Relevant bibliographies by topics / Brand promotion

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Brand promotion'

Author: Grafiati
Published: 4 June 2021
Last updated: 11 June 2025

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Journal articles on the topic "Brand promotion"

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Ivanytska, Svitlana, and Anna Aheicheva. "Brand Promotion Peculiarities." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 1(80) (March 25, 2021): 82–86. http://dx.doi.org/10.26906/eir.2021.1(80).2241.

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The brand promotion peculiarities are studied. It has been determined that the process of brand promotion includes: marketing a brand name and logo, making souvenirs, placing on various media, releasing videos, layouts for advertising, announcements on the Internet and much more. Used methods to promote brands are considered, such as: advertising, personal selling, packaging, 360° campaign, brand promotion on the Internet. The ways to promote a brand have been proven to be: website building, search engine optimization, social media, live streaming, storytelling, creating valuable content, blogging, email, LinkedIn Publishing Platform, prizes, infographics, car wraps, networking events, offline ads, promotions, loyalty programs, free trial product giveaways, strong branding. As a result of the study, it was found that brand promotion is the creation of consumer confidence in a product.
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Fong Yee Chan, Fanny. "The perceived effectiveness of overt versus covert promotions." Journal of Product & Brand Management 29, no. 3 (2019): 321–34. http://dx.doi.org/10.1108/jpbm-06-2018-1912.

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Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role of perceived believability of promotional materials and the moderating roles of advertising skepticism and brand awareness were examined based on a conceptual model. Design/methodology/approach A Web-based experiment with 2 (form of promotion: overt versus covert) × 2 (brand awareness: low versus high) between-subjects full factorial design was used. A public sample of 537 participants had participated in the study. The conceptual model was further tested on 106 participants using stimuli of a fictitious brand. Findings A two-stage moderated mediation analysis shows that the perceived believability of promotional materials was a significant mediator of the form of promotion and brand evaluations. Consumers showed a higher level of believability toward covert promotion, which, in turn, led to more positive evaluations of the promoted brand. Advertising skepticism and brand awareness were found to significantly moderate the relationship between form of promotion and attitudes toward the promoted brands. A similar pattern of results was obtained when stimuli of a fictitious brand were used. Originality/value This research addresses an important issue in marketing communication and extends the understanding of the perception of overt and covert promotions by examining the underlying mediating and moderating variables, which have rarely been explored before. The results guide marketers in developing effective marketing communication strategies for well-known, less well-known and even new brands. It also directs policymakers to consider whether integrated branded content in recipes should be disclosed to protect consumers from surreptitious promotions, which may help to lower consumers’ skepticism toward advertising in the long run.
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Qiu, Guanqi. "Research on Tourism Brand Mascot Promotion." Proceedings of Business and Economic Studies 5, no. 4 (2022): 94–99. http://dx.doi.org/10.26689/pbes.v5i4.4155.

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With the development of China’s tourism industry, the promotion of tourism brand mascots should be further optimized. By improving the promotion of tourism brand mascots, the connotation of tourism can be effectively expanded, so as to attract more consumers to participate in tourism activities. Promoting the mascots of tourism brands from different angles and levels will help increase the popularity of tourism brands and enhance people’s understanding of the culture and connotation of tourism brands [1]. Therefore, this article will discuss the promotion of tourism brand mascots and put forward several strategies for reference.
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Gómez, Miguel I., Vithala R. Rao, and Edward W. Mclaughlin. "Empirical Analysis of Budget and Allocation of Trade Promotions in the U.S. Supermarket Industry." Journal of Marketing Research 44, no. 3 (2007): 410–24. http://dx.doi.org/10.1509/jmkr.44.3.410.

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Using a unique data set, the authors examine the role of manufacturer and retailer characteristics in the joint determination of trade promotion budgets for supermarket brands and their allocation across trade promotion types. They find that manufacturer variables, such as brand position in retailer product category and brand price premium, and annual retailer sales determine trade promotion budgets. Furthermore, retail companies with larger shares of private labels in product category sales, larger annual sales, and stronger brand positioning are able to increase the allocation of promotional funds to off-invoices and decrease allocation to performance-based trade promotions, such as scanbacks/ accruals and billbacks. Manufacturers with formal trade promotion policies tend to decrease allocation to off-invoices. The authors discuss marketing policy implications of this study and provide research directions.
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Shishakova, Yu V., and N. A. Bashkina. "Modern factors of digital technologies application efficiency in brand promotion." E-Management 5, no. 4 (2022): 106–12. http://dx.doi.org/10.26425/2658-3445-2022-5-4-106-112.

