This research focuses on marketing management by Islamic boarding schools to improve their image. This study used a qualitative approach with six respondents who were then analyzed and assessed for ...the validity of the data using triangulation techniques at Islamic boarding schools in Bantul Regency. The results of the study show that: 1) the management of education service delivery at Islamic boarding schools has been running effectively, as evidenced by the increase in students every year; 2) factors that enhance the image of Islamic boarding schools include community support, the role of large foundations, and the commitment of Islamic boarding schools; 3) these factors are strengthened by the 4P concept of marketing mix strategy: product, promotion, process, and people; 4) media activities have an essential role during the marketing process; 5) special programs in Islamic boarding schools can also increase public interest; 6) the characteristics of each pesantren are the main attraction for the community's interest in pesantren. Furthermore, the image of the Islamic boarding school can be formed by implementing a marketing strategy by utilizing the marketing mix concept and can be built through good communication in every coordination.
This research focuses on marketing management by Islamic boarding schools to improve their image. This study used a qualitative approach with six respondents who were then analyzed and assessed for ...the validity of the data using triangulation techniques at Islamic boarding schools in Bantul Regency. The results of the study show that: 1) the management of education service delivery at Islamic boarding schools has been running effectively, as evidenced by the increase in students every year; 2) factors that enhance the image of Islamic boarding schools include community support, the role of large foundations, and the commitment of Islamic boarding schools; 3) these factors are strengthened by the 4P concept of marketing mix strategy: product, promotion, process, and people; 4) media activities have an essential role during the marketing process; 5) special programs in Islamic boarding schools can also increase public interest; 6) the characteristics of each pesantren are the main attraction for the community's interest in pesantren. Furthermore, the image of the Islamic boarding school can be formed by implementing a marketing strategy by utilizing the marketing mix concept and can be built through good communication in every coordination.
This article proposes a marketing plan for the extension of the line of natural frozen fruit pulp in the markets near the Nueva Unión campus such as the Naranjito, Bucay, and Cumandá areas. The ...marketing plan was developed based on the characterization of the targeted markets and the identification of business opportunities through marketing strategies focused on the product, branding, positioning, price, distribution, marketing, and promotion. The correct application of the plan can help position the pulp of FRUTOS DEL CAMPO fruit produced by the DECEMBER 12 association. Recently, there has been a huge surge in the number of people eating outside due to multiple occupations despite being aware of the importance of healthy eating. The survey of the targeted markets showed that the fruit pulp produced by the association of DECEMBER 12 was majorly demanded and supplied for the preparation of cocktails, ice creams, or juices. This has created opportunities for suppliers generating fruit pulp that facilitate the preparation of these food items and presenting an excellent quality that can satisfy customer requirements.
Keywords: marketing plan, fruit pulp, target market, branding, marketing.
Resumen
El presente documento contiene un plan de mercadeo para extender su mercado a zonas aledañas del recinto Nueva Unión como Naranjito, Bucay y Cumandá con su línea de pulpa de fruta natural congelada, para ello esta investigación asentó su propósito con ánimo de contribuir con información necesaria que permita la caracterización del mercado objetivo y la identificación de oportunidades de negocio mediante estrategias de mercadeo enfocadas en el producto, branding, posicionamiento, precio, distribución, comercialización y promoción que permitan elaborar un plan de mercadeo que mediante su correcta aplicación ayuden a posicionar la pulpa de fruta FRUTOS DEL CAMPO producida en la asociación 12 de DICIEMBRE, ya que en los último años se ha observado un incremento en el número de personas que ingieren alimentos fuera del hogar debido a las múltiples ocupaciones a pesar de que son conscientes de la importancia de alimentarse de una manera sana y saludable. La información contenido es el resultado de una investigación de mercado para la pulpa producida por la asociación 12 de DICIEMBRE determinando la oferta y demanda de pulpa de fruta ya sea para hacer cocteles, helados o jugos, con encuestas aplicadas al mercado al que se pretende expandir, es decir, al mercado meta. Esta situación, ha creado oportunidades para los proveedores, generando materias primas que facilitan la preparación de aquellos alimentos que tienen como materia prima la pulpa de fruta y que a su vez posea una excelente calidad y satisfaga los requerimientos de los clientes.
Palabras Clave: plan de mercadeo, pulpa de fruta, mercado meta, branding, comercialización.
