Journal articles on the topic 'Brand competitiveness'
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1
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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Sevostyanova, Olesya, and Svetlana Petuhova. "The forecasting power of the brand: contribution to the increase in the value of the company’s intangible assets." E3S Web of Conferences 288 (2021): 01094. http://dx.doi.org/10.1051/e3sconf/202128801094.
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The article is devoted to the study of the cost characteristics of brand power, determining and forecasting the revenue of companies generated by brand power. Under the influence of the growing role of the brand, there is now an increase in the range of using its valuation as the most important of the company’s intangible assets, including managing the business development strategy. It is proved that brand competitiveness becomes the most important component of the company’s overall competitiveness. Using the private V-RATIO method, the cash flow generated by the brand itself is determined, and sales volumes are calculated under the influence of brand and non-brand factors for the “Shoes of Russia” and “KARI” trading companies. The cost of the studied brands is calculated and the curve of falling brand strength without supporting measures is determined.
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Abdirahmonovich, Akramov Tohir, Ziyodulla Hakimov, Bobir Tursunov, and Alisher Oqboyev. "Evaluation of Competitiveness of Brands of Local Sewing and Knitting Enterprises." Revista Gestão Inovação e Tecnologias 11, no. 2 (June 5, 2021): 716–39. http://dx.doi.org/10.47059/revistageintec.v11i2.1707.
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The purpose of the study is to develop scientific proposals and practical recommendations for the use of branding strategies in the management of the competitiveness of garment enterprises. The scientific significance of the research results was determined by the fact that it can be used to identify specific aspects of brand competitiveness management and enterprise competitiveness, brand management in enterprises, development of branding strategies and the formation of special strategic programs and program goals to transform the national garment brand into global brands. The practical significance of the research results is that the developed scientific proposals and practical recommendations will help entrepreneurs operating in the country to develop their own brand in order to be competitive, to evaluate it in market conditions. The results of the study can be explained by the fact that they can be used in the preparation of textbooks and manuals on the disciplines "Brand Management", "Management", "Fundamentals of Management and Marketing", "Innovation Management".
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Matsarenko, T. N. "From personal brand to competitiveness." Voprosy kul'turologii (Issues of Cultural Studies), no. 1 (2022): 32–35. http://dx.doi.org/10.33920/nik-01-2201-03.
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The article discusses the issue of re-adaptation of a ballet dancer after completing his stage career, the possibility of self-realization in the profession of related choreographic activity. The problem is revealed in the professional and pedagogical position of ballet dancers, adaptation to a new status, the desire to preserve the potential that ensures success in their careers, the desire to use their skills as an asset — investing in the profession, developing creative potential by creating a personal brand.
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Liu, Yishu, and Xia Wang. "Promoting Competitiveness of Green Brand of Agricultural Products Based on Agricultural Industry Cluster." Wireless Communications and Mobile Computing 2022 (April 21, 2022): 1–18. http://dx.doi.org/10.1155/2022/7824638.
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Agricultural industrial clusters are the basis for the formation of regional brands of agricultural products and also an effective way to enhance the regional brand value and competitiveness of agricultural products. Based on the agricultural industry cluster, carry out regional brand building of agricultural products, emphasizing that the production of agricultural products from raw material bases to product sales in specific administrative areas, and even the collaborative production services of relevant agricultural technology research and development institutions are connected to the local network, establishing a regional first-class agricultural product brand. The brand grows with the development of regional production bases. Therefore, this paper is aimed at exploring the research on the promotion of green brand competitiveness of agricultural products based on the theory of agricultural industrial clusters, analyzing the internal connection between agricultural product agglomeration effect and brand competitiveness, and exploring its advantages and disadvantages. Using this strategy, this paper will use the research method of specific analysis of specific problems, design an analysis model construction experiment based on the influencing factors of agricultural industrial clusters, and draw experimental conclusions through the analysis and comparison of experimental data. Through theoretical innovation and exploration, a model for the rapid development of green agricultural product brands can be found. The results show that the use of questionnaires to explore the differences in the planting characteristics of green agricultural products in industrial clusters can account for 35% of the brand competitiveness, promote the rapid development of the brand, and enhance the technological innovation ability by 19%. Therefore, combined with the characteristics of the current era, with the help of the national agricultural aid policy, fully absorb the transformation, actively innovate, and improve the level of agricultural cultivation. Analyze different application difficulties, explore development prospects, give full play to the competitiveness of agricultural products, realize high-yield green crops, use these theories as a guide to innovate and integrate, provide valuable experience clusters for the wide application of agricultural industrialization, and achieve sustainable regional economic structure and ecological environment.
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Ivanienko, V. V., and K. V. Kovalchuk. "The Marketing Strategies for Forming a Competitive Brand in International Markets." Business Inform 1, no. 528 (2022): 444–50. http://dx.doi.org/10.32983/2222-4459-2022-1-444-450.
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The article analyzes the essence and features of the application of marketing strategies for the formation of a competitive brand. Both the individual and the distinctive characteristics of the brand are examined. The reasons for the formation of brand relevance are given. It is determined that the brand is an important asset of the company, and the effective development of the company’s strategy should include the determination of the calculation of the trademark capital. A detailed list of components of the brand capital of the enterprise is presented. It is defined that with increasing competition, increasing attention is paid to the activation of the use of the method of promoting goods to the market, the growth of communicative influence on the target segments, an increase in the arsenal of components of the promotion complex through the use of non-standard methods of marketing communications. In the course of the research, the components of the brand are distinguished. A competitive brand is a very important process of the marketing component, bringing the product to the market, creating the face of the company. Given the position of the enterprise in the market and its scale, it is possible to record the growth of brand competitiveness. A research of competitiveness focuses on describing and evaluating component parameters and introducing a competitive advantage among other, existing brands. Branding is a form of diversity of almost identical products in the markets, but with the opposition of individuality. Branding activities are aimed at creating long-term consumer preferences, which include active ways to promote and position a particular product. A competitive brand is a brand that has advantages over other brands in terms of indicators that are characteristics of product competitiveness (quality, price, innovation activity), image and reputation characteristics of products and enterprises, its position in the market.
