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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.
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Rui, Liang, Kateryna Prokopenko, and Svitlana Vovchok. "APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT." Management 32, no. 2 (April 16, 2021): 137–46. http://dx.doi.org/10.30857/2415-3206.2020.2.11.
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Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.
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Lee, J. Lucy, Yukyoum Kim, and June Won. "Sports brand positioning." International Journal of Sports Marketing and Sponsorship 19, no. 4 (November 5, 2018): 450–71. http://dx.doi.org/10.1108/ijsms-03-2017-0018.
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Purpose The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is congruence between the sport brands’ purported images and the targeted consumers’ perception of the brands’ images. Design/methodology/approach A mixed method was used. Four steps of data collections (i.e. face-to-face, focus group interviews, and questionnaires) and analyses (i.e. content analysis, MDS analysis, PROXSCAL analysis, multiple regressions analysis, frequency analysis, and congruence score) were performed. Findings Four positioning typologies (i.e. great quality equipment, equipment for professionals, innovation, and tradition) were identified; each brand’s positions in consumers’ minds were distinctly portrayed in the perceptual map; and the congruence between intended and perceived positions was found in two brands – Titleist and Ping – implying they established a high position-congruity and providing evidence of positioning effectiveness. Practical implications The findings will aid practitioners and scholars in positioning and its effectiveness: the results provide information for managers to select, implement, and manage effective positioning strategies and the study provides initial evidence about whether companies and their brands are well-positioned in the sport consumer’s perception. Originality/value The authors attempt to examine how consumers perceive brands and how effectively brand positions are portrayed in consumers’ minds. The effectiveness and competitiveness of positioning strategies were examined via a perceptional map.
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Douglas, Susan P., C. Samuel Craig, and Edwin J. Nijssen. "Executive Insights: Integrating Branding Strategy across Markets: Building International Brand Architecture." Journal of International Marketing 9, no. 2 (June 2001): 97–114. http://dx.doi.org/10.1509/jimk.9.2.97.19882.
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Brands play a critical role in establishing a firm's visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm's overall international marketing strategy, because it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and the drivers that shape the architecture. The authors discuss implications for the design and management of the firm's international brand architecture.
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Muhammad, Nigar, Shabeeb Ahmad Gill, and Majid Murad. "Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude." INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE AND BUSINESS ADMINISTRATION 3, no. 1 (2014): 17–30. http://dx.doi.org/10.18775/ijmsba.1849-5664-5419.2014.31.1002.
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The purpose of this research study is to identify the impact of the brand category on brand extension attitude. The concept of brand extension is used for the marketing of any brand which is associated with the firm. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than other brands. This study especially identified that those brand who want to extend the product range of brands. Data was collected from a convenience sample of different brand buyers in the Faisalabad via surveys. The final sample consisted of 200 responses. Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude. Parent brand quality has a positive effect on brand extension attitude. Brand extension information toward the brand extension attitude is significantly impacted. The results provide some suggestion to marketers who want to expand their parent brand or launch fashion extension products.
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Guo, Wenqiu, and Liying Zhou. "Influence factors of customer-based brand equity: A study on China mobile phone industry." International Journal of Financial Engineering 08, no. 01 (March 2021): 2050050. http://dx.doi.org/10.1142/s2424786320500504.
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Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.
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Adi, Pramono Hari. "Customer Loyalty of Islamic Banks." AFEBI Islamic Finance and Economic Review 1, no. 01 (March 11, 2017): 13. http://dx.doi.org/10.47312/aifer.v1i01.17.
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<p>The highly rapid growth of sharia commercial banks have required them to compete in obtaining and retaining customers. Therefore, it is important to look carefully at the position of their brands within the industry. Among the measures to see how strong the position of a brand in the market is the level of customers’ brand loyalty. There are five levels of brand loyalty, each of which indicates particular marketing challenge to be addressed. Those levels - from least loyal to most loyal - include switcher, habitual buyer, satisfied buyer, liking the brand, and committed buyer. Using questionnaire to collect primary data from 100 respondents, the results indicate that the highest brand loyalty to Islamic banks has been at the level of satisfied buyer and liking the brand, indicating that consumer loyalty to the Islamic banks has not been perfect. Loyalty needs to be improved towards the committed buyer.</p><p><br />Keywords: Brand, Customer Loyalty, Islamic Bank</p>
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Sanders, W. Scott, and Karen Freberg. "Predicting abandonment of brand social media accounts." Corporate Communications: An International Journal 25, no. 2 (April 6, 2020): 157–70. http://dx.doi.org/10.1108/ccij-12-2018-0131.
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PurposeThe purpose of this study is to describe online factors that predict abandonment of social media accounts.Design/methodology/approachThis study conducts an analysis of 3,380 Twitter corporate brand accounts belonging to Interbrand's top 100 global brands to determine if brand posting behavior and network position predicts the length of time accounts survive.FindingsResults found that both posting volume and consistency as well as network position were significant predictors of account survival time yet surprisingly, the number of account followers was not. Brand social media accounts were often not formally closed or protected but allowed to fall inactive.Originality/valueDespite the existence of a healthy body of research on why individuals quit social media, there is little research on how brands' abandon their social media accounts or the factors that predict abandonment. This study identifies indicators for at-risk accounts and provides guidance regarding best practices when abandoning accounts.
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Dubravka, Užar, Mugoša Izabela, and Radojević Vuk. "Positioning of Private Label Cheese Brands in the Republic of Serbia." Contemporary Agriculture 68, no. 3-4 (December 1, 2019): 80–87. http://dx.doi.org/10.2478/contagri-2019-0013.
