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Gavranovic, Ante. „How to deal with new challenges? Economic, technological and social aspects of the textile and clothing industry“. Textile & Leather Review 1, Nr. 1 (Juni 2018): 29–33. http://dx.doi.org/10.31881/tlr.2018.vol1.iss1.p29-33.a3.
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Economic, financial and political development has strongly influenced on the textile industry, which accelerated the pace of change. In order to catch the pace it is necessary to take certain steps now or in the near future. The Far East countries record high economic growth, while other, mostly developed industrial countries growth has considerably declined. Consumer behaviour tends to restrain from purchasing of clothing products, raw material prices are growing and lack of raw materials on the market is noticeable. These trends are causing a certain amount of restlessness in the textile industry. The textile and clothing industry have their distinctive features visible in a manufacturing sector which dominantly depends on brand name firms that spread their business all over the world. Production mainly takes place in developing and fast growing countries, since their production destinations, working conditions and wages are most affordable. For example, about 90 % of clothing items sold in northern countries are produced in Eastern Europe or at the Far East. At the same time, in the northern countries, where most of clothing products are sold, manufacturing facilities of the clothing industry almost doesn’t exist.
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Smith, Karen. „By any other name“. Languages in Contrast 6, Nr. 1 (23.06.2006): 47–70. http://dx.doi.org/10.1075/lic.6.1.03smi.
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The brand name is one of the most important devices for marketing a product. Western companies spend vast sums of money devising brand names that convey the positive characteristics of products marketed on the strength of their image. Many of the brand names patented are complex linguistic units, using aspects of phonology, orthography, morphology, syntax and semantics to make names memorable. These names use language to impact on readers and therefore have transferable meanings. This article analyses the linguistic devices in a corpus of English language adverts and investigates which translation strategies are employed when the adverts are transferred into Russian. It argues that the transfer process is more complex than previous literature has suggested and that although the original meaning is often not maintained after transfer, brand names in the target adverts carry new connotations which are appealing due to the target audience’s expectations.
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Bian, Xiangyang, Aijuan Cao und Dongmao Ren. „The Meaning and Evolution of the Name “Hangzhou Silk”“. Asian Social Science 13, Nr. 5 (19.04.2017): 131. http://dx.doi.org/10.5539/ass.v13n5p131.
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With regard to the meaning and evolution of "Hangzhou Silk", the author uses the documentary research methodology to trim and verify from three aspects of industry name, product name and brand name respectively, attempting to find out the source of "Hangzhou Silk" from historical documents. Research shows that, as the industry name being called as "Hangzhou satin industry" or "Hangzhou silk weaving industry", it was generally called as the "Hangzhou Silk and Satin Industry” after the combination of Hangzhou Silk Reeling Industry Association and Hangzhou Silk Weaving Industry Association until 1952. As the product name being called as "Hangzhou silk” or “Hangzhou satin", it was called as “Hangzhou silk “after the China liberation. As the brand name, it referred to the specific silk products of Hangzhou region in particular after being awarded of protection as Chinese national geographical mark product since September 2011.
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Escudero Fernández, Sofía. „Proposed theoretical model for brand name acceptance analysis in new markets“. ESIC MARKET Economic and Business Journal, Volume 50, Issue 2 (01.05.2019): 341–64. http://dx.doi.org/10.7200/esicm.163.0502.3.
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Objective: Determining how and in what way the brand communicates in retail outlets and how the different parameters affect the product’s communication and perception is a key part of business strategy. Identifying how the brand name is perceived is a fundamental phase of an SME’s marketing strategy for products in new markets. Methodology: This paper describes a theoretical analysis model of the components of a brand that influence its communication and affect the consumers’ perception at sales outlets. Results: The model was able to clarify the relevant external factors, especially those associated with environmental and cultural factors. A cross-sectional examination was able to indicate the visual, acoustic and marketing components of the brand that should be analysed to clarify its communicational strengths in new cultural environments. Limitations: The brand analysis model is implemented by means of a specially designed survey and allows the graphic aspects to be selected, besides pointing out the graphic and phonetic aspects of the brand’s weaknesses and strengths in new markets. Practical implications: This study is expected to be useful to both graphic designers and marketing departments in that it provides a shared reference point for both these specialist areas to assist in precision tuning of the brand’s graphic, phonetic and marketing variables by means of shared points of analysis.
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Morais, Dominic G. „Branding Iron: Eugen Sandow’s “Modern” Marketing Strategies, 1887-1925“. Journal of Sport History 40, Nr. 2 (01.07.2013): 193–214. http://dx.doi.org/10.5406/jsporthistory.40.2.193.
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Abstract Eugen Sandow was a professional strongman who started his theatrical career in 1887. Upon his retirement in 1903, the Sandow name was known internationally as a synonym for strength, health, and bodily perfection. Sandow used this popularity to market a number of different products including books, a magazine, health clubs, exercise equipment, and miscellaneous health products. Although literature on Sandow documents his cultural influences and continues to grow, none specifically or comprehensively address the business and marketing aspects of his career. This paper attempts to fill that void. It argues that Sandow utilized a three-pronged strategy in order to establish his personal brand. Furthermore, it examines the way Sandow leveraged his brand in order to market his name and other products worldwide. Finally, the paper is a starting point for others to examine ways other popular physical culturists like Bob Hoffman, the Weiders, and Arnold Schwarzenegger marketed their brands.
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Y., Audu, Sam B.T. und Ibrahim Y.O. „Identification and Evaluation of the Determinants of Brand Image in the Food and Beverages Industry in Nasarawa State, Nigeria“. British Journal of Management and Marketing Studies 6, Nr. 2 (20.06.2023): 93–110. http://dx.doi.org/10.52589/bjmms-c8pkyr9p.
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Most studies on brand image and corporate entities, especially in Nigeria, seem to focus on the effect of brand image on corporate performance with little consideration for the factors that determine or shape such images ab-initio. This study therefore seeks to identify some of the factors or brand characteristics that customers consider in making their brand image preference and determine how important each of these factors is in brand image formation in the Nigerian food and beverages products industry. Based on responses from 348 customers; data were analyzed using principal component analysis (PCA) with confirmatory Factor Analysis; (CFA) specifically. Results show that ten factors determine customers’ brand image of food and beverages products in Nigeria. Results also show that three of these ten factors; (i) awareness or popularity of the brand name itself, (ii) availability (convenience) and (iii) social image, (prestige) account for about 85% of brand image formation in the food and beverages products industry in Nigeria. The study therefore recommends that marketers should endeavor to improve, especially on these three aspects of their brands; to enhance their brand images and improve their corporate performances.
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Arni, Arni, Syukri Syukri, Sitti Rahmawati Arfah und Nasta Inul Haq. „Coffee Lappara product branding training at the Perpustakaan Kambing Community“. Community Empowerment 7, Nr. 6 (21.06.2022): 942–47. http://dx.doi.org/10.31603/ce.6101.
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The Perpustakaan Kambing Community is a group of people who are trying to assist coffee farmers with the farming knowledge and education. This community also maintains the Coffee Lappara brand, which transforms coffee beans into packaged black coffee products. Efforts to enhance the welfare of Lappara coffee producers, however, ran into obstacles as the project progressed. One of the challenges the Perpustakaan Kambing faces is a lack of product branding knowledge, which has resulted in their coffee business failing to grow at all. This service seeks to improve understanding of how to use the seven aspects of branding to lappara coffee products. The technique of implementation is interactive discussion, coaching, and assistance. In the end of the program, partners are able to determine the content of the seven basic parts of branding, including target market, target audience, and brand recruiters, brand name, brand slogan, brand style, and logo design, as a result of this activity.
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Sharma, Bed Nath. „New Consumer Products Branding, Packaging and Labeling in Nepal“. Journal of Nepalese Business Studies 5, Nr. 1 (26.07.2009): 16–23. http://dx.doi.org/10.3126/jnbs.v5i1.2081.
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This paper focuses on existing practice of branding, packaging and labeling of new products in consumer product manufacturing units. Product identification is not possible without brand name. Protection of product is also equally important to provide quality product for consumer satisfaction. Information regarding the product such as: ingredents, guidelines to use, price, produced and expiry date etc. are also concerned subject of the potential buyer. All these aspects have to be considered for effective promotion of product. It is useful for immediate introduction and recovery in the market by a new product.Key words: Product identification, promotion, protection, information, consumer satisfactionThe Journal of Nepalese Business Studies Vol. V, No. 1, 2008, December Page: 16-24
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Wardhana, Abrina S., Pawito Pawito und Ign Agung Satyawan. „Marketing Communication Analysis of the Consumer Decision Making Process“. Formosa Journal of Science and Technology 2, Nr. 11 (07.12.2023): 3107–20. http://dx.doi.org/10.55927/fjst.v2i11.6675.
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Consumers often purchase new products associated with preferred brand names. Their favorable attitude toward a brand name is often the result of repeated satisfaction with other products produced by the same company. Sometimes attitudes follow the purchase and consumption of a product. For example, consumers may purchase a branded product without having any prior attitude towards it because it is the only product of its kind available. There are many aspects to consumer behavior. The experience of using products and services, as well as the sense of pleasure derived from owning, collecting, or consuming goods and experiences contribute to consumer satisfaction and overall quality of life. These consumption outcomes or experiences, in turn, influence the consumer's future decision-making process. The importance of ownership and experience, a broader consumer behavior perspective may view consumer choice as the beginning of the consumption process, not just the end of the consumer's decision-making efforts.
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Waterman, David. „Unbranding: Disenfranchising Terrorism, Disenchanting Terror“. Proceedings of the International Crisis and Risk Communication Conference 4 (2021): 64–67. http://dx.doi.org/10.30658/icrcc.2021.16.
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The Theory of Brand Reduction (TBR), or unbranding, genericizes an organizational brand in order to reduce or limit its impact within its category or brand group. Unbranding asserts a product is identified by its brand and is perceived by stakeholders based on the characteristics of that brand. For example, terror is a product of some organizations - a means to an end - usually political in natural. Unbranding posits the center of gravity (COG) of an extremist group or organization is its brand. Current and previous counter-terrorism efforts have addressed elements of products but not the source of power of the brand. Unbranding posits that terror is a product and terrorism is a franchise into which members ‘buy’ a brand of terror, establish a franchise of their own, using or adapting franchise ‘rules’ but relying on the franchise brand value and name to grow and expand. This paper explicates the core concept of unbranding and proposes six hypotheses for future research.
