...J. Basic. Appl. Sci. Res., 2(12)13069-13075, 2012 © 2012, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research www.textroad.com Brand Image: Past, Present and Future Muhammad Ehsan Malik1, Basharat Naeem2, Madiha Munawar3 1 Director, Institute of Business Administration (IBA)/Director General, Gujranwala Campus, University of the Punjab, Lahore (Pakistan) 2 Senior Research Officer, COMSATS Institute of Information Technology (CIIT), Lahore Campus (Pakistan) 3 MBA Scholar (IBA, University of the Punjab), Lecturer, Punjab Group of Colleges ABSTRACT Strategic role of brand image has been proven in extensive literature as it is considered as distinct component in designing the marketing mix to building sustainable competitive edge. So, this paper presents divergent perspectives defining the brand image concept and concluding the debate about its multidimensionality. Five major clusters of definitions of brand image construct are observed such as generic definitions, meanings/messages, symbolic definitions, personality based definitions and cognitive/psychological definitions. Another important milestone in the evolution of brand image is the theory behind the concept of brand positioning. Brand Image is a multi dimensional construct that is triggered by cognitions, emotions, symbols, values and attitudes of consumers. However, many researchers measured it as uni-dimensional construct. Initially benefits based dimensionality was used to...
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...Aaker's brand equity model. Afterwards, an international branding strategy has been developed, examining the possibilities and size of the luxury market in China. Marketing strategy elements such as targeting, positioning and marketing P's are discussed in the following sections of the report. Given that Patek Philippe will be entering a new market in China the possibility of a brand extension development is considered. Lastly, an annual control plan for Patek Philippe brand is introduced for measurement, control and monitoring purposes. Aaker’s Brand Equity Model The brand is described as ''a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors'' (American Marketing Association, 2014 and Aaker et al. 1991). Therefore brands are useful means of signaling the level of quality, cost, value and risks involved in buying the product or services. Consumer - based brand equity identifies the response of consumers that have interacted with the brand in the past (Kotler & Keller, 2009). The report examined the branding strategy of Patek Philippe luxury watch company and identified the sources of brand equity using Aaker's Brand Equity Model (1991). Figure 1. Aaker’s Brand Equity Model Adapted from Aaker (2009). Brand Loyalty According to various scholars a brand loyalty can be a useful tool of measuring the...
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...remains unchanged, the function of marketing management has evolved to include strategic decision-making. Review and write a summary of the strategic marketing management process discussed in chapter one of the Kerin and Peterson text. The fundamental function of marketing is to create new customers and this can be accomplished by customizing the marketing mix to provide value to the customer, better than the competitor can. Marketing has evolved over the years and firms now strive to create long term relationships with its customers instead of just a one-time purchaser. The main difficulty that firms face is uncertainty arising due to constant changes in the external environment in which the firm operates in. “There is but one certainty regarding the times ahead, the times in which managers must work and perform. This certainty is that they will be turbulent times. In turbulent times, the first task of management is to make sure of the firm's capacity for survival; to make sure of its structural strength and soundness; and to make sure of its capacity to survive a blow, to adapt itself to sudden change, and to avail itself to sudden change and new opportunities.” [Drucker, 1974] Most established firms would have a Chief Marketing Officer (CMO) to head the marketing department, making day-to-day operations decisions as well as contribute to strategic decision making that would affect the long well-being of the firm. “Truly strategic managers have the ability to capture essential...
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...Archive Strategic Marketing. A literature review on definitions, concepts and boundaries Jorge Mongay Autonomous University of Barcelona, SBS Swiss Business School 2006 Online at https://mpra.ub.uni-muenchen.de/41840/ MPRA Paper No. 41840, posted 9. October 2012 20:07 UTC WORKING PAPER. JM-A1-2006 STRATEGIC MARKETING: A LITERATURE REVIEW ON DEFINITIONS, CONCEPTS AND BOUNDARIES. Dr. Jorge Mongay Autonomous University of Barcelona (UAB) & SBS Swiss Business School 1 WORKING PAPER. JM-A1-2006 Summary 1. Definitions of strategic marketing 2. Aspects of Strategic Marketing 3. Factors in Strategic Marketing 4. Elements of Marketing Strategy 5. Intersections with others disciplines 5.1. Intersection between Strategic Marketing and Marketing Tactics 5.2. Intersection between Strategic Marketing and Corporate Strategy 5.3. How does it Strategic Marketing fit into Corporate Strategy? 6. Final conclusions of the paper 7. References 2 WORKING PAPER. JM-A1-2006 1. STRATEGIC MARKETING AND ITS DEFINITIONS Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication. Author Year Definition Drucker 1973 “ Strategic marketing...
