Academic literature on the topic 'Brand position'
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Journal articles on the topic "Brand position"
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Kovalchuk, K. V., and M. R. Podorozhna. "Conceptual Principles of Brand Formation." Business Inform 5, no. 520 (2021): 396–401. http://dx.doi.org/10.32983/2222-4459-2021-5-396-401.
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The article presents a conceptual basis for the formation of a brand based on the analysis of key ideas of researchers and practitioners engaged in branding issues, business philosophy in market relations, development of trademark and brand, development of marketing strategies, advertising, promotion of goods in the market. According to the analysis of generally accepted conceptions ("Brand capital", "Brand wheel" model, "Theory of image", "Strategic brand management", "4-D Branding", "Maximization of potential shopping brands", "Value-based-Marketing ») and theories of the brand of such scientists as D. Aaker, T. Ged, D. Ogilvi, Y. Ellwood, J.-N. Kapferer was formed the conceptual framework of branding, which includes such concepts as "brand capital", "trademark", "image", "reputation"; the characteristics of the brand are highlighted - leadership, identity, uniqueness, value, advantage; the essence of the brand is defined from the positions of manufacturer, which forms the competitive advantages of the product for the consumer through satisfaction of the functional, social, economic, psychological needs of the latter. Particular attention in the article is paid to the conceptions of brand positioning, where the main "players" of the market are determined as the company, competitors and consumers. The brand’s position provides information on identity through communication tools. The brand’s positioning includes the desire to emphasize its key aspects, and the idea of a positioning strategy is represented by the clear idea of the brand position communicated to the consumer. The brand’s position is disclosed through a set of associations, ideas and expectations that the consumer connects with the brand. This is a relative conception based on a comparison by the consumer of this brand with competing brands. The real confirmation of the use of these conceptions in the formation of the brand of companies is provided by an analysis of the rating positions of such global brands as Apple, Amazon, Mercedes-Benz, Toyota, Google, Microsoft.
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Hind, Ghilane, and Aomari Amina. "International brand strategy: Case analysis according to the Moroccan Market." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 2, no. 1 (2016): 34–40. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.21.3004.
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Consumers today are not looking for a simple consumption, but they are looking for sense. The brand strategy is situated at a higher level of closeness to the consumer. Indeed, the brand acts as a communication interface between the company and the market. The present article will discuss the topic of a brand as a principal communication interface between the company and the consumer. First, we will analyze the brand position in the marketing mix approach through a comparative study of strong international brands strategies that have retained their positions despite different trends and generations. The result shows that the coherence between the corporate, product and brand strategy leads to build strong international brands.
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Fetscherin, Marc, Francisco Guzman, Cleopatra Veloutsou, and Ricardo Roseira Cayolla. "Latest research on brand relationships: introduction to the special issue." Journal of Product & Brand Management 28, no. 2 (March 11, 2019): 133–39. http://dx.doi.org/10.1108/jpbm-12-2018-2167.
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PurposeThis paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships.Design/methodology/approachThis paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018.FindingsFirst, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing.Originality/valueThis work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.
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Sujan, Mita, and James R. Bettman. "The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research." Journal of Marketing Research 26, no. 4 (November 1989): 454–67. http://dx.doi.org/10.1177/002224378902600407.
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Results of four studies demonstrate that perceptions of how different a brand is from other brands in the product category affect perceptions of the brand's position within the category. Specifically, perceptions that a brand is strongly discrepant result in a subtyped (or niche) position, whereas perceptions that a brand is moderately discrepant result in a differentiated position within the general category. Perceptions of discrepancy are affected both by the extent of discrepancy on an attribute and whether the discrepant information is concentrated in a single ad for the brand or dispersed across multiple ads for the product. The effects associated with a subtyped position, in comparison with a differentiated position, are identified (study 1) and are found to increase with time (study 2). The subtyped versus differentiated distinction for a strongly versus moderately discrepant brand is validated with a sorting task (study 3). This distinction is shown to hold in the context of multiple discrepant brands that differ in their extent of discrepancy (study 4). Implications of the findings for a theoretical understanding of subtyping versus differentiation and for the application of positioning strategies in the marketplace are discussed.
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Aliagas, Irene, Jesús Privado, and M. Dolores Merino. "Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 4 (January 30, 2021): 811–27. http://dx.doi.org/10.3390/jtaer16040046.
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Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presented in a racing videogame. An experimental design 2 (position: prominent or subtle) × 2 (congruency: yes or no) × 2 (familiar: yes or no) was used in a sample of 117 participants (M = 20.91 years, SD = 1.75 years). Consumers have better recall and recognition of brand placement when it is familiar. Likewise, there is more memorization of placement that is congruent with the videogame’s subject matter. Nevertheless, it appears that position has no influence on memory. Regarding the three-way interaction, it turns out that the best way to remember brands is when they are familiar to the consumers, congruent with the videogame’s genre, and they are positioned in a prominent position. This article is the first to investigate the interaction between the three main variables that affect the memorization of brand placement.
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Manhas, Parikshat S. "Strategic brand positioning analysis through comparison of cognitive and conative perceptions." Cuadernos de difusión 15, no. 29 (December 30, 2010): 15–34. http://dx.doi.org/10.46631/jefas.2010.v15n29.02.
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Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding brand positioning strategies. This article analyzes the market position held by a competitive set of brands in the hair oil market through a comparison of cognitive and conative perceptions. Cognition will be identified by trailing a factor analytic adaptation of importance performance analysis. In turn, conation will be gauged by stated intent of the consumers to purchase the hair oil brands under study. The alignment of the results from these techniques will help in identifying the position of leadership held by a brand in the hair oil market. The marketers, in order to strategically place their brands in today’s competitive market, need to identify the attributes on which they need to focus and those of paramount importance for the consumers. This method of positioning analysis offers a practical means for present-day marketers faced with the challenge of identifying one or few brands from their diverse and multi-attributed brand range that could be developed to differentiate their brand in a meaningful way to consumers.
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G, MANIMANNAN, SANDHYA P, and NISHANTHI R. "Perceptual map for customer preferences of car brands using multi dimensional scaling." Journal of Management and Science 7, no. 1 (June 30, 2017): 142–49. http://dx.doi.org/10.26524/jms.2017.17.
