The article deals with positioning as an effective branding tool. The classification of positioning, approaches and types to the formation of the image and image of the brand are considered. The main ...stages of brand creation, the key and most used types of strategies in brand management are considered. Examples of positioning of world brands - leaders in their industries are given. The importance of developing a competent slogan as an important element in the development of a strong brand is considered separately. Brand positioning is a special marketing strategy, the main task of which is to distinguish the company from competitors and to build special trusting relationships with consumers. When developing a brand strategy, leading brands pay special attention to brand positioning, since a competent development and approach to positioning improves brand perception by consumers, directly affects the recognition of a product or product line, and provides feedback to consumers.
The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand ...functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities to adapt entrepreneurial structures to the changes that are taking place. Among the main reasons that encourage companies to optimize business processes, one can allocated the need to reduce production costs; requirements made on the parts of consumers and the State; use of management programs; mergers of enterprises. Due to the significance of such an asset of an enterprise as a brand, its exceptional role in ensuring the competitiveness of the company the application of branding from the standpoint of business processes is an effective instrument that contributes to more efficient use of technologies. It is also one of the most effective marketing technologies that increase the competitiveness of the company, assist in the formation and maintenance of consumer demand and loyalty to the products of companies. The high need for marketing management of brands in the market is determined by their considerable range and intensity of goods turnover, the volume of purchases and maximum dependence on the preferences of the consumer. The dependence of the results of the company’s economic activity on brand management decisions for relatively new market segments appears to be especially high. Currently, companies partially implement brand management procedures such as the formation of brand identity, the construction of its architecture, the development of comprehensive brand promotion programs. At this, the problems of positioning the categories of goods, harmonization of brand management in the channels of movement of goods, taking into account the industry specification in brand management, remain essential.
Augmented Reality (AR) is a promising and growing field in marketing research and practice. Very little is known if, how, and why AR-apps can impact consumers’ perception and evaluation of brands. ...The following research presents and empirically tests a framework that theorizes how consumers perceive and evaluate the benefits and augmentation quality of AR apps, and how this evaluation drives subsequent changes in brand attitude. The study reveals consumer inspiration as a mediating construct between the benefits consumers derive from AR apps and changes in brand attitude. Besides providing novel insights into AR marketing theory, the study also suggests that marketers should consider evaluating mobile AR apps based on the inspiration potential (and not simply based on consumer attitudes, such as star-ratings in app stores).
This conceptual article reconsiders the formation of destination and place brands. It proposes that brands initiate people’s meaning making over the place directly involving them in the branding ...process. Using a combination of process-based approaches to brands and places, the article substantiates the argument that the place brand’s quintessence lies in the constant alterations it causes to the meaning of the place as stakeholders interact, thereby keeping the brand active and in constant formation. The distinction between conceived, perceived, and lived dimensions of a place brand is used to conceptualize the brand as open-ended, allowing for different interpretations to occur and different meanings to develop. This makes the brand rather elusive. The article accounts for the implications of the elusiveness of place brands for place brand management and proposes the ATLAS wheel of place brand management as a tool to follow and influence the place brand in its on-going formation.
Branding in a Hyperconnected World Swaminathan, Vanitha; Sorescu, Alina; Steenkamp, Jan-Benedict E.M. ...
Journal of marketing,
03/2020, Letnik:
84, Številka:
2
Journal Article
Recenzirano
Odprti dostop
Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from ...single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.
This research examined the joint impact of brand diversity and brand similarity upon brand evaluations. The results revealed that low-diversity brands are favored over high-diversity brands, whereas ...high-similarity brands are favored over low-similarity brands. High-diversity narrow brands are favored over high-diversity broad brands, whereas low-diversity narrow and broad brands are favored identically. Additionally, low-diversity narrow brands are favored over high-diversity narrow brands, whereas low-diversity broad brands are favored over high-diversity broad brands. The findings of extant research that narrow brands are preferred over broad brands are true only when the quality diversities of both brands are high.
Purpose
Brand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research draws on the ...information processing model as well as on the experiential approaches to consumer behaviour to develop a model comprising a novel set of antecedents.
Design/methodology/approach
To test the research hypotheses, we resort to two samples, which implied the collection of usable 1,018 questionnaires. For hypotheses testing, we resort to structural equation modelling.
