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Articles de revues sur le sujet "Brand name products – Planning"
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Xie, Tao, Jianguo Du, Kofi Baah Boamah, Lingyan Xu et Mingyue Ma. « The Internal and External Factors of Environmental Destructive Behavior in the Supply Chain : New Evidence from the Perspective of Brand-Name Products ». Sustainability 15, no 5 (4 mars 2023) : 4605. http://dx.doi.org/10.3390/su15054605.
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Frequent environmental incidents in the supply chains of brand-name products have dire consequences on the ecological environment and in terms of social development. There have been few considerations of supply chains and enterprise characteristics included in previous research. This paper focuses on the supply chains of brand-name products, and systematically identifies principal factors that influence environmentally destructive behaviors in the supply chain of brand-name products from internal and external viewpoints of the supply chain. Considering the characteristics of the polluting industries, 416 valid questionnaires were obtained by investigating the supply chain of brand-name products in chemical, mechanical, food, and agricultural products, the light industry, and other industries. The results show that: (1) environmentally destructive behavior is differently exhibited in different industries among the investigated supply chains of brand-name products; (2) the enterprises’ attitudes, policies, and investments in pro-environment approaches play a fundamental role in the environmental management of the brand-name products supply chain; (3) environmental legislation and public supervision have significant effects on the environmental management of the brand-name products supply chain; (4) only when environmental regulation is combined with environmental legislation and public supervision is a restriction of environmentally destructive behavior in the supply chain of brand-name products triggered. Thus, we suggest that the attribution and sharing mechanisms of environmental responsibility in the supply chain of brand-name products should be established; a “push-pull-anchor” mechanism and coordinated co-governance supervision system for environmentally destructive behavior in the supply chain of brand-name products should be built.
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Dana Kristiana, Fitri, Maulidian Maulidian et Arman Arman. « PERENCANAAN NAMA MEREK (BRAND NAME) MANISAN MANGGA INDRAMAYU KERING BERBASIS NILAI PELANGGAN (STUDI KASUS : PRODUK INOVASI BALAI BESAR PASCAPANEN, BOGOR, JAWA BARAT) ». Jurnal Bioindustri 3, no 2 (30 mai 2021) : 613–27. http://dx.doi.org/10.31326/jbio.v3i2.822.
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A study on brand name planning candied dried mango indramayu based on customer value. The purpose of this study is to identify the customer profile, design a value proposition and plan the brand name of candied dried mango products. The results showed that the needs of the millennial generation were choosing the place, buying and bringing the product home; looking for healthy snacks; have a healthy and ideal body; avoid foods that are too sweet and too sour. They also have a problem (pains) when consuming dried mango candies which are pieces of mango are too thin, the taste is too sour, the sugar layer is too much, and there is a bitter taste when eaten. Besides the desire (gains) millennial generation including the taste is not too sour and sweet, do not use harmful preservatives, use quality mangoes, affordable prices, attractive product packaging and easy to carry everywhere. Subsequently, "Mat Mango" was obtained as the brand name of the dried mango candy which was chosen based on the results of the most votes from respondents.
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Jammulamadaka, Nimruji, Prashant Mishra et Biswatosh Saha. « Mio Amore : surviving brand change in transition economy ». Emerald Emerging Markets Case Studies 7, no 1 (19 avril 2017) : 1–28. http://dx.doi.org/10.1108/eemcs-06-2016-0129.
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Subject area This case is about a food brand with franchisee stores which has implemented a brand change initiative in the Indian emerging market. Study level/applicability This case is suitable for MBA level students in courses like strategic brand management, marketing in emerging markets and retail management. Issues relate to brand name change management, building and securing channel cooperation in brand change, channel peculiarities in emerging markets and franchisee institutional support systems in emerging markets like India. Case overview The case documents the process followed by Switz Foods Private Limited (SFPL) in planning for and implementing a “brand-name” change across its 150-plus stores retailing fresh bakery products. The switch away from a 20-year-old food brand that had carved out a place in the popular culture of the community in Kolkata was risky. While opinion inside the organization was divided on whether to use mass media to communicate the brand-name change to its customers, the company finally decided to rely only on in-store signage and product packaging. SFPL took into confidence the franchisee retail store owners, a key stakeholder group with whom it enjoyed a long-term trusted business relation, and relied on their support to implement a smooth transition. It shows how in the context of the bazaars in transition economies, trust-based business relations and word-of-mouth reputation can often provide frugal managerial alternatives. Expected learning outcomes The three main learning objectives are: planning for a brand name transition, which includes three parts: generating consumer insights and using the data to aid decision-making in choosing a brand name and developing a brand campaign; overcoming network or business partner resistance/uncertainties associated with a brand name transition; managing customer perceptions before and after brand-name transition. Second learning objective included understanding risks in a franchisor–franchisee relationship. Third included appreciating the significance of trust-based relationships in managing transition economies. Subject code CSS 8: Marketing.
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Bojanowska, Agnieszka Barbara, et Agnieszka Surowiec. « Effects of Brand Experience : The Case of The Witcher Brand in the Eyes of Polish Customers ». Sustainability 14, no 21 (1 novembre 2022) : 14274. http://dx.doi.org/10.3390/su142114274.
