The effect of social media marketing, on brand marketing and communication strategy: the case of Visit Denmark.

OpenAIRE

Zhang, Lingling

2015-01-01

Abstract Objective: This thesis seeks to provide insight into the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. Method: Qualitative case study methodology generated understanding of the approach to DMOs’ marketing. Interview allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to ...

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...

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.

Branding Strategies for Digital Tv Channels

OpenAIRE

M. Pagani

2011-01-01

This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand...

The Impact of Brand Awareness on Companies` Marketing Strategies

OpenAIRE

Alexandra Zaif

2016-01-01

Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate ...

Cigarette brand variant portfolio strategy and the use of colour in a darkening market.

Science.gov (United States)

Greenland, Steven J

2015-03-01

To evaluate cigarette branding strategies used to segment a market with some of the toughest tobacco controls. To document brand variant and packaging portfolios and assess the role played by colour before plain packaging, as well as consider the threat that recently implemented legislation poses for tobacco manufacturers. Brand variant and packaging details were extracted from manufacturer ingredient reports, as well as a retail audit of Australian supermarkets. Details were also collected for other product categories to provide perspective on cigarette portfolios. Secondary and primary data sources were analysed to evaluate variant and packaging portfolio strategy. In Australia, 12 leading cigarette brands supported 120 brand variants. Of these 61 had names with a specific colour and a further 26 had names with colour connotation. There were 338 corresponding packaging configurations, with most variants available in the primary cigarette distribution channel in four pack size options. Tobacco companies microsegment Australian consumers with highly differentiated product offerings and a family branding strategy that helps ameliorate the effects of marketing restrictions. To date, tobacco controls have had little negative impact upon variant and packaging portfolios, which have continued to expand. Colour has become a key visual signifier differentiating one variant from the next, and colour names are used to extend brand lines. However, the role of colour, as a heuristic to simplify consumer decision-making processes, becomes largely redundant with plain packaging. Plain packaging's impact upon manufacturers' branding strategies is therefore likely to be significant. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

A Dynamic Perspective on Symbolic Co-branding

DEFF Research Database (Denmark)

von Wallpach, Sylvia; Backhausen, Mia

2016-01-01

brand’s meaning—a challenge that is accentuated when multiple brands form alliances. Focusing on symbolic co-branding, this paper aims to understand how involved brands’ meaning arises from discursive interactions in stakeholder networks (including brand management). A netnographic study in the context...... of lifestyle and fashion blogs provides in-depth insights into the evolvement of two symbolic co-branding processes. The results highlight various stakeholders’ role in and discursive strategies of creating and transferring meaning between involved brands and add unprecedented insights into symbolic co-branding...

How positioning strategies affect co-branding outcomes

OpenAIRE

Wason, Hilary; Charlton, Nathalie

2015-01-01

Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to the consumer have been explored. However, the role of brand positioning has received little attention in the context of co-branding. The current study attempts to address this gap, considering the posit...

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…

Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management

NARCIS (Netherlands)

S. Zenker (Sebastian); E. Braun (Erik)

2017-01-01

textabstractPurpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is

The Impact of Brand Awareness on Companies` Marketing Strategies

Directory of Open Access Journals (Sweden)

Alexandra Zaif

2016-07-01

Full Text Available Within this paper,we will try to emphasize the importance of brand awareness and its significant role in brand-building,discussing how companies implementing brand-awareness marketing strategies will have a substantial role in creating brand image,strenghten brand equity and increase profitability . Firstly,we will conduct an empirical research based on previous published literature concerning brand awareness and will discuss the effectiveness of marketing strategies that incorporate in their objectives brand awareness increase,acknowledging its impact on significant factors such as brand image ,sales increase,influencing customer behaviour and other important equity-related aspects.We will try to corroborate our statements by referring to a marketing strategy designed to enhance brand awareness and stimulate other brand-equity dimensions (brand association,brand loyalty,etc.,as well as generate higher sales revenues , namely sponsorship and we will discuss a particular category,respectively sponsorship in the sports industry.The study case wil be concluded with an example of a succesfull partnership involving a sponsorship agreement between a reputable multinational food and beverage corporation,PepsiCo(known for famous products such as Pepsi soft drinks and foods such as Lay`s Chips and one of the most important events expected by football enthusiasts around the world,the UEFA Champions` League annual tournament.

Desain Kemasan Sebagai Strategi Branding Produk Cokelat Bali

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Ni Luh Desi In Diana Sari

2016-01-01

Full Text Available Efforts to make Balinese chocolate products of IKM sector as souvenirs for tourists require branding strategy to improve the image of the product in the minds of the target audience. Branding strategies conducted through designing of logo as a brand identity, packaging design as a media product appeal and POP (Point of Purchase as a means of product promotion. The creative concept refers to the main idea of "Balinese Chocolate", by processing one of the potentials local Balinese culture in the form of Prada textiles and woven fabrics Pegeringsingan, which is applied to the packaging as a visual element to construct the attractiveness of Balinese chocolates.   Keywords: Branding, Strategies, Balinese, Chocolate, Textile

Luxury as the opposite of vulgarity:a trio of perspectives on luxury brands

OpenAIRE

Reyneke, Mignon

2011-01-01

This thesis, entitled “Luxury as the opposite of vulgarity: A trio of perspectives on luxury brands” considers luxury brands in a trio of contemporary contexts. Despite the academic research surrounding luxury brands being limited, the existent research most often studies luxury brands in a traditional retail context. That is, luxury is viewed from a perspective where the products are sold in luxury retail stores. However, the landscape that these brands function within has changed significan...

Brand Strategies in the Era of Sustainability

Directory of Open Access Journals (Sweden)

Aleksandar Grubor

2017-03-01

Full Text Available Today, brands are powerful instruments of change. They are tightly connected with consumers all over the world and profoundly incorporated into their everyday life and choices they made. Consumers indicate with brands they love and strongly advocate the ideas that are embedded in their philosophy and image. Consequently, companies that own successful brands, which are followed by large group of loyal consumers, have the power to generate modification and even complete shift in consumers' lifestyle, value system, attitudes and behavior. Accordingly, environmentally friendly brands are inevitable element of sustainable marketing strategy and sustainability concept, given that its implementation requires changes that will trigger mass rather than individuals. However, regardless of positive opinion about socially responsible practice on the market, attitude - behavior gap is widely present among consumers, making segment of green consumers just a market niche. Thus, the most challenging task for marketing and brand managers is to find interest for consumers in a sustainable way of life and to make it easy accessible and attractive for them. This article aims to highlight the leading role of sustainability in branding theory and practice and to point out strategies for successful implementation of green values into the brand management, with an accent on brand equity construct, relying on the results of research and analysis in the given field.

Information Warfare on Social Media: A Brand Management Perspective

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Kalpokas Ignas

2017-06-01

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

A Study on the Relationship between Public Relations and Brand Strategy

OpenAIRE

Xu, Yuanzhong (Victor)

2005-01-01

Brand strategy is a useful way to strengthen competitive competence of products. However, the researches on how to implement a successful brand strategy using public relations were rarely found in the existing literature. The main purpose with my dissertation is to investigate the relationship between public relations and brand strategy. In addition, I hope the dissertation can give some suggestions to Chinese companies when they want to implement a brand strategy using public relations. A ...

Study on Co-branding Strategy- Dongfeng Yueda Kia as Example

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Yu Jinrong

2017-01-01

Full Text Available Owing to the fact that the science and technology is developed increasingly, the product life cycle trend to shorten. Under this fierce competition, enterprises have to launch new product quickly in order to survive. Now, a growing number of enterprises release the new product based on existing brands, which has been successful. The status quo of joint brand strategy, combined with the co-branding of Dongfeng Yueda Kia, has been analyzed by regression analysis method. By doing empirical validation through developing the theory model, the result concluded that product compatibility and brand compatibility have a noticeable impact on co-branding evaluation. At the same time, the attribute of product has also some adjusting impact. That is, when enterprises develop a joint brand strategy, the attribute of product should be concerned. The paper put forward recommendations and solutions about how to improve a joint brand strategy from enterprises choosing partners, consumer’s perception to co-branding.

Features of brand perception by people with different strategies of consumer behavior

Directory of Open Access Journals (Sweden)

Antonova N. V.

2018-03-01

Full Text Available The article describes the results of the research of perception of the domestic and foreign clothing brands by Russian consumers with various strategies of consumer behavior. The study involved 169 people of various ages (m = 24.5 years. Methods of research: a the method of semantic differential for the analysis of the image of the brand, developed by F.N. Vinokurov; b an adapted methodology for researching consumer behavior strategies. Based on the obtained results, it is concluded that there are specific features of perception of domestic and foreign brands by Russian consumers with different consumer behavior strategies: 1 the image of the Russian brand is more complicated, includes 5 factors, while the image of the foreign brand includes 3 factors; 2 8 basic and three generalized strategies of consumer behavior of Russians are singled out, and the content of strategies differs from the content of strategies of foreign consumers; 3 the peculiarities of brand perception in people with different consumer behavior strategies are highlighted, and it is found that the perception of foreign brands is more closely connected with the strategies of consumer behavior than the perception of domestic brands; 4 brand image (primarily such parameters as “reliability” and “positivity” of the brand is more significant for rational and impulsive consumers and to a lesser extent for brand-dependent ones. The obtained results can be used in the construction of brand communication, as well as a basis for further research of the mechanisms of perception of brands as objects of social cognition.

Utilizing the Brand Ecosystem Framework in Designing Branding Strategies for Higher Education

Science.gov (United States)

Pinar, Musa; Trapp, Paul; Girard, Tulay; Boyt, Thomas E.

2011-01-01

Purpose: In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand…

Brand strategy: The Stormers' case | Gerber | African Journal for ...

African Journals Online (AJOL)

Brand strategy: The Stormers' case. ... Brands enable marketers to develop and communicate specific images for individual products. ... a new area of rugby competition, giving the South African rugby franchises an opportunity for new brands.

The effects of image transfer strategy achieved through cobranding and brand extension

Directory of Open Access Journals (Sweden)

Rakita Branko

2010-01-01

Full Text Available This paper investigates the strategic importance of brand extension and cobranding. These two strategies we identify as the most important and the most popular brand image transfer strategies. They are widely adopted strategies for firms entering new markets, so they can take advantage of an existing brand's equity. In this article, we investigate whether cobranding with partner and brand extension has positive effects on customers' responses toward a new product. We also analyzed prerequisites for successful implementation of mentioned brand strategies. .

Logo Effects on Brand Extension Evaluations from the Electrophysiological Perspective.

Science.gov (United States)

Shang, Qian; Pei, Guanxiong; Dai, Shenyi; Wang, Xiaoyi

2017-01-01

Brand extension typically has two strategies: brand name extension (BN) and brand logo extension (BL). The current study explored which strategy (BN or BL) better enhanced the success of dissimilar brand extension and product promotion in enterprises. Event-related potentials (ERPs) were used to investigate electrophysiological processes when subjects evaluated their acceptance of the brand extension using a combined picture of S1 and S2. S1 was a famous brand presented by two identity signs (brand name and brand logo). S2 was a picture of an extension product that belonged to a dissimilar product category than S1. The behavior data showed that BL was more acceptable than BN in the dissimilar brand extension. The neurophysiology process was reflected by a less negative N2 component and a larger P300 component in the BL than in the BN. We suggested that N2 reflected a whole conflict between the brand-product combination and the long-term memory and that P300 could be regarded as the reflection of the categorization process in the working memory.

Branding of Flemish Higher Education Institutions: A Strategic Balance Perspective

Science.gov (United States)

Mampaey, Jelle; Huisman, Jeroen; Seeber, Marco

2015-01-01

Branding of higher education institutions (HEIs) is an expanding area of research. The existing literature mainly draws on the strategic management perspective that argues that HEIs are pressured to develop brands which differentiate them from their competitors. Past studies, however, do insufficiently take into account that most HEIs are…

New empirical perspectives on brand loyality: Implications for segementation strategy and equity

OpenAIRE

Knox, Simon; Walker, David

1995-01-01

There has been much written about the role of brand loyalty as a primary measure of effective brands marketing and a partial measure of brand equity. To date, however, the progress in providing a practical measure of the construct has been very limited. In this empirical study of grocery brands, we have developed such a measure in which both brand commitment and brand support were found to be necessary and sufficient conditions for loyalty to exist. Based on this measure, we identify four con...

Developing Marketing Strategies To Increase Brand Equity: The Differences Between Age Groups

OpenAIRE

Hui-Chu Chen; Robert D. Green

2012-01-01

Retailers are facing challenges from global competitors, aging consumer markets, and households with less income that impact brand equity. This study examines three age groups (younger, middle, older) marketing strategy perceptions and their brand equity (brand loyalty, brand awareness, perceived quality, brand association). As expected, different strategies influence each age group. Generally, older retailer shoppers have the highest brand equity. The results have certain implications to the...

Price leadership strategy or branding strategy:an empirical test of indigenous Chinese exporters

Institute of Scientific and Technical Information of China (English)

无

2008-01-01

The effects of price leadership strategies and branding strategies on the export performance of indigenous Chinese exporters with a focus on developing country markets and developed country markets are examined based on the principles of strategy-environment co-alignment and marketing segmentation theory. Findings suggest that when focusing on developing country markets, the use of a branding strategy is more likely to enhance export performance. When focusing on developed country markets, neither the use o...

BRAND POSITIONING. AN ANALYZE OF THE ROMANIAN CHOCOLATE BARS MARKET FROM YOUNGSTERS PERSPECTIVE

Directory of Open Access Journals (Sweden)

Dulea Iulia - Andreea

2014-02-01

Full Text Available Abstract: Positioning is a very important component of the marketing strategy. Positioning has an impact on the entire marketing mix and is crucial for differentiating a brand from competition and gaining competitive advantage. The evaluation of the consumer's perceptions about the positioning of the existing brands in a category is a must in order to design an effective brand positioning or repositioning strategy. This paper assesses youngsters’s perceptions about the positioning of the chocolate bar brands existing in Romania through perceptual mapping. The results of the study show that the attributes by which youngsters assess chocolate bar brands can be grouped into the following categories: quality, taste and content, physical effects, price and appearance. Therefore, perceptual mapping is a useful technique in analysing a brand positioning strategy, but also in generating a brand repositioning strategy. Keywords: Positioning strategy, brand, perceptual mapping, positioning process, chocolate bars, youngsters.

BRAND EQUITY BANK DAN IMPLIKASINYA TERHADAP STRATEGI PEMASARAN

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Rachmad Hidayat

2016-06-01

Full Text Available Tujuan dari penelitian ini adalah memprediksi pangsa pasar menggunakan metode Markov Chain dan menganalisis brand equity pada Bank BUMN untuk merancang strategi pemasaran. Hasil penelitian menyatakan bahwa prediksi pangsa pasar tertinggi adalah BNI, BRI  dan Bank Mandiri. Brand awareness tertinggi adalah BRI. Brand loyalty tertinggi adalah Bank Mandiri  dengan level switcher ke habitual buyer dan satisfied buyer semakin besar, tetapi pada level liking the brand dan committed buyer mengalami penurunan. Penelitian ini memberikan gambaran mengenai tidak adanya keterkaitan antara tingginya brand awareness dengan loyalitas. BRI dengan bank yang memiliki brand awareness paling tinggi di mata nasabah, namun tingkat nasabah yang melakukan perpindahan brand juga paling tinggi. Oleh karena itu para manajer pemasaran bank tidak boleh hanya puas dengan tingkat keterkenalan bank mereka. Para manajer pemasaran harus berupaya menggerakkan semua marketing effort mereka untuk meningkatkan brand awareness nasabah sehingga menjadi brand loyalty.

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...... discuss whether the Danish pavilion can be seen as an expression of a continuation or a renewal of communicative strategies related to Danish nation branding....

BRAND POSITIONING: A PERSPECTIVE OF THE EVOLUTION OF A CONCEPT.

Directory of Open Access Journals (Sweden)

Renato Telles

2013-06-01

Full Text Available This essay discusses the importance assigned to the brand, enhancing their management, in which two aspects are always present in the brands analysis and can be considered decisive in the understanding and management: identity and brand positioning. The analysis and the decision of a repositioning of brands are present in the daily marketing and communication professionals, but there is no consensus or uniformity of this approach to this issue, the result, among other reasons, the limited literature on the subject developed. This work proposes a structured approach conceptually and strategically conditions, challenges and risks of adopting a strategy of repositioning brands, using arguments based on available literature, coupled with real examples of exploratory interventions, and proposing a classification for decisions and repositioning strategies, as well as guidelines and alternatives to brand management.

Country brand equity model: Sustainability perspective

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Teodorović Milivoj

2016-01-01

Full Text Available This paper proposes a model of country brand equity that incorporates the issue of sustainability in determining destination brand equity. In particular, the model includes elements of sustainability as its core dimensions and promotes the concept of the country sustainability promise that transforms destination resources into the positive perception and experience. The theoretical model is empirically tested using global secondary data confirming that country image is the most important element followed by sustainability and loyalty. Also, the analysis suggests the existence of the higher order construct confirming the country brand equity concept. Based on the research findings, the article offers some implications to the destination managers by suggesting the direction for further development and strategy implementation.

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

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Widiawaty .

2016-02-01

Full Text Available The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar co-branded hotel had positive effect on Purchase Intention only if respondents perceived a good fit between allied brands. Brand Fit could be a more important factor than Brand familiarity in influencing the success of hotel co-branding strategis. future research to examinate the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or manager is recommended. Most hospitality studies focus on co-branding between hotels and restaurant. This study empirically investigated the effects co-branding on consumer behavior in the hotel sector.

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

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Marija Jankovic

2017-06-01

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

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

OpenAIRE

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

2016-01-01

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

Effects of Brand Extension Strategies on University Students’ Purchase Intent

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Şükran KARACA

2015-06-01

Full Text Available The brand extension strategy today preferred by many companies is an application that companies want to transfer the existing certain brand image and reputation in consumers value to new products as they existing brand name to the new products and in this way marketing. In this study, they apply business expansion strategy for the brand and consumer attitudes to identify the variables that influence these attitudes by means of brand extension strategies on consumer purchase intent was to determine the effects. Within this research, 445 students studying at the Cumhuriyet University of face to face interviews were conducted. Results were evaluated using SPSS 20.0 program, students’ frequencies and percentages of the responses received; the responses were analyzed using t-test and ANOVA. In this study, students Adidas company's brand for the expansion of applications imaginary product categories with jeans products against the positive attitude that the other imaginary product categories such as cell phones and laptop computers in terms of some factors other than a positive attitude that has emerged.

THE STRATEGY OF SOCIAL AND ECONOMIC REGIONAL DEVELOPMENT: TERRITORIAL BRAND BUILDING

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Anna Sergeevna Panacheva

2016-02-01

Full Text Available The article dials with the concept of a regional brand, that has gained popularity in the economic and political spheres, as the quintessence of the mission and strategy of regional development, the algorithm of the territorial branding is offered, its similarities and differences with the branding of goods or services are considered. The authors analyze the structure of the program document – “Strategy of social and economic development of the region” as a source of information for the territorial brand building.For example of a number of strategic regional development programs general information about STEP and SWOT-analyzes of territories is identified. The authors analyzed the relationship of the Strategy with indicators of regional brand, the mission of Russian regions, their formulation and the availability of “core” in the missions are considered. Also, group of the factors, affecting the possibility of territorial brand building in the region, is analyzed.The authors highlighted sections of the Strategy, which could serve as sources of information in the process of territorial branding, as well as a concept of new Strategy’s content with section “Regional brand” is offered.

Building Brand Power

Science.gov (United States)

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

2017-05-01

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

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.

IMPACTS OF OWN BRANDS STRATEGY ON MANUFACTURER – RETAILER RELATIONSHIP: CASE STUDIES IN LARGE SIZE COMPANIES

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Renato Telles

2012-05-01

Full Text Available The study of marketing and production strategy of own brand products requires an understanding of both the benefits gained by retailers and manufacturers involved in this activity and also the effects of this strategy on the relationship between these companies. According to this idea, a qualitative and descriptive work was conducted, based on six case studies, three of them on large product manufacturers and three on large retailers. The aim of this study is defined is threefold: (1 to analyze the expectations of manufacturers and retailers with their own brands’ current operations, (2 to analyze the expectations of manufacturers and retailers with their own brands’ future operations, and (3 to analyze the influence of the own brands adoption on the relationship between manufacturers and retailers. The results indicate that (a current operations are primarily based on economic reasons (market share, and use of spare capacity, (b future operations are perceived from a marketing perspective (survival, and (c the adoption of own brand strategy does not harm the relationship between the parties – both manufacturers and retailers –, unlike the earlier studies indicated.

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

OpenAIRE

Marija Jankovic

2017-01-01

The new economy has brought new meaning to the brand, which is characterized by a brand, but also has a human touch, turning into an emotional brand. Alternative branding strategies put emphasis on brand experience in terms of emotional, holistic and socially responsible. Bottled water has become the world's "liquid gold" in the last 40 years, because it is a natural product, which is made with minimal costs. The paper develops the idea to perform a kind of humanization and the introduction o...

Generic and Brand Advertising Strategies in a Dynamic Duopoly

OpenAIRE

Frank M. Bass; Anand Krishnamoorthy; Ashutosh Prasad; Suresh P. Sethi

2005-01-01

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using differential game theory, optimal advertising decisions are obtained for a dynamic duopoly with symmetric or asymmetric competitors. We ...

Differentiated Brand Marketing Strategy for China’s Conventional Aquatic Products

Institute of Scientific and Technical Information of China (English)

Hua; LIANG; Zhongming; SHEN

2015-01-01

The volume of production and marketing of China’s conventional aquatic products is increasing. Compared with price of livestock and poultry products,price of conventional aquatic products is relatively low. Differentiated brand marketing for China’s conventional aquatic products is a key approach for increasing market demand for conventional aquatic products and increasing value of conventional aquatic products. The differentiated brand marketing is an inevitable trend of market development and also a powerful arm for market competition. China’s conventional aquatic products can take differentiated brand marketing strategies such as brand orientation,brand concept,brand culture,and place name brand,to better keep market competitive edge and increase economic benefits.

Strategie di branding nei mercati business-to-business: il caso Schneider Electric

OpenAIRE

Cassia Fabio; Mangiò Dario

2014-01-01

The importance of business-to-business (B2B) branding has significantly increased in many industrial markets. Nonetheless knowledge about B2B branding strategies is still limited. The purpose of this paper is twofold: first, to present an overview of current scientific knowledge on this issue; second, to analyze the case study of Schneider Electric. This case study offers interesting insights about several branding decisions and strategies in B2B markets, such as: brand positioning decisions,...

Brand strategies in social media in hospitality and tourism

OpenAIRE

Moro, Sérgio; Rita, Paulo

2018-01-01

Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. DOI: 10.1108/IJCHM-07-2016-0340 Purpose: This paper aims to present an automated literature analysis to unveil the drivers for incorporating social media in tourism and hospitality brand strategies. Design/methodology/approach: To gather relevant literature, Google Scholar was queried with “brand”/“branding” and “social medi...

Assessment of brand values delivery by employees to customers: an internal perspective. A qualitatitive case study on the example of Norwegian Coastal Express

OpenAIRE

Murtazina, Lilia K.

2012-01-01

Master's thesis in International hotel and tourism management This research paper explores an internal perspective on employee awareness of company’s brand values and attempts to establish how employees that have direct customer contact deliver on these brand values to customers. A case study research strategy was applied to collect and analyze qualitative data. This research was conducted with participation of Norwegian Coastal Express Hurtigruten ASA. Participants of the stud...

Branding the Army

Science.gov (United States)

2017-05-25

but is not limited to, official communications, advertising, public relations, social media , word of mouth , market research, and even internal...other—while properly leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this...leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this monograph identifies best and

Internal Brand Management of Destination Brands

DEFF Research Database (Denmark)

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

2014-01-01

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

Developing and managing brand communities through event marketing strategies

OpenAIRE

Charitsis, Vasileios

2009-01-01

As the market landscape keeps evolving with a blistering pace and traditional marketing approaches are no longer effective in delivering competitive advantage there is a need for new marketing strategies to be implemented. The concept of brand communities has been attracting increasing attention as it provides a platform upon which various kinds of strong relationships centered around a brand can be established, providing a multitude of positive outcomes for brands. The purpose of this study ...

The Effects of Brand Loyalty on Competitive Price Promotional Strategies

OpenAIRE

Jagmohan S. Raju; V. Srinivasan; Rajiv Lal

1990-01-01

This paper analyzes the role played by brand loyalty in determining optimal price promotional strategies used by firms in a competitive setting. (Loyalty is operationalized as the minimum price differential needed before consumers who prefer one brand switch to another brand.) Our objective is to examine how loyalties toward the competing brands influence whether or not firms would use price promotions in a product category. We also examine how loyalty differences lead to variations in the de...

