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Lee, J. Lucy, Yukyoum Kim, and June Won. "Sports brand positioning." International Journal of Sports Marketing and Sponsorship 19, no. 4 (November 5, 2018): 450–71. http://dx.doi.org/10.1108/ijsms-03-2017-0018.
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Purpose The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is congruence between the sport brands’ purported images and the targeted consumers’ perception of the brands’ images. Design/methodology/approach A mixed method was used. Four steps of data collections (i.e. face-to-face, focus group interviews, and questionnaires) and analyses (i.e. content analysis, MDS analysis, PROXSCAL analysis, multiple regressions analysis, frequency analysis, and congruence score) were performed. Findings Four positioning typologies (i.e. great quality equipment, equipment for professionals, innovation, and tradition) were identified; each brand’s positions in consumers’ minds were distinctly portrayed in the perceptual map; and the congruence between intended and perceived positions was found in two brands – Titleist and Ping – implying they established a high position-congruity and providing evidence of positioning effectiveness. Practical implications The findings will aid practitioners and scholars in positioning and its effectiveness: the results provide information for managers to select, implement, and manage effective positioning strategies and the study provides initial evidence about whether companies and their brands are well-positioned in the sport consumer’s perception. Originality/value The authors attempt to examine how consumers perceive brands and how effectively brand positions are portrayed in consumers’ minds. The effectiveness and competitiveness of positioning strategies were examined via a perceptional map.
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De Vries, Eline L. E., and Bob M. Fennis. "Go local or go global: how local brands promote buying impulsivity." International Marketing Review 37, no. 1 (July 19, 2019): 1–28. http://dx.doi.org/10.1108/imr-10-2018-0292.
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Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.
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Puzakova, Marina, and Hyokjin Kwak. "Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences." Journal of Marketing 81, no. 6 (November 2017): 99–115. http://dx.doi.org/10.1509/jm.16.0211.
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Anthropomorphizing a brand (i.e., imbuing a brand with humanlike features) serves as an important brand positioning strategy for marketing managers. This research identifies a key brand anthropomorphization strategy—positioning a brand as either oriented to interact with consumers or not. Managers generally rely on this brand interaction strategy to enhance consumer brand engagement regardless of the social context. However, given that consumers often experience brands in a social context, this research demonstrates that social crowdedness moderates the positive impact of interaction-oriented anthropomorphized brands on consumer brand preferences. Specifically, the authors show that consumers’ inferences of an anthropomorphized brand's intentionality to interact with them in a socially crowded context trigger greater social withdrawal, thereby resulting in lower preferences for the brand. The authors further demonstrate that the core negative effect of social crowdedness is contingent on the type of crowding (goal-related vs. goal-unrelated). In particular, a goal-related crowding decreases social withdrawal reactions, which, in turn, leads to greater preferences for interaction-oriented anthropomorphized brands relative to brands with other positioning strategies. In contrast, the effect of social crowdedness on consumer preferences for interaction-oriented anthropomorphized brands remains negative in goal-unrelated crowded settings.
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Maarit Jalkala, Anne, and Joona Keränen. "Brand positioning strategies for industrial firms providing customer solutions." Journal of Business & Industrial Marketing 29, no. 3 (March 4, 2014): 253–64. http://dx.doi.org/10.1108/jbim-10-2011-0138.
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Purpose – Despite increasing interest in customer solutions, and the importance of brand management in the B2B context, prior research provides little understanding on brand positioning strategies adopted by solution providers. The present study aims to examine the possible brand positioning strategies for industrial firms providing customer solutions. Design/methodology/approach – The empirical part of the present study consists of a multiple case study, involving four industrial firms providing customer solutions. Primary data was gathered by semi-structured interviews from a total of 22 business managers from the case companies. Findings – The present study identifies four possible brand position strategies for industrial firms providing customer solutions: customer value diagnostic, global solution integrator, high quality sub-systems provider, and long-term service partner. The identified strategies highlight the tendency of solution suppliers to position their brands around different capabilities that are needed at different phases of the solution delivery process. Research limitations/implications – The present study was conducted from the industrial supplier's perspective and is context-bound to companies operating in solution-oriented process and information technology industries. Practical implications – Managers need to identify the capabilities that are central to delivering customer value and acquire and/or develop capability configurations that differentiate their brand positioning from competitors. Originality/value – Existing literature on branding lacks understanding about the specific characteristics of building brands in solution-oriented B2B contexts. The present study identifies four brand positioning strategies that illuminate the special characteristics of branding customer solutions.
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Herrmann, Andreas, and Frank Huber. "Value-oriented brand positioning." International Review of Retail, Distribution and Consumer Research 10, no. 1 (January 2000): 95–112. http://dx.doi.org/10.1080/095939600342424.
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Kalra, Ajay, and Ronald C. Goodstein. "The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity." Journal of Marketing Research 35, no. 2 (May 1998): 210–24. http://dx.doi.org/10.1177/002224379803500207.
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The authors examine the link between advertising and price effects and propose that this relationship depends on the specific advertising positioning strategy employed by an advertiser. The authors note that advertising has different goals, depending on the competitive context of the brand, with some advertisers positioned to differentiate between brands and others positioned to narrow the perceived difference between brands. The authors identify specific types of nonprice advertising positioning that increase brand equity and category price sensitivity, those that decrease both, and those that increase brand equity while increasing category price sensitivity. The hypotheses are tested in two experiments across different product categories. The results imply that tests of advertising effectiveness must extend beyond brand attitudinal measures.