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This article addresses the issue of brand recognition in the context of its elements and the products that use it. This is a study of customer experience with the brand. The example of The Witcher brand was chosen for consideration as this brand has recently been extremely popular both in Poland and other countries. The purpose of this article is to indicate the course of The Witcher brand formation process in the eyes of Polish consumers in relation to selected products related to the brand. The aim of the article is realized through research conducted by a diagnostic survey method among 538 respondents. The survey was conducted via an online questionnaire in February 2022. The results obtained allowed us to conclude that customers who have known the brand for more than 5 years pay attention to it primarily through books, not just a game or series. The article also indicates that customers who have seen advertising with The Witcher characters buy products related to the brand. However, the research did not confirm that The Witcher brand recognition is most strongly supported by the Netflix production. This research may have practical implications (e.g., for entities using the Witcher image or name in their products) and theoretical ones (including to expand knowledge of branding mechanisms for many products using it). Further research direction for the future can be indicated: research should be expanded to other countries, as The Witcher brand is recognized almost all over the world.
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Kurniawan, Agnikafitriya, Hanny Hafiar et Anwar Sani. « Proses Corporate Rebranding Framework oleh PT. Telekomunikasi Seluler Indonsesia ». Koneksi 6, no 2 (2 novembre 2022) : 466–76. http://dx.doi.org/10.24912/kn.v6i2.19515.
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In the digital era, Telkomsel is trying to commit and continue to adapt by carrying out corporate rebranding, which aims to change the company's brand image, which is quite old in the public eye. Through the descriptive research method, the researcher wants to analyze the "Corporate Rebranding Framework process by PT. Telekomunikasi Seluler Indonesia" to find out the stages of the corporate rebranding process carried out by Telkomsel. This study aims to determine the three stages of the Telkomsel rebranding process. The results of this study reveal that in the analysis phase, Telkomsel conducted a survey to introspect the brand that was used as the basis for identifying opportunities; Telkomsel decided to retain the company name and corporate colour brand elements, while the logo, font, and certain product elements were removed; at the planning stage, Telkomsel decided to carry out a renaming strategy by not changing the company's brand name; Telkomsel determines the marketing plan by combining three products into one.. Telkomsel also communicates with internal parties by disseminating information about corporate rebranding via office e-mail and internal WhatsApp Groups; At the evaluation stage, Telkomsel collaborates with international agencies to conduct surveys and monitor the Brand Equity Index of new products and corporate identities. Di era digital, Telkomsel berusaha berkomitmen dan terus beradaptasi dengan melakukan corporate rebranding yang bertujuan untuk mengubah brand image perusahaan yang sudah cukup tua di mata publik. Melalui metode penelitian deskripti, peneliti hendak menganalisis “proses Corporate Rebranding Framework Oleh PT. Telekomunikasi Seluler Indonesia”, untuk mengetahui tahapan proses corporate rebranding yang dilakukan oleh Telkomsel. Penelitian ini bertujuan untuk mengetahui tiga proses tahapan dalam rebranding Telkomsel. Hasil dari penelitian ini mengungkapkan bahwa pada tahap analisis, Telkomsel mengadakan survei untuk mengintrospeksi merek yang dijadikan landasan untuk mengidentifikasi peluang; Telkomsel memutuskan untuk mempertahankan nama perusahaan dan elemen merek corporate color, sedangkan elemen logo, fontype, dan beberapa produk tertentu dihilangkan; pada tahap perencanaan, Telkomsel memutuskan untuk melakukan renaming strategy dengan tidak mengubah nama merek perusahaan dan mengubah target audiens perusahaan; Telkomsel menentukan marketing plan dengan menggabungkan tiga produk menjadi satu dan melakukan riset mengenai kebutuhan pelanggan. Telkomsel juga melakukan proses komunikasi pada pihak internal dengan menyebarkan informasi mengenai corporate rebranding melalui e-mail kantor dan Grup WhatsApp internal; pada tahap evalusi, Telkomsel melakukan kerjasama dengan agensi internasional untuk melakukan survey dan memantau Brand Equity Index terhadap produk dan identitas perusahaan yang baru.
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Yuwono, Prasetya Eko, Rudi Irawanto et Novian Wahyu Firmansyah. « Rebranding CV Creative Steel sebagai Upaya Meningkatkan Brand Awareness ». JoLLA : Journal of Language, Literature, and Arts 3, no 8 (31 août 2023) : 1230–51. http://dx.doi.org/10.17977/um064v3i82023p1230-1251.
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Berdiri tahun 1991, Creative Steel memulai usaha menjadi supplier di salah satu instansi, dan berkembang hingga sekarang menjadi perusahaan yang bergerak dibidang layanan jasa meliputi general constructor, fabrication, and supplier. Pada tahun 2008, perusahaan ini terdaftar secara legal dengan nama CV Sinar Mandiri. Seiring berjalannya waktu, karena nama Sinar Mandiri bersifat terlalu general dan kurang sesuai dengan bidang industrinya, maka pada tahun 2021 perusahaan memutuskan mengubah namanya menjadi Creative Steel, perubahan nama tersebut disertai dengan perancangan identitas visual dan media promosi. Namun, karena media promosi tidak dikelola secara konsisten, membuat branding yang telah dilakukan menjadi kurang maksimal. Oleh karena itu, perusahaan mengambil langkah rebranding dan merumuskan strategi baru berupa ekspansi pangsa pasar dan diversifikasi program layanan dengan tujuan meningkatkan brand awareness serta meningkatkan pendapatan perusahaan. Rebranding menggunakan metode Wheeler yang memiliki lima tahap perancangan meliputi conducting research, clarifying strategy, designing identity, creating touchpoints, and managing asset. Pembaruan identitas visual menghasilkan logo sebagai media utama, dan media pendukung berupa GSM, media administratif, media marketing, dan merchandise. Kata kunci: rebranding; CV Creative Steel; brand awareness Rebranding of CV Creative Steel as an Effort to Improve Brand Awareness Established in 1991, Creative Steel start its business as a supplier in an agency and grows until now becomes a service company including general constructor, fabrication, and supplier. In 2008, this company was legally registered by the name of CV Sinar Mandiri. As time goes by, the name of Sinar Mandiri is too general and not really suitable for the industry. Therefore, in 2021 the company decided to change its name to Creative Steel. The name changing is followed with visual identity and promotion media designing. However, since the promotion media is not managed consistently, it makes the branding less optimal. Therefore, the company takes the rebranding steps and formulate a new strategy in the form of market share expansion and service program diversification. Its aim is to increase brand awareness and company’s earning. Wheeler method is used in the rebranding. It has five stages of planning including conducting research, clarifying strategy, designing identity, creating touchpoints, and managing asset. Visual identity update produces a logo as a main media and GSM, administrative media, marketing media, and merchandise as a supporting media. Keywords: rebranding; CV Creative Steel; brand awareness
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Rajagopal, Dr. « Architecting MexGro : introducing online experience for shopping ethnic products ». Emerald Emerging Markets Case Studies 3, no 5 (14 novembre 2013) : 1–11. http://dx.doi.org/10.1108/eemcs-10-2013-0196.
