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Wang, Hui-Ju. "A brand-based perspective on differentiation of green brand positioning." Management Decision 55, no. 7 (August 21, 2017): 1460–75. http://dx.doi.org/10.1108/md-04-2016-0251.
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Purpose The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach. Design/methodology/approach This study employs centrality and distinctiveness as bases to develop a matrix framework of green brand positioning differentiation. The two dimensions are measured from the techniques of network analysis, including analysis of the core-periphery structure and adjacency matrix. Findings The results yield four clusters with different positions in a 2×2 matrix, including 23 core brands with high-positioning distinctiveness, ten core brands with low-positioning distinctiveness, ten peripheral brands with high-positioning distinctiveness, and seven peripheral brands with low-positioning distinctiveness. Research limitations/implications The results contribute to providing brand researchers with different analytical perspectives on the existing knowledge about green brand positioning and offer strategic positioning information for green brand practitioners. Originality/value This research contributes to the literature in three ways. First, this research is a first attempt to offer a brand-based perspective on differentiation of green brand positioning. Second, this research advances the existing knowledge that uses network analysis on green brand positioning by offering different techniques for brand differentiation analysis. Finally, this research complements the strategic positioning information of the current business environment in the context of green branding.
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Singh, Jaywant, Stavros P. Kalafatis, and Lesley Ledden. "Consumer perceptions of cobrands: the role of brand positioning strategies." Marketing Intelligence & Planning 32, no. 2 (April 7, 2014): 145–59. http://dx.doi.org/10.1108/mip-03-2013-0055.
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Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap. Design/methodology/approach – Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands. Findings – The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands. Research limitations/implications – The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity. Practical implications – Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit. Originality/value – The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.
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Shahid, Saad. "Does the Choice of Brand Positioning Strategy Matter in the Creation of Brand Love? The Mediating Role of Brand Positioning Effectiveness." Lahore Journal of Business 8, no. 1 (September 1, 2019): 107–44. http://dx.doi.org/10.35536/ljb.2019.v8.i1.a6.
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To understand how brand love can be created, this study examines the effect of brand positioning strategies (benefit brand positioning strategy, feature brand positioning strategy and surrogate brand positioning strategy) on brand love, by conceptualizing brand positioning effectiveness as a mediator. The proposed conceptual model was empirically studied with the responses of 607 young consumers from private universities in Pakistan. This study finds evidence of complementary mediation of brand positioning effectiveness between brand positioning strategies, and brand love in the context of high street fashion retail brands. For the brand managers, this study implies that the development of an interpersonal consumer-brand bond can be developed by employing benefit brand positioning strategy, surrogate brand positioning strategy and feature brand positioning strategy. This, as a result, also indicates the effectiveness of all three of these brand positioning strategies.
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Olsen, Lars Erling, Bendik Meling Samuelsen, Ioannis Pappas, and Luk Warlop. "Broad vs narrow brand positioning: effects on competitive brand performance." European Journal of Marketing 56, no. 3 (February 4, 2022): 799–816. http://dx.doi.org/10.1108/ejm-02-2021-0090.
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Purpose Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, this paper aims to examine which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs narrow) affects defensive brand performance. Study 2 tests how broad vs narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. Findings The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Research limitations/implications The study shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Practical implications Brand managers would benefit from a narrow brand positioning strategy in accordance with the unique selling proposition (USP) school of thought used by many marketing practitioners. Originality/value The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to the knowledge is the first to do so.
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Novak, Eric, and Michael Lyman. "Brand Positioning." Electricity Journal 11, no. 9 (November 1998): 17–22. http://dx.doi.org/10.1016/s1040-6190(98)00087-6.
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Eskiev, M. A. "The Meaning and Role of the Positioning Process in Brand Management." SHS Web of Conferences 172 (2023): 05008. http://dx.doi.org/10.1051/shsconf/202317205008.
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The article deals with positioning as an effective branding tool. The classification of positioning, approaches and types to the formation of the image and image of the brand are considered. The main stages of brand creation, the key and most used types of strategies in brand management are considered. Examples of positioning of world brands - leaders in their industries are given. The importance of developing a competent slogan as an important element in the development of a strong brand is considered separately. Brand positioning is a special marketing strategy, the main task of which is to distinguish the company from competitors and to build special trusting relationships with consumers. When developing a brand strategy, leading brands pay special attention to brand positioning, since a competent development and approach to positioning improves brand perception by consumers, directly affects the recognition of a product or product line, and provides feedback to consumers.
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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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Vairamuthu, M., and Gokula Krishnan. "A Study on Brand Positioning in Dairy Product at Villupuram, Tamil Nadu." Asian Journal of Managerial Science 6, no. 2 (November 5, 2017): 5–10. http://dx.doi.org/10.51983/ajms-2017.6.2.1258.