Investigating effectiveness of clandestine advertisement and organizational strategy in brand management

Directory of Open Access Journals (Sweden)

M. R. Shojaei

2014-12-01

Full Text Available This investigation tries to examine correlation between clandestine advertisement and organizational strategy in brand management via available sources and by using a field study. In fact, it intends to raise the question “Are clandestine advertisement and organizational strategy effective in management of products brands?” This is an applied and descriptive-approaching study. The study chooses a sample of 171 regular customers who do their day-to-day banking business activities through an Iranian bank named Sepah bank in city of Tehran, Iran. Using structural equation modeling, the study confirms a positive and meaningful relationship between clandestine advertisement and organizational strategy in brand management.

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.

Complex dynamics of the generic and brand advertising strategies in duopoly

International Nuclear Information System (INIS)

Qi Jie; Ding Yongsheng; Chen Liang

2008-01-01

By using the optimal profit adjusting strategies, a dynamic advertising competition model in duopoly is extended from Krishnamurthy's static model. Both generic and brand effects for advertising are considered. This model can create complex bifurcating and chaotic behavior for the generic advertising efforts, which lead to chaotic dynamics for the brand advertising and even for the whole system. The asymptotic properties of the symmetric system and the asymmetric system are also investigated, which reflect interactions between the two firms' advertising strategies and relationships between the brand and the generic advertising expenditures

Complex dynamics of the generic and brand advertising strategies in duopoly

Energy Technology Data Exchange (ETDEWEB)

Qi Jie [College of Information Sciences and Technology, Donghua University, Shanghai 200051 (China)], E-mail: jieqi@dhu.edu.cn; Ding Yongsheng [College of Information Sciences and Technology, Donghua University, Shanghai 200051 (China)], E-mail: ysding@dhu.edu.cn; Chen Liang [College of Information Sciences and Technology, Donghua University, Shanghai 200051 (China)

2008-04-15

By using the optimal profit adjusting strategies, a dynamic advertising competition model in duopoly is extended from Krishnamurthy's static model. Both generic and brand effects for advertising are considered. This model can create complex bifurcating and chaotic behavior for the generic advertising efforts, which lead to chaotic dynamics for the brand advertising and even for the whole system. The asymptotic properties of the symmetric system and the asymmetric system are also investigated, which reflect interactions between the two firms' advertising strategies and relationships between the brand and the generic advertising expenditures.

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...... 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......-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...

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

OpenAIRE

Amin Asadollahi; Mohammad Jani; Parisa Pourmohammadi Mojaveri; Farshad Bastani Allahabadi

2012-01-01

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 dir...

The Relationship of Perceived Value, Service Quality, Brand Trust, and Brand Loyalty: A Literature Review

Directory of Open Access Journals (Sweden)

IKRAMUDDIN

2017-12-01

Full Text Available The concept of loyalty has evolved as an important issue in the world of marketing as companies are focusing their strategy in retaining customers and increasing their sales. The purpose of this study is to re-evaluate the involvement of various factors related to the perception of value, service quality, brand trust and brand loyalty in the industry of mobile phones through literature review and examination of previous research. Some studies have found that the observed variables are the key drivers of brand loyalty. However, other opinions are also presented for their different perspectives and a broader view of the research topic.

Market launch strategy of the brand Kiehl´s

OpenAIRE

Hartová, Dominika

2011-01-01

The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what luxury is and what the specific features of luxury brands are. Following is the overview of the luxury and cosmetics markets, describing the current situation and the trends. The next part depicts the business model of Kiehl's, th...

THE INFLUENCE OF LINE EXTENSION STRATEGIES BY PREMIUM BRANDS ON BRAND EQUITY: CULTURAL DIFFERENCES BETWEEN GERMANY AND THAILAND

Directory of Open Access Journals (Sweden)

Florian Lukas SEIZER

2017-05-01

Full Text Available Premium markets are expected to outperform other markets throughout the near future. Thus these markets are of high importance for marketers, who already face challenges to manage premium brands due to the hazard of a possible dilution of user’s sense of exclusivity and pride. Premium brand managers must know when it is best to take a pass on short-term growth opportunities that could tarnish the brand's long-term health. Line extensions embody one of the most frequently used vehicles for growth to meet global consumer needs. Though they have advantages, also risks are associated with them. Consequently, the purpose of this study is to identify the influence of line extensions on brand equity in culturally different spheres. The study focuses on premium brands from the automotive industry and asks if and in how far different – vertical (different price & quality level and horizontal (same price & quality level – line extension strategies influence brand equity differently among cultures. A one group pre-test post-test research design is used to measure brand equity before and after an existing brand’s (hypothetical extension. A structured online survey with page logic collected primary data from four hundred students in Germany and Thailand recruited by a matched sampling technique. Culture has to be added to brand equity models as results show distinctive changes of brand equity for both Germany and Thailand. While after vertical downscale extensions, brand equity increases in Germany, it decreases in Thailand. Hence, the research results in managerial recommendations which assess if product policy strategies should be thought ‘regionally’ or ‘globally’.

Pricing methods and strategies in the cruise line industry : A case study on Carnival Corporation's premium and luxury brands

OpenAIRE

Bengtsson, Ruby

2014-01-01

This research paper investigates the factors affecting pricing strategies and models within the cruise line industry. The kind of pricing models that can contribute to the development of pricing strategies and processes within the industry is also being investigated. The first and the latter are both this research’ purposes and are important topic for both academic and managerial perspective. The paper uses Carnival Corporation’s two distinct brands, the premium Holland America Line and the u...

The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy

DEFF Research Database (Denmark)

Gyrd-Jones, Richard I.; Helm, Clive

Whilst there has been enormous focus in the literature on developing strong brand positioning, identity and personality, there has been much less on utilising brands as strategic assets and achieving brand orientation across the organisation. Decision-making across function silos is widely explored...... in the management literature but is conspicuous in its absence in the brand management literature. With increased focus on auditing brand touchpoints to managing the total customer brand experience lack any attempt to understand the barriers to achieving orientation across the organisation represent a major...... opportunity for research. Through inductive analysis of a case study of a company implementing a major new brand revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed...

Exploring new communication strategies for a global brand : transmedia storytelling and gamification

OpenAIRE

Brieger, Christian

2013-01-01

Marketing is changing and companies or brands try to find new ways to engage consumers and involve them in their advertising efforts. There are two new communication strategies that might be able to lead the way into a new area of advertising and marketing: transmedia storytelling and gamification. The research questions were how to use such strategies in the communication or branding environment and how to use them when a global brand wants to communicate across cultures while adapting the a...

BRAND POSITIONING. AN ANALYZE OF THE ROMANIAN CHOCOLATE BARS MARKET FROM YOUNGSTERS PERSPECTIVE

OpenAIRE

Dulea Iulia - Andreea

2014-01-01

Abstract: Positioning is a very important component of the marketing strategy. Positioning has an impact on the entire marketing mix and is crucial for differentiating a brand from competition and gaining competitive advantage. The evaluation of the consumer's perceptions about the positioning of the existing brands in a category is a must in order to design an effective brand positioning or repositioning strategy. This paper assesses youngsters’s perceptions about the positioning of the choc...

Strategi Branding Portal Online Www.tripriau.com Dalam Membangun Brand Awareness Sebagai Portal Online Pariwisata Provinsi Riau

OpenAIRE

Rahmadhani, Yuri; Lubis, Evawani Elysa

2017-01-01

Online portal www.tripriau.com online portal is one of the online portal in Riau Province that has its own uniqueness. These portals contain local content and the potential of tourism in the province of Riau. Since its establishment, www.tripriau.com do branding strategy in order to build brand awareness or trust the reader to be known as a tourism-themed online portal. As the selection of brand name Trip Riau, Riau Guide My tagline, as well as the implementation of travel instagram photo con...

Internal branding: an enabler of employees' brand-supporting behaviours

OpenAIRE

Punjaisri, K; Evanschitzky, H; Wilson, A

2008-01-01

Purpose: The aim of this paper is to understand the internal branding process from the employees’ perspective; it will empirically assess the relationship between internal branding and employees’ delivery of the brand promise as well as the relationships among their brand identification, brand commitment, and brand loyalty. Design/methodology/approach: On a census basis, a quantitative survey was carried out with 699 customer-interface employees from five major hotels. Findings: Internal bran...

Strategic brand management: Archetypes for managing brands through paradoxes

OpenAIRE

Högström, Claes; Gustafsson, ,Anders; Tronvoll, Bård

2015-01-01

Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors ...

Brand as a significant element of the regional development strategy at the example of Devin

Directory of Open Access Journals (Sweden)

Goranova Penka

2015-01-01

Full Text Available The idea of (regional branding is an important issue in modern business environment. Theoretical studies in this area are few, compared to research papers that have been dedicated to traditional brands and branding. A practical research on brand as an important element of regional development strategy can thus provide a series of useful information that marketers can use in their marketing strategies and in branding process in particular. The aim of this article is an assessment of regional branding, at the example of Devin. The article consists of two main parts. The first part focuses on defining regional branding and discussing why regional branding is important. The second part analyses the brand Devin and shows how a regional brand can evolve from a concept to reality.

The Effects of the Beatrice-Conagra Merger on Brand-level Marketing Strategies

OpenAIRE

Haller, Lawrence E.

1995-01-01

This paper uses graphical and statistical techniques to examine the effects of the acquisition of the Beatrice Foods Company by ConAgra, Inc. on brand-level marketing strategies. While some instances of postmerger brand harvesting were found, we did not find evidence that there was any systematic or widespread practice of a harvesting strategy.

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

OpenAIRE

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

2011-01-01

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

Consumer product branding strategy and the marketing of physicians' services.

Science.gov (United States)

Friedrich, H; Witt, J

1995-01-01

Hospitals have traditionally maintained physician referral programs as a means of attracting physicians to their network of affiliated providers. The advent of managed care and impending healthcare reform has altered the relationship of hospitals and physicians. An exploratory study of marketing approaches used by twelve healthcare organizations representing twenty-five hospitals in a large city was conducted. Strategies encountered in the study ranged from practice acquisition to practice promotion. This study suggests that healthcare providers might adopt consumer product branding strategies to secure market-share, build brand equity, and improve profitability.

Strategi Public Relations Dalam Membangun Branding Rumah Sakit Telogorejo Menjadi Semarang Medical Center

OpenAIRE

Pertiwi, Rifka Ayu; Naryoso, Agus; Luqman, Yanuar

2013-01-01

ViiiSTRATEGI PUBLIC RELATIONS DALAM MEMBANGUN BRANDINGRUMAH SAKIT TELOGOREJO MENJADI SEMARANG MEDICALCENTERAbstrakPerubahan brand merupakan hal yang sering terjadi pada sebuah institusi atauperusahaan. Hal ini menjadi salah satu pekerjaan humas yang bersangkutan dalammendapatkan kesadaran target audiens terhadap Perubahan brand tersebut.RS Telogorejo melakukan Perubahan brand menjadi Semarang MedicalCenter. Sedangkan brand RS Telogorejo sudah melekat di benak target audienssebagai rumah sakit...

Development of integrated brand portfolio strategies: a horizontal and vertical integrated planning model

NARCIS (Netherlands)

Bakker, Diederich; Raabe, Thorsten; Haas, Sandra

2014-01-01

Brand portfolio strategies are an essential prerequisite for securing long-term success for multi-brand companies. Only by focusing on the entire portfolio can it be ensured that all brands “act in concert” to achieve superordinate objectives. Thereby, an increasing vertical competition caused by

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....

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

NARCIS (Netherlands)

B.E. Depecik (Baris)

2016-01-01

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

An investigation of strategies used in alcohol brand marketing and alcohol-related health promotion on Facebook.

Science.gov (United States)

Lim, Megan Sc; Hare, James D; Carrotte, Elise R; Dietze, Paul M

2016-01-01

Alcohol brands are incorporating social networking sites (SNS) into their marketing programmes. SNS are also being used to reduce alcohol consumption and harms by health promotion organisations. Marketing via SNS can attempt to influence consumers using a range of strategies from traditional marketing, social media, and behaviour change theory. This study systematically quantifies marketing strategies used by alcohol brands and health promoters on Facebook. We identified the 10 most popular alcohol brands and health promotion organisations in Australia on Facebook and extracted all posts from April 2014. A framework was developed, listing 33 SNS marketing strategies. The frequency of use of each strategy in posts was counted for all profiles. The median number of fans of alcohol brands was 189,290 compared with 7562 for health promotion pages. A total of 210 Facebook posts were analysed. Popular marketing strategies included visual attraction, connecting with other organisations, and links to culture and events. Time-specific and day-specific posts and tweets were used more regularly by alcohol brands than health promotion agencies. Alcohol brands remain substantially more popular than health promotion organisations, and this difference is likely driven by offline factors rather than specific use of marketing strategies. However, health promotion organisations can learn from the strategies used by popular brands, particularly in the use of time and day-specific content.

Branding and Channel Issues in E-commerce from an Information System’s Perspective

DEFF Research Database (Denmark)

Hansen, Rina; Tambo, Torben

2011-01-01

E-commerce has matured and become mainstream. The fashion industry is now competing strongly in the digital markets. Beside traditional web-shops, new sales and branding channels are emerging e.g. M-commerce (mobile); social commerce; marketplaces; gaming etc. E-commerce and multi-channel retailing...... fashion companies’ existing and future sales and branding channels from an IS perspective. Future research suggestions include long-term challenges and benefits of distinct electronic channels....

INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS

Directory of Open Access Journals (Sweden)

Alexandra IOANID

2014-11-01

Full Text Available A strong brand is the one that integrates its cultural origins and values with the cultural values of the countries where it operates, building relationships based on trust with the local consumers. The chances for a company to gain share market when starting operations in a new country grows a lot if the management allows enough regional flexibility on how the brands are marketed, according to the cultural characteristics of the potential local customers. In the actual globalized business environment, the brand marketer has the choice to adopt a global or a local approach in the marketing strategy, that most of the times determines the success or the failure of the business in a specific country. An important challenge for any marketer is the integration of the brand-culture with the country-culture and in this context, the paper analyses different cultures and offers some branding strategies valid for both products and services. This paper aims to demonstrate the importance of the country-specific culture integration in the marketing strategy of a company for growing the effectiveness of all its operations. The ideas mentioned in this paper are based on literature research and also on authors’ experience with multicultural environments.

Knowledge metrics of Brand Equity; critical measure of Brand Attachment

OpenAIRE

Arslan Rafi (Corresponding Author); Arslan Ali; Sidra Waris; Dr. Kashif-ur-Rehman

2011-01-01

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

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 the inte...

Branding and Channel Issues in E-commerce from an Information System’s Perspective

OpenAIRE

Hansen, Rina; Tambo, Torben

2011-01-01

E-commerce has matured and become mainstream. The fashion industry is now competing strongly in the digital markets. Beside traditional web-shops, new sales and branding channels are emerging e.g. M-commerce (mobile); social commerce; marketplaces; gaming etc. E-commerce and multi-channel retailing (MCR) now have a less technology-centric perspective while focusing more on sales and branding, although technology is the carrier and imposes limits. Corporate information systems are extended to ...

Enhancing Brand Image through Events and Cultural Festivals: the Perspective of the Stresa Festival’s Visitors

Directory of Open Access Journals (Sweden)

Elisa Piva

2017-06-01

Full Text Available Cultural events have become a significant component within the strategies of destination branding of a place. Territories are increasingly using events and cultural festivals to enhance their image and boost tourism development. Many destinations worldwide have built events portfolios as a strategic initiative to attract visitors and to develop their own brand. A destination brand represents a dynamic interaction between the destination’s core assets and the way in which potential visitors perceive them. Thus, the visitor perspective is considered as fundamental in triggering processes of destination branding. This paper investigates how the visitors assess the impact of cultural events and festivals in enhancing the image of a tourist destination. The Stresa Festival (Stresa, Lake Maggiore, Italy has been selected as a case study. Stresa Festival is undoubtedly one of the best-known European classical music festivals that every year offers performances by internationally famous artists to its audiences. Structured questionnaires have been used as the methodology to carry out the research. Online questionnaires have been handed out to residents and non-resident visitors to the Stresa Festival to extract the opinions and experience from the public on the image effects of this festival. Findings reveal that there is a positive relationship between this cultural event and the enhancement of the city image and its territory.

Analysis of Branding Strategy through Instagram with Storytelling in Creating Brand Image on Proud Project

Directory of Open Access Journals (Sweden)

Handy Martinus

2017-10-01

Full Text Available The objectives of the article were to study the branding strategy of a new age media company through social media with storytelling, how it could be utilized in the building of brand image, and what were the special characteristics of storytelling in social media environment, especially Instagram. The study provided an overview of factors in the online content update from social media to elevate interaction and to maintain the relationship between the company and its audience. Also specifying the points on how the information looked desirable to the customer. The qualitative descriptive content analysis was conducted to investigate how a new age media company with Instagram as the platform, which products were intangible and used storytelling in the delivery utilizes and mixes both components. Data were obtained by conducting the in-depth interview with company’s representative, public relations practitioner, and a follower of the company’s Instagram account, which then analyzed through data reduction. The research suggests that storytelling combined with social media features potentially strengthens all dimensions of brand equity with the brand image as the focus, primarily due to its engaging content, its ability to enhance the formation of an emotional connection, and its capabilities in improving recall and recognition. Branding activities conducted by Proud through Instagram can be said to be effective, taking into account the six main factors in providing updates, namely vividness, interactivity, informational content, entertaining content, position and valence of comments. Storytelling plays a role in communicating the company's brand and value. In addition, storytelling is also a branding tool that becomes an element that uniquely unveils a company with a competitor.

The effect of corporate brand reputation on brand attachment and brand loyalty: automobile sector

OpenAIRE

Loureiro, S. M. C.; Sarmento, E. M.; Le Bellego, G.

2017-01-01

The current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo. A sample of 327 participants, members of car brand communities, collaborate in a survey. Overall findings reveal that the perception of corporate brand reputation is more effective on enhancing brand loyalty than brand attachment. However, the effect could depend on the car brand strategy. We may also claim ...

Brands and Brand Equity

OpenAIRE

Brunello Adrian

2011-01-01

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

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. ...

The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan

NARCIS (Netherlands)

Wang, Shih-Ching; Soesilo, P.K.; Zhang, D.; Benedetto, Di Anthony; Swan, K.S.; Zao, S.

2012-01-01

Luxury goods manufacturers may find it profitable to enter a different demographic segment, and several strategies are available to do so. Nevertheless, such market expansion can be risky, and the luxury goods company must avoid tarnishing the equity contained in the luxury brand. This study

Le alleanze fra marche industriali e commerciali: un’indagine esplorativa sull’ingredient branding

OpenAIRE

Bertoli, Giuseppe; Busacca, Bruno Giuseppe; Parati, Mara

2015-01-01

Given the increasing relevance of private labels and their evolving market positioning, this paper analyses the alliances between brands of manufacturers and of retailers. The focus is on the “ingredient branding”, a particular type of co-branding strategy, which is widely analysed in literature, although mainly from the manufacturers' perspective. The analysis is carried out through an experiment conducted on a fast moving consumer good and four stimuli which combine brands of a manufacture...

Nation Branding in Romania After 1989: A Cultural Semiotic Perspective

Directory of Open Access Journals (Sweden)

Bianca Florentina Cheregi

2017-04-01

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

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

NARCIS (Netherlands)

Keller, Kristopher; Dekimpe, Marnik; Geyskens, Inge

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

Food health branding

DEFF Research Database (Denmark)

Chrysochou, Polymeros

elements convey a healthy brand image depends on context factors external to the company (e.g. regulation), and internal ones (e.g. corporate branding strategy, brand type, product type, type of communication strategies, the brand management stage and the manager's capability). Moreover, the marketing mix...... 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. In addition, a potential conflict may be apparent between branding the value of health and the ethical norms...... in conveying a healthy brand image and how health brands are dealt with in the public discourse. The second study explores consumers' associations with food and health, perceptions of food healthfulness, and how these differ between gender and age groups. The third study identifies health-related segments...

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

OpenAIRE

Shin Namju; Kim Haelee; Lim Sunah; Kim Changsoo

2014-01-01

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

Chinese Herbal tea brand positioning Strategy : Case study: WONG LO KAT Herbal Tea

OpenAIRE

Wan, Shanshan

2015-01-01

With the Chinese reformation and opening-up, the domestic beverage industries got into a new period of development. The market also entered a booming period. The domestic beverage enterprises faced with opportunities and challenges that came from different aspects, and inter-brand competition also became more seriously. How to identify the brand's market positioning, determine the brand's competitive advantage, and develop relevant marketing strategies is the subject which needs to have atten...

Terrorist Group Brands: Understanding Terrorist Group Strategies Through Brand Exposure

Science.gov (United States)

2016-06-01

in the minds of targeted consumers, so they remember the product at the right time to maximize the benefit of the brand. This is done by...Beverland, “Crafting Brand Authenticity: The Case of Luxury Wines ,” Journal of Management Studies 42, no. 5 (07, 2005): 1003–1029. doi:10.1111/j.1467...recognition and recall 20 Beverland, Crafting Brand Authenticity: The Case of Luxury Wines , 1003–1029

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.

The Effect of Private Brands on Business Performance in Retail

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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.

Investigating the effect of different conflict management strategies on brand promise: A case study of banking industry

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Hosseinali Aziziha

2014-01-01

Full Text Available The purpose of this paper is to study the effect of different conflict management strategies including competition, cooperation, prevention and compromise on brand promise. The proposed study uses the questionnaire developed by Putnam and Wilson (1982 [Putnam, L. L., & Wilson, C. E. (1982. Communicative strategies in organizational conflicts: Reliability and validity of a measurement scale. Communication yearbook, 6, 629-652.] to measure conflict management measures and to measure the components of brand promise, the study develops a questionnaire. The proposed study is executed among some employees of bank Melli Iran in city of Tehran, Iran. Cronbach alphas have been calculated as 0.76 and 0.83 for conflict management and brand promise, respectively. Using Pearson correlation ratios as well as multiple regression technique, the study determines that there was a reverse relationship between two conflict management strategies, cooperation and compromise, and brand promise. In addition, there was a positive relationship between two conflict management strategies, competition and compromise, and brand promise.

The Coo Effect in the International Brand Positioning Strategy

Directory of Open Access Journals (Sweden)

Barbara Kobuszewski Volles

2016-12-01

Full Text Available Abstract Purpose: This study aims to develop a model in order to understand how Chinese companies strategically position their brands, considering the causes of the country of origin (COO effect, when going through the process of internationalization. Design/methodology/approach: The study approach a qualitative case study that incorporates two different Chinese companies with subsidiaries settled in Brazil. It was conducted depth interviews with different components of the studied firms. Findings: In this way, it was developed a model that try to explain the positive and/or negative effect of general attributes from China (labor market, institution framework and education on the brand positioning divers (value preposition, points of leverage, primary target and image reinforcement, which influences on the cost-benefit strategy approach of the brands when positioning internationally. Research limitations/implications: Considering that this research is a qualitative study of two Chinese companies, further qualitative and quantitative studies would be fruitful to the validity of the presented model. Originality/value: In order to contribute to the academic field, it was found that this research present a unique model considering different causes of the COO effect that might affect the international branding positioning.

Branding Strategies for High Technology Products: The Effects of Consumer and Product Innovativeness

NARCIS (Netherlands)

Truong, Y.; van Klink, R.; Simmons, G.; Grinstein, A.; Palmer, M.

2017-01-01

Choice of an appropriate branding strategy is a critical determinant of new product success. Prior work on fast-moving-consumer-goods (FMCG) prescribes that new products carry new (vs. existing) brand names to appeal to earlier adopters - a critical target for new products. However, such a

Media Strategy and Place Branding in the Transnational European Öresund Region / Estrategia de medios y place branding en la region transnacional europea de Öresund

Directory of Open Access Journals (Sweden)

Jasper Falkheimer

2014-10-01

Full Text Available Purpose: The aim is firstly to to present a conceptual discussion about the relationship between media strategies and place branding, media effects and relations between sources and journalists. Second, based on a case study of the European transnational Öresund region (Danish-Swedish the aim is to describe and analyze a contemporary agenda-building, media service-oriented place branding strategy. Method: The empirical case consists of a descriptive study of Öresund Media Platform, an EU Interreg project (2012-2014. A content analysis of how the news press in the Öresund Region has reported on Öresund place issues 2002-2012 is presented. Findings: Earlier research questions direct media effects and describes the relationship between organizations and media as a power struggle. The interactive and digital media development in combination with changing relations between sources and journalists has created a new media landscape. Uni-directional media strategies may still be relevant, but strategies adapted to the contemporary organizational processes of media organizations are becoming more relevant. The media-service approach, focusing agenda-building using semi-independent news agencies is an example of a new branding media strategy. Originality/Value: This paper is as an example of a public relations and media studies approach to place branding. The case study describes an innovative city and place branding strategy, founded in the contemporary media development in a transnational European region.