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This research attempts to identify customer preferences among various car brands. The primary database was collected from Tambaram Municipality using simple random sampling method. The total samples 300 were collected from different customers, the questionnaire divided into two sections, they are (i) demographic details and customer preference like, price, performance, brand name, colors, etc. The main objectives of this research paper to identify which brand has attracted nore number of customers. The application of multidimensional scaling establishes the results of their scores on two dimensions and conclude tMaruti got the first position based on their price and performance, currently a good brand image, but brands like Hyundai and Ford posses second third positions respectively. Ford and Hyndai attract the customers on the basis of prizeperceptions. The perceptual map shows, brands like, Hyundai and Ford perceived to be similar, where as Maruti is a standalone brand.
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Kovács, László. "Márka és márkanév." Névtani Értesítő 42 (2020): 223–27. http://dx.doi.org/10.29178/nevtert.2020.15.
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Although several million brand names exist worldwide, brand names remain an underresearched area of (applied) linguistics. The main goal of the dissertation is to show how linguistic research can contribute to a better understanding and the successful management of brand names. The dissertation is separated into two main parts. In the first part brand names are analysed through the lens of various linguistic subdisciplines emphasising how brand names can be the subject of linguistic research – e.g. whether or how to translate brand names, how foreign-language displayinfluences brand perception and how sound symbolic effects are connected to brand names. The second part of the book describes the cognitive position of brand names. In order to scrutinise their mental position associations to brand names were collected. The analysis of the data shows that brand names occupy a unique position in the mental lexicon. To emphasise the importance of brands as mental constructs, two new concepts are coined: cognitive brand representation and cognitive brand name representation. The linguistic endeavour undertaken in the book is supported by two chapters that place the findings into the context of brand research. An introductory chapter shows the marketing functions of brand names, while a closing chapter points out – based on the findings – how linguistic knowledge can help create brand names and how linguistics can help enhance the efficiency of brand management techniques.
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Rajagopal. "Branding paradigm for the bottom of the pyramid markets." Measuring Business Excellence 13, no. 4 (November 13, 2009): 58–68. http://dx.doi.org/10.1108/13683040911006792.
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PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.
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Gong, Xuan, Changzheng Wang, Yi Yan, Maohong Liu, and Rizwan Ali. "What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge." Symmetry 12, no. 2 (February 1, 2020): 198. http://dx.doi.org/10.3390/sym12020198.
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The explosive development of social media has given great opportunities to academic and industry research on consumer brand knowledge. Particularly, the brand associative network has been most frequently used to describe consumer brand knowledge structure. However, few researchers have examined the embedded connotation of the brand knowledge structural measurement in regard to sustainable brand performance and adjusted their brand strategies accordingly. Combining psychological cognitive theory and the network analytic method, this paper aims to extend this area by investigating the relationship between brand structural position in consumers’ associative knowledge network and sustainable brand awareness. Using a monthly dataset of around 130 million user posts, we find that compared to a prior determined brand strategy, brand network centrality in consumer’s brand associative knowledge network shows a much more significant positive effect on sustainable brand awareness. Importantly, we further examined the symmetric matching of brand positioning strategy and consumer’s brand knowledge structure for sustainable brand awareness. We find that sustainable brand awareness will be promoted by a symmetric matching brand positioning strategy with its position in the associative knowledge work. Our study facilitates an understanding of brands based on consumer perceptions for managers and enables businesses to adjust their relevant strategies for the achievement of sustainable brand performance.
Dissertations / Theses on the topic "Brand position"
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Oosthuizen, Elzandi. "The influence of merging brands on the brand position in the global open–field vegetable seed sector / Oosthuizen, E." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7047.
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The study deals with the concept of the influence of merging brands on the brand position in the global open–field vegetable seed sector. The research, more specifically, examines the market perception and awareness of the brand regarding the company versus the competitive brands. Monsanto, as a company, deals in the market as Seminis.
A tailor–made questionnaire was used as the measuring instrument. A total of 1177 respondents completed the questionnaires during interview sessions. Interviews were done by the marketing and product management teams of Monsanto as well as a consultancy firm, Market Probe. Mostly growers from the North and South America (NAFTA) and Europe, Middle East and Africa (EMEA) regions were interviewed. Data analysis was done by means of descriptive statistics.
The study concludes that in terms of top–of–mind awareness, Seminis is in a very competitive position within the NAFTA market, but trails Nunhems and Bejo in the EMEA market. While the individual Syngenta seed brands have low unaided brand awareness, Syngenta is frequently cited, on an unaided basis, as a brand of vegetable seed in both NAFTA and EMEA.
No particular brand, in either NAFTA or EMEA, seems to have distinguished itself in either a positive or negative manner over the past five years. From an overall image perspective Seminis has a strong competitive position. For the most part, on a total sample basis, there is a lack of clear brand differentiation between Seminis and its top competitors in both NAFTA and EMEA. There seems to be little risk in linking Monsanto to Seminis and, in fact, Monsanto may be a “reason to believe” if Seminis is to be positioned around a product performance or innovation theme.Thesis (MBA)--North-West University, Potchefstroom Campus, 2012.
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Linander, Kristina, and Carolina Carlsson. "Positioning of a brand point of parity : a study of a possible approach for taking position of a point of parity in a mature business to business market." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-90333.
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Every organisation has to build their brand on specific associations that they want to be related to. These associations can be divided into two categories: points of parity and points of difference. Traditionally brands have been concentrating on the company’s points of difference in their positioning strategies. It is more complex to take the position of a point of parity than it of a point of difference. Positioning involves finding a distinct place in the customer’s memory for the right reasons the company wants to convey and in that way maximize the profit potential for the company. To be able to achieve this, the company need to define its target group, its competition, and in what way the brand are alike the competition and in what way they differ from their competition. Existing brands positioning derives from the brand’s identity. The problem question is how can an organisation gain the position of a point of parity? Food Safety is relevant to use as an example given that it is impossible to compromise with, since it could lead to bankruptcy if not properly handled. The aim is to dissolve the complexity of the situation by using well known theory about marketing strategies, brand building, positioning, brand identity, brand equity and communication. The solution consists of three phases that forms a model of a strategy. In the first phase the organisation need to set up their marketing and brand strategies, their frame of reference and decide on their identity, what point of parities and point of differences they want to be associated with. The second phase involves elaboration of the identity into brand equity. For a point of parity it is a longer process than for a point of difference. The last phase is the communication of the brands message and identity. Communication is the key to linking the identity to the customer. The steps are combined in the strategy set up in this research. Since markets are dynamic it is important to resubmit and keep working with all steps of the strategy.