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Subject area Marketing plan; virtual shopping; consumer behavior. Study level/applicability Undergraduate. Case overview This case discusses the e-commerce plan of new online grocery company in Mexico, MexGro, which is planning to emerge as low-cost outlet as compared to the brick-and-mortar establishments in the market. MexGro is an online grocer with a round-the-clock call center to process phone-based orders and to provide customer support. The grocery online company is aimed at setting up a virtual grocery shop by the name of MexGro S.A de C.V to serve cross-cultural products to the Hispanic and Asian communities in Mexico. The MexGro, being a virtual shop, need not pay for checkout clerks; display cases, or parking lots, online grocers can drop prices below those of retail stores and remain profitable. This case explores online consumer-shopping behavior, the economics of online and offline grocery distribution, and the challenges of uniting a pure information business with a mundane package delivery service. Expected learning outcomes This case may be discussed towards learning developing effective online marketing planning strategy for the niche markets. The specific learning objectives of the case are: to analyze the virtual marketing planning constituents for developing customer-centric marketing within a niche and explore the possibilities of sustainable business growth to encourage strategic thinking towards developing online marketing plan and develop effective communications among the consumers and to address the critical online planning issues, such as what are the prospects for grocery shopping on the internet. The case allows students to grapple with the strategic and tactical decisions on planning for the online marketing companies. Students will also become familiar with key questions/issues raised by the various executives of the company in formulating the online marketing plan for ethnic grocery in a niche business environment: the case challenges students to think about how online grocer creates the most value for customers and how grocer will likely be able to overcome the competition from the brick-and-mortar grocers. Should Wal-Mart be aggressive in launching its grocery brand? The case raises issues to debate on how the organizational and system decisions are faced by managers in developing a virtual shopping culture in Mexico as the company has the goal to move among more efficient competitors in the supermarket industry, and How the online marketing plan can be implemented within a niche. This case study would take students through the rise of a private brand to the strategies of its sustainability in the competitive marketplace. This case illustrates the importance of using new variables in developing an effective marketing plan when companies reinforce their products in the niche markets. The discussion in the case allows students an opportunity to evaluate online marketing planning and their brands in a niche as well as in a competitive marketplace. 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.
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Campa, Domenico, Mariateresa Torchia, Chiara Rachele Caterina Marcheselli et Patrice Sargenti. « Founder succession and firm performance in the luxury industry ». Corporate Ownership and Control 17, no 2 (2020) : 88–96. http://dx.doi.org/10.22495/cocv17i2art8.
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Top management succession may be a real threat to the long-term profitability of companies, in particular when it involves the founder whose name also identifies their brand and their products. This is extremely important in the luxury sector where loyalty, trust and the image of brands in consumers’ minds may be affected by the succession process, especially when the founder has no direct heir to ensure continuity of the family firm. Through an analysis of three case studies, as well as a questionnaire distributed to active consumers of luxury products, this study aims to understand whether and how a brand can successfully survive after the death of its founder and whether the purchasing behaviour of customers changes after a founder succession takes place. Our findings reveal that the lack of a clear and structured succession plan may significantly threaten the survival of companies. In addition, our evidence indicates that the purchasing intention of luxury consumers is linked more to the bond and the values that they share with the founder than to the quality of the goods purchased. Accordingly, our results provide insights and suggestions concerning the optimal approach to follow when companies with heirless founders are planning a succession and highlights that the success and the survival of such entities is linked to consumers’ perceptions of the extent to which there are continuity and alignment between the values of the founder and those of their successors.
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Yustianingsih, Lidia, Ali Mufid, Mohd Hafidz Mahamad Maifiah et Setiyo Gunawan. « Comparison Study of Halal Management System in Indonesia and Malaysia ». Halal Research Journal 4, no 1 (29 février 2024) : 39–55. http://dx.doi.org/10.12962/j22759970.v4i1.1027.
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Halal standards between countries were varied, potentially leading to differences in halal product status decisions. In developing global halal standards, Indonesian and Malaysian halal standards were often used as references. This research aimed to gain a deeper understanding of the halal management systems in Indonesia and Malaysia in order to identify differences and similarities in halal regulations and management, including animal slaughtering practices. The halal management systems in Indonesia and Malaysia are mainly comparable. Some non-conforming differences include the certification procedure, certificate validity period, the halal products category, and the number of internal halal committees. Some essential differences are the halal certificate compulsoriness, stunning regulation, and the product name, brand, or synonym considered to be halal. The additional procedure used after slaughter, thoracic sticking, has become an emerging issue in developing a Mutual Recognition Agreement (MRA) of halal certificates for domestic products between Indonesia and Malaysia.
