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Relevant bibliographies by topics / Brand name products in literature

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Academic literature on the topic 'Brand name products in literature'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2024

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Journal articles on the topic "Brand name products in literature"

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Okafor, Aloy, and Olusoji George. "Theorising the Concept of Product Branding: A Qualitative Approach to the History of Branding; the Case of the Nigerian Milk Industry." International Journal of Marketing Studies 8, no. 2 (March 28, 2016): 84. http://dx.doi.org/10.5539/ijms.v8n2p84.

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<p>Product Branding is the process of inculcating unique values to a product in order to differentiate it from competing products. Components that differentiate products include: Name, Logo, Intellect, Culture and Values. This paper examines some western theorised Product Branding components and presents the understanding of these components from a Nigerian perspective. Social theory was used for the review of literature on Product Branding components, and in exploring the components’ systemic relationships that promised values to stakeholders. Content Analysis was employed in examining the theories of Branding and the extent to which it could be applied in the Nigerian Milk industry. This study reveals that a brand’s success largely depends on the extent of artistic selection of Product Branding components and the extent to which those components’ interaction produces values for stakeholders. The study concludes that Brand Name, Brand Logo, Brand Intellect, and Brand Culture are components that exude values to milk brands in Nigeria.</p>

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Lee, Sangwon. "When does the developing country brand name alleviate the brand origin effect? Interplay of brand name and brand origin." International Journal of Emerging Markets 15, no. 2 (August 6, 2019): 387–402. http://dx.doi.org/10.1108/ijoem-10-2018-0543.

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Purpose The purpose of this paper is to examine how developing country brand name and brand origin affect the customer’s evaluation of the brand in radically new high-tech products. Using processing fluency as a theoretical underpinning, this study can answer the following questions: first, does foreign brand name (developed vs developing Asian brand name) affect the customer’s attitude toward the brand? Second, does the brand origin (developed vs developing country) moderate the effect of foreign brand name on attitude toward the brand? Third, does the individual difference (knowledge and technological sophistication) matter in determining the brand origin and fit effect on willingness to buy? Design/methodology/approach A 2×2 between subject experiment was conducted in which two factors were manipulated: foreign brand name (developed: Japan vs developing: China) and brand origin (developed: Japan vs developing: China). Findings The fit between brand origin and brand name leads to better evaluation of the brand than no fit. On the other hand, for developing country brand origin (e.g. China), the brand naming effect is mitigated by enhanced processing fluency caused by fit, which leads to better evaluation of developing country brand. Fit effect is more pronounced for more knowledgeable consumers. Technologically more sophisticated consumers are more willing to buy the developing country brand origin than technologically less sophisticated consumers due to the processing fluency effect. Originality/value This paper introduces the two dimensions of foreign brand name (developed vs developing) and examines the interaction with the brand origin. This research fills the gap of under-researched area in brand naming literature, which is the effect of developing country brand naming on attitude toward the brand of radically new high-tech products. This research extends the previous literature by applying linguistic mechanism, processing fluency to examine the Asian brand naming including emerging market. This research makes an important theoretical contribution by identifying an underlying individual-level construct, “knowledge” and “technological sophistication,” which explains and influences the effects of brand name and brand origin on willingness to buy the brand.

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Smith, Karen. "By any other name." Languages in Contrast 6, no. 1 (June 23, 2006): 47–70. http://dx.doi.org/10.1075/lic.6.1.03smi.

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The brand name is one of the most important devices for marketing a product. Western companies spend vast sums of money devising brand names that convey the positive characteristics of products marketed on the strength of their image. Many of the brand names patented are complex linguistic units, using aspects of phonology, orthography, morphology, syntax and semantics to make names memorable. These names use language to impact on readers and therefore have transferable meanings. This article analyses the linguistic devices in a corpus of English language adverts and investigates which translation strategies are employed when the adverts are transferred into Russian. It argues that the transfer process is more complex than previous literature has suggested and that although the original meaning is often not maintained after transfer, brand names in the target adverts carry new connotations which are appealing due to the target audience’s expectations.

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Sloan, David R., Damon Aiken, and Alan C. Mikkelson. "Places in names: an investigation of regional geographic brand congruency." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 781–92. http://dx.doi.org/10.1108/jpbm-11-2017-1656.

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Purpose The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions. Design/methodology/approach The research uses an experimental method in two studies to test hypotheses derived from the literature. Findings This research conceptualizes GBC as the relationship between products/services and geographic regions that are authentic, credible and fitting. Results from the two studies support the hypothesis that brands with regional GBC have higher levels of consumer evaluation compared to brands with geographic incongruence or with no geographic reference at all. Research limitations/implications This research offers insight into the decision to name a brand. If one is going to associate a product with a regional geographic location, it is more effective to use a location that is fitting as it applies to that product; otherwise, it would be best to avoid a geographic association in a brand name. Originality/value The exploration of regional geographic brand congruency in relation to outcomes of brand trust, brand parity, perceived value, purchase intentions and honesty offers new insights into the nature and role of place images.

