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...

  2. 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....

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

    Directory of Open Access Journals (Sweden)

    Shun Shindo

    2014-01-01

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

  4. 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.

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

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros

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

  6. Retail brand architecture and consumer store loyalty

    DEFF Research Database (Denmark)

    Brunsø, Karen; Grunert, Klaus G.

    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...

  7. Nation branding and sustainable competitiveness of nations

    OpenAIRE

    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 branding to achieve sustainable competitiveness of nations. Focusing on performance in nation branding, the dissertation develops a brand management model towards a systematic and strategic applicati...

  8. 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.

  9. 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

  10. 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.

  11. Consumer evaluations of store brands: effects of store image and product attributes

    OpenAIRE

    Semeijn, J.; van Riel, A.C.R.; Ambrosini, A.B.

    2003-01-01

    Store brands have grown in importance. Large numbers of products carrying a store label have been introduced in recent years, with varying degrees of success. It appears that retailers pay little attention to the multiple risks associated with adding new product categories to their store labels. In this study we investigate how attributes of store and product affect consumer evaluations of store branded products. A structural model is developed and tested, indicating the likelihood of success...

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

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros; Fotopoulos, Christos

    , while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004). The objective of the work is to investigate...... the potential existence of differences in the loyalty behavior between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above escribed objective, panel data...... 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...

  13. 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...

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

    OpenAIRE

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

    2014-01-01

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

  15. Nation branding Slovenskej republiky od roku 1993

    OpenAIRE

    2011-01-01

    Master thesis applies concepts of nation branding and public diplomacy on a case study of the brand of Slovak republic, which has been developed since 1993. Author is pointing out the significance of having a nation branding strategy, which helps the country to acheive its foreign policy goals. At the same time author points out, that foreign policy itself influences the country brand. In a case study of Slovak republic, author evaluates its brand in international relations and suggests recom...

  16. 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.

  17. 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 fashion......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...

  18. 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.

  19. 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...

  20. 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.

  1. 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

  2. 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.

  3. 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

  4. 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.

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

    NARCIS (Netherlands)

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

    2004-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Henrik Merkelsen

    2015-12-01

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

  7. 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.

  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 con......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...

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

    Science.gov (United States)

    Sigurdsson, Valdimar; Saevarsson, Hugi; Foxall, Gordon

    2009-01-01

    An in-store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior. PMID:20190939

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

    Directory of Open Access Journals (Sweden)

    Nuril Huda

    2016-04-01

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

  11. Translating public diplomacy and nation branding in Scandinavia

    DEFF Research Database (Denmark)

    Cassinger, Cecilia; Merkelsen, Henrik; Eksell, Jörgen;

    2016-01-01

    Nation branding has been criticised for leading to the homogenisation and depoliticisation of national interest and identity. This study examines the politics of nation branding in relation to its configuration with public diplomacy and the institutional policy context in which they are embedded....... Informed by Scandinavian institutionalism and the analytical concept of translation, the study reveals that the way that nation branding relates to public diplomacy within an institutional context sets the frame for its politicisation. Translation enables the understanding of nation branding as a dynamic...... process of becoming that unfolds in relation to time and place. The research contributes to a more nuanced view on nation branding in presenting its toolbox practices as less determined by a corporate marketing logic. Despite the uniformity that allegedly characterises nation branding practices...

  12. 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...

  13. 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.

  14. 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.

  15. The risks of nation branding as crisis response

    DEFF Research Database (Denmark)

    Rasmussen, Rasmus Kjærgaard; Merkelsen, Henrik

    2014-01-01

    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...... 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...

  16. 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…

  17. 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 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 < 0.001) on pork (37.3%) and turkey products (48.1%). Chicken (20.4%) and turkey products (20.7%) were most (P < 0.001) likely to have the cooking instructions printed on the packaging material compared with all other species. Labels with nutritional information were most (P < 0.001) likely to be found on turkey products (55.7%) in the fresh meat case compared with any other species. On the national level, 6.1% of all packages reported in the fresh meat case in 2004 were value-added.

  18. 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”.

  19. 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...

  20. 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

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

    OpenAIRE

    Běhounková, Klára

    2011-01-01

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

  2. 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....

  3. (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.

  4. Win-Win Strategies at Discount Stores

    NARCIS (Netherlands)

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

    2005-01-01

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

  5. 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.

  6. 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....

  7. The brand equity of the Lib Dems in the 2010 \\ud general election: A national and local perspective

    OpenAIRE

    Smith, G; Spotswood, F.

    2013-01-01

    This paper considers the Liberal Democrat party as a brand, using appropriate branding concepts to analyse the fortunes of the party during the 2010 General Election. It explains Nick Clegg as a key influence on the brand’s image nationally (the party leader as national brand spokesperson) and how the national image was moderated by Jeremy Browne (the focal constituency candidate and local brand spokesperson). The analysis then considers the effect of the subsequent Coalition Government (with...

  8. 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.

  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. 管窥现下中国时尚品牌卖场经营%Thinking About the Management of the Chinese Fashion Brand Store

    Institute of Scientific and Technical Information of China (English)

    章昀

    2014-01-01

    Starting from the Chinese market at present stage,In this article,We explore the key problem of traditional sales business mode selection,the characteristics of fashion brand,young Chinese fashion brands and stores operating. We try to help china enterprises in fashion brand management.%本文从中国现阶段销售市场出发,探究传统销售的业态选择、时尚品牌的特点、年轻的中国时尚品牌以及卖场经营关键问题。为中国企业时尚品牌经营提供帮助。

  11. 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

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

  12. Chin-ese Fashion Brand BOSIDENG Opened its First Europe:an Flagship Store in LondOn,

    Institute of Scientific and Technical Information of China (English)

    2012-01-01

    Bosideng, the largest down clothing firm in Asia with over 10,000 retail outlets, launched its multimillion pound flagship store on South Molton Street on Thursday 26 July. The store will mainly house its Autumn/Winter 2012 premium menswear collection for the European market, designed by Nick Holland and Ash Gangotra.

  13. 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.

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

    Directory of Open Access Journals (Sweden)

    Ionela-Valeria POPESCU

    2015-12-01

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

  15. 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.

  16. Discursive Brand Solidarisation

    DEFF Research Database (Denmark)

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

    2014-01-01

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

  17. 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...... at the highest level. The repeated mention of soft power has also been accompanied by a wide range of efforts to strengthen China’s image abroad. These efforts include hosting major events, such as the Olympic Games and World Expo, establishing a worldwide network of Confucius Institutes, as well as organizing...... 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...

  18. 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.

  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 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....

  20. 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…

  1. 基于“AIDA”模式的超市自有品牌商品店堂销售策略%Store sales strategies for supermarket own-brand merchandise of "AIDA" model

    Institute of Scientific and Technical Information of China (English)

    李艳松

    2012-01-01

    Developing supermarkets' own brand is the first step of the marketing strategy.The design and implementation of store marketing strategies based on the model of "AIDA" will be beneficial to protect its own brand in the terminal sales successfully.This paper formulates some targeted sales strategies.%超市开发自有品牌只是完成了营销策略的第一步。基于"AIDA"模式的店堂销售策略的设计与实施会成为自有品牌在终端销售中取得成功的有利保障。本文基于此制定了有针对性的销售策略。

  2. 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.

  3. 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 ...

  4. Brand name and generic proton pump inhibitor prescriptions in the United States: insights from the national ambulatory medical care survey (2006-2010).

    Science.gov (United States)

    Gawron, Andrew J; Feinglass, Joseph; Pandolfino, John E; Tan, Bruce K; Bove, Michiel J; Shintani-Smith, Stephanie

    2015-01-01

    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 HMO visits

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

    Directory of Open Access Journals (Sweden)

    Shahriar Azizi

    2013-03-01

    Full Text Available 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 returned. Partial Least Square method using SMART PLS software V 1.5 showed that brand-customer personality congruency has significant and positive 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, = β0.346 and brand equity (t=2.583, =β0.267, and finally brand loyalty has positive effect on brand equity (t=5.039, =β0.559. In the other hand, the results revealed that brand-customer personality congruency has no direct effect on brand loyalty. Also brand identification do not directly affects brand equity.

  6. 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。

  7. Brand Management Strategy in Services

    OpenAIRE

    Ondrušová, Petra

    2012-01-01

    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 ...

  8. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    Directory of Open Access Journals (Sweden)

    Ljiljana Stošić Mihajlović

    2013-01-01

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

  9. 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.

  10. 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.

  11. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; 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......, 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...

  12. Brand Community.

    OpenAIRE

    Muniz, Albert M, Jr; O'Guinn, Thomas C

    2001-01-01

    This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These bran...

  13. Grassroots branding.

    Science.gov (United States)

    Ferris, Michael T

    2005-04-01

    In home care and hospice, effective branding begins at the grassroots level. Historically, high-level, widespread branding initiatives have proven relatively unsuccessful in these industries, and have not delivered a positive return on investment. This is generally because in home care and hospice, branding is most successfully implemented at individual and local levels. Since an agency's "brand" is established at this personal level, relationships are the crucial keys to sales and marketing success.

  14. Brand management

    OpenAIRE

    2009-01-01

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

  15. 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…

  16. Brand management of selected brand

    OpenAIRE

    2011-01-01

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

  17. 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.

  18. 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.

  19. 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…

  20. 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...

  1. 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, ...

  2. 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 ...

  3. 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.

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

    Directory of Open Access Journals (Sweden)

    Božo Skoko

    2016-06-01

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

  5. 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…

  6. 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.

  7. Tainted Brands

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    International brand names are losing their luster in China following product quality scandals and consumer service confusion Feng Yan, a white collar worker in Beijing, is passionate about luxurious brands. From handbags to household electrical appliances, she prefers paying more for world-famous names than buying cheaper goods by unknown manufacturer.

  8. 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....

  9. 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

  10. 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.

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

    Directory of Open Access Journals (Sweden)

    Mark Carnall

    2007-11-01

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

  12. 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

  13. [Recommendations on using refuge pools to store irrigation water on Bowdoin National Wildlife Reufge

    Data.gov (United States)

    US Fish and Wildlife Service, Department of the Interior — This letter is recommendations, from the Northern Prairie Wildlife Research Center, are from a site visit to Bowdoin National Wildlife Refuge (NWR) to discuss water...

  14. 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...

  15. 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-

  16. 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.

  17. 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.

  18. 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...... that promote brand citizenship behaviours. This study advances destination brand management theory and provides practical insights into destination brand management practices....

  19. 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

  20. 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…

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

    DEFF Research Database (Denmark)

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

    2015-01-01

    Consumer store switching behaviour – going to another store to buy an item that is out-of-stock – is often considered to be associated with high brand loyalty in combination with low store loyalty, making a study of the causes for such behaviour highly important to both store and brand managers...

  2. 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...

  3. 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.

  4. 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...

  5. Take turns or march in sync? : Impact of the national brand promotion calendar on manufacturer and retailer performance

    NARCIS (Netherlands)

    Guyt, J.Y.; Gijsbrechts, E.

    2014-01-01

    Featured price cuts are a popular tool among brand-manufacturers and retailers. Yet, there is growing concern about the net sales and revenue gains from these promotions, as retailers and manufacturers may simply be subsidizing consumers that shop around. This notion has placed the (co-) occurrence

  6. 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.

  7. Brands & Channels

    Institute of Scientific and Technical Information of China (English)

    Alice Yang

    2009-01-01

    @@ "Brands" and "Channels" are the two most important things in Ku-Hai Chen's eyes when doing business with Main-land China. Ku-Hai Chen, Executive Director of the International Trade Institute of Taiwan External Trade Development Council (TAITRA), flies frequently between Chinese Taipei and Mainland China, and was in Beijing earlier this month for his seminar.

  8. 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...

  9. 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...

  10. 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.

  11. 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....

  12. 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…

  13. Place Branding in Systems of Place

    DEFF Research Database (Denmark)

    2015-01-01

    – 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......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...... been observed to differ in various ways. A key characteristic of this difference is the possibility of a company brand of being created from scratch and having its associations and characteristics carefully tailored to suit the needs of its authors. While the control of a company brand can easily...

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

    Directory of Open Access Journals (Sweden)

    Mark Pennington

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

  15. The effect of sales promotions characteristics on brand equity

    Directory of Open Access Journals (Sweden)

    Bahram Jabarzadeh Karbasi

    2014-09-01

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

  16. 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 ...

  17. 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...

  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. What's in a name? The moderating role of public self-consciousness on the relation between brand label and brand preference.

    Science.gov (United States)

    Bushman, B J

    1993-10-01

    Products with bargain-brand labels are generally considered to be cheap or inferior in comparison with products with national brand labels. Publicly self-conscious individuals might accept products with national brand labels and reject products with bargain brand labels to enhance their public images. A field experiment was conducted to test this hypothesis. Three hundred twenty adults, frequenting public locations, tasted and rated either national brand or bargain brand peanut butters that had either national brand or bargain brand labels. They also completed the Public Self-Consciousness scale (A. Fenigstein, M. F. Scheier, & A. H. Buss, 1975). Ratings of products with national brand labels were expected to be positively correlated with level of public self-consciousness, whereas ratings of products with bargain brand labels were expected to be negatively correlated with level of public self-consciousness. The author's results confirmed both predictions.

  20. Branding Atrocity

    DEFF Research Database (Denmark)

    Muhr, Sara Louise; Rehn, Alf

    2014-01-01

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

  1. 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.

  2. 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...

  3. 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.

  4. Intended Brand Associations

    DEFF Research Database (Denmark)

    Koll, Oliver; von Wallpach, Sylvia

    2014-01-01

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

  5. 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。

  6. 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...

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

    Directory of Open Access Journals (Sweden)

    Desheva Gergana

    2016-10-01

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

  8. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

    the cingulate gyrus and the ventromedial prefrontal cortex, as measured by a functional magnetic resonance imaging (fMRI) study; (2) novel brands are associated with longer choice response latency than familiar brands; and (3) positive mood enhances response latency of choosing novel brands compared to familiar......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...... brands....

  9. 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.

  10. 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......Can Citizen Consumers Make a Difference? DIIS researcher contributes to a Boston Review - New Democracy Forum In the current issue of Boston Review (November/December 2011), contributors to a ‘New Democracy Forum’ debate whether Citizen Consumers can make a difference in stimulating responsible...

  11. Brand Africa

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Tahsinur Rahman Shihan

    2016-07-01

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

  13. 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.

  14. 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。

  15. 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.

  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...

  17. 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.

  18. Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate

    OpenAIRE

    Silden, Sandra Emilie; Skeie, Malin Elida

    2015-01-01

    There has been an increase in consumer research on consumer-brand relationships, specifically positive relationship between the consumer and brands. This thesis tries to shed light on a topic that has received less attention, though highly related, namely brand hate. Study 1 was conducted in order to investigate an antecedent to brand hate, building on the fact that love for a competing brand can cause brand hate. To our knowledge this topic has not been examined before. However, a line of re...

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

    DEFF Research Database (Denmark)

    Zielke, Stephan; Komor, Marcin

    2015-01-01

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

  20. 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.

  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. 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…

  3. Where is the Brand?

    DEFF Research Database (Denmark)

    Jones, Richard Ian; Rygaard Jonas, Louise

    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......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...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralise...

  4. 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.

  5. 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.

  6. 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.

  7. 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.

    2015-01-01

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

  8. 中国老字号企业连锁经营模式研究——以全聚德为例%A Study on Chinese Time-honored Brand Enterprise's Chain Store Operation Model Based on Quanjude Case Study

    Institute of Scientific and Technical Information of China (English)

    张永; 张浩

    2012-01-01

    以全聚德为研究对象,采用案例分析的方法,具体分析标准化管理、连锁店的控制、营销模式和资本运作等关键点,研究了全聚德实行连锁经营的经验和不足,为老字号企业的成长模式提供一定的借鉴.%This research discuss the detailed information about the achievements and shortages of this company via the analysis of standardized management, the control of chain stores, the marketing models, the capital operation and other key issues. Then, based on the studies of QunJuDe's experiences, this research provides the reasonable recommendations for the development of Chinese time-honored brand enterprises.

  9. 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.

  10. 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.

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

    DEFF Research Database (Denmark)

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

    to investigate. Consumers, brand owners and retail designers perceive the environments differently and methods for testing the effects on the specific consumers would be useful. This paper describes an experiment run in a men’s fashion store holding three sub-brands, each displayed in separate rooms, which were...

  12. Peran Branding dan Desain dalam Usaha Pencitraan Identitas Bangsa

    OpenAIRE

    Liliek Adelina Suhardjono

    2015-01-01

    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 ...

  13. The brand architecture of grocery retailers

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino; Esbjerg, Lars

    2009-01-01

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

  14. 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...

  15. 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.

  16. 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.

  17. 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.

  18. Investigating cross-category brand loyalty behavior in FMCG

    DEFF Research Database (Denmark)

    Boztug, Yasemin; Hildebrandt, Lutz; Silberhorn, Nadja

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

  19. Branding and digital analytics

    OpenAIRE

    Borel, L.-H.; Christodoulides, George

    2016-01-01

    Book synopsis: \\ud \\ud The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers.\\ud \\ud Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas o...