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Kobuszewski Volles, Barbara, Marianne Hoeltgebaum, Halissa Odebrecht da Silva, and Navid Ghannad. "The Coo Effect in the International Brand Positioning Strategy." Future Studies Research Journal: Trends and Strategies 8, no. 3 (December 20, 2016): 200–226. http://dx.doi.org/10.24023/futurejournal/2175-5825/2016.v8i3.279.
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AbstractPurpose: This study aims to develop a model in order to understand how Chinese companies strategically position their brands, considering the causes of the country of origin (COO) effect, when going through the process of internationalization.Design/methodology/approach: The study approach a qualitative case study that incorporates two different Chinese companies with subsidiaries settled in Brazil. It was conducted depth interviews with different components of the studied firms.Findings: In this way, it was developed a model that try to explain the positive and/or negative effect of general attributes from China (labor market, institution framework and education) on the brand positioning divers (value preposition, points of leverage, primary target and image reinforcement), which influences on the cost-benefit strategy approach of the brands when positioning internationally.Research limitations/implications: Considering that this research is a qualitative study of two Chinese companies, further qualitative and quantitative studies would be fruitful to the validity of the presented model.Originality/value: In order to contribute to the academic field, it was found that this research present a unique model considering different causes of the COO effect that might affect the international branding positioning.
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Becheur, Imene, Oula Bayarassou, and Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship." Global Business Review 18, no. 3_suppl (April 20, 2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.
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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.
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Chigora, Farai, and Promise Zvavahera. "International Host Communities: A Positioning Platform for Zimbabwe Tourism Brand." Business and Management Horizons 3, no. 2 (November 9, 2015): 70. http://dx.doi.org/10.5296/bmh.v3i2.8548.
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The study investigated the strength of showcasing Zimbabwe tourism destination offerings at international platforms to its tourism brand performance. This was mainly based on the fact that the Zimbabwe tourism destination authorities are investing more in selling the country’s tourism brand at international platforms but not gaining a huge mileage in positioning the brand. The study employed a mixed methods research design combing both quantitative and qualitative approaches in extracting data from respondents. An in-depth interview was employed first as a qualitative technique in order to find the most common showcasing platforms from Zimbabwe tourism brand. This was done to senior managers and experts in the Zimbabwe tourism industry. Their responses revealed the platforms as carnivals, road shows, indabas, regional magazines and international interactive websites. A quantitative research was therefore done using survey questionnaires that were distributed to foreigners and local in order to assess the most dominant platform for positioning Zimbabwe’s tourism brand. The results show that indabas are the most effective platforms to brand Zimbabwe tourism brand. This is followed by international interactive websites and regional magazines. The research recommended that internationlising brand showcasing does not yield more on its own. There is a need to start with intensive local acceptance then go regional and international.
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Shugan, Steven M. "Estimating Brand Positioning Maps Using Supermarket Scanning Data." Journal of Marketing Research 24, no. 1 (February 1987): 1–18. http://dx.doi.org/10.1177/002224378702400101.
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Hauser and Shugan's DEFENDER model is estimated with data obtained from supermarket scanning devices. As a result of that estimation, per dollar multidimensional brand maps are obtained from aggregate sales and price time series data. The estimation procedure employs least squares regression analysis. The maps enable a researcher or brand manager to (1) derive a map from observed choice behavior, (2) study the direct effect of both a brand's price and a brand's position on that brand's sales, (3) obtain statistical measures of accuracy for the estimated brand coordinates, and (4) integrate the traditional cross-price elasticity interpretation of substitutability with perceptual mapping. Actual maps are estimated for three product categories (toothpaste, mouthwash, and dishwashing liquid). Preliminary findings are presented. For example, brands produced by the same manufacturer are often in proximity.
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Hoare, Jake, and Tim Bock. "A brand’s eye view of correspondence analysis." International Journal of Market Research 61, no. 1 (October 3, 2018): 12–21. http://dx.doi.org/10.1177/1470785318801480.
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Correspondence analysis is widely used to create brand maps, which show the positioning of brands with respect to perceptual attributes. When the user of a map is principally concerned with only one brand, correspondence analysis should be rotated to better represent the data as it relates to that brand. An example is presented using brand personality.
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Bronnenberg, Bart J., and Luc Wathieu. "Asymmetric Promotion Effects and Brand Positioning." Marketing Science 15, no. 4 (November 1996): 379–94. http://dx.doi.org/10.1287/mksc.15.4.379.
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Rojas-Méndez, José I., Nicolas Papadopoulos, and Steven A. Murphy. "Measuring and Positioning Nation Brands: A Comparative Brand Personality Approach." Corporate Reputation Review 16, no. 1 (February 2013): 48–65. http://dx.doi.org/10.1057/crr.2012.25.
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Riefler, Petra. "Local versus global food consumption: the role of brand authenticity." Journal of Consumer Marketing 37, no. 3 (February 10, 2020): 317–27. http://dx.doi.org/10.1108/jcm-02-2019-3086.
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Purpose This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands. Design/methodology/approach The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands. Findings Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image. Originality/value This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.
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Swoboda, Bernhard, Bettina Berg, and Dan-Cristian Dabija. "International transfer and perception of retail formats." International Marketing Review 31, no. 2 (April 8, 2014): 155–80. http://dx.doi.org/10.1108/imr-11-2012-0190.
