Relevant bibliographies by topics / House of Brands Strategy

Contents

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

Academic literature on the topic 'House of Brands Strategy'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "House of Brands Strategy"

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Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.

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Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/approach The paper uses a before/after experimental design to examine the effect that introducing a gender-incongruent endorsed brand (i.e. feminine endorsed brand name of masculine master brands and masculine endorsed brand name of feminine master brands) can have on consumers’ brand attitude. Findings First, adopting an endorsed brand strategy increases the perceived brand femininity of masculine master brands, but there is no increase in feminine master brands’ perceived brand masculinity. Second, this strategy has a negative impact on consumer attitude toward the master brand, with a stronger negative effect for feminine master brands than for masculine master brands, which is mediated by the brand gender perception change. Third, a negative feedback effect on the brand’s gender-congruent users is revealed. Research limitations/implications One limitation of this work is that the focus is on one sole extrinsic brand characteristic (i.e. brand name) in our experimental design, which artificially influences the relative brand name importance for consumers. Moreover, the studies offered a short text to introduce the renaming. This may have made the respondents focus on the brand more than they would have in real-world conditions. Practical implications This research provides many insights for masculine or feminine mixed-target brands managers in symbolic product categories, as it shows that changing from a branded house strategy to an endorsed brand strategy appears to be unsuccessful in the short run, regardless of master brand’s gender. Moreover, the study reveals negative feedback effects on the attitude toward the initial master brand, following its renaming, in the short run. Originality/value This research provides a warning to managers trying to gender-bend their existing brands because it can lead to brand dilution. It also emphasizes the asymmetrical evaluation of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully.
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Koschmann, Anthony, and Jagdish Sheth. "Brand line extensions: creating new loyalties or internal variety-seeking?" Journal of Product & Brand Management 27, no. 4 (July 16, 2018): 351–62. http://dx.doi.org/10.1108/jpbm-08-2017-1535.

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Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands. Design/methodology/approach Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family brands of carbonated beverages. Emphasis is placed on the consumers who purchase the upper median of volume (heavy half) and constitute a disproportionate amount of brand’s sales (86 per cent of the volume). Findings Three propositions find that loyalty rates are high among modified brands with little switching to other lines within the brand. Further, loyalty and switch to rates are highest for the flagship branded product (the master modified brand). Practical implications Managers segment the market using the branded house strategy, yet loyalty rates vary for each product line. The switching rates can guide managers as to which products have established a loyal consumer base. Originality/value While brand switching is a considerable research stream, this research is believed to be the first to explore loyalty versus variety-seeking in the branded house strategy.
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Jaikumar, Saravana, and Arvind Sahay. "Celebrity endorsements and branding strategies: event study from India." Journal of Product & Brand Management 24, no. 6 (September 21, 2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.

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Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the level of congruence (assessed using brand personality scales) on abnormal returns is also examined. Findings – Event study results indicate significant positive abnormal returns for corporate brands and insignificant returns to house-of-brands. Moreover, the level of congruence is found to have an insignificant effect on endorsement announcement returns. Overall, celebrity endorsements result in positive economic value to Indian firms. Originality/value – This study evaluates the differences in the effectiveness of celebrity endorsements (which might form a significant part of advertising costs) to firms following different branding strategies. Findings from this study indicate that celebrity endorsement announcements from house-of-brands do not lead to any significant stock market returns (in terms of market value). Further, contrary to current literature, the results indicate that the congruence between brand and celebrity has no impact on returns to endorsements in India, warranting further examination of whether congruence or likeability is important in endorsements.
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Gabrielli, Veronica, and Ilaria Baghi. "Brand architecture shift and corporate brand equity: an exploratory study." Marketing Intelligence & Planning 34, no. 6 (September 5, 2016): 777–94. http://dx.doi.org/10.1108/mip-02-2015-0035.