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The article presents an analysis of the global and Russian trends in the development of digital advertising in the promotion of brands. Based on the study of advertising reports and research agencies, analysis of statistical data and author’s developments of practitioners in the field of brand promotion on digital services, the features of building brand communications with target audiences are revealed. A number of priority tools for digital interaction of the brand with consumers are presented, a description of the factors and conditions for brand promotion in the digital environment is given. To reveal the current factors of the digital technologies use in the promotion of brands effectiveness, the following issues are discussed: 1) changing the structure of budget allocation and the dynamics of investing in promoting brands in the digital environment in Russia and in the world; 2) identification of effective brand promotion factors in the online format in comparison with established forms of traditional marketing; 3) disclosure of the brand promotion specifics in comparison with trademarks that have not reached the status of a brand. Based on the results of the in-depth interview with experts, a range of brand managers’ tasks engaged in the promotion of brands and trademarks in the digital field was revealed. The importance of developing a creative concept of the brand for the users’ emotional involvement is highlighted. The necessity of studying and searching for convenient forms for system configuration and effective business communications in specific cases development is shown.
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Dawes, John G. "Price promotions: examining the buyer mix and subsequent changes in purchase loyalty." Journal of Consumer Marketing 35, no. 4 (2018): 366–76. http://dx.doi.org/10.1108/jcm-03-2017-2134.

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PurposeThis paper aims to investigate the extent to which temporary price promotions attract people who do not normally buy a brand, and whether buyers change their propensity to buy the promoted brand afterwards.Design/methodology/approachThe study analyses promotions in 18 consumer goods categories in the UK and USA. It calculates the proportion of promotion purchasers that have bought a brand at least once in their last five purchases and the Share of Category Requirements of those purchasers. These figures are then compared to normal-price purchasers.FindingsThe study finds the majority of price-promotion buyers already bought the brand at least once in their last five category purchases (average = 77 per cent). This figure is similar to that for normal-price purchases (average = 81 per cent). Average Household SCR to the brand is also very similar for price-promotion purchases compared to normal price purchases. Therefore, promotions do not attract a markedly different mix of buyers. Furthermore, buyer propensity to buy the brand is the same after a promotion purchase as it was before.Research limitations/implicationsA contribution of the paper is that it supports a theory of consumers as cognitive misers, who screen out promotion information about unfamiliar brands. The paper also highlights that in packaged-goods markets, consumers can be generally seen as experienced buyers, who do not learn new information from buying brands they have previously purchased.Practical implicationsThe managerial implication is that price promotions must be judged on their immediate profitability. There seems little recourse to the idea they can result in “try it, like it, buy it again later” effects.Originality/valueWhile many studies have examined the effects of price promotions, this is the first to explicitly compare the mix of buyers attracted from a price promotion to that which occurs when a brand is sold at normal price.
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Raji, Ridwan Adetunji, Sabrina Rashid, and Sobhi Ishak. "The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention." Journal of Research in Interactive Marketing 13, no. 3 (2019): 302–30. http://dx.doi.org/10.1108/jrim-01-2018-0004.

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Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test. Findings The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant. Practical implications This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention. Originality/value This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.
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Kim, Min-Seong, and Jihye Kim. "Linking marketing mix elements to passion-driven behavior toward a brand." International Journal of Contemporary Hospitality Management 30, no. 10 (2018): 3040–58. http://dx.doi.org/10.1108/ijchm-10-2017-0630.

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PurposeThis study aims to investigate the relationships among perceptions of advertising, sales promotions, brand prestige and brand love, as well as the development of passion-driven behavior among family restaurant customers. Based on the well-established framework of marketing mix elements and brand, this study proposes and tests a research model that attempts to understand the inter-relationships between the two dimensions of advertising (i.e. advertising spending and attitudes toward advertisement), two dimensions of sales promotions (i.e. monetary promotion and non-monetary promotion), brand prestige, brand love and passion-driven behavior, as well as compares local and global family restaurant brands.Design/methodology/approachThe research model of this study was tested based on responses from 265 family restaurant customers in Korea (i.e. 105 from Outback Steak House, 78 from T.G.I. Fridays, 45 from VIPS and 37 from Ashley). Data were analyzed using frequency, reliability, confirmatory factor and correlation analyses, the structural equation modeling and multi-sample methods.FindingsThe verified model confirmed that brand prestige was significantly influenced by attitudes toward advertisement, monetary promotion and non-monetary promotion. Also, brand love was significantly affected by the amount spent on advertising, attitudes toward the advertisement and monetary promotion. Passion-driven behavior was significantly impacted by brand prestige and brand love. Lastly, the results identified that the brand origin (i.e. local and global family restaurant brands) moderated one of the hypothesized relationships (i.e. the impact of brand prestige on brand love).Practical implicationsThe study suggests that a family restaurant brand manager may want to emphasize planning and developing marketing mix elements focusing on advertising and sales promotions.Originality/valueThis research illustrates the influences of the two dimensions of advertising and two types of sales promotions on brand prestige and brand love, which in turn led to passion-driven behavior from family restaurant customers.
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Widyasari, Nyoman Putri, and I. Gde Ketut Warmika. "PENGARUH PROMOTION MIX TERHADAP CUSTOMER LOYALTY MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI." E-Jurnal Manajemen Universitas Udayana 8, no. 12 (2019): 6910. http://dx.doi.org/10.24843/ejmunud.2019.v08.i12.p01.