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Brand positioning is a core concept in marketing. Despite the importance of the concept however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The present dissertation consists of three complementary empirical studies aimed at shedding light on the latter issues. The first study explores the impact of distinct types of brand positioning strategies on consumer categorization processes. The results of the qualitative study provide evidence that consumers categorize brands based upon their underlying positioning strategies. More specifically, consumers classify brands that share similar types of positioning bases into the same category.The current study is about consumer’s involvement in brand positioning in dairy product categories. To identify the similarities and differences among the consumers’ perceptions of brand positioning, four major of Avin are taken into consideration. These are chosen to examine the relation between consumer involvement and brand positioning with their respective competitors- Thirumala Milk, Hatsun dairy, Arokya Milk, Raaj Milk and GRB dairy in the market.To ascertain the scale’s generalizability and stability, data from several product categories are used for scale development and validation purposes. The third study presented in this dissertation pays attention to the open question whether the use of certain positioning strategies (e,g., feature-based positioning ). For this purpose, a within and between-subjects design study in conducted that investigated the direct impact of brand positioning strategies on positioning effectiveness, measured from a consumer perspective. Specifically, four distinct positioning strategies of real brands are evaluated in terms of positioning effectiveness, while controlling for brand-specific, product class-specific, and socio demographic influences. Consistent with the hypotheses derived from a comprehensive literature review, significant difference in terms of positioning effectiveness between the focal positioning strategies are detected. The dissertation concludes with a discussion of the theoretical, methodological, and managerial implication. Furthermore, the limitations associated with the studies outlined in the dissertation are addressed and resulting avenues for future research are presented.
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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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Wang, Hui-Ju. "A New Approach to Network Analysis for Brand Positioning." International Journal of Market Research 57, no. 5 (September 2015): 727–42. http://dx.doi.org/10.2501/ijmr-2015-060.
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The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research. Using 12 sample brands in the electronic industry, this paper proposes a four-step process as a practical guide in analysing the effects of brand positioning on differentiation. Through the techniques of core-periphery structure, the paper creates four clusters to reveal differentiation of brand positioning. It provides clear arguments for using network analysis as the preferred method to capture the structure of brand positioning. The results have significant theoretical and practical implications for academic researchers and practitioners in the field of brand management.
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Mohd Suki, Norazah. "Green product purchase intention: impact of green brands, attitude, and knowledge." British Food Journal 118, no. 12 (December 5, 2016): 2893–910. http://dx.doi.org/10.1108/bfj-06-2016-0295.
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Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.
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De Vries, Eline L. E., and Bob M. Fennis. "Go local or go global: how local brands promote buying impulsivity." International Marketing Review 37, no. 1 (July 19, 2019): 1–28. http://dx.doi.org/10.1108/imr-10-2018-0292.
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Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.
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Puzakova, Marina, and Hyokjin Kwak. "Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences." Journal of Marketing 81, no. 6 (November 2017): 99–115. http://dx.doi.org/10.1509/jm.16.0211.
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Anthropomorphizing a brand (i.e., imbuing a brand with humanlike features) serves as an important brand positioning strategy for marketing managers. This research identifies a key brand anthropomorphization strategy—positioning a brand as either oriented to interact with consumers or not. Managers generally rely on this brand interaction strategy to enhance consumer brand engagement regardless of the social context. However, given that consumers often experience brands in a social context, this research demonstrates that social crowdedness moderates the positive impact of interaction-oriented anthropomorphized brands on consumer brand preferences. Specifically, the authors show that consumers’ inferences of an anthropomorphized brand's intentionality to interact with them in a socially crowded context trigger greater social withdrawal, thereby resulting in lower preferences for the brand. The authors further demonstrate that the core negative effect of social crowdedness is contingent on the type of crowding (goal-related vs. goal-unrelated). In particular, a goal-related crowding decreases social withdrawal reactions, which, in turn, leads to greater preferences for interaction-oriented anthropomorphized brands relative to brands with other positioning strategies. In contrast, the effect of social crowdedness on consumer preferences for interaction-oriented anthropomorphized brands remains negative in goal-unrelated crowded settings.
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Schori, Thomas R., and H. Lee Meadow. "Brand Choice Modeling: Identifying a Brands Optimal Positioning." Psychological Reports 57, no. 3_suppl (December 1985): 1260–62. http://dx.doi.org/10.2466/pr0.1985.57.3f.1260.
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Using a Fishbein-type approach, the authors developed a Brand Choice Model. Conceptually very simple, this model identifies each consumer's unique determinants of brand choice. By simulating changes in beliefs about a brand, it is possible to identify that brand's optimal positioning, i.e., a perceptual positioning that will maximize the brand's share of the market. As a result of having carefully selected attributes for inclusion in the model, the identified optimal positioning can be readily implemented.
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Sustaningrum, Rakhdiny. "KONSTRUK DARI BRAND POSITIONING UNTUK MENGUKUR PERSEPSI KONSUMEN TERHADAP BRAND PT X." JURNAL ILMU EKONOMI & SOSIAL 8, no. 2 (October 30, 2017): 91–121. http://dx.doi.org/10.35724/jies.v8i2.648.
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This study aims to factors that affect brand awareness and brand positioning on PT X products. The research method used survey with data collection through questionnaire. Quantitative data analysis using SEM-PLS. The results showed that brand identity, brand personality, brand communication each partially significant effect on brand awareness. Then, brand awareness has a significant effect on brand image, and brang image significant effect on brand positioning. In conclusion, consumers give a positive perception on brand PT X so that consumers are interested to use it.
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Chen, Rain, Jo-Han Chang, and Hung-Yuan Chen. "Trend and Positioning of Global Top One Hundred Brands." Journal of Asian Business Strategy 7, no. 2 (August 24, 2018): 66–77. http://dx.doi.org/10.18488/journal.1006/2017.7.2/1006.2.66.77.