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Malečková, Marie. "Strategická pozice značky a její definování v konkurenčním prostředí." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-81384.
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A study on the strategic position of a brand and it's position in a competitive environment was carried out based on Apogeo an advisory group and valuation institute. The target of my work was to evaluate the impact of communication in building APOGEO's strategic position in the market place, in addition to outlining measurement techniques and the importance of brand definition.
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Karlström, Erica, and Musser Camilla. "Lönsam premiumstrategi? Laddavarumärket med rationella och emotionella värden till den breda massan : En kvalitativ undersökning om hur företag utvecklar en framgångsrik och lönsam premiumstrategi." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35930.
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I den här uppsatsen tillhandahåller vi resultatet av en deduktiv och kvalitativ fallsstudie om företagsinterna processer för framgångsrikt varumärkesarbete med fokus på hur identifiera, prioritera, applicera och omsätta effekterna av omvärldstrender till en framgångsrik och lönsam premiumstrategi; genom att beskriva och analysera detta arbete i två premiumföretag (Haglöfs och BMW). Studien avser att göra ett bidrag till teorin om effektivt varumärkesarbete med fokus på premiumstrategi, nämligen premiumstrategins sammanbindande länkar med hänsyn tagen till dess kontextuella förutsättningar Den teoretiska referensramen utgörs av huvudbegreppen: trender, premiumvarumärken, varumärkesutvidgning samt marknadsposition. För studien valdes två empiriska undersökningsobjekt och relevant information beträffande dessa samlades in via två metoder; dels via en kvalitativ semistrukturerad-intervju samt via dokumentanalys. Detta för att undersöka hur premiumföretag arbetar utefter den struktur och teoretiska modell/bidrag som identifierats i samband med fastställandet av syntesen. Utifrån teorin identifierade vi ett antal förutsättningar samt länkar kopplade till en premiumstrategi. Dessa förutsättningar samt länkar verifierades senare via en analytisk induktion. Återkommande sekvenser i insamlad empiri söktes och förklarades genom att vi undersökte företagens branschspecifika förutsättningar men även hur de arbetade med att utveckla en premiumstrategi. Strukturen och länkarna för att utveckla en premiumstrategi var följande: att identifiera, prioritera samt applicera trender àatt identifiera och utarbeta värdeskapande attributà att därefter anpassa och utveckla premiumvarumärketà och att senare etablera en premiumkanal med syfte att tillgängliggöra varumärket till den bredare massan. Länkarna utgjorde viktiga förutsättningar associerade med en önskad effekt om en marknadsposition i form av premiumledarskap.In this paper, we provide results of a deductive and qualitative case study on a company's internal processes for successful branding efforts with a focus on how to identify, prioritize, apply and translate the impact of external trends into a successful and profitable premium strategy by describing and analyzing this work in two premium companies (Haglöfs and BMW). The theoretical framework consists of the main concepts: trends, premium brands, brand extensions and market position. For the study, two empirical survey items were elected and relevant information concerning these were collected via two methods; partly through a qualitative semi-structured interview, and through document analysis. This is to investigate how premium business works along the structure and theoretical model/contribution identified in connection with the determination of the synthesis. Based on theory, we identified a number of conditions, and links related to a premium strategy. These conditions, as well as links, were later verified through an analytical induction. Recurrent sequences in the collected empirical data were declared by investigating companies industry-specific conditions but also how they were developing a premium strategy. The structure and links in order to develop a premium strategy were: to identify, prioritize and apply trends à to identify and develop value-adding attributes à then to adapt and develop the premium brand à and later to establish a premium channel with the purpose of making the brand available to a wider mass. These links were important conditions associated with a desired effect on a market position in the form of premium leadership.
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Sun, Yao. "Effects of length, frequency and serial position on advertising impact moderated by product involvement : evidance from super bowl broadcast 1992-2012." HKBU Institutional Repository, 2013. http://repository.hkbu.edu.hk/etd_ra/1531.
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Larsson, Jennifer, and Johan Jansson. "Varumärkeshantering : Positionera ett varumärke på spelmarknaden." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-8028.
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Problemställning: Syftet med examensarbetet var att bekräfta en position och en tilltänkt målgrupp tilluppdragsgivaren MooreGames som är en ny spelsajt på den svenska spelmarknaden. Studien är även tillför att ta fram en varumärkesplattform som i sin tur sammanfattas i en varumärkesbok. Denna bokkommer internt och externt kommunicera varumärkets värden.Teori: För att kunna få reda på hur vi på ett lyckat sätt skulle identifiera positionen hos varumärketMooreGames studerade vi teorier inom varumärkesutveckling och retorik. Teorierna förvarumärkesutveckling är tagna ur brand managment-området som är en övergripande teori förvarumärkesutveckling. Delarna vi använt oss av inom brand managment-området äridentitetsstrukturen, image hantering, positionering och konsumentens perspektiv. Teorierna omretorik användes för att granska konkurrenternas retorik som sedan ledde till att vi kunde fastställakonkurrenternas positioner.Metod: De empiriska studierna bestod av en enkätundersökning på målgruppen, och en kvantitativinnehållsanalys som mätte konkurrenters användande av retoriska grepp. Den kvantitativainnehållsanalysen bestod av 11 spelsajter som utifrån retoriken analyserats medan enkätundersökningenhar fokuserat på MooreGames tilltänkta målgrupp (killar 18-25år).Resultat: De empiriska studierna visade att den tilltänkta positionen var tillgänglig på spelmarknaden.Denna position innebär att MooreGames skulle kunna ge mer än vinster, i form av pengar, för attkunna särskilja sig från deras konkurrenter. Under målgruppsanalysen såg vi att målgruppen borde ökasmed 5 år, då MooreGames annars kommer förlora en stor del av spelarna på grund av att spelaren ärmellan 23-28 år. Målgruppens intressen är resor, sport, familj och vänner, samt att de ärvinstfokuserade. Den position som föreslås för MooreGames kommer innebära att vinsterna som delasut kommer vara i form av resor och sportevenemang.Presentation of the problem: The goal of the thesis was to find a position to our client MooreGames,which is a new game site on the Swedish gaming market. Our study will help us develop a brandplatform that will be summarized in a brand book. This book is going to communicate internal andexternal values of the brand.Theory: To learn about how we successfully could find a position to the brand MooreGames westudied the theories of branding and rhetoric. The theories of brand development are taken from theBrand Management area, which is a comprehensive theory of brand development. The parts we usedfrom the Brand Management area are Core Identity, Image Management, Positioning and Consumerbehaviour. The theories of rhetoric were used to examine competitors' rhetoric, which then led us todetermine the positions of the competitors.Method: The empirical studies consist of a survey on the target group and a quantitative contentanalysis that measures the competitors' use of rhetoric. The quantitative content analysis consists of 11gaming sites based on the rhetoric analyzed while the survey has focused on MooreGames intendedtarget group (boys 18-25year).Results: The empirical studies showed that there is a vacant position in the gaming market. Thisposition means that MooreGames could offer more profits in other forms then money to be able todistinguish themselves from their competitors. In the target group analysis, we saw that the targetgroup should be increased with 5 years, or else MooreGames will lose a large part of the playersbecause the average player is between 23-8 years old. Therefore a wider audience in the age 18-30 wasrecommended. The target group interests are travel, sports, party, and that they are profit-focused. Theposition suggested for Moore games will mean that the benefits awarded will be in the form of traveland sporting events.