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Medvedeva, Aliya A. „BRANDING AS A LINGUOCULTURAL PHENOMENON: A PRAGMATIC AND SEMANTIC ASPECT“. Proceedings of Southern Federal University. Philology 25, Nr. 4 (01.12.2021): 89–96. http://dx.doi.org/10.18522/1995-0640-2021-4-89-96.
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The article touches upon the analysis of the pragmаtic and semantic aspect that is entwined into the phenomenon of branding. The phenomenon of branding reflects a significant cultural layer of the modern consumer society. The essence of the brand is central to understanding the concept of the brand itself. It is a representation of semantic and pragmatic characteristics that merge into a single pragmatic-semantic unit. To reveal the presuppositions inherent in the essence of the brand, it is necessary to be able to “understand” the target audience and recognize an individual as a representative of this target audience with their interests and needs. Understanding the essence of the brand and decoding the presuppositions embedded in it is impossible without correct perception of the pragmatic-semantic aspects of the entire semiotic situation, within which the brand functions as a linguocultural phenomenon. That means that the concept of a brand in the article is considered not only as a marketing concept when promoting commercial products, but is understood more broadly as a linguocultural phenomenon, whose pragmatics is formed by merging key semantic layers – syntactics, semantics, semiotics – into it in the context of the modern linguocultural situation. The semantics of the brand and its decoding through the disclosure of the linguo-semiotic aspects integrated into the brand name during its formation largely depend on the pragmatic potential, which sends the participants of the communication directly to the context of speech use. Thus, we can say that the formation of the brand’s message is based on two aspects engaged in forming the semantic load - linguistic and paralinguistic, implemented through the pragmatics of the brand, whose formation, in turn, takes place at the above mentioned three semantic levels.
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Imarananda Putri Imran, Annisa Novianti und Syamsul Hidayat. „Analisis Pasar Dan Referensi Konsumen Terhadap Produk Mie Sedaap“. Manajemen Kreatif Jurnal 2, Nr. 1 (25.01.2024): 226–31. http://dx.doi.org/10.55606/makreju.v2i1.2750.
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Competition among product brands is crucial since a strong brand would discourage customers from considering making a purchase. Consumer perception of a brand is shaped by their thoughts and emotions upon hearing or seeing its name. The process of identification will enable the brand to stand out from the competition and serve as the primary factor when consumers are making judgments about what to buy. Businesses must determine which aspects of brand equity affect consumers' confidence while making purchases.This study employed a quantitative descriptive research design. The purpose of this study was to ascertain the independent variable's value, whether it be one or multiple variables, without doing comparisons or drawing connections between them. Quantitative descriptive research uses data in the form of numerical results from measurements to characterize variables as they actually exist. One of the things that might persuade people to buy instant noodle products is brand recognition. The majority of consumers who claim that they opt to purchase instant noodles due to their well-known brand demonstrate this beneficial impact. Customers think that their assessment of a product's quality will assist them decide which one to purchase.
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Sadi Makangila, Patrick, und Yesdauletova Sabira. „The Forensic Analysis of Likelihood of Confusion among Brand Names: Case of Adidas and Abidas“. Journal for the Study of English Linguistics 8, Nr. 1 (07.04.2020): 129. http://dx.doi.org/10.5296/jsel.v8i1.16813.
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This paper demonstrates how an expert in Forensic Linguistics, using his skills and abilities to come up with a legal decision-making based on scientific evidence in cases involving brand names under dispute. The very important aspect in the likelihood of confusion between two brand names is when two products have names which could make consumers a bit confused while the composition of both products has one or two different ingredients which could have some allergic reactions in the body of some consumers referring to sectors like the food industry, pharmaceutical sector and so on. The study states that the conflict on the trademarks Adidas and Abidas could be avoided if the linguists are called upon as experts while the junior brand looks for name about his new brand or in the courts for the legal decision-making between brands. For these reasons, the discussion tries to provide answers to the following research questions: (a) Can a forensic linguist provide relevant evidence in the conflicts between brand names? (b) What are aspects to take into consideration? (c) Is it possible to determine the likelihood of confusion between Adidas and Abidas? To answer these research questions, an authentic case was thoroughly examined. This involved revisiting the Community Trademark conflict between the earlier and international brand Adidas and Abidas. For purposes of analysis, the likelihood of confusion was taken into consideration in the review of the Adidas vs Abidas case.
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Geysmans, Robbe, und Lesley Hustinx. „Placing the distant other on the shelf: An analysis and comparison of (fair trade) coffee packages in relation to commodity fetishism“. Sociological Research Online 21, Nr. 1 (Februar 2016): 35–40. http://dx.doi.org/10.5153/sro.3854.
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Fair trade has been praised for ‘de-fetishizing’ commodities by providing consumers with information on the production of the commodity. Various empirical studies of fair trade marketing materials have generated critique of this vision. However, these focused on materials produced by engaged fair trade organizations. As the fair trade concept has entered the mainstream, fair trade products have found their way into supermarkets. In this setting, these products are confronted with competition, both internal (with other fair trade products) and external (with non-fair trade products). In this article, we argue for a broader focus when studying the relationship between fair trade and defetishization. Our argument is based on a study of whether and how defetishization is advanced on packages of ground coffee within the retail landscape of Flanders, Belgium. Several categories of packages can be distinguished, based on brand (e.g., fair trade advocate, regular brand, retailer house brand) and label (e.g. fair trade label; other social label; no label, but origin is emphasized in the product name). We demonstrate the difficulty of distinguishing these packages based on the visual and textual information they carry (beyond the label), which complicates the identification of any clearly distinct ‘fair trade message’ on these packages. Instead of serving a clear ‘defetishizing’ function, these messages are mixed, interchanged, and adapted. We argue that this could be a direct consequence of perceived or actual changes in the consumer publics inherent to the mainstreaming of fair trade.
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Tang, Xue, und Dijiang Luo. „Translation of Cosmetic Trademark Names in Eco-Translatology“. International Journal of Education and Humanities 10, Nr. 3 (14.09.2023): 32–35. http://dx.doi.org/10.54097/ijeh.v10i3.11787.
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Under the influence of global economic integration, a large number of foreign cosmetic brands have entered the Chinese market, and many domestic cosmetic brands have gradually gone international. The brand name represents the core ideology and and molds the image. Therefore, the translation of cosmetics brand name plays a vital role in the sales of products and the improvement of market competitiveness. Eco-Translatology is a paradigm of ecological translation studies rooted in eco-reason and synthesized from an ecological perspective. It originated and was displayed in an upsurge of worldwide ecological theories to synthesize and describe the entire ecology of translating and translation theories proper (including the essence, processes, criteria, principles, methods, and factual cases of translation) from the ecological perspective, drawing support from the isomorphic metaphor between the translation ecosystem and the natural ecosystem; conceived in ecological holism; subordinated to Eastern ecological wisdom; probing into textual ecology, translator-community ecology, translationenvironment ecology, and their interrelationship; and narrated in ecological terms and an ecological manner. Based on the micro-level translation of ecological translation, this paper try to explore the translation methods of cosmetics brands name from four aspects: grasping multi-dimensional conversion, creating a new situation, adapt to the translation ecology and consider subjects and environment.
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Selivanovskaya, Julia Igorevna, Mariya Vyacheslavovna Talan und Irina Mihailovna Sboeva. „Responsibility for Illegal Use of Trademarks: International and Interstate Aspects“. International Journal of Criminology and Sociology 9 (05.04.2022): 2653–57. http://dx.doi.org/10.6000/1929-4409.2020.09.327.
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A trademark is a widespread means of product individualization, which allows you to draw attention to the product, its manufacturer, or the seller. In fact, Goods, works, service individualization tools in the Russian Federation are the outcome of mental activity. Trademark registration makes it possible to form an easily recognizable brand and use it in order to sell it successfully among similar products. A manufacturer, promoting his product on the market, spends money on advertising, and increases the attractiveness of his products. Unscrupulous entrepreneurs are very tempted to produce goods using a famous brand, without corresponding costs, and without keeping a high quality of his goods. This article discusses the international and domestic aspects of accountability for the illegal usage of a trademark and provides recommendations for R.F. criminal law improvement. Moreover, Several investigation methods are utilized in the survey, including statistical, systematic and structural, historical and legal, formal and logical, specific sociological, as well as comparative law.
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Steenkamp, J. E. B. M., B. Wierenga und M. T. G. Meulenberg. „Analysis of food quality perception processes.“ Netherlands Journal of Agricultural Science 34, Nr. 2 (01.05.1986): 227–30. http://dx.doi.org/10.18174/njas.v34i2.16808.
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A study was made to investigate ways in which consumers perceive the quality of food products and a model of the quality perception process was developed. Consumers used intrinsic (colour and appearance of product) and extrinsic (price and brand name) factors to determine rating of a product on quality aspects that cannot be evaluated at point of purchase (such as taste). The model was used on 13 foods and a high score for a food quality variable (nutritive value, energy content, additives and sensory quality) indicates that this quality is perceived as important. Energy content of meat, cheese, minced meat, margarine and meat products is perceived as most important indicator of quality. A high score for additives in jams, canned and jarred vegetables indicates that these products are perceived as poor quality. (Abstract retrieved from CAB Abstracts by CABI’s permission)
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Haffajee, Rebecca L., und Richard G. Frank. „Generic Drug Policy and Suboxone to Treat Opioid Use Disorder“. Journal of Law, Medicine & Ethics 47, S4 (2019): 43–53. http://dx.doi.org/10.1177/1073110519898042.
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Despite some improvements in access to evidence-based medications for opioid use disorder, treatment rates remain low at under a quarter of those with need. High costs for brand name products in these medication markets have limited the volume of drugs purchased, particularly through public health insurance and grant programs. Brand firm anti-competitive practices around the leading buprenorphine product Suboxone — including product hops, citizen petitions and Risk Evaluation and Mitigation Strategy abuses — helped to maintain high prices by extending brand exclusivity periods and hindering generic drug entry. Remedies to address costly anti-competitive activities include adoption of the proposed CREATES Act and modernization of the Hatch-Waxman Act by the Congress, and implementation of substantive modifications to the Food and Drug Administration citizen petition filing procedures. Given the persistence of these abuses, prescriptive changes are favorable to the procedural and clarifying steps thus far favored by the federal government. Extrapolating from the 37% price declines attributable to generic entry for buprenorphine tablets in 2011, our calculations suggest that implementing these remedies to facilitate generic competition with Suboxone film would have resulted in savings of approximately $703 million overall and $203 million to Medicaid in 2017.