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Purpose The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: the dilution process or the bookkeeping/subtyping cognitive process. Design/methodology/approach Data were collected through a questionnaire administered to 150 Italian consumers. All the items were related to a real corporate brand – Procter & Gamble (P&G) – and to seven of the product brands in its portfolio. The choice of the Italian context and the P&G brand was motivated by the fact that P&G has recently adopted a shift in its brand strategy, starting to give prominence to the corporate brand in its communication campaign in Italy. Findings The dilution process does not describe the effect of a change in strategy on corporate brand equity, but the bookkeeping/subtyping cognitive process does. This suggests that consumers tend not to revise corporate brand equity when they perceive many product brands behind it. Originality/value The value of the present paper is to deal with a relevant and current topic: the brand architecture dynamism. This research is an exploratory step to satisfy the need for theory-based research on consumer responses to the shift in the brand portfolio architecture strategy.
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Lee, Pui Mun, Chong Guan, and Calvin M. L. Chan. "Koufu: Fortune of an Entrepreneurial Singapore Hawker." Asian Case Research Journal 21, no. 01 (June 2017): 175–205. http://dx.doi.org/10.1142/s0218927517500067.

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This case traces the rags-to-riches entrepreneurial journey of Mr Pang Lim in building his Koufu food court business empire over the past decades amidst the changing landscape of the food and beverages industry in Singapore. After dropping out of school at 13 years old, Mr Pang started work as a dishwasher in the 1960s. However, his entrepreneurial acumen enabled him to seize strategic opportunities and adapt to changing environmental forces to become the owner of Koufu, a leading food court chain in Singapore. When Koufu was founded in 2002, the food court business in Singapore was already dominated by other major players such as Food Junction and Kopitiam. Yet, through astute management, clearly defined market segmentation strategies, and a significant focus in brand-building, Koufu grew into an international food court empire. By 2012, it consisted of 54 food courts in Singapore, one food court in Macau, and annual revenue of $152.7 million. Koufu also grew to become one of Singapore’s most established F&B brands with many sub-brands in its stable. This case is suitable for use in Marketing Strategy and Strategic Marketing courses. Key marketing and branding theories and concepts illustrated in this case include macro-environment and micro-environment analysis; segmentation, targeting and positioning strategies; and branding architectures (i.e., house of brands, branded house, house brand).
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Gabrielli, Veronica, and Ilaria Baghi. "Unveiling the corporate brand: the role of portfolio composition." Journal of Consumer Marketing 37, no. 3 (February 3, 2020): 279–90. http://dx.doi.org/10.1108/jcm-12-2018-2995.

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Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.
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Strebinger, Andreas. "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1782–804. http://dx.doi.org/10.1108/ejm-08-2012-0482.

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Purpose – This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a “branded house” to a “house of brands” with real-life branding strategies of leading companies. Design/methodology/approach – Data from an executive survey, observations and desk research on 75 leading companies in Austria are analysed with multilevel weighted least squares (WLS) regression. Findings – Branding strategies for products are determined by industry (23 per cent of variance), the overall strategy of the company (28 per cent), the remaining variance being product-level decisions deviating from both. Service and consumer durables companies lean more towards corporate branding than consumer nondurables. On the company level, synergies in advertising, e-commerce and e-CRM (customer-relationship management) increase the usage of shared brands. A higher company age leads to brand proliferation. On the product level, quality differences between products, the emphasis on and differences in experiential product positioning and, marginally, the symbolic differences between products favour individual brands. Research limitations/implications – Future research should investigate additional markets, additional drivers, small and medium-sized entreprises (SMEs) and employ additional measures. Practical implications – The study informs brand-architecture audits with benchmarks from leading companies, calls for a view of brand architecture more flexible than ideal-type categories proposed in literature and cautions against management inertia, industry standards and trends in designing branding strategies. Originality/value – This study is the first quantitative cross-industry multi-level study on real-life branding strategies. It also applies a new conceptualisation and measurement of branding strategy.
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Chung, Jae-Eun, Byoungho Jin, So Won Jeong, and Heesoon Yang. "NIE-based SME brand building in foreign markets: an exploratory study." Journal of Product & Brand Management 28, no. 1 (February 11, 2019): 63–79. http://dx.doi.org/10.1108/jpbm-10-2016-1331.

