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Sample records for regional branding strategy

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

    Directory of Open Access Journals (Sweden)

    Goranova Penka

    2015-01-01

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

  2. A Study of Regional Brand Positioning Strategy for Linhai Orange Based on Soft Laddering

    Institute of Scientific and Technical Information of China (English)

    Ying; TAO; Yueli; ZHANG

    2015-01-01

    In this paper,Means-End Chain Theory is used for the positioning strategy study on regional brand of Linhai Orange,and based on soft laddering method,33 Linhai Orange consumers are interviewed. By understanding the individual needs of Linhai Orange consumers,this paper establishes the " Attributes-Consequences-Value" matrix and hierarchical value map. This study aims to explore the regional brand positioning strategy of Linhai Orange,in order to promote the regional brand building and extension of Linhai Orange and enhance the sustained regional brand development of Linhai Orange.

  3. Regional Branding: Building Brand Value

    Directory of Open Access Journals (Sweden)

    Klára Margarisová

    2016-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Anna Sergeevna Panacheva

    2016-02-01

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

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

    NARCIS (Netherlands)

    Oliveira, Eduardo

    2014-01-01

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

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

    NARCIS (Netherlands)

    Oliveira, Eduardo

    2014-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Jasper Falkheimer

    2014-10-01

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

  8. AN OVERVIEW OF BRANDING STRATEGIES

    Directory of Open Access Journals (Sweden)

    Ebru SÖNMEZ

    2010-06-01

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

  9. Integrating Internal Branding in Marketing Strategy

    OpenAIRE

    Slavova Milanka

    2013-01-01

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

  10. Brand Management Strategy in Services

    OpenAIRE

    Ondrušová, Petra

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Maja PULIC

    2015-10-01

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

  12. STRATEGI PERSONAL BRANDING FOTOGRAFER HOTEL DAN RESORT

    OpenAIRE

    GUSTAFIAN, THOMAS HENRY ADRIAN

    2014-01-01

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

  13. Terrorist Group Brands: Understanding Terrorist Group Strategies Through Brand Exposure

    Science.gov (United States)

    2016-06-01

    in the same 24-hour period, thereby making brand exposure a percentage of the global news market-share. The percentage is important because the... BRANDS : UNDERSTANDING TERRORIST GROUP STRATEGIES THROUGH BRAND EXPOSURE by Bradley S. Greaver June 2016 Thesis Advisor: Camber Warren...REPORT TYPE AND DATES COVERED Master’s thesis 4. TITLE AND SUBTITLE TERRORIST GROUP BRANDS : UNDERSTANDING TERRORIST GROUP STRATEGIES THROUGH BRAND

  14. Market Orientation as a Branding Strategy

    OpenAIRE

    Mellenius, Harriet

    2008-01-01

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

  15. 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

  16. THE ROLE OF BRANDING IN MARKETING STRATEGY

    Directory of Open Access Journals (Sweden)

    Roxana DUMITRIU

    2012-01-01

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

  17. CITY BRAND PERSONALITY – AN INTERNATIONAL CONCEPT WITH REGIONAL APPLIANCE IN THE TOURISM DEVELOPMENT STRATEGY

    Directory of Open Access Journals (Sweden)

    Oana Tugulea

    2013-12-01

    Full Text Available The personality of a city is an important concept to be created and evaluated by local administrators as this should be part of the touristic strategic approach. The aim of this paper is to create a research instrument that allows researchers to define the brand personality of a Romanian city. In order to use one instrument in a specific geographical area, the instrument has to be created using a qualitative research. Three focus groups were conducted in order to identify items to create the research instrument which is presented at the end of the paper. This research is a preliminary step for a future quantitative research that is intended to measure the city brand personality of the city of Iasi. The created instrument can be applied to any Romanian city.

  18. THE ROLE OF BRANDING IN MARKETING STRATEGY

    OpenAIRE

    Dumitriu, Roxana

    2012-01-01

    In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersectio...

  19. Branding strategies for internationalizing functional food companies

    OpenAIRE

    2011-01-01

    Objective of the Study This study investigates the interrelations between the internationalization characteristics and branding strategies of the Finnish functional food companies. The aim is to identify and analyze what are the potential branding strategy alternatives for the Finnish functional food companies and how they are selected during the internationalization process. Furthermore, the objective is to build a framework explaining the determination of branding strategi...

  20. Place branding and nonstandard regionalization in Europe

    NARCIS (Netherlands)

    Boisen, Martin

    2015-01-01

    Place branding might, could, and maybe even should play a central role in urban and regional governance. The vantage point of this chapter is that every place is a brand and that the processes of nonstandard regionalization that can be witnessed all over Europe create new places and, thus, new place

  1. Brand Strategies in the Era of Sustainability

    Directory of Open Access Journals (Sweden)

    Aleksandar Grubor

    2017-03-01

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

  2. The Impact of Brand Awareness on Companies` Marketing Strategies

    OpenAIRE

    Alexandra Zaif

    2016-01-01

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

  3. Making Strategies in Destination Branding

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2013-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Ali Kazemi

    2013-09-01

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

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

    Directory of Open Access Journals (Sweden)

    Bahram Ranjbarian

    2012-10-01

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

  6. 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

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

    NARCIS (Netherlands)

    B.E. Depecik (Baris)

    2016-01-01

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

  8. Succes on the International Market Depends on Brand Strategy

    OpenAIRE

    Victor Danciu

    2006-01-01

    Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and launching new brands depend on the strategic process of the new product development. The new brands aim at acquiring strategic advantages which are associated with the enlargement of the competenc...

  9. 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

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

    Science.gov (United States)

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

    2008-06-01

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

  11. How positioning strategies affect co-branding outcomes

    Directory of Open Access Journals (Sweden)

    Hilary Wason

    2015-12-01

    Full Text Available Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to the consumer have been explored. However, the role of brand positioning has received little attention in the context of co-branding. The current study attempts to address this gap, considering the positioning of a brand and the impact of a co-branding strategy on customer perceptions. Using the Blankson and Kalafatis positioning typology, we explore the impact of co-branding on the parent brand perceptions from a hedonic vs. functional (utilitarian focus. The results suggest that for hedonically oriented positioning strategies, fit between the brands is more important than fit between the product categories in driving positive brand perceptions. For a functionally oriented positioning strategy, the reverse holds, with product fit a more important factor than brand fit in driving post-alliance perceptions.

  12. 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.

  13. Building brand indentity strategy : creating a brand identity strategic guide for Chaidim

    OpenAIRE

    Huynh, Thi Kim Ngan

    2015-01-01

    This thesis is commissioned by E.L.F.B (Thailand) Company Limited with a request to assist the firm’s managers in developing a brand identity strategy for its flagship brand – Chaidim Premium Organic Tea. The thesis aims to develop a strategic brand identity manual that would provide the ideological platform and direction for Chaidim to manifest its brand soul (including its core purpose and values) and personality to its customers and prospects. Chaidim is a rising young Thai brand that p...

  14. 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...

  15. 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...

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

    Directory of Open Access Journals (Sweden)

    Antonio S. Williams

    2014-09-01

    Full Text Available 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 questionnaire consisted of items measuring price (three items, brand awareness (two items, brand association (three items, electronic word-of-mouth (eWOM (three items, word-of-mouth (WOM (three items, and place (four items. The relationship between independent (i.e., price, place, WOM, eWOM and dependent variables (i.e., brand awareness, brand association within the proposed model were tested using a multiple linear regression analysis (MLR. The results of the proposed model indicated that the four proposed antecedents accounted for a total of 30% of the variance in brand awareness and 14% of the variance in brand association. Specifically, price and WOM were significant predictors of brand awareness as well as brand association. The findings suggest that organization controlled brand strategies such as price, and organic brand communications such as WOM, help shape the perceptions potential health club members have with the health club brand.

  17. The Impact of Brand Awareness on Companies` Marketing Strategies

    Directory of Open Access Journals (Sweden)

    Alexandra Zaif

    2016-07-01

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

  18. Branding places - lessons from the Øresund Region

    NARCIS (Netherlands)

    Hospers, Gerrit J.

    2005-01-01

    In the Scandinavian Øresund Region, the cities of Copenhagen and Malmö have joined forces to brand themselves in the New Europe - a model demonstrating the opportunities and weaknesses of place branding.

  19. Succes on the International Market Depends on Brand Strategy

    Directory of Open Access Journals (Sweden)

    Victor Danciu

    2006-10-01

    Full Text Available Brand strategy is vital for the succes of the company on the international market. Identity and positionning are critical in order to develop a succesufull brand strategy. These two very important dimensions of any strategy of brand are accompanying every strategical option. Creating and launching new brands depend on the strategic process of the new product development. The new brands aim at acquiring strategic advantages which are associated with the enlargement of the competence field of the company and the differentiation over existing brands. In its turn, the extension of the brand is a strategic alternative which aims at the transfer or the relaunching of the existing brands. The companies which are following the geocentric strategy need global brands. Only the companies which succesfully overcome the numerous restrictions of the global strategy development are able to get good results. Apple is a good example of a brand strategy that gained a unique position on the global market and continues to help holding it.

  20. International Branding Strategies : In Swedish and Russian Fashion Companies

    OpenAIRE

    Levitskaya, Daria

    2016-01-01

    There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change...

  1. Place branding by building coalitions; lessons from rural-urban regions in the Netherlands

    NARCIS (Netherlands)

    Horlings, L.G.

    2012-01-01

    This article aims to contribute to the conceptual and empirical understanding of branding strategies in rural–urban areas. We argue here that branding at the regional level ideally can be seen as the interaction of three intertwined processes: identification of territorial capital, the re-grounding

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

    Science.gov (United States)

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

    2011-01-01

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

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

    Science.gov (United States)

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

    2011-01-01

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

  4. What China Can Learn from US Branding Strategies

    Institute of Scientific and Technical Information of China (English)

    Pamela; Lilak

    2006-01-01

    Chinese textile industry is a fledgling in terms of brands strategy, not yet able to flap its wings in all-weather climates of international market. How to build up a good brand to be a great company or to have a successful firm with a great brand is of primary concern if China continues to take the lead in the coming days, not satisfied with its status quo as OEM supplier.

  5. Brand Strategy and Japan’s Soft Power

    Institute of Scientific and Technical Information of China (English)

    Xing; YAN

    2015-01-01

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

  6. B.A.S.E. - A Brand-Architecture Strategy Explorer

    National Research Council Canada - National Science Library

    Andreas Strebinger

    2011-01-01

    ..., (a) the theory of strategic brand concepts, (b) the theory of human information processing and (c) a typology of brand architecture strategies, this paper proposes an explorative instrument from which to derive optimal brand architecture strategies.

  7. Generic and Brand Advertising Strategies in a Dynamic Duopoly

    OpenAIRE

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

    2005-01-01

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

  8. Desain Kemasan Sebagai Strategi Branding Produk Cokelat Bali

    Directory of Open Access Journals (Sweden)

    Ni Luh Desi In Diana Sari

    2016-01-01

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

  9. [How a brand strategy strengthen the public service mission].

    Science.gov (United States)

    Ouazan, J-M; Blaise-Pagès, L; Le Failler, F

    2013-05-01

    Commercial companies or public service mission, today all organizations must manage their brand. For a public service organization, also, the brand is an asset that enhances its visibility to the various partners. A brand is a collection of signs that distinguishes it, it or the products and services it offers. In recent years, we are witnessing the valorization of public service mission brand in an objective of visibility but also for internal cohesion. Developing a brand brings benefits in its identification and knowledge by users but also within the institutional environment. This value can also be an economic booster. With a strong brand, the organization may reduce communication expenses. In recent years, we attend an important development of the territory marks. Concerning the Établissement français du sang (EFS) when it was created in 2000, it is the act of donation of blood, which was enhanced by the "Don du sang" logotype and not the institution. As a consequence, the logotype "EFS" was very discreet. But more than 10 years after, this situation has to evolve. The EFS is not just a blood transfusion organization. Beyond blood donations, the EFS has developed other activities (cell and tissue therapy, IHR, clinics, research, etc.). With the "new generation" blood centers, it is an opportunity to think over the brand EFS. This is why EFS has decided to develop a brand strategy, the ground of all communication policies.

  10. Market launch strategy of the brand Kiehl´s

    OpenAIRE

    Hartová, Dominika

    2011-01-01

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

  11. Market launch strategy of the brand Kiehl´s

    OpenAIRE

    Hartová, Dominika

    2011-01-01

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

  12. Transforming and contesting nation branding strategies

    DEFF Research Database (Denmark)

    Ren, Carina Bregnholm; Gyimóthy, Szilvia

    2013-01-01

    The article presents and discusses different strategic communication approaches to Danish nation branding with a special focus on changed practices over time – identifying a shift from streamlined campaigns pursuing uniqueness to pluralist narratives and “events of endorsement”. The aim is to con......The article presents and discusses different strategic communication approaches to Danish nation branding with a special focus on changed practices over time – identifying a shift from streamlined campaigns pursuing uniqueness to pluralist narratives and “events of endorsement”. The aim...

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

    OpenAIRE

    Magnoni, F.; Roux, E.

    2011-01-01

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

  14. Strategies for establishing a new successful brand on the Swedish market

    OpenAIRE

    Maluszynska, Anna; Torstensson, Kristina

    2004-01-01

    Background: Companies establishing a new brand on the Swedish market have to face competition from already established brands. This makes it interesting to investigate which branding strategies companies use in order to establish a new successful brand. Purpose: The purpose of the thesis is to investigate which branding strategies companies should use in order to establish a new successful brand on a competitive Swedish market. Research method: The study was realized with the help of five q...

  15. EXPLORATORY RESEARCH REGARDING ROMANIANS' PERCEPTION ABOUT THE REGIONAL BRAND “MARAMUREª”

    Directory of Open Access Journals (Sweden)

    Drule Alexandra-Maria

    2013-07-01

    Full Text Available In recent years, the expansion of touristic activities confirmed the importance of marketing activities in touristic regions. In tourism as well, globalization implies an unlimited number of options, and the traditional elements regarding competition and differences related to price or quality are no longer sufficient in efficiently differentiating the touristic region. A key factor in this sense is represented by the notion of place branding or, to be more precise, regional branding. Theoretical studies on this subject are relatively recent, and fewer compared with studies on traditional brands, for example. A practical research regarding a touristic region can thus provide a series of utile information that marketers can use in elaborating marketing strategies and, specifically, in the branding process. The study's main objective aimed at shaping the regional brand “Maramureº” using mainly projective techniques, scarcely used in studies of this kind in Romania, based on a sample of more than 200 respondents. The information obtained focused on the respondents' perceptions regarding the region of Maramureº as a touristic brand, the associations made, the values attributed to the region in terms of touristic potential, of touristic infrastructure, of weak and strong points of the touristic brand Maramureº, but also elements of the regional image and identity (at this point were considered certain associations with visual elements but also with its personality. By highlighting respondents' subjective and diverse opinions, it was aimed to point out some directions that would eventually guide a new approach of the brand for this touristic region. Also, the results of this study could represent a starting point for a program of regional development, funded through various local or European funds. Furthermore, based on the information obtained from respondents, it has been proposed a new logo of the region, as a first step in running a

  16. The role of entry into regional markets in fulfilling brand promise

    Directory of Open Access Journals (Sweden)

    Ali Ghasemi

    2014-12-01

    Full Text Available This paper presents an empirical investigation to study the role of entry into regional markets in fulfilling brand promise. The study designs two questionnaires, one for measuring brand promise and the other for measuring export capabilities, in Likert scale and distributes it among 250 randomly selected producers who were involved in production and development of various products in city of Esfahan, Iran. Cronbach alphas were calculated for brand promise and export capabilities as 0.856 and 0.812, respectively. Using structural equation modeling, the study has detected seven factors including product development, public advocacy, strategic orientation, customer satisfaction, competitive pressures, organizational capabilities and distribution strategies.

  17. Territory brand as a factor of region competitiveness (on the example of Penza region

    Directory of Open Access Journals (Sweden)

    Medushevskaya Inna

    2016-03-01

    Full Text Available The article describes the brand of territory as a factor of the region competitiveness. The examples of territory brands from the world and Russian practice are analyzed. The possible options for the brand for Penza region are proposed.

  18. Effects of Brand Extension Strategies on University Students’ Purchase Intent

    Directory of Open Access Journals (Sweden)

    Şükran KARACA

    2015-06-01

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

  19. Constructing regional advantage in branding the cross-border Euroregion Galicia-northern Portugal

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2015-01-01

    This paper employs a constructing regional advantage (CRA) approach in respect of examining the potential of joint branding strategies intended to position and give visibility to cross-border regions. The CRA concept is introduced here to improve understanding about the empirical significance of a b

  20. Constructing regional advantage in branding the cross-border Euroregion Galicia-northern Portugal

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2015-01-01

    This paper employs a constructing regional advantage (CRA) approach in respect of examining the potential of joint branding strategies intended to position and give visibility to cross-border regions. The CRA concept is introduced here to improve understanding about the empirical significance of a

  1. 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.

  2. Brand Strategy and Marketing Communication : Case Company: Huawei Technologies. Co. Ltd.

    OpenAIRE

    Tian, Jin

    2015-01-01

    This thesis aims to analyze brand strategy and marketing communication. How these two aspects influence brand awareness and customers’ satisfaction will be further checked, based on the selected case company, Huawei Technologies Co. Ltd. Attentions will be focused on Huawei’s mobile phone business. Both theoretical background and empirical study are included in this paper. Firstly, brand relevant literature will be viewed. Brief history of modern brands, different definitions of brand, brand ...

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

    Science.gov (United States)

    Friedrich, H; Witt, J

    1995-01-01

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

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

    Institute of Scientific and Technical Information of China (English)

    2008-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Alexandra IOANID

    2014-11-01

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

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

    Directory of Open Access Journals (Sweden)

    Alexandra IOANID

    2014-11-01

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

  7. 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...

  8. The Coo Effect in the International Brand Positioning Strategy

    Directory of Open Access Journals (Sweden)

    Barbara Kobuszewski Volles

    2016-12-01

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

  9. Strategic thinking leading to private brand strategy that caters for customers' shopping preferences in retail marketing

    National Research Council Canada - National Science Library

    Ching-Liang Chen

    2009-01-01

      This study proposes a private brand strategy for retail marketing through brand equity to explore customers' shopping preferences and it uses structural equation model to analyze the model's appropriateness...

  10. Brand Marketing Strategies in the Export of Maoming Litchi

    Institute of Scientific and Technical Information of China (English)

    2010-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Yu Jinrong

    2017-01-01

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

  12. 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’.

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

    NARCIS (Netherlands)

    Keller, Kristopher; Dekimpe, Marnik; Geyskens, Inge

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

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

    NARCIS (Netherlands)

    Keller, Kristopher; Dekimpe, Marnik; Geyskens, Inge

    2016-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Marija Jankovic

    2017-06-01

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

  16. Brand alliance. Building block for scientific organisations´ marketing strategy

    Directory of Open Access Journals (Sweden)

    Joern Redler

    2016-03-01

    Full Text Available This paper addresses management issues of brand alliances as part of a scientific organisation´s marketing strategy. Though brand alliances have become quite popular with consumer products they seem to be exceptions in the marketing context of academic or scientific organisations. Against this background, the paper develops a brand alliance approach considering requirements of strategically marketing scientific organisations. As a starting point, brand alliances are discussed as a sub-category to brand combinations. Furthermore, opportunities for scientific organisations associated with the alliance approach are elucidated as well as, from a more general perspective, major threats. In the following course, the paper focuses on modelling a framework of customer-based brand alliance effects, referring to the behavioural science-based view of brands which conceptualises brands as the psychological reaction to the exposure of brand elements like a name, logo or symbols. In that context, prerequisites for success are examined as well. Further, essential components of a brand alliance management process are discussed and its application to scientific organisations is expounded. Aspects like, e.g., choosing and evaluating a partner brand, positioning a brand alliance or monitoring brand alliance performance are illuminated. In regard to practical application also factors and requirements for organisation´s brand alliance success are outlined.

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

    Science.gov (United States)

    Windhorst, C E

    1998-02-01

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

  18. Branding

    DEFF Research Database (Denmark)

    Jantzen, Christian; Vetner, Mikael

    2006-01-01

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

  19. Branding

    DEFF Research Database (Denmark)

    Jantzen, Christian; Vetner, Mikael

    2006-01-01

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

  20. Digital marketing strategies in the promotion of the city brand

    Directory of Open Access Journals (Sweden)

    David Albeiro Andrade Yejas

    2016-06-01

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

  1. The Impact of Cultural Divisions within Organizations in Implementing Brand Strategy

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard I.; Helm, Clive

    Whilst there has been enormous focus in the literature on developing strong brand positioning, identity and personality, there has been much less on utilising brands as strategic assets and achieving brand orientation across the organisation. Decision-making across function silos is widely explored...... opportunity for research. Through inductive analysis of a case study of a company implementing a major new brand revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets contributed...... to the failure of the new strategy. The paper suggests that managers should focus on the three areas of: silos mindsets, incentive systems and brand touchpoint processes to governing customer brand experience....

  2. Teoretical and practical problems of territorial branding at the example of Sumy region brend forming

    Directory of Open Access Journals (Sweden)

    M.Yu. Karpischenko

    2011-12-01

    Full Text Available Actual theoretical and practical problems of territorial branding have seen in this article. There are historical formation analysis of territorial branding have examined as an independent area of marketing and has presented new conception of Sumy Region brand formation.

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

    OpenAIRE

    Brieger, Christian

    2013-01-01

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

  4. The role of place branding in local and regional economic development: bridging the gap between policy and practicality

    Directory of Open Access Journals (Sweden)

    Evan Cleave

    2016-01-01

    Full Text Available Place branding has become an increasingly integral part of local and regional economic development strategies in the global competition for business investment. Professional and academic understanding remains limited, however, regarding whether place branding can be classified as a ‘high-road’ policy with substantive and effective merits or a ‘low-road’ policy that is generally inefficient and ineffective at fostering sustainable economic growth. Through the context of business attraction, this study examines whether place branding represents ‘high-road’ policy by comparing what economic development practitioners are doing to create and support their brands against the needs and desires of businesses considering relocation. The research goal is achieved through a series of in-depth interviews with economic development practitioners (n = 25 and private-sector site selectors (n = 10 in the province of Ontario, Canada. Gaps between policy and practicality are identified by comparing the responses of the two groups. Results demonstrate that place branding has the potential to be ‘high-road’ policy given its utility in business attraction. In its current implementation, however, place branding remains better described as a ‘low-road’ policy, as it is not being used efficiently. Several gaps in place-branding policy are identified, including an overreliance on visual identities and narratives, poor communication of the brand information, and overemphasis on presenting quality of life and affordability. These gaps present possible areas of ineffectiveness that can limit the ability of a place brand to attract investment, but provide areas of future policy improvements, thus enabling place branding to shift from ‘low road’ to ‘high road’.

  5. Brand Alliance, a Strategy to Enter New Markets and a Tool for Positioning

    Directory of Open Access Journals (Sweden)

    Dr Salah Elyas

    2013-10-01

    Full Text Available Brand alliance has emerged in the last two decades as a form of cooperation between two or more established brand names and has expanded as a business strategy to include both the production/ service sectors. This strategy is taking different forms; the most common one is co-branding which involves associating a single product with more than one brand name. .Another approach to create a brand alliance is brand licensing, in which one business obtains the rights to utilize the brand name owned by another business for a specific project or activity under a licensing agreement or contract. The third common approach is known as cross-marketing, and this implies the creation for a joint marketing campaign which allows two or more companies to promote each other and consequently broaden their prospective consumer bases.Brand alliance may be a short-term tactical partnership to increase awareness in the consumer’s minds, promote sales and provide urgent financial resources, as it may also be a long-term strategic tool for brand growth and development and marketing success. In this sense, relying on a case study which involves a contracted alliance since 2005, between Algeria post foundation and mobiles branch, the researcher will try to demonstrate the advantages of such a strategy for these two operators, as a tool to enlarge the target population, penetrate new markets, strengthen the brand image in the mind of the consumer and reinforce its competitive position.

  6. Differentiated Brand Marketing Strategy for China’s Conventional Aquatic Products

    Institute of Scientific and Technical Information of China (English)

    Hua; LIANG; Zhongming; SHEN

    2015-01-01

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

  7. Brand!

    DEFF Research Database (Denmark)

    Markvorsen, Steen

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

  8. Development Strategies for Regional Advantageous Green Food Brands in Heilongjiang%黑龙江省绿色食品区域优势品牌发展战略的研究

    Institute of Scientific and Technical Information of China (English)

    赵广英

    2012-01-01

    In recent years, the growth of regional Green Food brands in Heilongjiang have made some achievement, however, some issues remain unsettled, such as the lagging technology research approach, publicity insufficiency, prevailed counterfeits, backward logistics, inadequate support and protection from the government, etc. In order to raise the popularity and competitiveness, the way to develop regional Green Food brand in Heilongjiang is to increase technology content, intensify advertising effort, obtain more government support, optimize logistics system and accelerate the growth of market leaders.%近年来,黑龙江省绿色食品区域品牌取得了一定成果,但仍存在科技研发手段落后、品牌宣传力度不够、假冒伪劣现象普遍、物流体系发展滞后和政府扶持力度与保护力度不够等问题。黑龙江省发展绿色食品区域品牌,应提高科技含量,加大品牌的宣传力度以及政府的引导和扶持力度,不断完善物流体系,促进龙头企业发展壮大,以提高黑龙江省绿色食品区域品牌的知名度和竞争力。

  9. The Effect of Brand Extension Strategy on Its Image: The Case of Majid Brand

    Directory of Open Access Journals (Sweden)

    Fatemeh Abdavi

    2015-12-01

    Full Text Available This descriptive-correlational study examined the effect of brand extension on current image in the scope of Tabriz Majid products in the city of Tabriz. The study population comprised consumers of Majid products and fans of Tractorsazi, and the sample size was 380 persons. A simple random sampling method and an infinite population formula were used as well as a five-option Likert questionnaire. Its reliability was measured at 0.71 by Cronbach's alpha coefficient. The Spearman ranking correlation coefficient test and structural equations model, available on SPSS and LISREL software packages, were used to analyze the data. The most important results of the study indicate that extension attitude affects brand image. Furthermore, initial brand communications and perceived fitness between the new product and other products (category fitness or brand image (image fitness can improve and affect consumer attitude.

  10. Brand Equity Management for Luxury Food Products based on the Customer Service Strategy

    Directory of Open Access Journals (Sweden)

    Qishen Zhou

    2014-12-01

    Full Text Available This study aims to analyze the brand equity management for luxury food products based on the customer service strategy. The literature review is delivered to launch the foundation of the service strategic analysis. The importance of the customer service strategy is enlightened to analyze the brand equity of luxury food products. The Kotler mode was adopted to establish the brand equity management system to investigate the customer service strategy. Then, the famous luxury food products brand, Chinese caterpillar fungus, was selected as the research object to analyze the problems in current relationship between the brand equity and the customer service. The analysis results show that the problems derive from the complicated external environment and mistakes in the internal management and the customer relationship management could improve the relationship between the customers and the corporations. Based on the model in this study, some suggestions are given to the problems in the customer service management.

  11. The mechanism of territorial branding development

    Directory of Open Access Journals (Sweden)

    Yu.L. Shatava

    2012-12-01

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

  12. Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation

    DEFF Research Database (Denmark)

    Vallaster, Christine; von Wallpach, Sylvia

    2014-01-01

    In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon...... that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized....

  13. Investigating effectiveness of clandestine advertisement and organizational strategy in brand management

    Directory of Open Access Journals (Sweden)

    M. R. Shojaei

    2014-12-01

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

  14. Marketing Strategies: Lessons for Libraries from Commercial Brand Management.

    Science.gov (United States)

    Wolpert, Ann J.

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

  15. Evaluating the effectiveness of brand-positioning strategies from a consumer perspective

    DEFF Research Database (Denmark)

    Fuchs, Christoph; Diamantopoulos, Adamantios

    2010-01-01

    . The paper introduces an alternative approach to measure the effectiveness of positioning strategies of real brands. Moreover, the results of the paper show empirically that measuring positioning effectiveness must extend beyond capturing unidimensional brand attitude measures. Practical implications...... - The findings should guide brand managers in selecting the most appropriate positioning strategies for their brands in high-involvement markets such as the automobile market. Originality/value - The study sheds initial light on the overall relative effectiveness of major positioning strategies. The study......Purpose - The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective. Design/methodology/approach - Two studies (within- and between-subjects design) are conducted aimed at evaluating the positioning...

  16. Evaluating the Combined Effect of Strategy, Brand and Country of Origin on Consumers’ Perceptions of Global Products

    OpenAIRE

    Kovalenko, Oksana

    2012-01-01

    Abstract Key words: brand, country of origin, local brands, global brands, consumer perception, self-identity, lock-in strategies, first mover advantage, resource based view. The aim of this research work is to evaluate and analyse the ways consumers perceive global products given the effects of strategy, brand and country of origin; on the basis of this analysis to develop recommendations on possible strategic improvements for the two companies chosen. Due to an intense situation on t...

  17. Means-End Chain Based Brand Positioning Strategy for Lin’an Carya Cathayensis Sarg

    Institute of Scientific and Technical Information of China (English)

    Lingyan; GAO; Yueli; ZHANG

    2014-01-01

    Based on the theory of Means-End Chain,this paper surveyed value cognition structure of 36 member consumers through the laddering interview. According to the survey,it made an in-depth analysis on brand positioning strategy for Lin’an Carya Cathayensis Sarg,and obtained the existing brand operating model. It is hoped to explore effective strategy of brand positioning for agricultural product enterprises in Zhejiang Province,and accordingly lift core competitiveness of agricultural products of Zhejiang Province.

  18. Investigating effectiveness of clandestine advertisement and organizational strategy in brand management

    OpenAIRE

    M. R. Shojaei; Sh. Sabaghi; N. Shirdel

    2014-01-01

    This investigation tries to examine correlation between clandestine advertisement and organizational strategy in brand management via available sources and by using a field study. In fact, it intends to raise the question “Are clandestine advertisement and organizational strategy effective in management of products brands?” This is an applied and descriptive-approaching study. The study chooses a sample of 171 regular customers who do their day-to-day banking business activities through an Ir...

  19. LOCAL BRAND DEVELOPMENT IN THE CONTEXT OF REGIONALIZATION AND EUROPEAN INTEGRATION

    Directory of Open Access Journals (Sweden)

    Florin Alexandru LUCA

    2014-11-01

    Full Text Available Currently Romania is in the process of regionalization whose foundations were laid in the "Green Paper regional development in Romania", elaborated under the aegis of the EU Delegation in our country. Regional development is a defining concept of EU construction and at the same time it constitutes a monitoring parameter of any country that wishes to join this structure. Not incidentally, one of the most important directions of the European Commission is called "Regional development and social cohesion”. Against the background of regional development trends, the brand of the region is the one that will make the difference. The concept of branding applied to countries, cities and regions began to be used in the mid-90s in order to support these geographical areas in their fierce competition in the competitive environment. In this era of "super-brands" is nothing unusual to consider a city, a country or a region as being a successful brand.