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Morais, Dominic G. "Branding Iron: Eugen Sandow’s “Modern” Marketing Strategies, 1887-1925." Journal of Sport History 40, no. 2 (July 1, 2013): 193–214. http://dx.doi.org/10.5406/jsporthistory.40.2.193.

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Abstract Eugen Sandow was a professional strongman who started his theatrical career in 1887. Upon his retirement in 1903, the Sandow name was known internationally as a synonym for strength, health, and bodily perfection. Sandow used this popularity to market a number of different products including books, a magazine, health clubs, exercise equipment, and miscellaneous health products. Although literature on Sandow documents his cultural influences and continues to grow, none specifically or comprehensively address the business and marketing aspects of his career. This paper attempts to fill that void. It argues that Sandow utilized a three-pronged strategy in order to establish his personal brand. Furthermore, it examines the way Sandow leveraged his brand in order to market his name and other products worldwide. Finally, the paper is a starting point for others to examine ways other popular physical culturists like Bob Hoffman, the Weiders, and Arnold Schwarzenegger marketed their brands.

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Kevin, Kevin, and Sinta Paramita. "Komunikasi Pemasaran Terhadap Brand Awareness Brand Rockickz." Prologia 4, no. 1 (February 26, 2020): 147. http://dx.doi.org/10.24912/pr.v4i1.6456.

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Marketing communication is a means by which companies try to inform, persuade, and remind consumers directly or indirectly about the products and brands that are sold. Marketing communication theory covers several marketing communication mixes consisting of advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations. The purpose of the marketing communication mix is to create brand awareness. This brand awareness is the ability of consumers to recognize or remember a brand, including the name, logo and also certain slogans that have been used by the brand in promoting products. During marketing communications, Rockickz carries out strategies to create brand awareness. Rockickz's strategy is in the marketing communication mix. This research methodology uses qualitative, with the case study method. Data collection is done by interview, observation and literature study. Komunikasi pemasaran (marketing communication) adalah sarana dimana perusahaan berusaha menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang produk dan merek yang dijual. Teori komunikasi pemasaran mencangkup beberapa bauran komunikasi pemasaran terdiri dari periklanan, pemasaran langsung, promosi penjualan, penjualan personal, pemasaran interaktif, hubungan masyarakat.Tujuan dari bauran komunikasi pemasaran tersebut adalah untuk menciptakan brand awareness. Brand awareness ini merupakan kemampuan konsumen dalam mengenali atau mengingat sebuah merek, termasuk nama, logo dan juga slogan – slogan tertentu yang pernah digunakan oleh brand tersebut dalam mempromosikan produk – produk. Pada saat melakukan komunikasi pemasaran, Rockickz melakukan strategi – strategi untuk menciptakan brand awareness. Strategi yang dilakukan Rockickz terdapat dalam bauran komunikasi pemasaran. Metodologi penelitian ini menggunakan kualitatif, dengan metode studi kasus.Pengumpulan data dilakukan dengan wawancara, observasi dan studi kepustakaan.

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Akkucuk, Ulas, and Javed Esmaeili. "The Impact of Brands on Consumer Buying Behavior." International Journal of Research in Business and Social Science (2147-4478) 5, no. 4 (July 20, 2016): 1–16. http://dx.doi.org/10.20525/ijrbs.v5i4.551.

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The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

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Yıldız, Yavuz, and Alper Kinden. "INVESTIGATION OF CONSUMER ATTITUDES FROM THE PERSPECTIVE OF CONSUMER BASED BRAND EQUITY ON TRACKSUIT BRANDS." Baltic Journal of Sport and Health Sciences 2, no. 105 (2017): 65–70. http://dx.doi.org/10.33607/bjshs.v2i105.27.

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Background. Brand equity has a positive impact on consumers’ selection of products and services, their perception, purchasing intentions, their willingness to pay more for brands. Brand equity is designed to reflect the real value from the perspective of consumer that a brand name holds for the products and services. Measuring brand equity is important because brands are believed to be strong influencers of business outcomes, such as sales and market share. The aim of this study was to describe the brand equity of tracksuits and investigate the purchasing behaviours of the tracksuit consumers. Methods. The research sample consisted of 250 athletes who were selected via random sampling method. “Consumer-Based Brand Equity Scale”, developed by Vazquez, del Rio, and Iglesias (2002), was implemented in order to measure consumer-based brand equity with regard to tracksuit brands. Results. Results of the study showed that the consumer based brand equity did not differ by gender, age, tracksuit usage purpose, tracksuit buying timing. However, it was found that the consumer based brand equity was significantly different in the number of tracksuits owned and the amount of payment. Conclusion. High brand equity brings the willingness to pay more for that brand. Consequently, it can be suggested that high level of consumer based brand equity enhances the amount of purchases and willingness to pay more. Although there are many studies on the brand equity in sports, such as shoes and teams, we have found no research on tracksuits. This research focuses on tracksuits’ brand equity. The results of this research contribute to sports marketing literature.