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Purpose The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization. Design/methodology/approach A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands. Findings Clear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly regarding brand identity development, use of foreign sales subsidiaries and number and types of brands used. The authors find an interaction effect between product characteristics and host market levels of economic development, both of which influenced the degree of product standardization. Originality/value This study is the first attempt to uncover the branding strategies of NIE consumer-goods SMEs. The findings contribute to the field by extending our understanding of branding strategies used by consumer-goods SMEs from NIEs, thereby providing useful insight for other NIE enterprises when establishing branding strategies aimed at foreign markets.
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Pamment, James. "Innovations in public diplomacy and nation brands: Inside the House of Sweden." Place Branding and Public Diplomacy 7, no. 2 (May 2011): 127–35. http://dx.doi.org/10.1057/pb.2011.3.

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Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (January 20, 2017): 253. http://dx.doi.org/10.24002/jik.v13i2.835.

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Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran
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Dissertations / Theses on the topic "House of Brands Strategy"

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Zheng, Xiaoshu, and Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.

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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper selects two brand strategies, ‘the house of brands strategy’ and ‘the endorsed brand strategy’, as the study objects of post-acquisition brand integration, and attempts to find the differences on consumers’ expectations and what is better suited for the new joint company. Therefore, a survey research strategy was used in this paper. A conceptual framework which included brand loyalty and perceived quality was developed from a review of the existing literature. Samples of data collected from Chinese consumers have been analyzed for the changes of consumers’ evaluation on the brand equity of Geely after its successful acquisition. Our research result proved that, a low brand equity company could enhance its brand value through acquiring an internationally known brand. After the acquisition, no matter what brand strategy applied, consumers had a more positive attitude towards the brand. The conclusion reached was that firms should be careful to choose an acquisition strategy by considering its strengths. But when faced with a decision of acquisition, the most important thing is to focus on the final success of the acquisition, while the brand integration strategy might be adjusted flexibly.
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Fraser, Alison. "Customer attitudes to private labels the role of store image : a dissertation submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Business (MBus), 2009 /." Click here to access this resource online, 2009. http://hdl.handle.net/10292/759.

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Pacheco, Barney G. "Implicit priming as a competitive strategy for challenger brands." Diss., Connect to online resource, 2005. http://wwwlib.umi.com/cr/colorado/fullcit?p3190398.

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Belzunce, Benoit, and Marine Aubin. "How does a company market all its brands?" Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1591.

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He, Ping. "Chinese brands and branding strategies." Thesis, University of Hertfordshire, 2012. http://hdl.handle.net/2299/9040.

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The purpose of this study is to gain an insight into Chinese brands and branding strategies, with a particular focus on the manufacturing sector. This study will explore the value of existing brand management theory as related to Chinese brand building. In order to gain answers to the research questions, analyses of the secondary data and in-depth interviews with top Chinese banding consultants are conducted. The data is then analyzed using constant comparative and coding methods. This study comprehensively analyzes all the possible factors which directly or indirectly influence Chinese brand building. The research findings show that Chinese companeis, especially manufacturing companies, lack a clear brandoriented culture and sustainable investment in branding. Chinese companies’ brand builing lacks a systematic theoretical system, as well as lack professional brand knowledge, experience and skills-set. Moreover, external factors in terms of industry structure, government policy/regulations, and the market environement also have further specific impacts on Chinese companies’ brand building. This research highlights that currently the most important aims for Chinese companies are to remove their production-orientated mind-set, and to change the poor image of ‘Made in China’ in terms of poor quality, weak R&D and a poor level of marketing skills. In addition to such self-discipline, the government should strengthen relevant legislation in order to promote a better brand-building environment and to encourage independent innovation. Furthermore, this research suggests that Chinese companies should not be too hasty to enter foreign markets unless they are fully prepared. The domestic market provides a good opportunity for Chinese companies to learn to grow gradually by developing their ability to build brands. This study generates a better understanding of the current situation of Chinese brands and branding, which could result in positive improvements for those Chinese companies and policy makers, in that they will be able to undertake more effective action and employ greater sophistication in future brand creation. The research findings have also complemented the previous literature, and lay the foundation for future research focusing on Chinese band building. Meanwhile, the research findings support existing theories of brand management. This study addresses the importance of the application of brand management theory in Chinese branding practices. The existing brand management theories provide a comprehensive systematic guideline for Chinese companies, and they are fundamental to Chinese companies’ brand building.
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Vanderbilt, Mark F. (Mark Franklin), and Daniel G. Yunes. "e-Commerce fulfillment strategy for luxury brands in South Korea." Thesis, Massachusetts Institute of Technology, 2012. http://hdl.handle.net/1721.1/77475.