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This study applied 173 figurative marks from global top 100 brands from 2006 to 2015 as the objects. The brand distinctiveness test was implemented to 60 general consumers. The Multidimensional Scaling was applied in order to get the similarity of the eight majors industries from the participants. The researcher further established the Two-dimensional Brand Positioning Map (BPM) in order to help the enterprises making brand strategy. The BPM may assist the managers observing the brand positioning of their own enterprises. From the developing trend of the brands of each year, the brand competitive stress of their own enterprises can be observed. The study found that: for the global top one hundred brands, they have excellent distinctiveness to the consumers. In the future, enterprises may apply this approach of analysis to establish their own BPM in order to recognize the trend and positioning of their own brands in the corresponding industries.
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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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Brochado, Ana, Rui Vinhas da Silva, and Peter LaPlaca. "Assessing brand personality associations of top-of-mind wine brands." International Journal of Wine Business Research 27, no. 2 (June 15, 2015): 125–42. http://dx.doi.org/10.1108/ijwbr-05-2014-0025.
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Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.
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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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John, Kishore Thomas. "Reid & Taylor: the ignominious decline of an iconic brand." Emerald Emerging Markets Case Studies 12, no. 3 (October 11, 2022): 1–46. http://dx.doi.org/10.1108/eemcs-05-2022-0160.
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Learning outcomes The learning outcomes of this case are in understanding core concepts of brand management and brand dilution. Assessment of macro-economic risks and proper positioning strategies are the key take-away from this case. The case gives an understanding of how brands are built and positioned, and the pitfalls of poor brand planning and assessment that could lead to brand dilution. The case is useful for highlighting the importance of brand management and the challenges of re-positioning. The discussions would shed light on why it is important to plan and manage spending on marketing for brand building activities, and why brands would suffer when spending is reduced. This case is a teaching case and not a research case. It will help participants assimilate available information in combination with existing academic theories and publications to help develop an accurate assessment and prognosis of the events leading until the point of slicing the case. Case overview/synopsis Reid & Taylor in 2015 had been reduced to a discounter brand offering extended end-of-season sales when most other competitors have ended their promotions. In the 17 years since its big-budget launch in the Indian market in one of the most memorable brand introductions, Reid & Taylor changed its ambassador twice and repositioned itself thrice. The case would allow participants to delve deeper into aspects of marketing spending, brand management, positioning and advertising effectiveness. The case brings to the fore discussions on marketing, specifically on branding, positioning and its related advertising in the textile sector for a brand that has not been studied in academic literature until the present time. The discussion allows for novelty, involving both forward- and backward-looking assessments and evaluations to help participants better imbibe learnings in brand management and positioning. Complexity academic level The case is suitable for a graduate-level (Master’s level) course in marketing and brand management. This case is suitable for elective courses that discuss positioning and brands. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing
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Wahyuningtias, Linda, and Yessy Artanti. "PENGARUH GREEN BRAND POSITIONING DAN GREEN BRAND KNOWLEDGE TERHADAP GREEN PURCHASE INTENTION MELALUI SIKAP PADA GREEN BRAND SEBAGAI VARIABEL MEDIASI." Jurnal Muara Ilmu Ekonomi dan Bisnis 4, no. 2 (August 12, 2020): 320. http://dx.doi.org/10.24912/jmieb.v4i2.8205.
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Meningkatnya kepedulian konsumen akan isu lingkungan dapat memengaruhi perilaku pembelian. Pemahaman dampak konsumsi terhadap lingkungan dapat mendorong konsumen dalam niat pembelian produk ramah lingkungan. Pada dasarnya setiap konsumen selalu menginginkan produk yang sehat, aman digunakan dan memiliki dampak pencemaran sekecil mungkin bagi lingkungannya. Niat pembelian produk ramah lingkungan atau dapat disebut green purchase intention dipengaruhi oleh beberapa faktor diantaranya adalah green brand positioning, green brand knowledge dan sikap pada green brand. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh green brand positioning dan green brand knowledge terhadap green purchase intention melalui sikap pada green brand sebagai variabel mediasi pada konsumen Aqua. Penelitian ini menggunakan nonprobability sampling dengan mengandalkan judgment dari peneliti untuk membidik responden. Responden adalah konsumen Aqua sekaligus green consumer yang mengetahui program Aqua Life dengan rentang umur 18—65 tahun sebanyak 200 reponden. Teknik analisis data menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa green brand positioning berpengaruh signifikan terhadap green purchase intention dan sikap pada green brand. Sedangkan green brand knowledge tidak berpengaruh signifikan terhadap green purchase intention namun berpengaruh signifikan terhadap sikap pada green brand. Untuk variabel sikap pada green brand dinyatakan memediasi secara sempurna green brand positioning dan green brand knowledge terhadap green purchase intention. Increased consumer awareness of environmental issues can influence purchasing behavior. Understanding the impact of consumption on the environment can encourage consumers in green product intention. Basically every consumer always wants a product that is healthy, safe to use and has the least possible pollution impact on the environment. The purchase intention environmentally friendly products or can be called green purchase intention is influenced by several factors among them are green brand positioning, green brand knowledge, and attitudes towards green brands. This study aims to analyze the effect of green brand positioning and green brand knowledge on green purchase intention through attitude towards green brand as a mediating variable for Aqua consumers. This research uses non probability sampling and judgmental sampling methode to target respondents. Respondents were Aqua consumers as well as green consumers who know the Aqua Life program with an age range of 18-65 years as many as 200 respondents. Data analysis techniques using path analysis. The results of this study examined that green brand positioning had significant effect on green purchase intention and attitude toward green brand while green brand knowledge had no significant effect on green purchase intention but had significant effect on attitudes toward green brands. The attitude toward green brand stated to perfectly mediate green brand positioning and green brand knowledge on green purchase intention.
