sustainable values. The handbook was created especially for the marketing team to guide how digital branding can increase brand awareness among German Millennials so that the awareness of the new Lumi store will increase in Berlin. The aim was to identify measurable objectives, e...

  7. TOURIST DESTINATION BRANDING

    Directory of Open Access Journals (Sweden)

    Andrijana Mrkaić

    2012-01-01

    Full Text Available The paper shows how the branding,as a process that identifies destinations and allowstourists to make a good choice between differentalternatives, fits into the contemporary marketingconcept. Movement of people and their urge totravel are biological needs which offer relaxationto tourists and result in greater cultural knowledge.Tourism is also reflected as social politics, throughthe benefits for employees. Tourism is ofimportance and branding makes it more expressed,because it is the brand through which numerousmarketing activities are coordinated, in order tobuild value and meet the expectations of tourists.Branding in tourism is a dynamic category that isin constant evolution, which requires better brandmanagement and strengthening and revitalizationof the brand.

  8. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    . These include case study research, discourse analysis, key-informant interviews, word association tasks and questionnaire-based surveys. The first study suggests that a healthy brand image is built through adopting health stimuli in the marketing mix elements of a brand. The degree to which the marketing mix......) the social discourses of healthy eating; and (4) the role of health claims as communication tools that enhance brand loyalty. The above-mentioned aims are addressed in the four studies that this dissertation is comprised of. The first study examines the role of marketing mix elements and public discourse...... in conveying a healthy brand image and how health brands are dealt with in the public discourse. The second study explores consumers' associations with food and health, perceptions of food healthfulness, and how these differ between gender and age groups. The third study identifies health-related segments...

  9. 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...

  10. An exploration study to find important factors influencing on authenticity of brand

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2013-10-01

    Full Text Available Building an appropriate brand always makes it possible to reach better market share in competitive market. This paper presents a study to find important factors influencing the authenticity of brand. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it among 400 people who purchase regularly from chain stores in city of Tehran, Iran and collects 388 filled ones. Cronbach alpha is calculated as 0.712. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.748 and 1718.212, respectively. Based on the results of our survey, we have derived five factors including brand identification, brand registration, brand position, perception image from the brand and trust to brand.

  11. 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...

  12. The comparison of brand identity and brand image: Case Deuzer

    OpenAIRE

    Joenperä, Maija

    2014-01-01

    The objective of this study is to determine whether the brand image of Deuzer matches the brand identity which Hong Kong Group Oy has set to the brand. The thesis is commissioned by Hong Kong Group Oy. The theoretical section of this study gives information about the brand, brand image and brand identity. In addition, the theory of private label is explained as Deuzer brand is a private label of Hong Kong Group Oy. Also dimensions of customer value and their importance are part of the the...

  13. 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...

  14. Elements of brand loyalty in lifestyle brand context

    OpenAIRE

    Rapala, Anna

    2014-01-01

    Objectives: The purpose of this Master's thesis is to add understanding of the brand loyalty phenomenon by studying the elements of brand loyalty in the context of lifestyle brands. The purpose of this thesis is to add knowledge about customer loyalty in the context of lifestyle brands by examining it from the customers' perspective. The objective is to reveal the elements that the customer themselves perceive driving or inhibiting their lifestyle brand loyalty. The findings are compared...

  15. Are Facebook brand community members truly loyal to the brand?

    OpenAIRE

    Munnukka, Juha; Karjaluoto, Heikki; Tikkanen, Anna

    2015-01-01

    This study examines members of Facebook brand communities and tests the relationships between their commitment to the community and brand loyalty. A conceptual model on the linkages between brand community commitment, community promotion behavior and brand loyalty including attitudinal loyalty, repurchase intention and positive word-of-mouth (WOM) is developed and tested with two samples. Data from 3305 Facebook brand community members were analyzed using partial least squares structural equa...

  16. THE EFFECT OF BRAND MASCOTS IN CREATING BRAND AWARENESS

    OpenAIRE

    Tosun, Nurhan Babür; KALYONCU, & Zeynep Özge

    2014-01-01

    Feelings and perceptions of consumers stand out rather than product in marketting efforts that carrying out by brands recently. Thus, marketing communication and brand mascots which are a part of the brand has emerged as the most effective and creative assets due to appeal the target audiences’ emotions. In this study firstly we’ve discussed brand awareness (which is the first step of branding ) and literal background about mascot use. Afterward, we carried out a research aimed to measure eff...

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

    OpenAIRE

    Tetyana Tsyhankova; Tetyana Zavhorodnia

    2011-01-01

    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.

  18. 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.

  19. Do Universities Have "Successful" Brands?

    Science.gov (United States)

    Chapleo, Chris

    2005-01-01

    Branding in universities is a topical issue, but arguably few UK universities have fully developed "successful" brands in the manner of commercial organizations. This qualitative paper explores the opinions of 40 opinion formers on which UK universities have successful brands and the associations these brands have. Current literature on what…

  20. Marketing and Branding a Nation : tillämpningen av ambassader som plattform för att stärka Sverige som varumärke

    OpenAIRE

    Johnsson-Gerde, Angelica; Högfeldt, Anna

    2008-01-01

    Problem: The authors have, during the process of development of this thesis, tried to create an understanding of how a number of organizations, all working with different approaches around the ”brand Sweden”, perceive the efficiency and benefits of using extended concept around embassies as a tool in their strategic work. The embassies in question have an evolved concept in the sense that they don not only hold a traditional political and legal role. The problem facing us authors was the issu...

  1. Brand Management Nowadays

    OpenAIRE

    Silvia Delia OLARU; Elena GURGU

    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, ...

  2. 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 symbolske...... betydninger. Dermed er semiotik – læren om hvordan tegn skaber betydning – blevet en super central videnskab for brand management....

  3. Branding in health marketing

    OpenAIRE

    Pralea, A. R.

    2011-01-01

    Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB) is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a n...

  4. THE ANALYZE OF THE PERSONALITY, THE VISUAL IDENTITY AND BRAND COMMUNICATION OF DESTINATION - ROMANIA

    OpenAIRE

    IORDACHE MARIA CARMEN

    2014-01-01

    The development of a national tourist brand has an impact on medium term both on the country brand development as well as on the growth of domestic and foreign tourist markets. Tourism is one of the axes that generate income to the government and a tourist brand is only a part of a country brand - indeed an important one through the high visibility it enjoys. The development of a national tourist brand is particularly important as Romania does not have a sharp image as a touri...

  5. Retail Brand in China Market

    Institute of Scientific and Technical Information of China (English)

    Sayamon Worawutkhunchai

    2011-01-01

    @@ The purpose of this paper is to discuss why and how brand reputation influence customer in Chinese retail market.Brand reputation can be looked upon as a favorable and publicly recognized estimation of a product or a service.The paper is not specifically interested in the success of marketing itself,but more on whether brand reputation impacts brand loyalty which forms the bases of brand equity.

