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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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Sahay, Arvind, and Anandan Pillai. "Differential impact of advertising and distribution expenditure on Tobin's Q." Journal of Indian Business Research 1, no. 2/3 (June 5, 2009): 77–94. http://dx.doi.org/10.1108/17554190911005309.
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PurposeThe purpose of this paper is to understand the impact of components of marketing expenditures, i.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is studied in the context of branding approaches (corporate and house of brands) that various firms follow.Design/methodology/approachThe data are collected from databases of Centre for Monitoring Indian Economy (CMIE) and from the web site of National Stock Exchange. Time series regression is performed using SPSS software to test the model.FindingsAdvertising expenditure has a positive impact on the intangible value of the firm and this relationship is stronger for firms following corporate branding than for firms that follow house of brands strategy. Distribution expenditure has negative impact on the intangible value of the firm and this relationship is stronger for firms following corporate branding than for firms that follow house of brands strategy.Research limitations/implicationsSince most of the data retrieved for the analysis were of B2B (business to business) firms, the findings may not be generalized for all firms.Practical implicationsAdvertising expenditure has a diminishing marginal utility in creating intangible value. It would be useful for firms to understand where they are on this continuum and whether their advertising expenditure is giving adequate returns or may be better spent elsewhere.Originality/valueIn the literature, researchers have expressed mixed viewpoints regarding the impact of total marketing spend on intangible value. The marketing expenditures are found to have both positive and negative impact on intangible value, with respect to various contexts. However, the impact of major components of marketing expenditures is not addressed. This gap is addressed in this research paper.
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Ho, Shu-Hsun, Heng-Hui Wu, and Andy Hao. "Vis-à-vis: pampering the sophisticated and satisfying the simple." Emerald Emerging Markets Case Studies 10, no. 2 (July 16, 2020): 1–21. http://dx.doi.org/10.1108/eemcs-07-2019-0179.
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Learning outcomes Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class, students should be able to understand this business and marketing terminology and apply them in the real world. Students will learn the branding strategies: brand extension, brand architecture and brand portfolio. Students will design (DS) the brand name for the new store. Case overview/synopsis Case synopsis Mr. Tai-Hua Teng (aka TR) was a hair artist and opened his first hair salon, vis-à-vis (VS), in 1989 using a high-end positioning strategy. VS focused on offering superb and diverse services to keep ahead of the competition rather than trying to undercut prices. VS hair salon had a solid foundation based mainly on the elite, celebrities and high-salary customers. In 2017, TR owned 16 stores (including one in Canada and two intern salons), 1 academy, 265 employees and 3 brand names. The three brand names were VS, DS and concept (CC). DS and CC were less known to the public, so now these two brands had been carried the parent name and were known as VS DS and VS CC. Quick cut hairdressing businesses were thriving because customers needed quick and cheap hairdressing services. Acknowledging the benefits of entering the highly competitive quick haircut market, TR began to contemplate the new brand name and services to offer. VS had adopted the brand house strategy but TR wondered if it was better to have an individual brand name when entering the quick haircut market. The sub-branding strategy carried the established quality assurance of VS but there was possible brand overlap. An individual new brand name might lack the well-established values from VS but it also showed the potential to reach different segments of customers. TR’s decision to make: a branded house or hybrid? This case showed a high-end hair salon facing the need for simplicity in the market and considered how to expand its business to the lower-end market. Keywords: hairdressing, brand extension and sub-branding strategy. Complexity academic level Level of difficulty: easy/middle level to undergraduate courses specific prerequisites: it is not necessary for students to prepare or read any marketing theory or chapters of the textbook. However, it would help a more in-depth discussion if students know the CCs of brand architecture, brand portfolio, brand extension and line extension. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.
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Pollach, Irene. "The logo change at Gap North America." CASE Journal 12, no. 2 (May 5, 2016): 214–20. http://dx.doi.org/10.1108/tcj-11-2014-0065.
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Synopsis The case study outlines the strategic, marketing, and branding challenges faced by Gap, a brand within the Gap Inc. house of brands. The case contains a summary of Gap's history, which illustrates the driving forces behind Gap's previous growth, its status as an American iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand associations, and brand positioning. Research methodology This research is based on published sources. Relevant courses and levels The case can be used in courses in strategic brand management, retailing, fashion marketing, marketing communication, or corporate communication at the graduate or advanced undergraduate level. The case will be particularly useful for those who already understand branding and consumer behavior, but who may not have learned anything about rebranding or strategic brand management. It is not suitable for undergraduates who have not studied branding at all.
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Muda, Mazzini, Rosidah Musa, and Lennora Putit. "Celebrity Endorsement in Advertising: A double-edged Sword." Journal of ASIAN Behavioural Studies 2, no. 3 (April 1, 2017): 21. http://dx.doi.org/10.21834/jabs.v2i3.188.
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The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity’s attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity’s qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy.
Keywords: clutter, celebrity endorsement, benefits, risks
© 2017. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.
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Chen, Li, Shiqing Yao, and Kaijie Zhu. "Responsible Sourcing Under Supplier-Auditor Collusion." Manufacturing & Service Operations Management 22, no. 6 (November 2020): 1234–50. http://dx.doi.org/10.1287/msom.2019.0861.