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Shiqun, Yuan, Zhou Chengjun, and Zhang Yu. "The role and path of digital marketing in tourist souvenir brands." E3S Web of Conferences 251 (2021): 03044. http://dx.doi.org/10.1051/e3sconf/202125103044.
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The extensive and in-depth application of digital technology has led to the transformation of marketing methods. This article analyzes the role and path of digital marketing in tourist souvenir brands through case studies, expert interviews and literature studies. The findings suggest that the rational use of digital technology can not only reshape brand competitiveness, but also play a role in deepening product integration and enhancing brand communication. To realize digital marketing of tourist souvenir brands, it is necessary to formulate effective brand marketing strategies and create a personalized brand image in order to realize the conversion of cultural and creative product sales.
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Guo, Jin-Li, and Qi Suo. "Brand effect versus competitiveness in hypernetworks." Chaos: An Interdisciplinary Journal of Nonlinear Science 25, no. 2 (February 2015): 023102. http://dx.doi.org/10.1063/1.4907016.
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Bagarić, Lidija, and Danko Žitinić. "Competitiveness of Kvarner region: challenges for destination management and branding." Tourism and hospitality management 19, no. 2 (December 10, 2013): 217–31. http://dx.doi.org/10.20867/thm.19.2.5.
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Purpose – Tourism demand for destinations, services and facilities is changing rapidly and only the destinations with high adaptability can expect to survive. Tourists prefer destinations with strong brands that guarantee a high level of service quality and are prepared to pay for it. Design – This study designs to determine that destination has to recognize the importance of tourism, but, as a brand, Kvarner is not distinctive enough. Based on its natural beauty, rich heritage and its vicinity and accessibility to a large part of Europe, it has the potential of becoming a leading destination. Methodology – Research was carried out in accordance with the Integrated Model of Destination Competitiveness based on 85 indicators. Various statistical methods like T-test, Wilcoxon signed rank test and Shapiro-Wilk test were used. Approach – The research was conducted using a questionnaire, through a dissemination of emails and personal interviews with tourist officials and people involved in the development of tourism in the Kvarner area. Findings – This study finds that destination management is the weak point of destination competitiveness and hypotheses that resources strongly support the overall competitiveness of destination Kvarner, than the elements of destination management and that destination brand is not sufficiently distinctive are confirmed. Originality of the research – This study provides valuable information and comparable data about competitiveness of Kvarner destination and points at brand influence on destination competitiveness.
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Scorrano, Paola, Monica Fait, Amedeo Maizza, and Demetris Vrontis. "Online branding strategy for wine tourism competitiveness." International Journal of Wine Business Research 31, no. 2 (June 17, 2019): 130–50. http://dx.doi.org/10.1108/ijwbr-06-2017-0043.
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Purpose The link between wine and tourism is increasingly important for the competitive advantage of the territory and its productions, and it must be adequately communicated, in particular, online. Therefore, monitoring the level of convergence between online brand identity and online brand image is increasingly important to implement an efficient strategy of recall of a territory. This paper thus aims to propose an operative framework – assessing Web convergence (AWC) – designed to detect and analyse the online brand image and compare it with online brand identity. Design/methodology/approach The AWC framework is designed to extract information from the Web, process it through text-mining techniques – cluster analysis – and interpret it from three perspectives – functional, holistic and sensitive. The operative framework was applied to Napa Valley because it is the most frequently cited wine destination on the top 100 travel blogs. Findings The empirical application shows that the proposed logical framework can yield important reflections even in cases such as Napa Valley’s, a destination that already enjoys strong notoriety. In spite of the apparent qualitative homogeneity of the topics discussed, observation of their composition in terms of the three dimensions revealed the existence of a gap on some topics identified between what is communicated by the wine tourism destination and what is perceived and in turn communicated by bloggers. Research limitations/implications The limitation of the research is represented by the application of the operative process to a single case study (Napa Valley). The contribution given to managerial studies is the ability of the framework to provide an operative vision of the importance of knowing the blogger’s perception of the brand identity communicated by the company. Testing the framework in other contexts will confirm that the protocol is generalisable. Practical implications The identification of the themes that characterise brand identity and brand image in the Web provides a flow of information that, if interpreted according to the functional, holistic and sensitive perspective, transforms the themes into useful knowledge for decisional purposes. Originality/value The managerial literature has highlighted, as in today’s communication environment, a strong brand can be created and maintained by strengthening the linkage between identity and image. The proposed framework may be considered an important protocol because it allows a tourism destination to increase the flow of information on which to build or strengthen the brand identity by aligning with the brand image. This could be particularly useful for smaller and less-popular destinations.
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Ren, Hanbing. "Research on the Use of Storytelling in Branding Chinese National Sports Brands." Highlights in Business, Economics and Management 4 (December 12, 2022): 487–92. http://dx.doi.org/10.54097/hbem.v4i.3550.
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In the context of story marketing becoming the mainstream marketing tool for sports brands, Chinese national sports brands also need to write their own brand stories to improve their competitiveness. Using literature research and case study, this paper analyzes the story marketing of Xstep’s 2020 618 shopping festival and finds the brand stories of Chinese national sports brands. Based on the analysis, Chinese national sports have problems such as lack of continuity, lack of Chinese characteristics, single content and communication channels, and no feedback mechanism. Corresponding solutions are also proposed, including writing a sequel to the story, adding Chinese elements to brand stories, adding special characters that reflect the brand image to enrich the story, making full use of social media, and establishing a consumer feedback mechanism. This paper presents conclusions of general significance based on the analysis of Xstep’s brand stories. It provides a new approach to analyzing and implementing storytelling elements for Chinese national sports brands.
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Abiola-Oke, Elizabeth, and T. O. Fakokunde. "Effect of Destination Brand on Destination Competitiveness in Southwest Region of Nigeria." International Journal of Hospitality and Tourism Studies 3, no. 1 (June 2022): 10–19. http://dx.doi.org/10.31559/ijhts2022.3.1.2.