  20. Branding your medical practice.

    Science.gov (United States)

    Maley, Catherine; Baum, Neil

    2010-01-01

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

  1. Millennials brand awareness

    OpenAIRE

    Capelo, Inês Ribeiro dos Santos

    2014-01-01

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

  2. 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…

  3. 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.

  4. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

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

    2016-01-01

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

  5. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

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

    2016-01-01

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

  6. 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。

  7. HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

    Directory of Open Access Journals (Sweden)

    M. Țichindelean

    2015-06-01

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

  8. 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.

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

    Directory of Open Access Journals (Sweden)

    Mehlika Toy

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

  10. 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

  11. 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...

  12. 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".

  13. 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?   

  14. 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.

  15. The Pragmatics of Branding

    DEFF Research Database (Denmark)

    Hatch, Mary Jo

    2012-01-01

    This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and imagination to reveal...... the role beauty plays alongside usefulness in defining and refining brand image and meaning. Design/methodology/approach: Dewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings...... with appreciation of how beauty empowers them to attract users. Research limitations/implications: Seven dialectical tensions featured in Dewey's theory are identified and developed into holistic propositions for the future study of brands and branding: beauty/usefulness, act/object, inner/outer material, private...

  16. 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....

  17. 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....

  18. 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

  19. 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.

  20. 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。

  1. 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.

  2. 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.

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

    Directory of Open Access Journals (Sweden)

    Liezl-Marié Kruger

    2013-02-01

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

  4. AN OVERVIEW OF BRANDING STRATEGIES

    Directory of Open Access Journals (Sweden)

    Ebru SÖNMEZ

    2010-06-01

    Full Text Available Brand strategies, a broad range of products which is of great importance for businesses. On account of this in this study, the literature covered in brand strategies, examining, Aaker and Joachimsthaler in 1997 Kapferer developed brand strategy based on creating the brand relationship spectrum is discussed. Aaker and Joachimsthaler, presented four options in terms of brand strategies. These four options; the house of brands, enorsed brand, subbrands and branded house strategy. Morever, brand of these four strategies are examined in nine sub-categories.

  5. 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.

  6. A Semiotic Note on Branding

    DEFF Research Database (Denmark)

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

    2008-01-01

    This paper investigates how the pragmatic semiotics of C.S. Peirce can be used as a way of analyzing brands as signs, containing emotional elements that can establish brand communities and branding as the process of establishing brand communities. During the branding process the values, which we...

  7. 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.

  8. 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...

  9. 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. ...

  10. 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

  11. 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.

  12. 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.

  13. Understanding place brands as collective and territorial development processes

    OpenAIRE

    Donner, M.I.M.

    2016-01-01

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

  14. Branded as a World Heritage city

    DEFF Research Database (Denmark)

    Shevren, Lai; Ooi, Can-Seng

    2015-01-01

    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...... 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...

  15. 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...

  16. Branding a family business

    OpenAIRE

    Pohjola, Matti

    2016-01-01

    This master’s thesis main object was to understand better the very little researched topic: branding a family business. The main aim was to seek the values used behind family business that are the family values used in the brand and how the branding has been implemented in a family company. A qualitative method was chosen for this research for an interpretative analysis of the subject. Five family companies were chosen for the interviews. All these family companies are known Fi...

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

    DEFF Research Database (Denmark)

    Andreasen, Kristian Emil; Tambo, Torben

    2012-01-01

    Concept store development needs to be consistent with brand design guidelines, but also adapted to appeal to local conditions, building premises, and demographical preconditions. Visual appearance and consumer experience are assumed to be the fundamental factors. Store development processes...... will typically involve engagement from franchisers, landlord, chain management, visual merchandisers, architects and construction specialists. In this paper a system is presented and discussed for electronic modeling of concept store. The system is based on principles of computer games, gamification, to let...... for global manufacturers and brand owners who wants to roll out concept stores globally as individual stores in malls, high street or theme parks, or as shop-in-shops in department stores. Key theory applies to gamification emphasizing on personal reward systems, experience of achievement, sense...

  18. 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

  19. Branding McJobs

    DEFF Research Database (Denmark)

    Noppeney, Claus; Endrissat, Nada; Kärreman, Dan

    Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical...... oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees...... of employer branding....

  20. 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.

  1. 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).

  2. Brand Relationships 2.0

    DEFF Research Database (Denmark)

    Ringberg, Torsten; Bjerregaard, Stine

    Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well...

  3. 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

  4. 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.

  5. 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.

  6. 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 ...

  7. 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.

  8. Brands savner fotostil

    DEFF Research Database (Denmark)

    Risager Rasmussen, Ulla

    2016-01-01

    Logo, typografi, det 5. element og farver repræsenterer det visuelle udtryk for et brand, det ved vi. Vi ved også at billeder er et uhyre vigtigt virkemiddel i markeds- føringen af produkter, oplevelser og services. Alligevel mangler mange brand guidelines en definition af billedkoncept og fotostil....

  9. 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.

  10. 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...

  11. Branded content infantil

    Directory of Open Access Journals (Sweden)

    Raúl RODRÍGUEZ-FERRÁNDIZ

    2017-01-01

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

  12. Revitalizing brands and brand : Essays on Brand and Brand Portfolio Management Strategies

    NARCIS (Netherlands)

    B.E. Depecik (Baris)

    2016-01-01

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

  13. Judgments of brand similarity

    NARCIS (Netherlands)

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

    1998-01-01

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

  14. 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......, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands. Research limitations/implications: The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real...... world. Practical implications: Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts. Originality/value: The paper is innovative in isolating the effect of dimensions of retailer brand architecture...

  15. Brand Meaning and Virtual Brand Community Amongst Teenagers: A Study of the IPod Brand

    OpenAIRE

    Wiedemann, Katharina

    2006-01-01

    Research on symbolic brand meaning and brand community has so far been limited to the adult population. No research has been conducted concerning the existence or characteristics of brand community amongst the adolescent population. Moreover, very little is known about virtual communities, and research on virtual brand communities of adolescents remains nonexistent to this day. Given the positive implications of brand meaning and brand community to the marketer, and the increasing economic im...

  16. 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...

  17. 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.

  18. 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…

  19. 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…

  20. 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.

  1. 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.

  2. 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

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

    NARCIS (Netherlands)

    Bouten, L.M.

    2010-01-01

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

  4. The effects of service brand dimensions on brand loyalty

    DEFF Research Database (Denmark)

    Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

    2014-01-01

    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......The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers’ evaluation of various service brand dimensions and communication, and test...... communication elements directly and significantly shaped customers’ perceptions of the various brand dimensions and their overall attitude towards the brand....

  5. ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

    Directory of Open Access Journals (Sweden)

    Cătălin Mihail BARBU

    2016-11-01

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

  6. 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.

  7. 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...

  8. Storing Blood Cells

    Science.gov (United States)

    1976-01-01

    The National Cancer Institute worked with Goddard Space Flight Center to propose a solution to the blood-cell freezing problem. White blood cells and bone marrow are stored for future use by leukemia patients as a result of Goddard and Jet Propulsion Laboratory expertise in electronics and cryogenics. White blood cell and bone marrow bank established using freezing unit. Freezing unit monitors temperature of cells themselves. Thermocouple placed against polyethylene container relays temperature signals to an electronic system which controls small heaters located outside container. Heaters allow liquid nitrogen to circulate at constant temperature and maintain consistent freezing rate. Ability to freeze, store, and thaw white cells and bone marrow without damage is important in leukemia treatment.

  9. Image of Luxury Brands

    Directory of Open Access Journals (Sweden)

    Mónica Díaz-Bustamante

    2016-04-01

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

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

    OpenAIRE

    Schivinski, B; Dabrowski, D

    2015-01-01

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

  11. Brand as an intangible asset

    OpenAIRE

    Shigina Natalya Sergeevna

    2012-01-01

    Purpose - determine the place and role of brand intangible assets. Methodology - investigations are analytical in nature. Results - the analysis of influence of the brand on a reputation for enterprise approaches to the evaluation of the brand as an asset, specify the value of the brand should be reflected in the balance sheet. Practical implications - these studies can be useful for any enterprise.

  12. 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...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralised....

  13. 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....

  14. Brand Management Nowadays

    OpenAIRE

    Silvia Delia OLARU; Gurgu, Elena

    2010-01-01

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

  15. Building Brands Together

    DEFF Research Database (Denmark)

    Ind, Nicholas; Iglesias, Oriol; Schultz, Majken

    2013-01-01

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

  16. Nonprofit brand strength’s moderational role

    Directory of Open Access Journals (Sweden)

    Walter Wymer

    2015-03-01

    Full Text Available 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 perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents and marketing outcomes (consequents. Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.

  17. 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.

  18. 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...

  19. 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.

  20. 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.

  1. 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...

  2. Biofouling and biodeterioration in materials stored at the Historical Archive of the Museum of La Plata, Argentine and at the National Archive of the Republic of Cuba.

    Science.gov (United States)

    Guiamet, Patricia; Borrego, Sofía; Lavin, Paola; Perdomo, Ivette; de Saravia, Sandra Gómez

    2011-07-01

    The aims of this paper were to study the biofouling and biodeterioration of photos and maps stored at Historical Archive of the Museum of La Plata (HAMP), Argentine, and two repositories of the National Archive of Cuba Republic (NARC) and to carry out the physiological characterization of the isolated fungi and bacteria. The role of the environmental microbiota in the biofouling formation was also studied. Microbial assemblages in the air were sampled by sedimentation technique while those on documents were sampled by swabbering. Biofilm formation and biofouling were monitored by scanning electron microscope (SEM). Large microbial assemblages were found at NARC archives with the prevalence of genera Aspergillus, Cladosporium and Penicillium, whereas at HAMP these values were lower, Penicillium was the only fungal genus detected. Most of the fungi degraded cellulose and produced pigments and acids, and all of the isolated bacteria had proteolytic and/or cellulolytic activity. In all cases, a higher concentration of viable bacteria than of fungi was isolated from documents. These results correlated with bacterial values detected in air at NARC repositories. However, this correlation cannot be observed at HAMP where Aspergillus, Penicillium and Talaromyces helicus (teleomorph of Penicillium) were isolated. It is the first time that the last genus is reported in documents.

  3. 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

  4. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    2010-01-01

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

  5. Brand Wins Honors

    Institute of Scientific and Technical Information of China (English)

    Shang Lin'aiyi

    2007-01-01

    @@ On September 11th, the outcome of "China's world famous brand" assessment, conducted by General Administration of Quality Supervision & Inspection & Quarantine, was announced in Beijing. Among the three winners, Bosideng Group is the only one representing China's apparel industry.

  6. Party brands and voting

    DEFF Research Database (Denmark)

    Nielsen, Sigge Winther; Larsen, Martin Vinæs

    2014-01-01

    Some scholars argue that Western societies have seen a decreasing impact of voting behavior based on cleavages and party identifications. Equally, issue ownership voting is seemingly not increasing its relevance by filling this gap. From this departure we seek out an alternative variable by posing...... the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party...... heuristics and voting models. Next, the article measures the brand value of Danish parties by utilizing a representative association analysis. Finally, this measure is used to conduct the very first empirical analysis of a party brand's effect on voting behavior. Overall, the primary finding demonstrates...

  7. 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.

  8. 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…

  9. Black Friday = Broget Branding?

    DEFF Research Database (Denmark)

    Hansen, Heidi

    2015-01-01

    ? 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...

  10. Co-Branding between Luxury Fashion Brands and Mass Fashion Brands

    OpenAIRE

    Khaustova, Svetlana

    2012-01-01

    This master thesis investigates a relatively new phenomenon of co-branding between luxury and mass fashion brands. Through exploratory research of the fashion industry with respect to its main segments: luxury and mass fashion, specific and distinctive features of each segment are identified, in order to provide the basis for understanding the practice of fashion and the fashion branding. Further, a thorough study of co-branding in the framework of brand extension and strategic alliances iden...

  11. 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...

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

    OpenAIRE

    Motter Junior, Mario Divo

    2016-01-01

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

  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 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.

  15. 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.

  16. 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...... approach to understanding the emergence of brand identity is employed in case studies of 10 case companies reflecting both B-to-B and B-to-C companies. Findings: In all cases we see that brand identity is not a clear, enduring identity as suggested in the literature but is formed in a co-creative process...... with key stakeholders in the brand ecosystem. Brand identity underwent several transformation as the focal firm sought to balance isomorphic (market) pressures with the need for a clear and distinctive brand identity. Research limitations / implications: this research is limited by the number of case...

  17. 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.

  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. 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.

  20. 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.

  1. Sustainable Brand-Based Innovation

    DEFF Research Database (Denmark)

    Nedergaard, Nicky; Gyrd-Jones, Richard

    2013-01-01

    . On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii....... Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed.......The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation...

  2. Global brands: a brief review

    Directory of Open Access Journals (Sweden)

    Martín Hernani-Merino

    2015-12-01

    Full Text Available Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012. Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003. Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the definition from different perspectives of what it means global brands; and later, briefly analyze the research of global branding. Finally, final considerations are discussed.

  3. 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.

  4. 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...

  5. Effects of Agricultural Brand Crisis on Consumers’ Brand Attitude

    Institute of Scientific and Technical Information of China (English)

    Bixia LUO; Chong GONG; Licong CAO

    2016-01-01

    In this paper,the concept of perceived trust was adopted to investigate the relationship between brand crisis type and brand attitude; what’s more,the paper considered the moderating effect of consistency of negative word of mouth on the relationship between the aforementioned two. Empirical study results showed that compared with values-related brand crisis,performance-related brand crisis had a more significant effect on consumers’ perceived competence-based trust and there were no significant differences in the negative effects of two types of brand crisises on consumers’ perceived benevolence-based trust. In addition,consumers’ perceived competence-based and benevolence-based trust had a positive effect on brand attitude and consistency of negative word of mouth played a moderating role in the relationship between brand crisis type and brand attitude.

  6. Brand society – How brands transform management and lifestyle

    Directory of Open Access Journals (Sweden)

    Sara Brorström

    2012-01-01

    Full Text Available

    Martin Kornberger

    Brand society – How brands transform management and

    lifestyle

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

  7. 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.

  8. CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

    OpenAIRE

    Urošević, Snežana; Bruno ZAVRŠNIK

    2014-01-01

    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 whe...

  9. Understanding Consumers' In-store Visual Perception

    DEFF Research Database (Denmark)

    Clement, Jesper; Kristensen, Tore; Grønhaug, Kjell

    2013-01-01

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

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

    NARCIS (Netherlands)

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

    2016-01-01

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

  11. 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…

  12. 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

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

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2016-06-01

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

  14. Decomposing the sales promotion bump with store data

    NARCIS (Netherlands)

    van Heerde, H.J.; Leeflang, P.S.H.; Wittink, D.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 (seco

  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. 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...

  17. 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.

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

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2016-01-01

    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...

  19. Brand new authentic places

    DEFF Research Database (Denmark)

    Stender, Marie

    How are places and material surroundings ascribed with meaning when new residential neighbourhoods are designed, branded and taken into use? Existing research on housing, neighbourhoods and urban design tends to take the perspective of either the architect or the user rather than to explore...... the 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...

  20. 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...

  1. 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...

  2. 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.

  3. 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...... researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection...... of neuroscience and consumer psychology....

  4. Where will Luxury Brands Go?

    Institute of Scientific and Technical Information of China (English)

    Nie Ting

    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 manufacturers will have to reconsider this.

  5. 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 br...

  6. 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

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

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2011-11-01

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

  8. 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.

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

    Directory of Open Access Journals (Sweden)

    Pratiwi Ni Luh Putu Mira

    2015-10-01

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

  10. 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.

  11. 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.

  12. 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...

  13. 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...

  14. Building online brand perceptual map.

    Science.gov (United States)

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

    2008-10-01

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

  15. 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.

  16. STORYTELLING AND UNIVERSITY BRANDING IDENTITY

    Directory of Open Access Journals (Sweden)

    ANDREEA MONICA STATE

    2016-08-01

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

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

    NARCIS (Netherlands)

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

    2015-01-01

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

  18. 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.

  19. Are Consumer and Brand Personalities the Same?

    OpenAIRE

    Huang, H; Mitchell, V-W.; Elliott, R.

    2012-01-01

    Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer-rating methodology that focuses on each individual's perception of a brand (the brand × subject structure). The results reveal that consumers reflect th...

  20. Market Orientation as a Branding Strategy

    OpenAIRE

    Mellenius, Harriet

    2008-01-01

    This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish leading fashion retailer and an example of a brand using this strategy, is compared to three other multinational brands operating in Stockholm, Sweden, namely Topshop, Mango and United Colours of Benetton. The latter brands are known to use advertising to create brand awareness. Fashion magazine attention was used as a measure of brand awareness. Data on the brand awareness was gathered by browsin...

  1. 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.

  2. 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 ...

  3. 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...