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Zanina, T., A. Kopytko und A. Manuilenko. „COMPLEX RESEARCH OF COUNTERFEIT AND COUNTERFEIT PRODUCTS: THEORETICAL AND PRACTICAL ASPECTS“. Theory and Practice of Forensic Science and Criminalistics 20, Nr. 2 (04.12.2019): 573–83. http://dx.doi.org/10.32353/khrife.2.2019.45.
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Examination of counterfeit and adulterated products requires a comprehensive approach. This article discusses the concept of «fraud» and «counterfeiting», given their classification; the need to conduct comprehensive research; the main issues and challenges addressed by experts in various fields of knowledge in the study of counterfeit products. Examination of counterfeit and adulterated products, depending on which product is subject to analysis, requires a whole complex of expert studies: commodity examination (consumer characteristics of products, compliance with standards), examination of substances and materials (to determine what materials or substances the products are made of), documentary examination (product instructions, accompanying documents, warranty cards, certificates, etc), examination in the field of intellectual property (identity or similarity to the degree of confusion of registered marks for goods and services and designations applied to the studied products; presence of all essential features of the patented industrial design in the design of the external form of products or its packaging), chemical and biological examination, etc.
In General, the examination of counterfeit and falsified products is one of the means of obtaining evidence, carried out in strict accordance with the current legislation and departmental regulations. Tactics of appointment and carrying out examinations depends on a concrete investigative situation, available forces, means and methods.
The conclusion on the results of a comprehensive study provides not only the solution of the question of originality of products, but also the definition in the case of falsification of its form and type. Thus, the goods may be real in terms of intellectual property, but may be falsified in terms of consumer properties or simply defective. In addition, it is necessary to take into account not only the misappropriation of a trademark, name (brand), but also the forgery of qualitative and quantitative characteristics of the goods.
Examination for the study of counterfeit and / or counterfeit products is one of the most complex examination and requires a comprehensive approach involving a large number of specialists in various fields of knowledge, requires a lot of experience, availability of information and technical support.
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Tanpoco, Manuel R., Alexis Therese L. Alonte, Candace Anne D. Nubla, Dominique Marie B. Ramirez De Arellano, Ralph Phillip F. Torres, Joliber M. Caminong und Retchell Rubin L. Morales. „Assessing the Influence of Source Characteristics, Psychological-Related Factors, and Content Attributes on Purchase Intention: The Case of an International Cosmetics Company in the Philippines“. International Journal of Multidisciplinary: Applied Business and Education Research 4, Nr. 9 (24.09.2023): 3341–54. http://dx.doi.org/10.11594/ijmaber.04.09.22.
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Influencer Marketing has become a widely used strategy wherein social media influencers partner with businesses to create awareness about their brand and promote their products. XYZ (not real name) Cosmetics, an international cosmetics company that provides affordable, high-quality products to the Philippine market, is one such company that embraces the trend. It has integrated influencer marketing to better connect with its customers. This study determines the relationship between the three aspects of influencers: Source Characteristics (Attractiveness and Popularity), Psychological-Related Influential Factors (Self-Congruency and Product Match-Up), and Content Attributes (Quality and Uniqueness) with XYZ's Customer Purchase Intention (CPI). Through using a case study survey research design, the study chose 387 respondents, randomly sampling the Instagram followers of XYZ. An online questionnaire consisting of seven-point Likert scale items was administered. The results show that Attractiveness, Uniqueness, and Self-Congruency significantly affect customer purchase intention, while Popularity, Product Match-up, and Quality do not. The study has implications for brand managers and entrepreneurs, underscoring how an influencer should be selected, especially for cosmetics companies like XYZ. The researchers recommend choosing an attractive and unique influencer known to possess credibility, an amiable personality, and good values while focusing less on assessing how well the influencer vlogs, how popular the talent is, and how matched the person is with the company's products.
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BANTEKAS, ILIAS. „The Authority of States to Use Names in International Law and the Macedonian Affair: Unilateral Entitlements, Historic Title, and Trademark Analogies“. Leiden Journal of International Law 22, Nr. 3 (September 2009): 563–82. http://dx.doi.org/10.1017/s0922156509990094.
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AbstractThe international legal entitlement by which a state constitutionally designates its name, or a province therein, involves a unilateral act. Where, however, another state wishes to choose the same appellation, as is the case with the former Yugoslav Republic of Macedonia (FYROM), the matter can only be resolved by reference to the first user and the maxim prior in tempore potior in jure. The first user must provide evidence of continuous use and of protest in those cases where the same appellation was appropriated by a third state. Under such circumstances the entitlement becomes exclusive, rather than concurrent, because the prior user may be said to possess a sound historic title, such that has been recognized by international judicial bodies to determine acquisition of territory, effective administration, historic bays, and so on. The exclusivity of the entitlement is further reinforced by analogy with general principles derived from the law of trademarks. At a practical level, the application of the international law of geographical indications clearly demonstrates that the designation ‘Macedonia’ cannot be used for a significant number of products originating in FYROM, since the Greek province of Macedonia has for a long time branded and registered such products. This will create insurmountable problems for producers in FYROM when they try to brand their goods under the country's constitutional name. A change of name, particularly through the compromisory use of a compound, would alleviate legal, political, and financial concerns.
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Dwivedi, Hemverna, und Shubham Kumar. „Curating the elegance of Chikankari: a case of Ada“. Emerald Emerging Markets Case Studies 13, Nr. 4 (12.12.2023): 1–20. http://dx.doi.org/10.1108/eemcs-04-2023-0110.
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Learning outcomes Upon completion of the case study, the students will be able to conceptualize the importance of brand differentiation; suggest the implications of brand differentiation in the context of the traditional Chikan art form; examine the aspect of a brand’s product portfolio management; and critically analyse the competitive advantages of the brand using the VRIO framework. Case overview/synopsis The Chikankari art form gained worldwide recognition. In fact, it also received a geographical indication (GI) tag which is important for international branding. The case is centred around an entrepreneur, Mr. Vinod Punjabi, who redefined the essence of the existing Chikan art form by value addition in terms of intricate designs, patterns and exclusivity. He founded the brand Ada in 2015 aimed at preserving the traditional art form while curating elegance and exclusivity in its product portfolio. The case outlined Punjabi’s journey. The protagonist carefully analysed the open and unorganized Chikankari market and adopted the strategy of brand differentiation to stand apart from the competitors. Punjabi’s daughter, the chief operations officer of Ada, described the aspects. The journey was arduous, but over the years, Ada emerged as a successful name in the Chikankari market. The brand’s intent of becoming synonymous with Chikankari was successful owing to its authentic and exclusive hand-crafted products in the competitive environment of machine-made replicas. Furthermore, the brand also consistently worked on the aesthetic appearance of its store to attract a wide range of customers. Punjabi ensured that the brand was an amalgamation of all the essential elements for its survival in the long run. Complexity academic level The case is aimed for students pursuing bachelor’s and master’s degrees in business administration/diploma in management, marketing and entrepreneurship. Furthermore, it will assist the management trainees in gaining valuable insights. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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Doncu, Roxana. „Naming and Taming the Truth: Dana Gioia’s Transformative Poetry“. American, British and Canadian Studies 36, Nr. 1 (01.06.2021): 26–48. http://dx.doi.org/10.2478/abcsj-2021-0003.
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Abstract This essay attempts to trace the ways in which Dana Gioiaʼs use of form relates to, and simultaneously differs from Romanticism, Modernism and postmodernism. His particular brand of formalism takes up the notion of a connection between truth and beauty, without presuming to identify one with the other, and, at the same time, resisting both the Modernist obsession with dissolution and fragmentariness and postmodernism’s skepticism towards grand narratives. Form becomes a coalescing agent, uniting different aspects and levels of reality, and narratives are instrumental in shaping both the individual and the social body. The power to name (point to and describe) and to tame (to translate dark or incomprehensible aspects of reality), inherent in language, is the means by which poetry shapes our social and cultural world.
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Rychina, Ye S., und A. Ye Uzhanov. „Place and role of rebranding in increasing market capitalization of modern energy companies“. Safety and Reliability of Power Industry 14, Nr. 3 (11.11.2021): 118–24. http://dx.doi.org/10.24223/1999-5555-2021-14-3-118-124.
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The author estimates the impact of the rebranding process on the capitalization of modern energy companies.Based on the results of a comprehensive analysis, the main theoretical aspects of the brand renewal process have been identified and presented. Examples of the world practice of rebranding in the energy sector are given on the examples of such corporations as AGL Australia, Eversource (formerly Northeast Utilities), Statoil, Gas Natural Fenosa, PJSC Rosseti. The concept of initial brand is studied, and the analysis of rebranding in one of Russia’s largest energy companies, the State Atomic Energy Corporation Rosatom, is presented from the concept to implementation. It is estimated that due to rebranding, all subsidiaries and organizations of this company will be united under a common brand name, which should further unite all the separate parts of the holding into a single streamlined system. This will further enhance both the company’s reputation and economic standing on international markets. The potential and authority of the Rosatom brand are forecast to rise, with the corporation becoming more competitive and attractive for investors. In the long term, this will definitely affect the total capitalization of Rosatom. According to all forecasts, this will rise, bringing the company good profits, along with considerable proceeds to the Russian Federation budget.The research methodology is consistent with conventional boundaries, with a full set of approaches typical of research of a social phenomenon, such as the company's rebranding activities. As a hypothesis, a convincing and proven assumption has been put forward that the brand has become as important factor in competitiveness as the tangible properties of company products. Rebranding is therefore taking a leading role in increasing the market capitalization and competitiveness of a company in international markets.
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Olsen, Anders, Reed F. Beall, Ryan P. Knox, Sean S. Tu, Aaron S. Kesselheim und William B. Feldman. „Patents and regulatory exclusivities on FDA-approved insulin products: A longitudinal database study, 1986–2019“. PLOS Medicine 20, Nr. 11 (16.11.2023): e1004309. http://dx.doi.org/10.1371/journal.pmed.1004309.
