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Literatura académica sobre el tema "International brand positioning"

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 11 de febrero de 2022

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Artículos de revistas sobre el tema "International brand positioning"

Lee, J. Lucy, Yukyoum Kim y June Won. "Sports brand positioning". International Journal of Sports Marketing and Sponsorship 19, n.º 4 (5 de noviembre de 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. y Bob M. Fennis. "Go local or go global: how local brands promote buying impulsivity". International Marketing Review 37, n.º 1 (19 de julio de 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 y Hyokjin Kwak. "Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences". Journal of Marketing 81, n.º 6 (noviembre de 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 y Joona Keränen. "Brand positioning strategies for industrial firms providing customer solutions". Journal of Business & Industrial Marketing 29, n.º 3 (4 de marzo de 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 y Frank Huber. "Value-oriented brand positioning". International Review of Retail, Distribution and Consumer Research 10, n.º 1 (enero de 2000): 95–112. http://dx.doi.org/10.1080/095939600342424.

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Kalra, Ajay y Ronald C. Goodstein. "The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity". Journal of Marketing Research 35, n.º 2 (mayo de 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 y Navid Ghannad. "The Coo Effect in the International Brand Positioning Strategy". Future Studies Research Journal: Trends and Strategies 8, n.º 3 (20 de diciembre de 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 y Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship". Global Business Review 18, n.º 3_suppl (20 de abril de 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 y Promise Zvavahera. "International Host Communities: A Positioning Platform for Zimbabwe Tourism Brand". Business and Management Horizons 3, n.º 2 (9 de noviembre de 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, n.º 1 (febrero de 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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Tesis sobre el tema "International brand positioning"

Kotiranta, V. (Ville). "Corporate brand positioning and differentiation in the luxury automotive industry". Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201705101764.

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Global luxury automotive industry faces one of the most competitive and dynamic markets in the world. The focus of this research has been to discover the corporate strategies relating to competitive positioning and differentiation via brand personality. Both Aaker brand personality framework and specifically for this industry developed luxury automotive strategy framework are applied for content analysis data, which has been extracted from the mission and vision statements of four case companies: Audi, BMW, Daimler and Ferrari. The empirical research has been divided in to three separate research questions concerning luxury automotive industry positioning and differentiation. The first research question stated: “How Audi, BMW, Daimler and Ferrari express their corporate brand personality in their mission and vision statements?” Based on the data analysis and application of two different brand personality frameworks, each of the four automotive companies express their brand personalities with unique corporate brand profiles. The second research question stated: “How Audi, BMW, Daimler and Ferrari position and/or differentiate themselves in the luxury automotive industry using mission and vision statements?” Based on the data analysis and application of two different brand personality frameworks, most of the luxury automotive companies positioned themselves very similarly within the Aaker brand personality framework. However, in the luxury automotive framework further differences in positioning were seen. Differentiation was minimal with Aaker brand personality framework application, and slightly more prevalent in the luxury automotive framework. Finally, the third research question stated: “Are there differences in positioning and differentiation for Audi, BMW, Daimler and Ferrari if alternative brand personality framework is used to complement Aaker brand personality framework?” Based on the data analysis there were differences in positioning, however similarly, most companies seemed to align their position with the competition. Daimler and Ferrari stood out by focusing more on their deep-rooted heritage.

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Odebrecht, da Silva Halissa y Volles Barbara Kobuszewski. "The COO Effect in the International Brand Positioning : A Qualitative Study of Chinese Companies". Thesis, Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26267.