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Janakiraman, Ramkumar, Catarina Sismeiro, and Shantanu Dutta. "Perception Spillovers across Competing Brands: A Disaggregate Model of how and When." Journal of Marketing Research 46, no. 4 (August 2009): 467–81. http://dx.doi.org/10.1509/jmkr.46.4.467.

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Drawing on the accessibility–diagnosticity framework and previous literature on branding and order of entry, the authors hypothesize that perception spillovers can also occur across directly competing products that do not share a common brand name. The authors suggest two mechanisms (prior perception spillover and dynamic perception spillover) and one moderating variable (product/brand similarity). To test for spillovers across competing brands, the authors develop a structural Bayesian learning model and estimate it using prescription choice and marketing communication data from a panel of physicians. From their model results, the authors find evidence of prior and dynamic perception spillovers across competing brands only when brands are sufficiently similar. In contrast, they find no evidence of spillover effects across brands that are highly dissimilar. Finally, several policy experiments illustrate the strength and significance of competitive spillovers for product diffusion, and from the results, the authors derive strategic implications for order-of-entry effects and the entry of “me-too” products.

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Rizky Vita Losi, Ahmad Fadlan, and Putri Selviani. "Foreign Branding and Its Effect on Brand Perception: an Overview to Local Entrepreneurs." Neo Journal of economy and social humanities 2, no. 1 (March 30, 2023): 46–50. http://dx.doi.org/10.56403/nejesh.v2i1.88.

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Foreign branding is a branding strategy by giving a brand name using spelling or pronunciation in a certain foreign language, with the main target of influencing the dimensions of brand image, and influencing perceived quality, as well consumer attitudes towards products. The purpose of this research is to explain foreign branding and its effect on brand perception. A literature review from various sources related to foreign branding strategy was conducted as part of the research. According to the research findings, brand image, purchase decision, and brand admiration are the effects of foreign branding. Consumers tend to prefer foreign-sound products because it creates brand image as international products which have best quality. So it effects on how people decide to but the foreign products and people also admire foreign-sound products too much especially in young generation. Local entrepreneurs should learn a lot about foreign branding to compete and upgrade the level of their products and sales.

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Dissertations / Theses on the topic "Brand name products in literature"

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Buddle, Richard. "The dyadic brand : a systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian /." full text via ADT, 2007. http://erl.canberra.edu.au/public/adt-AUC20080829.120412/index.html.

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Buddle, Richard, and n/a. "The Dyadic Brand A systematic enquiry to explore the confusion embedded in brand literature, and to inform the development of a simpler brand model that clarifies the roles of the consumer and custodian." University of Canberra. School of Professional Communication, 2007. http://erl.canberra.edu.au./public/adt-AUC20080829.120412.

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The battle of the brands is being waged in an ever increasingly competitive and global business environment, a battle which generates the largest body of academic and professional literature in the field of marketing communication. Although much of the ground has been repeatedly ploughed, the literature conveys an impression that the "Brand" is perceived to lack clarity and agreement on its definition, strategic deployment and evaluation measures and that the overall concept of the brand is fraught with complexity and confusion. This thesis attempts to categorize and frame these impressions using content analysis to systematically unpack and analyze the layers of meaning embedded in the literature. The output from this study will inform the development of a simplified brand schema representing both sides of the brand equation, consumer and manager, recognition of which holds significant implications for the custodial guidance of this most vital business asset.

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Kong, Wa-nam Wallace. "Brand image in China /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.

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江華南 and Wa-nam Wallace Kong. "Brand image in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.

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Scott-Kolarova, Elizabeth. "Brand portfolio strategy in the wood products industry : consideration of brand assocations in a co-branding environment /." Thesis, Connect to this title online; UW restricted, 2008. http://hdl.handle.net/1773/5500.

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Liu, Ziyu. "Celebrity endorsements of branded apparel and its role in printed advertising." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.

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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.

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Fok, Gary S. "The role of brands in corporate strategies in Hong Kong /." Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404027X.

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Widing, Robert E. "Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality /." Connect to resource, 1986. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262269327.

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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.

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Martin, William Carroll. "Investigating the antecedents and consequences of perceived connectedness to brand users brand communities versus brand collectivities /." Diss., Mississippi State : Mississippi State University, 2009. http://library.msstate.edu/etd/show.asp?etd=etd-03262009-122935.