Den producerade varumärkesboken bifogas som en bilaga
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Wallström, Emilia, and Evelina Simonsson. "Attityd till ett varumärke via produktplacering : En jämförande studie mellan Generation X och Generation Y." Thesis, Högskolan i Gävle, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24275.
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Syfte: Syftet med denna studie är att jämföra hur Generation X och Y:s attityd till ett varumärke påverkas av produktplacering. Metod: I studien genomfördes en undersökning med hjälp av experimentell design och enkät med 169 respondenter. Varje respondent fick ta del av ett avsnitt från TV-serien Solsidan där det förekommer produktplacering. Därefter fick respondenterna svara på en enkät om de produktplaceringar som förekom i avsnittet. Resultat & slutsats: Resultaten visar att generationerna i de flesta fall har samma inställning till produktplacering generellt. Vår slutsats är att både Generation X och Y har en positiv attityd till ett varumärke som använts i en produktplacering i TV-serien Solsidan. Vi kan se ett undantag vid tydlig produktplacering där båda generationerna visar en negativ attityd. För samtliga varianter av produktplacering går det inte att se någon skillnad mellan generationernas attityd, då Generation X och Generation Y har samma attityd. Förslag till fortsatt forskning: Vårt förslag till vidare forskning är att genomföra samma typ av studie med fler respondenter. Ytterligare ett förslag är att utföra samma typ av studie med hjälp av en kvalitativ undersökning. Uppsatsens bidrag: Det teoretiska bidraget är vår jämförande studie mellan Generation X och Generation Y och deras attityd till varumärket via produktplacering. Vårt praktiska bidrag är att utöka kunskapen för marknadsförare att använda de olika varianter som finns inom produktplacering. Detta för att kunna hjälpa de som använder produktplacering för att nå olika ålderskategorier, då de vill få en positiv inverkan på attityd till varumärket hos konsumenterna de vill nå ut till.Aim: The purpose of this study is to compare how Generation X and Y´s attitude towards a brand is influenced by product placement. Method: In the study, a survey was conducted using experimental design with 169 respondents. Each respondent was asked to watch a specific episode from the TV-series Solsidan where product placement occurs. Thereafter the respondents answered a survey about product placements that appeared in the episode. Results & conclusion: According to the results, Generation X and Y in most cases have the same attitude to product placement in general. Our conclusion is that both Generation X and Y have a positive attitude towards a brand used in a product placement in the TV-series Solsidan. We can see an exception in prominent product placement where both generations show a negative attitude. For all kinds of product placement, there is no difference between generation's attitude, since Generation X and Generation Y have the same attitude. Suggestions for further research: Our proposal for further research is to do the same type of study with more respondents. Another suggestion is to do the same type of study using a qualitative survey. Contribution of the thesis: The theoretical contribution is our comparative study between Generation X and Generation Y and their attitude towards brands through product placement. Our practical contribution is to expand the knowledge of marketers to use the different kinds of product placement. This in order to help those who use product placement to reach different age categories, as they want a positive impact on the consumer's brand attitude.
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HALLIN, DANIEL, and FILIP MÄLBERG. "Evaluation of ingredient brands with network effects : Towards an Analytical Framework." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299271.