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The image and competitiveness are essential aspects to its promotion and continuous existence in the marketplace. Both destination competitiveness and its brand image are individual concepts with significant influence on the destination. Hence this study is focused on how destination brand image can influence the competitiveness of a destination. To carry out this study, six destinations of the South-West region of Nigeria were the study area, and with the aid of a structured questionnaire, the data was collected. A total of 1530 questionnaires were distributed in the various attractions of the destinations, 1008 was recovered. From the analysis of the data through Structural equation Modelling, Path analysis, it was discovered that destination brand image does have a significant effect on the destination's competitiveness. Therefore, it is concluded that management organizations should give adequate attention to the brand image as it plays a significant role in the competitiveness of a destination.
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Wu, Guanming. "The brand analysis of Nike based on its emotional branding and marketing strategies." BCP Business & Management 19 (May 31, 2022): 278–84. http://dx.doi.org/10.54691/bcpbm.v19i.816.
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Nowadays, Nike has become one of the most socially-conscious brands around the world because of its effective branding and marketing strategies. Therefore, it is worthwhile to understand the brand development of Nike and explore how Nike's branding and marketing strategies put it into a favorable position in the competitive market. This paper was committed to a brand analysis of Nike taking its main product—shoes as the example. The brand value proposition of Nike is to provide accessible, fashionable, innovative, and high-performance shoes for its customers in every sport. Customer-focused emotional branding and marketing have made Nike establish a strong emotional resonance for its audience and thereby developed a prominent brand cognitive. Additionally, although traditional marketing channels have still played an important role in brand publicity, digital marketing has functioned as a booster to help Nike develop new markets and enhance customer loyalty to the brand. Nevertheless, in order to obtain greater success in the high-performance athletic-product market, Nike needs to overcome huge internal and external challenges, such as inadequate product competitiveness, the impact of Covid-19 pandemic, and global economic uncertainty. In this paper, some practical suggestions were provided for the management to improve product competitiveness and strengthen the two-way interaction between the brand and its customers.
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Faria, Sílvia, João M. S. Carvalho, and Vera Teixeira Vale. "Service quality and store design in retail competitiveness." International Journal of Retail & Distribution Management 50, no. 13 (October 4, 2022): 184–99. http://dx.doi.org/10.1108/ijrdm-01-2022-0005.
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PurposeThis paper aims to analyse the importance of service quality and store design as critical variables to promote differentiation and make consumers feel satisfied and committed to a retail brand. Retailers usually undervalue the store design as an element of the strategic mix. However, it may be one of the critical elements to increase retailers’ competitive advantages.Design/methodology/approachThis exploratory study was based on 349 valid responses to a questionnaire online through a snowball sampling approach analysed with structural equation modelling.FindingsThe results confirmed that customers’ service quality positively impacts their satisfaction and commitment to the retail brands. However, store design moderates the relationship between customer satisfaction and commitment. The consumers with a higher appreciation for store design presented a lower impact of satisfaction on their commitment to the retail brand. This result shows that a significant part of their satisfaction includes store design appreciation.Research limitations/implicationsThis exploratory study was restricted to the Portuguese market, and the sample resulted from a convenience snowball approach.Practical implicationsThe retailers should consider store design as an essential variable in their marketing plans to have satisfied and committed customers and be more competitive.Originality/valueResearch on consumers’ behaviour in the retail sector, including the assessment of store design, presents a great potential within the framework of consumer–brand relationship theory, but it is still under-researched. The new model presented highlights the role of store design as a moderator variable.
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Troyan, V. I., and A. S. Braslavska. "Brand Management Strategies as Components of Brand Management." Business Inform 11, no. 526 (2021): 446–51. http://dx.doi.org/10.32983/2222-4459-2021-11-446-451.
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The article considers the concepts of brand, trademark, branding, specified by different authors from management positions; the brand management system and its main elements, initial data and brand functioning strategies are discussed. The variability of the business environment, the high level of competition dictates the need to find new opportunities to adapt entrepreneurial structures to the changes that are taking place. Among the main reasons that encourage companies to optimize business processes, one can allocated the need to reduce production costs; requirements made on the parts of consumers and the State; use of management programs; mergers of enterprises. Due to the significance of such an asset of an enterprise as a brand, its exceptional role in ensuring the competitiveness of the company the application of branding from the standpoint of business processes is an effective instrument that contributes to more efficient use of technologies. It is also one of the most effective marketing technologies that increase the competitiveness of the company, assist in the formation and maintenance of consumer demand and loyalty to the products of companies. The high need for marketing management of brands in the market is determined by their considerable range and intensity of goods turnover, the volume of purchases and maximum dependence on the preferences of the consumer. The dependence of the results of the company’s economic activity on brand management decisions for relatively new market segments appears to be especially high. Currently, companies partially implement brand management procedures such as the formation of brand identity, the construction of its architecture, the development of comprehensive brand promotion programs. At this, the problems of positioning the categories of goods, harmonization of brand management in the channels of movement of goods, taking into account the industry specification in brand management, remain essential.
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Lee, Wai Jin (Thomas), Aron O’Cass, and Phyra Sok. "Unpacking brand management superiority." European Journal of Marketing 51, no. 1 (February 13, 2017): 177–99. http://dx.doi.org/10.1108/ejm-09-2015-0698.
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Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required. In the integrating marketing control theory with the resource-based view (RBV) and dynamic capabilities (DC) theory, this study aims to examine how a firm’s brand orientation, when supported by formalisation, contributes to building brands with high levels of awareness and uniqueness through the intervening role of brand management capability. Design/methodology/approach In testing the hypotheses proposed in this study, survey data were drawn from a sample of firms operating in the consumer goods sector and examined through hierarchical regression analysis. Findings This study finds that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development. Originality/value In weaving together the theoretical perspectives of marketing control, RBV and DC, this study extends current knowledge by showing that brand management capability and brand orientation alone are insufficient for building brands with high levels of awareness and uniqueness. Instead, maximising their performance effects requires the support of formalisation.
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Ognjanović, Jasmina. "Research on impact of employer brand dimensions on competitiveness in hotel industry." Skola biznisa, no. 2 (2020): 35–61. http://dx.doi.org/10.5937/skolbiz2-28037.