  20. Research on the development of brand strategy%品牌战略发展研究

    Institute of Scientific and Technical Information of China (English)

    李霜

    2013-01-01

      当今一切成功的企业最终经营的是品牌而不是产品,品牌能让产品形象得到升华,品牌做得越久积累越多,产品则不然。实施品牌战略,从产品到品牌,从品牌到品牌形象,将品牌形象转化为品牌资产,应成为企业营销中重要的战略目标。在“品牌消费”时代能否培育出自有品牌,并塑造成为知名品牌,将决定一个企业在市场上的竞争力,加强品牌规划及发展研究成为时代的要求,成为企业现代化和成熟程度的重要标志!%  At present, what every successful company manages finally is its brand, but not its product. Brand can sublimate the image of product, and the longer a company manages its brand, the more it can accumulate, but product is not the case. It should be an important strategic goal in marketing to carry out brand strategy, from product to brand, from brand to brand image, and finally to inverts brand image to brand capital and property. Whether a company trains its own brand and make it famous or not will decide its contest force in market in the future. It has become the demand of the times and the important sign of modernization and degree of aging of a company to strengthen brand planning and its development research.!

  1. Place branding and strategic planning: Towards a conceptual model to brand regions

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2013-01-01

    Abstract Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place branding literature that aims to assert the diversity and complexity of places in pursuit of various economic, political or socio-psychological objectives. The second, is the strategic

  2. Place branding and strategic planning: Towards a conceptual model to brand regions

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2013-01-01

    Abstract Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place branding literature that aims to assert the diversity and complexity of places in pursuit of various economic, political or socio-psychological objectives. The second, is the strategic spa

  3. Place branding and strategic planning: Towards a conceptual model to brand regions

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo

    2013-01-01

    Abstract Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place branding literature that aims to assert the diversity and complexity of places in pursuit of various economic, political or socio-psychological objectives. The second, is the strategic spa

  4. Disscussion on the brand strategy of silk%论丝绸品牌之战咯

    Institute of Scientific and Technical Information of China (English)

    钱同源

    2011-01-01

    在丝绸行业内,品牌产品不少,但缺少国内外知名品牌.如何打造一个好的、国际品牌,作为品牌之战略,可以从以下几方面去努力:一是要抓质量,包括设计质量、产品质量、制造质量和服务质量,质量是品牌的基础;二是要抓设计,设计决定产品的生命,是品牌的关键:三是要全行业上下全力合作攻品牌,绿叶衬红花,打造中国丝绸自己的国际品牌.%In the silk industry, there are many brand products, but the well-known brands are lacking. How tocreate a good international brand, the brand strategy can be tried from the following three aspects: Frist is toimpove the quality, including design quality, product quality, production quality and service quality, quality isthe foundation of brand; Second is to innovate the design, design is the key of product life and the brand; Thirdis to build the brand under the full cooperation of entire industry, to build Chinaese own international brand ofsilk.

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

    National Research Council Canada - National Science Library

    Alexandra IOANID; Petruta MIHAI; Gheorghe MILITARU

    2014-01-01

    .... The chances for a company to gain share market when starting operations in a new country grows a lot if the management allows enough regional flexibility on how the brands are marketed, according...

  6. Internal Brand Management of Destination Brands

    DEFF Research Database (Denmark)

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

    2014-01-01

    Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations....... However, theories to inform these strategies are limited. This paper proposes that internal brand management theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi...... that promote brand citizenship behaviours. This study advances destination brand management theory and provides practical insights into destination brand management practices....

  7. Evaluating the effectiveness of brand-positioning strategies from a consumer perspective

    DEFF Research Database (Denmark)

    Fuchs, Christoph; Diamantopoulos, Adamantios

    2010-01-01

    Purpose - The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective. Design/methodology/approach - Two studies (within- and between-subjects design) are conducted aimed at evaluating the positioning...... of positioning strategy used affects the positioning success of a brand. More specifically, the study confirms normative arguments about the overall relative effectiveness of main positioning strategies by revealing that benefit-based positioning and surrogate (user) positioning generally outperform feature...... - The findings should guide brand managers in selecting the most appropriate positioning strategies for their brands in high-involvement markets such as the automobile market. Originality/value - The study sheds initial light on the overall relative effectiveness of major positioning strategies. The study...

  8. Research on Factor Brand Strategy%要素品牌战略研究

    Institute of Scientific and Technical Information of China (English)

    屈冠银

    2012-01-01

    Factor brand strategy refers to a type of brand strategy tailored for factors of production including raw materials, elements or parts which are necessary for finished brand products. Pushing principle and pulling principle are the basic market rules on which factor brand strategies are made. Considering the intensity of industrial competition and the effect of factors on the final product, it is suggested that feasible factor brand strategy should be planned and implemented at different phases. In order to increase the revenues from factor brand and reduce the relative risks, attention should be focused on creating factor brand value, strengthening brand show and ensuring the quality of the final product.%要素品牌战略是为某些品牌成品中必不可缺的材料、元素或部件等构成要素所制定的品牌战略。推式原则和拉式原则是要素品牌战略依赖的基本市场原则。在考虑行业竞争强度和要素对最终产品影响的基础上,制定可行的战略规划,分阶段推进要素品牌战略。提高要素品牌收益并尽可能降低风险,必须注意提升要素品牌的价值、加强品牌展示并确保最终产品质量。

  9. Study of Translation Strategy Applications in Clothing Brand Advertising Slogans in Iran

    OpenAIRE

    Afsoon Absalan; Mohammad Reza Falahati Qadimi Fumani

    2016-01-01

    Advertising is an important part of marketing which has great influence on the way people behave and think. An advertisement slogan is a form of logo that sums up specialty, benefit, and marketing position. The present study aimed to investigate the strategies used in translation of clothing brand advertisement slogans from English to Persian in Iran. The study sample consisted of 50 clothing brand advertising slogans, which were translated by 30 B.A. and 30 M.A. senior English translation st...

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

    Science.gov (United States)

    Greenland, Steven J

    2015-03-01

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

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

    OpenAIRE

    Williams, Antonio S.; 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...

  12. Mechanism Research of Regional Brand Enhancement Based on Agricultural Industry Clusters

    Institute of Scientific and Technical Information of China (English)

    2012-01-01

    This article makes an integral and comprehensive study on the process of regional brand enhancement based on agricultural industry clusters using the theories of industrial clusters and regional brands.By analyzing the key determinants in the process of regional brand enhancement based on agricultural industry clusters,we establish a systemic theory system.The results show that as an important mediator in the process of regional brand enhancement based on agricultural industry clusters,the construction of value chain system is of vital importance.Other factors, such as the government guidance and service,the promotion of industry associations and professional cooperatives,play a key regulating role in this process.

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

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2016-01-01

    The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand management.Place and city branding is about leading change and change may give rise to resistance. Therefore brand resistance ...

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

    OpenAIRE

    Alexandra IOANID; Petruta MIHAI; Gheorghe MILITARU

    2014-01-01

    A strong brand is the one that integrates its cultural origins and values with the cultural values of the countries where it operates, building relationships based on trust with the local consumers. The chances for a company to gain share market when starting operations in a new country grows a lot if the management allows enough regional flexibility on how the brands are marketed, according to the cultural characteristics of the potential local customers. In the actual globalized business e...

  15. On Brand Construction in Fujian Region%福建区域品牌的建设

    Institute of Scientific and Technical Information of China (English)

    谢弦

    2012-01-01

    The construction of regional brand is helpful to strengthen Fujian's regional competition,transform the mode of economic development and obtain sustainable brand effect.Based on the existing famous brand products,some leading enterprises in Fujian have cultivated a group of strong influenced brands in the construction process of regional brand,which have become effective "engines" driving Fujian's economic growth.However,the development of Fujian's regional brand also has problems,such as weak brand consciousness,serious homogeneity products,lack of innovation,rare species of regional brand,being on low level and so on.In order to realize the healthy and sustainable development of Fujian's economic,it is necessary to establish the integrated awareness of fostering regional brand with government,association and enterprises.What's more,it is needed to improve competitive cooperation mechanism,transform and upgrade industrial structure,improve regional brand level,and promote regional brand innovation.%构建区域品牌,有利于增强福建区域竞争力、转变经济发展方式和获得持续的品牌效应。在区域品牌建设过程中,福建集群中的一些龙头企业依托已有的名牌产品,培育了一批具有较强市场影响力的区域品牌,成为带动福建经济增长的有效"引擎"。但是在区域品牌创建过程中也存在着品牌意识薄弱,区域品牌产品同质化严重,创新不足,区域品牌种类比较单一,层次较低等问题。为了实现福建区域经济的健康可持续发展,必须确立政府、协会、企业一体的区域品牌培育意识,完善竞争合作机制,推进产业转型升级,提高区域品牌层次,促进区域品牌创新发展。

  16. THE EFFECTIVENESS OF CORPORATE BRANDING STRATEGY IN MULTI-BUSINESS COMPANIES

    Directory of Open Access Journals (Sweden)

    Masume Hosseinzadeh Shahri

    2011-09-01

    Full Text Available Is your corporate branding strategy effective? This paper presents a triple-dimension model for the assessment of the effectiveness of corporate branding strategy as a strategic decision in an organization: multiple stakeholders' reliance, financial value and strategic position. The elements of the model are based on information obtained from literature review and structured interview with specialists in strategic management and marketing and some multi-business companies' managers. A questionnaire and confirmatory factor analysis (CFA have been used to validate the measurement. Assessing the three dimensions (multiple stakeholders' reliance, financial value and strategic position and integrating them into a scheme enable CEOs to understand whether their corporate branding strategy is effective.

  17. SPATIAL COORDINATES IN BUILDING THE BRAND IMAGE OF REGIONAL METROPOLISES. THE CASE OF IAŞI MUNICIPALITY

    Directory of Open Access Journals (Sweden)

    Mădălina PAFTALĂ-CIUBOTĂRIŢA

    2010-06-01

    Full Text Available The article explores the spatial dimensions of the brand image building of the cities / regional metropolises, with an application on Iaşi as a study case. The starting point is represented by the results of the researches in FP7 project EuroBroadMap. Visions of the Europe in the World, which shows that the city of Iaşi has an unfavorable position among the preferences of the Romanian student’s questioned, which raises some questions about its role as a regional metropolis. In order to improve its position, the city could appeal to the territorial marketing strategies. In this direction, using the results of some field surveys, the article studies the opportunities for structuring a brand image depending on the spatial structure of the symbolic characteristics of Iaşi.

  18. A Study of Agricultural Products Brand Building and Portfolio Strategy in Xinjiang%新疆农产品品牌建设及组合策略研究

    Institute of Scientific and Technical Information of China (English)

    哈丹·卡宾; 霍国庆

    2012-01-01

    Based on product brands statistics results, we analyzed the problems that exist in the agricultural product brands building practices in Xinjiang. We realize that the main problems is serious homogenization, excessive brand, disorderly competition between similar products of different brands, high brand Discrete Degree, low level of creativity, and the lack of strong brand. In particular the lacks of a collection of brands reflected the competitive significance of the provinces level, and a strategic planning for brand portfolio with core values and a clear positioning. Through the use of the regional brands and brand portfolio theory for in - depth analysis of existing agricultural products brands, corporate branding, regional public brand, we put forward the strategies and recommendations for the agricultural products brand portfolio of Xinjiang in this paper.%本文通过对新疆现有农产品品牌情况进行统计,分析了新疆农产品品牌建设中存在的现实问题,即产品严重同质化、品牌数过量,同类产品不同品牌间无序竞争,品牌离散度高,缺乏强势品牌,尤其缺乏体现省(区)级竞争意义的集合品牌,以及具有核心价值和明确定位的区域品牌组合战略规划。为此,本文运用有关区域品牌理论、品牌组合理论对新疆现有各类农产品品牌、企业品牌、区域公用品牌进行深度分析,提出新疆农产品品牌组合策略及建议。

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

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2016-01-01

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

  20. On the Brand Culture Strategy of the Time-Honored Brand Revitalization of Zhejiang%关于浙江老字号振兴的品牌文化战略研究

    Institute of Scientific and Technical Information of China (English)

    陶云彪

    2012-01-01

    The construction of brand culture is fundamental to the revitalization of the time-honored brand of Zhejiang. Zhejiang should forge brand culture strategy through tamping the brand culture foundation of time-honored brand, integrating the brand culture material carriers of time-honored brand, structuring the brand culture spiritual temperament of time-honored brand and integrating the brand culture communication channels.%品牌文化的建设是振兴浙江老字号的根本所在,浙江应从夯实老字号品牌文化基础、整合老字号品牌文化物质载体、构建老字号品牌文化的精神气质、整合老字号品牌文化的传播通道等四方面来打造品牌文化战略。

  1. Regional strategy tested in Caribbean.

    Science.gov (United States)

    1984-01-01

    Barbados, St. Vincent, and St. Lucia have joined forces in the world's 1st regional Contraceptive Social Marketing (CSM) effort -- the Caribbean CSM. The Barbados Family Planning Association (BFPS) is overseeing the operation, which begins selling 2 contraceptive pills and a condom in early February. Costs and start-up times were shaved by adopting brand names and advertising materials from Jamaica's highly successful CSM project. Jamaica's popular "Panther" condom and "Perle" oral contraceptive (OC) are being used by the Caribbean CSM project. Perle's 9-year-old package has been redesigned and the Caribbean CSM project also is selling a 2nd, low-dose version called "Perle-LD." The products are manufactured in the US by Syntex as Noriday and Norminest, respectively. But the regional approach's financial gains also had a debit side, most notably a tripling of bureaucratic procedures. Part of project difficulties stem from differences among the 3 Caribbean countries. While sharing a common cultural heritage, St. Lucians speak a patois dialect in addition to the English prevalent on the other islands. The biggest hurdle was overcoming an economic disparity between Barbados and its less affluent neighbors, St. Vincent and St. Lucia. The CSM project decided to try a 2-tier product pricing strategy. In US currency, prices run $1.75 per cycle for both OCs on Barbados, but $1.26 on St. Vincent and St. Lucia. A Panther 3-pack costs 75 cents on Barbados and 42 cents on the othe 2 islands. The project is being promoted with generic family planning media advertisements. The project also has held physician orientation seminars on each island. The pilot program will be accompanied by retailer training seminars. In addition the project may introduce a spermicidal foaming tablet, once the US Food and Drug Administration approvs a new American-made product. The unique Caribbean CSM project may spread an idea as potent as the family planning message. Its success could transmit the

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

    Directory of Open Access Journals (Sweden)

    Marzieh Babayi

    2015-05-01

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

  3. BRAND OF THE REGION AS AS AN ASPECT OF ITS ECONOMIC IDENTITY

    Directory of Open Access Journals (Sweden)

    Vitaly Belousov

    2016-12-01

    Full Text Available The article deals with semantic characteristics of the concepts of «competitiveness», «image» and «brand» in the context of the economic identity of the region. Social well-being, self-identification, adaptation, attitudes within the regional system and other characteristics determine the economic identity in the mass consciousness ideas about the uniqueness of the region’s population, which is a key aspect of the formation of a positive image and brand territory.

  4. 农产品品牌保护策略探析%Analysis of the Agricultural Brand Protection Strategy

    Institute of Scientific and Technical Information of China (English)

    范公广

    2012-01-01

    随着消费层次升级和健康理念的变化,消费者品牌意识不断增强,农产品品牌安全问题成为消费者关注的焦点。面对假冒伪劣品牌对农产品品牌市场的非竞争性冲击,农产品企业仅依靠常规性品牌管理策略已举步维艰,品牌保护策略是破解品牌侵权等难题的关键。本文从农产品品牌特征、内涵出发,解析农产品企业在品牌保护上的现状、困境和成因;从战略品牌管理、法律保护、战略联合保护网络和品牌管理策略等方面,提出了完善农产品品牌保护的思路和对策。%Along with the consumption level and the concept of health changes,the consumer brand awareness increasing,the agricultural product brand security issues become the focus of attention of the consumer.In the face of fake brand has non-competitive impacts on the brand of agricultural product market,agricultural enterprises rely on conventional brand management strategy have been difficult,brand protection strategy is to crack the puzzle of brand infringement.This article from the agricultural product brand characteristics,connotation,analysis of agricultural product enterprises in the brand protection situation,predicament and origin;from strategic brand management,legal protection,strategic joint protection network and brand management strategies,ideas and measures to improve agricultural brand protection.

  5. 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...

  6. 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. ...

  7. Implement brand strategy and boost enterprise development%实施品牌战略助推企业发展

    Institute of Scientific and Technical Information of China (English)

    梁海波

    2015-01-01

    品牌是企业的生命,卓越的品质与品牌是强大实力和核心竞争力的具体体现,品牌应以品质为基础发挥其影响力.江苏AB集团坚持实施品牌战略,培育自主品牌,提升企业核心竞争力.本文从品牌的概念入手,分析实施品牌战略的意义,探讨实施品牌战略的具体方法.%The brand is the life of the enterprise, the outstanding quality and brand is the contract strength and the core competitiveness of concrete embodiment, the brand takes the quality as the foundation and the play its influence. Jiangsu AB Group adhere to the implementation of the brand strategy, foster independent brands, enhance the core competitiveness of enterprises. From the concept of brand, this paper analyzes the implementation of brand strategy, the implementation of the brand strategy, explore the specific method.

  8. Brand Value: Excavating and Management of Tourism in the Rural and Village Region

    Institute of Scientific and Technical Information of China (English)

    黄捷

    2013-01-01

    In the last few years the tourism in the rural and village region develops rapidly in our country, each major and medium city suburb village traveling rate of rise is in particular quicker. The China’s tourism in the rural and village region started late, it is facing a more complex environment. Because the good brand means product quality and prestige, the modern commercial society has already been a society which a commodity brand ubiquitously. As a service product which can take to people the multi-positions enjoy, people will tend to choose those famous bands. At present, certain brands in tourism in the rural and village region has formed without unification thought. As a result of kinds of factor influence, those bands are scattered in disorder and disorder, which affected the further development of the tourism in the rural and village region 。This text is about the brand excavating and management in tourism in the rural and village region。

  9. The use of internationalisation instruments and place brand architecture by Dutch regions

    NARCIS (Netherlands)

    Huub Ruël; Keith Dinnie

    2015-01-01

    - Overall: Politicians need to be educated at least to a basic level in the range of communications options that are available for region branding, to prevent a default position of using for example television simply because that is what politicians are familiar with. - Trade missions: widely used

  10. Marketing Strategies: own brands as a competitive differential in the supermarket market

    OpenAIRE

    Souza,Tereza de; Queiroz, Tatiana Silva de; Campos,Domingos Fernandes; Vieira, Ricardo Sergio Gomes

    2009-01-01

    The objective of this work is to study marketing strategies and customer’s perception in relation to the own-brand offered by the supermarket sector. The research had an exploratory and descriptive feature. In the exploratory phase the managers of three great networks of supermarkets were interviewed; in the descriptive phase 240 customers were interviewed by using a structured gathering tool, originally compounded by closed questions, directed to the apprehension of data about their behavior...

  11. Competitive Strategies for Late Entry into a Market with a Dominant Brand

    OpenAIRE

    Gregory S. Carpenter; Kent Nakamoto

    1990-01-01

    This paper considers optimal positioning, advertising, and pricing strategies for a firm contemplating entry in a market dominated by an entrenched competitor. Drawing on behavioral research on consumer preference formation, we develop an individual-level model that reflects differing consumer responses to similar products offered by the dominant brand and later entrants---an effect we term asymmetric preferences. From the resulting aggregate market response model, we derive several competiti...

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

    Directory of Open Access Journals (Sweden)

    Anas Hidayat

    2009-08-01

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

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

    Directory of Open Access Journals (Sweden)

    Renato Telles

    2012-05-01

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

  14. Sport Tourism: Regional Promotion Strategies

    OpenAIRE

    Pereira, Nuno; Ribeiro, J. Cadima; Viseu, José

    2004-01-01

    The main purposes of this paper are (i) to analyze the regional promotion strategies of the UEFA Euro 2004 and (ii) to contribute for the improvement of planning and implementation strategies of tourism marketing at regional level. Data regarding these strategies were collected and synthesided. We verified if these match some of the theoretical issues of promotion and tourism marketing. Despite the fact that already many studies have been made, internationally, on the impact of ...

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

    OpenAIRE

    Zhang, Lingling

    2015-01-01

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

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

    OpenAIRE

    Zhang, Lingling

    2015-01-01

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

  17. Consumer Ethnocentrism and Attitudes Towards Foreign Beer Brands: With Evidence from Zlin Region in the Czech Republic

    Directory of Open Access Journals (Sweden)

    Wanninayake W.M.C.Bandara

    2012-06-01

    Full Text Available In modern times, consumer ethnocentrism has become an important strategic tool used by domestic firms in the face of global competition. However, the ability to use this phenomenon and its practical validity can vary in different industrial and cultural contexts. Hence, in this study, researchers address this issue by investigating the relationship between consumer ethnocentrismand the attitudes of Czech customers towards foreign beer brands while paying special attention to whether the ethnocentric tendencies of the Czech customers are altered by demographic variables. The sample for this study was drawn from adult customers who live in the Zlin region in the Czech Republic. The group of students from the bachelor degree programme in management and economics, Tomas Bata Universty in Zlin were selected as enumerators for data collection. Altogether 155 questionnaires were distributed and 108 completedquestionnaires were taken in for final analysis. The consumer ethnocentric tendency was measured using the famous CETSCALE developed by Shimp and Sharma. Cronbach’s Alpha values of each construct confirmed that a good interring reliability exists with the data. Principle component analysis was employed to determine the important factors of CETSCALE and independent t test, correlation analysis, multiple regression analysis and one way ANOVA were used for testing hypotheses. The results revealed that the ethnocentric tendency of consumers is negatively correlated with the favorable attitudes of customers towards foreign beer brands in Czech Republic and also that highly ethnocentric customers hold less favorableattitudes towards foreign brands. Further findings revealed that there are no significant differences between consumer ethnocentrism and all the demographic variables of Czech customers. Finally, the researchers provide some suggestions for domestic brewery firms in the Czech Republic to develop appropriate branding strategies in considering

  18. Brand Products of Regional Cuisine in the Promotion of Tourism in Roztocze

    Directory of Open Access Journals (Sweden)

    Bekier-Jaworska Ewa

    2015-03-01

    Full Text Available Introduction. There has been a trend over the last few years of using specialties of regional cuisine as an independent tourist attraction. The creation of local brands is an important element in the promotion of a given region and it also influences the development of culinary tourism. The aim of the studies conducted was to identify regional dishes - a choice of dishes that could be described as 'brand dishes' and the use of those dishes as tourist attractions in Roztocze. Material and methods. Studies were conducted on a group of students studying tourism and recreation at State Higher School of Vocational Education (PWSZ in Zamość using a questionnaire. Results. The questionnaire provided an assessment of the levels of knowledge of regional cuisine among Polish and Ukrainian students, identified the most characteristic dishes and selected brand products, and helped to arrive at a suitable method of promotion. Conclusions. Nationality, family customs and selection of local restaurants highly influence knowledge of regional cuisine. Interviewees decided that the most outstanding products from Roztocze were Zwierzyniec beer, and Biłgoraj pie. Regional products should be used as a tourist attraction in Roztocze.

  19. Place branding in strategic spatial planning : an analysis at the regional scale with special reference to Northern Portugal

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo Henrique

    2016-01-01

    This PhD thesis brings together the strategic spatial planning approach and place branding, specifically at the regional scale. It critically scrutinizes the actual or potential roles of place branding as an instrument for the attainment of strategic spatial planning goals. This discussion is curren

  20. Place branding in strategic spatial planning : an analysis at the regional scale with special reference to Northern Portugal

    NARCIS (Netherlands)

    da Silva Oliveira, Eduardo Henrique

    2016-01-01

    This PhD thesis brings together the strategic spatial planning approach and place branding, specifically at the regional scale. It critically scrutinizes the actual or potential roles of place branding as an instrument for the attainment of strategic spatial planning goals. This discussion is

  1. REGIONAL DEVELOPMENT STRATEGY

    Directory of Open Access Journals (Sweden)

    Vaduva Maria

    2011-01-01

    Full Text Available Regional development policies in the EU Member States have included tools whoseimportance varied from one country to another. Can be identified by negative incentives forregional development policy towards location in crowded areas or control over the location,the reallocation of economic activities in national territory, creation of adequateinfrastructure, measures to enhance development, financial incentives granted toenterprises. Sustainable business development, rehabilitation of social infrastructure,including social housing and improved social services. Improved regional and localtransportation are key areas of intervention rehabilitation and upgrading of county roads,city streets, including road construction and rehabilitation of belt.

  2. On exploration for brand strategies for inspection enterprises%监理企业的品牌战略初探

    Institute of Scientific and Technical Information of China (English)

    王振

    2014-01-01

    The paper introduces the brand strategies of the inspection enterprises,analyzes the important role of the brand strategies by combi-ning with the current status of the inspection enterprises,and formulates the development measures of the brand strategies in inspection enterpri-ses to establish the brand recognition,improve enterprise management system,and regulate the inspection behaviors.%对监理企业的品牌战略进行了介绍,结合监理企业的现状,对品牌战略的重要作用进行了分析,并制定了树立品牌意识、完善企业管理制度、规范监理行为等监理企业品牌战略的发展措施,以提高监理企业的竞争力。

  3. Local Enterprise Brand Strategies Based on Brand Image in Changing Times%基于形象视角的品牌转型策略

    Institute of Scientific and Technical Information of China (English)

    龙成志

    2011-01-01

    当前情境下,本土企业进行品牌转型已成必然趋势。品牌管理的本质在于对存在于消费者心智中的品牌形象进行管理,因而从形象视角进行品牌管理是品牌转型的有效途径。基于形象视角的管理理念,企业品牌转型应该采取转变经营理念、建立专业品牌管理团队、建立形象管理系统、重视消费者沟通等策略。%In current changing times,local enterprises should adopt brand strategies.The ethics of brand management lies in brand image,which comes from consumers' mind,so it is avalid road to enforce brand strategies.Due to image management ideas,local enterprises

  4. The Role of Development Agencies in Touristic Branding of Cities, A Document Analysis on Regional Plans

    Directory of Open Access Journals (Sweden)

    Emrah ÖZKUL

    2012-12-01

    Full Text Available The objective of present research is to determine the role of development agencies in which the branding of cities in the region. At research, the role of development agencies; identification of unknown tourist values, determination and improving of deficiencies, opportunities, were investigated in accordance with the agency's goals and objectives. To achieve this goal used in document analysis from qualitative research methods and Regional Plans were investigated which was published by the Development Agencies. The data obtained were subjected to descriptive analysis, in the case of some unidentified concepts by going in-depth content analysis. Despite all the advantages of having Turkey, made enough promotion of national and international level many regions in Turkey and so the tourism industry has led to overshadowed by the industrial and agricultural sectors. For this reason, development agencies determining the values of regional tourism have undertaken to task of changing perceptions of tourist consumers with their targeted projects on behalf of perform the city branding. Thus, was concluded that cities could become a center of attraction and the brand both investors and visitors.

  5. On Strategies of Hotel Brand Extension%酒店品牌延伸策略研究

    Institute of Scientific and Technical Information of China (English)

    雷鹏

    2016-01-01

    Brand extension is the strategy widely used by enterprises in recent years. In order to have better knowledge of hotel brands and their extension, the paper, from the connotation and denotation of brands, puts forth the view that the direction and scope of a hotel brand extension is determined by the connotation of its parent brand. After a comparative analysis of the extension strategies of various brands, the paper concludes their market chances, merits and demerits of the extension, and puts forth a qualitative appraisal method of these brands.%品牌延伸是最近几年实业界广泛运用的品牌战略,为了认知酒店品牌和酒店品牌延伸,基于品牌内涵和外延,提出了酒店品牌延伸的方向和范围是由母品牌的品牌内涵所决定的观点,通过对各种品牌延伸策略的比较分析得出了其延伸的市场机会和优缺点,并从定性的角度提出了品牌评估的方法。

  6. Strategies of internationalization and positioning of brands and products of south of minas gerais in the international market

    Directory of Open Access Journals (Sweden)

    Nilton dos Santos Portugal

    2010-04-01

    Full Text Available The region of the South of Minas Gerais have important polar regions of industrial growth, with segments of intermediate goods of consumption such as nourishing aluminum, electronics, clothes, footwear products and a modern industrial park of pieces to automobile industry. The force of the commerce and the agriculture business are still distinguished. With a US$ 2 billion average monthly, Minas exportations in 2008 grew above national average, the state is the second bigger exporter of the country and the south region its third bigger force (State Secretary of Economic Development - January 2009. In this direction, the study is justified for the fact that it is important to know the strategies used for sucessful companies which act in the international market, being able to serve as research source and parameter for those that have potential for such performance contributing for the development of the e region and economic growth of the country. The work presents a bibliographical revision on internationalization strategies and positioning of value, finishing with a study of multiple cases in two big companies, of the South of Minas Gerais, exporting of finished products, its strategies for the exportations, positioning of its products and brand in the international trade and the restrict factors of this internationalization, as well as its consequences in the development of these organizations.

  7. An experiment on brand loyalty among mobile phone users in the basque region of Spain

    Directory of Open Access Journals (Sweden)

    M.Z.Ye. Salem

    2016-03-01

    Full Text Available The aim of the article. This paper attempts to examine brand loyalty among mobile phone users – the case of the main six mobile phone companies operating in the Basque region of Spain. The results of the analysis. Marketers always try to develop a strong and healthy brand in the mind of existing as well as potential consumers. There are different views regarding the meanings and measurement of brand loyalty depending on the professional backgrounds of the individuals conducting the research. More research is necessary about brand loyalty because conceptual and empirical gaps remain in the marketing literature. Competitive studies are vital considering the differences between nations' cultures, governments and economies which affect the way companies and customers respond to markets. An empirical study was conducted to collect the primary data using a questionnaire as a tool in order to test the hypotheses. The questionnaire was distributed to 400 respondents who were randomly selected from the population. Conclusions and directions of further researches. The findings proved that there is low loyalty toward phone mobile companies according to users' attitudes through: they have moderate confidence in the services of the companies, they consider themselves moderate loyal to the companies in return for the excellent service, the companies improve its services by a moderate way, promotion of competitive companies affect their attitudes, and they will not remain committed to the companies' brands, if prices increase. In addition, there is no loyalty among mobile phone users toward companies they deal with according to users' behaviors through: the respondents intend to sign out of the companies they deal with in the next few years, they will switch to competitors if they face problems regarding the companies' services, they will intend to sign up with competitors that offer better prices, they do not encourage others to sign up for these companies

  8. Regional strategies for global leadership.

    Science.gov (United States)

    Ghemawat, Pankaj

    2005-12-01

    The leaders of such global powerhouses as GE, Wal-Mart, and Toyota seem to have grasped two crucial truths: First, far from becoming submerged by the rising tide of globalization, geographic and other regional distinctions may in fact be increasing in importance. Second, regionally focused strategies, used in conjunction with local and global initiatives, can significantly boost a company's performance. The business and economic data reveal a highly regionalized world. For example, trade within regions, rather than across them, drove the surge of international commerce in the second half of the twentieth century. Regionalization is also apparent in foreign direct investment, companies' international sales, and competition among the world's largest multinationals. Harvard Business School Professor Pankaj Ghemawat says that the most successful companies employ five types of regional strategies in addition to--or even instead of--global ones: home base, portfolio, hub, platform, and mandate. Some companies adopt the strategies in sequence, but the most nimble switch from one to another and combine approaches as their markets and businesses evolve. At Toyota, for example, exports from the home base continue to be substantial even as the company builds up an international manufacturing presence. And as Toyota achieves economies of scale and scope with a strong network of hubs, the company also pursues economies of specialization through interregional mandates. Embracing regional strategies requires flexibility and creativity. A company must decide what constitutes a region, choose the most appropriate strategies, and mesh those strategies with the organization's existing structures. In a world that is neither truly global nor truly local, finding ways of coordinating within and across regions can deliver a powerful competitive advantage.