Development of a customer experience-based brand strategy for the Lenovo Group to explore the UK market

OpenAIRE

Yin, Yuanyuan; Holland, Ray; Qin, Shengfeng; Wu, Weicheng

2006-01-01

This paper presented a development of a customer experience-based brand strategy for Lenovo Group which is one of the biggest and most powerful PC producers in the world. After acquiring the IBM’s Personal Computing division, Lenovo focus on exploring the UK market. Due to differences in culture, user behaviour, market environment and so on, Lenovo have to develop a new product development brand strategy to transfer their successful brand strategy from China to the UK. The key question in thi...

Analisa Pengembangan Strategi Emotional Branding Dalam Membangun Loyalitas Konsumen Garuda Indonesia Airlines

OpenAIRE

Devina, Ria; Andreani, Fransisca

2015-01-01

Penelitian ini bertujuan untuk mengetahui perkembangan strategi dari emotional branding terhadap loyalitas konsumen Garuda Indonesia di Jakarta, Surabaya, dan Bali berdasarkan empat konsep dasar emotional branding menurut Gobe yaitu hubungan, pengalaman pancaindera, imajinasi, dan visi. Penelitian ini menggunakan metode kuantitatif dan pemilihan subyek dilakukan menggunakan teknik purposive sampling. Responden dalam penelitian ini adalah konsumen loyal Garuda Indonesia yang telah menggunakan ...

INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

OpenAIRE

Anca BUTNARIU

2017-01-01

Co-branding is an increasingly used strategy, consisting of marketing products representing two brands or more. Ingredient branding fits in the scope of co-branding, consisting of the inclusion of key attributes of one brand into another brand as ingredients. Ingredient branding is one of the many brand strategies used in marketing to provide differentiation criteria for the customers. In recent years, its importance and incidence have dramatically increased Extant research provides disparate...

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. 

Branding as an Element of the Strategy of Social and Economic Development of the City

Directory of Open Access Journals (Sweden)

Bielikova Nadiia V.

2017-03-01

Full Text Available The analysis of the evolutionary stages of the scientific and methodological support of the branding of cities is presented and the components of the city brand related to the basic indicators of its social and economic development are proposed. It is proved that under the current conditions of economic globalization and regional integration, the competition between territories is intensifying, which requires local authorities to develop new approaches to the branding of cities. The aim of the article is to substantiate the components of the city branding in the development of the strategy of social and economic development of the city. Analysis of the stages of evolution of scientific and methodological support for the branding of cities demonstrates the expansion of its tools and its inclusion in the strategies of social and economic development of cities. It is determined that the main constituents of the city brand are: importance of the city in the country and the region; human capital; economy, industry, innovations; ease of doing business; health protection; education, culture, sport, urban infrastructure. Methodical approach to the implementation of the city branding within the framework of its socio-economic development strategy involves the implementation of interrelated stages: SWOT analysis of the social and economic system of the city; formation of the list of competitive advantages of the city; determination of priority directions for the development of the city, etc.

The Tourism Potential of Northern Portugal and Its Relevance for a Regional Branding Strategy

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Eduardo OLIVEIRA

2014-12-01

Full Text Available The purpose of this article is to explore a potential regional branding strategy for the northern part of Portugal, emphasizing the regional tourism potential. Furthermore, it aims to clarify the answers of the following research questions: i is tourism a strategic domain with the potential to integrate a branding strategy at the regional level? ii is a regional branding strategy an engine by which to enable economic and social transformation in the region, thus responding to the contemporary challenges such as weak economic confidence and unemployment? To answer these questions, a content analysis on the policy documents: i Northern Portugal Strategic Guidelines 2014-2020 and ii National Strategic Plan for Tourism 2013-2015 has been performed. In addition, the article details the results of in-depth interviews conducted with two regional entities: i Tourism of Porto and the North of Portugal (TPNP, in charge of national tourism planning and promotion and ii North Regional Coordination and Development Commission (CCDRN, involved in regional planning and development. The findings reinforce the importance of tourism as a strategic domain to boost the economy and create momentum in Northern Portugal. Moreover, tourism is seen by the respondents as a key objective in a regional branding strategy.

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

Directory of Open Access Journals (Sweden)

Maja Šerić

2016-12-01

Full Text Available Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integrated marketing communications fairly highly. Brand image also reached relatively high scores, while the level of awareness of the brand was more moderate. Significant differences in perceptions among three delimited groups according to their national culture were found. The findings suggest that hotel managers should increase brand awareness and consider cross-cultural differences when implementing their business strategies. Limitations – A greater number of hotel guests according to their national culture should be approached to obtain more representative subsamples. Originality – The contribution of this work lies in examining three key marketing variables from the consumer point of view and under a cross-cultural approach. In particular, there has been little empirical evidence on IMC perceptions from the consumer perspective and hardly any considering the cultural background of the respondents. The contribution is also made to the hotel environment, as the variables were examined from the cross-cultural perspective, an issue that was completely neglected in the literature on hospitality marketing to date.

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.

The place branding of Qatar

NARCIS (Netherlands)

de Jong, Maaike

2011-01-01

Destination branding has become popular. Countries brand themselves to draw visitors and competent expatriates and to create economic diversification. The brand emphasises the uniqueness of the place; it frames the culture and sells its way of life. In the perspective of tourism, this research

The Advertising Strategies of Early E-cigarette Brand Leaders in the United States.

Science.gov (United States)

Haardörfer, Regine; Cahn, Zachary; Lewis, Michael; Kothari, Shreya; Sarmah, Raina; Getachew, Betelihem; Berg, Carla J

2017-04-01

We examined differential advertising strategies used by 4 major United States e-cigarette companies with differential affiliations with the traditional tobacco industry (ie, Njoy - independent, Blu - acquired, Vuse and MarkTen - launched by cigarette companies) over time. We conducted a mixed-methods study regarding e-cigarette adspend, adspend per media channel (eg, TV, print), and advertising messaging strategies among these 4 top e-cigarette brands from January 2013 through December 2015. E-cigarette adspend increased from $59 million in 2013 to $91 million in 2014, followed by a sharp decline to $37 million in 2015. These companies showed distinct spending trajectories overall and across media channels, with Njoy and Vuse spending a higher proportion of their dollars on TV and Blu and MarkTen spending more on print. Marketing messages were also different by company. Key themes included switching from cigarettes (particularly by Njoy and Blu), circumventing smoke-free policies (particularly by Blu), and technological advancement (particularly by Vuse and MarkTen). These e-cigarette brands have shifted their adspend, use of media channels, and advertising messaging strategies over time. Some differing strategies may reflect the different affiliations of each brand to the traditional cigarette industry.

Branding, subvertising and markets of experience Culture, counterculture and globalised advertising strategies

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César San Nicolás Romera

2004-10-01

Full Text Available In the current sociocultural and commercial context, transnational companies base their communication policies on a phenomenon of expansive branding of their own brand names, converted into products of symbolic consumption. In the face of these policies, founded on the use of cultural and countercultural elements as circulation strategies, a whole series of cultural resistance movements attempt to counteract the actions of the large multinationals with strategies similar to those that these companies employ. In this article, the author analyses this game of attack-counterattack, calling attention to the “reversible” nature of such actions, founded on the commercial exploitation of the expressive experiences of their social targets.

Brand positioning through banking services' offer: Serbian perspective

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Novčić Branka

2012-01-01

Full Text Available The subject of this paper relates to the determination of interdependent relationship of the key elements necessary for the positioning of brands in the banking market in Serbia. The main goal of this paper is to analyze the way in which managers of banks in Serbia perceived brand positioning of banks in which they work, and the value of the customer service offer - corporate clients. Research focuses on identifying and comparing the dependent relationships between the key elements of offers' brand positioning: brand awareness, brand associations, perceived quality and brand loyalty. For the purpose of the research presented in this paper on-line surveying techniques was applied. 49 responses were collected form banking managers responsible for corporate clients. Results were analyzed using one-way analysis of variance (ANOVA.Acquired results indicate that there is a strong correlation between the observed elements: awareness of the brand-brand associations, brand association-perceived quality and perceived quality of brand-loyalty. Also, this paper provides an overview of the current position of the banking brands, as well as guidelines for improving the position of banking brands on the Serbian market.

"Customer-Based Brand Portfolio Analysis"(in Japanese)

OpenAIRE

Jun Masuyama; Makoto Abe

2007-01-01

With multi-facets of branding strategy, such as Co-branding, Brand Extension, Ingredient Branding, brand management is becoming increasingly complex yet crucial to corporate success. In Marketing, much attention has been paid to competitive brands, and competitive market structure analysis has been popular. In today's brand strategy, however, it is necessary to manage not only competition between firms but also coordination of portfolio brands a firm owns. When planning corporate strategy ove...

Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models

OpenAIRE

Sanaz Farjam; Xu Hongyi

2015-01-01

The purpose of this paper is to explore the concept of brand equity and discuss its different perspectives, we try to review existing literature of brand equity and evaluate various Customer-based brand equity models to provide a collection from well-known databases for further research in this area.Classification-JEL: M00

Studi Pendapat Konsumen Terhadap Brand Awareness Brand Equity Dan Brand Image Minuman Coca-cola Di Kota Makassar

OpenAIRE

Rezkiawaty, Sitti Utami

2011-01-01

The aims of the research are to find out (1) the implementation of the strategy of PT Coca-Cola bottling Indonesia southern Sulawesi in creating brand awareness, brand equity and brand image of coca-cola beverages in the city of Makassar, (2) the consumer opinion about coca-cola beverage product in the city of Makassar, (3) the factors that influence consumer ratings of brand awareness, brand equity, brand image coca-cola beverage products. The research was a descriptive quantitative study co...

The role of localization strategy in development of brand equity: A case study of Samsumg firm

Directory of Open Access Journals (Sweden)

Marzieh Babayi

2015-05-01

Full Text Available In this paper an attempt is made to analyze the components of localization strategy including attribute policy, benefits policy, application/implementation policy, consumer policy, competition policy, quality/price policy and product category policy on development of brand equity. The study uses two questionnaires, one for measuring bran equity, which is adopted from Buil et al. (2013 [Buil, I., de Chernatony, L., & Martínez, E. (2013. Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1, 115-122.], and the other for measuring localization strategy designed by researchers. Cronbach alphas for brand equity and localization strategy are 0.82 and 0.78, respectively. The study is applied among consumers of products with a name of Samsung in city of Tehran, Iran. Using Pearson correlation as well as multiple regression technique, the study has determined that attribute, consumer and application/implementation policies influenced positively on brand equity.

Evaluation of brand from the perspective of consumers

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Vranješ Marija

2016-01-01

Full Text Available Brand is extremely important intellectual property of a company. In order to attract new customers and keep as many existing ones, companies have to work continuously to improve the brand value, which ultimately leads to the market share, revenues and profits growth. The aim is to explore how certain aspect of brand value influences the preference of a brand. In order to fulfill these objectives, certain types of descriptive statistics measures were used, together with reliability analysis, correlation and regression analysis. The results show that statistically there are two dimensions of brand value which effect increase of the level of preference - interpersonal relations and comparative advantage of the brand. On the other hand, understanding of brand and its history, doesn't have statistically significant effect. Results of these conducted studies may help company's management when formulating the appropriate management's framework of the brand in order to increase brand preference, which ultimately may lead to improving the competitive position of the company.

The impact of brand extension fit, extension strategy and product exposure on attitudinal responses to brand extensions

OpenAIRE

Farstad, Lena Kvelland; Jabran, Mohammed

2013-01-01

Brand extensions have for decades been one of the most used strategies for growth, but the sad reality is that 8 out of 10 extensions fail, making the likelihood of failure unattractively high. In addition, competition and pressure on margins increases as retailers’ power improves due to proliferation of private labels. As a result, managers are eager for new innovative strategies that can differentiate their extension and improve likelihood of success. The purpose of this paper is therefore ...

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.

DETERMINANTS OF BRAND EQUITY: AN EMPIRICAL STUDY OF IT INDUSTRY

OpenAIRE

Muhammad Fahid MUQADDAS; Ishtiaq AHMAD

2016-01-01

The performance of any brand can be measured by many methods. One of the widely used ways to calculate brand performance is through brand equity. Brand equity can be observed by customer’s perspective as well as financial perspective. This research paper investigates the impact of advertising and promotion, research and development (RD) and profitability (return on assets) on brand equity. In this research paper data is used from 20 international IT brands for a period of 5 years from 2011 to...

The brand, culture & stakeholder-based brand management phenomenon: an international Delphi study

OpenAIRE

Wilson, Jonathan

2012-01-01

This thesis was submitted for the degree of Docter of Philosophy and awarded by Brunel University. Most recently in academic literature, over the past decade, it has been observed that the cultural approach to brand management represents a new school of thought. This has emerged from relational and community based brand perspectives: which chart the rising role, significance and influence in brand management of connected and savvy consumers. Furthermore, the researcher has identified that ...

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

OpenAIRE

Lökken, Andreas; Nayar, Malini; Runering, Maria

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...

Branding Strategies for Competitive Advantage: A Study of the Malaysian Banking Sector

OpenAIRE

Yoon, Alice Chee Mun

2007-01-01

“The objective of strategy is a sustainable competitive advantage, which may come from any part of the organisation's operation. The market is the judge of this advantage. Brand strategy is the process whereby the offer is postioned in the consumer's mind to produce a preception of advantage” (Arnold, 1992)

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.

CONSIDERATIONS ON PUBLIC DIPLOMACY`S ROLE IN PROMOTING COUNTRY BRAND

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POPESCU Ruxandra Irina

2013-06-01

Full Text Available The study addresses the issue of the country brand from a new perspective, aiming to identify and analyse the ways in which public diplomacy can support the branding process. An important part of this study presents a comparative analysis on public diplomacy activities undertaken in order to support the brand of economically developed countries and some countries from Central and Eastern Europe, as well as the elements that define each country's public diplomacy. The most important contribution of the current paper represent the identification of 8 fundamental aspects (the allocation of financial resources, defining factors for the goals of the foreign policy and public diplomacy, the features that are promoted, the involvement of stakeholders in the image branding / promotion, the use of new technologies, the study on the perceptions of foreigners, social and environmental issues, the transfer of responsibilities against which we can assess the relationship between the country brand strategy and public diplomacy, as well as their manifestation in several countries. Thus obtaining resources of possible good practices for developing Romanian's country brand.

Strategi Branding Kota Surakarta dalam Pengelolaan sebagai Destinasi Wisata

OpenAIRE

Mustikawati, Lina; Luqman, Yanuar; Setiabudi, Djoko

2013-01-01

STRATEGI BRANDING KOTA SURAKARTA DALAM PENGELOLAANSEBAGAI DESTINASI WISATAAbstrakPengembangan pariwisata menjadi salah satu fokus dalam peningkatan kualitashidup masyarakat melalui pendapatan daerah. Surakarta menjadi salah satu kota diIndonesia yang konsen terhadap sektor pariwisata karena memiliki potensi senidan budaya untuk dijadikan sebuah produk wisata yang dapat dijual kepadawisatawan.Saat ini, Surakarta menjadi sebuah kota wisata dengan konsep wisatabudaya. Tahun 2010 menjadi tahun di...

"Hottest Brand, Coolest Pedagogy": Approaches to Corporate Branding in Singapore's Higher Education Sector

Science.gov (United States)

Ng, Carl Jon Way

2016-01-01

This article examines the corporate branding efforts of Singapore's publicly funded higher education institutions within a context of neoliberal marketization. Adopting a discourse-analytic perspective, it examines the kind of branding approaches employed by Singapore's universities and polytechnics, and how these approaches are realized…

A STUDY ON BRAND MANAGEMENT WITH REFERENCE TO LOUIS PHILIPPE BRAND

OpenAIRE

Priti K Rao; Dr. Vanitha Bhargav

2016-01-01

A brand is defined as a consistent and clearly stated promise to deliver unique, focused and relevant benefit that differentiates an offering from those competitors. The function of branding is to create preference by managing consumer’s awareness and expectations of the brand. This is accomplished by developing a brand strategy that outlines rules and guidelines to ensure tha6 the brand owner’s goals and objectives are met. The role of branding has become the integral part of business strat...

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.

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

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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.

Brand Marketing Strategies in the Export of Maoming Litchi

Institute of Scientific and Technical Information of China (English)

2010-01-01

The thesis gives the brief overview of the development of Maoming litchi industry:it has the largest scale base and the output keeps going up;it has varieties of species and lots of famous special products;its standardized mass production ensures the safety of the products;the products go to market early with a broad range of sales;it has industrialized fruit production and deep product processing technology. After an introduction to the general situation of the export of litchis in China,the thesis introduces the current situation of the export of litchis in Maoming in terms of the continuously increasing exportations and the continuous expansion of the market and then,based on these,the thesis analyzes the existing problems in the export of Maoming Litchi:first,lack of brand awareness results in products with no brand;second,the instability of quality acts as a drawback to the exportation;third,fresh litchis are the main exportations,and the packaging and transportation technology of products are weak and thus the overseas markets are by no means well-explored. In order to adapt to the accelerating economic globalization,seize new opportunities for economic development,promote litchi exports from sluggish to healthy development and thus come to the successful transition of Maoming City as an agricultural city to a strong city in agricultural science and technology,corresponding strategies of the brand marketing of Maoming Litchi are put forward in the thesis:first,to enhance brand awareness and make it a famous brand;second,to build bases for litchis’ export and make Chinese litchis known worldwide;third,to pay intensive attention to the preservation of litchis and propel industrial management;fourth,to improve the market distribution system and open up the international market.

Branded smart phone applications: an efficient marketing strategy?

OpenAIRE

Vaddé, Mathilde

2012-01-01

Advertising through smart phone applications is one of the fastest growing categories in advertising nowadays. Branded game-apps on mobile phones have several very innovative and attractive aspects, they physically engage their customers into a game, creating on a first level an entertainment but mainly they are advertising their products and the brand’s name. Many studies have been written on gaming, customer engagement and marketing strategies, but only few studies has been written on the c...

Pricing of brand extensions based on perceptions of brand equity

Directory of Open Access Journals (Sweden)

Panagiotis Arsenos

2018-04-01

Full Text Available The paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empirical evidence that companies that have invested heavily in marketing actions in the past and have built strong brand equity over-time, show flexibility in the mark-up during the cost decision-making process of a hypothetical brand extensions. Variations in mark-up percentages are also observed when there is a difference in image and category fit of the extension to the original brand. However, companies characterized by greater brand equity exhibited greater flexibility in the mark-up percentages, even for low fit extensions.

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.

What People "Like": Analysis of Social Media Strategies Used by Food Industry Brands, Lifestyle Brands, and Health Promotion Organizations on Facebook and Instagram.

Science.gov (United States)

Klassen, Karen Michelle; Borleis, Emily S; Brennan, Linda; Reid, Mike; McCaffrey, Tracy A; Lim, Megan Sc

2018-06-14

Health campaigns have struggled to gain traction with young adults using social media, even though more than 80% of young adults are using social media at least once per day. Many food industry and lifestyle brands have been successful in achieving high levels of user engagement and promoting their messages; therefore, there may be lessons to be learned by examining the successful strategies commercial brands employ. This study aims to identify and quantify social media strategies used by the food industry and lifestyle brands, and health promotion organizations across the social networking sites Facebook and Instagram. The six most engaging posts from the 10 most popular food industry and lifestyle brands and six health promotion organizations were included in this study. A coding framework was developed to categorize social media strategies, and engagement metrics were collected. Exploratory linear regression models were used to examine associations between strategies used and interactions on Facebook and Instagram. Posts from Facebook (143/227, 63.0%) and Instagram (84/227, 37.0%) were included. Photos (64%) and videos (34%) were used to enhance most posts. Different strategies were most effective for Facebook and Instagram. Strategies associated with higher Facebook interactions included links to purchasable items (beta=0.81, 95% CI 0.50 to 1.13, PInstagram (beta=0.50, 95% CI 0.05 to 0.95, P=.03). Instagram interactions were negatively associated with weight loss (beta=-1.45, 95% CI -2.69 to -0.21, P=.02) and other content (beta=-0.81, 95% CI -1.57 to -.06, P=.04) compared with food content. Health promotion professionals and organizations can improve engagement using positive messaging and tailoring posts appropriate for different social media channels. ©Karen Michelle Klassen, Emily S Borleis, Linda Brennan, Mike Reid, Tracy A McCaffrey, Megan SC Lim. Originally published in the Journal of Medical Internet Research (http://www.jmir.org), 14.06.2018.

A holistic model of behavioural branding: The role of employee behaviours and internal branding

DEFF Research Database (Denmark)

Mazzei, Alessandra; Ravazzani, Silvia

2015-01-01

consistent meaning during the interaction with customers. It reviews the literature about behavioural branding and its antecedents, mediating variables and consequences in order to develop a holistic model of the inside-out brand building process, rooted in the theoretical perspectives of proactive...... behaviours, hierarchy of effects and planned behaviour. The paper concludes with a reflection on the role of internal branding in eliciting and managing employee brand consistent behaviours, and with avenues for future empirical research aimed to verify the model, its constructs and related measures....

How to Brand an International Organization. NATO Case Study

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Gigi Mihaita

2011-05-01

Full Text Available Branding products and companies has always been associated with private enterprises and less, if ever, with international intergovernmental organizations. International organizations now have a long history behind them, a history often marked by contradictory events. In the last decade the international organizations developed their own public relations department in an attempt to communicate promptly and transmit the general audience their version of reality. Having this in mind we will try to briefly present in the current work the main reasons why we believe that the international organizations, NATO in particular, have started to see themselves as brand and to create a so called “commercial identity” by becoming a brand. By applying the conceptual and analytical framework used in analyzing the marketing strategies of the private companies we will try to see whether NATO is about to become a brand. Our starting point will be a 2008 statement of Jean-François Bureau, deputy general secretary responsible with NATO’s public diplomacy: “We have the green light to think about a branding policy for NATO”. Nowadays global society, perceptions tend to become more important than reality itself, and thus positive perceptions tend to become crucial. NATO has suffered an image decline in the last decade, therefore some new communication measures tend to impose themselves. The distinction between soft power and propaganda must be carefully analyzed when we speak about branding NATO. Thus we hope to bring some necessary clarifications in the area of NATO branding. Is there a brand? Is a brand going to be constructed? How does it differ from a commercial society? Does NATO need its own TV channel? Raising questions and offering a new perspective is, in the end, our primary goal, as a debate on this subject is a must that offers a new perspective in the area of theory of international organizations.

The role of perceived brand congruency, team identification and perceived community concern in sports brand alliances

OpenAIRE

Beus, Shenae June

2017-01-01

Sports teams are attractive alliance partners for brands looking to enhance their sales potential and differentiate themselves in highly competitive markets. Whilst such brand alliances provide many benefits, they may also expose the partnering brands to risk. This is particularly so when the alliance partner is a potentially undesirable brand (e.g., offers products or services that have the potential to harm vulnerable consumers). A conceptual model comprising the Social Dilemma Perspective ...

Brand Revitalization: Don’t Let Your Brands Turn Into Sleepyheads

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Ziva Kolbl

2015-06-01

Full Text Available Brand revitalization is a process, which is often necessary when the brand’s offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand’s marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.

Place Branding – Geographical Approach. Case Study: Waterloo

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Marius-Cristian Neacşu

2016-11-01

Full Text Available This study represents an exploratory analysis of the evolution of the place branding concept, with an important focus on the geographical perspective. How has this notion, a newcomer into the geographers' analysis, changed over time and what role does it have in the decision making process of intervening into the way a certain place is organised or as an instrument of economic revival and territorial development? At least from the perspective of Romanian geographical literature, the originality and novelty of this study is obvious. An element of the originality of this research is the attempt of redefining the concept of place branding so that it is more meaningful from the perspective of spatial analyses. The reason for which Waterloo was chosen as a case study is multi-dimensional: the case studies so far have mainly focused on large cities (urban branding instead of place branding and this site has all the theoretical elements to create a stand-alone brand.