  6. CONSUMER RELATIONSHIPS WITH RUTHLESS BRANDS

    OpenAIRE

    Power, John; Whelan, Susan; Davies, Gary

    2006-01-01

    The marketing and reputation literature has failed to investigate how brands with negative associations can build trusting relationships with consumers. Research into the measurement of product brand image is unbalanced and has focused on using only positive traits (Aaker, 1999; Batra et al. 1993; Bellenger et al., 1976), as the belief was that a brand could have significant brand equity when consumers held a favourable impression of the brand (Keller, 1993). However, it has been argued tha...

  7. A Research on Brand Addiction

    OpenAIRE

    Canbaz, Serdar; Çiçek, Hüseyin; Eyidiker, Uğur

    2014-01-01

    Brand is an acknowledged concept increasing the value of a product and services as well as providing convenience to its buyer. Seller, along with availing himself, obtains a link between himself and buyer. This phenomena which we come across as an addiction turns into a kind of a sense of belonging in which buyers would under no circumstances change their ideas. Therefore the desire to create a brand and brand addiction is unavoidable. Brand addiction, in other words brand loyalty constitutes...

  8. Marketing Communication dan Brand Awareness

    OpenAIRE

    Dominikus Tulasi

    2012-01-01

    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...

  9. China's First Luxury Brands Released

    Institute of Scientific and Technical Information of China (English)

    Richard Zhu

    2011-01-01

    @@ China now has its own luxury brands.The four brands Feitian (Moutai spirit), Yong-Qi Zitan (furniture), Rongbaozhai (works of art) and Dongding Oolong (tea) were released as the first Chinese luxury brands by the China Luxury Institute on Nov.11.Based on the Institute's investigation of over 500 enterprises and brands within over 30 kinds of industries like garments, tea, wine, china and jade, in combination with market questionnaire, the first four brands have made their debut.

  10. BRAND MANAGEMENT USING SOCIAL MEDIA

    OpenAIRE

    Khan, Shania

    2009-01-01

    The phenomenon of social media is having a massive impact on the ways brands are perceived, and the way consumers interact with them. Consumers now desire brands that are engaging, relevant, and authentic. In turn, companies are increasingly looking to social media channels to increase their brand?s visibility and influence. This paper addresses the impact social media has on branding. Companies need to have a clear social media strategy included in their overall communications strategy befor...

  11. A factor analysis to find critical success factors in retail brand

    OpenAIRE

    Naser Azad; Seyed Foad Zarifi; Somayeh Hozouri

    2013-01-01

    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 cit...

  12. Lijiang: From Brand to Strength

    Institute of Scientific and Technical Information of China (English)

    Gao Wentian; Bai Yifeng

    2009-01-01

    @@ The tourism industry is facing unprecedented challenges after the financial crisis.During this "financial winter",how much influence has Lijiang's tourism,the one that has been the pillar industry of Lijiang and important economic growth point received? And how does the government of Lijiang deal with this? How to transform it from "Brand Lijiang" to "Strength Lijiang"? Member of National People's Congress,Lijiang's deputy secretary of municipal party committee,and Mayor Wang Junzheng accepted an exclusive interview with our reporter.

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

    DEFF Research Database (Denmark)

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

    2015-01-01

    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. 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 and sale for both goods. The use of signage increases visual attention and sale as well, yet only for the product that the label addressed, implying a cannibalization effect. The limitation of the study and implications for retail managers and for brand owners are discussed....

  14. DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

    Directory of Open Access Journals (Sweden)

    Veeva Mathew

    2012-11-01

    Full Text Available Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development ofbrand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible.This paper attempts to understand the interrelationships among key formative indicators of brand equity, using beliefattitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and loyalty intentions. Using Sequential Chi-square Difference Test in Structural Equations Modelling, the researchers identified the mediating role of brand commitment and loyalty intentions, in the formation of brand equity.

  15. Branding in health marketing

    Directory of Open Access Journals (Sweden)

    Pralea, A. R.

    2011-01-01

    Full Text Available Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a non-successful one. The key elements of commercial branding can be successfully translated to the social sector. This is the case for the Truth® campaign but, unfortunately, not for some public health campaigns in Romania.

  16. Beijing International Fashion Brand Promotion Week Opened

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    @@ Under the support of China National Garment Association,Beijing Municipal Bureau of Industrial Development, France Advanced Fashion Institute, Fashion Beijing Expo Organizing Committee and Beijing Fashion Textile Industry Association organized 2006 Autumn & Winter Beijing International Fashion Brand Promotion Week in Beijing Asia Hotel from September 20 to 23.

  17. 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…

  18. 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,...

  19. Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength

    OpenAIRE

    Arslan Rafi; Moeez Ahsan; Fawad Saboor; Salima Hafeez; Mohammad Usman

    2011-01-01

    The purpose of this study is to identify factors that can positively influence brand attachment and brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customer’s memory. Customer’s attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature ...

  20. Celebrity as the human brand: The association between corporate brand communication and credibility with brand equity

    OpenAIRE

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

    2013-01-01

    Scholars and practitioners interest in studying consumer relationship has evolved (Sheth & Paratiyar, 1995) and one approach is by studying these relationships which lay “at the core of all strong brand relationship” (Fournier, 1998), is a ‘human brand and celebrity endorser’ (Thomson, 2006). The field of marketing communication and promotion for human brand and celebrity brand associated with corporate brand has been in its existence for long on research studies but short on insights (Thomso...

  1. DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

    OpenAIRE

    Veeva Mathew; Sam Thomas; Joseph I Injodey

    2012-01-01

    Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development ofbrand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible.This paper attempts to understand the interrelationships among key formative indicators of brand equity, using beliefattitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and...

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

    OpenAIRE

    Sandra Maria Correia Loureiro; Rui Lopes; Hans Ruediger Kaufmann

    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...

  3. 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...

  4. Internal Branding in High Technology Environment : Measuring employee-brand relationship through brand identity concept

    OpenAIRE

    Nurmela, Heidi

    2009-01-01

    The purpose of the study was to examine internal branding in high technology environment. First of all, brand as a phenomenon was observed according to scientific literature and the special branding implications of high technology environment were discussed. Further, the special characteristics and dimensions of internal branding were defined. Finally, a theoretical framework was constructed to measure the current state of case company’s employee-brand relationship. Based on the literatur...

  5. SAMPLE: Branding an Education.

    OpenAIRE

    Perren, Nicola; Macbeth, P.A.

    2009-01-01

    SAMPLE is a publishing group and branding exercise established by Nicola Perren Course Leader BA (Hons) Textile Crafts at the University of Huddersfield. SAMPLE, currently includes five academic staff, three support staff and approximately 80 students who design, produce and fund a catalogue on a yearly basis which, promotes graduates and establishes a clear brand identity for Textile Crafts. The catalogue has gained high profile recognition through it’s nomination for the ‘McNorton’ Revie...