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Summary Over the past few decades, private label brands have been gaining market share in numerous retail outlets. This paper first elucidates the concepts of brand positioning, brand management and branding itself. The term brand has been used as a means of identifying the same or similar products or services present in the market. The private label brand is a quality tool providing competitive advantage under modern market conditions. The influence of the basic attributes which, knowingly or not, shape the private brands of local cheeses will be emphasized, as well as the influence of other factors affecting the brand positioning. The purpose of this paper is to highlight the role, importance and concept of private label brands in cheese production, which improve the competitive position of cheese producers.
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Godsey, Judi, Bruce Perrott, and Tom Hayes. "Can brand theory help re‐position the brand image of nursing?" Journal of Nursing Management 28, no. 4 (April 14, 2020): 968–75. http://dx.doi.org/10.1111/jonm.13003.
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Choi, Ji-Hung, Taewan Kim, and Sang-Uk Jung. "Sustainable Decision Making for Store Brand Product." Sustainability 10, no. 11 (October 30, 2018): 3944. http://dx.doi.org/10.3390/su10113944.
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We investigate a multi-brands sustainable channel coordination problem where a national brand manufacturer sells a product through two local retailers competing against their own store brand product, respectively. We shows how the retailers strategically optimize the price and quality of private brands given the customer tastes and the production costs of the store brands in order to make their store brands sustainable. We identify two underlying strategic forces; a competitive force, and a quality force. First, we find that retailers have an incentive to position their store brand far away from the national brand in order to maximize monopolistic power. This strategic force attenuate the incentives for customer to switch to other retailer’s store brands. One the other hand, we show that the retailers prefer increasing the store brand’s quality to get more profit margin when the production cost is relatively high as well.
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Nørskov, Sladjana, Polymeros Chrysochou, and Marina Milenkova. "The impact of product innovation attributes on brand equity." Journal of Consumer Marketing 32, no. 4 (June 8, 2015): 245–54. http://dx.doi.org/10.1108/jcm-10-2014-1198.
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Purpose – This paper aims to examine the impact of product innovation attributes (complexity, relative advantage, compatibility, trialability and observability) on brand equity, and whether these attributes exert a different effect on low- versus high-equity brands. The moderating role of consumer innovativeness in this relationship is investigated further. Design/methodology/approach – The study is based on survey data from users of two brands of digital audio players of different brand equity levels. Findings – Overall, it was found that innovation attributes have an effect on brand equity, and this effect differs between low- and high-equity brands, with a low-equity brand being benefited more than a high-equity brand from perceptions towards a product’s innovation attributes. Additionally, it was found that the impact of complexity and relative advantage on brand equity increases when consumer innovativeness increases in the case of a high-equity brand. However, no significant difference was found between low- and high-equity brands regarding the proposed moderating effect of innovativeness. Research limitations/implications – The study only examines two brands belonging to one particular industry, which limits the findings’ generalizability. Thus, the use of more test brands from different industries should be the goal for future research. Practical implications – Managers should consider the firm’s current brand equity level and its competitive position to maximize the effect of product innovation attributes. Originality/value – The study makes an original contribution to the research on the relationship between product innovation and brand equity and provides theoretical and managerial implications in the field of innovation and brand management.
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Childs, Michelle, Hongjoo Woo, and Seeun Kim. "Sincerity or ploy? An investigation of corporate social responsibility campaigns." Journal of Product & Brand Management 28, no. 4 (July 15, 2019): 489–501. http://dx.doi.org/10.1108/jpbm-07-2018-1953.
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Purpose Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position themselves as sustainable. In light of attribution theory, this paper aims to investigate how aspects of a CSR campaign affect consumers’ perceptions of brand authenticity, brand attitudes and CSR attitudes. Design/methodology/approach This research is based on a 2 (brand image: sustainable vs disposable brand) × 2 (message source: brand website vs news article) between-subjects experimental design with random assignment to conditions and manipulation checks. Findings When exposed to messages about CSR campaigns, consumers have more favorable perceptions of brand authenticity, brand attitudes and CSR attitudes for a sustainable brand than for a disposable brand, particularly when consumers view information about a CSR campaign on the brand’s website. However, this is not true for disposable brands when CSR campaigns are promoted through a news source. Practical implications Sustainable brands can derive benefits by strategically partnering with causes through CSR campaigns, particularly when their campaigns are promoted through their brand’s website (vs news source). However, brands that offer disposable products (e.g. fast fashion brands) should exercise caution when implementing these campaigns; CSR campaigns may confuse customers as they do not align with the everyday practices of disposable brands. Originality/value As the apparel industry faces increased scrutiny for negative impacts on the environment, this study helps to understand whether customers perceive CSR campaigns as trustworthy and authentic, or as ploys aimed at creating more positive brand images.
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Kayombo, Kelvin Mukolo, and Steve Carter. "Competitive Positioning of a Higher Education Institution in Zambia: The Case of ZCAS." Journal of Education and Vocational Research 8, no. 2 (September 28, 2017): 6–21. http://dx.doi.org/10.22610/jevr.v8i2.1858.