DETERMINANTS OF BRAND EQUITY: AN EMPIRICAL STUDY OF IT INDUSTRY

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Muhammad Fahid MUQADDAS

2016-12-01

Full Text Available The performance of any brand can be measured by many methods. One of the widely used ways to calculate brand performance is through brand equity. Brand equity can be observed by customer’s perspective as well as financial perspective. This research paper investigates the impact of advertising and promotion, research and development (RD and profitability (return on assets on brand equity. In this research paper data is used from 20 international IT brands for a period of 5 years from 2011 to 2015. The results show that advertising and promotion and profitability have statistically significant impact on brand equity whereas RD doesn’t make significant impact on brand equity. Based on the findings, it is observed that advertising is having the strongest impact on brand equity.

City Branding: Strategi Pemasaran Pariwisata Kota Padang

OpenAIRE

Adona, Fitri; Nita, Sri; Yusnani; Mafrudoh, Luth

2017-01-01

Suatu kota dianggap memiliki kualifikasi brand yang kuat jika mempunyai sejarah, kualitas tempat, gaya hidup, budaya, dan keragaman yang layak jual sebagai destinasi wisata dan investasi. Kota Padang dinilai memiliki hampir semua kualifikasi tersebut, namun cara pemasaran daerahnya dinilai kurang efektif dan kurang dipahami oleh investor. Kendala utamanya adalah pilihan produk yang tidak sesuai dan cara mengkomunikasikannya yang tidak mengacu pada branding communication dan city branding. Pen...

Corporate branding in Facebook fan pages ideas for improving your brand value

CERN Document Server

Zamith Brito, Eliane Pereira

2015-01-01

In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies.

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.

THE IMPACTS OF SELF-BRAND CONGRUENCE ON BRAND LOYALTY: A STUDY ON CELLULAR PHONE USERS

OpenAIRE

Köksal, Can Deniz; Demir, Mehmet Özer

2012-01-01

In this study, hypothesized that congruence or incongruence of consumer image and brand image leads positive or negative attitudes towards brand and these attitudes affect consumer decision process as mediators, formation of brand loyalty process is approached from an image congruence perspective. A preformed questionnaire form was used as data collection tool and pure data was analyzed with Structural Equation Modeling in order to demonstrate how observed variables fit the theoretical ...

BRANDING IN SMALL BUSINESS

OpenAIRE

Catalin Mihail BARBU; Radu Florin OGARCA; Mihai Razvan Constantin BARBU

2010-01-01

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

MARKETING MIX AND BRANDING: COMPETITIVE HYPERMARKET STRATEGIES

OpenAIRE

Hui-Chu Chen; Robert D. Green

2009-01-01

Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently have higher mean scores. However, only distribution intensity, brand association and total brand equity were significantly higher than males. But men feel that their hypermarkets were higher priced than...

Building brands

NARCIS (Netherlands)

Ataman, B.M.; Mela, C.; van Heerde, H.J.

2008-01-01

Which marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms' postlaunch marketing choices. We decompose the success of a new brand into its ultimate market potential and the rate at which it achieves this

Co-creating Stakeholder and Brand Identities

DEFF Research Database (Denmark)

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

2017-01-01

This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding...... 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...... important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four...

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

Directory of Open Access Journals (Sweden)

Stephen Banahene

2017-08-01

Full Text Available The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers’ ‘self-concept’ have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers’ self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors’ investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and value-congruence. In the same way, brand engagement can be measured by splitting Keller’s measurement scale into two (identification and ambassador dimensions for theoretical insight. In addition, hedonism has been identified as a useful measure of brand

The effect of brand image on customer brand loyalty

OpenAIRE

ADONYEVA K.V.

2012-01-01

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

Pencapaian Brand Corporate Melalui Brand Activation Pendekatan Experiential Marketing (Studi Kasus Laboratorium Klinik)

OpenAIRE

Lubis, Mahdalena; Ganiem, Leila Mona

2017-01-01

Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how t...

Green City Branding in Perspective d

DEFF Research Database (Denmark)

Gulsrud, Natalie Marie

2014-01-01

their competitive advantage as an increasingly global economy has led to fierce competition between cities at a national and international level. Cities are actively competing for talent, innovation, and creativity to boost their economies. One way cities achieve a competitive image is through green place branding......From Sydney, Australia’s “Sustainable Sydney 2030” campaign, to Vancouver, Canada’s “Greenest City 2020” vision, green city brands have become a global tool for municipal leaders to promise a better quality of life, promote sustainable development, and increase their competitive advantage. In Asia......, various green city schemes and rankings exist. They include Siemen’s Asian Green City Index, assessed by The Economist Intelligence Unit, based on a city’s environmental performance in a wide range of categories (Economist Intelligence Unit 2011). These green city brands provide a vision of health...

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

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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.

Brand priming effect on consumers’ financial risk taking behavior

Directory of Open Access Journals (Sweden)

Danielle Mantovani

Full Text Available Abstract Taking the perspective of brand priming theory, this study proposes that brands associated with an audacious personality trait may influence consumers to be take more risks in making subsequent decisions. Two experiments, run in sport brands contexts, showed that individuals exposed to brands with high (vs. low audacity traits demonstrated a higher rate of risk taking in financial decisions. The studies also showed that this effect is moderated by individuals’ experience with the financial market. This moderation suggests that there was an activation of a goal not just semantic activation, but through the brand priming. This research provides insights into how today's consumers deal with brand priming effects in risky choice settings. From a managerial perspective, it can help managers to understand the likely effects of brand priming on behavior and better predict the probability of risk aversion or risk seeking outcomes.

A Marketer’s Point of Views: Strategy of Developing and Reinforcing Brand Loyalty In The 1990’s

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Anas Hidayat

2009-08-01

Full Text Available The rapid change in competition and technology results in decrease in brand loyalty and business decline. This means that keeping customer loyalty is a very challenging effort today because brand loyalty is very important to acquire, maintain, and develop market share. To keep customer loyal to a certain brand or to keep a brand valuable in front of the customers’ eye, marketer must be able to reduce marketing cost, to maintain trade leverage, to attract new customers, and to provide time to respond to competitive trade.  Strategies that support to gain and retain the loyalty of today’s consumers are understanding the customers, keeping brand image consistent, running promotion that develop loyalty, maintaining high standards of customer service, and soliciting retailer participation. Nevertheless, even for the company who has strong brand, reinforcing brand loyalty is still needed. There are seven factors that will relate to build brand loyalty reinforcement.Key words:  customer or brand loyalty.

The Study on Activation Strategy of Time-honored Brand

Directory of Open Access Journals (Sweden)

Mu Jiankang

2017-01-01

Full Text Available Time-honored brands have profound cultural heritage, a large part of glorious time-honored brands has gradually disappeared from the market. Brand activation is the core of management strategic of brand equity as well as the fundamental requirement of time-honored enterprise recovery. This paper constructs the time-honored brand purchase model and finds that consumers nostalgic psychology for the consumer’s perception and buying behavior has a positive effect.

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.

Place branding and the Liverpool ’08 brand campaign in 'City of Liverpool'

OpenAIRE

Maheshwari, V

2010-01-01

Place branding brings together a range of existing specialisms, in particular those of brand management and development policy, to create a new discipline with equal emphasis on visionary strategy and hands-on implementation.1 Furthermore, Place branding ensures that the place gets due credit for its real strengths and positive behaviour, and that the place brand gains appropriate equity from the recognition,\\ud which that behaviour deserves.

Evaluating the truth brand.

Science.gov (United States)

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

2005-03-01

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

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.

STRATEGI MENCIPTAKAN, MEMPERTAHANKAN DAN MENJUAL PERSONAL BRANDING JELANG PEMILU 2014

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Bambang Joko Priyono

2014-11-01

Full Text Available The purpose of this paper is made to describe some of the definitions of PersonalBranding from various sources. So it is expected to increase our understanding and theknowledge about Personal Branding. Because to know how a character creation process, orbetter known as the Personal Image or Personal Branding is not something so difficult.Creating it is easy, but how to manage and maintain a self branding that has made it moredifficult. Discussion of the results obtained to the fact that the Personal Branding is theimage of the person that was built by the person concerned and appreciated by peoplearound him. Perhaps in simple language Personal Branding can be defined as "Good Name".Personal branding is what is at present have already become the current identity. Whereidentified and associated with what you have today. By building personal branding today,anyone can be more natural in the future. Personal Branding is the key to build and generatemillions of people who are professionals. Personal brand (brand yourself is used as a tool toshape the views of others to yourself, especially in the 2014 election period nears. Tujuan dari penulisan makalah ini dibuat untuk menjabarkan beberapa definisiPersonal Branding dari berbagai sumber. Sehingga diharapkan bisa menambah pengertiandan pemahaman kita seputar Personal Branding. Karena untuk mengetahui bagaimana sebuahproses penciptaan karakter atau yang lebih dikenal dengan Personal Image atau PersonalBranding bukan hal yang begitu sulit. Menciptakan itu mudah, tapi bagaimana mengelola danmempertahankan branding diri yang sudah diciptakan itu yang lebih sulit. Dari hasilpembahasan didapatkan fakta bahwa Personal Branding adalah pencitraan terhadap diriseseorang yang dibangun oleh orang yang bersangkutan dan diapresiasi oleh orangsekitarnya. Mungkin dalam bahasa yang sederhana Personal Branding dapat diartikan sebagai“Nama Baik” . Personal branding adalah apa yang di miliki sekarang yang sudah

Strategi Peningkatan Brand Loyalty dan Customer Satisfaction Bisnis Yogurt di Indonesia (Studi Kasus: PT Yummy Food Utama

Directory of Open Access Journals (Sweden)

Indana Saramita Rachman

2017-05-01

Full Text Available The objectives of this study were to analyze the key success factors of the yogurt business and recommend strategies to increase brand loyalty and customer satisfaction at PT Yummy Food Utama. The method used in this research was descriptive analysis method with case study approach at PT Yummy Food Utama with descriptive analysis, PESTEL framework, and Porter’s five forces. The result of descriptive analysis shows that the key success factors of yogurt business at PT Yummy Food Utama in terms of the behavior of the importance of consuming yogurt, accessibility products, and acceptability of the products are understanding the benefits of consuming yogurt, brand loyalty and product quality while the result of PESTEL framework and Porter’s five forces shows the strategies that has to be done by PT Yummy Food Utama on brand loyalty and customer satisfaction are retaining and maintaining the quality of products, educating the public and delivering the benefits of the importance of consuming yogurt, increasing the popularity of the product through the promotion by using electronic media (television advertising, establishing communication with consumers, opening up a free hotline "24 hours 7 days" and reproducing the flavors of products.Keywords: yoghurt, key success factor, brand loyalty, customer satisfaction, PESTEL framework, Porter’s Five ForcesABSTRAKPenelitian in bertujuan menganalisis faktor kunci keberhasilan dari bisnis yogurt dan merumuskan strategi untuk meningkatkan brand loyalty dan customer satisfaction pada PT Yummy Food Utama. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif dalam bentuk studi kasus pada PT Yummy Food Utama dengan menggunakan analisis deskriptif, kerangka PESTEL dan Porter’s five forces. Hasil analisis deskriptif menunjukkan faktor-faktor kunci keberhasilan bisnis yogurt PT Yummy Food Utama ditinjau dari perilaku pentingnya mengkonsumsi yogurt, aksessibilitas produk dan akseptabilitas

Marka Yayma Stratejilerinde Ürün Benzerliğinin Etkisi ve Üç Ayrı Marka Üzerinde Bir Uygulama = The Effects of Product Sımilarities on Brand Extension Strategies and a Practice on Three Different Brands

Directory of Open Access Journals (Sweden)

Yeşim UZUN

2004-06-01

Full Text Available Brand extension strategy is an effort to extend a succesfull brand name to launch new or modified products or lines. Brand extension attitudes are influenced by the percieved quality of the core brand and the fit between the extended products. The similarity is important for brand extension because the greater perceived similarity between the current and new product leads to a greater transfer of positive or negative effect to the new product. Furthermore, higher levels of perceived fit between core brand and extension will lead to more favorable evaluations of the extension. The aim of this study is to analyze the effects of brand extension strategies on consumers' attitudes regarding the product similarity. Three different brands are used for the statistical analysis. According to the results, there is a relationship between the favorable opinion about core brand and the evaluation of similarity for extended products. Furthermore, there is a relationship between the similarity of extended products and extension evaluations.

REGIONAL DEVELOPMENT IN EU’S BORDER AREAS: CROATIA AS A REGIONAL MODEL FOR DESTINATION BRANDING STRATEGY IN BOSNIA AND HERZEGOVINA

Directory of Open Access Journals (Sweden)

Maja PULIC

2015-10-01

Full Text Available The newest member joined the European Union (EU with a well-conceived destination branding strategy. Croatia is becoming more and more identifiable world-wide by creating a distinctive brand in order to maintain a solid positioning as a destination place. As competition is becoming more intense, an increasing number of countries struggle to make themselves visible in the global tourism market. Tourism dominates the Croatian service sector, where the bulk of the tourist industry is concentrated along the Adriatic Sea coast. Although not very successful in public diplomacy, a complex system of coordinated activities that Croatia implemented resulted in strengthening the perception and image of the overall destination brand. This research aims at exploring the Croatian destination branding strategy as a potential model for its closest neighboring country, Bosnia and Herzegovina (BIH. Sharing a common history, borders and people, BIH and Croatia represent a unique comparative case study for regional spill-over development between the EU and non-EU countries. Therefore, this study takes into account what has been done so far on both sides regarding destination branding strategy, thus exploring what lessons could be learned from Croatia and what is the best future regional approach for creating a BIH’s destination brand.

Fashion Brand Purity and Firm Performance

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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.

Systems constellations : A better way to identify branding opportunities?

NARCIS (Netherlands)

Jurg, W.; Bloemer, J.; Doorewaard, H.; Peelen, E.

2008-01-01

Building strong brands has become one of the main marketing priorities for brand-supportive companies. The leading positivist paradigm in marketing may not be, however, the most-effective perspective in identifying branding opportunities. This paper offers an alternative phenomenological point of

Strategic brand management: Archetypes for managing brandsthrough paradoxes

OpenAIRE

Högström, Claes; Gustafsson, Anders; Tronvoll, Bård

2014-01-01

This is the authors' accepted and refereed manuscript to the article Although brands are acknowledged as significant assets in a firm‟s value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study w...

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

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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.

Key performance indicators in Danish place and city branding – Proposal for a new brand strategy platform

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 management.Place and city branding is about leading change and change may give rise to resistance. Therefore brand resistance...... and counter narratives among residents and civil servants play an important role in place and city branding and may eventually lead to direct counter branding activities as seen in several cities, i.e. Randers (Jensen 2007), Glasgow (Gray and Porter 2014) and Rio de Janeiro (Maiello and Pasquinelli 2015). All...... Danish city brand projects (over 25) are tax financed. Mayors play a key role (Jørgensen 2015) in the brand process and there is a close interaction between mayors, top management and heads of communication.Three Danish municipalities have been selected for analysis, Horsens with a well documented change...

Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

OpenAIRE

Irina Ivanovna Skorobogatykh; Olga Saginova; Zhanna Musatova

2014-01-01

With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxur...

Performant Brand Management Contribution to the Company Success on International Market

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Victor Danciu

2007-02-01

Full Text Available The success of any company in international markets heavily depends on the brand strategies. These strategies are based on the pillars of the brand management, which are identity, positionning and image. The core element of the internationalisation strategy of the brand is the identity. The positionning depends on the global or international characteristics of the brand. The market served, the product innovation and the exclusive character or not of the brand are the fundamental decisions of the internalisation strategy of the brand. The results of these decisions are to be found in the strategies of the brand. These strategies play a prominent part in the performant management of the brand and the strategical outcome of the company in the international markets. The succesfull, consistent international brands confirm this remarcable role of the management.

Operational plan of Iran saffron’s branding

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Abolfazl Masoomzadeh Zavareh

2014-03-01

Full Text Available Despite the extensive production and export of saffron in Iran, we have no strong and credible brand of Iranian saffron in global market. In other words, the absence of strong brands in the global market has made almost no name of Iran in these markets. Thus, it is useful to aware of the importance of branding for export crops such as saffron and exploring the solutions of leading brands using in the global market. The present study with regard to theoretical foundations, comparative studies and by using the opinions of saffron industry experts via in-depth interview and questionnaire, have addressed the challenges facing the industry, and Using SWOT matrix for formulating branding strategies and operational plans. The results of the study show that branding in the industry is so weak and has a lot of weaknesses and threats. Therefore, to develop branding in the industry, four main strategy categories were presented. By using these strategies we can guarantee the improvement in the industry.

Private labels : The brands of the future

NARCIS (Netherlands)

Keller, Kristopher

2017-01-01

This dissertation consists of three essays that study private labels’ evolution from private labels as brand class to individual private-label brands from three different perspectives. In the second chapter of this dissertation (essay 1), I study the antecedents and performance implications of

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.

Inclusive Branding Strategies for Domestic Violence Agencies: Embracing Opportunities to Reach and Better Serve Male-Identified Survivors.

Science.gov (United States)

Dewey, Morgan; Heiss, Sarah N

2018-05-01

Successful strategies for branding that are inclusive of male-identified survivors were identified in this qualitative study through semi-structured interviews with leaders from six domestic violence agencies across the United States: four represented traditional domestic violence agencies and two represented specialized agencies with expertise in providing services to nontraditional survivors. The strategic implementation of (a) inclusive language, (b) visual diversity, (c) community outreach, and (d) communication channels emerged as successful strategies in branding in an inclusive way for male-identified survivors. The implementation of these successful strategies provides the opportunity for domestic violence agencies to create an inclusive environment for male-identified survivors and would contribute to a paradigm shift in how domestic violence is viewed.

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

OpenAIRE

Sabrina, Yana Anggi; Khoiriyah, Siti

2011-01-01

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

Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review.

Science.gov (United States)

Gómez-Suárez, Mónica; Martínez-Ruiz, María Pilar; Martínez-Caraballo, Noemí

2017-01-01

Consumer-brand relationships encompass several dimensions, most of which have attracted growing research attention during the last years. Building these relationships is especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. With these ideas in mind, this article provides a review of two key concepts implied in such relationships: brand love and customer engagement. Although both conceptions focus on different stages of consumer-brand relationships, they actually cover different perspectives on the same process. Moreover, they come from diverse conceptual paradigms: whilst brand love comes from the psychology discipline, engagement derives from diverse areas of the marketing field (e.g., the service-dominant logic perspective). However, their further empirical developments have taken place in marketing. Besides, both terms appear to be applied to different empirical perspectives: brand love is usually linked to the Fast Moving Consumer Goods industry and customer engagement to services.

Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review

Science.gov (United States)

Gómez-Suárez, Mónica; Martínez-Ruiz, María Pilar; Martínez-Caraballo, Noemí

2017-01-01

Consumer-brand relationships encompass several dimensions, most of which have attracted growing research attention during the last years. Building these relationships is especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. With these ideas in mind, this article provides a review of two key concepts implied in such relationships: brand love and customer engagement. Although both conceptions focus on different stages of consumer-brand relationships, they actually cover different perspectives on the same process. Moreover, they come from diverse conceptual paradigms: whilst brand love comes from the psychology discipline, engagement derives from diverse areas of the marketing field (e.g., the service-dominant logic perspective). However, their further empirical developments have taken place in marketing. Besides, both terms appear to be applied to different empirical perspectives: brand love is usually linked to the Fast Moving Consumer Goods industry and customer engagement to services. PMID:28275360

The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry

Directory of Open Access Journals (Sweden)

Manilall Dhurup

2014-04-01

Rationale: The study sought to extend empirical evidence on the association between brand loyalty and product-related factors: packaging, price and brand awareness. Methodology: The study adopted a quantitative survey approach and was conducted in a paint retailing environment. Data were elicited from a conveniently selected sample of 212 consumers who purchased various brands of paint. Regression analysis and the one-way analysis of variance test were conducted to investigate the impact of packaging, price and brand awareness on brand loyalty. Findings: Packaging, price and brand awareness showed significant positive relationships with brand loyalty, which implied their significant predictive influence on brand loyalty. The results suggest that management should, inter alia, initiate and implement effective packaging, pricing and brand awareness in order to enhance consumers’ brand loyalty to the company’s products. Value of research: The research provides valuable insights to managers of companies on the need to continuously enhance their products’ packaging with competitive pricing strategies in order to improve brand awareness and brand loyalty and remain competitive in the market. The study also provides evidence of the relationship between brand loyalty and packaging, price and brand awareness in a South African context. Conclusion: The marketing success of businesses depends on their ability to continuously enhance their products’ packaging with competitive pricing and brand awareness strategies in order to improve brand loyalty. Future studies should be extended to other retailing environments and product categories.

Brand development: institutional contraints on Chinese businesses

NARCIS (Netherlands)

Hollows, J.; Clegg, S.R.

2006-01-01

Purpose This paper addresses the reasons why Chinese businesses have long been identified as subordinate to world-class brand owners; why “global” own brand developments are considered to be beyond their competence. Design/methodology/approach In this paper, we use an institutional perspective to

Competitive differentiation through brand extensions in the era of hyper competition

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Claudiu-Catalin Munteanu

2015-03-01

Full Text Available In the era of hyper competition, competitive differentiation has become increasingly important. Brand extensions are used by companies across various industries for competitive differentiation. But in the era of hyper competition, a successful differentiation strategy requires that a brand emphasizes on uniqueness rather than commoditization. In this article, we make a case for creating a meaningful differentiation strategy. We emphasize the role of brand extensions for competitive differentiation and highlight the main perils of using brand extensions as a primary differentiation strategy. By using qualitative research, we identify primary objectives for brand extensions in practice. This investigation uses in-depth interviews with 14 senior brand managers across various industries to highlight brand portfolio strategies in relation to the brand differentiation strategy. Findings reveal that for business at the base of the pyramid, in markets such as Romania, brand managers are using brand extensions to increase sales or to boost short-term revenue rather than to implement a coherent differentiation strategy. We conclude with multiple recommendations for improving brand extension usage as a strategic instrument for creating meaningful differentiation in the era of hyper competition.

Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

OpenAIRE

Ruhet Genc

2010-01-01

Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The achievement of a distinguished designation necessitates utilizing research based and strategic branding techniques and suggestions. One major branding...

Online brand relationship building:Asia pacific perspectives

OpenAIRE

Steyn, Peter

2009-01-01

Information technology is empowering consumers through the availability of information, interactivity of online communication tools, and the connectivity with others. The newly empowered consumer is a co-creator of brand communications and is rapidly developing a sense of co-ownership in brands.  Consumers are increasingly imposing themselves on the marketing function leaving many practitioners perplexed and unsure about how to respond. This thesis reports on five studies conducted to address...

THE RELATION BETWEEN UNAIDED BRAND AWARENESS AND BRAND COMMERCIAL PERFORMANCE: A STUDY AMONG URBAN ROMANIAN CONSUMERS

OpenAIRE

OVIDIU IOAN MOISESCU

2009-01-01

The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies approach brands and their value as core elements of their marketing strategies, small and medium sized companies’ marketing managers usually don’t perceive the importance of branding and, even if they do, the...

Investigating different factors influencing on brand equity

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Afsane Zamanimoghadam

2014-07-01

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

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....

PENCAPAIAN BRAND CORPORATE MELALUI BRAND ACTIVATION PENDEKATAN EXPERIENTIAL MARKETING ( STUDI KASUS LABORATORIUM KLINIK

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Mahdalena Lubis

2017-07-01

Full Text Available Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how the achievement of corporate brand through brand activation experiential marketing conducted by Clinical Laboratory with the object of PT. Prodia Widyahusada Tbk. This descriptive case study study obtained data through interviews and observations. This research finds the fact that companies do brand activation to achieve corporate brand is holistic to maximize brand in competitive competition, but to create experiential marketing, company can emphasize certain points in accordance with objectives desired by company. At the same time, denial of Schmitt's theory of surprise is the most important, in contrast to that done in the research object that sense and feel are the strongest according to the needs or goals of the company's customers. Utilization of brand activation experiential marketing can create trust, engagement, loyalty, acquisition, share, differentiator with competitors and lead to the achievement of a corporate brand of reputation. Brand activation merupakan usaha korporasi untuk melihat lebih dalam mengenai berbagai hal yang ada di dalam brand, strategi dan posisi dari brand tersebut. Pendekatan baru terhadap brand activation dengan memaksimalkan berbagai asset yang relevan melalui product and service, employees, identity dan communication dipadu dengan experiential marketing melalui sense, feel, think, act, relate, dinilai sangat efektif untuk mencapai brand corporate karena lebih menekankan differensiasi terhadap kompetitor. Penelitian ini

Consumer-Based Brand Equity: A literature review

Directory of Open Access Journals (Sweden)

A. Szőcs

2014-06-01

Full Text Available The concept of brand equity has gained in popularity since the 1980s, and since then, the field has undergone significant development. The concept of consumer-based brand equity has become a central marketing concept due to the increasing scientific and business interest in brands, since the approach according to which brands constitute one of the most valuable intangible assets of the companies is becoming increasingly widespread. The paper offers an updated literature review of this important research topic, providing a classification of brand equity models focusing on consumer based models. The most important models are critically reviewed from the perspective of model structure, methodology used and validity.