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Chinese companies have been an important issue in the world economy development, since China belongs to the group of emerging countries that had been gaining prominence in the last years. To gain market, ranges of companies are going abroad, aiming to develop their brands internationally. Brand positioning plays an important role when the goal of the company is to gain competitive advantage and to be positioned in the consumer’s mind. Furthermore, when Chinese companies decide to internationalize, they have to deal with the COO (country-of-origin) effect, which might influence the consumer’s perception when purchasing a product. The aim of this study is to examine how the effects of COO influence brand positioning of Chinese firms when going international, and how they deal with these COO effects. In this context, a theoretical framework presenting the brand positioning drivers with the combination of the COO effect is developed. A qualitative case study that incorporates four interviews in two different Chinese companies with subsidiaries in Brazil, called JAC Motors and ZTE, are settled. The findings from the case study are compared and contrasted with the theoretical framework, developing a cross-case analysis, identifying and complementing the elements of the theoretical framework. In this regard, it was identified that Chinese companies position their brands with a cost-benefit approach, due to the COO effect caused by different general attributes from China. The brand positioning drivers, in a certain way, are defined taking in consideration the COO effect, although the drivers were not totally affected by the COO. In order to deal with the COO effect, most drivers oppose a negative effect of the COO when it is caused by the perception of lack ofquality from Chinese products; or the COO effect is highlighted in the strategy, when it is caused by the perception of low price. These findings are eventually depicted by a theoretically anchored and empirically guided model, which allows the authors to describe the international brand positioning of Chinese brands and how they deal with the COO effect in its international brand positioning.

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Kyttälä, Roope y Ekku Leivonen. "Branding Our Roots : A study about the use of country of origin in international business". Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161176.

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It has been showed that COO of product has an effect on consumers purchase decisions. Companies are trying to find ways to differentiate their brands from those of their competitors. In many cases the use of COO is considered difficult and is not understood to the level where it would add to the brand value of those companies. Academic areas such as nation branding, COO (country of origin), brand positioning and brand communications work as a base for the investigation of our research problem. The study uses Finland as a study objective to investigate how companies aiming for international markets can use their COO in smart ways when creating and developing their brand identities. The knowledge in these areas is deepened through semi structured interviews with six experts from different fields. The previous academic areas acknowledge that the communication needs to be directed for the right consumers, in a way that suits the recipient. Since consumers in international markets often share multiple/different perceptions and associations, when communicating the origin of a brand, a customer centric approach in the communications is vital. The study finds that country of origin, when used in corporate branding often needs to be explained through storytelling, that emphasizes why the origin adds value. This is done by translating aspects about the COO in to a form which consumers are able to understand and appreciate. An additional finding the study makes is the symbiosis between the companies and their country of origin. The companies have the ability to shape the nation brand of their origin, and hence, aid their own branding capabilities. Marketers need to understand the value of their COO and see the possibilities it may offer. This realization creates a symbiance between the brand and its origin which will create long term positive implications.

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Kaczkowska, Beata A. "Attitudes Toward and Effectiveness of the Cause-Related Marketing Initiatives in the Polish Culture". Scholarly Repository, 2008. http://scholarlyrepository.miami.edu/oa_theses/131.

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The study examines attitudes toward and effectiveness of cause-related marketing initiatives in Poland. As the results indicate, the factors, which lead to the popularity and effectiveness of the cause-related marketing initiatives in the United States and the United Kingdom, lack in the Polish culture. Even though CRM is popular in Poland, it does not influence the purchase decisions. Poles do not have any expectations toward businesses in the area of corporate social responsibility. They believe that the government should take the responsibility for solving social issues, and value only the functional dimensions of the products, because their emotional needs are fully satisfied by their families, friends and religion.

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Kněžický, Miroslav. "Prodejní strategie nadnárodní společnosti (Guinness)". Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-200160.

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This thesis is concerned with the sales strategy of an International corporation Guinness on a UK market. The paper further analyses the internal and external environment of the company. Based on these analyses the paper provides some possible strategies that can result in an improvement of the sales efficiency of the company

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Costa, Inês Roque da. "Turning Sumol into a worldwide brand for local consumers in the French market - marketing strategy". Master's thesis, 2021. http://hdl.handle.net/10362/123610.