  6. Branding & Organizational Performance

    OpenAIRE

    Wissett, John Spencer

    2005-01-01

    Marketers, business strategists and investors commonly believe that organizations with strong brands with high employee buy-in perform better than those with weaker brands. This belief affects the way managers view their organizations and develop their strategies today. The aim of this research was to test this belief. A positivist approach was taken for this research and so an overarching hypothesis was developed, based upon three supporting hypotheses, which were then tested using a framewo...

  7. Decomposing the Sales Promotion Bump with Store Data

    OpenAIRE

    Heerde, Harald J. van; Leeflang, Peter S.H.; Wittink, Dick R.

    2004-01-01

    Sales promotions generate substantial short-term sales increases. To determine whether the sales promotion bump is truly beneficial from a managerial perspective, we propose a system of store-level regression models that decomposes the sales promotion bump into three parts: cross-brand effects (secondary demand), cross-period effects (primary demand borrowed from other time periods), and category-expansion effects (remaining primary demand). Across four store-level scanner datasets, we find t...

  8. BRAND LOYALTY & LOYALTY OF BRANDS: A SYMBIOTIC RELATIONSHIP

    Directory of Open Access Journals (Sweden)

    Amir H. Khoury

    2014-07-01

    Full Text Available 96 800x600 Normal 0 false false false EN-US JA X-NONE Brand loyalty has become a truism in trademark discourse. Consumers tend to formulate their purchasing decisions by the power of consumption-momentum. That is to say they buy what they have already bought in the past and opt for the brands that they have already had a positive experience with. Experienced consumers manifest devotion to their preferred brands. This is the essence of Brand Loyalty. But should this Brand Loyalty be reciprocated by the brand owner? Is there such loyalty by the brand towards the consumer? Should the brand owner sustain the quality of products covered by his brand? Even more so, should he maintain any other defining attribute of the product (or service marketed under his brand? And are such demands from the brand owner still of relevance in an age of expanding outsourcing? This paper explains why all of these questions should be answered in the affirmative. This paper argues that just as there is Brand Loyalty, there is (or, at least, there should be Loyalty of the Brand. My assertion is that Loyalty of the Brand constitutes a morally sound concept which is inherently compatible with the general philosophy underlying trademarks and brands, and which rests firmly on numerous legally accepted disciplines and doctrines that form the backbone of commercial-contractual law. Loyalty of the Brand, thus, constitutes the counterbalance to Brand Loyalty, and should exist on par; not only as a legal phenomenon but as a practical one as well. It is, in the context of brand-consumer relationship, the other side of the same coin. 

  9. 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.

  10. Initial performance assessment of the disposal of spent nuclear fuel and high-level waste stored at Idaho National Engineering Laboratory

    International Nuclear Information System (INIS)

    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

  11. 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.

  12. 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.

  13. Investigating the Effect of Brand Satisfaction, Brand Trust and Brand Attachment on Purchase Behavior of Customers

    Directory of Open Access Journals (Sweden)

    Amin Asadollahi

    2012-08-01

    Full Text Available The purpose of this study is to develop a comprehensive model that combines brand satisfaction, brand trust and brand attachment perspectives on brands and demonstrate how affect current and future purchases. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings indicate that brand satisfaction is affected by directly by brand trust, current purchase and indirectly by brand attachment. Brand trust is affected by directly by brand attachment and indirectly by future purchase. In contrast, brand attachment is affected by current purchase and future purchase. And finally current purchase is affected by directly by future purchase. The present study did not examine feedback effects and only included consumer categories, no individual differences variables. As such, these researchers recommend that future research examine feedback effects and include additional consumer categories, B2B categories and individual-differences variables such as variety seeking and innovativeness. These researchers recommend that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure consumers are satisfied with brand trust and feel attached to a brand. This is a cross-paradigm study and it is the first that combines two separate broad-based perspectives on brands in a simple comprehensive model for researchers and brand managers.

  14. 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...... 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...... and out-of-stock store switching. In addition, it is demonstrated that quality consciousness, price consciousness, and pre-planning propensity positively influence consumer out-of-stock store switching behaviour....

  15. 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.

  16. Pathology of Iran tourism Brand

    Directory of Open Access Journals (Sweden)

    helya barezani

    2013-08-01

    Full Text Available Destination branding is one the most challenging and attractive discussions place marketing and in the field of tourism marketing nowadays. Considering the plethora of advantages of branding concepts and activities for countries around the globe and high potentials of Islamic Republic of Iran as a tourism destination, in this paper authors have tried to assess the current situation of tourism brand and the effectiveness of branding activities in Iran based on Hankinson model (2004. To achieve the objectives of this research 102 members of Iranian DMO consisting of managers and experts in the respected subject have been questioned. Collected data were analyzed with mean comparing methods. Findings implicate that Core brand of Iran (including, brand personality, brand positioning and brand reality has serious problems and the degree of attention to branding activities and concepts is respectively too low. Based on our findings managerial and marketing recommends are presented.

  17. Corporate Brand Identity in SMEs

    DEFF Research Database (Denmark)

    Mäläskä, Minna; Jones, Richard Ian

    Purpose: To study the emergence of corporate brand identity in SMEs and to develop a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity. Design / Methodology / Approach : Existing approaches to brand identity are summarised. A narrative...... 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...... 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...

  18. Marketing Communication dan Brand Awareness

    Directory of Open Access Journals (Sweden)

    Dominikus Tulasi

    2012-03-01

    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 individual consumer's perspective a brand has no equity unless the consumers 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.

  19. Pengaruh Brand Trust terhadap Brand Loyalty Produk-produk Nokia pada Pegawai Universitas Sumatera Utara

    OpenAIRE

    Sinulingga, Lipranta

    2012-01-01

    This research titled “The influence of the brand trust on Brand Loyalty for the products of Nokia to North Sumatera University officials” . This research aims to determine the positif influence of Brand Trust Variables(Brand reliability and Brand Intention) on Brand Loyalty for the products of Nokia to North Sumatera University officials . The problem in this research is whether the variabels of Brand Trust (brand reliability and brand intention) influence positif and significan for brand lo...

  20. 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...... discourses on social order critique and forward-looking pragmatic agenda-setting discourses. In conclusion, this study suggests that the brand in crisis facilitates processes of utopic thinking in a liminal discursive space....

  1. 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.

  2. 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...

  3. 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. PMID:19195142

  4. 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...... 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...