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Books on the topic "Brand name products in literature"

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Cool brands. Minneapolis: Lerner Publications, 2012.

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Hellström, Martin. Förpackningens förvandlingar: Konsumtion och karneval i barnboken. Stockholm: Carlssons, 2011.

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Hellström, Martin. Förpackningens förvandlingar: Konsumtion och karneval i barnboken. Stockholm: Carlssons, 2011.

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Shortall, Louise. Brand extensions: An exploratory study of brand extendibility, brand prototypicality and brand fit. Dublin: University College Dublin, 1997.

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Olins, Wally. On brand. London: Thames & Hudson, 2004.

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1962-, Schroeder Jonathan E., Salzer-Mörling Miriam, and Askegaard Søren, eds. Brand culture. London: Routledge, 2006.

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Paul, Stobart, ed. Brand power. Basingstoke: Macmillan, 1994.

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Haigh, David. Brand valuation: Measuring and leveraging your brand. Toronto, ON: Institute of Canadian Advertising, 2000.

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Publications International, Ltd. Favorite brand name pasta. Lincolnwood, Ill: Publications International, 1997.

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Ltd, Publications International, ed. Favorite brand name casseroles. Lincolnwood, Ill: Publications International, Ltd., 2005.

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Book chapters on the topic "Brand name products in literature"

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Häubl, Gerald. "Consumers’ Perceptions of Uni- and Bi-National Products: The Interaction of Country of Origin and Brand Name." In Proceedings of the 1996 Multicultural Marketing Conference, 61. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17395-5_12.

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Fadlilah, Afi, Denny Iskandar, and Windy Fitra Hardianti. "Interaction Patterns in Word of Mouth (WOM) at Shopee as a Strategy to Increase Brand Awareness of Fashion Products." In Proceedings of the Sixth International Conference on Language, Literature, Culture, and Education (ICOLLITE 2022), 10–14. Paris: Atlantis Press SARL, 2022. http://dx.doi.org/10.2991/978-2-494069-91-6_3.

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Wenderski, Todd A., Christopher F. Stratton, Renato A. Bauer, Felix Kopp, and Derek S. Tan. "Principal Component Analysis as a Tool for Library Design: A Case Study Investigating Natural Products, Brand-Name Drugs, Natural Product-Like Libraries, and Drug-Like Libraries." In Methods in Molecular Biology, 225–42. New York, NY: Springer New York, 2014. http://dx.doi.org/10.1007/978-1-4939-2269-7_18.

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Jerotijević Tišma, Danica. "THE CONTRIBUTION OF PHONETICS TO THE POWER OF PERSUASION IN ADVERTISING." In JEZIK, KNJIŽEVNOST, MOĆ/LANGUAGE, LITERATURE, POWER, 313–27. Filozofski fakultet u Nišu, 2023. http://dx.doi.org/10.46630/jkm.2023.19.

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The aim of the present paper was to investigate phonetic elements contributing to the persuasive effect of brand names and popular advertising slogans in commercial campaigns. The segmental level included the analysis of the phonological structure and the possible sound symbolic value of brand names, while the suprasegmental level analysis incorporated advertising slogan ranking and investigation of advertising slogans manipulated in terms of pitch, speech tempo, and intensity. The participants were 26 second-year English-major students performing different tasks pertaining to the analysis in question. The results showed front vs. back vowels, as well as sonorants vs. obstruents preference depending on the size and shape of the products, which confirmed the idea of sound symbolism prevalent in brand naming. All three chosen suprasegmental variables proved to be relevant in determining the persuasive effect of advertising slogans. In general, the results of the study, though preliminary in concept and conclusions, underscored the significance of phonetic research in deeper understanding the language of advertising.

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Swapana, M., and C. Padmavathy. "Factors Influencing Dependency on Smartphone and the Impact on Purchase Behaviour." In Multigenerational Online Behavior and Media Use, 1518–32. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7909-0.ch081.

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The purpose of this study is to investigate the relationships among social needs, social influence, convenience, product features, brand name, dependency on smartphone, and purchase behaviour. A sample of 259 university students is used to test the hypotheses by using structural equation modeling. The results indicate that social needs, social influence, convenience and brand name positively affect dependency on smartphones, and dependency positively affects purchase behaviour. This research implies smartphone manufacturers to employ different marketing strategies and marketing mix to attract young consumers in Indian market. This study contributes to the body of smartphone literature by extending the context of the study to a developing nation where smartphone has penetrated profoundly in recent years.

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"Lesson 5 Brand-Name Products." In Japanese Language and Culture for Business and Travel, 72–93. University of Hawaii Press, 1987. http://dx.doi.org/10.1515/9780824843311-008.

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Soler-Labajos, Neus, and Ana Isabel Jiménez-Zarco. "Country Brand Management." In Global Branding, 943–69. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch045.