  9. International Brand Marketing

    Institute of Scientific and Technical Information of China (English)

    甘甜

    2016-01-01

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

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

    OpenAIRE

    Chen, Lei

    2012-01-01

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

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

    OpenAIRE

    Chen, Lei

    2012-01-01

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

  12. 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.

  13. 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.

  14. Formation of a Territorial Brand Using Example of the Kharkiv Oblast

    Directory of Open Access Journals (Sweden)

    Prytychenko Tamara I.

    2014-03-01

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

  15. 药品品牌的包装策略研究%Research on Packaging Strategy of Medicine Brand

    Institute of Scientific and Technical Information of China (English)

    徐燕

    2011-01-01

    分析了药品包装中的品牌形象,结合药品包装在药品品牌传播中存在的问题,提出通过药品包装进行品牌形象的传播是一条可以充分利用的策略。,即可以通过以下几种策略来传播:在确保药品疗效的前提下通过包装的品牌视觉要素设计传达品牌形象;通过包装的使用方式设计提升品牌形象;找准包装中的品牌承诺点,满足患者心理需求从而维护患者的品牌忠诚度.%It analyzed the brand image in medicine packaging. Based on packaging problems in medicine brand publicity, it proposed a brand strategy to fully utilize brand publicity through medicine packaging. Firstly, based on good therapeutic effect, patients" needs are also showed by visual designing of medicine brand; secondly, brand image is much elevated by products catalogue designing of medicine packaging; lastly, by designing brand commitments of the medicine company to patients and psychological needs of the patients are satisfied. Based on these designing, brand loyalty of patients is achieved, and market position of the medicine brand is maintained.

  16. Strategies of Regional Development Management

    Directory of Open Access Journals (Sweden)

    Bogdan Włodarczyk

    2009-12-01

    Full Text Available In the process of strategic planning the strategy of development as well as applications realizing it are formulated. Planning is the basis for preparing and taking decisions referring to principles, trends and the pace of far-reaching development. Elaboration of the strategy of regional development management is the undertaking of large scale complexity. It comprises decisions referring to development perspectives, formulating purposes and determining (choice the methods of their realization, analysis of social and political conditions, collecting and processing the information. Conditioning of defining the strategy has a versatile character. None of the above-mentioned areas can be regarded as less important. The purpose of this study is to attempt to identify basic problems of forming the strategy of regional development management. The study contains a brief description of planning regional development on the basis of the literature of the subject, and then empirical verification of the accepted hypothesis. Considerations and based upon them conclusions can be useful in working out the strategy of regional development management.

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

    Science.gov (United States)

    Wang, Yong-Yan; Yang, Hong-Jun

    2014-03-01

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

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

    Directory of Open Access Journals (Sweden)

    Hosseinali Aziziha

    2014-01-01

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

  19. Marketing and Brand Positioning Strategies in the Hotel Sector: An Exploratory Study

    Directory of Open Access Journals (Sweden)

    Gustavo Barbieri Lima

    2010-12-01

    Full Text Available Due to the strong incentive of tourism in Brazil, whether for leisure or business purposes, the competitive environment in the hotel industry is highly strained. Offers of superior value to clients and competition for reduced prices is directly related to the hotel industry. Thus, marketing strategies, based on marketing segmentation, target market definition and positioning and branding strategies are vitally important to differentiate the service offered by hotels. The central objective of the present study is to investigate the actions of strategic marketing and positioning in the case of the Araucária Plaza Hotel (five-star category, established in Ribeirão Preto, São Paulo. The case study was used as a research method to prepare the present article (semi-structured in-depth interview and documental analysis. The results indicate: (a The hotel is strategically positioned as a luxury hotel in the minds of the customers’, seeking to offer superior value and service, (b The brand is strategically linked to luxury and sophistication, (c The hotel has an efficient marketing information system; (d means of advertisement: media, outdoor, direct mail, e-mail marketing, partnerships with taxi firms and magazine companies related to tourism (i.e. travel agents package holiday magazines.DOI: 10.5585/remark.v9i3.2187

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

    Institute of Scientific and Technical Information of China (English)

    陈桃红

    2012-01-01

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

  1. COMBINATION OF GOALS STRATEGY REGION

    Directory of Open Access Journals (Sweden)

    Denys Yu. Lapigin

    2015-01-01

    Full Text Available Currently the tools to identify strategicallyimportant objectives of regional development is not enough to build a developmentperspective, relying on something special,what distinguishes each region from therest. The article discusses approaches to the formation of the regional developmentstrategy, which is based on goals set by the results of the analysis of the main factors inthe development of the region. The study is based on the methodology of systems theoryand methods of strategic management. The most important results should include tools tobuild the tree of strategic objectives resultingfrom the implementation of the algorithm forconstructing planes of analysis and development of the region. The results can be used to develop a strategy for the developmentof socio-economic systems of various typesand forms.

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

    Science.gov (United States)

    PréMont, Marie-Claude; Gagnon, Marc-André

    2014-11-01

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

  3. Understanding place brands as collective and territorial development processes

    OpenAIRE

    Donner, M.I.M.

    2016-01-01

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

  4. On Brand Strategy Management in Medium and Small State-owned Enterprises%中小型国有企业品牌战略管理

    Institute of Scientific and Technical Information of China (English)

    黄浩

    2011-01-01

    中小型国有企业本身的品牌竞争意识弱,缺乏品牌战略,加之在品牌管理意识上存在着对国家的依赖性。因此,中小型国有企业首先是要树立起品牌经营意识,实施品牌战略,用中国浓厚的文化底蕴给品牌增加厚度。%Medium and small state-owned enterprises have problems due to their less brand competition,lack of brand strategy,and dependence on the state in their brand management.Therefore,to set up the sense of brand management is a prerequisite for medium and small enterprises as well as to implement the brand strategy and to improve the quality of brand with Chinese culture.

  5. Brand Development Suggestions of Chinese Clothing Enterprises

    Institute of Scientific and Technical Information of China (English)

    张霞; 陈素英

    2013-01-01

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

  6. BRANDING IN SMALL BUSINESS

    Directory of Open Access Journals (Sweden)

    Mihai Răzvan Constantin BARBU

    2010-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Indana Saramita Rachman

    2017-05-01

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

  8. Japanese sake and evolution of technology: A comparative view with wine and its implications for regional branding and tourism

    Directory of Open Access Journals (Sweden)

    Jun Sato

    2017-06-01

    Conclusion: The use of acid and collaboration with the local and regional community is observed in wine production. Similar processes are observed with Japanese sake, and this implies that wine and sake may have similar futures. Visits to sake breweries have potential in the spheres of tourism, regional branding, and destination management.

  9. On Driving Force and Strategy of Brand Management Strategy in Universities%大学品牌经营战略源动力与策略研究

    Institute of Scientific and Technical Information of China (English)

    郑哲文; 周铁军

    2012-01-01

    China’s higher education benefits much from the enhancement of economic strength and the vast demand for talent in its scale and educational strength development,which is bound to be faced with new challenges.The implementation of the university brand strategy,strengthening the brand management strategy and enhancing the strength of universities is both an imperative that work and a long-term strategy of China’s education departments and the government.The survey data analysis for the driving force for brand management building shows that it is necessary to integrate the will of all the staff and students,assess the situation and establish brand awareness,and form the brand management strategy in line with the times.The paper proposes that the university should focus on brand management strategy and issues to emphasize.%我国的高等教育规模与教育实力发展得益于我国经济实力的增强和社会对人才的大量需求,也必然面临新的挑战;实施高校品牌战略,强化品牌经营战略,提升高校实力,是一件刻不容缓的工作,是我国教育部门和政府一项长远战略;对品牌经营建设源动力调查数据分析表明汇聚全体师生员工意愿、审时度势、树立品牌意识一、制定品牌经营战略是十分必要的和符合时势的,并提出了对大学品牌经营策略和应注重的问题。

  10. STRATEGIES (MARKETING DECISIONS) ADAPTATION AND CONCLUSIONS OF TRANSNATIONAL NEW BRANDS ON THE RUSSIAN MARKET SOFT DRINKS

    OpenAIRE

    Diana Olegovna YAMPOLSKAYA; Veronika CHERNOVA

    2014-01-01

    For several years the Russian market of soft drinks is growing rapidly. According to experts, this trend will continue in the future, but because our country is attrac-tive for brands large multinational companies. This article describes various ways to enter the Russian market brands world's largest companies, studied the experi-ence of promotion beverage company Coca-Cola, The peculiarities of the Russian perception of brands, shows how they are reflected in the advertising campaigns of the...

  11. 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

  12. Branding your medical practice.

    Science.gov (United States)

    Maley, Catherine; Baum, Neil

    2010-01-01

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

  13. 我国企业打造强势品牌策略研究%Research on the Enterprises' Strategy of Building Strong Brands

    Institute of Scientific and Technical Information of China (English)

    李晓翠

    2012-01-01

    打造强势品牌是提高企业竞争力的必由之路。我国企业品牌经营观念落后,品牌定位不准,缺乏对品牌核心价值的规划,导致我国企业强势品牌建设落后于发达国家,与世界品牌差距很大。我国企业应准确定位品牌,塑造鲜明的品牌个性,科学规划强势品牌,加强品牌管理,慎重进行品牌延伸,努力打造企业强势品牌。%To build a strong brand is necessary to improve the competitiveness of enterprises. Domestic enterprises' falling behind the world in the building of strong brands are attributed to the backward concept of the brand management, inaccurate brand positioning and lack of planning of brand' s core values. In order to build strong brands, domestic enterprises should pinpoint brand positioning accurately, create distinctive brands, plan strong brand strategy scientifically, enhance brand management and extend brands carefully.

  14. Brand & Market

    Institute of Scientific and Technical Information of China (English)

    Wang Ting

    2007-01-01

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

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

    Science.gov (United States)

    Dewey, Morgan; Heiss, Sarah N

    2015-12-16

    Successful strategies for branding that are inclusive of male-identified survivors were identified in this qualitative study through semi-structured interviews with leaders from six domestic violence agencies across the United States: four represented traditional domestic violence agencies and two represented specialized agencies with expertise in providing services to nontraditional survivors. The strategic implementation of (a) inclusive language, (b) visual diversity, (c) community outreach, and (d) communication channels emerged as successful strategies in branding in an inclusive way for male-identified survivors. The implementation of these successful strategies provides the opportunity for domestic violence agencies to create an inclusive environment for male-identified survivors and would contribute to a paradigm shift in how domestic violence is viewed. © The Author(s) 2015.

  16. Analysis on the Regional Brand Operation Mode for Carya Cathayensis——A Case Study of Lin’an in Zhejiang

    Institute of Scientific and Technical Information of China (English)

    Xiaoling; TU; Yueli; ZHANG

    2013-01-01

    Lin’an City has a long history of growing,processing and selling Carya Cathayensis,a traditional special local product for which the city is well known.In recent years,Lin’an Carya Cathayensis gives full play to the industry cluster advantages and gains the reputation of"regional name brand of Zhejiang".However,it faces the predicament of regional brand operation,so industry transformation and upgrading as well as intensive farming for this brand are inevitable and necessary.This paper analyzes the current regional brand operation mode of Carya Cathayensis in Lin’an to find out that the growth of this brand is constrained by messy business entities,weak brand protection effect,significant lemon market effect,insufficient industry association efforts and wanting brand culture construction,thus it puts forward the conception of a business alliance based regional brand operation mode for the Carya Cathayensis in Lin’an.The results of this study shall provide theoretical guidance and empirical basis for the marketing practice of the regional brand of Carya Cathayensis in Lin’an.

  17. 品牌整合战略及品牌整合本质的探索性研究%Exploratory research on brand integration strategy and the essence of brand integration

    Institute of Scientific and Technical Information of China (English)

    胡俊男; 董大海; 刘瑞明

    2012-01-01

    在当前企业大规模并购的现实背景下,结合并购后品牌整合领域的研究成果,采用多案例分析法,对横向并购后品牌整合战略及品牌整合的本质进行了探索性研究。研究表明:提升战略、独立战略和边缘化战略是3种基本的品牌整合战略类型,是推演其他多种战略类型的基础;品牌整合的本质是以品牌为核心重新配置营销资源。该研究结论不仅丰富了品牌整合领域的研究成果,同时对品牌管理实践也具有重要的参考价值。%In view of today's large-scale mergers and acquisitions (M&As),the paper makes an in-depth multi-case study on brand integration strategy and the essence of brand integration after horizontal M&As based on current researches on brand integration after M&As. The results show that: promoting, independent and marginalized are three', basic brand integration strategies.On the basis of these three strategies,many other strategies can be deduced. The essence of brand integration is reallocating marketing resources with brand at the core. The conclusions not only make certain contributions to brand integration theory, but also offer some valuable guidance to brand management practice.

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

    Directory of Open Access Journals (Sweden)

    Yeşim UZUN

    2004-06-01

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

  19. On the application of brand strategy to business management%品牌战略在企业管理中的应用研究

    Institute of Scientific and Technical Information of China (English)

    宋国秋

    2012-01-01

    This article first summarizes the brand and brand strategy and its basic meaning. Furthermore, the analyzes the development trend of China's corporate brand strategy,and put forward the method for modem enterprises to implement their own brand strategy. From the theoretical study of the brand strategy,the status quo of modem business management brand management strategy is discussed focusing on the development trend of the brand strategy and its implementation in business management from the perspective of enterprise development.%首先综述品牌与品牌战略的基本含义,对我国企业品牌战略的发展趋势进行分析,并对我国现代企业如何实施自己的品牌战略提出一些观点。从品牌战略的理论研究入手,根据现代企业管理中的品牌战略管理现状,重点从企业发展的角度谈品牌战略的发展趋势及其在企业管理中的实施。

  20. World Cup: Brands Gamble Began

    Institute of Scientific and Technical Information of China (English)

    Wang Ting

    2010-01-01

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

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

    Science.gov (United States)

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

    2005-01-01

    This study proposed an alternative to brand loyalty as the explanation for the continued price rigidity of patent-expired brand-name prescription drugs despite the increase in market entry of generic drugs facilitated by the 1984 Drug Price Competition and Patent Term Restoration Act. Study hypotheses were to test (1) whether market entries of new-product extensions are associated with market success of original brand-name drugs before generic drug entry, and (2) whether original brand-name drugs exhibit price rigidity to generic entry only when they are extended. The design is a retrospective follow-up study for the prescription drug brands that lost their patents between 1987 and 1992. The drug brands were limited to nonantibiotic, orally administered drugs containing only 1 active pharmaceutical ingredient. Information on patent expiration, entry of a product extension, and market success were determined from the U.S. Food and Drug Administration.s Orange Book, First DataBank, and American Druggist, respectively. Market success was defined as whether an original drug brand was listed in the top 100 prescriptions most frequently dispensed before facing generic entry. Product-line extension was defined as the appearance of another product that a company introduces within the same market after its existing product. Drug prices were average wholesale prices from the Drug Topics Red Book. The relationship between product-line extension and market success was examined using a logistic regression analysis. The price rigidity to entry was tested using a panel regression analysis. A total of 27 drug brands lost their patents between 1987 and 1992. Drug brands that achieved market success were 16 times more likely to be extended than were those that did not (OR=16, 95% confidence interval, 2.12-120.65). The price rigidity to entry existed in drug brands with extensions (beta=2.65%, P brands without extensions (beta=-2.40%, P brand loyalty that a new product-line extension

  2. A survey on the impacts of brand extension strategy on consumers’ attitude for new products development

    Directory of Open Access Journals (Sweden)

    Samaneh Parsa

    2012-09-01

    Full Text Available Marketing planning has been one of the most important components of production planning. A good marketing strategy can increase sales of products, which leads to higher profitability. The proposed study of this paper investigates how consumer's mental capability reacts when a new product is introduced along with a well known brand. The proposed study of this paper selects 196 people who choose 12 various products. Dependent variable is consumer perception towards new product development. Independent variables include customers consider newly offered product as replacement or supplement one. They surveyed people are also asked whether they think the new technological characteristics can incorporate older ones' or not. Finally, participants are asked about their perception on product. Correlation ratio between technology transfer capabilities and perception towards the new product is calculated as 0.454, which is much more than other variables and P-value is significant when the level of significance is one percent. The other observation is that there is a positive and meaningful relationship between potential for product substitution and perception towards the new product, which has been calculated as 0.227.

  3. Understanding place brands as collective and territorial development processes

    NARCIS (Netherlands)

    Donner, M.I.M.

    2016-01-01

    Place branding strategies linking marketing to places have received increasing attention in practice and theory in the past two decades. It is generally assumed that place branding contributes to the economic, social, political and cultural development of cities, regions and countries. But there exi

  4. Understanding place brands as collective and territorial development processes

    NARCIS (Netherlands)

    Donner, M.I.M.

    2016-01-01

    Place branding strategies linking marketing to places have received increasing attention in practice and theory in the past two decades. It is generally assumed that place branding contributes to the economic, social, political and cultural development of cities, regions and countries. But there exi

  5. Understanding place brands as collective and territorial development processes

    NARCIS (Netherlands)

    Donner, M.I.M.

    2016-01-01

    Place branding strategies linking marketing to places have received increasing attention in practice and theory in the past two decades. It is generally assumed that place branding contributes to the economic, social, political and cultural development of cities, regions and countries. But there

  6. STRATEGIES (MARKETING DECISIONS ADAPTATION AND CONCLUSIONS OF TRANSNATIONAL NEW BRANDS ON THE RUSSIAN MARKET SOFT DRINKS

    Directory of Open Access Journals (Sweden)

    Diana Olegovna YAMPOLSKAYA

    2014-01-01

    Full Text Available For several years the Russian market of soft drinks is growing rapidly. According to experts, this trend will continue in the future, but because our country is attrac-tive for brands large multinational companies. This article describes various ways to enter the Russian market brands world's largest companies, studied the experi-ence of promotion beverage company Coca-Cola, The peculiarities of the Russian perception of brands, shows how they are reflected in the advertising campaigns of the leading players in the market, formulate conclusions regarding behaviors of TNCs in various conditions.

  7. 中国仿制药品牌战略研究%Branding Strategy Research on China's Generic Drugs

    Institute of Scientific and Technical Information of China (English)

    张楠; 张露; 王一涛

    2012-01-01

    药物的品牌管理在制药行业中扮演着越来越重要的角色.作为后起者,中国仿制药想要争取更大的市场空间,必须积极开展品牌战略.合理利用自身资源和外部机会,采用模仿、挑战或借机战略,才是后起仿制药品牌在与原研药品牌的博弈中取胜的关键.%Brand management is an increasingly important business strategy in pharmaceutical industry. In order to gain greater market space, Chinese generic drugs, the newcomers and followers, must positively develop their branding strategies. Fully utilization of both inner resources and outer opportunities, and employment of imitation, challenging or opportunity - grabbing strategies, is the key to success in the game with original drug brands.

  8. Investigation on the Regional Branding Mode of Modern Agriculture in Guanzhong-Tianshui Economic Zone——From the Perspective of Country-of-origin Image

    Institute of Scientific and Technical Information of China (English)

    2011-01-01

    The theory of the country-of-origin image is discussed and the natural relations between county-of-origin image and the regional brand are explored.The paper points out that the dispersion of agriculture has intensified the natural relations to a large extent.The paper probes into the branding status of agriculture in Guanzhong-Tianshui economic zone and points out the problems of it.In the first place,the agricultural industrial system is complete but there is no unified agricultural regional brand;in the second place,the weak awareness on protecting brand leads to the irrational behaviors on damaging brand.From the perspective of the image of the country of origin,the branding mode of agriculture is established and the countermeasures on improving the competitiveness of agricultural products are put forward.Firstly,the leading role of the government should be fully displayed;secondly,the image protection of original production place and regional brand promotion of the agricultural region should be intensified;thirdly,the functions of local pillar industries in protecting image and regional branding should be fully made use of.

  9. The Political Dimension of Place Branding

    OpenAIRE

    Lucarelli, Andrea

    2015-01-01

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

  10. Branding strategy and positioning of Gruža microregion in Serbian tourism industry

    National Research Council Canada - National Science Library

    Vujičić Milan; Ristić Lela

    2016-01-01

    The paper aims to identify unique characteristics of the villages belonging to Gruža microregion in Serbia and the opportunities for creating attractive tourism offer, including development and branding of this destination...

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

    Directory of Open Access Journals (Sweden)

    Muhammad Kashif

    2015-06-01

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

  12. Branding strategy and positioning of Gruža microregion in Serbian tourism industry

    OpenAIRE

    Vujičić Milan; Ristić Lela

    2016-01-01

    The paper aims to identify unique characteristics of the villages belonging to Gruža microregion in Serbia and the opportunities for creating attractive tourism offer, including development and branding of this destination. The research in the paper focuses on assessing tourism potentials and finding out whether Gruža has the necessary attractions and accommodation facilities that would make it a tourist destination with a distinctive identity, as well as whether the branding would help accen...

  13. Differentiated Brand Marketing Strategy for China’s Conventional Aquatic Products

    OpenAIRE

    Liang, Hua; SHEN, Zhongming

    2015-01-01

    The volume of production and marketing of China’s conventional aquatic products is increasing. Compared with price of livestock and poultry products, price of conventional aquatic products is relatively low. Differentiated brand marketing for China’s conventional aquatic products is a key approach for increasing market demand for conventional aquatic products and increasing value of conventional aquatic products. The differentiated brand marketing is an inevitable trend of market developm...

  14. Online and mobile marketing strategies as brand love drivers in sports teams: Findings from Real Madrid

    OpenAIRE

    Baena Graciá, Verónica

    2016-01-01

    The purpose of this paper is to analyze the role of online and mobile marketing as drivers of brand love. Data were collected through an online survey during early 2013. A total of 241 valid answered questionnaires were collected and the constructs were tested for unidimensionality by using principal components analysis. This work confirms that in spite of the fact that players are relevant assets and investments, sports managers need to concentrate their efforts on managing the team’s brand,...

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

    Science.gov (United States)

    Weber, Kristi; Story, Mary; Harnack, Lisa

    2006-09-01

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

  16. Shaping Regional Strategies of Multinational Corporations

    DEFF Research Database (Denmark)

    Gilbert, Dirk Ulrich; Heinicke, Patrick; Rasche, Andreas

    This paper examines the factors that drive the success of multinational corporations (MNCs) in their pursuit of regional strategies. We develop a comprehensive regional success factor model to investigate the effects of regional management autonomy and regional product/service adaption on the reg......This paper examines the factors that drive the success of multinational corporations (MNCs) in their pursuit of regional strategies. We develop a comprehensive regional success factor model to investigate the effects of regional management autonomy and regional product/service adaption...

  17. ISLAMIC IDENTITY VERSUS CITY/PLACE BRANDING

    Directory of Open Access Journals (Sweden)

    M. Alaa Mandour

    2012-09-01

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

  18. 品牌管理战略对中国企业的启示%The Brand Management Strategy of Chinese Enterprises

    Institute of Scientific and Technical Information of China (English)

    褚远远

    2012-01-01

    品牌是以产品、质量、服务为核心的系统工程,中国企业的性质以中小企业居多,直接利益的驱动和对品牌的理解偏差对品牌的科学管理造成了很大冲击,近些年来品牌管理日益受到重视。因此,如何打造品牌管理,已经成为中国企业发展的主题。文章对成功跨国企业品牌管理战略进行分析,总结了品牌管理战略为中国企业带来的几点启示。%the brand is the product, quality, service as the core of the system engineering, the nature of Chinese enterprises to small and medium enterprises, direct interest driving and to the brand understanding deviation on the brand management has caused great shock, brand management has been paid more and more attention in recent years. Therefore, how to build the brand management of Chinese enterprises, has become the theme of development. The success of multinational corporate brand management strategy for the analysis, summarizes the brand manage- ment strategy of Chinese enterprises to bring a few enlightenment.

  19. Analytical strategies to confirm Scotch whisky authenticity. Part II: Mobile brand authentication.

    Science.gov (United States)

    MacKenzie, W M; Aylott, R I

    2004-07-01

    Whilst the authentication of Scotch whisky brands using laboratory based gas chromatography is well established, there is a need for authentication methods for use under field test conditions. The UV/visible absorbance spectra of specific brands of Scotch whisky were found to produce consistent absorbance ranges which allowed the development of a faster, cheaper and more mobile test method. Test samples with spectra outside the acceptable ranges for genuine reference samples were therefore deemed suspect, enabling their authenticity to be later confirmed in the laboratory by GC. This novel application allowed brand authenticity analyses to be undertaken at remote sites where gas chromatography was unavailable and has also allowed the introduction of field testing using a small portable hand held spectrophotometer.

  20. “Single-minded, compelling, and unique”: visual communications, landscape, and the calculated aesthetic of place branding

    OpenAIRE

    Porter, Nicole

    2013-01-01

    Place branding strategies play a significant role in the professional composition of landscape imagery, including the depiction of “natural” landscapes. In this paper, Brand Blue Mountains, a brand currently implemented in the Blue Mountains region (Australia), is discursively analyzed. The brand sets out an all-encompassing “Vision” defining the identity, values and personality of the World Heritage listed Blue Mountains landscape, summarized in the tagline Elevate Your Senses. This “vision”...

  1. INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

    Directory of Open Access Journals (Sweden)

    Anca BUTNARIU

    2017-05-01

    Full Text Available 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 and limited understanding of contexts in which such contracts pay off. Our paper provides an extensive review of literature and research streams in ingredient branding, adding knowledge to theory and help for companies that need to establish and maintain a competitive advantage, by differentiating their offer on the markets they act on, in a globalized economy.

  2. Brand Policy and Brand Equity

    OpenAIRE

    Silvio M. Brondoni

    2001-01-01

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

  3. Brand leadership and product innovation as firm strategies in global food markets

    NARCIS (Netherlands)

    Gehlhar, M.; Regmi, A.; Stefanou, S.E.; Zoumas, B.

    2009-01-01

    This paper aims to understand the motivations for product innovation and brand leadership using a series of case studies focusing on firms with leading market positions of different types. Design/methodology/approach - A qualitative study is presented of three leading food sector firms of different

  4. Branding strategy and positioning of Gruža microregion in Serbian tourism industry

    Directory of Open Access Journals (Sweden)

    Vujičić Milan

    2016-01-01

    Full Text Available The paper aims to identify unique characteristics of the villages belonging to Gruža microregion in Serbia and the opportunities for creating attractive tourism offer, including development and branding of this destination. The research in the paper focuses on assessing tourism potentials and finding out whether Gruža has the necessary attractions and accommodation facilities that would make it a tourist destination with a distinctive identity, as well as whether the branding would help accentuate its authenticity. The main hypothesis in the paper is that if rural areas in Gruža microregion have significant natural and anthropogenic resources for tourism development, branding can create a more attractive tourism offer and enhance the image of the destination. Given the subject matter, the research goal and the hypotheses, the paper applies qualitative, quantitative and SWOT analysis as most suitable methods for this type of research. The paper consists of seven sections. The key result of the paper is to point out to the necessity of focusing on the destination's branding as the most suitable means for emphasizing the core values that distinguish this microregion from other similar tourist destinations.

  5. Brand leadership and product innovation as firm strategies in global food markets

    NARCIS (Netherlands)

    Gehlhar, M.; Regmi, A.; Stefanou, S.E.; Zoumas, B.

    2009-01-01

    This paper aims to understand the motivations for product innovation and brand leadership using a series of case studies focusing on firms with leading market positions of different types. Design/methodology/approach - A qualitative study is presented of three leading food sector firms of different

  6. Cultural institutions’ re-branding strategies: Social factors and creative trends

    Directory of Open Access Journals (Sweden)

    V N Antonova

    2014-12-01

    Full Text Available This article considers new practices of cultural institutions re-branding. The authors are interested in these new practices from two points of view - as a way of creating and changing the image of a brand and as a technology of creative development of public institutions that supposes their adaptation to the modern life and its contemporary trends. The requirements to the infrastructure of the modern creative city are tightening and the culture houses of the Soviet type are losing their relevance among nowadays interactive platforms and entertainment centers. Thus, the article examines the role of the creative platforms in the socio-cultural urban space of Moscow focusing on the transformations of the culture houses that are taking place according to the cultural policy of the city management that uses technologies and methods of new creative industries. The authors state that the main problem today is that it is hard for the society to accept the new cultural centers as an alternative to the familiar leisure sites for they are strongly identified with the state, outdated and uninteresting places. Such new cultural centers and brands require a special approach focusing on the social factors - the authors show the way of its empirical application on the example of the re-branding of the cultural center ‘ZIL’.

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

    National Research Council Canada - National Science Library

    Babayi, Marzieh; Rahmani, Zeinolabedin

    2015-01-01

    ..., quality/price policy and product category policy on development of brand equity. The study uses two questionnaires, one for measuring bran equity, which is adopted from Buil et al. (2013) [Buil, I., de Chernatony, L., & Martínez, E. (2013...

  8. Study on Development Strategies of Regional Industrial Cluster Brand from the Perspective of Game Theory——A Case Study of Equipment Manufacturing in Yichang City,Hubei Province%博弈论视野下的区域产业集群品牌发展策略微探——以湖北宜昌装备制造业为例

    Institute of Scientific and Technical Information of China (English)

    戚龙琦

    2011-01-01

    产业集群品牌已经成为世界经济发展的重要产物,引起越来越多的关注,依据博弈论结合湖北省宜昌市的实际情况对装备制造业集群品牌发展现状进行了研究,发现问题并从七个方面有针对性地提出建设性发展策略。%Industrial cluster brand has been the result of economic development,which arouses more and more concerns.Based on game theory,the article examines the development of equipment manufacturing clusters brand at present,identifies the problems arising,and puts forward seven constructive development strategies.

  9. 试论高校品牌内涵及品牌战略的实施意义%Implementation Significance of University Brand Content and Brand Strategy

    Institute of Scientific and Technical Information of China (English)

    赵晶晶

    2014-01-01

    Based on the non-profit organization of marketing and brand management theory, introducing the concept of bran-d management system of higher education, colleges and universities to explore the meaning of the brand, extension and con-struction implementation significance.%本文根据非盈利组织营销及品牌管理相关理论,将品牌管理的概念导入高等教育体系,探讨了高校品牌的内涵、外延及其建设实施意义。

  10. China's own brand car marketing strategy%我国自主品牌汽车市场营销策略研究

    Institute of Scientific and Technical Information of China (English)

    吕嵩岩; 翟文强

    2013-01-01

      中国自主汽车品牌自身已由自发模仿步入自主创新的阶段,产品、服务和品牌的全面转型已经被提上日程。但是由于基础差,自主品牌汽车还面临着许多的困难。文章回顾了国内的品牌汽车市场营销策略,例举了自主品牌在国内的营销策略。并结合国内汽车市场现实情况研究了我国自主品牌汽车市场营销策略。%  Chinese brand cars have been spontaneously imitate entered the stage of independent innovation, products, services and brands of the comprehensive restructuring has been put on the agenda. However, due to the poor foundation, independent brand car also facing many difficulties. The article reviews the domestic brand cars marketing strategies, and examples of their own brands in the domestic marketing strategy. Combined with the reality of the domestic auto market China's own brand car marketing strategy.

