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...

Juxtaposing Sport and Public Health: The Case of Fit University, Inc.

Directory of Open Access Journals (Sweden)

Antonio S. Williams

2014-04-01

Full Text Available The purpose of this research was to examine a childhood obesity initiative that successfully used strategic brand management as a fundamental aspect of its mission and goal to promote physical activity through sport, fitness, and education. Using the case study approach, we evaluated Fit University, Inc. (Fit U in order to identify brand-related characteristics of a successful public health initiative using sport, fitness and education to reduce childhood obesity. The re- searchers and creators of the initiative used existing sport and fitness-related branding literature to create brand aware- ness and brand associations (i.e., brand equity among the program participants and sponsors. Moreover, the researchers implemented brand development components such as brand 1 positioning, 2 brand personality, and 3 brand execution in order to connect with the target audience. In the context of this case study, we examined how university researchers in the areas of public health policy, sport, and fitness partnered with Ronald McDonald House of Charities and the Indianapolis Colts NFL Play 60 campaign to create and administer a six-week branded fast food education and physical activity school-based initiative. We conclude that the use of commercial marketing strategies such as brand management might prove to be effective in engaging and promoting physical activity, sport participation, and nutrition among adolescent children. As per our findings, more than 80% of participants strongly agreed that the program was effective.

Upaya Peningkatkan Brand Awareness PT. Go-Jek Indonesia Melalui Aktivitas Marketing Public Relations

Directory of Open Access Journals (Sweden)

Umaimah Wahid

2017-07-01

Full Text Available Online transportation is nowadays popular in Indonesia and becomes a new alternative for people due to its efficiency and effectivity. One of the most famous online transportations is PT.Go-Jek Indonesia. People prefer to choose it to anticipate traffic jam in Jakarta and the surroundings. Besides PT. Go-Jek, there are some similar transportations such as PT.GRAB, UBER, and so on. This condition caused the competition among the online transportations resulting in the necessity to create a strong brand around the people. In accordance to that matter, the role of public relation is quite significant to increase Brand awareness in society. This research focus on the role of public relations to increase the brand awareness of PT Go-Jek using the theory of mixed public relation strategy by Thomas L. Harris that is famous of his concept, ‘P.E.N.C.I.L.S’. The method of this research is case study by interview completed by data as data collection technique. The activity of public relations involves the 7 strategies of public relation to increase brand awareness. The activities were for example publication, holding interesting events, establishing good relationship with society, cooperating with other companies, creating a positive image, providing services and new features for the society. Those are meant to show that PT. GO-JEK gives the best service for customers and society to strengthen the brand awareness of PT. Go-Jek. Those efforts of PT Go-Jek resulted in increasing the brand awareness so that society chooses that online transportation as an alternative of nowadays internet-based transformation. Transportasi online saat ini marak di Indonesia dan menjadi alternatif baru bagi masyarakat karena efisien dan efektif. Salah satu transportasi online yang fenomena adalah PT. Go-Jek Indonesia yang menjadi pilihan masyarakat dalam mengantisipasi kemacetan Jakarta dan sekitarnya. Selain PT. Go-Jek, terdapat beberapa transportasi sejenis lannya yang

THE CHANGING DIMENSIONS OF PUBLIC RELATIONS: THE RELATIONSHIP BETWEEN BRAND MANAGEMENT AND PUBLIC RELATIONS

OpenAIRE

KÖKER, E. PELİN BAYTEKİN MİNE YENİÇERİ ALEMDAR

2008-01-01

The changes in the dimensions of public relations, due to the globalization effect on the business enterprises, are remarkable. In this manner, the relationship of public relations with re-engineering, total quality management, six sigma approach, event management, crisis management, reputation management, knowledge management and customer relationship management is evaluated in this study. Moreover, after establishing these interactions, the relationship between public relations and brand ma...

Pengaruh Marketing Public Relations Terhadap Brand Image Dan Loyalitas Pelanggan (Survei Pada Wisatawan Taman Rekreasi Selecta, Batu)

OpenAIRE

Sitepu, Rehulina Desviora

2015-01-01

This research aims to: investigate the influence of Marketing Public Relations on Brand Image, investigate the influence of Brand Image on Customer Loyalty and investigate the influence of Marketing Public Relations on Customer Loyalty. The research method that used is explanatory research with quantitative approach. Variables that used in this research are Marketing Public Relations, Brand Image, and Customer Loyalty. The respondents of this research are the visitors of Selecta Recreational ...

Health claims as communication tools that enhance brand loyalty

DEFF Research Database (Denmark)

Krystallis, Athanasios; Chrysochou, Polymeros

2011-01-01

During the last decade a strong consumer interest has emerged for food products with health protecting or enhancing properties. In this connection, health claims are used as communication tools conveying the health message of a product and further constituting the means of a brand's differentiation...... on stated preference data using a purchase intention scale (i.e. Juster Scale), a set of Brand Performance Measures (BPMs) are empirically estimated to describe the market structure of two dairy product categories and their respective sub-categories that were defined according to health-related attributes...

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

OpenAIRE

Mantik, Tirza

2013-01-01

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

Promoting Healthy Menu Choices in Fast Food Restaurant Advertising: Influence of Perceived Brand Healthiness, Brand Commitment, and Health Consciousness.

Science.gov (United States)

Choi, Hojoon; Reid, Leonard N

2018-01-01

Fast food restaurants have increasingly turned to healthier choices to counter criticisms of nutritionally poor menu offerings and to differentiate themselves from the competition. However, research has yet to specifically investigate how consumers respond to advertisements for these healthier foods. To address this knowledge gap, two experiments were conducted to examine how perceived brand healthiness, brand commitment, and health consciousness influence responses to nutrient-content claimed print advertisements for healthy foods. Findings indicate that consumer responsiveness varies across the three factors but is more positive for advertisements placed by perceivably healthy restaurant brands, and that brand commitment and health consciousness play significant roles in affecting how consumer respond to such advertising. Several theoretical and managerial implications of the findings are discussed.

Impact of branding on public awareness of healthcare-related governing bodies: a pilot study of the Urological Society of Australia and New Zealand brand.

Science.gov (United States)

Gianduzzo, Troy R J; Gardiner, Robert A; Rashid, Prem; Young, Rhys; Frydenberg, Mark; Kelly, Sarah

2016-10-01

To assess the general public's understanding of urologists and of the Urological Society of Australian and New Zealand (USANZ) and gauge the effectiveness with which the USANZ disseminates health information about urological conditions to health consumers. Using prostate cancer as an example, a Qualtrics online market survey of Australian healthcare consumers recruited from an online pool was conducted. The number of districts sampled within each state or territory was proportional to the size of the target population within each region and were proportionately distributed across metropolitan and non-metropolitan areas. Demographic characteristics were comparable with the Australian Bureau of Statistics Census figures corresponding to the target age group. The survey assessed knowledge of the roles of medical specialties through open-ended responses to qualitative items, association tasks, and recall/recognition questions. Subjects were asked to rate their familiarity of medical specialists and of six medical specialty logos. There were 302 respondents. Subjects indicated less awareness of urology vs other medical specialties, were relatively unaware that urologists were concerned with the prostate, and the USANZ branding was among the least familiar (P brand names that explicitly link urologists to urological conditions, has been suggested as a means to increase the public's understanding of urologists and of the USANZ, and improve the USANZ's ability to promulgate urological health information. © 2016 The Authors BJU International © 2016 BJU International Published by John Wiley & Sons Ltd.

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…

City Branding

DEFF Research Database (Denmark)

Frimann, Søren; Stigel, Jørgen

2006-01-01

Succesful corporate branding requires that questions related to communication, publicity, and organizational structures are adressed. An uncritical adoption of approaches known from tradition product branding will inevitable give problems as the properties of tangible commodities and services...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

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

Science.gov (United States)

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

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

Can branding by health care provider organizations drive the delivery of higher technical and service quality?

Science.gov (United States)

Snihurowych, Roman R; Cornelius, Felix; Amelung, Volker Eric

2009-01-01

Despite the widespread use of branding in nearly all other major industries, most health care service delivery organizations have not fully embraced the practices and processes of branding. Facilitating the increased and appropriate use of branding among health care delivery organizations may improve service and technical quality for patients. This article introduces the concepts of branding, as well as making the case that the use of branding may improve the quality and financial performance of organizations. The concepts of branding are reviewed, with examples from the literature used to demonstrate their potential application within health care service delivery. The role of branding for individual organizations is framed by broader implications for health care markets. Branding strategies may have a number of positive effects on health care service delivery, including improved technical and service quality. This may be achieved through more transparent and efficient consumer choice, reduced costs related to improved patient retention, and improved communication and appropriateness of care. Patient satisfaction may be directly increased as a result of branding. More research into branding could result in significant quality improvements for individual organizations, while benefiting patients and the health system as a whole.

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

OpenAIRE

Mekel, Peggy Adeline; Lolowang, Anggreiny C.

2014-01-01

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

Brand Management

OpenAIRE

Polách, Petr

2012-01-01

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

Choice or No Choice? The Need for Better Branded Public Sector ...

African Journals Online (AJOL)

The Need for Better Branded Public Sector Condoms in South Africa. ... However, targeted marketing strategies that make condoms more attractive to ... purchased more attractive condoms to distribute in higher-education settings free of ...

The Case to Include Brand of Moist Snuff in Health Surveys.

Science.gov (United States)

Timberlake, David S

2016-08-01

Brand of smokeless tobacco was added to the most recent Tobacco Use Supplement to the Current Population Survey (TUS-CPS), but deleted from the Centers for Disease Control's National Adult Tobacco Survey. The objective of this study was to assess the utility of brand in distinguishing users of moist snuff. The sample consisted of participants from the 2010-2011 TUS-CPS who reported having used one of 14 brands of moist snuff in the past month (n = 2334). The brands were categorized into one of three types: snus, discount snuff, premium snuff. Multinomial logistic regression was employed for testing for associations between brand type and a series of demographic and tobacco use measures. Females, metropolitan residents, current smokers, and moderate users of snuff had significantly greater odds of using snus relative to premium snuff in the adjusted model (P discount versus premium snuff. Separate analyses among current smokers (n = 470) and former smokers (n = 70) revealed positive associations between smoking cessation attempts and smokers' switch to discount snuff. Differences among the three categories of snuff users are likely attributed to variations in marketing campaigns. The differences are sufficient to warrant inclusion of snuff brand in health surveys because brand type could serve as a proxy measure for snuff use and dependence. Inclusion of brand of moist snuff in health surveys will enable researchers to categorize snuff users by brand type. Findings from this study indicate that brand type, defined according to cost (ie, discount vs. premium brands) and type of preferred snuff (ie, snus vs. other moist snuff), can distinguish snuff users by various demographic and tobacco use measures. Consequently, categorization by brand type could be used as a proxy measure for studies whose surveys do not include detailed information on snuff use and behavior. © The Author 2016. Published by Oxford University Press on behalf of the Society for Research on

Place Branding and Citizen Involvement: Participatory Approach to Building and Managing City Brands

Directory of Open Access Journals (Sweden)

Hereźniak Marta

2017-06-01

Full Text Available This article examines the role of citizens in the process of building and managing city brands. A multidisciplinary approach is applied to explain the multifaceted nature of territorial brands and citizen involvement. To this end, theoretical concepts from marketing and corporate branding, public management, and human geography are applied. By conceptualising place branding as a public policy and a governance process, and drawing from the concept of participatory place branding, the author discusses a variety of methods and instruments used to involve citizens. Special attention is given to the importance of modern technologies for effective citizen involvement.

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

Juxtaposing Sport and Public Health: The Case of Fit University, Inc.

OpenAIRE

Antonio S. Williams; Benjamin K. Wright; Crystal T. Williams

2014-01-01

The purpose of this research was to examine a childhood obesity initiative that successfully used strategic brand management as a fundamental aspect of its mission and goal to promote physical activity through sport, fitness, and education. Using the case study approach, we evaluated Fit University, Inc. (Fit U) in order to identify brand-related characteristics of a successful public health initiative using sport, fitness and education to reduce childhood obesity. The re- searchers and creat...

Public Relations in enhancing brand values: case study Virgin Atlantic and Vietnam Airlines

OpenAIRE

Tran Viet, Thang

2014-01-01

The ultimate purpose of this dissertation is to evaluate the Public Relations (PR) activities of Vietnam Airlines and give the airline some recommendations to improve its PR performance. In order to achieve this purpose, there are three issues needed to be solved: 1) how PR helps to enhance brand personality and brand values 2) the differences in PR activities between Vietnam Airlines and Virgin Atlantic and 3) what approaches Vietnam Airlines should implement to improve its PR performance. ...

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

DEFF Research Database (Denmark)

Rasmussen, Rasmus Kjærgaard; Merkelsen, Henrik

2012-01-01

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

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.

Alcohol brand references in U.S. popular music, 2009-2011.

Science.gov (United States)

Siegel, Michael; Johnson, Renee M; Tyagi, Keshav; Power, Kathryn; Lohsen, Mark C; Ayers, Amanda J; Jernigan, David H

2013-12-01

This study aimed to assess the prevalence and context of alcohol brand references in popular music. Billboard Magazine year-end charts from 2009 to 2011 were used to identify the most popular songs in four genres: Urban, Pop, Country, and Rock. Of the 720 songs, 23% included an alcohol mention, and 6.4% included an alcohol brand mention. Songs classified as Urban had the highest percentage of alcohol mentions and alcohol brand mentions. The context associated with alcohol brand mentions was almost uniformly positive or neutral. Public health efforts may be necessary to reduce youth exposure to these positive messages about alcohol use.

Moderating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China.

OpenAIRE

Shestakov, Anton Alexandrovich

2012-01-01

Brand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of available brands in a certain market, has a positive effect on repeat purchase, and provokes the willingness to recommend a brand. This study attempts to examine purchase intention after Apple’s employee management crisis in China. It will do so by testing the blame attribution ...

CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

Directory of Open Access Journals (Sweden)

UROŠEVIĆ Snežana

2014-05-01

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

Labeling practices of water bottling firms and its public health ...

African Journals Online (AJOL)

Background: Bottled water labels enable the consumers to choose brands that can best fit to their needs and preferences. Anything inaccurate, however, may pose serious public health risks, especially to vulnerable individuals. In Ethiopia, regular monitoring of bottled water quality and labelling practices is still lacking.

Consumers' Online Brand Endorsements

NARCIS (Netherlands)

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

2016-01-01

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

Hospital branding in Italy: A pilot study based on the case method.

Science.gov (United States)

Esposito, Annamaria

2017-01-01

The article investigates if, and in affirmative case how, Italian hospitals are managing corporate brand communication. Thanks to results of qualitative research, this article offers insights on Italian hospital branding. The pilot study based in the case method is to be considered a starting point for wider investigations on this topic, and it is useful for managers and practitioners who want to understand the role of corporate brand in hospital communication management and to connect health care professionals with the audience in a meaningful way in those countries in which the health care system is a mix of both public and private institutions.

Employer branding i offentlig sektor : En deskriptiv fallstudie av Örebro kommuns arbete med employer branding

OpenAIRE

Boggby, Karin; Engström, Sofia; Villegard, Linda

2014-01-01

Employer branding in public sector A descriptive case study on Örebro kommuns work with employer branding Problem: Previous literature on employer branding is normative and highlights what the work with employer branding should contain in order to succeed. Previous literature lack descriptions of how the actual work is carried out in organizations. Previous literature also takes basis in the private sector and there is a lack of studies conducted in the public sector. Purpose: The purpose of...

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.

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 ...

Brand Evaluation - A Basic Feature in Modern Brand Management

OpenAIRE

Cosmin IRIMIEŞ

2012-01-01

Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/...

New York hospital group striving for brand recognition. HealthStar Network.

Science.gov (United States)

Herreria, J

1998-01-01

HealthStar Network established a new concept in its eastern market--a group of hospitals forming one association. Marketers of HealthStar are conducting a branding campaign to distinguish individual expertise under one umbrella company.

BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

OpenAIRE

Roxana Dumitriu

2013-01-01

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

Brand Evaluation - A Basic Feature in Modern Brand Management

Directory of Open Access Journals (Sweden)

Cosmin IRIMIEŞ

2012-10-01

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

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

Science.gov (United States)

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

2017-12-07

Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines whether positive brand equity for the national truth ® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15-21. Logistic regression models were used to examine the relationship between brand equity and the likelihood of reporting past 30-day smoking over a 12-month period. Respondents who reported positive brand equity were significantly less likely to report past 30-day smoking 12 months later (OR = 0.66, p brand equity is a strategic process for health promotion campaigns, not only to improve message recall and salience but also to influence behavioral outcomes.

Neural mechanisms underlying visual attention to health warnings on branded and plain cigarette packs

Science.gov (United States)

Brooks, Jonathan C. W.; Munafò, Marcus R.; Leonards, Ute

2017-01-01

Abstract Aims To (1) test if activation in brain regions related to reward (nucleus accumbens) and emotion (amygdala) differ when branded and plain packs of cigarettes are viewed, (2) test whether these activation patterns differ by smoking status and (3) examine whether activation patterns differ as a function of visual attention to health warning labels on cigarette packs. Design Cross‐sectional observational study combining functional magnetic resonance imaging (fMRI) with eye‐tracking. Non‐smokers, weekly smokers and daily smokers performed a memory task on branded and plain cigarette packs with pictorial health warnings presented in an event‐related design. Setting Clinical Research and Imaging Centre, University of Bristol, UK. Participants Non‐smokers, weekly smokers and daily smokers (n = 72) were tested. After exclusions, data from 19 non‐smokers, 19 weekly smokers and 20 daily smokers were analysed. Measurements Brain activity was assessed in whole brain analyses and in pre‐specified masked analyses in the amygdala and nucleus accumbens. On‐line eye‐tracking during scanning recorded visual attention to health warnings. Findings There was no evidence for a main effect of pack type or smoking status in either the nucleus accumbens or amygdala, and this was unchanged when taking account of visual attention to health warnings. However, there was evidence for an interaction, such that we observed increased activation in the right amygdala when viewing branded as compared with plain packs among weekly smokers (P = 0.003). When taking into account visual attention to health warnings, we observed higher levels of activation in the visual cortex in response to plain packaging compared with branded packaging of cigarettes (P = 0.020). Conclusions Based on functional magnetic resonance imaging and eye‐tracking data, health warnings appear to be more salient on ‘plain’ cigarette packs than branded packs. PMID:27886656

Neural mechanisms underlying visual attention to health warnings on branded and plain cigarette packs.

Science.gov (United States)

Maynard, Olivia M; Brooks, Jonathan C W; Munafò, Marcus R; Leonards, Ute

2017-04-01

To (1) test if activation in brain regions related to reward (nucleus accumbens) and emotion (amygdala) differ when branded and plain packs of cigarettes are viewed, (2) test whether these activation patterns differ by smoking status and (3) examine whether activation patterns differ as a function of visual attention to health warning labels on cigarette packs. Cross-sectional observational study combining functional magnetic resonance imaging (fMRI) with eye-tracking. Non-smokers, weekly smokers and daily smokers performed a memory task on branded and plain cigarette packs with pictorial health warnings presented in an event-related design. Clinical Research and Imaging Centre, University of Bristol, UK. Non-smokers, weekly smokers and daily smokers (n = 72) were tested. After exclusions, data from 19 non-smokers, 19 weekly smokers and 20 daily smokers were analysed. Brain activity was assessed in whole brain analyses and in pre-specified masked analyses in the amygdala and nucleus accumbens. On-line eye-tracking during scanning recorded visual attention to health warnings. There was no evidence for a main effect of pack type or smoking status in either the nucleus accumbens or amygdala, and this was unchanged when taking account of visual attention to health warnings. However, there was evidence for an interaction, such that we observed increased activation in the right amygdala when viewing branded as compared with plain packs among weekly smokers (P = 0.003). When taking into account visual attention to health warnings, we observed higher levels of activation in the visual cortex in response to plain packaging compared with branded packaging of cigarettes (P = 0.020). Based on functional magnetic resonance imaging and eye-tracking data, health warnings appear to be more salient on 'plain' cigarette packs than branded packs. © 2016 The Authors. Addiction published by John Wiley & Sons Ltd on behalf of Society for the Study of Addiction.