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This study explains the role of brand equity mediates the effect of promotion mix on customer loyalty. This research was conducted in the city of Denpasar involving 100 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of the study are that Promotion mix has a positive and significant effect on brand equity, Promotion mix has a positive and significant effect on customer loyalty, Brand equity has a significant positive effect on customer loyalty, and Brand equity mediates the effect of promotion mix on customer loyalty. Acer management to pay more attention to individual sales and sales promotions on promotion mix. Increase sales promotion by giving discounts, presenting repeat prizes such as geratis laptop accessories in certain types, distributing promotional catalogs, and increasing individual sales by concentrating on training salespeople in various fields.
 Keywords: promotion mix, customer loyalty, brand equity.
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Umar, M. J., and U. B. Abdulmutallib. "Sales Promotion as a Tool for Improving Customer-Based Brand Equity in Kano Metropolis." Kashere Journal of Education 3, no. 1 (2022): 182–86. http://dx.doi.org/10.4314/kje.v3i1.22.

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Managing and building strong brand is seen today as the main goal of every organization. Having a strong brand is significant important to every organization as it result in having greater customers, achieving competitive advantage and brand extension. However, marketing researchers have not address how strong brand (brand equity) may be managed, built and improved through sales promotions. The study investigated sales promotion as a tool for improving customer-based brand equity by business organizations within Kano metropolis. The paper is conceptual. Therefore, it concludes that sales promotion as a promotional tool has a significant improvement on customer-based brand equity in Kano metropolis. Therefore, to have strength in terms of market leadership and market share, organizations must pay higher attention to their marketing activities such as sales promotion and this can be achieved by improving on the quality and awareness of the brand product and services. It is therefore, recommended that sales promotion should be strengthened and used by the organizations to create and manage strong brand as it have a positive impact on the attribute of brand knowledge which are believed to have an improvement on customer-based brand equity.
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Dissertations / Theses on the topic "Brand promotion"

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Urun, Seren. "PRICE PROMOTION, QUALITY AND BRAND LOYALTY." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-31712.

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Пімоненко, Тетяна Володимирівна, Татьяна Владимировна Пимоненко, Tetiana Volodymyrivna Pimonenko, et al. "Digital marketing tools in brand promotion." Thesis, Sumy State University, 2021. https://essuir.sumdu.edu.ua/handle/123456789/86990.

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У роботі розглянуто головні інструменти цифрового маркетингу, їх особливості та переваги.<br>В работе рассмотрены основные инструменты цифрового маркетинга, их особенности и преимущества.<br>This paper considers the main tools of digital marketing, their features and advantages.
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Tietje, Brian C. "Promotional enhancement theory : a model for designing promotions that enhance brand evaluations /." Thesis, Connect to this title online; UW restricted, 1999. http://hdl.handle.net/1773/8806.

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Conrad, Eric Christopher. "The Walt Whitman brand: Leaves of grass and literary promotion, 1855-1892." Diss., University of Iowa, 2013. https://ir.uiowa.edu/etd/1838.