  4. 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

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

    Directory of Open Access Journals (Sweden)

    Elia Ardyan

    2016-03-01

    Full Text Available Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1 Test the influence of brand experience on brand trust; (2 Test brand beliefs on brand loyalty; (3 Test on emotional attachment brand experience; (4 Test emotional attachment on brand trust; (5 Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1 Brand experience influenced brand trust positively and significantly; (2 The trust against a brand loyalty affect brand positively and significantly; (3 Brand experience have positive and significant effect on emotional attachment; (4 Emotional attachment affects brand trust positively and significantly; (5 Brand trust have the influence of brand loyalty positively but not significant.

  6. Badwill branding Denmark

    DEFF Research Database (Denmark)

    Mordhorst, Mads

    2016-01-01

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

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

    OpenAIRE

    Kostomarova, Viktoriya

    2015-01-01

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

  8. Brand Nostalgia and Consumers Relationships to Luxury Brands: A Continuous and Categorical Moderated Mediation Approach

    OpenAIRE

    Kessous, Aurélie; Magnoni, Fanny; Valette-Florence, Pierre

    2016-01-01

    International audience; This study investigates the role of nostalgia in the consumer-brand relationships in the luxury sector. Results indicate that the nostalgic luxury car brands (vs. futuristic luxury car brands) lead to stronger consumer-brand relationships. Moreover, brand nostalgia has a direct positive effect on brand attachment and separation distress. Brand attachment is also a partial mediator between brand nostalgia and separation distress. In addition, the influence of two modera...

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

    OpenAIRE

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

    2016-01-01

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

  10. 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...

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

    Science.gov (United States)

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

    2016-12-01

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

  12. STRATEGI PERSONAL BRANDING FOTOGRAFER HOTEL DAN RESORT

    OpenAIRE

    GUSTAFIAN, THOMAS HENRY ADRIAN

    2014-01-01

    Identitas brand menjadi masalah penting dalam lingkungan bisnis yang semakin kompleks dan penuh dengan persaingan. Salah satu cara yang dapat dilakukan seorang entrepreneur untuk menunjukkan identitas brand adalah melalui personal branding. Strategi personal branding sangat dipengaruhi oleh konsep diri dan strategi komunikasi yang dimiliki oleh seorang entrepreneur. Tulisan ini menggambarkan bagaimana strategi personal branding mempengaruhi keberhasilan seorang entrepreneur

  13. 27 CFR 5.34 - 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. 5.34 Section... Spirits § 5.34 Brand names. (a) Misleading brand names. No label shall contain any brand name, which... officer finds that such brand name (when appropriately qualified if required) conveys no...

  14. 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...

  15. Brand Management : A qualitative study on branding in a SME

    OpenAIRE

    Bergström, Karl; Landgren, Jens; Müntzing, Felix

    2010-01-01

    Purpose The purpose of this thesis is to investigate how branding is exercised in a SME and to develop a model for how SMEs can implement branding. This means that we will especially focus on aspects that are important for a SME when building and strengthening a brand.   Background When looking at the concept of brand management, the wide range of literature gives examples of corporations such as Nike, Coca-Cola, and Apple who have been successful in the field. It rarely talks about how SMEs ...

  16. 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.

  17. Determinants of Value and Satisfaction with the Consumption of a Young Fashion Brand

    Directory of Open Access Journals (Sweden)

    Elias Frederico

    2013-03-01

    Full Text Available This study aimed to identify the key determinants of value creation and satisfaction for a retail fashion brand. The existing research indicated three underlying value dimensions (utilitarian value, hedonic value, and escapism and three factors (brand, product, and store aspects affecting value creation and satisfaction. Based on this framework, a structural model was adjusted and tested with data collected from a survey with 213 brand consumers. Findings indicate that satisfaction is mediated by two value dimensions: hedonism and escapism.  The brand and store aspects are determinants of hedonic value and the product aspects are associated with escapism.  DOI: 10.5585/remark.v12i1.2476  

  18. 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

  19. 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.

  20. Branding on the Shop Floor

    DEFF Research Database (Denmark)

    Gyimóthy, Szilvia; Jonas, Louise Rygaard

    2010-01-01

    Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly...... towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures....

  1. 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.

  2. 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.

  3. 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...

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

    OpenAIRE

    Subhani, Muhammad Imtiaz; Osman, Ms. Amber

    2011-01-01

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

  5. Examining Place Branding with Aarhus

    OpenAIRE

    2014-01-01

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

  6. Brand Value - Proposed Model Danrise

    Directory of Open Access Journals (Sweden)

    Daniel Nascimento Pereira da Silva

    2011-12-01

    Full Text Available Brands have taken dominance in the strategies of enterprises once they are able to generate feelings, sensations and emotions in their clients. These values, value for the enterprises and for the brands themselves, are not measurable. A strong brand configures itself as the highest representative of an enterprise and the brand is regarded as an asset of the enterprise. The evolution of a brand, as an intangible and strategic asset, becomes more vitally important for the enterprises, as a way of maximizing the results. This need, whether of the market or the enterprises, justifies the direction of the research for this vector – the value of the brand. A main objective of the research is to present a new model of brand evaluation. This model is supported by a tangible and intangible aspects and the intangible aspect, evaluates the knowledge and capacity of their managers and workers to build a brand with value through the correct ordering of the priorities of the dimensions of the proposed model. The model was tested on the brand ‗Blue Rise.‘ 

  7. The Apple story: Spatial, functional and cultural parameters in branded architecture

    OpenAIRE

    Psathiti, C.; Sailer, K.; Palaiologou, G.

    2015-01-01

    Numerous scholars from a wide array of disciplines have discussed the way in which flagship stores establish the use of physical space as a marketing device for the embodiment of a branded organisational identity. Apple is a particularly interesting example of the way the consistent and strategic consideration of customers’ experiences can be mediated by retail space. Apple is a brand that develops careful, strategic policies to compose unique experiences for its customers and simultaneously ...

  8. 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...

  9. 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

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

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2015-04-01

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

  11. 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.

  12. Information for Stores Users

    CERN Multimedia

    Logistics Group

    2004-01-01

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

  13. The concept of brand blogging community

    OpenAIRE

    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...

  14. 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 k...

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

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Beckmann, Suzanne C.

    2013-01-01

    Cities invest large sums of money in ‘flagship projects’, with the aim of not only developing the city as such, but also changing the perceptions of the city brand towards a desired image. The city of Hamburg, Germany, is currently investing euro575 million in order to build a new symphony hall...... (Elbphilharmonie), euro400 million to develop the ‘International Architectural Fair’ and it is also considering candidature again for the ‘Olympic Games’ in 2024/2028. As assessing the image effects of such projects is rather difficult, this article introduces an improved version of the Brand Concept Map approach......, which was originally developed for product brands. An experimental design was used to first measure the Hamburg brand as such and then the changes in the brand perceptions after priming the participants (N=209) for one of the three different flagship projects. The findings reveal several important...

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

    Directory of Open Access Journals (Sweden)

    Cosmin IRIMIEŞ

    2012-10-01

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

  17. BRAND EQUITY WITHIN THE FRAMEWORK OF BRANDING CONCEPT

    Directory of Open Access Journals (Sweden)

    Hande BİLSEL ENGİN

    2016-08-01

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

  18. Building a leadership brand.

    Science.gov (United States)

    Ulrich, Dave; Smallwood, Norm

    2007-01-01

    How do some firms produce a pipeline of consistently excellent managers? Instead of concentrating merely on strengthening the skills of individuals, these companies focus on building a broad organizational leadership capability. It's what Ulrich and Smallwood--cofounders of the RBL Group, a leadership development consultancy--call a leadership brand. Organizations with leadership brands take an "outside-in" approach to executive development. They begin with a clear statement of what they want to be known for by customers and then link it with a required set of management skills. The Lexus division of Toyota, for instance, translates its tagline--"The pursuit of perfection"--into an expectation that its leaders excel at managing quality processes. The slogan of Bon Secours Health System is "Good help to those in need." It demands that its managers balance business skills with compassion and caring. The outside-in approach helps firms build a reputation for high-quality leaders whom customers trust to deliver on the company's promises. In examining 150 companies with strong leadership capabilities, the authors found that the organizations follow five strategies. First, make sure managers master the basics of leadership--for example, setting strategy and grooming talent. Second, ensure that leaders internalize customers' high expectations. Third, incorporate customer feedback into evaluations of executives. Fourth, invest in programs that help managers hone the right skills, by tapping customers to participate in such programs. Finally, track the success of efforts to build leadership bench strength over the long-term. The result is outstanding management that persists even when individual executives leave. In fact, companies with the strongest leadership brands often become "leader feeders"--firms that regularly graduate leaders who go on to head other companies.

  19. BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

    OpenAIRE

    Roxana Dumitriu

    2013-01-01

    In this paper we attempted to establish the contributions of brand elements to the brand equity. Building brand equity is realized and is based on a series of visible elements, easy to recognize and to remember by the public. A name, a symbol, a slogan are just a part of the visible elements of the brand meaning. The brand elements are a shortcut of clients’ perception regarding the brand utility and brand image, suggesting some benefices of performance and competence. The brand elements that...

  20. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    -related segments that Danish consumers are divided into, named as the Common, the Idealists and the Pragmatists. The Idealists represent the healthy segment and the Pragmatists the unhealthy one, while the Common had a moderate evaluation of health. The segments were found to differ in relation to their socio...... branding strategy for their products. In addition, it provides useful directions for the implementation of marketing and communication strategies, as well as the management of their product portfolios. Finally, from a social marketing perspective, dieticians, health professionals and policy makers may...

  1. Brand and Marketing Communication

    OpenAIRE

    Muhcina Silvia

    2012-01-01

    In the global era, building a sustainable competitive advantage it’s hard and difficult. People wants to eat and dress with distinctive products, and the producers, from reason of costs and profitability, offer goods and services which are more and more standardized, but are offered as being distinctive from the rests, and which goes in all the world’s corners. But what can determine people to make choices? Between the answers that marketers often give us is brand, that symbol which is the co...

  2. Cognitive Tools for Successful Branding

    Science.gov (United States)

    Hernandez, Lorena Perez

    2011-01-01

    This article aims to fill a gap in current studies on the semantics of branding. Through the analysis of a number of well-known international brand names, we provide ample evidence supporting the claim that a finite set of cognitive operations, such as those of domain reduction and expansion, mitigation, and strengthening, among others, can…

  3. Building brands without mass media.

    Science.gov (United States)

    Joachimsthaler, E; Aaker, D A

    1997-01-01

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

  4. Brands Beyond Good and Evil?

    DEFF Research Database (Denmark)

    Kornberger, Martin

    2014-01-01

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

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

    NARCIS (Netherlands)

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

    2011-01-01

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

  6. Brand-Building for Innovators

    Science.gov (United States)

    Sametz, Roger

    2015-01-01

    Not too many years ago, a school's brand just was. Few people used the "b" word. A college or university went about its business, became known for particular strengths and weaknesses, accrued what we would now call brand attributes over time (party school, really hard to get in to, innovative curriculum), and, through word of mouth and…

  7. Information for stores users

    CERN Multimedia

    2005-01-01

    The Farnell catalogue can now be accessed from the Material Request form on EDH in addition to the CERN Stores catalogue. Users can order Farnell equipment as well as standard Stores equipment at the same time using a single document, the EDH Materials Request form. The Materials Request form offers users items from both the internal 'Stores' catalogue and the external 'Farnell' catalogue, all of which may be ordered on the same form. The system automatically forwards orders for standard Stores equipment to the CERN Stores and those for Farnell equipment to Farnell. The delivery time is 48 hours in both cases. Requests for materials are routed for approval in accordance with the standard EDH routing procedures. Logistics Group FI Department

  8. Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

    OpenAIRE

    Nusa Petek; Maja Konecnik Ruzzier

    2013-01-01

    Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Tw...

  9. 民族性设计在国际市场品牌竞争中的作用%Study on the Role of National Designing in the International Market Brand Competition

    Institute of Scientific and Technical Information of China (English)

    杨彭

    2016-01-01

    技术专利权中的产品外观设计对消费者的影响越来越大,在传统产业升级转型中具有独特作用。文章通过对日本的产品民族化设计进行深入剖析,探讨民族本土文化应用于现代设计的迫切性和可行性,提出在我国产业升级和国际品牌形象塑造中,设计应着重对本民族文化审美进行发掘、应用,通过对中华文化独有的美学价值、传统文化精神和当代社会进行准确的接轨,以市场为准则进行筛选和发展,借助民族独有的美学魅力转换成市场的消费环节,是现在的中国设计和产业界最重要的课题。%The external design of products in the technology patent has exerted more and more influences on customers, playing a unique role in the traditional industrial upgrading and transformation. Through deep analysis of national designing of Japanese products, this paper discusses urgency and feasibility of national local culture ’s applying on the modern design. It proposes that, in the process of our country ’s industrial upgrading and the international brand image shaping, design should focus on exploring and applying the aesthetic appreciation of native national culture. By accurately integrating the unique aesthetic value and traditional cultural spirit in Chinese culture into the contemporary society, we should screen and develop it based on the market-oriented principle, and transform it into the consumption section of market with the national unique aesthetic charm. This is the most important topic in the industry of Chinese designing.

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

    NARCIS (Netherlands)

    Torres, Anna; Bijmolt, Tarnmo H. A.

    2009-01-01

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

  11. Information for stores users

    CERN Multimedia

    2006-01-01

    The Radiospares Catalogue is now accessible from the Material Request page on EDH in the same way as the CERN Stores Catalogue. This means that users can order Radiospares equipment by completing an EDH Materials Request form. N.B.: The system will automatically forward orders for standard Stores equipment to the CERN Stores and those for Radiospares equipment to Radiospares. In both cases the delivery time will be a maximum of 48 hours. Requests for materials will be routed for approval in accordance with the standard EDH routing procedures. Logistics Group FI Department

  12. INFORMATION FOR STORES USERS

    CERN Multimedia

    SPL Division

    1999-01-01

    You can now make Material Request from CERN Stores over the WEB :CERN Home/Administrative Tools/EDH/Material Requestor https://edh.cern.ch/Document/MAGVia the Stores Catalogue : CERN Home/Administrative Tools/Stores Catalogueor http://edhcat.cern.ch/In both cases, you need to enter your EDH login and password.For more details, you can consult the Quick Reference Guide on :http://edh.cern.ch/doc/quickrefguides.htmlor obtain a printed version from AIS Support at tel: 79933or e-mail to: ais.support@cern.chSPL DivisionLogistics Group

  13. 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

  14. 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

  15. An Analysis of Brand Selection

    Directory of Open Access Journals (Sweden)

    Kazuhiro Takeyasu†

    2013-09-01

    Full Text Available 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 of one genre are analyzed. In this paper, brand selection among multiple genre and its matrix structure are analyzed. Taking an automobile for example, customer brand selection from company A to B or company A to C can be made clear utilizing above stated method. We can confirm not only the preference shift among brands but also the preference shift among companies. This enables building marketing strategy for automobile company much easier. Analyzing such structure provides useful applications. Thus, this proposed approach enables to make effective marketing plan and/or establishing new brand.

  16. Studying brand loyalty in the cosmetics industry

    Directory of Open Access Journals (Sweden)

    Usman Yousaf

    2012-12-01

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

  17. Brand value as a factor of competitiveness

    OpenAIRE

    2015-01-01

    The apaper considers the approaches to definition of value of a brand. Based on analysis of brands rating in 2005–2014 by Interbrand, the author makes the conclusions about the impact of 2008 global financial crisis on the value of the top brands and defines the place of brand value in the company's competi-tiveness.

  18. Haier's Four Steps to Brand Success

    Institute of Scientific and Technical Information of China (English)

    ZHAN YAN

    2006-01-01

    @@ On December 25 last year, Haier formally launched its fourth brand-building step, namely to make the company a global brand. The latest strategy follows the previous three steps - branding, diversification and internationalization. In the latest stage, Haier will further build its brand overseas, said Zhang Ruimin,CEO of the Chinese electronics appliances giant.

  19. 27 CFR 4.33 - 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. 4.33 Section... THE TREASURY LIQUORS LABELING AND ADVERTISING OF WINE Labeling Requirements for Wine § 4.33 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand...

  20. ROLE OF DIGITAL MEDIA IN BRAND PROMOTION

    OpenAIRE

    Maithili R.P. Singh

    2013-01-01

    Digital media and brand promotion nowadays are like synonyms. This paper stresses to comprehend, what is Digital Media, to identify with, what is Brand Promotion and to recognize the relationship between both the phenomenon. Key words: Media, digital media, brand, promotion, brand promotion

  1. An investigation into the effect of brand linkages on brand ratings and brand perceptions in a contemporary business environment

    OpenAIRE

    Nhedzi, Abyshey

    2015-01-01

    Abstract: While the effectiveness of brand linkage strategy is internationally undisputed, no studies have empirically explored and identified the effectiveness of linked brands in the South African context. Brand linkage is an often used marketing strategy to leverage brands in a contemporary, postmodern business environment cluttered with me-too non-differentiated competing brands, and it has been referred to by various scholars in one form or another for seven decades. In most cases, the n...