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Purpose – The purpose of this paper is to emphasize the important but neglected role of retail formats in the transfer and positioning decisions of international retailers. The paper examines the role of core and country-specific attributes of particular formats in determining retailers’ local positioning in inter-format competition. Design/methodology/approach – Focussing on three distinguished grocery formats (i.e. discounters, supermarkets, and hypermarkets) and using multiple-group structural equation models, the authors conducted consumer surveys in Germany and Romania to evaluate consumer perceptions of the core attributes of those formats and their influence on retail brand equity and consumer loyalty. Findings – Although consumer perceptions of core attributes differ between formats in Germany and Romania, most of the core attributes of the formats affect retail brands with equal strength in both markets. Retail brand equity determines loyalty to all formats in both countries. Research limitations/implications – Retailers transferring their formats to foreign countries should place particular emphasis on managing the core attributes of a specific format, as these attributes are of paramount importance in establishing a strong brand. Additional country-specific attributes are also relevant to varying extents, depending on the particular format that is used. Assessing causal relationships extends retailer knowledge of the role of format attributes. Originality/value – This study proposes a format-specific approach that is novel to international retailing research. The country comparison strengthens the study's implications, considers both a developed and an emerging economy, and accounts for the preference of Western European retailers to expand into Eastern European countries. The paper concludes that format transfer and positioning decisions occur within the boundaries of core format attributes.
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Grebosz-Krawczyk, Magdalena, and Jean Marc Pointet. "The Strategy of Nostalgic Brand – Experts’ Study." Journal of International Business Research and Marketing 5, no. 6 (2020): 23–27. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.56.3004.
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Nowadays, the customers often feel in danger in current unstable and unpredictable period of industrial, political, social and economic transition. In this environment, the weakened individuals find themselves in search of security references, identity, well-being, dream, emotion and re-enchantment, and consequently they want to return to the past and their memories, yearning for a sense of security and stability. They become nostalgic, seeking values of authenticity. On this basis, enterprises develop a strategy of nostalgic brands that appeal to the emotions, experiences and memories of the consumers. As a result, the basis of relations between the consumer and the brand is nostalgia, which is a positive attitude towards brands that are directly or indirectly related to the consumer’s past. The aim of this article is to evaluate the possibilities of implementation of the strategy of nostalgic brand. The results of own empirical research conducted in 2018 on a group of 16 international experts are presented. Both French and Polish experts positively evaluated the potential of nostalgic brands. Some differences in the opinions of the French and Polish experts are visible. The proposition of model of the nostalgic brands positioning is also presented. According to the experts, the basic principle for positioning of the nostalgic brand is having a strong brand history. Nostalgic brands are recommended for the following sectors: fashion, food, cosmetic (especially perfumes), luxury products, automotive, high-tech (music), entertainment and decorative. The results can serve as a guide for managers in implementing the strategy of nostalgic brand and can help identify the crucial elements needed for positioning of the brand based on the nostalgic feelings.
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Batra, Rajeev, Y. Charles Zhang, Nilüfer Z. Aydinoğlu, and Fred M. Feinberg. "Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set." Journal of Marketing Research 54, no. 6 (December 2017): 914–31. http://dx.doi.org/10.1509/jmr.13.0058.
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Building on cultural values research, the authors identify specific image attributes on which multicountry brands should position themselves consistently across markets. Leveraging prior research, they identify three life values that are most equal (benevolence, universalism, and self-direction) and two that are least equal (power and hedonism) in cross-national importance. The authors link specific brand image attributes (e.g., friendly, social, elite style, arrogant) to these life values through empirical data and semantic analysis. Using an extensive field data set on consumer perceptions and preferences from 22 countries regarding more than 1,700 brands, the authors then show that greater global consistency of a brand's image decreases overall brand attitudes if the specific image attribute is one that is not equally desired worldwide. They also find that the attitudinal impact of a multicountry brand's positioning consistency on commonly valued image attributes is greater when the set of competitors the brand faces across its markets is more homogeneous. The authors discuss implications for global brand management theory and practice.
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Yang, Deli, and Gerald E. Fryxell. "Brand Positioning and Anti-counterfeiting Effectiveness." Management International Review 49, no. 6 (December 2009): 759–79. http://dx.doi.org/10.1007/s11575-009-0019-2.
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Hassan, Salah, Melika Husić-Mehmedović, and Philippe Duverger. "Retaining the allure of luxury brands during an economic downturn." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 416–29. http://dx.doi.org/10.1108/jfmm-03-2015-0030.
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Purpose – Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient. Since the global luxury market is comprised of customer segments with relatively homogeneous needs, wants and motivations, achieving a global luxury brand positioning will help mitigate the negative consequences of economic crises, regardless of the market in which a luxury brand operates. The paper aims to discuss these issues. Design/methodology/approach – A survey instrument was administered to a sample of 200 professionals located in a European country where none of the global brands cited in the paper are originating. The country was also selected on the basis of its propensity to have local luxury brands in competition with the global brands in each of the categories tested. The survey was conducted during the peak of economic crisis in Europe. Findings – This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for luxury brands competing in the global marketplace. Another question addressed by this study is should the luxury brand modulate the message projected in the media away from luxury and closer to quality or other stimuli less associated with luxury in order to avoid luxury shame. All these are questions addressed by this imperial study to investigate how the brand globalness influences consumer perceptions in global recessionary times. Originality/value – The proposed research formulates an empirical study of the underlining effects of what is referred to as “glocalization” in the literature on the luxury positioning. This study provides evidence that brand globalness may be a major value creating factor, and thus a source of competitive advantage for a luxury company competing in the global marketplace.
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Rajagopal. "Branding paradigm for the bottom of the pyramid markets." Measuring Business Excellence 13, no. 4 (November 13, 2009): 58–68. http://dx.doi.org/10.1108/13683040911006792.