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

    Directory of Open Access Journals (Sweden)

    Ivan Paunović

    2014-04-01

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

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

    Science.gov (United States)

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

    2014-01-01

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

  13. Research on the Virtual Experiential Marketing Strategies of Clothing Brand%服装品牌虚拟体验营销策略研究

    Institute of Scientific and Technical Information of China (English)

    偰娜

    2013-01-01

    Brand awareness is the determining factor of brand loyalty, and the experience is the main way for consumers to form brand awareness. Virtual experience marketing can signiifcantly improves the image awareness and perceived value of the clothing brand. In order to enhance the clothing brand awareness, based on the brand culture and brand interaction, this paper proposed virtual experiential marketing strategies for the clothing enterprises.%品牌认知是品牌忠诚的决定因素,体验是消费者形成品牌认知的主要途径,虚拟体验营销对于服装品牌的形象认知和价值认知都有显著的提升作用。本文以提升服装品牌认知为基本目标,从品牌文化和品牌互动两个体验基点探讨了服装企业开展虚拟体验营销的具体策略。

  14. 品牌战略下电视频道形象包装%Image Packaging of TV Channel under Brand Strategy

    Institute of Scientific and Technical Information of China (English)

    卢传雄

    2013-01-01

    品牌战略下进行频道包装,已经成为电视行业的大势所趋。频道包装已经成为频道参与品牌竞争、增加广告收益、提高盈利能力的有力武器。阐述电视频道包装实施品牌战略的必然性,并对电视频道实施品牌战略的定位、内容和措施进行分析,提出品牌战略下电视包装的竞争策略,通过巩固频道包装形象,构建品牌栏目群,运用品牌频道形象包装艺术,能给电视观众更多美的享受。%Channel packaging under the brand strategy has become the general trend in TV industry .It has become a powerful weapon in brand competition , increasing advertising revenue and profitability .The necessity of TV channel pack-age implementing brand strategy is discussed , and positioning , contents and measures of implementing brand strategy is an-alyzed, and competitive strategy of TV packaging brand strategy is proposed .By consolidating the channel packaging image and building brand column group , the brand image of channel packaging can give viewers more enjoyment of beauty .

  15. Regional innovation systems in the Lisbon strategy

    NARCIS (Netherlands)

    Bruijn, P.J.M. de; Lagendijk, A.

    2005-01-01

    This contribution explores the framing of the concept of Regional Innovation Systems (RISs) within European ecoruomic policies. Regional innovation systems are analytically and empirically assessed within the policy corltext of the Lisbon strategy, with special reference to regional dimensions in th

  16. Online Branding : case: Insjö Oy

    OpenAIRE

    Huynh, Thanh

    2017-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Aslı Ceylan Öner

    2015-08-01

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

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

    Directory of Open Access Journals (Sweden)

    Đorđević Bojan

    2008-01-01

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

  19. 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.

  20. 无品牌、单一品牌还是多品牌?*--基于绩效的中小企业品牌策略选择研究%No Brand,Single Brand or Multiple Brands?---Brand Strategy Choice of Small and Medium-sized Enterprises Based on Firm Performance

    Institute of Scientific and Technical Information of China (English)

    徐承宇

    2016-01-01

    品牌策略是企业战略选择的重要组成部分,企业能否做出正确的品牌决策影响着企业的经营绩效。已有文献多关注大企业的品牌策略选择,但中小企业是否应当建立自主品牌,应当选择单一品牌还是多品牌,却是在理论和实践中不确定的问题。文章从资源基础理论、品牌系统管理理论出发,利用一手中国企业-劳动力匹配调查数据,应用多元线性回归模型探讨中小企业品牌策略选择对企业绩效的影响。研究结果表明,品牌化决策对企业绩效有显著的正向影响,这一影响在出口企业、外资企业、劳动密集型企业中尤为显著。多品牌策略对企业绩效有显著的负向影响,对于内资企业和非出口企业,这一负效应更强。文章提出中小企业应当积极打造自主品牌,提升品牌质量,控制品牌规模,实现成本效益的转化。%Brand strategy is an important part of enterprise strategy,which is one of the key factors influencing firm performance.Researches have focused on large-scale enterprises,while not enough attention has been paid to small and medium-sized enterprises both in theory and practice.From the perspective of resource-based theory and brand system management,using the cross-section data from 2015 China Employer-Employee Survey (CEES),this paper explores the relation between brand strategy choice and firm performance.The results suggest that brand strategy choice has a significant positive impact on firm performance,which is rather significant for export firms,foreign firms and labor intensive firms.The choice of multiple brands has a negative effect on firm performance,while the effect is more significant for domestic firms and non-export firms.On the basis,this paper puts forward the corresponding countermeasure proposals for small and medium-sized enterprises including establishing independent brand,optimizing the brand structure as well as

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

    OpenAIRE

    Lele Aak; Alan Brokaw; Mait Miljan

    2004-01-01

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

  2. AN ANALYSIS OF THE BRAND LOYALTY BASED CONSUMER TYPOLOGY

    OpenAIRE

    Moisescu Ovidiu Ioan

    2007-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Arslan Rafi

    2011-11-01

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

  4. On Strategies of C - E Translation of Brand Names --A Case Study of Shoe Brands%中文品牌名称英译方法浅探——以鞋类品牌名为例

    Institute of Scientific and Technical Information of China (English)

    陈柯利; 石惠方

    2012-01-01

    To expand their foreign market, Chinese companies should have brand awareness and make Chinese brands known to English - speaking consumers, so well translated English names are necessary. However, so far few researchers have provided comprehensive strategies of the English translation of Chinese brand names. Hereby, by a case study of Chinese shoe brands, this paper suggests six main categories of strategies : transliteration, literary translation, free translation, combination of transliteration and free translation, imitation, and non- translation.%中国企业要拓展国外市场,必须树立品牌意识,使国外消费者认识中国品牌。为此,中国品牌必须要有好的英文译名。然而到目前为止还少有文献对中文品牌名称的英译方法进行全面研究。该文以鞋类品牌为例,总结出了音译、直译、意译、音译和音译结合、模仿和零翻译等六类中文品牌名称的翻译策略。

  5. Problems of the Strategy of Regions

    CERN Document Server

    Smirnov, V A

    1999-01-01

    Problems that arise in the application of general prescriptions of the so-called strategy of regions for asymptotic expansions of Feynman integrals in various limits of momenta and masses are discussed with the help of characteristic examples of two-loop diagrams. The strategy is also reformulated in the language of alpha parameters.

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

    Science.gov (United States)

    Longeteig, Kim

    2010-01-01

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

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

    OpenAIRE

    Nhedzi, Abyshey

    2015-01-01

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

  8. The Study to the Choice of Brand Extension Model and Strategy%论品牌延伸模式与策略的选择

    Institute of Scientific and Technical Information of China (English)

    罗满建

    2011-01-01

    This article introduces and inductive brand extension mode and strategy types and function, demonstrates the mode and strategy selection should rely on conditions, mutual matching nature. Facilitate brand manager guide practical control activities.%文章介绍并归纳品牌延伸模式和策略种类及作用,论证了模式和策略的选择应依赖条件、相互之间的匹配性。便于品牌经营者指导实际的管控活动。

  9. Analysis of regional climate strategies in the Barents region

    Energy Technology Data Exchange (ETDEWEB)

    Himanen, S.; Inkeroeinen, J.; Latola, K.; Vaisanen, T.; Alasaarela, E.

    2012-11-15

    Climate change is a global phenomenon with especially harsh effects on the Arctic and northern regions. The Arctic's average temperature has risen at almost twice the rate as elsewhere in the past few decades. Since 1966, the Arctic land area covered by snow in early summer has shrunk by almost a fifth. The Barents Region consists of the northern parts of Norway, Sweden, Finland and Russia (i.e. the European part of Russia). Climate change will cause serious impacts in the Barents Region because of its higher density of population living under harsh climatic conditions, thus setting it apart from other Arctic areas. In many cases, economic activities, like tourism, rely on certain weather conditions. For this reason, climate change and adaptation to it is of special urgency for the region. Regional climate change strategies are important tools for addressing mitigation and adaptation to climate change as they can be used to consolidate the efforts of different stakeholders of the public and private sectors. Regional strategies can be important factors in achieving the national and international goals. The study evaluated how the national climate change goals were implemented in the regional and local strategies and programmes in northern Finland. The specific goal was to describe the processes by which the regional strategies were prepared and implemented, and how the work was expanded to include the whole of northern Finland. Finally, the Finnish preparatory processes were compared to case examples of processes for preparing climate change strategies elsewhere in the Barents Region. This analysis provides examples of good practices in preparing a climate change strategy and implementing it. (orig.)

  10. 品牌战略创新:从感官营销到情感营销%Brand Strategy Innovation:From Sensory Marketing to Emotional Marketing

    Institute of Scientific and Technical Information of China (English)

    曹祎遐

    2013-01-01

      品牌战略的新时代即将来临,感官的识别作用在品牌营销中发挥着愈加重要的作用,并潜移默化地影响着消费者的最终购买决策。目前,一些知名品牌开始逐步重视品牌战略中的感官设计。本文认为只有以情感营销为最终目的并结合感官营销手段,才能实现品牌战略的创新,从而获得事半功倍的营销效果。%The new era of brand strategy is coming; sensory identification in brand marketing plays a more and more im-portant role, and influences the consumers' purchase decision. Nowadays, some well-known brands began to stress on the sen-sory design in the brand strategy. This paper concludes that only the combination of sensory and emotional marketing could make the innovation of the brand strategy and obtain the marketing effect of exceeding our expectations.

  11. New cigarette brands with flavors that appeal to youth: tobacco marketing strategies.

    Science.gov (United States)

    Carpenter, Carrie M; Wayne, Geoffrey Ferris; Pauly, John L; Koh, Howard K; Connolly, Gregory N

    2005-01-01

    Tobacco manufacturers have recently introduced a proliferation of exotic brands featuring candylike flavors. We reviewed internal tobacco industry documents and patents to assess the role of flavored cigarettes in the targeting of young smokers. This research revealed the development of flavor delivery technologies hidden from consumers and public health professionals, including the use of a plastic pellet placed in the cigarette filter. These findings raise concerns as to the potential added health risks associated with using new flavored tobacco products, and they underscore the need for effective assessment and monitoring of tobacco products.

  12. China construction machinery district brand strategy operation mode research based on industry gathering%基于产业集群的我国工程机械区域品牌战略运作模式研究

    Institute of Scientific and Technical Information of China (English)

    肖文金

    2011-01-01

    Region brand is the result of industrial cluster development and the embodiment of industrial cluster competitiveness.An important characteristic of our country Engineering mechanical industry development has formed the obvious industries clustering phenomenon,the industrial region competitive advantage starts to appear.How to make use of the current international and domestic favorable market environment of engineering machinery,establish our country engineering machinery regional brands,the strategic operating model is government guided,enterprise autonomy,trade managed,which could promote the regional brand strategy development of our country engineering machinery from the concept of regional brands,the government focus on support and services,strategic management and operational system,trade management,cluster innovation and diffusion,etc.%区域品牌是产业集群发展的产物,是产业集群核心竞争力的体现。我国工程机械产业发展的一个重要特点是形成了明显的产业集群现象,产业区域竞争优势开始显现。如何利用当前国际国内工程机械发展的有利市场环境,建立我国工程机械产业区域品牌,其战略运作模式是政府引导、企业自主、行业管理,可从区域品牌观念、政府重点扶持与服务、战略管理与营运体系、行业管理、集群创新与扩散等方面推进工程机械产业区域品牌战略模式实施。

  13. 湖南农业旅游名牌发展战略和开发模式及对策%Study on Strategy of Top Brand and Development Mode and Countermeasures of Hunan Agriculture Tourism

    Institute of Scientific and Technical Information of China (English)

    谌文; 彭新沙

    2011-01-01

    Using the theories of tourism, agricultural economics and brand management, this paper systematically studies the top brand strategy, development mode and countermeasures of Hunan agricultural tourism. Research shows that as a big province of agriculture and tourism, facing the fierce market competition, it is the general trends for Hunan to implement agricultural tourism top brand strategy. It will be helpful to promote the transformation and upgrade of the agricultural structure and agricultural tourism, to promote the development of modem agriculture, to expand the development space of agricultural brand and tourism brand. The growth of Hunan agricultural turism brand faces not only the favorable opporttmities of regional turism cooperation deepening, agricultural resources superiority, the industrialization of agriculture and the extensively development of the new countryside construction, but also the severe challenges of weak brand consciousness, aggravating domestic competition, lacking of long-term financing channel and tourism talents. The main modes of Hunan agricultural tourism brand carrier development can be divided into four types of rural type, village type, science and technology type, agricultural trade type. So in the process of making and inplementing agricultural turism top brand strategy, strong measures should be focused on the aspects of strategy thinking, development plan, regional features, marketing innovation and environment constructing etc.%本文运用旅游学、农业经济学及品牌管理理论,对湖南农业旅游名牌战略和开发模式及对策进行了系统研究.结果表明,湖南作为农业大省和旅游大省,面对日益激烈的市场竞争,实施农业旅游名牌战略已经是大势所趋;农业旅游名牌战略有利于推动农业结构和农业旅游的转型升级,有利于推动现代农业的发展,有利于扩大农业品牌、旅游品牌的发展空间.湖南农业旅游名

  14. Construction of University Brand Strategy%高校品牌战略建设研究

    Institute of Scientific and Technical Information of China (English)

    曾智; 马小燕

    2015-01-01

    随着市场经济体制的完善与发展,我国教育领域逐渐市场化,各大高校之间的竞争日趋激烈。教育领域的多元化和学生选择的多样化,使其由卖方市场转变为买方市场,促使高校必须建立品牌意识。打造高校独有的品牌成为其立足于市场竞争的中心点,也是高校发展的重中之重。%With the development and perfection of market economy system, China's education sector has gradually adopted the market principle, and the competition between colleges and universities is increasingly fierce. Diversity in the field of education and diversification of students’choice make it into a buyer’s market from a seller’s market, prompting colleges and universities must establish brand awareness. To create a unique brand is the central point for colleges and universities to survive the market competition, and is also the key of the future development of colleges and universities.

  15. Haier's Four Steps to Brand Success

    Institute of Scientific and Technical Information of China (English)

    ZHAN YAN

    2006-01-01

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

  16. “延安小米”品牌建设思路与对策%Reflections and Strategies on the Brand Construction of"Yan′an Millet"

    Institute of Scientific and Technical Information of China (English)

    袁宏安; 王飞; 妙佳源; 韩芳

    2015-01-01

    谷子是延安的优势和特色农作物,“延安小米”品牌建设对促进延安谷子可持续发展具有重要意义。文章探讨了“延安小米”的产业优势和品牌价值,从农户、政府和企业三个角度阐述了“延安小米”品牌建设的现状,分析了该品牌在建设过程中存在的问题,并对“延安小米”品牌建设提出了品牌宣传、发展思路、标准化生产、科技投入、品牌形象建设和品牌维护等建议。%Foxtail millet is a superior and characteristic crop in Yan'an. The brand construction of"Yan'an Millet"has a great significance on the sustainable development of foxtail millets in Yan'an. Firstly, the industry strength and brand value of"Yan'an Millet"were discussed in the paper. Then, the present situation of "Yan'an Millet" brand construction was illustrated from the standpoints of farmers, local government and enterprises, respectively. At last, reflections and strategies on the brand construction of "Yan'an Millet" were proposed from six aspects which were brand promotion, development strategies, standardized production, science and technology input, brand-image improvement and brand maintenance.

  17. 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....

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

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2011-10-01

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

  19. 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. 

  20. '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.

  1. Analysis of the Theory of Brand Personality with Dongguan Songshan Lake High-tech Park Brand Development Strategy and Marketing Strategy%结合品牌个性理论分析东莞松山湖高新科技园区品牌发展策略及营销策略

    Institute of Scientific and Technical Information of China (English)

    何瀚玮

    2015-01-01

    这篇概念研究论文主要目的是借助品牌个性理论以及品牌相关的概念剖析东莞市松山湖高新科技园区如何树立自己的区域品牌形象。%The main purpose of this article is how to set up their regional brand image with the aid of the brand personality theo-ry and the brand related concepts in the Dongguan Songshan Lake High-tech Park.

  2. 内蒙古农产品区域品牌发展战略研究%Inner Mongolia Agricultural Regional Brand Develops Strategic Research

    Institute of Scientific and Technical Information of China (English)

    李静

    2012-01-01

    Based on the current situation of the development of Inner Mongolia regional brand of agricuhural products and eonstnlction conditions of investigation and analysis, to explore the Inner Mongolia regional brands of agricultural products in development of practical problems, tot the government and a- gricultural enterprises brand of scientific decision-making pro- vide reference, promote Inner Mongolia agriculture products in the market competitiveness and regional competitiveness.%依托对内蒙古农产品区域品牌发展现状和建设条件的调查分析,探索内蒙古农产品区域品牌发展的现实问题,可以为政府和农业企业进行品牌化的科学决策提供参考,提升内蒙古农产品的市场竞争力和区域竞争力。

  3. The lure of global branding.

    Science.gov (United States)

    Aaker, D A; Joachimsthaler, E

    1999-01-01

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

  4. 承德市文化休闲旅游品牌带动战略研究%Chengde City Culture and Leisure Travel Brand Strategy

    Institute of Scientific and Technical Information of China (English)

    崔娟敏; 季文光; 成福伟

    2014-01-01

    Chengde City culture and leisure travel brand driven implementation model proposed cultural and leisure travel brand to promote the implementation of the strategy countermeasures, provide guidance and theoretical basis for the development of culture, leisure and tourism industry in Chengde City.%通过承德市文化休闲旅游品牌带动实施模型的构建,提出文化休闲旅游品牌带动战略实施对策,为承德市文化休闲旅游产业发展提供指导和理论依据。

  5. Problems of regional innovation strategy forming

    Directory of Open Access Journals (Sweden)

    I. M. Golova

    2010-09-01

    Full Text Available The author considered problems and contradictions of modern innovation policy in Russia. It is shown, that at present time regions are removed from management of science-technical complex and spatial priorities are not produced. It is a serious factor of risk for conservation perspectives of innovation development for Russia. With taking into account of world experience main districts of rise effects regional police were formulated. It is underlined, that creation conditions for transformation of regional authorities in active subjects of innovation policy is necessary condition for building vital innovation system. It is shown, that state innovation policy must be constructed at combination of next principles: a support science-technical potential of regions — generators of innovation and creation conditions for its realization; b using of innovations for evening-out disproportions of social-economic development between regions; c widening powers and financial possibilities of regions at management of innovation climate. Methodical approaches for making effective mechanisms of management of innovation processes of territory are opened. Typology of Russian regions with high and middle degree of innovation climate is proposed, which takes level of science and innovation potential of territory and also degree of comfort of social-economic conditions for development of innovation activity are offered. Peculiarities of innovation strategy for different types of regions are defined. This typology may be used for substantiation spatial priorities of innovation strategy of Russia.

  6. Brand Community.

    OpenAIRE

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

    2001-01-01

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

  7. Grassroots branding.

    Science.gov (United States)

    Ferris, Michael T

    2005-04-01

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

  8. Regional Senior Tourism Marketing Strategy Research

    Directory of Open Access Journals (Sweden)

    Qi Zhang

    2013-05-01

    Full Text Available In this study, we have a research of the regional senior tourism marketing strategy. The father of modern marketing p.m. Philip once pointed out: The phenomenon of people seems very fierce market competition, hides a deeper phenomenon that is service competition is the nature of competition in the market, excellent service, not to mention the excellent marketing. The importance of service marketing have become increasingly prominent, want to invincible in market competition, service enterprise will from the whole effort, flexible use various strategies to create a competitive advantages, especially well service marketing work, so as to win in the competition. Based on the background of senior tourism market, adopted for the study of integrating theory with practice, pointing out the research method of the implementation of regional tourism marketing strategy for today's senior tourism market will create new competitive advantage of strategic significance.

  9. Regional governance: strategies and disputes in health region management

    Science.gov (United States)

    dos Santos, Adriano Maia; Giovanella, Ligia

    2014-01-01

    OBJECTIVE To analyze the regional governance of the health systemin relation to management strategies and disputes. METHODOLOGICAL PROCEDURES A qualitative study with health managers from 19 municipalities in the health region of Bahia, Northeastern Brazil. Data were drawn from 17 semi-structured interviews of state, regional, and municipal health policymakers and managers; a focus group; observations of the regional interagency committee; and documents in 2012. The political-institutional and the organizational components were analyzed in the light of dialectical hermeneutics. RESULTS The regional interagency committee is the chief regional governance strategy/component and functions as a strategic tool for strengthening governance. It brings together a diversity of members responsible for decision making in the healthcare territories, who need to negotiate the allocation of funding and the distribution of facilities for common use in the region. The high turnover of health secretaries, their lack of autonomy from the local executive decisions, inadequate technical training to exercise their function, and the influence of party politics on decision making stand as obstacles to the regional interagency committee’s permeability to social demands. Funding is insufficient to enable the fulfillment of the officially integrated agreed-upon program or to boost public supply by the system, requiring that public managers procure services from the private market at values higher than the national health service price schedule (Brazilian Unified Health System Table). The study determined that “facilitators” under contract to health departments accelerated access to specialized (diagnostic, therapeutic and/or surgical) services in other municipalities by direct payment to physicians for procedure costs already covered by the Brazilian Unified Health System. CONCLUSIONS The characteristics identified a regionalized system with a conflictive pattern of governance and

  10. Regional governance: strategies and disputes in health region management

    Directory of Open Access Journals (Sweden)

    Adriano Maia dos Santos

    2014-08-01

    Full Text Available OBJECTIVE To analyze the regional governance of the health systemin relation to management strategies and disputes. METHODOLOGICAL PROCEDURES A qualitative study with health managers from 19 municipalities in the health region of Bahia, Northeastern Brazil. Data were drawn from 17 semi-structured interviews of state, regional, and municipal health policymakers and managers; a focus group; observations of the regional interagency committee; and documents in 2012. The political-institutional and the organizational components were analyzed in the light of dialectical hermeneutics. RESULTS The regional interagency committee is the chief regional governance strategy/component and functions as a strategic tool for strengthening governance. It brings together a diversity of members responsible for decision making in the healthcare territories, who need to negotiate the allocation of funding and the distribution of facilities for common use in the region. The high turnover of health secretaries, their lack of autonomy from the local executive decisions, inadequate technical training to exercise their function, and the influence of party politics on decision making stand as obstacles to the regional interagency committee’s permeability to social demands. Funding is insufficient to enable the fulfillment of the officially integrated agreed-upon program or to boost public supply by the system, requiring that public managers procure services from the private market at values higher than the national health service price schedule (Brazilian Unified Health System Table. The study determined that “facilitators” under contract to health departments accelerated access to specialized (diagnostic, therapeutic and/or surgical services in other municipalities by direct payment to physicians for procedure costs already covered by the Brazilian Unified Health System. CONCLUSIONS The characteristics identified a regionalized system with a conflictive pattern of

  11. Regional governance: strategies and disputes in health region management.

    Science.gov (United States)

    Santos, Adriano Maia dos; Giovanella, Ligia

    2014-08-01

    To analyze the regional governance of the health systemin relation to management strategies and disputes. A qualitative study with health managers from 19 municipalities in the health region of Bahia, Northeastern Brazil. Data were drawn from 17 semi-structured interviews of state, regional, and municipal health policymakers and managers; a focus group; observations of the regional interagency committee; and documents in 2012. The political-institutional and the organizational components were analyzed in the light of dialectical hermeneutics. The regional interagency committee is the chief regional governance strategy/component and functions as a strategic tool for strengthening governance. It brings together a diversity of members responsible for decision making in the healthcare territories, who need to negotiate the allocation of funding and the distribution of facilities for common use in the region. The high turnover of health secretaries, their lack of autonomy from the local executive decisions, inadequate technical training to exercise their function, and the influence of party politics on decision making stand as obstacles to the regional interagency committee's permeability to social demands. Funding is insufficient to enable the fulfillment of the officially integrated agreed-upon program or to boost public supply by the system, requiring that public managers procure services from the private market at values higher than the national health service price schedule (Brazilian Unified Health System Table). The study determined that "facilitators" under contract to health departments accelerated access to specialized (diagnostic, therapeutic and/or surgical) services in other municipalities by direct payment to physicians for procedure costs already covered by the Brazilian Unified Health System. The characteristics identified a regionalized system with a conflictive pattern of governance and intermediate institutionalism. The regional interagency committee

  12. Exploring the Impact of Silos in Achieving Brand Orientation

    DEFF Research Database (Denmark)

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

    2013-01-01

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

  13. 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.

  14. 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.

  15. Brand Identity.

    Science.gov (United States)

    Lawlor, John

    1998-01-01

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

  16. Brand management

    OpenAIRE

    2009-01-01

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

  17. 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…

  18. 湖北恩施州打造品牌旅游目的地的竞争战略研究%Competitive Strategies for Enshi Prefecture's Construction of Brand Tourist Destination

    Institute of Scientific and Technical Information of China (English)

    李永诚

    2012-01-01

    Tourism of Enshi Prefecture is now facing historic opportunity of development,so it is of great necessity and feasibility to build Enshi into a brand tourist destination.Based on the analysis of the competitiveness in terms of space,the writer of this article puts forward the strategies needed in achieving the goal which comprise the strategy of objective market,the strategy of regional marketing and brand,the strategy of cooperation and competition,and the strategy of connotation development.%恩施州发展旅游业面临历史性机遇,打造品牌旅游目的地具有必要性、可行性。在进行空间竞争性分析的基础上,提出恩施州打造品牌旅游目的地需要实施目标市场战略、区域营销与品牌战略、合作竞争战略、内涵发展战略。

  19. 论传统OEM公司向OBM转型之品牌战略%Brand Strategies for Enterprises Transformation from OEM to OBM

    Institute of Scientific and Technical Information of China (English)

    郭彦

    2015-01-01

    This paper tries, taking an individual company by traditional OEM ( Original Equipment Manufacturer) as a case, to discuss the prevailing challenges in the process of transformation from OEM enterprises to OBM ( Original Brand Manufacturer ) enterprises to create their own international brands. The author also puts forward some solutions to the problems in using the core concepts of branding strategies such as value customer, value proposition, value network and pricing strategy. The practice in this individual company proves the branding strategy is the key to the transformation from OEM to OBM.%以某公司由传统OEM代工企业向自创品牌公司OBM转型过程中所采取的品牌战略为例,阐述目前普遍存在的传统OEM企业转型打造自有国际品牌过程中面临的挑战。应用品牌管理方面的核心概念,从价值客户、价值主张、价值网络以及定价策略等方面提出解决之道。实践表明,应用品牌战略,较好地推动了公司从OEM向OBM的转型升级,为公司面对竞争与挑战开拓了新的天地。

  20. Nation branding Slovenskej republiky od roku 1993

    OpenAIRE

    2011-01-01

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

  1. Discussion of design path for brand strategy planning of testing technical agencies%检测技术机构品牌战略规划设计路径

    Institute of Scientific and Technical Information of China (English)

    程涛; 潘涵舜

    2014-01-01

    提出了检测技术机构品牌发展战略规划设计的一般路径,并对确定机构品牌发展战略目标的方法进行阐述,对影响检测技术机构的品牌定位的重要因素进行分析,并为实施检测技术机构品牌发展战略提出五方面策略建议:品牌形象塑造,品牌质量控制,品牌技术创新,品牌衍生与集群,品牌保护与危急管理。%This paper presents a general path for brand development strategy planning of testing technical agencies, expounds the method of determine the agency brand development strategy goals, analyses the important factors that influence brand positioning of testing agencies, and puts forward five strategic proposals for implementing brand development strategy of testing technical agencies:brand image shaping, brand quality control, brand technology innovation, brand derivatives and clusters, brand protection and crisis management.

  2. Designing Promotion Strategy of Malang Raya’s Tourism Destination Branding through Audio Visual Media

    Directory of Open Access Journals (Sweden)

    Chanira Nuansa

    2014-04-01

    Full Text Available This study examines the suitability concept of destination branding with existing models of Malang tourism promotion. This research is qualitative by taking the data directly in the form of existing promotional models of Malang, namely: information portal sites, blogs, social networking, and video via the Internet. This study used SWOT analysis to find strengths, weaknesses, opportunities, and threats on existing models of the tourism promotion. The data is analyzed based on destination branding’s concept indicators. Results of analysis are used as a basis in designing solutions for Malang tourism promotion through a new integrated tourism advertising model. Through the analysis we found that video is the most suitable media that used to promote Malang tourism in the form of advertisements. Videos are able to show the objectivity of the fact that intact better through audio-visual form, making it easier to associate the viewer thoughts on the phenomenon of destination. Moreover, video creation of Malang tourism as well as conceptualized ad is still rare. This is an opportunity, because later models of audio-visual advertisements made of this study is expected to be an example for concerned parties to conceptualize the next Malang tourism advertising.Keywords: Advertise, SWOT Analysis, Malang City, tourism promotion

  3. Brand management of selected brand

    OpenAIRE

    2011-01-01

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

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

    Science.gov (United States)

    Garipagaoglu, Burçak Çagla

    2016-01-01

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

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

    Science.gov (United States)

    Garipagaoglu, Burçak Çagla

    2016-01-01

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

  6. How global brands compete.

    Science.gov (United States)

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

    2004-09-01

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

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

    Science.gov (United States)

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

    2006-01-01

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

  8. 基于消费者视角的区域品牌资产创建路径研究%Research on establishing path of regional brand assets with consumers perspective

    Institute of Scientific and Technical Information of China (English)

    卢秀龙; 吴声怡

    2012-01-01

    From the consumer's perspective,the consumer utility value is brought from regional brand,is the intangible equity created and accumulated by enterprise.With consumer perspective for the construction of Regional brand assets assets way,the experience of consumers and the enterprise marketing activities is the premise of the establishment of Regional brand assets.Consumers brand consumption psychology process forms regional brand consumption value.Brand awareness,quality cognition,brand association,origin association and brand loyalty is the important dimensions of Regional brand assets.%从消费者视角看,区域品牌资产是区域品牌给消费者带来的效用增值,是由企业创建和积累的无形资产。该文探讨了构成区域品牌资产的几个关键要素,从消费者视角分析了区域品牌资产的构建途径。

  9. STP战略下的真人秀类电视节目品牌建构%The Brand Construction of the Reality TV Program under the STP Strategy

    Institute of Scientific and Technical Information of China (English)

    宋词

    2016-01-01

    TV program brand building is an indispensable part of the TV media market operation .The STP strategy of marketing can be applied to construct the reality shows on TV brand ,through the subdivi‐sion of the audience ,reasonable packaging program content ,meet the multiple psychological needs of the audience ,etc S.o as to make a reasonable formulation of its brand strategy ,and then construct its program brand .%电视节目品牌建构是电视媒体市场化运营中必不可少的环节。真人秀类电视节目在构建其品牌的过程中,可以借鉴STP战略,通过细分受众、合理包装节目内容、满足受众的多元心理需求等举措,合理制定其品牌战略,进而建构其节目品牌。

  10. Regional Senior Tourism Marketing Strategy Research

    OpenAIRE

    Qi Zhang; Lu Cui

    2013-01-01

    In this study, we have a research of the regional senior tourism marketing strategy. The father of modern marketing p.m. Philip once pointed out: The phenomenon of people seems very fierce market competition, hides a deeper phenomenon that is service competition is the nature of competition in the market, excellent service, not to mention the excellent marketing. The importance of service marketing have become increasingly prominent, want to invincible in market competition, service enterpris...