  2. Information for stores users

    CERN Multimedia

    2006-01-01

    The Bossard catalogue is now accessible alongside the CERN Stores catalogue from the Material Request form on EDH. Users will thus be able to order Bossard equipment using the EDH Materials Request form. As a reminder, the system automatically forwards orders for standard Stores equipment to the CERN Stores and those for Bossard equipment to Bossard. In both cases the delivery time will be a maximum of 48 hours. Requests for materials will be routed for approval in accordance with the standard EDH routing procedures. Some items will remain available from the emergency desk in the event of urgent requests. These items will be visible in the Stores catalogue even if they cannot be purchased via the EDH material request form. Logistics Group FI Department

  3. Branding of vascular surgery.

    Science.gov (United States)

    Perler, Bruce A

    2008-03-01

    The Society for Vascular Surgery surveyed primary care physicians (PCPs) to understand how PCPs make referral decisions for their patients with peripheral vascular disease. Responses were received from 250 PCPs in 44 states. More than 80% of the respondents characterized their experiences with vascular surgeons as positive or very positive. PCPs perceive that vascular surgeons perform "invasive" procedures and refer patients with the most severe vascular disease to vascular surgeons but were more than twice as likely to refer patients to cardiologists, believing they are better able to perform minimally invasive procedures. Nevertheless, PCPs are receptive to the notion of increasing referrals to vascular surgeons. A successful branding campaign will require considerable education of referring physicians about the totality of traditional vascular and endovascular care increasingly provided by the contemporary vascular surgical practice and will be most effective at the local grassroots level.

  4. Humanitarian Branding & the Media

    DEFF Research Database (Denmark)

    Vestergaard, Anne

    2006-01-01

    are becoming increasingly commercialized. This paper explores the use of media discourse for the communication of ethical messages by humanitarian organizations, caught, as they are, in a tension between, on the one hand, the commercial strategies of visibility and still greater dependence on the media, and......The development of corporate communication in recent years has brought about a fading of the division of labor between commercial and non-commercial organizations. While the practices of commercial organizations are becoming increasingly ethicalized, so the practices of non-profit organizations......'s branding strategies testify to a high degree of reflexivity about the conditions of what Luc Boltanski calls a Crisis of Pity. The analysis illustrates how, in the face of compassion fatigue, the organization manages to carve out a new space for itself in the marketized ethical discourse, and leads...

  5. Provenance Store Evaluation

    Energy Technology Data Exchange (ETDEWEB)

    Paulson, Patrick R.; Gibson, Tara D.; Schuchardt, Karen L.; Stephan, Eric G.

    2008-03-01

    Requirements for the provenance store and access API are developed. Existing RDF stores and APIs are evaluated against the requirements and performance benchmarks. The team’s conclusion is to use MySQL as a database backend, with a possible move to Oracle in the near-term future. Both Jena and Sesame’s APIs will be supported, but new code will use the Jena API

  6. THE ROLE OF BRANDING IN MARKETING STRATEGY

    Directory of Open Access Journals (Sweden)

    Roxana DUMITRIU

    2012-01-01

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

  7. In-School CSR and its impact on brand image, brand identification and brand reputation: The moderator effect of brand familiarity, product involvement and cause-brand fit

    OpenAIRE

    Carrilha, Nina Sampaio

    2014-01-01

    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 The objective of this study is to understand how children respond to an in-school CSR activity when fictionally sponsored by a brand. Despite the wide range of studies on the impacts of CSR activities on adults, our research aims at studying their impact on children. We analysed the outcomes of Brand Image, Brand Reputation, Brand ...

  8. CSR's effect on brand image

    OpenAIRE

    Gudjonsdottir, Elly; Jusubova, Albina

    2015-01-01

    The purpose of this study is to investigate CSR’s effect on brand image in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “How does a service-based company’s involvement in CSR as a marketing strategy affect the brand image? And how do the different CSR dimensions affect the brand image?” This study has a positive and deductive approach with a cross sectional design. The quantitative method chosen was a ques...

  9. Online Anti-Brand Herds

    DEFF Research Database (Denmark)

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

    the Netherlands, we develop an analytical model to investigate drivers of herd formation, growth, and dissolution. Finally, combining environmental turbulence literature with our empirical findings, we derive a novel typology of online anti-brand herd behaviors, and put forward six propositions to guide theory...... light on the formation, growth, and dissolution of online anti-brand herds. First we expand on the concept of environmental turbulence to advance core properties unique to online herd behavior. Next, based on evidence gathered from 40 online anti-brand herd episodes targeting two prominent firms from...

  10. A brand new world - a new brand world

    DEFF Research Database (Denmark)

    Andersen, Sophie Esmann

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

  11. Branding down to the core: branding not-for-profits.

    Science.gov (United States)

    Tan, Patricia

    2003-01-01

    Many not-for-profits do not view their organization as a brand. After all, the reason for being lies in the purpose. Branding is something corporate businesses do to justify their existence. But what is an organization's purpose? And what if everyone in the organization does not agree on that purpose over time or across departments? How can an organization formalize a strategy if it isn't sure what the mission is?

  12. Erosion and variability in brand loyalty.

    OpenAIRE

    Dekimpe, Marnik; Mellens, M; Steenkamp, J; Vanden Abeele, Pierre

    1996-01-01

    In this paper, we examine the over-time behavior of brand loyalty for a large set of brands drawn from many product categories. Using the brand-loyalty operationalization of Colombo and Morrison (1989), the following conclusions are obtained. First, little support is found for the often-heard contention that brand loyalty is gradually declining over time. Second, while the short-run variability around a brand's mean loyalty level is not negligible, no evidence is found that this variability...

  13. Internal Branding Implementation: Developing a Conceptual Model

    OpenAIRE

    Katja Terglav; Robert Kase; Maja Konecnik Ruzzier

    2012-01-01

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

  14. Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies

    Directory of Open Access Journals (Sweden)

    Andréa Pinto Correia dos Santos

    2009-03-01

    Full Text Available The study under review proposes to investigate how three of the most important brand´s supermarket - representatives of multinational retailed - are perceived. In this article they will be named by P, W and C. Specifically, demanded up: identify the socioeconomics and psychograph customers in PDV and it´s influential´s areas at store; and investigate the perception of brands values of supermarkets under review. Through the method descriptive and quantitative, were applied some questionnaires in 288 costumers of the principals stores about the brands studied and their surroundings, using a probabilistic systematic sampling, looking for answer the constitutive hypotheses made in study. The data were analyzed with software SPSS help (Statistical Package for Social Sciences and were applied in statistical tests: ANOVA, T-Student and Tukey, and Cluster Analysis. The result allows concluding that despite of consumers of the studied brands has in general similar characteristics, there some differences that may have directed strategies. About the aspect of brand equity (loyalty, memory/association and perceived quality, it is possible affirm that C brand stands out with better perception of its proximity aspects within the studied public.

  15. Customer based brand equity: evidence from the hotel industry

    OpenAIRE

    Kayaman, Rüçhan; Araslı, Hüseyin

    2007-01-01

    The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer-based hotel brand equity. The paper is based on the recommendations of previous studies, the scale constructed to measure consumer-based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11...

  16. Why most Brand Manuals fail when it comes to defining Brand Colors

    DEFF Research Database (Denmark)

    Abildgaard, Michael

    2016-01-01

    and describing their Brand Colors, they all fail. By examining and analyzing more than 300 different Brand Colors from 156 Brand Manuals by reputable local and global Brands including 28 of the 100 Best Global Brands (see Appendix) and by numerous of visits and interviews with responsible professionals from both...... CMYK-values even though only 45.8 % of those Brand Colors are achievable by using the process colors CMYK. This will result in unpredicted color differences of up to 35 ΔEab or 8.3 ΔE2000 when some of those Brand Colors are reproduced. Nevertheless, none of the Brand Manuals has neither any remarks......, comments or warnings of color deviations nor indications of acceptable color tolerances. Only 1.3 % of the Brand Manuals also define their Brand Colors with device independent CIELAB-values. It appears that when designers and Brand Owners select and specifies Brand Colors they tend to choose colors which...

  17. The impact of social identity of brand on brand loyalty development

    Directory of Open Access Journals (Sweden)

    Alireza Bakhshizadeh

    2012-08-01

    Full Text Available During the past few years, there have been increasing discussions on the impact of brand in business units. Many researchers have concluded that the best way to increase sales is to introduce the brand in society. In this study, we consider the impact of brand identity on increasing product loyalty in one of Iranian dairy products. The proposed study is implemented in city of Tehran by choosing 475 people. The proposed model is analyzed using structural equation model and factor analysis. The results indicate that there is a direct positive relationship between brand and loyalty and a powerful brand could help setup a long-term relationship between customer and firm, which leads to brand loyalty. In other words, brand identity influences perception value, customer satisfaction, brand trust while perception value influences customer satisfaction and brand trust. In addition, customer satisfaction influences brand trust, brand trust influences customer loyalty and finally brand identity indirectly influences customer loyalty.

  18. How do different types of community commitment influence brand commitment? The mediation of brand attachment.

    Science.gov (United States)

    Zhang, Ning; Zhou, Zhi-min; Su, Chen-ting; Zhou, Nan

    2013-11-01

    Although previous research indicates that participation in a brand community may foster consumer loyalty to the brand in question, research has seldom examined the mediating effect of community commitment on brand commitment. Drawing from the typologies of organizational commitment, we divide community commitment into three components: continuance community commitment (continuance CC), affective community commitment (affective CC), and normative community commitment (normative CC). We then assess the mediating role of brand attachment in the relationship between these three components and brand commitment. We test the hypotheses using a sample of online mobile phone brand communities in China. The empirical results reveal that brand attachment exerts an indirect (but not mediated) effect on the relationship between continuance CC and brand commitment and on the relationship between normative CC and brand commitment. We also find that it exerts a partial mediating effect on the relationship between affective CC and brand commitment. The findings contribute to the branding literature and have important implications for brand community management.

  19. The examination of relationships between personality dimensions & Brand equity and moderator role of Ethical Attributes

    Directory of Open Access Journals (Sweden)

    Mohammad Reza Hamidizadeh

    2012-12-01

    Full Text Available Today, many businesses are facing a crisis of confidence with rising of uncontrolled prices and unemployment. The businesses can reduce this mistrust by creating competitive advantage through brand personality and moral qualities in the market. Therefore, this research aims to address, first, the relationship between personality dimensions and brand equity at one level model, and then, the second-level model the role of Ethical Attributes moderating. The statistical population is to include all customers the Shahrvand chain store in Tehran. The required rate sample was determined 384 samples, initially using table "Krejcie and Morgan, and Then, required rate was calculated in each store, according to the five areas of Tehran and a number of stores in each region. Finally, we succeeded to collect 395 questionnaires and the data base was used for analysis. In order to analyze the questionnaire data and hypotheses test, this research has made use of tests of descriptive, R2 change and structural equation. The results show that, two dimensions of "dynamics and responsibility" have a significant effect on brand equity and Ethical Attributes play a role moderating on relationship of Responsibility and Activity with Brand equity. But, only, it is significant on the relationship between Activity and Brand equity.

  20. The examination of relationships between personality dimensions & Brand equity and moderator role of Ethical Attributes

    Directory of Open Access Journals (Sweden)

    Mohammad Reza Hamidizadeh

    2012-01-01

    Full Text Available Today, many businesses are facing a crisis of confidence with rising of uncontrolled prices and unemployment. The businesses can reduce this mistrust by creating competitive advantage through brand personality and moral qualities in the market. Therefore, this research aims to address, first, the relationship between personality dimensions and brand equity at one level model, and then, the second-level model the role of Ethical Attributes moderating. The statistical population is to include all customers the Shahrvand chain store in Tehran. The required rate sample was determined 384 samples, initially using table "Krejcie and Morgan, and Then, required rate was calculated in each store, according to the five areas of Tehran and a number of stores in each region. Finally, we succeeded to collect 395 questionnaires and the data base was used for analysis. In order to analyze the questionnaire data and hypotheses test, this research has made use of tests of descriptive, R2 change and structural equation. The results show that, two dimensions of "dynamics and responsibility" have a significant effect on brand equity; and Ethical Attributes play a role moderating on relationship of Responsibility and Activity with Brand equity. But, only, it is significant on the relationship between Activity and Brand equity.

  1. Branding on the Shop Floor

    OpenAIRE

    Szilvia Gyimóthy; Louise Rygaard Jonas

    2010-01-01

    Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly, a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performe...

  2. A critical study on availability and price variation between different brands: Impact on access to medicines

    Directory of Open Access Journals (Sweden)

    Das S

    2007-01-01

    Full Text Available The present study aims to present a representative view of the existing situation of availability and price variation, by comparing data about brand availability, and difference in pricing between various brands of 20 drugs under six therapeutic categories. The project involved collecting data from 10 retail outlets from the city area, 10 outlets from town area and 15 retail outlets from the rural area spread over a time span of 6 months. The drug categories studied were analgesics, antibiotics, drugs acting on cardiovascular and central nervous system, drugs acting on gastrointestinal tract and steroids. Data analysis showed that as compared to data on national availability of different brands, the number of brands available in the town, city and rural segments in general, are less. In all sectors, town, city and rural areas, almost equal number of brands is found to be available, with a slightly higher availability in the cities. Price difference between different brands (single drug or drug combinations varies up to an extent of 881% (in case of amlodipine on the higher side, and the lowest being 7% (in case of doxycycline. Out of all brands studied, it was observed that the highest priced brand was the most sold brand in cases of 5 products (single drug/combinations, and the lowest priced brand was the most sold in case of 2 products. It emerged that prices of drug molecules including those under National Essential Drug List, increased during 1996-2004 to a certain extent. It was noted, that % increment of price of drugs under Drug Price Control Order was less than those of drugs not under the purview of Drug Price Control Order. The difference in price between various brands of the same drug is too wide.

  3. How Brand Jealousy Influences the Relationship between Brand Attachment and Word of Mouth Communication

    OpenAIRE

    Burcu İlter; Nilay Bıçakcıoğlu; İlkin Ögel Yaran

    2016-01-01

    The aim of this study is to understand the relationships between brand attachment and word of mouth communication (WOM), brand attachment and brand jealousy; brand jealousy and WOM; and the mediating role of brand jealousy on the relationship between brand attachment and word of mouth communication. The measurement model is analyzed via confirmatory factor analysis (CFA). Further, structural equation modeling was performed in order to test the construct relations in the theoret...

  4. Brand Image as a Function of Self-Image and Self-Brand Connection

    OpenAIRE

    Rares MOCANU

    2013-01-01

    This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970) considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197) studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under...

  5. An investigation of brand image and its role in brand development

    OpenAIRE

    Herstein, Ram

    1998-01-01

    The main objective of this research is to investigate the most vital issue in the realm of branding - what makes a brand powerful, from the perspective of brand image. This concept has yet to gain due recognition as relatively little recent original research has been published on brand image. The research was undertaken in the fragrances industry in the UK. This research explores the brand image concept as a determinant of brand success; therefore, first and foremost, this concept has to b...

  6. A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND

    OpenAIRE

    IPOGAH, UKPEBOR PRISCILLIA AND BIBIANA

    2008-01-01

    Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the...

  7. Initial performance assessment of the disposal of spent nuclear fuel and high-level waste stored at Idaho National Engineering Laboratory. Volume 1, Methodology and results

    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. Although numerous caveats must be placed on the results, the general findings were as follows: 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.

  8. CCS in the North Sea region: A comparison on the cost-effectiveness of storing CO2 in the Utsira formation at regional and national scales

    DEFF Research Database (Denmark)

    Strachan, N.; Hoefnagels, R.; Ramirez, A.

    2011-01-01

    The potential scale of carbon dioxide capture and storage (CCS) under long-term decarbonisation scenarios means that analysis on the contribution of large international CO2 storage reservoirs is critical. This paper compares the potentially key role of CCS within cost-optimizing energy systems...... modelling at the national level (ensuring country-specific technical, economic and policy detail), and the regional level (ensuring transboundary electricity and CO2 trade). Analysis at alternate model scales investigates the full range of drivers on the feasibility and trade-offs in using the Utsira...... formation as a common North Sea CO2 storage resource. A robust finding is that low carbon electricity is a primary decarbonisation pathway and that CCS plays a key role (32–40%) within this portfolio. This paper confirms that the overall driver of the amount of CCS utilized is the climate policy...

  9. MARKETING CONSIDERATIONS ON BRAND COMMUNITIES

    Directory of Open Access Journals (Sweden)

    A.-C. Budac

    2016-12-01

    Full Text Available Most consumers spend an important part of their free time looking for online information about the brands before taking a decision to purchase. The Internet is the main factor which has led to a considerable increase of the time allotted by consumers for search and comparing information about brands, as a step preceding the decision to purchase and also one of the most important factors that influence the interaction between the brand and the consumer. Although the general trend is that the public to become more active and more involved in the choice of the brand, consumer's responses to its messages obviously depend on cultural, social or economic factors. The work has the purpose to clarify what brand community means and how it appeared - if it was really built from scratch or it has already existed in a latent way and it must only be recognized - the characteristics of successful communities, which of the objectives of the brands can be achieved by means of these groups, what is the role of social media in the development of these communities, what kind of types of mem¬bers are likely to be encountered inside of the online communities and what is their proportion for each and which are the research methodologies that can give support to companies in monitoring these groups.