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Problem definition: Although they enjoy low costs in sourcing from emerging economies, global brands also face serious brand and reputation risks from their suppliers’ noncompliance with environmental and labor standards. Such a supplier problem can be viewed as a process quality problem concerning how products are sourced and produced. Academic/practical relevance: Addressing this problem is a key component of many global companies’ responsible sourcing programs. A common approach is to use an audit as an auxiliary supplier screening mechanism. However, in regions with lax law enforcement, an unethical, noncomplying supplier may attempt to bribe an unethical auditor to pass the audit. Such supplier-auditor collusion compromises the integrity of the audit and weakens its effectiveness. Methodology: In this paper, we develop a game-theoretical model to study the effect of supplier-auditor collusion on the buyer’s auditing and contracting strategy in responsible sourcing, as well as various driving factors that help reduce collusion. Results: We show that the buyer’s equilibrium contracting strategy is a shutout contract that takes three different forms, depending on the collusion risk level. We also define and analyze the screening errors and social efficiency loss caused by supplier-auditor collusion. By comparing the cost versus collusion elimination trade-off between a third-party audit and an in-house audit, we offer explanations for why many global brands fully rely on third-party audits and set higher process quality requirements for suppliers located in high-risk countries. The robustness of our insights is verified by two model extensions: one involving additional supplier audit cost and the other allowing for supplier process quality improvement before audit. Managerial implications: These model insights provide useful theoretical support and baseline guidance for the current supplier audit practices in responsible sourcing. Our extended model analysis further demonstrates the importance for global brands to lobby local governments to increase collusion penalties and to promote the ethical level of the third-party auditors located in high-risk countries.
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Abdulkarim, Jehan. "Creativity, bravery and the need for agencies to adapt to the challenge of technology." Journal of Communication Management 22, no. 4 (November 5, 2018): 490–93. http://dx.doi.org/10.1108/jcom-06-2018-0053.
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Purpose The purpose of this paper is to address the relationship between organizations and their communication agencies. The paper argues that the relationship is symbiotic; both parties have to understand the importance of adapting their engagement with one another, especially if they hope to produce brand work that is impactful for target audiences and highlights the value of good communications and marketing to leadership. Design/methodology/approach The views expressed in this practice paper are based on the author’s extensive experience in the communications sector in the Middle East. Findings The paper highlights the importance of human creativity in communication campaigns, the need for bravery in marketing communications, and the need to adapt to technology. The best client/agency relationships combine the right degree of closeness and distance that allows agencies to be passionate advocates for the client while also being honest on stakeholder reactions. But, honesty requires courage. Telling a client what they need to hear and putting aside the fear of upsetting those who pay the bills in the search for the most effective creative idea takes nerve. Finally, the greatest change to the practice of communication is technology. Originality/value Although the relationship between clients and their communications agencies has been a topic of interest, much of the focus has been on the bottom line. This has been attributed to multiple reasons such as increased digital focus, or a belief among many brands that developing in-house capabilities provides better returns on investment. This practice paper addresses the agency–client relationship from a different perspective arguing for a symbiotic relationship built on creativity, honesty, bravery and the need to adapt to technology.
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Datta, Y. "The U.S. Coffee Market: A Competitive Profile." Journal of Economics and Public Finance 6, no. 3 (August 27, 2020): p138. http://dx.doi.org/10.22158/jepf.v6n3p138.
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This paper follows the path of nine studies of U.S. consumer markets: Men’s Shaving Gel, Beer, Shampoo, Shredded/Grated Cheese, Refrigerated Orange Juice, Men’s Razor-Blades, Women’s Razor-Blades, Toothpaste, and Canned Soup.Porter associates high market share with cost leadership strategy which is based on the idea of competing on a price that is lower than that of the competition. However, customer-perceived quality—not low cost—should be the underpinning of competitive strategy, because it is far more vital to long-term competitive position and profitability than any other factor. So, a superior alternative is to offer better quality vs. the competition.In most consumer markets a business seeking market share leadership should try to serve the middle class by competing in the mid-price segment; and offering quality better than that of the competition: at a price somewhat higher, to signify an image of quality, and to ensure that the strategy is both profitable and sustainable in the long run. Quality, however, is a complex concept consumers generally find difficult to understand. So, they often use relative price, and a brand’s reputation, as a symbol of quality.In 2008 the U.S. retail sales for the Coffee market were $3.78 Billion. The market featured five varieties of coffee: Ground, Soluble (Instant), Whole Bean, Liquid, and Flavored. We have focused our analysis on Ground Coffee which had a 70% share in 2008.In 2008 the Ground Coffee market leader was the Folgers brand family with a market share of 21.8%, followed by the Maxwell House brand with 11.6%. The pack sizes varied from 1.3- to 52oz, with the 10-13 oz packs being the most popular. So, we have focused cluster analysis on this pack.The Ground Coffee market was highly competitive. In 2008 it had 450 brands.Using Hierarchical Cluster Analysis, we tested two hypotheses: (1) That the market leader is likely to compete in the mid-price segment, and that (2) Its unit price is likely to be higher than that of the nearest competition. Employing U.S. retail sales data—for both 2008 and 2007—we found that the results did not support our hypothesis that the market leader would be a member of the mid-price segment. Instead, the results show that both the market leader, the Folgers flagship brand—and the runner-up Maxwell House—were members of the economy segment, although Folgers’ unit price was higher than that of Maxwell House, as we have hypothesized.This implies that both Folgers and Maxwell House were following the cost leadership strategy based on lower price than better quality, and treated coffee as a commodity to gain market share. This is truly a stunning result! In all similar nine studies preceding this one, not a single market leader—or runner-up—competed in the economy segment! The spectacular success of Starbucks demonstrated in no uncertain terms that the consumers were no longer content to treat coffee as a run-of-the mill drink—but rather something special—that deserved to be relished, and for which they were willing to pay a premium price.Finally, we discovered five strategic groups in the industry.