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In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to create and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world.

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Soler-Labajos, Neus, and Ana Isabel Jiménez-Zarco. "Country Brand Management." In Advances in Marketing, Customer Relationship Management, and E-Services, 89–115. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0332-3.ch006.

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In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to create and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world.

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Yürük-Kayapınar, Pınar, and Senem Ergan. "Consumer Behaviors and Perceptions Towards Luxury Brands." In Building Consumer-Brand Relationship in Luxury Brand Management, 24–44. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4369-6.ch002.

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The main objective of this chapter is to examine consumers' behavior and perceptions of luxury products and brands. For this purpose, literature review was made by considering the issues related to luxury consumers. The behavior of consumers who purchase luxury products differs from that of other consumers. Because these consumers are especially different from the purpose of buying luxury products. The luxury product for them is more about satisfying their psychological needs than satisfying their physical needs. Therefore, the characteristics of these consumers, their purchasing styles, their segments in the market, their perceptions and values towards the product also differ. When buying luxury products, consumers are most influenced by reference groups and they affect them the most. Therefore, they turn to counterfeit products in order to feel only belonging to the luxury world and to be like reference groups.

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Paul, Baines, Rosengren Sara, and Antonetti Paolo. "Branding Decisions." In Marketing. Oxford University Press, 2022. http://dx.doi.org/10.1093/hebz/9780192893468.003.0012.

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This chapter covers the process behind branding decisions. It refers to a brand as the added value a product or service is granted in consumers' minds when identified as different from other products. Moreover, brands represent opportunities for both consumers and organizations to buy and sell products and services easily, more efficiently, and relatively quickly. The chapter then highlights the importance of choosing a name for a brand, which in turn builds the foundation for building salience. Branding strategies, like individual, family, and corporate branding, can provide direction, consistency, and brand integrity within an organization's portfolio of brands. The chapter then considers different perspectives on brand equity and its relationship using the brand-value chain.

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Conference papers on the topic "Brand name products in literature"

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Cotticelli‑Kurras, Paola. "Multiculturalism in Italian brand names: a case study of sport products." In International Conference on Onomastics “Name and Naming”. Editura Mega, 2022. http://dx.doi.org/10.30816/iconn5/2019/49.

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While it is true that Italian brand names traditionally included Italian as the prevalent language, nowadays we find other languages in the formation of Italian commercial names. As for the use of foreign linguistic material, the increasing spread of English in commercial names is due to the process of globalization. In fact, in addition to English, other languages are employed in hybrid irregular neologisms, in which words or morphemes belonging to different languages are connected. Our linguistic analysis will enable us to trace the boundaries of the multicultural dimension of the Italian brands of companies that make mountaineering products, collected in a database of 2000 items.

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"Study on Brand Name Translation from the Perspective of Cultural Difference." In 2018 International Conference on Arts, Linguistics, Literature and Humanities. Francis Academic Press, 2018. http://dx.doi.org/10.25236/icallh.2018.10.

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Ding, Wei, and Xinyue Yang. "Field Research of Environment Identity System Based on Corporate Identity System." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002253.

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Since the 1980s, CIS has been a methodology for many enterprises to improve their brand image. The full English name of CIS is Corporate Identity System. CIS originated from the United States, then developed and perfected in Japan, and began to rise in China in 1980s. Because CIS developed earlier in Taiwan, it has reference value for the correct introduction of CIS in the mainland.On this basis, through continuous practice, MOMA design team put forward a new analysis of CIS. As one of China's top ten design companies and design innovation demonstration enterprises, MOMA design is committed to providing customers with comprehensive solutions from product prototype definition, concept design, structure design, supply chain integration and brand building. MOMA design in the field of nearly 20 years of groping, has been highly recognized by the industry, and the composition of CIS enterprise identification system has a new interpretation, thinks that CIS should include five subsystems: MIS(Mind Identity System), BIS(Behavior Identity System), VIS(Visual Identity System), PIS (Products Identity) System and Environment Identity System (EIS). CIS has been developing for more than 40 years in China, and countless entrepreneurs, practitioners and scholars have gradually perfected their ideas and continuously incorporated some new ideas. However, relatively few literatures can be retrieved in the research of EI. With the advent of sustainable design and digital economy, MOMA design in the long-term project practice that "environment" for the development of corporate image is a state of crisis and opportunity, to a certain extent, has played a key role, and the enterprise's demand for external environment is also growing. In this paper, EI of CIS five elements is taken as the research object and the concept of "field" is adopted. "Field" is derived from Bourdieu's field theory. Field refers to "network or configuration of objective relations between positions". Field, capital and habitus constitute the core of Bourdieu's sociological theory, which embodies the characteristics of relational thinking. Capital is the quantity and type controlled by actors, including economic capital, cultural capital, social capital and symbolic capital. Habitus is an actor's temperament of perception, judgment and action according to different fields. Bourdieu believed that each field should explore the special practical experience of the local nature, and be used as a general field theoretical analysis method, as the construction principle and reproduction mechanism of field practical space. Therefore, relevant scholars extend "CIS field" and "CIS field effect", considering the transverse field mutual relations among the five elements of CIS. This paper takes EI as the sub-field of CIS, considers the mining of EI vertical field to improve the overall integrity of CIS, uses field theory to analyze the macro field, meso field and micro field in environmental identification, subdivides the environment contained in each field, and sort out the overall logical framework of EIS. Then through the case of MOMA design, using capital and habitus as media to verify the cross relations between the three dimensions of the segmentation of environmental identity system. This paper aims to further improve CIS and put forward the importance of EI, hoping to promote the collaborative evolution of enterprises themselves, enterprises with enterprises and enterprises with the outside world in this field, and also hope to bring certain reference value to some practitioners and academic staff.