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My dissertation tracks the development of literary advertising in the United States during the late-nineteenth century through the emergence and evolution of Walt Whitman as a recognizable brand name. Situating the strategies of Whitman and his publishers within the broader context of nineteenth-century literary advertising, I trace the roots of modern publishing practices back to the experiments of a generation of American authors and would-be promoters. At the intersection of the professional author's ascent in the United States and the growing centralization and sophistication of the advertising trade, a new anxiety surfaces in the world of nineteenth-century American publishing: how best to sell the literary text and, in turn, market its author. Whitman's attempts to promote himself and Leaves of Grass--efforts that were sometimes prescient, occasionally ludicrous--focus this study of a period in literary advertising when professional authorship was a relatively new reality, poetry was widely read, and the rise of the literary celebrity was in the making. The multiple publications of Leaves of Grass may not, in their time, have defined this moment of American literary history, but retrospectively they invite us to consider how poets and publishers distinguished their literary commodities and authorial personas in rapidly expanding and increasingly unpredictable literary markets. This dissertation develops an important new dimension to the study of Whitman and the culture of literary celebrity: an in-depth examination of the promotional artifacts circulating in and around Leaves of Grass--the newspaper advertisements, circulars, print ornaments, promotional schemes, posters, broadsides, engravings, book covers, and critical annexes that were as central to Whitman's brand as his poetry. This book-studies oriented methodology challenges us to consider the role "non-literary" elements have played in the reception and consumption of literary works, especially in establishing the iconic status of authors like Whitman. Each chapter is devoted to a marker of the Whitman brand--an image, symbol, or promotional strategy that served as a metaphoric trademark of the poet and his distinct textual product. Chapter 1, "`No other matter but poems': Promotion Paratexts and Whitman's Gymnastic Reader," examines the use of promotion paratext to advertise the first three editions of Leaves of Grass and the sophisticated reading practice these texts recruited. Chapter 2, "'I announce a man or woman coming': The Poet as Printer's Fist," looks at Whitman's use of the "manicule" (a small pointing hand) as a symbol of the poet's function reproduced in and on Leaves of Grass. Chapter 3, "`Anything honest to sell books': Autograph-hunting and the Whitmanian Imprimatur," considers Whitman's relationship to the culture of autograph collecting and his innovative use of his own signature as a promotional device. Chapter 4, "Am I Not a Man and a Poet?: Branding Walt Whitman," examines the two most famous faces of the Whitman brand--Whitman the Bowery boy rough and Whitman the Good Gray Poet--revealing how those seemingly conflicting personas became the target of racialized critiques during the 1860s.
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Dahl, Martina, and Anna Johnsson. "Extending the Understanding of Sales promotions’ Influence on Brand Knowledge : A Quantitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44946.

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Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge   Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding. Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers. Research questions: R1: What influence does monetary promotions have on brand awareness? R2: What influence does monetary promotions have on brand image? R3: What influence does non-monetary promotions have on brand awareness? R4: What influence does non-monetary promotions have on brand image? Hypotheses: H1: Monetary promotions of a brand influence brand awareness H2: Non-monetary promotions of a brand influence brand awareness H3: Monetary promotions of a brand influence brand image H4: Non-monetary promotions of a brand influence brand image   Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected.   Conclusions: H1,H3 and H4: May from this study be supported. H2: May from this study be rejected.
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Hasan, Md Kamrul, and Rabia Khan. "Building international brand through promotional Strategy: A case study of MEC: Active Engagement in Bangladesh." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5334.

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Background: The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays an important role. Kotler and Keller (2006) state that a brand is needed because it identifies the product, and the responsibility of the product hence lies in the hands of the makers or producers of the product. Brands are important in both consumer and business-to-business situations, where a decision of purchase is needed. A strong brand can create sufficient higher total returns to shareholders than a weak brand. Brands are at the heart of marketing and business strategy ( Doyle,1998, p.165) and building brand equity or strong brands, is considered to be one of the key drivers of a business success ( Prasad &amp; Dev, 2000; p.22). Problem Statement: What are the promotional strategies company’s uses to create International brand in order to pursue the potential customer in B2C marketing environment?? Purpose:The purpose of the thesis is to investigate how firm employ effective promotional tools and techniques to create and sustain international brand in the customers mind. Research design: Both Qualitative and Quantitative method is applied in this thesis. Primary data is collected from interview (E-mail and telephone) and internet survey, while secondary data is gathered from books, journals, and internet source. Conclusion: The promotional tools capabilities can help businesses to spread the messages to the mass market. It is very powerful technique to be used to increase brand awareness of the organization. We found out those promotional tools such as sales promotion, direct marketing, personal selling, publicity, advertisement, and internet marketing play vital role to create international brand.
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Zhao, Zhiyu. "An investigation into a design framework for animated online characters to promote brands effectively to customers in China." Thesis, De Montfort University, 2016. http://hdl.handle.net/2086/13112.