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PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.
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Lobpries, Jami, Gregg Bennett, and Natasha Brison. "Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes." International Journal of Sports Marketing and Sponsorship 18, no. 4 (November 6, 2017): 347–62. http://dx.doi.org/10.1108/ijsms-05-2016-0028.
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Purpose The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands. Design/methodology/approach Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands. Findings Theoretically, the themes provide empirical support for existing brand identity frameworks. Practical implications Practically, findings provide evidence for defining an athlete’s extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers. Originality/value This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.
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Sujan, Mita, and James R. Bettman. "The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research." Journal of Marketing Research 26, no. 4 (November 1989): 454–67. http://dx.doi.org/10.1177/002224378902600407.
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Results of four studies demonstrate that perceptions of how different a brand is from other brands in the product category affect perceptions of the brand's position within the category. Specifically, perceptions that a brand is strongly discrepant result in a subtyped (or niche) position, whereas perceptions that a brand is moderately discrepant result in a differentiated position within the general category. Perceptions of discrepancy are affected both by the extent of discrepancy on an attribute and whether the discrepant information is concentrated in a single ad for the brand or dispersed across multiple ads for the product. The effects associated with a subtyped position, in comparison with a differentiated position, are identified (study 1) and are found to increase with time (study 2). The subtyped versus differentiated distinction for a strongly versus moderately discrepant brand is validated with a sorting task (study 3). This distinction is shown to hold in the context of multiple discrepant brands that differ in their extent of discrepancy (study 4). Implications of the findings for a theoretical understanding of subtyping versus differentiation and for the application of positioning strategies in the marketplace are discussed.
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Romaniuk, Jenni, and Ava Huang. "Understanding consumer perceptions of luxury brands." International Journal of Market Research 62, no. 5 (December 4, 2019): 546–60. http://dx.doi.org/10.1177/1470785319891109.
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Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers’ perceptual responses about non-luxury brands extend to luxury brands. Drawing on data from individuals who qualify in the top 25% income tier in their country, in the United States ( n = 300) and China ( n = 366), across three luxury categories of Fashion, Jewelry, and Watches, we find that brand usage and attribute prototypicality patterns drive baseline response levels for brands on luxury attributes. Furthermore, a calculation from Romaniuk and Sharp is able to accurately estimate scores (±2pp) for over 90% of luxury brands of the 580 brand–luxury attribute combinations tested. The ability to benchmark scores for brands on luxury attributes will enable practitioners to separate real differences in the positioning of luxury brands from those that simply reflect the current size of the brand’s customer base, and over time more effectively detect the effect of luxury brand marketing activities on consumers.
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Adıgüzel, Selminaz. "Market and Brand Positioning and Sustainability Strategies in International Marketing." International Journal of Scientific Research and Management 8, no. 09 (September 18, 2020): 09–24. http://dx.doi.org/10.18535/ijsrm/v8i09.lis01.
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Knowing that all failures prepare people for different and more beautiful things rather than being obstacles, and seeing the failure process as an adventure will be the only approach that will bring a person to ultimate success. Marketing has always been an important determinant for companies. There were certain eras which devided marketing techniques to a timeline. During the production period, which was dominating the global system after industrial revolution, marketing methods were simple.
Firms were providing the product which consumer needs, so during that time consumer did not have multiple choices but with the competition involved in the equation and with wider product range, consumer changed his position and became the one who chooses the product. We researched on trademarks, market positioning, brand’s ınnovation, successful innovators, brand management, market segmentation in this article.
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Maria Ugolini, Marta, Fabio Cassia, and Vania Vigolo. "Services branding: is it a matter of gender?" TQM Journal 26, no. 1 (January 7, 2014): 75–87. http://dx.doi.org/10.1108/tqm-01-2013-0002.
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Purpose – The purpose of this paper is to verify whether gender traits of brand personality (masculinity vs femininity) are able to differentiate services brands belonging to the same service industry. Second, this paper intends to assess the validity of Grohmann's scale (that measures the masculine and the feminine dimensions of brand personality) among Italian consumers. Design/methodology/approach – Empirical research was conducted on a sample of 200 consumers. Participants were asked to rate their perceptions of the masculinity vs femininity dimensions of four different service brands (two brands of food retailers and two brands of airlines). Findings – The findings show that Grohmann's scale reaches high levels of validity in the Italian context, as well and that femininity and masculinity measured by that scale are able to register differences in services brand positioning for brands belonging to the same service industry. Research limitations/implications – The services category includes very heterogeneous services with different degrees of interaction and consumer's involvement. Further studies are needed to isolate the impact of the perceived MBP and FBP associated either with the service industry/category or with the specific brand. Practical implications – Marketing managers can actively try to influence consumer's perceptions of FBP and MBP through the brand logo colors, brands slogans, masculine or feminine spokespeople, etc. to obtain their desired positioning. Originality/value – The paper is the first to specifically study brand personality's gender dimensions within services environments. The paper also supports the validity of Grohmann's scale outside the German context.
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Dröge, Cornelia, and René Y. Darmon. "Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches." Journal of Marketing Research 24, no. 4 (November 1987): 377–88. http://dx.doi.org/10.1177/002224378702400405.