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This study was the second phase of a larger research project that was designed to identify and measure a higher education institution’s brand in Zambia in order to ascertain areas for strengthening the brand’s competitive position. The objectives of this conjoint study were twofold: firstly, to identify the current position of the ZCAS brand as a case study and secondly, to establish the current position of the ZCAS brand relative to its higher education (HE) competitors in Zambia. This quantitative study involved administering a conjoint questionnaire to 110 first year students in ZCAS and 280 first year students in seven universities in the country. The 19 branding elements identified in the initial qualitative stage of the project were aggregated into five principal branding factors using Atlas.ti’s co-occurrence tools to facilitate this conjoint study. These five principal branding attributes are teaching quality, fees, course availability, learning environment and employability. The study revealed that ZCAS has a fairly strong brand position in the Zambian HE sector because the most important elements in its brand model, i.e. course availability, teaching quality and facilities are also the premier brand dimensions in the market. The study also revealed that ZCAS needs to reposition itself away from the competition in order to occupy a more favorable position in the minds of its prospective and existing customers. Accordingly, the study recommends that ZCAS increases its course offerings and collaborates with universities in the region. ZCAS should also consider setting up a quality assurance unit to foster quality in the institution. This study adds to the increasing body of knowledge on HE branding, particularly in developing countries, by developing and then testing a brand orientation model for the Zambian HE market.
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Kufelová, Iveta, and Monika Raková. "Country branding comparison between Slovak Republic and United Kingdom in Future Brand Country Index." SHS Web of Conferences 83 (2020): 01054. http://dx.doi.org/10.1051/shsconf/20208301054.
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Nowadays are known many indexes, which are rating specific countries by their performance in chosen areas. This work will be concentrated on the brands of countries valuated by brand indexes. For purposes of job we have chosen the Future Brand Country Index in order to achieve the most objective result of comparison between Slovak Republic and Great Britain. Although they are known certain number of indexes, factors used in Future Brand Country Index are considered by us as the best suitable for this work. This index valuates strength of perception of the country brand across certain dimensions, which are Value System, Quality of Life, Business Potential, Heritage and Culture, Tourism and Made in. These dimensions consist of numerous associations with specific country which will be specified later. Purpose of our work is to analyse results of Slovak republic and Great Britain, their position in Future Brand Index in 2014 and in 2019 and find reasons of their improvement or deterioration. Since Future Brand Index does not publish data and analyses of these countries, our work will be concentrated on analysing key dimensions of index which could affect position of chosen countries in Future Brand index.
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Johns, Nick, and Szilvia Gyimóthy. "Assessing the brand position of Danish kros." Journal of Vacation Marketing 14, no. 3 (July 2008): 267–81. http://dx.doi.org/10.1177/1356766708090587.
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Ma, Weimin, Rong Cheng, and Hua Ke. "Impacts of Power Structure on Supply Chain with a Store Brand." Asia-Pacific Journal of Operational Research 35, no. 04 (August 2018): 1850020. http://dx.doi.org/10.1142/s0217595918500203.
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In a framework where both power structure and consumer heterogeneity (brand loyalty and different willingness-to-pay for perceived quality) count, we study six noncooperative games (two Stackerberg and one Nash games with and without a store brand) between a national-brand manufacturer and a store-brand retailer. Our results contribute to the theoretical literature on store brand in four aspects: (a) revealing that the mechanism whereby store brands alleviate double-marginalization problem varies with supply-chain power structures; (b) finding that it is the power manufacturer with a low-loyalty national brand that suffers most from the store brand entry; (c) finding that a category follower retailer is more inclined to introduce its store brand than a power one, and should optimally position its store brand close to the low-loyalty national brand supplied by a power manufacturer; (d) showing that the store brand may lead the manufacturer and the retailer to be trapped in the prisoners’ dilemma.
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Al Abdulrazak, Rula M., and Ayantunji Gbadamosi. "Trust, religiosity, and relationship marketing: a conceptual overview of consumer brand loyalty." Society and Business Review 12, no. 3 (October 9, 2017): 320–39. http://dx.doi.org/10.1108/sbr-03-2017-0014.
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Purpose Over the years, a considerable depth of research has established the link between trust, commitment and relationship marketing and its relevance to consumers’ brand preferences. Nonetheless, there is a dearth of research on how they are linked to religiosity. Accordingly, this paper aims to address the palpable gap. Design/methodology/approach This paper is conceptual and draws from the eclectic review of the extant literature that revolves around the key themes associated with the topic. Findings The paper emphasises the significance of trust and religiosity in consumers’ commitment to specific market offerings and brands which invariably strengthen relationship marketing. A model entitled Brand-faith Relationship model (BFR) is proposed to understand brand positioning in the marketplace in relation to faith. With this model, a four-category typology of brand position scenarios is suggested in this paper. Passive brand-faith relationship, faith trust established in the absence of brands, brand loyalty without any faith associations and brand loyalty, with positive brand-faith relationship. Practical implications This paper has significant implications for brand management in relation to segmentation, targeting and the positioning of brands in the marketplace. It also raises marketers’ consciousness on the potency of trust embedded in consumers’ faith/religiosity in their brand preferences. Originality/value This paper explores the concepts of trust and consumers’ brand choices within the relationship marketing literature vis-à-vis the role of religion, which is rarely examined.
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Urde, Mats, and Christian Koch. "Market and brand-oriented schools of positioning." Journal of Product & Brand Management 23, no. 7 (November 11, 2014): 478–90. http://dx.doi.org/10.1108/jpbm-11-2013-0445.