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Govender, Krishna Kisten. "Brand choice and brand switching: a case study of relocated consumers." African Journal of Economic and Management Studies 8, no. 4 (December 4, 2017): 441–61. http://dx.doi.org/10.1108/ajems-11-2016-0169.
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Purpose The purpose of this paper is to investigate the impact on consumer behaviour/brand choice resulting in the relocation of communities from informal to formal settlements. Design/methodology/approach A survey conducted among a probability sample of 384 consumers comprising different “socio-income” groups, who were relocated from informal settlements as well as others who relocated voluntarily to Cosmo City, a state designed residential development, to explore their brand choice behaviour. Findings It was ascertained that households switch brands if the degree of social change is greater than the perceived strength of the current brand, and an improvement in the space or house size which impacted their lifestyle. There is also a significant relationship between the product format and brand switching; between brand choice and change in the place and type of residence. Research limitations/implications It is evident that residential location, changes in social positions, inclusive of place of residence, lifestyle changes, and functional benefits, are essential factors for consideration in the development of a coherent brand strategy that seeks to adequately address the toilet-care product brand needs of consumers in the new democratic South Africa. Practical implications Marketers have to move beyond simple demographics and use multifaceted approaches to understanding brand switching behaviour, because consumers adapt quickly to changes in the market. Marketers also need to be cognisant of the rapid changes in consumers’ perception of their lifestyle change, and how they (consumers) relate to these changes. Social implications The relocation was viewed as a “social disruption” which in this study was the “relocation” which changed the place of and type of dwelling/home ownership type. Marketers also need to be cognisant of the rapid changes in consumers’ perception of their lifestyle change, and how they (consumers) relate to these changes. Originality/value The concept of social disruption in the form or relocated customers has not been studied in South Africa, especially with respect to the impact on brand choice of toilet cleaning products.
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Kim, Sae-Hee. "An Exploratory Study on the Brand Architecture and the In-house Brand Differentiation Strategy of Korean Apparel Enterprises." Journal of the Korean Society of Clothing and Textiles 31, no. 4 (April 30, 2007): 519–30. http://dx.doi.org/10.5850/jksct.2007.31.4.519.
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Vel, Prakash. "TMH – pitching for WOMAD 2010." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–4. http://dx.doi.org/10.1108/20450621111110375.
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Subject area Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance. Study level/applicability Undergraduate and postgraduate marketing. Case overview The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a staggering 99 percent of the visitors planning to visit the festival also in 2010. Expected learning outcomes This case can be used to teach IMC, marketing communication strategy, media strategy and scheduling and budgeting. Supplementary materials A teaching note is available on request.
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Meyer, Hans K., and Christy Zempter. "Staying true to the mission: How C-SPAN translated espoused into lived values to pull off a ‘boring’ social media strategy." Journalism 21, no. 12 (February 8, 2018): 2006–24. http://dx.doi.org/10.1177/1464884918754849.
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Building a brand is key to a news organization’s successful social media strategy. But what if that brand is ‘boring’? Through an ethnographic study of C-SPAN, the cable network dedicated to covering the US House and Senate, this study examines conflicts between an organization’s espoused values and accepted social media practices. It finds that building a brand, even if it is seen as boring, effectively serves an audience on social media because audience members will align with the overall message rather than individual reporter’s attributes. The key is clearly communicating the journalistic benefits of living espoused values and how getting involved on social media fulfills the organization’s public service mission. When conflicts arise, the study also finds individual staffers provide key examples, which organizations should cultivate in the newsroom.
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De Niyogi, Trisha, and Sushil S. Chaurasia. "Niyogi books: making a difference in the Indian book publishing industry." Emerald Emerging Markets Case Studies 7, no. 1 (January 11, 2017): 1–23. http://dx.doi.org/10.1108/eemcs-06-2016-0107.
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Subject area Marketing strategy. Study level/applicability The course is well suited for MBA and Executive MBA class on Strategic Management, Marketing Strategy, Brand Management, Entrepreneurship, Innovation and Change in emerging economies. The case can also be taught to senior undergraduate students to explore the issues mentioned in the case as an integrative case for courses like Strategic Management and Marketing Strategy. Case overview Niyogi Books had positioned itself as an independent publishing house with a focus on the niche area of trade books. Due to the internet, digitalization and globalization the dynamics of the book publishing industry had changed considerably, and the company needed to think and reflect on its current position and future strategy. Niyogi Books had added new products and new markets along with other innovations to succeed in the business of publishing. But the way ahead for Niyogi Books was to innovate in light of fast-paced technological advancement. The company needed to balance the digitization of content as well as retailing with its existing print strategy. A related issue is the need to plan an innovative and cost-effective communication strategy to boost sales. Expected learning outcomes The learning outcomes are as follows: analyze the business environment of the publishing industry, realize the need for a branding strategy for small business and apply communication strategies single/multi-channel setting, understand the need of an organization to purposefully adapt an organization’s (self-) resource base (management capability to effectively coordinate and redeploy internal and external competences) and analyze the role of a growth strategy and how it can be used to devise a product/marketing strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 11: Strategy.
