Relevant bibliographies by topics / Brand competitiveness

Academic literature on the topic 'Brand competitiveness'

Author: Grafiati
Published: 10 December 2022
Last updated: 29 January 2023

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Journal articles on the topic "Brand competitiveness"

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Winzar, Hume, Chris Baumann, and Wujin Chu. "Brand competitiveness." International Journal of Contemporary Hospitality Management 30, no. 1 (January 8, 2018): 637–60. http://dx.doi.org/10.1108/ijchm-11-2016-0619.

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Purpose This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands. The purpose of this paper is threefold: highlighting the theoretical difference between brand equity and brand value (Raggio and Leone, 2007); conceptually linking brand equity with brand value and then with brand competitiveness; and demonstrating a straightforward method for scholars and practitioners to measure brand value and then to forecast and simulate brand competitiveness. Design/methodology/approach On a sample of 190 postgraduate students, the authors apply the conjoint analysis and best-worst scaling to illustrate our CBBV model. Following Keller (1993), the authors operationalise brand equity as the outcome of consumers’ internal mental processes, in the form of brand preference, and show how preferences data can be transformed into estimates of brand value in the form of price premium. Finally, the model allows market share simulation based on manipulation of branding and brand features. Findings The paper is more a conceptual piece, highlighting the distinction between brand equity and brand value. It also demonstrates a relatively new measurement technique for transforming measures of brand equity, in the form of brand preferences, into estimates of brand value. The paper used airlines as a service-provider example, but the technique can be applied to many hospitality and service environments. Research limitations/implications The study demonstrates how brand equity drives brand value via consumer utility, and proposes a CBBV–competitiveness chain. The authors convert individual consumer preference data to brand value with subsequent preference-based market segmentation, and estimate competitiveness in two ways: market share ceteris paribus and price premium for brand indifference. They also demonstrate how market simulation can be performed so that it allows forecasting of competitiveness (market share) based on product attributes that affect brand value. Practical implications The CBBV–competitiveness chain constitutes a (new) mindset in the marketing of hospitality, tourism and other services. The study provides a method to measure and test the components of this model and determine brand competitiveness. It used airlines in the example, but the method can be applied to many different settings such as, for example, hotel management group (Starwood, Accor, Intercontinental, Hilton). The authors show how the method allows for benefit-based market segmentation, market-share forecasting and estimation of price premium. Originality value The CBBV chain provides a conceptual link between brand equity, brand value and brand competitiveness. When equity and related constructs are often conceptualised as relative to competition, they are rarely actually measured in that manner. The study shows how brand equity measured as preferences can be transformed into brand value and competitiveness relative to the competition. The combination of conjoint analysis and best–worst scaling is relatively new to the hospitality and services industries. The authors show that these tools can be applied to these industries without depending on costly software or high-priced consultants.
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Tang, Yuxin, Shengfeng Zan, and Xiaowen Zhang. "A Comparative Study on the Competitiveness of Knowledge-Driven Sports Brands." Wireless Communications and Mobile Computing 2022 (May 23, 2022): 1–11. http://dx.doi.org/10.1155/2022/2489568.

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With the rapid development of science and technology, sports brands are increasingly relying on knowledge-driven technology. This study uses the competitive advantage theory, comparative advantage theory, and knowledge-driven theory, referring to the evaluation principles of scientificity, operability, and effectiveness, and selects Anta, Li Ning, and Adidas as the research objects of knowledge-driven sports brand competitiveness. Using Yaaph12.7 software and multilevel index entropy method, we assign and calculate 4 secondary indexes, 12 tertiary indexes, and 35 4th-level indexes of brand strength, brand potential, brand power, and brand vitality of three brands. In addition, Anta has strong comprehensive strength and good social resources and policy support. Li Ning’s brand potential is the greatest, and the consumer group is younger. Therefore, this study draws the following conclusions: (1) The core competitiveness of knowledge-driven sports brands is the innovation-driven model of brand technology, product R&D, intangible asset value, and brand development. (2) The competitiveness of knowledge-driven sports brands pays more attention to brand potential, brand strength, and brand vitality. (3) The competitiveness of knowledge-driven sports brands needs to be combined with the latest scientific and technological means to realize the integration of brands and information technology, “Internet +,” and big data. (4) The brand size, brand resources, and other brand advantages in the knowledge-driven sports brand competition indicators are not the main influencing factors for showing the core competitiveness. This paper draws the following inspirations from the research conclusions: it is necessary for knowledge-driven sports brands to improve the ability to transform resources and stimulate the vitality of the brand market, optimize the level of brand service to meet market consumption needs, strengthen innovation-driven development and explore innovative development paths, build brand development strategy, cultivate the development of superior technology, accelerate the development of brand quality, and build an applied talent pool.
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Gong, Xuan, Yunchan Zhu, Rizwan Ali, and Ruijin Guo. "Capturing Associations and Sustainable Competitiveness of Brands from Social Tags." Sustainability 11, no. 6 (March 13, 2019): 1529. http://dx.doi.org/10.3390/su11061529.