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Nursilah, Dede, et Heny Hendrayati. « PENGARUH BRAND POSITIONING “EVERYDAY IS HOLIDAY” TETHADAP KEPUTUSAN PEMBELIAN PAKET WISATA DI MARGA TOUR BANDUNG (Survei terhadap pengambil keputusan pembelian paket wisata tahun 2011-2013 di Marga Tour Bandung) ». Journal : Tourism and Hospitality Essentials Journal 5, no 1 (6 avril 2016) : 849. http://dx.doi.org/10.17509/thej.v5i1.1999.
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The development of tourism in the Bandung become great opportunities for entrepreneurs in the tourism industry including tour and travel business, including Tour Operator. Tour Operator is a company that has activities on planning and organizing the trip for the purpose of tourism (tours). Marga Tour which is under the auspices of PT Marga Indonesia is offering tour packages as its products and services. In the years 2011-2013 the tour packages sales Marga Tour has decline. The solutions fot that problems, the managements of Marga Tour have strategy to put the name Marga Tour in the minds of consumers or in marketing theory called as brand positioning. Through the brand positioning “everyday is holiday”, Marga Tour hopes to increase sales of tour packages. The type of this study is descriptive and verificative, the sampling technique that is used is proportionate stratified random sampling. The sample size was calculated with the formula of Slovin and the result is 90 respondents. The data analysis technique used is the technique of path analysis. Based on the results of the statistical test result, the brand positioning “everyday is a holiday” which consists of defining and communicating the competitive frame of reference, points of parity and points of difference has influence towards purchase decisions of tour packages in Marga Tour Bandung, either simultaneously or partially.
Thèses sur le sujet "Brand name products – Planning"
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Fok, Gary S. « The role of brands in corporate strategies in Hong Kong / ». Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404027X.
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Fok, Gary S., et 霍紹城. « The role of brands in corporate strategies in Hong Kong ». Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266484.
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Tomazel, Patricia Boaria. « A estratégia de marca única e sua interferência nas operações de serviço ao cliente : estudo de caso no grupo Tramontina ». reponame:Repositório Institucional da UCS, 2015. https://repositorio.ucs.br/handle/11338/957.
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A estratégia de marca única é adotada pelas organizações para que as mesmas possam estabelecer uma identidade estratégica, um reconhecimento e uma maior visibilidade frente ao mercado consumidor. No entanto, a estratégia de atuar com marca única ou extensão de marca, requer da empresa uma avaliação criteriosa sobre os benefícios e desgastes que tal decisão que irá desencadear sobre as operações de serviço ao cliente, responsáveis por gerenciar os serviços e a entrega de valor que estes podem entregar ao cliente ou consumidor. Desse modo, esse trabalho apresentou como objetivo principal, analisar a interferência que a estratégia de marca única da Tramontina causa nas operações de serviço ao cliente das unidades estratégicas de negócios do grupo empresarial. Ao identificar e analisar essas interferências, foi possível mensurar o seu nível, sobre as operações internas das diferentes unidades do grupo e, por consequência, a clientes e consumidores do grupo empresarial. Dentre os agentes envolvidos, o campo de estudo é composto pelas dez unidades estratégicas de negócio do grupo Tramontina que utilizam a extensão de marca em seus produtos e serviços. O estudo foi desenvolvido como um estudo de caso, com pesquisa qualitativa, de caráter exploratório, implementada por meio de observações diretas, pesquisa documental, entrevistas individuais em profundidade, envio de formulário com questões abertas, com 25 integrantes do grupo Tramontina e 10 clientes das dez unidades estratégicas de negócio do grupo empresarial. A análise de conteúdo realizou-se por meio da categorização e interpretação dos dados. Como resultados, identificou-se que a estratégia de marca única facilita a entrada de novos produtos ao mercado, resultando na lembrança na memória dos clientes, tanto positiva como negativa. Porém, se a organização que utiliza a extensão de marca não possuir um serviço ao cliente, estruturado nas fases pré-transacionais, transacionais e pós-transacionais, com linha de frente e retaguarda definidos, o valor da marca, a lealdade e a satisfação do cliente consumidor serão afetadas. No caso específico do grupo analisado por esse trabalho, identificou-se que a linha de frente na fase pós-transacional não possui um padrão de estrutura, assim como, não ocorre uma centralidade com relação aos serviços, do mesmo modo que ocorre com a marca. Nesse sentido, este estudo pode auxiliar as empresas detentoras de marca única a planejar suas operações de serviço ao cliente como fator competitivo e a compreender as interferências desse tipo de estratégia de marca sobre suas operações.Submitted by Ana Guimarães Pereira (agpereir@ucs.br) on 2015-06-25T14:15:56Z No. of bitstreams: 1 Dissertacao Patricia Boaria Tomazel.pdf: 5728825 bytes, checksum: 698f8fdd3607de038456bb27d9844b70 (MD5)
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The only brand strategy is adopted by organizations to allow them to establish a strategic identity, recognition and greater visibility across the consumer market. However, the strategy of working with one brand or brand extension, the company requires a careful evaluation of the benefits and wear this strategic decision will trigger on the customer service operations, responsible for managing the services and the value delivered to the customer or consumer. Thus, this work owned as main objective to evaluate the effect that the single brand strategy Tramontina causes in customer service operations, strategic business units of the business group. To identify and analyze the interference was possible to measure the level of the internal operations of the different units of the group and consequently, the customers and consumers of the business group. Among the agents involved, the study field is composed by ten strategic business units of Tramontina’s group, using the brand extension in their products and services. The study was conducted as a case study with qualitative, descriptive exploratory, implemented through direct observation, document research, individual interviews, form submission with open questions, with 25 members of the Tramontina’s group and 10 guests from ten strategic business units of the business group. Content analysis was performed by means of categorization and interpretation of data. As a result, it was found that the only brand strategy facilitates the entry of new products to market, resulting in remembrance in memory of customers, both positive and negative. However, if the organization uses the brand extension does not have a structured customer service in the pre-transactional, transactional and post-transactional stages, with front line and rear set, brand value, loyalty and customer satisfaction and consumers will be affected. In the specific case of the group analyzed for this work, it was found that the front line in the post-transactional phase does not have a standard structure, and does not occur centrality regarding the services, just as occurs with the brand. Thus, this study can assist companies with only brand to plan their customer service operations as a competitive factor and understand the interference of this kind of brand strategy, on its operations.