Consumer-Based Brand Equity: A literature review

Directory of Open Access Journals (Sweden)

Attila Szőcs

2014-01-01

Full Text Available The concept of brand equity has gained in popularity since the 1980s, and since then, the field has undergone significant development. The concept of consumer-based brand equity has become a central marketing concept due to the increasing scientific and business interest in brands, since the approach according to which brands constitute one of the most valuable intangible assets of the companies is becoming increasingly widespread. The paper offers an updated literature review of this important research topic, providing a classification of brand equity models focusing on consumer based models. The most important models are critically reviewed from the perspective of model structure, methodology used and validity.

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.

Electrifying car brands : Taking brands into consideration in the idea generation phase

NARCIS (Netherlands)

Moons, I.M.R.; De Pelsmacker, P.; De Wit, I.; Du Bois, E.

2012-01-01

The separation between the field of marketing strategy and marketing action (creating new products) is longstanding. Still, product development may become a key element for branding because it serves as a cohesive factor for all elements that configure brand personality and experience. This paper

Branding Access through the Carolina Covenant: Fostering Institutional Image and Brand

Science.gov (United States)

Harris, Michael S.; Barnes, Bradley

2011-01-01

This study analyzes the potential of major financial aid initiatives to serve as key elements of an institutional branding strategy. Concepts of branding and marketing serve as guiding frameworks for the analysis and interpretation of the findings. Using a case study approach, data were collected through interviews and document analysis at the…

Athlete brand construction: A perspective based on fans' perceptions

Directory of Open Access Journals (Sweden)

Ali Hasaan

Full Text Available Abstract The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. The antecedents are media (social media, mass media, video games and major sport events, oral communications (word of mouth, and rumors and narratives, impression management, social agents (parents, family members, friends and community, and teams and sport (sport interest, team interest and team geographical location. In turn, the components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment. Complementarily, these components of athlete brand are proposed to have an impact on fans' loyalty towards the athlete. Implications of these findings for building and managing athlete brand are discussed, and directions for future studies are provided.

[Cultivation strategy and path analysis on big brand Chinese medicine for small and medium-sized enterprises].

Science.gov (United States)

Wang, Yong-Yan; Yang, Hong-Jun

2014-03-01

Small and medium-sized enterprises (SMEs) are important components in Chinese medicine industry. However, the lack of big brand is becoming an urgent problem which is critical to the survival of SMEs. This article discusses the concept and traits of Chinese medicine of big brand, from clinical, scientific and market value three aspects. Guided by market value, highlighting clinical value, aiming at the scientific value improvement of big brand cultivation, we put forward the key points in cultivation, aiming at obtaining branded Chinese medicine with widely recognized efficacy, good quality control system and mechanism well explained and meanwhile which can bring innovation improvement to theory of Chinese medicine. According to the characters of SMEs, we hold a view that to build multidisciplinary research union could be considered as basic path, and then, from top-level design, skill upgrading and application three stages to probe the implementation strategy.

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

Importance of Brand for SME's

OpenAIRE

Deb, Dr. Sudip Kr; Chakraborty, Dr. Abhijit; Mostafa, G M Mehebub; Choudhary, Ashish

2013-01-01

Brands play a major role in differentiating one enterprise to another. At the beginning brands are used for large enterprises. But now a day it is also used for SMEs i.e.; small manufacturing enterprises. This research according to literature establishes the primary obvious and recessive factors of brand equity increment. This research focuses on the increment strategy of time honoured SMEs brand equity using empirical method. The objective of this paper was to gain better understanding of th...

Conceptualization of the Relationship between Brand Equity and Purchase Behavior

OpenAIRE

Ogunnaike, Olaleke Olusye; Kehinde, Oladele Joseph; Omoyayi, Oluwadamilola Oluwatosin; Popoola, Oluwamakinde Oluwamayowa; Amoruwa, Andrew

2017-01-01

Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behaviour of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relationship existing between the elements of brand equity and that of purchase behaviour. The adoption of Aaker’s brand equity model will serve as a guide for conceiving associations between brand equity and purchase behaviour for this study. Litera...

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?

Hvad er psykologien bag stærke brands?

DEFF Research Database (Denmark)

Stasiak, Adam; Andersen, Lars Pynt

2018-01-01

Der findes ikke kun én, men flere typer af stærke brands. Denne artikel præsenterer 4 overordnede branding strategier, med hver deres rationale og bagvedliggende psykologi. Det er kendetegnende for disse 4 strategier, at de repræsenterer en bevægelse i marketing og branding, der går fra en snæver...

Brand Management in Business-to-Business Context : Relational Perspective

OpenAIRE

Siponen, Jere

2012-01-01

It is a common belief among managers that branding is only useful in Business-to-Consumer markets and not in Business-to-Business. These managers think that the Busi-ness-to-Business rational and unemotional buying decision-making process cannot be affected by brand because it is only concerned with features, price, quality and so on. This is incorrect information. The possibility to choose between competitors has grown during time and this has expanded the traditional view of branding. A tru...

Branding water

OpenAIRE

Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

2014-01-01

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 ra...

Questioning a “One Size Fits All” City Brand

DEFF Research Database (Denmark)

Zenker, Sebastian; Braun, Erik

2017-01-01

practice in many places. The paper proposes that city branding involves much more complexity than is commonly thought and outlines a strategy that enables urban policy-makers, marketing researchers and (place) marketers alike to better deal with city branding. Design/methodology/approach: The authors...... integrate insights from literature on place branding, brand architecture and customer-focused marketing. Findings: The article argues that place brands (in general and communicated place brands in particular) are by definition very complex, due to their different target groups, diverse place offerings......Purpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is still common...

THE TOURISM POTENTIAL OF NORTHERN PORTUGAL AND ITS RELEVANCE FOR A REGIONAL BRANDING STRATEGY

NARCIS (Netherlands)

Oliveira, Eduardo

2014-01-01

The purpose of this article is to explore a potential regional branding strategy for the northern part of Portugal, emphasizing the regional tourism potential. Furthermore, it aims to clarify the answers of the following research questions: i) is tourism a strategic domain with the potential to

Commitment and Switching Intentions: Customers and Brands

Directory of Open Access Journals (Sweden)

Juliana Werneck Rodrigues

2012-12-01

Full Text Available This study aims to evaluate the relationship between a customer’s brand switching intentions and his commitment to a brand. Based on a literature review, constructs related to customer brand commitment were identified (affective and continuance commitment, trust, satisfaction, switching costs and alternative attractiveness and their roles in the formation of brand switching intentions hypothesized. Through a cross-sectional survey, a sample of 201 smartphone users was collected to test the proposed relationships. Data analysis was carried out via structural equations modeling, with direct effects of trust, satisfaction, switching costs and alternative attractiveness upon the different kinds of commitment being verified. Furthermore, both types of brand commitment (affective and continuance were found to negatively impact a customer’s intention to switch brands. Regarding enterprise customer strategies, the research findings suggest that, if firms are able to track customer brand commitment, they could use such knowledge to develop better relationship strategies, minimizing customer defection and further developing customer value to the company.

Revisiting tourist behavior via destination brand worldness

Directory of Open Access Journals (Sweden)

Murat Kayak

2016-11-01

Full Text Available Taking tourists’ perspective rather than destination offerings as its core concept, this study introduces “perceived destination brand worldness” as a variable. Perceived destination brand worldness is defined as the positive perception that a tourist has of a country that is visited by tourists from all over the world. Then, the relationship between perceived destination brand worldness and intention to revisit is analyzed using partial least squares regression. This empirical study selects Taiwanese tourists as its sample, and the results show that perceived destination brand worldness is a direct predictor of intention to revisit. In light of these empirical findings and observations, practical and theoretical implications are discussed.

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.

Branding the Destination Versus the Place

DEFF Research Database (Denmark)

Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

2017-01-01

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

The brand architecture of grocery retailers

DEFF Research Database (Denmark)

Bech-Larsen, Tino; Esbjerg, Lars

2009-01-01

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

Emerging Competitive Strategies in the Global Luxury Industry in the Perspective of Sustainable Development: the Case of Kering Group

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Roberta PEZZETTI

2016-06-01

Full Text Available In the last years, many drivers should motivate luxury companies to engage in more sustainable practices. On the one hand, consumers seek new forms of luxury that shows respect for natural resources and human beings, yet standing by traditional factors such as quality, creativity, originality, craftsmanship and savoirfaire. The recent economic crisis has thrust the consumers towards the search for responsible luxury. In the new economic and competitive scenario, luxury brands would base their identity and image on a set of values through which they should be known and publicly judged by both clients and the market; sustainable development and corporate social responsibility strategies offer a particularly suitable platform to enrich the value-set of luxury brands. In this framework, the luxury industry is undergoing a process of self-analysis and redefinition of competitive strategies in the light of social responsibility and sustainable dimension. In order to create both financial and non-financial value, sustainable development needs to be incorporated in the core strategy of the firm and its core business. In this perspective, the paper provides an analysis of the main drivers that, in the luxury industry, are leading to a growing integration of social responsibility and sustainable development principles in the competitive strategies of luxury firms. In particular, the paper focuses on innovations emerging in the luxury industry, both at strategic and organizational levels, and provides an overview of new emerging innovative business models coherent with the principles of corporate social responsibility and sustainability. The theoretical analysis is supported by presentation of the case of the French Group Kering, which represents a pioneering example in sustainable development applied to competitive strategies and leading brand management practices.

Brand gender, brand personality and brand loyalty relationship

OpenAIRE

Gumus, Izzet

2016-01-01

Brand personality, especially brand gender concepts are quite new in Turkey, therefore these concepts have not been used  as a topic in research. The aim of this research is to shed light on the literature by emphasizing the relationship between brand  personality, brand gender and brand loyalty.  This research is conducted to demonstrate the effects of brands loyalty on consumers in terms of gender and personality. Brand categories and brands are chosen in...

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.

Urban branding as an effective sustainability tool in urban development

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Reeman Mohammed Rehan

2014-08-01

Urban branding is a new approach toward urban development of sustainable cities. City branding, a novel aspect of urban communication, improves marketing of the city image in various ways by converting the visual image of the city into a brand image. Unique characteristics of the city are featured and a sustainable urban image is created. This paper will focus on city branding as a powerful image-building strategy. In this realm, the branding of Stuttgart, Germany, serves as a successful model of a branding strategy. Next, branding of the city of Port Said, Egypt, will be explored. The principal aim of this paper is to describe how cities become branded; how branding succeeds; and how a viable city image is created. This paper reviews the methods used to brand cities, and concludes by emphasizing the importance of urban branding in terms of sustainability.

Marketing analysis of brand Yves Saint Laurent in portfolio L´Oréal

OpenAIRE

Petránková, Tereza

2011-01-01

The aim of this thesis Marketing analysis of brand Yves Saint Laurent in portfolio L'Oréal is analysis of brand Yves Saint Laurent. The theoretical part focuses mainly on marketing, brand, luxury, analysis of brand and marketing strategies. Practical part based on the findings in theoretical part analysed brand - history, indentity, value and marketing strategy and reccomend new marketing strategies.

Brand crisis management: the use of information for prevention, identification and management

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Alexandre Borba Salvador

2018-01-01

Full Text Available Purpose – To understand, from the management perspective, the use of information on brand crisis management in moments involving prevention, identification and management. Design/methodology/approach – This article is the result of an exploratory, qualitative study. Primary data was collected through interviews with marketing executives and crisis management specialists. Findings – We concluded that managers use information in very different ways, and, taking possession of information and decisionmaking attitudes into account, four groups of crisis managers were found. Originality/value – In order to contribute to the expansion of academic knowledge in the field of marketing administration and brand crisis management, this study presented the crossing of three different fields (information systems, brand crisis management and organizational development to structure knowledge concerning brand crisis management. From the managerial perspective, certain crises could be avoided by monitoring internal and external information, and by identifying problems in their early stages. From the social perspective, reducing brand crisis cases positively affects society as a whole (organizations and individuals.

Corporate Narrations. An Instrument of Strategic Brand Management

OpenAIRE

Adela Rogojinaru

2011-01-01

Using textual analysis as a method, our aim is to connect the disciplines of brand management to brand communication via text-based approaches. It has been part of the academic tradition to treat all textual perspectives within the exclusive domain of literary studies. We nevertheless consider that an interdisciplinary recovery of classic text-based methods is fertile in advancing our research methods in branding, especially for teaching purposes at master and doctoral level of the communicat...

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.

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…

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...

Influence of country brand slogan and logo in country positioning

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Gina Pipoli de Azambuja

2015-09-01

Full Text Available To build the image of a country minds consumers’ minds, countries apply marketing strategies that are based on their country brand development, in the same way that companies apply marketing to their products and services. The development of the logo and slogan to be used in the communication strategy, are two key elements of its success in the process of building the country brand (Keller 2008. Thus the objective of this research is to know the importance of using the logo and slogan in international marketing strategies of countries. To do this, this research analyzes the use of the logo and slogan, in country brand strategies of countries in the top places in the Country Brand Index (2009 of Future Brand.

Branding Strategies within International Hotel Chains : A case study of Lithuanian Market

OpenAIRE

Maseviciute, Kamile; Gueorguieva, Nicole; Georgiev, Petar

2015-01-01

Background: The hospitality industry, especially the hotel business, is a relatively new, and rapidly growing industry in Lithuania. The last two decades resulted in a significant expansion of the local hotel market, as well as of operations of international hotel chains. Thus, competition among actors in the industry, along with the companies’ need to differentiate their offerings from those of competitors, has risen. Branding strategies are increasingly used by companies for achieving bette...

How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation

OpenAIRE

Jesús Gutiérrez-Cillán; Carmen Camarero-Izquierdo; Rebeca San José-Cabezudo

2017-01-01

Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual communities, we posit and estimate a model of relational efficacy for a firm-managed Facebook brand page (FBP) in which the brand posts created by the firm influence the behavioural engagement of indivi...

Exploring the Impact of Silos in Achieving Brand Orientation

DEFF Research Database (Denmark)

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

silos are associated with different mindsets that create barriers to the achievement of brand orientation. The case follows a medium sized manufacturing company in its efforts to introduce a brand revitalization strategy across the organization. Despite the strategy having top management full support......Brands are widely recognised as important sources of competitive advantage. The newly emerged concept of brand orientation has be used to assess the extent to which the whole organisation is orientated around the brand and thus the extent to which organisational resources are focused around...... maximising brand potential. Whilst offering potential to improve our understanding of how brands can be effectively managed and offering practitioners a set of tool to this end, this concept is limited in both its empirical and theoretical foundations. Through a case study this paper documents how functional...

Branding strategies discussed by the experts. Trends that will shape strategy in 1998.

Science.gov (United States)

Windhorst, C E

1998-02-01

This month the focus is on branding. The Alliance Advisory Council's discussion of this topic, led by Joel English (a senior vice president with BVK/McDonald, Milwaukee, WI), identifies the key issues on branding as: 1) the debate between the local and regional nature of healthcare delivery, and the need to provide customers with the trust and security of a larger entity behind the individual provider; 2) the challenge of identifying and agreeing on a consistent message for all parts of the system; and 3) the difficulty of keeping the promise implied by a brand across these many components.

Managing the College or University Brand: The Board's Perspective

Science.gov (United States)

Moore, Robert M.

2010-01-01

A new responsibility--"brand management"--has developed for some boards of trustees as competition for high-achieving students and various types of resources has intensified. As this competition has grown more intense, and as alumni and donor response to publicized rankings has grown more strident, trustees have begun to focus on brand strength…

Conceptualizing the social media communication impact on consumer based brand equity

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Ligita Zailskaitė-Jakštė

2016-05-01

Full Text Available Purpose of the article: The purpose of this paper is to identify the impact of consumer-brand communication in social media on brand equity, providing conceptual model. Methodology/methods: The model was prepared using methods of comparative and systematic analysis of scientific literature. Scientific aim: The scientific aim of the article to propose the perspective of social media communication impact on brand equity conceptualization. The key factors of consumer engagement in company (brand communication process and amount of consumers created content (non-sponsored content, i.e. content created in interaction with company or brand, and sponsored content, i.e. content created in interaction with company (brand was under consideration. Findings: Our findings attempt to provide a comprehensive understanding of company (brand communication in social media seeking after a positive impact on brand equity dimensions. Theoretical analysis disclosed that it is not enough just to post message in a proper social media channel, it is essential to post appropriate content of the message and to post it in appropriate way in persuasion to engage consumers into communication. The consumer-generated content created in interaction with company and without interaction with company in social media is making impact on brand equity. Conclusions: The study extends the literature by examining communication in social media from company to consumer perspectives in order to disclose changes in marketing communication as source of brand equity in virtual context and to present key factors influencing brand equity in company (brand communication p

The Impacts of Perceived Advertising Spending and Price Promotions on Brand Equity: a Case of an Indonesian Instant Noodle Brand

OpenAIRE

Tamara, Steven

2014-01-01

One of Indonesia's largest producers of instant noodle has the long term vision to make its brand Indonesia's number one instant noodles brand. Heavy advertising and intense price promotions are part of its strategy to increase the brand equity. The researcher, therefore, wishes to examine whether advertising and price promotions that the company conducts contribute to the instant noodle brand equity. To test the impacts of perceived advertising spending and price promotions on brand equity...

Industry, Brand, and the Role of Digital Medium

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Indro Adinugroho

2018-05-01

Full Text Available Rapid growth in information technology forces various industries and business owners to think strategically to reach public attention. This condition also brings the logical consequence of using online medium as their primary marketing tools. Various online medium or usually called as social media such as Twitter, Path, and Facebook have been used by numerous industries as tools to communicate their ideas, brands, and promotion to the public. Along with this condition, industries need to think strategically to develop contemporary marketing communication strategy. This research is a case analysis focusing on examining marketing communication strategy of a brand. One brand identified is Pocari Sweat, Japanese isotonic drink brand. This brand is selected due to the availability of our computer devices to track the tweets. From this study, we have concluded that in this disruption era, marketing communication strategy can be known and identified by others only by tracking their digital footprint.

[Three types of brand name loyalty strategies set up by drug manufacturers].

Science.gov (United States)

PréMont, Marie-Claude; Gagnon, Marc-André

2014-11-01

The recent restructuring of the pharmaceutical industry has led to three new types of promotional strategies to build patient loyalty to brand name drugs: loyalty through rebates, patient support, and compassion programs. Loyalty through rebates seeks to keep patients on a brand name drug and prevent their switch to the generic equivalent. Loyalty through patient support provides aftersales services to help and support patients (by phone or home visits) in order to improve adherence to their treatments. Finally, compassion programs offer patients access to drugs still awaiting regulatory approval or reimbursement by insurers. When and if the approval process is successful, the manufacturer puts an end to the compassion program and benefits from a significant cohort of patients already taking a very expensive drug for which reimbursement is assured. The impact of these programs on public policies and patients' rights raises numerous concerns, among which the direct access to patients and their health information by drug manufacturers and upward pressure on costs for drug insurance plans.

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...

Corporate Narrations. An Instrument of Strategic Brand Management

Directory of Open Access Journals (Sweden)

Adela Rogojinaru

2011-08-01

Full Text Available Using textual analysis as a method, our aim is to connect the disciplines of brand management to brand communication via text-based approaches. It has been part of the academic tradition to treat all textual perspectives within the exclusive domain of literary studies. We nevertheless consider that an interdisciplinary recovery of classic text-based methods is fertile in advancing our research methods in branding, especially for teaching purposes at master and doctoral level of the communication disciplines. The methodology is based on the analysis of the use of storytelling in four corporate books on four well-known brands: Coca-Cola, Pepsi, Avon, and Disney.

Brand positioning through banking services' offer: Serbian perspective

OpenAIRE

Novčić Branka; Damnjanović Vesna; Filipović Vinka

2012-01-01

The subject of this paper relates to the determination of interdependent relationship of the key elements necessary for the positioning of brands in the banking market in Serbia. The main goal of this paper is to analyze the way in which managers of banks in Serbia perceived brand positioning of banks in which they work, and the value of the customer service offer - corporate clients. Research focuses on identifying and comparing the dependent relationships between the key elements of offers'...

The Brand Identity: A Strategic Shift for Success

OpenAIRE

Victor Danciu

2010-01-01

The strong identity is a key condition for the real success of a brand strategy. The identity reflects the inner value of the brand and describes its potential success. In order to maximize this value a brand identity should include and develop all dimensions of its complex structure. The product, the organizational, the personality and the symbolic dimension of the brand identity could develop a great capability for many associations that could be made to the brand. Apple is a brand that has...

Lifestyle for Sale : Discussion of the effects of brand-based advertising from a consumer’s perspective using denim brands as examples

OpenAIRE

Tong, Genevieve

2010-01-01

This study aims to identify the impacts of brand-based advertising and discuss why individuals perceive brands the way they do. It explores how a strong brand becomes iconic in consumers’ minds and how this can be achieved. The study also explores how brand-based advertising differs when targeted to children, rather than media-savvy adults. The theoretical literature provides the background on which traditional advertising is compared to brand-based advertising. The theoretical information wi...

AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY

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Ioan MOISESCU

2007-01-01

Full Text Available The competitive potential of any company is significantly influenced by the brands held in the company’s portfolio. Brands are definitely valuable marketing assets. As the brand is a central element of any marketing strategy it is essential to be aware of the descriptive dimensions of its equity. This paper tries to outline these dimensions as follows: brand loyalty, brand awareness, brand perceived quality, brand personality, brand image, brand identity and brand associations, as analyzed in the specialized literature. Identifying and comparing different approaches regarding each brand equity dimension and revealing interdependencies between these dimensions, focusing on the importance of scientifically determining their role in generating a long-term increase in marketing efforts efficiency, are among the main objectives of this paper.

Strategic Branding in Hospitality: Case of Accor Hotels

OpenAIRE

Demirçiftçi, Tevfik; Kızılırmak, İsmail

2016-01-01

 Branding strategy is used by hospitality companies for many years. One of the reasons behind it is to reach various segments ranging from luxury to economy. Guest loyalty is very important for hospitality companies since loyal guests are more profitable and less price sensitive. Strategic branding plays a critical role in order to maintain long term relationship with the guest. In this study, relevant literature about branding was reviewed. Strategies of Accor Hotel group were analyzed on ba...

MEMBANGUN PERSONAL BRANDING MELALUI IKLAN

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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.

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...

Digital marketing strategies in the promotion of the city brand

Directory of Open Access Journals (Sweden)

David Albeiro Andrade Yejas

2016-06-01

Full Text Available Rev.esc.adm.neg This study aims at designing digital marketing strategies to promote the city brand including a marketing manual or guide and the elaboration of a digital system of mobile and web application. This research study was based on the theories of Garcia (2010, Capurro (2006, Montiel (2002, Porter (2012, Florez (2012, and others. Its methodology was qualitative; structured and semi- structured interviews were made, as well as direct observation of tourists. As a consequence, a digital marketing guide and digital applications were designed, representing only one click to access a non- barrier world and to improve the city competitiveness.

Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market

Directory of Open Access Journals (Sweden)

Rupinderdeep Kaur

2015-01-01

Full Text Available Brands can be helpful in strengthening a person’s identity. Hence, consumers use brands as instruments for reflecting their personal image and individual goals. The self-concept as a vital component of emotional aspects, boosts attitudinal loyalty towards a brand. The luxury fashion market of India offers great opportunities to marketers. India's luxury market is projected to reach $14.72 billion by 2015 from an estimated $8.21 billion in 2014.The present study aims to examine the empirical relationship of self-concept and attitudinal brand loyalty in the context of female consumer-luxury fashion brand relationships. A single cross sectional survey of 240 female customers of five global brands, including Zara, Armani, Guess, Versace and Calvin Klein, from the State of Punjab (India was conducted. Regression and Z-Test were used to analyze the data. The self-concept positively enhances female consumers’ attitudinal brand loyalty. The perceived influence of self-concept and attitudinal brand loyalty is high in luxury fashion purchase. Therefore, the process of shaping a marketing strategy should include different dimensions of self-concept, namely, enhancement, contribution, admiration and extension. Furthermore, a marketing strategy needs to strengthen brand superiority, brand performance and brand synchronization to win attitudinal loyalty in luxury fashion industry.