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The authors compare the relative effectiveness of comparative/noncomparative and product-based/non-product-based advertising in the implementation of an associative strategy for cognitive brand positioning. Two metaconstructs, cognitive accuracy and cognitive clarity, are defined, each within an attitude model and a probabilistic multidimensional scaling model. The results from these very different methodological and conceptual approaches indicate that direct comparative advertisements are superior in engendering overall brand positioning, whereas only product-based direct comparative ads are superior in engendering brand positioning at the attribute level, and only in terms of positioning clarity.
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Djordjevic, Bojan. "Corporate strategic branding: How country and corporate brands come together." Ekonomski anali 53, no. 177 (2008): 59–88. http://dx.doi.org/10.2298/eka0877059d.
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The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation), which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.
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Chintagunta, Pradeep K. "Heterogeneous Logit Model Implications for Brand Positioning." Journal of Marketing Research 31, no. 2 (May 1994): 304–11. http://dx.doi.org/10.1177/002224379403100212.
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The author discusses the implications of a heterogeneous logit model for brand positioning. The methodology presented is a restricted version of a mixture-of-logits model and obtains brand positions on a product-market map and the distribution of preferences across households while accounting for the effects of marketing variables on household brand choice behavior. The restriction involves imposing a factor structure on the covariance matrix of the distribution of intrinsic brand preferences. An empirical application of the methodology is presented using A.C. Nielsen household-level scanner panel data on the purchases of liquid laundry detergents. The results indicate that the proposed model provides a better fit to the data than the unrestricted mixture-of-logits model or the Choice Map methodology.
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Meese, Katherine A., Thomas L. Powers, Andrew N. Garman, Seongwon Choi, and S. Robert Hernandez. "Country-of-origin and brand positioning for health care services." International Journal of Pharmaceutical and Healthcare Marketing 13, no. 2 (June 3, 2019): 183–99. http://dx.doi.org/10.1108/ijphm-03-2018-0019.
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PurposeThe purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle East.Design/methodology/approachThis paper uses content analysis of promotional materials for a sample of 168 health-care organizations located in 14 countries to identify brand positioning strategies used, such as foreign, local and global consumer culture positioning. A chi-square analysis and post hoc testing is used to examine how positioning strategies differ among regions.FindingsThe findings indicate that European and Middle Eastern health-care organizations most frequently use foreign consumer culture positioning, while North American institutions tend to use global consumer culture positioning. The findings indicate that health-care organizations in countries with a better reputation for care use different positioning strategies than in countries with a lesser reputation for quality care.Practical implicationsThe findings are of value to international advertising and marketing professionals and hospitals seeking to attract patients globally in a competitive marketplace. Hospitals must consider their positioning relative to both domestic and international competitors and the COO of their target audience.Originality/valueCOO is important in high-involvement service industries because consumers lack the information needed to evaluate service quality. Consumers may rely on COO and brand positioning signals more heavily relative to goods or low-involvement services. However, little prior research exists examining COO effects and brand positioning for high involvement services and for health care specifically. This paper makes a unique contribution by filling this gap.
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Huaman-Ramirez, Richard, and Dwight Merunka. "Brand experience effects on brand attachment: the role of brand trust, age, and income." European Business Review 31, no. 5 (August 2, 2019): 610–45. http://dx.doi.org/10.1108/ebr-02-2017-0039.
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Purpose The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used. Findings Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers. Research limitations/implications The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries. Practical implications Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers. Originality/value Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.
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Mandler, Timo. "Beyond reach: an extended model of global brand effects." International Marketing Review 36, no. 5 (September 9, 2019): 647–74. http://dx.doi.org/10.1108/imr-01-2018-0032.
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Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.
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Geissinger, Andrea, and Christofer Laurell. "Tracing brand constellations in social media: the case of Fashion Week Stockholm." Journal of Fashion Marketing and Management: An International Journal 22, no. 1 (March 12, 2018): 35–48. http://dx.doi.org/10.1108/jfmm-12-2016-0115.
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PurposeThe purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.Design/methodology/approachThe study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm. In total, 3,449 user-generated contents referring to the sampled brands were collected and analysed.FindingsOn average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division and dilution.Research limitations/implicationsAs this paper is focussed on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.Practical implicationsThe results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.Social implicationsDigitally fuelled interdependences of brand constellations by professionals and consumers attest to the dilution of borders between consumers and producers.Originality/valueThis paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.
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Chintagunta, Pradeep K. "Heterogeneous Logit Model Implications for Brand Positioning." Journal of Marketing Research 31, no. 2 (May 1994): 304. http://dx.doi.org/10.2307/3152201.
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Salma, Aqidah Nuril. "PENGARUH SPONSORSHIP DALAM MENINGKATKAN BRAND AWARENESS (Studi pada Sponsorship Garuda Indonesia Terhadap Liverpool FC sebagai Global Official Airline Partner)." INJECT (Interdisciplinary Journal of Communication) 2, no. 1 (January 10, 2018): 1. http://dx.doi.org/10.18326/inject.v2i1.1-26.
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Garuda Indonesia is the first and the only airline in Indonesia that implement sponsorship programs with international soccer club, Liverpool FC. This study uses sponsorship dimension consisting of target audience reach, compatibility with the company’s or brand positioning, and message capacity. This research applies quantitative approach and involves 83 respondents as samples collected by non-probability and snowball sampling techniques. The results suggest that sponsorship has a strong effects towards brand awareness. Futher, multiple regression analysis also indicates that the dimensions of sponsorship compatibility with the company’s or brand positioning have the biggest influence towards brand awareness than the other two dimensions.
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Husain, Saima, Kanza Naheed, and Mahrukh Isa. "Veet: facing a cultural challenge in Pakistan." Emerald Emerging Markets Case Studies 6, no. 2 (June 10, 2016): 1–16. http://dx.doi.org/10.1108/eemcs-01-2013-0005.