  10. MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

    Directory of Open Access Journals (Sweden)

    Yunia Wardi

    2015-06-01

    Full Text Available Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP. Ukuran sampel adalah 180 siswa UNP. Sampel penelitian dipilih dengan menggunakan Metode Proporsional Cluster Random Sampling. Data dianalisis dengan uji statistik dengan menggunakan regresi Linear. Hasil penelitian ini menunjukkan bahwa: Baliho secara signifikan positif mempengaruhi personal branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019, sedangkan Spanduk, Karangan Bunga, dan Iklan Koran tidak mempengaruhi personal branding mereka.This objective of the study was to analyze the influence the Ballyhoo, Banner, the Flowers Board, and the Newspaper Advertisement toward the Personal Branding of the Padang Mayor/ Vice Mayor Candidates in the period of 2014-2019 from UNP students’ perspective. The samples were 180 UNP students. The samples were taken by proportional cluster random sampling. The data were analysed by statistical test of multiple linear regression. The results of the research showed that: the Ballyhoo gave positive and significant influence toward the Personal Branding of the Padang Mayor/Vice Mayor candidates in the period of 2014-2019, whereas the Banner, the Flowers Board, and the Newspaper Advertisement did not influence their Personal Branding.

  11. Creating a brand identity for a new mattress brand : Case: Napsie by Studio Moderna

    OpenAIRE

    Lazareva, Svetlana

    2016-01-01

    The aim of this thesis was to study the concept of brand identity and its elements in order to outline a basic brand identity for the case brand. The study was conducted for the case company Studio Moderna and the case brand Napsie. The aim of the research was to study the concepts of brand, branding and brand identity. Furthermore, the research aimed at examining managerial tools and techniques that are used in brand identity creation process. Another aim of the research was to discover how ...

  12. PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND

    Directory of Open Access Journals (Sweden)

    Branislav Lijović

    2012-12-01

    Full Text Available This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an economic operator. The strategy of economic operator and desired market positioning of a brand is implemented by means of product brand identity and a combination of its elements. Systematic creation and identity management of a product’s brand resulted in the uniqueness of the brand, and set the foundation for building the entire process of product brand management.

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

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2013-03-01

    Full Text Available The present exploratory study aims to find critical components of retail brand among some retail stores. The study seeks to build a brand name in retail level and looks to find important factors affecting it. Customer behavior is largely influenced when the first retail customer experience is formed. These factors have direct impacts on customer experience and satisfaction in retail industry. The proposed study performs an empirical investigation on two well-known retain stores located in city of Tehran, Iran. Using a sample of 265 people from regular customers, the study uses factor analysis and extracts four main factors including related brand, product benefits, customer welfare strategy and corporate profits using the existing 31 factors in the literature.

  14. Den store skandinaviske redningsaktion

    DEFF Research Database (Denmark)

    Christensen, Claus Bundgård

    2015-01-01

    Historikeren Bo Lidegaard fortæller flot den store historie om den forbløffende og komplicerede skandinaviske redning af fanger fra Hitlers koncentrationslejre. En historie, der samtidig berører alvorlige moralske spørgsmål.......Historikeren Bo Lidegaard fortæller flot den store historie om den forbløffende og komplicerede skandinaviske redning af fanger fra Hitlers koncentrationslejre. En historie, der samtidig berører alvorlige moralske spørgsmål....

  15. Information for Stores users

    CERN Multimedia

    FI Department

    2008-01-01

    The DISTRELEC catalogue (IT) is now available in EDH in addition to the CERN Stores catalogue and the catalogues of existing suppliers. Using an EDH materials request form, users can now order DISTRELEC equipment from amongst the following product groups: peripherals, multimedia, PC components, data media, communication and data cables and adapters. Non-authorised materials will be clearly indicated. As a reminder, the system automatically manages the distribution of standard Stores equipment and punch out equipment ordered on the same request form. In both cases, delivery will take a maximum of 48 hours. The approval of the EDH document will follow the usual EDH routing procedures. Logistics Group FI Department

  16. Branding the Destination Versus the Place

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

    2017-01-01

    knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment......This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded......) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place...

  17. Systematic review of public health branding.

    Science.gov (United States)

    Evans, W Douglas; Blitstein, Jonathan; Hersey, James C; Renaud, Jeanette; Yaroch, Amy L

    2008-12-01

    Brands build relationships between consumers and products, services, or lifestyles by providing beneficial exchanges and adding value to their objects. Brands can be measured through associations that consumers hold for products and services. Public health brands are the associations that individuals hold for health behaviors, or lifestyles that embody multiple health behaviors. We systematically reviewed the literature on public health brands; developed a methodology for describing branded health messages and campaigns; and examined specific branding strategies across a range of topic areas, campaigns, and global settings. We searched the literature for published studies on public health branding available through all relevant, major online publication databases. Public health branding was operationalized as any manuscripts in the health, social science, and business literature on branding or brands in health promotion marketing. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 154 articles and reviewed a final set of 37, 10 from Africa, Australia, and Europe. Branded health campaigns spanned most of the major domains of public health and numerous communication strategies and evaluation methodologies. Most studies provided clear information on planning, development, and evaluation of the branding effort, while some provided minimal information. Branded health messages typically are theory based, and there is a body of evidence on their behavior change effectiveness, especially in nutrition, tobacco control, and HIV/AIDS. More rigorous research is needed, however, on how branded health messages impact specific populations and behaviors.

  18. Strategic Directions for the Bucharest Strategy and City Brand

    Directory of Open Access Journals (Sweden)

    Ana-Claudia Ţapardel

    2012-11-01

    Full Text Available On the international stage, public administration has become an essential factor, capable of providing a nation with the competitive advantage. Improving standards in local administration in our country has included not only a vigorous and sustained process of reform, but also a drive to modernise and perfect management within the public sector. These aspects are essential, since decisions made by partners and investors are to an ever larger extent influenced by the quality, efficiency and credibility of public administration. Following these considerations, and based upon an empirical research conducted with the aid of a survey and a comparative analysis between the manner in which the branding and development strategies were developed in Vancouver and Bucharest, the present paper aims to identify the main strategic directions and branding elements necessary in elaborating a strategy and in accumulating a dossier of best practices, in order to implement successfully the strategic planning process and the branding strategy in the local communities of Romania.

  19. The Branding Potential And Japanese Popular Culture Overseas

    Directory of Open Access Journals (Sweden)

    Roblyn Simeon

    2011-07-01

    Full Text Available There has been a surge in the interest in Japanese popular culture worldwide. The objective of this paper was to explore the extent to which products, images, and activities associated with Japanese popular culture are achieving the status of recognizable and sustainable consumer brands overseas.  A specially designed survey was used to examine the levels of awareness, interest, and participation in Japanese popular cultural activities of individuals from different national backgrounds. Regression analysis and other statistical techniques were used to evaluate the empirical findings. The results strongly supported the view that Japanese popular culture products and services have tremendous branding potential overseas.  By breaking down popular culture into recognizable components, it was possible to explore the underlying branding potential trends and gain insights into areas for further market development. This approach can be generally applied to the study of the development and marketing of popular culture products & services.

  20. The Branding of Sugarcane Juice in India

    Directory of Open Access Journals (Sweden)

    R. Sinha

    2014-06-01

    Full Text Available Sugarcane juice is traditionally sold in India by roadside vendors, often in unhygienic conditions. That’s why a few entrepreneurs have taken the initiative venturing into the marketing of branded sugarcane juice through a chain of franchised outlets. Initial indications are that this model is headed for success. Pune, Kolhapur, more known for its leather chappals, has also been blessed with an abundance of milk, water and sugar, which has made the region the nation's kitchen for many years. The Warana milk producers' cooperative located here has lived up to this reputation. It has been a contract manufacturer for products such as Cadbury's Bournvita, butter for Britannia Industries and Soya milk for Ruchi Soya. Now, the cooperative is preparing to assert its own identity through the launch of Warana Joy, its national brand. Among its new products is sugarcane juice in aseptic packs (Tetra Pak. This article outlines the development of this business; the opportunities and threats faced and also offer suggestions for the growth in this market.

  1. Information for stores users

    CERN Multimedia

    FI Department

    2008-01-01

    From the beginning of March onwards, the LYRECO (stationery) catalogue will be accessible from the Material Request form on EDH in the same way as the CERN Stores catalogue and the existing individual supplier catalogues. Items will be delivered within a maximum of 48 hours. Logistics Group FI Department

  2. Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception.

    Science.gov (United States)

    Kervyn, Nicolas; Fiske, Susan T; Malone, Chris

    2012-04-01

    Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand's perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.

  3. The Impact of Brand Personality on Product Sale through Brand Equity (Case Study: Cosmetic Products Retailers

    Directory of Open Access Journals (Sweden)

    Hossein Rezaei Dolatabadi

    2012-11-01

    Full Text Available In recent years, understanding the reasons of brand personality attraction for consumers, the determination of its effect on consumer behavior and brand equity has been an area of interest to researchers of consumer behavior. Certainly, this concept can be important for sellers of product that are on the other side of the purchase & sale equation and the results can be effective in promoting their brands. In order to reach this purpose, this study has analyzed the influence of brand personality on sale product through brand equity concept, from view point of retailer cosmetic product in Iran. The findings of this research imply that brand personality influence on brand equity and product sale and the dimensions of brand equity show a mediator role between brand personality and product sale. Furthermore, the results indicate excitement and sincerity as the two dominant dimensions of L'Oreal's personality and show indirect impact of brand personality on brand equity and sale product dimensions.

  4. Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

    Directory of Open Access Journals (Sweden)

    Nusa Petek

    2013-01-01

    Full Text Available Recently academics outlined the importance of brand relationships andbrand experiences as building blocks of brand identities. New marketingcommunication tools, which enable interactions and consumer engagement,are among the most important tools mentioned for strengtheningbrand relationships and enhancing brand experiences by academics.Therefore the paper analyses the understanding of brand identitybuilding blocks by brand experts and their usage of new marketingcommunication tools. Twelve in-depth interviews have been conductedamong brand experts in Slovenia. Our findings imply that brand experts’knowledge about brand identity is not consistent with the newestbrand identity conceptualizations, by not considering brand relationshipsand brand experiences as building blocks of brand identity. Evenif new marketing communications have been adapted to the great extent,traditional marketing communication tools still prevail and thereforenew marketing communication tools, especially mobile advertisingis in majority still in its infancy.

  5. Brand Marketing Model on Social Networks

    Directory of Open Access Journals (Sweden)

    Jolita Jezukevičiūtė

    2014-04-01

    Full Text Available The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalysis of a single case study revealed a brand marketingsocial networking tools that affect consumers the most. Basedon information analysis and methodological studies, develop abrand marketing model on social networks.

  6. In Search of Place Brand Identity

    DEFF Research Database (Denmark)

    Kvistgaard, Hans-Peter; Blichfeldt, Bodil Stilling; Hird, John

    2015-01-01

    Place branding relates both to brand identity (what the place is) and brand image (what the place is/should be in the eyes of external audiences). Brand identity can be perceived as the set of values and attributes that those responsible for marketing and development of a place wish to reinforce...... that arise when trying to establish destination brand identity by means of more inclusive, bottom-up approaches. Drawing on both literature studies and the authors’ active involvement in destination branding across more than 50 Danish destinations, particularly the paper discusses how to decide who to give...

  7. FAMORY:A National Textile Brand

    Institute of Scientific and Technical Information of China (English)

    2005-01-01

    @@ Enterprise's Culture Is the Economy of Tomorrow The enterprise's culture is directly connected to the fortune of the enterprise,life or death. Famory Group is an embroider factory which has developed from an almost brankrupt one to a present booming wedding dress and full dress manufacturer. The successful road of the company originates from the enterprise's culture with Famory feature, meaning culture of mission first, culture of human first,culture of precise and initiative organization system, and unique enterprise image culture.

  8. Green space branding in Denmark in an era of neoliberal governance

    DEFF Research Database (Denmark)

    Gulsrud, Natalie Marie; Gooding, Saskia; Konijnendijk, Cecil Cornelis

    2013-01-01

    City place branding, an entrepreneurial urban development scheme, aims to differentiate cities from their national and international competitors based on strengths and competitive advantage. One such strength is quality urban green space which has been shown to make cities more attractive...... and liveable places, drawing people and investments to urban centres. Applying a place branding approach, this paper presents the results of a survey of Danish municipalities and their place branding in terms of crafting green city, or environmentally sustainable, profiles. Based on survey responses from both...... municipal green space and communication staff, an overview is presented of the status of `green' municipal place branding, with emphasis on branding through green spaces such as parks. Findings show that green concepts such as environmentally sustainable policies as well as biophysical assets such as green...

  9. Comparative in-vitro evaluation of antibacterial activity of levofloxacin brands available in Pakistan

    Directory of Open Access Journals (Sweden)

    Sajid Bashir

    2015-08-01

    Full Text Available Background: Antimicrobial susceptibility against marketed antibiotic products is dynamic and changes with development of resistance in microbes. Susceptibility status of antibiotics helps health care practitioners in refining their prescribing trends and selection of suitable antibiotic and its commercial brand. Objective of this study was to evaluate the antimicrobial sensitivity and susceptibility patterns of levofloxacin of different national and multinational brands in Pakistan. Levofloxacin is among the commonly mis-prescribed antibiotic in Pakistan and this study will give an insight of microbial resistance/susceptibility status against quinolones and help prescribing practice. Methods: In this study 29 different brands of levofloxacin from different cities of Pakistan are evaluated for their sensitivity against four microbial strains i.e. Staphylococcus aureus, Staphylococcus epidermidis, Escherichia coli, Klebsiella Pneumonia. Evaluation was performed via disc diffusion method against standard drug discs. Result: Different brands exhibited different antimicrobial status regardless of their price and national or multinational status. In low price range, Levomerc while Tavanic in high price range showed significant antimicrobial activity. Different brands are evaluated and compared statistically with price and activity as variant. Conclusion: Antimicrobial activity of different brands of levofloxacin varied regardless of their national/multinational status and price factor. This study refined the suitability of different brands of levofloxacin against respective pathogens and disease indications.

  10. Design and Feasibility Testing of the truth FinishIt Tobacco Countermarketing Brand Equity Scale.

    Science.gov (United States)

    Evans, W Douglas; Rath, Jessica; Pitzer, Lindsay; Hair, Elizabeth C; Snider, Jeremy; Cantrell, Jennifer; Vallone, Donna

    2016-07-01

    The original truth campaign was a branded, national smoking prevention mass media effort focused on at-risk youth ages 12-17. Today the truth brand focuses on the goal of finishing tobacco (truth FinishIt). There have been significant changes in the tobacco control landscape, leading FinishIt to focus on 15- to 21-year-olds. The present article reports on formative research and media monitoring data collected to pilot test a new truth FinishIt brand equity scale. The goals of this study were to (a) content analyze truth FinishIt mass media ads, (b) assess truth's social media and followers' perceptions of truth's digital brand identity, and (c) develop and feasibility test a new version of the truth FinishIt brand equity scale using data from an existing Truth Initiative media monitoring study. Through factor analysis, we identified a brand equity scale, as in previous research, consisting of 4 main constructs: brand loyalty, leadership/satisfaction, personality, and awareness. Targeted truth attitudes and beliefs about social perceptions, acceptability, and industry-related beliefs were regressed on the higher order factor and each of the 4 individual brand equity factors. Ordinary least squares regression models generally showed associations in the expected directions (positive for anti-tobacco and negative for pro-tobacco) between targeted attitudes/beliefs and truth FinishIt brand equity. This study succeeded in developing and validating a new truth FinishIt brand equity scale. The scale may be a valuable metric for future campaign evaluation. Future studies should examine the effects of truth FinishIt brand equity on tobacco use behavioral outcomes over time.

  11. Competitive edge: the art and science of branding.

    Science.gov (United States)

    Longeteig, Kim

    2010-01-01

    Branding is the equivalent of building a reputation and managing the brand and brand perceptions with actions. Create and craft a desirable brand by associating brand with a personality. This is important because it relies on the collective experiences a customer has with the brand and is one of the most straightforward ways to craft a brand. Building and maintaining brand strategy is an ongoing process that must be managed. Effort must be continually made to increase the brand's perceived value to referrers and patients, to differentiate the brand from competition, to make and keep brand promises, and to create customer loyalty.