Brand new authentic places

DEFF Research Database (Denmark)

Stender, Marie

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

Understanding Brand Evangelism and the Dimensions Involved in a Consumer Becoming Brand Evangelist

Directory of Open Access Journals (Sweden)

Lina Anggraini

2018-03-01

Full Text Available Smartphone market is rapidly changing and facing a highly competitive environment, with constant product introductions. It is characterized by quickly evolving technology and designs, aggressive pricing, short product life cycles, and rapid imitation. Thus, the players in smartphone industry need to invent a major breakthrough in their marketing strategy. Consider a large company like Apple. Apple loyalists are some of the most recognized product evangelists in the market, sharing their experiences with emerging technology in enthusiastic ways. Apple as the pioneer of Brand Evangelism in 1984, the company relies on customers to communicate marketing messages to other potential customers. It can be an alternative marketing tool for organizations that want to achieve their sustainable competitiveness as brand evangelists will deliver positive information, ideas, and feelings toward a specific brand to others voluntarily in order to influence consumption behaviour. This study aims to examine the phenomenon of brand evangelism and understand the dimensions involved in a consumer becoming brand evangelist. The research method of this study is based on the implementation of quantitative survey research design. The data used in this study were obtained by administering online questionnaires to 468 respondents who have used Apple iPhone for at least 6 months in Indonesia. The data analysis method used in this study is multiple regression analysis. The findings show that brand satisfaction, consumer-brand identification, brand salience, brand trust and opinion leadership have positive influence towards brand evangelism.

STUDY OF IDENTIFYING AND PRIORITIZING THE AFFECTING FACTORS ON BANK BRAND CUSTOMER LOYALTY

OpenAIRE

Zahra Aliyari; Yosef Beygzadeh

2017-01-01

Today, customer loyalty is the key to business success. By increased customers’ loyalty, market share and profitability level of enterprises will rise. Market perception along with planning and adopting appropriate strategies for making customers loyal and enhancing their rate of loyalty leads to long-term benefits for the enterprises. Given the importance of the issue, the goal of this study was to identify and prioritize the factors affecting loyalty to a banking brand from perspective of K...

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

Directory of Open Access Journals (Sweden)

Sarabjot Singh

2013-12-01

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

Social Media and Online Brand Communities

OpenAIRE

Ansarin, Madina; Ozuem, Wilson

2014-01-01

It is widely recognised that a better understanding of social media and its implications is essential for\\ud formulating effective branding strategies in evolving Computer-Mediated Marketing Environments\\ud (CMMES). However, few studies have examined how social media influences brand image in the luxury\\ud sector. The current study intends to examine whether increased exposure through social media influences\\ud brand image in technologically infused marketing environments. Drawing on extant l...

The impact of fit measures on the consumer evaluation of new co-branded products

NARCIS (Netherlands)

Bouten, L.M.; Snelders, H.M.J.J.; Hultink, E.J.

2011-01-01

A popular strategy currently employed for new product introductions is co-branding. Such a strategy allows a brand to innovate with the support of a partner brand. The present study investigates how consumers perceive a new product with two brands. Previous research focused on the logic of a brand

Brand management: only the strong survive.

Science.gov (United States)

Willey, D

1993-01-01

Competition, consolidation, and couponing have made consumers savvier and brand loyalty shakier. As a result, nurturing the all-important brand demands a new level of creativity and an increased attention to strategy. Often it means a closer look at logos and package design.

Systematic review of health branding: growth of a promising practice.

Science.gov (United States)

Evans, W Douglas; Blitstein, Jonathan; Vallone, Donna; Post, Samantha; Nielsen, Wendy

2015-03-01

Brands are marketing tools that create mental representations in the minds of consumers about products, services, and organizations. Brands create schema that help consumers decide whether to initiate or continue use of a product or service. Health branding determines behavioral choice by building consumer relationships and identification with health behaviors and their benefits. Health branding can be measured by the associations individuals form with health behaviors. In 2008, Evans and colleagues systematically reviewed the literature on health brands, reported on branded health messages and campaigns worldwide, and examined specific branding strategies in multiple subject areas. This paper extends that review. We replicated the comprehensive online literature search strategy from 2008. We screened a total of 311 articles and included 130 for full-text review. This included both articles from the 2008 review and new articles. After excluding those new articles that did not meet full-text inclusion criteria, we reviewed 69 in total. Of these, 32 were new articles since the 2008 review. Branded health campaigns cover most major domains of public health and appear worldwide. Since 2008, we observed improvement in evaluation, application of theory, and description of campaign strategies in published work. We recommend enhanced education of public health practitioners and researchers on the use and evaluation of branding.

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

Directory of Open Access Journals (Sweden)

Liezl-Marié Kruger

2013-09-01

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.

Branding Strategies: A Chronological Review

OpenAIRE

Jarrar, Yosra

2016-01-01

Relying on existing literature, this paper reviews the literary, research, theoretical and practical conception, evolution and development of the field of brand management. Specifically it examines literature from 1985 to 2010, using a systems approach and methodology aimed at isolating the different research areas; the assumptions and theories they were built on; as well as relevant managerial implications. The review discovers two distinct paradigms; three time periods and seven research ar...

Maintaining warm, trusting relationships with brands: increased temperature perceptions after thinking of communal brands.

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Hans IJzerman

Full Text Available Classical theories on interpersonal relations have long suggested that social interactions are influenced by sensation, such as the experience of warmth. Past empirical work now confirms that perceived differences in temperature impact how people form thoughts about relationships. The present work first integrates our knowledge database on brand research with this idea of "grounded social cognition". It then leverages a large sample (total N = 2,552 toward elucidating links between estimates of temperature and positive versus negative evaluations of communal brands. In five studies, the authors have found that thinking about positively (vs. negatively perceived communal brands leads to heightened temperature estimates. A meta-analysis of the five studies shows a small but consistent effect in this noisy environment, r = .11, 95% CI, .05, .18. Exploratory analyses in Studies 1a and b further suggest that temperature perceptions mediate the (significant relationship between perceived communality and willingness to purchase from the brand. The authors discuss implications for theory and practice and consider the effects from a Social Baseline Perspective.

Maintaining warm, trusting relationships with brands: increased temperature perceptions after thinking of communal brands.

Science.gov (United States)

IJzerman, Hans; Janssen, Janneke A; Coan, James A

2015-01-01

Classical theories on interpersonal relations have long suggested that social interactions are influenced by sensation, such as the experience of warmth. Past empirical work now confirms that perceived differences in temperature impact how people form thoughts about relationships. The present work first integrates our knowledge database on brand research with this idea of "grounded social cognition". It then leverages a large sample (total N = 2,552) toward elucidating links between estimates of temperature and positive versus negative evaluations of communal brands. In five studies, the authors have found that thinking about positively (vs. negatively) perceived communal brands leads to heightened temperature estimates. A meta-analysis of the five studies shows a small but consistent effect in this noisy environment, r = .11, 95% CI, .05, .18. Exploratory analyses in Studies 1a and b further suggest that temperature perceptions mediate the (significant) relationship between perceived communality and willingness to purchase from the brand. The authors discuss implications for theory and practice and consider the effects from a Social Baseline Perspective.

Monitoring tobacco brand websites to understand marketing strategies aimed at tobacco product users and potential users.

Science.gov (United States)

Escobedo, Patricia; Cruz, Tess Boley; Tsai, Kai-Ya; Allem, Jon-Patrick; Soto, Daniel W; Kirkpatrick, Matthew G; Pattarroyo, Monica; Unger, Jennifer B

2017-09-11

Limited information exists about strategies and methods used on brand marketing websites to transmit pro-tobacco messages to tobacco users and potential users. This study compared age verification methods, themes, interactive activities and links to social media across tobacco brand websites. This study examined 12 tobacco brand websites representing four tobacco product categories: cigarettes, cigar/cigarillos, smokeless tobacco, and e-cigarettes. Website content was analyzed by tobacco product category and data from all website visits (n = 699) were analyzed. Adult smokers (n=32) coded websites during a one-year period, indicating whether or not they observed any of 53 marketing themes, seven interactive activities, or five external links to social media sites. Most (58%) websites required online registration before entering, however e-cigarette websites used click-through age verification. Compared to cigarette sites, cigar/cigarillo sites were more likely to feature themes related to "party" lifestyle, and e-cigarette websites were much more likely to feature themes related to harm reduction. Cigarette sites featured greater levels of interactive content compared to other tobacco products. Compared to cigarette sites, cigar/cigarillo sites were more likely to feature activities related to events and music. Compared to cigarette sites, both cigar and e-cigarette sites were more likely to direct visitors to external social media sites. Marketing methods and strategies normalize tobacco use by providing website visitors with positive themes combined with interactive content, and is an area of future research. Moreover, all tobacco products under federal regulatory authority should be required to use more stringent age verification gates. Findings indicate the Food and Drug Administration (FDA) should require brand websites of all tobacco products under its regulatory authority use more stringent age verification gates by requiring all visitors be at least 18 years

Marketing Strategies: Lessons for Libraries from Commercial Brand Management.

Science.gov (United States)

Wolpert, Ann J.

This paper first argues that the World Wide Web at its best, has been able only to imitate the resources and services of an exemplary research library. It then goes on to examine how academic research libraries can take advantage of their brand identity as market leaders in the information business. The basic concept of brands and branding…

Nation branding: what is being branded?

OpenAIRE

Fan, Y

2006-01-01

Nation branding and nation brand are two different concepts. A nation has a brand image with or without nation branding. This paper examines the concept of nation branding, focusing on the central question of what is being branded. It differentiates nation branding from product branding, and draws comparisons between nation branding and product-country image. Paradoxical issues around the concept and the wider context in which nation branding can be applied are also discussed. More research i...

Brand Preference Between Apple And Samsung Smartphone In Manado

OpenAIRE

Goni, Windy

2013-01-01

Branding is increasingly being used as a strategy for managing markets plays a very vital role in consumer buying decision. It has already proven that brands are are the company€™s most important asset. The objective of this study is to provide the information about the brand preference of smartphone in Manado and to reveal which brand that become brand preference in Manado. This research uses two important indicators that are brand equity and brand image. The method that is used in this re...

ERP evidence for consumer evaluation of copycat brands.

Science.gov (United States)

Shang, Qian; Pei, Guanxiong; Jin, Jia; Zhang, Wuke; Wang, Yuran; Wang, Xiaoyi

2018-01-01

Copycat brands mimic brand leaders to free ride on the latter's equity. However, little is known regarding if and how consumers confuse copycat as leading brand in purchasing. In this study, we applied a word-pair evaluation paradigm in which the first word was a brand name (copycat vs. normal brand both similar with a leading brand in category), followed by a product name (near vs. far from the leading brand's category). Behavioral results showed that, when the product is near the leader's category, the copycat strategy (CN) was more preferred compared to the normal brand (NN) but not different in the far product condition (CF and NF). Event-related potential (ERP) data provided further insight into the mechanism. The N400 amplitude elicited by the CN condition was significantly smaller than NN. However, when products are far from the leader's category, there was no significant difference in N400 amplitudes. For the late positive component (LPC), the CN gave rise to a larger amplitude than the CF. The N400 amplitude was suggested to reflect the categorization process, and the LPC demonstrated the recollection process in long-term memory. These findings imply that the copycat brand strategy is generally only effective when products are within the category of the leading brand, which offers important implications for marketing practices.

The Proposal of Co-Branding Strategy PT. XYZ and SAS in Automotive Sector in SPAIN Market to Increase PT. XYZ Reputation in International Market

OpenAIRE

Putra A, Freggy Griyatta; Nasution, Reza Ashari

2012-01-01

The development of the lubricant market in the Asia-Pacific, Africa, Middle East, and South America is an opportunity for PT.XYZ in the future. PT. XYZ wants to improve their brand image through co-branding with the SAS company as one of the local oil company in Spain. The study also analyzes the co-branding strategy through Joint Venture of PT. XYZ with SAS to improve the company's brand image in the International market. The conceptual framework of this research started from the goal of PT....

Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

Science.gov (United States)

Susanty, Aries; Tresnaningrum, Aprilia

2018-02-01

This study has several purposes. First, this study aims to investigate the effect of consumer-brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop

Directory of Open Access Journals (Sweden)

Susanty Aries

2018-01-01

Full Text Available This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI. We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

Mythology of the art market: the artist as a brand

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A. A. Kalashnikova

2015-01-01

Full Text Available The article deals with the artist-genius myth as a brand study from the perspective of the sociology of art. The mythological structure of the brand analysis is been undertaken. It reveals the essence of the artist-genius myth as a brand on the art market. The social and historical origins of features considered as professional for the artist are been examined. The marginality, poverty, uniqueness of the artist’s talents are considered as the fundamentals of the artistic brand. The branding marketing techniques functioning in the context of the art production field are been described. Findings of the research relate to the features of the “artist-genius” brand mythological foundation current state and possibilities for its further improvement.

Collective place branding - an alternative strategy for territorial development compared to geographical indications?

OpenAIRE

Donner, Mechthild

2016-01-01

Geographical Indications (GIs) protecting the origin of specific food products are expanding worldwide and promoted as first order tool for agricultural and local development in developing countries. At the same time, collective place brands are adopted by public and private sectors in Europe as novel strategy to jointly valorise and promote a package of place-specific (food) products and (tourism) services, which supports a distinctive territorial identity or a territorial project.We here pr...

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.

Brand communities embedded in social networks☆

Science.gov (United States)

Zaglia, Melanie E.

2013-01-01

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. PMID:23564989

Antecedents dari Brand Equity pada Hotel Santika di Bsd Tangerang

OpenAIRE

Susiati, Asriani

2013-01-01

This study refers to previous studies, by kevin kam Fung So and Ceridwyn King (2009). The background of this research was to prove the management approaches that brand equity as the key assets for hotel industries and provide brand manger hotel to evaluate brand equity as an outcome brand strategies. The objectives of this research was : (a) the positive effect of company's presented brand to brand awareness, (b) the positive effect of company's presented brand to brand meaning, (c) the posit...

Strategic Brand Management Tools in Publishing

OpenAIRE

Pitsaki, Irini

2011-01-01

Further to the introduction of the brand concept evolution and theory, as well as the ways these operate in the publishing sector (see paper: Pitsaki, I. 2010), the present paper treats publishing strategies and the tools used to establish them. Publishers often base their brand strategy on classic marketing approaches, such as the marketing mix -product, price, promotion, placement and people. They also direct their products to specific market segments in regard to the type of content and te...

Childhood immersion in the consumer culture: brand loyalty

Directory of Open Access Journals (Sweden)

José Antonio Liébana Checa

2014-04-01

Full Text Available The present work analyses how advertising works, from a critical perspective. Advertising is used not only as a tool for selling products but also as a platform that fosters certain lifestyles and ways of thinking – in short, as a vehicle for ideological concepts. The arguments presented in the work are based on research carried out in the Spanish city of Ceuta, located in North Africa, amongst boys, girls and adolescents, using different questionnaires to study issues of brand recognition and slogan recall. A core theme of the work is how childhood and adolescence are used in advertising, which is linked to the aim of creating brand loyalty. Boys and girls of just five years old already recognise and recall a large number of brands, albeit fewer slogans; they live in a visual society that is dominated by images. What is more, this is a society in which it is important to advertisers to create homogeneous groups, with similar tastes. The media via which advertising is conveyed are many and diverse, but it is television that stands out in particular, thanks to its omnipresence in every-day life. It is important, therefore, to continue researching these issues and, as a priority, to provide education within schools on the advertising strategies employed, so that young people are made aware of the different ways in which they are being manipulated.

Using corporate stories to build the corporate brand:an impression management perspective

OpenAIRE

Spear, Sara; Roper, Stuart

2013-01-01

Purpose – A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and how they are used by organisations to build the corporate brand. This paper aims to utilise impression management theory to bring insight into the potential role of corporate stories in shaping the corporate brand. Design/methodology/approach – ...

Retail private label’s strategies: A case study in a large brazilian Supermarket chain.

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Paula Bulamah Spineli

2006-12-01

Full Text Available The present study approaches the advantages and risks related to private labels under a retailers’ perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its private labels’ management, using the case study method. The results showed the existence of two private label lines of products, with different strategies: one line of light products (proprietary brand and another line of products that carry the name of the supermarket under study (retail brand endorsement, both classified as using the fantasy positioning strategy.

REDEFINITION OF LUXURY FASHION BRANDING THROUGH SUSTAINABILITY RENAISSANCE: RE(F)USE CASE

OpenAIRE

Bilsel, Hande

2017-01-01

The luxury fashion industry is a global multi-billion dollar industry including a wide array of brands with massive halo effect, brand heritage and high consumer relevance such as Fendi, Prada, Louis Vuitton, Gucci and Hermes which are also among the most valuable and influential brands in the world. The established traditional methods of luxury marketing mostly focused on product innovation and exclusive brand advertising practices. With a perspective to built up a synergy between its histor...

BRAND MANAGEMENT AND CONSUMER’S CULTURAL CONTRADICTIONS: LESSONS LEARNED

OpenAIRE

Ahlam Mohammed Alzoubi

2016-01-01

This article is an attempt to explore basic principles of brand management and its relation to marketing strategy. Starting with differentiating between brand, logo and identity, then highlighting some international brand failures due to very tiny and trivial reasons, and a legitimate question appears, why? While these famous brands employ marketing professional and brand management experts. The article tries to answer this question through a cognitive approach due to restriction of time; nev...

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

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Charlene Gerber

2014-05-01

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

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.

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...

The role of strategic position in brand promise: Evidence from LG Company

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A. Eilaghi Karvandi

2016-08-01

Full Text Available This paper presents an empirical investigation to study the effects of different strategies including attribute, advantage, application, consumer, competitive advantage, pricing/quality and category on brand promise for products of LG Company in city of Tehran, Iran. The study designs two questionnaires, one for strategic positioning and the other for brand promise in Likert scale. Cronbach alphas for brand promise and strategic positioning are 0.81 and 0.79, respectively. The questionnaires are distributed among 385 randomly selected regular users of LG products and using Spearman correlation as well as Stepwise regression techniques, the effects of various strategies on brand promise are examined. The results of the implementation of Spearman correlation have indicated that there were positive and meaningful relationships between different strategies and brand promise. In addition, the results of Stepwise regression have indicated that three strategies of price/quality, consumer and application were the most important predictors of brand promise.

Extending or creating a new brand: evidence from a study on event-related potentials.

Science.gov (United States)

Jin, Jia; Wang, Cuicui; Yu, Liping; Ma, Qingguo

2015-07-08

Brand strategy is a critical problem in new product promotion. In relation to this, producers typically have two main options, namely, brand extension and new brand creation. The current study investigated the neural basis of evaluating these brand strategies at the brain level by using event-related potentials. The experiment used a word-pair paradigm, in which the first word was either a famous beverage brand name or a newly created brand, and the second word was a product name from one of the two product categories (beverage or household appliance). Therefore, four conditions existed as follows: a famous beverage brand paired with a beverage product (BB) or with a household appliance (BH) and a newly created brand paired with a beverage product (NB) or with a household appliance (NH). Behavioral results showed that brand extension obtained a higher acceptance rate than new brand creation under the beverage product category; however, a lower acceptance rate was observed under the household appliance category. Moreover, at the brain level, BB elicited lower N400 mean amplitude than the new brand product NB, whereas BH led to higher N400 amplitude than the new brand product NH. These results showed that the likelihood of accepting a product depended on the association between the brand name and product name, and that the N400 could serve as an index of brand strategy evaluation. In addition, this study also confirmed that brand extension is not always the best brand strategy; an inappropriate extension sometimes performed worse than the creation of a new brand.

The Role of Branding in Small and Medium-Sized Enterprises

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Franc Vidic

2013-12-01

Full Text Available The purpose of this article is to show the relationship between branding and brand management in small and medium-sized enterprises (SMEs. Traditionally, branding was associated with large and global corporations. However, we often forget that small and medium-sized enterprises also deal with their own names (brands in their own way. The study identified four types of businesses, regardless of their association with brands. We named these four types, as follows: Ignorant; User; Low-Cost Producer; and Differentiation Producer. If the first two types (i.e. Ignorant and User differ primarily in the extent to which they use simple branding activities, and are used mainly in the local market where the enterprises tend to operate, we found that the last two types (i.e. low-cost producers and differentiation producers design their branding strategies in accordance with their generic strategies and mode of growth.

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

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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.

ANTECEDENTS DARI BRAND EQUITY PADA HOTEL SANTIKA DI BSD TANGERANG

OpenAIRE

Asriani Susiati

2013-01-01

This study refers to previous studies, by kevin kam Fung So and Ceridwyn King (2009). The background of this research was to prove the management approaches that brand equity as the key assets for hotel industries and provide brand manger hotel to evaluate brand equity as an outcome brand strategies. The objectives of this research was : (a) the positive effect of company’s presented brand to brand awareness, (b) the positive effect of company’s presented brand to brand meaning, (c) the posit...

Corporate branding: an exploration of the influence of CRE

NARCIS (Netherlands)

Appel - Meulenbroek, H.A.J.A.; Havermans, D.W.Q.; Janssen, I.I.; Kempen, van A.J.M.

2010-01-01

Purpose – The purpose of this paper is to understand how corporate real estate (CRE) can add value to corporate branding and how corporate branding strategies for CRE can be determined. Design/methodology/approach – The paper presents a theoretical background for corporate branding and real estate

Study of the Effect of Brand Equity Drivers on University Brand Resonance (Case Study:Amir Kabir university, Sharif university, Tarbiat Modares university, Tehran university)

OpenAIRE

mojtaba karimian; Hamid khodadad hosseini; Asqar moshabaki

2015-01-01

Branding in business of institutions of higher education is one of the issues that recently have been attracted by many researchers and therefore administrators must conduct in depth studies and take effective steps in order to devise a brand strategy so that they can make a strong brand for universities. Thus, this article investigated the quality of branding and presented suggestions to improve the brand resonance of university. The main objective of the study is to show that how brand reso...

Your most valuable asset. Increasing the value of your hospital through its brand.

Science.gov (United States)

Petromilli, M; Michalczyk, D

1999-01-01

The authors argue that hospitals could achieve the same brand name recognition as such popular consumer product names as Coke, Nike, and GE. In fact, they say, a brand identity strategy could bring hospitals the advantage they need in a growing marketplace. Increasingly, brand recognition is becoming important in the health care world, as hospitals battle for customers. The majority of patients now choose their health plan and hospital, and they're seeking brands that provide them with the same convenience, access, and value they demand from other consumer products companies. Hospitals can create a viable brand identity strategy by defining their brand's image, maximizing their bran's positioning and patients' brand experience, communicating their brand and measuring the brand's performance.

A study of brand preference: An experiential view

OpenAIRE

Ebrahim, Reham Shawky

2013-01-01

This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel University Consumer brand preference is an essential step to understand consumer choice behaviour, and has therefore always received great attention from marketers. Brand preferences reveal the type of attributes a brand possesses, to strengthen its position and increase its market share. Moreover, it forms a critical input in developing a company’s successful brand strategy, and gives insight for pr...

Regional Branding: Building Brand Value

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Klára Margarisová

2016-01-01

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

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 advertisem...

IMAGE - REPUTATION - BRAND: STRATEGY OF FORMING OF VALUE OF THE POWER

Directory of Open Access Journals (Sweden)

Н Н Розанова

2017-12-01

Full Text Available Article is devoted to consideration of process of forming of valuable symbolical space of the Russian power in the context of forming of the new model of development of society determined as one of the priority directions of the Concept of long-term social and economic development of the Russian Federation for the period till 2020. This vector of development of the relations of the state and society is determined by the author as strategy of forming of the valuable relation to the power - the purposeful, system, jointly performed activities of the power and society for creation of valuable space of the Russian power through transformation and consecutive transition each other of the following symbolical categories of the power: “identity” - “image” - “reputation” - “brand”. Content of the specified categories is opened, interpretation of measurements of the valuable field of a brand of the power on the basis of model of a four-dimensional brand of T. Ged is offered. The special attention is paid to process of forming of reputation of the power as to a subject of independent author research, on the example of studying of reputation of the regional power of the Smolensk region.