  5. 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. PMID:24897911

  6. An Empirical Study on the Impact of Patriotism and Nationalism on National-brand Consciousness of Chinese Consumers%爱国主义和民族主义对中国消费者国货意识影响的研究

    Institute of Scientific and Technical Information of China (English)

    王鹏; 庄贵军; 周英超

    2012-01-01

    以消费者行为理论中的消费者民族中心主义研究为理论基础,对其本土化变量“国货意识”的前因变量进行了实证研究.通过问卷法共回收有效问卷886份,并利用SPSS软件进行统计分析.分析结果显示:在中国环境下,消费者的爱国主义和民族主义均与基于自豪感的国货意识正向相关,民族主义与基于危机感的国货意识正向相关.最后,对研究结果进行了讨论,并指出了其理论贡献、实际应用、存在的局限性和今后继续研究的方向.%Based on the literature of consumer ethnocentrism, this paper investigates the impact of Patriotism and Nationalism on Chinese consumers' national-brand consciousness. We have finished a survey and collected 886 questionnaires. After the statistics with SPSS software, we found that patriotism and nationalism both have significant and positive effect on national-brand consciousness based on proudness, while Nationalism has significant and positive effect on national-brand consciousness based on threat. It finally discusses the research findings in terms of theoretical contribution, implication for practitioners, limitations, and the directions for future studies.

  7. How to Create a Strong Brand

    OpenAIRE

    Adina Musetescu; Robert Chira

    2015-01-01

    Brands are omnipresent. A brand is not just a name, but it should stand for a concept or idea. Currently, in creating a strong brand, companies have to take into consideration a communication model that is composed of three elements: ignite, inform, involve. In terms of marketing strategy used by the company, the following architectures of the brand name can be observed: one-firm branding, house branding, endorsed branding, and separated branding. Usually the origin country is selling the pro...

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

    OpenAIRE

    Muhammad Kashif; Siti Zakiah Melatu Samsi; Syamsulang Sarifuddin

    2015-01-01

    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...

  9. Integritetsskabende branding af kendte musikere i kommercielle brand partnerskaber

    OpenAIRE

    Nielsen, Martin Egedal

    2016-01-01

    This thesis examines, how famous musicians can be branded through commercial brand partnerships, at the intersection between obtaining the musicians integrity and the partnerships commercial gain. The thesis examines this, because there seem to be a paradox about how integrity branding of famous musicians can be constructed, when the artistic and the commercial meets in brand partnerships, where there is also a natural focus on achieving commercial gain to achieve success. In the music indust...

  10. The Consumer Negotiation of Brand Meaning in Online Brand Communities

    OpenAIRE

    Han, Jung-Min

    2015-01-01

    There has been much enthusiasm over the power of online brand communities (OBCs). Ensuring that OBCs achieve their potential, however, is a challenge. Adopting the view that an OBC is a social entity at its core, this study examines consumers’ perceptions of OBCs and how consumers manage the continuous tension between social-related and brand-related aspects of OBCs through brand-related and non-brand-related social practices. The researcher took a symbolic interactionist approach and qualita...

  11. External brand extensions impact on Diesel's brand image

    OpenAIRE

    Fernandes, Miguel Pinto Valente

    2010-01-01

    A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics Diesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual amo...

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

    OpenAIRE

    Thorbjørnsen, Helge

    2005-01-01

    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 moderator variable in determining feedback effects on attitude to the parent brand. Design/methodology/approach – An experimental research design was applied for testing the set of hypoth...

  13. Place and city branding in Danish municipalities with focus on political involvement and leadership

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2015-01-01

    Place branding is increasingly used by cities and municipalities worldwide. This article seeks to give a descriptive status quo of this current development in Danish municipalities in 2014. In doing so, the article describes the national status on city branding in Denmark with a particular focus...... on political involvement and leadership. From a dialog with 72 municipalities (out of a total of 98), 38 site interviews were performed with CEOs and/or brand managers and 25 brand projects isolated. In this regard, four questions were in the focus: (i) reasons for the branding initiative; (ii) the underlying...

  14. Brand Development Suggestions of Chinese Clothing Enterprises

    Institute of Scientific and Technical Information of China (English)

    张霞; 陈素英

    2013-01-01

    According to the analysis of the current situation and problems of Chinese clothing brand, the corresponding measures are raised from three aspects of brand positioning, brand broadcast and brand extension strategy. Some guidance and reference value is provided for the brand building and upgrading of Chinese clothing brand.

  15. 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…

  16. Integrating Branding Strategy Across Markets, Building International Brand Architecture

    NARCIS (Netherlands)

    Douglas, S.P.; Craig, S.; Nijssen, E.J.

    2001-01-01

    Brands play a critical role in establishing a firm’s visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm’s overall international marketing strategy, because it provides a structure to leverage strong brands into other

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

    NARCIS (Netherlands)

    A.M. Wennekers; L. Vandeberg; K. Zoon; E.A. van Reijmersdal

    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

  18. 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.

  19. Corporate Branding and Corporate Reputation

    DEFF Research Database (Denmark)

    Karmark, Esben

    2013-01-01

    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 o...... for corporate brands and corporate communication.......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...... 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...

  20. Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength

    Directory of Open Access Journals (Sweden)

    Arslan Rafi

    2011-11-01

    Full Text Available The purpose of this study is to identify factors that can positively influence brand attachment and brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customer’s memory. Customer’s attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e., Brand Awareness and Brand Association, on creation of Brand Attachment and Brand Attitude Strength and this factor becomes more effectual while introducing and promoting new brands. Finding of this research imply that for achieving desirable outcome through creation of Brand attachment and Brand Attitude Strength n the target audience and for designing more effective and fruitful strategies, managers and policy makers should pay more focus on creating strong Knowledge metrics amongst the target audience.

  1. Brand new authentic places

    DEFF Research Database (Denmark)

    Stender, Marie

    relation and interplay between the two. This study strives to fill this gap by ethnographically tracing the process from design to occupancy including the role of branding as a means to create authenticity. The concept of authenticity is often associated with old houses and neighbourhoods, but also in new...... neighbourhoods stories of authenticity seems to be of great importance giving value and identity to place and people. By way of design and branding new places are implied with notions of the real, the original and the unique referring to e.g. its historical past, architectural uniqueness, sustainability or sense...... 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...

  2. 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...

  3. 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...

  4. 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......? Essensen ved Black Friday er lave priser, og det er der ved første øjekast ikke mange brandingmuligheder forbundet ved, hvis man forstår branding som en måde at skabe ekstra værdi omkring sit produkt eller sin virksomhed. Som brand bliver man dog alligevel nødt til at forholde sig til konceptet, da det er...

  5. De meting van "brand equity"

    OpenAIRE

    JANS, Tim

    2008-01-01

    Doordat 'brand equity' voor een merkeigenaar vele uiteenlopende voordelen heeft, is het belangrijk deze 'brand equity' in het oog te houden. Dit vereist een methode om deze 'brand equity' op één of andere manier te kunnen meten. Dit wordt dieper onderzocht in deze eindverhandeling. In de literatuurstudie wordt nagegaan wat een merk precies is, en wat er de voordelen van zijn. Vervolgens wordt besproken wat 'brand equity' precies is, en waaruit het is opgebouwd. De verschillende manieren om 'b...