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Dressler, Marc, and Ivan Paunovic. "Reaching for Customer Centricity—Wine Brand Positioning Configurations." Journal of Open Innovation: Technology, Market, and Complexity 7, no. 2 (May 23, 2021): 139. http://dx.doi.org/10.3390/joitmc7020139.
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This study set out to uncover brand positioning configurations by presenting state-of-the-art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic methodology and multiple sources. The sample included 572 wineries from all 13 German wine regions with website text data and online review text data from each winery. The study identified nine prime words used to describe both brand identity as well as wine brand image. It revealed word–price clusters of brand identity and image. The results offer insights into communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation.
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Nabila, Afifa Syafa, and Nurafni Rubiyanti. "PENGARUH BRAND AWARENESS, BRAND POSITIONING, DAN BRAND IMAGE TERHADAP LOYALITAS DENGAN BRAND SATISFACTION SEBAGAI VARIABEL INTERVENING." JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). 10, no. 2 (August 30, 2023): 1526–41. http://dx.doi.org/10.35794/jmbi.v10i2.49919.
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Abstract. This study aims to determine the effect of brand awareness, brand positioning, and brand image on loyalty through brand satisfaction as an intervening variable. An online questionnaire was conducted on 120 Chatime consumers in Bandung using accidental sampling technique. This study uses a quantitative approach and Structural Equation Modeling-Partial Least Square (SEM-PLS) in analyzing data. The results showed that brand awareness and brand positioning had a positive but not significant effect on brand satisfaction, while brand image had a positive and significant effect on brand satisfaction. Brand satisfaction had a positive and significant effect on loyalty. Brand satisfaction cannot mediate the relationship between brand awareness and loyalty and brand positioning and loyalty, however it can mediate the relationship between brand image and loyalty. Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, brand positioning, dan brand image terhadap loyalitas melalui brand satisfaction sebagai variabel intervening. Kuesioner online dilakukan terhadap 120 konsumen Chatime di Kota Bandung menggunakan teknik accidental sampling. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dan Structural Equation Modeling-Partial Least Square (SEM-PLS) untuk menganalisa data. Hasil penelitian menunjukkan bahwa brand awareness dan brand positioning memiliki pengaruh yang positif namun tidak signifikan terhadap brand satisfaction, sementara brand image memiliki pengaruh yang positif dan signifikan terhadap brand satisfaction. Brand Satisfaction memiliki pengaruh yang positif dan signifikan terhadap loyalitas. Brand satisfaction tidak dapat memediasi hubungan antara brand aweraness dan loyalitas dan brand positioning dan loyalitas, namun dapat memediasi hubungan antara brand image dan loyalitas.
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Jiang, Xiangyuan, Yuchen Yang, Huidi Shen, and Zongkai Zhou. "Analysis of Li Ning's successful transformation under positioning theory." BCP Business & Management 33 (November 20, 2022): 433–41. http://dx.doi.org/10.54691/bcpbm.v33i.2823.
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"Li Ning" is a well-known Chinese sporting goods company ("Li Ning Company") The brand had achieved great success in the Chinese market. However, due to increasingly tough international competition and the increasing proportion of the market share of foreign brands in China, Li Ning's business situation between 2012 and 2015 was not promising. Against this backdrop, Li Ning took the initiative to transform the company's brand strategy with a new image and a new slogan and achieved significant results. 2015 saw Li Ning end three consecutive years of losses. After reversing the crisis, Li Ning underwent another comprehensive strategic adjustment, with the brand focusing on rejuvenation and internationalisation. this adjustment had little effect in the short term but achieved the desired results in the long-term adjustment and refinement. in 2022, Li Ning, the leading Chinese professional sports brand, made its debut on the list of top 50 apparel brands released by strategic consulting firm Brand Finance and became Li Ning the fastest growing brand on the list. This paper analyses Li Ning's business strategy using positioning theory in the context of the company's recent financial statements and considers the company's successful transformation. By analysing the reasons for Li Ning's successful transformation, the paper provides a reference for other sports brands and points out the specific role of positioning theory in brand transformation
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Han, Bangwool, and Minho Kim. "Interaction of the underdog with equality and scarcity." Marketing Intelligence & Planning 38, no. 2 (July 31, 2019): 254–67. http://dx.doi.org/10.1108/mip-10-2018-0453.
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Purpose The purpose of this paper is to investigate the moderating roles of equality and scarcity on the impact of underdog brand positioning on consumer purchase intentions. Beyond testing the relationship between underdog brand positioning and purchase intentions (Study 1), the study examines how the equality perception affects consumer choices on underdog brands (Study 2) and how the reasons for product scarcity influence purchase intentions of consumers with prosocial orientations (Study 3). Design/methodology/approach A research model is developed, depicting the impact of underdog brand positioning on purchase intentions via social value orientations and scarcity types. The conceptual model is validated using moderation process modeling and data for which are collected through sets of structured questionnaires analyzed through PROCESS modeling in SPSS. Findings The findings support that compared with top dog brand positioning, underdog brand positioning has a greater impact on consumers’ purchase intentions, and consumers with prosocial orientations generate greater purchase intentions than consumers with proself orientations. In addition, the demand-caused product scarcity also moderates the relationship between underdog brand biography and purchase intentions. Originality/value The study contributes to the ongoing research on brand positioning by examining the associations between equality perception and purchase intentions in the context of underdog brand biography. The study also shows the value of demand-caused scarcity as a moderator of the underdog brand–purchase intention linkage.