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Thesis (M. Eng. in Logistics)--Massachusetts Institute of Technology, Engineering Systems Division, 2012.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 81-84).
Introduction and motivation: From a traditional paradigm, the term "luxury e-commerce" is an oxymoron. The high-volume, hands-off approach of online sales is a direct contradiction to that of the high touch, human relationship-based luxury retail industry. It is for this reason that, until recently, many luxury brands have avoided e-retail - the belief is that it cheapens their image (Okonkwo, 2010). However, the successful experiences of certain companies in specific regions are gradually giving many luxury retailers a reason to reconsider e-commerce. For example, the luxury retailer Ralph Lauren has experienced huge success in e-commerce (see Figure 1), and is on a mission to proliferate their multi-channel sales model across the globe. South Korea is one of the most recent locations in which Ralph Lauren has chosen to roll out an e-retail initiative. Explosive economic growth across Asia has rapidly expanded the market for luxury goods and services. In South Korea, this growth has been particularly strong and consistent, as has South Korean consumers' appetite for luxury. This strong market growth, confluent with the reputation as the world's most wired country, makes South Korea an attractive target for e-commerce implementation. The Ralph Lauren team came to us with a rather broad request: to help them investigate the potential challenges of their e-retail initiative in South Korea. Through our research, we found several interesting and pertinent optimization models that could be modified to plan for Ralph Lauren's e-retail operation in South Korea, but as we delved into these models we realized that they didn't address Ralph Lauren's paramount mission in Korea, which is to "elevate the brand". We took a step back and zeroed in on our focus question: how could Ralph Lauren elevate its brand while simultaneously launching an e-commerce initiative in South Korea? We believe the insights gained from our study will help Ralph Lauren utilize "systems-thinking" to make strategic and operational decisions in South Korea that can elevate their brand image. These insights might also apply to other luxury retailers considering an e-commerce initiative in South Korea or other countries. This thesis presents several thought models that incorporate factors like inventory policy, brand strength, mediation, customization and online sales mix - which may make this research of interest to sales, marketing, operations and supply chain professionals.
by Mark F. Vanderbilt and Daniel G. Yunes.
M.Eng.in Logistics
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Bothorel, Grégoire. "The influence of brands’ omni-channel strategy on consumer’s behavior." Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01E031.