  11. Brand Strategy of Animal Products under the Environment of E-commerce%电子商务环境下畜产品品牌策略

    Institute of Scientific and Technical Information of China (English)

    严红梅

    2016-01-01

    从消费者的理性认知角度和情感角度分析了电子商务环境下畜产品销售企业的品牌策略。从消费者的理性认知角度,由于畜产品和网络的特性,在网上购买畜产品的消费者所能感知的购买风险比传统环境下更大,因此畜产品企业通过建立畜产品品牌的信任,减少消费者感知的购买风险尤为关键;从消费者情感的角度,畜产品企业通过获得消费者对畜产品品牌的认同和对品牌的满意,使消费者持续喜欢企业的畜产品品牌,增加消费者对畜产品品牌的忠诚度。%Brand strategy of animal products marketing company under the environment of e-commerce was analyzed from the aspects of emo-tion and rational cognition of consumers.From the aspect of rational cognition of consumers, the risk of purchasing animal products on the inter-net was greater than the traditional environment due to the characteristics of internet and animal products .Therefore, it is particularly critical for animal products enterprises to reduce the perceived risk of consumers through establishing brand trust of animal products .From the aspect of con-sumers’ emotion, animal products enterprises made consumers continue to like their animal products brands through obtaining consumers ’ animal products brand identity and brand satisfaction, and enhanced consumers’ brand loyalty.

  12. Building online brand perceptual map.

    Science.gov (United States)

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

    2008-10-01

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

  13. Introduction to Interregional Place Branding

    DEFF Research Database (Denmark)

    2015-01-01

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

  14. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    2010-01-01

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

  15. Garment Brand Strategy with Products and Services as the Core%以产品和服务为核心的服装品牌战略

    Institute of Scientific and Technical Information of China (English)

    杨璨; 张皋鹏

    2013-01-01

    针对我国服装行业竞争激烈和品牌建设盲目的现象,通过对国内服装企业品牌化经营现状和存在问题的分析,在对国内外大量的服装企业实施品牌战略的成败案例加以研究的基础上,应用现代企业设计管理相关的先进理论和经营理念,对服装企业的品牌战略进行了研究,并提出产品和服务是服装企业树立和维持持久稳定、深入人心的服装品牌的核心和根本的观点.%Aiming at the fierce competition and the phenomenon of blind brand building in China's garment industry,this paper analyzed the situation and problems of domestic garment enterprises in brand management,and studied the clothing corporate brand strategy using the advanced theory of modern corporate design management and business philosophy,based on the analysis of the success or failure of a large number of domestic and international clothing enterprise brand strategy.The paper finally proposed that products and services should be the core and fundamental element for garment enterprises to establish and maintain lasting stability and pervasive clothing brand.

  16. Brand Loyalty Promotion Strategy Based on Customer Experience%基于顾客体验的品牌忠诚提升策略

    Institute of Scientific and Technical Information of China (English)

    许波

    2012-01-01

    Brand loyalty may bring many marketing advantages to corporation, such as reducing marketing cost, gaining more new customers, positive word-of-mouth communication, customer’s more violent resistance to competitor’s strategy, and so on. From the perspective of the customer experience, we can research the brand loyalty enhancement strategy through the analysis of customer experience.%品牌忠诚可以给企业带来很多的营销优势,比如降低营销成本、获得更多新的顾客、积极的口碑传播以及顾客对竞争对手营销策略的更强烈的抵制等。通过分析顾客体验,从顾客体验的角度来研究品牌忠诚的提升策略。

  17. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

    with their relatively concrete dimensions are absent when the main question is one of values. Furthermore, when  the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors......, problems seem to multiply in what has becom known as city branding. This analysis of the communicational aspects of two Danish provincial towns´ branding efforts examines both their internally and externally directed communication. It demonstrates that an insufficient understanding of - or willingness...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

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

    Science.gov (United States)

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

    2013-03-01

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

  19. 品牌服装设计资源管理策略研究%Brand clothing design resource management strategy research

    Institute of Scientific and Technical Information of China (English)

    陈亚菁

    2015-01-01

    In recent years, China's garment industry has achieved rapid development, but the clothing market competition is becoming more and more fierce, how to make full use of all resources to obtain the biggest benefit has become the focus of the brand clothing enterprise current thinking, which requires the brand clothing enterprises and the management of design resources. This article mainly introduced the design resource management for the importance of brand clothing development, analyzed the brand clothing design several strategies of resource management.%近年来我国服装产业取得了快速发展,但是服装市场的竞争也越来越激烈,如何充分利用企业所有资源获得最大的效益已经成为当前品牌服装企业思考的重点,这就要求品牌服装企业做好设计资源管理工作。本文主要介绍了设计资源管理对于品牌服装发展的重要意义,分析了品牌服装设计资源管理的几种策略。

  20. 论民营教育品牌延伸存在的问题及策略%On the Problems and Strategies of Private Education Brand Extension

    Institute of Scientific and Technical Information of China (English)

    罗满建

    2015-01-01

    Brand extension in private education plays an important role, and some of the problems exhib-ited by the risk of brand extension. This article summarizes the five real problems, explore strategies to solve problems, to reveal the key factors affecting the new era of private educational success of the brand extension, brand management guidance to facilitate the actual control activities.%品牌延伸在民营教育发展中起到重要作用,但也表现出品牌延伸的风险.主要存在五类现实问题;针对这些问题,提出民营教育机构应在运营方式、教育延伸品牌、品牌传播方式等方面进行创新的具体方法,在决策中引入风险管控模型、组织变革实施的具体步骤,便于品牌经营者指导实际的管控活动.

  1. 中国自主品牌汽车发展战略探讨%A Discussion of the Development Strategy of China's Domestic Auto Brands

    Institute of Scientific and Technical Information of China (English)

    杜春霞

    2011-01-01

    伴随着经济危机的发展,全球汽车市场发生了深刻变化。中国自主品牌汽车不仅面对着巨大的挑战,而且有了更多的机遇。通过对自主品牌汽车进行SWOT分析,分别从市场、技术、品牌和服务四方面提出自主品牌汽车的发展战略。%In recent years with the arrival of economic crisis, the global car market has greatly changed. In this situation, our domestic auto brands not only face big challenges, but also more opportunities. On the basis of the SWOT analysis of the self-owned auto brands in China, the development strategy of China's domestic auto brands is put forward in terms of market, technology, brand and service, etc.

  2. Analysis on the development strategies of high-end edible oil’s brand%高端食用油品牌发展战略探析

    Institute of Scientific and Technical Information of China (English)

    唐羚

    2014-01-01

    With the great improvement of Chinese people’s living standards,the consumption of edible oil is changed as well.People are more concerned with security,nutrition and health of edible oil.Taking B-well grape seed oil as an example,by analyzing the situation of China's edible oil market,this paper points out that the high-end edible oil only implementation of the brand development strategies such as brand po-sitioning,brand target market positioning,branding channels promotion,does the company seize the high-end edible oil market development opportunities.%以B-WELL葡萄籽油为例,通过分析中国食用油市场的品牌状况,指出高端食用油只有在品牌定位、品牌目标市场定位、品牌推广渠道定位等方面实施品牌发展战略,才能抢占高端食用油市场发展先机。

  3. 论名牌战略在中国西部经济发展中的作用%On the Role of the Famous Brand Strategy in the Economic Development of Western China

    Institute of Scientific and Technical Information of China (English)

    宋晓维; 李洪新

    2012-01-01

    实施名牌战略是促进西部经济高质量增长、适应人民群众消费需求层次上升以及西部地区民族工业参与国际竞争的客观需要.实证研究表明,实施名牌战略可增强西部地区企业的市场竞争力,从而缩短东西部地区经济差距,它在中国西部经济发展中的作用非凡重大.%Implementation of famous brand strategy is the objective needs for promoting economic growth with high quality in Western China, adapting the rising levels of consumer demand of people and national industries in the Western region participating in international competition. Empirical studies have shown that carrying out famous brand strategy can enhance the market competitiveness of enterprises in the Western region, thus reducing the economic gap between eastern and western China, so it is extraordinary important for the economic development of western China.

  4. The Impact of Crisis Response Strategies on Consumer Attitudes and Perceptions towards Halal Brands

    OpenAIRE

    Imran, Hina

    2016-01-01

    Purpose – The purpose of the present study is to understand the impact of varying crisis response strategies on consumers’ attitudes and perceptions when used in a Halal crisis situation and also to study how different levels of consumer skepticism determines the magnitude of impact on consumer perceptions. Methodology – Data was collected from 171 Malaysian residents, particularly Muslims only, using snowball and convenience sampling. The data was later analyzed using IBM SPSS Statistics ...

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

    Directory of Open Access Journals (Sweden)

    Lívia Rufino Bambuy

    2014-12-01

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

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

    Directory of Open Access Journals (Sweden)

    Radojko LUKIĆ

    2011-06-01

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

  7. Systematic review of public health branding.

    Science.gov (United States)

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

    2008-12-01

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

  8. Regional Division of Production and Development Strategy of Citrus in Hunan Province

    Institute of Scientific and Technical Information of China (English)

    Yu YANG; Wen DENG; Jianquan LI; Weihong WANG; Guolin HUANG; Ping ZHANG

    2012-01-01

    [Objective] The aim was to research regional division of citrus production and development strategies in Hunan Province. [Method] According to Rural Statisti- cal Yearbook in Hunan Province during 2002-2011, Citrus in Hunan province were divided into three production regions, namely, superior region, sub-superior and non- superior region. On the base of the divisions, the ecological regionalization and brand strategy, Optimization of regional distribution and developing strategy were proposed, with consideration of avoiding frozen zones, in this paper. [Result] Fresh and processing bases of mandarin orange (C.unshiu Marc), and specialty industries of seedless ponkan(C.reticulata Blanco), Bingtang orange (C.sinensis Osbeck Bing- tangcheng), Dayongjuhuaxinyou (Cgrandis (L.) Osbeck Dayongjuhuaxinyou) and An- jiangxiangyou (C.grandis (L.) Osbeck Anjiangxiangyou) should be constructed, where fresh fruit is dominant, supplemented by canned fruit and juice. Industry belt of sat- suma orange, fresh or processing food, is mainly built, for proportion of early and earlier ripe satsuma orange is over 50% of total yield in Xiangzhong citrus zone; in- dustry belt of excellent fresh navel orange and processing sweet orange should be highlighted in Xiangnan. [Conclusion] The research provides references for decision- making for governments, especially on optimization of citrus production regions and development of citrus industry.

  9. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

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

  10. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

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

  11. Tainted Brands

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

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

  12. Levende branding

    DEFF Research Database (Denmark)

    Schultz, Majken

    2013-01-01

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

  13. Success with pleasure: MIR interview with Helmut Meysenburg, Head of Brand Strategies, Market Research and Competition at BMW Group

    Directory of Open Access Journals (Sweden)

    2014-05-01

    Full Text Available Sheer driving pleasure is the essence of the BMW brand. For this reason, we have an ideal candidate for our real-world interview in this MIR issue about emotions in marketing. Mr. Meysenburg takes us behind the scenes of the world brand from Bavaria, the success of which makes one think that the promised thrill behind the wheel is definitely not a product of chance …

  14. The Brand Identity: A Strategic Shift for Success

    OpenAIRE

    Victor Danciu

    2010-01-01

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

  15. Brand Strategy of Small and Medium-sized Enterprises in Wenzhou%温州中小企业的品牌战略

    Institute of Scientific and Technical Information of China (English)

    周彦; 邢雅洁

    2014-01-01

    随着市场经济的深入发展,中小企业已经成为我国经济发展的重要支柱。企业间的竞争已由过去的质量、价格竞争转变为信誉、企业形象和服务水平等综合素质的竞争,进而发展为打造知名品牌的竞争。一切成功企业最终经营的并非“产品”而是“品牌”。温州的中小企业在历经多年的蓬勃发展之后,陷入了瓶颈期,而解决这一困境的方法就是利用品牌战略来实现突围,走创立品牌、注重品牌发展的道路。%Along with the further development of market economy, small and medium-sized enterprises has already become the important pillar of economic development in China. Competition between enterprises has translated to the reputation, corporate image and service level and so on comprehensive quality competition from quality and price competition in the past, and then develop to create famous brand competition. All successful business in the end operates "product" but "brand". After years of vigorous development, small and medium enterprises in wenzhou are caught in the bottleneck period, and the solution is to use the brand strategy to realize the breakthrough, creating brand and pay attention to the brand development road.

  16. Branding the Destination Versus the Place

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

    2017-01-01

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

  17. 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.

  18. 广西珍珠品牌塑造策略研究%Research on the Brand Strategies of Guangxi Pearl

    Institute of Scientific and Technical Information of China (English)

    邬镇宁

    2013-01-01

    Guangxi enjoys rich pearl resources,but provides the market only with low-end products. The study holds that the branding of Guangxi pearl should take the local history resources,geographical advan-tages and annual China-ASEAN Exposition into account,and consider the ways that help it stand out from the fierce competition. With analysis and discussion of the problems in the branding of Guangxi Pearl and the related reasons,the article points out some brand strategies on the basis of targeting consumers,product experience,advertising strategy and integrated marketing communication.%针对广西珍珠资源丰富,但是只能提供低端产品的现状,思考与强势对手在竞争中如何脱颖而出,充分考虑广西本土的历史资源、地理优势和东盟博览会等现实凭借,在对广西珍珠品牌的问题以及原因思考的基础上,围绕明确消费者、产品体验、广告策略、整合营销传播等提出了广西珍珠品牌的塑造策略。

  19. Studies Based Bn the Industrial Colony's Region Brand Competitive Power Promotion of Jiangxi%基于产业集群的江西区域品牌竞争力提升研究

    Institute of Scientific and Technical Information of China (English)

    刘日星

    2011-01-01

    Presently,Jiangxi Province has cultivated some region famous brand goods and the name brand enterprise,the region brand development has won initial success.But compared with the domestic economy developed area international brand still had the big disparity,faced with some questions.Jiangxi Province when enhances the region brand competitive power,must enhance strong points and avoid weaknesses,forms the survival of the fittest with other regions,and founds diligently has the competitive advantage region brand,realizes the industrial colony development and the region brand competitive power promotion interaction.%当前,江西培育了一些区域名牌产品和名牌企业,区域品牌发展已初见成效。但与国内经济发达地区国际品牌相比仍有较大差距,面临一些问题。江西在提高区域品牌竞争力时,必须扬长避短,与其他区域形成优势互补,并努力创建有竞争优势的区域品牌,实现产业集群发展与区域品牌竞争力提升的互动。

  20. 100个知名药品品牌市场营销战略分析%Marketing Strategy Analysis of 100 Well-known Drug Brands

    Institute of Scientific and Technical Information of China (English)

    宿凌; 张灵幸; 黄文龙

    2009-01-01

    OBJECTIVE: To provide reference for the selection of marketing strategy for post-marketing drugs. METHODS: χ~2 test was employed to analyze the number of 4 marketing strategies (flank attack strategy, guerrilla strategy, defensive strategy and attack strategy) used for the 100 well-known drug brands(74 from domestic versus 26 from abroad), meanwhile the regular marketing strategies for the domestic vs. foreign drug enterprises and for the OTC drugs vs. prescribed drugs were analyzed. RESULTS & CONCLUSIONS: There were significant differences between domestic and foreign pharmaceutical enterprises in the use of guerrilla strategy and attack strategy, 20 of the domestic brands (27.03%) vs. none of the foreign brands used guerrilla strategy (0.00%), however, the foreign enterprises prefer attack strategy than domestic enterprises (14 foreign brands (53.85%) vs. 13 domestic ones (17.57%)). There were no significant differences between domestic and foreign brands in the application of flank attack strategy and defensive strategy, the same is true between OTC and prescription drugs in the four strategies mentioned above.%目的:为国内上市药品选择市场营销战略提供参考.方法:运用χ~2检验对国内(74个)、国9F(26个)共100个知名药品品牌运用的4种市场营销战略--侧翼战略、游击战略、防御战略、进攻战略的数量进行统计分析,分别总结其中国内和国外药企以及非处方药和处方药市场营销战略的运用规律.结果与结论:国内和国外药企在游击战略和进攻战略运用上有显著差别,国内药企常用游击战略(20个品牌,27.03%),国外药企基本不运用游击战略(0个品牌,0.00%),而更倾向于运用进攻战略(国内药企:13个品牌,17.57%;国外药企:14个品牌,53.85%);侧翼战略和防御战略运用上国内和国外药企没有显著差别;非处方药和处方药在4种市场营销战略运用上都没有显著差别.

  1. LOGO-Net: Large-scale Deep Logo Detection and Brand Recognition with Deep Region-based Convolutional Networks

    OpenAIRE

    Steven C. H. Hoi; Wu, Xiongwei; Liu, Hantang; Wu, Yue; Wang, Huiqiong; Xue, Hui; Wu, Qiang

    2015-01-01

    Logo detection from images has many applications, particularly for brand recognition and intellectual property protection. Most existing studies for logo recognition and detection are based on small-scale datasets which are not comprehensive enough when exploring emerging deep learning techniques. In this paper, we introduce "LOGO-Net", a large-scale logo image database for logo detection and brand recognition from real-world product images. To facilitate research, LOGO-Net has two datasets: ...

  2. Strong branding creates a competitive edge.

    Science.gov (United States)

    Wagner, Peggy

    2007-01-01

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

  3. Place Branding

    DEFF Research Database (Denmark)

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

    2015-01-01

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

  4. Employer Brand Strategies of the Antena 1 and Antena 3 TV Broadcasters in the Context of Globalization

    Directory of Open Access Journals (Sweden)

    Viorica Paus

    2013-05-01

    Full Text Available The “employer brand” concept has recently entered the field of human resources. This study aims to analyze how the two national TV broadcasters Antena 1 and Antena 3 apply this concept and how the employer brand customizes and enhances the distinctive values of the organization through its employees. Ambler and Barrow defined for the first time the term of “employer brand”, in the Journal of Brand Management in 1996. We conducted an exploratory research in order to identify the presence of branding activities. We used the survey, the interview and the analysis of documents promoting the image of the organization. Correlated results demonstrate that high employee satisfaction leads to enhancing performance, which increases the audience ratings and improves the “brand equity”, thus making the human resource part of the organization brand and contributing to its success and international visibility. Given the early exploration of the concept, our research seeks to provide models of good practice for implementing this concept in the human resources policies of Romanian media institutions in the context of globalization.

  5. Tampere - All Bright! Ambassador network - an international place branding tool

    OpenAIRE

    Taverne, Mari

    2015-01-01

    Place branding has become an essential part of regional development strategies and it has been recognized to be a significant part of different international marketing activities of a city or a region. The international marketing activities have been concentrated in investment promotion as well as tourism attraction. In recent years, talent attraction has developed to be a more and more important part of the international marketing strategy of a city and therefore it has influenced the develo...

  6. Urban branding as an effective sustainability tool in urban development

    Directory of Open Access Journals (Sweden)

    Reeman Mohammed Rehan

    2014-08-01

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

  7. Could there be a luxury brand originating from the Czech Republic? The case of the Czech watchmaker Prim

    Directory of Open Access Journals (Sweden)

    Petr Král

    2013-09-01

    Full Text Available Central Europe, due to its history, is not perceived as a region from which a luxury brand could originate while luxury is traditionally connected to Western European countries (such as France, Italy or Switzerland. Country of origin (COO plays an important role in perception of any brand but for luxury brands the COO is usually even more important than for mainstream brands because it is an important part of the brand´s heritage. But despite their unfavorable origin we could observe in the last years that brands which originate from CEE region position themselves on the luxury market. The goal of this article is to investigate the COO effect for luxury brand originating in the Czech Republic- namely the watchmaker Prim- and its impact on the marketing strategy of this brand. The main research method used in this article is the case study method which combines the findings of in- depth interviewing and observations together with findings of the secondary research. The managerial implications mainly target brand managers of luxury or premium market brands originating from the Czech Republic and other countries in Central Europe.

  8. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

    2010-01-01

    on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. Based on a case study approach drawn from the Danish food industry, this paper has two objectives: 1) provide a line of insight on how marketing mix elements are used to convey a healthy brand...

  9. Syv veje til branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2008-01-01

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

  10. Brand Value - Proposed Model Danrise

    Directory of Open Access Journals (Sweden)

    Daniel Nascimento Pereira da Silva

    2011-12-01

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

  11. The effect of brand image on customer brand loyalty

    OpenAIRE

    ADONYEVA K.V.

    2012-01-01

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

  12. CIS视角下预防接种品牌的塑造策略%Strategy for shaping vaccination brand on the vision of CIS

    Institute of Scientific and Technical Information of China (English)

    彭时辉; 廖征; 文海蓉; 张艳霞; 甘仰本; 赵华斌

    2013-01-01

    The vaccination brand is the summation of social impression toward name, sign, behaviour and idea of vaccination institutions , which is established by long-term development and improvement. The vaccination brand can make public continuously and strongly feel the existence of vaccination brand and special service spirit, so as to improve the trust degree, satisfaction and immunization coverage rate, enhance the full implementation of national immune planning policy, ensure every child enjoy the protection of the vaccine, reduce the risk of infectious disease, decrease social and family burden, which has obvious social benefit and economic benefit. Corporate identity system (CIS) can be introduced into the vaccination institution management, to establish identity system of vaccination institution, shape a new image of vaccination institution, create vaccination brand, integrate and maintain the brands, which is the basic way for implementing the vaccination brand construction strategy.%预防接种品牌是预防接种单位经过长期发展和完善而形成的社会对预防接种单位名称、标志、行为、理念等印象的总和.预防接种品牌具有重要功能,使社会能持续强烈地感受到预防接种品牌的存在和独特的预防接种服务精神,从而提高信任度、满意度和接种率,确保国家的免疫规划政策能得到全面贯彻实施,每个儿童都能享受到疫苗的保护,减少传染病的发生风险,降低社会和家庭负担,有着明显的社会效益和经济效益.将企业识别系统(CIS)导入预防接种单位管理,建立预防接种单位识别系统,塑造预防接种单位新形象,打造预防接种品牌,树立品牌形象,对品牌进行整合传播和维护等是实施预防接种品牌建设策略的基本途径.

  13. Marketing Strategies of Domestic Self-owned Auto Brands%我国汽车自主品牌的营销策略分析

    Institute of Scientific and Technical Information of China (English)

    阎婧; 徐晓星

    2012-01-01

    自上个世纪50年代一汽创立以来,我国汽车产业已经有半个多世纪的发展历程。近年来,我国汽车自主品牌因其性价比高倍受消费者的青睐,发展势头迅猛。自主品牌企业也不负重望,不断进行技术创新,不断加强产品品质,以尽量缩小和外资品牌的差距。在自主品牌企业苦修内功的同时,消费者对自主品牌的偏见依旧存在,尤其在中档车市场上,消费者还没有完全接受该品牌。本文拟从市场营销的角度分析我国汽车自主品牌的品牌发展落后的原因,并给出相应的营销对策及建议。%The auto industry in China has weathered lots of storms for nearly fifty years since FAW was founded in 1950s. These years, China's self-owned brands in auto market are highly focused and warmly welcomed by hundreds of thousands of consumers, with unimaginable momentum for development. And the auto companies do not fail consumers' expectation: they try their best to make innovation in their technologies from time to time and upgrade the quality of their products in the hope of lessen the disparity between domestic brands and foreign brands. However, it is still obvious that quite many a consumer has bias in foreign brands, lacking confidence in cars of the self-owned brands, especially in those vehicles of medium grade. Looking into what lead domestic self-owned brands to lag behind in auto market from the perspective of marketing, the author recommends certain marketing strategies in the end.

  14. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

    with their relatively concrete dimensions are absent when the main question is one of values. Furthermore, when  the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

  15. Power branding

    Energy Technology Data Exchange (ETDEWEB)

    Chambers, A.

    1998-12-31

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

  16. Selection Strategy of Brand Spokesman of the Enterprise%企业品牌形象代言人的选择策略分析

    Institute of Scientific and Technical Information of China (English)

    喻艳莉

    2014-01-01

    品牌代言作为一种重要的营销手段,被广泛应用至品牌营销中。科学地选择形象代言人可以使产品赢得消费者的认同和喜爱。反之,则会出现成本高昂、创意匮乏、定位不准确等问题。本文主要研究了企业品牌形象代言人的选择策略,并提出了自己的看法。%As an important marketing tool, brand spokesman is widely used to brand marketing. Scientific selection of spokesperson can make the products to win consumer' acceptance and love. Otherwise, it appears problems of high cost, lack of creativity and inaccurate positioning and so on. This paper studies the selection strategy of brand spokesman of enterprise, and puts forward the own views.

  17. 苹果强势品牌构建策略探析%Research on Building Strategy of Apple’s Strong Brand

    Institute of Scientific and Technical Information of China (English)

    吴晓宣

    2014-01-01

    强势品牌对提高顾客心理满足与体验,形成品牌忠诚有重要作用。苹果公司通过开发人性化的时尚创新产品,引领着时尚潮流;通过在产品、性能、UI(操作系统)、渠道等方面的差异化;通过运用恰当的营销手段和策略:采取上市前的创新饥饿式营销策略、病毒式网络营销和体验营销相结合的策略,所有这些有效的构建强势品牌的措施,值得中国企业学习。%Strong brand gives customer a sense of satisfaction,and is vital to the formation of brand loyalty. Apple Inc. develops humanized fashion products and leads the fashion trends. Chinese enterprises can learn experience from Apple Inc. on how to build strong brand,including product,performance,UI( operating system),channel differentiation,and a proper marketing strategy such as hunger marketing,viral network marketing and experience marketing.

  18. Marketing Innovation Strategy Based on Virtual Brand Community%基于虚拟品牌社群的营销创新策略研究

    Institute of Scientific and Technical Information of China (English)

    杨烽

    2014-01-01

    The virtual brand community has an important commercial value, with unlimited opportunities and challenges. The enterprises should use the function and value of the virtual brand community marketing, taking the marketing innovation strategy such as precision marketing, relationship marketing, and word-of-mouth marketing on the platform of the virtual brand community. The enterprises could improve marketing efficiency and access to a long-term competitive advantage.%虚拟品牌社群具有重要的商业价值,蕴含着无限的机遇和挑战。企业应利用虚拟品牌社群的营销功能和价值,实施以虚拟品牌社群为平台的营销创新策略。以虚拟品牌社群为平台开展精准营销、关系营销以及口碑营销,提高营销效率,获取长期竞争优势。

  19. Research on Packaging Design Strategy in Construction of Perfume Brand Image%香水品牌形象建构中包装设计策略研究

    Institute of Scientific and Technical Information of China (English)

    蒋永华

    2012-01-01

    It analyzed the brand meaning and unique cultural characteristics of the perfume brand. It discussed the personality of the perfume brand can be expressible by packaging design. Packaging modeling can promote perfume brand meaning, and its color should be consistent with the brand. Graphics on the packaging may show brand concept, and material can express the brand temperament. Then, it analyzed the packaging design comparison of the fashion brand Chanel and Anna Sui perfume, and summarized both perfume brand taking the different packaging strategies. Based on this, it concluded that the packaging design was a powerful tool for the image construction of the perfume brand.%分析了品牌的含义和香水品牌的独特文化个性,论述了包装设计对香水品牌个性的表现,香水的包装造型可以宣扬品牌含义,包装色彩应符合品牌的个性,装饰图形可以展现品牌理念,包装材质能够表现品牌气质。进而分析了国际时尚品牌香奈儿与安娜苏香水在包装设计上的对比,归纳了两者对旗下香水品牌采取的不同包装策略。在此基础上,提出了包装设计是香水品牌形象建构的有力工具。

  20. 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.

  1. The theoretic-methodological basics of brand creation

    Directory of Open Access Journals (Sweden)

    O.A. Bilovodska

    2012-03-01

    Full Text Available Actuality and role of citys brand in the formation of its competitive advantages are revealed in the article. Goals of city and state in creating the city brand and approach of branding strategy are provided in article. In the article shown an adapted S. Anholts model for evaluation the attractiveness of the brand to the Ukrainian cities.

  2. On Sociolinguistic Theoretical Basis of Brand Name

    Institute of Scientific and Technical Information of China (English)

    曹海洋; 司宇婷

    2015-01-01

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

  3. Researches on Brand Development Strategy of Higher Vocational College%高等职业院校的品牌发展研究

    Institute of Scientific and Technical Information of China (English)

    马必学; 刘晓欢

    2011-01-01

    The paper points out that the brand of a higher vocational college is built up with the public recognition and judgment on its school running level, features of curricular provided and teaching quality. The brand can be an intangible asset to a college. It measures the college's comprehensive capacity. Thus, the paper contends that it is very important for higher vocational colleges to boost their brand. It explains that brand development strategy reflects the requirement and objectives of higher vocational education; it is a direct approach to the internationalization of education and the sustainable development of higher vocational education. The paper finally suggests that the brand development strategy should focus on such essential elements as philosophy culture, faculty building, for school running, curricula development, campus education quality and feature and social service.%高等职业院校品牌是学校在长期发展过程中由办学水平、专业建设、教学质量以及社会评价等在人们心中形成的印象和知名度,是学校的无形资产,是学校综合实力的集中体现。实施品牌发展战略是高等职业教育类型特征的客观要求,是促进教育有序、合理竞争的重要举措,是实现教育国际化,保证高等职业教育可持续发展的必然选择。建设高职院校品牌,要抓住其基本要素,从办学理念、品牌专业、学校文化、名师培养、教育质量、办学特色、社会服务等方面入手。

  4. Radon Risk Communication Strategies: A Regional Story.

    Science.gov (United States)

    Cheng, Winnie

    2016-01-01

    Risk communication on the health effects of radon encounters many challenges and requires a variety of risk communication strategies and approaches. The concern over radon exposure and its health effects may vary according to people's level of knowledge and receptivity. Homeowners in radon-prone areas are usually more informed and have greater concern over those not living in radon-prone areas. The latter group is often found to be resistant to testing. In British Columbia as well as many other parts of the country, some homes have been lying outside of the radon-prone areas have radon levels above the Canadian guideline, which is the reason Health Canada recommends that all homes should be tested. Over the last five years, the Environment Health Program (EHP) of Health Canada in the British Columbia region has been using a variety of different approaches in their radon risk communications through social media, workshops, webinars, public forums, poster contests, radon distribution maps, public inquiries, tradeshows and conference events, and partnership with different jurisdictions and nongovernmental organizations. The valuable lessons learned from these approaches are discussed in this special report.