  6. Education Group Zrinski: Brand Development

    OpenAIRE

    Lindell, Robert

    2014-01-01

    Understanding a brand, how it works and why it matters is important. Branding is one of the most powerful tools today and it has the potential to change markets. Personality, uniqueness, trustworthiness and loyalty are important aspects of a successful brand. A united message across the brand will ensure a competitive edge and create a unique experience for the customer. Education Group Zrinski is a private organization focused on education with an entrepreneurial approach. They educate s...

  7. Measuring Customer Based Beverage Brand Equity: Investigating the Relationship between Perceived Quality, Brand Awareness, Brand Image, and Brand Loyalty

    OpenAIRE

    Salman Saleem; Saleem Ur Rahman; Rana Muhammad Umar

    2015-01-01

    This study examined the antecedents of brand equity such as, brand awareness, perceived quality and the mediating role of a brand Image on brand loyalty. Total number of (n = 150) questionnaires were distributed among the consumers living in four cities (Islamabad, Rawalpindi, Sialkot, and Sargodha) of Pakistan. Out of the total questionnaires only (n = 130, 86.6%) completed questionnaires were received. Pearson correlation, linear regression and multiple regression tests were used to test th...

  8. Age and gender affects on consumers' awareness and source of awareness for food-related private-label brands

    OpenAIRE

    Kalogianni, Irini Tzimitra; Kamenidou, Irene; Priporas, Konstantinosvasilios; Tziakas, Vasilis

    2002-01-01

    This article presents the findings of a research regarding consumers' awareness and source of awareness for food-related private-label brands. Results of the field research indicate that the majority of the consumers are aware of private- label brands, with main source being store shopping and the supermarkets' price advertising leaflets. Age and gender affects were tested for awareness, source of awareness and recall of supermarket practising food-related private-label brands. Results reveal...

  9. Decentralization of place brand communication

    OpenAIRE

    Дубейковский, В. А.; Dubeykovskiy, V.

    2013-01-01

    Each place has a huge number of stakeholders. This article will make an introduction to the topic of decentralization of place brand communication and provide relevant examples of country, city and district branding. By decentralization the author means the process of uncontrollable place brand communication by various stakeholders.

  10. How we Relate to Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith;

    2012-01-01

    In three experiments, this research provides new insights into branding by studying the psychological and neurophysiological mechanisms of how consumers relate to their beloved brands. The authors propose that emotional arousal decreases over the brand relationship span, while inclusion of the...

  11. 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...

  12. Georg Brandes og bogen

    DEFF Research Database (Denmark)

    Dyrbye, Martin

    2012-01-01

    Artiklen præsenterer helt ny og ikke tidligere viden om Georg Brandes. Hans foredrag om bogen fra 1922 analyseres og sættes ind i både en samtidig og nutidig kontekst ved inddragelse af fx gerontologiske problemstillinger. Begrebet aldringens refleksion indgår i artiklens tematikker.......Artiklen præsenterer helt ny og ikke tidligere viden om Georg Brandes. Hans foredrag om bogen fra 1922 analyseres og sættes ind i både en samtidig og nutidig kontekst ved inddragelse af fx gerontologiske problemstillinger. Begrebet aldringens refleksion indgår i artiklens tematikker....

  13. MARKA DEGERI ALGILAMALARININ MARKA YAYILMAYA ETKILERI = EFFECTS OF BRAND EQUITY PERCEPTIONS ON THE BRAND EXTENSION

    OpenAIRE

    Mehmet MARANGOZ

    2007-01-01

    One of the most significant assets of companies is the brand equity that they possess. Many companies use it in their new products and services. They also carry out activities of brand extension. In this study, effects of brand equity perceptions on brand extensions have been examined. Brand equity perceptions have been examined in four dimensions. These are brand loyalty, perception quality, brand association and brand awareness. According to results, four dimensions that form the brand equi...

  14. The effects of service brand dimensions on brand loyalty

    DEFF Research Database (Denmark)

    Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

    2014-01-01

    the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted in Denmark and Norway in two different service industries (airlines and banks respectively). Previous findings suggesting that brand evidence significantly...... influences consumer satisfaction, attitude and behavioural loyalty towards service brands were confirmed. Moreover, contrary to previous findings, controlled communication elements (i.e. advertising and promotions) did not have any influence on customer satisfaction with service brands. However, the same...... communication elements directly and significantly shaped customers’ perceptions of the various brand dimensions and their overall attitude towards the brand....

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

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2011-10-01

    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.

  16. 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.

  17. Tele-branding in TVIII: the network as brand and the programme as brand

    OpenAIRE

    Johnson, Catherine

    2007-01-01

    In the era of TVIII, characterized by deregulation, multimedia conglomeration, expansion and increased competition, branding has emerged as a central industrial practice. Focusing on the case of HBO, a particularly successful brand in TVIII, this article argues that branding can be understood not simply as a feature of television networks, but also as a characteristic of television programmes. It begins by examining how the network as brand is constructed and conveyed to the consumer through ...

  18. 国家地质公园品牌个性结构研究:一个量变开发的视角%A Study on National Geopark Brand Personality:A Perspective of Questionnaire Development

    Institute of Scientific and Technical Information of China (English)

    白凯

    2011-01-01

    In 1996,the United Nations Educational,Scientific,and Cultural Organization (UNESCO) created a new word "geo-park" when carrying out the feasibility study of "geo-park plan".The meaning of "Geo-park" is twofold. "Geological" means that the natural geological relics are contained in the geological park. "Park" is associated with its social role and value attributes.In 1999,at the 156 times executive board meeting of UNESCO,they officially approved the agenda of the "Geo-park program",and actively promoted global construction of world geo-parks.China,as a positive supporter of the plan,has constructed 24 world geological parks and 183 national geo-parks over more than ten years.China has become a country having the largest number and highest level of geo-parks.Geo-park,as a braking engine,should be valued in the regional economic development;its social,economic,and environmental benefits have been widely recognized.It is noted that geo-park construction and research should be paid much attention to "geological attribute" than "geographical,environmental,and tourism interaction mechanism".Some scholars with research interest in geography,environment,and tourism tend to pay attention to the "national geo-park" development.The current construction and studies have resulted in an increasing number of national geo-parks to a certain degree,and the imbalance between the type and the regional distribution.Science popularization and tourism participation are not harmonious,which caused a phenomenon of "geo-park generalization".These factors have caused national geo-parks to appear mostly in a single area,have blur image,and lack unified brand personality and market attraction,thereby weakening social benefits of geo-parks.The author built and tested national geo-park brand personality using a self-development scale based on personality psychology and the brand personality theory.Results show that there are three basic dimensions in

  19. Negative price-image effects of appealing store architecture

    DEFF Research Database (Denmark)

    Zielke, Stephan; Toporowski, Waldemar

    2012-01-01

    Retailers often worry about the negative effects of appealing exterior architecture on their store's price image, especially the price-level perception and the ease of price evaluation. Findings from prior laboratory experiments support these concerns, while field studies find no such effects. The...... present study explains this inconsistency by analyzing the moderating effects of price and retail brand information available to customers in real shopping situations. The results show that negative effects of appealing exterior architecture do not exist when retail brand information is available. The...... availability of price information neutralizes the negative effects of appealing architecture on the price-level perception, but not on the ease of price evaluation....