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Almayo, OAR, Ernil F., and Myrna E. Juplo. "Exploring the Brand Experience of Recoletos Education: An Interpretative Phenomenological Analysis." Philippine Social Science Journal 2, no. 1 (July 30, 2019): 9–22. http://dx.doi.org/10.52006/main.v2i1.54.
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This qualitative research using interpretative phenomenological analysis (IPA) explores the brand experience of Recoletos Education in the Philippines. Two levels of interpretation are generated: that of the participants who make sense of their brand experience as lived experience and that of the researcher who makes sense of the participants’ interpretations. Validated transcripts from in-depth interviews reveal the participants’ convergent and divergent interpretations of their brand experience. Rigid thematic analysis helps construct a master table of themes with four superordinate themes expressed through metaphors: the house on rock, the shepherd with his flock, the good fruit, and the strong winds and the big waves, and these, in turn, correspond to brand attributes, synergy and strategy, brand experience dimensions, and brand challenges, respectively. Finally, these themes reveal and comprise the single overarching theme: the key elements in the brand landscape of Recoletos Education.
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Alexandre-Collier, Agnès. "‘Less Stale, Only Slightly Less Male, but Overwhelmingly Less Pale’: the 2015 New Conservative Brexiters in the House of Commons." Parliamentary Affairs 72, no. 3 (June 15, 2018): 588–615. http://dx.doi.org/10.1093/pa/gsy023.
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AbstractThis article will study the new face of Conservative Euroscepticism in the House of Commons, with a special focus on the 2015 intake of MPs who were supposedly ‘less stale, male and pale’ and their attitudes to the British referendum on the EU. In this respect, this article will also take a specific interest in new Conservative Black and Asian Minority Ethnic (BAME) MPs who turned out to be more active on the ‘leave’ side of the referendum campaign, thus serving as a showcase for the party's strategy of ‘decontaminating’ the Brexit brand and its hyperglobalist geopolitical perspective.
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Mishra, Anjay. "INFLUENTIAL MARKETING STRATEGIES ADOPTED BY THE CEMENT INDUSTRIES." International Journal of Research -GRANTHAALAYAH 7, no. 10 (June 13, 2020): 155–73. http://dx.doi.org/10.29121/granthaalayah.v7.i10.2019.382.
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The study is focused to encounter the marketing strategies adopted by cement industries and suppliers. The study is conducted at Madhyapur Thimi Municipality among different level of consumer i.e house owner, supplier, contractor/mason and consultant/engineer. Out of 871 permitted under construction building of fiscal year 2016/17, 89 end consumers and 30 suppliers were selected for questionnaire survey with two different set of questionnaire. Key informant interview was conducted for in depth information while focus group discussion was done to understand influencing strategies.
Bonus coupon and credit period was found to be brand promotional tools among 36.67% and 23.33% of the suppliers respectively whereas 50% of the end consumers get attracted through credit period.
Credit period is the most influential marketing strategy while advertisement being the brand awareness tool to the consumer to set their brand in ‘Top of Mind’ state.
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Kunapatarawong, Rasi. "Murrah Dairy: Thailand's first and only buffalo milk producer." Emerald Emerging Markets Case Studies 5, no. 7 (November 17, 2015): 1–20. http://dx.doi.org/10.1108/eemcs-12-2014-0303.
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Subject area Murrah Dairy Company Limited (Murrah Dairy) is a strategy and management case related to entrepreneurship, with a focus on marketing, expansion, strategy and management of a family-run small and medium enterprise (SME). Study level/applicability The case is suitable for senior undergraduate and/or graduate MBA strategic management, entrepreneurship and marketing courses. Case overview The case is about Murrah Dairy, Thailand's first and only buffalo dairy producer. The company combines the concepts of regular SMEs together with community enterprises to build a business that can be used to achieve community benefits as well as private gains. With 11 years of experience, Murrah Dairy remains the first and only extensive dairy buffalo farm in Thailand. The market is growing, the brand is catching on and the company keeps expanding. Beginning with Murrah Farm in 2003, now Murrah Dairy now operates Murrah Farm, Murrah House and Mini Murrah Farm. The question now is where to go from here and what will it take to grow? Expected learning outcomes The expected learning outcomes are the increases in understanding on environment assessment (such as SWOT analysis, Porter's Five Forces, success factors), marketing strategy (product portfolio analysis, market-product analysis) and SME management, as well as abilities to propose growth strategies and marketing strategies for the firm. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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James, Constance R., and Keith Whitney. "Under Armour: repositioning for the global stage." CASE Journal 14, no. 2 (March 5, 2018): 164–93. http://dx.doi.org/10.1108/tcj-06-2017-0055.