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With the explosion of social media, consumers’ minds have become important assets in brand competitions. Determining a brand’s competitive structure based on consumers’ desires is particularly important to effectively establish a brand and maintain sustainable competitiveness. The traditional methods of determining brand competitiveness are costly and time-consuming. In this study, we propose an efficient, systematical, highly automated, and real-time method to determine brand competitiveness based on consumers’ brand associations with the brand’s social tags. Using a set of 45 brands in the automobile industry and around 50,000 social tags, we compared our brand competitiveness determination method with data provided by Interbrand and directly elicited survey data, finding a significant correlation and a better predictive power in consumers’ perceived brand competitiveness than the traditional method. Our proposed method enables managers to create and maintain sustainable brand advantages in consumers’ minds.
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Masango, Cleven, and Vannie Naidoo. "An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe." Journal of Economics and Behavioral Studies 10, no. 6 (December 22, 2018): 99. http://dx.doi.org/10.22610/jebs.v10i6.2598.

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This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.
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Wang, Wenlong, and Daihanyu Wu. "Construction of Rural Tourism Brand Value Management Model from the Perspective of Big Data." Computational Intelligence and Neuroscience 2022 (July 22, 2022): 1–13. http://dx.doi.org/10.1155/2022/5623782.

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Rural tourism has become an important branch of tourism management. Big data technology provides tools for rural tourism brand value management. This study aims to build a brand value management model for rural tourism from the perspective of big data. The rural tourism brand value management model under the big data perspective takes the rural tourism brand competitiveness as the starting point to analyze the relationship between brand value and brand competitiveness, so that the brand competitiveness under the perspective of rural tourism brand value has a more specific and quantifiable index system. From the two aspects of enterprise value advantage and customer value advantage, this article looks for the factors that comprehensively reflect the brand competitiveness of rural tourism. After the establishment of the index system, the BP neural network model is used to make the multiple factor evaluation more objective and feasible. Finally, it is proposed to enhance the competitiveness of rural tourism brands from the perspective of the reconstruction of competitive advantage based on enterprise value and the reconstruction of competitive advantage based on customers.
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Masango, Cleven, and Vannie Naidoo. "An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe." Journal of Economics and Behavioral Studies 10, no. 6(J) (December 22, 2018): 99–112. http://dx.doi.org/10.22610/jebs.v10i6(j).2598.

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This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.
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Li, Zhen, Fengbo Liang, and Minjiao Cheng. "Research on the Impact of High-End Ev Sales Business Model on Brand Competitiveness." Sustainability 13, no. 24 (December 20, 2021): 14045. http://dx.doi.org/10.3390/su132414045.

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Electric vehicles have many advantages compared with traditional fuel vehicles, whereas the immaturity of technologies and high manufacturing cost make it difficult for EV brands to be promoted in traditional business models. Thus, auto-mobile companies started to establish high-end sales business model to promote the brand. This paper studies the influential mechanism of high-end EV sales business model on brand competitiveness and the mediation effect between high-end EV sales business model and brand competitiveness. A total of 624 consumers’ survey data were collected and the structural equation model (SEM) was analyzed to test the hypotheses by using a scale made up of indicators referring to high-end EV sales business model, brand competitiveness and customer perceived value. This paper contributes to the sustainable innovation literature by exploring the psychological perception of customer perceived value in strengthening brand competitiveness. The results show that both the value proposition and value creation of high-end EV sales business model have significant positive impacts on brand competitiveness. Moreover, customer perceived value fully mediates the relationships between the value proposition of high-end EV sales business model and brand competitiveness and between the value creation and brand competitiveness. Customer perceived value cannot mediate the relationship between the value capture of high-end EV sales business model and brand competitiveness. Our insights contribute to the business model research area from a customer-centric perspective.
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Zuo, Meihua, Hongwei Liu, Hui Zhu, and Hongming Gao. "Dynamic property of consumer-based brand competitiveness (CBBC) in human interaction behavior." Industrial Management & Data Systems 119, no. 6 (July 8, 2019): 1223–41. http://dx.doi.org/10.1108/imds-09-2018-0403.