  20. Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations.

    OpenAIRE

    Anna Torres; Tammo Bijmolt

    2005-01-01

    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 ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach,...

  1. Using the Package to Influence Consumers' Choice of Brand : A Study on the Effect of Package Communication Claims on Propensity to Switch Brand

    OpenAIRE

    Håkansson, Nathalie; Kvarnström, Elin; Nilsson, Emmelie

    2014-01-01

    As consumers walk through the grocery store they encounter a vast range of products. In this setting information printed on food packages play a role in consumer decision making. One way of influencing consumer behaviour is by using package panels where detailed communication claims can be placed. This study investigates the effect of package communication claims on propensity to switch brand through quantitative research design. Variations among consumer of private label brands versus consum...

  2. Does Stock Market value Brands?

    OpenAIRE

    Eleftheriadou, Despoina

    2007-01-01

    This dissertation tries to explore how the brand as an intangible asset impacts on the Market Value of the firm. Using a sample of 193 British firms and their Stock price of the year 2003, we tried to identify if the Stock Market value brands. According to the theoretical review and research results, each brand creates a different brand impact in consumer behaviour and in turn in Stock Market reaction. However, the Stock Market it seems that really values brand assets, firstly directly throug...

  3. —Competitive Brand Salience

    OpenAIRE

    Ralf van der Lans; Rik Pieters; Michel Wedel

    2008-01-01

    Brand salience—the extent to which a brand visually stands out from its competitors—is vital in competing on the shelf, yet is not easy to achieve in practice. This study proposes a methodology to determine the competitive salience of brands, based on a model of visual search and eye-movement recordings collected during a brand search experiment. We estimate brand salience at the point of purchase, based on perceptual features (color, luminance, edges) and how these are influenced by consumer...

  4. BRAND COMMUNICATION ON SOCIAL NETWORKS

    Directory of Open Access Journals (Sweden)

    Otilia-Elena PLATON

    2015-07-01

    Full Text Available The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.

  5. 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. PMID:10528585

  6. 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...

  7. 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...

  8. The House Brand

    Science.gov (United States)

    Circle, Alison; Bierman, Kerry

    2009-01-01

    The days when marketing was thought to be posters and fliers is over. In today's world, marketing is at the core of every transaction, from checkout and customer interaction to story times and buildings themselves. A brand is a promise one makes to his or her customer, and a promise that is unified, consistent, and believable can help ensure that…

  9. 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...

  10. 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.

  11. Changing the Tide: the Campaign to Re-Brand Amsterdam

    OpenAIRE

    Kavaratzis, Mihalis; Ashworth, G J

    2006-01-01

    The re-branding of places whose existing brand image has become for various reasons inappropriate or ineffective poses particular challenges to the marketing of major multifunctional cities. The position of Amsterdam as the national cultural capital and major international cultural centre has for some time been threatened by a sharpening of competition from other cities both within and outside the Netherlands and by social and economic trends within the city that have seriously undermined the...

  12. Employer brand development measuring organizational attractiveness in higher education institutions

    OpenAIRE

    Bendaravičienė, Rita

    2014-01-01

    Dissertation offers a methodological contribution to empirical studies on employer branding in higher education, exploring a framework for employer brand development. The Organizational Attractiveness Extraction Scale (OAES) was developed and a national study of organizational attractiveness as an employer in 19 Lithuanian higher education institutions (N = 1105) was carried out allowing: to identify the prevailing model of human resource management systems in HEIs; to extract unique employme...

  13. 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...

  14. 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 ...

  15. 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...

  16. 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. PMID:10662002

  17. 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.

  18. 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

  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. Brand Identity & Brand Image : A case study of Apotek Hjärtat

    OpenAIRE

    Rosengren, Alexandra; Standoft, Andrea; Sundbrandt, Ann

    2010-01-01

    Background: The Swedish pharmaceutical retailing market was re-regulated in February 2010, which enabled competition. Hence, it has now become important to stand out through having a strong brand. In order for a brand to be strong, the brand identity and the brand image need to be congruent. This study investigates brand awareness, brand identity and brand image in the biggest newly established pharmaceutical retailing company, Apotek Hjärtat. Since brand develops over time, the researchers b...

  1. PROPENSITY TO CUSTOMER SWITCHING: A REVIEW ON APPAREL STORES

    Directory of Open Access Journals (Sweden)

    Chaminda Karunaratna

    2015-12-01

    Full Text Available In the contemporary marketplace, customer switching has become a popularly addressed phenomenon. This study endeavoured to provide an approach to understand the customer switching behaviour and identify the major factors which influence customer switching in apparel stores. Clothing has become a major requirement for each and every customer in this modern society. Customers use their preferred brand, material and style etc. and become loyal to particular apparel store/s where they can enjoy the expected benefits in choosing preferred clothing items. However, customers may switch their apparel stores due to various reasons. Even though many clothing brands at different quality and price levels are available, many customers still switch among different apparel stores. In the field of apparel industry, researchers have put more weight on the fashion clothing, nature of purchasing decisions, and clothing brand loyalty etc. Howeevr, the research studies which focus on customer switching is scarce.Therefore, this study attempts to study the factors which cause customer switching in appreal stores. The survey method was adopted as the main research method to conduct the study. The sample consisted of 300 customers who were met at their visits to textile shops in the city of Matara in Sri Lanka. An exploratory factor analysis was employed to identify the major factors of customer switching. According to the results of the exploratory factor analysis, five major factors such as inferior quality, unavailability, service failure, stressful atmosphere and high price were identified as the major factors which influence the switching decision in retail apparel store.

  2. 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. PMID:24499473

  3. Investigating the Customer Loyalty Model in the Chain Stores of Iran

    OpenAIRE

    Ali Sanayei; Alireza Haddadian; Amirhossein Bagherieh

    2015-01-01

    The purpose of this paper is to investigate customer loyalty model for the chain stores of Iran according to factors include perceived value, customer satisfaction, perceived quality, store image, customer relationship, perceived equity, trust and store atmosphere as preconditions of loyalty and brand preference, repurchase intention, word of mouth referral and expected switching cost as consequences of customer loyalty. This study is applied research and descriptive - correlation in terms of...