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Sheresheva, Marina, Ekaterina Kovalenko, and Daniel Pavlov. "Gallery brand impact on artist name recognition: Evidence from Russia." In XIX International May Conference on Strategic Management – IMCSM24 Proceedings. University of Belgrade, Technical Faculty in Bor, 2024. http://dx.doi.org/10.5937/imcsm24062s.

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This paper examines the influence of the gallery brand on artist name recognition in the contemporary art market in Russia. The authors first discuss theoretical approaches to understanding the phenomenon of branding in the art market, as well as private gallery brand formation, and offer a brief description of the art market structure, specifying the features of branding in this sphere. Then they present and discuss the empirical data obtained by means of semi-structured expert interviews and online survey conducted in 2024. The main findings from expert interviews show that gallery brand formation is an important part of artist promotion and art industry development. The used questionnaire consists of both questions based on the relevant literature, and questions elaborated by authors based on the insights gained from interviews. The analysis of survey results leads to the conclusion that gallery brand has a positive effect on artist recognition, and setting a higher price for his works; the main functions of a contemporary art gallery include promoting the artist, selling works of art, and developing contemporary art.

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Munteanu Siserman, Mihaela. "Beer names between locality and multiculturalism." In International Conference on Onomastics “Name and Naming”. Editura Mega, 2022. http://dx.doi.org/10.30816/iconn5/2019/60.

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The shifts which have appeared in Romanian culture after its transition to market economy can also be seen in language – for instance, in the choice of trade names. The corpus analysed draws attention to two aspects: on the one hand, the onomastic tendency of being conservative, which can be accounted for by the producers’ wish to preserve brand names, due to their connection with tradition or status as landmarks among local brands in the food industry: (the beer brands) Bucegi, Ursus, Silva, Azuga. On the other hand, Romanian beer brands mirror the openness towards a foreign market, which is (also) salient in the brand names and is underpinned by various reasons: (the beer brands) Bergenbier, Tuborg, Staropramen. At the same time, the emergence of craft beers has favoured the occurrence on the corresponding market of onomastic innovations and novel associations in the naming of these products.

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Kamijo, Koichi. "Future Sales Estimation using Patents." In 9th International Conference on Computational Science and Engineering (CSE 2021). Academy and Industry Research Collaboration Center (AIRCC), 2021. http://dx.doi.org/10.5121/csit.2021.112404.

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We propose a model to improve estimation accuracy of the future sales volume, focusing on pharmaceutical products, from their patents. Our approach is based on an analysis of patents obtained in the early development stages of the products. The development of pharmaceuticals often takes a long time (up to several decades in some cases), and the costs are huge, even exceeding one billion USD for just one product. Therefore, it is strongly desirable to estimate future sales volume at an early stage. One piece of information potentially useful for the estimation is the brand, i.e., the name of the developing company. Our model learns the sales volume and words used in multiple patent specifications and also focuses on the extent to which “seasonal” words are used. Experiments showed that our model much improved the accurately of the sales volume estimation compared with the case of just estimating from its brand name.

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Markopoulos, Evangelos, and Chrystalla Protopapa. "Machine Reading Comprehension and Expert System technologies for social innovation in the drug excipient selection process." In 14th International Conference on Applied Human Factors and Ergonomics (AHFE 2023). AHFE International, 2023. http://dx.doi.org/10.54941/ahfe1003273.