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In an internationalisation strategy, the demarcation of segments, target(s)and positioning is critical to the success of any given project. This paper employs the fitting theoretical frameworks to the challenge of turning Sumol into a worldwide brand to the French consumer, drawing out of it a feasible, relevant, and differentiated marketing strategy, that aims to captivate and prompt the consumer to action, ensuring, nonetheless, that the essence of the brand is respected and preserved.

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Shih, Wan-Ling y 施婉玲. "A Study on the Influence of Design of Brand Image on Consumer Behavior －Discussion of Positioning Strategies of Samsonite, an International Brand for Travel Bags in Taiwan’s Market". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/kfbkzs.

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碩士
崑山科技大學
視覺傳達設計研究所
92
A brand is a commitment to connect a product with its consumers. It provides customers with quality assurance for either a product or a service. In other words, a good brand image garners consumer loyalty and trust, and thus, embraces more followers. There are abundant strategies to design a brand image, but which one is the best strategy for a certain kind of brand? Which strategy can place direct influence upon consumer behavior? This study discusses positioning strategies of an international brand that has been in Taiwan’s competitive market for almost a hundred years. The study used questionnaires and interviews with experts for discussion and analysis. First of all, questionnaires were distributed to consumers who had to be at least 20 years old, and had experience shopping in northern, central, and southern Taiwan. The purpose was to investigate current consumers’ shopping habits and the factors that influenced their choices, and further explore the differences of consumers in different areas in regards to awareness of brand image and influence on consumer behavior. The statistical results discovered that after practical consideration, “brand image” ranked third following “price” and “product quality.” Therefore, it is positive that brand image indeed has a significant influence on consumer behavior. In light of the interviews with experts in industry and academia, the study collected methods of and opinions about image promotion in different fields. After the theoretic discussion of relevant literature review and research methodology, the researcher organized an exhibition in line with the brand image of Samsonite, an international brand for travel bags. Focusing on strategic alliances among different industries, the researcher carried out the project in a series of traveling programs held by the Eslite Bookstore. The adoption of “object art” created an atmosphere of “Stay & Travel” in the exhibition that pinpointed the advantage of brand alliance among different industries. Additionally, artistic methods promoted a brand’s image and boost consumers’ acceptance of such a brand. This has proved to be a shortcut to elevating a brand image. Keywords: design of brand image; consumer behavior; positioning strategies; alliance of different industries; object art

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Alves, Ricardo Michael Konstantinou. "Has mainstream Vinho Verde wine generalised the international image of the region, limiting the positioning of its more value-driven producers?" Master's thesis, 2017. http://hdl.handle.net/10400.14/22008.

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Perhaps the greatest challenge of the regional brand is its endeavour to mutually benefit the individual brands under its own. For regional brands to succeed in the wine industry, they must seek to maintain a consistent brand image, and a positioning in the market that does not conflicting with that of its individual brands. The case of Vinho Verde epitomizes the struggle of a wine regional brand to grow in its quality-driven segment, due to the strong international image and reputation which it has in the lower segments of the market. Consequently, this study discovers that the Vinho Verde wine region is generalised by its low cost style of wine to the extent that the region itself is misperceived as a wine style, rather than a region. Further, this study attempts to draw the link between this low-cost image and the implications which it could have on the positioning of the region’s recently emerged value-driven producers. The research finds that these producers are in fact limited by the mainstream-style image of the region. This is proven not only by the prices of the value-driven segment – that are perceived to be lower than their potential – but by the tendency of these producers to avoid using the regional name (Vinho Verde) on the front of their bottles.
Talvez o maior desafio da marca regional é o seu esforço para beneficiar mutuamente as marcas individuais sob a sua própria. Para que as marcas regionais tenham sucesso na indústria vitivinícola, elas devem buscar manter uma imagem de marca consistente e um posicionamento no mercado que não entre em conflito com o posicionamento das suas marcas individuais. O caso do Vinho Verde simboliza a dificuldade que uma marca regional de vinho tem em aumentar o seu segmento de qualidade, devido à forte imagem e reputação internacional que tem nos segmentos mais baixos do mercado. Consequentemente, este estudo descobre que a região vinícola do Vinho Verde é generalizada pelo seu estilo de vinho genérico e de baixo custo, ao ponto que a própria região é mal interpretada como um estilo de vinho, em vez de uma região. Este estudo tenta traçar o elo entre a imagem de baixo custo e as consequências que ela pode vir a ter no posicionamento dos produtores de maior valor da região. A pesquisa conclui que estes produtores estão de fato limitados pela imagem do estilo genérico da região. Isto é comprovado não apenas pelos preços do segmento dos produtores de mairo valor - que estão inferiores ao seu potencial - mas pela tendência destes produtores de evitar o uso do nome regional (Vinho Verde) no rótulo das suas garrafas.