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Human resources are one of the key resources for gaining and maintaining the competitive advantage of hotels, so increasing the value of human capital becomes a priority for hotel management. One way to increase the value of human capital is to build an employer brand in the hotel industry. The paper aims to examine the relationship between employer brand and competitiveness in the hotel industry. The obtained research results indicate the importance of the following five dimensions of the employer brand: organizational culture, work-life balance, the attractiveness of the hotel, corporate social responsibility, opportunities for training, development and advancement of employees. Results of correlation analysis indicate a positive, significant correlation between employer brand dimensions, while the regression analysis results support the impact of the hotel's employer brand on competitiveness. Corporate social responsibility has a significant impact on competitiveness as one of the dimensions of an employer brand.
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Raftowicz-Filipkiewicz, Magdalena. "Nation Branding as an Economic Challenge for the Countries of the Middle and Eeast Europe on the Example of Estonia." Equilibrium 7, no. 4 (December 31, 2012): 49–59. http://dx.doi.org/10.12775/equil.2012.026.
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This paper presents the topic of nation branding, which is considered as a complementary factor of the traditional economic policy implemented in a given country. The concept of branding aims at creating a strong national brand for improving the brands of national products, as well as the image of the country which influences the attraction of foreign direct investments and increase the export. The example of Estonia attempts to prove that the actions for national brand changed positively the image in this country, as well as the competitiveness of the economy. For this purpose the author used the ranking of national brand and international competitiveness. The author also set as a goal to recognize if the concept of nation branding can be useful for the other countries of Central and Eastern Europe, especially Poland. The conclusion of this paper is that nation branding is an economic challenge for these countries and should be implemented as soon as possible in their strategies of country’s development.
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Son, Mi Young. "An investigation into the Online Sales Channels of Small Business Fashion Retailers on Portal Shopping and Fashion Shopping Malls." Family and Environment Research 59, no. 4 (November 22, 2021): 449–63. http://dx.doi.org/10.6115/fer.2021.032.
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The aim of this study was to analyze the perceptions and entering status of small business online fashion retailers on portal shopping and fashion shopping malls. Case studies were conducted on a total of 10 research samples. The results were as follows: first, regarding the strategic factors of online fashion stores, ‘price competitiveness’ is important, especially in portal shopping and low-cost brands; ‘product assortment’ is important but not essential in all platforms; and ‘differentiation’ is important to continuously secure loyal customers in fashion shopping malls. Customer satisfaction leads to customer loyalty, and customer loyalty affects the sales conversion rate and brand growth of online sales channels. Factors that promoted sales activities in online sales channels were exposure, advertisements, SNS, events, special exhibitions, and events. Hindrance factors were low price competition, overheated competition, and the MD of sales channels. Second, the research samples used multiple online sales channels, including portal shopping malls and fashion shopping malls, in addition to their own malls. The selection factors were platform reputation and commission, branding, and customer inflow through exposure. Portal shopping malls were perceived as providing easy access, advertising/customer communication, exposure/search, price competitiveness, scalability, and intense competition, whereas fashion shopping malls were perceived as providing a brand image and concept, brand promotion, high commissions, difficult entry, and low profits. The factors for success in portal shopping malls were exposure/search, price competitiveness, and brand recognition, whereas the factors for success in fashion shopping malls were differentiation, brand, exposure/advertisement, product assortment, and MD.
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Chiu, Kevin Kuan-Shun, Ru-Jen Lin, Maxwell K. Hsu, and Shih-Chih Chen. "SYMBOLIC AND FUNCTIONAL BRAND EFFECTS FOR MARKET SEGMENTATION." Australian Journal of Business and Management Research 01, no. 06 (January 8, 2012): 75–86. http://dx.doi.org/10.52283/nswrca.ajbmr.20110106a08.
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This study investigates the interrelationships among brand personality, brand preference, customer perceived value, and golfers’ performance in the context of Taiwan’s golf clubs market. The theoretical and statistical relationships among these constructs are developed and verified. Using survey data from 345 out of 1,000 randomly selected golfers, this study employs ANOVA, Factor Analysis, and Discriminant Analysis to examine the research hypotheses. The findings reveal that (1) notable brand personality factors including Reliability, Fashion, Masculine, Excitement, Wholesome, Leadership, Sentiment, Feminine, and Uniqueness could explain brand preference to a large extent, (2) golfers’ customer perceived value regarding various golf brands are considerably dissimilar, and (3) golfers’ deviation in performance significantly relates to brands. In addition to conventional bases for market segmentation (i.e., demographics, psychographics, lifestyles, etc.), this paper clearly provides practical guidelines of implementing brand personality for market segmentation and promotion strategies. Brand personality proves to be a useful segmenting variable. The findings and the statistical results offer supportive evidence for implementing appropriate branding management on both functional (i.e., customer perceived value and performance) and emotional attributes (i.e., brand personality) in order to enhance competitiveness.
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Lytvynenko, T. M., and O. S. Danylchenko. "BRAND MANAGEMENT AS A FACTOR OF INCREASING THE COMPETITIVENESS OF THE CONFECTIONERY ENTERPRISES." THEORETICAL AND APPLIED ISSUES OF ECONOMICS, no. 39 (2019): 4–15. http://dx.doi.org/10.17721/tppe.2019.39.1.