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Cette thèse étudie la communication omni-canal et vise à comprendre les effets de l’activation d’un canal de communication supplémentaire auprès d’un client connecté. Trois essais complémentaires étudient respectivement (I) l’impact marginal d’un canal de communication supplémentaire, (II) l’orchestration des canaux de communication dans un parcours client connecté et (III) l’hétérogénéité des réponses d’un portefeuille de clients. Ces essais sont construits sur des designs expérimentaux à grande échelle qui combinent des canaux traditionnels, numériques et mobiles (email, SMS, courrier et bannières en RTB). L’influence d’un canal de communication sur le comportement d’achat du consommateur est mesurée de manière causale grâce à l’incrémentalité. L’incrémentalité permet de mesurer et d’isoler la contribution réelle de chaque canal à la réponse comportementale du consommateur dans son processus décisionnel. Ce travail doctoral montre que l’activation d’un canal supplémentaire génère un incrément significatif de conversions online et offline et permet par ailleurs de comprendre l’origine de cet incrément de conversions. Au-delà d’enrichir la compréhension des modèles de communication à l’ère des canaux numériques, mobiles et programmatiques, cette thèse met en lumière les impacts d’un canal sur les parcours clients et la forte hétérogénéité des réponses comportementales d’un portefeuille de clients. Elle identifie également les sources de synergie entre les canaux et démontre le rôle clé de l’orchestration omni-canal pour tirer profit du potentiel de certains clients
This thesis studies omni-channel communication and aims at understanding the effects of activating an additional communication channel towards a connected customer. Three complementary essays respectively study (I) the marginal impact of an additional communication channel, (II) the orchestration of communication channels in a connected customer journey and (III) the heterogeneity of responses across a customer portfolio. These essays are based on large-scale field experiments combining traditional, digital and mobile channels (email, SMS, mail and RTB display). The influence of a communication channel on consumer purchasing behavior is measured causally through incrementality. Incrementality makes it possible to measure and isolate the effective contribution of each channel to the consumer's behavioral response in his decision-making process. This doctoral work demonstrates that the activation of an additional channel generates a significant uplift of online and offline conversions and provides an understanding of the source of this uplift of conversions. Beyond deepening the comprehension of communication models in the era of digital, mobile and programmatic channels, this thesis highlights the impacts of a channel on customers' journeys and the strong heterogeneity of the behavioral responses of a customer portfolio. It also identifies the sources of synergy between channels and demonstrates the key role of omni-channel orchestration in leveraging the value potential of specific customers
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Ferreira, Bernardo Weinstein de Maia. "IWP strategy: TechFrame." Master's thesis, NSBE - UNL, 2009. http://hdl.handle.net/10362/9471.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
TechFrame is an IT Portuguese company that provides a software package to Industrial Property Agents to manage their clients’ portfolio. In Portugal this firm is a market leader, having a share of 80%, and facing no competition, although some substitutes do exist. With this scenario in the Portuguese market, TechFrame has low expectations of increasing business volume, due to the specificity of this industry. In order to increase sales volume and focusing on their core competences, TechFrame´s best solution is to expand into new markets. Currently this firm is considering some internationalization processes into the French, Italian and UK markets. This IWP will analyze the internationalization into France. To do so, an analysis and explanation of the attractiveness of this new market is included further along in this paper. It will be seen that despite the fierce competition that TechFrame will face in France, it will still be an attractive market to enter due to its’ large size and growing Industrial Property culture among organizations. Based on that analysis it will be concluded that the best way to enter the French market is through the creation of an office, and some recommendations will also be made such as conquering first the SMEs then the larger firms and also the development of the Design Module.
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Marriott, Andrew William. "Consumer perceptions of multiple private label brands offered by Pick n Pay stores." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/5974.