  12. Romanian Advertising between Specificity and Globalization. A Comparative Analysis of Local and International Brands

    Directory of Open Access Journals (Sweden)

    Mădălina Moraru

    2012-12-01

    Full Text Available Advertising today has conquered national boundaries, reaching consumers everywhere; however, local commercials retain their cultural background, combining global and local features. This is the new “glocalization” phenomenon, or the specificity of globalization. During the past two decades, Romanian advertising developed spectacularly, making up for the time it was forbidden. Life-styles, consumer insight, economy and market dynamics changed the relationship between global and local advertising. Today, national advertising promotes surviving pre-Revolution brands, new, post-1990 brands, and international brands adapted to the local market. This chapter analyzes the local and global features of Romanian TV commercials for national and international brands according to the following criteria: positioning, visual/verbal identity, social/cultural background.

  13. System solution of evaluation of the brand management’s efficiency in the competitive environment: a methodology of benchmarking

    Directory of Open Access Journals (Sweden)

    Kendiukhov Oleksandr Volodymyrovych

    2014-12-01

    Full Text Available The aim of the article. The article is based on generalization of the results of leading scientists in the brand management sphere. It is proved that using of benchmarking to assess the brand management effectiveness is the most appropriate evaluation system in current market conditions. The purpose of this article is to develop the methodology for assessing the effectiveness of brand management through benchmarking. The results of the analysis. Brand management is the most important function in the entrepreneurship and it should provide the sustainable, competitive functioning and the development of brand. Brand management involves special studies of trademarks efficiency, development of strategies and programs of brand equity. The analysis and evaluation of brand management are associated with such scientific and practical tasks as improving the efficiency of the economic activities of the national enterprises, forming the effective organizational and economic mechanism of brand management. Benchmarking is systematic activity which is based on finding, evaluating and training on the best examples regardless of the business sector and geographic location. The main concept of benchmarking is comparison of both the activity of enterprises competing and the leading firms in other industries. Benchmarking concept and methods can reduce costs and increase the revenue and to optimize the structure’s dynamic and the strategy choice of the company. In terms of brand management efficiency analysis on the basis of benchmarking we propose such stages: 1 definition of benchmarking object; 2 choosing of brand standard; 3 search of information; 4 analysis; 5 implementation. Benchmarking approach leads to the significant change in branding decision-making procedure. Traditionally, the solutions for management of trademarks were adapted on the basis of market research and managers’ intuition in the relation to the effectiveness of brand promoting measures

  14. AN ANALYSIS OF THE BRAND LOYALTY BASED CONSUMER TYPOLOGY

    OpenAIRE

    Moisescu Ovidiu Ioan

    2007-01-01

    Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing str...

  15. Poetics and politics of destination branding: Rebranding Zimbabwe 2010

    OpenAIRE

    Munjoma, Kenneth

    2012-01-01

    Most destination branding literature ignore the poetics and the actual exercise of destination branding only dwelling much on the promotion of brands. Again many branding and destination branding studies fail to distil some unique challenges between place and product branding and their inspiration comes from general marketing literature. The researcher outlines a conceptual framework for developing a destination brand namely the dialogic perspective to destination branding which accentuates ...

  16. Implementing Brand Valuation in Marketing Management: Estonian Food Industry Cases

    OpenAIRE

    Lele Aak; Alan Brokaw; Mait Miljan

    2004-01-01

    The dynamic global business environment creates brand strategy challenges for companies, including those in fast-adjusting Central and Eastern European countries. Some of the main topics that businesses have to face are brand building, brand equity and brand valuation. The importance of brands varies across and within industries. This paper focuses on analyzing the need for brand building, brand equity, and brand valuation in food industry, with a focus on Estonian businesses. Specifically, t...

  17. LOYALTY – THE NUCLEUS OF BRAND CAPITAL. CASE STUDY: ROM CHOCOLATE BAR

    Directory of Open Access Journals (Sweden)

    Brindusa Mariana Amalancei

    2014-01-01

    Full Text Available It is considered that loyalty to the brand of some primary customers is the core of the brand capital. A brand, however, may have substantial value, which is given to it by its symbol and slogans, if it is continued with the purchase of a brand after the buyers have made a comparison with the competing products that have superior characteristics. Structured on several levels, which are each a different marketing challenge, the loyalty to the brand consists of many factors, among which the most important is the user experience. The paper aims to highlight, starting from a series of articles in online media, the manner in which a traditional Romanian brand, ROM chocolate bar, continuously repositions itself, attempting to maintain and even increase the loyalty of its consumers, as well as to answer the consumer’s authenticity, accessibility, credibility and modernity needs. Even though in specialized literature there are opinions according to which traditional brands are commonly old-fashioned or dull, ROM chocolate bar shows the opposite view, being considered a successful brand which is appreciated both at national and international levels.

  18. The mechanism of territorial branding development

    Directory of Open Access Journals (Sweden)

    Yu.L. Shatava

    2012-12-01

    Full Text Available The article is devoted to the questions of territorial branding; the mechanism of territory brand development and advancement in obedience to strategy of regions development is offered.

  19. Potential success factors in brand development

    DEFF Research Database (Denmark)

    Esbjerg, Lars; Grunert, Klaus G.; Poulsen, Carsten Stig

    2005-01-01

    ? This is the question we want to answer. More specifically, we want to identify potential success factors in building strong brands, understood as brands with high consumer-based brand equity. Keller (1993, p. 2) defined customer-based brand equity as "the differential effect of brand knowledge on consumer response...... of this paper is to identify potential success factors in developing strong brands and to test whether these factors can be used to discriminate between strong and weak brands. It does so through a review of the literature for potential success factors. Furthermore, to ensure that important factors have...... not been overlooked by the literature a brainstorming session with practitioners and researchers was carried out. Based on the literature and the brainstorming session, we present a list of potential success factors in brand development in the FMCG sector. To test the validity of these factors, they were...

  20. Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective

    OpenAIRE

    2012-01-01

    This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. The corporate brands represented on the market are analyzed with regards to consumer rating and brand equity composition using a proven theoretical model and a standardized questionnaire. The findings in this study indicate t...

  1. Understanding Brand and Dealer Retention in the New Car Market: The Moderating Role of Brand Type

    NARCIS (Netherlands)

    P.C. Verhoef (Peter); F. Langerak (Fred); A.C.D. Donkers (Bas)

    2004-01-01

    textabstractDealers are assumed to contribute positively to brand retention. We argue that the type of brand moderates the effect of dealer performance on brand retention. Moreover, dealer retention is determined by different drivers for dealers selling different types of brands. To analyze our clai

  2. Consumer Brand Choice: Money Allocation as a Function of Brand Reinforcing Attributes

    Science.gov (United States)

    Oliveira-Castro, Jorge M.; Foxall, Gordon R.; Wells, Victoria K.

    2010-01-01

    Previous applications of the matching law to the analysis of consumer brand choice have shown that the amount of money spent purchasing a favorite brand tends to match the quantity bought of the favorite brand divided by the quantity bought of all other brands. Although these results suggest matching between spending and purchased quantity,…

  3. Understanding brand and dealer retention in the new car market : The moderating role of brand tier

    NARCIS (Netherlands)

    Verhoef, Peter C.; Langerak, Fred; Donkers, Bas

    2007-01-01

    Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We a

  4. Building a University Brand from within: A Comparison of Coaches' Perspectives of Internal Branding

    Science.gov (United States)

    Judson, Kimberly M.; Gorchels, Linda; Aurand, Timothy W.

    2006-01-01

    Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study investigates the internal communication of the university brand…

  5. The Effect of Brand Extension Strategies upon Brand Image in the Sport Apparel Market

    Directory of Open Access Journals (Sweden)

    Bahram Ranjbarian

    2012-10-01

    Full Text Available Nowadays, for the most manufacturing firms operating in competitive markets, the consumer's image of their brand is particularly important. One of the strategies by which companies influence the costumers' image of their brand is the brand extension strategy. This study seeks to determine the effect of brand extension strategies upon brand image in the sport apparel market among the physical education students of Isfahan University and Khorasgan Azad University. In this research, by using two pre-tests, the right brands and products were chosen to be studied. Then the tests were carried out on two brands and two products. Such variables as, the consumer's initial brand image (before brand extension, perceived fit between the extended product and other products of the brand and consumer's attitude to extension were analyzed as possible variables affecting the quality of brand image in the sport apparel market. In this study, for collecting data a questionnaire was used. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that the brand image quality after implementing the brand extension strategy has been influenced by initial brand image, perceived fit between the new product and other products of the brand and consumers attitude to extension. Also, the influence of consumer innovativeness as a factor which moderates the relationship of perceived fit between the new product and other products of the brand with consumer's attitude to extension has been not approved.

  6. Counter narratives inplace and city branding and their influence on brand mangement

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2016-01-01

    The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand mangement.......The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand mangement....

  7. Branding on the Shop Floor

    Directory of Open Access Journals (Sweden)

    Szilvia Gyimóthy

    2010-09-01

    Full Text Available Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly, a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performed. By documenting the disloyal behaviour of butchers, we demonstrate that the affective commitment towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures.

  8. Branding a college of pharmacy.

    Science.gov (United States)

    Rupp, Michael T

    2012-11-12

    In a possible future of supply-demand imbalance in pharmacy education, a brand that positively differentiates a college or school of pharmacy from its competitors may be the key to its survival. The nominal group technique, a structured group problem-solving and decision-making process, was used during a faculty retreat to identify and agree on the core qualities that define the brand image of Midwestern University's College of Pharmacy in Glendale, AZ. Results from the retreat were provided to the faculty and students, who then proposed 168 mottos that embodied these qualities. Mottos were voted on by faculty members and pharmacy students. The highest ranked 24 choices were submitted to the faculty, who then selected the top 10 finalists. A final vote by students was used to select the winning motto. The methods described here may be useful to other colleges and schools of pharmacy that want to better define their own brand image and strengthen their organizational culture.

  9. Store and forward teledermatology.

    Science.gov (United States)

    Kanthraj, Garehatty Rudrappa; Srinivas, Chakravarty Rangachari

    2007-01-01

    Store and forward and real time or videoconferences are the two types of teledermatology services practiced. Dermatology and radio-diagnosis are visual specialties suited for store-and-forward teledermatology (SAFT). Advances in information technology, electronic instruments and biotechnology have revolutionized and brought changes in SAFT. Cellular phone, digital camera, personal digital assistants, Wi-Fi, Wi-Max and computer- aided-design software are incorporated to deliver the quality health care to remote geographic regions. Complete SAFT care equivalent to face-to-face consultation (Gold standard) is essential. Health care providers in rural areas are the 'eyes' for the consultants. Consultants to guide them should have a rapid periodic audit of visual parameters and dimensions of lesions. Given this background, this article reviews advances in 1) capture, store and transfer of images. 2) Computer Aided measurements of generalized and localized lesions and 3) the integration model to meet all the above two requirements in a centralized location. This process enables diagnosis, management, periodic assessment and complete follow-up care to achieve patient and physician satisfaction. Preservation of privacy and confidentiality of digital images is important. Uniform rules and regulations are required. Indian space research organization (ISRO), Government of India has demonstrated telemedicine pilot projects utilizing the satellite communication and mobile telemedicine units to be useful in meeting the health care needs of remote and rural India. we have to join hands with them to meet dermatology problems in rural areas.

  10. Store and forward teledermatology

    Directory of Open Access Journals (Sweden)

    Kanthraj Garehatty

    2007-01-01

    Full Text Available Store and forward and real time or videoconferences are the two types of teledermatology services practiced. Dermatology and radio-diagnosis are visual specialties suited for store-and-forward teledermatology (SAFT. Advances in information technology, electronic instruments and biotechnology have revolutionized and brought changes in SAFT. Cellular phone, digital camera, personal digital assistants, Wi-Fi, Wi-Max and computer- aided-design software are incorporated to deliver the quality health care to remote geographic regions. Complete SAFT care equivalent to face-to-face consultation (Gold standard is essential. Health care providers in rural areas are the ′eyes′ for the consultants. Consultants to guide them should have a rapid periodic audit of visual parameters and dimensions of lesions. Given this background, this article reviews advances in 1 capture, store and transfer of images. 2 Computer Aided measurements of generalized and localized lesions and 3 the integration model to meet all the above two requirements in a centralized location. This process enables diagnosis, management, periodic assessment and complete follow-up care to achieve patient and physician satisfaction. Preservation of privacy and confidentiality of digital images is important. Uniform rules and regulations are required. Indian space research organization (ISRO, Government of India has demonstrated telemedicine pilot projects utilizing the satellite communication and mobile telemedicine units to be useful in meeting the health care needs of remote and rural India. we have to join hands with them to meet dermatology problems in rural areas.

  11. 品牌建设视野下本土护肤品牌的发展策略研究%Research on the Development Strategy of the Local Skin-care Brand in the Brand Building Perspective

    Institute of Scientific and Technical Information of China (English)

    陈桃红

    2012-01-01

    Brand building is an important way of brand growing and development.This paper discusses the development strategy of the local brand building: position differentia strategy to create the Chinese herbal medicine brands of national characteristics;inject traditional culture and design brand system well;increase efforts on research and development and innovate product categories and functions;establish the concept of quality and safety and a high-quality image of national brand;promote brand with multi-angle range through online advertising and microblogging;maintain brand equity and innovate the form of brand performance.%品牌建设是品牌培育和发展的重要途径。本文探讨了本土品牌建设的发展策略:差异化定位,打造民族特色的中草药品牌;注入传统文化,精心设计品牌识别系统;加大研发力度,创新产品类别和功能;树立质量安全观念,树立民族品牌高品质形象;借助网络广告和微博营销,多角度全方位进行品牌推广;维护品牌权益,创新品牌表现形式。

  12. The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity

    Directory of Open Access Journals (Sweden)

    Lívia Rufino Bambuy

    2014-12-01

    Full Text Available Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming to capture brand equity, an offer set of 13 categories gathered from 3 retail chains that offer own brands was compared and attributed similarity scores. Using content analysis result in identifying high degree of similarity, when comparing own brand packaging to the leading brands of each category.

  13. The Effect of Brand Extension Strategies upon Brand Image in the Mobile Market

    Directory of Open Access Journals (Sweden)

    Ali Kazemi

    2013-09-01

    Full Text Available This study analyzes the impact of brand extension strategies upon brand image in the mobile market. Questionnaires were designed to measure variables of the Nokia brand and product fit laptops. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that the brand image quality after implementing the brand extension strategy has been influenced by brand's image before extension, perceived fit between the new product and other products of the brand and the new product acceptance by consumers. But, the influence of the perceived quality of the product on consumer's attitude to new product has been not approved.

  14. Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process

    Directory of Open Access Journals (Sweden)

    Maja Konecnik Ruzzier

    2011-12-01

    Full Text Available The paper presents the part of the process of I feel Slovenia brand developmentin which we investigated 707 respondents from key stakeholdergroups. Respondents were representatives of all key stakeholdergroups in the country who, along with the other two target groups (opinionleaders and local inhabitants, represented the most importantstakeholders in the process of country brand development. A strongagreement regarding brand identity elements is evident from researchresults, which imply that identity elements shared by representativesfrom different internal stakeholder groups should form the basis of astrong country brand. Such brand foundation represents a strong preconditionfor a country brand, which could through hard and systematicwork become a strong and successful brand.

  15. Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.

    OpenAIRE

    Villarejo Ramos, Ángel Francisco; Rondán Cataluña, Francisco Javier; Sánchez Franco, Manuel Jesús

    2008-01-01

    The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between brand awareness and brand image. Starting out from a theoretical review, we set out a model of direct and indirect effects of the marketing effort-as the brand's antecedents-on brand awareness and brand image. Via the empirical support used, a questionnaire of a sample of consumers, we try to find out how the mar...

  16. Strong branding creates a competitive edge.

    Science.gov (United States)

    Wagner, Peggy

    2007-01-01

    This article encompasses the basics of branding and how it relates to radiology organizations. It also provides tools to help develop your brand. To effectively use branding as a component of your marketing strategy, it is important to follow 3 basic principles: focus on where you excel, understand the existing markets, and be consistent. You do not need to be a large hospital, imaging center, or department to create a brand identity.

  17. Interplay Between Intended Brand Identity and Identities in a Nike Related Brand Community

    DEFF Research Database (Denmark)

    Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia

    2017-01-01

    While branding research traditionally views brand identity as an inside-out management controlled phenomenon, recent research emphasizes that a wide variety of stakeholders in the brand ecosystem enact and co-create brand identity. Following this theoretical perspective, management forms......, this research compares individual and collective articulations of a Nike related brand community with articulations of the intended brand identity. While earlier findings solely emphasize inside-out brand management or outside-in brand community perspectives, the findings of this article reveal a nested system...... the intended brand identity in a deliberate process and articulates this identity, surfacing as values and artifacts. Stakeholders develop and articulate values and artifacts in their own manner, but enact the brand identity at the same time. On the basis of data from a participatory ethnographic study...

  18. The Changing Face of the College Store

    Science.gov (United States)

    Halligan, Tom

    2008-01-01

    Increased competition from Internet merchants, coupled with the swelling popularity of electronic books and skyrocketing textbook prices, is forcing the nation's college stores to get creative, find new ways to boost revenues, and drive sales of books and other merchandise to students and faculty. To make up for lost revenue as a result of…

  19. On Strong Memes in Brand Names

    Institute of Scientific and Technical Information of China (English)

    王琳

    2014-01-01

    Based on the memetics and through a large number of examples, this paper expounds several effective methods to cre-ate strong brand name memes. It’s hoped that this paper will offer brand name designers some useful advice on how to create suc-cessful brand name memes.