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Purpose – The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning. Design/methodology/approach – An extensive literature review traces the roots and evolution of the concept. Two approaches to positioning are explored and related to the paradigms of market and brand orientation. Based on current theory and practice, different schools of positioning are identified and categorized along a market- and brand-orientation spectrum. Metaphors differentiate schools of positioning, illustrated by case examples. Findings – Positioning is a key concept in marketing, branding and strategy. However, its theoretical and practical usefulness is in peril due to its many meanings, applications and overall vagueness. There is a need for a theoretical overview of positioning, which the literature currently lacks. Two approaches to define a brand’s position are identified and introduced: market- and brand-oriented positioning. Five principal schools of positioning show how these are different and why differentiating between them matters. The choice of school implies the market- and/or brand-oriented approach to positioning. Research limitations/implications – Further empirical case-based research might investigate when, what and how different positioning schools are applied in practice. The brief cases in this paper indicate a dynamic over time regarding the applications of the brand- and market-oriented school of positioning. An in-depth theoretical and practical investigation of the dynamics of positions would be of value for the research field. Practical implications – The distinction among different schools of thought helps bridge the gap between the theory and practice of positioning. A specific positioning objective can guide management in the selection of a particular school of positioning, which enables management to make more insightful conscious choices regarding its opportunities, limitations and consequences. Social implications – Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people). Originality/value – This paper relates positioning to the fundamental discussion of brand and market orientation. It integrates positioning research and provides a structured overview of the concept.
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Maarit Jalkala, Anne, and Joona Keränen. "Brand positioning strategies for industrial firms providing customer solutions." Journal of Business & Industrial Marketing 29, no. 3 (March 4, 2014): 253–64. http://dx.doi.org/10.1108/jbim-10-2011-0138.
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Purpose – Despite increasing interest in customer solutions, and the importance of brand management in the B2B context, prior research provides little understanding on brand positioning strategies adopted by solution providers. The present study aims to examine the possible brand positioning strategies for industrial firms providing customer solutions. Design/methodology/approach – The empirical part of the present study consists of a multiple case study, involving four industrial firms providing customer solutions. Primary data was gathered by semi-structured interviews from a total of 22 business managers from the case companies. Findings – The present study identifies four possible brand position strategies for industrial firms providing customer solutions: customer value diagnostic, global solution integrator, high quality sub-systems provider, and long-term service partner. The identified strategies highlight the tendency of solution suppliers to position their brands around different capabilities that are needed at different phases of the solution delivery process. Research limitations/implications – The present study was conducted from the industrial supplier's perspective and is context-bound to companies operating in solution-oriented process and information technology industries. Practical implications – Managers need to identify the capabilities that are central to delivering customer value and acquire and/or develop capability configurations that differentiate their brand positioning from competitors. Originality/value – Existing literature on branding lacks understanding about the specific characteristics of building brands in solution-oriented B2B contexts. The present study identifies four brand positioning strategies that illuminate the special characteristics of branding customer solutions.
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Geissinger, Andrea, and Christofer Laurell. "Tracing brand constellations in social media: the case of Fashion Week Stockholm." Journal of Fashion Marketing and Management: An International Journal 22, no. 1 (March 12, 2018): 35–48. http://dx.doi.org/10.1108/jfmm-12-2016-0115.
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PurposeThe purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.Design/methodology/approachThe study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm. In total, 3,449 user-generated contents referring to the sampled brands were collected and analysed.FindingsOn average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division and dilution.Research limitations/implicationsAs this paper is focussed on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.Practical implicationsThe results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.Social implicationsDigitally fuelled interdependences of brand constellations by professionals and consumers attest to the dilution of borders between consumers and producers.Originality/valueThis paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.
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YURTSEVEN, Ömer, and Mehmet Serkan ŞANDIR. "CUSTOMER SATISFACTION IN THE CONTEXT OF BRAND POSITIONING IN SERVICE SECTOR: A CASE STUDY OF STARBUCKS IN ANKARA." Business & Management Studies: An International Journal 6, no. 2 (September 2, 2018): 550–64. http://dx.doi.org/10.15295/bmij.v6i2.261.
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It has become quite important to create a brand and increase brand awareness in today’s global world where the interaction among societies have increased tremendously. Brands that position themselves on a worldwide basis while keeping their own cultural traits, increase their chances of success. The main purpose of this study is to investigate the impact of customer satisfaction and social activities on brand positioning. For this, a survey is conducted in one of the most successful service sector firms, Starbucks. Its customers’ satisfaction in relation to brand positioning in Turkish market specifically in Ankara has been explored. The results show that there is a meaningful relationship between customer satisfaction and brand positioning of Starbucks in Ankara. Participation by customers in social activities has also proven to have a positive relationship with brand positioning.
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Abbas, Syed Raza, Muhammad Zia-ur Rehman, and Salma Khan. "Local Market Economics: Brand Analysis in the Market." Global Economics Review I, no. I (December 30, 2016): 36–46. http://dx.doi.org/10.31703/ger.2016(i-i).04.
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The purpose of the study was to provide an overview of the present situation of the Colgate toothpaste brand in comparison with other brands on the market such as Forhans, Macleans, and others. The trust for the brand in the market provides an opportunity to examine different theoretical and practical propositions. In this research Customers segmental differences in the use of intrinsic and extrinsic product cues (physical quality, design, brand name, and price) on consumers evaluations and purchase intentions for an apparel product in Karachi market are investigated. Our findings revealed that design, brand, taste, flavor, performance, promotion were product attributes that impact product evaluations and marketing position. However, design, brand name, and performance were the main factors in attracting the customers.
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Aaker, David. "Commentary: do brands compete or coexist?" European Journal of Marketing 53, no. 1 (January 7, 2019): 25–27. http://dx.doi.org/10.1108/ejm-07-2018-0490.