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Libros sobre el tema "International brand positioning"

Retail Internationalization In Emerging Countries The Positioning Of Global Retail Brands In China. GWV Fachverlage GmbH, 2013.

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Capítulos de libros sobre el tema "International brand positioning"

Kumar Dixit, Saurabh y Abijith Abraham. "Brand Identity and Positioning in Selected Indian Chain Hotel Companies". En The Routledge Companion To International Hospitality Management, 260–70. Title: The Routledge companion to international hospitality management / edited by Marco A. Gardini, Michael C. Ottenbacher and Markus Schuckert. Description: New York: Routledge, 2021. | Series: Routledge companions in business, management and marketing: Routledge, 2020. http://dx.doi.org/10.4324/9780429426834-26.

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Trendafilov, Dimitar. "The Brand as an Economic Value and a Sign: Positioning as an Instrument for Creating Market Distinctions". En International Handbook of Semiotics, 341–68. Dordrecht: Springer Netherlands, 2015. http://dx.doi.org/10.1007/978-94-017-9404-6_15.

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AMIS, J. "Guinness, sport, and the positioning of a global brand". En International Cases in the Business of Sport, 151–64. Elsevier, 2008. http://dx.doi.org/10.1016/b978-0-7506-8543-6.50016-0.

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Kasemsap, Kijpokin. "Retail Marketing Strategies and Brand Management". En Brand Culture and Identity, 1412–27. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch076.

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This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective marketing is necessary to compete in the ever-growing worldwide retail industry sector. The improved retail profits are within reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and delivering the brand. The literature review analysis provides both practitioners and researchers an important understanding about retail marketing strategies and brand management in the global retail industry.

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Lin, Jenny. "Biennialization-as-banalization, promotion, and resistance". En Above Sea, 96–116. Manchester University Press, 2019. http://dx.doi.org/10.7228/manchester/9781526132604.003.0004.

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Chapter Three investigates the turn of the twenty-first century global expansion of Shanghai’s contemporary art vis-à-vis the first international iteration of China’s premier contemporary art event, the Chinese Communist Party-sponsored 2000 Shanghai. The chapter theorizes biennialization-as-banalization vis-à-vis contemporary exhibition practices and the promotion of contemporary Chinese art. The chapter argues that Shanghai Biennial’s curators’ hopes of harnessing the spirit of Shanghai were ultimately supplanted by a generic brand of global contemporary art that neglected the city’s unique historical features and current concerns. This chapter then examines critical responses to the 2000 Shanghai Biennial and critiques of the global positioning of Shanghai’s contemporary art as seen in Ai Weiwei and Feng Boyi’s counter-exhibition “Fuck Off,” and in two related works by artists Zhou Tiehai and Yang Fudong.

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Jalis, Mohd Hairi. "Marketing and Branding Initiatives for Local Food and Tourism Identity of Terengganu, Malaysia". En Positioning and Branding Tourism Destinations for Global Competitiveness, 1–22. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7253-4.ch001.