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This study presents a design framework for helping Chinese companies and designers to create effective animated cartoon characters for promoting brands. Previous research has demonstrated that animated characters which companies use to promote their brands appear to have a good chance of gaining and holding consumers’ attention. However, most relevant research in this area was conducted decades ago and focused on TV advertisements. There is little relevant research into new media advertisements featuring animated characters in an international context even though online advertising is growing. Furthermore, several academic researchers in China have begun to explore this topic without the benefit of practical research. As a result, the Animated Cartoon Promotional Characters (ACPC) are rarely developed and used although the animation industry has boomed in the Chinese market. ACPC for client companies which are created by commercial designers or design studios are not always in accordance with the preferences of their target customers. A design framework is therefore needed to provide a detailed design procedure for potential customer involvement. In order to achieve this, the Sanyuan Foods Company has been involved as a case study in this research. A series of surveys and focus groups with potential customers and interviews with Sanyuan and professional animators have been employed to improve the design process, to explore and identify more effective design procedures and to develop a design framework for the production of ACPCs. Secondary research has also been conducted in order to trace the historical issues and growth of promotional characters which have been employed successfully by selected companies; to determine the design process and fundamental features, functions and narrative for these animated promotional characters; and to discuss the relationship between different age groups and promotional characters, customers' favour and loyalty. The final framework has been evaluated by the development and testing of a “family“ of 2D and 3D hybrid computer characters for Sanyuan Foods and a series of short promotional animations and web site. Results show positive agreement with theoretical predictions and significant improvement over previous efforts. The research presented here has significant implications for future studies on branding strategy.
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Kachanovska, Valeriia. "Theoretical and Practical Aspects of Brand Building." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75272.

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The purpose of this thesis is to analyse existing tools for developing the concept of a brand that allow a systematic approach in their design and to propose ideas for improvement of these tools. The research object is the concept of building a brand according to the "Who? What? How?" Brand Building Framework. From the brand development of the portable digital player iPod, used as an example in thesis, the practical use of this model is analysed and a short evaluation of its effectiveness is performed.
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Dublish, Sandipa. "Advertising effects on brand search and preference: assessing the mediational role of Aad and Ab." FIU Digital Commons, 1997. http://digitalcommons.fiu.edu/etd/3093.

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Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the small subset of potential inputs the consumer notes in the environment and integrates into the decision. Previous research has identified a variety of factors that affect consumers' prepurchase search behavior. However, there is little understanding of how specific advertisements designed by marketers impact consumers' prepurchase search. A marketer would like consumers to search information that reflects favorably on his/her brand. Hence, s/he would attempt to influence the brands and attributes on which consumers seek information prior to making a choice. The dissertation investigates the process by which a particular marketer's advertising influences consumers' search on available brands, i.e., the marketer's brand and other competing brands. The dissertation considers a situation where exposure to advertising occurs prior to seeking information from any other source. Hence, the impact of advertising on subsequent search behavior is the topic of interest. The dissertation develops a conceptual model of advertising effects on brand search and conducts two experiments to test the tenets of this model. Specifically, the dissertation demonstrates that attitudinal responses generated by advertising mediate advertising effects on search attitudes and behaviors. The dissertation goes on to examine how attitudinal responses generated by advertising and subsequent effects on search alter brand preference and choice.
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Парненко, Д. А. "Формування стратегії просування бренду в соціальних мережах". Master's thesis, Сумський державний університет, 2021. https://essuir.sumdu.edu.ua/handle/123456789/86816.

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Актуальність теми роботи Успіх позиціонування бренду та рекламної кампанії залежить від вмісту, який представляє продукт цільової аудиторії. І, звичайно, наскільки ретельно розроблена стратегія і наскільки вона відповідає всім вимогам бренду щодо присутності в соцмережах. На сучасному етапі розвитку інформаційних технологій соціальні медіа стають все більш популярними. За даними Internet World Statistics, станом на грудень 2021 року у світі нараховується 4,2 мільярда користувачів соціальних мереж. Останнього року ця кількість підвищилась на 490 мільйонів, що на 13% більше, ніж того року. Наразі кількість користувачів у мережах становить понад 53% з усього населення світу. Крім того, кількість зареєстрованих споживачів соціальних мереж постійно збільшується продуктового магазину та їх вплив на конкурентоспроможність підприємства. Завдання роботи: дослідити поняття стратегій просування бренду в соціальних мережах; проаналізувати основні етапи розвитку бренду в соцмережах; надати загальну характеристику бренду інтернет-магазину з виготовлення еко-свічок «Dari_magic»; проаналізувати споживчі переваги клієнтів бренду; розробити стратегію просування бренду магазину з виготовлення еко-свічок в соціальних мережах, створити контент-план, реклама, комунікації з клієнтами; оцінити ефективність впровадження запропонованої стратегії. Об’єктом дослідження є маркетингові інструменти у соціальних мережах та стратегія просування бренду Інтернет-магазину з виготовлення екосвічок «Dari_magic». Предметом є теоретичні та практичні основи формування бренду Інтернет-магазину з виготовлення екосвічок в соцмережах. Методи дослідження – спостереження, порівняння, опитування, статистичні дослідження, аналіз. Наукова новизна дослідження полягає в тому, що вперше проведено комплексний аналіз принципів та інструментів практичного використання можливостей соціальних мереж для розвитку бренду з виготовлення екосвічок «Dari_Magic». Практична значущість дослідження полягає у створенні практичних положень та описів інструментів, за допомогою яких реалізується актуальна стратегія просування бренду магазину виготовлення екосвічок» у соціальних мережах.
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Books on the topic "Brand promotion"