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Subject area This case has been written after extensive field research. It is designed specifically for the International Marketing course. However, it can be used in Brand Management, Consumer Behavior and Marketing Management courses as well. Study level/applicability Final-year BBA students or first-year MBA students. Case overview Although introduced in Pakistan in 1999, Veet, a personal hygiene brand, has failed to realize its potential even after a decade. Pakistan is a conservative society and women feel embarrassed buying hair-removing creams. Humayun Farooq, the new brand manager, is at a crossroad; he believes in giving the brand a bold take-off by using fashion as a platform, whereas both top management and his assistant brand manager are skeptical of his proposition, as they see it as risky. His decision is critical, as there is pressure to strike a balance between global standardization and local cultural norms. Expected learning outcomes The students will be able to: understand how global brands need to conceptualize and implement local brand strategies, given the different market challenges; and apply key theoretical concepts in International Marketing such as cultural product adaptation. Supplementary materials Instructors must ask the students to study the following before discussing the case in class. For the on-air 2009 advertisement of Veet in Pakistan, visit: www.youtube.com/watch?v=8Va9bA-ebqE. Although the case sheds light on the relevant Pakistani cultural and religious norms, students may further research and study the Pakistani culture. Nijssen, E.J. and Douglas, S.P. (2011). “World World-mindedness and attitudes toward product positioning in advertising: an examination of global versus foreign versus local positioning”, Journal of International Marketing, Vol. 19 No. 3, pp. 113-133. Shivkumar, H. (2006), Managing global brand advertising, World Advertising Research Centre. Subject code CSS 8: Marketing
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Rishi, Bikramjit, and Archit Kacker. "Kingfisher: Ultra Max re-positioning hurdle." Emerald Emerging Markets Case Studies 11, no. 2 (May 21, 2021): 1–19. http://dx.doi.org/10.1108/eemcs-09-2020-0322.
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Learning outcomes To appraise the product positioning in an emerging market. To recognize and discuss a positioning plan for a new product. To apply, describe the Kapferer brand identity prism along with different competition levels for Kingfisher Ultra Max. To deliberate the marketing mix for improving the sales of Kingfisher Ultra Max. Case overview/synopsis United Breweries Limited (UBL) was part of UB Group, which was a business conglomerate. United Breweries Holdings Limited or UB Group was headquartered at UB City, Bangalore, India. It dealt in many businesses, out of which UBL was one of them. Kingfisher Ultra Max was Kingfisher’s newest addition to the super-premium strong beer segment. It was a larger-based beer with 8% alcohol by volume content and was stronger in terms of alcohol content than Kingfisher Ultra, which was also from the super-premium segment. This brands positioning was such that it targeted the premium segment. The top management was considering a change in positioning for their Ultra Max brand. A research report submitted by a premier business school also recommended a change in positioning. The officials in the meeting are contemplating the two options for the shift in positioning; one is to make the change of positioning across India and the other is to make the change specific to some states. Complexity academic level The case is targeted at students of post-graduation and under-graduation programs in business administration, specializing in marketing management, brand management or marketing strategy. Also, the case study can be included as part of courses related to strategic management and competitive analysis. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing. Supplementary materials Teaching Notes are available for educators only.
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D. Raggio, Randle, Robert P. Leone, and William C. Black. "Beyond “halo”: the identification and implications of differential brand effects across global markets." Journal of Consumer Marketing 31, no. 2 (May 6, 2014): 133–44. http://dx.doi.org/10.1108/jcm-06-2013-0592.
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Purpose – The purpose of this paper is to investigate whether brands impact consumer evaluations in ways other than a consistent halo and the degree to which consumers use both overall brand information along with detailed attribute-specific information to construct their evaluations. Design/methodology/approach – The authors decompose consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources through a standard CFA approach. Data cover 55 brands in four product categories sold in nine global markets. Findings – Halo effects are rare in global CPG markets. The authors identify the presence of differential brand effects in eight of nine global markets tested. Application of an extended model to a market where several competing family brands are present demonstrates the ability of the model to identify relationships among brand offerings within a family brand and to differentiate between family brand sets. Research limitations/implications – The finding of differential effects calls into question the assumption of a consistent brand effect assumed in past research; future models should accommodate differential effects. Practical implications – The ability to decompose consumer brand-benefit beliefs into overall brand and detailed attribute-specific sources provides managers with insights into which latent mental sources consumers use to construct their brand beliefs. As such, the methodology provides useful descriptive and diagnostic measures concerning the sources of suspicious, interesting, or worrisome consumer brand beliefs as well as a means to determine if their branding, positioning and/or messaging is having the desired impact on consumer evaluations so that they can make and evaluate required changes. Originality/value – A significant contribution of this research is the finding that many times the brand source differentially impacts consumers' evaluations of brand-benefits, a finding that is contrary to a consistent halo effect that is assumed in prior models.
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Gao, Hongzhi, Mary Tate, Hongxia Zhang, Shijiao Chen, and Bing Liang. "Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory." Journal of International Marketing 26, no. 3 (September 2018): 45–69. http://dx.doi.org/10.1509/jim.17.0014.