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In recent years, companies have increasingly built their businesses around network effects. Furthermore, ingredient branding has become a frequent occurrence in which companies develop their business model by incorporating their product into other products. During contact with the Swedish company Twiceme Technology and after investigating these phenomenon deeper, it appeared to be unique to have both network effects and ingredient branding in the company’s offering. That's where it was discovered a gap in the existing literature and the decision to learn more about how they're related by empirically studying companies that use network effects or ingredient branding in their business models. The overarching aim of the study is to look at characteristics among these phenomenon and analyze how network effects affect ingredient brands, and how they can be connected together. There were several phases in the empirical analysis method. A case sample group of four companies was analyzed in order to obtain a better understanding of the topic in practice. Following that, based on the previous results, the company Twiceme was evaluated as an ingredient brand with network effects. In order to address the research questions, the data extracted from the case sample group and Twiceme were analyzed and compared to theory. From the study, it was found that achieving a strong market position for network effect companies is highly dependent on reaching the certain network size where the value of the network starts having an exponential increase. High brand equity in terms of brand awareness and reputation is needed to achieve a strong market position accelerated by network effects. Ingredient brands with network effects can generate synergy effects, allowing the network value to potentially grow even faster as a result of the increased brand equity from ingredient branding. Based on the conclusions of the study and the proposed evaluation framework, this thesis aims to be useful for managerial decision-making and understanding of network effects and ingredient branding, and when they should explore new market opportunities. It also contributes to academia by presenting a novel research perspective in this field and provides material for future research to continue to investigate this subject.Under de senaste åren har företag i allt högre grad byggt sina företag kring nätverkseffekter. Dessutom har ingrediensvarumärken blivit en vanlig förekomst där företag bygger sin affärsmodell på att integrera sin produkt i andra företags produkter. Under kontakten med det svenska företaget Twiceme Technology och efter att ha undersökt dessa fenomen, påvisades det vara unikt att både vara ett ingrediensvarumärke och ha nätverkseffekter i företagets erbjudande. Där upptäcktes ett gap i den befintliga litteraturen och beslutet att lära sig mer om hur de kan relateras till varandra genom att empiriskt studera företag som använder nätverkseffekter eller ingrediensvarumärkning i sina affärsmodeller. Studiens övergripande mål var att titta på egenskaper hos de bägge och analysera hur nätverkseffekter påverkar ingrediensvarumärken samt hur de kan sammankopplas. Det fanns flera faser i den empiriska analysmetoden. En fallgrupp med fyra företag analyserades för att få en bättre förståelse för ämnet i praktiken. Efter det, baserat på de tidigare resultaten, utvärderades företaget Twiceme som ett ingrediensvarumärke med nätverkseffekter. För att besvara forskningsfrågorna, analyserades data från fallprovgruppen och Twiceme och jämfördes med teorin. Från studien kan det konstateras att uppnå en stark marknadsposition för nätverkseffektföretag är mycket beroende av att uppnå en viss nätverkstorlek där företagets värdeerbjudande börjar öka exponentiellt. För att uppnå en stark marknadsposition som accelereras av nätverkseffekter behövs högt varumärkesmedvetenhet och anseende. Ingrediensvarumärken med nätverkseffekter kan generera synergieffekter, vilket gör att värdeerbjudandet potentiellt kan växa ännu snabbare till följd av det ökade varumärkeskapitalet från ingrediensvarumärken. Baserat på slutsatserna från studien och det föreslagna ramverket, syftar denna uppsats till att vara användbar för ledningsbeslut och förståelsen för nätverkseffekter och ingrediensvarumärkning, samt när de bör utforska nya marknadsmöjligheter. Det ämnar också till att bidra till akademin genom att presentera ett nytt forskningsperspektiv inom detta område och ge material för framtida forskning att fortsätta att undersöka detta ämne vidare.
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Monahan, Lisa. "Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6908.
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Given a lack of tactics for addressing brand hate, most managers tend to ignore brand haters, and instead dedicate their resources towards consumers who like or love their brand. Similarly, relative to the volume of research on positive brand emotions, the academic literature exploring negative brand emotions is limited. Moreover, research indicates that compared to positive brand information, negative brand information is more diagnostic, and ultimately more damaging.
In contrast to such findings and practices, this dissertation proposes a strategy whereby using advertising to openly acknowledge that a brand is hated (i.e. hate-acknowledging advertising) can be advantageous for corporate polarizing brands. The findings suggest that, compared to a traditional ad (i.e., an ad which only focuses on positive brand attributes or information), a hate-acknowledging produces higher levels of brand trust through the mediating influence of ad credibility. This research also demonstrates that hate-acknowledging advertising (vs. traditional advertising) has a stronger and more favorable influence on consumer intentions to engage in positive word of mouth, and that consumer brand emotions moderate this effect. Specifically, the favorable influence of hate-acknowledging on positive word of mouth intensifies with higher levels of consumer love towards a polarizing brand.
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Beccu, Gabriele. "Positive effects of strategic corporate social responsibility." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9591.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsIn recent years scholars have been developing various theoretical models to measure the effects of corporate social responsibility activities on customer perceptions and on customer-company identification. While significant advances have been made in demonstrating the positive effects of CSR initiatives, little research has been focused on how a structured approach to CSR affects these variables. This study aims to demonstrate the major positive effects of a strategic approach to CSR in comparison to a philanthropic approach, and to provide managers with useful advices for the creation of shared value for the society.
Books on the topic "Brand position"
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Ha, Tak Ming. Analysing the continual brand revitalisation and repositioning of Iceland Foods plc: Do such dramatic changes harm the brand essence and established market position?. London: LCP, 2001.
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Harley, Christopher G. "Enhancing memory of the brand and creating positive associations." To what extent does this quote apply in the case of FMCGs within the five to twelve year olds target audience?. Oxford: Oxford Brookes University, 2003.
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Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position. AMACOM/American Management Association, 2003.
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VanAuken, Brad. Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position. AMACOM, 2014.
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Brand aid: A quick reference guide to solving your branding problems and strengthening your marketing position. AMACOM, 2015.
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Blow the Whistle on Your Competition! - How to Brand Position Your Company to Win in the Marketplace of the Mind. Ampersand Pub, 1999.
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Horne, Gerald. Red Scare Rising. University of Illinois Press, 2018. http://dx.doi.org/10.5406/illinois/9780252041198.003.0006.
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This chapter explores how Claude Barnett took a position as a kind of consultant with the U.S. Department of Agriculture (USDA) in Washington in 1942. At once the position brought him into closer contact with policymakers at a fraught moment and exposed him to a business—agriculture—that was ubiquitous globally. Moreover, part of his portfolio was arranging for the importation of labor from the Caribbean to plantations in Florida, which provided him with more contacts in a region where he already had established a toehold, specifically in Haiti. This then created a further opening for him to continue his own unique brand of Pan-Africanism, which had involved accumulating up-to-date intelligence (and news) and relentless networking. The succeeding years stretching until 1947 were to witness the expansion of the Associated Negro Press (ANP) and, concomitantly, Barnett's ever-lengthening list of business interests.
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Ferriss, Suzanne. Working Girls. University of Illinois Press, 2017. http://dx.doi.org/10.5406/illinois/9780252039577.003.0010.
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This chapter argues that chick lit offers an inherent critique of women's economic precarity. Chick-lit novels have been criticized for glamorizing consumption and irresponsibly promoting unchecked consumerism in the young women presumed to be their audience. Certainly chick lit, like all popular media, is inextricably entangled in the capitalist system—an inevitable consequence, it could be argued, of postmodern culture itself. But critics have taken its references to brand-name goods and status as an endorsement of global capitalism. Sustained, critical attention to the texts, however, suggests otherwise. Far from sanctioning aspirational spending or endorsing economic empowerment, prominent chick-lit examples dramatize the precarious economic and social position of young, college-educated, British and American women (of various classes and ethnicities) under late capitalism.