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Gammoh, Bashar S., Anthony C. Koh, and Sam C. Okoroafo. "Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness." Journal of Product & Brand Management 29, no. 3 (October 3, 2019): 369–85. http://dx.doi.org/10.1108/jpbm-10-2018-2048.
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Purpose This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and cultural openness on the effectiveness of global, foreign and local consumer culture brand positioning strategies of high-tech products. Design/methodology/approach This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating effects of ethnocentrism and cultural openness on consumer brand evaluations of a high-tech product under the three different consumer culture brand positioning strategies. Findings Overall, this study provided empirical evidence in support of the proposed cross-cultural asymmetrical effects. The study findings indicate that consumer ethnocentrism seems to be more important in influencing a subject’s brand evaluations across the positioning strategies in a developed country like the USA, while consumer cultural openness will be more important in influencing a subject’s brand evaluations across the positioning strategies in a developing country like India. Originality/value Despite existing research efforts on the potential benefits of positioning brands using global, foreign or local consumer cultures, there is a lack of empirical evidence regarding the effectiveness of these positioning strategies across different cultures. Theoretically, this research draws on the institutional theory to investigate the asymmetrical cross-cultural moderating effects of ethnocentrism and cultural openness on the effectiveness of the three-consumer culture brand positioning strategies. Managerially, this study provides empirically based suggestions for brand managers attempting to position their brands with different segments of consumers while highlighting the importance of cultural differences between developed and developing markets.
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Lyu, Xiadi. "Influence of High-Performance Composite Sports Equipment on Brand International Sports Marketing Strategy." Advances in Materials Science and Engineering 2022 (September 24, 2022): 1–10. http://dx.doi.org/10.1155/2022/3959628.
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With the continuous development of society, people are paying more attention to sports. In order to make sports brands go to the international market, it is necessary to adopt an international marketing strategy for sports brands. However, due to the late development of most sports brands, the main sports brand market is the mid-to-low-end market. Sports brands have little investment in scientific research and technology and build the market with celebrity endorsements or ultra-low prices. This leads to the lack of an international market for most sports brands, and the sports brands cannot be fully developed. Sports equipment is the core of sports brand marketing, and better quality sports equipment can affect the marketing strategy of sports brands, which improves their international sales capability. High-performance composite sports equipment has many advantages. Compared with traditional sports materials, it has high tensile strength, high wear resistance, and high corrosion resistance. High-performance composite materials were applied to sports equipment and were compared with traditional sports equipment. The quality of the sports equipment, the promotion of the sports brand, the positioning of the sports brand, and the sponsorship of the sports brand were compared between the two sports equipment brands. The test results showed that high-performance composite sports equipment could improve the quality of sports equipment by 25% and had greatly improved sports brand promotion, sports brand positioning, and sports brand sponsorship. Therefore, high-performance composite sports equipment can improve the marketing ability of sports brands in the international market by affecting the quality of sports equipment, promotion of sports brands, positioning of sports brands, and sponsorship of sports brands.
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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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Jin-Long Chen, Jin-Long Chen, and Sheng-Wen Wang Jin-Long Chen. "The influence of brand positioning and event marketing on brand loyalty–The mediation roles of brand identification and brand personality: The case of spectator sport." 企業管理學報 46, no. 4 (December 2021): 047–66. http://dx.doi.org/10.53106/102596272021120464003.
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<p>This study investigates event marketing and brand positioning that influence brand attitudinal loyalty and brand behavioral loyalty through brand identification and brand personality in the field of spectator sport. The current study is one of the first to demonstrate the relationship between brand positioning and attitudinal/behavioral loyalty in the spectator sport context. This work conducted the survey method and collected 240 effective customer samples in professional sport events in Taipei City. The findings showed that brand positioning substantially influences both brand attitudinal loyalty and brand behavioral loyalty through brand identification and brand personality. Therefore, a sports team should invest a long-term work of positioning its brand rather than just hold a short-term event.</p> <p> </p>
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Sureka, R., and U. Jeevanantham. "A Study on Physical Distribution Effectiveness in Dairy Products." Asian Journal of Managerial Science 6, no. 2 (November 5, 2017): 11–15. http://dx.doi.org/10.51983/ajms-2017.6.2.1257.
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The study aims to analyses the A Study On Physical Distribution Effectiveness in Dairy Products is a core concept in marketing. Despite the importance of the concept however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The present dissertation consists of three complementary empirical studies aimed at shedding light on the latter issues. The first study explores the impact of distinct types of brand positioning strategies on consumer categorization processes. The results of the qualitative study provide evidence that consumers categorize brands based upon their underlying positioning strategies. More specifically, consumers classify brands that share similar types of positioning bases into the same category.
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Zheng, Fangting. "Research on Market Positioning Analysis and Marketing Strategy Optimization of Nongfu Spring." Highlights in Business, Economics and Management 2 (November 6, 2022): 379–86. http://dx.doi.org/10.54097/hbem.v2i.2390.
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As time passed, current current market positioning compared to before and some latent problems. After poinpeople’s preference for the drinking market changed significantly, causing all brands to pay attention to face this change to keep their status in the drinking market. In addition, because of the covid 19, many brands were impacted and went bankrupt, raising the alarm to other brands to make up for their potential problems and avoid bankruptcy. As the problem occurs, ensuring market positioning and thinking about optimal market strategies are significant for brands to run their business. By using the survey, interview, and case study method, readers can directly see the collecting data and have a primary prediction of the topic. Followed by analyzing Nongfu Spring’s ting out three questions of unimpressive packaging, future development, and changing influencers, several optimal solutions are given. In conclusion, by reading this article, the reader can notice the importance of creating a clear market positioning for a brand, whether the brand is a new brand or an old brand, and know several problems that running the brand may meet and the suggestions to solve.