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Background Insulin is the primary treatment for type 1 and some type 2 diabetes but remains costly in the United States, even though it was discovered more than a century ago. High prices can lead to nonadherence and are often sustained by patents and regulatory exclusivities that limit competition on brand-name products. We sought to examine how manufacturers have used patents and regulatory exclusivities on insulin products approved from 1986 to 2019 to extend periods of market exclusivity. Methods and findings We used the publicly available Food and Drug Administration (FDA) Approved Drug Products with Therapeutic Equivalence Evaluations (Orange Book) to identify all approved biosynthetic insulin products. Individual products approved under the same New Drug Application (NDA)—e.g., a vial and pen—were considered as separate products for the purposes of analysis. We recorded all patents and regulatory exclusivities listed in the Orange Book on each product and used Google Patents to extract the timing of patent application and whether patents were obtained on delivery devices or others aspects of the product. The primary outcome was the duration of expected protection, which was determined by subtracting the FDA approval date for each product from its last-to-expire patent or regulatory exclusivity (whichever occurred later). We performed a secondary analysis that considered overall protection on insulin lines—defined as groups of products approved under the same NDA with the same active ingredients manufactured by the same company. We also examined competition from follow-on insulin products—defined as products approved with the same active ingredients as originators but manufactured by different companies (approved via a specific drug approval pathway under section 505(b)(2) of the Food, Drug, and Cosmetic Act). During the study period, the FDA approved 56 individual products across 25 different insulin lines and 5 follow-ons across 3 different insulin lines. Thirty-three (59%) of the 56 products were drug-device combinations. Manufacturers of 9 products approved during the study period obtained patents filed after FDA approval that extended their duration of expected protection (by a median of 6 years). Approximately 63% of all patents on drug-device combinations approved during the study period were related to delivery devices. The median duration of expected protection on insulin products was 16.0 years, and the median protection on insulin lines was 17.6 years. An important limitation of our analysis is that manufacturers may continue to add patents on existing insulin products while competitors may challenge patents; therefore, periods of protection may change over time. Conclusions Among several strategies that insulin manufacturers have employed to extend periods of market exclusivity on brand-name insulin products are filing patents after FDA approval and obtaining a large number of patents on delivery devices. Policy reforms are needed to promote timely competition in the pharmaceutical market and ensure that patients have access to low-cost drugs.
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BUDNIKEVICH, Iryna, und Vadym HONCHAR. „THE FEATURES OF MONOPOLISTIC COMPETITION IN THE PHARMACEUTICAL MARKET: GLOBAL AND NATIONAL ASPECTS“. Herald of Khmelnytskyi National University. Economic sciences 314, Nr. 1 (30.03.2023): 246–53. http://dx.doi.org/10.31891/2307-5740-2023-314-1-37.
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The article examines the peculiarities and specified characteristics of the pharmaceutical market in the concept of monopolistic competition, the design of which allows for the wide use of marketing tools of competition, innovation, research, branding, and others. The specific characteristics that allow identifying the predominant type of competition in the pharmaceutical market as monopolistic competition are summarized. It was noted that certain segments of the pharmaceutical market function within the framework of different market structures: monopoly (manufacturers who own patents for unique medicinal products, individual and collective monopolies in regional markets), oligopoly (manufacturers of certain types of medicinal products, the distribution segment, pharmacy networks of centralized and holding type with a monopoly in the retail sale of medicinal products), monopolistic competition (production and sale of medicinal products). Taking into account the dependence of the national pharmaceutical market on the import of drugs, the state (2018-2022), the competitive situation and generalized forecasts for the growth of the global pharmaceutical market until 2027 were studied. The analysis proved the presence of different factors of market development in each of the studied periods. The high activity of Indian and Chinese companies in developing the global pharmaceutical market was noted. Attention is drawn to the fact that activity in the market of monopolistic competition, especially such an institutionalized one as the pharmaceutical market, requires from participants the competent application of strategic approaches, adaptation of business models, significant investments in R&D and constant production of innovations, establishment of long-term cooperation with partners, optimization of the supply chain, formation systems of constant monitoring and forecasting of the external environment, professional marketing and systemic promotional activities related to traditional and digital elements of the communication mix, network expansion due to permissible regional expansion. It was concluded that the further development of the modern world pharmaceutical market as a structure of monopolistic competition is connected with: acceleration of consumption of medicines in developing countries; expiration of patent protection for a significant number of brand-name drugs; reduction of the market share and profits of branded pharmaceutical companies; legal restrictions on market monopolization; active use of marketing tools to implement non-price competition. The priority factor in increasing the competitiveness of the pharmaceutical market of Ukraine is an effective combination of state and market regulation mechanisms, the successful synthesis of which will contribute to the elimination of disparities between the export and import of medicinal products, reduce the dependence of the Ukrainian pharmaceutical market on foreign supplies of raw materials and finished products, and strengthen the position of domestic manufacturers in foreign markets.
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Yemeke, Tatenda T., Farouk A. Umaru, Rashida A. Ferrand und Sachiko Ozawa. „Impact of the COVID-19 pandemic on the quality of medical products in Zimbabwe: a qualitative study based on key informant interviews with health system stakeholders“. BMJ Open 13, Nr. 6 (Juni 2023): e068923. http://dx.doi.org/10.1136/bmjopen-2022-068923.
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ObjectiveTo explore the impact of the Coronavirus disease 2019 (COVID-19) pandemic on the quality of medical products in Zimbabwe, including market risks for substandard and falsified products and impacts on quality assurance activities.DesignQualitative study based on in-depth key informant interviews.SettingHealth system stakeholders across the medical product supply chain in Zimbabwe.Participants36 key informants were interviewed between April and June 2021.ResultsWe found that the COVID-19 pandemic disrupted quality assurance and regulatory activities of medical products in Zimbabwe, resulted in observations of poor-quality personal protective equipment (PPE) and other COVID-19-related products and led to increased risks to quality. Risks to quality due to COVID-19-related disruptions included increased layers of agents in the supply chain and an influx of non-traditional suppliers. COVID-19-related movement restrictions reduced access to health facilities and thus may have increased the usage of the informal market where smuggled and unregistered medical products are sold with less oversight by the regulator. Most reports of poor-quality medical products were for PPE, such as masks and infrared thermometers, used for the COVID-19 response. Besides these reports, many participants stated that the quality of essential medicines in the formal sector, not related to COVID-19, had largely been maintained during the pandemic due to the regulator’s stringent quality assurance process. Incentives for suppliers to maintain quality to retain large donor-funded contracts, and the need for local wholesalers and distributors to comply with quality-related aspects of distribution agreements with global manufacturers of brand-name medical products, mitigated threats to quality.ConclusionsThe COVID-19 pandemic presented opportunities and market risks for circulation of substandard and falsified medical products in Zimbabwe. There is a need for policymakers to invest in measures to safeguard the quality of medical products during emergencies and to build resiliency against future supply chain shocks.
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Kozlov, Alexey E. „“Sing in Different Rhythms”: the form, content, and pragmatics of the poetic stylizations of “Iskra”“. Sibirskiy filologicheskiy zhurnal, Nr. 1 (2023): 138–54. http://dx.doi.org/10.17223/18137083/82/10.
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The corpus of poetic parodies, satires, and stylizations of Iskra, based on precedent texts of the 1860s, is considered in the sociological (Benjamin, Bourdieu, Jampolsky, Rejtblat), semi- otic (Lotman, Toporov), cultural (Bakhtin) and semantic-pragmatic (Penskaya, Kulikova, Tselikova, Shabalina) aspects. Considering the stylizations of Dmitry Minaev, Viktor Burenin, Vasily Kurochkin, and Pyotr Veinberg, the author of the paper depicts the role-game strategies and tactics aimed at carnival rethinking of everyday and political reality. The analy- sis of the poem “My pseudonym” reveals that Iskra became a trademark, a brand, with its sig- nificance substantially exceeding that of a single name. Of particular illustrative value are the cases when a pseudonym was passed from one editor to another with no independent value. It is found that the satires and stylizations of “Iskra,” as well as most other democratic publi- cations, are characterized by a conscious secondary form, the use of mnemonic matrices; the neglect of the author’s name in favor of the “party” name; metonymic transfers, the pictures of provincial disorder, particular evidence of general misfortune; metaphorical transfers, car- nival rethinking (Bakhtin) of the canonical imperial history; the creation of an alternative lit- erary project. The combination of these properties turns the field of satirical weeklies into a “collective” Don Quixote, proteanly associated with book culture and yet neglecting condi- tional but false prescriptions. The parodies considered combine baroque with postmodernist aesthetics, making these texts open for further interpretations and commentaries.
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Novianti, Henny, Joko Sriwidodo und Sartono Sartono. „Perlindungan Hukum Terhadap Persamaan Pemegang Hak Atas Merek Dalam Persaingan Dagang“. JOURNAL of LEGAL RESEARCH 4, Nr. 2 (28.03.2022): 309–28. http://dx.doi.org/10.15408/jlr.v4i2.25410.
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Regarding the critical nature of trademark reform, Indonesia participated in the World Intellectual Property Organization's approval of the International Trademark Agreement (WIPO). The 1992 Trademark Law was updated in 1997 by Law No. 10 Resolution No. 14 of 1997, which takes into account the provisions of the International Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS-GATT). This clause protects the origin and geographical indicators of products. Additionally, the provision modifies the former in the preceding law. With regards to trademarks in Indonesia Each user has the ability to trademark his or her name. According to Article 3 of Law No. 20 of 2016 on Marks, trademark rights are granted to registered trademark owners, indicating that the brand system in Indonesia is a constitutive (active) system, with registered trademark owners being trademark rights holders. The registered mark's owner, as the mark's holder, either uses the mark himself or grants authorization to others to do so. Additionally, Article 40 of Law No. 20 of 2016 on Marks and Geographical Indications provides that trademark rights may be transferred in accordance with the Act's provisions.
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Kravchenko, Nataliia K., und Liudmyla O. Shanaieva-Tsymbal. „MULTIMODAL UKRAINIAN BRAND NARRATIVE: SEMIOTICS, STRUCTURE, ARCHETYPES“. Alfred Nobel University Journal of Philology 2, Nr. 26/2 (26.12.2023): 27–44. http://dx.doi.org/10.32342/2523-4463-2023-2-26/2-2.