1

O'Guinn, Thomas C. Advertising and integrated brand promotion. 3rd ed. Thomson/South-Western, 2003.

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T, Allen Chris, and Semenik Richard J, eds. Advertising and integrated brand promotion. 6th ed. South-Western, Cengage Learning, 2012.

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T, Allen Chris, and Semenik Richard J, eds. Advertising and integrated brand promotion. 4th ed. Thomson/South-Western, 2006.

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T, Allen Chris, and Semenik Richard J, eds. Advertising and integrated brand promotion. 5th ed. South-Western Cengage Learning, 2009.

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J, Semenik Richard, Allen Chris T, and Kaufmann Hans Ruediger 1958-, eds. Advertising and integrated brand promotion. 6th ed. Cengage Learning, 2012.

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Botswana Export Development and Investment Authority. Botswana brand blueprint and expression platform. Botswana Export Development and Investment Authority, 2010.

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Taylor, David. Brand Stretch. John Wiley & Sons, Ltd., 2004.

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The brand gym: A practical workout for boosting brand and business. Wiley, 2003.

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Brand rituals: How successful brands bond with customers for life. Spyglass Pub., 2012.

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Haig, Matt. Brand Failures. Kogan Page Publishers, 2009.

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Book chapters on the topic "Brand promotion"

1

Cros, Hilary du, and Lee Jolliffe. "Brand Hong Kong." In Urban Events, Place Branding and Promotion. Routledge, 2019. http://dx.doi.org/10.4324/9780429424847-10.

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Ye, Xu. "Enhancing Macao’s tourist destination brand image through cultural festivals." In Urban Events, Place Branding and Promotion. Routledge, 2019. http://dx.doi.org/10.4324/9780429424847-9.

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How, R. Brian. "Generic, Brand, and Private Label Advertising and Promotion." In Marketing Fresh Fruits and Vegetables. Springer US, 1991. http://dx.doi.org/10.1007/978-1-4615-2031-3_14.

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Voleti, Sudhir, and Raj Sethuraman. "Are National Brands More Promotion Elastic Than Store Brands?" In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-20182-5_7.

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Voorveld, Hilde, Edith Smit, and Peter Neijens. "Cross-media Advertising: Brand Promotion in an Age of Media Convergence." In Media and Convergence Management. Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-36163-0_9.

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Ulanat, Mini, and K. Poulose Jacob. "Facilitating Brand Promotion Through Online Social Media: A Business Case Study." In Hybrid Intelligence for Social Networks. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-65139-2_9.

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Abril, Carmen, and Joaquin Sanchez. "To Retain or to Recover National Brand Consumers? Effects of Price, Promotion and Product Innovation Strategies." In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-39946-1_9.

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Fresneda, Jorge, and Srinivasan Swaminathan. "Impact of Individual, Brand, and Promotion Characteristics on Coupon Redemptions: An Abstract." In Creating Marketing Magic and Innovative Future Marketing Trends. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_120.

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Gao, Guodong, Haijun Xie, and Xiyang Yu. "Investigation and Analysis on Brand Promotion Strategy of Wenzhou Yandang Mountain Scenic." In Application of Intelligent Systems in Multi-modal Information Analytics. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-15740-1_135.

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Crespo-Almendros, Esmeralda, and Salvador Del Barrio-García. "Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness." In EAA Series. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-02365-2_7.

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Conference papers on the topic "Brand promotion"

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Петрова, Элиза Александровна, and Ольга Александровна Артемьева. "SPORTS BRAND AMBASSADORS AS A MARKETING PROMOTION TOOL." In Поколение будущего: сборник избранных статей Международной студенческой научной конференции (Санкт-Петербург, Сентябрь 2020). Crossref, 2020. http://dx.doi.org/10.37539/pb187.2020.41.15.002.