"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…

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...

The Archetypal Brand Profile

OpenAIRE

Dornelles, Sabrine

2013-01-01

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

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...

Differences in rates of switchbacks after switching from branded to authorized generic and branded to generic drug products: cohort study

Science.gov (United States)

Sarpatwari, Ameet; Dejene, Sara; Khan, Nazleen F; Lii, Joyce; Rogers, James R; Dutcher, Sarah K; Raofi, Saeid; Bohn, Justin; Connolly, John; Fischer, Michael A; Kesselheim, Aaron S; Gagne, Joshua J

2018-01-01

Abstract Objectives To compare rates of switchbacks to branded drug products for patients switched from branded to authorized generic drug products, which have the same active ingredients, appearance, and excipients as the branded product, with patients switched from branded to generic drug products, which have the same active ingredients as the branded product but may differ in appearance and excipients. Design Observational cohort study. Setting Private (a large commercial health plan) and public (Medicaid) insurance programs in the US. Participants Beneficiaries of a large US commercial health insurer between 2004 and 2013 (primary cohort) and Medicaid beneficiaries between 2000 and 2010 (replication cohort). Main outcome measures Patients taking branded products for one of the study drugs (alendronate tablets, amlodipine tablets, amlodipine-benazepril capsules, calcitonin salmon nasal spray, escitalopram tablets, glipizide extended release tablets, quinapril tablets, and sertraline tablets) were identified when they switched to an authorized generic or a generic drug product after the date of market entry of generic drug products. These patients were followed for switchbacks to the branded drug product in the year after their switch to an authorized generic or a generic drug product. Cox proportional hazard models were used to estimate hazard ratios and 95% confidence intervals after adjusting for demographics, including age, sex, and calendar year. Inverse variance meta-analysis was used to pool adjusted hazard ratios across all drug products. Results A total of 94 909 patients switched from branded to authorized generic drug products and 116 017 patients switched from branded to generic drug products and contributed to the switchback analysis. Unadjusted incidence rates of switchback varied across drug products, ranging from a low of 3.8 per 100 person years (for alendronate tablets) to a high of 17.8 per 100 person years (for amlodipine

Branding water.

Science.gov (United States)

Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

2014-06-15

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

Branding water

Science.gov (United States)

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 rainwater from personal rainwater tanks – are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. PMID:24742528

Consumers' online brand endorsements: a study into intentions to endorse different types of brands

NARCIS (Netherlands)

Bernritter, S.F.

2014-01-01

Advertisers increasingly motivate people to endorse brands as a tactic to overcome people’s resistance against traditional persuasion attempts. In the present paper we introduce the concept of consumer endorsement, which we define as people’s intentional public and positive affiliations with brands.

Brand Caliphate And Recruitment Between The Genders

Science.gov (United States)

2016-09-01

NAVAL POSTGRADUATE SCHOOL MONTEREY, CALIFORNIA THESIS Approved for public release. Distribution is unlimited. BRAND CALIPHATE...... Brand Caliphate. This thesis looks at the recruitment of women and asks if Brand Caliphate specifically targets females with its messaging, and if so

The Australian cigarette brand as product, person, and symbol

Science.gov (United States)

Carter, S

2003-01-01

Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Design: Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Results: Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Conclusions: Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories. PMID:14645952

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

Science.gov (United States)

Carter, S M

2003-12-01

To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories.

St. John Health integrating new corporate identity, brand. Brand/logo to be rolled out over two-year period.

Science.gov (United States)

Rees, Tom

2003-01-01

St. John Health, Warren, Mich., is integrating a new corporate identity and brand strategy for its network of nine wholly-owned and two affiliated hospital, along with more than 100 physician offices and specialty centers in southeast Michigan. "A new identity is a great rallying cry. It automatically says. 'We have a new mission. We have a new system. We are reaching new people,'" said Eunice O'Loughlan, VP, corporate communications for St. John Health.

Brands Beyond Good and Evil?

DEFF Research Database (Denmark)

Kornberger, Martin

2014-01-01

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

Integrated health care delivery system conducts ad agency search as part of its brand-launching effort.

Science.gov (United States)

Lewicki, G

1999-01-01

PennState Geisinger Health System, Hershey, Pa., conducted an extensive ad agency search after its inception in 1997. The integrated health care delivery system needed to introduce its brand to an audience that was confused by the wide array of available health care options. BVK/McDonald, Milwaukee, the agency selected, has created a branding campaign that revolves around the tag-line "The power of health." PennState Geisinger will tabulate the results of BVK/McDonald's multi-million dollar campaign in 2000; at that time it will know whether its selection committee chose wisely.

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

Science.gov (United States)

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

2016-01-29

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

Personal Branding Pustakawan Di Perpustakaan

Directory of Open Access Journals (Sweden)

Rina Handayani

2015-11-01

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

Building a Brand for Finna

OpenAIRE

Maar, Vivika

2014-01-01

This thesis deals with building a brand for Finna, a new digital library service with joint interfaces. The Public Interface of Finna is a new service in the brand architecture of the National Library of Finland and provides access to the digital information and services of libraries, archives, museums, serving those who seek information or experiences. The thesis is based on structural interviews that were conducted for the purpose of gathering information for the brand building process...

Building Viable Fitness Brands: Importance of Brand Communication Strategies in Attracting Potential Health Club Members

OpenAIRE

Antonio S. Williams; Isabell Rhenwrick; Ben Wright; Wanyong Choi; Dae Yeon Kim; Theodore Vickey

2014-01-01

The purpose of this study was to empirically examine antecedents of sport consumer-based brand equity in the fitness segment of the sport industry (i.e., participatory sport). The proposed framework consisted of market-induced (e.g. word-of-mouth, electronic word-of-mouth) and organization-induced antecedents (e.g. price, place) that have been theoretically proposed, but not tested. An 18-item paper-based survey was administered to a convenience sample of health club prospects (N= 213). The q...

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.

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...

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.

Collaborative Branding of Partnered Health Systems in Radiology.

Science.gov (United States)

Kalambo, Megan; Parikh, Jay R

2018-01-01

In an effort to expand clinical reach and achieve economies of scale, academic radiology practices are strategically expanding into the community by establishing partnerships with existing community health systems. A challenge with this model is to effectively brand the collaboration in a way that underscores the strengths of both partners. In this article, the authors look at the benefits and risks of cobranding and review cobranding strategies for implementation by academic radiology practices considering partnership-based network expansion. Published by Elsevier Inc.

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...

'Desa SIAGA', the 'Alert Village': the evolution of an iconic brand in Indonesian public health strategies.

Science.gov (United States)

Hill, Peter S; Goeman, Lieve; Sofiarini, Rahmi; Djara, Maddi M

2014-07-01

In 1999, the Ministry of Women's Empowerment in Indonesia worked with advertisers in Jakarta and international technical advisors to develop the concept of 'Suami SIAGA', the 'Alert Husband', confronting Indonesian males with their responsibilities to be aware of their wives' needs and ensure early access if needed to trained obstetrics care. The model was rapidly expanded to apply to the 'Desa SIAGA', the 'Alert Village', with communities assuming the responsibility for awareness of the risks of pregnancy and childbirth, and supporting registered pregnant mothers with funding and transportation for emergency obstetric assistance, and identified blood donors. Based on the participant observation, interviews and documentary analysis, this article uses a systems perspective to trace the evolution of that iconic 'brand' as new national and international actors further developed the concept and its application in provincial and national programmes. In 2010, it underwent a further transformation to become 'Desa Siaga Aktif', a national programme with responsibilities expanded to include the provision of basic health services at village level, and the surveillance of communicable disease, monitoring of lifestyle activities and disaster preparedness, in addition to the management of obstetric emergencies. By tracking the use of this single 'brand', the study provides insights into the complex adaptive system of policy and programme development with its rich interactions between multiple international, national, provincial and sectoral stakeholders, the unpredictable responses to feedback from these actors and their activities and the resultant emergence of new policy elements, new programmes and new levels of operation within the system. Published by Oxford University Press in association with The London School of Hygiene and Tropical Medicine © The Author 2013; all rights reserved.

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

Directory of Open Access Journals (Sweden)

Charlene Gerber

2014-05-01

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

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...

Brand name changes help health care providers win market recognition.

Science.gov (United States)

Keesling, G

1993-01-01

As the healthcare industry continues to recognize the strategic implications of branding, more providers will undertake an identity change to better position themselves in competitive markets. The paper examines specific healthcare branding decisions, the reasons prompting brand name decisions and the marketing implications for a change in brand name.

Destination Brand: Membangun Keunggulan Bersaing Daerah

OpenAIRE

Situmorang, Syafrizal Helmi

2010-01-01

All successful brands have social, emotional and identity value to users: they have personalities and enhance the perceived utility, desirability and quality of a product. Every country, regional or state should build destination brand for competitive advantage. A destination brand can be developed in a variety of ways, most obviously in advertising, through direct marketing, personal selling, on websites and in brochures, but also through public and media relations, and through the co-operat...

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

Directory of Open Access Journals (Sweden)

Sandra Maria Correia Loureiro

2014-12-01

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

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

Directory of Open Access Journals (Sweden)

Donna Vallone

2017-12-01

Full Text Available Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines whether positive brand equity for the national truth® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15–21. Logistic regression models were used to examine the relationship between brand equity and the likelihood of reporting past 30-day smoking over a 12-month period. Respondents who reported positive brand equity were significantly less likely to report past 30-day smoking 12 months later (OR = 0.66, p < 0.05, controlling for covariates known to influence tobacco use behavior. Findings also translate the effect size difference to a population estimate of more than 300,000 youth and young adults having been prevented from current smoking over the course of a year. Building brand equity is a strategic process for health promotion campaigns, not only to improve message recall and salience but also to influence behavioral outcomes.

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

Science.gov (United States)

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

2017-01-01

Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines whether positive brand equity for the national truth® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15–21. Logistic regression models were used to examine the relationship between brand equity and the likelihood of reporting past 30-day smoking over a 12-month period. Respondents who reported positive brand equity were significantly less likely to report past 30-day smoking 12 months later (OR = 0.66, p < 0.05), controlling for covariates known to influence tobacco use behavior. Findings also translate the effect size difference to a population estimate of more than 300,000 youth and young adults having been prevented from current smoking over the course of a year. Building brand equity is a strategic process for health promotion campaigns, not only to improve message recall and salience but also to influence behavioral outcomes. PMID:29215555

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.

Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding

OpenAIRE

Davis, Aeron

2013-01-01

In the twenty-first century, promotion is everywhere and everything has become promotable: everyday goods and organizations, people and ideas, cultures and futures. This engaging book looks at the rise of advertising, public relations, branding, marketing and lobbying, and explores where our promotional times have taken us.\\ud \\ud Promotional Cultures documents how the professions and practices of promotion have interacted with and reshaped so much in our world, from commodities, celebrities ...

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

Science.gov (United States)

Mendel, Jennifer R; Baig, Sabeeh A; Hall, Marissa G; Jeong, Michelle; Byron, M Justin; Morgan, Jennifer C; Noar, Seth M; Ribisl, Kurt M; Brewer, Noel T

2018-01-01

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

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

Directory of Open Access Journals (Sweden)

Victor-Alexandru BRICIU

2013-07-01

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

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

OpenAIRE

Victor-Alexandru BRICIU

2013-01-01

To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand conc...

Regional Branding: Building Brand Value

Directory of Open Access Journals (Sweden)

Klára Margarisová

2016-01-01

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

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...

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.

A cross-sectional survey of pharmacists to understand their personal preference of brand and generic over-the-counter medications used to treat common health conditions.

Science.gov (United States)

Patel, Mira; Slack, Marion; Cooley, Janet; Bhattacharjee, Sandipan

2016-01-01

Consumers are hesitant in choosing generic medications as they are under the assumption that they are not as safe nor effective as brand medications. However, pharmacists do have the education and training to know that this is not the case. The aim of this study was to determine pharmacists' preference of generic versus brand over-the-counter (OTC) medication for their personal use as self-treatment for various health symptoms. A prospective, cross sectional study was conducted on 553 licensed pharmacists who were presumed to have expertise in the use of generic and brand name OTC medications. In a single Southwestern state in the United States, from December 2014 to January 2015, a web-based questionnaire was sent to pharmacists to explore their preference of brand and generic medications based on various health symptoms. Thirty-one brand-generic medication pairs were used to identify which medication type pharmacists preferred when asked about nine health symptoms. Frequency counts of pharmacists' preference of a brand medication or a generic OTC medication overall and for each of the nine health symptoms were determined. Chi-squared analyses and one-way ANOVA were conducted to determine if there were any differences between the preferences of brand and generic OTC medications across each symptom. The study overall showed that pharmacists preferred generic OTC medications to brand OTC medications (62 to 5 %, respectively). Based on an 11-point rating scale, pharmacists were likely to take OTC generic medications (as their choice of self-treatment) when presented with health symptoms (mean = 7.32 ± 2.88). In addition, pharmacists chose generic OTC medications over brand medications regardless of health symptoms (p brand name OTC medications for self-treating a variety of health symptoms. These study findings support the theory that expertise affects preference for generic versus brand name OTC medications. This information can be used to provide

Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

Directory of Open Access Journals (Sweden)

Nur Choirul Afif

2015-08-01

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

Awareness and Usefulness of Internal Branding in the Public Sector

NARCIS (Netherlands)

Rehman, A.

2016-01-01

In service industry the role of employees especially the behavior and attitude of front-liners play a vital role in building a brand’s repute amongst stakeholders. To build employees’ behavior for the delivery of an organizations’ brand promise, role of internal branding and its activities come into

Choice or no choice? The need for better branded public sector condoms in South Africa

Directory of Open Access Journals (Sweden)

John Ashmore

2015-07-01

Full Text Available Condoms are one of the cornerstones to any response to the HIV epidemic. However, targetedmarketing strategies that make condoms more attractive to people at high risk of infection areoften overlooked. The South African National Department of Health has recently purchasedmore attractive condoms to distribute in higher-education settings free of charge, targeting atriskyouth including young women. The authors applaud this move but note the importance ofexpanding better branded condoms to young people elsewhere – for example, via youth clinicsand in high schools. Exploratory, routine data from Médecins Sans Frontières in Khayelitshaare presented, showing the popularity of alternatives to the government’s ‘Choice’ brand.

The influence of regulatory fit and interactivity on brand satisfaction and trust in E-health marketing inside 3D virtual worlds (Second Life).

Science.gov (United States)

Jin, Seung-A Annie; Lee, Kwan Min

2010-12-01

Interactive three-dimensional (3D) virtual environments like Second Life have great potential as venues for effective e-health marketing and e-brand management. Drawing from regulatory focus and interactivity literatures, this study examined the effects of the regulatory fit that consumers experience in interactive e-health marketing on their brand satisfaction and brand trust. The results of a two-group comparison experiment conducted within Second Life revealed that consumers in the regulatory fit condition show greater brand satisfaction and brand trust than those in the regulatory misfit condition, thus confirming the persuasive influence of regulatory fit in e-brand management inside 3D virtual worlds. In addition, a structural equation modeling analysis demonstrated the mediating role of consumers' perceived interactivity in explaining the processional link between regulatory fit and brand evaluation. Theoretical contributions and managerial implications of these findings are discussed.

Analisis Brand Equity Bina Nusantara University di Lingkungan SMU Jakarta

OpenAIRE

Dewanti, Retno; Masruroh, Masruroh; B., Doni

2007-01-01

This Research of Binus University brand equity have been conducted by using 5 elements of brand equity: brand awareness, brand association, perceived quality, brand loyalty, and market behavior. The research methodologies was descriptive, its explained perception of 3th level high school students from 10 privates as well public high schools in west Jakarta and east Jakarta. The result of this research was Binus university brand awareness was in top of mind level. There were 3 (three) associat...

Industry, Brand, and the Role of Digital Medium

Directory of Open Access Journals (Sweden)

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.

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

Directory of Open Access Journals (Sweden)

Jennifer R Mendel

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

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...

Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging

Directory of Open Access Journals (Sweden)

Hugh Webb

2017-06-01

Full Text Available This study tests a social identity based mechanism for the effectiveness of plain tobacco packaging legislation, introduced in Australia in December 2012, to reduce cigarette smoking. 178 Australian smokers rated their sense of identification with fellow smokers of their brand, positive brand stereotypes, quitting behaviours and intentions, and smoking intensity, both before and seven months after the policy change. Mediation analyses showed that smokers, especially those who initially identified strongly with their brand, experienced a significant decrease in their brand identity following the introduction of plain packaging and this was associated with lower smoking behaviours and increased intentions to quit. The findings provide the first quantitative evidence that brand identities may help maintain smoking behaviour, and suggest the role of social-psychological processes in the effectiveness of public health policy.

Consumer Attitude Towards to Step-down Extension of Luxury Brand

OpenAIRE

Chen, Hsing-Yu

2010-01-01

70% of revenue for luxury firms come from accessible luxury markets. In order to make luxury brands to be more accessible to wider public clients, many luxury-brand companies apply brand extension to expand to accessible luxury markets. Step-down brand extension is an approach that can minimise damages cause by brand extension, because it can keep attributes of core luxury brands, such as superior quality, design-led and strong emotional engagement. Hence it is curtail to understand the relat...

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

OpenAIRE

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 the demise of old brands has accelerated and even established brands are vulnerable, it stands to be a great deal of challenge. Fortunately, a number of ‘revitalization’ strategies can add relevan...

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...

Tobacco branding, plain packaging, pictorial warnings, and symbolic consumption.

Science.gov (United States)

Hoek, Janet; Gendall, Philip; Gifford, Heather; Pirikahu, Gill; McCool, Judith; Pene, Gina; Edwards, Richard; Thomson, George

2012-05-01

We use brand association and symbolic consumption theory to explore how plain cigarette packaging would influence the identities young adults cocreate with tobacco products. Group discussions and in-depth interviews with 86 young adult smokers and nonsmokers investigated how participants perceive tobacco branding and plain cigarette packaging with larger health warnings. We examined the transcript data using thematic analysis and explored how removing tobacco branding and replacing this with larger warnings would affect the symbolic status of tobacco brands and their social connotations. Smokers used tobacco brand imagery to define their social attributes and standing, and their connection with specific groups. Plain cigarette packaging usurped this process by undermining aspirational connotations and exposing tobacco products as toxic. Replacing tobacco branding with larger health warnings diminishes the cachet brand insignia creates, weakens the social benefits brands confer on users, and represents a potentially powerful policy measure.

Quitting activity and tobacco brand switching: findings from the ITC-4 Country Survey.

Science.gov (United States)

Cowie, Genevieve A; Swift, Elena; Partos, Timea; Borland, Ron

2015-04-01

Among Australian smokers, to examine associations between cigarette brand switching, quitting activity and possible causal directions by lagging the relationships in different directions. Current smokers from nine waves (2002 to early 2012) of the ITC-4 Country Survey Australian dataset were surveyed. Measures were brand switching, both brand family and product type (roll-your-own versus factory-made cigarettes) reported in adjacent waves, interest in quitting, recent quit attempts, and one month sustained abstinence. Switching at one interval was unrelated to concurrent quit interest. Quit interest predicted switching at the following interval, but the effect disappeared once subsequent quit attempts were controlled for. Recent quit attempts more strongly predicted switching at concurrent (OR 1.34, 95%CI=1.18-1.52, pbrand switching does not affect subsequent quitting. Brand switching does not appear to interfere with quitting. © 2015 Public Health Association of Australia.

BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

Directory of Open Access Journals (Sweden)

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.

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 ...

Employer branding & Wellness syndromet : Kan employer branding om friskvård verka som en isolerande faktor?

OpenAIRE

Sällinen, Iida; Järvinen, Siiri

2016-01-01

The purpose of this study was to examine in what way a strong employer branding of health promotion can have an effect on the ways individuals can experience isolation and stress. In this survey we have used the theories of health promotion, organizational culture, isolation and stress in an analysis of the possible situation caused by strong employer branding of health promotion. We have used these theories in analysis with the purpose to answer the following questions: How does a strong emp...

National Brand - A Challenge for Romania

Directory of Open Access Journals (Sweden)

Ruxandra Irina POPESCU

2007-10-01

Full Text Available National brand is a relatively new concept. It appeared along with the economic globalization and it concerns the competition between nations in order to withdraw the attention of the investors, tourists, consumers, immigrants, media and foreign governments. In other words, a powerful, positive national brand offers a crucial competitive advantage. That is why, it is essential for the countries to know how people all over the world perceive them (seen as target public and to know how their achievements and failures, duties and tasks, population and products are seen throughout the brand.

Selling brand MD.

Science.gov (United States)

Hudson, T

1999-08-01

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

Making the Blue Zones: Neoliberalism and nudges in public health promotion.

Science.gov (United States)

Carter, Eric D

2015-05-01

This paper evaluates the ideological and political origins of a place-based and commercial health promotion effort, the Blue Zones Project (BZP), launched in Iowa in 2011. Through critical discourse analysis, I argue that the BZP does reflect a neoliberalization of public health, but as an "actually existing neoliberalism" it emerges from a specific policy context, including dramatic health sector policy changes due to the national Affordable Care Act, also known as Obamacare; a media discourse of health crisis for an aging Midwestern population; and an effort to refashion Iowa cities as sites of healthy and active living, to retain and attract a creative class of young entrepreneurs. The BZP employs many well-known mechanisms of neoliberal governance: the public-private partnership; competition among communities for "public" funds; promotion of an apolitical discourse on individual responsibility and ownership of health; decentralizing governance to the "community" level; and marketing, branding, and corporate sponsorship of public projects. The BZP exemplifies the process of "neoliberal governmentality," by which individuals learn to govern themselves and their "life projects" in line with a market-based rationality. However, with its emphasis on "nudging" individuals towards healthy behaviors through small changes in the local environment, the BZP reflects the rise of "libertarian paternalism," a variant of neoliberalism, as a dominant ideology underlying contemporary health promotion efforts. Copyright © 2015 Elsevier Ltd. All rights reserved.

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. ...

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...

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...

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. 

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.

Analysis of treatment patterns and persistence on branded and generic medications in major depressive disorder using retrospective claims data

Directory of Open Access Journals (Sweden)

Solem CT

2016-10-01

Full Text Available Caitlyn T Solem,1 Ahmed Shelbaya,2,3 Yin Wan,1 Chinmay G Deshpande,1 Jose Alvir,2 Elizabeth Pappadopulos2 1Pharmerit International, Real World Evidence/Data Analytics, Bethesda, MD, 2Pfizer, Inc., Global Health Outcomes, New York, NY, 3Epidemiology Department of Mailman’s School of Public Health, Columbia University Mailman School of Public Health, New York, NY, USA Background: In major depressive disorder (MDD, treatment persistence is critical to optimize symptom remission, functional recovery, and health care costs. Desvenlafaxine tends to have fewer drug interactions and better tolerability than other MDD drugs; however, its use has not been assessed in the real world.Objective: The aim of the present study is to compare medication persistence and concomitant MDD drug use with branded desvenlafaxine (Pristiq® compared with antidepressant drug groups classified as 1 branded selective serotonin reuptake inhibitors (SSRIs; ie, escitalopram [Lexapro™] and selective serotonin–norepinephrine reuptake inhibitors (SNRIs; ie, venlafaxine [Effexor®], duloxetine [Cymbalta®] and 2 generic SSRIs/SNRIs (ie, escitalopram, citalopram, venlafaxine, fluvoxamine, fluoxetine, sertraline, paroxetine, and duloxetine.Patients and methods: MDD patients (ICD-9-CM codes 296.2, 296.3, with ≥2 prescription fills for study drugs and 12-month preindex continuous enrollment from the MarketScan Commercial Claims and Encounters Database (2009–2013, were included. Time-to-treatment discontinuation (prescription gap ≥45 days was assessed using the Kaplan–Meier curve and Cox model. Concomitant MDD drug use was compared.Results: Of the 273,514 patients included, 14,379 patients were initiated with branded desvenlafaxine, 50,937 patients with other branded SSRIs/SNRIs, and 208,198 patients with generic SSRIs/SNRIs. The number of weeks for treatment discontinuation for branded desvenlafaxine were longer (40.7 [95% CI: 39.3, 42.0] compared with other branded

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.

Brand Equity of a Tourist Destination

Directory of Open Access Journals (Sweden)

Hwa-Kyung Kim

2018-02-01

Full Text Available In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20 were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

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.

Engagement as a Brand Position in the Higher Education Marketplace

Science.gov (United States)

Blanton, Jay

2007-01-01

The purpose of this paper is to examine public engagement as a branding and public relations strategy at colleges and universities. Specifically, this paper posits the idea that engagement efforts require a focused and, if possible, centralized approach on the part of colleges and universities. Successful branding and marketing of engagement…

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

Directory of Open Access Journals (Sweden)

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;}

Food health branding:Public discourse and health associations

OpenAIRE

Chrysochou, Polymeros

2010-01-01

Healthy eating plays a fundamental role in the promotion and maintenance of good health throughout the entire course of life. Healthy eating has been said to be related to a number of common chronic diseases, including cardiovascular disease, certain cancers, hypertension, diabetes, overweight and obesity, as well as a number of other diseases. In recent years, the prevalence of such dietary-related diseases has increased. Therefore, measures to encourage consumers to eat more healthily are c...

Comparison of Generic-to-Brand Switchback Rates Between Generic and Authorized Generic Drugs.

Science.gov (United States)

Hansen, Richard A; Qian, Jingjing; Berg, Richard; Linneman, James; Seoane-Vazquez, Enrique; Dutcher, Sarah K; Raofi, Saeid; Page, C David; Peissig, Peggy

2017-04-01

Generic drugs contain identical active ingredients as their corresponding brand drugs and are pharmaceutically equivalent and bioequivalent, whereas authorized generic drugs (AGs) contain both identical active and inactive ingredients as their corresponding brand drugs but are marketed as generics. This study compares generic-to-brand switchback rates between generic and AGs. Retrospective cohort study. Claims and electronic health record data from a regional U.S. health care system. The full cohort consisted of 5542 unique patients who received select branded drugs during the 6 months prior to their generic drug market availability (between 1999 and 2014) and then were switched to an AG or generic drug within 30 months of generic drug entry. For these patients, 5929 unique patient-drug combinations (867 with AGs and 5062 with generic drugs) were evaluated. Ten drugs with AGs and generics marketed between 1999 and 2014 were evaluated. The date of the first generic prescription was considered the index date for each drug, and it marked the beginning of follow-up to evaluate the occurrence of generic-to-brand switchback patterns over the subsequent 30 months. Switchback rates were compared between patients receiving AGs versus those receiving generics using multivariable Cox proportional hazards models, controlling for individual drug effects, age, sex, Charlson Comorbidity Score, pre-index drug use characteristics, and pre-index health care utilization. Among the 5542 unique patients who switched from brand to generic or brand to AG, 264 (4.8%) switched back to the brand drug. Overall switchback rates were similar for AGs compared with generics (hazard ratio [HR] 0.86, 95% confidence interval [CI] 0.65-1.15). The likelihood of switchback was higher for alendronate (HR 1.64, 95% CI 1.20-2.23) and simvastatin (HR 1.81, 95% CI 1.30-2.54) and lower for amlodipine (HR 0.27, 95% CI 0.17-0.42) compared with the other drugs evaluated. Overall switchback rates were similar

Characteristics and functions for place brands based on a Delphi method

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J de San Eugenio Vela

2013-10-01

Full Text Available Introduction. Representation of territories through brands is a recurring issue in today’s modern society. The aim of this article is to establish certain characteristics and functions pertaining to brands linked to geographical areas. Methodology. The decision was made to conduct qualitative research based on a Delphi method comprising a panel of fourteen place branding experts. Results. In relation to commercial brands, it is found that, since they are publicly owned, place brands call for more complex management, preferably on three levels: public administration, private organisations and citizens. Conclusions. Based on the results obtained, it is concluded that management of places centres on the projection of unique, spatial identities on the context of increasing competition between territories.

Selling the brand inside.

Science.gov (United States)

Mitchell, Colin

2002-01-01

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

The Effect of Promoting Brands through the Facebook Network

OpenAIRE

Iuliana CONSTANTIN; Catalina Gabriela BELGIU CUREA

2017-01-01

Facebook is becoming a popular tool for public relations and advertising professionals to reach mass audiences. Facebook fan pages allow brands to create an online community of brand users on the social networking site. By pressing Facebook’s “like” button, a Facebook user can become a fan of the page and can interact with the brand and other consumers. This research aimed to examine whether liking and interacting with a Facebook fan page has an effect on brand loyalty and purchase intentions...

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...

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...

Green brand awareness and customer purchase intention

Directory of Open Access Journals (Sweden)

Mahama Braimah

2015-10-01

Full Text Available Green environmental issues have been of topical interest to both researchers and industrialists for some time now. Research on green brands is relatively limited, especially in developing countries, such as Ghana. This study is therefore designed to determine the relationship between customer awareness of green brand issues and their everyday purchase intentions. Using quantitative techniques, the study interviewed 316 people, conveniently selected from various shopping points in Accra. The study found that, the overwhelming majority of respondents though familiar with green issues did not concern themselves with green issues in their everyday purchase decisions. Again, majority of respondents (54% familiar with environmental issues confirmed they would not switch from their preferred brands to less fancied brands even if the less fancied brands were more environmentally friendly. It was also confirmed in the study that price, brand name and convenience, performed better than customer concerns for green issues, in influencing respondents’ purchase decisions. It would therefore be strategically significance if advocates, policy makers and business leaders reduce the cost of green products to the final consumer, intensive public education campaigns, coupled with strategic brand building efforts to enhance the level of green brand consumption.

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 ...

77 FR 46653 - Branded Prescription Drug Fee; Hearing

Science.gov (United States)

2012-08-06

... DEPARTMENT OF THE TREASURY Internal Revenue Service 26 CFR Part 51 [REG-112805-10] RIN 1545-BJ39 Branded Prescription Drug Fee; Hearing AGENCY: Internal Revenue Service (IRS), Treasury. ACTION: Notice of... document provides notice of public hearing on proposed regulations relating to the branded prescription...

STRATEGIC PERSONAL BRANDING FOR STUDENTS AND YOUNG PROFESSIONALS

Directory of Open Access Journals (Sweden)

Veronica Ioana ILIEȘ

2018-07-01

Full Text Available In a society dominated more than ever by a competitive environment, self-development can play a key role in gaining the wanted job or internship program for students and young professional. Learning how one can develop a personal branding program in a strategic way is, in this context, an important acquisition. The present study leads to the development of a simple model that young adults can use to create a personal branding process. Following some simple steps, young people aspiring to a successful professional life can have more opportunities and a better start in their professional activity. The study will first follow a literature review of relevant works in personal branding theory. The second objective of the study is to present the model developed by the author and that is used in the activity of creating a personal branding plan with students studying communication and public relations in a university of Romania. The study is based on a cross-sectional observation research method, conducted on a sample of 286 students from a faculty of communication, public relations and advertising in Romania, over a five-year period, students who attended a personal branding course. The results identified the needs and aspirations of students interested in personal development through personal branding strategies and led to the creation of a simple model of personal branding that can be followed by students and young professionals.

Readers and "misreadings" of Brand (1866

Directory of Open Access Journals (Sweden)

Kamilla Aslaksen

2015-02-01

Full Text Available Scholars do not seem to come to terms with Brand’s role in Ibsen’s career as a playwright. While the importance of Brand is widely accepted, the play is at the same time said to be the most misunderstood of all Ibsen’s plays. The argument goes that Norway’s “heavy and provincial” intellectual atmosphere at the time created a barrier for Ibsen, and that only after being recognized outside Norway did the play get acceptance among Norwegians. Ibsen himself contributes to this conception in his famous letter to Brandes from 26 June 1869, where he complains about how Brand has been misunderstood. This article challenges the impression that Brand was not accepted or understood by the Norwegians in the 1860s. We approach the subject via three different angles. Firstly, by reading the reviews of Brand from the 1860s, we see that the critics respected the play and its artistic qualities beyond doubt. Secondly, a look at how the play was received in the public shows that not only was Brand a great commercial success, it also became the prime subject of discussion, both in private and public settings. Finally, I read Ibsen’s letter in light of some dominating intellectual currents in Norway at the time, and ask: Are there alternative ways of interpreting Ibsen’s allegations about being misunderstood? Could it be that one should pay less attention to Ibsen’s break with Norway and more to how the authorship was connected to social, intellectual, religious and financial currents within the Norwegian community at the time?

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...

ADVERTISING BRANDS BY MEANS OF SOUNDS SYMBOLISM: THE INFLUENCE OF VOWELS ON PERCEIVED BRAND CHARACTERISTICS

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Alina Catalina Duduciuc

2015-07-01

Full Text Available The aim of this study is to test the influence of sound symbolism on perceived characteristics of a brand as well as to highlight the importance of applied social psychology to current practice of advertising. 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. I assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, I supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowel is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, for the accuracy of responses, I used the semantic differential scale to measure the differences between two brands in terms of certain attributes of product. To this end, fifty students (N=50 participated in a research based on questionnaire. As the results of the current research showed, the brand name with back vowel outnumbered the brand name with front vowel on two dimension, i.e. on brand activity and brand efficiency. The brand name containing front vowel was rated better when subjects evaluated the product in generally. Last, but not least, when it comes to convey meanings, the sound of back vowels [a] could be used more when marketers promote products that communicate its characteristics such as efficiency, velocity and health. The back vowel could be also assessed to products with larger packing or special sailing such as extra quantity. Meanwhile, the brand names with front vowels [ie] could be created for more expensive products with good quality, mainly addressed to men.

Comparative analysis of the value of national brands

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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 Reach and Impact of Direct Marketing via Brand Websites of Moist Snuff.

Science.gov (United States)

Timberlake, David S; Bruckner, Tim A; Ngo, Vyvian; Nikitin, Dmitriy

2016-04-01

Restricting tobacco marketing is a key element in the US Food and Drug Administration's (FDA) public health framework for regulating tobacco. Given the dearth of empirical data on direct marketing, the objective of this study was to assess the reach and impact of promotions on sales through snuff websites. Nine brands of snuff, representing more than 90% of market share, were monitored for content of coupons, sweepstakes, contests, and other promotions on their respective websites. Monthly sales data and website traffic for the 9 brands, corresponding to the 48-month period of January 2011 through December 2014, were obtained from proprietary sources. A time-series analysis, based on the autoregressive, integrated, moving average (ARIMA) method, was employed for testing the relationships among sales, website visits, and promotions. Website traffic increased substantially during the promotion periods for most brands. Time-series analyses, however, revealed that promotion periods for 5 of 7 brands did not significantly correlate with monthly snuff sales. The success in attracting tobacco consumers to website promotions demonstrates the marketing reach of snuff manufacturers. This form of direct marketing should be monitored by the FDA given evidence of adolescents' exposure to cigarette brand websites.

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...

Infecting academic conferences: brands linked to ill health

OpenAIRE

Stuart W Flint

2015-01-01

Empirical evidence shows the links between sweetened soft drinks (1,2) or fast food (3) and chronic illness such as obesity and diabetes. However, as a researcher investigating the causes of obesity, I have become disappointed at the presence of brands of unhealthy products at major conferences relating to obesity, physical activity, and nutrition. In recent years, brands such as Coca Cola Inc and McDonalds Corp have sponsored several conference events.

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 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

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...

MARKETING CONSIDERATIONS ON BRAND COMMUNITIES

Directory of Open Access Journals (Sweden)

A.-C. Budac

2016-12-01

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

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...

Brand Coherence at a Major Multi-Campus Public Research University: An Exploratory Case Study

Science.gov (United States)

Zinkan, Rob

2016-01-01

With increased competition and other market forces affecting higher education, branding has emerged as a strategic imperative for colleges and universities. Branding in academia faces many inherent challenges, including institutions' multi-pronged missions and decentralized organizational structures. In some cases, branding is not widely…

internal branding

OpenAIRE

Rai, Anu; Omanga, Josphat

2014-01-01

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

Internal branding

OpenAIRE

Rijal, Ramesh; Dhakal, Rajendra

2015-01-01

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

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…

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

DEFF Research Database (Denmark)

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

2010-01-01

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

Analisis Brand Equity Bina Nusantara University di Lingkungan SMU Jakarta

Directory of Open Access Journals (Sweden)

Retno Dewanti

2007-09-01

Full Text Available This Research of Binus University brand equity have been conducted by using 5 elements of brand equity: brand awareness, brand association, perceived quality, brand loyalty, and market behavior. The research methodologies was descriptive, its explained perception of 3th level high school students from 10 privates as well public high schools in west Jakarta and east Jakarta. The result of this research was Binus university brand awareness was in top of mind level. There were 3 (three associations of brand image of Binus, were IT up to date; complete and modern facilities; prestigious university which had high quality and innovative. Perceived quality element showed student’s expectations of university quality were overall most important. Brand loyalty element showed as reverse pyramid, that’s good loyalty for Binus University. Indicator of market behavior element showed 6,44% market share estimation.

Untangling the brand name from the branded entity

OpenAIRE

Round, Griff; Roper, Stuart

2015-01-01

Purpose\\ud – The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.\\ud \\ud Design/methodology/approach\\ud –...

Cigarette smoke chemistry market maps under Massachusetts Department of Public Health smoking conditions.

Science.gov (United States)

Morton, Michael J; Laffoon, Susan W

2008-06-01

This study extends the market mapping concept introduced by Counts et al. (Counts, M.E., Hsu, F.S., Tewes, F.J., 2006. Development of a commercial cigarette "market map" comparison methodology for evaluating new or non-conventional cigarettes. Regul. Toxicol. Pharmacol. 46, 225-242) to include both temporal cigarette and testing variation and also machine smoking with more intense puffing parameters, as defined by the Massachusetts Department of Public Health (MDPH). The study was conducted over a two year period and involved a total of 23 different commercial cigarette brands from the U.S. marketplace. Market mapping prediction intervals were developed for 40 mainstream cigarette smoke constituents and the potential utility of the market map as a comparison tool for new brands was demonstrated. The over-time character of the data allowed for the variance structure of the smoke constituents to be more completely characterized than is possible with one-time sample data. The variance was partitioned among brand-to-brand differences, temporal differences, and the remaining residual variation using a mixed random and fixed effects model. It was shown that a conventional weighted least squares model typically gave similar prediction intervals to those of the more complicated mixed model. For most constituents there was less difference in the prediction intervals calculated from over-time samples and those calculated from one-time samples than had been anticipated. One-time sample maps may be adequate for many purposes if the user is aware of their limitations. Cigarette tobacco fillers were analyzed for nitrate, nicotine, tobacco-specific nitrosamines, ammonia, chlorogenic acid, and reducing sugars. The filler information was used to improve predicting relationships for several of the smoke constituents, and it was concluded that the effects of filler chemistry on smoke chemistry were partial explanations of the observed brand-to-brand variation.