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The aim of the study is to identify the structural-narrative, semiotic, and archetypal properties of the Ukrainian multimodal narrative as a semiotic space of secondary signification and social mythologization. The data for analysis include slogans and promotional multimodal videos (video narratives) of the Ukrainian brand “Золотий вік” (Golden Age). Based on multimodal research, semiotics and advertising mythology theories, as well as the theories of cultural archetypes, and utilizing multimodal, narrative, narrative-semiotic, and archetypal analysis, in conjunction with conceptual integration tools, the article has achieved the following key results. The Ukrainian brand narrative is a multimodal discursive construct formed by a combination of multiple semiotic codes realized through verbal and non-verbal sign systems via auditory and visual channels. The modules are integrated through multimodal video narratives, constructing a semiotic world integrated with the secondary signified “love” and the associated concepts that replace the denotative meaning of the brand as a jewelry company and its products as ornaments. The secondary signified is verbalized through slogans, visualized through plots, voiced by background songs or voice-over narrators, and encoded by cultural codes in their intertextual and archetypal aspects. Multimodal video-narratives, featuring various characters, narrative plots, and formal-narrative structures, exhibit isomorphism with respect to the possible worlds they construct, archetypal images, motifs, and characters, as well as analogous narrative plots with differing levels of reduction in structural narrative elements. The verbal module, based on a slogan, as well as invariant auditory accompaniment common to all video narratives – the song “Love” and off-screen narrative, supports a hermeneutic code because it contains a key metaphor based on the slogan and peripheral metaphorical components that reveal the conceptual features of its target space. The audio-visual module forms a proaritic code based on the narrative plots of advertising clips in a three-component possible world: extratextual frame narrative, textual pseudoreal narrative, and fairytale narrative. The cultural code is realized through various multimodal resources. The slogan and the brand name include explicit references to the source intertext based on the song. In the video narratives, techniques of interdiscursivity are used, combining elements of melodrama, a romantic story, and a fairy tale, as well as references to archetypal images, motifs, and elements of the archetypal cyclical time. Central to these are the archetypal images of dreams, magic, hearts, and motifs of the magical helper-giver, the journey, crossroads, and magical transformation of those who receive a branded gift. The main archetypes are those of gold and the ring-circle, associated with the symbolism of the sun. Cyclical temporality, associated with mythological time, is actualized by recurring motifs and underpins the unity of love and preciousness from the perspective of the connotations of “eternity” – as eternal spiritual and material values. The semantic code of connotations is related to the secondary signification meanings, which associate the brand’s products with “embodied” love and is based on all the brand’s narrative modules, constructing its social mythology. The symbolic code is based on archetypal symbols and the core value of the brand in its implicit opposition to values foreign to the brand, appealing to the motivational value of “love and the need for belonging” in the hierarchy of human motivations. The perspective for further research is the analysis of the pragmatics of multimodal narratives in Ukrainian brands.
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Boumil, Marcia M., Emily S. Cutrell, Kathleen E. Lowney und Harris A. Berman. „Pharmaceutical Speakers' Bureaus, Academic Freedom, and the Management of Promotional Speaking at Academic Medical Centers“. Journal of Law, Medicine & Ethics 40, Nr. 2 (2012): 311–25. http://dx.doi.org/10.1111/j.1748-720x.2012.00666.x.
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Pharmaceutical companies routinely engage physicians, particularly those with prestigious academic credentials, to deliver educational talks to groups of physicians in the community to help market the company's brand-name drugs. These speakers receive substantial compensation to lecture at events sponsored by pharmaceutical companies, a practice that has garnered attention, controversy, and scrutiny in recent years from legislators, professional associations, researchers, and ethicists on the issue of whether it is appropriate for academic physicians to serve in a promotional role. These relationships have become so contentious that three years ago the pharmaceutical industry trade association, the Pharmaceutical Research and Manufacturers of America (PhRMA), adopted voluntary guidelines stating that drug companies should stop giving doctors free pens, calendars, sports bags, or tickets to entertainment events. Further, numerous medical associations, such as the Association of American Medical Colleges (AAMC), the American Board of Internal Medicine (ABIM) and the Institute on Medicine as a Profession (IMAP), and government bodies such as the Institute of Medicine (IOM) have recommended that medical schools and teaching hospitals prohibit or strongly discourage faculty from participating in so-called industry Speakers Bureaus — promotional events designed solely to market pharmaceutical products.
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Karmakar, Anima, Md Nur-Al-Ahad und Tanvir Hyder. „Consumer Attitude Toward Product Placement: A Descriptive Study Between Bangladeshi & Indian Media Program“. Business Ethics and Leadership 5, Nr. 2 (2021): 107–21. http://dx.doi.org/10.21272/bel.5(2).107-121.2021.
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The aim of this study is to investigate Bangladeshi viewers’ attitudes towards product placement activities. Here product placement indicates a paid form of non-traditional advertisement where products or brand names are intentionally present along with the programs. Consumers’ purchase decisions relate to how they know the brand name, and traditional marketing activities failed several times to hit the customer’s black box. People are fascinated by an innovative way of product representation, a tough and challenging task for marketers. Embedded marketing or Product placement helps both viewers and marketers to build a bridge for communication. In Bangladesh, people are less conscious about their local products as well as their media programs. Media and marketing relate inextricably with each other. The study has been conducted in two aspects to investigate the consumer attitude towards product placement. The first one is a comparative analysis of several product placements between Bangladeshi and the Indian media program. The second one is devolving and analyzing questionnaires to determine the Bangladeshi viewers’ scenario about embedded marketing. The logic behind choosing the Indian tv program for comparison is that Bangladeshi viewers are habituated with the Indian program. From 121 respondents, this study tries to forecast the viewers’ attitude toward product placement. Comparing Bangladeshi and Indian movies, dramas, and reality shows, the study expresses that Bangladeshi channel set minimal concern about embedded marketing. An online survey portrays a viewer’s preference level and thinking pattern about their media programs. Proper representation of programs such as an exciting story from movies and drama, a reality show with more customer engagement, less repetition of the same news, more consciousness about irrelevant talk shows, proper timing of the advertisement can help to back the viewers to their media that allows marketers to communicate with their target customers. This study has been conducted with limited sample size. Further research may be conducted about this study with large sample size and may compare with other countries.
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I Putu Aswin Anandam und Dewa Ayu Putu Adhiya Garini Putri. „Edukasi Masyarakat Upaya Membangun Branding Produk UKM di Banjar Lokaserana Selama Pandemi“. Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan 4, Nr. 1 (04.01.2024): 250–62. http://dx.doi.org/10.55606/jimek.v4i1.2699.
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The total cessation of the tourism sector in Bali during this pandemic resulted in the paralysis of the community's economy. Not a few people in Banjar Lokaserana lost their jobs and as a result some of them changed professions and tried to sell, starting from selling masks, food, to selling household furniture. However, in running their business, many people experience difficulties in promoting their products through social media, which results in limited sales reach. Branding is a business strategy to introduce the business value of a business product to consumers. Branding strategies are carried out in several aspects, such as creating a business name, logo, brand, and even promotional procedures for a product. This Non-Location KKN Report contains information about public education in efforts to build SME product branding which was carried out in the Banjar Lokaserana environment during the Covid-19 Pandemic. In the initial stage, observation methods were used to determine the target community and discuss the problems faced. In the implementation method, a work program is implemented by providing education to the target community about product branding to create attractive promotional posters using the Canva application. To find out all forms of improvement and results from the implementation of the work program, an evaluation was carried out by providing a questionnaire via Google Form media. This education aims to achieve sales results for the target community.
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Efimova, Anna I. „Policy of nation branding in the Republic of Korea“. Asia and Africa Today, Nr. 11 (2022): 66. http://dx.doi.org/10.31857/s032150750019805-7.
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The current interest in the Korea’s nation branding model is due to the rapid and apparent change of attitude to Korean cultural and industrial products globally. The policy of national branding has been implemented in the Republic of Korea for over 20 years. At the first stage, the creation of a favorable image of the country was supposed to help bringing the high standards of living and a developed economy into line with the predominantly negative assessments of Korea by foreign audiences of potential consumers of Korean products. The “Korea brand” building strategy is realized by the state with the implementation of branding campaigns through partnerships with private corporations. Public-private partnership allows ensuring the continuity of the process due to the mutual interest of the participating parties as raising the status of the “Korea brand” brings both political and economic dividends. In order to shape the social behavior of Koreans, domestic advertising campaigns are also organized in support of the objectives of improving the country’s image. Nation branding campaigns aim at promoting the country’s development goals, gaining international recognition in various fields, and are supported by South Koreans. At the same time, certain aspects and practices of implementing this policy encouraged public debate on the issue with the range of opinions from supportive to critical ones. The desire for international recognition, combined with the participation of many actors in the implementation of nation’s branding policy, often led to the incorrect presentation of Korea, its history, sports, and culture causing unexpected and undesirable results.
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Shopina, I. M. „Charitable and Volunteer Activities as a Social Practice: Legal, Teleological and Axiological Aspects“. Analytical and Comparative Jurisprudence, Nr. 2 (11.05.2024): 540–44. http://dx.doi.org/10.24144/2788-6018.2024.02.92.
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The article determines that charitable organizations are an important participant of social relations in conditions of uncertainty, when forecasting of socio-economic, political and other processes is complicated due to the lack of security guarantees and dominance of risk factors. It is substantiated that the activities of charitable organizations in the State and society are usually closely related to three areas: political, economic and social protection. In the political sphere, charitable activities help to create a positive image of a public figure and gain certain advantages over competitors. In the economic sphere, charity allows manufacturers to expand sales of their products and services by constantly mentioning the name of the business entity and appealing to consumer values. In the area of social protection, charitable assistance allows the state to avoid some of the obligations assumed in legislative acts by shifting some of them to other entities. The author emphasizes that the dependence of the State's urgent needs in the area of military security on the charitable activity of an indefinite number of persons gives rise to a large number of risks associated with the unpredictability of the amount of charitable donations and their dependence on purely subjective factors. Charitable activity carries a large number of risks for the public administration system, so monitoring its trends is considered one of the tasks of ensuring national security. Among the advantages achieved through charitable activities is the efficiency of meeting the urgent needs of the state and individuals. Another advantage is the increased consolidation of society and the emergence of common goals for different segments of the population.