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Problem’s setting. Many experts are increasingly inclined to conclude that the main factor for the success of most enterprises is the commitment and loyalty of consumers. A higher degree of consumer loyalty is an almost fanatical appreciation of the brand. Any product while entering the market creates some impression - positive or negative. These associations and consumer perception of the product are called the brand. This is some impression of a product in the minds of consumers or a label that is thoughtfully attached to the product. However, branding is not always a sure guarantee of success for the company . Analysis of recent studies. The issues of brand formation were explored by authors such as D. Aaker, T. Ambler, B. Bruns, J. Burnett, A. Bontour, F. Kotler, E. Rice, J. Rossiter, V. Domnin, K. Bazherin, L. Buk , O. Zozuliov, V. Pustotin, E. Romat and others. Researchers expose the essence of a brand, offer methodological approaches to its formation, analyse the essence of branding and brand management. Objective of the research is to analyse the modern scientific understanding of the brand management system as a factor of increasing the competitiveness of enterprises, to consider the process of forming and using brand management system by the enterprises of the confectionery industry, as well as to diagnose the socio-economic efficiency of brand management of one of the most successful companies in Ukraine and to develop a strategy for its improvement. The main part. A brand management system is a complex of interconnected elements: goals, principles, functions, methods, organizational structure that embodies the management relationships that together allow to fulfil the main mission of the enterprise - meeting the needs of consumers. It is worth noting that the brand management model has a strategic orientation, which includes a block of goal-setting, analytical block and formation of strategic alternatives of brand development, which is a crucial part for today's changing conditions of the environment . Therefore, the main stages of the process of brand formation and using are comprehensive market research, brand creation, alignment of the brand concept with other components of the marketing complex, the formation of a marketing communications system, implementation of branding proposals, evaluation of brand efficiency, rebranding. Market analysis of consumer goods in Ukraine over the past 5 years has shown a significant decline in production and consumption of virtually all categories of consumer goods. Cheap products are the exception: instead of chocolate, consumers buy cookies and gingerbread, instead of wine from Italy and Chile - domestic wine. In addition, the Ukrainian confectionery sector is one of the most highly competitive areas in our country. It is quite multi-vector, as it develops differently in each segment. Consider the structure of the Ukrainian confectionery market by manufacturers. The biggest players during 2016-2019 are Roshen Confectionery Corporation, Malbi Foods LLC, Ferrero SpA, Mars, Inc., Nestlé S.A. and Mondelēz International, Inc. They occupy 19.3%, 8.3%, 8.0%, 7.6%, 7.0% and 6.2% respectively. In addition, the share of Private Label goods sales has increased significantly - up to 13% as of 2018. Confectionery is an area that needs creativity and ingenuity. The Western market requires simple and bright packaging, which stands out on the shelves and is as interesting to the audience as possible. Often, manufacturers add a game element that attracts not only the infant audience but also adult consumers. High value of the Nestlé brand management system in Ukraine is the high corporate image as well as the image of individual brands. The analysis of the brand management system of Lviv-based Ukrainian confectionery manufacturer Svitoch made it possible to identify the key elements of the strategy for improving the brand management of confectionery enterprises: · event marketing; · team building (carrying out various activities for employees); · professional development of employees; · production of limited edition products with updated design and taste; · issue of seasonal novelties, gifts and holiday sets; · new packaging design; · high availability of goods at the outlets; · placing products only on branded shelves; · using of various positioning methods; · creating a digital strategy and publishing online announcements. In addition, these elements of brand management strategy will help coordinate employee engagement for achieving a common goal. Conclusions. In general, it can be argued that the Ukrainian confectionery sector is one of the most highly competitive areas in our country. Therefore, by adhering to the above strategy of improving the brand management of confectionery enterprises, it is possible to increase the competitiveness of the company. In our opinion, the findings and suggestions will help increase the efficiency of the brand management system at domestic enterprises.
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KOVALCHUK, Olha, and Kateryna BEREZKA BEREZKA. "DISCRIMINANT ANALYSIS OF NATION BRANDS 2022 IN TERMS OF MILITARY INVASION OF RUSSIAN FEDERATION IN UKRAINE." JOURNAL OF EUROPEAN ECONOMY, Vol 21, No 3 (2022) (September 1, 2022): 242–69. http://dx.doi.org/10.35774/jee2022.03.242.
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To ensure effective competition for global resources, countries around the world are creating an international image (nation brands), on which their influence in the international arena depends. This brand is influenced by politics, governance and socio-economic development. The attractiveness of nation brands is a necessary condition for the competitiveness of the state. Based on the components of a significant measure of a country’s positive reputation of the Global Soft Power Index (GSPI) 2022 for 120 countries, a discriminant model was built to determine the significant factors that affect the level of perception of the state’s competitiveness and assess geopolitical risks.
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Yue, Shunli. "Research on the Path of Promoting Mechanism of Agricultural Brand Strategy in Hubei Province." Frontiers in Business, Economics and Management 5, no. 3 (October 19, 2022): 329–32. http://dx.doi.org/10.54097/fbem.v5i3.2047.
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Brand is a significant symbol of the comprehensive competitiveness of agriculture, and the development of the whole agricultural industry chain driven by brand is the only way to improve the quality of agricultural development and strengthen the advantages of agricultural market. Agricultural brand building is an important step to accelerate the development of agriculture and an important choice to enhance the competitiveness of Hubei agriculture. As a large agricultural province in Hubei, how to strengthen agriculture and promote the construction of agricultural brand strategy in Hubei is an urgent problem to be solved. The article analyzes the problems and constraints of agricultural brand construction in Hubei and the mechanism of promoting agricultural brand strategy, and systematically proposes the implementation path of agricultural brand strategy in Hubei.
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BORSHCH, Viktoriia, and Viktoriia KLIMENKO. "Brand management of a modern organization as a factor of competitiveness." Economics. Finances. Law, no. 4/1 (April 30, 2020): 10–13. http://dx.doi.org/10.37634/efp.2020.4(1).2.
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Authors have revealed and analyzed the importance of the role of branding for the company’s successful functioning and its influence on the company’s competitiveness. The purpose of the paper is to formulate the theoretical foundations of branding and brand management, as well as to determine the role of investment in the brand of the organization. In the paper prerequisites for the development of the concept of brand management are investigated and this topic’s relevance of the study is proved. Modern business actively uses the benefits of branding worldwide and in Ukraine. The content of the term "brand" is revealed as well as the essence and management levels of the company’s brand. The study proves that the management of brand assets is one of the most important processes. Brand management consist of administrating the relationships between the company’s clients and its brand, management of the extent of consumer attraction to a particular brand, management of the brand’s popularity, and, consequently, the brand’s financial value. This study proves the connection of branding with all business processes and its impact on all hierarchical levels and organizational units at the organization. Brand management tool such as a “brandbook” is explored and its components are analyzed in details. The study provides opportunities of effective brand management in the modern conditions. Also, it is described, how a brand book affects the organization using the brand’s ideology, target audience, logbook, guideline, business documentation, company’s presentations, polygraph, souvenir and image production, outdoor advertising and soon. The presence of brandbook proves that it keeps managers from making poorly qualified decisions, reduces the cost, time to develop and manufacture advertising tools, which makes their relevance much higher. Branding in modern conditions is a necessary decision for the company’s development in the conditions of goods and services markets’ oversaturation. Its creation is not only a task of the marketing department, but is an important element of managing the modern organization for gaining the loyalty of the company’s clients, suppliers and employees. The study proves that brand management in the long run should stimulate brand development, which in the future will provide reliable and stable added value of the product and will increase the company’s market value.