  20. The Prevalence of Longevity Among Leading Brands

    Directory of Open Access Journals (Sweden)

    Bradford T. Hudson

    2014-10-01

    Full Text Available The longevity of brands is embedded in scholarship involving brand processes that evolve over time such as brand equity, loyalty, nostalgia, and lifecycle. It is also an important conceptual element in the emerging topic of brand heritage. This paper offers new insight regarding the prevalence of brand longevity in a variety of industries, based on historical research about 148 leading brands ranked in prior studies by the consulting firm Interbrand. The author finds that a significant proportion (64 brands representing 43% of the total number are aged 100 years or more. The oldest brands are grouped in the food industry, while some of the youngest brands are grouped in the hospitality industry. The author applies the principles of scale and scope from the work of business historian Alfred Chandler to explain the timing of this industry emergence. The advanced age of many leading brands suggests the need for stewardship to preserve and protect the equity that resides in historic brands, and supports the argument that further attention should be directed toward the study of brand heritage effects.

  1. Co-creating Stakeholder and Brand Identities

    DEFF Research Database (Denmark)

    von Wallpach, Sylvia; Voyer, Benjamin; Kastanakis, Minas

    2017-01-01

    and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially...

  2. Locus of Equity and Brand Extension

    NARCIS (Netherlands)

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

    2003-01-01

    textabstractPrevailing wisdom assumes that brand equity increases when a brand touts its desirable attributes. We report conditions under which the use of attribute information to promote a product can shift the locus of equity from brand to attribute, thereby reducing the attractiveness of extensio

  3. External Perceptions of Successful University Brands

    Science.gov (United States)

    Chapleo, Chris

    2008-01-01

    Branding in universities has become an increasingly topical issue, with some institutions committing substantial financial resources to branding activities. The particular characteristics of the sector present challenges for those seeking to build brands, and it therefore seems to be timely and appropriate to investigate the common approaches of…

  4. On Sociolinguistic Theoretical Basis of Brand Name

    Institute of Scientific and Technical Information of China (English)

    曹海洋; 司宇婷

    2015-01-01

    Brand names are the offspring of highly development of market economics, and play a crucial role in modern society. This paper discusses the soci-olinguistic theoretical basis of brand name. Attention should be paid to the cultural factors of brand naming, including customs and manners, religious beliefs, ethics, regional culture and so on.

  5. The use of brands in food marketing

    DEFF Research Database (Denmark)

    Baltzer, Kenneth; Baker, Derek; Møller, Anja Skadkær

    2005-01-01

    The paper tests a number of hypotheses concerning branding behaviour of the food industry found in the literature. Based on a survey of 109 Danish food industry firms conducted in 2004, three aspects of branding strategies are analysed, i)the number of brands owned by the firm, ii) the number...

  6. A Roadmap for branding in industrial markets

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    Der tales for det meste om branding i relation til forbrugermarkedet. Men branding er nøjagtig lige så vigtig for B2B markedet, siger Webster og Keller og henviser til, at nogle af de mest værdifulde brands i verden netop har hjemme på det industrielle marked: ABB, Caterpillar, FedEx, Hewlett Pac...

  7. Cultural and historical heritage: An asset for city branding

    Directory of Open Access Journals (Sweden)

    Cvijić Siniša

    2013-01-01

    Full Text Available Achieving wider recognition is part of the development agenda of contemporary cities, which are all confronted with the need to stand out and compete against one another. City branding reads as and plays an important role in this struggle for recognition. The identity of a city is generated over a long period, as it undergoes historical change, resulting in cultural diversity as the product of a specific environment. This paper discusses the possibility of using the cultural and historical heritage of Trebinje and its identity as an asset to create its city brand. Trebinje is a small city situated in the vicinity of Dubrovnik, a major tourist destination with a rich cultural and historical heritage and an excellent city brand. Dubrovnik may be seen as jeopardising the development of Trebinje’s authentic identity; on the other hand, the strong historical ties between the two cities can actually be used as an asset to develop Trebinje’s city brand. The material and non-material heritage which helped the formation of Trebinje’s identity, is analysed. The Mediterranean region in which it is located, its rich history, authentic architecture and different cultural influences, including the national poet Jovan Dučić, have all helped create Trebinje’s genius loci. The same factors may be used to communicate its new image. After that, the paper outlines models of the possible use of the recognised assets to brand the city and emphasise the importance of the effective presentation of these assets for creating a recognisable city image. It also proposes specific actions and interventions that may contribute to branding the city.

  8. Branding in Social Media and the Impact of Social Media on Brand Image

    OpenAIRE

    2016-01-01

    The purpose of this thesis is to examine how social media can be used for branding purposes, what should be taken into consideration when using social media for branding purposes, and to research the impact of social media on brand image in comparison to traditional media. Concepts related to branding, social media and finally branding in social media are introduced and examined in the theoretical part of the thesis. The empirical part of the thesis consists of a quantitative consumer sur...

  9. Impact of distribution intensity on perceived quality, brand awareness and brand loyality - structural model

    OpenAIRE

    Ivan-Damir Anić; Edo Rajh

    2008-01-01

    The purpose of this empirical study was to determine the impacts of distribution intensity on perceived quality and brand awareness, and to analyze the effects of perceived quality and brand awareness on brand loyalty. A structural equation model was used to identify the size and the direction of proposed relationships. The model was tested on a sample of 956 students using three brand categories in the manufacturing industry and three brand categories in the service industry. The proposed hy...

  10. THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE AND LOYALTY: EMPIRICAL EVIDENCE FROM MALAYSIA

    OpenAIRE

    Bamini KPD.Balakrishnan; Samuel Lee; Azlinda Shazneem Md.Shuaib; Najihah Hanisah Marmaya

    2009-01-01

    This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets, Starbucks and Coffee Bean. A questionnaire was used to gather data from respondents in various cities in Malaysia using purposive and convenience sampling methods. Statistical tests including factor analysis,...

  11. Internal brand co-creation: The experiential brand meaning cycle in higher education

    OpenAIRE

    Punjaisri, K; Dean, D.; Arroyo-Gamez, R; Pich, C.

    2015-01-01

    Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role ofmarketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions withmanagement, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commence...

  12. Country Branding and its effect on the consumer in the global market

    Directory of Open Access Journals (Sweden)

    Kerry Kilduff

    2016-11-01

    Full Text Available Country Branding -a relatively new type of marketing and public diplomacy- is a developing field and a tool that governments use to promote their goods and services and to enhance awareness about their country, promote tourism, increase trade and attract foreign direct investment (FDI and talent. A Country Brand is more than a sum of its products. The purpose of this literature review is to investigate the key components of international and intercultural transactions and to focus on how these influence the Nation Brand. In the global marketplace, where products and services from different countries are competing for market share, it is important to understand how a product’s place of origin contributes its overall image, and how consumers relate to the foreign product. By identifying the consumer it is possible to gain an understanding of the cultural influences that determine the consumers’ relation to the product, service, or Nation Brand. Likewise, this paper relates previous studies in the fields of country-of-origin (COO and consumer studies as influential factors the evolution of Country Branding. By gaining a clear idea of the relationship between these three fields –COO, consumer and Country Branding-, scholars and professionals can assess the influence that a product’s country-of-origin has on its audience, and create country brands that effectively define the product and reach target consumers.

  13. Brand discrimination: an implicit measure of the strength of mental brand representations.

    Directory of Open Access Journals (Sweden)

    Mike Friedman

    Full Text Available While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging belong to a target brand or not. Signal detection theory (SDT is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

  14. Brand discrimination: an implicit measure of the strength of mental brand representations.

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

    While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

  15. THE IMPACT OF BRAND FAMILIARITY, BRANDING AND DISTRIBUTION STRATEGY ON LUXURY BRAND DILUTION

    OpenAIRE

    Magnoni, F.; Roux, E.

    2011-01-01

    Cahiers de recherche du CERAG n° 2011-05 E3; From the consumer point of view, step-down line extension is the launch of a new product, which is perceived as lower quality than the other products a brand currently sells, in the category of the pre-existing brand (Magnoni and Roux, 2008). Although step-down line extension is not a new business practice, it has greatly increased in recent years to meet new market trends. Today, the purchasing power crisis and the democratization of the luxury se...

  16. Stored Luminescence Computed Tomography

    CERN Document Server

    Cong, Wenxiang; Wang, Ge

    2013-01-01

    The phosphor nanoparticles made of doped semiconductors, pre-excited by well-collimated X-ray radiation, were recently reported for their light emission upon NIR light stimulation. The characteristics of X-ray energy storage and NIR stimulated emission is highly desirable to design targeting probes and improve molecular and cellular imaging. Here we propose stored luminescence computed tomography (SLCT), perform realistic numerical simulation, and demonstrate a much-improved spatial resolution in a preclinical research context. The future opportunities are also discussed along this direction.

  17. Shopping in discount stores

    DEFF Research Database (Denmark)

    Zielke, Stephan

    2014-01-01

    This paper analyzes the impact of price-related attributions, emotions and value perception on the intention to shop at grocery discounters in an integrated framework. Moderating effects of price consciousness are also analyzed. The results show that the proposed model explains almost three...... quarters of intentions to shop in discount stores. Value perception has the strongest total effect, which is partly mediated by enjoyment, shame and guilt. Attributions influence the shopping intention indirectly via value perception and emotions. The inferior quality attribution has the strongest total...

  18. Introduction to Interregional Place Branding

    DEFF Research Database (Denmark)

    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...

  19. Searching for the Mainland Brands

    Institute of Scientific and Technical Information of China (English)

    S.ECONGDON-MARTIN

    2004-01-01

    Wandering through aisle after aisle of cloth samples and garment displays at the 2004 Shanghai Textile and Garment Expo, the sheer mass of textiles is staggering.However, although the three exhibition halls are filled with many brands, only one third of them are garment manufacturers, few could be considered fashion labels, and even less are recognizable names.

  20. Making Strategies in Destination Branding

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2013-01-01

    The need for strategic thinking in destination branding has been demanded regarding the challenges tourism destinations are facing nowadays, such as at the digital level. The utilization of Information Communication Technology by tourism destinations, when well-articulated with a destination brandin

  1. Brand: Identity, Image, and Relationships

    Science.gov (United States)

    Danker, Stephanie Harvey

    2014-01-01

    Adolescents face complex dilemmas such as challenging issues of identity and self-concept, and struggles with building and maintaining relationships. These issues must be embraced in the art classroom. This Instructional Resource will focus on the concept of brand--connecting visual art, marketing, and psychology--and center on ideas found in the…

  2. Branding out of the Box

    Science.gov (United States)

    Hayes, Thomas

    2009-01-01

    Some might wonder what institutions of education could possibly learn from a mouse, a gecko, or even a polar bear. But when people link those animals to the brands they represent (Disney, GEICO, and Coca-Cola, respectively), they realize that marketing and communications departments at higher education institutions across the world would love to…

  3. Building Blocks for Personal Brands

    Science.gov (United States)

    Thomas, Lisa Carlucci

    2011-01-01

    In this article, the author discusses the four essential building blocks for personal brands: (1) name; (2) message; (3) channels; and (4) bridges. However, outstanding building materials can only take a person so far. The author emphasizes that vision, determination, faith, a sense of humor, and humility are also required.

  4. RSM Outlook Autumn 2005 : Branding

    NARCIS (Netherlands)

    2005-01-01

    markdownabstract#### Contents The inaugural issue of RSM Outlook from autumn 2005 includes the opening of the new T-building, and how RSM celebrated its 35th birthday with a wine-tasting session. There are also articles on Professor Cees van Riel and reputation management, the re-branding of the ci

  5. Destination brand experience and visitor behavior

    DEFF Research Database (Denmark)

    Mattsson, Jan; Sørensen, Flemming; Barnes, Stuart

    2014-01-01

    Destination branding has developed considerably as a topic area in the last decade with numerous conceptualizations focusing on different aspects of the brand. However, a unified view has not yet emerged. This paper examines destination branding via a new conceptualization, destination brand...... experience (DBE), which provides a more holistic and unified view of the destination brand. It examines the direct and mediated role of DBE components in determining revisit intentions and word-of-mouth recommendations. The findings suggest that DBE is an important determinant of all study outcomes...

  6. Performative Brand Aid

    DEFF Research Database (Denmark)

    Christiansen, Lene Bull; Olwig, Mette Fog

    on the analysis of two Danish benefit events: The annual national telethon and media event Danmarks Indsamling (Denmark’s Fundraiser), and the annual small-scale music concert Hammershus Fairtrade Concert. The campaigns are different in scope and location, but share important common global and local features...

  7. Assessing the Chemical Components of some Iranian Brands of Bottled Water

    Directory of Open Access Journals (Sweden)

    Miranzadeh M.B.1 PhD,

    2015-09-01

    Full Text Available Aims Bottled water is widely used in many countries and more than 100 different brands of bottled water are produced in Iran. The aim of the present research was to assess the chemical compound of some Iranian brands of bottled water and compare them with the mention information on their labels. Instrument & Methods This descriptive study was performed during March to December 2012 on the 16 brands of bottled water produced in Iran. Random sampling (10 samples for each brand was done by buying 1.5liter bottled water with different brands from the supermarkets in Kashan City, Iran. The concentration of Na+, K+, F-, NO3-, SO4-2 and Cl- and the pH of bottled water samples were measured. Data were analyzed by SPSS 16 software using independent T test. Findings The mean concentration of NO3- was 1.70±2.52mg/l, Na+ was 8.44±8.76mg/l, K+ was 0.11±0.53mg/l, SO4-2 was 15.15±12.49mg/l, Cl- was 42.30±33.84mg/l and F- was 1.02±1.88mg/l in all samples of 16 brands of bottled water. The highest concentration of NO3- was seen in brand 12 (9.55±2.76mg/l, Na+ in brand 6 (32.18±12.60mg/l, K+ in brand 13 and 4 (1.86±0.76mg/l, SO4-2 in brand 6 (40.53±8.90mg/l,Cl- in brand 16 (88.73±13.80mg/l, F- in brand 13 (0.63±0.12mg/l. The pH of brand 12 (7.9±0.1 was the highest among the samples. Conclusion The concentrations of Na+, K+, F-, NO3-, SO4-2 and Cl- of the studied Iranian brands of bottled water are not higher than the national and international standards and the pH is in the acceptable range.

  8. Women’s Suits Stores Retail Worth CNY300 million In Oct.

    Institute of Scientific and Technical Information of China (English)

    2012-01-01

    Beijing Oct.-Sales value of women’s suits in Beijing 22 mid-to-high range department stores was 299 million, Basically similar with September according to Beijing Commercial Information Consultation Center. Accumulated sales value in Jan. - Sep. was CNY 279.6 million.Looking further into the sales rank of department stores, Yansha Youyi, Cuiwei Place and Wangfujing Department Store reported highestcomparable sales in Oct.; Cuiwei Place reported a CNY39.14 million sales value, claiming the top rank. Looking further into the sales rank of brands, Veto Moda and ONLY, sales value for each of them were over CNY 7 million claimed thetop two spots in Oct. The both are in-house brands of Denmark-based fashion house Bestseller. White Collar ranked the Third.

  9. Managing Corporate Reputation Through Corporate Branding

    DEFF Research Database (Denmark)

    Schultz, Majken; Hatch, Mary Jo; Adams, Nick

    2012-01-01

    This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co......-creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding...... is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces...

  10. Revisiting the Complexities of Corporate Branding

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Merrilees, Bill; Miller, Dale

    2013-01-01

    The evolution of corporate branding literature since the seminal paper by Balmer is evaluated. The literature exhibits signs of maturing, which is evidenced by multiple theoretical underpinnings and a widening scope. Four themes are identified: (i) corporate brand as differentiation; (ii) corporate...... brand as corporate communication; (iii) corporate brand as a values-based approach; and (iv) corporate brand as internal branding approaches. We give special attention to issues of corporate communication, corporate identity, corporate vision, multiple stakeholders, alignment, multiple voices, corporate...... values and organisational culture. The themes are examined through a ‘paradox’ lens. Each theme is discussed in terms of the theoretical challenges arising from complexities in that aspect of corporate branding, ensuing apparent paradoxes and possible solutions for each paradox. The paradoxes...

  11. Brand communities embedded in social networks.

    Science.gov (United States)

    Zaglia, Melanie E

    2013-02-01

    Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers' interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes.

  12. Investigating of Brand Equity on Hospital Image

    Directory of Open Access Journals (Sweden)

    Maryam Karbalaei

    2013-10-01

    Full Text Available This study identifies five factors that influence the creation of brand equity through successful customer relationships: trust, customer satisfaction, relationship commitment, brand loyalty and brand awareness. An empirical test of the relationships among these factors suggests that hospitals can be successful in creating image and positive brand equity if they can manage their customer relationships well. The subjects were 318 customers of hospitals in Tehran area. Structural Equation Modeling (SEM with Lisrel software was used for the data analysis. Results from the research hypothesis testing suggest the following information. First, the study found that trust, customer satisfaction and relationship commitment all had a positive influence on brand loyalty and brand awareness. And brand equity, trust, customer satisfaction and relationship commitment also had a significant positive influence on hospital image. All of hypothesis is supported.