  5. 国际化背景下浙江省老字号英译名翻译策略研究%On the English Translation of Zhejiang Time-honored Brand's Translation Strategy in the Era of Internationalization

    Institute of Scientific and Technical Information of China (English)

    洪伟

    2015-01-01

    Zhejiang Time-honored Brand is a special group in the national brands, which has the feature of commercial brand and traditional culture. So it is important to translate the brands properly for the enterprises to walk toward the world. The paper, with Zhejiang Time-honored Brand as the research object and through analyzing the translation practice of the brand, puts forward the corresponding translation strategies and expects to promote Zhejiang Time-honored Brand's further development.%浙江省老字号是民族品牌中的特殊群体,具有商业品牌特色和传统文化特色,z浙江省老字号英译名翻译对于老字号企业走向世界意义重大。本文以浙江省老字号为研究对象,通过对老字号英译名翻译实践的分析,提出了老字号翻译的策略,以期推动浙江省老字号品牌的进一步发展。

  6. Research on Formation Mechanism and Construction Mechanism of Regional Public Brands of Tea in China%我国茶叶区域公用品牌形成机理与建设机制研究

    Institute of Scientific and Technical Information of China (English)

    成党伟

    2016-01-01

    This paper started from the content and features of the regional public brand of tea, studied the mechanism of for-mation and construction of the regional public brands of tea, made relevant recommendations for tea brand building, in order to promote building and development of regional public tea brand.%从茶叶区域公用品牌的内涵和特征入手,研究了茶叶区域公用品牌形成的机理和建设机制问题,提出了茶叶区域公用品牌建设的相关建议,以促进茶叶区域公用品牌的建设和发展。

  7. AN ANALYSIS REGARDING DESCRIPTIVE DIMENSIONS OF BRAND EQUITY

    Directory of Open Access Journals (Sweden)

    Ioan MOISESCU

    2007-01-01

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

  8. Identitetsbaseret branding

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

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

  9. The use of brands in food marketing

    DEFF Research Database (Denmark)

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

    2005-01-01

    of brands introduced by the firm during the past year and iii) the percentage of sales obtained from production under private labels. Firms’ branding behaviour is related to structural variables including firm size, degree of vertical integration, value added as well as firms’ views on food chain......The paper tests a number of hypotheses concerning branding behaviour of the food industry found in the literature. Based on a survey of 109 Danish food industry firms conducted in 2004, three aspects of branding strategies are analysed, i)the number of brands owned by the firm, ii) the number...

  10. Branding the green tourism in Macedonia

    OpenAIRE

    Biljana PETREVSKA; Cingoski, Vlatko

    2017-01-01

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

  11. 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.

  12. On the Brand Construction Strategy of the Third Party Logistics Enterprise Based on the Customer Competition%基于客户竞争的第三方物流企业品牌建设策略研究

    Institute of Scientific and Technical Information of China (English)

    王冬

    2014-01-01

    The satisfaction degree of the logistics customers is the center of the enterprise profit, and trying to build customer competitiveness is indispensable work of the brand construction of each logistics enterprise. Aimed at the status that the third party logistics enterprises don't pay attention to the brand construction, the reality value of the 4C marketing combination on logistics enterprise brand construction should be realized, and the following strategies should be taken: make clear of the brand concept of the enterprise;improve the logistics service quality;maintain the logistics enterprise's brand image, and innovate and develop the brand strategy.%物流客户的满意度是企业利润的中心,倾力打造客户竞争力是每个物流企业品牌建设不可或缺的工作。针对第三方物流企业不重视品牌建设的现状,应发挥4C营销组合对物流企业品牌建设的现实价值,采取以下策略:明确本企业品牌理念;提升物流服务质量;维护物流企业品牌形象,创新发展品牌战略。

  13. Branding sustentable

    OpenAIRE

    Raquel Hernández White

    2012-01-01

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

  14. 基于4P's角度的绿色食品企业品牌营销策略研究%Study on Brand Marketing Strategy of Green Food from the View of 4P's

    Institute of Scientific and Technical Information of China (English)

    侯瑾

    2012-01-01

    分析了绿色食品企业品牌营销中存在的问题:营销理念落后、品牌定位不明确、价格制定不规范、渠道网络不健全、忽视品牌传播.并从产品、定价、渠道、促销4个方面提出提高绿色食品企业的品牌效应.%Problems in brand marketing strategy of green food were analyzed, namely,lagging marketing idea,undefined brand positioning,non-standard pricing decision,unsound channel network,ignored brand spread. Moreover,measures for improving the brand effects of green food were proposed from four aspects of products, pricing, channels and promotion.

  15. 地域文化在城市品牌形象中的设计表现%The design of regional culture in city brand image

    Institute of Scientific and Technical Information of China (English)

    李宗妮

    2013-01-01

    本文以城市品牌形象塑造中的地域性文化表现为切入点,论述了在新时代特征下,城市品牌形象不仅要通过视觉形象设计来展现与提升,还需要从文化性和艺术性的角度进行设计思考,如此,才能使城市品牌形象能更好的与环境、人相和谐,展现其独特的形象魅力,提高城市的知名度。%This paper is based on the regional culture in city brand image as the breakthrough point, discusses the new features of the times, the city brand image not only to demonstrate and promote the visual image design, but also need to design thinking, from the cultural and artistic aspects, can make the city brand image better harmony with the environment, to show the charm of its unique image, improve the visibility of the city.

  16. Experience,Problems and Strategies of Brand Construction of Farmers′Professional Cooperatives%农民专业合作社品牌建设的经验、问题与应对策略

    Institute of Scientific and Technical Information of China (English)

    王勇

    2013-01-01

    Brand construction is important rely of raising the agricultural competitiveness .Development brand agricultural is important way of ensure the quality management of agricultural products leap to a new stage .Farmers'professional co-operatives pay attention to brand building , through the propaganda own brand or regional brand to improve competitive-ness .Farmers'professional cooperatives in agricultural product brand shaping and maintenance process lot of support from the government .In general ,market competitiveness of brand of farmers'professional cooperatives is low ,need to start from the mechanism ,the system on exploration and innovation .%品牌建设是提升农业竞争力的重要依托。发展品牌农业是保证农产品质量管理跃上新台阶的重要途径。农民专业合作社重视品牌建设,通过宣传自有品牌或者区域品牌提高自身竞争力。农民专业合作社要在农产品品牌塑造和维护过程中得到了政府的很多支持。总体而言,农民专业合作社品牌的市场竞争力较低,需要从机制、制度上进行探索和创新。

  17. Regionalism: A Postsecondary Education Strategy Yet Undefined.

    Science.gov (United States)

    Martorana, S. V.

    The idea of regionalism and its implementation are considered, along with the institutional, state, and federal governmental interests to which regionalism appears to be related. A study of regionalism found it was seen as an interinstitutional, cooperative arrangement officially recognized by an authoritative agency in the state and thus…

  18. Creative tourism as a strategy for regional development and cultural ...

    African Journals Online (AJOL)

    Creative tourism as a strategy for regional development and cultural heritage ... local communities could contribute to making a shift in regional development, ... as the enabler of the processes of cultural enrichment and acculturation through a ...

  19. 高校学生组织品牌化培育策略研究%Study of Branding Cultivate Strategies on College Students' Organizations

    Institute of Scientific and Technical Information of China (English)

    陈维

    2015-01-01

    based on the view angle of three dimensions in brand, the content of the four aspects in the process of the construction of students' organizations, including tissue localization, culture and institutional, propaganda way and activities, the paper analyzes several problems in the process of the college students' organization construction, builds the branding cultivation strategy of students' organizations, explores the effective ways of the scientific construction of college students' organization, and verifies the validity of the strategy through empirical research.%分析高校学生组织建设过程中存在的几方面问题,基于品牌三个维度的视角,结合组织建设过程中组织定位、文化制度、宣传方式、活动开展四方面内容,构建学生组织品牌化培育策略,探索高校学生组织科学建设的有效途径,并通过实证研究验证策略的有效性。

  20. 基于顾客满意理论的品牌延伸策略研究%Based on Customer Satisfaction Theory of the Brand Extension Strategy Studies

    Institute of Scientific and Technical Information of China (English)

    陈瑶

    2012-01-01

    With the increasingly fierce market competition, capture the market share of top priority to become entrepreneurs. Brand extension strategy right time, widely used, the effect is obvious. However, not all of the industry, all businesses are applicable to the brand extension strategy, failures abound. This theory from the perspective of customer satisfaction to rcposition the brand extension strategy, analysis of the advantages of brand extension and brand extension is likely to lead to undue risk, cs from nine put forward the theory based on the implementation of the princi- ples of brand extension strategy, and provides several corporate brand extension mode selection, as the desire for bigger and stronger companies out of a lock in customers, expand customer base in the recipe.%随着市场竞争的日益激烈,占领市场份额成为企业家的当务之急。品牌延伸策略适逢其时,应用广泛,效果明显。但是,并非所有的行业、所有的企业都适用品牌延伸策略,失败案例比比皆是。从顾客满意理论的视角重新定位品牌延伸策略,分析品牌延伸的优点及品牌延伸不当容易引发的风险,从九个方面提出基于CS理论的品牌延伸策略实施原则,并提供了几种企业品牌延伸模式选择,为渴求做大做强的企业开出一剂锁定顾客、扩大顾客群的良方。

  1. 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

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

    Science.gov (United States)

    Tan, Patricia

    2003-01-01

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

  3. CSR's effect on brand image

    OpenAIRE

    Gudjonsdottir, Elly; Jusubova, Albina

    2015-01-01

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

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

    NARCIS (Netherlands)

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

    2013-01-01

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

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

    NARCIS (Netherlands)

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

    2013-01-01

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

  6. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

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

  7. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

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

  8. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2011-01-01

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

  9. Brands & Channels

    Institute of Scientific and Technical Information of China (English)

    Alice Yang

    2009-01-01

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

  10. Brand Aid

    Science.gov (United States)

    Drozdowski, Mark J.

    2007-01-01

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

  11. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

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

  12. Business School corporate brand identities

    OpenAIRE

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

    2013-01-01

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

  13. 泉州运动鞋服品牌差异化策略探析%An Analysis of the Sports Shoes and Clothing Brand Differentiation Strategy in Quanzhou

    Institute of Scientific and Technical Information of China (English)

    孟萍萍

    2011-01-01

    泉州的运动鞋服品牌在全国具有举足轻重的作用。制定和实施品牌战略是鞋服企业发展的必然要求,而差异化策略是品牌战略的核心问题,也是品牌战略成功的关键点。文章分别从品牌定位、运动产品、品牌形象、品牌文化、营销模式、市场定位、推广方式、顾客感知等八个方面,全面解析了泉州地区运动鞋服品牌差异化的实施状况,不仅对鞋服企业具有借鉴作用,而且能够促进泉州地区发展,为海西经济区建设做贡献。%The sports shoes and clothing brands in Quanzhou play an important role in country. Development and implementation of brand strategy is a necessary requirement for shoes and clothing companies development. The differentiation strategy is the core and the key of brand strategy. This paper comprehensively analyzes implementation of sports shoes and clothing brand differentiation in terms of the brand positioning, sporting products, brand image, brand culture, marketing model, market positioning,marketing methods, customer perception. It has not only greatly reference for shoes and clothing companies, but also promotes the development of Quanzhou, and makes contribution to the West Coast economic zone.

  14. Brand communities embedded in social networks.

    Science.gov (United States)

    Zaglia, Melanie E

    2013-02-01

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

  15. Brand communities embedded in social networks☆

    Science.gov (United States)

    Zaglia, Melanie E.

    2013-01-01

    Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers’ interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes. PMID:23564989

  16. 全球价值链下劳动密集型产业集群品牌战略研究现状与趋势%Research Review of Brand Strategy in Labor-intensive Industry Cluster under the Global Value Chain

    Institute of Scientific and Technical Information of China (English)

    孙婷婷

    2014-01-01

    产业集群是促进区域经济增长的引擎,全球价值链(Global Value Chain,GVC)是研究产业集群非常实用的工具,两者都是学术界讨论的焦点。品牌战略可以促进产业集群的升级从而向全球价值链的高价值环节攀升。目前全球价值链下劳动密集型产业集群品牌战略的研究现状主要体现在品牌战略的形成、影响因素、创建、实施的途径和建议等方面。%Industrial cluster is the engine to promote the regional economic , the global value chain is a practical tool to research industrial cluster , They are the focus of academic.Brand strategy can upgrade industrial cluster to higher global value chain.Currently,the research of brand strategy in labor-intensive industry cluster under global value chain mainly reflects in the formation, influential factors, creation, ways and suggestions on the implementation of brand strategy.

  17. Understanding Processes of Multi-Stakeholder Brand-Interessement

    DEFF Research Database (Denmark)

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

    2013-01-01

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

  18. Strategy Study of the Brand Operation of the Small and Medium-sized Clothing Enterprises Based on SPA Mode%基于SPA模式的中小型服装企业品牌运营战略研究

    Institute of Scientific and Technical Information of China (English)

    温平则; 马骅; 冯旭敏

    2012-01-01

    By constructing the brand operation mode--SPA mode of the small and medium-sized clothing enterprises as the breakthrough point, the article explores the effective path of the brand exploitation and development of the small and medium-sized garment processing enterprise SPA mode. The article stresses that the brand operation management of the small and medium-sized clothing enterprises must perfect the enterprise brand operation mechanism, strengthen the management of the brand operation fast supply chain of the small and medium-sized clothing enterprises, further research the brand operation strategy of the small and medium-sized clothing enterprises based on SPA mode.%以构建中小型服装企业品牌运营模式——SPA模式为切入点,探索中小型服装加工企业SPA模式下的品牌开发与发展的有效路径。提出中小型服装加工企业品牌运营管理须完善企业品牌运营机制,加强中小型服装企业品牌运营快速供应链的管理,深入研究基于SPA模式的中小型服装企业品牌运营战略。

  19. Construction of ZHANG Da-qian Culture Brand Image Based on CI Strategy%基于CI战略的张大千文化品牌形象构建

    Institute of Scientific and Technical Information of China (English)

    罗静松

    2012-01-01

    分析了CI的历史、"大千"文化品牌CI的内涵和在"大千"品牌中导入CI的意义,并结合内江城市品牌形象发展的现状,论述了"大千"CI是"大千"品牌形象构建的战略选择。进一步分析了构成"大千"CI的三大要素:"大千"品牌理念识别、"大千"品牌行为识别、"大千"品牌视觉识别。从现实的角度提出了如何通过CI战略的理念、方法来建构"大千"文化品牌形象。%It analyzed the history of CI,the connotation of "Daqian" cultural brand and the meaning of CI in the "Daqian" brand.Combined with the development status of Neijiang city brand image,it discussed the "Daqian" CI was the strategic choice of "Daqian" brand building.Further it analyzed three elements of consisting "Daqian" CI: concept identification of "Daqian" brand,behavior recognition of "Daqian" brand,visual identity of "Daqian" brand.From a practical point of view,it put forward how to construct "Daqian" cultural brand image through the idea of CI strategy.

  20. The Brand Revitalization’s Strategy Research of Retro Brand--The Case of Pechoin%复古品牌品牌激活策略研究--以百雀羚为例

    Institute of Scientific and Technical Information of China (English)

    柴俊武; 陈倩倩

    2014-01-01

    Time-honored brands in the cosmetic industry are facing brand outdated. By studying Pechoin, which is a retro brand, to research the policy model of the retro brand’s brand revitalization and explore the fusion mechanism of old-new elements and the mechanism of nostalgic elements in brand revi-talization. In this study, the CEEB model of revitalizing brand equity and the 4A-elements of brand revitalization will be used.%日化行业老字号目前面临老化的危机,本文以百雀羚为例,结合品牌资产激活的CEEB模型和品牌激活的4A要素,研究复古品牌品牌激活的策略模型,并依据此模型总结出可行的复古品牌品牌激活策略,同时探索复古品牌在品牌激活过程中怀旧元素的作用机理和新旧元素的融合机制。

  1. 护肤品小品牌与屈臣氏的营销策略%Marketing strategies of small skin care brand and Watsons

    Institute of Scientific and Technical Information of China (English)

    于扬利

    2012-01-01

    Watsons is the biggest scale chain store of health beauty products in China.Watsons developed very fast in China.The competition,negotiation and compromise between the self-owned,small brand and strong Watsons store were related.The small brand manufacturers can also be larger and stronger as long as they are capable of understanding the consumer's mentality,personality,curiosity and hobby along with proper marketing strategy.%屈臣氏是中国最大规模的保健及美容产品零售连锁店,在中国发展迅速。论述了自创护肤品小品牌与屈臣氏这个强势卖场之间的竞争、谈判和妥协。化妆品小厂家只要抓住消费群体的个性、爱好、新鲜以及掌握市场营销策略也能够做大做强。

  2. 基于微博的汽车品牌传播策略研究%Strategy Researchon Automobile Brand Advertising Based on Weibo

    Institute of Scientific and Technical Information of China (English)

    辛晖

    2015-01-01

    It has been notice by automobile enterprises gradually that traditional sales mode can no longer adapt to the com-petition in the automobile market,car market has transformed from seller's market to buyer's market.With the advent of the era of network, the competition of automobile market,to a great extent,is the competition of network marketing.UsingWeibo as a new channel for automobile brand advertising is aneffective brand communication strategy.%汽车企业逐渐认识到传统的销售模式已经不再适应激烈的汽车市场竞争,汽车市场由卖方市场向买方市场转化。随着网络时代的到来,汽车市场的竞争在很大程度上体现为网络营销的竞争,以品牌为核心的营销时代。以微博作为汽车品牌传播新渠道,是汽车品牌有效传播的营销策略。

  3. An Analysis of Brand Selection

    Directory of Open Access Journals (Sweden)

    Kazuhiro Takeyasu†

    2013-09-01

    Full Text Available It is often observed that consumers select upper class brand when they buy next time. Suppose that former buying data and current buying data are gathered. Also suppose that upper brand is located upper in the variable array. Then the transition matrix becomes upper triangular matrix under the supposition that former buying variables are set input and current buying variables are set output. Takeyasu et al. analyzed the brand selection and its matrix structure before. In that paper, products of one genre are analyzed. In this paper, brand selection among multiple genre and its matrix structure are analyzed. Taking an automobile for example, customer brand selection from company A to B or company A to C can be made clear utilizing above stated method. We can confirm not only the preference shift among brands but also the preference shift among companies. This enables building marketing strategy for automobile company much easier. Analyzing such structure provides useful applications. Thus, this proposed approach enables to make effective marketing plan and/or establishing new brand.

  4. Employer branding: A new approach for the hospitality industry ...

    African Journals Online (AJOL)

    Research in Hospitality Management ... Employer branding, which is used as a human resources strategy to differentiate brands, has the potential to deal ... Elements includeattractiveness to outsiders, engagement and retention of talent.

  5. Employer branding: A new approach for the hospitality industry ...

    African Journals Online (AJOL)

    Research in Hospitality Management ... Employer branding, which is used as a human resources strategy to differentiate brands, has the potential to deal ... The interviewees acknowledged the current problems in the hospitality industry.

  6. Brand Differentiation strategy of Specialized Newspaper Women Today%从《今日女报》看专业化报纸的品牌差异化战略

    Institute of Scientific and Technical Information of China (English)

    张大为

    2011-01-01

    With brand differentiation as its focus, the differentiation strategy of Women Today makes it competitive in Hunan newspaper market. Women Today implements differentiation strategy through differentiated brand image, differentiated brand activities and di%差异化战略是《今日女报》在湖南报业市场获得竞争优势、提高竞争能力的重要手段。品牌差异化是差异化战略的重心所在。《今日女报》通过品牌形象差异化、品牌活动差异化、品牌延伸差异化实施其品牌差异化战略。

  7. Branding the city of Šibenik as a sustainable tourist destination using social networks

    Directory of Open Access Journals (Sweden)

    Dubravko Blaće

    2015-03-01

    Full Text Available Sustainable tourism, as a fast-growing cultural and economic activity, offers great opportunities for steady development of branded regions and cities. Branding is an integral part of marketing, aimed at raising awareness and creating loyalty among customers. Recent trends show the growing impact of social networks in brand creation. Croatia has one of the shortest tourist seasons in Europe, which affects the sustainability of tourism. Therefore, a pilot study of the Dalmatian town of Šibenik has been made in order to examine whether there is room for development of a sustainable tourism model through strengthening its brand with the help of modern technology, predominantly the social networks. The rich tourism potential of Šibenik has not been sufficiently exploited for sustainable tourism through a recognizable tourism brand, and the official development strategies neglected to examine the use of social networks in achieving both goals. Therefore, an online survey has been conducted in order to determine whether Šibenik is recognized as a tourist destination through social networks. The results should help in developing a systematic approach to the branding of Šibenik. It should simultaneously address the issue of its seasonal attractiveness to tourists, thus contributing to the extension of the season and increasing sustainability of tourism activities. In that way, the branding of the city will not turn into a traditional marketing strategy to promote its market, and may contribute to its sustainable development as well as serve as a model to similar cities.

  8. Branding sustentable

    Directory of Open Access Journals (Sweden)

    Raquel Hernández White

    2012-01-01

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

  9. Research on Green Brand Strategies of Oil Enterprise in China%中国石油企业实施绿色品牌战略研究

    Institute of Scientific and Technical Information of China (English)

    谢芹

    2015-01-01

    石油企业实施绿色品牌战略有利于提高企业的竞争能力,树立良好的企业形象。中国石油企业绿色品牌战略的实施应从四个方面进行:开发绿色产品,加大天然气的开发力度,提高天然气产量,重视产品质量,促进油品质量升级;实施绿色生产,履行环保责任,进行战略结构调整,淘汰落后产能;实行精细化安全管理,保证员工安全健康,开展内部关系营销,提高员工满意度;强化社会公众的知情权,加强教育与宣传,树立企业的绿色形象。为保障绿色品牌战略的实施,中国石油企业应不断转变思想,提高认识;提高创新能力,开发绿色技术;加强政府及社会公众外部监督管理。%China’s oil enterprises green brand strategy implementation is helpful to improve the competition ability of enterprises and es-tablish good corporate images.Green brand strategy implementation of oil enterprises need to be done from four aspects: first, developing green products, increasing the intensity of the development of natural gas, improving gas production, attaching great importance to product quality, upgrading product quality; second, implementing green production, performing environmental responsibility, carrying on the strategic structural adjustment, eliminating backward production capacity; third, practicing fine safety management, to ensure staff safety and health of employees, carrying out internal relationship marketing to improve employee satisfaction;fourth, strengthening the social public right to learn the oil enterprise, strengthening education and publicity, establishing the green image of enterprise.In order to guarantee the implementation of the green brand strategy, China’s oil enterprises need to con-stantly change ideas and improve knowledge, improve the innovation ability to develop new technologies, and the government and the social public need to strengthen external

  10. Branding Atrocity

    DEFF Research Database (Denmark)

    Muhr, Sara Louise; Rehn, Alf

    2014-01-01

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

  11. Questioning a “One Size Fits All” City Brand

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik

    2017-01-01

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

  12. 非营利组织的品牌战略探究以“壹基金”为例%A Research on Brand Strategy of Non-profit Organization -- Taking the "One Foundation" as an example

    Institute of Scientific and Technical Information of China (English)

    王艳; 陈雷

    2011-01-01

    NPo是一支重要的社会资源分配力量。当前,我国NPo虽然数量上大幅增长,但在质量和规模上有待提升,并且大多数不具备品牌效应。“壹基金”在运作的过程中引入品牌战略,形成了其独特的优势。基于品牌战略的视角,剖析“壹基金”的先进管理理念及成功经验,提出培育品牌文化、凸显品牌定位、拓展品牌营销、积极应对品牌危机等的发展对策,有利于整合NPo的内外部资源,进而更有效地服务公众。%Non-profit Organization (NPO) plays an important role in the allocation of social resources. At present, the number of NPO is substantially growing, but its quality and scale still need to be improved. Most of them do not have a brand. "One Foundation" introduces brand strategy in the course of the operation, forming a unique force. It is in favor of integrating internal and external resources to make NPO more effectively serve the public by analyzing the successful experience, and advanced management concepts of "One Foundation" based on the perspective of brand strategy, proposing the training of brand culture, highlighting brand positioning, brand marketing development, the re- sponse to brand crisis and so on.

  13. 我国大型零售业发展自有品牌营销策略研究%Research on the Brand Marketing Strategy of Chinese Mega Retailers

    Institute of Scientific and Technical Information of China (English)

    彭庆环

    2013-01-01

    When confronted with the change in commercial circulation field, mega retailers in China use the business phi-losophy of "private brand" to nurture their own well-known brands, and gradually the implementation of private brand strategy becomes a new profit growth as well as an important way to promote the core competitiveness of enterprises. By analyzing the situation of private brand development among the Chinese mega retailer in recent years and drawing lessons from the success-ful experience by foreign commercial private brands, this research not only concludes the discussion about how Chinese mega retailers value and develop their private brands, but also provides an analysis of the formulation of appropriate private brand development marketing strategy.%面对商业流通领域的市场变化,我国大型零售业借鉴“自有品牌”的经营理念,培育自身的知名品牌,逐渐将实施自有品牌战略作为新的利润增长点和提升企业核心竞争力的重要手段。通过对我国大型零售业开发自有品牌的发展现状分析,借鉴国外成功的商业自有品牌开发经验,制定适宜我国大型零售业的自有品牌营销策略。

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

    Institute of Scientific and Technical Information of China (English)

    何泳

    2014-01-01

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

  15. Contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty (A Study of Milk Industry of Peshawar Pakistan)

    OpenAIRE

    Shahzad Khan

    2012-01-01

    Each and every business firm of the world wants to make their customer loyal towards their company product. But not only one factor is responsible for the loyalty of customers. This research is focused on Peshawar region Customer loyalty towards branded milk. For the purpose two dimensions taken under consideration i,e Brand awareness and brand characteristics. Brand awareness includes advertising, personal selling, sale promotion and public relation. While brand characteristics include produ...

  16. International Brand Management of Taiwanese Companies

    OpenAIRE

    Liu, Tan-Ya

    2008-01-01

    Nowadays business environment becomes more and more competitive; companies are forced to enhance their position through strengthening of their marketing strategies and brand management. To build a brand and to develop brand management is a huge challenge for Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs) as they focus more on contract manufacturing. The thesis identifies main strength and weakness of Taiwanese original design manufacturers (ODMs) or ...

  17. Place Branding in Systems of Place

    DEFF Research Database (Denmark)

    2015-01-01

    – like a city, region or nation brand – is per definition attached to a system of geographical abstractions in quasi-cartographic form in which each city, region or nation is understood in relation and contrast to other geographical entities. For those who seek to alter perceptions about a place......The pervasive managerial logic of branding has established a stable foothold in the context of place management. Yet the question of whether places, such as cities, regions and nations, can be effectively managed using marketing techniques remains elusive, as place brands and company brands have...... been observed to differ in various ways. A key characteristic of this difference is the possibility of a company brand of being created from scratch and having its associations and characteristics carefully tailored to suit the needs of its authors. While the control of a company brand can easily...

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

    OpenAIRE

    OVIDIU IOAN MOISESCU

    2009-01-01

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

  19. 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.

  20. NETWORKING - THE URBAN AND REGIONAL DEVELOPMENT STRATEGY?

    Directory of Open Access Journals (Sweden)

    MARIA NOWICKA-SKOWRON

    2011-01-01

    Full Text Available The concept of innovations embraces everything that is connected with creation and application of new knowledge in order to win competitive advantage. A traditional approach applied by organizational and management sciences are not enough to explain and manage the development of enterprises as well as that of cities, regions and countries. According to a new approach to innovativeness, creation of innovations depends on a complex/system approach. A phenomenon of particular importance is the approach to network pro-innovation structures from the urban and regional point of view. What makes a network work is a mutual relation between actors who have same rights to access and participate in the network. The whole system must be perceived by every actor. Simultaneously, every actor is partially responsible for the whole. The nature of networking can be understood as a differentiated system of relations (particularly personal ones inside the network. Tolerance and trust are other foundations of information flow and information return.

  1. 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...

  2. Brand Aid

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2011-01-01

    activists, scholars and venture capitalists, discusses the pros and cons of changing the world by ‘voting with your dollars’. Lisa Ann Richey and Stefano Ponte (Professor at Roskilde University and Senior Researcher at DIIS respectively), authors of Brand Aid: Shopping Well to Save the World, highlight how......Can Citizen Consumers Make a Difference? DIIS researcher contributes to a Boston Review - New Democracy Forum In the current issue of Boston Review (November/December 2011), contributors to a ‘New Democracy Forum’ debate whether Citizen Consumers can make a difference in stimulating responsible...

  3. Brand Africa

    DEFF Research Database (Denmark)

    Richey, Lisa Ann; Ponte, Stefano

    2012-01-01

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

  4. Personal Branding

    OpenAIRE

    Climent i Martí, Jordi

    2017-01-01

    Proyecto Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2013/2014. Director: Cristina Ayala del Pino Con este Trabajo Fin de Grado he querido aproximar el concepto del Personal Branding y de marca personal como la herramienta para diferenciarse en el entorno profesional. Partiendo con la definición del concepto, su construcción, el panorama actual, compaginar empleo con marca personal y acabando con la visión personal de un gurú de la Marca Person...

  5. Destination Branding Identity from the Stakeholders’ Perspectives

    Directory of Open Access Journals (Sweden)

    Mohd Fadil Mohd Yusof

    2015-01-01

    Full Text Available In order to establish a strong destination branding, understanding the process of image in positioning the destination is crucial. Arguably, a brand identity for a tourist destination that makes up a name is often captured from the user point of view. However, little was understood as to how the stakeholders perceived image-making, and later, the branding of destination and their influence. In this context, brand identity through projection of Destination Management Organizations (DMOs, significantly contribute towards existing image. In other words, they are forcing the creation of branding using the vision of how the market and segmentation should perceive a brand. The question that may rise is how this branding process is truly acting as a catalyst of a production towards desirable destination. This paper addresses the following issues; (1 Stakeholders’ involvement particularly local community in tourism development and planning (2 previous studies in destination branding (3 the relationships between destination identity and destination brand. This paper also highlights the existing gaps in understanding destination identity from the stakeholders’ perspectives to the branding strategy. It also suggests the future studies.

  6. Internal Branding and Employee Brand Consistent Behaviours

    DEFF Research Database (Denmark)

    Mazzei, Alessandra; Ravazzani, Silvia

    2017-01-01

    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......-normative and constitutive approach to internal branding by proposing an enablement-oriented communication approach. The conceptual background presents a holistic model of the inside-out process of brand building. This model adopts a theoretical approach to internal branding as a nonnormative practice that facilitates...... constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the nonnormative and constitutive internal branding process. The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers...

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

    OpenAIRE

    luo, danye

    2008-01-01

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

  8. "Things were better before”: what is the power of nostalgia toward the brand?

    OpenAIRE

    2012-01-01

    The growing interest of companies for nostalgia such as branding strategies has witnessed the emergence of a profusion of marketing research on nostalgia since 1979. Nowadays prior researchers have made a distinction between nostalgic brands and non-nostalgic brands and have found no agreement on the definition and the composition of a nostalgic brand. However the level of nostalgia evoked by a brand may vary from one consumer to another as well as from one nostalgic brand to another. Therefo...