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This research provides insight into consumer perceptions of multiple private label brands being simultaneously offered by an individual retailer. The primary purpose of this study is to investigate the current consumer perceptions of the three private label brands at Pick n Pay Stores, a South African retailer. Consumers are no longer being presented with a single private label brand, but individual grocery retailers offer multiple private label brands under one retailer. Pick n Pay Store’s current private label brands co-exist as PnP no name, PnP and PnP Finest, and are synonymous with the generic, classic, and premium private label brand concepts, respectively. The question can thus be posed whether consumers perceive private label brands differently and whether they will eventually purchase the private label brand. The research explores the subject of brand, and the nature and success factors of private label brands in retail. This was done by reviewing the literature that traced the rapid changes in the retail sector because of the increasing influence of private label brands on conventional retail practices and consumer behaviour. A conceptual framework was developed showing the constructs that may have relationships with the three private label brands of Pick n Pay Stores. Information regarding the different private label brand concepts was obtained from primary as well as secondary research. An empirical study of a quantitative nature in the form of a paper-based and online-based questionnaire was undertaken. Altogether 375 usable questionnaires were collected. The results of the empirical study indicated positive relationships of perceptions between all three of the Pick n Pay private label brands and their respective intention to purchase. Furthermore, there was a statistically positive relationship between the brand perceptions of Pick n Pay private label brands. The proposed framework is intended to shed light onto the interactions between the private label concepts to allow for meaningful strategic branding decisions to be made at senior business levels.
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Babb, Kara C. "Research of China’s Private Enterprises and Brands on a Global Background." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1306387641.

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Books on the topic "House of Brands Strategy"

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Morton, Fiona Scott. The strategic positioning of store brands in retailer-manufacturer bargaining. Cambridge, MA: National Bureau of Economic Research, 2000.

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Malaval, Philippe. Strategy and Management of Industrial Brands. Boston, MA: Springer US, 2001. http://dx.doi.org/10.1007/978-1-4615-1737-5.

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Jones, John Philip. Behind powerful brands: From strategy to campaign. New Delhi: Tata McGraw-Hill Pub. Co., 2000.

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Vincent, Bastien, ed. Luxury strategy: Unlearning marketing to build luxury brands. London: Kogan Page, 2009.

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Asian brand strategy: How Asia builds strong brands. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, 2006.

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Fitzell, Philip B. Private label marketing in the 21st century: Store brands/exclusive brands on the cutting edge. New York: Global Books LLC, 2003.

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Sethuraman, Raj. Why do consumers pay more for national brands than for store brands? Cambridge, Mass: Marketing Science Institute, 1997.

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Douglas, Cameron, ed. Cultural strategy: Using innovative ideologies to build breakthrough brands. Oxford: Oxford University Press, 2010.

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Sethuraman, Raj. What makes consumers pay more for national brands than for store brands: Image or quality? Cambridge, Mass: Marketing Science Institute, 2000.

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Samways, Alec. Private label in Europe: Prospects and opportunities for fmcg retailers. London: Pearsom (i.e. Pearson) Professional, 1995.

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Book chapters on the topic "House of Brands Strategy"

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Morley, Michael. "The house of brands." In The Global Corporate Brand Book, 20–35. London: Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230239456_3.

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Steenkamp, Jan-Benedict. "The Cambrian Explosion of Brands." In Global Brand Strategy, 1–13. London: Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-349-94994-6_1.

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Steenkamp, Jan-Benedict. "Global Brands and Shareholder Value." In Global Brand Strategy, 275–89. London: Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-349-94994-6_10.

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Steenkamp, Jan-Benedict. "The Future of Global Brands." In Global Brand Strategy, 291–96. London: Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-349-94994-6_11.

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Steenkamp, Jan-Benedict. "Customer Propositions for Global Brands." In Global Brand Strategy, 45–73. London: Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-349-94994-6_3.

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Steenkamp, Jan-Benedict. "Organizational Structures for Global Brands." In Global Brand Strategy, 151–79. London: Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-349-94994-6_6.

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Malaval, Philippe. "Equipment Goods Brands." In Strategy and Management of Industrial Brands, 301–43. Boston, MA: Springer US, 2001. http://dx.doi.org/10.1007/978-1-4615-1737-5_13.

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Malaval, Philippe. "Industrial Distributor Brands." In Strategy and Management of Industrial Brands, 365–74. Boston, MA: Springer US, 2001. http://dx.doi.org/10.1007/978-1-4615-1737-5_15.

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Pearson, Stewart. "Marketing Strategy for Brands and Customers." In Building Brands Directly, 47–73. London: Palgrave Macmillan UK, 1996. http://dx.doi.org/10.1007/978-1-349-13771-8_3.