  13. The Way of Chery to Achieve the Most Successful Auto Brand in China

    OpenAIRE

    Tao, Yan

    2010-01-01

    The automobile market in China is in the state of growth. The development of new energy vehicles and the automobile industry is taking place in the forms of regrouping and restructuring. This offers Chery a great opportunity to develop and promote the brand. As one of the most influential and famous auto brand, Chery Auto has achieved an extraordinary growth rate and has become the pride of Chinese national automobile industry. Nevertheless, there is still certain potential in product qu...

  14. Store manager performance and satisfaction: effects on store employee performance and satisfaction, store customer satisfaction, and store customer spending growth.

    Science.gov (United States)

    Netemeyer, Richard G; Maxham, James G; Lichtenstein, Donald R

    2010-05-01

    Based on emotional contagion theory and the value-profit chain literatures, the present study posits a number of hypotheses that show how managers in the small store, small number of employees retail context may affect store employees, customers, and potentially store performance. With data from 306 store managers, 1,615 store customer-contact employees, and 57,656 customers of a single retail chain, the authors examined relationships among store manager job satisfaction and job performance, store customer-contact employee job satisfaction and job performance, customer satisfaction with the retailer, and a customer-spending-based store performance metric (customer spending growth over a 2-year period). Via path analysis, several hypothesized direct and interaction relations among these constructs are supported. The results suggest implications for academic researchers and retail managers.

  15. Influence of Advertisement Message on Fitbar Billboard towards Brand Awareness and Its Implication to Brand Image

    Directory of Open Access Journals (Sweden)

    Yuliana Riana Pand

    2016-01-01

    product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message to variable Y (brand awareness and its implications on the variable Z (brand image. The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message and Y (brand awareness to variable Z (brand image amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image.

  16. Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

    While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand’s elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute. PMID:25803845

  17. The impact of brand image fit on attitude towards a brand alliance

    Directory of Open Access Journals (Sweden)

    Riley Debra

    2015-12-01

    Full Text Available Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners’ brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions.

  18. Når branding bliver kunst - og kunst bliver branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

    Design af logoer, identitetsprogrammer og reklamekampagner er måske ikke ligefrem kunst, men i hvert fald en slags æstetisk praksis. Æstetik og branding har derfor altid haft berøringsflader med hinanden. Men efterhånden som forbrug i stigende grad udfolder sig på et symbolsk plan og ikke længere...... har så meget med fysiske behov at gøre, er brandingens brug af referencer til kunst blevet intensiveret. Det sker på forskellige måder, som også udtrykker forskellige grader af samhørighed mellem kunst og brand. Udgivelsesdato: 01/09...

  19. Queues, stores, and tableaux

    CERN Document Server

    Draief, Moez; O'Connell, Neil

    2005-01-01

    Consider the single server queue with an infinite buffer and a FIFO discipline, either of type M/M/1 or Geom/Geom/1. Denote by A the arrival process and by s the services. Assume the stability condition to be satisfied. Denote by D the departure process in equilibrium and by r the time spent by the customers at the very back of the queue. We prove that (D,r) has the same law as (A,s) which is an extension of the classical Burke Theorem. In fact, r can be viewed as the departures from a dual storage model. This duality between the two models also appears when studying the transient behavior of a tandem by means of the RSK algorithm: the first and last row of the resulting semi-standard Young tableau are respectively the last instant of departure in the queue and the total number of departures in the store.

  20. Memory color effect induced by familiarity of brand logos.

    Directory of Open Access Journals (Sweden)

    Atsushi Kimura

    Full Text Available BACKGROUND: When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect. It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies. METHODS AND FINDINGS: In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low. Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic. CONCLUSION: The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.

  1. Customers' Loyalty & Brand Experience : Branding Strategy to Successfully Approach Consumers' Minds and Promote Customers' Loyalty: Generating the “Brand Experience”

    OpenAIRE

    Ghafoorzadeh, Sara

    2009-01-01

    Branding is one of the fundamental aspects in order to achieve brand success. Effective positioning and communication strategies lead to a higher competitive advantage. The brand represents a guarantee, a trustful relation and a promise towards the consumer. Branding is essential and derives from experience; a successful branding strategy allows the organisation to correctly position itself in the consumer's mind. Branding efforts (i.e. logo, websites, advertising, etc.) influence the consume...

  2. Fashion Brand Purity and Firm Performance

    Directory of Open Access Journals (Sweden)

    Jin-hui Zheng

    2013-01-01

    Full Text Available A large number of prior empirical research and case studies used qualitative methodology to discuss the fashion brand dilution resulting from consumer base extension from the target group(s to the nontarget groups and its impacts. From a different perspective, this paper establishes a dynamic brand dilution and performance model, demonstrating how dynamic changes of sales volumes involving the two consumer groups affect the degree of brand dilution and the performance of the brand. We incorporate the factor “brand purity” to the model as a quantitative measure of brand dilution level that affects firm annual revenue and profit change comprehensively in iteration. Our model suggests that fashion brands, especially luxury brands, can be easily diluted under the pressure of firm growth, and the brands suffer the significant negative impact on their revenues and profit. While increasing sales volume can aggravate the negative consequences, brand purity can be increased through limiting the consumer base to the target group only.

  3. Pentingnya Peran Logo dalam Membangun Brand

    Directory of Open Access Journals (Sweden)

    Angela Oscario

    2013-03-01

    Full Text Available Brand is an intangible asset of an entity. Its a summary of experiences of an entity. Well-developed brand is a very high value asset, even higher than all of the physical assets owned by the entity. Because brand is created on peoples mind, brand can build customers loyalty. Brand can be built in many ways. One of the most important way is designing visual indentity, such as logo. Logo is a graphical element in the form of ideogram, symbol, emblem, icon, sign that is collectively form a trademark or commercial brand. Logo is the entrance that reflects a brand. Because of that, a logo must reflect the soul of the entity. Considering how important a logo for a brand, a logo should be designed seriously. Ironically, there are so many fast, and cheap logo design services that create an instant logo. Why is it happened? Its because the brand owners have a lack of awareness of the important of a brand and a logo. Its also because there are a lot of designers who have no respect on their profession. These kind of designers offer cheap services for an easy money with a little work. This situation can be bad for both of the brand owner and the designer. The price of logo design will be cheaper and cheaper, and the brand will not be developed well. That's why its important to raise the awareness of the importance of a branding and a well-designed logo which represent the soul of the entity.

  4. 14 CFR 1214.605 - Preflight packing and storing.

    Science.gov (United States)

    2010-01-01

    ... 14 Aeronautics and Space 5 2010-01-01 2010-01-01 false Preflight packing and storing. 1214.605 Section 1214.605 Aeronautics and Space NATIONAL AERONAUTICS AND SPACE ADMINISTRATION SPACE FLIGHT Mementos Aboard Space Shuttle Flights § 1214.605 Preflight packing and storing. (a) Items intended for...

  5. Moderating Role of Product Involvement on the Relationship Between Brand Personality and Brand Loyalty

    Directory of Open Access Journals (Sweden)

    SUDDIN LADA

    2014-08-01

    Full Text Available Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They completed a 14-items questionnaire to measure product involvement, and a 32-items and 16-items questionnaire to measure brand personality and brand loyalty respectively. Results suggest that the effect of product involvement related to brand personality and brand loyalty is partly moderated, where the impact is greater for low involvement consumer groups than for moderate and high involvement consumer groups for both dimensions of ‘excitement’ and “ruggedness’. The present study has also revealed that product involvement increases the direct effect of excitement and ruggedness of brand personality dimension on brand loyalty. However, product involvement decreases the direct effect of sincerity, competence, and sophistication of brand personality dimension on brand loyalty. The study provides support for the value of measuring product involvement in the sportswear industry. Furthermore, marketing efforts for sportswear companies need to distinguish between the elements of involvement that are more significant to brand personality and bran loyalty. The study also expands the body of knowledge by providing empirical verification of the link among product involvement profile (i.e., pleasure, interest, sign, risk importance, and risk probability, brand personality, and brand loyalty.

  6. Exploring the Impact of Silos in Achieving Brand Orientation

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard I.; Helm, Clive; Munk, Jonas

    2013-01-01

    the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand-revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets......Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate...... contributed to the failure of the new brand strategy. The paper concludes with recommendations for the brand platform to be implemented meaningfully and effectively within each silo....

  7. Toward a Sociology of Branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

    Brands har sådan set eksisteret siden handelsmænd begyndte at udstyre deres varer med bestemte mærker, der skulle fungere som en kvalitetsgaranti i forhold til de kunder, som de ikke selv havde direkte kontakt til. Men det var først i slutningen af det 19. århundrede - da amerikanske sælgere af...... patentmedicin også begyndte at promovere salver og eliksirer, der kunne kurere psykiske og sociale dårligdomme og ikke kun fysiske - at brands blev vigtige aktører i det, som vi i dag kalder forbrugersamfundet. I de efterfølgende årtier efterlignede reklamebranchens kreative nemlig denne strategi, og indlejrede...

  8. Analyzing the Influence of Customers’ Perception of Marketing Mix on Brand Equity: The Case of Razavi Nutritive Products

    Directory of Open Access Journals (Sweden)

    Habibollah Doaei

    2011-01-01

    Full Text Available Since enhancement of the suitable and competitive position through consumer loyalty is of high importance, in this paper, brand equity as an effective element in achieving the mentioned position has been studied. Analysis of data has been done using structural equation modeling and PLS software. Statistical population includes customers of Razavi Nutritive Products in the city of Mashhad, and non random sampling has been used. The questionnaire developed by Chen (2007 has been used for data collection. Findings imply that the customer’s perception of marketing mix has positive and meaningful influence on brand equity; also its indirect influence has been ratified via features of purchase. Respectively, offering products with better prices, good image, widespread advertising and on time distribution in stores lead to better customer perception of brand equity, which in turn results in increase of frequency and amount of purchase and improvement of brand equity.

  9. Analyzing the Influence of Customers’ Perception of Marketing Mix on Brand Equity: The Case of Razavi Nutritive Products

    Directory of Open Access Journals (Sweden)

    Habibollah Doaei

    2011-09-01

    Since enhancement of the suitable and competitive position through consumer loyalty is of high importance, in this paper, brand equity as an effective element in achieving the mentioned position has been studied. Analysis of data has been done using structural equation modeling and PLS software. Statistical population includes customers of Razavi Nutritive Products in the city of Mashhad, and non random sampling has been used. The questionnaire developed by Chen (2007 has been used for data collection. Findings imply that the customer’s perception of marketing mix has positive and meaningful influence on brand equity also its indirect influence has been ratified via features of purchase. Respectively, offering products with better prices, good image, widespread advertising and on time distribution in stores lead to better customer perception of brand equity, which in turn results in increase of frequency and amount of purchase and improvement of brand equity.

  10. An Introduction to Brand Semiotics

    Institute of Scientific and Technical Information of China (English)

    王楠

    2014-01-01

    This paper attempts to review the semiotic study of brands. Due to the various traditions of semiotics, the approach in question contains several ways of interpretation, including structural semiotics and Peircean semiotics. Former researchers mainly focus on the first method and seldom employ the second one. Despite a review of former studies, this paper also puts forward a new pattern of study and points out the significance of the semiotic approach and queries remained to be settled.

  11. DESTINATION BRANDING THROUGH BUSINESS TOURISM

    OpenAIRE

    Doriana, MORAR; Denisa, COTÎRLEA

    2014-01-01

    Considering the fat that a rate of up to 70% of tourists visiting Romania have a professional motivation, the present papers intends to provide an overview of the advantages held by Romania for offering tourists the proper conditions for spending quality time in this emerging country. Within the present article, the authors provide to readers an overview regarding destination branding, business travel and the critical elements in achieving economic advantages over competing regions/countries;...

  12. Brand Building of Born Globals

    OpenAIRE

    Cederäng, Jesper; Norberg, Markus

    2008-01-01

    Abstract The purpose of this thesis was to increase the understanding of two early internationalizing firms (Born Globals) brand building efforts. By performing case studies on these companies we wished to discover similarities and differences in their marketing efforts. The companies that we studied were CTEK Sweden AB, a battery charger manufacturer and POC Sweden AB, who designs advanced protective gear for the alpine ski market. The theoretical framework was divided according to the four ...

  13. COMPANIES WITH MARKET POSITIONING BRANDS

    OpenAIRE

    Ruxandra Radoviciu; Filimon Stremtan

    2009-01-01

    Positioning a company on the market by the usage of brands is defined as the act ofdesigning the supply and its image on the market, so as to occupy a distinct place in the minds of theirtarget audience. The role of positioning in developing marketing strategy to differentiate products andservices involves the selection of attributes that are considered important for consumers. In order togain a strong position on the market the companies must perform a market analysis, an internalanalysis an...

  14. MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

    OpenAIRE

    Yunia Wardi

    2015-01-01

    Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP. Ukuran sampel adalah 180 siswa UNP. Sampel penelitian dipilih dengan menggunakan Metode Proporsional Cluster Random Sampling. Data dianalisis dengan uji statistik dengan menggunakan regresi Linear. Hasil penelitian ini menunjukkan bahwa: Baliho secara signifikan positif mempengaru...

  15. Brand placement prominence: good for memory! Bad for attitudes?

    NARCIS (Netherlands)

    E. van Reijmersdal

    2009-01-01

    This paper presents two laws about the effects of brand placement on audience reactions. This article presents two laws about the effects of brand placement on audience reactions. Brand placement is the compensated inclusion of brands or brand identifiers within media programming. The first law stat

  16. Branding in Higher Education: A Case Study from Turkey

    Science.gov (United States)

    Garipagaoglu, Burçak Çagla

    2016-01-01

    Drawing upon the brand-building experience of a young and successful Turkish foundation university, this case study attempts to broaden our understanding of branding in Higher Education (HE). Focusing on the diverse brand conceptualizations, brand management principles and brand strategies that are deployed to circumvent barriers to successful…

  17. Theoretical Aspects of Brand Building in Seafood Industry

    OpenAIRE

    Križanová, Anna; Majerová, Jana; Klieštik, Tomáš; Majerčák, Peter

    2013-01-01

    The aim of this paper is to describe theoretical aspects of brand building in seafood industry, because of its perpectives and the lack of brand building practice in this field. According to this, basics elements of brands are described and brand building and tools of brand concept development are analyzed.

  18. DESTINATION BRANDING THROUGH BUSINESS TOURISM

    Directory of Open Access Journals (Sweden)

    Doriana, MORAR

    2014-11-01

    Full Text Available Considering the fat that a rate of up to 70% of tourists visiting Romania have a professional motivation, the present papers intends to provide an overview of the advantages held by Romania for offering tourists the proper conditions for spending quality time in this emerging country. Within the present article, the authors provide to readers an overview regarding destination branding, business travel and the critical elements in achieving economic advantages over competing regions/countries; the article emphasizes the fact that -intelligently exploited-, business tourism can be an element of prosperity within the tumultuous period of time through which Romania and other emerging states are crossing nowadays. The results of this paper work are focused on the identifying, analysing and correlating the main factors that can influence a destination' development through its propulsion as a brand destination for business tourism. Generally speaking, the paper approaches aspects regarding business tourism. The methodology used in order to write the present article is limited to the collection and processing empirical data and information. In this regard, the literature in the field has been reviewed, so that the authors could identify and expose the importance of destination branding through business travel for sustainable development in Romania.

  19. Antecedents and Outcomes of Brand Love : A qualitative study within the Swedish clothing industry.

    OpenAIRE

    Skoog, Malin; Söderström, Mathilda

    2015-01-01

    Within brand management research, brand love has been an increasingly popular research subject. Both antecedents and outcomes of brand love were noticed to comprise a large part of previous research. The main purpose of this study is to develop a deeper understanding of the antecedents and outcomes of brand love. The terms discussed in this thesis are brand management, brand identity, brand image, emotional branding, brand love, brand commitment and brand loyalty.   A research gap was identif...

  20. The categorisation of brands: The case of P&G™ branding strategy.

    Science.gov (United States)

    Puente-Díaz, Rogelio; Cavazos-Arroyo, Judith

    2015-07-27

    In 2 studies, we tested what we considered to be the core of Procter and Gamble™ (P&G™) latest branding strategy: making the association between its corporate brand and its product brands explicit. Participants were randomly assigned to one of the conditions: explicit association between P&G™ and one of its product brands and a control condition. Results from Study 1 showed a positive influence of the corporate brand on judgements of brand quality for Crest™. Similarly, results from Study 2 showed a positive influence of the corporate brand on judgements of brand quality and trust for Oral-B™. From a multidisciplinary perspective, we discussed the theoretical and applied implications of our results.