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Herrmann, Andreas, and Frank Huber. "Value-oriented brand positioning." International Review of Retail, Distribution and Consumer Research 10, no. 1 (January 2000): 95–112. http://dx.doi.org/10.1080/095939600342424.
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Kalra, Ajay, and Ronald C. Goodstein. "The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity." Journal of Marketing Research 35, no. 2 (May 1998): 210–24. http://dx.doi.org/10.1177/002224379803500207.
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The authors examine the link between advertising and price effects and propose that this relationship depends on the specific advertising positioning strategy employed by an advertiser. The authors note that advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. The authors identify specific types of nonprice advertising positioning that increase brand equity and category price sensitivity, those that decrease both, and those that increase brand equity while increasing category price sensitivity. The hypotheses are tested in two experiments across different product categories. The results imply that tests of advertising effectiveness must extend beyond brand attitudinal measures.
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Morais, Robert J. "Inspiring Brand Positionings with Mixed Qualitative Methods." Journal of Business Anthropology 9, no. 2 (November 30, 2020): 251–74. http://dx.doi.org/10.22439/jba.v9i2.6124.
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Qualitative research is often used by marketers to develop new brand positionings. This case illustrates how two sequentially applied qualitative approaches were used to generate positionings for a pet food brand. The methods included psychologically oriented focus groups and anthropologically informed ethnographies. When implemented independently by a single market research company, the two approaches inspired highly distinctive brand positionings. The focus groups sparked a positioning on the resolution of cognitive dissonance; the ethnographies spawned a positioning that entailed a re-conceptualization of the pet food category as a means to elevate the brand. The case concludes by considering the merits and limitations of the methods and the interdisciplinary approach overall. This research design may have promise for marketing practitioners and academics, and for consumer anthropologists in particular who have concerns that mixed qualitative methods can compromise anthropology’s discipline-specific strengths.
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Hegner, Sabrina M., Carlotta Lotze, and Ardion Daroca Beldad. "Emoticons are not for everyone: The role of congruence between hotel brand positioning strategies and communication style in enhancing customers’ brand attitude and booking intention." Tourism and Hospitality Research 21, no. 3 (February 10, 2021): 317–29. http://dx.doi.org/10.1177/1467358421993901.
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Social media has become an influential communication channel, and brands are increasingly using an informal style in their social media communication. Nonetheless, despite this development, little research has addressed the influence of social media communication style on brand perceptions. Hence, this study addresses the question on how the interaction of employing different communication styles and different hotel positioning strategies affects consumers’ perceptions and booking intentions in the hotel industry. Additionally, this study explores whether the fit between communication style and hotel positioning mediates the relationship on brand attitude and booking intention. A 2x2 between-subjects full-factorial design with 336 participants was conducted. Results of the experiment show that an informal communication style can be harmful for a utilitarian positioned hotel. A perception of fit between brand positioning and communication style leads to a more favorable brand attitude and higher booking intention. Despite the tendency for brands to increasingly use an informal style in their social media communication, only little research has analyzed the impact of communication style on consumer perceptions. Furthermore, considering a hotel’s positioning represents an important moderator in this relationship.
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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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Thomas, Dr Bejoy John, Dr G. S. David Sam Jayakumar, and Ms S. Clemence Jenifer. "The Strategic Urge - Employer Brand Positioning Of Banking And Financial Services Industry." Think India 22, no. 3 (September 26, 2019): 928–41. http://dx.doi.org/10.26643/think-india.v22i3.8430.
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In the world of consumer branding, advertising and marketing professionals have learnt how to differentiate their products from their competitors and generate brand equity. This article explores the phenomenon of employer brand positioning, including its origin from marketing and implication of such studies through a literature review and to determine the employer brand positioning of leading Indian companies from the view of prospective/potential employees in the banking and financial services sector using an empirical study. The objective of the study is approached by the method of Perceptual mapping and some statistical tests additionally. Applying the brand positioning in the Employer Branding context is an imminent initiative. Thus, if companies position their brands, the pool of attracting talent becomes easier. In short, this study will add value to the employer branding work the company does. There is a great potential for using this brand positioning approach to understand who the company really wants to attract.
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Baghi, Ilaria, and Veronica Gabrielli. "Brand prominence in cause-related marketing: luxury versus non-luxury." Journal of Product & Brand Management 27, no. 6 (September 17, 2018): 716–31. http://dx.doi.org/10.1108/jpbm-07-2017-1512.
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Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved (for-profit and non-profit brands). This study aims to advance a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers’ attitudes toward CRM co-branded products and increases purchase intention Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of brand prominence disparity is explained by the mediating role of attitude toward a CRM co-branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for-profit brand partner (luxury vs non-luxury positioning). Findings Results show that brand prominence disparity has a role in defining consumers’ purchase intention toward a CRM co-branded product through mediation of attitude. Moreover, positioning of the for-profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for-profit brand significantly improves consumers’ attitudes and intentions to buy the CRM co-branded product. Originality/value The study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and it offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.
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Pan, Zichen. "Research on the diversification strategy of Clothing brands in the Chinese market-basis on the proper sub-brand marketing benefits the main-brand." BCP Business & Management 23 (August 4, 2022): 103–10. http://dx.doi.org/10.54691/bcpbm.v23i.1341.