The aim of the present study is to establish a framework for the study of luxury brand extension and to discover whether the brand equity of the parent product brand can be transferred to the ...extended service brand. Despite many benefits achieved by implementing successful brand extension strategies in the luxury industry, there are several obstacles that negatively influence both the extended brand and the parent brand. Because a negative effect of the vertical brand extension was found in past studies, this study focused on the horizontal brand extension to evaluate and predict possible positive outcomes in the horizontal brand extension process. Thus, this study investigates the role of brand equity, especially when the luxury brand was used to introduce upscaled service brands, in relation to a theoretical framework of brand equity. Additionally, the difference in the purchase intention among demographic groups was examined as it might offer an opportunity for developing a new strategy.
Authentic Sarah Banet-Weiser
10/2012, Letnik:
30
eBook
Brands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed ...greening of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture.Authentic(TM) maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships - what Banet-Weiser refers to as brand cultures. Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized self-brand in social media, the brand culture of street art in urban spaces, religious brand cultures such as New Age Spirituality and Prosperity Christianity,and the culture of green branding and shopping for change.In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of fair-trade coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the authentic and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic(TM) to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
The ultimate guide to naming your product or business, this entertaining and engaging book explains how anyoneeven noncreative typescan create memorable and effective brand names. --
This edited volume fills a gap in the research on place, product and personal branding in the Middle East and North Africa. It critically analyses processes of strategic communication and image ...building under conditions of globalisation, neoliberalisation and authoritarian rule. It looks at historical and contemporary branding efforts of different actors involved, their interests and motives and at the positioning of brands in time and space.
The purpose of this study is to assess longitudinal nation brand performance by modeling transitions in 'nation brand equity' and to develop a method for nation brand performance assessment. This ...study has two objectives: (1) to empirically test Steenkamp's 'nation equity power grid' conceptual framework; its categories (dominant, receding, niche, emerging, and weak nation brands), and their expected development trajectories, and (2) to identify new types of nation brands and development patterns to complement the framework. To do this, this study used objective secondary data and applied the smooth transition technique. We assessed 41 countries' nation brand performance over the 1995-2017 period to understand the development of their 'nation brand equity'. Particular attention was paid to countries that had significantly improved their performance and countries that had lost their brand strength. Our findings support the categories proposed by Steenkamp, but we provide a more nuanced approach to analyzing countries' brand strength and the possible development trajectories, and introduce new categories of nation brands called 'volatile nation brands' and 'booming nation brands'. Our approach to using the nonlinear smooth transition demonstrated how countries' brand strength evolved over time, and also detected the speed of any transitions; in other words, how fast nation brands moved from one level to another. Our findings benefit country brand managers, enabling them to better determine their country's positioning and the necessary means to improve brand equity. Understanding the mechanisms behind transitions in brand equity can also help researchers link these transitions back to various economic, social, cultural, and political transitions that have occurred in nations. Our method therefore has powerful explanatory value for a wide range of marketing, economics, and other social science studies.
A negative destination image is a challenge to any tourism destination. This paper aims to assess the challenges of negative destination image and its impacts on the tourism industry. The study ...employed a qualitative research method and used an interpretive research paradigm that is inductive in nature. The study used non-probability sampling which combined convenience and snowball sampling. The qualitative data were collected through face-to-face interviews. A total of seven semi-structured open-ended questions were asked during interviews ranging from 10 to 30 minutes, and the interviews were recorded using a digital audio recorder. These were done through voluntary informed consent. As part of the ethical process in the research, the research participants were provided with complete information about the research and they participated on voluntary basis. The study found that PNG's tourism products were not marketed in New Zealand. All the participants stated that they have not seen any advertisement about PNG's tourism products but what they expose to is not related to tourism promotion and marketing but news reports about crimes and murders. As a results, they have negative perception of PNG and recommended PNG Government to market its tourism products and services through sports, events and other mediums to poster and strengthen a strong positive destination image for PNG tourism in New Zealand. The study also provides a better understanding of negative destination image and its challenges.
As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic ...literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place-branding practices in a solid analytical framework. It presents place-branding practices through the lenses of public sector marketing, strategic management, and governance processes and structures, as well as communication tools. Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters. This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management, and urban studies, as well as public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and people working in public administration and politics.