  9. Branding a State University: Doing It Right

    Science.gov (United States)

    Dholakia, Ruby Roy; Acciardo, Linda A.

    2014-01-01

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

  10. Brand management: only the strong survive.

    Science.gov (United States)

    Willey, D

    1993-01-01

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

  11. Branding a State University: Doing It Right

    Science.gov (United States)

    Dholakia, Ruby Roy; Acciardo, Linda A.

    2014-01-01

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

  12. On Brand Differentiation Strategy of Bottled Water through Advertising Slogans%瓶装水品牌利用广告语进行差异化定位的策略

    Institute of Scientific and Technical Information of China (English)

    黄秋尘

    2014-01-01

    Different bottled water brands have similar physical attributes so they should be differentiated by packaging and advertising slogans etc .Advertising slogans play an important role in the brand differentiation of bottled water .Contras-ting slogans of famous bottled water brands at home and abroad , it proves that slogans are helpful in creating USP ( Unique Selling Point ) and establishing special brand relationship .Combined with appropriate advertising strategy , they can create unique brand personality .%瓶装水产品的物理属性相近,因此需要借助广告语等元素进行品牌区隔。纵观国内外著名瓶装水品牌,利用广告语可以创造出独特的卖点,构建独特的品牌关系,还可以配合广告战略创造出独特的品牌性格。

  13. 顾客忠诚度提升策略探析--以富光品牌为例%The analysis of strategies to enhance customer loyalty---Take Fu Guang Brand for example

    Institute of Scientific and Technical Information of China (English)

    木薇; 吴雪; 王思洁

    2014-01-01

    Currently ,academic research considers enhancing customer loyalty should be establishing customer data -base,building employee loyalty ,and upgrading brand image .It is not enough.By analyzing the current situation of brand loyalty of Fu Guang Brand ,and why customers buy the products of Fu Guang ,the paper deems that the tradi-tional domestic brands enhancing customer loyalty should be from these three areas :STP strategy , product perfect lines,upgrade brand image and corporate VI optimization .%当前学界研究成果认为应当从建立客户数据库、建立员工忠诚、品牌形象塑造等方面提升顾客忠诚度,这远远不够。通过对安徽富光实业股份有限公司品牌顾客忠诚度现状以及消费者购买富光产品因素的分析,认为传统国产品牌可从STP战略、产品线完善以及品牌形象升级和企业VI优化三个方面提升顾客忠诚度。

  14. Urban branding as an effective sustainability tool in urban development

    OpenAIRE

    Rehan, Reeman Mohammed

    2014-01-01

    Sustainability in the urban image is one of the most important strategies for sustainable urban design. Most of cities are trying to strengthen its visual image to achieve a sustainable urban image by integrating non physical elements such as culture, economic, social aspects and activities through some of new strategies. One of these strategies is urban branding strategy. Urban branding is a new approach toward urban development of sustainable cities. City branding, a novel aspect of urba...

  15. A Dynamic Perspective on Symbolic Co-branding

    DEFF Research Database (Denmark)

    von Wallpach, Sylvia; Backenhausen, Mia

    2016-01-01

    Branding research increasingly acknowledges that brands are not solely the outcome of managerial efforts, but evolve through a continuous process of discursive interaction among multiple, networked stakeholders. Accordingly, brand management is no longer in the position to unilaterally define its...... brand’s meaning—a challenge that is accentuated when multiple brands form alliances. Focusing on symbolic co-branding, this paper aims to understand how involved brands’ meaning arises from discursive interactions in stakeholder networks (including brand management). A netnographic study in the context...... of lifestyle and fashion blogs provides in-depth insights into the evolvement of two symbolic co-branding processes. The results highlight various stakeholders’ role in and discursive strategies of creating and transferring meaning between involved brands and add unprecedented insights into symbolic co-branding...

  16. Inventive city-regions: path dependence and creative knowledge strategies

    NARCIS (Netherlands)

    Bontje, M.; Musterd, S.; Pelzer, P.

    2011-01-01

    Virtually every city and region in West and Central Europe has developed policies and strategies to attract, retain and encourage creative industries and knowledge-intensive services. Since most of these cities and regions tend to see a creative knowledge economy as 'the best bet for the future', on

  17. Research on Internationalization Strategy of Chinese Clothing Export Self-owned Brands%基于我国服装出口自主品牌国际化战略的研究

    Institute of Scientific and Technical Information of China (English)

    柯宗俊

    2014-01-01

    随着我国加入世贸组织后的全面深入,必须加快我国服装企业发展创新的步伐,开创服装出口自主品牌国际化战略,不仅可以发展服装自主品牌出口,还可以转变传统服装出口增长方式,提升服装品牌影响力,提升我国服装在国际服装市场中的竞争力,为我国自主品牌服装的国际化发展带来巨大推动作用。本文探讨研究我国服装出口自主品牌国际化战略,以提升我国自主品牌服装在国际市场中的地位和竞争力。%With China's accession to the WTO, it is needed to accelerate the pace of the development of Chinese closing enterprises, and create the international strategy of closing export self-owned brands. We can not only develop the clothing exports of self-owned brands, but also change the traditional closing export growth pattern, promote the brand influence, enhance the competitiveness of our product in the international closing market, and bring big promotion for international development of Chinese self-owned brand clothing. This paper will explore the international strategy of Chinese closing export self-owned brands, in order to enhance the position of our self-owned brand closing in the international closing market.

  18. BRAND MARKETING STRATEGY OF FUDAN UNIVERSITY OBSTETRICS AND GYNECOL-OGY HOSPITAL%复旦大学附属妇产科医院品牌营销策略分析

    Institute of Scientific and Technical Information of China (English)

    李笑

    2015-01-01

    The fiercer competition in the health care market and the deepened reforming of medical and health system have led to the improvement of the hospital management.Whether the public hospital can timely adjust the management and business strategy is of critical importance to the sustainable development of hospitals.The man-agers should focus more on the brand marketing, defining the brand positioning and implementing the hospital brand marketing strategy which is centered on technology brand, service brand and culture brand, to gain competitive ad-vantages.With the strengthened core competitiveness, the hospital can achieve success in the competition.This paper took Fudan University Obstetrics and Gynecology Hospital ( OB/GYN hospital of Fudan University ) , also named Shanghai Red House OB/GYN hospital, as the research object to propose targeted brand marketing strategies based on the analysis of the current brand development of the Red House hospital.%医疗市场日益激烈的竞争和医药卫生体制改革的深化促使医院不断加强医院管理. 公立医院能否适时调整管理和经营策略,是关系到医院能否实现可持续发展的关键问题. 医院管理者应加倍关注医院的品牌营销,明确品牌定位,实施以技术品牌、服务品牌、文化品牌为中心的医院品牌营销策略,才能取得绝对竞争优势,增强医院核心竞争力,使医院在竞争中立于不败之地. 本文以复旦大学附属妇产科医院(第二冠名上海市红房子妇产科医院)为研究对象,在分析红房子医院品牌发展现状的基础上,提出针对性的品牌营销策略.

  19. 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...

  20. Brand Name Translation Strategies of Apparel f rom the Skopos Theory Perspective%目的论视角下服装品牌的翻译

    Institute of Scientific and Technical Information of China (English)

    米盈盈

    2014-01-01

    In a fast-moving globalised society ,as the international apparel trade competition is becoming in-creasingly fierce ,the apparel brand name translation is increasingly showing its importance .This thesis is to find out translation strategies of the catering brands from the Skopos theory perspective .The Skopos theory regards Skopos rule as the rule of first importance .T his thesis finds out that in order to achieve the goal of sending product information ,delivering aesthetics appeal or stimulating consumption ,translators should flexibly choose from the following methods :transliteration ,literal translation ,paraphrasing and combination of transliteration & free translation ,to inspire customers'desire to purchase .%随着全球化飞速发展,海内外服装贸易竞争日益激烈,服装品牌的译名日益显示出其重要性。以服装类品牌为研究对象,旨在探讨目的论下的服装品牌的翻译策略。目的论认为,目的原则是翻译中的首要原则。经分析发现,为使译名达到传达信息、传递美感或呼唤消费的目的,译者在翻译时应灵活运用音译、直译、意译、音意译几种译法,创造出达意传神、刺激消费的译名。

  1. ANTI-CRISIS STRATEGY OF REGIONAL DEVELOPMENT: MYTH OR REALITY?

    Directory of Open Access Journals (Sweden)

    Sorokozheryev V. V.

    2016-04-01

    Full Text Available The round table of "anti-crisis strategy of regional development: myth or reality?", initiated and organized with the active participation of Financial University under the Government of the Russian Federation, the Ministry of economy of Krasnodar region, the Fund of "research and education initiatives of Kuban" was devoted to the problems of formation of viable development strategies, competitive system of management of economy of regions in modern conditions of the resource and investment restrictions, the drop in living standards of the bulk of the population and the overall stagnation of the economy. Almost all speakers, who represented Moscow, SaintPetersburg, a wide range of regions of Russia, and also coming from abroad, critically assessed the situation in the regional office and offered their recommendations on organization of an effective regional policy

  2. Correlativity between Marketing Strategy of Brands and Its Target Groups:Taking Some Brand on Line as an Example%品牌的营销策略与其目标群体的相关关系--以某网络品牌为例来进行分析

    Institute of Scientific and Technical Information of China (English)

    钱娟

    2016-01-01

    本文通过调查问卷的方式来收集一些数据,通过数据分析找出某网络品牌的目标群体与其销售模式之间的相关关系。从品牌的营销策略的两个方面(广告策略和销售策略)分析得出:品牌的广告策略影响其目标群体的品牌认知,而影响品牌忠诚度的重要因素之一是销售方式。%The data were collected in a questionnaire. The purpose of this paper is to analyze the relationship between the target group and the sales model based on a certain famous brand on line. From the two aspects of marketing strategy (advertising strategy and sales strategy), it was concluded that, on one hand, the acknowledgement of a brand was affected by the advertising strategy, on the other hand , one of the important factors on the brand loyalty is the way of sales.

  3. Strategic approach of brand creation (as an example Sumy

    Directory of Open Access Journals (Sweden)

    O.A. Bilovodska

    2012-06-01

    Full Text Available Strategic approach of brand creation is revealed in the article. A detailed description of the stages of development and implementation of strategies is presented and classification of branding models are provided in article. The stages of branding are shown on the example of Sumy.

  4. 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...

  5. SWOT strategies for forestry logistics in six European regions

    Directory of Open Access Journals (Sweden)

    Kovalčík Miroslav

    2013-06-01

    Full Text Available The paper presents findings from a comparative analysis of three major topical fields of interest notably supply chain management, technological progress and mass flux analysis in six European forest regions of the IN2WOOD project (FP7 RoK 2010-2012. The study identifies matching strengths and weaknesses and summarizes cross-regional priorities. Based on this information, a set of the region’s strategies was compiled in view of the general objective to optimise logistics. Four different strategy types were proposed: SO-strategy (internal strengths were used to realise external opportunities, WO-strategy (reducing internal weakness to realise external opportunities, ST-strategy (internal strengths were used to minimise external threats and WT-strategy (reducing the internal weaknesses to avoid external threats. Main common strategies for forestry logistics are: developing clear concepts for the implementation of ICT applications for difficult terrain like GPS-maps in mountainous regions, increasing the possibility of co-operations between the actors involved and developing a detailed mass flux analyses as a basis for SCM concepts.

  6. VizieR Online Data Catalog: HK photometry in an UCHII region near Sh2-217 (Brand+, 2011)

    Science.gov (United States)

    Brand, J.; Massi, F.; Zavagno, A.; Deharveng, L.; Lefloch, B.

    2010-11-01

    Coordinates and photometric parameters (magnitudes and colours) are presented of the stars located in a molecular condensation on the SW-border of the Galactic HII region Sh2-217. The data were obtained on January 4, 2004 with the 3.58-m Telescopio Nazionale Galileo (TNG; La Palma, Canary Islands, Spain). Near-infrared observations were carried out through H and K' broad-band filters with the camera NICS. The image scale is 0.25arcsec/pixel, yielding a field of view of about 4.2'x4.2'. Observing strategy and exposure times are described in Deharveng et al. (2006A&A...458..191D), the only difference being that the dithering sequence for the H-band images was the same as adopted for K'. The data reduction steps adopted are outlined in Deharveng et al. (2006A&A...458..191D). Aperture photometry was done using the DAOPHOT package in IRAF. We followed the same procedure described in Deharveng et al. (2006A&A...458..191D) to obtain aperture photometry, after which PSF-fitting photometry was performed. Although the seeing was good (image of a sample of stars and fitting those positions to the equatorial coordinates given by Deharveng et al. (2006A&A...458..191D), using tasks of STSDAS/IRAF. The typical accuracy of this procedure is of the order of 1". (1 data file).

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

    Directory of Open Access Journals (Sweden)

    Manilall Dhurup

    2014-02-01

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

  8. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

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

  9. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

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

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

    Institute of Scientific and Technical Information of China (English)

    李艳松

    2012-01-01

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

  11. A study of brand preference: An experiential view

    OpenAIRE

    Ebrahim, Reham Shawky

    2013-01-01

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

  12. MUNICIPAL MANAGEMENT STRATEGIES OF REGIONAL DEVELOPMENT AND QUANTIFICATION THE POSITION OF REGIONS

    Directory of Open Access Journals (Sweden)

    Petr Rehor

    2013-09-01

    Full Text Available At present time, as environment for conducting business and for private enterprise is highly competitive and since external and internal conditions for managing and economising change dynamically, it is crucial that every region has clearly defined conception of their future. They define this conception by clear and proper strategy. Monitoring regional differences is necessary for assessment of extent of regional development from regional standpoint as well as from point of view of the whole Czech Republic. It is necessary mainly for determining essential measures of regional politics leading towards decreasing regional disparities and for support of economic growth in regions. The paper deals with quantification the position of regions on the labour market in South Bohemia in Czech republic (with using created indicator of potential in labour market, and proposes strategies to management of individual municipalities, which would lead towards development of regions and higher competitiveness.

  13. Transboundary brand: European and Ukrainian experiences

    Directory of Open Access Journals (Sweden)

    Tykhomyrova Yevheniya Borysivna

    2015-10-01

    Full Text Available The article presents a study of the concept "cross-border brand" and the analysis of the formation of cross-border branding practices in transboundary territory of Europe and Ukraine. Today the cross-border territories united by common economic, social, cultural and political life strive to be transformed into a brand. That is why the issues related to their positioning and branding are of great importance. According to the author cross-border / inter-regional brand, an intangible asset of cross-border cooperation, which provides the promotion of the interests of cross-border areas, both inside and outside the cross-border. In recent years, such brands as part of Euroregions are being formed with the participation of many European countries.

  14. On the essence of the brand of territory

    Directory of Open Access Journals (Sweden)

    Irina Svyatoslavovna Vazhenina

    2011-09-01

    Full Text Available This paper shows the relevance and necessity of the conscious processes of image, reputation and territory brand formation (countries, regions and municipalities. In the context of globalization and intensification of competition, interterritorial image, reputation and brand are becoming important areas of intangible assets that create competitive advantages and competitive immunity of the reinforcing areas. The concept of "brand of territory" is studied. Different perspectives on this issue are critically analyzed. The author's definition of brand of territory is formulated; it’s essential characteristics are shown. It is shown that the formation of the brand is based solely on a positive image of the territory, combined with elements of its reputation. The interpenetration of image and reputation in the process of brand territory, and the dialectic of image, brand and reputation of the territory are graphically shown. According to various criteria, comparisons of image and brand of territory are made. Differences between image and brand of territory are revealed.

  15. 实施农产品名牌战略解决陕西“三农”问题%Taking Agricultural Product Brand Strategy to Solve the Three Rural Issues in Shaanxi

    Institute of Scientific and Technical Information of China (English)

    孙军娜; 雷宏振

    2014-01-01

    陕西作为农业大省,在其工业化和城镇化进程中,农业所占比重应引起重视。基于农产品名牌战略,联系陕西“三农”问题,通过扩大农产品的知名度,创立名牌农产品,增强陕西农产品在国内外市场上的竞争力。通过实施农产品名牌战略,提高农业收益,增加农民收入,促进农村经济发展,加快农村工业化进程,为解决陕西“三农”问题提供对策。%As a big agricultural province , the agriculture of Shaanxi is very important .Based on Agricultural product brand strategy in Shaanxi , combining the three rural issues , expanding the agricultural products brand , creating famous brand , Shaanxi makes its agricultural products more competitive in the domestic and international market competitiveness .The countermeasures to solve the three rural issues in Shaanxi are provided by implementing agricultural product brand strategy , increasing agricultural in-come and the income of the farmers , promoting rural economic development and accelerating agricultural industrialization process .

  16. BRAND - PRODUCT INTERDEPENDENCE

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2014-06-01

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

  17. 新阶段农业品牌化战略研究与探讨——新疆的实践与借鉴%Research on Strategy of Agricultural Products' Branding in New Era: Experience for reference in Xinjiang Province

    Institute of Scientific and Technical Information of China (English)

    刘英杰; 吴良

    2011-01-01

    实施农业品牌化战略是现代农业建设的迫切要求和关键措施。本文对品牌化及其相关概念进行了阐述,以新疆为研究对象,在分析其农业品牌化工作现状与问题的基础上,提出了品牌化战略的指导思想、目标原则,最后从加强科学规划、加快经营主体培育、开展名牌评选认定、加强品牌宣传推介以及监督保护等方面给出对策建议。%To implement the strategy of agricultural products' branding is an urgent requirement and an indispensible component for agriculture modernization. This paper first introduced the concept and connotation of branding, then based on the analysis of the current situation of agricultural products' branding in Xinjiang Province, theory was in need for the construction of brand and the promotion of agri-products and the fostering of famous brands deeply relyed on the implementation of branding strategy. The paper also gave suggestions on enhancing scientific planning, cultivating leading agricultural enterprises, standardizing brand authentication, popularizing new agro-products' brands as well as brand supervision and protection.

  18. Performant Brand Management Contribution to the Company Success on International Market

    Directory of Open Access Journals (Sweden)

    Victor Danciu

    2007-02-01

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

  19. AN EXPLORATORY STUDY OF BRAND EQUITY OF A COMMERCIAL BANK IN VADODARA, INDIA

    Directory of Open Access Journals (Sweden)

    Ashutosh Anil Sandhe

    2016-05-01

    Full Text Available Banks play an important role in circulation of money in a country.  With increased competition in banking sector, marketing of a bank becomes important and marketing strategies an essential for every bank.  A research was carried out in Vadodara, India to identify the brand equity of one of the major private sector banks.  Brand equity was studied by applying Keller’s Brand Resonance Model.  It was found in the study that brand feelings are the most important component of brand equity in Vadodara and brand salience the least important one.  Also, all four components i.e. brand salience, brand performance, brand judgements and brand feelings were positively correlated to each other and also brand resonance.  Regression model was applied to estimate brand resonance and the impact of four components on it.

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

    OpenAIRE

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

    2015-01-01

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

  1. 农业产业集群区域品牌资产形成机理研究%Study on the Mechanism of Regional Brand Equity in Agricultural Industry Cluster Area

    Institute of Scientific and Technical Information of China (English)

    张月莉

    2012-01-01

    Based on the theory of regional marketing and brand equity, this paper analyzed the definition, nature and dimensions of regional brand equity in agricultural industry cluster area, and then built an integrated model of its influencing factors and action mechanism. The results showed that regional factors, industrial factors and brand factors all played fundamental role, meanwhile the building of value-chain systems mediated these influencing factors and the formation of regional brand equity.%结合区域营销理论与品牌资产理论,深入分析了农业产业集群区域品牌资产的概念、特征与构成,构建了农业产业集群区域品牌影响因素及作用机制的整合模型.研究表明,区域性因素、产业性因素、品牌性因素是农业产业集群区域品牌资产构成的基础影响因素,而农业产业集群价值链体系建设在上述基础性影响因素与区域品牌资产形成之间发挥着重要的中介作用.

  2. PROMOTING TOURISTIC BRAND ”BUCOVINA”

    Directory of Open Access Journals (Sweden)

    Liliana HÎNCU

    2015-04-01

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

  3. Building a leadership brand.

    Science.gov (United States)

    Ulrich, Dave; Smallwood, Norm

    2007-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Charlene Gerber

    2014-02-01

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

  5. Research on Application of Brand Extension Strategy in Film and Television Works%品牌延伸策略在影视作品中的应用探析

    Institute of Scientific and Technical Information of China (English)

    常远; 孙丽辉

    2016-01-01

    随着电视剧市场竞争的日趋激烈,如何通过正确地实施品牌延伸策略来提高影视作品上市的成功率,已成为影视业关注和需要解决的重要课题。本文以电视剧《甄嬛传》品牌延伸至《芈月传》为例,通过对影视作品品牌延伸过程中的影响因素和品牌延伸给影视作品带来的竞争优势的分析,提出了影视作品成功应用品牌延伸的策略,以为影视作品的成功推广提供参考。%With the TV drama market competition is becoming increasingly fierce,how to cor⁃rectly implement brand extension strategy to improve the success rate of the film and television works has become an important subject of film and television industry attention and need to be solved. Taking the TV series Which Empresses in the Palace extends brand to The Legend of Mi⁃yue as an example, the paper analysis influence factors in the process of brand extension of film and television works and competitive advantage of brand extension for the film and televi⁃sion works. Then, the author put forward the strategy of the successful application of brand ex⁃tension,so as to provide a reference for the film and television industry.

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

    OpenAIRE

    Charlene Gerber; Marlize Terblanche-Smit; Tracey Crommelin

    2014-01-01

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

  7. Regional differences in mitigation strategies: an example for passenger transport

    NARCIS (Netherlands)

    Deetman, Sebastiaan; Hof, Andries; Girod, Bastien; van Vuuren, Detlef

    2015-01-01

    This paper shows the importance of including region-specific circumstances in long-term climate change mitigation strategies, by example of a modeling exercise of the transport sector. Important emission reduction options in the transport sector include biofuels, electric vehicles and efficiency

  8. THE MOUNTAIN REGIONS IN CONTEXT OF STRATEGY 2020

    Directory of Open Access Journals (Sweden)

    ANTONESCU Daniela

    2014-07-01

    Full Text Available The mountain regions in Romania and European Union represent a special territory of interest, with a huge economic, social, environmental and cultural potential. More, mountain area is considerate a natural-economic region and constitutes an important objective for regional development policy. The main sectors of mountain area are presented in agriculture and tourism fields that lead the key role in safeguarding the sensitive eco-system and thereby maintaining the general living and working space.Mountain areas should have a specific policy defined by the sustainable development principle, which meets the needs of the present without compromising the opportunities of future generations. The specific mountain policy aims to reduce the imbalance between favored and disadvantaged mountain regions, permanently marked by natural, economic, social, cultural and environmental constraints. In previous programming period, mountain regions among have profited from the intensive regional support, in specially, for constructing of and connecting them to fresh water and waste water networks, in particular for increasing of life quality. In context of 2020 Strategy, the Member States will concentrate investments on a small number of thematic objectives. In advanced regions, 60 % of funds will used for only two of these objectives (competitiveness of SME and research/innovation. The all less developed regions will received about 50% of Structural Funds In Romania, mountain representing 29.93% out of the total national surface and 20.14% from UAA (Utilised Agricultural Area of total national. The mountain territory has around 20% of the national population and is overlapping almost 100% with the Carpathian Mountains. Due to these conditions, Romania's regional development policy must take into account the specificities of mountain area, the problems they faced, and the requirements of 2020 Strategy.This paper presents the main aspects to be taken into account

  9. 三一重工品牌铸造策略探究%On Exploration of the Brand Building Strategy of Sany Heavy Industry

    Institute of Scientific and Technical Information of China (English)

    都跃良

    2012-01-01

    In recent years,domestic construction machinery manufacturing enterprises have sprung up and developed very rapidly,and Sany Heavy Industry(Sany HI)is a typical one of them.Sany HI has grown into an internationally well-known enterprise in a short time,which results from its adherence to the principle of "talents to make enterprise thriving",and its strategy of technological innovation,marketing service and international standardization.In addition,Sany HI endeavors to create distinct enterprise culture and constantly promote its brand awareness and customer loyalty to achieve leap-forward development.%近几年,国内工程机械制造异军突起,发展十分迅速,三一重工就是其中的典型。三一重工在很短的时间内发展成国际知名的企业,背后的必然是其始终坚持人才兴企的原则,大力加强技术创新、营销服务与国际化战略,打造了内部特色鲜明的企业文化,不断提升企业品牌的知名度和忠诚度,推动企业实现跨越式发展。

  10. Electrifying car brands: taking brands into consideration in the idea generation phase

    NARCIS (Netherlands)

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

    2012-01-01

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

  11. Electrifying car brands: taking brands into consideration in the idea generation phase

    NARCIS (Netherlands)

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

    2012-01-01

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

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

    Science.gov (United States)

    Harris, Michael S.; Barnes, Bradley

    2011-01-01

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

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

    Science.gov (United States)

    Harris, Michael S.; Barnes, Bradley

    2011-01-01

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

  14. Electrifying car brands: taking brands into consideration in the idea generation phase

    NARCIS (Netherlands)

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

    2012-01-01

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

  15. 品牌延伸心理机制模型与品牌营销策略设计%The Model of Mechanism of Brand Extension and Marketing Strategies

    Institute of Scientific and Technical Information of China (English)

    丁家永

    2015-01-01

    The psychological mechanism of brand extension is an important aspect of the brand theories as well as important topic. Existing researches put great emphasis on the emotion mechanism from the 1980s to 1990s. On the basis of the relative studies, this research employs the model and research method of cognitive psychology, from the consumer cognitive and emotional interaction to understand the psychological mechanism of brand extension, the implication of this study is to help make practical brand marketing strategy.%品牌延伸心理机制是当代消费心理与品牌理论研究的重要内容与前沿性课题。20世纪80年代后期至90年代,品牌延伸心理机制着重探讨了情感与态度机制。本文在有关研究基础上,运用认知心理学观点与研究方法,从消费者情感与认知相互影响来认识品牌延伸心理机制,据此设计切实可行的品牌营销策略。

  16. 本土连锁超市企业自有品牌发展战略探析%The Research of Domestic Supermarket Chain's Private Brand Development Strategy

    Institute of Scientific and Technical Information of China (English)

    吕莲; 朱永伟

    2012-01-01

    开发自有品牌已成为国内外连锁超市的发展趋势,连锁超市的自有品牌商品在国外市场的发展已经日趋成熟,而中国本土连锁超市自有品牌还处于发展的较低阶段。中国本土连锁超市需重视自有品牌商品,制定适合自己的自有品牌发展战略。%Private brand has become the development trend of domestic and foreign supermarket chain.This paper studies the practice of foreign supermarkets in building their private brands in domestic and oversea market,discussing their merits and conditions.Finally,the paper suggests that domestic supermarkets should take the building of private brand seriously and work out a practical strategy for private brand development.

  17. 探究食品企业品牌建设与提升对策%Brand Construction and Promotion Strategy of Food Enterprises

    Institute of Scientific and Technical Information of China (English)

    孙佳美; 严阔

    2011-01-01

    The brand is an important asset for enterprises,is the key to intangible factors in market competition,is a vital support to develop enterprise core competitiveness.According to the unclear location,indistinctive brand image,lack of innovation,and weak protection for the brand,the food enterprises should increase recognition to brand asset,stress feature and locate the brand properly,increase research and innovation to create an independent brand,expand the brand to enlarge its scale,enhance the popularity of the brand through publicity,and train high-quality professionals for brand operation.%品牌是企业的重要资产,是企业在市场竞争无形要素中最核心的要素,是培育企业核心竞争力的重要支撑。针对食品企业品牌存在的定位不明确、品牌形象不鲜明与缺乏创新能力、品牌维护力度不强等问题,食品企业建设与提升品牌,应提高对品牌资产重要性的认识;突出品牌个性,进行恰当的品牌定位;增强企业研发和创新能力,创立企业自主品牌;适度进行品牌延伸和规模扩张,壮大企业规模;科学宣传,提高品牌的知名度与培养高素质的品牌经营人才。

  18. Sustainability Strategies for Regional Health Information Organization Startups

    DEFF Research Database (Denmark)

    Winkler, Till J.; Ozturk, Pinar; Brown, Carol V.

    2016-01-01

    initiatives by states and regional health information organizations (HIOs). Given the high failure rates of regional U.S. HIOs in the past, our primary objective is to identify the key characteristics of HIO startups that became operational and demonstrated sustainability with non-renewable SHIECAP funding...... HIOs that became operational during the SHIECAP grant period faced similar startup challenges, the two HIOs that demonstrated sustainability pursued distinct technology and sustainability strategies to develop HIE capabilities to fit their very different regional needs: an HIE capability to improve...... the population health of an underserved urban population, and an HIE capability to enable the transition to a healthcare landscape that rewards care coordination across suburban hospitals and physician practices. Conclusions: We propose two models of technology and sustainability strategies for developing bottom...

  19. Regional. Advantage of Green Food Brand Development Countermeasures ——A Case of Heilongjiang Province%绿色食品区域优势品牌发展对策研究——以黑龙江省为例

    Institute of Scientific and Technical Information of China (English)

    王德章; 李乐

    2012-01-01

    绿色食品品牌竞争日益加剧,通过对绿色食品品牌的区域核心价值的强化,赋予其与众不同的品牌附加内涵,从而促进绿色食品区域优势的品牌形成。%Green food brand competition intensifies, through the green food brand of regional core value of strengthening, and gives its distinctive brand additional content, in order to form the green food area distinctive brand advantage.

  20. STUDY ON RETAIL BRAND AWARENESS IN RETAIL

    Directory of Open Access Journals (Sweden)

    Dabija Dan Cristian

    2011-12-01

    Full Text Available Brand awareness, together with other behavioural indicators (sympathy, trust, image, satisfaction or loyalty, is one of the main vectors that has an essential contribution to the outline of brand equity in general and to that of retail brand, in particular. The perception upon these indicators must be taken into consideration by production, service or retail companies in order to be able to identify their position on target markets, and in order to be able to create an adequate strategy that would help them reach the desired positioning. The aim of this paper is, on one hand, to reveal both the dimensions of brand awareness, and the relationship between these and consumers brand perception and, on the other hand, to offer a suitable instrument to measure awareness level of various retail chains. Questioning of almost 4.000 consumers indicates a significant awareness of the retailers that have been on the selected market for a longer period of time.

