...A brand orientation typology for SMEs: a case research approach Ho Yin Wong and Bill Merrilees Department of Marketing, Griffith Business School, Griffith University, Gold Coast, Australia Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs). Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand-marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding. Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand-marketing performance. The study puts forward some propositions about the pre-conditions to move higher up the ladder, particularly to an integrated brand orientation. Research limitations/implications – The major limitation of this research is that it is based on eight case studies. It is suggested that a quantitative survey be carried out to enhance the generalisability...
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...Journal of Marketing and Management, 3 (1), 60-77, May 2012 60 Perceived Impact of Ingredient Branding on Host Brand Equity Prof. Kavita Tiwari, Dr. Rajendra Singh AICAR B-School, Navi Mumbai, India kavitat786@yahoo.com, prajsingh71@rediffmail.com Abstract The aim of the study is to discuss and estimate the perceived impact of ingredient branding on host brand in terms of brand equity. For the purpose of our study, we will measure the impact in terms of association, neutral and disassociation of ingredient brand with host brand. In this study many theories and models is studied to identify the potential factors of ingredient branding. The research methodology adopted for the analysis in our study is to some extent a replica of previous studies conducted within ingredient branding. We conducted a survey based on questionnaire method. For which a close ended structured questionnaire on 5- point Likert scale basis is being designed .The survey was conducted among 212 respondents consisting of customers in Indore city. While doing this research we have gained insights on how several aspects of our study could have been conducted differently. We recommend that a similar study should be conducted again, this time with well known host brands and ingredient brands that focus on utilitarian needs from a consumer perspective. A more representing respondent group would also increase the arguments for generalization among a wider population. By using SPSS we can conclude...
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...CHAPTER 2 Customer-Based Brand Equity Customer-Based Brand Equity - Building a Strong Brand - Creating Customer Value - CHAPTER 3 Brand Positioning Identifying and Establishing Brand Positioning - Positioning Guidelines Defining and Establishing Brand Mantras - Brand Audits CHAPTER 4 Choosing Brand Elements to Build Brand Equity Criteria for Choosing Brand Elements - Options and Tactics for Brand Elements - CHAPTER 5 Designing Marketing Programs to Build Brand Equity New Perspectives on Marketing – Product Strategy – Pricing Strategy - Channel Strategy - CHAPTER 6 Integrating Marketing Communications to Build Brand Equity The New Media Environment - Overview of Marketing Communication Options - Developing Integrated Marketing Communication Programs CHAPTER 7 Leveraging Secondary Brand Associations to Build Brand Equity Conceptualising the Leveraging Process - Country of Origin and other Geographic Areas - Co-Branding - Licensing - Celebrity Endorsement – CHAPTER 8 Developing a Brand Equity Measurement and Management System The Brand Value Chain - Designing Brand Tracking Studies - Establishing a Brand Equity Management System – CHAPTER 9 Measuring Sources of Brand Equity: Capturing Customer Mindset Qualitative Research Techniques - Quantitative Research Techniques - Comprehensive Models for Customer-Based Brand Equity - CHAPTER10 Measuring Outcomes of Brand Equity: Capturing Market Performance...
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...Introduction Business management has experienced a number of changes after the significant effects of industrial development. Developments in technology made quality to be easily accessible compared to previous eras and hence, the standards of product purchase switched from the ‘quality’ to ‘design’ as customers, who buy products, increased their expectations from those products. Therefore, 21st century’s business management happened to face the challenges of ‘design’ and ‘brand’ by which they have to stand out their products amongst their peers. In other words, ‘design’ and ‘brand’ have become emotional satisfaction criterion and core components of companies in today’s competitive markets. That is why effective brand identification, which is expected to be established and preserved by the brand strategist, and it is a number of distinctive connections of ideas related to the brand, is essential for market triumph in the competitive retail markets (Kim & Lee, n.a). Part 1 Brand Identification and Design The role of branding for organizations has showed a significant change correspondingly. Branding used to be the symbol of ownership in the past, and then it started to be seen as the intellectual statement of customer benefits. But today, ‘brand’ actually symbolizes the company vision and its strategic positioning in the market. Therefore, the concept of brand is not only ‘the logo on the product’ anymore, but also is the symbol of the philosophy, understanding and vision...