Findings
Both functional constructs as well as more symbolic/emotional ones are positively associated with brand love. In addition, constructs with a more functional nature tend to have an indirect effect on brand love, whereas constructs with a higher level of abstraction tend to mediate the effects of more specific brand qualities. Finally, brand love is related with important outcomes, including loyalty, word of mouth and willingness to pay a premium price.
Research/limitations implications
This research has a cross-sectional nature. Moreover, we rely on a single informant, but the procedural remedies as well as the statistical tests we conducted suggest that common method variance is not a concern.
Practical implications
The findings suggest that managers should emphasise both functional as well as emotional/symbolic aspects to strengthen the links between brands and consumers, which will be beneficial for both sides.
Originality/value
This study is the first to investigate the relationship between a number of symbolic and functional brand aspects and the development of brand love feelings.
La presente investigación tuvo como propósito analizar la gestión de marca personal en el escenario del teletrabajo, mediante el estudio de criterios psicosociales que intervienen en la creación de ...una marca personal, el teletrabajo como estrategia en la gestión de la marca personal y los factores de diferenciación como valor agregado. La metodología utilizada fue cualitativa, con diseño documental, apoyado en la revisión bibliográfica bajo la perspectiva interpretativa. La técnica fue el análisis de documentos, el instrumento fue la matriz de recolección de información, siguiendo criterios de inclusión y exclusión, las unidades de estudio fueron los documentos especializados en el tema, se realizó la fiabilidad, triangulación, categorización e interpretación. Se concluyó que los criterios psicosociales determinan la personalidad de la marca, los factores de diferenciación configuran el contenido a transmitir a través del teletrabajo. La marca personal posee atributos, cualidades, identidad y posicionamiento, fundamentados en la gestión comunicacional y autogestión del trabajo. Se concluye que existe una sinergia entre la gestión de una marca personal y el teletrabajo.
Purpose
This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, ...brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes.
Design/methodology/approach
Data were collected via an online survey of 375 employees who work in service organizations, sourced from an Australian, Web-based market research list.
Findings
In addition to the indirect effect of brand understanding on BCB via affective IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on BCB. Therefore, the study shows that BCB is affected by cognitive and affective antecedents.
Research limitations/implications
Because this study focuses on IBM outcomes, future studies could propose and test relevant antecedents and moderators. As the empirical basis of this study comes primarily from the tourism and hospitality industry in one domestic market, the study should be replicated in other industries and countries to ensure the generalizability of the identified relationships.
Practical implications
This study not only delivers IBM outcome measures but also empirically validates that employees’ understanding of the brand is a foundation for affective and behavioural IBM outcomes. Therefore, managers, especially in service organizations, should provide sufficient IBM practices to enable such brand understanding.
Originality/value
This study contributes to IBM literature by developing comprehensive definitions, conceptualizations and measures of four important IBM outcomes. This study is the first to include brand understanding, brand identification, brand commitment and BCB simultaneously.
Purpose
The Journal of Product and Brand Management (JPBM) has a 30-year long history. To commemorate the journal’s 30th anniversary, this research paper aims to present a retrospective overview of ...JPBM.
Design/methodology/approach
This research examines the performance of the research constituents, social structure and intellectual structure of scholarly publications produced by JPBM between 1992 and 2021 using bibliometric analysis.
Findings
This research sheds light on the growing influence of JPBM through four major knowledge clusters (themes): strategic brand management; consumer behavior; product development and innovation management; and brand engagement. A temporal analysis of decade-by-decade cataloguing of the JPBM corpus revealed another set of three distinct knowledge clusters (themes): retailing and pricing strategies; marketing communications; and relationship marketing.
Research limitations/implications
Though the state-of-the-art overview herein offers seminal and useful insights about product and brand management research curated by JPBM, which can be used by the editorial board and prospective authors to curate and position the novelty of future contributions, it remains limited to the accuracy and availability of bibliographic records acquired from Scopus.
Originality/value
This research advances the internal review and subjective evaluation of the evolution of brand management thinking in JPBM by Veloutsou and Guzmán (2017) with an objective retrospection on the performance and scientific evolution of product and brand management research in JPBM.
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