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Synopsis Over the last two decades, Under Armour (UA) has emerged from being the “underdog” in the sports apparel and footwear industry to being a leader in the industry, with a fierce attention to performance and great skill at picking up-and-coming athletes who emerge as superstars. This case underscores its administrative heritage, competitive strategy, and growth potential as a global player in a highly competitive industry. It addresses the tension between being a performance brand while launching lines for women vs technology applications and conflicts between its growth strategy and macro-economic forces. It highlights areas in which it has succeeded against macro-economic forces and where it has not. Research methodology The research relies primarily on secondary sources and countless studies of UA and its major competitors. Primary research is based on databases, videos of UA’s Chief Executive Officer, Kevin Plank, and articles from Bloomberg to The Baltimore Sun (UA’s headquarters) on the history, growth and future of UA. It also includes observations and site visits to one of its signature brand house stores as well as intensive research and directed studies with students in the USA and China. Relevant courses and levels The case can be applied to undergraduate, graduate or executive business classes in: business policy and strategy; general management; (sports) marketing; leadership or organisational behaviour classes.
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Pulh, Mathilde, Rémi Mencarelli, and Damien Chaney. "The consequences of the heritage experience in brand museums on the consumer–brand relationship." European Journal of Marketing 53, no. 10 (October 7, 2019): 2193–212. http://dx.doi.org/10.1108/ejm-03-2017-0233.
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Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.
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Yenny Gunawan. "Lessons from Joglo’s Tectonic Adaptability for Sustainable Future." Creative Space 6, no. 2 (January 8, 2019): 109–15. http://dx.doi.org/10.15415/cs.2019.62009.
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In order to accommodate the dynamic human activities, built environments should always be in a constant change. Demolishing, building a new or renovating building are not suitable anymore due to high cost and effort, thus discussions on creating adaptable architecture has increased significantly. This paper suggests that architects can learn from vernacular buildings which already have the capacity to adapt from hundreds years ago. A Javanese vernacular architecture type, known as Joglo, is chosen as case study due to its unique adaptability. Joglo, as a house and pendopo, has existed since the year 1700s, and it is still reuse until now as gallery, office, café/restaurant, (modern) house, hotel and shops in various locations, even outside Java Island. The analysis is divided into two phases; identifying Joglo’s adaptability by dissecting the building components according to Brand’s layers to evaluate which part of buildings changes and how much, identifying the relations between buildings’ layers and the joints’ construction with the aid of a 1:65 scale model to seek a better understanding of six adaptability strategy. In the end, the paper reveal that Joglo’s adaptability is deeply influenced by the durability of materials and the knock-down tectonic character. Hopefully, this traditional wisdom of vernacular building can be developed for the creation of sustainable architecture of the future.
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Pratap, Sankalp, and Biswatosh Saha. "From chaos of steel cycles to the promise of “Joy of Building”: Tata Tiscon eyeing the next big leap." Emerald Emerging Markets Case Studies 6, no. 1 (May 2, 2016): 1–39. http://dx.doi.org/10.1108/eemcs-06-2015-0140.
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Subject area Strategic Management. Study level/applicability The case is designed for a) MBA students b) Short-duration executive MBA courses. Case overview The case refers to India’s leading steel company Tata Steel. Tata Tiscon, the steel rebar brand, is the organization’s leading retail brand. The case chronicles the period between the birth of the retail brand in the year 2000, its dramatic rise and dominance, to the end of 2013 when some of its initiatives had failed. Tata Tiscon was established as a pan Indian brand on the dint of a distribution network comprising 33 distributors and over 2000 retailers, many of them exclusive to the brand. The brand spawned a series of innovation in the category like “selling by piece”, fixed price concept and “free” home delivery. Together with its channel partners, the company achieved dramatic success which was reflected in its leading market share coupled with significant price premium in a category where price had traditionally being the only selling pitch. After 2010, the company saw an emerging challenge in the form of a new business model, where some companies were gearing to provide the complete portfolio of construction material including cement, steel, etc., and a turnkey construction solution for house builders. Tata Tiscon responded by attempting to enter the service space by launching a building design solution and later a construction supervision solution. Both of these initiatives failed. The protagonist of the case is Mr Keshav Viswanath (Chief of Marketing for retail business at Tata Steel), who is concerned with the failures of these key initiatives and is wondering how to ensure the “leader” status of Tata Tiscon in coming years. Expected earning outcomes The students are expected to understand how a core strategy like differentiation is implemented successfully in “practice”; understand the exploitation–exploration dichotomy in an organization; appreciate difference between radical innovation (based on new organizational routines, new business partners and new relationships) and incremental innovation based on fine tuning of existing organizational routines and relationships. Supplementary materials Rebar production: www.youtube.com/watch?v=J6n9sci8j-8; Tata TISCON AV: www.youtube.com/watch?v=89kOUsbnaYQ; TQM – The Toyota Way: www.youstube.com/watch?v=qf3gdrIMxRw; Disruptive vs. Incremental Innovation: www.youtube.com/watch?v=kOOL_GiaLTo; Approach to innovation is dead wrong: www.youtube.com/watch?v=pii8tTx1UYM Subject code CSS 11: Strategy.
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Ndubisi, Nelson Oly, and Arne Nygaard. "The ethics of outsourcing: when companies fail at responsibility." Journal of Business Strategy 39, no. 5 (September 17, 2018): 7–13. http://dx.doi.org/10.1108/jbs-03-2018-0037.