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.

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Directory of Open Access Journals (Sweden)

Sri Vandayuli Riorini

2015-04-01

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

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 ...

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

Directory of Open Access Journals (Sweden)

Hashed Ahmad Mabkhot

2016-01-01

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

Internal Branding and Employee Brand Consistent Behaviours

DEFF Research Database (Denmark)

Mazzei, Alessandra; Ravazzani, Silvia

2017-01-01

constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the nonnormative and constitutive internal branding process. The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers...... and 2 focus groups with Italian communication managers. Findings show that, in order to enhance employee brand consistent behaviours, the most effective communication practices are those characterised as enablement-oriented. Such a communication creates the organizational conditions adequate to sustain......Employee behaviours conveying brand values, named brand consistent behaviours, affect the overall brand evaluation. Internal branding literature highlights a knowledge gap in terms of communication practices intended to sustain such behaviours. This study contributes to the development of a non...

Leveraging Facebook to Brand Radiology.

Science.gov (United States)

Tso, Hilda H; Parikh, Jay R

2018-03-30

In the current health care climate, radiologists should consider developing their brand. Facebook is the market leader for social media networking in the United States. The authors describe how radiologists can leverage Facebook to develop and market organizational, group, and individual brands. The authors then address concerns related to the use of social media by radiologists. Copyright © 2018 American College of Radiology. Published by Elsevier Inc. All rights reserved.

"On a supposed right to lie [to the public] from benevolent motives": communicating health risks to the public.

Science.gov (United States)

Shickle, D

2000-01-01

There are three main categories of rationale for withholding information or telling lies: if overwhelming harm can only be averted through deceit; complete triviality such that it is irrelevant whether the truth is told; a duty to protect the interests of others. Public health authorities are frequently having to form judgements about the public interest, whether to release information or issue warnings. In June 1992, routine surveillance detected patulin levels (a known carcinogen) in samples of apple juice exceeding safety threshold. Remedial actions were promptly taken and it was planned to subsequently publish the information in the routine way. However, the media portrayed the handling of the problem as a conspiracy and there was a short term reduction in juice sales. In October 1995, the UK Committee on Safety of Medicines issued a warning about certain brands of the contraceptive pill, based on the interim results of three unpublished studies. The increased risk of thromboembolism was small, but the resulting scare led to an increase in unwanted pregnancies. The handling of the B.S.E. crisis in the U.K. also led to accusations of incompetence or conspiracy. Public health authorities have to handle uncertainty and frequently have to form judgements for public safety on the basis of evidence of poor quantity and quality. Their task is not helped by the sometimes conflicting agenda of scientists and media. The public also have differing perceptions and interpretations of risk. The series of scares and crises are having a detrimental effect on public confidence in public health authorities.

ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

Directory of Open Access Journals (Sweden)

Cătălin Mihail BARBU

2016-11-01

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

[Health services research for the public health service (PHS) and the public health system].

Science.gov (United States)

Hollederer, A; Wildner, M

2015-03-01

There is a great need for health services research in the public health system and in the German public health service. However, the public health service is underrepresented in health services research in Germany. This has several structural, historical and disciplinary-related reasons. The public health service is characterised by a broad range of activities, high qualification requirements and changing framework conditions. The concept of health services research is similar to that of the public health service and public health system, because it includes the principles of multidisciplinarity, multiprofessionalism and daily routine orientation. This article focuses on a specified system theory based model of health services research for the public health system and public health service. The model is based on established models of the health services research and health system research, which are further developed according to specific requirements of the public health service. It provides a theoretical foundation for health services research on the macro-, meso- and microlevels in public health service and the public health system. Prospects for public health service are seen in the development from "old public health" to "new public health" as well as in the integration of health services research and health system research. There is a significant potential for development in a better linkage between university research and public health service as is the case for the "Pettenkofer School of Public Health Munich". © Georg Thieme Verlag KG Stuttgart · New York.

Quality status of bottled water brands in Pakistan

International Nuclear Information System (INIS)

Kahlown, M. A.; Tahir, M.A.

2005-01-01

The (PCRWR) has carried out a study to evaluate the quality of mineral water brands available in the market owing to demand of general public and consumer associations. Twenty one brands of bottled water were collected from Islamabad and Rawalpindi. Each water sample was analyzed for 24 aesthetic, physico-chemical and bacteriological water quality parameters by adopting standard analytical methods. It was observed that only 10 out of 21 brands (47.62%) were fit for drinking purpose. The remaining eleven brands (52.38%), including one imported brand, were found unsafe for human consumption. It was also concluded that present situation of water quality of bottled water is due to lack of legislation for water quality control. Hence there is a dire need for a legal organization to monitor and regulate the quality issues of bottled water industry. (author)

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...

To brand or not to brand

DEFF Research Database (Denmark)

Andersen, Lone Schreiber; Brunsø, Karen

2002-01-01

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

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

OpenAIRE

Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari

2016-01-01

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

Please Like Me: Facebook and Public Health Communication.

Directory of Open Access Journals (Sweden)

James Kite

Full Text Available Facebook, the most widely used social media platform, has been adopted by public health organisations for health promotion and behaviour change campaigns and activities. However, limited information is available on the most effective and efficient use of Facebook for this purpose. This study sought to identify the features of Facebook posts that are associated with higher user engagement on Australian public health organisations' Facebook pages. We selected 20 eligible pages through a systematic search and coded 360-days of posts for each page. Posts were coded by: post type (e.g., photo, text only etc., communication technique employed (e.g. testimonial, informative etc. and use of marketing elements (e.g., branding, use of mascots. A series of negative binomial regressions were used to assess associations between post characteristics and user engagement as measured by the number of likes, shares and comments. Our results showed that video posts attracted the greatest amount of user engagement, although an analysis of a subset of the data suggested this may be a reflection of the Facebook algorithm, which governs what is and is not shown in user newsfeeds and appear to preference videos over other post types. Posts that featured a positive emotional appeal or provided factual information attracted higher levels of user engagement, while conventional marketing elements, such as sponsorships and the use of persons of authority, generally discouraged user engagement, with the exception of posts that included a celebrity or sportsperson. Our results give insight into post content that maximises user engagement and begins to fill the knowledge gap on effective use of Facebook by public health organisations.

Please Like Me: Facebook and Public Health Communication.

Science.gov (United States)

Kite, James; Foley, Bridget C; Grunseit, Anne C; Freeman, Becky

2016-01-01

Facebook, the most widely used social media platform, has been adopted by public health organisations for health promotion and behaviour change campaigns and activities. However, limited information is available on the most effective and efficient use of Facebook for this purpose. This study sought to identify the features of Facebook posts that are associated with higher user engagement on Australian public health organisations' Facebook pages. We selected 20 eligible pages through a systematic search and coded 360-days of posts for each page. Posts were coded by: post type (e.g., photo, text only etc.), communication technique employed (e.g. testimonial, informative etc.) and use of marketing elements (e.g., branding, use of mascots). A series of negative binomial regressions were used to assess associations between post characteristics and user engagement as measured by the number of likes, shares and comments. Our results showed that video posts attracted the greatest amount of user engagement, although an analysis of a subset of the data suggested this may be a reflection of the Facebook algorithm, which governs what is and is not shown in user newsfeeds and appear to preference videos over other post types. Posts that featured a positive emotional appeal or provided factual information attracted higher levels of user engagement, while conventional marketing elements, such as sponsorships and the use of persons of authority, generally discouraged user engagement, with the exception of posts that included a celebrity or sportsperson. Our results give insight into post content that maximises user engagement and begins to fill the knowledge gap on effective use of Facebook by public health organisations.

Branding

DEFF Research Database (Denmark)

Hansen, Heidi

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

Intended Brand Associations

DEFF Research Database (Denmark)

Koll, Oliver; von Wallpach, Sylvia

2014-01-01

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

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

OpenAIRE

Veeva Mathew; Sam Thomas; Joseph I Injodey

2012-01-01

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

PENGARUH DARI IDENTITY TERHADAP BRAND VALUE, SATISFCATION, TRUST AND BRAND LOYALTY

Directory of Open Access Journals (Sweden)

Rahmania Asmoningsih

2016-08-01

Full Text Available The purpose of this study was to analyze the influence of brand identity on brand value, customer satisfaction and brand trust and the influence of brand value and customer satisfaction on brand trust and its impact on brand loyalty. Respondents in this study is the beauty clinic customers in Jakarta which consists of 112 respondent . Structural Equation Modeling (SEM with AMOS version 16 used in this study for data analysis . Results of the testing showed that the brand identity has a positive influence on brand value and brand trust, and customer satisfaction and brand value has a positive influence on brand trust that subsequently will have positive influence on brand loyalty. The results also showed that the brand identity does not have an influence on customer satisfaction

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

Science.gov (United States)

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

2014-04-01

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

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

Minimum Financial Outlays for Purchasing Alcohol Brands in the U.S

Science.gov (United States)

Albers, Alison Burke; DeJong, William; Naimi, Timothy S.; Siegel, Michael; Shoaff, Jessica Ruhlman; Jernigan, David H.

2012-01-01

Background Low alcohol prices are a potent risk factor for excessive drinking, underage drinking, and adverse alcohol-attributable outcomes. Presently, there is little reported information on alcohol prices in the U.S., in particular as it relates to the costs of potentially beneficial amounts of alcohol. Purpose To determine the minimum financial outlay necessary to purchase individual brands of alcohol using online alcohol price data from January through March 2012. Methods The smallest container size and the minimum price at which that size beverage could be purchased in the U.S. in 2012 were determined for 898 brands of alcohol, across 17 different alcoholic beverage types. The analyses were conducted in March 2012. Results The majority of alcoholic beverage categories contain brands that can be purchased in the U.S. for very low minimum financial outlays. Conclusions In the U.S., a wide variety of alcohol brands, across many types of alcohol, are available at very low prices. Given that both alcohol use and abuse are responsive to price, particularly among adolescents, the prevalence of low alcohol prices is concerning. Surveillance of alcohol prices and minimum pricing policies should be considered in the U.S. as part of a public health strategy to reduce excessive alcohol consumption and related harms. PMID:23253652

Giving the wrong impression: food and beverage brand impressions delivered to youth through popular movies.

Science.gov (United States)

Skatrud-Mickelson, Monica; Adachi-Mejia, Anna M; MacKenzie, Todd A; Sutherland, Lisa A

2012-06-01

Marketing on television showcases less-healthful options, with emerging research suggesting movies promote similar products. Given the obesity epidemic, understanding advertising to youth should be a public health imperative. The objective of this study was to estimate youth impressions to food and beverages delivered through movies. Impressions were calculated by dividing US receipts annually into average movie ticket prices, then multiplying this by the number of brand appearances. Examination by ratings, product types and ages were conducted by Spearman rank correlation coefficient tests. Youth in the USA saw over 3 billion food, beverage or food-retail establishment (FRE) impressions on average, annually from 1996 to 2005. Those aged 12-18 viewed over half of all impressions, with PG-13-rated movies containing 61.5% of impressions. There were no significant trends in brand appearances by food, beverage or FRE impressions over the decade, although there was a decreasing trend in R-rated impressions for both foods (Pbeverages (Pfood and beverage impressions annually to youth. Given the public health crisis of obesity, future research should further investigate these trends, as well as the potential association of these unhealthy exposures in youth.

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.

Plain packaging implementation: perceptions of risk and prestige of cigarette brands among Aboriginal and Torres Strait Islander people.

Science.gov (United States)

Maddox, Raglan; Durkin, Sarah; Lovett, Ray

2016-06-01

To assess the impact of plain packaging with larger graphic health warnings on perceptions of risk and prestige related to different cigarette brands among Aboriginal and Torres Strait Islander people in the Australian Capital Territory. We hypothesised that the changes would decrease perceptions that 'some cigarette brands are more harmful than others', and that 'some brands are more prestigious than others', and this would be stronger among participants aged ≤35 years, and among smokers compared with non-smokers. Participants completed the survey prior to packaging changes, and were followed up 12 months later (n=98). Repeated measures ANCOVAs assessed perception changes. Following plain packaging implementation, there was a significant reduction in perceptions that 'some cigarette brands are more harmful than others'. There was no overall change in perceptions of prestige. However, there was a significant interaction for age. Analyses indicated a reduction in perceptions that 'some cigarette brands are more prestigious than others' among younger participants (p=0.05), but no change among older participants (p>0.20). There was no interaction for smoking status for perceptions of prestige, indicating smokers' and non-smokers' perceptions did not differ on this measure. These findings provide support for the packaging changes. © 2015 Public Health Association of Australia.

Advocacy participation and brand loyalty in virtual brand communtity

OpenAIRE

Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa

2014-01-01

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

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.

THE COUNTRY BRAND AS A FORM OF THE STATE ADMINISTRATION

Directory of Open Access Journals (Sweden)

Serhii Romaniuk

2017-11-01

Full Text Available Resolving urgent social and economic problems in Ukraine requires a special approach, choosing large-scale integration instruments of government measures implementation that can reproduce and guide the development of the country in the right direction, which include territory branding. The subject of the study is a system of management of the set of brands of the national economy, its subjects, objects and public connections between them. The purpose of the article is to define the architecture of a national brand with appropriate levels of a hierarchy and justification of the impact vector of the management system of brands at each level of the hierarchy. Research methodology. During the research, systematic general principles of communication and development are used, which allowed disclosing the dialectic relationship between management methods at every level of the hierarchy. To achieve the goal, there are used: a synergetic approach to the integrated use of commercial, noncommercial brands and regional brands of the country; management approach to the country brand management process in specific market conditions; situational approach to the consideration of a brand as a tool for solving complex social, economic, environmental and political problems of the country. The object of the research is Ukraine. Conclusions of the research. The success of the establishment and functioning of a brand-oriented national economy and corresponding management system depends primarily on the joint efforts of government, private business and a wide public; the integrated approach to the management process organization, as well as consideration of the current situation in the country and its potential. Practical implications. The implementation of a brand-oriented model of the national economy is able to overcome the current socio-economic problems of the country, ensure its economic and political security, greatly improve the welfare of citizens through the

HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

Directory of Open Access Journals (Sweden)

M. Țichindelean

2015-06-01

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

Public health emergencies and the public health/managed care challenge.

Science.gov (United States)

Rosenbaum, Sara; Skivington, Skip; Praeger, Sandra

2002-01-01

The relationship between insurance and public health is an enduring topic in public health policy and practice. Insurers share certain attributes with public health. But public health agencies operate in relation to the entire community that they are empowered by public law to serve and without regard to the insurance status of community residents; on the other hand, insurers (whether managed care or otherwise) are risk-bearing entities whose obligations are contractually defined and limited to enrolled members and sponsors. Public insurers such as Medicare and Medicaid operate under similar constraints. The fundamental characteristics that distinguish managed care-style insurance and public health become particularly evident during periods of public health emergency, when a public health agency's basic obligations to act with speed and flexibility may come face to face with the constraints on available financing that are inherent in the structure of insurance. Because more than 70% of all personal health care in the United States is financed through insurance, public health agencies effectively depend on insurers to finance necessary care and provide essential patient-level data to the public health system. Critical issues of state and federal policy arise in the context of the public health/insurance relations during public health emergencies. These issues focus on coverage and the power to make coverage decisions, as well as the power to define service networks and classify certain data as exempt from public reporting. The extent to which a formal regulatory approach may become necessary is significantly affected by the extent to which private entities themselves respond to the problem with active efforts to redesign their services and operations to include capabilities and accountability in the realm of public health emergency response.

Training public health superheroes: five talents for public health leadership.

Science.gov (United States)

Day, Matthew; Shickle, Darren; Smith, Kevin; Zakariasen, Ken; Moskol, Jacob; Oliver, Thomas

2014-12-01

Public health leaders have been criticized for their policy stances, relationships with governments and failure to train the next generation. New approaches to the identification and training of public health leaders may be required. To inform these, lessons can be drawn from public health 'superheroes'; public health leaders perceived to be the most admired and effective by their peers. Members and Fellows of the UK Faculty of Public Health were contacted via e-newsletter and magazine and asked to nominate their 'Public Health Superhero'. Twenty-six responses were received, nominating 40 different people. Twelve semi-structured interviews were conducted. Thematic analysis, based on 'grounded theory', was conducted. Five leadership 'talents' for public health were identified: mentoring-nurturing, shaping-organizing, networking-connecting, knowing-interpreting and advocating-impacting. Talent-based approaches have been effective for leadership development in other sectors. These talents are the first specific to the practice of public health and align with some aspects of existing frameworks. An increased focus on identifying and developing talents during public health training, as opposed to 'competency'-based approaches, may be effective in strengthening public health leadership. Further research to understand the combination and intensity of talents across a larger sample of public health leaders is required. © The Author 2014. Published by Oxford University Press on behalf of Faculty of Public Health. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.

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 ...

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…

Mediated Public Diplomacy of the Islamic State in Iraq and Syria: the Synergistic Use of Terrorism, Social Media and Branding

OpenAIRE

Melki, Jad; Jabado, May

2016-01-01

This study aims to provide an initial theoretical model for understanding and analyzing the mediated public diplomacy strategy of virtual states. It examines the mediated public diplomacy strategy of the Islamic State in Iraq and Syria (ISIS) and its ability to synchronize terrorism tactics with communication strategies to gain media access and exposure, push news frames that serve its interests, and target stakeholders with a dual message using sophisticated branding strategies that reson...

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

Directory of Open Access Journals (Sweden)

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.

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....

Preference for flavoured cigar brands among youth, young adults and adults in the USA.

Science.gov (United States)

Delnevo, Cristine D; Giovenco, Daniel P; Ambrose, Bridget K; Corey, Catherine G; Conway, Kevin P

2015-07-01

While cigarette consumption in the USA continues to decline, cigar consumption has increased. Tobacco-trade publications suggest that flavoured cigars are driving the recent growth in cigar consumption. Limited survey data exist to explore flavoured cigar preferences among youth and adults. This study used the 2010-2011 National Survey on Drug Use and Health (NSDUH) and Nielsen market scanner data. The NSDUH sample consisted of 6678 past 30-day cigar smokers who reported smoking a usual brand of cigars. NSDUH contains a measure on usual cigar brand smoked and was merged with Nielsen data to estimate the per cent of each cigar brand's market share that is flavoured. Multivariate analyses indicate that youth, young adults, females, blacks, cigarette smokers, blunt users and daily cigar smokers are significantly more likely to report a usual cigar brand that is flavoured. Preference for a usual brand that produces flavoured cigars decreases significantly with age. This study finds recent growth in flavoured cigar consumption and preference among youth and young adults for cigar brands that are flavoured. These findings underscore the need to expand monitoring of product attributes as well as individual-level cigar use behaviours captured through population surveillance. 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.

[Public health services between "new public health" and "new public management"].

Science.gov (United States)

Oppen, M

1996-04-01

Today, a substantial reorientation of the Public Health services in the Federal Republic of Germany is broadly seen necessary. Patterns of functional and organisational restructuring of Public Health services on the regional and the communal level are closely linked with concepts of prevention and health promotion. Hence, a number of agencies have already adopted new tasks and functions like comprehensive and transorganizational planning, coordination and evaluation as well as the establishment of new reporting systems. Presently, the transformation process from the bureaucratic mode of administering matters of health to a new Public Health orientation receives new impacts from the international "New Public Management" movement. Comparatively late, with the beginning of the 1990s, a growing number of German municipalities has introduced new concepts of administration. Local government administrations, of which the Public Health services are a part, follow the model of modern service organizations producing services in a more efficient, professionalized and consumer-oriented way. Specific elements of economising modernisation programmes like re-distribution of tasks, de-centralisation, extension of managerial capacities, setting of stimulating working conditions that provide employees with greater independence of action as well as career opportunities, are at the same time prerequisites for innovative strategies of health protection and coordination policies of Public Health services.