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...[pic] MKT 4100 Strategic Marketing Management Module Handbook Academic Year 2012/2013 Dubai Coordinator: Dr. Doug Young School of Business |Student Name: | | | OR |Student Number: | | | |Seminar Class Details: | |Name of Seminar Tutor: | |Day: | |Time: | |Room: | Lectures: Tuesday from 6:30 - 9:30 PM in KV Block 17, Room 009 ...
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...1 Strategic Marketing, the words itself describes that it has a lot to do with technical and specific information. “Strategic marketing means looking at the whole of a company’s portfolio of products and markets, and managing the portfolio to achieve the company’s overall goals”. (Jain, 1987). “ Strategic marketing as seen as a process consisting of:analyzing environmental, market competitive and business factors affecting the corporation and its business units,identifying market opportunities and threats and forecasting future trends in business areas of interest for the enterprise ,and participating in setting objectives and formulating corporate and business unit strategies. Selecting market target strategies for the productmarkets in each business unit, establishing marketing objectives as well as developing, implementing and managing the marketing program positioning strategies in order to meet market target needs”. (Drucker, 1973) Its role is to direct the firm or company towards attractive economic opportunities. The opportunities that are adapted to resources and knowledge and offer a potential for growth and profitability. Strategic marketing includes the way to reach the customers with products and services. It provides competitive advantage by considering segmentation, branding, marketing messages, and positioning. With segmentation, firm can concentrate specifically to particular market as per their buying behavior or lifestyle. As a result, it saves time and money...
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...Available online at www.sciencedirect.com Procedia - Social and Behavioral Sciences 37 (2012) 31 – 37 International Conference on Emerging Economies - Prospects and Challenges (ICEE-2012) Do brand personalities make a difference to consumers? Sheena , G. Naresh School of Management, Pondicherry University, Puducherry, India Abstract Branding means much more than just giving a brand name and signalling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. Brands are a direct result of the strategy of market segmentation and product differentiation. A brand not only merely acts on the market, but also it organises the market, driven by a vision, a calling and an apparent design of what the category should become. Numerous brands wish only to identify completely with the category of the product, thereby expecting to control it. Today, there is a proliferation of brands in the Indian market. Brands of varying shapes, sizes, texture and many other distinctive features are available based on our choice, tastes and traditions. This varying demand is evident in any brand from the car we drive to the food we take. These brands awake interests in the consumers on the basis of the personalities they hold. Every brand thus, has its own distinct personality that appears to us in a different way in different situations. Hence, it is considered imperative for the study to investigate the significance of brand personality...
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...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 of the model. Originality/value – This paper makes original contributions in that it uses case studies to establish the relationship between the level of brand orientation and brand-marketing performance; and conceptualises the four brand-related constructs. Keywords Brand management, Brand identity, Small to medium-sized enterprises...
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...the manager concrete evidence on how the organization should be operated. In other words, the manager spends less time telling the employees what to do and more time making sure the product or service is correct. The most important thing in having a written marketing plan is that it helps you build, direct and shape up your product or services. It also forces the marketing manager to look at the business from the inside and the outside to give good service to the customer and stay abreast on the competitors. “This disciplined thinking helps to ensure that before any marketing strategies or programs are developed, the manager first analyzes customers and competitor behavior and the general climate in the product category or industry. Market-focused decisions are more likely to emerge under this scenario than with a more random approach to decision making”(Winer, 2004, pg.21). A marketing plan has information about your company and its products, marketing objectives and strategies, as well as how you will measure the success of your marketing activities (SBA, 1997). It tells all the marketing events your company will perform during a...
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...more and more important to have that "little extra," that something that makes you different from your competitors. Based on this, the purpose of this thesis is to provide a better understanding on an organization's brand identity. In order to reach this purpose, two research questions are stated focusing on the components of positioning as well as a description of the brand personality. Using the research questions as a guide, a literature study was conducted resulting in a conceptual framework which guided the data collection. A qualitative, case study methodology was used, using focus group interviews to collect empirical evidence. The findings indicate that there can be a conflict in how the brand is positioned in the target markets mind and the brand personality perceived in contrast to the positioning and personality wanted by the brand owner/manager. By identifying the traits and positions of the brand, the brand identity can be better understood. 1. Introduction In this first chapter we will consider the concepts of branding and positioning and the importance of these elements for a strong brand. We will start with the background were will begin with discussing the concepts of branding and describe relevant theories in brand personality and brand positioning. We will then walk you through the problem discussion and finally the research questions. 1.1 Background The term brand refers to a name, term, symbol, sign or design used by a firm, to differentiate ...