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Purpose The purpose of this paper is to demonstrate that costs reduction is no longer a complete indication of performance and should not be attained at the expense of the firm’s sustainable social responsibility and environmental aspects. The question of whether outsourcing is a “blessing” or a “lesson” remains unresolved in the minds of practitioners and researchers alike. The literature is replete with the up- and down-sides of outsourcing, all going in different directions, making it very cumbersome particularly for practitioners to articulate when and what to outsource (if at all) and how to contain or mitigate outsourcing downsides. Design/methodology/approach Outsourcing as a two-edged sword can be value creating strategy or a firm’s soft spot. This paper focusses on the latter through a review of sourcing in two leading multinational companies: Benetton, in the fast fashion industry, and Nestlé, in the food industry. Findings Benetton experienced the biggest catastrophe in the garment industry, the Rana Plaza collapse. Nestlé went through the horse meat scandal, perhaps one of the most complex food crime cases in history. Both cases illustrated the strategic vulnerability that arises from the international outsourcing of production. Research limitations/implications Clearly, production costs are no longer a complete indication of performance as the two cases unveil. Management control systems should be especially vigilant when outsourcing transfers social and environmental responsibility from one contract to another in a global business context. Monitoring costs cannot be outsourced when it comes to sustainable social responsibility and environmental aspects. Practical implications Firms can leverage relationships with stakeholder groups, activists and NGOs to help them to monitor their international operations. Institution-based trust to protect brands, increased integration and control are necessary mechanisms. Originality/value Indeed, global outsourcing in any industry should transfer not only industrial operations but also credible and responsible social and environmental benchmarks.
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Gazley, Aaron, and Hamish Simmonds. "When service providers fail: outsourcing help and consumer attitudes." Journal of Business Strategy 39, no. 5 (September 17, 2018): 22–30. http://dx.doi.org/10.1108/jbs-03-2018-0040.
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Purpose The purpose of this paper is to investigate the effect of outsourcing and offshoring on brand loyalty in a service recovery context. In addition, the effect that consumer ethnocentrism has on these relationships is examined. Design/methodology/approach An experiment was designed using a series of service recovery scenarios that manipulated whether the recovery effort was conducted by an in-house/outsourced or local/offshored party. Findings The study shows that while outsourcing service recovery within the home country has no effect on loyalty, outsourcing to an offshore location does. In addition, the effect of offshoring of loyalty is greater for consumers who hold ethnocentric tendencies. Practical implications This research suggests the need to consider the delivery channel of service recovery to recover a service failure and retain customer loyalty. The results show that outsourcing within a local country may be effective, but the risks associated with offshoring are much greater. Originality/value Despite previous attempts to understand outsourcing and offshoring in a range of service scenarios, their role in service recovery is not well understood. Similarly, the impact that ethnocentrism might have on this process is overlooked. This paper therefore responds to calls within business theory, practice and consults for further study in this under-researched area.
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Gwadabe, Maryam Lawan. "Adoption of Web 2.0 Marketing." International Journal of Information Systems in the Service Sector 9, no. 4 (October 2017): 44–59. http://dx.doi.org/10.4018/ijisss.2017100104.
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The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefits achieved by the Nigerians SME's are increase in brand awareness and revenue. However, the benefit of getting high search engine optimization (SEO) rank is not leveraged. One major challenge is lack of in house skills is the most common faced in the adoption of Web 2.0 marketing as most of the online marketing is done by unskilled employees in the company; this issue leads to several challenges. It is recommended that the SME's should hire or outsource certified digital marketers for effective management and achievement of optimum Web 2.0 marketing strategy benefits.
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Anderson, Erin, and Thomas S. Robertson. "Inducing Multiline Salespeople to Adopt House Brands." Journal of Marketing 59, no. 2 (April 1995): 16–31. http://dx.doi.org/10.1177/002224299505900202.
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How can multiline providers induce their salespeople to sell house brands? Using both unobtrusive measures (archival data) and direct questions, the authors model the extent to which salespeople adopt house brands, as well as the salesperson's perception that selling house brands can pose contractual hazards and his or her dependence upon the employer. Results indicate that adoption of house brands is most pronounced for salespeople who are habitually successful, are more dependent on the firm, or receive high levels of company training. In contrast, salespeople who resist house brands perceive that selling these products threatens their customer bond, have greater experience as a salesperson, and are more oriented to external than to internal sources of information. The authors discuss implications of the findings in terms of developing ways for multiline providers to manage independent-minded salespeople.
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Khuarana, Karan. "Analyzing local fashion communities/SME`s from Ethiopia and Ukraine and devising solutions for sustainable businesses." Journal of Developing Economies 2, no. 2 (December 20, 2017): 1. http://dx.doi.org/10.20473/jde.v2i2.6057.
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The ever-increasing share of fast fashion consumerism shadowed the profound craftsmanship of local produce in the developing countries. This subsequently created hardship to the local communities and designers across the non-western world which belongs to small and medium scale enterprise sector. Beyond this the fashion commodities saw a substantial fall in design elements which made the products very banal in nature. Consequently, the trade turned towards conscious consumption and here emerged a few sustainable designers and craft oriented communities which attracted attention in the recent past. Problems of sustainability and consumption are burning issues nowadays, fashion houses and international brands propagandize purchase for better consumer base, whereas originally sustainable local-based craftsmen still stay in the shade. Due to lack of expert management and target allocated branding real sources of national heritage cannot gain fame on the international level.In this research, we have studied and analyzed the problems faced by hereditary communities and ethnic designers which lie in small and medium scale enterprise sector from two developing economies Ethiopia and Ukraine. The main purpose of the work is to design effective marketing & management strategy for expansion of local communities and entrepreneurs to the international level. Particular attention is given to communities and designers who promote national heritage and for a part of small and medium scale enterprises which are one of the concerns of economic development of the two countries.