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Purpose A response to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market. Design/methodology/approach This paper is a comment piece written in response to Sheth and Koschmann’s “Do brands compete or coexist? How persistence of brand loyalty segments the market”. Findings In their article, Sheth and Koschmann’s position on brand competition reinforces the view that vigorous and costly competitive initiative designed to lure customers from one brand to another are futile in nature. Brand loyalty is too high. This note outlines that the only way to grow a business is to create “must haves” that define subcategories, manage these subcategories to success and build structural barriers to inhibit competition from gaining relevance. A firm’s focus on maintaining existing customers is a sound investment, but attempting to seek growth through attracting customers of competitors will not create growth. Originality/value This response to Sheth and Koschmann’s paper provides a scholarly dialogue centered upon the premise of brand loyalty within the context of market competition.
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Carpenter, Gregory S. "Perceptual Position and Competitive Brand Strategy in a Two-Dimensional, Two-Brand Market." Management Science 35, no. 9 (September 1989): 1029–44. http://dx.doi.org/10.1287/mnsc.35.9.1029.
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Dudko, Pavlo M. "MANAGEMENT OF BRANDS’ PORTFOLIO POSITIONING OF DOMESTIC ENTERPRISES." Management 31, no. 1 (September 17, 2020): 67–77. http://dx.doi.org/10.30857/2415-3206.2020.1.6.
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Introduction. Nowadays, the development of the economy of Ukraine is a demonstration of the trend towards globalization and the necessity for enterprises, including greater understanding, to give more nutrition to the form and brand development.Hypothesis of scientific research. The management of brands’ portfolio positioning should not be based only on trademarks, which belong to an enterprise, but also on the construction of molecule of brands portfolio, which affect on the decision of the consumer independently of holding them, that allows the increasement of the validity of proper brand in the eyes of consumer.Aim of this research is the extension of the theoretical foundations and the development of science-and-practical recommendations, which is followed by the complete management of the brand portfolio.Methods of investigation: The following tools: (goal setting, information and marketing communications; marketing research); models, methods and techniques (traditional methods of statistics, analysis, marketing) modeling; model of brand code and mental fields according to T. Ged; naming techniques); the method of generalization of information, the result of which is the development of the brand / brands, the formation of the portfolio; formation of a brand beech were used in the study.Results of research. Based on the analysis of portfolio concepts in brand management, the essence of the brand portfolio as a set of brands that make up the brand carrier and affect the associated position in the perception of the consumer, regardless of ownership of the company is precised. The meaning "brand carrier" refers to a product, brand, enterprise, organization, person or character associated in the minds of consumers with a certain distinctive quality.Conclusions: Approaches to the formation of brand portfolios, which can be centric (based on the hierarchy of brands and based on systems / networks of brands) and invariant – based on the "molecule" of the portfolio. The model of the organization of management of a brand which includes principles, the purpose, tasks, essence of management and directions of works is formed. Systematized principles of brand management, which we divide into general and specific. Methodical approaches to brand management on the basis of brand positioning are studied, it is established that the method of brand management on the basis of brand positioning should be understood as a way of its practical implementation, then the method is a set of methods and techniques of its appropriate application.
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Hashim, Siti Fatimah, Rosita Mohd. Tajuddin, and Amer Shakir Zainol. "CONSUMER-ORIENTED APPROACH FOR SUSTAINABLE ADVANTAGE OF HOME-GROWN BRANDS IN MALAYSIA FAST FASHION INDUSTRY." Asia Proceedings of Social Sciences 6, no. 3 (April 26, 2020): 192–98. http://dx.doi.org/10.31580/apss.v6i3.1275.
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Malaysian Fashion Brands (MFBs) have faced fierce competitions in fast fashion industry coming from short production-cycle and international fashion brands which have mushroomed every major shopping malls across Malaysia. MFBs cannot position themselves as a leader in mass-production category and being perceived low in equity. This study explores on Consumer-based Model (CBM) adapted from Keller’s Consumer-based brand equity (CBBE) Model (1993) to build Strong Brand Equity through brand knowledge which cognitively built in marketing-mix over time with Independent Variables of Brand Awareness, Brand Image and Purchase Intention to predict Dependent Variable of Strong Brand Equity. Brand Loyalty are tested as a mediator and Community Engagement as moderator in the relationships of IVs and DV. Quantitative research method is employed in a non-probability convenient sampling technique. As many as 2850 questionnaires were distributed with the success rate of 29.7%. After data screening, only 798 datasets were utilized for statistical analysis using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables. The findings show that Brand Loyalty has full mediator effects meanwhile, Community Engagement has low to none moderating effects thus, weakening the relationships between IVs and DV. Overall, MFBs are perceived low in brand equity. Therefore, further efforts are needed to build Strong Brand Equity for MFBs’ sustainable advantage.
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Mahfud, Mohamad Harisudin, Setyowati Setyowati, and Nizar Utami. "Strategi Bersaing Keripik Singkong Cap Gerus Produksi UKM Sumekar Pratiwi Kabupaten Tuban." AGRISAINTIFIKA: Jurnal Ilmu-Ilmu Pertanian 1, no. 1 (June 29, 2017): 29. http://dx.doi.org/10.32585/ags.v1i1.36.