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Luis, Cynthia Yuni, Winston Purnama, Hans Nicholas, Vincent Jonathan, Arvin Victor Maruli, Abbytha Zweima A. R. Wartono und Albert Hasudungan. „Empowering Business Process Improvement of Kue Basah Ny. Anong in Cianjur, West Java“. Journal of Sustainable Community Development (JSCD) 2, Nr. 2 (07.12.2020): 62–74. http://dx.doi.org/10.32924/jscd.v2i2.17.
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SMEs in Indonesia have given a significant monetary contribution to the Indonesian economy. In our Community Development case study in Cianjur, some of the community members showed enthusiasm in SME business. In this study, the case was observed through Kue Basah Ny. Anong, which was the business’ brand name. In Indonesia itself, the obstacles of SME businesses were inefficient and ineffective business processes to enhance their business growth. These drawbacks were also found in Kue Basah Ny. Anong. These Community Development activities were held to improve their business process on operational, financial, marketing, and human resource aspects. Firstly, in the operational aspect, the activities were to improve food hygiene and standardization. Secondly, in the financial aspect, this Community Development project provided training and facilitation to make daily financial bookkeeping to monitor their business progress. In the marketing aspect, the assistance was to find other alternative marketing strategies to expand marketing through social media and WhatsApp. This tool was considered effective as the consumers in Cianjur possessed mobile phones. In the human resource aspect, training was provided to Mrs. Anong’s family members to promote their business and products to potential business partners and consumers. From the Community Development intervention, the impact was a better business model canvas and approach toward their customers and partners within six months of this Community Development project (one semester). The period of this Community Development project was from January to June 2020.
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Abdul Wahab Ahmad Kholil, Muhamad Wildan Fawa’id; und Lailatul Hidayah. „PENGARUH HARGA DAN LABEL HALAL TERHADAP MINAT BELI ROTI NAF’A DI KECAMATAN KEPUNG KEDIRI (The Influence of Price and Halal Labels on The Interest of Buying Naf'a Bread in Kepung Kediri)“. Qawãnïn Journal of Economic Syaria Law 5, Nr. 1 (24.01.2021): 67–82. http://dx.doi.org/10.30762/qawanin.v5i1.3421.
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Bagi seorang muslim, halal adalah sebuah kewajiban. Konsumsi dalam hukum Islam, selain untuk memenuhi kebutuhan hidup juga mencerminkan pola hubungan dengan Allah SWT. Bahwa setiap pergerakannya dalam mengonsumsi, adalah manifesti zikir atas nama Allah SWT. Larangan konsumsi produk haram tidak hanya berdasarkan logika, tapi juga aspek sosial. Penelitian produk Roti naf’a ini menunjukkan variabel harga adalah aspek yang paling berpengaruh terhadap minat beli masyarakat dengan hasil yang diperoleh dengan nilai regresi linear berganda t hitung sebesar 2,170 dengan tingkat signifikan 0,005 lebih kecil dari 0,05 (0,005 > 0,05). Sedangkan label halal tidak berpengaruh positif terhadap minat beli produk roti Pia Naf’a. Penghitungan uji secara parsial diperoleh nilai t hitung yang didapatkan dari hasil penghitungan sebesar 1,907 dengan nilai signifikansi 0,005 lebih kecil dari taraf kesalahan 5% maka Ha diterima dan Ho ditolak. Faktor yang mempergaruhi minat beli tidak hanya diukur dari pencatuman label halal dalam kemasan, melainkan dari harga, rasa, dan merek.
For a Muslim, halal is an obligation. Consumption in Islamic law, apart from fulfilling the necessities of life, also reflects a pattern of relationship with Allah SWT. That every movement in consuming, is a manifestation of dhikr in the name of Allah SWT. The prohibition of consumption of haram products is not only based on logic, but also on social aspects. This research on Rotinaf'a products shows that the price variable is the most influential aspect of people's buying interest with the results obtained with the multiple linear regression value counting 2.170 with a significant level of 0.005 less than 0.05 (0.005> 0.05). Meanwhile, the halal label does not have a positive effect on buying interest in Pia Naf'a bread products. Partial calculation is obtained thatthe calculation value obtained from the calculation results is 1.907 with a significance value of 0.005 which is smaller than the 5% error, so Ha is accepted and Ho is rejected. Factors affecting purchase intention are not only measured from the inclusion of halal labels on the packaging, but also from price, taste, and brand.
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Ahmad Khalil, Abdul Wahab, Muhamad Wildan Fawa'id und Lailatul Hidayah. „PENGARUH HARGA DAN LABEL HALAL TERHADAP MINAT BELI ROTI NAF’A DI KECAMATAN KEPUNG KEDIRI. (The Influence of Price and Halal Labels on The Interest of Buying Naf'a Bread in Kepung Kediri)“. Qawãnïn: Journal of Economic Syaria Law 5, Nr. 1 (02.06.2021): 67–82. http://dx.doi.org/10.30762/qawanin.v5i1.2760.
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Bagi seorang muslim, kita diperintahkan hanya mengkonsumsi barang atau jasa yang halal saja dan menghindari semua barang dan jasa yang haram dan meragukan. Konsumsi dalam hukum Islam, selain untuk memenuhi kebutuhan hidup juga mencerminkan pola hubungan dengan Allah SWT. Bahwa setiap pergerakannya dalam mengonsumsi, adalah manifesti zikir atas nama Allah SWT. Larangan konsumsi produk haram tidak hanya berdasarkan rasionalisme semata, tetapi juga didasarkan pada aspek kerohanian, sosial, dan lingkungan. Roti naf’a adalah salah satu contoh kecil dalam kehidupan sehari-hari, dan hasilnya mengejutkan, bila dibanding antara harga dengan label halal ternyata harga adalah aspek yang paling berpengaruh terhadap minat beli masyarakat dengan hasil yang diperoleh dengan nilai regresi linear berganda t hitung sebesar 2,170 dengan tingkat signifikan 0,005 lebih kecil dari 0,05 (0,005 > 0,05). Label halal tidak berpengaruh positif terhadap minat beli produk roti Pia Naf’a. Dimana penghitungan uji secara parsial diperoleh nilai t hitung yang didapatkan dari hasil penghitungan sebesar 1,907 dengan nilai signifikansi 0,005 lebih kecil dari taraf kesalahan 5% maka Ha diterima dan Ho ditolak. . Faktor yang mempergaruhi minat beli tidak hanya diukur dari pencatuman label halal dalam kemasan, melainkan dari harga, rasa, dan merek.For a Muslim, halal is an obligation. Consumption in Islamic law, apart from fulfilling the necessities of life, also reflects a pattern of relationship with Allah SWT. That every movement in consuming, is a manifestation of dhikr in the name of Allah SWT. The prohibition of consumption of haram products is not only based on logic, but also on social aspects. This research on Roti naf'a products shows that the price variable is the most influential aspect of people's buying interest with the results obtained with the multiple linear regression value counting 2.170 with a significant level of 0.005 less than 0.05 (0.005> 0.05). Meanwhile, the halal label does not have a positive effect on buying interest in Pia Naf'a bread products. Partial calculation is obtained that the calculation value obtained from the calculation results is 1.907 with a significance value of 0.005 which is smaller than the 5% error, so Ha is accepted and Ho is rejected. Factors affecting purchase intention are not only measured from the inclusion of halal labels on the packaging, but also from price, taste, and brand.
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Mathrani, Sanjay, und Sara Diaa Eldin Ibrahim. „Strategy for Cultural Inclusion in New Product Development Processes: A New Zealand Study“. Journal of Open Innovation: Technology, Market, and Complexity 8, Nr. 4 (15.12.2022): 217. http://dx.doi.org/10.3390/joitmc8040217.
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Cultural inclusion generates a positive impact by socially increasing pride for individuals or economically increasing a country’s global capital. Currently, in New Zealand (NZ), not many strategies exist that ensure inclusion of culture in new products introduced locally and globally. Further, cultural inclusion in products appears highly represented in the tourist markets, but not so much in the domestic markets. This paper examines the current NZ strategies for cultural inclusion in product development of different sized companies that supply locally and globally through three case studies and compares the findings with theoretical models used in other regions. Findings elaborate that NZ lacks in documented standardized strategies when it comes to cultural inclusion. A positive impact of having such a strategy is perceived by participating companies with a culture for open innovation to ensure they are following a process approach that can help include cultural aspects appropriately. Creating a unique position for the brand globally, increasing global capital and deeper connectivity, and increasing the understanding of culture were some key benefits identified. However, a few steps in the new product development process were found largely lacking in NZ firms, such as communication with cultural representatives and leaders. A cultural inclusion model is developed based on the study findings to include an open innovation culture that can help NZ companies be more inclusive in their design and establish a unique NZ market for generating positive impacts.
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Dimitrieska, Savica, und Tanja Efremova. „COLORS IN THE INTERNATIONAL MARKETING“. Entrepreneurship 9, Nr. 1 (15.05.2021): 78–86. http://dx.doi.org/10.37708/ep.swu.v9i1.7.
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Companies achieve great benefits when they sell products and services abroad. The advantages of International trade are numerous, such as efficient allocation and better utilization of resources, efficiency in production, increased revenues, more employment, higher market share, longer product lifespan, enhanced reputation, etc. Without a thorough marketing research of the foreign (local) market, as well as the understanding of cultural peculiarities, many companies, even the famous ones, are making mistakes that can jeopardize their business. International marketing blunders are related to poor translations of slogans into a different language, unacceptable product designs, inappropriate or ambiguous brand names, packaging methods, and even the use of colours and visual effects. For the importance of the colours in International marketing, a research speaks that found that 93% of consumers focus on visual appearance, and close to 85% claim colour is a primary reason when they make a purchase. It is known that the colour can attract attention, can stimulate emotional responses, can influence the perception of individuals, can influence on attitudes formation, improves learning and persuasion of consumers to buy a particular product. Colour affects the human behaviour and the purchasing decision making. As a brand’s identity element, companies must be careful when they use it in the product itself, packaging, product’s logo, slogan, display, name, design, signage. Colour meanings differ dramatically from culture to culture. There are a range of cultural influences that affect the usage of a specific colour: political and historical associations (flag colours, political parties), mythological and religious associations (references to colour in spiritual texts), linguistic associations (idioms and expressions), tradition (weddings, funerals, children birth, graduation), etc.