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Yamak, Kamil Oygur. "Exploring Customer Perception of Service Quality in Coffeehouse Chains." Journal of Asian Research 4, no. 1 (February 28, 2020): p1. http://dx.doi.org/10.22158/jar.v4n1p1.
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Turkey is a fast growing market for global coffeehouse brands. This exploratory study investigates the service quality considerations of coffeehouse chains as perceived by the customers; namely customer expectations, loyalty, reasons of preference over coffee house brands, and service attributes of the coffee house brands in Turkey. Data are collected from a sample in several popular shopping malls in different parts of Istanbul that shelters coffeehouses of all of the brands included in this study through a survey questionnaire. The sample is chosen randomly and the survey is conducted mostly at weekends. The brands included in this survey are the five top global brands and one domestic brand. Results give evidence that further study may expose more revealing findings about customer satisfaction and commitment in coffee house brands.
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Crawford Camiciottoli, Belinda, Silvia Ranfagni, and Simone Guercini. "Exploring brand associations: an innovative methodological approach." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 1092–112. http://dx.doi.org/10.1108/ejm-12-2011-0770.
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Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching. Findings – The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants. Practical implications – The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies. Originality/value – The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.
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Yao, Bin, Richard T. R. Qiu, Daisy X. F. Fan, Anyu Liu, and Dimitrios Buhalis. "Standing out from the crowd – an exploration of signal attributes of Airbnb listings." International Journal of Contemporary Hospitality Management 31, no. 12 (December 9, 2019): 4520–42. http://dx.doi.org/10.1108/ijchm-02-2019-0106.
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Purpose Due to product diversity, traditional quality signals in the hotel industry such as star ratings and brand affiliation do not work well in the accommodation booking process on the sharing economy platform. From a suppliers’ perspective, this study aims to apply the signaling theory to the booking of Airbnb listings and explore the influence of quality signals on the odds of an Airbnb listing being booked. Design/methodology/approach A binomial logistic model is used to describe the influences of different attributes on the market demand. Because of the large sample size, sequential Bayesian updating method is utilized in hospitality and tourism field for the first attempt. Findings Results show that, in addition to host-specific information such as “Superhost” and identity verification, attributes including price, extra charges, region competitiveness and house rules are all effective signals in Airbnb. The signaling impact is more effective for the listings without any review comments. Originality/value This study contributes to the literature by incorporating the signaling theory in the analysis of booking probability of Airbnb accommodation. The research findings are valuable to hosts in improving their booking rates and revenue. In addition, government and industrial management organizations can have more efficient strategy and policy planning.
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Anderson, Erin, and Thomas S. Robertson. "Inducing Multiline Salespeople to Adopt House Brands." Journal of Marketing 59, no. 2 (April 1995): 16. http://dx.doi.org/10.2307/1252070.
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Mazinter, Luisa, Michael M. Goldman, and Jennifer Lindsey-Renton. "Cricket South Africa’s Protea Fire brand." Emerald Emerging Markets Case Studies 7, no. 1 (April 18, 2017): 1–20. http://dx.doi.org/10.1108/eemcs-05-2016-0081.
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Subject area Marketing, Sports marketing and Social media marketing. Study level/applicability Graduate level. Case overview This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year away, Jury worked with a diverse project team of Proteas players, cricket brand managers and external consultants to build a public brand identity for the national team, to nurture greater fan affinity and to mobilize South Africans behind their team for the World Cup. The project team developed a range of Protea Fire multimedia content as the core of the campaign. These included video diaries, scripts which were written by the Proteas players themselves, player profile videos, motivational team-talk videos and good luck video messages featuring ordinary and famous South Africans. Having invested in creating this content, the project team faced the difficult task of allocating a limited media budget to broadcast and amplify the content. Another significant challenge was to ensure that the Proteas team values were authentically communicated across all content, including via the social media strategy using Twitter, Instagram and YouTube. As the World Cup tournament kicked off on February 14th 2015, South Africa was well placed to overcome their previous inability to reach a final, although Jury wondered whether another exit in the knockout round would weaken the strong and positive emotions the Protea Fire campaign had ignited. With the last two balls remaining in South Africa’s semi-final game against New Zealand on March 24th 2015, and the home team requiring just five runs to win, Jury joined 60 million South Africans hoping that Protea Fire was strong enough. The case concludes with South Africa losing the semi-final game and Jury turning his attention to how the #ProteaFire campaign should respond. Expected learning outcomes This study aimed to analyse the development of a sport team brand and a megaevent campaign; to assess the efficiency and effectiveness of a marketing campaign; and to consider appropriate brand responses to the team’s failure to deliver on expectations. Subject code CSS 8: Marketing.