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This paper starts with the current development of the clothing industry in China and uses a research method of literature analysis and case comparison. The problems of uneven categories, vacant style diversity, and vague brand positioning in the Chinese clothing market are identified. Based on the case study summarises the three characteristics that sub-brands should have multi-category development, diversified styles, and exclusive positioning. It is also concluded that proper sub-brand establishment will benefit the main brand.
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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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Baran, Tamer. "Positions of Mobile Phone Brands on University Students' Mind." International Journal of Sustainable Economies Management 5, no. 1 (January 2016): 18–28. http://dx.doi.org/10.4018/ijsem.2016010102.
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The aim of this study is determine the perception of Turkish university students of mobile phone brands. To achieve this, brand, brand positioning concepts and brand positioning strategies were mentioned. 417 questionnaires were carried out from university students. The results obtained from the questionnaires have been analysed by multi-dimensional scaling method. Then findings have been explained by using perceptual maps. The results have revealed that Nokia is the highest perception level among university students. Nokia is followed by Samsung, Sony Ericsson, LG and General Mobile (GM) respectively. Moreover, perceptual maps have shown that Nokia and GM are perceived as the most different brands and, Sony Ericsson-LG are perceived as the least different brands by university students.
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Oktavia, Wulan, Amelia Nur Fitri, and Nurhasanah Nurhasanah. "Analisis Positioning Fast Food Restaurant di Indonesia." Journal on Education 5, no. 3 (February 4, 2023): 6964–71. http://dx.doi.org/10.31004/joe.v5i3.1483.
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This study aims to analyze the positioning of fast food restaurants in Indonesia. the number of samples collected was 60 respondents. The research instrument used in collecting data in this study was using a questionnaire filled out by respondents and a Likert scale. while for technical data analysis used is discriminant. The results of the study show that the positioning maps of fasfood brands A, B, C, and D are known to have different positions. The results of this study indicate that: (1) Attributes that are considered important by consumers. (2) Brand A is good in terms of Drive Thru (3) Brand B is good in terms of taste. (4) Brand C is good in terms of taste. (5) Brand D is good in both attributes that are considered important, namely Taste and Drive Thru, so it must maintain and improve the service quality and speed of Drive Thru and improve the taste so that it can be superior in the minds of consumers.
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Chigora, Farai, Joram Ndlovu, and Promise Zvavahera. "Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective." Journal of Sustainable Tourism and Entrepreneurship 2, no. 3 (March 25, 2021): 133–46. http://dx.doi.org/10.35912/joste.v2i3.669.
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Abstract Purpose: The study was based on understanding how media can be used to select Zimbabwe tourism destination brands against other brands by the tourists. Further, it examined the role of media in improving Zimbabwe tourism brand identity. Factors to use in positioning the Zimbabwe tourism brand were also established. Research Methodology: A quantitative to the qualitative sequential mixed method was used to get research data. The respondents and participants to the study were tourism operators, media organizations and tourists (n=452). Results: The study's findings informed that tourism and media organizations in Zimbabwe are failing to understand the best ways to use media to attract tourists. There was a significant disagreement in the views of tourists and organizations, especially based on choosing a tourism destination brand using media. Even on improving Zimbabwe tourism destination brand identity and positioning, both parties agreed that media could help improve brand identity. Limitations: Getting opinions and views of tourists is difficult considering the divergence in their perceptions. A mixed-methods could help in improving objectivity. Contribution: The study, therefore, recommended an intensive tourism media audit, considering media as a strategic brand identity tool and a nationwide survey to come up with brand positioning elements specifically for Zimbabwe tourism destinations.
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Swaminathan, Vanitha, H. Andrew Schwartz, Rowan Menezes, and Shawndra Hill. "The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy." Journal of Interactive Marketing 57, no. 2 (May 2022): 255–77. http://dx.doi.org/10.1177/10949968221088275.
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This article highlights how social media data and language analysis can help managers understand brand positioning and brand competitive spaces to enable them to make various strategic and tactical decisions about brands. The authors use the output of topic models at the brand level to evaluate similarities between brands and to identify potential cobrand partners. In addition to using average topic probabilities to assess brands’ relationships to each other, they incorporate a differential language analysis framework, which implements scientific inference with multi-test-corrected hypothesis testing, to evaluate positive and negative topic correlates of brand names. The authors highlight the various applications of these approaches in decision making for brand management, including the assessment of brand positioning and future cobranding partnerships, design of marketing communication, identification of new product introductions, and identification of potential negative brand associations that can pose a threat to a brand's image. Moreover, they introduce a new metric, “temporal topic variability,” that can serve as an early warning of future changes in consumer preference. The authors evaluate social media analytic contributions against offline survey data. They demonstrate their approach with a sample of 193 brands, representing a broad set of categories, and discuss its implications.
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Mentz, Hennie, JW Strydom, and Sharon Rudansky-kloppers. "Vodacom and MTN’s brand positioning based on the perceptions of a group of LSM seven to ten respondents." South African Journal of Economic and Management Sciences 16, no. 1 (February 26, 2013): 26–38. http://dx.doi.org/10.4102/sajems.v16i1.239.