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Перелыгина, Людмила Борисовна, and Наталья Антоновна Соколова. "Branding as Tool to Increase Competitiveness." ЖУРНАЛ ПРАВОВЫХ И ЭКОНОМИЧЕСКИХ ИССЛЕДОВАНИЙ, no. 3 (October 15, 2020): 171–74. http://dx.doi.org/10.26163/gief.2020.44.95.028.
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В статье рассмотрены особенности применения брендинга в промышленности РФ, обозначено влияние бренда на конкурентоспособность промышленных предприятий, в частности, в сфере высокотехнологичных производств. Выявлены трудности и препятствия на пути создания и продвижения бренда отечественными промышленными предприятиями. Процесс брендинга в промышленном секторе России рассмотрен как триумвират создания бренда на вертикали: предприятие - территория - страна. We look at the features of applying branding in Russian industry. We note the influence of branding on the competitiveness of industrial enterprises, particularly in high-tech sphere. Difficulties and obstacles to brand establishing and promotion that domestic industrial enterprises face are identified. Branding in the industrial sector in Russia is considered as a three-stage vertical brand building including an enterprise - a territory - the country.
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Xiong, Xiaoqin, and Aiguo Cheng. "Evaluation of Heavy Commercial Vehicles Brand Considering Multi-Attribute Indexes in China." Journal of Systems Science and Information 8, no. 4 (August 26, 2020): 291–308. http://dx.doi.org/10.21078/jssi-2020-291-18.
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AbstractAssessment of brand competitiveness which influences consumer trends and company’s sales performance contributes to business development. This paper elaborates the theories and the main investigations of brand competitiveness, and formulates a comprehensive hierarchical structure integrating multi-attribute indexes, i.e., social, technical, managerial, environmental and cultural criteria. An integrated multi-criterion decision-making (MCDM) model combining with analytic hierarchy process (AHP), grey relational analysis (GRA) and VIKOR is presented to determine the weights of influence criteria and to evaluate brand competitiveness. The utilized integrated methodology has been proved to be valid and practical by the empirical application on three enterprises. The results provide an accurate and effective tool for MCDM problem and also a new guideline for the enterprise development.
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Castañeda-García, J. A., D. M. Frías-Jamilena, S. Del Barrio-García, and M. A. Rodríguez-Molina. "The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity." Journal of Travel Research 59, no. 8 (November 12, 2019): 1447–63. http://dx.doi.org/10.1177/0047287519881506.
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Today, communication is a key factor of destination competitiveness. The aim of the present study is to examine the effect of message consistency between different online communication tools on the formation of consumer-based destination brand equity (CBDBE), within two distinct brand positioning strategies (single-destination brand vs. multiple-destination brands). An experimental design is applied to manipulate message consistency (high vs. low) and the type of brand positioning strategy implemented by the destination (single vs. multiple brands). The results demonstrate that when the messages received by the tourist are highly consistent across different channels, branding strategy type exerts no differential effect on CBDBE. By contrast, when the messages present low consistency, a single destination branding strategy generates higher CBDBE than a multiple destination branding strategy. The study makes an original contribution to the literature, showing the interaction between destination branding strategy type and degree of consistency in the messages received by the tourist.
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Yohana F. C. P. Meilani,, Innocentius Bernarto, Margaretha P. Berlianto,, and Ronnie R. Masman, Ian N. Suryawan. "The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty." Jurnal Manajemen 24, no. 3 (October 1, 2020): 412. http://dx.doi.org/10.24912/jm.v24i3.676.
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The aim of this research is to examine the positive influence of brand awareness, brand image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia is growing rapidly. Each coffee shop strives to show its uniqueness. This competition has resulted in them competing to increase competitiveness by using logos, symbols, unique names – or what is usually called a brand to become a differentiator among the competitors. This study was done in a quantitative manner. The data was collected by using a questionnaire distributed using a survey method. Using a snowball sampling, a total of 436 samples were used and analyzed statistically using the partial least square – structural equation modeling (PLS-SEM) approach using SmartPls 3.0 program. The results show that brand awareness and brand trust had a positive effect on brand loyalty. However, the brand image did not have a positive effect on brand loyalty. This study is expected to provide input to the coffee shop management on how to increase their brand loyalty which can be done by increasing their brand awareness, brand image, and brand trust.
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Shpak, Nestor, Nadiya Seliuchenko, Viktoriya Kharchuk, Nataliya Kosar, and Włodzimierz Sroka. "Evaluation of Product Competitiveness: A Case Study Analysis." Organizacija 52, no. 2 (May 1, 2019): 107–25. http://dx.doi.org/10.2478/orga-2019-0008.
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Abstract Background and Purpose: The existing frameworks provide a superficial approach to the evaluation of product competitiveness which reveals the linkage between the level of product competitiveness and quantitative as well as qualitative factors that have the most significant impact thereon. Given this fact, the purpose of this paper is to elaborate a model for evaluating the competitiveness of sunflower packaged oil, considering both quantitative and qualitative factors that may alter it. Further, this model is being implemented to examine the most demanded Ukrainian sunflower oil brands in order to reveal possibilities for enhancing competitiveness. Design/Methodology/Approach: The general methodology of the research includes elements of theoretical, empirical, qualitative and quantitative analyses. The theoretical analysis aims to shed light upon a different understanding of “the evaluation of competitiveness”, as well as approaches and tools for analysing it. Empirical analysis focuses on observing official statistical data of the export of sunflower oil and future trends. Qualitative analysis consists in the identification, systematization and description of factors that affect the competitiveness of sunflower oil packaged. In turn, quantitative analysis is based on usage of the Fuzzy logic tool in order to evaluate the impact of complex and partial factors on the level of product competitiveness. Results: This paper provides a business case for product competitiveness evaluation of a particular sunflower oil brand. Based on usage of the Fuzzy logic toolkit, the impact of complex and partial factors on competitiveness level was analysed. As a result, simulation of the competitiveness sensitivity of a particular oil brand on relevant complex factors that determine it competitiveness level was presented. This business case may help managers to channel their efforts and resources in the proper particular direction to increase product competitiveness and product positioning on the market. Conclusion: The results of this research would be useful to practitioners in their assessment of product competitiveness, modelling future levels, and understanding hidden possibilities for enhancing product competitiveness. The framework offered might be adopted for other types of products.