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Knopf, Alison. "Recovery Brands, Elements settle lawsuit by Seabrook House." Alcoholism & Drug Abuse Weekly 27, no. 11 (March 15, 2015): 3–5. http://dx.doi.org/10.1002/adaw.30112.
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Dinnie, Keith, and Nicholas Ind. "Nordic brands." Journal of Brand Management 16, no. 1-2 (July 31, 2008): 1–3. http://dx.doi.org/10.1057/bm.2008.13.
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Choy, Minkyung, and Jae II Kim. "New brands diluting the personality of existing brands." Journal of Brand Management 20, no. 7 (April 5, 2013): 590–607. http://dx.doi.org/10.1057/bm.2013.2.
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Myeong-Cheol Choi, Zhuo-Cuo Kan, Yuan-Zhao Song,. "The Development Strategy of Pechoin in the New Era." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (April 11, 2021): 435–41. http://dx.doi.org/10.17762/turcomat.v12i5.986.
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With a long history inherited through centuries of business competition, Chinese time-honored brands are a symbol of traditional Chinese culture. As a witness of history, every old Chinese brand is a brand legend, but they arenow gradually declining. According to the latest statistics from the Ministry of Commerce of China, only 160 out ofover 1,600 “Chinese time-honored brands”have beenprofitable since 1993. Many time-honored brands are facing the scourge of brand decline or even extinction, with the remaining brands dying at a rate of 5% per year. In recent years, cosmetics have gradually become an inseparable part of people's daily lives with the increasing income of Chinese residents. China's broad market prospects have attracted many well-known international brands, while many well-known old Chinese brands have been eclipsed in this increasingly fierce market competition. As the saying goes, “An outsider, however strong, should always respects the locals,” foreign brands have overcome the inherent competitive disadvantages of systems, cultural regions, and the like. In contrast, domestic brands have continued to decline under local advantages,the reasons of which are worth discussing. This article uses Pechoin as an example to explore the development strategies of traditional old brands in the new era and explores the causes of the brand’s resurgence in terms of brand innovation and marketing strategy. Its current problems are discussed to provide a way for other traditional brands to rejuvenate.
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Han, C. Min. "Global identity strategy and its efficacy for Asian brands." Asia Pacific Journal of Marketing and Logistics 28, no. 5 (November 14, 2016): 862–77. http://dx.doi.org/10.1108/apjml-11-2015-0173.
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Purpose The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers. Design/methodology/approach Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness and those with low brand globalness – and to examine if Japanese-origin effects differ between these two groups. Findings In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects. Research limitations/implications The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands. Practical implications The findings suggest that even when Asian firms emphasize the globalness of their brands, they may still need to attend to country-of-origin effects. Originality/value This study examines an unexplored issue of country-of-origin effects for global brands.
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Silalahi, Ayuphita Tiara. "Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion." Humaniora 12, no. 1 (March 30, 2021): 21–28. http://dx.doi.org/10.21512/humaniora.v12i1.6786.
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The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage analysis method in order to produced themes. Findings show that Instagram is a preferred social media platform in Indonesia for local companies to promote their brands by selecting micro-influencers as part of the communication strategy. Four distinctive characteristics outline the themes of Instagram micro-influencer that are seen as primary factors for the brands to utilize in ensuring effective brands’ communication strategy. The research concludes that different methods of delivering a brand’s messages can be utilized to achieve the brand’s communication goals and the high intensity of engagement between the influencer and their followers is the core strength for the success of the communication activity. This is a quality seeks by both brands and influencer agencies to ensure successful brands’ communication strategy.
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Brown, Stephen. "Animal house: Brand mascots, mascot brands and more besides." Journal of Customer Behaviour 13, no. 2 (August 25, 2014): 77–92. http://dx.doi.org/10.1362/147539214x14024779483519.
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Chaiittipornwong, Taksina, Pomthong Malakul, and Dawan Wiwattnadej. "The Challenges of Implementing Sustainable Production for One-Way Bottled Drinking Water in Thailand." Advanced Materials Research 807-809 (September 2013): 2897–910. http://dx.doi.org/10.4028/www.scientific.net/amr.807-809.2897.
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The paper presents evidence-based evaluation of a sustainable production of one-way bottled drinking water in Thailand with emphasis on open-loop and close-loop processes. Two groups of producers were selected: four top brands and four house brands. In-depth interviews and plant surveys were conducted to explore the producers performances in four categories: corporate social responsibility (CSR), sustainable design, 3 Rs principle and life-cycle management (LCM). The interview and survey transcripts were combined, analyzed and categorized for two sustainable production measures: resource efficiency and pollution reduction. Three most prominent findings are that the top brands moderately perform the sustainable production while the house brands do less well, the resource efficiency measure is much more valued than the pollution reduction, and that the LCM is the most favored category, unlike the CSR. In conclusion, both brands are challenging for improving water efficiency and increasing plastics recyclability and the close-loop process shall be largely adopted among Thai bottled water producers.
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Kapferer, Jean-Noël. "‘Building Strong Brands’." Journal of Brand Management 3, no. 4 (February 1996): 278–80. http://dx.doi.org/10.1057/bm.1996.8.
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Kapferer, Jean-Noël. "Managing luxury brands." Journal of Brand Management 4, no. 4 (February 1997): 251–59. http://dx.doi.org/10.1057/bm.1997.4.
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