Book chapters on the topic "Brand position"
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de Silva, Pathmani Mangalika, Kennedy D. Gunawardana, and Nihal P. Jayamaha. "Position of Sri Lankan Products in the Global Market: A Comparison of Brand Values." In Future of Business and Finance, 3–26. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-62171-1_1.
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Kumar, Nirmalya, and Jan-Benedict E. M. Steenkamp. "The Positive Campaign Route." In Brand Breakout, 115–44. London: Palgrave Macmillan UK, 2013. http://dx.doi.org/10.1057/9781137276629_6.
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Lee, Sungho, Kent B. Monroe, and Jose A. Rosa. "Consumer Evaluations of Brand Extensions Positioned by Attribute Information." In Global Perspectives in Marketing for the 21st Century, 361. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_110.
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Meijers, Marijn H. C., Eva A. van Reijmersdal, and Anja Krafczyk. "The Positive Effect of Green versus Conventional Brand Placement: The Roles of Brand Warmth and Persuasion Knowledge." In Advances in Advertising Research IX, 143–61. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22681-7_11.
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Kumar, Anvita, and George Balbanis. "Evaluating the Role of Positive Emotions and Character- Brand Interaction on Implicit Attitudes for Brand Placement Effectiveness." In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, 693–98. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-11815-4_213.
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Milović, Boris. "Building and Development of Dairy “Dana” Brand." In Brand Culture and Identity, 407–31. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch023.
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For success it is not enough to have the best and highest quality product, best price, the best distribution network, and excellent promotion; the most important thing is how the consumer values it. The market for dairy products in Serbia is dominated by products that were perceived as average and ordinary, consumed simply to meet basic nutritional needs. Agricultural company Sava Kovacevic had great products, but not brands. Development of brand “Dana” is focused on that specific benefits found to provide consumers a brand as well as a range of values that a new brand represents. The very brand strategy is developed after a detailed analysis of the product, consumers for which it is intended (their lifestyles, habits, attitudes, etc.), competition and market conditions, market position of competing brands, and their communication with customers and the general public. Therefore, brand image of the product is built along with its unique position in the market.
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Milović, Boris. "Building and Development of Dairy “Dana” Brand." In Cases on Branding Strategies and Product Development, 132–64. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7393-9.ch006.
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For success it is not enough to have the best and highest quality product, best price, the best distribution network, and excellent promotion; the most important thing is how the consumer values it. The market for dairy products in Serbia is dominated by products that were perceived as average and ordinary, consumed simply to meet basic nutritional needs. Agricultural company Sava Kovacevic had great products, but not brands. Development of brand “Dana” is focused on that specific benefits found to provide consumers a brand as well as a range of values that a new brand represents. The very brand strategy is developed after a detailed analysis of the product, consumers for which it is intended (their lifestyles, habits, attitudes, etc.), competition and market conditions, market position of competing brands, and their communication with customers and the general public. Therefore, brand image of the product is built along with its unique position in the market.
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"Brand Pollution." In Regulating Style, edited by Kedron Thomas. University of California Press, 2016. http://dx.doi.org/10.1525/california/9780520290969.003.0004.
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Cultural analyses based in semiotics and bureaucratic approaches to intellectual property law tend to treat brands primarily as communications media that relay information from corporations to consumers. Trademark protections are justified largely as measures that protect an efficient transfer of information and in terms of the legal doctrine of “brand dilution.” This chapter questions that framing by analyzing brands as design elements that derive their value and meaning from the contexts of material culture and social practice in which branded goods circulate, drawing evidence from the design and marketing strategies of Maya apparel workshop owners. The chapter involves a critical engagement with the sociology and anthropology of fashion and examines the branding strategies of several fashion firms, especially Abercrombie & Fitch. The chapter argues that the globalization of trademark law is an attempt to concretize and naturalize neocolonial divides along lines of geography, race, and gender that position some populations as rightful creators and consumers and others as mere copycats. The last section describes the efforts of some Maya workshop owners to market their goods using unique brands that reference their indigenous identity, and then explores the political implications and lessons for the anthropology of intellectual property law.
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Mandal, Pratap Chandra. "Small Businesses." In Research Anthology on Small Business Strategies for Success and Survival, 227–37. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9155-0.ch011.
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Positioning and branding in the minds of the target market are imperative for any company. Small businesses find it challenging because of limited resources and budgets. Small businesses adopt a number of innovative ideas and initiatives to develop and build their brands. They focus on finding a compelling product and improving its performance, establishing brands with limited associations, and providing product and service trials for customers. They use the internet optimally to do digital communication and depend on word of mouth and buzz marketing to do cost-effective communications. They develop an integrated set of brand elements and leverage secondary brand associations. They utilize their scarce resources optimally, conduct cost-effective marketing research to analyze their customers, and focus on concentrated marketing. All these strategies and initiatives help small businesses to position and establish their brands in the minds of the target market.
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Santana, Arminda Almeida, and Sergio Moreno Gil. "Cooperation and Competition Among Regions." In Geopolitics and Strategic Management in the Global Economy, 315–36. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2673-5.ch016.
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Many brands exist within the tourism industry. Territorial brands exist at local, regional, national, and supranational level where they overlap and are interrelated. Therefore, it is necessary that tourist destinations develop and manage their brands to obtain a strong differentiated position in the competitive market. This study analyzed relationships between destinations in the new global scenario. It aimed to improve brand architecture and increase tourist loyalty. A comprehensive analysis considering 6,964 tourists from 17 countries was applied. The study offered recommendations to destinations in order to expand the design of marketing activities, improve coopetition strategies, and advance competitiveness. The results confirmed that the destinations must adapt their promotional strategies to the new global landscape of interconnected business. In addition, they need to develop strategies for horizontal loyalty between destinations.
Conference papers on the topic "Brand position"
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Fischer, Matthias Sebastian, Daniel Holder, and Thomas Maier. "Brand Affiliation Through Curved and Angular Surfaces Using the Example of the Vehicle Front." In ASME 2020 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2020. http://dx.doi.org/10.1115/detc2020-22264.