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Mugobo, Virimai. « Re-branding Zimbabwe : a transformative and challenging process ». Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/2091.
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Thesis (DTech (Marketing))--Cape Peninsula University of Technology, 2013.During the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. Nation branding has now become one of the critical drivers for country differentiation and the creation of sustainable competitive advantages for nations. This thesis explores the concept of nation branding and investigates its applicability to Zimbabwe, a country which has been riddled with various socio-economic and political challenges during the past two decades. The main purpose of the thesis was to develop a model that can be used to re-brand Zimbabwe. This research study adopted a mixed-methods approach through the amalgamation of both qualitative and quantitative research methodologies. A survey questionnaire was administered to respondents who included Zimbabweans as well as people who are not Zimbabwean citizens. The qualitative phase of the research study consisted of depth interviews with various branding practitioners, managers in both the private and public sectors and academics inside and outside of Zimbabwe. Four summarised case studies were also carried out in order to draw lessons from cases of successful and unsuccessful nation branding programmes in different parts of the world. According to the research findings, Zimbabwe has a negative image on the global map. The country needs to be re-branded and the majority of Zimbabweans are willing to be part of this process. However, for the re-branding initiative to be successful there should be a comprehensive transformation of the country's socio-political, economic and legal systems in order to create an enabling environment that is conducive for the effective application of nation branding strategies. The findings further reinforce the notion that re-branding should be part of a broader national economic development strategy for the country. The thesis concludes with the propagation of two models viz, the transformative process model for the re-branding of Zimbabwe and the re-branding as a transformative learning process model.
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Kong, Wa-nam Wallace. « Brand image in China / ». Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1404030X.
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江華南 et Wa-nam Wallace Kong. « Brand image in China ». Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1995. http://hub.hku.hk/bib/B31266538.
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Scott-Kolarova, Elizabeth. « Brand portfolio strategy in the wood products industry : consideration of brand assocations in a co-branding environment / ». Thesis, Connect to this title online ; UW restricted, 2008. http://hdl.handle.net/1773/5500.
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Liu, Ziyu. « Celebrity endorsements of branded apparel and its role in printed advertising ». Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.
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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.
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Widing, Robert E. « Computer-assisted and static information provision formats : comparisons on reactions, time, and decision quality / ». Connect to resource, 1986. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262269327.
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Kwan, Man Ching. « A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation ». HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.
Texte intégralLivres sur le sujet "Brand name products – Planning"
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Keller, Kevin Lane. Strategic brand management : Uilding, measuring, and managing brand equity. 3e éd. India : Prentice Hall, 2008.
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Larry, Percy, et Pervan Simon, dir. Strategic brand management. Oxford : Oxford University Press, 2011.
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Jean-Noël, Kapferer, dir. The new strategic brand management : Creating and sustaining brand equity long term. 3e éd. London : Kogan Page, 2004.
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Nafees, Lubna, Omkumar Krishnan et Tim Gore. Brand research. New Delhi : Macmillan India Ltd, 2010.
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Gerzema, John. The Brand Bubble. New York : John Wiley & Sons, Ltd., 2008.
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Kelley, Larry D. Advertising media planning : A brand management approach. 3e éd. Armonk, N.Y : M.E. Sharpe, 2012.
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1943-, Lebar Ed, dir. The brand bubble : The looming crisis in brand value and how to avoid it. Hoboken, NJ : Wiley, 2008.
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Gelder, Sicco Van. Global brand strategy : Unlocking brand potential across countries, cultures and markets. Sterling, Va : Kogan Page Limited, 2005.
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Young, Antony. Brand media strategy : Integrated communications planning in the digital era. New York, NY : Palgrave Macmillan, 2014.
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In-ho, Hwang, dir. Chiyŏk pŭraendŭ yuksŏng chŏllyak : Regional brand. Sŏul-si : Han'guk Saengsansong Ponbu, 2009.
Trouver le texte intégralChapitres de livres sur le sujet "Brand name products – Planning"
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Panigyrakis, George G., et Cleopatra A. Veloutsou. « Brand Manager’s Planning Role for Fast Moving Consumer Good Products ». Dans Global Perspectives in Marketing for the 21st Century, 182–85. Cham : Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_57.
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Häubl, Gerald. « Consumers’ Perceptions of Uni- and Bi-National Products : The Interaction of Country of Origin and Brand Name ». Dans Proceedings of the 1996 Multicultural Marketing Conference, 61. Cham : Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17395-5_12.
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Wenderski, Todd A., Christopher F. Stratton, Renato A. Bauer, Felix Kopp et Derek S. Tan. « Principal Component Analysis as a Tool for Library Design : A Case Study Investigating Natural Products, Brand-Name Drugs, Natural Product-Like Libraries, and Drug-Like Libraries ». Dans Methods in Molecular Biology, 225–42. New York, NY : Springer New York, 2014. http://dx.doi.org/10.1007/978-1-4939-2269-7_18.
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« Lesson 5 Brand-Name Products ». Dans Japanese Language and Culture for Business and Travel, 72–93. University of Hawaii Press, 1987. http://dx.doi.org/10.1515/9780824843311-008.