Investigating the Effect of Consumer’s Risk Aversion and Product Involvement on their Brand Loyalty and Word of Mouth Behavior: The Mediating Role of Brand Attachment and Brand Trust

OpenAIRE

Manijeh Bahrainizadeh; Alireza Ziaei Bide

2013-01-01

In today’s highly competitive markets, brand loyalty is a central element of marketing strategies and tactics. Therefore, the sources of loyalty and the processes through which it is established is becoming central concern of marketers. The purpose of this study is to explore the relationship between the consumer’s risk aversion and product involvement with their brand loyalty and positive word of mouth behaviors and also to test empirically whether this relationship is mediated by brand trus...

Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

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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.

The Brand Identity: A Strategic Shift for Success

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Victor Danciu

2010-06-01

Full Text Available The strong identity is a key condition for the real success of a brand strategy. The identity reflects the inner value of the brand and describes its potential success. In order to maximize this value a brand identity should include and develop all dimensions of its complex structure. The product, the organizational, the personality and the symbolic dimension of the brand identity could develop a greatcapability for many associations that could be made to the brand.Apple is a brand that has a distinct and clear identity. All four dimensions of a good brand identity could be identified in the Apple case. This provides a high level of quality, performance and valuethat are able to win the customer’s respect and loyalty.

Understanding Processes of Multi-Stakeholder Brand-Interessement

DEFF Research Database (Denmark)

von Wallpach, Sylvia; Hemetsberger, Andrea; Kornum, Niels

2013-01-01

-oriented branding theory by investigating into discursive strategies multiple stakeholders use to engage in and mobilize brand networks on social media sites. An empirical investigation into two prominent online LEGO sites uncovers the role of social media sites as actors, and the interests and respective...

Building scientific institution’s brand with online instruments

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Barbara Mróz-Gorgoń

2016-03-01

Full Text Available The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Brand management in media crisis

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Adrian IONESCU

2010-06-01

Full Text Available Due to the turbulent and chaotic economic climate over the entire advertising industry, the TV stations, and particularly those in Romania, face a critical challenge in terms of dealing with an unprecedented crisis within this market. Since the last quarter of 2008, the Romanian advertising market is going through a serious phase of contraction and reconfiguration. One of the causes is the strong connection with the other similar markets within the Central and Eastern Europe, as well as with those from the West, which face the same decline. Several important publications were closed during 2009 and the beginning of 2010, together with higher unemployment in the media sector and major changes of the biggest media groups strategies. This paper aims to portrait the perspective of the TV Brand Managers in the center of a challenging environment, both in the organizations and in the overall market.

Multiple Brand Celebrity Endorsement: Případová studie David Beckham

OpenAIRE

Hiblerová, Adéla

2017-01-01

The Bachelor's Thesis on the topic of Multiple Brand Celebrity Endorsement: David Beckham Case Study focuses primarily on the issue of multiple endorsement of a number of brands by one celebrity. To be able to put this topic into perspective does this thesis begin with a description of celebrity endorsement as itself, defines 'celebrity', and also introduces various approaches towards cooperation of a celebrity and a brand in general. Consequently, reasons for and risks of such cooperation ar...

PROMOTING TOURISTIC BRAND ”BUCOVINA”

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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.

Brand Building and Enhancement with Electronic Marketing Tools

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Tadas Limba

2013-08-01

Full Text Available The changing buying habits of customers and the tendency of the growing number of purchasers on the internet force companies to move their business or part of their processes to the electronic environment, and this causes the need to evolve a marketing strategy and its implementation measures. Electronic marketing has recently forced specialists in this field to look for new ways to satisfy the needs and expectations of customers, which often are associated with intangible attributes, such as brand. However, the lack of e-business managers, focusing on brand meaning to the company, is obvious. Quite often it is limited only to advertisement. But this is only one of the possible electronic marketing tools used in brand building and its enhancement process. Still there is a lack of detailed analysis of electronic marketing tools used in brand building and enhancement in the electronic environment. So, the goal of this paper was to present brand building and enhancement with the electronic marketing tools process model. It was done via analysis of brand peculiarities in the electronic environment and the strategic brand building and enhancement process. The suggested model helps to understand the electronic marketing tools position, objectives and functions in brand building and enhancement context. Detailed analysis of brand in the electronic environment showed that its essence and significance remains the same as in the traditional environment, but differs in implementation. Brand idea is developed not only considering consumer perceptions and values, but also organization strategy, culture and values, which matches its employers’ perceptions and values towards brand. Brand essence is implemented via such brand components as 1 brand name, sign of ownership, legal protection; 2 functional capabilities; 3 emotional value; 4 risk reducing; 5 shorthand notation; 6 service components. Brand in the electronic environment is influenced by such factors

Corporate Brand Identity Development in SMEs

DEFF Research Database (Denmark)

Gyrd-Jones, Richard; Törmälä, Minna

2016-01-01

We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We...

Brand building process of banking services

Directory of Open Access Journals (Sweden)

Filipović V.

2006-01-01

Full Text Available Changes related to competitive surroundings, legislation, and use of technology in banking business created new challenges for the managers in banking sector and emphasized the importance of brand building in the field of financial services. The need for financial institutions to manage its users in a way that provides them satisfaction, two-way communication and trust developing into loyalty was created. Regarding the research methodology, it is important to emphasize that the main discussion related to the purpose of research is to determine, improve, and better comprehend the main problems appearing in the process of brand building of banking services on the Belgrade market from the users standpoint. In order to realize the established purpose of the research, answers to the following research questions shall be provided: 1 Which problems in communication with the users are important for bank brand building?, 2 In what way do users see the image and personality of a bank? 3 In which way does brand of the origin of a bank influence the choice of users for the banking services? And 4 In which way the strategy of communication in the process of brand building of banking services can be improved? The quantitative approach to the research has been used. This study is based on the research procedure of surveys and data collection through a questionnaire, as an instrument in the research which was given to the adult citizens on the territory of the city of Belgrade. Statistic treatment of the data was conducted by using the SPSS software. The results are presented by using the combined techniques: in written form, in tables and graphs. So, the basic conclusions would be such as: after the marketing research on how banks carry on the processes of brand building was conducted, certain conclusions could be drawn from it: It is very important for a client to be involved in the process of brand building. By taking into consideration the criteria based on

Characteristics of the brand building on the business (B2B market

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Gligorijević Mirjana

2011-01-01

Full Text Available This paper analyzes the characteristics of the brand building in the business (B2B market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market.

National Brand and Private Label Pricing and Promotional Strategy

OpenAIRE

Volpe, Richard J., III

2010-01-01

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

Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students

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Usman Ahmad

2014-06-01

Full Text Available The research studies that investigate business school brands from an Asian consumer perspective are scarce. Current study aims at discovering the branding attributes of UK Business Schools that influence Pakistani business students to apply for admission in higher degrees. Following a naturalistic tradition, data has been collected through semi-structured interviews from a sample of 25 students who were planning to study in United Kingdom. The respondents were identified through personal sources and were later selected using the purposive sampling technique. Thematic analysis was performed to generate themes from the collected data. The data analysis generated four dominant themes that influence the choice of a business school in United Kingdom. These are “financial assistance”, “employability”, “brand reputation” and “rankings”. The study is a pioneer work in the field of university branding from a developing country perspective of Pakistan. The research will be useful to British higher education marketers in devising student-centered branding initiatives. It will also benefit the Pakistani academia, as the country can develop business school brands as well by imparting these attributes to better compete with business schools in UK.

Customer engagement on Facebook : a social brand experience

OpenAIRE

Johansen, Michael

2012-01-01

Service-dominant logic has become a central perspective on marketing and comes along with several other trends that have evolved over the past decades. In this paradigm it has been shown that strong brand experience leads to several positive consequences such as loyalty and satisfaction, brands should therefore consider how they create experiences for their customers and users. Lately it is the influence of The Internet and Social Media that has been central in development of the relatively n...

Pentingnya Brand Loyalty terhadap Minat Beli Ulang

OpenAIRE

Hadi, Prasetyo; Sumarto, Sumarto

2010-01-01

Brand loyalty provides strategic value to the company if managed properly. For example, the reduction of marketing costs, increase sales and market share, create brand awareness, growing interest in new customers. Including providing opportunities for the company time to anticipate a possible threat from rivals. Thus, marketing is a battle of consumer perception and brand loyalty, not just a battle of products.The purpose of this study was to investigate the effect of positioning strategy tow...

Co-Branding as a Market-Driven Strategic Financial Investment Option in the Hospitality Industry

OpenAIRE

Hahm, Sung-Pil

2001-01-01

The purpose of this study was to examine the trends in co-branding, especially when one brand is linked with another brand through a business strategy, in order to investigate the factors that lead to co-branding as a strategic investment option in the hospitality industry. Of primary interest was whether co-branding strategies are significant issues in the hospitality industry. This study also investigated the relationship between explicit and implicit requirements and timing of entry for co...

How Consumers’ Styles of Thinking Can Control Brand Dilution

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Monga Alokparna Basu

2018-05-01

Full Text Available Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from disapproving consumers. Analytic thinkers’ beliefs about a brand are diluted when they see negative information; those of holistic thinkers remain unaffected. While both analytic and holistic thinkers blame the brand equally for quality and manufacturing problems, holistic thinkers are more likely to blame contextual factors outside of the brand than analytic thinkers. This ability of holistic thinkers to focus on the outside context is the reason why their brand beliefs are not diluted.

Meet the Predators: the Branding Practices behind Dragons’ Den, Shark Tank, and Höhle der Löwen

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Sabine Baumann

2016-08-01

Full Text Available The TV industry has traditionally relied on advertising and subscription fees for revenue. Recently, brand extensions and co-branding strategies have been rediscovered as income sources. A prominent example of such a strategy is the TV format Dragons’ Den, which has been locally produced in many different countries. We use this intriguing case to explore the extensive and intricate co-branding relationships and brand extensions in the business-to-consumer and the business-to-business settings of TV companies. Our paper analyses global adaptations and cultural branding of Dragons’Den; in particular, brand extensions and co-branding strategies.

BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

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Alina Catalina Duduciuc

2015-01-01

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.

Brand communities embedded in social networks ?

OpenAIRE

Zaglia, Melanie E.

2013-01-01

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 ...

Branding a State University: Doing It Right

Science.gov (United States)

Dholakia, Ruby Roy; Acciardo, Linda A.

2014-01-01

Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an…

Studying the Mediator Role of Customer Based Brand Equity in Successful Customer Relationship and Brand Image of Five Star Hotels in Mashhad

OpenAIRE

Fariborz Rahimnia; Seyede Zahra Fatemi

2012-01-01

Branding and brand management in the marketing world of today have many followers. In the service sector, brands are treated as a quick way to identify and differentiate themselves and create an image in the minds of their customers. Among the intangible aspects of a product or service, brand image is the most important aspect, which is emphasized in marketing strategies. Service firms try to communicate with their customers and make a desired image in the mind of their customers by influenci...

Brand as a challenge to corporate governance in the globalization process

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Milojević Sonja

2016-01-01

Full Text Available The increasing expansion of globalization, largely changes and the current economic strategy and policy of companies. The aim of this paper is to show to the alarming the need to accede to the seriousness of the implementation of adequate marketing strategies, among which is dominant brand strategy and thus the strategic brand management. The pace of technological innovation and information technologies contribute to the intensity of communication and have an impact on competitiveness. Networking overcomes time and space and leads almost to the equalization consumer demands set by companies, or to brand loyalty. Modern conditions of market economy, changing business conditions and intense competition, dictate the lower limit of efficiency of business entities to survive in the market. Creation and development of the brand is the company's long-term investment because brand loyalty of consumers means focusing on achieving their satisfaction, which directly leads to strengthening competitiveness and thus improve financial results.

A Brand Entwined in National History

DEFF Research Database (Denmark)

Ravn Sørensen, Anders

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

IMO and Internal Branding Outcomes: An Employee Perspective in UK HE

Science.gov (United States)

Yu, Qionglei; Asaad, Yousra; Yen, Dorothy A.; Gupta, Suraksha

2018-01-01

This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…

Formation of a Territorial Brand Using Example of the Kharkiv Oblast

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Prytychenko Tamara I.

2014-03-01

Full Text Available The article considers the notion, stages of formation of the territorial brand and approaches to the territorial brand positioning. It justifies expediency of the territorial brand formation. It analyses existing approaches to the territorial brand formation using example of the Kharkiv oblast, studies Kharkiv city and oblast ratings, reveals perception of the Kharkiv region brand by the target population through a sociological poll, gives recommendations on development of the strategy of the Kharkiv brand positioning and develops measures directed at promotion of the Kharkiv brand.

Many Choices, One Destination: Multimodal University Brand Construction in an Urban Public Transportation System

Science.gov (United States)

Blanco Ramírez, Gerardo

2016-01-01

Amidst global competition in higher education, colleges and universities adopt strategies that mimic and adapt business practices. Branding is now a widespread practice in higher education; multimodal advertisement is a manifestation of emerging branding strategies for universities. While the visibility of brands in higher education has grown…

Living the Social Justice Brand: Attracting Prospective Students to a Masters of Public Administration Program

Science.gov (United States)

Hubbell, Larry

2018-01-01

In this article, I describe the process and importance of branding a graduate public administration program. Written from the perspective of a participant-observer, I describe how with the assistance of my department we have given our program a more distinctive identity and therefore a more identifiable brand. That brand is one that focuses on…

Product-line extensions and pricing strategies of brand-name drugs facing patent expiration.

Science.gov (United States)

Hong, Song Hee; Shepherd, Marvin D; Scoones, David; Wan, Thomas T H

2005-01-01

This study proposed an alternative to brand loyalty as the explanation for the continued price rigidity of patent-expired brand-name prescription drugs despite the increase in market entry of generic drugs facilitated by the 1984 Drug Price Competition and Patent Term Restoration Act. Study hypotheses were to test (1) whether market entries of new-product extensions are associated with market success of original brand-name drugs before generic drug entry, and (2) whether original brand-name drugs exhibit price rigidity to generic entry only when they are extended. The design is a retrospective follow-up study for the prescription drug brands that lost their patents between 1987 and 1992. The drug brands were limited to nonantibiotic, orally administered drugs containing only 1 active pharmaceutical ingredient. Information on patent expiration, entry of a product extension, and market success were determined from the U.S. Food and Drug Administration.s Orange Book, First DataBank, and American Druggist, respectively. Market success was defined as whether an original drug brand was listed in the top 100 prescriptions most frequently dispensed before facing generic entry. Product-line extension was defined as the appearance of another product that a company introduces within the same market after its existing product. Drug prices were average wholesale prices from the Drug Topics Red Book. The relationship between product-line extension and market success was examined using a logistic regression analysis. The price rigidity to entry was tested using a panel regression analysis. A total of 27 drug brands lost their patents between 1987 and 1992. Drug brands that achieved market success were 16 times more likely to be extended than were those that did not (OR=16, 95% confidence interval, 2.12-120.65). The price rigidity to entry existed in drug brands with extensions (beta=2.65%, P new product-line extension introduced for an original brand helps the original price be

Measuring brand loyalty in the pharmaceutical industry of South Africa / Hilde du Plooy

OpenAIRE

Du Plooy, Hilde

2012-01-01

Brands are recognised as one of the most valuable assets that a company can possess and therefore brands are key role-players in the business strategies of organisations. The rivalry amongst competitors in the pharmaceutical industry is fierce and companies should design their strategies in such a way in order to achieve competitive advantage. Brand loyalty is regarded as a powerful tool in the development of pharmaceutical brands. The main aim of this study was to measure b...

Brand Management

DEFF Research Database (Denmark)

Wider, Serena; von Wallpach, Sylvia; Mühlbacher, Hans

2018-01-01

Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand...... management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Nevertheless, literature suffers from a significant lack of theoretical underpinnings for understanding brands as complex...... processes; in this respect, building on European philosophy is a fruitful avenue. This paper introduces the metaphor of the rhizome and draws on European process philosophy to further develop an integrative processual understanding of brands. Brand management claiming control over brands as processes turns...

Media as a Medium (Between the Brand and Man

Directory of Open Access Journals (Sweden)

Trina Mjeda

2014-09-01

Full Text Available The modern consumer is increasingly demanding - it is no longer enough to have a good product, it is crucial to be a brand. Behind most successful brands there is a long and complex strategy, which is mostly based on the characterization of a brand as a human being. Here, the media serve as a channel to communicate the value and the brand promise to the target group - brand wants to become a perfect man, an idol with whom consumers want to identify. Expression of loyalty to a particular brand is a sign of a belonging to the group and accepting the values that are determined by the brand personality. This paper gives an overview of methods for influencing consumer behavior and how it evolves.

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

OpenAIRE

Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro

2014-01-01

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

VIOLENCE IN MARKETING COMMUNICATION EFFORTS OF FASHION BRANDS: SHOCKVERTISING

OpenAIRE

BAYAZIT, Zeynep; PANAYIRCI, Uğur Cevdet

2016-01-01

Contemporary social and technological changes inevitably affect consumer behaviour. Today’s customer is savvy, have no time and hard to persuade. This new relationship between customers and brands has a deeper impact on competitive industries such as fashion. Fashion brands are eager to adopt shocking themes for their marketing communication efforts in order to emotionally affect and challenge consumers. Aim of this study is to study with a critical perspective the advertisement efforts of fa...

Internet food marketing strategies aimed at children and adolescents: a content analysis of food and beverage brand web sites.

Science.gov (United States)

Weber, Kristi; Story, Mary; Harnack, Lisa

2006-09-01

Americans are spending an increasing amount of time using "new media" like the Internet. There has been little research examining food and beverage Web sites' content and marketing practices, especially those that attract children and adolescents. The purpose of this study was to conduct a content analysis of food- and beverage-brand Web sites and the marketing techniques and advertising strategies present on these sites. The top five brands in eight food and beverage categories, 40 brands in total, were selected based on annual sales data from Brandweek magazine's annual "Superbrands" report. Data were collected using a standardized coding form. The results show a wide variety of Internet marketing techniques and advertising strategies targeting children and adolescents. "Advergaming" (games in which the advertised product is part of the game) was present on 63% of the Web sites. Half or more of the Web sites used cartoon characters (50%) or spokescharacters (55%), or had a specially designated children's area (58%) with a direct link from the homepage. With interactive media still in its developmental stage, there is a need to develop safeguards for children. Food and nutrition professionals need to advocate for responsible marketing techniques that will support the health of children.

Why Are Cities Becoming Alike When Each City Is Branded as Different?

DEFF Research Database (Denmark)

Ooi, Can-Seng

Cities are becoming alike. As a result, there is a rise of “copy-cat” cities. There are many reasons for this, and this paper looks from the perspective of city branding: how does place branding lead to the homogenization of cities? Using the case of Singapore, and with references to Chinese cities......, this paper highlights a number of accreditation tactics in place branding campaigns. Accreditation is necessary because the brand needs to seek credibility for the messages it sends. The types of accreditation used must also be globally understood, so as to reach out to diverse world audiences....

BRAND MANAGEMENT AT GENERAL MOTOR’S EUROPE

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Liliana Adela ZIMA

2013-06-01

Full Text Available Brand is a trustworthy, relevant, and distinctive promise to the consumer. The Brand Manager must understand that he is responsible for the building of long term brand equity and he must keep the brand from both a Strategic and Tactical standpoint.The strategy of Adam Opel AG is focused on brand equity because it is important to add value for customer from products and services. The total sum of all the benefits, features, and associations, both functional and non-functional that make a brand competitive and distinctive in its market is the process of Brand Positioning. I made a study at Adam Opel AG in particularly at European Business In this study are observed the main tasks and responsibilities of each member of the team. The European Business Team has a lot of influence over the company which is a Marketing lead company. Brand Management is the management of the marketing value chain to consistently build brand equity, market share and profitability. In present, it is shifting our focus to brands, which include all the five “P”s of marketing: Product, Price, Place, Promotion and People. Our vehicles will always be a critical factor to our success. We are simply going to enhance our market potential by building on our brands at both the umbrella and vehicle line levels.

Differentiating your utility brand for revenue and profit growth

International Nuclear Information System (INIS)

Kincade, R.

1999-01-01

The value of 'brand differentiation' in focusing business resources and in creating brand loyalty among consumers is discussed, along with the process involved in creating brand differentiation. The process hinges on uncovering hidden consumer needs, innovating and structuring brand concepts and creating value-added bundle solutions. Experiences gained at Ameritech in creating an advanced home security system, and at BC Gas where the Hazelton Group has successfully implemented a strategy of selling 'home comfort' instead of just plain natural gas, are used as illustration of successful campaigns that led to brand differentiation and increased customer loyalty

Differentiating your utility brand for revenue and profit growth

Energy Technology Data Exchange (ETDEWEB)

Kincade, R. [The Hazelton Group, (Canada)

1999-07-01

The value of 'brand differentiation' in focusing business resources and in creating brand loyalty among consumers is discussed, along with the process involved in creating brand differentiation. The process hinges on uncovering hidden consumer needs, innovating and structuring brand concepts and creating value-added bundle solutions. Experiences gained at Ameritech in creating an advanced home security system, and at BC Gas where the Hazelton Group has successfully implemented a strategy of selling 'home comfort' instead of just plain natural gas, are used as illustration of successful campaigns that led to brand differentiation and increased customer loyalty.

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 ...

With or without you: consumer acceptance of two national brand portfolio extension options

NARCIS (Netherlands)

Bakker, Diederich; Nenycz-Thiel, Magda

2011-01-01

The aim of this paper is to investigate which portfolio extension option: either a cheaper subbrand or a private label endorsed by the national brand is better from the consumer perspective. Two hypothetical product concepts from a leading beer brand were tested among Dutch consumers. The findings

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

Directory of Open Access Journals (Sweden)

Sem Christina Hawila Sibagariang

2010-09-01

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

Comparison of Luxury Brand Perception: Old (UK vs. Modern (Russia consumers’ perception toward Burberry Brand

Directory of Open Access Journals (Sweden)

Irina Ivanovna Skorobogatykh

2014-03-01

Full Text Available Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0pt 5.4pt 0pt 5.4pt; mso-para-margin:0pt; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry brand in the UK and Russia.

Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs

OpenAIRE

Vishwas Maheshwari; George Lodorfos; Siril Jacobsen

2014-01-01

Marketing strategies for brands have shifted its focus on relationships and value creation that directly links to brand loyalty, is the main focus of this paper and two key factors: brand experience and brand commitment, within automotive sector, are investigated to examine relative relationships. These factors have already been established to have a connection to brand loyalty. However, as brand commitment consists of both affective and continuance commitment, it is still somewhat unclear ab...

Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

Directory of Open Access Journals (Sweden)

Ruhet Genc

2010-10-01

Full Text Available Companies in the hospitality sector (hotels, restaurants etc. aim to distinguish their brandimage and differentiate their product or service among the competitors by adopting particular brandstrategies since identifying a target customer base and understanding their needs and preferences areof primary significance for hospitality firms. The achievement of a distinguished designationnecessitates utilizing research based and strategic branding techniques and suggestions. One majorbranding strategy particularly for international firms is co-branding. Nevertheless, there are scarcestudies which examine the role of strategic co-brand management in the hospitality sector. Thisreview paper aims to critically discuss the current position of strategic co-branding in the hospitalitysector and possible problems involved in this issue. Recommendations for future research on cobrandingof hospitality firms within the strategic management paradigm are provided. Furthermore,managers in the hospitality sector are given suggestions for enhancing strategic management of cobrandingin hospitality and particularly in destination firms.

Estratégias corporativas de marcas e estratégias sociais de diferenciação: uma análise a partir do automóvel Firm strategies on brands and social strategies on differentiation: an analysis from the automobilie perspective

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Elaine Norberto

2004-11-01

Full Text Available O texto analisa estratégias de corporações automobilísticas de modo a defender três idéias. Em primeiro lugar, os aspectos materiais/funcionais, por um lado, e simbólicos, por outro, estão intimamente relacionados na construção de uma marca automobilística. Da coerência dessas ações derivam sinergias que transformam a marca num operador simbólico entre a corporação e os atores do mercado. Em segundo, o operador simbólico, uma vez constituído, pode favorecer, ou restringir, o acesso da corporação a segmentos de mercados, o que está vinculado ao processo de globalização. Em terceiro lugar, isso ocorre em virtude de a função da marca ser um dispositivo usado em estratégias de diferenciação e construção de identidades sociais. No desenvolvimento dessas idéias, procura-se dialogar com autores contemporâneos que refletiram sobre a questão da significação, como M. Sahlins, J. Baudrillard e C. Castoriadis.The article analyses firm strategies in auto industry and focuses three main issues. First: building an specific brand requires close interaction between material and functional aspects, from one side, and symbolic aspects, from the other, articulating strategic actions in productive, commercial and communicative spheres; the coherence of those actions produces positive synergies allowing brand to work as a symbolic operator bindingcorporation and market actors. Second: once a particular brand has been consolidated, this symbolic operator can improve, or impede, a specific corporation to occupy segments in the market. Third: the meaning of consolidated brands and its impacts on corporation aims reflect social strategies of differentiation and identities construction. M. Sahlins, J. Baudrillard e C. Castoriadis ideas are influential on shaping those arguments.