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...business expansion and revolutionizing of tourism sector. The world has transformed into a global village, it’s a crowded place where 250 countries are competing to woo holidaymakers of all kinds. In today’s rat race, it has become imperative for each nation to compete with other for their share of the world’s consumers, business, investment, attention, tourists and position. For each country, the cities play a significant role in international competition for funds, fame and talent. The prosperity of an entire economy is at stake, and how effectively the city manages to succeed or fall depends on how effectively it communicates and brands itself. The nations focus on marketing their cities as a distinctive place and communicate about the place with help of media resources. In today’s world cities are like companies; those with a strong brand image will attract more tourists and investors. Any factor that emphasizes on a country’s appeal is constructive and herein comes the importance of destination branding. This review would introduce the concept of “Destination Branding” followed by a case study and conclusions and recommendations on a successful destination branding. Introduction on Destination Branding Destination branding is an integral part of developing and retaining a particular location’s popularity. Too often,...
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...Brand management Nov 25 - 28, 2012 SALES & MARKETING Brand Management One of the most challenging tasks for brand managers today is to make brands stand apart in the growing clutter. With reducing spending power and conservative spending trends among the target segments, every other brand is vying for its place in the current Indian marketplace. Consumers are over-exposed to brands, which has resulted in reduced attention spans. In this complex scenario, brand strategies should position the brand uniquely because consumers seldom offer a second chance. Programme content Being Relevant and Understanding Context • What brands do you respect and trust? • The out-of-box experience: the power of first impressions • Identifying the risk of ‘marketing myopia’ • The power of intention: connecting what you say to what you do • Brand stewardship Mutual Benefit and Stakeholder Relationships • Brands: Values and valuation • Personas: know your customers • Customer experience • Stakeholder relationships • Creating touchpoints: making the brand experience come alive • Journey mapping: the magic of being intentional • Brand relationship ecosystems Connecting Customers and Brands • Measuring and influencing drivers of brand choice • Analysing and managing brand perceptions and preferences • Managing brands by understanding customer-brand relationships • Customer relationship matrix, customer commitment, and brand adoption • Building brands for leadership:...
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...Paradox of Brand Community “Management” Brand communities, while “hot” and fundamental in the relationship interactive marketing age, are often seriously misunderstood. Located at the pinnacle of the loyalty continuum, true communities possess social structure and exhibit socialization processes. These sociological facts must be thoroughly understood by any manager who claims community goals for his or her brand. HarleyDavidson – frequently admired for its ability to generate an almost religious loyalty to its brand – has developed a deep appreciation of the power of brand communities that personally link consumers together and is eager to manage them successfully. The present article, evolved from the Harvard Business School study case on the Harley-Davidson “Posse Ride“, deals with the management challenges and tensions that may arise when building brand communities. Prof. Susan M. Fournier Visiting Associate Professor of Business Administration, Tuck School of Business at Dartmouth College, US-Hanover lic. sc. com Kathrin Sele Doctoral Candidate at the Institute of Marketing and Retailing at the University of St.Gallen, CH-St.Gallen Prof. Dr. Marcus Schögel Assistant Professor at the University of St.Gallen and Head of the Competence Center Distribution and Co-operation at the Institute of Marketing and Retailing, CH-St.Gallen 1. The Notion of Brand Community Harley Owners Group (HOG) and the Posse Ride In 1983 Vaughan Beals, member of the management board, decided...
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...Journal of Marketing Management Vol. 26, Nos. 1–2, February 2010, 74–89 From an aggregate to a brand network: a study of the ´ brand portfolio at L’Oreal Claude Chailan, International University of Monaco, Monaco Abstract Our purpose is to contribute to the understanding of brand-portfolio management by examining the brand-portfolio strategies of a world-leading company. We started to work on a case study with L’Oreal. Our research ´ focused on two questions: (1) what reasons lead L’Oreal to develop a brand´ portfolio strategy?; (2) how can brand-portfolio management create a higher and stronger level of competitive advantage for this company? The results show that an aggregation of brands is not in itself a brand portfolio. The juxtaposition of brands is one of, but not the sole, element necessary for the development of a brand portfolio, which is a combination of a brand ensemble and key competences born out of organisational savoir-faire. By analysing the evolution of the L’Oreal brand portfolio, this work shows how the brand ´ combination within a portfolio is a key factor for company development, growth, and risk management. It is a crucial phase to understand L’Oreal’s competitive ´ advantage. Keywords brand portfolio; brands; strategic marketing; L’Oreal ´ Introduction Many firms are becoming increasingly concerned with the definition of the relationships between brands within the company as parts of a whole, and with the organisation of these connections within...