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Purpose The purpose of this paper is to identify potential competitive relationships among brands by analyzing the dynamic clicking behavior of consumers. Design/methodology/approach Consumer sequential online click data, collected from JD.com, is used to analyze the dynamic competitive relationship between brands. It is found that the competition intensity across categories of products can differ considerably. Consumers exhibit big differences in purchasing time of durable-like goods, that is, the purchasing probability of such products changes considerably over time. The local polynomial regression model (LPRM) is used to analyze the relationship between brand competition of durable-like goods and the purchasing probability of a particular brand. Findings The statistical results of collective behaviors show that there is a 90/10 rule for the category durable-like goods, implying that ten percent of the brands account for 90 percent market share in terms of both clicking and purchasing behavior. The dynamic brand cognitive process of impulsive consumers displays an inverted V shape, while cautious consumers display a double V shaped cognitive process. The dynamic consumers’ cognition illustrates that when the brands capture a half of the click volume, the brands’ competitiveness reaches to its peak and makes no significant different from brands accounting for 100 percent of the click volume in terms of the purchasing probability. Research limitations/implications There are some limitations to the research, including the limitations imposed by the data set. One of the most serious problems in the data set is that the collected click-stream is desensitized severely, restricting the richness of the conclusions of this study. Second, the data set consists of many other consumer behavioral data, but only the consumer’s clicking behavior is analyzed in this study. Therefore, in future research, the parameters brand browsing by consumers and the time of browsing in each brand should be added as indicators of brand competitive intensity. Practical implications The authors study brand competitiveness by analyzing the relationship between the click rate and the purchase likelihood of individual brands for durable-like products. When the brand competitiveness is less than 50 percent, consumers tend to seek a variety of new brands, and their purchase likelihood is positively correlated with the brand competitiveness. Once consumers learn about a particular brand excessively among all other brands at a period of time, the purchase likelihood of its products decreases due to the thinner consumer’s short-term loyalty the brand. Till the brand competitiveness runs up to 100 percent, consumers are most likely to purchase a brand and its product. That indicates brand competitiveness maintain 50 percent of the whole market is most efficient to be profitable, and the performance of costing more to improve the brand competitiveness might make no difference. Originality/value There are many studies on brand competition, but most of these research works analyze the brand’s marketing strategy from the perspective of the company. The limitation of this research is that the data are historical and failure to reflect time-variant competition. Some researchers have studied brand competition through consumer behavior, but the shortcoming of these studies is that it does not consider sequentiality of consumer behavior as this study does. Therefore, this study contributes to the literature by using consumers’ sequential clicking behavior and expands the perspective of brand competition research from the angle of consumers. Simultaneously, this paper uses the LPRM to analyze the relationship between consumer clicking behavior and brand competition for the first time, and expands the methodology accordingly.
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Hassan, Salah, and Abeer A. Mahrous. "Nation branding: the strategic imperative for sustainable market competitiveness." Journal of Humanities and Applied Social Sciences 1, no. 2 (November 15, 2019): 146–58. http://dx.doi.org/10.1108/jhass-08-2019-0025.

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Purpose Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands. Design/methodology/approach The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand. Findings For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors. Originality/value This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.
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Gupta, Suraksha, David Gallear, John Rudd, and Pantea Foroudi. "The impact of brand value on brand competitiveness." Journal of Business Research 112 (May 2020): 210–22. http://dx.doi.org/10.1016/j.jbusres.2020.02.033.

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Dissertations / Theses on the topic "Brand competitiveness"

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Tesařová, Mariana. "Application of Branding Concepts for Development of Competitiveness." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-357005.