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Abstract With visual similarity products can be assigned to a brand. The brand assignment based on shapes has only examined the contours (orientation, proportion and position) of selected elements so far. This paper investigates whether brand affiliation is also related to different surface types (curved and angular). For the investigation the vehicle front was selected. Distinguishable contours and surfaces were selected according to their semantic effect (friendliness, aggressiveness and perceived gender). The contours of the headlights and the lower air intake were determined based on anthropometric investigations (smiling and frowning faces) and were selected to be neutral to existing brands. Comparable semantic effects were found for curved and angular surfaces. Self-made vehicle fronts were designed with these parameters. An online survey was conducted with 150 users. First of all, the effects of the stimulus patterns generated for the factors contour (face) and surface were confirmed in the survey. Then the stimulus patterns were evaluated in pairs regarding their brand affiliation. The results show that brand affiliation can be implemented with contours and surfaces. Furthermore, it was determined that there are two user groups which differ in the evaluation of the brand affiliation.
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Silva, Esthevão de Souza, Tayson da Silva Barroso, and Laís Novaes Pillar de Oliveira Castro. "Instagram as a marketing 4.0 tool - a strategy to leverage and position a brand." In V Seminário de Pesquisa e Desenvolvimento PROVIC/PIBIC - II Encontro de Iniciação Científica CNPq. Perspectivas Online: Humanas e Sociais Aplicadas, 2020. http://dx.doi.org/10.25242/8876102820202170.
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Xiong, Xiang-Wen, and Bear L. Wynn. "Intelligent Position-Seeking and Methods of Manufacture Based on the Electronic Datum Group Technology." In ASME 2006 International Mechanical Engineering Congress and Exposition. ASMEDC, 2006. http://dx.doi.org/10.1115/imece2006-16206.
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Along with more and more fast development of the mechanical engineering, more and more high-tech utilize in the mechanical engineering, caused the mechanical engineering to enter the time of the high intelligence and the high-tech. This is a brand-new, time that comprehensive utilization integrated technology, and the intelligent technology, the robot technology, cross discipline high-tech frequently use in the mechanical engineering. But the modern mechanical engineering as a new technology that development by tradition engineering frequently has some technology of the neck of a bottle of the traditional engineering barrier the further development of the new mechanical technology, even is the high speed development. Therefore, comprehensively eliminates the weak link of the traditional technology in the mechanical engineering, enable the constituent of each technology of mechanical engineering all to obtain the rapid development, is the key to modern mechanical technology. This paper is precisely according to this spirit and the request, in view of Basis weak link of the mechanical engineering–datum, proposed the brand-new electronic datum new technology replace the traditional mechanical datum, causes mechanical engineering again configuring in a new base of datum on, thus thoroughly eliminates the technology of the neck of a bottle of the traditional technology, enable the humanity mechanical engineering to obtain the comprehensive enhancement and the sublimation once again.
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Aleksandrova, Marianna. "RESEARCH ON THE BRAND ASSOCIATION OF VARNA MUNICIPALITY AS A TOURIST DESTINATION FROM THE POSITION OF THE FOREIGN TOURISTS." In TOURISM AND CONNECTIVITY 2020. University publishing house "Science and Economics", University of Economics - Varna, 2020. http://dx.doi.org/10.36997/tc2020.451.
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Associations are a key asset, creating customer-based equity of tourist destination brands. The present study aims at researching real visitors' perception for the image of Varna. The object of the study is those visitors' associations concerning Varna, after having gained tourist experience with the destination. For the purpose of the hereby study the following methods have been used: research, literature review, content analysis.
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Bryukhova, Olga. "The Formation of an Attractive HR-Brand of a Transport Company's Target Audience of 'Young People'." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-60.
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The article is dedicated to studying the HR-brand of a vehicle company, and seeks ways to improve it further. Theoretical and methodological aspects of shaping the image of an organisation as an employer are now widely reflected in the works of domestic and foreign researchers in the field of human resource management. However, the applied aspects of branding in relation to specific employers from different sectors of the economy remain relevant for the study. The practical interest of the company in question is due to the high turnover rate (15%) and the shortage of young workers. For the purpose of studying the formed corporate HR-brand, the author uses an analysis of local regulations on staff management, employee questionnaires, the assessment of the employer’s value proposition, a reputational audit of the company regarding the Internet environment, etc. The analysis of the internal and external image of the employer concludes that the attractiveness of the HR brand of the enterprise among the target audience ‘young people’ needs to be improved. The successful achievement of this goal is possible through the introduction of career management practices, organising participation in professional competitions; for young promising employees already in the company, developing and implementing a preliminary programme and promoting the company on social media: for potential candidates. Forming an attractive HR brand for young people based on the implementation of a value proposition that takes into account the specifics of this target audience, using new channels and formats to promote the employer brand externally, including in the online environment, will optimise staff turnover, attract and retain talented young people and strengthen the company’s position in the market.
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Stefanova, Marieta. "POSSIBILITIES OF POSITIONING THROUGH DIFFERENTIATION OF PRODUCTS FROM THE PROCESSING OF OLIVE TREE FRUIT." In SUSTAINABLE LAND MANAGEMENT - CURRENT PRACTICES AND SOLUTIONS 2019. University publishing house "Science and Economics", University of Economics - Varna, 2021. http://dx.doi.org/10.36997/slm2019.163.
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This study analyses the possibility of differentiation in the supply of different types of products from the processing of the olive tree fruit in order to make them more appealing to the target audience. Possibilities have been identified to distinguish the business from other market participants and to better position it on the market through cost leadership or differentiation of product quality. An analysis has been conducted of a product differentiation method applying five factors facilitating the positioning of the brand to achieve better satisfaction of consumer preferences and earn the consumers' loyalty. It was found that in the examined product category the factor contributing to the greatest degree to product differentiation is the adopted assortment policy. This is an expert method that can be successfully applied to other product categories.
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Branscomb, David J., David G. Beale, and Royall M. Broughton. "Application of Machine Vision Techniques for Fault Diagnostics and System Examination of Braid." In ASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2010. http://dx.doi.org/10.1115/detc2010-29012.
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Important factors of braid formation are yarn motion, yarn tension and intra-yarn frictional forces. In order to improve quality of braided structures the effects of yarn tension and resulting braid formation position must be understood and controlled. This paper reports the effect of yarn tension on braid formation (braid point) motion along with the radial and longitudinal motion of the braid point in the initial, transient, and final positions. Visual observations utilizing low cost webcams are also presented as well as a diagnostic tool which can recognize the onset of defects and provide some insight into what might be causing the fault. Optimal braid performance is observed which serves as the baseline for comparing the behavior of faults. Radial fluctuation of braid point position is a good indicator of mechanical faults of the tensioning mechanisms. The experiments performed will provide the foundation for further work with applications for improving braiding quality in ropes, tethers, and structural composites. Finally, this experimental study and dynamic characterization will be useful for assessing future passive and active control methods, along with sensing.