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This research aim to assess the determinants of success of Cassava Chips Gerus, assess the competitive position of Cassava Chips Gerus, and formulate the alternative strategies for SME Sumekar Pratiwi in order to market their products. The basic method used in this research is descriptive analytic. Subject of this research is determined purposively. The data used in this study are primary and secondary data. This study used Competitive Profile Matrix (CPM) as its analysis data method. The result shows factors that determined the success of cassava chips Gerus brand. Based on CPM analytic, the product of cassava chips Gerus brand (3.116) occupies the second position in comparison to its competitors, namely cassava chips C (2.058) and cassava chips D (1.655). Cassava chips B (3,171) occupies the first position. Alternative competitive strategy that can be applied to the cassava chips Gerus is to promote the brand Gerus brand through sales-force promotion, conduct product positioning to create the image of quality products: that taste more savory, has the most recognized brands, more attractive label design and label information is more informative, and benchmark color, taste of the final product after the meal and set prices quantity discounts to final consumersKey words: Cassava Chips, Competitive Profile Matrix, Competitive Strategy
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Shi, Yuying. "Is the Simple Price Premium that Simple?" Review of Marketing Science 16, no. 1 (June 26, 2019): 25–47. http://dx.doi.org/10.1515/roms-2018-0009.
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Abstract Brand equity has been a perennial topic in marketing. Among all types of measures, price premium is widely accepted due to its simple yet efficient characteristics. However, there is some disagreement regarding whether this measure captures enough facets of brand equity and whether price premium is an appropriate measure to reflect the market position of a brand. With current technique developments, more sophisticated brand equity measures have been developed. A natural question arises as to whether more sophisticated measures are better than price premium. Using large-scale national scanner data covering 47 major U.S. markets, we employ the aggregated demand model to estimate a complex brand equity measure and compare it with price premium. Our results suggest that the simple price premium is consistent with the complex measure under certain conditions. We provide managers with suggestions regarding choosing the most appropriate brand equity measures to signify their brands’ values.
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Grewal, Dhruv, Sukumar Kavanoor, Edward F. Fern, Carolyn Costley, and James Barnes. "Comparative versus Noncomparative Advertising: A Meta-Analysis." Journal of Marketing 61, no. 4 (October 1997): 1–15. http://dx.doi.org/10.1177/002224299706100401.
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Previous research and reviews on comparative advertising report mixed results. The authors report the results from a meta-analysis that examines the efficacy of comparative advertising. The analysis shows that comparative ads are more effective than noncomparative ads in generating attention, message and brand awareness, levels of message processing, favorable sponsored brand attitudes, and increased purchase intentions and purchase behaviors. However, comparative ads evoke lower source believability and a less favorable attitude toward the ad. Additional analyses of moderator variables find that market position (sponsor, comparison, and relative), enhanced credibility, message content, and type of dependent measure (relative versus nonrelative) affect some of the relationships between advertising format and cognition, brand attitudes, and purchase intentions. New brands comparing themselves to established brands appear to benefit most from comparative advertising.
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Batra, Rajeev, Y. Charles Zhang, Nilüfer Z. Aydinoğlu, and Fred M. Feinberg. "Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set." Journal of Marketing Research 54, no. 6 (December 2017): 914–31. http://dx.doi.org/10.1509/jmr.13.0058.
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Building on cultural values research, the authors identify specific image attributes on which multicountry brands should position themselves consistently across markets. Leveraging prior research, they identify three life values that are most equal (benevolence, universalism, and self-direction) and two that are least equal (power and hedonism) in cross-national importance. The authors link specific brand image attributes (e.g., friendly, social, elite style, arrogant) to these life values through empirical data and semantic analysis. Using an extensive field data set on consumer perceptions and preferences from 22 countries regarding more than 1,700 brands, the authors then show that greater global consistency of a brand's image decreases overall brand attitudes if the specific image attribute is one that is not equally desired worldwide. They also find that the attitudinal impact of a multicountry brand's positioning consistency on commonly valued image attributes is greater when the set of competitors the brand faces across its markets is more homogeneous. The authors discuss implications for global brand management theory and practice.
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Du, Junyan. "Analysis of Dove's Brand Communication Strategy in the Chinese Market." Journal of Educational Theory and Management 4, no. 1 (May 20, 2020): 32. http://dx.doi.org/10.26549/jetm.v4i1.3581.
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DOVE is one of the chocolate brands launched by MARS in China. For more than ten years since DOVE entered the Chinese market, she has continuously adjusted her marketing model to conform to the Chinese market and has become more and more popular with Chinese people. Her unique advertising model and fresh advertising style have formed a deeper brand impression in consumers ’hearts generated by brand loyalty. This article mainly explores DOVE’s brand communication strategy in China from the marketing communication in DOVE ’s overall brand marketing, and studies how DOVE, as a foreign brand, adapts to the local market and gains the first position in the market. DOVE serves as a leader for Chinese chocolate businesses to step out of difficulty and provideshelpful reference experience for China's multinational enterprises to survive in the context of global economy.
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D. Raggio, Randle, Robert P. Leone, and William C. Black. "How consumers’ use of brand vs attribute information evolves over time." Journal of Consumer Marketing 31, no. 4 (June 3, 2014): 290–300. http://dx.doi.org/10.1108/jcm-01-2014-0832.