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Předložená diplomová práce je zaměřena na aplikaci konceptů značky sloužící k rozvoji konkurenceschopnosti produktu instituce vysokoškolského vzdělávání, konkrétně studijního oboru “Entrepreneurship and Small Business Development”. Na základě teoretických poznatků, metodiky dle Ko Floora a konceptu Brand Prismu je zhodnocena stávající situace studijního oboru. Zároveň jsou provedeny analýzy konkurentů a požadavků zákazníků, společně s analýzou odvětví k určení pozice značky studijního oboru na trhu. Na základě výsledků ze všech provedených analýz jsou následně stanoveny návrhy řešení konceptu značky na podporu rozvoje konkurenceschopnosti studijního oboru.
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Číhalová, Kateřina. "Development of Competitiveness of Company." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-357004.

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The main aim of thesis is to design a viable branding strategy for a company. The theoretical part consists of interpretation of branding and strategic brand management. The analytical part examines brand building strategy and position of the company in the market as well as its competitors and potential clients. Based on analysis, a branding strategy proposal is suggested in order to create a competitive and successful brand of the company.
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Luk, Christine, and 陸智倩. "Hong Kong competitiveness: brand marketing inthe garment industry." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1997. http://hub.hku.hk/bib/B3025677X.

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Luk, Christine. "Hong Kong competitiveness : brand marketing in the garment industry /." Hong Kong : University of Hong Kong, 1997. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18831138.

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Li, Yunyu, and Chang Liu. "How Chinese SME perceive the strong brand as a crucial factor for establishing competitiveness?" Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-56332.

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The globalization become a current tendency, and China as one of the biggest parts in the international market, plays the important role. Considering the SMEs in China occupy the main amount, Chinese SMEs are the key factors in Chinese economy. At the same time, they are also faced with fierce competition from global company that compared with other developed countries’ SMEs, Chinese SMEs are not competitive enough. One of the reasons is that their brands are lack of competitiveness. It is known to all, brand is a key strategic asset to long-term performance and it should be managed. Therefore this study is focused on how Chinese SMEs perceive brand as crucial factor for establishing competitiveness. This study is based on qualitative research, and case study research design is chosen. The semi-structured interview is conducted in the Chinese SME called CSC, and two managers and three employees were interviewed. In conclusion, it can be found that the CSC pays attention to the brand, but their brand still need to be improved to be more powerful, unique and positiveness then to reach the loyalty of consumers, and the media channels should be paid more attention
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Baatjes, Jerome Clinton. "The development of a leadership brand to enhance the competitiveness of organisations." Thesis, Nelson Mandela Metropolitan University, 2006. http://hdl.handle.net/10948/189.

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Effective leadership is and will remain the cornerstone of business success. It is leadership that differentiates world class from mediocre performance. The objective of this study is to investigate how positive leadership brand can be developed in order to leverage human capital and enhance the competitive position of organisations. To achieve this objective a comprehensive literature study was performed to determine the extent of existing knowledge on branding, leadership and leadership branding. The study included an investigation into the attributes of effective leaders, leadership development activities, leadership styles and a formula for effective leadership was presented. Managers from selected organisations were requested to complete questionnaires in order to determine the views of South African managers on leadership branding. The questionnaire was developed in accordance with the findings from the literature research. The answers of the respondents were analysed and compared to the literature study. The information obtained from the literature study and from the respondents resulted in various recommendations and conclusions. In general, support was found for investing resources into developing leadership brand as respondents indicated that positive leadership brand could result in a source of competitive advantage. The major obstacles in developing positive leadership brands are: absence of a clear message of what makes an effective leader, lack of feedback that leaders receive on the behaviours they display and no (or an unknown) link between leadership behaviours and rewards.
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Jankechová, Natália. "Posílení konkurenceschopnosti značky na základě rozvoje komunikace značky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319164.

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The diploma thesis deals with development of the MAGGI brand communication in order to increase its trustworthiness among customers and to strengthen its competitiveness. The current situation of the brand is defined primarily by brand identity analyzes by Kapferer and Ko Floor and by defining the competitive position of the brand. Based on the knowledge gained in the analytical part, a set of recommendations on brand communication are developed.
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Danielová, Kamila. "Rozvoj konkurenceschopnosti podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241188.

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The master´s thesis is focused on strengthening the competitiveness of the bank through the development of its brands. The current situation of the company is analyzed according to the theoretical knowledge and methodology Ko Floor. Subsequently, the company compared to selected competitors. Based on the comparison and further analysis for the firm set of measures involving their own proposals to support brand development.
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Hodges-Dexner, Gustav. "City Competitiveness and Branding : Identities and strategies in two Swedish municipalities." Thesis, Uppsala universitet, Kulturgeografiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-377273.