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Abimbola, Temi. "Brand strategy as a paradigm for marketing competitiveness." Journal of Brand Management 18, no. 3 (December 2010): 177–79. http://dx.doi.org/10.1057/bm.2010.48.
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Santos-Vijande, María Leticia, Ana Belén del Río-Lanza, Leticia Suárez-Álvarez, and Ana María Díaz-Martín. "The brand management system and service firm competitiveness." Journal of Business Research 66, no. 2 (February 2013): 148–57. http://dx.doi.org/10.1016/j.jbusres.2012.07.007.
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Porto, Rafael Barreiros. "Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands." Revista Brasileira de Marketing 17, no. 2 (March 22, 2018): 150–65. http://dx.doi.org/10.5585/remark.v17i2.3547.
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Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE) may include functional assessments of consumers brand choice and firms brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers). Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. Confirmatory factorial analysis revealed the CBBE structure and multigroup moderation tests showed the comparisons between products and services and between experienced and non-experienced consumers. Main Result: The metrics have convergent validity with very good model fit. The metrics are similar for products / services, but different for consumers with / without experience (evidence of moderation). Contributions: Based on this measure, researchers and marketers can identify whether their brand's performance has been perceived better or worse than that of their competitors. Relevance/Originality: This article is the first to offer a more complete scale to assess the consumer-based brand equity of products and services, allowing the researcher to compare the competitiveness between brands.
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Lee, Kunjoon. "City Brand Competitiveness: Exploring Structural Relationships Among City Brand Equity Elements in China." International Journal of Business and Economics Research 6, no. 3 (2017): 32. http://dx.doi.org/10.11648/j.ijber.20170603.11.
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Rui, Liang, Kateryna Prokopenko, and Svitlana Vovchok. "APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT." Management 32, no. 2 (April 16, 2021): 137–46. http://dx.doi.org/10.30857/2415-3206.2020.2.11.
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Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.
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Baporikar, Neeta, and Rosalia Fotolela. "Strategic Brand Management in SMEs for Competitive Advantage." International Journal of Applied Management Theory and Research 2, no. 1 (January 2020): 16–34. http://dx.doi.org/10.4018/ijamtr.2020010102.
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This study aimed to explore how SME owner-managers perceive their roles in marketing and brand management as a strategic approach to enhance their competitiveness to ensure profits, growth, and sustainability. For any organization to grow and thrive it is essential to become customers first choice and for that it is critical to communicate their brand content through effective and strategic brand management. Hence, adopting a qualitative, exploratory approach, 10 owner-managers of SMEs and entrepreneurs in Windhoek, Namibia, were interviewed using semi-structured in-depth interview protocol. Findings reflect that SME brand strategies both in modern and traditional aspects enhance company growth. The study also proposes a framework that is of practical significance for future entrepreneurs, SMEs and brand consultants to enable SMEs to create and develop their brands for better and competitive positioning in the markets. The unique contribution of this study is how SME-focused brand strategies can act as a driver and provide impetus to profits, growth, and sustainability.
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Kusraeva, Olga A., and Vera A. Rebiazina. "Companies’ competitiveness in the context of food embargo: Brand orientation of Russian food producers." Russian Management Journal 19, no. 1 (2021): 67–96. http://dx.doi.org/10.21638/spbu18.2021.103.
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In this paper, based on an empirical study of 198 Russian companies-food producers, an attempt is made to identify the features of brand orientation realization in the context of the food embargo. The data was collected using a questionnaire based on a brand orientation scale, developed under the circumstances of the Russian market features. The data collected are analyzed using hierarchical and non-hierarchical cluster analysis. As a result of the cluster analysis, a typology of Russian companies-food producers is formed, four clusters are identified, differing in the level of brand orientation and the specifics of brand management activities: 1. high brand orientation, 2. medium brand orientation focused on communication, 3. low brand orientation focused on research, 4. no brand orientation. Each cluster is described by eight parameters that reflect the characteristics of brand management: the focus of the company's brand management activities, brand identity, employees, positioning, brand values, communications, visual identification, and performance evaluation. For each cluster, the features and limitations are identified, which determines the behavior of the companies in the Russian market. The article also defines the marketing features of the Russian food market caused by the introduction of the food embargo, reveals a change in the structure of foreign food suppliers to Russia, as well as a change in the level of competition among companies operating in the Russian market. In addition, the results of the cluster analysis were compared with the data of the TGI Marketing Index, which revealed the correlation between the indicators of brand effectiveness and the level of brand orientation implementation.
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Otenko, Iryna. "THEORETICAL AND METHODOLOGICAL FUNDAMENTALS OF THE BRAND REVITALIZATION PROCESS." Herald of Khmelnytskyi National University 294, no. 3 (March 2021): 245–49. http://dx.doi.org/10.31891/2307-5740-2021-294-3-39.