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...Louis Vuitton Company on the Digital World Students Name Institute Affiliation Date ABSTRACT 1. The study utilizes an investigative approach to finding out the positioning of the luxury brand in the digital world; a case of Louis Vuitton Company. Louis Vuitton is one of the best luxury brands in the market with a worth estimate of $24.7 billion. Many luxury brands have not bought the idea of going online and utilizing the digital platform in marketing their products. Nowadays it is very crucial and as well relevant for any luxury brand to go digital. With the world’s economic changes, people have revised their spending and diverted to a rather more relevant daily survival practices. In such a scenario, Luxury brands need to do an aggressive marketing and making their presence be felt all over the world. The technological advancements in the business sector are playing a bigger role rather. The digital platform has been in use for decades now with many business sectors going online. It is noted that as many business sectors would like to venture in the e-commerce, many luxury brands haven’t bought the same idea. Luxury brand companies have the notion that the digital marketing is made for small and middle-level range of commodities. In the year 2014, only three luxury brands gained their strength in the market with Louis Vuitton taking the lead. Therefore, we ask this question, what makes Louis Vuitton take the lead in the market in this transforming technological world...
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...Explain the Branding and Brand Management for companies marketing success. A brand can be defined as a seller’s promise to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of competitors. Some examples of well known brands are Mc Donald’s’, Mercedes-Benz, Sony, Coca Cola, etc. A brand connects the four crucial elements of an enterprise customers, employees, management and shareholders. Brand is nothing but an assortment of memories in customers mind. Brand represents values, ideas and even personality. It is a set of functional, emotional and rational associations and benefits which have occupied target market’s mind. Associations are nothing but the images and symbols associated with the brand or brand benefits, such as, The Nike Swoosh, The Nokia sound, etc. A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brands is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without. Brands with strong equity have many competitive advantages. * It provides high consumer awareness. For example, it is said “Vodka”, “Absolute” brand comes immediately in...
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...called as Global Consumer products and the company wanted to hire a Brand Manager for their newly developed Baby Soap. This was an urgent need for them, so the company had advertised on a week day English Newspaper. But, some of the salient features were missed out in their advertisement. Only a few candidates were attracted by their advertisement. Finally they hired a brand manager (Mr. Anton) with including only two interview and the hired person had to involve the business activities at the very first day. Mr. Anton didn’t have any idea about the gravity of his work. Thereby the market for the Baby Soap was significantly dropped. So branding team also was fed up and demotivated because of the target wasn’t achieved. Finally management of Global Consumer Products decided to extend the probation period for Mr. Anton. By based on above described situation I am required to; * Analyze and Identify issues involved in the case. * Make recommendations as alternative solutions to this case from modern employee resourcing practices of view. Problem statement The problem statement which known as “Defining the Issues”, is not easy to write! Now it is time to decide what the main issues involve in this case study. There are main 4 issues which are gathered by me. They are; * Not having adequate or enough candidates for the selection of proposed Brand Manager Position. * Not having proper recruitment and...
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...IOSR Journal of Business and Management (IOSR-JBM) ISSN: 2278-487X. Volume 7, Issue 2 (Jan. - Feb. 2013), PP 101-109 www.iosrjournals.org Brand Love: Mediating Role in Purchase Intentions and Word-ofMouth Muhammad Yasin1, Amjad Shamim2 2 (Department of Business and Economics, Foundation University Islamabad, Pakistan) (Lecturer, Department of Business and Economics, Foundation University Islamabad, Pakistan) 1 Abstract: The objective of this research is two fold. First is to determine the impact of brand experience, brand trust and affective commitment on purchase intentions. Second is to ascertain the mediating role of brand love in the relationships of purchase intentions and word-of-mouth. The data was obtained from 265 cell phone customers from Islamabad and Rawalpindi cities of the Islamic Republic of Pakistan. Simple random sampling technique was used for the collection of data and the data was analyzed in SPSS 15.0 where correlation and regression analyses were performed. Results indicate that brand experience, brand trust and affective commitment have significant positive impacts on purchase intentions. In this relationship, the intensity of the impact of affective commitment is quite high as compared to other variables. Other results revealed that purchase intentions significantly predict brand love and word-of-mouth, and brand love also significantly predicts word-of-mouth. And finally, brand love has partial mediation affect in the relationship of purchase...