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Purpose – Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. This paper investigates whether these effects are stable over time, or evolve in a consistent way. Design/methodology/approach – Consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard confirmatory factor analysis approach have been decomposed. Two unique datasets have been analyzed; the first contains cross-sectional data from Kodak across four different consumer goods categories, and the other is a longitudinal dataset from the USA and Canada in the surface-cleaning category, covering seven brands over five years (2007-2011). Findings – A systematic evolution in brand effects has been demonstrated: a general trend is that over time and with experience, consumers rely more heavily on overall brand information to develop their evaluations. However, early in a brand’s life, or later when circumstances compel consumers to actively consider the attributes, ingredients or features of a brand, consumers may rely more heavily on, detailed attribute-specific information to evaluate brand benefits. Research limitations/implications – The systematic evolution in consumers’ use of information from attribute to brand is hypothesized in this paper and is found to occur contrary to the speculation of Dillon et al. (2001) regarding the direction of such an evolution. Further, our results indicate the sensitivity of our approach to detect changes in consumers’ use of the two sources that should be expected, given the various exogenous factors. Practical implications – Brand managers can use the results from our procedure to alter their messages to more strongly emphasize either overall brand information or detailed attribute-specific information, depending on the consumer segment or key benefit in question. The research offers insights for the kind of information managers should communicate for brands trying to extend into new categories. The research also raises interesting questions regarding the extent to which brands can own a strong position on a particular benefit over time. Originality/value – No prior work has evaluated brand effects (i.e. the relative use of brand vs attribute sources) to evaluate brand benefits over time. Our results demonstrate the value of the decompositional procedure we recommend and the importance of knowing which source is relied upon more heavily as consumers evaluate brands.
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Sandhu, H. S., and Mandeep Kaur. "Repositioning Strategies For Passenger Cars-A Segment-Wise Empirical Study Using MDS And Cluster Analytic Approach." Paradigm 9, no. 2 (July 2005): 35–49. http://dx.doi.org/10.1177/0971890720050205.
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Brand positioning and market segmentation appear to be the hallmarks of today's marketing research. A company cannot serve all customers in a broad mass market. The customers are too numerous and diverse in their buying requirements. Thus, company needs to identify the market segments it can serve effectively. By segmenting the market, .firms can better understand their customers and target their marketing efforts efficiently and effectively. Thus positioning and segmentation go side by side. This study attempts to carry out benefit segmentation of the passenger car market and suggests repositioning strategies for the existing brands of passenger cars in the identified segments. The study is based on a sample of 303 car owners/ potential buyers from the major cities of the state of Punjab and union territory Chandigarh. Eleven brands of cars alongwith an Ideal (Imaginary) brand are considered. Advanced multivariate techniques, viz., Cluster analysis and Multidimensional Scaling (MDS) were used for data analysis. Results of the analytical study brings out two segments of respondents on the basis of benefit segmentation and also identified position of Ideal brand vis-à-vis other brands. Study further reveals that Ideal brand is away from all other brands (considered in the study) as far as segment I is concerned. However, Zen and Santro can very well be stretched towards the most preferred Ideal brand using various repositioning strategies. In case of segment II, Zen is observed to be closer to the ideal brand.
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Romaniuk, Jenni. "Brand positioning in financial services: A longitudinal test to find the best brand position." Journal of Financial Services Marketing 6, no. 2 (December 2001): 111–21. http://dx.doi.org/10.1057/palgrave.fsm.4770045.
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Kim, Jieun, and Kim K. Johnson. "Brand luxury index: a reconsideration and revision." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 430–44. http://dx.doi.org/10.1108/jfmm-05-2015-0043.
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Purpose – The purpose of this paper is to improve the original Brand Luxury Index (BLI) developed by Vigneron and Johnson to provide a practical tool for assessing consumer’s perception of the luxurious of a brand. Design/methodology/approach – The original BLI was revised through three stages: an initial scale-item generation employing a qualitative method (i.e. focus group interviews), scale purification process using statistical techniques (i.e. exploratory factor analysis and confirmatory factor analysis (CFA)), and scale verification process using CFA. Data (249 for scale purification, 253 for scale validation) were collected with the help of E-rewards, a marketing research company. Findings – The modified BLI contains five dimensions (i.e. quality, extended-self, hedonism, accessibility, and tradition). The number of the dimensions remained the same as the original conceptualization (i.e. conspicuousness, uniqueness, quality, hedonism, extended-self), however, the contents of those dimensions differed. Practical implications – The modified BLI can be used to monitor and manage a prestige brand in the market place. Not only can marketers of prestige brands use the index to assess consumers’ perception of the luxuriousness of their brands but also to position their brand along the desired dimension of luxuriousness. Originality/value – The modified BLI can be used to measure marketing performance of luxury brands.
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Srivastava, Ankur, and Dipanjan Kumar Dey. "Brand analysis of global and local banks in India: a study of young consumers." Journal of Indian Business Research 8, no. 1 (March 21, 2016): 4–18. http://dx.doi.org/10.1108/jibr-05-2015-0061.
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Purpose The purpose of this study is to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand quality, brand price, brand emotional value and brand social value), brand impressions (represented by perceived brand image and general brand awareness) and brand credibility (represented by perceived brand trustworthiness and brand expertise), for young consumers in the context of banking services in India. All three types of banks operating in the Indian market are compared: state-owned banks, private (Indian) banks and global (foreign) banks. Design/methodology/approach The authors follow a cross-sectional design in this study. A structured questionnaire is created with the help of well-established scales. Reliability and validity tests are performed on all the dimensions of the scale. Exploratory factor analysis, ANOVA and ordinary least squared multiple regression analysis are performed to test the proposed hypotheses empirically. Findings The authors report significant differences in perceptions among young consumers among the three types of banks for all the dimensions of brand-specific associations, that is, perceived quality, perceived price, perceived brand social value and perceived brand emotional value. The authors find partial support for the hypotheses presented in this study concerning differences in three bank types among young consumers related to general brand impressions and brand credibility. Practical implications The results provide insights on the perceptions of the global and local brands among young consumers in the context of the banking industry. This will aid practitioners in assessing the relative position of their brands with respect to their global/local counterparts. These insights would help brand managers to design effective marketing mix strategies to target the young Indian consumers more effectively. Originality/value This is the first study that includes the concept of brand credibility along with brand-specific associations and general brand impression in investigating purchase intention of banking services by young consumers.