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...Thanks to Kathleen Chattin from Intel Corporation and Darin Klein from Microsoft Corporation, members of the Marketing Science Institute Brands and Branding Steering Group, and participants at the Marketing Science Institute Research Generation Conference and 2004 AMA Doctoral Consortium for helpful feedback and suggestions. BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES ABSTRACT Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed. One sentence abstract Much research...
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...Research results indicate that the structural model has an acceptable level of fit to the empirical data. The estimated structural coefficients and indirect effect coefficients indicate the direction and intensity of effects of each analysed element of marketing mix on brand equity. Finally, implications of research results for the theory and practice of brand management are analysed and discussed. Keywords: brand equity, brand, strategic brand management, marketing mix JEL classification: M31 * This paper was originally published in Privredna kretanja i eknomska politika (Economic Trends and Economic Policy) No. 102, 2005, pp. 30-59. ** Edo Rajh, Research Associate, The Institute of Economics, Zagreb. Croatian Economic Survey 2005 53 1 Introduction The concept of brand equity was first introduced in marketing literature in the 1980’s. During the 90’s this topic received significant attention from both scientists and marketing practice, which resulted in a large number of articles and books on the subject (e.g. Aaker and Keller, 1990; Aaker, 1991; Keller and Aaker, 1992; Aaker and Biel, 1993; Keller, 1993; Aaker, 1996; Agarwal and Rao, 1996; Kapferer, 1998; Keller, 1998). The interest in brand equity is still active (e.g. Yoo et al., 2000; van Osselaer and Alba, 2000; Dillon et al., 2001; Keller, 2001; Yoo and Donthu, 2001; Moore et al., 2002). The importance of brand equity...
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...Channels of Distribution In the uncertain fluctuating market of today, it is essential for a company to hold on and face those uncertainties in order to survive. Consumers can be an aid for a company's survival, thereby it is essential for consumers to get the goods of a company whenever and however they need them. Here is where distribution channels come in and give hand. "Channels of distribution are the different paths that goods passed through in moving from the producer to the consumer", (Meyer et al, 1988). With the help of distribution channels, companies are able to overcome the time, place and possession gaps that separate goods and services from the consumers. As said by Aaker (1984), access to an effective and efficient marketing channel is often a key success factor. However, in this competitive era, an understanding of the alternative distribution channels and the trends in their relative importance can be of strategic importance for any company. For example, the growth and importance can be of a self service retail gasoline stations and the comparison growth in the importance of convenience stores such as the 7/11 chain in gasoline retailing has strategic significance to petroleum companies and distributors as well as to firms in food retailing (example adapted from Aaker, 1984). Additionally, because of competition, gaining distribution in some industries can be extremely difficult and costly. Nowadays, even large, established firms have trouble obtaining...
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...as to make the consumers to be aware and also persuade them to buy the goods and services, thereby saying that marketing communications is a management process which a business engages with its various audiences. The marketing communications consist of a set of tools in different combination so as to communicate with its target audience. The marketing communications mix is made up of three elements which are: tools, media and messages. This essay will be divided in three parts; the first part will talk about brands and its characteristics, the second part will talk about the strategic role of branding in the marketing communication mix and the last part ill talk about the brand packaging and also how the brand logo augments the brand. All these, shall be seen in the subsequent paragraphs: A brand is now considered as one of the most powerful ideas in the business world. (Leslie et al 2011) suggests that brands are the main capital of the business, being major assets of the business. Also, (Rik Riezebos 2003) argue that a brand is a name, term, design, symbol, or any other feature that identifies one organization’s good or service as unique from those of other organizations. A brand is thus a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need. Also, (Aaker 1996) considers a brand to be all the elements that make up the marketing mix. Also, (Rik Riezebos 2003) suggests that a brand is every sign...
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...strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified. Introduction Branding is a key element of a firm’s marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers withas well as providing a weapon to counter growing retailer power (Barwise and Robertson, 1992). A strong brand name Theycan also provide the basis for brand extensions, which further strengthen the firm's position in the marketplace as well as potentially enhancing the brand’s value (Aaker and Keller, 1990). As firms move into international markets, branding plays an important role in its marketing strategy. In particular, a cautious branding strategy provides a means to enhance the firm’s visibility and integrate strategy across national markets (see Khermouch, Holmes and Ihlwan, 2001). In markets outside the U.S., the concept of building strong brands in order to establish market position is relatively recent (Court et al. 1997). Markets are often fragmented, characterized...
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