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Soler-Labajos, Neus, et Ana Isabel Jiménez-Zarco. « Country Brand Management ». Dans Global Branding, 943–69. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch045.
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In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to create and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world.
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Soler-Labajos, Neus, et Ana Isabel Jiménez-Zarco. « Country Brand Management ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 89–115. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0332-3.ch006.
Texte intégralRésumé :
In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to create and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world.
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Mathur, SB, Sudhakar Bokephode et DD Balsaraf. « The Power of Three ». Dans Indian Business Case Studies Volume VI, 107—C12.P33. Oxford University PressOxford, 2022. http://dx.doi.org/10.1093/oso/9780192869425.003.0012.
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Abstract It has three brands in play, but only flagship Volkswagen (VW) has captured significant space in mind and market. Now, the German auto group is looking to unleash the collective power of Skoda, VW, and Audi in India with the prospect of more brands being launched. Lutz Kothe first stepped on Indian soil in 2008 to attend the Auto Expo in New Delhi. At 4 am the head of marketing at VW India strode into the Park Hotel and, when checking in, said he was from Volkswagen. The name didn’t ring a bell with the front office staff. That’s when Kothe learnt his first lesson: Europe’s largest carmaker was a virtually unknown entity in India. Lesson No 2 was to follow soon. Kothe walked into the VW pavilion at the Expo but he couldn’t see any cars on display. Kothe panicked as the VW global board was scheduled to stopover. Then he realized why he couldn’t see the cars: they were all covered in dust. Over the next couple of hours he scurried around and got the place spick and span—in the nick of time before the board visit. Kothe’s second takeaway: if VW has to get it right in the country, it needs to marry German planning with Indian ingenuity. By all accounts, VW has been getting better at that endeavour with every passing year. It entered India late, but in just four years since it set up India operations, the German carmaker has sold a little over 1 lakh cars (till October 2011). Its seven models of compacts, sedans, and luxury cars have helped VW carve out a 3.5% market share—something the Detroit giants have not been able to do after more than a decade in the country. What’s more, the VW group is not a one-horse wonder. Globally, it owns a clutch of marquee auto names, from Audi, Bentley, and Lamborghini to Porsche, SEAT, and Skoda. In India, the group is present with three of these brands—Skoda came in first a decade ago, and Audi and VW hit Indian roads in 2007. The troika has still to collectively pull its weight in the group’s quest to become a carmaker to reckon with. But if ever there was a time to get the show on the road, it is now. The current slowdown notwithstanding, demand for and interest in passenger vehicles-from small cars to high-end luxury coupes-have heightened. That has emboldened the VW group to consider getting in more of its brands into the country-one-time Spanish auto major SEAT is likely to be brought in under the VW umbrella, as are luxury brands Porsche and Lamborghini (currently, they are imported by independent dealers). The Long Road Ahead Even as things stand today, the presence and power of multiple brands—VW, Skoda, and Audi—gives VW a distinct edge over many of its multinational competitors. ‘No other car maker with every model being so distinct,’ says John Chacko, VW group chief representative for India. ‘But naturally it will be the core brand that will have a lot of load on itself, in terms of (absorbing) investment, suppliers and volumes,’ adds Chacko. Backed by hatchback Polo and sedan Vento, the ‘core brand’s’ sales jumped 10-fold in 2010 to 32,627 units over a year ago. Till October 2011, that figure had more than doubled to a little over 66,000. Like most global carmakers, VW has adopted a top-down strategy, entering with the Passat and the Jetta (a large and a small family car, respectively). But it was only after the entry of the Polo (in early 2010) and the Vento (in mid-2010) that the pace of VW’s sales quickened. The company is now eyeing a market share of 10% by 2015. A chunk of that growth will come from the launch of the compact car up in a segment one rung lower than the Polo, by early 2013, benefits across the three brands. One synergy is in manufacturing. In 2006, VW invested Rs 3,300 crore in a factory in Chakan on the outskirts of Pune to produce the high-volume Polo and Vento. The unit, which can produce 1,30,000 units annually, also makes the premium compact, the Skoda Fabia, and will also roll out the soon-to-be-launched Skoda Rapid sedan.
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Paul, Baines, Rosengren Sara et Antonetti Paolo. « Branding Decisions ». Dans Marketing. Oxford University Press, 2022. http://dx.doi.org/10.1093/hebz/9780192893468.003.0012.
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This chapter covers the process behind branding decisions. It refers to a brand as the added value a product or service is granted in consumers' minds when identified as different from other products. Moreover, brands represent opportunities for both consumers and organizations to buy and sell products and services easily, more efficiently, and relatively quickly. The chapter then highlights the importance of choosing a name for a brand, which in turn builds the foundation for building salience. Branding strategies, like individual, family, and corporate branding, can provide direction, consistency, and brand integrity within an organization's portfolio of brands. The chapter then considers different perspectives on brand equity and its relationship using the brand-value chain.
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Freeman, Matthew. « Author-as-Franchise-Product ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 53–73. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8342-6.ch003.
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This chapter explores the historical relationship between the branded media entertainment of Tarzan and the rise of consumer culture in the 1920s and 1930s. It argues that the transmedia licensing of this property across pulp magazines, comics, and radio reflected the growing embrace of brand-franchise logics throughout the business landscape of America at that time. I offer the metaphor of ‘stepping stones' to understand the brand linkages between these different media products in which consumption of one product led to the consumption of another. More importantly, I analyse the function of Tarzan creator Edgar Rice Burroughs and his company, suggesting that his visibility as franchise-author played a crucial role in constructing these brand linkages between media products. Contextualised as part of the very different cultural landscape of 1920s and 1930s consumer culture, I demonstrate how an authorial name operated commercially as much as a corporatised component of the branded entertainment products of Tarzan as the Tarzan character himself.