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В статье автор рассматривает использование бренд-амбассадора как инструмента маркетинга; особое внимание уделяется изучению его сущности, сильных и слабых сторон, в том числе на практических примерах; рассмотрен международный опыт использования лидеров мнений как представителей спортивных брендов или коллекций; приведена классификация амбассадоров спортивных. In the article, the author considers the use of a brand ambassador as a marketing tool; special attention is paid to the study of its essence, strengths and weaknesses, including practical examples; also the international experience of using opinion leaders as representatives of sports brands or collections is considered; at the end of the article the classification of sports ambassadors is given.
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Gan, Tian, Shaokun Wang, Meng Liu, Xuemeng Song, Yiyang Yao, and Liqiang Nie. "Seeking Micro-influencers for Brand Promotion." In MM '19: The 27th ACM International Conference on Multimedia. ACM, 2019. http://dx.doi.org/10.1145/3343031.3351080.

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Popova, Valeriya S., and ElenaYu Khandeshina. "HR-BRAND FORMATION AND ITS PROMOTION." In УПРАВЛЕНИЕ ЧЕЛОВЕЧЕСКИМИ РЕСУРСАМИ - ОСНОВА РАЗВИТИЯ ИННОВАЦИОННОЙ ЭКОНОМИКИ. Федеральное государственное бюджетное образовательное учреждение высшего образования "Сибирский государственный университет науки и технологий имени академика М.Ф. Решетнева", 2022. http://dx.doi.org/10.53374/9785864339176_299.

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Yu, Dandan, and Wuying Liu. "Para-Social Interaction Analysis of Valentino Virtual Spokesperson based on Weibo Data and Search Popularity." In 10th International Conference on Natural Language Processing (NLP 2021). Academy and Industry Research Collaboration Center (AIRCC), 2021. http://dx.doi.org/10.5121/csit.2021.112304.

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Brand image is one of the most important factors influencing the competitiveness of the commodity market. In order to reduce the negative impact of potential scandals of celebrity spokespersons, Valentino began to use a virtual spokesperson named noonoouri for promotion. In this context, we first describe the application model of Valentino's virtual spokesperson. Then, based on the Valentino Weibo data we collected and Google search popularity, we analyzed the impact of virtual spokespersons on the para-social interaction between brands and consumers. Finally, according to the analysis conclusion of the impact of Valentino's virtual spokesperson in the para-social interaction, a corresponding marketing-competitive brand image promotion proposal is put forward.
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Choon, Kwai Mui, and Tong Ming Lim. "A Critical Review on Impression Rate and Pattern on Social Media Sites." In International Conference on Digital Transformation and Applications (ICDXA 2020). Tunku Abdul Rahman University College, 2020. http://dx.doi.org/10.56453/icdxa.2020.1003.

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Social media interaction continues affecting consumer opinion of a product, so social media marketing has become the most accessible marketing channel for brands to reach their business’ target market, product promotion, make a sale or spread brand awareness. This paper is to critically review past research works on the impact of impressions on social media marketing and highlight gaps found. There are limited studies available on the impact of the impression rate on brand awareness through social media marketing/advertising. By using a systematic literature review, this paper contributes to social media adoption by investigating consumers’ brand awareness towards social media advertising, the relationship between impressions rate and brand awareness and social media measurement practices in various industries. Keywords: social media, impressions, reach, brand awareness
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Zhang, Jiabin. "Strategy of Sports Brand Network Marketing on the Basis of Brand Image Promotion." In 2018 International Conference on Management, Economics, Education and Social Sciences (MEESS 2018). Atlantis Press, 2018. http://dx.doi.org/10.2991/meess-18.2018.9.

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Yang, Yang. "Analysis on WeChat Promotion Strategy of New Clothing Brand." In 2017 International Conference on Culture, Education and Financial Development of Modern Society (ICCESE 2017). Atlantis Press, 2017. http://dx.doi.org/10.2991/iccese-17.2017.149.

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Zamozhnykh, Elena A., Eugene A. Pobedinskaya, and Natalya Yu Omarova. "Marketing Communications in Territorial Brand Promotion: The Regional Aspect." In International Scientific and Practical Conference Strategy of Development of Regional Ecosystems “Education-Science-Industry” (ISPCR 2021). Atlantis Press, 2022. http://dx.doi.org/10.2991/aebmr.k.220208.075.

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Полунина, Ольга Сергеевна, and Донат Амангалиевич Муссаралиев. "COMMUNICATION PROJECT TO PROMOTE THE FASHION BRAND." In Фундаментальные и прикладные исследования. Актуальные проблемы и достижения: сборник избранных статей Всероссийской (национальной) научной конференции (Санкт-Петербург, Июнь 2022). Crossref, 2022. http://dx.doi.org/10.37539/fipi329.2022.43.70.007.