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Vezhel, L. „БЕЗПЕКА БРЕНДУ В УМОВАХ КОРОНАВІРУСНОЇ ПАНДЕМІЇ: КОНТЕНТНІ ТА КОМУНІКАЦІЙНІ АСПЕКТИ“. State and Regions. Series: Social Communications, Nr. 3(43) (18.02.2021): 66. http://dx.doi.org/10.32840/cpu2219-8741/2020.3(43).10.
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<p><em>One of the aspects of digital advertising ecosystem that attracted attention during the pandemic was the role of brand safety tools which block the display of advertising messages alongside certain types of content.</em></p><p><em>Advertisers do not want their products to be associated with such topic as COVID-19, and therefore are increasingly using lists of keywords to block. This has a direct impact on the news business.</em></p><p><strong><em>The aim </em></strong><em>of the study is to characterize the problem of brand safety during the coronavirus pandemic and to analyze strategies for its provision in the digital environment.</em></p><p><strong><em>Research methodology</em></strong><em>. To achieve the research objectives such general scientific methods as analysis and synthesis were used which allowed to single out the factors influencing safe functioning of the brand. The methods of comparison, induction and deduction were applied to predict the content and communication transformations of the concept of brand safety.</em></p><p><strong><em>Results</em></strong><em>. The research findings are based on the analysis of cases of well-known brands actively using «blacklists» to protect their advertising from inappropriate content.</em></p><p><em>It was proved that companies should develop a proactive and flexible brand security strategy not only focusing on blocking lists, but also using semantic analysis and taking into account cultural, social and political events at both local and global levels.</em></p><p><strong><em>Novelty. </em></strong><em>Despite the scholars’ active interest in the essence of branding, so far there have been no serious generalizing studies of digital environment security taking into account permanent global and technological changes. This creates a significant gap in the understanding of modern safe partnership (that between a brand and the mass media, between a brand and digital platforms, between a brand and consumers) and requires a search for relevant approaches and solutions.</em></p><p><strong><em>Practical significance. </em></strong><em>Theoretical conclusions of the study can be applied in further research of national branding, while digital experience and practical solutions of the world companies can be considered by Ukrainian businesses.</em></p><p><strong><em>Key words:</em></strong><em> brand safety, coronavirus, covid – 19, programmatic, platform, block list.</em></p>
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Żak-Szwarc, Justyna. „Korpomuzeum jako typ idealny“. Przegląd Kulturoznawczy, Nr. 4 (50) (30.12.2021): 729–44. http://dx.doi.org/10.4467/20843860pk.21.050.14967.
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Corpomuseum as an Ideal Type The beginning of the 21st century was a time of great museum revolution. Many museums have been created that focus their activities not so much on collecting artefacts as on presenting impressive exhibitions, largely made of media relays. New museums are increasingly moving away from the concern for durable goods that characterizes traditional museums and transfer knowledge to their recipients through modern products and attractive technologies. In connection with the implementation of new and costly solutions regarding architecture, equipment, organizational structure and functioning, they actually need a lot of capital in the form of public finances and “human resources” from the very beginning of their activity. It seems that at present the need to raise this type of capital in a case of creating new institutions is far ahead of the need to collect works of culture that have constituted the essence and sense of museums created in previous centuries. The quality of planned projects also ceases to be related to the significance and reputation of the material culture heritage, and begins to be measured by the scale of the new museum buildings and the number of visitors. Products instead of cultural goods, or even products understood as cultural goods; visitors as engaged customers; capital understood by finance and “human resources”; large size ‒ which covers many issues ‒ ranging from structure, and architecture; modern technologies; political influence; brand strength and promotion ‒ all these aspects resemble the corporate model of organization. They provoke reflection on the functioning of the museum as a corporation, which is the purpose of the ideally typical structure of the “corpomuseum”.
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Danilova, Elena A. „Technology for positioning the military-industrial complex in the strategy of Russian national branding as a response to global threats and challenges“. Vestnik Tomskogo gosudarstvennogo universiteta, Nr. 476 (2022): 130–38. http://dx.doi.org/10.17223/15617793/476/14.
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The article is aimed at studying the symbolic and political grounds for the formation of a strategy for national branding of the Russian Federation using the innovative competencies of the domestic military-industrial complex and their positioning in the context of modern global challenges and threats. A study of the foreign policy situation indicates an increase in geopolitical tension and an increase in the values of national security and defense capabilities, which form the basis of the identity of the national brand of the Russian Federation. The intensification of efforts in the field of international branding of armed forces and military associations indicates the need for similar measures by Russia. The study is based on value and historical approaches that allow us to determine the competitive identity and symbolic foundations of the Russian national brand in the field of defense industry, method of unincorporated observation, the induction method in terms of studying certain successful practices of positioning the defense industry for their possible further replication as part of the implementation of the national branding strategy. An important part of the national branding strategy is the implementation of an active memory policy in order to consolidate in the mass consciousness a special perception of some historical events to design a projective image of the future. Political elites and the state as a whole play a key role in carrying out events within the framework of the policy of remembrance and national branding in general. The topic of the defense industry occupies a significant place in the rhetoric of the Russian top leadership, including Russian President Vladimir Putin, which indicates the possibility of implementing national branding in this way. Imagery and visualization in systematic messages about products, projects and developments in the domestic defense industry, which is strategically significant and one of the most innovative industries in the Russian economy, ensure the effectiveness of the national branding strategy of the Russian Federation. The modern policy of innovation contributes to the fillability of the national brand, specifies it. The use of innovation tools by innovative actors in strategic industries, including in the field of defense and security, allows us to identify Russian “innovative belts”, whose representatives can co-realize the strategy of national branding. The article identifies key target audiences and subjects of national branding, offers recommendations for its practical step-by-step implementation. A forecast of the prospects for the implementation of the policy of forming a national brand on the basis of innovative competencies of the defense industry in the domestic and foreign policy aspects has been given. A conceptual model of the national branding of the Russian Federation is presented, based on the innovative competencies of the defense industry and including a memory policy.
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Khan, Najia. „Pastoral Sociology and Development Paradigm in Nepal“. Patan Pragya 12, Nr. 01 (31.12.2023): 56–62. http://dx.doi.org/10.3126/pragya.v12i01.61475.
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The main objective of this study is to dissect development from the prospective of pastoral sociology. It's grounded on secondary data, numerous exploration papers, sociological occasional journals, library and demonstrated accoutrements, secondary information sources have formerly been used. Pastoral Sociology plays a vital part to understand the problems and results of pastoral society especially for the developing country like Nepal. The study reveals that because of the significance of pastoral sociology the literacy and tutoring of sociology has been started in Nepal. Now in present days, institute of husbandry, institute of forestry, irrigation systems etc has been enforced in the name of pastoral sociology. There is the great part of pastoral sociologist in poverty elevation fund, planning commission, pastoral megacity, department of road and original development training center. The policy makers, political leaders, development workers should give emphasis on the literacy, tutoring and new inquiries on pastoral sociology with connecting the development. Teaching the farmers about the products appropriate in the particular farms based on the quality of soil across Nepal can help the country to develop economically and ultimately it leads every concerned one to become independent financially by exporting the local products to the most promising markets at home and beyond. The possibility of commercial agriculture can amplify the possibility of economic growth. Therefore, the interconnection between these aspects must be comprehensively understood and for this government of Nepal must take initiatives.
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Blahopoluchna, A. H., und N. O. Liakhovska. „INFLUENCE OF EXTERNAL AND INTERNAL FACTORS ON CHANGE IN CONDUCT OF CONSUMER SERVICE CONSUMERS“. Economies' Horizons, Nr. 1(19) (31.03.2022): 57–65. http://dx.doi.org/10.31499/2616-5236.1(19).2022.259406.
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Consumer behavior involves certain decisions, activities, ideas or experiences that meet the needs and desires of consumers. This applies to all activities directly related to the receipt, consumption and disposal of products and services, including decision-making processes. Many factors influence the decision-making process. They can be psychological, social, cultural, economic, personal and organizational. These factors influence people's consumer behavior, which ultimately influences consumers' choices about using the hospitality industry. Psychological factors influencing consumer behavior are motivation, perception and attitude. Social factors are family, group, role and status. Cultural factors include culture, subculture and social class. Economic factors include personal income, family income, and income expectations. Other factors that are personal include age, occupation, income and lifestyle.
Behavior is an organizational factor that includes marketing strategies, work organization, brand name and company image, and not least factors that influence consumer choice - these are external environmental factors that include economic, political, social, legal, technology and competition . Identifying and understanding the factors that influence consumer behavior can influence their choices and regulate the demand for certain services that can meet the needs and desires, thus increasing the income and profitability of the institution.
Understanding the impact of internal and external factors helps hospitality organizations develop marketing strategies to meet consumer needs and gain market advantage. It has been studied that the consumer cannot make decisions alone, but makes decisions under the influence of several other people who perform different roles. Therefore, consumer behavior as a buyer is strongly influenced by cultural, social, personal and psychological characteristics. These factors help consumers develop product and brand benefits.
Research has shown that the age of consumers influences their choice of accommodation and food. Older consumers are more demanding of comfort and nutrition. Data for this study were collected through a self-administered questionnaire.
The questionnaire was compiled after an extensive survey and analysis of the scientific literature. The questionnaire presents a list of external and internal factors that affect the behavior of consumers of hospitality services. Each factor was evaluated in 2 points. Points were translated into percentages.
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Kidiyoor, Gururaj, und Prashant V. Yatgiri. „Sushruth Ayurved Industry: strategies for growth“. Emerald Emerging Markets Case Studies 11, Nr. 2 (21.05.2021): 1–22. http://dx.doi.org/10.1108/eemcs-10-2020-0381.