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Dacko, Scott G. « H ». Dans The Advanced Dictionary of Marketing, 248–58. Oxford University PressOxford, 2007. http://dx.doi.org/10.1093/oso/9780199285990.003.0008.
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Abstract A cognitive bias where a perception of a particular characteristic or quality has an aural influence on perceptions and judgment beyond the characteristic or quality as a result of some association. Based on pioneering research by Thorndike (1920), the halo effect characterizes the situation where positive trait perceptions influence judgments of related traits, while the ‘horns and halo effect’ term characterizes any such influence. The effect is a form of cognitive bias which may present itself in perceptions of judgments of individuals, organizations, products, brands, service experiences, and the like. An example is where individuals perceiving a brand to be strong in an aspect such as name recognition or aesthetics in product design have subsequent positive perceptions of lesser-known qualities such as product durability and reliability. Whereas halo effect refers to positive aural influences, negative influences are sometimes referred to by the ‘horns effect’ term. Marketers must seek to be aware of halo effects in the consumer’s perceptions of a marketer’s offerings and should strive to leverage such effects. In the case of a brand, certain halo effects may be used strategically, as in the case where a well-received new product under the company’s brand name enhances the perceived value of all of the company’s same branded products and enables the firm to introduce more easily another new product under the same brand as well.
Actes de conférences sur le sujet "Brand name products – Planning"
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Cotticelli‑Kurras, Paola. « Multiculturalism in Italian brand names : a case study of sport products ». Dans International Conference on Onomastics “Name and Naming”. Editura Mega, 2022. http://dx.doi.org/10.30816/iconn5/2019/49.
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While it is true that Italian brand names traditionally included Italian as the prevalent language, nowadays we find other languages in the formation of Italian commercial names. As for the use of foreign linguistic material, the increasing spread of English in commercial names is due to the process of globalization. In fact, in addition to English, other languages are employed in hybrid irregular neologisms, in which words or morphemes belonging to different languages are connected. Our linguistic analysis will enable us to trace the boundaries of the multicultural dimension of the Italian brands of companies that make mountaineering products, collected in a database of 2000 items.
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Munteanu Siserman, Mihaela. « Beer names between locality and multiculturalism ». Dans International Conference on Onomastics “Name and Naming”. Editura Mega, 2022. http://dx.doi.org/10.30816/iconn5/2019/60.
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The shifts which have appeared in Romanian culture after its transition to market economy can also be seen in language – for instance, in the choice of trade names. The corpus analysed draws attention to two aspects: on the one hand, the onomastic tendency of being conservative, which can be accounted for by the producers’ wish to preserve brand names, due to their connection with tradition or status as landmarks among local brands in the food industry: (the beer brands) Bucegi, Ursus, Silva, Azuga. On the other hand, Romanian beer brands mirror the openness towards a foreign market, which is (also) salient in the brand names and is underpinned by various reasons: (the beer brands) Bergenbier, Tuborg, Staropramen. At the same time, the emergence of craft beers has favoured the occurrence on the corresponding market of onomastic innovations and novel associations in the naming of these products.
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Kamijo, Koichi. « Future Sales Estimation using Patents ». Dans 9th International Conference on Computational Science and Engineering (CSE 2021). Academy and Industry Research Collaboration Center (AIRCC), 2021. http://dx.doi.org/10.5121/csit.2021.112404.
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We propose a model to improve estimation accuracy of the future sales volume, focusing on pharmaceutical products, from their patents. Our approach is based on an analysis of patents obtained in the early development stages of the products. The development of pharmaceuticals often takes a long time (up to several decades in some cases), and the costs are huge, even exceeding one billion USD for just one product. Therefore, it is strongly desirable to estimate future sales volume at an early stage. One piece of information potentially useful for the estimation is the brand, i.e., the name of the developing company. Our model learns the sales volume and words used in multiple patent specifications and also focuses on the extent to which “seasonal” words are used. Experiments showed that our model much improved the accurately of the sales volume estimation compared with the case of just estimating from its brand name.
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Ondemir, Onder, et Surendra M. Gupta. « End-of-Life Decisions Using Product Life Cycle Information ». Dans ASME 2008 International Mechanical Engineering Congress and Exposition. ASMEDC, 2008. http://dx.doi.org/10.1115/imece2008-67039.
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The concept of disassembly-to-order (DTO) has recently become popular. The goal of DTO is to determine the optimum number of end-of-life (EOL) products to be disassembled in order to fulfill the demand for components and materials such that some desired criteria of the system are satisfied. However, the outcome of this problem is fraught with errors. This is due to the unpredictable circumstances of the EOL products which stem from many sources such as the operating environment, different usage patterns and customers upgrades. If one could get advanced information about the status of the products, it could prove to be quite invaluable in making EOL management decisions. Advanced product information consists of two types of data, viz., static and dynamic. The static data consists of the product name, the brand name, the model type, etc. The dynamic data consists of cumulative data covering the circumstances to which the product was subjected to during its useful life. Capturing these data has become an important goal of many manufacturers. Numerous technological advances and the availability of various monitoring devices, embedded in products, offer us with many product monitoring and data collection alternatives. In this paper, an integer program is developed to model and solve the DTO problem that utilizes the captured data from EOL products. A numerical example is considered to illustrate the use of this methodology.
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Niemir, Maciej, et Beata Mrugalska. « Product Data Quality in e-Commerce : Key Success Factors and Challenges ». Dans 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001626.