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As the world-economy becomes increasingly competitive, places adopt different methods to elevate their attractiveness. The paper examines how two medium-sized Swedish cities, Uppsala and Västerås, develop their own competitiveness, identities, and images in relation to the principles and concepts laid out by Simon Anholt in his book Competitive identity: The New Brand Management for Nations, Cities and Regions (2007). A qualitative approach to textual analysis is employed to gather the necessary research material to draw conclusions from, in addition to taking a theory-consuming perspective in order to limit the study’s generalization. The study adds to the field of city branding by analyzing real-life places using a conceptual framework, providing insight into the practical application of a theoretical model. The results show that Uppsala is trying to elevate itself to the international stage, while Västerås is remaking its identity almost completely. Uppsala must remember the city’s prerequisites and should look to Västerås for expertise regarding the railway sector. It is imperative that Västerås improves its innovative environments, while looking to Uppsala for knowledge of how to integrate innovative cultures in all sectors of society. Both cities are heavily dependent on their proximity to Stockholm, with Uppsala beginning to question their position.
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Keprdová, Šárka. "Využití nástrojů online marketingu pro posílení konkurenceschopnosti podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319401.

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This diploma thesis focuses on strengthening the company’s competitiveness through the use of online marketing tools. On the basis of theoretical knowledge from specialized literature and analysis of the company’s current state, proposals contributing to the brand’s promotion with the help of selected online marketing tools (SEO, PPC, social networks) are developed.
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Books on the topic "Brand competitiveness"

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Lopes, Teresa da Silva. Trademarks, brands, and competitiveness. New York: Routledge, 2010.

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Corporate reputation and competitiveness. London: Routledge, 2002.

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Zhongguo qi ye pin pai jing zheng li zhi shu xi tong li lun yu shi jian: China enterprise brand competitiveness index system theory and pracitce. Beijing: Jing ji guan li chu ban she, 2011.

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Majid, Taghavi, ed. Measuring price and quality competitiveness: A study of eighteen British product markets. Aldershot, Hampshire, England: Avebury, 1992.

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Lopes, Teresa da Silva, and Paul Duguid. Trademarks, Brands, and Competitiveness. Taylor & Francis Group, 2010.

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Lopes, Teresa da Silva, and Paul Duguid. Trademarks, Brands, and Competitiveness. Taylor & Francis Group, 2010.

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Trademarks, Brands, and Competitiveness. Routledge, 2013.

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Lopes, Teresa da Silva, and Paul Duguid. Trademarks, Brands, and Competitiveness. Taylor & Francis Group, 2010.

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Lopes, Teresa da Silva, and Paul Duguid. Trademarks, Brands, and Competitiveness. Taylor & Francis Group, 2010.

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Lopes, Teresa da Silva, 1968- and Duguid Paul 1954-, eds. Trademarks, brands and competitiveness. New York: Routledge, 2010.

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Book chapters on the topic "Brand competitiveness"

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Zhao, Wei-hong, and Hui-long Zhang. "Study on Influential Factors of Agricultural Eco-place Brand Competitiveness." In Proceedings of the 22nd International Conference on Industrial Engineering and Engineering Management 2015, 611–19. Paris: Atlantis Press, 2016. http://dx.doi.org/10.2991/978-94-6239-177-2_63.

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Van Trang, Nguyen Thi, Thi-Lich Nghiem, and Thi-Mai Do. "Improving the Competitiveness for Enterprises in Brand Recognition Based on Machine Learning Approach." In Global Changes and Sustainable Development in Asian Emerging Market Economies Vol. 1, 359–73. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-81435-9_26.

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Fan, Yan, and Lizhong Tong. "Research on Evaluation Index System of Enterprise Brand Competitiveness: Taking Liquor Industry as an Example." In Recent Developments in Data Science and Business Analytics, 131–38. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-72745-5_14.

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Mao, Qianyu, Ruiyang Wang, and Zhen Li. "Research on the Influence of New Energy Vehicles Industry Eco-business Model on Brand Competitiveness." In IEIS 2021, 24–36. Singapore: Springer Singapore, 2022. http://dx.doi.org/10.1007/978-981-16-8660-3_4.

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Tao, Mudan, and Zhi Li. "Research on the Construction of Enterprise Brand Competitiveness Evaluation System Based on the Integration of SWOT and AHP Model." In Recent Developments in Data Science and Business Analytics, 55–62. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-72745-5_6.