Brand Resonance Behavior among Online Brand Community

OpenAIRE

Shaari, Hasnizam; Ahmad, Intan Shafinaz

2017-01-01

Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had offered a new mechanism for owner of the brand to strengthen the bond among their admirers and users via online brand community. Attitude and behavior of online brand community members can be crucial to overall brand competitive...

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

Directory of Open Access Journals (Sweden)

Yusuf BİLGİN

2018-04-01

Full Text Available The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM. As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

Brand management of Slovenian export companies

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Aleksandra Pisnik Korda

2008-07-01

Full Text Available This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of internationalized business operations on the marketing mix component strategies to identify the most frequent internal and external hindrances to the internationalization that exert influence on the companies’ most important brands. The paper also analyzes the importance of long-term experience and knowledge of the market in the consolidation of brand effectiveness and the companies’ reputation and ascertains whether the companies with a higher level of internationalization employ a larger number of less tangible brand performance criteria than those with a lower level of internationalization.

How Brand Equity and Movieliking can Override Impact of Misleading Brand Placement toward Brand Attitudes

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Adi Zakaria Afiff

2014-05-01

Full Text Available The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the 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 knowledge 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. Normal 0 false false false IN X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Cambria","serif"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin;}

Co-brand strategy of evaluation of visual images in furniture design: Jimmy S.P.A. and STRAUSS as examples

Science.gov (United States)

Chen, Tien-Li; Pan, Fang-Ming; Tsai, Jen-Hui

2013-03-01

This study aimed to investigate the correlation of the image associated by the design Co-Brand (Jimmy S.P.A. and STRAUSS) and the impression perceived by subject of viewers. Visual images were used to examine the merit of the evaluation. The best result is provided using an object as an appropriate evaluation method. There are a lot of factors which influence to evaluation of a design. This study is limited to distinguish the appearance from Jimmy's picture books transform furniture and so on. Co-Brand of Jimmy S.P.A. and STRAUSS is not easy because there are not from the same cultural, and industry background and applying different marketing strategy, it is a way to combine the two brands by designing, used questionnaire of SD (Semantic differential evaluation) evaluation method to test out the perception of viewers, the objective of this study is to investigate and appraised the Co-Brands use by of the image in furniture from patrons. SD evaluation result showed, if design cannot understand the perception image of Jimmy S.P.A and STRAUSS with viewers mind, furniture design also can't transmit feeling with design.

Investigating the effects of different levels of CRM investment on development of brand equity

Directory of Open Access Journals (Sweden)

Hamed Abbasi

2014-04-01

Full Text Available This paper investigates the effects of different marketing strategies including basic marketing, reactive marketing, accountable marketing, proactive marketing and partnership marketing on brand equity. The proposed study uses two questionnaires, one for measuring the effects of different marketing strategies and the other for brand equity in Likert scale. Cronbach alphas for brand equity and marketing strategies are calculated as 0.71 and 0.86, respectively. The study has been implemented among 385 regular customers of a Picnic Gas distributer in city of Karaj, Iran. Using Spearman correlation ratio as well as stepwise regression analysis, the study has detected that there were positive and meaningful relationship between marketing strategies and brand equity.

Strategi Komunikasi Pemasaran dalam Membangun Brand Image pada Media Sosial Twitter @Pekanbaruco

OpenAIRE

Febriani, Mega

2014-01-01

Social media twitter is a gathering place for those people who want to shareinformation and a place to make new friends and interact online. Therefore, todaymany social media twitter accounts are present using the brand image as businessaccount because success of the twitter to promote products and services. Amidst themany other competitors that carries the same brand image, @PekanbaruCo managein building a brand image as a business accounts evidenced by an increase infollowers and clients. T...

Cooperative strategies European perspectives

CERN Document Server

Killing, J Peter

1997-01-01

Cooperative Strategies: European Perspectives is one of three geographically targeted volumes in which the contributors present the most current research on topics such as advances in theories of cooperative strategies, the formation of cooperative alliances, the dynamics of partner relationships, and the role of information and knowledge in cooperative alliances. Blending conceptual insights with empirical analyses, the contributors highlight commonalities and differences across national, cultural, and trade zones. The chapters in this volume are anchored in a wide set of theoretical approaches, conceptual frameworks, and models, illustrating how rich the area of cooperative strategies is for scholarly inquiry.

At-Risk Brand Relationships and Threats to the Bottom Line

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Hupp Oliver

2018-05-01

Full Text Available Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is particularly relevant in brand crisis events. When a brand is hit by a crisis, it is not necessarily the most successful strategy to focus exclusively on protecting positive emotional relationships. At-risk relationships are affected more than others and can lead to a significant decline of brand value.

Brand Placement in Establishing Corporate Identity - A University Example -

Directory of Open Access Journals (Sweden)

Saliha AĞAÇ

2015-06-01

Full Text Available With competition becoming ever fiercer, brands must conform to modern marketing and become more influential on consumer perceptions by developing strategies according to the needs and demands of consumers. Hence it is very important to determine how the br and is perceived and placed in the consumer’s mind. Branding is a key issue on the modern agenda. As universities have understood the importance of establishing corporate identity and brand placement, they have joined the race and begun developing social strategies to develop their brand values. These include establishing brand belongingness, advertising and promotions and efforts to make the university stand out among similar ones. Brand placement in the minds of users is attempted through the name, logo , colors, characters and fonts representing the university used on clothing, office material and similar. Brand placement efforts include definitions by consumers of the product or service or attempts to distinguish these from those of competitors. This r esearch deals with a clothing b rand representing a university, brand image and product perceptions as well as the brand placement efforts. The scanning method was used in the research. The brand of casual clothing used as an example for brand placement as well as similarly known brands were examined for their product variety, prices and consumer portfolios. Measurement devices were prepared for the brand placement of the apparel designed and produced for the university, and a pilot trial was performed. I n the pilot trial, a set of questions was asked to a group of randomly chosen 242 people, consisting of academics, university students and administrative staff. The data obta ined were analyzed using SPSS 16 .0. Findings were given in tables according to sta tus variables. The finding of the research indicate that in brand placing efforts, for the intended consumer the apparel’s fabric, stitching and print/embroidery quality, its price

Significant components of service brand equity in healthcare sector.

Science.gov (United States)

Chahal, Hardeep; Bala, Madhu

2012-01-01

The purpose of the study is to examine three significant components of service brand equity--i.e. perceived service quality, brand loyalty, and brand image--and analyze relationships among the components of brand equity and also their relationship with brand equity, which is still to be theorized and developed in the healthcare literature. Effective responses were received from 206 respondents, selected conveniently from the localities of Jammu city. After scale item analysis, the data were analyzed using factor analysis, correlations, t-tests, multiple regression analysis and path modeling using SEM. The findings of the study support that service brand equity in the healthcare sector is greatly influenced by brand loyalty and perceived quality. However, brand image has an indirect effect on service brand equity through brand loyalty (mediating variable). The research can be criticized on the ground that data were selected conveniently from respondents residing in the city of Jammu, India. But at the same time the respondents were appropriate for the study as they have adequate knowledge about the hospitals, and were associated with the selected hospital for more than four years. Furthermore, the validity and reliability of the data are strong enough to take care of the limitations of the convenience sampling selection method. The study has unique value addition to the service marketing vis-à-vis healthcare literature, from both theoretical and managerial perspectives. The study establishes a direct and significant relationship between service brand equity and its two components, i.e. perceived service quality and brand loyalty in the healthcare sector. It also provides directions to healthcare service providers in creating, enhancing, and maintaining service brand equity through service quality and brand loyalty, to sustain competitive advantage.

Exploration of approaches to adjusting brand-name drug prices in Mainland of China: based on comparison and analysis of some brand-name drug prices of Mainland and Taiwan, China.

Science.gov (United States)

Weng, Geng; Han, Sheng; Pu, Run; Pan, Wynn H T; Shi, Luwen

2014-01-01

Under the circumstance of the New Medical Reform in Mainland of China, lowering drug prices has become an approach to relieving increase of medical expenses, and lowering brand-name medication price is a key strategy. This study, by comparing and analyzing brand-name medication prices between Mainland of China and Taiwan, explores how to adjust brand-name medication prices in Mainland of China in the consideration of the drug administrative strategies in Taiwan. By selecting brand-name drug with generic name and dose types matched in Mainland and Taiwan, calculate the average unit price and standard deviation and test it with the paired t-test. In the mean time, drug administrative strategies between Mainland and Taiwan are also compared systematically. Among the 70 brand-name medications with generic names and matched dose types, 54 are at higher prices in Mainland of China than Taiwan, which is statistically significant in t-test. Also, among the 47 medications with all of matched generic names, dose types, and manufacturing enterprises, 38 are at higher prices in Mainland than Taiwan, and the gap is also statistically significant in t-test. In Mainland of China, brand-name medication took cost-plus pricing and price-based price adjustment, while in Taiwan, brand-name medication took internal and external reference pricing and market-based price adjustment. Brand-name drug prices were higher in Mainland of China than in Taiwan. The adjustment strategies of drug prices are scientific in Taiwan and are worth reference by Mainland of China.

Evaluation of brand extensions:the case of fragrances

OpenAIRE

Figueiredo, José António

2016-01-01

Purpose: To explore the intentions and the influences that determine the consumption of fragrances, inferring about the symbolic meaning of its purchase. Additionally, it tries to evaluate whether fragrances are a success, as an extension of a luxury brand. Fragrances are part of the market of personal luxury goods, which represents the second most important segment of the luxury industry. Luxury brands have been implementing new marketing strategies, such as the use of brand extensions. Desi...

Branding the City: The Democratic Legitimacy of a New Mode of Governance

NARCIS (Netherlands)

J. Eshuis (Jasper); A.R. Edwards (Arthur)

2013-01-01

markdownabstract__Abstract__ Place branding has been used to influence ideas concerning communities and districts, especially in regeneration programmes. This article approaches branding as a new governance strategy for managing perceptions. Considering the popular criticism that branding is a

Evaluation of extensions of luxury brands:the case of fragrances in Portugal

OpenAIRE

Figueiredo, José António

2016-01-01

Fragrances are part of the market of personal luxury goods, which represents the second most important segment of the luxury industry. Luxury brands have been implementing new marketing strategies, such as the use of brand extensions. This strategy has become fundamental to the business model of many luxury brand. This research has the intention to understand the influences that have determined the consumption of fragrances, inferring about the symbolic meaning of its purchase. Additionally, ...

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

OpenAIRE

Başer, İ.; Cintamür, İ.; Arslan, F.

2016-01-01

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

Brand management of selected brand

OpenAIRE

Honzíková, Dana

2010-01-01

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

EXPLORING DESTINATION IDENTITY AND DESTINATION IMAGE IN THE NEW AGE OF TOURISM: A CASE STUDY OF BALI BRAND

Directory of Open Access Journals (Sweden)

Ni Made - Asti Aksari

2016-03-01

Full Text Available Bali's economy has grown rapidly since a decade ago. This is possible because tourism is growing continuously. However, tourism growth is not optimal because of insufficient promotion and tourism destination identity is unclear.  The growth of Web 2.0 as a platform to share travel information has prompted tourism bodies to pay closer attention to how their destinations are perceived by target markets. Set within the context of the emergence of Web 2.0, a platform designed to enable users to generate and share information on the Internet, this paper evaluates the relationship between destination identity and destination image and adopts the view that a successful destination brand relies on the congruence between destination identity and destination image. The elements of destination identity are composed from the supply side and the elements of destination image are composed from the consumer side. The objective of exploring the alignment between these two perspectives is to propose a model to encourage the alignment of these two perspectives and evaluate the effectiveness of a destination branding strategy.

PARTICULARITIES OF PLACE BRANDING IN THE EUROPEAN COUNTRIES

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Olga PERCINSCHI

2016-01-01

Full Text Available This article examines the role of place branding in the image forming of certain European countries. The relevance of the article is confirmed by an acute need to identify the factors and branding tools that should be taken into account while a country develops a brand and influences the process of image forming. The purpose of the article is to examine successful examples and failures of the branding strategies of some European countries and cities. The results have to identify similarities and differences in the approach of European countries to promote a certain area as a part of country branding; to determine the key success factors that lead a country to the recognition by the international community.

The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components.

OpenAIRE

Khandeparkar, Kapil

2014-01-01

New products are often bundled with strong brands as an introduction strategy. This study helps to understand the scenarios which will be most beneficial to both the products in the bundle. The enhancement effect and categorisation theory is used to explain that the new product's quality perception is higher when it is bundled with a strong brand of a higher price and this effect is moderated by the complementarity of the bundled components. Also, the quality perception of the strong brand is...

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

OpenAIRE

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

2014-01-01

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

Horizontally Differentiated Store Brands: Production Outsourcing to National Brand Manufacturers

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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.

Corporate brand positioning and differentiation in the luxury automotive industry

OpenAIRE

Kotiranta, V. (Ville)

2017-01-01

Abstract Global luxury automotive industry faces one of the most competitive and dynamic markets in the world. The focus of this research has been to discover the corporate strategies relating to competitive positioning and differentiation via brand personality. Both Aaker brand personality framework and specifically for this industry developed luxury automotive strategy framework are applied for content analysis data, whic...

BRANDING ORIENTATION IN THE ACCOMMODATION INDUSTRY

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Melissa Li Sa Liow

2015-04-01

Full Text Available This paper starts by clarifying the role of branding orientation (BO among academic studies. It shortly introduces the development of the BO concepts. The empirical part consists of a search for and analysing of academic articles using a meta-analysis that consider BO in the accommodation industry. According to the results, significant appraisal of the branding building activities among higher star rating and luxury accommodation businesses are taking place due to the increasingly demanding guests. Thus, there is an upward pressure on small and medium accommodation businesses to survive or perform well. This paper recommends that scholars study the owners-managers, employees, and customer perspectives altogether, to better comprehend how large accommodation businesses displaying BO can generate superior performance. For the small and medium accommodation businesses, the emphasis is the owners-managers perceptions since they are the main decision-makers, and due to infancy of the small and medium enterprise (SME branding application.

Comparative analysis of the value of national brands

Directory of Open Access Journals (Sweden)

Jelena Žugić

2018-01-01

Full Text Available Nation branding is not the “holy grail” of economic development, but it can provide a distinct advantage when it is aligned with a well-defined economic strategy and supported by public policy. A nation brand is the sum of people’s perceptions of a country across the most important areas of national competence. This paper examines the value of the nation brand on a sample of 108 countries, using the Anholt Nation Brands Index and using the mathematical formula for calculating the surface of Anholt’s hexagon for each country individually. In this paper, parameters are taken from six areas of the nation hexagon, from the World Bank and the UNESCO database. The surface of the nation hexagon was calculated with mathematical tools and comparative analysis was done between nation brands. By using strategic nation branding models designed by other branding experts in combination with a proposed mathematical model that shows the advantages and disadvantages of the nation brand of each country (and within the country, their competitiveness on the global stage is expected to improve.

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

OpenAIRE

Yusuf BİLGİN

2018-01-01

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as ...

Organizing local ‘green’ entrepreneurship : a brand perspective

NARCIS (Netherlands)

Dr. Gerrita van der Veen; Sven Willemsen

2014-01-01

This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for

Online product and/or service brand offerings in South Africa

Directory of Open Access Journals (Sweden)

H Kruger

2004-04-01

Full Text Available The Internet has forced most companies to consider online brand building strategies. This strategic consideration depends on the determination of the status quo of the brand at present. The former is crucial as identified success drivers of online brand initiatives are neither uniformly nor generically applicable to all online brand offerings. It is thus suggested that the applicability of success factors to online brand offerings depends on the appropriateness of the brand’s context, which in turn is determined by benchmarking the brand against categorised characteristics of existing online brands. This paper summarises and categorises South African online brand offerings over a three year period and applies the findings for elucidatory purposes to a three dimensional Brandscape Model. After managerial implications have been discussed, the study concludes with recommendations for future research.

Effects of the truth FinishIt brand on tobacco outcomes

OpenAIRE

Evans, W. Douglas; Rath, Jessica M.; Hair, Elizabeth C.; Snider, Jeremy Williams; Pitzer, Lindsay; Greenberg, Marisa; Xiao, Haijun; Cantrell, Jennifer; Vallone, Donna

2017-01-01

Since 2000, the truth campaign has grown as a social marketing brand. Back then, truth employed branding to compete directly with the tobacco industry. In 2014, the launch of truth FinishIt reflected changes in the brand's strategy, the tobacco control environment, and youth/young adult behavior.Building on a previous validation study, the current study examined brand equity in truth FinishIt, as measured by validated multi-dimensional scales, and tobacco related attitudes, beliefs, and behav...

How to manage a brand to be strong: a study of Zara

OpenAIRE

luo, danye

2008-01-01

The meaning that a brand stands for is extremely significant for consumers, so a considerable number of researchers (Philips, 1988; Murphy, 1990; Brymer and Schiro, 1989; Temporal, 2002) are increasingly interested in brand management. The main purpose of this study is to investigate how a brand is managed to become a strong brand. The study will commence with an analysis of several key elements in the management of a brand. The three major instruments of a brand strategy are: positioning and...

CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

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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.

A COMPARATIVE STUDY OF THE RELATIONSHIP BETWEEN BRAND LOYALTY AND MARKET SHARE AMONG DURABLE AND NON-DURABLE PRODUCTS

OpenAIRE

Ovidiu I. MOISESCU; Andrej BERTONCELJ

2010-01-01

Marketing specialists widely accept that brand loyalty, as core component of brand equity, can leverage several positive effects on brand commercial performance and on other dimensions of brand equity, loyalty being both an input and an output from this perspective. Starting from the supposition that higher brand loyalty can generate higher market share, the paper investigates the relationship between the two, considering repurchase and recommend intentions as main measurements of loyalty. An...

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...

Branding as a Factor in Increasing the Bank’s Competitiveness in the World Market

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Shkodinа Iryna V.

2017-10-01

Full Text Available The article discusses the branding of banks in the world market for banking services in the context of fierce competition between financial institutions. The stages of brand formation were researched as a basis for building the bank's commodity policy. The main elements of brand to improve the market position of bank have been identified. The indicators for building strong bank brands have been reviewed and the efficiency of the contemporary marketing strategies has been determined. The most efficient innovative marketing strategies for branding are determined (subscription business models, chat bots, e-commerce, digital targeted advertising to improve the market position of bank in today’s environment. The need to develop new internet marketing tools, original and risk projects in order to create efficient content and to excel the competitors. Prospects for further research in this direction is to consider e-commerce as an innovation marketing strategy that should become an integral part of branding.

"Spice," "kryptonite," "black mamba": an overview of brand names and marketing strategies of novel psychoactive substances on the web.

Science.gov (United States)

Corazza, Ornella; Valeriani, Giuseppe; Bersani, Francesco Saverio; Corkery, John; Martinotti, Giovanni; Bersani, Giuseppe; Schifano, Fabrizio

2014-01-01

Abstract Introduction: Novel Psychoactive Substances (NPSs) are often sold online as "legal" and "safer" alternatives to International Controlled Drugs (ICDs) with captivating marketing strategies. Our aim was to review and summarize such strategies in terms of the appearance of the products, the brand names, and the latest trends in the illicit online marketplaces. Scientific data were searched in PsychInfo and Pubmed databases; results were integrated with an extensive monitoring of Internet (websites, online shops, chat rooms, fora, social networks) and media sources in nine languages (English, French, Farsi, Portuguese, Arabic, Russian, Spanish, and Chinese simplified/traditional) available from secure databases of the Global Public Health Intelligence Network. Evolving strategies for the online diffusion and the retail of NPSs have been identified, including discounts and periodic offers on chosen products. Advertisements and new brand names have been designed to attract customers, especially young people. An increased number of retailers have been recorded as well as new Web platforms and privacy systems. NPSs represent an unprecedented challenge in the field of public health with social, cultural, legal, and political implications. Web monitoring activities are essential for mapping the diffusion of NPSs and for supporting innovative Web-based prevention programmes.

Understanding place brands as collective and territorial development processes

NARCIS (Netherlands)

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

Emerging Towers in Bayraklı: Sustainability as a Branding Strategy or a Tool for Local Development?

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Aslı Ceylan Öner

2015-08-01

Full Text Available Sustainability and eco-friendly towers have been among the most discussed topics of contemporary high-rise building design. High-rise buildings have been an important part of the modern economy with their concentration of human capital and branding value for the urban context. In addition, during the recent years, to address the problems of sprawl, environmental, and ecological concerns, sustainable high-rise building design has gained further significance and visibility in architecture and planning literature. In existing literature, sustainability of high-rises is defined mainly through ecological design and green architecture principles in individual building scale. However, sustainability in the case of high-rises remains an ill-defined term, as there is neglect of further long term effects of these buildings on the social, cultural, economic, and resiliency contexts of cities. When not integrated with the broader urban context, sustainability falls into the gap to be perceived as “greenwash”, which stands for a superficially-employed concept used as a fashionable branding strategy. Within this general framework, this study will examine the emerging towers in Bayrakli, Izmir, which is designated by the local government as a high-rise development zone. The study will focus on high-rise buildings (completed and under construction in relation to the perception of sustainability and question whether or not sustainability is used as a greenwash branding strategy or a contextual element that is well-embedded in architectural design process and urban planning decisions. The method of research will be a descriptive case study through semi-structured interviews with the design team and real estate professionals of the buildings, as well as media analysis and consideration of the local municipality reports about Bayrakli. The results indicate that sustainability has become a principle embraced and advertised in the building scale as an

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.

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

Lethal Brands: How VEOs Build Reputations

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Gina Scott Ligon

2015-06-01

Full Text Available ISIS has run the most effective social media marketing campaign in history. In fact, violent extremist organizations (VEOs market their ideology and organizations to a global audience in ways that rival even the savviest of conventional organizations. However, applying marketing theory and methodology to study VEOs has not been done to date for the security community. Thus, the goal of the present effort is to use a novel lens used to apply the marketing strategies of conventional, for-profit organizations to examine the impact of VEO reputation and legitimacy on VEO performance. We coded tactics used by VEOs such as ISIS to establish a strong brand reputation, and examined the relationship between branding strategies and markers of performance (e.g., recruitment and fundraising using a sample of 60 historically notable VEOs spanning a variety of ideologies, cultures, and periods of peak performance. The primary contribution of studying such a diverse sample of VEOs is the identification of how branding strategies can predict recruitment of talented personnel, financial sources, and organizational capacity for violence. Two key findings discussed are (1 VEOs market and differentiate themselves via malevolently innovative attacks, and (2 even negatively-toned media coverage is related to their long-term fundraising viability.

How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation

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Jesús Gutiérrez-Cillán

2017-10-01

Full Text Available Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual communities, we posit and estimate a model of relational efficacy for a firm-managed Facebook brand page (FBP in which the brand posts created by the firm influence the behavioural engagement of individual users through the utilitarian and hedonic values derived from their interactive experiences within the FBP. The findings highlight that information posts stimulate user behavioural engagement through the utilitarian experiential route. Aside from any experiential route and adopting a more direct path, interaction posts are the main drivers of engagement behaviour. Image posts contribute towards the perception of utility, but in no way affect engagement. Finally, in order to gain a deeper insight, we explore the moderating effect of user brand purchase intensity on the relations posited in the model.

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...

Friend me: which factors influence top global brands participation in social network sites

NARCIS (Netherlands)

Araujo, T.; Neijens, P.

2012-01-01

Purpose - This study focuses on how brands participate in social network sites (SNSs) and investigates both the different strategies they adopt and the factors that influence these strategies. Design/methodology/approach - The activities of top brands in SNSs were investigated through a content

Nonlinear impact of the marketing mix on brand sales performance

OpenAIRE

Porto, Rafael Barreiros; Lima, Nolah Schutte da Rocha

2016-01-01

The pattern of the impact that marketing activities exert on sales has not been widely examined in the literature. Many studies have adopted restricted linear perspectives, disregarding the empirical evidence. We investigated the nonlinear impact of the marketing mix on the volume of sales, volume of consumers and level of purchasing by each consumer, through a longitudinal study with panel data of brands and consumers simultaneously. We analyzed 121 brands during 13 months, with 793 purchase...

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

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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.