Full textAbstract:
In terms of rapid globalization and its impact on economic processes, increased competition in the market becomes inevitable, which directly affects the life cycle of goods and services. In addition, changing the channels of marketing communications do not always contribute to the sustainable development of brands and maintaining a stable position in the market. Under certain conditions, a brand can quickly lose relevance for consumers, forcing companies to constantly monitor the level of brand loyalty. In case of loss of positions for brand resuscitation, a number of measures are taken, and one of the most effective is revitalization. The purpose of the article is to study the theoretical and methodological foundations of the process of brand revitalization. The process of brand implementation and management has recently become new due to the constant change in economic processes. The main task of enterprises is to increase competitiveness and gain new market positions, and effective branding remains the main tool. It is noted that currently the life cycle of the brand is significantly shortened, and the main task of the company is to keep the brand in maturity for as long as possible. In case the brand is in a recession, the company should start the rebranding process, one of the options of which may be the revitalization process. Symptoms of brand aging, which can be a signal for revitalization, are outlined. A number of issues have been identified that can serve to define and develop further brand revitalization strategy. The main methods that provide brand revitalization are represented. The advantages of brand revitalization in comparison with creating a new brand are given. The implementation of the brand revitalization process has certain advantages in choosing a rebranding strategy for the company. The brand management process should take into account all threats and predict further development in accordance with the brand life cycle and determine the presence of symptoms of aging in a timely manner. If they occur, comprehensive measures should be taken, based on comprehensive changes that can breathe new life into the brand and restore its competitiveness in the market.
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Kusraeva, Olga A. "Nation brand and competitiveness of companies: Alternative approach to nation branding." Vestnik of Saint Petersburg University. Management 20, no. 1 (2021): 30–57. http://dx.doi.org/10.21638/11701/spbu08.2021.102.
Full textAbstract:
The purpose of this study is to identify factors by which the nation brand builds a competitive advantage for various activities implemented in the country and to develop an alternative approach to nation branding, which allows to increase the competitiveness of companies operating in the country. The analysis of the previous research reveals that the nation brand image is formed by nation branding, which is aimed to communicate the nation brand identity. It is also determined that during the implementation of nation branding, three types of gaps can take place between nation brand image and identity and prevent the formation of competitive advantages. The research intended to identify the factors that form competitive advantages through the nation branding was performed in two steps: first, the analysis of the main approaches to nation branding on what forms a competitive advantage and then the identification of the factors based on the analysis of the functions and goals of nation branding. In addition to political, socio-cultural, and geographical factors, the research reveals the following factors: communication, uniqueness, relevance, management, and brand unity. With consideration to identified factors and the information about gaps, there was developed an alternative approach to nation branding with the goal to enhance the competitiveness of companies operating in the country. 11 characteristics underlying the alternative approach were defined. The significant role of the national priorities of the country in the formation of the nation brand is emphasized. In the framework of an alternative approach, nation brand education is marked as a key task of nation branding. The team which is responsible for nation branding will trains representatives of different fields of the state activities how to use the nation brand in order to enhance competitiveness.
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Fitriani, Fitriani, Sutarni Sutarni, Bina Unteawati, Marlinda Apriyani, Dewi Kania Widyawati, and Dayang Berliana. "BRAND EQUITY DEVELOPMENT STRATEGY TO ENHANCE THE COMPETITIVENESS OF FOOD SMALL-MEDIUM ENTERPRISE'S (SMES): CASE STUDIES ON FUDIA-POLINELA AGRI-FOOD CENTRE." Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis 20, no. 2 (September 30, 2021): 289–304. http://dx.doi.org/10.31186/jagrisep.20.2.289-304.
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The competitiveness of local agri-food needs through various marketing strategies. An essential part of the company's marketing strategy and tactics is recognizing product brand equity in the market. This study aims to identify brand entities, brand communication, and process to build Brand Equity toward local SMEs' competitiveness. A case study approach did at one of the SMEs in Bandar Lampung on the "FUDIA-Center of Agri-Food Polinela," that produce FUDIA cake & bakery. The research has conducted from April to July 2020. Data analysis used a qualitative descriptive approach using SWOT analysis and a brand development model for SMEs. The analysis results concluded that FUDIA's brand recognition is the initial stage. Development of the Fudia brand equity must take into account an existing market and expanding market share. Enhancement market share could trough sales force distribution. Develop more product variants of Fudia Cake & Bakery based on the local source. Strengthen brand equity and develop a remarkable brand image program. Design and setting promotions systematic & massively is a priority.
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You, Qiujin, and Chun Chen. "Analysis on China’s Export Brand Strategy." E3S Web of Conferences 235 (2021): 02060. http://dx.doi.org/10.1051/e3sconf/202123502060.
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The development of the Internet era has brought about a globally integrated economic and trade system, which has enabled the economies of many countries to develop by leaps and bounds. Of course, under such an economic system, China’s economy has also benefited a lot. However, compared with other countries, China’s has many shortcomings in brand building. Although China’s is the world’s largest country in terms of exports, most of these exports are based on cheap labor costs and low-tech content, while the exports of branded products only account for a small part. This paper analyzes the current problems and deficiencies of China’s exports in brand and brand strategy by studying the competitiveness of Chinese export brands in the international market, and analyzes the solutions to these existing or possible problems.
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Tang, Mingjie. "Analysis of Blank ME Brand Marketing Strategy." Journal of Education, Humanities and Social Sciences 4 (November 17, 2022): 125–29. http://dx.doi.org/10.54097/ehss.v4i.2733.
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In March 2021, The State Council issued the Outline of the 14th Five-Year Plan for National Economic and Social Development and the 2035 Vision Goal, which mentioned creating a Chinese brand creation action, protecting and developing the time-honored Chinese brands. Chinese will enhance the influence and competitiveness of the local brands and take the lead in cultivating a number of high-end brands in the field of cosmetics and other consumer goods. Blank ME specializes in base makeup, which is a category less focused on the layout of Chinese color makeup brands. In 2021, it became the TOP1 of the base makeup brand in China on Tmall, with a year-on-year growth of 446%. The research topic of this paper is the marketing strategy of Black Me from a small audience to an explosion and the reasons. The research methods are the content analysis method and literature research method. This research summarizes the brand marketing content published by Blank ME on various platforms and social networking sites and summarizes its marketing. Secondly, based on a large number of literature related to the promotion of brand value and brand image, literature, network information, and data related to the development of a brand-perfect diary at the same time are consulted to provide a basis for case analysis. The research finds that content marketing has become an important part of brand marketing, and consumers' loyalty to brands needs continuous content marketing that can arouse resonance to maintain.