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Berndt, Ralph. "Competitiveness durch starke Brands." In Herausforderungen an das Management, 177–99. Berlin, Heidelberg: Springer Berlin Heidelberg, 2004. http://dx.doi.org/10.1007/978-3-642-18551-9_12.

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Li, Foguan. "Empirical Research on National Competitiveness through Strong Brands’ Industry Distribution." In Advances in Intelligent Systems and Computing, 35–41. Berlin, Heidelberg: Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-27711-5_6.

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Weng, Philip Wong Pong. "Destination Competitiveness." In Positioning and Branding Tourism Destinations for Global Competitiveness, 49–73. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7253-4.ch003.

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Numerous studies suggest that an increase in a destination's brand equity can lead to greater competitiveness of the destination by influencing consumer behavior through the greater possibility of destination selection, increased destination loyalty, and a willingness to pay more to visit the destination. However, some studies seem to lend support to the reverse causal argument: that certain destination competitiveness attributes can be the antecedents of a destination's brand equity. This chapter posits that destination competitiveness can be classified into two components: (1) “functional attributes” being the antecedent of destination brand equity and (2) “abstract attributes” that is actually influenced by destination brand equity. A Delphi-survey was conducted to assist in the classification of competitiveness attributes into the components of either functional or abstract attributes. Subsequent tests confirm the mediating effect of destination brand equity in the relationship between the functional and abstract attributes.
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"The company as a brand." In Corporate Reputation and Competitiveness, 91–112. Routledge, 2005. http://dx.doi.org/10.4324/9780203218112-12.

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Gunawan, S., and R. T. Ratnasari. "Role of negative brand name perception and religiosity on brand attitude." In Increasing Management Relevance and Competitiveness, 201–6. CRC Press, 2018. http://dx.doi.org/10.1201/9781351241892-37.

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Conference papers on the topic "Brand competitiveness"

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Butkus, Mindaugas, and Riccardo Masullo. "Evaluation of brand competitiveness: regression analysis approach." In Business and Management 2016. VGTU Technika, 2016. http://dx.doi.org/10.3846/bm.2016.40.

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Article aims to show an application of regression analysis for qualitative evaluation of companies’ brand competitiveness from a customer point of view. Presented methodology could be applied if only a certain level of competition is observed in the market. We assume that (i) brand competitiveness is embodied into commodities’, that companies are selling, prices and (ii) companies that have more competitive brand are able to sell their commodity at a higher price after controlling for other explicit factors potentially affecting price. For this purpose, we adapt classical linear regression model and provide an example with car companies’ brands in the Italian market.
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Xiangming Wei and Haimei Liu. "Study on brand competitiveness of Chinese toy industry." In 2011 2nd International Conference on Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC). IEEE, 2011. http://dx.doi.org/10.1109/aimsec.2011.6010650.

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Brzaković, Aleksandar, and Stefan Brzaković. "Positioning a Brand on the Market." In Fifth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/itema.2021.113.

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Brand positioning is a process of creating an impression of a brand in the consumer’s awareness using different strategies, including prices, pro­motion, distribution, packing and competitiveness. Positioning is an act of modeling the offer and reputation of a company so that it can specially posi­tion itself in the consumer’s awareness on a target market. In order to create a positioning strategy, a brand’s unique characteristics need to be identified and what differentiates it from the competition needs to be determined. Po­sitioning calls for the identification of a target market, the identification and analysis of the competition and a brand’s optimal points of parity and points of difference. Competition can be researched from the point of view of the in­dustry (branch) and from the point of view of the market itself. Brand mantras are used to position a brand, indicating what the brand offers and for what reason it is superior in relation to other competitive brands. While standard brand positioning models are based upon detailed consumer, company and competition analyses, there are also newly appearing creative approaches to brand positioning, such as storytelling or a journalistic brand chronicle.
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Zhou, Zhu, and Yujuan Wang. "Build Local Animation Professional Brand Competitiveness in Industrial Segmentation." In International Conference on Education, Language, Art and Intercultural Communication (ICELAIC-14). Paris, France: Atlantis Press, 2014. http://dx.doi.org/10.2991/icelaic-14.2014.37.

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Del-Pino Espinoza, Ariana Daniela, and Freddy Ronald Veloz de la Torre. "What the Brand brands: A reading from the contribution of Sectoral Brands to the competitiveness of the regions." In INNODOCT 2019. Valencia: Universitat Politècnica de València, 2019. http://dx.doi.org/10.4995/inn2019.2019.10020.