Advertising between Archetype and Brand Personality

OpenAIRE

Clemens Bechter; Giorgio Farinelli; Rolf-Dieter Daniel; Michael Frey

2016-01-01

The aim of the paper is the alignment of C.G. Jung’s (1954) archetypes and Aaker’s (1997) brand personality framework in the context of advertising. C.G. Jung’s theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite the fact that both frameworks refer to persons/personalities there is no publication linking the two frameworks. Our research tried to fill this gap by developing a joint framework combining Jung’s and ...

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

Directory of Open Access Journals (Sweden)

Elia Ardyan

2016-03-01

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

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

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Sri Vandayuli Riorini

2016-06-01

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

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...

CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS

OpenAIRE

Catli, Ozlem; Ermec Sertoglu, Aysegul; Ors, Husniye

2017-01-01

Thisstudy aims to compare consumers' brand perception of traditional brands withbrand perceptions of non-traditional brands.  Consumers livingin Ankara constitute the universe of work, and data were gathered in aface-to-face interview using the survey method. the demographic characteristicsof the participants was prepared with the aim of evaluating and comparing onetraditional brand and one non traditional brand of brand equity related to thebrand equity by the participants. According to...

Brand trust and image: effects on customer satisfaction.

Science.gov (United States)

Khodadad Hosseini, Sayed Hamid; Behboudi, Leila

2017-08-14

Purpose The purpose of this paper is to investigate brand trust and brand image effects on healthcare service users. Nowadays, managers and health activists are showing increased tendency to marketing and branding to attract and satisfy customers. Design/methodology/approach The current study's design is based on a conceptual model examining brand trust and brand image effects on customer satisfaction. Data obtained from 240 questionnaires (310 respondents) were analyzed using path analysis. Findings Results revealed that the most effective items bearing the highest influence on customer satisfaction and on benefiting from healthcare services include brand image, staff sincerity to its patients, interactions with physicians and rapport. Research limitations/implications This study needs to be conducted in different hospitals and with different patients, which would lead to the model's expansion and its influence on the patient satisfaction. Originality/value Being the first study that simultaneously addresses brand trust and brand image effects on customer satisfaction, this research provides in-depth insights into healthcare marketing. Moreover, identifying significant components associated with healthcare branding helps managers and healthcare activists to create and protect their brands and, consequently, leading to an increased profitability resulting from the enhanced consumer satisfaction. Additionally, it would probably facilitate purchasing processes during the service selection.

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

NARCIS (Netherlands)

Torres, Anna; Bijmolt, Tarnmo H. A.

2009-01-01

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

Co-branding : A brand partnership and a new product

NARCIS (Netherlands)

Bouten, L.M.

2010-01-01

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

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

OpenAIRE

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

2009-01-01

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

Tingkat Brand Awareness Masyarakat Surabaya terhadap Brand Baru Restoran The Consulate

OpenAIRE

Malinda, Melodi

2017-01-01

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

The impact of social identity of brand on brand loyalty development

Directory of Open Access Journals (Sweden)

Alireza Bakhshizadeh

2012-08-01

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

Leprosy: International Public Health Policies and Public Health Eras

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Niyi Awofeso

2011-09-01

Full Text Available Public health policies continue to play important roles in national and international health reforms. However, the influence and legacies of the public health eras during which such policies are formulated remain largely underappreciated. The limited appreciation of this relationship may hinder consistent adoption of public health policies by nation-states, and encumber disinvestment from ineffective or anachronistic policies. This article reviews seven public health eras and highlights how each era has influenced international policy formulation for leprosy control—“the fertile soil for policy learning”. The author reiterates the role of health leadership and health activism in facilitating consistency in international health policy formulation and implementation for leprosy control.

Quantitative Determination of Aluminum in Deodorant Brands: A Guided Inquiry Learning Experience in Quantitative Analysis Laboratory

Science.gov (United States)

Sedwick, Victoria; Leal, Anne; Turner, Dea; Kanu, A. Bakarr

2018-01-01

The monitoring of metals in commercial products is essential for protecting public health against the hazards of metal toxicity. This article presents a guided inquiry (GI) experimental lab approach in a quantitative analysis lab class that enabled students' to determine the levels of aluminum in deodorant brands. The utility of a GI experimental…

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...

Framework for Selecting Best Practices in Public Health: A Systematic Literature Review.

Science.gov (United States)

Ng, Eileen; de Colombani, Pierpaolo

2015-11-17

frequent branding of interventions as best practices or good practices, there is no consensus on the definition and desirable characteristics of such best practices. Hence, this is likely to be the first systematic review on the topic of best practices in public health. Having a single widely accepted framework for selecting best practices will ensure that the selection processes by different agencies are fair and comparable, as well as enable public health workers to better appreciate and adopt best practices in different settings. Ultimately, standardisation will improve the credibility and usefulness of practice-based evidence to that of research-based evidence.

Managing Consumer-Based Brand Equity in Higher Education

Directory of Open Access Journals (Sweden)

Tina Vukasovic

2015-03-01

Full Text Available The purpose of this study is to establish the key elements of brand equity for international students by exploring existing brand equity theory in its applicability to international higher education (HE. The main objective of this research is to enhance academic understanding of brand equity in the HE sector and explore the implications for management practice. Quantitative data collected via a self-completion survey are used to test a model of brand equity in the context of HE. The empirical setting is Slovenia, which has a mixture of public and private provision and an increasingly competitive environment. The results provide support for the proposed conceptual model, with image-related and awareness-related determinants. The findings of this research provided evidence that the customer-based brand equity model can be applied to the HE context as an element of competitive advantage and used to guide marketing activities for Universities internationally.

Analysis of Interbrand, BrandZ and BAV brand valuation methodologies

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Krstić Bojan

2011-01-01

Full Text Available Brand valuation is considered for one of the most significant challenges of not only theory and practice of contemporary marketing, but other disciplines, as well. Namely, the complex nature of this issue implies the need for multidisciplinary approach and creation of methodology which goes beyond the borders of marketing as a discipline, and includes knowledge derived from accounting, finance and other areas. However, mostly one-sided approaches oriented towards determining brand value either based on research results of consumer behavior and attitudes or based on financial success of the brand are dominant in marketing and financial literature. Simultaneously with these theoretical methodologies, agencies for consultancy and marketing and other subjects have been developing their own brand valuation methods and models. Some of them can be appointed to comprehensive approach to brand valuation, which overcomes mentioned problem considering one-sided analysis of brand value. The comprehensive approach, namely, presumes brand valuation based on benefits which brand provides to both customers and enterprise that owns it, in other words - based on qualitative and quantitative measures respectively reflecting behavior and attitudes of consumers and assumed financial value of the brand, or, more precisely, brand value capitalization. According to the defined research subject, this paper is structured as follows: importance and problem of brand value are reviewed in the Introduction, and three most well-known brand valuation methodologies developed by consultancy agencies - Interbrand methodology and BrandZ and BAV models are analyzed in the next section. In the further considerations the results of comparative analysis of these methodologies are presented and implications for adequate brand valuation suggested.

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.

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 impact of social franchising on the use of reproductive health and family planning services at public commune health stations in Vietnam.

Science.gov (United States)

Ngo, Anh D; Alden, Dana L; Pham, Van; Phan, Ha

2010-02-28

Service franchising is a business model that involves building a network of outlets (franchisees) that are locally owned, but act in coordinated manner with the guidance of a central headquarters (franchisor). The franchisor maintains quality standards, provides managerial training, conducts centralized purchasing and promotes a common brand. Research indicates that franchising private reproductive health and family planning (RHFP) services in developing countries improves quality and utilization. However, there is very little evidence that franchising improves RHFP services delivered through community-based public health clinics. This study evaluates behavioral outcomes associated with a new approach - the Government Social Franchise (GSF) model - developed to improve RHFP service quality and capacity in Vietnam's commune health stations (CHSs). The project involved networking and branding 36 commune health station (CHS) clinics in two central provinces of Da Nang and Khanh Hoa, Vietnam. A quasi-experimental design with 36 control CHSs assessed GSF model effects on client use as measured by: 1) clinic-reported client volume; 2) the proportion of self-reported RHFP service users at participating CHS clinics over the total sample of respondents; and 3) self-reported RHFP service use frequency. Monthly clinic records were analyzed. In addition, household surveys of 1,181 CHS users and potential users were conducted prior to launch and then 6 and 12 months after implementing the GSF network. Regression analyses controlled for baseline differences between intervention and control groups. CHS franchise membership was significantly associated with a 40% plus increase in clinic-reported client volumes for both reproductive and general health services. A 45% increase in clinic-reported family planning service clients related to GSF membership was marginally significant (p = 0.05). Self-reported frequency of RHFP service use increased by 20% from the baseline survey to the

Does brand building matter? A study of the bacalhau brand Dybvik

OpenAIRE

Aure, Kristin Gaaseide; Nervik, Kristine; Helgesen, Øyvind

2017-01-01

Brand building results in brand equity creation based on intellectual efforts. Thus brand equity is perceived as intellectual capital of the brand builder. Building strong brands has become a priority for many organizations, with the presumption that increased brand equity yields advantages such as customers’ increased willingness to pay a price premium. This paper addresses the brand Dybvik (salted and dried cod/bacalhau/«clip-fish»). A survey was conducted in order to answer the following r...

The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

Directory of Open Access Journals (Sweden)

Shieh Hwai-Shuh

2017-04-01

Full Text Available Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. Findings - The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. Research implications/limitations - The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Originality/value/contribution - Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap.

Brand Image Theoretical Aspects

OpenAIRE

Išoraitė, Maria

2018-01-01

The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze ...

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

OpenAIRE

Arthana, Rony; -, Noermijati; Susilowati, Christin

2016-01-01

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

Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse

OpenAIRE

Adiwidjaja, Adrian Junio

2017-01-01

Brand image dan brand trust merupakan faktor yang dapat mempengaruhi keputusan pembelian konsumen. Brand image yang baik akan memberikan dampak positif bagi Perusahaan yang akhirnya akan memberikan keuntungan bagi Perusahaan melalui peningkatan pembelian konsumen karena adanya brand trust dari konsumen terhadap produk. Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh brand image dan brand trust terhadap keputusan pembelian sepatu Converse.Jenis penelit...

BRAND - PRODUCT INTERDEPENDENCE

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Tudor NISTORESCU

2014-06-01

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

Switching from originator brand medicines to generic equivalents in selected developing countries: how much could be saved?

Science.gov (United States)

Cameron, Alexandra; Mantel-Teeuwisse, Aukje K; Leufkens, Hubert G M; Laing, Richard Ogilvie

2012-01-01

In low- and middle-income countries, patients and reimbursement agencies that purchase medicines in the private sector pay more for originator brands when generic equivalents exist. We estimated the savings that could be obtained from a hypothetical switch in medicine consumption from originator brands to lowest-priced generic equivalents for a selection of medicines in 17 countries. In this cost minimization analysis, the prices of originator brands and their lowest-priced generic equivalents were obtained from facility-based surveys conducted by using a standard methodology. Fourteen medicines most commonly included in the surveys, plus three statins, were included in the analysis. For each medicine, the volume of private sector consumption of the originator brand product was obtained from IMS Health, Inc. Volumes were applied to the median unit prices for both originator brands and their lowest-priced generics to estimate cost savings. Prices were adjusted to 2008 by using consumer price index data and were adjusted for purchasing power parity. For the medicines studied, an average of 9% to 89% could be saved by an individual country from a switch in private sector purchases from originator brands to lowest-priced generics. In public hospitals in China, US $ 370 million could be saved from switching only four medicines, saving an average of 65%. Across individual medicines, average potential savings ranged from 11% for beclometasone inhaler to 73% for ceftriaxone injection. Substantial savings could be achieved by switching private sector purchases from originator brand medicines to lowest-priced generic equivalents. Strategies to promote generic uptake, such as generic substitution by pharmacists and increasing confidence in generics by professionals and the public, should be included in national medicines policies. Copyright © 2012 International Society for Pharmacoeconomics and Outcomes Research (ISPOR). Published by Elsevier Inc. All rights reserved.

The Influence of Brand Relationship, Brand Satisfaction, and Perceived Price Towards Brand Loyalty in PT X'S Customer, Indonesia

OpenAIRE

Prihandoko, Danang

2016-01-01

The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwh...

Brand patronage and loyalty patterns in store vs. manufacturer brands

DEFF Research Database (Denmark)

Krystallis, Athanasios; Chrysochou, Polymeros

Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a considerable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands......, while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004; De Wulf et al, 2005). The objective of the work...... is to investigate the potential existence of differences in the loyalty behaviour between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above...

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’.

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.

Brand confusion in South African Rugby – Super 12 brands vs ...

African Journals Online (AJOL)

Brand confusion in South African Rugby – Super 12 brands vs Currie-Cup brands? ... Through the application of marketing principles and practice, sport marketers should anticipate, manage ... 12 rugby brands and the apparent lack of differentiation from the traditional Currie Cup brands. ... AJOL African Journals Online.

Substandard drugs: a potential crisis for public health

Science.gov (United States)

Johnston, Atholl; Holt, David W

2014-01-01

Poor-quality medicines present a serious public health problem, particularly in emerging economies and developing countries, and may have a significant impact on the national clinical and economic burden. Attention has largely focused on the increasing availability of deliberately falsified drugs, but substandard medicines are also reaching patients because of poor manufacturing and quality-control practices in the production of genuine drugs (either branded or generic). Substandard medicines are widespread and represent a threat to health because they can inadvertently lead to healthcare failures, such as antibiotic resistance and the spread of disease within a community, as well as death or additional illness in individuals. This article reviews the different aspects of substandard drug formulation that can occur (for example, pharmacological variability between drug batches or between generic and originator drugs, incorrect drug quantity and presence of impurities). The possible means of addressing substandard manufacturing practices are also discussed. A concerted effort is required on the part of governments, drug manufacturers, charities and healthcare providers to ensure that only drugs of acceptable quality reach the patient. PMID:24286459

The normative power of food promotions: Australian children's attachments to unhealthy food brands.

Science.gov (United States)

Kelly, Bridget; Freeman, Becky; King, Lesley; Chapman, Kathy; Baur, Louise A; Gill, Tim

2016-11-01

The formation of food brand associations and attachment is fundamental to brand preferences, which influence purchases and consumption. Food promotions operate through a cascade of links, from brand recognition, to affect, and on to consumption. Frequent exposures to product promotions may establish social norms for products, reinforcing brand affect. These pathways signify potential mechanisms for how children's exposure to unhealthy food promotions can contribute to poor diets. The present study explored children's brand associations and attachments for major food brands. A cross-sectional online survey was conducted. Fourteen study brands were used, with each child viewing a set of seven logos. The questionnaire assessed perceptions of food brands and perceptions of users of brands, using semantic differential scales, and perceived brand 'personalities', using Likert scales. New South Wales, Australia, October-November 2014. Children aged 10-16 years (n 417). Children demonstrated strong positive affect to certain brands, perceiving some unhealthy food brands to have positive attributes, desirable user traits and alignment to their own personality. Brand personality traits of 'smart' and 'sporty' were viewed as indicators of healthiness. Brands with these traits were ranked lower for popularity. Children's brand associations and attachments indicate the potential normative social influences of promotions. While children are aware of brand healthiness as an attribute, this competes with other brand associations, highlighting the challenge of health/nutrition messaging to counter unhealthy food marketing. Restricting children's exposure to unhealthy food marketing and the persuasive nature of marketing is an important part of efforts to improve children's diet-related health.

Partners in Public Health: Public Health Collaborations With Schools of Pharmacy, 2015.

Science.gov (United States)

DiPietro Mager, Natalie A; Ochs, Leslie; Ranelli, Paul L; Kahaleh, Abby A; Lahoz, Monina R; Patel, Radha V; Garza, Oscar W; Isaacs, Diana; Clark, Suzanne

To collect data on public health collaborations with schools of pharmacy, we sent a short electronic survey to accredited and preaccredited pharmacy programs in 2015. We categorized public health collaborations as working or partnering with local and/or state public health departments, local and/or state public health organizations, academic schools or programs of public health, and other public health collaborations. Of 134 schools, 65 responded (49% response rate). Forty-six (71%) responding institutions indicated collaborations with local and/or state public health departments, 34 (52%) with schools or programs of public health, and 24 (37%) with local and/or state public health organizations. Common themes of collaborations included educational programs, community outreach, research, and teaching in areas such as tobacco control, emergency preparedness, chronic disease, drug abuse, immunizations, and medication therapy management. Interdisciplinary public health collaborations with schools of pharmacy provide additional resources for ensuring the health of communities and expose student pharmacists to opportunities to use their training and abilities to affect public health. Examples of these partnerships may stimulate additional ideas for possible collaborations between public health organizations and schools of pharmacy.

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

Science.gov (United States)

Friedman, Mike; Leclercq, Thomas

2015-01-01

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

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

Directory of Open Access Journals (Sweden)

Mike Friedman

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

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

OpenAIRE

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

2016-01-01

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

Selection of Branded Alcoholic Beverages by Underage Drinkers

Science.gov (United States)

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

2015-01-01

Purpose To identify reasons why youth choose to drink specific brands of alcohol and to determine if these reasons are associated with problem drinking patterns and outcomes. Methods We conducted an Internet survey of 1,031 youth ages 13 to 20 who reported drinking within the past 30 days. Of these, 541 youth who reported having a choice of multiple brands of alcohol the last time they drank stated (yes/no) whether each of 16 different reasons had influenced their choice of a specific brand. We reduced these 16 reasons to three principle components and used Latent Class Modeling to identify five groups of youth with similar reasons for selecting a brand, which we then profiled. Results We grouped respondents into the following brand selection groups: “Brand Ambassadors” who were distinguished from other clusters by selecting a brand because they identified with it (32.5% of respondents), “Tasters” who selected a brand because they expected it to taste good (27.2%), “Bargain Hunters” who selected a brand because it was inexpensive (18.5%), “Copycats” who selected a brand because they’d seen adults drinking it or seen it consumed in movies or other media (10.4%), and “Others” (11.5%). Brand Ambassadors and Copycats reported the largest amount of alcohol consumed and had the greatest prevalence of both heavy episodic drinking and negative alcohol-related health consequences. Conclusions Underage drinkers who cite marketing influences and adult or media modeling of brand choices as their reasons for selecting alcohol brands are likely to drink more and incur adverse consequences from drinking. PMID:25907655

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

OpenAIRE

Nusa Petek; Maja Konecnik Ruzzier

2013-01-01

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

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

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Rares MOCANU

2014-02-01

Full Text Available This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970 considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197 studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a non-brand evaluation set. The present study goes beyond Gardner's research to show why such attitudes exist as they relate to brand consumption and self-image. Erickson and Johansson (1985 also investigated product evaluations, with an analysis of surveyed beliefs, attitudes, and intentions regarding fashion brands. They concluded that price is not a significant determinant of overall attitude. This study inquires whether brand attitudes and beliefs correlate with purchase behavior in the form of self-brand connection.

Giving the wrong impression: food and beverage brand impressions delivered to youth through popular movies

Science.gov (United States)

Skatrud-Mickelson, Monica; Adachi-Mejia, Anna M.; MacKenzie, Todd A.; Sutherland, Lisa A.