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The growth of the global population together with several unpredicted crises such as political, health, and financial, create an environment of uncertainty in which social innovations can be developed to offer stability in people’s lives and create new business development opportunities for the benefit of the economy and the society. One of the undoubted rights of every human being is access to affordable medical treatment. However, the costs and time needed for research and development on new or specialized drugs are not often covered by governmental budgets and initiatives that could make such medicines accessible to all who needed them. Private companies invest tremendous amounts and expect returns on their investments. This gap, between the availability of a drug and its accessibility, created the social need for a generic drug market and the inspiration for advanced innovations to serve it. Research indicates that the price of brand-name drugs can drop up to 80% after the commercialization of a new generic which has the same action and can potentially replace them. The global generic drug market worth is expected to increase from $311.8 billion in 2021 to $442.3 billion in 2026. Excipients represent a market value of $4 billion, accounting for 0.5% of the total pharmaceutical market. The global market of AI was estimated at 43.1 billion in 2020 and is predicted to reach $228.3 billion by 2026 with a 32.7 % CAGR. On the other hand, the revenues of the AI Health market are projected to grow from $6.9 billion in 2021 to $67.4 billion in 2027 reaching $120.2 billion by 2028 with a CAGR of 45.3%.The choice of excipients in drug development is a critical and time-consuming process. Currently, excipients are chosen based on the route of administration, physicochemical characteristics, place of action, and the type of release of the active ingredient. The process involves many quality control tests on the drug such as fragility, dissolution, disintegration, dosage uniformity, and stability, which are repeated when the excipient changes. This laborious and time-consuming process considers a massive number of existing excipients categorized into different functional groups used for different purposes.This paper addresses this challenge and introduces an approach to resolve it using Artificial Intelligence for social innovation in the formulation development industry. Specifically, the paper presents an Expert system (ES) based software architecture to facilitate assess and utilize drug-excipient relationship data scattered in various forms of documentation and/or scientific literature. The inference engine of the ES operates with rule base and case-based reasoning powered by Machine Reading Comprehension (MRC) and Natural Language Processing (NLP) technologies that populate and enrich the knowledge base. The MRC and NLP technologies interpret existing drug formulations and propose potential new drug formulations, based on its physicochemical characteristics.According to research results, the time to introduce a generic drug can be reduced by 30% if there is an indicative formulation to start the process. The eight months gained can be used to market the product. This is a significant amount of time that reduces research and development costs, reduces the time to market, and increases productivity and operations efficiency. The research conducted is based on an extensive literature review, primary research with surveys and interviews but also with the analysis of several case studies to indicate the need for the proposed technology and support the system architecture design. Furthermore, the paper presents the pre and post-condition for adopting such technology, highlights research limitations, and identifies areas of further research to be conducted for the optimization of the technology and its contribution to the global economy and society.

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Ondemir, Onder, and Surendra M. Gupta. "End-of-Life Decisions Using Product Life Cycle Information." In ASME 2008 International Mechanical Engineering Congress and Exposition. ASMEDC, 2008. http://dx.doi.org/10.1115/imece2008-67039.

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The concept of disassembly-to-order (DTO) has recently become popular. The goal of DTO is to determine the optimum number of end-of-life (EOL) products to be disassembled in order to fulfill the demand for components and materials such that some desired criteria of the system are satisfied. However, the outcome of this problem is fraught with errors. This is due to the unpredictable circumstances of the EOL products which stem from many sources such as the operating environment, different usage patterns and customers upgrades. If one could get advanced information about the status of the products, it could prove to be quite invaluable in making EOL management decisions. Advanced product information consists of two types of data, viz., static and dynamic. The static data consists of the product name, the brand name, the model type, etc. The dynamic data consists of cumulative data covering the circumstances to which the product was subjected to during its useful life. Capturing these data has become an important goal of many manufacturers. Numerous technological advances and the availability of various monitoring devices, embedded in products, offer us with many product monitoring and data collection alternatives. In this paper, an integer program is developed to model and solve the DTO problem that utilizes the captured data from EOL products. A numerical example is considered to illustrate the use of this methodology.

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Maehara, Takanori, Atsuhiro Narita, Jun Baba, and Takayuki Kawabata. "Optimal Bidding Strategy for Brand Advertising." In Twenty-Seventh International Joint Conference on Artificial Intelligence {IJCAI-18}. California: International Joint Conferences on Artificial Intelligence Organization, 2018. http://dx.doi.org/10.24963/ijcai.2018/59.

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Brand advertising is a type of advertising that aims at increasing the awareness of companies or products. This type of advertising is well studied in economic, marketing, and psychological literature; however, there are no studies in the area of computational advertising because the effect of such advertising is difficult to observe. In this study, we consider a real-time biding strategy for brand advertising. Here, our objective to maximizes the total number of users who remember the advertisement, averaged over the time. For this objective, we first introduce a new objective function that captures the cognitive psychological properties of memory retention, and can be optimized efficiently in the online setting (i.e., it is a monotone submodular function). Then, we propose an algorithm for the bid optimization problem with the proposed objective function under the second price mechanism by reducing the problem to the online knapsack constrained monotone submodular maximization problem. We evaluated the proposed objective function and the algorithm in a real-world data collected from our system and a questionnaire survey. We observed that our objective function is reasonable in real-world setting, and the proposed algorithm outperformed the baseline online algorithms.