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Learning outcomes Understand the dynamics of the diabetes supplement market and carry out an industry analysis using Porter’s five force analysis. Understand the challenges faced by a small entrepreneur in setting up distribution channels and examine the channel powers that come into play in the given context. Discuss the merits and demerits of traditional vs online channels. Understand the factors that are important to succeed in a highly competitive diabetes supplement industry (this would include aspects such as value sought by end customer, business-to-business [B2B] buyers, expertise required to handle B2B customers and also the price and salesforce reward approaches). Enumerate the merits and demerits of individual product branding vs an umbrella brand for a company selling over-the-counter (OTC) drugs online. Understand the various considerations for export marketing for OTC drugs. Case overview/synopsis Sushruth Ayurved Industry (SAI) is a proprietorship firm owned by Girish Banvi who always dreamt of being an entrepreneur. He had set up SAI to produce diabetes supplement by the name “Sugar Knocker” to give wings to his dreams. Notwithstanding competition from corporate players and demands from health-care practitioners, he had to abandon his traditional route to selling his product and open his eyes to online marketing. He believed it could provide him the perfect medium to reach his prospects directly without any middlemen within a cost-effective budget. SAI registered revenue of INR 24m per year, completely attributable to online sales. With a firm footing in the online space, Girish was now exploring physical marketing to expand his audience reach in the B2B market and also add new products to his portfolio. He was also worried about the low capacity utilization of his manufacturing unit, which stood at 20%. With only 30% of the 40 formulations used, there was much scope for expansion. With his plant capacity underused, the time was ripe for Girish to trace his footsteps from where he had begun in the first place. Complexity academic level This case can be used in marketing management course under the marketing strategy module. It can also find use in the elective course on marketing channels, and in sectoral programs such as health-care management or MBA in health care. This case can also be used in the health-care products marketing course. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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Gryadunov, K. I., A. N. Timoshenko, K. E. Balishin und U. V. Ermolaeva. „The jet fuels anti-wear properties indicator“. Civil Aviation High Technologies 24, Nr. 6 (27.12.2021): 8–16. http://dx.doi.org/10.26467/2079-0619-2021-24-6-8-16.
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There are three main fuel brands for jet engines of civil aviation used: domestic TS-1 and RT and foreign, produced in relatively small volumes in Russia, JET A-1 (JET A-1). Since the end of the 2000s, foreign manufacturers have made claims to the quality of the mass-used domestic fuel brand TS-1, and these claims have not been specified. However, the service life of a number of foreign engines operating on TS-1 fuel has been reduced by 50%. This circumstance can be caused by both subjective reasons – commercial and political interests of equipment manufacturers, and the objective ones. The main objective reason may be that recently several Russian plants producing TS-1 fuel have begun to produce composite propellant under the same name, where products of secondary oil refining processes are added to the straight-run fractions. These fuels meet the requirements of the standard (GOST 10227-86), which does not contain an indicator that characterizes the anti-wear properties of jet fuels. In the standard for JET A-1 fuel, anti-wear properties are normalized, and they are also normalized in the standard for domestic fuels for supersonic aviation. The article presents comparative tests of anti-wear properties of samples of jet fuels used in the civil aviation. The article substantiates the relevance of the anti-wear properties indicator in the standard for domestic brands of jet fuels for subsonic aircraft introduction, as well as the comparative analysis of the anti-wear properties of fuels produced by various Russian oil refineries. Indicators and methods for assessing the anti-wear properties of aviation fuels can be different. As such an indicator, it is proposed to use the anti-wear properties indicator calculated after testing fuel samples on a four-ball friction machine.
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Pliasun, Olga. „Taras Shevchenko in image strategies of modern Ukraine: linguistic argumentation“. Actual issues of Ukrainian linguistics: theory and practice, Nr. 36 (2018): 115–38. http://dx.doi.org/10.17721/apultp.2018.36.115-138.
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The article concentrates on important issues of linguistic imageology – a new direction in the humanities which investigates linguistic peculiarities of image creation. Current research is focused on studying linguistic aspects of image formation in modern mass media which can be done within the framework of an innovative humanitarian discipline – medialinguistic imageology. This newly discovered linguistic branch analyses both linguistic and extralinguistic characteristics of image shaping. Exploring the conceptual apparatus of medialinguistic imageology, the author reveals that a great deal of its notions is of integral nature, i.e. they were borrowed in science from military and political terminology systems. Simultaneously, new concepts in this field are constantly being developed. One of such brand new notions in medialinguistic imageology are concepts “image strategy” and “image strategy of a state”. The author aims to give a comprehensive analysis of these notions in media linguistics. The main objective of the paper is to explore linguistic factors of formation of Ukraine’s national and international image in contemporary mass media. Content analysis of recent publications about Ukraine conducted by the researcher clearly indicates that precedent names of culture play a critical role in the process of creating the image of the state in media. Such prominent figures as Yaroslav the Wise, Bohdan Khmelnytsky, Grigory Skovoroda, Taras Shevchenko etc. are regarded as cultural markers of the country. They are perceived by recipients as certain symbols that form the idea of the Ukrainian culture. The data obtained clearly show that precedent proper name Taras Schevchenko is an essential part of Ukraine’s image campaign, within which the author emphasizes a number of image strategies (i.e. the strategy of universal image, target image strategy, “positioning” strategy, “mythologization” strategy, “emotionalization” strategy, “visualization” strategy, “creative explosion” strategy etc.). The results of the author’s research convince that the appeal to Kobzar as Ukraine’s “business card” can be quite effective in the framework of the Ukrainian image campaign. The findings are of direct practical relevance.
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Balandina, N. „МЕДІАОБРАЗ ТОМАША ПАДУРИ ЯК СИМВОЛ УКРАЇНСЬКО-ПОЛЬСЬКОГО ЄДНАННЯ“. State and Regions. Series: Social Communications, Nr. 2(42) (18.03.2020): 20. http://dx.doi.org/10.32840/cpu2219-8741/2020.2(42).3.
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<div><p><em>The article shows the specific nature of the formation of the media image of Tomasz Padura, a Polish-Ukrainian poet and composer, a representative of the Polish romantic Ukrainophile movement of the early 19<sup>th</sup> century. This paper also studies transformation of this image into a symbol of the Polish-Ukrainian unity. Being an apologist of the idea of rapprochement of the Polish and Ukrainian nations, Tomasz Padura blends harmoniously with the modern political and cultural contexts. His Ukrainophile image is сultivated in different social institutions and acquires new meanings which created the necessity for this research paper. The empirical basis for the analysis comprises 24 publications in the Ukrainian Internet editions during the period from 2016 to 2019. The main method of interpreting Padura’s image was the content analysis of publications directly or circumstantially related to the poet. This allowed ascertaining content focuses and tonality of the provided information. The comparative method contributed to the explication of the main tendencies of the conversion of the image to the symbol. As a result, the headlines and the content of the materials have been proven to show a consistent strategy of stressing the positive aspect of the history of the Polish-Ukrainian relations, in particular the Ukrainophile tendencies among the Polish nobility, achievements of the Ukrainian school in the Polish literature, and Tomasz Padura’s relations with this school. The focus of the Ukrainian Internet editions is on the most substantial and striking facts of life and creative work of the poet. Those facts belong to the following informational aspects: narrow biographical, selfless ideological, creative, memorial, and futuristic. Each of those aspects has its content aimed at the melioration of Tomasz Padura’s image as a Polish Ukrainophile. The process of symbolization of this image performs several social functions: the historical-typological one allowing to trace the main stages of the image transformation; the methodological one which stresses its significance for the contemporaries; the communicative one which ensures the continuous attention to the poet, and the marketing function promoting Tomasz Padura’s name as a brand from the point of view of the commercial success.</em></p></div><strong><em>Key words</em>:</strong> <em>Tomasz Padura, Polish-Ukrainian poet, media image, symbol, Ukrainophilia, mass media.</em>
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Hunt, Irma, Allison Watts und Sarah K. Bryant. „Walmart’s international expansion: successes and miscalculations“. Journal of Business Strategy 39, Nr. 2 (16.04.2018): 22–29. http://dx.doi.org/10.1108/jbs-02-2017-0013.
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Purpose Walmart achieved extraordinary success and growth in its home country before embarking on a strategy of international expansion. While most of Walmart¹s international expansion efforts were successful, the retailer experienced some challenges in Germany and South Korea, exiting both less than ten years after initial entry. In 2016, Walmart announced the closure of 269 stores worldwide. Although most Walmart stores are now outside the USA, the performance of these stores lag their US counterparts. Walmart has not been able to simply export its “Everyday Low Price” approach. It is important to understand cultural differences in the way people shop in addition to understanding the market, economy and laws of various regions around the world. Design/methodology/approach Walmart’s successes and missteps in each country are analyzed. The studies looked at each country’s culture, shopping habits and discuss what worked and what did not in each country. The authors hope that managers planning international expansion will learn from the successes and failures of this giant retailer. Findings Walmart has a significant presence in Mexico, the UK, Brazil, China and Canada. It has been successful in countries where it has adapted the Walmart model to the local market. International expansion for Walmart, along with other retailers, is now being highly impacted by the growth in online shopping. However, the use of technology for shopping is not a homogenous global experience. The increased demand for online retailers suggests that firms slow down (but not stop) brick and mortar international expansion. Practical implications Considering the projected growth in online shopping, retailers with global aspirations need to have a strong and sustainable competitive advantage (e.g. products, operations, marketing and brand name reputation) in addition to a clear internationalization plan. The same factors critical to brick and mortar expansion are applicable to online growth. Having a successful, long-term presence in selected countries requires a clear understanding of each country’s infrastructure, demographics, political and economic systems, in addition to cultural awareness and an understanding of shopping practices. Social implications The growth of online shopping internationally will also fundamentally alter international expansion for Walmart and other retailers. Interestingly, Chinese shoppers may be leading the trend in online shopping, as nearly 65 percent of Chinese shoppers use their mobile phones for online shopping, are more likely to buy from off-shore online retailers and are more likely to use their mobile phones to compare prices than either Canadian or US shoppers (PWC, 2016). Walmart’s recent acquisition of Jet.com is sending a clear signal that brick and mortar shopping is not the only way to expand internationally. Originality/value This original work about Walmart’s growth strategy internationally is unique. This work will be of great value to managers thinking of expanding internationally. The non-embracing of local cultural habits and use of non-local managers is something that can be easily overlooked when thinking of expansion. Serious financial consequences can be easily avoided by being aware of the mistakes that others have made.