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This article investigates Vodacom and MTN’s brand positioning based on the perceptions of a group of LSM seven to ten respondents who are principal estate agents in Gauteng. An empirical study was conducted. The profile of the sample in terms of access to telecommunication-related services confirmed that of individuals in the LSM seven to ten groups with a skew towards LSM ten. As a minimum requirement for the target market brands in the category should be strongly associated with the statements market leader, local brand, technologically sophisticated brand, trusted brand, South African brand and prestigious/upmarket brand. At an overall level, Vodacom has established a more favourable brand positioning compared to MTN. However, both Vodacom and MTN have failed to establish a personal brand relationship with the target market.
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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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Ahmad, Umar Faruq, Junainah Mahdee, and Normazalila Abu Bakar. "Search engine optimisation (SEO) strategy as determinants to enhance the online brand positioning." F1000Research 11 (June 28, 2022): 714. http://dx.doi.org/10.12688/f1000research.73382.1.
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Background - Marketers face evolution of online brand positioning marketing strategy due to changes of search engine algorithm that affects the reaching out of brands to potential internet users. Brand owners realise that to be relevant in modern market, they need to transition and focus more into online market. However, many brand owners have ignored the power of search engine optimisation (SEO) strategy for attracting the online market, which is highly competitive and faces rapid changes. A brand can be considered as old fashioned if it does not utilise the SEO as their marketing strategy, in penetrating the online marketplace. Various studies have analysed factors that can enhance the persistency of using the SEO strategy, however gaps remain regarding the relationship of this strategy with the online brand positioning. The main aim of this study was to identify the persistency of using the SEO strategy including the niche point of differentiation, valuable content, targeted keyword and scalable link building, as the determinants that enhance the success of online brand positioning. Methods – This study applies quantitative design using online survey to gather information from the online business entrepreneurs. The survey questionnaire was arranged to focus on the use of SEO as a new way to strategies online business. Results – Based on the results of this study, most online entrepreneurs have somewhat realised the effects of using the SEO strategy to enhance effectiveness of online brand positioning. Conclusion – This research provides insights on the importance of SEO strategy in online business positioning. It is hoped that the online entrepreneurs will take the SEO strategy into consideration in the positioning of their brand in the marketplace.
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Rafif, Fadhil Muhammad, Sari Wulandari, and Boby Hera Sagita. "Positioning Strategy Design of Online Travel Agent Applications Based on Perceptual Mapping." International Journal of Innovation in Enterprise System 6, no. 01 (January 31, 2022): 74–84. http://dx.doi.org/10.25124/ijies.v6i01.158.
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Kliktrip is one of the online travel agent application brands with day trip and activity booking services in Indonesia which was established in 2018. In the last few years, Kliktrip has experienced several symptoms, including a decrease in revenue in the second year and the low level of brand differentiation of the Kliktrip online travel agent application based on customer perception compared to other online travel agent application brands. Based on the symptoms of these problems, it can be concluded that the brand of the Kliktrip online travel agent application is weak in customer perceptions of the online travel agent application because customers tend not to know the advantages offered by the Kliktrip online travel agent application brand. To be successful in facing competition with other business competitors, it is necessary to carry out sustainable development by building competitive differentiation by designing and improving positioning strategies. Based on the results of the perceptual mapping, there were 4 groups of competitive areas, the online travel agent Kliktrip application brand was in the same area as the Explorer.id online travel agent application brand which made it the main competitor of the Kliktrip online travel agent application brand. The objectives of this research are to (1) Design a strategy for improving the brand positioning of the online travel agent application and (2) Optimize the resources owned by the Kliktrip online travel agent application brand to implement a strategy for improving the brand positioning of the Kliktrip online travel agent application.
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Farra, Samanta Puglia Dal, Mauricio Jucá Queiroz, Paulo Henrique Müller Prado, and Renata Steffanoni Bernardes de Queiroz. "O valor e a autenticidade da marca influenciados pelos canais de distribuição." Revista de Administração da UFSM 12, no. 3 (July 30, 2019): 418. http://dx.doi.org/10.5902/1983465938763.
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Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) altered by the fit of the channel option, i.e. a channel consistent in image and brand positioning (high fit) would impact on a higher end consumer based brand equity (CBBE). We intend to contribute to enhancing the understanding of the role of channel strategy in brand value as well as the mediating effect of brand authenticity. As a methodological proposal, a couple of experiments were conducted and it was found that the consistency between brand positioning and channel (fit) leads consumers to evaluate differently the CBBE. In addition, the study found that the fit between channel and brand has a direct effect on consumer purchase intent, the higher the fit, the greater purchase intent. Likewise, it was found that the perception of brand authenticity is affected by the fit between the channel and the brands, the higher the fit with the channel, the greater the perception of brand authenticity.
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Rutter, Richard, John Nadeau, Ulf Aagerup, and Fiona Lettice. "The Olympic Games and associative sponsorship." Internet Research 30, no. 1 (November 11, 2019): 85–107. http://dx.doi.org/10.1108/intr-07-2018-0324.
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Purpose The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality. Design/methodology/approach The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other. Findings The results show the Olympic Games is communicating excitement as a leading brand personality dimension. Sponsors of the Olympics largely take on its dominant brand dimension, but do not adapt their whole brand personality to that of the Olympics and benefit by adding excitement without losing their individual character. The transference is more pronounced for long-running sponsors. Practical implications Sponsorship of the Olympic Games does give brands the opportunity to capture or borrow the excitement dimension alongside building or reinforcing their own dominant brand personality trait or to begin to subtly alter their brand positioning. Originality/value This study is the first to examine how the sponsor’s brand aligns with the event being sponsored as a basis for developing a strong shared image and associative dimensions complimentary to the positioning of the brand itself.