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This chapter focuses on Terengganu and seeks to explore its local food and tourism development as well as marketing and branding initiatives. Within the context of local food, tourism, and destination marketing and branding studies, scholars continuously contest the truth of food as the core traveling purpose among tourists to visit a particular tourist destination. It was found that, recently, many tourist destinations have utilized local food as part of marketing and branding initiatives to position and stimulate appealing image in every tourists' eyes and mind. Therefore, using the case of Terengganu in Malaysia, this chapter explores and discusses the details of local cuisine and tourism employed by Tourism Terengganu (i.e., the state tourism board – STB) to market and brand the state worldwide. Terengganu is located in between two states (i.e., Kelantan and Pahang) on the east coast region of West Malaysia. Keropok lekor, nasi dagang, satar, akok, nasi kerabu, laksam, ketupat sotong, and lempeng nyior are among local food specialties in Terengganu. These dishes are often being displayed and marketed worldwide in various tourism marketing and used as promotional tools to speak about Terengganu and its tourism identity. Results from archival documents analysis have found that Tourism Terengganu employed various types of marketing and branding initiatives to promote Terengganu's local food and tourism industry domestically and internationally. All of these create and establish local food and tourism identity of Terengganu as part of destination branding efforts.

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Actas de conferencias sobre el tema "International brand positioning"

Chen, Chung-Jen, Shu-Mei Chang, Chia-Hui Feng, Ya-Hsueh Lee, Wen-Chun Hsu y Chen-I. Huang. "Brand Positioning Visualization System". En 2021 9th International Conference on Information and Education Technology (ICIET). IEEE, 2021. http://dx.doi.org/10.1109/iciet51873.2021.9419615.

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Stukalina, Yulia. "Strategic Brand Positioning In A Modern Academia". En ISMC 2019 - 15th International Strategic Management Conference. Cognitive-Crcs, 2019. http://dx.doi.org/10.15405/epsbs.2019.10.02.3.

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Gu Lixia, Wang Junling y Peng Jing. "Market positioning based on consumers' brand preference". En 2011 International Conference on Business Management and Electronic Information (BMEI). IEEE, 2011. http://dx.doi.org/10.1109/icbmei.2011.5920419.

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Krivtsova, Evgenia. "Special Events In Positioning The Territorial Brand". En International Scientific Conference «Social and Cultural Transformations in the Context of Modern Globalism» dedicated to the 80th anniversary of Turkayev Hassan Vakhitovich. European Publisher, 2020. http://dx.doi.org/10.15405/epsbs.2020.10.05.80.

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Zhao, Weihong y Yang Liu. "Research on Role Positioning in Place Brand Internationalization". En Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/ssmi-18.2019.104.

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Aulina, Lendy y Elevita Yuliati. "The Effects of Green Brand Positioning, Green Brand Knowledge, and Attitude towards Green Brand on Green Products Purchase Intention". En International Conference on Business and Management Research (ICBMR-17). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icbmr-17.2017.50.

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Duzcu, Tuba. "BRANDING AND BRAND POSITIONING IN PHARMACEUTICAL SECTOR: A RESEARCH". En SGEM2011 11th International Multidisciplinary Scientific GeoConference and EXPO. Stef92 Technology, 2011. http://dx.doi.org/10.5593/sgem2011/s22.107.

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Xiao, Ya y Fei Teng. "Research On The Influence Of Advertisement Positioning On Brand Shaping". En 2015 International Conference on Economy, Management and Education Technology. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/icemet-15.2015.58.

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Xu, Yang. "Research on Dynamic Multi-Dimensional Positioning of Customized Clothing Brand". En 2016 4th International Conference on Mechanical Materials and Manufacturing Engineering. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/mmme-16.2016.189.

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Du, Jie y Yawen Wang. "The Relationship Between Brand Positioning and Packaging Color of Chocolate". En 4th International Conference on Arts, Design and Contemporary Education (ICADCE 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icadce-18.2018.120.

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