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Jawad, Badih A., and Selin Arslan. "Optimum Driving Control Based on Throttling Mechanism Design." In ASME 2012 International Mechanical Engineering Congress and Exposition. American Society of Mechanical Engineers, 2012. http://dx.doi.org/10.1115/imece2012-88098.
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The performance of a racing engine is most dependent on the control of airflow entering the air intake manifold. In order to improve drivability and throttle response, the throttle angle within the throttle body must be precisely tuned with engine airflow. The actuation motion must be set as a direct function of the accelerator pedal position if this direct relationship is to be achieved. Many of the current throttling mechanisms are designed with a variable pedal-to-throttle response, meaning simply that a certain distance of pedal displacement does not necessarily result in a defined amount of throttle rotation. This setup, in most cases, is created by design in order to fit the type of vehicle being discussed. Known as brand DNA, this practice would, for instance, prescribe a smaller pedal-to-throttle ratio for a sports car than it would for a luxury car. This setup is acceptable for the common driver; however, in a racing situation a more precise relationship is needed. The airflow through a standard automotive throttle body is not exactly proportional to the displacement of the accelerator pedal. Therefore, another method is needed to open the butterfly valve in order to ensure that airflow through the throttle body is metered equal to pedal displacement. This paper finds that the implementation of a cam-type pulley is necessary to achieve this prescribed goal.
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Unurlu, Çiğdem, and Selin Küçükkancabaş. "The Effects of Destination Personality Items on Destination Brand Image." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00830.
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The purpose of this research is to investigate the perceived destination brand personality of Istanbul and to examine the relationships among destination brand personality and destination brand image. A convenience sample of 200 visitors to Istanbul was surveyedvia face-to-face interviews. Initially, a series of exploratory factor analyses (EFA) were conducted for each measurement scales (brand personality and destination brand image) in order to identify the potential underlying factor structure of the data. Then multiple regression analysis was used to investigate the relationship between variables using PASW 18. The findings of this study indicate that destination brand personality has a positive impact on destination brand image. However, the results are not fully represent all personality traits associated with tourism destinations.While four dimensions of the destination brand personality scales (vibrancy, competence, contemporary and sincerity) are found to be significantly related to the destination brand image, sophistication dimension is not significant in predicting destination brand image.
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Uslu, Kamil. "Strategic Resource Oil and Terror Relationship." In International Conference on Eurasian Economies. Eurasian Economists Association, 2020. http://dx.doi.org/10.36880/c12.02428.
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The September 11 events provided an opportunity for the US administration, initiating strong policies to better understand the region. It also reminded the world of America's political-military control capacity. The terrorist attacks on September 11 were not a real surprise. Indeed, 9/11 looked like the wild fantasies they needed to justify a new military role developed by American strategic analysts and military and intelligence planners. Terrorism is intended to intimidate or coerce individuals, societies or governments by a person or an organized group with the threat of threat or use of force. Terrorism is an illegal act, usually for ideological or political reasons. Oil is not an object, but also contains many positives and negatives. Turkey is a neighbor with its geopolitical position as the world's proven oil and natural gas reserves, with three-quarters of the country. It takes part in many important projects, including a natural "Energy Center" between the energy-rich Caspian, Central Asian, Middle Eastern countries and consumer markets in Europe. It supports these projects. As long as the strategic resource, oil and scarce brand are available, terrorism will not end. political instability in the oil belt of countries in the immediate vicinity of Turkey brings many disadvantages. This situation also adversely affect the Turkish economy, itself non-threatening terrorism and conflict of interest due to the large states to support terrorism in Turkey has led to more cautious.
Reports on the topic "Brand position"
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Gnegy, Hannah R. Be Our Brand!: Emotional Labor and Social Media Branding Positions. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1542.
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Chen, Yizhuo, and Yingjiao Xu. A Social Network Analysis of Consumers’ Perceived Brand Positions in the Running Shoes Market. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-636.
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.
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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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Syvash, Kateryna. AUDIENCE FEEDBACK AS AN ELEMENT OF PARASOCIAL COMMUNICATION WITH SCREEN MEDIA-PERSONS. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11062.
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Parasocial communication is defined as an illusory and one-sided interaction between the viewer and the media person, which is analogous to interpersonal communication. Among the classic media, television has the greatest potential for such interaction through a combination of audio and visual series and a wide range of television content – from newscasts to talent shows. Viewers’ reaction to this product can be seen as a defining element of parasociality and directly affect the popularity of a media person and the ratings of the TV channel. In this article we will consider feedback as part of parasocial communication and describe ways to express it in times of media transformations. The psychological interaction «media person – viewer» had been the focus of research by both psychologists and media experts for over 60 years. During the study, scientists described the predictors, functions, manifestations and possible consequences of paracommunication. One of the key elements of the formed parasocial connections is the real audience reaction. Our goal is to conceptualize the concept of feedback in the paradigm of parasocial communication and describe the main types of reactions to the media person in long-term parasocial relationships. The research focuses on the ways in which the viewer’s feedback on the television media person is expressed, bypassing the issue of classifying the audience’s feedback as «positive» and «negative». For this purpose, more than 20 interdisciplinary scientific works on the issue of parasocial interaction were analyzed and their generalization was carried out. Based on previous research, the types and methods of feedback in the television context are separated. With successful parasocial interaction, the viewer can react in different ways to the media person. The type of feedback will directly depend on the strength of the already established communication with the media person. We distinguish seven types of feedback and divide them into those that occur during or after a television show; those that are spontaneous or planned; aimed directly at the media person or third parties. We offer the following types of feedback from TV viewers: «talking to the TV»; telling about the experience of parasocial communication to others; following on social networks; likes and comments; imitation of behavior and appearance; purchase of recommended brands; fanart.
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Brand Placement on TV: The Positive Impact of Fast-forwarding. IEDP Ideas for Leaders, March 2014. http://dx.doi.org/10.13007/347.
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