  4. Branding Higher Education: Illusion or Reality?

    Science.gov (United States)

    Temple, Paul

    2006-01-01

    It seems difficult to have a discussion about anything in a university or college today that does not involve branding: "what does this say about our brand?", "how is our brand perceived?", "what are our brand values?", and "are we living the brand?" (according to the American Marketing Association, this means "aligning actions with your Brand…

  5. 27 CFR 7.23 - Brand names.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 7.23 Section... Beverages § 7.23 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand name, then the name of the person required to appear on the brand label shall be deemed...

  6. Customer relationship management for brand commitment and brand loyalty

    OpenAIRE

    Wali, Andy Fred; Wright, Len Tiu; Uduma, Idika Awa

    2015-01-01

    This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuan...

  7. Brand Heritage : Helping Strengthen the Brand Identity of Husqvarna Motorcycles

    OpenAIRE

    Gårdh, Victor

    2009-01-01

    Abstract: Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity. Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic to...

  8. Contribution of Student Brand Manager to brand awareness

    OpenAIRE

    Janík, Dan

    2011-01-01

    The work focuses on all aspects related to the position of Student Brand Manager and marketing research, which is intended to support the claim of the benefits of Student Brand Manager in the university town. The work includes theoretical basis for understanding this topic and is dedicated to the description of Red Bull, with emphasis on analysis of all positions with which Student Brand Manager comes during their work in contact, so as to make clear his position within the marketing structur...

  9. Brand management and research of Brand Name Škoda

    OpenAIRE

    SLÁMA, Tomáš

    2010-01-01

    The aim of this thesis is was to perform a marketing research in the area of the possibilities of car purchase repetiveness of the brand Škoda and to design actions to improve and to strengthen the brand loyalty. The data needed for this thesis were collected by the means of the online field-research. The suggested means of the brand loyalty improvement are result of the data output of the research.

  10. The Birth of Brand: 4000 Years of Branding History

    OpenAIRE

    Moore, Karl; Reid, Susan

    2008-01-01

    This paper seeks to show that brands are as old as civilization. It derives evidence of branding, in various forms, from important historical periods beginning 2250 BCE in the Indus Valley through to 300 BCE Greece. This evidence is compared with modern research directed toward developing a meaning of “brand”. We observe a gradual transition from a more utilitarian provision of information regarding origins and quality to the addition of more complex brand image characteristics over time. Inc...

  11. A Two-State Model of Purchase Incidence and Brand Choice

    OpenAIRE

    Randolph E. Bucklin; James M. Lattin

    1991-01-01

    The authors develop and test a probabilistic model of purchase incidence and brand choice for frequently purchased consumer products. The model incorporates two ways of shopping in a category. Shoppers who have planned their purchasing (made a decision before entering the store) do not process in-store information and show no response to point-of-purchase promotions. Consumers who have not planned their purchasing in a category (deciding at the point of purchase) may process in-store informat...

  12. BRAND program complex

    International Nuclear Information System (INIS)

    A description is given of the structure, input procedure and recording rules of initial data for the BRAND programme complex intended for the Monte Carlo simulation of neutron physics experiments. The BRAND complex ideology is based on non-analogous simulation of the neutron and photon transport process (statistic weights are used, absorption and escape of particles from the considered region is taken into account, shifted readouts from a coordinate part of transition nucleus density are applied, local estimations, etc. are used). The preparation of initial data for three sections is described in detail: general information for Monte Carlo calculation, source definition and data for describing the geometry of the system. The complex is to be processed with the BESM-6 computer, the basic programming lan-- guage is FORTRAN, volume - more than 8000 operators

  13. ENTREVISTA A STANLEY BRANDES

    Directory of Open Access Journals (Sweden)

    Sergio D. López

    2005-01-01

    Full Text Available Stanley Brandes es historiador y doctor en antropología por la Universidad de Berkeley (California. Apasionado del trabajo de campo, ha investigado en México, España, Guatemala y Estados Unidos. Al igual que Pitt-Rivers, John Corbin, James W. Fernandez o Davyd Greenwood, Brandes pertenece a un grupo de antropólogos procedentes de Estados Unidos y otros países de América que fueron pioneros en el estudio de los pueblos de España después de la guerra civil y durante la etapa franquista. Tras la imagen de un curtido profesor, profundo conocedor de diversas culturas y estilos de vida entre América y Europa, también pudimos descubrir a una persona cálida, cercana, amante de la buena charla y con un inagotable sentido del buen humor.

  14. 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...

  15. GEORG BRANDES AND THE MODERN PROJECT

    Directory of Open Access Journals (Sweden)

    Jørgen Veisland

    2011-01-01

    Full Text Available Georg Brandes’ lecture series on The Main Tendencies in 19th Century Literature was initiated in 1871 and consists of a number of innovative interpretations of European literature. Brandes’ interpretations exemplify his interest in the ideals of the Enlightenment: knowledge, liberation, progress and free thought. The lecture series traces a dialectical movement in European literature, described by Brandes as a dialectics between revolution and liberalism on one hand and conservatism and reactionary tendencies on the other. Brandes includes a dialectics between home, i.e. Danishness, and the ‘foreign’; he opens up a dialogue between nationalism and internationalism with the intention of almost literally placing Europe in Denmark and vice versa. The future was going to be realized in the present. Georg Brandes tried to persuade the young writers of Scandinavia to adopt liberalism and naturalism in their novels and dramas, which some of them proceeded to do, convinced as they were that Brandes’ ideas regarding a new ‘debate’, moral and political, in literature, were right. However, they failed to implement these ideas as we can see by a reading of, for example, Jens Peter Jacobsen’s Niels Lyhne (1880; Henrik Ibsen’s Rosmersholm (1886 and Henrik Pontoppidan’s Lykke-Per (1898–1904. Emanicipating the mind and liberating oneself from the reactionary forces of society turned out to be too difficult for the women and men of what Brandes himself referred to as The Modern Breakthrough. Looking at Brandes today we may conclude that he was ahead of his own time as well as ahead of ours. His ideas regarding a new internationalism and liberalism are far from being realized.

  16. 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

  17. 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...

  18. FROM CONJUNCTURAL URBAN STORYTELLING TO CITY BRANDING: AN EMPIRICAL MODEL FOR BUCHAREST

    OpenAIRE

    Florina PÎNZARU

    2012-01-01

    Academic literature, both socio-human and economic profile, approached pretty much the subject of the city brand, usually in the broader context of analysis concerning national and local brands. Despite various theoretical paradigms proposed to identify the most appropriate theoretical modeling frameworks, the city branding remains, at least in Romania, a fact unsupported in a structured and continuous way, often with disparate initiatives, conducted by various economic and social actors, but...