2012-01-01

Background Marketing on television showcases less-healthful options, with emerging research suggesting movies promote similar products. Given the obesity epidemic, understanding advertising to youth should be a public health imperative. The objective of this study was to estimate youth impressions to food and beverages delivered through movies. Methods Impressions were calculated by dividing US receipts annually into average movie ticket prices, then multiplying this by the number of brand appearances. Examination by ratings, product types and ages were conducted by Spearman rank correlation coefficient tests. Results Youth in the USA saw over 3 billion food, beverage or food–retail establishment (FRE) impressions on average, annually from 1996 to 2005. Those aged 12–18 viewed over half of all impressions, with PG-13-rated movies containing 61.5% of impressions. There were no significant trends in brand appearances by food, beverage or FRE impressions over the decade, although there was a decreasing trend in R-rated impressions for both foods (P< 0.01) and beverages (P< 0.01), but not FREs (P= 0.08). Conclusions Movies promote billions of food and beverage impressions annually to youth. Given the public health crisis of obesity, future research should further investigate these trends, as well as the potential association of these unhealthy exposures in youth. PMID:22076600

75 FR 48972 - Proposed Data Collections Submitted for Public Comment and Recommendations

Science.gov (United States)

2010-08-12

...; concept/product/ package development testing; brand positioning/identity research; customer satisfaction... people's health. To do this, the agency is defining specific health protection goals to prioritize and..., implementation and satisfaction regarding public health services, products, communication campaigns and...

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

OpenAIRE

Sri Vandayuli Riorini; Christine Catur Widayati

2015-01-01

The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous...

The impact of brand communication on brand equity through Facebook

OpenAIRE

Schivinski, B; Dabrowski, D

2015-01-01

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

MEASURING CONSUMER-BASED BRAND EQUITY - EVIDENCE FROM ALBANIAN BANKING SECTOR

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Shpëtim ÇERRI

2012-01-01

Full Text Available Today brands and branding have gained a lot of attention among academics and practitioners as well, since they are considered crucial for the success of a company. The branding literature, however, has been more focused on goods branding, relatively neglecting the services branding. Branding equity in services, as an important concept of services branding, also has not received the deserved attention from academics and services companies’ managers.The study aims to measure the brand equity in services sector, since brand equity is very important for monitoring of the health of services brands. It has been focused in the banking sector, a well-developed and consolidated sector which employs hundreds of individuals and has a very important role in Albanian economy. Nine banks, which make up more than 98 per cent of the domestic market in banking services (according to the official data of the Bank of Albania, were chosen to be included in the study. 250 bank customers were interviewed, using direct interviews. After an extensive literature review about the branding and services branding, seven measures were chosen and used to measure the services brand equity. The findings of the study gave interesting insights about services branding equity and services branding in general. It has important and useful implications for banks’ managers as well as for academics.

Corporate strategic branding: How country and corporate brands come together

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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 effects of service brand dimensions on brand loyalty

DEFF Research Database (Denmark)

Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

2014-01-01

influences consumer satisfaction, attitude and behavioural loyalty towards service brands were confirmed. Moreover, contrary to previous findings, controlled communication elements (i.e. advertising and promotions) did not have any influence on customer satisfaction with service brands. However, the same......The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers’ evaluation of various service brand dimensions and communication, and test...... the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted in Denmark and Norway in two different service industries (airlines and banks respectively). Previous findings suggesting that brand evidence significantly...

Pengaruh Brand Awareness, Brand Association, Perceived Quality Dan Brand Loyalty Terhadap Brand Equity (Survei Pada Konsumen Usia Remaja Di Kelurahan Purwantoro Kecamatan Blimbing Malang Yang Menggunakan Kartu Prabayar Im3 Pt.indosat)

OpenAIRE

Muhammad,

2014-01-01

The competitive condition that happened at provider brand mobile phone operators are increasingly stringent, encouraging consumers to buy the brand that is able to provide more value than other brands. The power of a brand within a market affected by brand equity. Brand equity is considered as reflecting the added value of a brand. Establishment of brand equity is influenced by its constituent dimensions, such as brand awareness, brand associations, perceived quality, and brand loyalty. Consu...

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

OpenAIRE

Isotalo, Anni; Watanen, Samu

2015-01-01

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

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

Science.gov (United States)

Puente-Díaz, Rogelio; Cavazos-Arroyo, Judith

2017-06-01

In 2 studies, we tested what we considered to be the core of Procter and Gamble™ (P&G™) latest branding strategy: making the association between its corporate brand and its product brands explicit. Participants were randomly assigned to one of the conditions: explicit association between P&G™ and one of its product brands and a control condition. Results from Study 1 showed a positive influence of the corporate brand on judgements of brand quality for Crest™. Similarly, results from Study 2 showed a positive influence of the corporate brand on judgements of brand quality and trust for Oral-B™. From a multidisciplinary perspective, we discussed the theoretical and applied implications of our results. © 2015 International Union of Psychological Science.

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

Directory of Open Access Journals (Sweden)

Danang Prihandoko

2016-09-01

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

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

Science.gov (United States)

Friedman, Mike; Leclercq, Thomas

2015-01-01

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

Corporate strategic branding: How country and corporate brands come together

OpenAIRE

Đorđević Bojan

2008-01-01

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

Perception of Brand Personality: A Search About Social Media Brands On Undergrad

OpenAIRE

YÜCEL, Nurcan; HALİFEOĞLU, Melike

2017-01-01

It iscame out that branding requires for being success in market. At this pointbefore each firm puts brand on market should determine a personality for brand.Within comprehension which every brand is also a product but every product isnta brand, brand personality is essential to be branding which bordersdetermined, which emphasises have sharp, whose promise echoers to consumerproperly. With the advent of the internet, social meda tools came into playfrom especially young consumers. Social med...

Food brand recognition and BMI in preschoolers.

Science.gov (United States)

Harrison, Kristen; Moorman, Jessica; Peralta, Mericarmen; Fayhee, Kally

2017-07-01

Children's food brand recognition predicts health-related outcomes such as preference for obesogenic foods and increased risk for overweight. However, it is uncertain to what degree food brand recognition acts as a proxy for other factors such as parental education and income, child vocabulary, child age, child race/ethnicity, parent healthy eating guidance, child commercial TV viewing, and child dietary intake, all of which may influence or be influenced by food brand recognition. U.S. preschoolers (N = 247, average age 56 months) were measured for BMI and completed the Peabody Picture Vocabulary Test plus recognition and recall measures for a selection of U.S. food brands. Parents completed measures of healthy eating guidance, child dietary intake, child commercial TV viewing, parent education, household income, parent BMI, and child age and race/ethnicity. Controlling these variables, child food brand recognition predicted higher child BMI percentile. Further, qualitative examination of children's incorrect answers to recall items demonstrated perceptual confusion between brand mascots and other fantasy characters to which children are exposed during the preschool years, extending theory on child consumer development. Copyright © 2017 Elsevier Ltd. All rights reserved.

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

OpenAIRE

Lunardi, Jeconiah

2015-01-01

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

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

Directory of Open Access Journals (Sweden)

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.

A influência do Brand Love e do Brand Gender no Brand Engagement no Facebook e seus efeitos no Brand Equity

OpenAIRE

Santos, Barbara Coutinho Pires dos

2015-01-01

Este estudo tem como objetivo identificar as relações existentes entre as motivações, o Brand Love e o Brand Gender no Brand Engagement dos consumidores com as marcas no Facebook e avaliar seus efeitos no Brand Equity. Desenvolveu-se um modelo de estudo no intuito de compreender essas relações, realizou-se um questionário online que obteve 223 respostas válidas. Realizaram-se análises descritivas, factoriais e teste de hipóteses com recurso ao SPSS. Os resultados indicam que...

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...

Building "Brand Me": Creating a Personal Brand Statement

Science.gov (United States)

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

2013-01-01

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

Interactions between nation branding and corporate branding | Najm ...

African Journals Online (AJOL)

The aim of this article is studying interactions between nation branding and corporate branding through reviewing the literature. Results show that both branding of a country and its corporates have influence to each other, either positive or negative effect that is called virtuous cycle or a vicious cycle. In fact, these two types ...

Undergraduate Public Health Majors: Why They Choose Public Health or Medicine?

Science.gov (United States)

Hilton, Warren

2013-01-01

This mixed methods study examined the relationship between the motivations for attending college of undergraduate students with a focus on students with a public health major, and their desire to pursue graduate training in public health and subsequently, public health careers. The study highlighted the current public health workforce shortage and…

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

OpenAIRE

Stephen Banahene

2017-01-01

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

Is Co-Branding a Double-Edged Sword for Brand Partners?

OpenAIRE

Chia-Lin Lee

2014-01-01

Co-branding is a popular business practice, but marketing scholars have paid very limited attention to co-branding success in the horizontal co-branding context. The aim of the current study is therefore to investigate the impact of a good product-fit in terms of attributelevel complementarity on co-branding success. We first define co-branding success, as one of two effects — a synergy effect and a positive spillover effect. Then, assuming attributelevel complementarity exists, we test two h...

"I Wouldn't Be Friends with Someone If They Were Liking Too Much Rubbish": A Qualitative Study of Alcohol Brands, Youth Identity and Social Media.

Science.gov (United States)

Purves, Richard I; Stead, Martine; Eadie, Douglas

2018-02-16

The consumption of alcohol by young people remains a major public health concern at both the national and international level. Levels of drinking among 15-yearolds in the United Kingdom (UK) remain significantly higher than the European average. This study explored how alcohol brands are used by young people to develop their desired identities and how these acts of consumption extend to young people's profiles on social media. It also deepens understanding of how alcohol brands are connected to young peoples' concerns about image and peer group dynamics. This involved qualitative focus groups with young people aged 14-17 in Central Scotland. Certain alcohol brands were approved and viewed as socially acceptable by young people, while others were rejected. Children as young as 14 were selecting products to portray a drinking identity that was appropriately aligned to their gender and sexuality. Participants displayed a desire to associate themselves with the mature drinking culture personified by some brands, whilst simultaneously distancing themselves from immature drinking practices associated with others. Publicly associating with alcohol brands on social media carried with it potential risks to peer group acceptance. Understanding how young people perceive alcohol brands, the importance of social media in communicating that identity to their peers and the role that alcohol brands play in adolescent identity formation is an important first step to reforming alcohol marketing regulations.

Examining the protective effects of brand equity in the keepin' it REAL substance use prevention curriculum.

Science.gov (United States)

Lee, Jeong Kyu; Hecht, Michael L

2011-10-01

While branding appears to be an effective health prevention strategy, it is less clear how successful brands have protective effects. To better understand the role of branding in health prevention and promotion, it is necessary to examine how the persuasive mechanisms of branding function in health campaigns (e.g., modeling socially desirable behaviors). Using cross-sectional data (n = 709), the current study uncovered the mechanisms explaining branding's effects on adolescent substance use in a school-based substance use intervention, the keepin' it REAL (kiR) curriculum. Consistent with our predictions, a confirmatory factor analysis suggested that kiR brand equity had a higher order, multidimensional factor structure. In addition, a path analysis revealed that brand equity affected adolescent substance use directly and through the predicted social cognitive processes, including refusal efficacy and resistance skills. Thus, it is concluded that kiR brand equity serves as a protective factor for adolescent substance use. Practical implications, research limitations, and future directions are discussed.

Keeping the "public" in schools of public health.

Science.gov (United States)

Freudenberg, Nicholas; Klitzman, Susan; Diamond, Catherine; El-Mohandes, Ayman

2015-03-01

In this article, we compared the characteristics of public and private accredited public health training programs. We analyzed the distinct opportunities and challenges that publicly funded schools of public health face in preparing the nation's public health workforce. Using our experience in creating a new, collaborative public school of public health in the nation's largest urban public university system, we described efforts to use our public status and mission to develop new approaches to educating a workforce that meets the health needs of our region and contributes to the goal of reducing health inequalities. Finally, we considered policies that could protect and strengthen the distinct contributions that public schools of public health make to improving population health and reducing health inequalities.

Employer Branding

OpenAIRE

Stroblová, Zuzana

2017-01-01

The aim of the Master Thesis is to describe how to build Employer Brand a company. It is based on the description of Employer Branding project of a particular company and the evaluation its process. The thesis is a case study and consists of theoretical and practical part. The theoretical part focuses on trends and changes in leadership approach, definition of Employer Branding and HR Marketing. The practical part deals with the brand building process itself, describes the outputs of the proj...

Cue utilisation and quality perception with regard to branded beef

DEFF Research Database (Denmark)

Bredahl, Lone

2004-01-01

how consumers employ brand information in combination with other quality cues to form quality expectations in the shop and how quality is experienced later when the product is ingested. Results show the brand to serve as a basis both for expected eating quality and for expected health quality. Despite...... the presence of a brand, the correspondence between expected and experienced quality remains moderate. Product familiarity seems to influence the quality perception process as well, with low familiarity consumers relying significantly more on the brand as a quality cue....

Corporate social responsibility in the healthcare insurance industry: a cause-branding approach.

Science.gov (United States)

Smith, Alan D

2009-01-01

As citizens find healthcare issues to be the most important for companies to address, cause-branding as a suitable analysis for competitive comparison of any healthcare insurance firm's CSR would be in order. When these healthcare issues are properly addressed through CSR programmes of appropriate service providers, society benefits from better health, and the company benefits from decreased claims. Possible backlash of negative publicity may occur when stakeholders envision the company as merely contributing to community welfare as a means of advertising its compassion in exchange for a greater portion of the healthcare insurance marketplace. Several healthcare insurance providers were inspected, one in greater detail, on a series of principles grounded in cause-branding strategies were included in the case study of CSR initiatives, followed by the practical applications of lessons learned from the case studies.

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...

GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

Directory of Open Access Journals (Sweden)

Denisa, COTÎRLEA

2014-11-01

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

Family business : a secondary brand in corporate brand management

OpenAIRE

Blombäck, Anna

2009-01-01

Why do firms allude to family involvement in their marketing efforts? How can such references influence marketing outcomes? In view of these questions, the current paper argues that the business format “family business” holds a brand of its own; a brand that can offer distinctiveness to brands on corporate as well as product level. Revisiting theory on secondary brand associations and image transfer, the paper interprets the function of references to family in corporate communications and cla...

Variables affecting the propensity to buy branded beef among groups of Australian beef buyers.

Science.gov (United States)

Morales, L Emilio; Griffith, Garry; Wright, Victor; Fleming, Euan; Umberger, Wendy; Hoang, Nam

2013-06-01

Australian beef consumers have different preferences given their characteristics and the effect on expected quality of cues related to health, production process and eating experience. Beef brands using Meat Standards Australia (MSA) grades can help to signal quality and reduce consumers' uncertainty when shopping. The objective of this study is to identify the characteristics of beef buyers and their perceptions about product attributes that affect the propensity to buy branded beef. Binary logistic models were applied identifying differences between all respondents and the potential target market, including buyers in medium to high income segments, and between buyers in the target market who would buy branded beef for taste and health reasons. Variables increasing the propensity to buy branded beef include previous experience, appreciation for branded cuts and concern about quality more than size. Finally, variations in preferences for marbling and cut were found between buyers who would buy branded beef for taste and health reasons. Copyright © 2013 Elsevier Ltd. All rights reserved.

The role of internet technology and social branding in improving the mental health and wellbeing of young people.

Science.gov (United States)

Nicholas, Jonathan

2010-03-01

With large numbers of young people experiencing mental health difficulties but not seeking help, there is a need to develop not only innovative but also well-promoted strategies that are appealing to this population and reduce barriers to help seeking. Reach Out! (http://www.reachout.com.au) is presented as a case study, demonstrating an internet-based initiative that sucessfully incorporates technology and social branding to provide a service that promotes the mental health and wellbeing of young people in Australia aged 16 to 25. With over seven million visits since its launch in 1998 and one in three young Australians aware of the website, Reach Out! is a trusted service that young people in Australia use when going through a tough time. Online user profiling suggests that after visiting Reach Out!, 38% of young people contact a mental health professional. The implications of these results will be discussed. Reach Out! can serve as a model for the social sector to utilize technology and social branding to enhance existing community-based services and promote the mental health and wellbeing of young people.

Pengaruh Kualitas Pelayanan Dan Emotional Branding Terhadap Kepuasan Konsumen (Studi Kasus Pasien Rawat Inap Rumah Sakit Umum Permata)

OpenAIRE

Pradana, Rizki Ichwan; Suryoko, Sri

2017-01-01

The development of the economy and society's needs encourages companies to provide the optimal quality of services they provide. Permata Blora Public Hospital as a company engaged in health service is required to provide optimal service and build a good relationship with consumers. This study aims to determine the effect between service quality and emotional branding on the satisfaction of the inpatients of Permata Blora Public Hospital. This research uses explanatory research method. Samplin...

Brand Identity.

Science.gov (United States)

Lawlor, John

1998-01-01

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

Integrating Branding Strategy Across Markets: Building International Brand Architecture

NARCIS (Netherlands)

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

2001-01-01

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

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

OpenAIRE

Sinulingga, Lipranta

2012-01-01

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

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...

The Branding of Kharkov City as a Tourist Destination

Directory of Open Access Journals (Sweden)

Danko Nataliya I.

2016-05-01

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

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

NARCIS (Netherlands)

Sloot, Laurens A.; Verhoef, Peter C.

2008-01-01

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

Brand Awareness and Access to Cigarettes among Children 8-12 Years Old in the Czech Republic.

Science.gov (United States)

Kučerová, Jarmila; Rameš, Jiří; Fraser, Keely; Králíková, Eva

2017-09-01

The aim of the study is to assess smoking behaviour, knowledge of cigarette brands and access to cigarettes among children 8-12 years old in the Czech Republic. Between 2009 and 2012, a cross sectional survey was conducted among 4,439 children aged 8-12 years attending 51 primary schools in Prague and Central Bohemia, Czech Republic. Data including age, gender, ever smoking, parental and sibling smoking, knowledge of cigarette brands, sources of cigarettes, and smoking frequency were collected. Fifty nine percent of all children could name one or more cigarette brands, 62.8% of boys and 55.3% of girls (pbrands were Marlboro and the local brand Petra. Marlboro was better known among boys, while Petra was more known among girls. Children whose parents smoke showed higher brand awareness than children with non-smoking parents, 72.5% and 45.6%, respectively (pbrand awareness and ever smoking provide evidence that tobacco control policies in the Czech Republic do not adequately protect children. Tougher legislation and effective strategies in accordance with the WHO Framework Convention on Tobacco Control are therefore required to better protect children from harmful effects of smoking and the influence of tobacco industry in the Czech Republic. Copyright© by the National Institute of Public Health, Prague 2017

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

Comparing the brand image of two market leading pram brands - Bugaboo and Emmaljunga

OpenAIRE

Huttula, Tia; Nurminen, Peppi-Sisko

2017-01-01

Brand image is one of the most significant factors affecting the success of brands. Information channels have a large impact on brand images, but there is many other aspects on branding. Bugaboo and Emmaljunga are pram brands with different brand image. Emmaljunga is and old and traditional brand, whereas Bugaboo is a new and trendy brand. The case company Lastentarvike is selling Emmaljunga and helps with this research. The main objectives of the thesis project are to study how pra...

Mediated Public Diplomacy of the Islamic State in Iraq and Syria: The Synergistic Use of Terrorism, Social Media and Branding

Directory of Open Access Journals (Sweden)

Jad Melki

2016-05-01

Full Text Available This study aims to provide an initial theoretical model for understanding and analyzing the mediated public diplomacy strategy of virtual states. It examines the mediated public diplomacy strategy of the Islamic State in Iraq and Syria (ISIS and its ability to synchronize terrorism tactics with communication strategies to gain media access and exposure, push news frames that serve its interests, and target stakeholders with a dual message using sophisticated branding strategies that resonate with cultural values and help it ultimately recruit supporters and deter foes.