  1. Humanitarian Branding & the Media

    DEFF Research Database (Denmark)

    Vestergaard, Anne

    2006-01-01

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

  2. 地区整合体验品牌化路径与机理研究%The Analysis on the Path and Mechanism of Regional Integrated Experiencing Brand

    Institute of Scientific and Technical Information of China (English)

    郑锐洪; 侯家麟

    2016-01-01

    文章通过与国内外学者的文献对话, 发现全球地区营销经历了"地区困境说"、 "地区竞争论"、 "招商引资说"、"地区形象论" 等不同的演进阶段. 研究表明, 地区是一种涉及多种利益相关者的复杂产品, 各地区可通过实施顾客价值导向的体验营销战略以形成地区整合体验品牌化效应, 进而形成地区资源集聚和竞争发展的优势. 地区作为一种复杂产品, 其复杂性主要体现在主体多元性、 顾客复杂性和价值多样性、 综合性等方面, 地区体验营销具有复杂性、 系统性、 全民性和社会性的特征. 在此基础上, 文章借鉴了B·H·Schmitt关于"顾客体验管理" (CEM)的思想, 引入了整合营销(IMC)理念, 通过基于实践逻辑的归纳分析, 构建了"地区整合体验品牌化路径" 的理论模型, 并阐释了其中的关键要素及其作用机理, 以期探索新时期体验营销导向的地区发展新范式.%Through the researching literatures from domestic and foreign scholars, there is a discovery that global place marketing has experienced diverse evolution stages, such as regional dilemma theory, regional competition theory, investment attraction theory, regional image theory, etc. It is made clear that region is a kind of complex product related to many stakeholders. The region can gain the competition advantage from resource gathering and regional development in order to taking shape branding effect , through the implementation of experiential marketing strategy based on customer value. The complexity of region is reflected in subject diversity , customer complexity, value multiformity and comprehensiveness. Also, the region experiential marketing contains characteristics of complexity, systematicness, public participation and sociality. The concept of integrated marketing and the reference of B·H·Schmitt's idea of CEM are brought into the paper to build the theory model of integrated experience

  3. Integrated communications strategy for mylabel

    OpenAIRE

    Mazek, Katarzuna

    2015-01-01

    Integrated Communication Strategy for MyLabel Following paper presents Integrated Communication Strategy for Continente’s private label brand of cosmetics MyLabel. The main purpose of the project is to position MyLabel as venture brand which will gain strong market position in order to compete with the manufacturer brands. Therefore, based on the created brand equity model for the venture cosmetic brand, MyLabel will be approached from the branding perspective in order to improve perceived...

  4. Exploring the Impact of Silos in Achieving Brand Orientation

    DEFF Research Database (Denmark)

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

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

  5. Policy measure for creating an integrated and brand-focused regional innovation system in tourism in a shadow destination:

    DEFF Research Database (Denmark)

    Brambini, Annalisa; Vang, Jan

    2013-01-01

    Tourism has often been hyped as an engine of regional growth and development but often failed to deliver the expected results. This is especially the case in shadow destinations. The concept of a shadow destination refers to a region whose relative attractioness is significantly lower than co...

  6. The brand of regional products as a tool to promote rural development (on the basis of opolskie voivodeship

    Directory of Open Access Journals (Sweden)

    Sabina Kauf

    2010-01-01

    Full Text Available In recent years a growing interest in regional products could be observed. Products which names point to the place of their origin are bought willingly. Regional products are frequently rediscovered, often found by accident to be finally found with a great efforts in the shops. The specific qualities of the regional products, and especially those of traditional food products, decide about their originality and authenticity. It also proves the fact that they are bought more willingly than mass products. The research on the behaviour of the consumers on the regional products market in Opole area shows that these products are bought willingly. They also create a chance to show and promote the region they are from.

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

    Directory of Open Access Journals (Sweden)

    Alina Catalina Duduciuc

    2014-12-01

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

  8. Building scientific institution’s brand with online instruments

    Directory of Open Access Journals (Sweden)

    Barbara Mróz-Gorgoń

    2016-03-01

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

  9. Exploring the Impact of Silos in Achieving Brand Orientation

    DEFF Research Database (Denmark)

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

    silos are associated with different mindsets that create barriers to the achievement of brand orientation. The case follows a medium sized manufacturing company in its efforts to introduce a brand revitalization strategy across the organization. Despite the strategy having top management full support......, the strategy was not successful due to conflicts in priorities across the functional silos of the organisation. The paper contributes to the literature by highlighting the barriers to the achievement of brand orientation through a focus on silos and mindsets. The paper concludes that the brand platform must...... be implemented meaningfully within each silo....

  10. 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...

  11. Ternate-tidore spice islands : a territory branding process

    OpenAIRE

    Astuti, Zulaikha Budi; Ramos, Rui A. R.

    2012-01-01

    Territory branding strategies have recently been adopted to intensify urban competition for resources, markets, opportunities and attention. This paper examines the new strategy for territory management through branding for a low GDP territory but with remarkable natural resources. Applying the “critical city” approach, analysis through diagnosis will be started by SWOT tools to define vision and mission. Then priority and drivers are formulated to be achieved in the future. Brand...

  12. Discursive Brand Solidarisation

    DEFF Research Database (Denmark)

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

    2014-01-01

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

  13. Branding and digital analytics

    OpenAIRE

    Borel, L.-H.; Christodoulides, George

    2016-01-01

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

  14. 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...

  15. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

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

  16. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

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

  17. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

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

    2016-01-01

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

  18. 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

  19. 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

  20. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

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

  1. 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.

  2. Strategies to Revive and Develop Brands the Enterprises with Time-honored in Suzhou%苏州老字号企业的振兴和发展对策探讨

    Institute of Scientific and Technical Information of China (English)

    苟民华

    2011-01-01

    The enterprises with time-honored brands in Suzhou are in general better managed than the other ones in China. Based on the analysis of features such as product innovation, cultural tradition and sales channel, and the analysis of obstacles such as management and external environment concerning the time-honored brands of Suzhou, this article provides strategies to improve the development of enterprises with time-honored brands in Suzhou. These strategies include the three aspects of independent innovation of enterprises, supports from government and protection of intellectual property rights.%苏州老字号企业经营状况普遍好于全国。在品种创新、文化传统及销售渠道等方面具有自身的一些特点,但也存在着企业管理欠缺及外部经营环境不佳等制约因素。因此,必须从企业创新、加强知识产权保护、政府扶持及立法等层面提出相关策略,促进苏州老字号企业的发展。

  3. When does it pay off to link a brand name to a country?

    OpenAIRE

    Nes, Erik B.; Gripsrud, Geir

    2014-01-01

    Some brands are associated with a country while others are not. From a managerial viewpoint, the main decision that must be made concerns when to make such an origin reference, and when to refrain from doing so. In this study, we propose that using country of origin in brand strategy enhances selected brand equity indicators whenever congruence exists between core brand image characteristics and country image. We suggest that general country image and brand image constructs often are insuffi...

  4. An employer brand predictive model for talent attraction and retention

    Directory of Open Access Journals (Sweden)

    Annelize Botha

    2011-02-01

    Full Text Available Orientation: In an ever shrinking global talent pool organisations use employer brand to attract and retain talent, however, in the absence of theoretical pointers, many organisations are losing out on a powerful business tool by not developing or maintaining their employer brand correctly. Research purpose: This study explores the current state of knowledge about employer brand and identifies the various employer brand building blocks which are conceptually integrated in a predictive model.Motivation for the study: The need for scientific progress though the accurate representation of a set of employer brand phenomena and propositions, which can be empirically tested, motivated this study.Research design, approach and method: This study was nonempirical in approach and searched for linkages between theoretical concepts by making use of relevant contextual data. Theoretical propositions which explain the identified linkages were developed for purpose of further empirical research.Main findings: Key findings suggested that employer brand is influenced by target group needs, a differentiated Employer Value Proposition (EVP, the people strategy, brand consistency, communication of the employer brand and measurement of Human Resources (HR employer branding efforts.Practical/managerial implications: The predictive model provides corporate leaders and their human resource functionaries a theoretical pointer relative to employer brand which could guide more effective talent attraction and retention decisions.Contribution/value add: This study adds to the small base of research available on employer brand and contributes to both scientific progress as well as an improved practical understanding of factors which influence employer brand.

  5. Sketch of a strategy for the Basilicata region: Towards an operational regional development program Basilicata region

    NARCIS (Netherlands)

    Boschma, R.A.; Crescenzi, R.; Esteves, A.M.; Percoco, M.; de Propris, L.; Thiene, M.

    2012-01-01

    The objective of this report is to come up with useful suggestions, in collaboration with the Region of Basilicata and other local stakeholders, which may be used as input to develop a strategic vision for the Basilicata region, and to set up an Operational Regional Development Program 2014-2020.

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

    Directory of Open Access Journals (Sweden)

    Sabine Baumann

    2016-08-01

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

  7. Hospital Brand Image Management Strategy in New Media Era%新传播媒介时代的医院品牌形象管理策略

    Institute of Scientific and Technical Information of China (English)

    胡亚琼; 丁俭; 钮骏

    2011-01-01

    科技的飞速进步带动了媒体传播形式、内容、功能、影响力的迅猛发展.正确认识、合理驾驭和充分调动新传播媒介是打造良好的医院品牌形象、丰富医院文化内涵建设、构建和谐稳定的医疗环境的有效途径,也是实现与时俱进和可持续发展的兴院之道.在充分认识传播媒体发展现状的基础上,医院应建立新闻传播策略,构建传播体系和管理制度,搭建网络平台,以积极主动、实事求是的态度,不断提升医院的社会形象.%With the progress of science and technology, popular media has rapid development in spread form content, function and influence.Correct understanding, reasonable control and adequate mobilization lead to good brand image, rich cultural connotation and harmonious environment of the hospital.And it is also an effecive way for the hospital to keep modem and having developments.On the basis of knowledge on the media development and status, hospital should construct strategy, spread and management system, network platform to improve hospital social image in active and realistic attitude.

  8. Study on the Application of Big Data in Regional Brand Marketing%大数据在区域品牌营销中的应用研究

    Institute of Scientific and Technical Information of China (English)

    雷亮; 彭真; 李鸿

    2015-01-01

    The application of big data in regional brand marketing is still in its infancy, but it will be the future trend. The necessity of the application is analyzed and then proposals are put forward about the application methods, the use of online platform, big data information blueprint, the customer needs, and timely response to the needs.%大数据在我国区域品牌营销中的应用尚处于起步阶段,在区域间竞争日益加剧的态势下,围绕大数据这一新工具开展区域品牌营销已成为未来发展的趋势。文章对大数据应用于区域品牌营销的途径与领域进行了分析,并对大数据如何在区域品牌营销中进行应用,围绕使用在线分析平台、绘制“大数据信息蓝图”、明确客户诉求、洞悉购买行为规律和即时响应需求等五个方面内容提出了发展策略和建议。

  9. Safeguard System for the Implementation of Brand Development Strategies for Brearly,Beijing%北京布雷尔利品牌发展战略实施保障系统研究

    Institute of Scientific and Technical Information of China (English)

    董博

    2012-01-01

    北京布雷尔利品牌在品牌创建初期取得了巨大的成功,但在快速扩张过程中也显露出品牌发展战略实施保障方面的不足,主要体现在布雷尔利品牌缺乏基于品牌战略的营销组织体系建设,不能为其品牌的战略化发展提供有效的支撑和保障;人力资源建设不能满足品牌发展及企业进一步发展壮大的需求;品牌发展缺乏阶段性进程规划,没有对发展进度进行控制等方面。为保证布雷尔利品牌发展战略规划的总体思路与策略的顺利实施,布雷尔利必须不断创新实施保障体系,通过组织、人力资源和进度控制三个环节保证品牌战略的有效实施,实现品牌化发展的战略目标。%Brearly,a brand obtained great success at its founding stage,showed weak safeguard measures for the implementation of brand development strategies when in rapid expansion,including the lack of marketing system based on brand strategies,which is to support and safeguard the brand's strategic development;the construction of human resources,which could not meet the demand of brand and enterprise development;the shortage of planning for progress stages,which is to control the progress rate.To ensure the smooth enforcement of the overall plan and strategies,Brearly must constantly innovate its strategy implementation ensuring system to realize the strategic target of brand development through three factors: organization,human resources and progress control.

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

    Directory of Open Access Journals (Sweden)

    Dulea Iulia - Andreea

    2014-02-01

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

  11. The brand identity

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI Mohamed Lamine; BENTAYEB Feryel

    2013-01-01

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

  12. The Marketing Strategy based on Online Brand Community:A Case Study on Beijing Xiaomi Science and Technology Co.,Ltd.%基于网络品牌社群的营销战略──以北京小米科技有限责任公司为例

    Institute of Scientific and Technical Information of China (English)

    曾郭铃; 黎小林

    2012-01-01

    In the flood of homogeneity of the brand today,brand community offers a new chance for enterprises to develop brand loyalty.Enterprises should be fully aware of importance of online brand community,and timely establish,maintain,and use online brand community.Enterprise should take online brand community as a marketing strategy,since it is an important way for enterprises to get out of the brand homogenization and obtain brand loyalty.%在品牌同质化泛滥的今天,品牌社群为企业培育品牌忠诚开辟了新的途径。企业应该充分认识到网络品牌社群对企业发展的重要性,并及时去建立、维护、利用网络品牌社群。网络品牌社群应该成为企业的营销战略,它是企业脱离品牌同质化、获取品牌忠诚的重要途径。

  13. Regional strategies for the accelerating global problem of groundwater depletion

    Science.gov (United States)

    Aeschbach-Hertig, Werner; Gleeson, Tom

    2012-12-01

    Groundwater--the world's largest freshwater resource--is critically important for irrigated agriculture and hence for global food security. Yet depletion is widespread in large groundwater systems in both semi-arid and humid regions of the world. Excessive extraction for irrigation where groundwater is slowly renewed is the main cause of the depletion, and climate change has the potential to exacerbate the problem in some regions. Globally aggregated groundwater depletion contributes to sea-level rise, and has accelerated markedly since the mid-twentieth century. But its impacts on water resources are more obvious at the regional scale, for example in agriculturally important parts of India, China and the United States. Food production in such regions can only be made sustainable in the long term if groundwater levels are stabilized. To this end, a transformation is required in how we value, manage and characterize groundwater systems. Technical approaches--such as water diversion, artificial groundwater recharge and efficient irrigation--have failed to balance regional groundwater budgets. They need to be complemented by more comprehensive strategies that are adapted to the specific social, economic, political and environmental settings of each region.

  14. Place Branding and Strategic Spatial Planning Instrument

    OpenAIRE

    da Silva Oliveira, Eduardo

    2013-01-01

    Purpose – The purpose of this paper is to bring two literatures into dialogue. The first, is the place branding literature that aims to assert the diversity and complexity of places in pursuit of various economic, political or socio-psychological objectives. The second, is the strategic spatial planning literature, that focus on place qualities and assets (e.g. social, cultural). Therefore, it re-examines the process of a place branding strategy, by highlighting the importance of strategic th...

  15. Branding Cities, Changing Societies

    DEFF Research Database (Denmark)

    Ooi, Can-Seng

    Societal changes are seldom discussed in the literature on city branding. The time element is important because it highlights the fluctuating reality of society. The city brand message freezes the place but in fact, the city branding exercise is a continuous process. Society emerges too. City...... brands are supposed to accentuate the uniqueness of the city, be built from the bottom-up and reflect the city's identity. This paper highlights three paradoxes, pointing out that city branding processes can also make cities more alike, bring about societal changes and forge new city identities. A city...... branding campaign does not just present the city, it may change the city. The relationships between the branding exercise and the city are intertwined in the evolution of the place....

  16. Health branding ethics

    DEFF Research Database (Denmark)

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

    2011-01-01

    Commercial food health branding is a challenging branch of marketing because it might, at the same time, promote healthy living and be commercially viable. However, the power to influence individuals’ health behavior and overall health status makes it crucial for marketing professionals to take...... into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional claims, process claims, and health symbols......) as well as a number of general concerns that apply to health branding as such. Being a pioneering analysis, this article advances the academic understanding of health branding and provides practitioners with knowledge of important concerns to take into account when marketing health brands....

  17. The Pragmatics of Branding

    DEFF Research Database (Denmark)

    Hatch, Mary Jo

    2012-01-01

    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......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 application of the theory of aesthetic expression emphasizes: understanding humans holistically in order to explain how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic ways people handle expression/expressiveness; and managing brands...

  18. Regional Economic Development Strategy Based Agro-Industries in Key Region Kandangan South of Kalimantan

    Directory of Open Access Journals (Sweden)

    Dewi Siska

    2016-06-01

    Full Text Available Agroindustry has become the main pillar in South Kalimantan development, it can be found in RPJPD 2005-2025. Kandangan mainstay region as one of three leading regions in South Kalimantan which potentially improved to push economy growth through agriculture based industry activity (agroindustry. The concept of agroindustry a side is expected to drive economic growth as well as to realize the equitable distribution of income. This research aims to: (1 identify to economic development of the region in Kandangan mainstay regions, (2 identify the main commodity, (3 identify means of supporting agroindustry, and (4 formulating development strategies based agroindustry region. Entropy analysis shows the development of the economy sufficiently developed in Kandangan mainstay region dominated by the agricultural sector, namely food crops subsector. LQ an SSA analysis shows corn and rice crops become competitive commodities. There are only few of supporting infrastructure agroindustry activities. Strategy formulation in the research is the improvement of infrastructure or infrastructure that can facilitate inter regional connectivity in the region mainstay Kandangan and the government as the leading actor agroindustry development.

  19. Peran Branding dan Desain dalam Usaha Pencitraan Identitas Bangsa

    Directory of Open Access Journals (Sweden)

    Liliek Adelina Suhardjono

    2015-07-01

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

  20. Peran Branding dan Desain dalam Usaha Pencitraan Identitas Bangsa

    Directory of Open Access Journals (Sweden)

    Liliek Adelina Suhardjono

    2015-04-01

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

  1. The Brand Identity: A Strategic Shift for Success

    Directory of Open Access Journals (Sweden)

    Victor Danciu

    2010-06-01

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

  2. Optimizing selection of decentralized stormwater management strategies in urbanized regions

    Science.gov (United States)

    Yu, Z.; Montalto, F.

    2011-12-01

    A variety of decentralized stormwater options are available for implementation in urbanized regions. These strategies, which include bio-retention, porous pavement, green roof etc., vary in terms of cost, ability to reduce runoff, and site applicability. This paper explores the tradeoffs between different types of stormwater control meastures that could be applied in a typical urban study area. A nested optimization strategy first identifies the most cost-effective (e.g. runoff reduction / life cycle cost invested ) options for individual land parcel typologies, and then scales up the results with detailed attention paid to uncertainty in adoption rates, life cycle costs, and hydrologic performance. The study is performed with a custom built stochastic rainfall-runoff model (Monte Carlo techniques are used to quantify uncertainties associated with phased implementation of different strategies and different land parcel typologies under synthetic precipitation ensembles). The results are presented as a comparison of cost-effectiveness over the time span of 30 years, and state an optimized strategy on the cumulative cost-effectiveness over the period.

  3. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2010-08-01

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

  4. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2012-08-01

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

  5. COMPANIES WITH MARKET POSITIONING BRANDS

    OpenAIRE

    Ruxandra Radoviciu; Filimon Stremtan

    2009-01-01

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

  6. 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…

  7. Controls on Extreme Droughts and Adaptation Strategies in Semiarid Regions

    Science.gov (United States)

    Scanlon, B. R.; Cook, C.; Fernando, D. N.; LeBlanc, M.

    2012-12-01

    Increasing vulnerability to droughts with reduced per capita water storage, particularly in semiarid regions, underscores the need for predictive understanding of drought controls and development of adaptation strategies for water resources management. In this study we evaluate causes of major droughts in southwest and southcentral US (California and Texas) and southeast Australia (Murray Darling Basin). Impacts of climate cycles (ENSO, PDO, AMO, NAO, IOD) and atmospheric circulation on drought initiation and persistence are examined. Effects of drought on surface water reservoir storage, groundwater storage, irrigation, and crop production are compared. Adaptation strategies being evaluated include water transfers among sectors, particularly from irrigated agriculture to other groups, increasing storage using managed aquifer recharge, water reuse, and development of new water sources (e.g. seawater desalination). It is critical to develop a broad portfolio of water sources to increase resilience to future droughts.

  8. A Region-Based Strategy for Collaborative Roadmap Construction

    KAUST Repository

    Denny, Jory

    2015-01-01

    © Springer International Publishing Switzerland 2015. Motion planning has seen much attention over the past two decades. A great deal of progress has been made in sampling-based planning, whereby a planner builds an approximate representation of the planning space. While these planners have demonstrated success inmany scenarios, there are still difficult problems where they lack robustness or efficiency, e.g., certain types of narrow spaces. Conversely, human intuition can often determine an approximate solution to these problems quite effectively, but humans lack the speed and precision necessary to perform the corresponding low-level tasks (such as collision checking) in a timely manner. In this work, we introduce a novel strategy called Region Steering in which the user and a PRM planner work cooperatively to map the space while maintaining the probabilistic completeness property of the PRMplanner. Region Steering utilizes two-way communication to integrate the strengths of both the user and the planner, thereby overcoming the weaknesses inherent to relying on either one alone. In one communication direction, a user can input regions, or bounding volumes in the workspace, to bias sampling towards or away from these areas. In the other direction, the planner displays its progress to the user and colors the regions based on their perceived usefulness.We demonstrate that Region Steering provides roadmap customizability, reduced mapping time, and smaller roadmap sizes compared with fully automated PRMs, e.g., Gaussian PRM.

  9. The Strategy Research of Independent Brand Automobile Enterprise Internationalization Development%中国自主品牌汽车企业国际化发展策略探究

    Institute of Scientific and Technical Information of China (English)

    潘浩

    2012-01-01

    在夹缝中成长起来的中国自主品牌汽车企业经过自己的不懈努力,产品质量和品牌影响力有了较大的提升,在国内的汽车销售市场也取得了一定的成绩,但是在与大型的合资品牌汽车企业进行竞争时,还是明显处在了弱势地位。为了缓和国内市场竞争的压力,同时也为了企业自身的长远发展,中国自主品牌汽车企业必须要有国际化视野,敢于开拓国际市场。本文针对中国自主品牌汽车企业的发展状况以及国际汽车工业发展的格局,提出了新的国际背景下中国自主品牌汽车企业国际化发展的主要制约因素和发展策略。%China's independent brand automobile enterprises is struggling to survive after unremitting effort,which is highly improved in product quality and brand influence,also achieved considerable success in domestic automobile sales marketing,but it is obviously in a weak position competing with large scale joint venture of brand automobile enterprises.To ease domestic marketing competition pressure,and also for its long term development,China's independent brand automobile enterprise must have vision to develop international market.This paper in view of development status of China's independent brand automobile enterprise and development pattern of international automobile industry,and put forward main restrictive factors and development strategy of China's independent brand automobile enterprise to develop internationally based on new international background.

  10. 从框架理论的视角探讨英文商标名称翻译策略%Further Exploration on Brand Name Translation Strategies under Frame Theory

    Institute of Scientific and Technical Information of China (English)

    汪蓝玉

    2014-01-01

    The present study is designed to further explore the strategies of brand name translation under Frame Theory. Incorporating Charles Fillmore's Frame Semantics Theory into the study on English-Chinese brand name translation strategies, the study attempts to roughly classify the strategies into frame-corresponding literal translation, frame-derived free translation, frame-adjusted free translation, frame-shifted meaning-transferred translation, frame-transplanted transliteration and frame-derived transliteration, as well as taking some well-known translations of English brand names for demonstration through analyzing and comparing the frames activated respectively by the ST and TT. It turns out the six strategies proposed here can help set up product images and promote the sales of goods.%以中国市场上部分知名国外品牌的翻译为例,结合消费者的文化背景和心理因素,从框架理论的视角探讨英文商标名称的翻译策略。框架对应式直译、框架衍生式意译、框架元素调整式意译、框架移植式音译、框架衍生式音译、框架置换式转义是几种常见的翻译方法,对树立产品形象、推广商品销售具有积极作用。

  11. 服务品牌形象提升策略研究——基于酒店业的实证研究%A Study of Strategies to Enhance Service Brand Images: Evidence from the Restaurant Sector

    Institute of Scientific and Technical Information of China (English)

    范秀成; 张辉

    2012-01-01

    Due to the fact that most of services possess experience and credence attributes, thus the perceived risk in purchasing a service is higher than the purchasing of a kind of goods. As an extrinsic cue of "tangibilizing the intangible" , the role of service brand images in reducing cus tomers' searching costs and perceived purchase risks has become extremely salient. Taking 218 com panies in the restaurant sector as the samples, this paper conducts an empirical study on such issues as whether the improvement of service brand-image would enhance company performance and what kind of service strategies can improve brand image. The results indicate that service brand images have a positive effect on market performance which in turn positively affects financial performance; service positioning, brand managing, and service innovating have significant positive effect on brand image; customer participation, customer relationship management and service recovery management have no significant effect on brand image. Companies in the service sector should effectively manage service positioning, branding and innovating in order to improve their brand images.%由于大多数的服务具有体验和信任属性,因而消费者购买服务的感知风险要高于购.买产品。作为可以把“无形因素有形化”的一种外在线索,服务品牌形象在降低消费者搜寻成本和感知风险方面的作用就变得异常突出。以218个酒店企业作为样本,作者对服务品牌形象的改进是否会提升企业的绩效表现,以及何种服务策略会提升服务品牌形象进行了实证检验。结果显示,服务品牌形象对市场绩效有正向的影响,而市场绩效又进而正向地影响财务绩效;服务定位、品牌管理和服务创新管理对品牌形象具有显著的正向影响,顾客参与管理、顾客关系管理和服务补救管理对品牌形象不具有显著影响。服务企业应有效地管理服务

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

    Directory of Open Access Journals (Sweden)

    Adi Zakaria Afiff

    2014-04-01

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

  13. The Role of Branding in the Health Sector

    Directory of Open Access Journals (Sweden)

    Shahriar Shafiee

    2010-05-01

    Full Text Available A services brand is essentially a promise about the nature of a future experience with an organization or individual service provider. A strong services brand is built and sustained primarily by customers' interactions with the provider. From the inter relationships among the presented brand, external communications, and customers' experiences emerge brand awareness, meaning, and, ultimately, equity. Customers' experience-based perceptions prevail if external information and personal experience are conflicting. Great services brands are built on excellent customer experiences. Building a strong identity in the health care category comes with a unique set of branding challenges. Consider that a successful branding strategy must address how to:"n•Re-shape the consumers' perceptions of the health care organization by signaling a new future-focused strategy"n•Consolidate and coordinate existing identities"n•Preserve the equity residing with keystone health care identities and lever those equities to build trust and equity in the new identity"n•Incorporate the values of the organization to reinforce "living the brand""nBrand building in health services insures the patients (clients with the quality of treatment they receive via creating, extending, and protecting value under the name of powerful brands. This cannot be achieved without an unwavering commitment to the customers' well-being. Today's health care environment requires a branding process that goes beyond the traditional, corporate identity process. It is a process that focuses on building brand equity with health care consumers. Managers in the healthcare sector may benefit from branding through:"n•Enrichment of organizational values"n•Manifesting the brand core values in each and every effective contact point"n•Amplifying patients' word-of-mouth (turning customers into marketers

  14. 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.

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

    DEFF Research Database (Denmark)

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

    in the area of retail brands and even less about the interaction between retailer brands and manufacturer brands. In contrast, this paper develops a concept of retailer brand architecture, which captures that retailers typically offer an assortment of manu-facturer brands, retailer brands and generic products...... depends on the context; for instance, what other products are offered in the product category and in the retail outlet, previous experiences with the product or other products from the same manufacturer, as well as previous experiences with the retailer in question. In this paper, we take the concept...... of 'retailer brand archi-tecture', we use this concept to investigate the brand architecture of a number of European food retailers in order to determine similarities and differences in brand architecture strategies. The paper is structured as follows: firstly, the concept of brand archi-tecture is presented...

  16. Post-stroke rehabilitation in Italy: inconsistencies across regional strategies.

    Science.gov (United States)

    Guidetti, D; Spallazzi, M; Baldereschi, M; Di Carlo, A; Ferro, S; Rota E Morelli, N; Immovilli, P; Toni, D; Polizzi, B M; Inzitari, D

    2014-06-01

    Remarkable differences among European countries have been found in stroke rehabilitation models, owing to the fact that stroke rehabilitation services are embedded in health care systems. Comprehensive data on service utilization by stroke survivors in Italy are lacking, but would be instrumental in improving efficiency and effectiveness of post-acute stroke care, and consequently, in containing costs and improving outcomes. The purpose of the present study was to survey the Italian regional legislations in order to examine the provision of rehabilitation services for stroke survivors in Italy. This is a cross-sectional, observational study. Post-stroke intra- and extra-hospital rehabilitation. All decrees and resolutions as to post-acute stroke rehabilitation were collected from each Italian region. All decrees and resolutions were examined by the means of a check list including quantitative and qualitative characteristics, selected in accordance with national official recommendations. Each completed check list was then sent to each regional reference person, who filled in the section on the implementation of the indications and compliance. The study was carried out from November 2009 to September 2010. The documents were collected from 19 out of the 20 Italian regions. The results of the study indicate that there are many, remarkable regional variations in health policies concerning post-stroke care. Instruments for evaluation and criteria for allocating stroke patients to proper rehabilitation setting vary across regions, but data on the potential impact of these variations on clinical outcomes are still lacking. The study highlights the issue that, in Italy, delivery of post-stroke rehabilitation services is not uniform nation-wide and varies substantially across regions. The lack of a comprehensive post-acute stroke strategy is a major obstacle to service availability. The study results advocate the need for a consistent and comprehensive strategic planning of

  17. 民国时期上海知名品牌及其营销策略探析%An Analysis of Shanghai Famous Brands and Their Marketing Strategies in the Period of Republic of China

    Institute of Scientific and Technical Information of China (English)

    王仲

    2012-01-01

    During the period of Republic of China, Shanghai business community created numerous national brands, based on the Chinese traditional business strategy and Western marketing theory. These brands played a certain role in prospering social e-conomy, enriching people's lives, resisting foreign aggression, and reforming social fashions at that time. Meanwhile, they also provide certain reference for today's Shanghai brand construction.%民国前期,上海工商业界立足于中国传统商人的经营策略,借鉴西方营销理论,创造出众多民族知名品牌。这些品牌在当时对繁荣社会经济、丰富人民生活、抵御外国经济侵略、革新社会风尚都发挥了一定的历史作用。同时,也为今天上海品牌建设提供一定的借鉴。

  18. What's in a Name? Using Card Sorting to Evaluate Branding in an Academic Library's Web Site

    National Research Council Canada - National Science Library

    Hepburn, P; Lewis, K. M

    2008-01-01

    .... Applying "brand names" generated within the library is one promotional strategy. Usability testing at one academic library demonstrated how the card sorting technique can be used to evaluate branding efforts...

  19. Brand Building and Enhancement with Electronic Marketing Tools

    Directory of Open Access Journals (Sweden)

    Tadas Limba

    2013-08-01

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

  20. Efficient mitigation strategies for epidemics in rural regions

    CERN Document Server

    Scoglio, Caterina; Schumm, Phillip; Easton, Todd; Chowdhury, Sohini Roy; Sydney, Ali; Youssef, Mina

    2010-01-01

    Containing an epidemic at its origin is the most desirable mitigation. Epidemics have often originated in rural areas, with rural communities among the first affected. Disease dynamics in rural regions have received limited attention, and results of general studies cannot be directly applied since population densities and human mobility factors are very different in rural regions from those in cities. We create a network model of a rural community in Kansas, USA, by collecting data on the contact patterns and computing rates of contact among a sampled population. We model the impact of different mitigation strategies detecting closely connected groups of people and frequently visited locations. Within those groups and locations, we compare the effectiveness of random and targeted vaccinations using a Susceptible-Exposed-Infected-Recovered compartmental model on the contact network. Our simulations show that the targeted vaccinations of only 10% of the sampled population reduced the size of the epidemic by 34....