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Despite the prominence of social media (SM) in global branding, no prior studies have evaluated an international brand's strategy of establishing market-based relational ties with SM users in local markets. This study draws from the resource-based theory to conceptualize SM ties as latent relational resources and evaluate an international brand's SM ties strategy on the basis of three resource attributes: value, inimitability, and rarity. Whereas value is the initial basis for a relational resource in SM, inimitability and rarity are the foci of an international brand's strategy in local SM networks. The authors interviewed brand managers and SM users in China and New Zealand and conducted direct observations on brands’ SM sites. They develop two theoretical frameworks (one initial; one advanced) to offer insights into the development of brand–user ties as a relational resource in the context of an international brand's global or foreign consumer culture positioning in a host-country market. The authors conclude that combined incentives offered in SM must be tailored to the type of brand–user tie.
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Gammoh, Bashar S., Anthony C. Koh, and Sam C. Okoroafo. "Consumer culture brand positioning strategies: an experimental investigation." Journal of Product & Brand Management 20, no. 1 (March 1, 2011): 48–57. http://dx.doi.org/10.1108/10610421111108012.
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PurposeThe purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand.Design/methodology/approachUsing an experimental method in the USA and India, the paper examines if the use of such positioning strategies in a print advertisement stimuli influence consumer evaluations of a fictitious brand.FindingsThe results support the effectiveness of such strategies as demonstrated by overall improvement in subjects' attitudinal evaluations of the fictitious brand when GCCP is used relative to the use of LCCP. Furthermore, our results show a moderation effect for subjects' level of belief in global citizenship on the effectiveness of the GCCP strategy. These results were observed across the two samples.Research limitations/implicationsThis study provides valuable managerial insights into the potential value of GCCP strategy and offers specific strategic positioning guides to brand managers competing in the global marketplace.Originality/valueWith the emergence of global market segments, it is important to assist brand managers seeking to strengthen their brand's equity in a competitive global marketplace. This paper contributes to the literature on international brand positioning by empirically investigating the usefulness of GCCP as a strategic positioning guide for global marketing managers.
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Kazi Aoual Mohammed Choukri, Zeradna Mohamed, Kazi Aoual Mohammed Choukri, Zeradna Mohamed. "The Impact of Supply Activities on Building the Positioning of Enterprises in the International Market: "Hasnaoui" Group of Companies in Sidi-Bel-Abbas as a Case Study: أثر أنشطة الإمداد في بناء تموقع المؤسسات في السوق الدولي: دراسة حالة مؤسسة "حسناوي" بسيدي بلعباس." مجلة العلوم الإقتصادية و الإدارية و القانونية 5, no. 16 (August 29, 2021): 134–52. http://dx.doi.org/10.26389/ajsrp.z171220.
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The study aims to determine the importance of supply activities in building the enterprise’s positioning in the international market. In its theoretical framework, the study adopted the issue of international supply as an independent variable in addition to the strategy of positioning in the international market as a dependent variable. Hover, the practical framework of the study included identifying the impact of commitment to implement supply activities on the enterprise’s positioning in the international market. The supply activities consisted of procurement, transportation, storage, distribution, and packaging. The Hasnawi Group of Companies was chosen as an international enterprise to conduct the study. As for the study sample consisting of 42 individuals, it was randomly chosen. By analyzing the questionnaire using the Statistical Package for Social Sciences (SPSS V. 20), the results showed that the enterprise under study pays attention to international supply activities as a key factor in building international positioning. The study also found that there is a correlation and influence between the supply activities and the dimensions of positioning in the international market represented in quality, cost, delivery speed and brand. Notably, the storage and packaging activities had the greatest impact, which means that the company seeks to build its positioning internationally by providing products near the consumer, in addition to adopting a packaging policy that is consistent with the characteristics of the international marketing environment.
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Kadić-Maglajlić, Selma, and Maja Arslanagic-Kalajdzic. "Internationalization of Bosnian black coffee brand: bringing the traditional coffee experience to the world." Emerald Emerging Markets Case Studies 9, no. 1 (March 30, 2019): 1–24. http://dx.doi.org/10.1108/eemcs-05-2017-0104.
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Learning outcomes The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context and how brands, especially brands that come from emerging markets, are introduced and managed within modern versus traditional trade (e.g. ethnic shops). Case overview/synopsis This case illustrates the challenges and opportunities related to the introduction of a brand to a new market wherein the product (traditional coffee), although part of a very well-developed product category (coffee), may have been new to consumers in the new market. The brand itself, Zlatna džezva, is a flagship brand in its home country (Bosnia and Herzegovina) within a developing market. However, both the brand and the traditional coffee experience are relatively unknown to other markets. The case study focuses on Vispak’s CEO and CMO who are contemplating their next business move in the new market. Finally, the Dutch market and consumers are presented to facilitate the process of segmentation, targeting and positioning for students. The case study concludes with a task and dilemma for managers of the company. Complexity academic level This case could be used in a variety of undergraduate level classes, depending on what the instructor wishes to emphasize. The authors use the case for following courses: principles of marketing, marketing management and international marketing. In all courses, the case is allowing students to obtain the greater overview of the scope of the strategic marketing decision-making. Before starting with case analysis, students should have some familiarity with central marketing issues and concepts, specifically related to analysis of environment, segmentation-targeting-positioning, product and brand management. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.
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Shugan, Steven M. "Estimating Brand Positioning Maps Using Supermarket Scanning Data." Journal of Marketing Research 24, no. 1 (February 1987): 1. http://dx.doi.org/10.2307/3151749.
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Horsky, Dan, and Paul Nelson. "New Brand Positioning and Pricing in an Oligopolistic Market." Marketing Science 11, no. 2 (May 1992): 133–53. http://dx.doi.org/10.1287/mksc.11.2.133.