Youth Alcohol Brand Consumption and Exposure to Brand Advertising in Magazines

Science.gov (United States)

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

2014-01-01

Objective: Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. Method: We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011. We contrasted per capita advertising exposure, considering different age- and sex-specific groups, for popular youth brands versus all other magazine brands. For each brand, we reported the age group receiving the highest level of per capita advertising exposure, as well as other age groups within 10% of that peak level. Results: Underage males ages 18–20 were the most heavily exposed age group for 11 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 6 brands. Underage females ages 18–20 were most heavily exposed for 16 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 2 brands. In contrast, those ages 18–20 were the most heavily exposed group for fewer than 10% of the remaining 308 magazine advertising brands for either sex. Conclusions: These findings suggest a relationship between advertising exposure and youth alcohol brand consumption. Current alcohol industry self-regulatory codes may not be sufficiently protective of youth. PMID:24988260

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

Science.gov (United States)

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

2014-07-01

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

“I Wouldn’t Be Friends with Someone If They Were Liking Too Much Rubbish”: A Qualitative Study of Alcohol Brands, Youth Identity and Social Media

Science.gov (United States)

Stead, Martine; Eadie, Douglas

2018-01-01

The consumption of alcohol by young people remains a major public health concern at both the national and international level. Levels of drinking among 15-yearolds in the United Kingdom (UK) remain significantly higher than the European average. This study explored how alcohol brands are used by young people to develop their desired identities and how these acts of consumption extend to young people’s profiles on social media. It also deepens understanding of how alcohol brands are connected to young peoples’ concerns about image and peer group dynamics. This involved qualitative focus groups with young people aged 14–17 in Central Scotland. Certain alcohol brands were approved and viewed as socially acceptable by young people, while others were rejected. Children as young as 14 were selecting products to portray a drinking identity that was appropriately aligned to their gender and sexuality. Participants displayed a desire to associate themselves with the mature drinking culture personified by some brands, whilst simultaneously distancing themselves from immature drinking practices associated with others. Publicly associating with alcohol brands on social media carried with it potential risks to peer group acceptance. Understanding how young people perceive alcohol brands, the importance of social media in communicating that identity to their peers and the role that alcohol brands play in adolescent identity formation is an important first step to reforming alcohol marketing regulations. PMID:29462899

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

OpenAIRE

Zeineddine Cornelia

2017-01-01

Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image-can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the pape...

Trends in food and beverage television brand appearances viewed by children and adolescents from 2009 to 2014 in the USA.

Science.gov (United States)

Elsey, James Wb; Harris, Jennifer L

2016-08-01

Public health experts raise concerns about marketing unhealthy products to young people through television (TV) product placements. Coca-Cola brand appearances (product placements) reached a substantial child and adolescent audience in 2008, but additional brands now sponsor popular programming. We aimed to quantify child and adolescent exposure to food and beverage appearances since 2008. In 2015, we purchased Nielsen data on occurrences and child/adolescent exposure to food, beverage and restaurant brand appearances on US prime-time TV from 2009 to 2014, and analysed appearances by product category, company, brand and year. We compared exposure to appearances with exposure to traditional commercials for top brands. Nationally representative panel of approximately 20 000 TV-viewing households. Children (2-11 years) and adolescents (12-17 years). Exposure to food and beverage brand appearances peaked in 2012 and declined through 2014. Whereas full-calorie soda brands dominated before 2012, other sugary drink and quick-serve restaurant brands contributed over one-third of appearances viewed by children in 2013 and 2014. Nine hundred and fifty-four companies had brand appearances from 2009 to 2014, but just four were responsible for over half of exposures: The Coca-Cola Company, Dr Pepper Snapple Group, PepsiCo and Starbucks. Approximately half were viewed on reality TV programmes and one sitcom. Each year from 2009 to 2013, brand appearance exposure exceeded traditional advertising exposure for at least one brand. Despite recent reductions in brand appearances viewed by young people, some unhealthy branded products continue to be marketed via this method. We suggest policy options to reduce child and adolescent exposure to such appearances.

Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance

Directory of Open Access Journals (Sweden)

Ardi Wirdamulia

2013-12-01

Full Text Available This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performance

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

OpenAIRE

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

2016-01-01

Recent brand relationship research has paid attention to brand love, brand credibility, and brand loyalty. In market and society, various collaborations and co-creations derived from brand relationships generate various social network markets and open business innovations. Brand relationships and collaborative forms heavily depend on risk taking or risk avoidance. However, few studies have examined how brand relationship is related to risk avoidance. The purpose of this study is to investigat...

Functional Measurement Analysis of Brand Equity: Does Brand Name affect Perceptions of Quality?

Directory of Open Access Journals (Sweden)

James Shanteau

2010-01-01

Full Text Available This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips. Each product category consisted of three different brands; one with high brand value, one with medium, and one with low brand (generic value. For each brand, there were five conditions: 1 the product with the correct brand name; 2 the product with a switched brand name; 3 the product with another switched brand name; 4 the product alone with no brand name; and 5 the brand name alone with no product. Participants were unaware that products had been switched. After trying each product, participants rated their likelihood to purchase on a 9-point Likert scale: 1 being "definitely would not buy" and 9 being "definitely would buy." Results revealed that perceptions of quality were dependent on both perceived product quality and brand name. Unexpectedly, results also showed that the strength of the brand equity effect is dependent on product type, e.g., chips showed the strongest brand effect. For most product categories, main effects and interactions were significant. Functional measurement analyses revealed that brand name effects were independent of product quality. In conclusion, the brand name associated with a product led people to evaluate quality of that product as either higher or lower depending on the strength of the brand name.

DOES BRAND EXTENSION IMPACT PARENT BRAND: A CASE OF JOHNSON, UK

Directory of Open Access Journals (Sweden)

Muhammad Shakil AHMAD

2011-01-01

Full Text Available Purpose of study: The main purpose of this study is to check the impact ofbrand extensions on brand image. For this purpose Johnson is selected asparent brand for current research. The targeted brand extensions areJohnson shampoo, Johnson’s isotonic drinks, Johnson’s sports wear andJohnson’s suntan lotion. Research Methodology: sample was selected fromBradford, UK. Sample consists of graduate students including males as wellas female. Total sample size is 60 and data was collected through selfadministered questionnaires. For each brand 15 respondents were selected.Convenient sampling was selected as sampling technique. Results: Resultsshow that Johnson’s have high brand awareness and perceived quality.While there is negative correlation results for brand fit on brand image forthose product extensions which are not in same brand category i.e.Johnson’s sportswear and Johnson’s isotonic drinks. Conclusion: It isconcluded from study results that launching new product in same parentbrand category have high chance of success while in different category isrisk.

Analyzing consumer-based brand equity on Facebook: The impact of brand gender

OpenAIRE

Machado, J. C.; Azar, Salim L.; Vacas-de-Carvalho, Leonor; Mendes, A.; André, R.

2016-01-01

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumerbased brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an...

Realizing the value of Family Business Identity as Corporate Brand Element — A Research Model

OpenAIRE

Blombäck, Anna

2011-01-01

Recent publications among family business scholars reveal an emerging interest to investigate questions related to marketing communications and brand management. An underlying question for this research is whether, how, and under what circumstances the portrayal of a family business identity influences corporate brand equity. Research in brand management clarifies the importance of learning how consumer behavior is influenced by brand leveraging beyond the core product or company. Such knowle...

Network brand management : study of competencies of place branding ski destinations

OpenAIRE

Moilanen, Teemu

2008-01-01

Several industries have turned to a network form of organization to coordinate complex products or services in uncertain and competitive environments, and the network form of organization also appears to be becoming more common in the field of branding. Examples of brands formed by a network of independent firms include One-World and Star Alliance brands in the airline industry, Verbier and Chamonix ski destination brands in tourism industry and the Santa Foods brand in food production. Many ...

Kepribadian Dan Komunikasi Susi Pudjiastuti Dalam Membentuk Personal Branding

Directory of Open Access Journals (Sweden)

Stevani

2017-07-01

Full Text Available The life story of Susi Pudjiastuti is admired by many people for her hard work, until becoming successful by having so much company in the field of aviation and fisheries. Susi Pudjiastuti is also well known to the public for his work in the ministry. Good performance makes Susi Pudjiastuti popular among Jokowi's working cabinet. Currently, the Brand Name in humans is personal branding which is the trend of the formation of self-image and the creation of good perception from others to us. This research will discuss about personality, communication and personal branding Susi Pudjiastuti with qualitative research method. Good personality makes Susi Pudjiastuti has the ability to communicate well and liked by the community. Personality and communication can form a personal branding Susi Pudjiastuti a natural. By exposing the personality and communication of Susi Pudjiastuti in forming personal branding, then people will realize the importance of personality and Communication in forming a natural personal branding. Kisah hidup Susi Pudjiastuti banyak dikagumi oleh banyak orang atas kerja kerasnya hingga menjadi sukses dengan memiliki banyak perusahaan di bidang penerbangan dan perikanan. Susi Pudjiastuti juga dikenal baik oleh masyarakat akan kinerjanya dalam bekerja di kementerian. Kinerja yang baik menjadikan Susi Pudjiastuti popular diantara kabinet kerja Jokowi. Saat ini, Sebutan merek pada manusia adalah personal branding yang merupakan trend dari pembentukan pencitraan diri dan penciptaan persepsi yang baik dari orang lain kepada kita. Penelitian ini akan membahas mengenai kepribadian, komunikasi serta personal branding Susi Pudjiastuti dengan metode penelitian kualitatif. Kepribadian yang baik menjadikan Susi Pudjiastuti memiliki kemampuan berkomunikasi dengan baik dan disenangi oleh masyarakat. Kepribadian dan komunikasi tersebut dapat membentuk personal branding Susi Pudjiastuti yang alami. Dengan memaparkan kepribadian dan komunikasi Susi

The impact of social franchising on the use of reproductive health and family planning services at public commune health stations in Vietnam

Science.gov (United States)

2010-01-01

Background Service franchising is a business model that involves building a network of outlets (franchisees) that are locally owned, but act in coordinated manner with the guidance of a central headquarters (franchisor). The franchisor maintains quality standards, provides managerial training, conducts centralized purchasing and promotes a common brand. Research indicates that franchising private reproductive health and family planning (RHFP) services in developing countries improves quality and utilization. However, there is very little evidence that franchising improves RHFP services delivered through community-based public health clinics. This study evaluates behavioral outcomes associated with a new approach - the Government Social Franchise (GSF) model - developed to improve RHFP service quality and capacity in Vietnam's commune health stations (CHSs). Methods The project involved networking and branding 36 commune health station (CHS) clinics in two central provinces of Da Nang and Khanh Hoa, Vietnam. A quasi-experimental design with 36 control CHSs assessed GSF model effects on client use as measured by: 1) clinic-reported client volume; 2) the proportion of self-reported RHFP service users at participating CHS clinics over the total sample of respondents; and 3) self-reported RHFP service use frequency. Monthly clinic records were analyzed. In addition, household surveys of 1,181 CHS users and potential users were conducted prior to launch and then 6 and 12 months after implementing the GSF network. Regression analyses controlled for baseline differences between intervention and control groups. Results CHS franchise membership was significantly associated with a 40% plus increase in clinic-reported client volumes for both reproductive and general health services. A 45% increase in clinic-reported family planning service clients related to GSF membership was marginally significant (p = 0.05). Self-reported frequency of RHFP service use increased by 20% from

The impact of social franchising on the use of reproductive health and family planning services at public commune health stations in Vietnam

Directory of Open Access Journals (Sweden)

Pham Van

2010-02-01

Full Text Available Abstract Background Service franchising is a business model that involves building a network of outlets (franchisees that are locally owned, but act in coordinated manner with the guidance of a central headquarters (franchisor. The franchisor maintains quality standards, provides managerial training, conducts centralized purchasing and promotes a common brand. Research indicates that franchising private reproductive health and family planning (RHFP services in developing countries improves quality and utilization. However, there is very little evidence that franchising improves RHFP services delivered through community-based public health clinics. This study evaluates behavioral outcomes associated with a new approach - the Government Social Franchise (GSF model - developed to improve RHFP service quality and capacity in Vietnam's commune health stations (CHSs. Methods The project involved networking and branding 36 commune health station (CHS clinics in two central provinces of Da Nang and Khanh Hoa, Vietnam. A quasi-experimental design with 36 control CHSs assessed GSF model effects on client use as measured by: 1 clinic-reported client volume; 2 the proportion of self-reported RHFP service users at participating CHS clinics over the total sample of respondents; and 3 self-reported RHFP service use frequency. Monthly clinic records were analyzed. In addition, household surveys of 1,181 CHS users and potential users were conducted prior to launch and then 6 and 12 months after implementing the GSF network. Regression analyses controlled for baseline differences between intervention and control groups. Results CHS franchise membership was significantly associated with a 40% plus increase in clinic-reported client volumes for both reproductive and general health services. A 45% increase in clinic-reported family planning service clients related to GSF membership was marginally significant (p = 0.05. Self-reported frequency of RHFP service use

Examining the Protective Effects of Brand Equity in the keepin’ it REAL Substance Use Prevention Curriculum

Science.gov (United States)

Lee, Jeong Kyu; Hecht, Michael L.

2011-01-01

While branding appears to be an effective health prevention strategy, it is less clear how successful brands have protective effects. To better understand the role of branding in health prevention and promotion, it is necessary to examine how the persuasive mechanisms of branding function in health campaigns (e.g., modeling socially desirable behaviors). Using a cross-sectional data (N = 709), the current study uncovered the mechanisms explaining branding’s effects on adolescent substance use in a school-based substance use intervention, keepin’ it REAL (kiR) curriculum. Consistent with our predictions, a confirmatory factor analysis suggested that kiR brand equity had a higher-order, multidimensional factor structure. In addition, a path analysis revealed that brand equity affected adolescent substance use directly and through the predicted social cognitive processes including refusal efficacy and resistance skills. Thus it is concluded that kiR brand equity serves as a protective factor for adolescent substance use. Practical implications, research limitations and future directions are discussed. PMID:21512924

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

OpenAIRE

Widiawaty .

2016-01-01

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

Is Every Smoker Interested in Price Promotions? An Evaluation of Price-Related Discounts by Cigarette Brands.

Science.gov (United States)

Xu, Xin; Wang, Xu; Caraballo, Ralph S

2016-01-01

Raising unit price is one of the most effective ways of reducing cigarette consumption. A large proportion of US adult smokers use generic brands or price discounts in response to higher prices, which may mitigate the public health impacts of raising unit price. The main purpose of this study was to evaluate the retail price impact and the determinants of price-related discount use among US adult smokers by their most commonly used cigarette brand types. Data from the 2009-2010 National Adult Tobacco Survey, a telephone survey of US adults 18 years or older, was used to assess price-related discount use by cigarette brands. Price-related discounts included coupons, rebates, buy 1 get 1 free, 2 for 1, or any other special promotions. Multivariate logistic regression was used to assess sociodemographic and tobacco use determinants of discount use by cigarette brands. Discount use was most common among premium brand users (22.1%), followed by generic (13.3%) and other brand (10.8%) users. Among premium brand users, those who smoked 10 to 20 cigarettes per day were more likely to use discounts, whereas elderly smokers, non-Hispanic blacks, those with greater annual household income, dual users of cigarettes and other combustible tobacco products, and those who had no quit intentions were less likely to do so. Among generic brand users, those who had no quit intentions and those who smoked first cigarette within 60 minutes after waking were more likely to use discounts. Frequent use of discounts varies between smokers of premium and generic cigarette brands. Setting a high minimum price, together with limiting the use of coupons and promotions, may uphold the effect of cigarette excise taxes to reduce smoking prevalence.

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

Directory of Open Access Journals (Sweden)

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

Kontribusi Brand Image Universitas Bina Nusantara terhadap Minat Sektor Industri Atas Alumni

Directory of Open Access Journals (Sweden)

Tinjung Desy Nursanti

2009-03-01

Full Text Available Brand image is the existence of characteristic of a number of associations leading to unity of meaning, which ultimately determines general consumer reaction in providing assessments or responses to a brand. The marketing communication efforts by the company may be able to present a flexible technique in shaping consumer perceptions towards products and services offered to consumers and to help create image and attributes for users. From the eyes of the public as consumers, brand image is developed gradually, starting from the first appearance of the brand in the wider community, known, and perceived by the public. The industrial sector as users of academic products shall be more selective in their choices. One consideration to be taken into factor is that of an alumnus of a university with a trusted reputation. In this case, Binus University has an image as one of the leading private university in Jakarta. This study analyzes the brand image of Binus University for the industrial sector, related associations Binus University and how much is the spread of influence in order to get the picture of  quality and popularity of Binus University in the minds of the industrial sectors.

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.

Franchisee-based brand equity: the role of brand relationship management

OpenAIRE

Nyadzayo, Munyaradzi Wellington

2017-01-01

Prior research suggests that limited attention has been paid to business-to-business (B2B) branding. Despite compelling evidence that the brand concept is at the very core of franchising success, it is surprising that there is minimal empirical work investigating the importance of the brand in franchising. Further, extant literature suggests that building brand equity is an important strategic issue that can enhance the competitive advantage of retailers. However, despite the increased focus ...

Novel versus Familiar Brands

DEFF Research Database (Denmark)

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

2012-01-01

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

Tobacco plain packaging: Evidence based policy or public health advocacy?

Science.gov (United States)

McKeganey, Neil; Russell, Christopher

2015-06-01

In December 2012, Australia became the first country to require all tobacco products be sold solely in standardised or 'plain' packaging, bereft of the manufacturers' trademarked branding and colours, although retaining large graphic and text health warnings. Following the publication of Sir Cyril Chantler's review of the evidence on the effects of plain tobacco packaging, the Ministers of the United Kingdom Parliament voted in March 2015 to implement similar legislation. Support for plain packaging derives from the belief that tobacco products sold in plain packs have reduced appeal and so are more likely to deter young people and non-smokers from starting tobacco use, and more likely to motivate smokers to quit and stay quit. This article considers why support for the plain packaging policy has grown among tobacco control researchers, public health advocates and government ministers, and reviews Australian survey data that speak to the possible introductory effect of plain packaging on smoking prevalence within Australia. The article concludes by emphasising the need for more detailed research to be undertaken before judging the capacity of the plain packaging policy to deliver the multitude of positive effects that have been claimed by its most ardent supporters. Copyright © 2015 Elsevier B.V. All rights reserved.

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

Directory of Open Access Journals (Sweden)

Branislav Lijović

2012-12-01

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

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

OpenAIRE

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

2008-01-01

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

Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity?

OpenAIRE

Sanfilippo, Marie

2017-01-01

Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2017 The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an impact on brand equity mediated by four dimensions, namely brand awareness, brand associations, perceived quality and brand loyalty. The purpose of this study is to examine ...

The Oregon Public Health Policy Institute: Building Competencies for Public Health Practice

Science.gov (United States)

Yoon, Jangho; Bernell, Stephanie; Tynan, Michael; Alvarado, Carla Sarai; Eversole, Tom; Mosbaek, Craig; Beathard, Candice

2015-01-01

The Oregon Public Health Policy Institute (PHPI) was designed to enhance public health policy competencies among state and local health department staff. The Oregon Health Authority funded the College of Public Health and Human Sciences at Oregon State University to develop the PHPI curriculum in 2012 and offer it to participants from 4 state public health programs and 5 local health departments in 2013. The curriculum interspersed short instructional sessions on policy development, implementation, and evaluation with longer hands-on team exercises in which participants applied these skills to policy topics their teams had selected. Panel discussions provided insights from legislators and senior Oregon health experts. Participants reported statistically significant increases in public health policy competencies and high satisfaction with PHPI overall. PMID:26066925

Missed opportunities in personal branding: finding solutions through luxury branding

OpenAIRE

Graus, Chidi

2014-01-01

This masters dissertation focuses on personal brand management and luxury brand management and attempts to link both concepts through the analysis of luxury brand management. 24 anti-laws of marketing suggested by Kapferer and Bastien (2009) serve as an inspiration for the empirical qualitative research that has been conducted in this masters dissertation. As these anti-laws of marketing are considered to be key success factors in luxury brand management, this research makes an attempt in tra...