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Global brands have encouraged the penetration of products in markets, but new contexts have emerged, where brands add value to the productive sectors and promote the creation and growth of new companies. An approach and analysis of the contemporary construction of the sector brand and the value it provides to insert countries, territories, cities and products in global markets is carried out. On the other hand, in the Latin American context, we can observe the emergence of emerging brands that have their origin in the need to meet the demand of priority sectors or undertakings derived from the identification of unattended market niches, with the potential to become trademarks in a higher level
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Yu, Dandan, and Wuying Liu. "Para-Social Interaction Analysis of Valentino Virtual Spokesperson based on Weibo Data and Search Popularity." In 10th International Conference on Natural Language Processing (NLP 2021). Academy and Industry Research Collaboration Center (AIRCC), 2021. http://dx.doi.org/10.5121/csit.2021.112304.

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Brand image is one of the most important factors influencing the competitiveness of the commodity market. In order to reduce the negative impact of potential scandals of celebrity spokespersons, Valentino began to use a virtual spokesperson named noonoouri for promotion. In this context, we first describe the application model of Valentino's virtual spokesperson. Then, based on the Valentino Weibo data we collected and Google search popularity, we analyzed the impact of virtual spokespersons on the para-social interaction between brands and consumers. Finally, according to the analysis conclusion of the impact of Valentino's virtual spokesperson in the para-social interaction, a corresponding marketing-competitive brand image promotion proposal is put forward.
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Ke, Jianchun. "Analyses on Strategies of Enhancing Brand Competitiveness of HUAWEI Company." In 2nd International Conference on Intelligent Computing and Cognitive Informatics (ICICCI 2015). Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/icicci-15.2015.27.

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Chen, Weijun, Xixiang Sun, and Xiaobo Hu. "Clothing Brand Competitiveness Evaluation Based on B-P Neural Network." In 2013 6th International Symposium on Computational Intelligence and Design (ISCID). IEEE, 2013. http://dx.doi.org/10.1109/iscid.2013.193.

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WANG, YI-YAN. "THE SURVIVAL OF FASHION LUXURY BRAND WHEN THE DESIGNER CHANGING: HOW TO BALANCE DESIGN AND MARKET IN ORDER TO MAINTAIN BRAND VALUE." In 2021 International Conference on Education, Humanity and Language, Art. Destech Publications, Inc., 2021. http://dx.doi.org/10.12783/dtssehs/ehla2021/35705.

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Fashion designer is one of dominate role in a fashion luxury brand. There are many cases that luxury fashion brand via recruiting a creative designer to revive their commercial empire. For example, Tom Ford capitalizes on ten years to make nearly bankrupt Gucci resurge, even become a bellwether that value 4.3 billion market cap in the luxury industry[1]. But, that is not mean every designer could be lucky to cooperate with a brand that match his or her design style, such as the transitory cooperation of Kalvin Klein and Raf Simons. Thus, except the cooperation situation of designer and company, the other critical factor to determinate one designer whether match a brand is the balance between design and marketing. This report examines the plight of fashion luxury brand when designer changing. And explore how to remedy the loosing of brand core competitiveness and discuss a sires of reasons why new design concept useless for sales improvement, also, how to utilize marketing strategy such as visual communication to maintain brand equity. In this paper, the author conducted a series of comprehensive methodologies such as content analysis, historical research and case study to probe the role of designer for luxury brands and describes that marketing strategy might contribute to protect brand value in the period of brand upgrading. The research finding that, whilst designer changing, the visual marketing could be an effective method to help luxury fashion brand tide over difficulties, whole visual presenting of brand could maintain the impression in customer mind.
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Furdui, Veronica. "Comparative study on country brands promotion policies of Central and Eastern Europe." In 4th Economic International Conference "Competitiveness and Sustainable Development". Technical University of Moldova, 2022. http://dx.doi.org/10.52326/csd2022.03.

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In the context of a globalized world, nations compete with each other for resources and alliances that could establish and enhance their competitive advantage. Nation branding is considered a major tool for the creation and leverage of competitive advantages of nations. In the time of political and economic changes in Central and Eastern European countries, an efficient nation brand creation represent a solution to correct and change negative image, that can determine the development and sustainability of country competitiveness.
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