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Heinberg, Martin, Constantine S. Katsikeas, H. Erkan Ozkaya, and Markus Taube. "How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets." Journal of the Academy of Marketing Science 48, no. 5 (February 26, 2019): 869–90. http://dx.doi.org/10.1007/s11747-019-00637-x.
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Desarbo, Wayne S., and Donna L. Hoffman. "Constructing MDS Joint Spaces from Binary Choice Data: A Multidimensional Unfolding Threshold Model for Marketing Research." Journal of Marketing Research 24, no. 1 (February 1987): 40–54. http://dx.doi.org/10.1177/002224378702400104.
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The authors present a new multidimensional unfolding methodology that can analyze various types of individual choice data. The model represents choice data, defined by dichotomous variables that indicate whether a particular brand was chosen or not, in terms of a joint space of consumers and brands. Explicit treatment of marketing and subject background variables is allowed through optional model reparameterizations of consumers and brands. Together with the joint space representation of both consumers and brands, these optional reparameterizations can provide information on appropriate market segmentation bases and respective product positioning strategies. The authors apply this spatial choice model to data on consumer (intended) choices for 12 residential communications devices and demonstrate how the results can be used for optimal positioning decisions.
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Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis. "Strategic Brand Concept-Image Management." Journal of Marketing 50, no. 4 (October 1986): 135–45. http://dx.doi.org/10.1177/002224298605000401.
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Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.
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Adlakha, Kanupriya, and Sanjeev Sharma. "Brand Positioning Using Multidimensional Scaling Technique: An Application to Herbal Healthcare Brands in Indian Market." Vision: The Journal of Business Perspective 24, no. 3 (August 4, 2019): 345–55. http://dx.doi.org/10.1177/0972262919850930.
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The purpose of this article is to identify significant differences in the positioning of brands in the segment of herbal healthcare in Indian market by multidimensional scaling (MDS) method. The herbal healthcare market is an ever-growing segment of the healthcare market, due to the increasing trend towards self-medication and inclination to the use of natural products. The research presents insights into the importance of marketing attributes which influence the consumer perception of this segment. The study was conducted in North India using a structured questionnaire with a five-point Likert scale. A derived approach to MDS was used in which consumer perception ratings of selected brands on various marketing attributes were done. These nine attributes were identified and itemized from the review of literature and pre-tests as per their importance to consumer. Factor analysis deduced important marketing dimensions from these nine attributes namely product quality (PQ), brand effect (BE) and price affordability (PA). MDS was used to map the perception of selected brands, drawing two-dimensional maps. The brands selected were on the basis of a pre-test which identified the most commonly used brands in the segment as Dabur, Himalaya, Zandu, Patanjali and Hamdard. The results indicate that Dabur and Himalaya are positioned higher than Zandu, Patanjali and Hamdard in the minds of the consumers on quality and BE, with both occupying a strong positive quality and brand image perception. Hamdard had a high BE, but low-quality perception, and Zandu reported a near neutral perception on all the marketing dimensions. Patanjali has a higher PA perception in comparison to the other brands, however, the segment of herbal healthcare was found to be price tolerant. Finally, the article presents conclusions and important managerial implications with the scope of further research and directions.
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Pechmann, Cornelia. "Predicting when Two-Sided Ads will be More Effective than One-Sided Ads: The Role of Correlational and Correspondent Inferences." Journal of Marketing Research 29, no. 4 (November 1992): 441–53. http://dx.doi.org/10.1177/002224379202900405.
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Two-sided ads often are more credible than one-sided ads because they admit that the advertised brands have shortcomings. Findings about the effectiveness of such ads have been inconclusive, however, perhaps because a critical moderator has been ignored. The author found that a two-sided ad was more effective than one-sided ads only when negatively correlated (vs. uncorrelated) attributes were featured. The brand's unfavorable positioning on the negatively correlated secondary attribute per se (i.e., “correlational inferences”), as well as the advertiser's honesty (i.e., “correspondent inferences”), jointly enhanced judgments of the brand on the primary attribute and thus overall brand evaluations.
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Shafiee, Maysam, Shabnam Gheidi, Maryam Sarikhani Khorrami, and Hooshang asadollah. "Proposing a new framework for personal brand positioning." European Research on Management and Business Economics 26, no. 1 (January 2020): 45–54. http://dx.doi.org/10.1016/j.iedeen.2019.12.002.
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Kratt, Oleh, Andryi Pochtovyuk, Iryna Trunina, and Kateryna Pryakhina. "Marketing Positions of Kremenchuk Industrial Center in International Markets." SHS Web of Conferences 67 (2019): 01006. http://dx.doi.org/10.1051/shsconf/20196701006.
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In the article, the authors analyze the role of Kremenchuk as an industrial center. It is determined that Kremenchuk is represented by such flagships machine building enterprises as PJSC “Kryukiv Rail Car Plant”, PJSC “AvtoKrAZ”, PJSC “Kredmash”, PJSC “Kremenchuk Wheel Plant”, PJSC “Kremenchuk Steel Works”. Therefore, the author proposes to carry out the marketing positioning of the Kremenchuk industrial center on the international market, which includes powerful enterprises. The financial economic and marketing activity of machine-building enterprises - members of the Kremenchuk industrial center is analyzed. Through the dialectical connection of methods of analogy and deduction, the stages of development of marketing positioning for the center are proposed for expanding international sales markets for enterprises, marketing positioning is realized by developing a set of marketing tools. It is determined that the effective positioning of the Kremenchuk industrial center will lead to the formation of the brand.