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Gelbert, Adel, and Mathias Giloth. "Trend: Vom House of Brands zum Branded House." In Profitables Markenmanagement, 149–71. Wiesbaden: Gabler Verlag, 2003. http://dx.doi.org/10.1007/978-3-322-91256-5_9.

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Conference papers on the topic "House of Brands Strategy"

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Yusup, Ismail, and Dwi Larso. "Branding Strategy Development to Increase Brand Awareness of Elina House Convention Hall." In 2nd Global Conference on Business, Management, and Entrepreneurship. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0007116701680173.

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Zhang, Wei, and Jun Yang. "Development strategy of micro house." In 2016 International Forum on Management, Education and Information Technology Application. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/ifmeita-16.2016.180.

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Hu, Yaoguang, Peng Su, and Ruijun Zhang. "House of Strategy: a methodology of strategy deployment." In 2009 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2009. http://dx.doi.org/10.1109/ieem.2009.5372990.

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Borg, Erik A., and Karl Gratzer. "Theories of Brands and Entrepreneurship: Conceptualising Brand Strategies." In Annual International Conference on Business Strategy and Organizational Behaviour. Global Science & Technology Forum (GSTF), 2013. http://dx.doi.org/10.5176/2251-1970_bizstrategy13.05.

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Zhang, Yuncui. "Research on Micro-marketing Strategy of China Time-honored Brands." In Proceedings of the 2019 4th International Conference on Financial Innovation and Economic Development (ICFIED 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icfied-19.2019.19.

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Gong, Yan, Li Zhu, and Jingyi Zhu. "Research on Marketing Strategy of Chinese Mobile Phone Brands in Southeast Asia." In 4th International Symposium on Business Corporation and Development in South-East and South Asia under B&R Initiative (ISBCD 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200708.062.

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Zaif, Alexandra. "The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands." In International Conference Risk in Contemporary Economy. Dunarea de Jos University of Galati, Romania Faculty of Economics and Business Administration, 2019. http://dx.doi.org/10.35219/rce2067053212.

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Terskikh, Marina V. "Specific features of the communication strategy of sports brands promotion in social networks." In 2018 IEEE Communication Strategies in Digital Society Workshop (ComSDS). IEEE, 2018. http://dx.doi.org/10.1109/comsds.2018.8354990.

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Rafel, Albert. "BT NGA deployment & evolution strategy as drivers for NG-PON2 requirements." In Access Networks and In-house Communications. Washington, D.C.: OSA, 2011. http://dx.doi.org/10.1364/anic.2011.ama1.

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YAO, Lei, and Jing ZHANG. "Research on the Development Status and Strategy on Sustainable Fashion of Fast Fashion Brands." In 2018 International Conference on Energy Development and Environmental Protection (EDEP 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/edep-18.2018.58.

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Reports on the topic "House of Brands Strategy"

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Burdick, Arlan. Strategy Guideline: Transitioning HVAC Companies to Whole House Performance Contractors. Office of Scientific and Technical Information (OSTI), May 2012. http://dx.doi.org/10.2172/1045711.

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Burdick, Arlan. Strategy Guideline. Transitioning HVAC Companies to Whole House Performance Contractors. Office of Scientific and Technical Information (OSTI), May 2012. http://dx.doi.org/10.2172/1219651.

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Ramos Ostios, María José. Relaciones Públicas. 2.0: El uso de los Medios Sociales en la estrategia de comunicación online demarcas ciudad españolas.- Public Relations. 2.0: Using Social Media in the communication online strategy of brands Spanish cities. Revista Internacional de Relaciones Públicas, May 2012. http://dx.doi.org/10.5783/rirp-3-2012-04-71-90.

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Zwetsloot, Remco, Ryan Fedasiuk, and Emily Weinstein. Assessing the Scope of U.S. Visa Restrictions on Chinese Students. Center for Security and Emerging Technology, February 2021. http://dx.doi.org/10.51593/20200076.