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TJANDRAWIBAWA, PAULINA. "MOTIF TEKSTIL SEBAGAI VALUE PROPOSITION KOLEKSI BRAND FESYEN YANG MARKETABLE." Serat Rupa Journal of Design 2, no. 1 (January 19, 2018): 26. http://dx.doi.org/10.28932/srjd.v2i1.475.
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Fashion industry in Indonesia is increasing from year to year and so does the competition between fashion brands. The Indonesian Creative industry players by 2020 to grow by 8.4 million and dominated by young adults. With the many fashion brands that emerge, a brand needs more value propositions to make their product stand out and marketable. This journal will present how graphic motif on textile can be used by fashion brands as their product’s value proposition and convert it into marketable products. Research method will be presents through qualitative method in the form of direct interview with fashion brand owner and supported by literature study and observation. This writing aims to help fashion business owners to comprehend the design concept as value position for their collection. Keywords: fashion, motif; pattern; textile; value proposition
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Liebrecht, Christine, and Nicole van den Reek. "“Dit artikel is gesponsord”." Tijdschrift voor Taalbeheersing 43, no. 1 (May 1, 2021): 3–33. http://dx.doi.org/10.5117/tvt2021.1.001.lieb.
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Abstract “This post is sponsored”. The interplay between sponsorship disclosure position, its wording, and brand prominence in blogs Research has repeatedly shown that disclosures in sponsored content activate people’s persuasion knowledge and consequently impact brand recall and brand attitude. However, prior research did not show clear effects of the wording and positioning of disclosures. Remarkably little research has been conducted to examine the interaction of both disclosure characteristics systematically. Furthermore, while brand prominence could well cause variations in the effects of disclosures, little attention has been paid to the role of brand prominence in sponsored content. The current study therefore aimed to gain a better understanding of the mechanisms behind the effects of sponsorship disclosure position, its wording, and brand prominence in blogs on readers’ processing. An online experiment using a 2 (disclosure wording: explicit / implicit) by 2 (disclosure position: beginning / end) by 2 (brand prominence: high / low) between subjects design (n = 274) revealed an implicit disclosure at the beginning of the blog enhances conceptual persuasion knowledge more compared to positioning at the end of a blog, while the opposite was found for explicit disclosures. These interaction effects of sponsorship disclosure wording and position indirectly enhance brand recall without being evaluated negatively by readers, but only if the content’s brand prominence was low. The implications of these findings for research on sponsorship disclosure are discussed.
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Fedorova, Sardana N., and Sardana V. Maximova. "Branding as a mean for ethnocultural tourism development in Sakha Republic (Yakutia)." Neophilology, no. 21 (2020): 170–75. http://dx.doi.org/10.20310/2587-6953-2020-6-21-170-175.
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The brand is an important element in the development of tourism, it exposes all the advantages of tourist products, cultural and natural heritage, brand identifies tourist product from the total mass of services provided in this sphere. We discuss different categories of tourist brands. Tourist product and region image are formed due to branding. Presented examples of regional brands affect the fame and recognition of the territory.The purpose of this research is to review the structure of the brand of the tourist enterprise, to identify the peculiarities and importance of the branding efficiency. We present a scientific overview of the definitions “brand”, “branding”, as well as the task is to reveal the definition of “branding in tourism”, its history and position in the modern tourist market of the Sakha Republic (Yakutia). Due to comparative analysis we highlight modern approaches to the study of the region brand. It is justified that the favorable natural and cultural heritage of the region gives all opportunities for positioning the region as an investment attractive region. The result of the study was the conclusion that the region branding is an element of the promotion system of the Sakha Republic (Yakutia) as a tourist region.
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Shah, Purvi. "Culling the brand portfolio: brand deletion outcomes and success factors." Management Research Review 40, no. 4 (April 18, 2017): 370–77. http://dx.doi.org/10.1108/mrr-10-2016-0228.
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Purpose It is difficult to ascertain the success factors and outcomes of deleting a brand, since these factors and outcomes differ by type of industries, firms, and brands, and vary based on contextual and organizational situations. Brand managers would benefit by having a guide explaining various factors that contribute to a successful brand deletion and providing measures of brand deletion success. Therefore, the purpose of this article is to present a list of success factors and outcomes of brand deletion, which brand managers can adapt to their specific brand deletion context and which academic researchers can use to further investigate the systemic aspects of brand deletion. Design/methodology/approach This article adopts a conceptual viewpoint methodology. Findings If brand deletion leads to improvements in business performance represented by better customer relationship management, superior competitive position, and boosts in financial performance without degrading stakeholder relationships, it can be called a success. Various factors contribute to this success such as a proactive approach to brand deletion with the involvement of top management and cross-functional teams, timely implementation of the decision, considering the strategic role and importance of the brand to be deleted in the overall brand portfolio, and managing interests of all key stakeholders affected by and influencing brand deletion. Originality/value Marketing practitioners can use the guidelines provided in this article and adapt it to their individual idiosyncratic contexts during brand deletion decision-making and implementation. Researchers are encouraged to further investigate the phenomenon of brand deletion strategy and focus more research attention on developing strong empirical knowledge in this important yet under-researched field.