  19. Hybrid data storing system

    International Nuclear Information System (INIS)

    A method for improving the efficiency of data storing systems has been proposed in the paper. It has been also proposed to consider the inquiry processing model in terms of queuing theory. Criteria of the efficiency of the data storing systems have been presented

  20. 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 consumer households. T...

  1. 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.

  2. 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...

  3. An exploration study to find important factors influencing on authenticity of brand

    OpenAIRE

    Naser Azad; Elham Eghbali; Mehrnaz Moshkelati; Hamid Bagheri; Hamed Asgari

    2013-01-01

    Building an appropriate brand always makes it possible to reach better market share in competitive market. This paper presents a study to find important factors influencing the authenticity of brand. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it among 400 people who purchase regularly from chain stores in city of Tehran, Iran and collects 388 filled ones. Cronbach alpha is calculated as 0.712. In addition, Kaiser-Meyer-Olkin Measure of Sam...

  4. NIFF: Impetus to Fashion Brands

    Institute of Scientific and Technical Information of China (English)

    Nie Ting

    2009-01-01

    @@ NIFF, Ningbo International Fashion Fair, as one of the most important events of Ningbo International Fashion Festival, has been held successfully 12 times, which has made great contributions to development of fashion and brands in Ningbo. Mentioning the accomplishment, brands should be brought into spotlight. Viewing Youngor and Firs as successful business model, a great many of garment enterprises in Ningbo joined the procession of establishing self-brands.

  5. Brand Loyalty- a Valuable Asset

    OpenAIRE

    Petruºcã Claudia-Ioana; Brunello Adrian

    2011-01-01

    Brand loyalty represents a significant factor which leads to the development of business competitiveness and also it is one of the most frequently implemented marketing initiatives by the practitioners. The question of how loyalty develops has been subject to an abundance of research, leading to an expansive body of literature on loyalty determinants. This article focuses on brand loyalty as an important company asset. Defining the concept and typology of brand loyalty supports practitioners ...

  6. Selling When Brand Image Matters

    OpenAIRE

    Stefan Bühler; Daniel Halbheer

    2010-01-01

    This paper studies profit-maximizing seller behavior when brand image affects consumer demand. We consider a seller facing a population of consumers with heterogeneous tastes regarding product quality and brand image. First, we analyze “active branding” by the seller through costly advertising. Our analysis shows that advertising, price and profits are all increasing in the average valuation of brand image in the population. Second, we examine the role of “passive branding” emanating from the...

  7. An Analysis of Brand Selection

    OpenAIRE

    Kazuhiro Takeyasu†; Yuki Higuchi

    2013-01-01

    It is often observed that consumers select upper class brand when they buy next time. Suppose that former buying data and current buying data are gathered. Also suppose that upper brand is located upper in the variable array. Then the transition matrix becomes upper triangular matrix under the supposition that former buying variables are set input and current buying variables are set output. Takeyasu et al. analyzed the brand selection and its matrix structure before. In that paper, products ...

  8. Branding media with event marketing

    OpenAIRE

    Tuppurainen, Laura

    2015-01-01

    Media branding has been receiving increasing academic attention in recent years. Competition for audiences and advertisers has increased with the fragmentation of the media field into more niche providers. Media branding is recognized as a means to create competitive advantage in this highly competitive field. Event marketing is regarded as an effective way of creating engagement around brands, and some media companies of today have incorporated event marketing into their media sales strategy...

  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. PMID:15449860

  10. BRAND COMMUNICATION ON SOCIAL NETWORKS

    OpenAIRE

    Otilia-Elena PLATON

    2015-01-01

    The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to prese...

  11. THE EFFECT OF PERCEIVED BENEFITS, TRUST, QUALITY, BRAND AWARENESS/ASSOCIATIONS AND BRAND LOYALTY ON INTERNET BANKING BRAND EQUITY

    OpenAIRE

    Sandra Maria Correia Loureiro

    2013-01-01

    This research examines the interrelationships of trust, brand awareness/associations, perceived quality and brand loyalty in building Internet banking brand equity. The model was based on data from customers using online banking (customers of an international bank) using the PLS technique. The results suggest that perceived quality and brand loyalty are more important to explain the Internet banking brand equity than brand awareness/associations and trust. Interestingly, trust contributes onl...

  12. Marketing and Branding for SME's

    OpenAIRE

    Sheikh, Salman

    2014-01-01

    Marketing and branding goes hand in hand, many companies focus only on marketing but not branding. There is a spectrum of opinions, manage both marketing and branding in a manipulative way according to need of small medium enterprises the key. Furthermore marketing is actively promoting a product or service. It’s a push tactic. It’s pushing out a message to get sales results while brand is strategic approach what precisely is left behind in the sub-conscious of people about the company or a ...

  13. 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...... 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...

  14. BASF Announces New Brand:Polyurethane Solutions

    Institute of Scientific and Technical Information of China (English)

    2009-01-01

    The BASF brand is about to become more visible now for BASF’s polyurethane customers all over the world. With the launch of the new Polyurethane Solutions brand and associated harmonization of branding across European affiliates

  15. 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...... to the marketing of the brand." The branding literature mentions many important aspects, factors, issues, brand requirements, steps, building blocks or guidelines for building strong brands. However, these are all quite general and abstract. Given the substantial body of literature on branding, surprisingly few...... 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...

  16. The Simple Economics of Brand Stretching

    OpenAIRE

    Lynne M. Pepall

    2002-01-01

    We analyze brand stretchingthe extension of a successful brand label from an initial home market to a different product lineusing a model that assumes that brand identity is a complementary feature that enhances consumer willingness to pay. Our analysis implies a pattern of brand-stretching entry in which (1) firms with strong brand identities may prefer to extend their brands to markets that are "far" from their original product line, and (2) fragmented or unconcentrated markets with no stro...

  17. The concept of brand blogging community

    OpenAIRE

    Niemi, Silja

    2015-01-01

    Objective: The objective of this thesis is to introduce the idea of brand blogging community. Brand blogging community is identified as an online brand community, where bloggers, brand representatives, and readers act together and commonly form a community that produces blog content. This thesis contributes to a research gap in brand community research, and aims to complement the research field by establishing a lacking definition for this specific type of brand community. The research de...

  18. Branding Music Finland : Creating a new brand identity from two existing brands

    OpenAIRE

    Jukarainen, Tina

    2012-01-01

    During 2012, Music Export Finland and the Finnish Music Information Center Fimic merged into Music Finland. The strategy for the new organization was finished in November 2012, and during the strategy process, this research was conducted to support the building of Music Finland’s brand identity, which will be based on two existing brands. Although brands are often seen as marketing tools and as a part of the strategy of commercial companies, their function among associations is to reduce risk...

  19. 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...

  20. 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