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Лишение малого и среднего бизнеса популярных и удобных площадок для продвижения в сети-интернет. Deprivation of small and medium-sized businesses of popular and convenient platforms for promotion on the Internet.
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Yuliawati, A. K., A. Budiman, and M. S. D. Hadian. "Geoheritage and Brand Awareness of Batur Geopark through E-promotion." In 2nd Global Conference on Business, Management, and Entrepreneurship. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0007113800050010.

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Reports on the topic "Brand promotion"

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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, but also its possibilities as the main tool of Internet marketing and offline or digital marketing. It is emphasized that the personal brand should be considered as a tool that builds a reputation and a positive image in the information space, as well as allows you to get a variety of resources only using professional skills and knowledge. It is important not only to form your own audience, but also to meet its needs. The GORDON online publication is analyzed, because this media resource is a consequence of the influence of personal brand on the audience and rapid development in the context of promoting a particular media resource, and the main ideologue and co-founder of this publication is an example of how personal brand can affect audiences. and promote the development of a specific business project. It is noted that the reputation of Dmitry Gordon and his odious figure became the basis for the success of this online publication, and attitudes toward him may be different and often ambiguous, but his person is known to everyone in the post-Soviet space. Modern information space needs scandalous and odious personalities, because they are able to arrange a show, give people emotions. The author points out that branding is an extremely promising technology not only in the context of promoting and promoting a particular media resource or personal brand, but also promotes the comprehensive development of journalists as public opinion experts and potential speakers at international conferences not only in journalism, but also internet marketing.
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Devine, Genessa M. Challenge Based Integrated Brand Promotions Project. Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-648.

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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The female condom: Dynamics of use in urban Zimbabwe. Population Council, 2000. http://dx.doi.org/10.31899/hiv2000.1001.

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In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. To avoid stigma associated with condoms and STI prevention, the female condom was marketed as a family planning product or “contraceptive sheath” under the brand name “Care.” It was initially sold through pharmacies and clinics at a heavily subsidized retail price of US $0.24 for two; distribution has since expanded to other urban outlets, including supermarkets and convenience stores. Approximately one year after the start of the social marketing program, the Horizons Project and PSI conducted a descriptive, cross-sectional study of female condom users, male condom users, and nonusers of either barrier method. The goal is to increase understanding of the patterns and dynamics of female condom use to inform policymakers and program planners involved in decisions about promotion and distribution in Zimbabwe. In total, 493 female condom users, 633 male condom users, and 624 nonusers are included in the analyses upon which this report is based.
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The female condom: Dynamics of use in urban Zimbabwe. Population Council, 2002. http://dx.doi.org/10.31899/hiv2002.1001.

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In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. The campaign's intended audience was women in long-term relationships. To avoid the stigma associated with condoms and the prevention of sexually transmitted infections, PSI marketed the female condom as a family planning product under the brand name Care™. Approximately one year after the start of the female condom social marketing campaign, the Horizons Program and PSI conducted a descriptive, cross-sectional study of female condom users, male condom users, and nonusers of either barrier method. At the time of the study, the female condom was being marketed in urban Zimbabwe through radio, TV, and print media, and sold through selected sales outlets, including pharmacies, large supermarkets, and convenience stores at a subsidized price. As stated in this brief, the goal of this research was to increase understanding of the patterns and dynamics of female condom use to inform policymakers and program planners involved in decisions about promotion and distribution of the female condom in Zimbabwe.
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Health Education Materials for the Workplace: Tools. Population Council, 2017. http://dx.doi.org/10.31899/sbsr2017.1007.

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Companies can derive many benefits from educating workers on health. Yet workplaces in many lower income countries have a need for easy-to-access, on-demand health education materials. The Evidence Project/Meridian in partnership with Bayer has developed a set of health education materials for these industrial and agricultural workplaces. The materials cover important health issues facing women and men workers: - Family Planning - Engaged Fathers and Health - Healthy Timing and Spacing of Pregnancy - Menstrual Hygiene - Handwashing These materials are designed to be printed at the workplace on desktop printers, making the materials easy to access and available on demand. They are available in English, Bengali (approved by the Ministry of Health), and Arabic. The materials, in color and black and white (to save on printing costs), come in three types: - Mini-Posters (MP), to be posted in public areas - Handouts (HO), for workers to take home and containing a bit more information - Supplemental materials (QA) to reinforce learning. Each workplace can determine how best to use these materials. The Implementation Guide gives workplace health staff and managers ideas for fitting the materials into their health promotion activities. There is also a User’s Guide for Brands/Retailers, NGOs and other interested parties explaining how the materials can be used in their workplace programs in global supply chains.
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