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In May 2020, the White House announced it would deny visas to Chinese graduate students and researchers who are affiliated with organizations that implement or support China’s military-civil fusion strategy. The authors discuss several ways this policy might be implemented. Based on Chinese and U.S. policy documents and data sources, they estimate that between three and five thousand Chinese students might be prevented from entering U.S. graduate programs each year.
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Alexander, Serena, Asha Weinstein Agrawal, and Benjamin Y. Clark. Local Climate Action Planning as a Tool to Harness the Greenhouse Gas Emissions Mitigation and Equity Potential of Autonomous Vehicles and On-Demand Mobility. Mineta Transportation Institute, January 2021. http://dx.doi.org/10.31979/mti.2020.1818.

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This report focuses on how cities can use climate action plans (CAPs) to ensure that on-demand mobility and autonomous vehicles (AVs) help reduce, rather than increase, green-house gas (GHG) emissions and inequitable impacts from the transportation system. We employed a three-pronged research strategy involving: (1) an analysis of the current literature on on-demand mobility and AVs; (2) a systematic content analysis of 23 CAPs and general plans developed by municipalities in California; and (3) a comparison of findings from the literature and content analysis of plans to identify opportunities for GHG emissions reduction and mobility equity. Findings indicate that maximizing the environmental and social benefits of AVs and on-demand mobility requires proactive and progressive planning; yet, most cities are lagging behind in this area. Although municipal CAPs and general plans in California have adopted a few strategies and programs relevant to AVs and on-demand mobility, many untapped opportunities exist to harness the GHG emissions reduction and social benefits potential of AVs and on-demand mobility. Policy and planning discussions should consider the synergies between AVs and on-demand mobility as two emerging mobility trends, as well as the key factors (e.g., vehicle electrification, fuel efficiency, use and ownership, access and distribution, etc.) that determine whether deployment of AVs would help reduce GHG emissions from transportation. Additionally, AVs and on-demand mobility can potentially contribute to a more equitable transportation system by improving independence and quality of life for individuals with disabilities and the elderly, enhancing access to transit, and helping alleviate the geographic gap in public transportation services.
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Alexander, Serena, Asha Weinstein Agrawal, and Benjamin Y. Clark. Local Climate Action Planning as a Tool to Harness the Greenhouse Gas Emissions Mitigation and Equity Potential of Autonomous Vehicles and On-Demand Mobility. Mineta Transportation Institute, January 2021. http://dx.doi.org/10.31979/mti.2020.1818.

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Abstract:
This report focuses on how cities can use climate action plans (CAPs) to ensure that on-demand mobility and autonomous vehicles (AVs) help reduce, rather than increase, green-house gas (GHG) emissions and inequitable impacts from the transportation system. We employed a three-pronged research strategy involving: (1) an analysis of the current literature on on-demand mobility and AVs; (2) a systematic content analysis of 23 CAPs and general plans developed by municipalities in California; and (3) a comparison of findings from the literature and content analysis of plans to identify opportunities for GHG emissions reduction and mobility equity. Findings indicate that maximizing the environmental and social benefits of AVs and on-demand mobility requires proactive and progressive planning; yet, most cities are lagging behind in this area. Although municipal CAPs and general plans in California have adopted a few strategies and programs relevant to AVs and on-demand mobility, many untapped opportunities exist to harness the GHG emissions reduction and social benefits potential of AVs and on-demand mobility. Policy and planning discussions should consider the synergies between AVs and on-demand mobility as two emerging mobility trends, as well as the key factors (e.g., vehicle electrification, fuel efficiency, use and ownership, access and distribution, etc.) that determine whether deployment of AVs would help reduce GHG emissions from transportation. Additionally, AVs and on-demand mobility can potentially contribute to a more equitable transportation system by improving independence and quality of life for individuals with disabilities and the elderly, enhancing access to transit, and helping alleviate the geographic gap in public transportation services.
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