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

OpenAIRE

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

2015-01-01

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

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

OpenAIRE

Hepola, Janne; Karjaluoto, Heikki; Hintikka, Anni

2017-01-01

Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest ...

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

Science.gov (United States)

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

2014-01-01

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

Prescription drug brand Web sites: Guidance where none exists

Directory of Open Access Journals (Sweden)

Lewis Glinert, Ph.D

2010-01-01

Full Text Available This paper applies insights from linguistics and discourse analysis to prescription drug brand Web sites, with special reference to the 100 top-selling drugs. Such sites give the outward appearance of being a place to go for straightforward information about a specific brand. In reality, they present a confused mix of brand information, health information and hype, muddled organization, and poor indication of authority, creating an imbalance between benefit and risk content. In so doing, they breach the letter and spirit of the regulations governing direct-to-consumer advertising, which the FDA has by default applied to such Web sites but which were not designed for this special type of discourse. The many communicative difficulties proven to be caused by Web sites in general, in particular for the elderly and less literate, also pose ethical problems. A rethinking of the verbal and visual design of these drug sites is needed -- and new regulatory guidance, for which this paper offers recommendations. At stake is not just the quality of health information at brand drug sites but also their credibility.

[Brazilian bibliographical output on public oral health in public health and dentistry journals].

Science.gov (United States)

Celeste, Roger Keller; Warmling, Cristine Maria

2014-06-01

The scope of this paper is to describe characteristics of the scientific output in the area of public oral health in journals on public health and dentistry nationwide. The Scopus database of abstracts and quotations was used and eight journals in public health, as well as ten in dentistry, dating from 1947 to 2011 were selected. A research strategy using key words regarding oral health in public health and key words about public health in dentistry was used to locate articles. The themes selected were based on the frequency of key words. Of the total number of articles, 4.7% (n = 642) were found in oral health journals and 6.8% (n = 245) in public health journals. Among the authors who published most, only 12% published in both fields. There was a percentile growth of public oral health publications in dentistry journals, though not in public health journals. In dentistry, only studies indexed as being on the topic of epidemiology showed an increase. In the area of public health, planning was predominant in all the phases studied. Research to evaluate the impact of research and postgraduate policies in scientific production is required.

Where is the Brand?

DEFF Research Database (Denmark)

Jones, Richard Ian; Rygaard Jonas, Louise

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

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

DEFF Research Database (Denmark)

Abildgaard, Michael

2016-01-01

From top class Universities and governmental organizations to high-end global brands and well-known local brands, a surprising consistency of inattentiveness has been published in these compa-nies’ prestigious Brand Manuals and Brand Guides. When it comes to providing technical guidance, defining...

The Pragmatics of Branding

DEFF Research Database (Denmark)

Hatch, Mary Jo

2012-01-01

, intention and imagination of the brand's stakeholders. Originality/value: The article offers increased depth to the study of the expressive/emotional/aesthetic aspects of branding and offers an enriched aesthetic foundation for studying and practicing brand co-creation......This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and imagination to reveal...... the role beauty plays alongside usefulness in defining and refining brand image and meaning. Design/methodology/approach: Dewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings...

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

Science.gov (United States)

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

2012-04-01

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

GLOBAL OR NATIONAL BRANDS?

Directory of Open Access Journals (Sweden)

Sorina GÎRBOVEANU

2007-01-01

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

ALERT: Revatio is another brand name for sildenafil.

Science.gov (United States)

Koczmara, Christine; Hyland, Sylvia; Greenall, Julie

2009-01-01

In this column, the authors highlight a medication incident that occurred with Revatio (sildenafil), along with the learnings and recommendations from a previously published ISMP Canada Safety Bulletin. It is well-known to health care practitioners that use of nitroglycerin therapy is contraindicated in patients taking sildenafil (commonly known as Viagra). Many health care practitioners may be unaware that sildenafil is also marketed under the brand name Revatio for treatment of primary pulmonary hypertension or pulmonary hypertension secondary to connective tissue disease. The following incident signals the need to heighten the awareness that Revatio is a brand name for sildenafil.

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

OpenAIRE

Lazareva, Svetlana

2016-01-01

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

Brand Meaning Cocreation

DEFF Research Database (Denmark)

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

2016-01-01

Purpose: The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach: In-depth review and integration...... of literature from branding, cocreation, service systems, and practice theory. To support deep theorizing, the authors also examine the role of institutional logics in the BMCC process in framing interactions and brand meaning outcomes. Findings: Prior research is limited in that it neither maps the process...... of cocreation within which meanings emerge nor provides theoretical conceptualizations of brand meaning or the process of BMCC. While the literature acknowledges that brand meaning is influenced by multiple interactions, their nature and how they contribute to BMCC have been overlooked. Research limitations...

Opportunities for Public Relations Research in Public Health.

Science.gov (United States)

Wise, Kurt

2001-01-01

Considers how communication researchers have developed a solid body of knowledge in the health field but know little about the activities of public relations practitioners in public health bodies. Suggests that public relations scholarship and practice have much to offer the field of public health in helping public health bodies meet their…

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

OpenAIRE

Sri Vandayuli Riorini; Christine Catur Widayati

2016-01-01

The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies...

Branded Content: A new Model for driving Tourism via Film and Branding Strategies

OpenAIRE

Horrigan, David

2009-01-01

Branded content is described as a fusion of advertising and entertainment into one marketing communications product that is integrated into an organisation’s overall brand strategy intended to be distributed as entertainment content with a highly branded quality. A history of product placement, branded entertainment, and film tourism is presented to identify the effective elements of each strategy in order to inform a more cohesive brand strategy for destinations. A branded content model is...

Analýza důvěryhodnosti ţebříčků Brand Finance a Inter Brand na příkladu ocenění ochranné známky L´Oréal Paris

OpenAIRE

Nejezchlebová, Tereza

2014-01-01

The main topic of the diploma thesis is the comparison of the evaluation of brand L'Oréal Paris owned by L'Oréal company by the financial evaluation approaches versus rankings publicised by Brand Finance and Inter Brand representing global consultant companies. The goal is to analyze the credibility of Brand Finance and Inter Brand rankings as the examples of companies which publicize global brand rankings. The comparison is done on the specific evaluation of L'Oréal Paris trademark. The pote...

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...

Distinguishing implicit from explicit brand attitudes in brand placement research

NARCIS (Netherlands)

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

2016-01-01

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

Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

Directory of Open Access Journals (Sweden)

Farbod Souri

2017-06-01

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

Cigarette brand loyalty in Australia: findings from the ITC Four Country Survey.

Science.gov (United States)

Cowie, Genevieve A; Swift, Elena; Borland, Ron; Chaloupka, Frank J; Fong, Geoffrey T

2014-03-01

There is little academic research on tobacco brand loyalty and switching, and even less in restrictive marketing environments such as Australia. This paper examines tobacco brand family loyalty, reasons for choice of brand and the relation between these and sociodemographic variables over a period of 10 years in Australia. Data from current Australian smokers from 9 waves of the International Tobacco Control Policy Evaluation 4-Country Survey covering the period from 2002 to early 2012. Key measures reported were having a regular brand, use for at least 1 year, brand stability (derived from same reported brand at successive waves), and reasons for choosing brands. Measures of brand loyalty showed little change across the period, with around 80% brand stability and 95% reporting a regular brand. Older adults were more brand-loyal than those under 25. Young people's brand choice was influenced more by friends, whereas older adults were more concerned about health. Price was the most reported reason for brand switching. Those in the higher income tertiles showed more loyalty than those in the lowest. The least addicted smokers also showed less brand loyalty. We found no clear relationship between brand loyalty and policies that were implemented to affect tobacco use. Levels of brand loyalty in Australia are quite high and consistent, and do not appear to have been influenced greatly by changes in tobacco control policies.

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.

Compulsive buying and branding phenomena

OpenAIRE

Lee, Seung-hee; Workman, Jane E.

2015-01-01

Background: The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. Methods: A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to collect data. Results: Participants were 269 US university students at a large mid-western universit...

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

OpenAIRE

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

2015-01-01

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

Nation branding: The analysis of Serbia's brand identity

Directory of Open Access Journals (Sweden)

Novčić Branka

2015-01-01

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

A Semiotic Note on Branding

DEFF Research Database (Denmark)

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

2008-01-01

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

BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY

Directory of Open Access Journals (Sweden)

Herry Mulyono

2016-09-01

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

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...

Ethics in public health research: privacy and public health at risk: public health confidentiality in the digital age.

Science.gov (United States)

Myers, Julie; Frieden, Thomas R; Bherwani, Kamal M; Henning, Kelly J

2008-05-01

Public health agencies increasingly use electronic means to acquire, use, maintain, and store personal health information. Electronic data formats can improve performance of core public health functions, but potentially threaten privacy because they can be easily duplicated and transmitted to unauthorized people. Although such security breaches do occur, electronic data can be better secured than paper records, because authentication, authorization, auditing, and accountability can be facilitated. Public health professionals should collaborate with law and information technology colleagues to assess possible threats, implement updated policies, train staff, and develop preventive engineering measures to protect information. Tightened physical and electronic controls can prevent misuse of data, minimize the risk of security breaches, and help maintain the reputation and integrity of public health agencies.

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

OpenAIRE

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

2016-01-01

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

Millennials brand awareness

OpenAIRE

Capelo, Inês Ribeiro dos Santos

2014-01-01

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

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

Science.gov (United States)

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

2013-01-01

Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand’s perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications. PMID:24403815

Executing the Perfect Retail Brand

DEFF Research Database (Denmark)

Gyrd-Jones, Richard; Rygaard Jonas, Louise

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

Product Placement and Brand Equity

OpenAIRE

Corniani, Margherita

2003-01-01

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

[Terrorism, public health and health services].

Science.gov (United States)

Arcos González, Pedro; Castro Delgado, Rafael; Cuartas Alvarez, Tatiana; Pérez-Berrocal Alonso, Jorge

2009-01-01

Today the terrorism is a problem of global distribution and increasing interest for the international public health. The terrorism related violence affects the public health and the health care services in an important way and in different scopes, among them, increase mortality, morbidity and disability, generates a context of fear and anxiety that makes the psychopathological diseases very frequent, seriously alters the operation of the health care services and produces important social, political and economic damages. These effects are, in addition, especially intense when the phenomenon takes place on a chronic way in a community. The objective of this paper is to examine the relation between terrorism and public health, focusing on its effects on public health and the health care services, as well as to examine the possible frames to face the terrorism as a public health concern, with special reference to the situation in Spain. To face this problem, both the public health systems and the health care services, would have to especially adapt their approaches and operational methods in six high-priority areas related to: (1) the coordination between the different health and non health emergency response agencies; (2) the reinforcement of the epidemiological surveillance systems; (3) the improvement of the capacities of the public health laboratories and response emergency care systems to specific types of terrorism as the chemical or biological terrorism; (3) the mental health services; (4) the planning and coordination of the emergency response of the health services; (5) the relations with the population and mass media and, finally; (6) a greater transparency in the diffusion of the information and a greater degree of analysis of the carried out health actions in the scope of the emergency response.

Genetics, health care, and public policy: an introduction to public health genetics

National Research Council Canada - National Science Library

Stewart, Alison

2007-01-01

... initiative About this book Further reading and resources Principles of public health The emergence of public health genetics The human genome project and 'genomic medicine' Community genetics Current developments in public health genetics Genomics and global health 2 Genetic science and technology Basic molecular genetics Genes and the geno...

The Challenges of Branding in Higher Education Institution

Directory of Open Access Journals (Sweden)

Mehran Ramezanali

2014-08-01

Full Text Available Evaluating the perception of managers on brand management in Higher Education Iinstitutions (HEIs which are members of Associação Catarinense das Fundações Educacionais (ACAFE, in Santa Catarina, Brazil, is the main goal of this study. It is an exploratory study based on the qualitative approach, carried out by the multiple cases method. The primary data were gathered through in-depth interviews, semi-structured guide, and social subjects were rectors and those responsible for marketing of the institutions members of ACAFE. Regarding the interpretation of responses obtained in the research it was carried out through content analysis. The results show that there is understanding and recognition on the importance of brand management in HEIs. Moreover, this process is the responsibility of everyone in the institution. Though, there are still challenges to the consolidation of this process such as: brand positioning, public commitment and internal resistance to change. In sum, as there are few studies on the topic, these results help to develop the knowledge about the process of brand management in HEIs. 

The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

OpenAIRE

Shieh Hwai-Shuh; Lai Wei-Hsun

2017-01-01

Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participa...

Brand equity

OpenAIRE

Hildebrandt, Lutz; Tischer, Sven

2012-01-01

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different scenarios. The respective reactions to these negative incidents are evaluated using the concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent factor means ...

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

Adolescents' perceptions of cigarette brand image: does plain packaging make a difference?

Science.gov (United States)

Germain, Daniella; Wakefield, Melanie A; Durkin, Sarah J

2010-04-01

To examine the effect of plain packaging on adolescents' perceptions of cigarette packs, attributes of smokers, and expectations of cigarette taste, and to identify the effect of increasing the size of pictorial health warnings on appraisal of plain packs. We used a 5 (degree of plain packaging and graphic health warning)x 3 (brand type) between-subjects experimental design, using a Web-based methodology to expose adolescents to one randomly selected cigarette pack, during which respondents completed ratings. When brand elements such as color, branded fonts, and imagery were progressively removed from cigarette packs, adolescents perceived packs to be less appealing, rated attributes of a typical smoker of the pack less positively, and had more negative expectations of cigarette taste. Pack appeal was reduced even further when the size of the pictorial health warning on the most plain pack was increased from 30% to 80% of the pack face, with this effect apparent among susceptible nonsmokers, experimenters, and established smokers. Removing as much brand information from cigarette packs as possible is likely to reduce positive cigarette brand image associations among adolescents. By additionally increasing the size of pictorial health warnings, positive pack perceptions of those who are at greater risk of becoming regular addicted adult smokers are most likely to be reduced. Copyright 2010 Society for Adolescent Medicine. Published by Elsevier Inc. All rights reserved.

Towards a public health profession

DEFF Research Database (Denmark)

Foldspang, Anders

2015-01-01

in the theoretical as well as the practical potential of the public health professional. Thus, he and she must be able to perform, what WHO Europe has developed as Essential Public Health Operations (EPHOs).3 This, in turn, implies that the public health professional possesses the set of intellectual (knowledge...... endorsed by WHO Europe’s member states as the basis for the public health education in Europe.5 The sections of the lists include: Public health methods; Population health and: Its social and economic determinants, and: Its material environmental determinants; Man-made interventions and systems, namely...... Health policy, health economics, organizational theory, health legislation, and public health leadership and management; Health promotion—health education, health protection, disease prevention; public health ethics. This should form the central part of the basis for all public health professionals...

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

NARCIS (Netherlands)

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

2011-01-01

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

BRAND POSITIONING THROUGH CELEBRITY ENDORSEMENT - A REVIEW CONTRIBUTION TO BRAND LITERATURE

Directory of Open Access Journals (Sweden)

Abdullah Malik

2014-10-01

Full Text Available The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, attractiveness and expertise. In the backdrop, this paper seeks to explore the variables of brand positioning through sports celebrity endorsement. Secondly, to propose the model through merging the sport celebrity endorsement constructs with brand positioning constructs by drawing together and to develop the scale for measuring brand positioning through celebrity endorsement based on existing literature

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.

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

Science.gov (United States)

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

2010-01-01

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

A study on relationship of brand characteristics and customer satisfaction with brand loyalty

Directory of Open Access Journals (Sweden)

Ebrahim Zarepour Nasirabadi

2013-07-01

Full Text Available Brands are considered as valuable assets of a company both economically and strategically. Thus, having customers who are loyal to a brand is one of the main goals of businesses companies. Identifying and anticipating the customers’ needs are vital to the enterprises gaining competitive advantage and market segmentation. Maintaining and enforcing customers’ loyalty is a strategic challenge for companies seeking to keep and promote their competitive status in the market. High brand loyalty of the customers generates competitive advantage for the company and it increases the income and decreases the costs of marketing. In addition to increasing the market share, loyalty allows to ask for higher prices compared with its competitors. This study seeks to investigate the factors influencing customer loyalty to sport brands. The statistical population of this research was Tehran city. Using simple cluster sampling, 502 customers of four known brand sports, i.e. Nike, Puma, Adidas, Reebok, and Fila were chosen. Furthermore, a questionnaire, which assessed seven variables including reputations, brand name, brand image, brand loyalty, customer satisfaction, promotion and the price was used and the hypotheses were analyzed using statistical tests such as Kolmogorov-Smirnov test (K-S test, Spearman correlation, simultaneous linear regression and binomial test. The findings suggested that the brand name has a strong correlation with brand loyalty. Moreover, variables such as reputation, brand image, customer satisfaction, price and promotions also have positive and significant effect on the brand loyalty.

EVALUATION OF OUTDOOR SPORTS CLOTHING BRAND PERSONALITY BY USERS

Directory of Open Access Journals (Sweden)

Saliha AĞAÇ

2014-06-01

Full Text Available Brand personality attributed to the brand is in case the condition of human character traits. One of the areas of the brand personality is the outdoor sports clothing also knowing as “outdoor” th at working city people’s adoption of opening up to the outdoor as new way events in a growing desire. In this study, the aims are personality characteristics of the outdoor sport clothing brands and determining the harmony of these personality characterist ics with brands. The research is in form of surveying study. The research population consists of people in Turkey who sports outdoor on land. In the sampling selection simple random sampling technique is utilized with asking concerned people to participate in the survey on a voluntary basis. The obtained data are analyzed and evaluated by using SPSS packet program. The survey that has been proven reliability and validity ( α = 0904 in the pilot application has sent to the related association members in a month - long through internet and a total of 103 people were replied. It has been identified that research participants are interesting in mostly as trekking , mountaineering, camping and biking outdoor sports and they are working in the public sector. Under research, in the result of factor analysis to determine the brand personality of outd oor sports brands, it had been seen that "competence", “ traditional ” and " androgen” dimensions were come through and the dimension of “excitement” was separated into three parts.

Relationship between Consumer Identity and Brand Personality as a Factor of Brand Commitment

Directory of Open Access Journals (Sweden)

Antonova N. V.

2015-12-01

Full Text Available The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a there is a link between consumer identity and preferred brand’s personality; b the higher the similarity between the consumer identity and preferred brand’s personality, the higher the brand commitment. The sample included 150 subjects aged 18—25. Methods: the method of J. Aaker was used to study brand personality, and its modification was used to study consumer identity. The questionnaire of J. Brovkina was used to study brand loyalty. Results: high correlations between consumer identity and brand personality were obtained on the scales Ruggedness, Sophistication, Excitement, and high correlations between brand loyalty and deltas of the values of consumer identity and brand personality on the same scales were also discovered. On the scales of Competence and Sincerity the correlations were lower, although important as well. Thus, the hypotheses were confirmed: a it is shown that there is a correlation between consumer identity and brand personality; b the higher this correlation is, the higher is the commitment to the preferred brand.

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.

A brand new world - a new brand world

DEFF Research Database (Denmark)

Andersen, Sophie Esmann

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