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Brzaković, Aleksandar, and Stefan Brzaković. "Design in Function of Brand Creation." In Seventh International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/limen.2021.251.

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A brand is a collection of all tangible and intangible elements of a product or service which make it unique. Design is one of the most important components of a brand. Design consists of all those characteristics that influence the way how a product appeals to a consumer, what impression a product leaves on a consumer and how a consumer benefits from a product. It comprises all the characteristics of a product or service that influence the appearance of a product or service and the way how it works. When speaking about brand design, it is usually the key brand elements which are thought of, such as a logo, a color scheme, typography and other design components that make a brand differentiate from competitors’ ones and recognizable to consumers. According to the extant literature, insufficient attention seems to be paid to studying the contribution made by design in creating relevant brands. This paper is aimed at indicating the significance design has in the brand creation process, the significance of certain individual elements, such as the packaging design and colors. In the paper, a special reference is made to design and drivers of the values of luxury products.

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Reports on the topic "Brand name products in literature"

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Mudge, Christopher R., and Kurt D. Getsinger. Comparison of Generic and Proprietary Aquatic Herbicides for Control of Invasive Vegetation : Part 2. Emergent Plants. Engineer Research and Development Center (U.S.), November 2021. http://dx.doi.org/10.21079/11681/39679.

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Aquatic herbicides are one of the most effective and widespread ways to manage nuisance vegetation in the US After the active ingredient is selected, often there are numerous proprietary and generic branded products to select from. To date, limited efforts have been made to compare the efficacy of brand name and generic herbicides head to head; therefore, at tot al of 20 mesocosm trials were conducted to evaluate various 2,4 -D, glyphosate, imazapyr, and triclopyr products against alligatorweed (Alternanthera philoxeroides (Mart.) Griseb.), southern cattail (hereafter referred to as cattail, Typha domingensis Pers.), and creeping water primrose (hereafter referred as primrose, Ludwigia peploides (Kunth) P.H. Raven). All active ingredients were applied to foliage at broadcast rates commonly used in applications to public waters. Proprietary and generic 2,4 -D, glyphosate, imazapyr, and triclopyr were efficacious and provided 39 to 99% control of alligatorweed, cattail and primrose in 19 of the 20 trials. There were no significant differences i n product performance except glyphosate vs. alligatorweed (trial 1, Rodeo vs. Roundup Custom) and glyphosate vs. cattail (trial 1, Rodeo vs. Glyphosate 5.4). These results demonstrate under small -scale conditions, the majority of the generic and proprietary herbicides provided similar control of emergent vegetation, regardless of active ingredient

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Just, David, and Amir Heiman. Building local brand for fresh fruits and vegetables: A strategic approach aimed at strengthening the local agricultural sector. United States Department of Agriculture, January 2016. http://dx.doi.org/10.32747/2016.7600039.bard.

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Abstract The debate about whether to reduce import barriers on fresh produce in order to decrease the cost of living and increase welfare or to continue protecting the local agricultural sector by imposing import duties on fresh vegetables and fruits has been part of the Israeli and the US political dialog. The alternative of building a strong local brand that will direct patriotic feelings to support of the agricultural sector has been previously discussed in the literature as a non-tax barrier to global competition. The motivation of consumers to pay more for local fresh fruits and vegetables are better quality, environmental concerns, altruism, and ethnocentrism. Local patriotic feelings are expected to be stronger among national-religious consumers and weaker among secular left wing voters. This project empirically analyzes consumers’ attitude toward local agricultural production, perceptions of the contribution of the agricultural sector to society and how these perceptions interact with patriotic beliefs and socio-political variables perhaps producing an ethnocentric preference for fruits and vegetables. This patriotic feeling may be contrasted with feelings toward rival (or even politically opposing) countries competing in the same markets. Thus geo-political landscape may help shape the consumer’s preferences and willingness to purchase particular products. Our empirical analysis is based on two surveys, one conducted among Israeli shoppers and one conducted among US households. We find strong influences of nationalism, patriotism and ethnocentrism on demand for produce in both samples. In the case of Israel this manifests itself as a significant discount demanded for countries in conflict with Israel (e.g., Syria or Palestine), with the discount demanded being related to the strength of the conflict. Moreover, the effect is larger for those who are either more religious, or those who identify with right leaning political parties. The results from the US are strikingly similar. For some countries the perception of conflict is dependent on political views (e.g., Mexico), while for others there is a more agreement (e.g., Russia). Despite a substantially different religious and political landscape, both right leaning political views and religiosity play strong roles in demand for foreign produce.

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