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...Employer brand denotes an organisation's reputation as an employer.[1] The term was first used in the early 1990s, and has since become widely adopted by the global management community.[2][3][4] Minchington (2005) defines employer brand as "the image of your organisation as a 'great place to work'". Employer branding is concerned with enhancing your company's employer brand.[2] Just as a customer brand proposition is used to define a product or service offer, an employee value proposition is used to define an organisation's employment offer. Likewise the marketing disciplines associated with branding and brand management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers. Contents 1 Origin 2 Employer branding 3 Employer brand management 4 Employer brand proposition 5 Employer branding and internal marketing 6 Brand-led culture change 7 References Origin The term "employer brand" was first publicly introduced to a management audience in 1990,[5] and defined by Simon Barrow, chairman of People in Business, and Tim Ambler, Senior Fellow of London Business School, in the Journal of Brand Management in December 1996.[6] This academic paper was the first published attempt to "test the application of brand management techniques to...
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...R. and Ruekert, R. (1994). Brand management. Chicago, IL. Keller, K. (2014). Consumer brand relationships. J Brand Manag, 21(5), pp.365-365. Blattberg, R., Getz, G. and Thomas, J. (2001). Customer equity. Boston, Mass.: Harvard Business School Press. Kapferer, J. (2008). The new strategic brand management. London: Kogan, pp.15. Coca-Cola Company. (2016). Product Safety and Quality, The Coca-Cola Sustainability Project [online] Available at<http://www.coca-colacompany.com/sustainabilityreport/me/product-safety-and-quality.html#section-safety-and-quality-in-every-serving >[Accessed 26 Mar. 2016]. Hoidas, A. (2011). Planned Obsolescence: 5 Products That Have It and What to Do About It. [online] Promotional Products Blog | Quality Logo Products (QLP). Available at<https://ww.qualitylogoproducts.com/blog/planned-obsolescence-5-products> [Accessed 26 Mar. 2016]. MBA Skool-Study.Learn.Share. (2016). Deceptive Packaging Definition | Marketing Dictionary | MBA Skool-Study.Learn.Share.. [online] Available at: http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11912-deceptive-packaging.html [Accessed 26 Mar. 2016]. Jobber, D. and Fahy, J. (2009). Foundations of marketing. Maidenhead: McGraw-Hill Higher Education. Pp.143,157 Kotler, P. and Keller, K. (2009). Marketing management. Upper Saddle River, NJ [u.a.]: Pearson Prentice Hall, pp. 298-303 Lee, K. and Carter, S. (2009). Global marketing management. Oxford: Oxford University Press...
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...OF CONTEMPORARY RESEARCH IN BUSINESS JULY 2013 VOL 5, NO 3 The Halal brand personality and its effect on purchase intention Mahdi Borzooei and Maryam Asgari Business Management Faculty, Universiti Teknologi MARA, Shah Alam, Malaysia Abstract Halal is not just a purely religious issue; it is also in the realm of business and trade. The purpose of this study is to propose a model to determine the Halal brand personality and then examine its effect on brand trust and purchase intention. In particular, religious commitment with intra-personal and inter-personal dimensions is presented as a moderator variable. A literature review was conducted to select an appropriate theoretical model based on the recognized variables. In addition, the paper provides insight into each variable of the proposed model. The practical implication of this study extends to the new window for marketers and businesses in different countries involved in the Halal business. Establishing a strong Halal brand assists corporations to achieve worldwide acknowledgement, credibility, and be a major player in this lucrative market. Shaping Halal in the lens of branding in the business environment enhances the image of Halal and also leads to more recognition among nonMuslims consumers. Finally, this is a pioneer study to propose implementing brand personality and brand trust on Halal. Keywords Halal, Brand personality, Brand trust, Purchase intention, Religious commitment 1. Introduction The word Halal...
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