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This paper discusses basic attributes which are entered to product data in selected e-commerce platforms. For this aim, we selected and analyzed a group of attributes such brand name, product image, net content, product classification and sale country. We also reviewed the platform developers which are commonly used in e-commerce. It allowed us to provide their best practices. Furthermore, for each of the selected product attributes, an analysis was carried out in reference to presence, mandatory field and data input validators. The research results point out inconsistencies in the basic attributes of the product which lead to low product quality data. The lack of commonly available and standardized data, which could describe products, makes manufacturers create own recommendations for the e-commerce market. Furthermore, they even generate and develop their own meaning of some data. Therefore, it is urgent to undertake steps to be able to recognize correctly e-product data as this market is still new one. On the other hand, the meaning of e-product data can be greater or even different in comparison to a traditional trade. This paper provides recommendations for managers of e-commerce platforms how to cope with e-product data using a single standard for product master data and common product identifier to increase quality of e-product data.
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Alizon, Fabrice, Steven B. Shooter et Timothy W. Simpson. « Assessing and Increasing Product and Family Differentiation in the Market ». Dans ASME 2006 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2006. http://dx.doi.org/10.1115/detc2006-99538.
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To help guarantee profit and stability in today’s global market, companies must focus on the differentiation of their products. Successfully differentiated products will attract customers, generate revenue and benefit the brand image, whereas a banal product can lose money and leave a bad impression in the market. Many large companies have recently lost significant market share in part due to poor product differentiation. This paper introduces four indices to assess this differentiation at two levels—family and market—based on product function and function attributes. At the family level, the Product Differentiation Index (PDI) assesses the differentiation between a product and other products in the rest of the family and also the differentiation within the family. At the market level, the Family Differentiation Index (FDI), Family Coverage Index (FCI), and Family Un-coverage Index (FUI) assess the differentiation, the coverage, and the un-coverage of a family with another, and/or with the rest of the market, respectively. These indices help designers and marketers evaluate the positioning of their products and support product family planning. A case study involving two competitive single-use camera families is presented.
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Marrone, Teresa, et Pierpaolo Testa. « Brand algorithms and social engagement in digital era ». Dans 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002562.
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The world we live in today is pervaded by digital, the net is increasingly present and mixes the dimensions of the physical and the virtual, changing the way we understand, decide and evaluate things and also the way we do business. Artificial intelligence (AI) and related technologies are transforming the way we think and do marketing and the way companies relate to consumers and society.Internet has assumed a key role in nurturing innovation within business ecosystems. AI, big data and Internet of things (IoT) are key drivers of the current revolution in the way of communicating and relating among both individuals and products. This change is mainly due to the impact of algorithms’ mediations on the creation of value and customer engagement.Recent years, growing attention has been devoted to consumer brand engagement through emerging technological platforms (e.g., social media/artificial intelligence-based). However, despite important knowledge advancement, much remains unknown regarding the effect of Consumers’ Technology-Facilitated Brand Engagement (CTFBE) on individuals’ wellbeing, thus determining an important research gap (Hollebeek and Belk, 2021). CTFBE comprises a vital social facet. Hollebeek and Belk (2021) define CTFBE as a consumer’s bloodedly volitional resource investment in technology-mediated brand interactions (Kumar et al., 2019; Hollebeek et al, 2020). Online behavioral customer engagement occurs because of the rise of the new media and the advancement of technology, which have changed the way customers connect and interact with firms (Jahn and Kunz, 2012). One of the most active channels for such an aim are social media (Gummerus et al, 2012) where customers share their own experiences, information, review brands and manifest enthusiasm, delight, or disgust about a brand with others (Hollebeek and Chen, 2014).Digital transformation has totally transformed the value creation process (Reinartz et al., 2019) revolutionizing the way of doing business using the large mass of available data and information, through sophisticated service platforms that increase both effectiveness and efficiency in the value creation processes. AI has been a key component of digital transformation, substantially affecting consumer decision-making (Duan et al., 2021).AI, big data and the IoT are supporting and / or automating many decision-making processes: product, price, channel, supply chain, communication, etc. The customer experience is also redesigned starting from new value creation objectives and can become a stimulus for the creation of new business models. This, in turn, can provide a customized experience that is highly valued by consumers (Lemon and Verhoef, 2016). While new technologies have brought more ways for customers to interact with brands and companies, digital technologies have similarly enabled the automation of company’s interactions with customers (Kunz et al., 2017).According to Kumar et al (2010), AI represents the enabling technology for the transformation of marketing theory and practices: the enormous availability of data, the explosion of the possibilities to reach and interact on the markets and an increased speed of transactions. AI-enabled digital platform helps organizations to attract their customers (Bag et al, 2021; Chawla and Goyal, 2021).An increasing number of marketing decisions already use artificial intelligence in some way, and with the rise of big data is becoming easier to incorporate AI into business practices. Marketers may develop a more effective and personalized communication approach (Mogaji et al., 2020). For this reason, today AI is adopted in all activities where classification, forecasts and clustering are useful or necessary to solve problems and support decisions (management of anomalies in processes, logistics and optimization planning, customer service and customization).In the contemporary world the ubiquity of digital has made fluid the distinctions between channels and has integrated two dimensions of reality (physical and virtual one in phygital), the management of complex processes has become agile and adaptive, the advantages of integration and dynamic use of resources condition the operation of entire businesses. Well, what influence all this changes, new technologies and brand algorithms will have on social engagement?Prior studies on artificial intelligence in service and marketing research have not addressed customer engagement (Kaartemo & Helkkula, 2018). Perhaps, even Kaartemo & Helkkula (2018) specifically called for more research to answer the question: “How can we improve customer engagement through AI?”The article proposal is theoretical/conceptual in nature and starts from an updated review of academic literature on the aforementioned topics, mainly within marketing and business management disciplines, to achieve an interpretative attempt of Brand algorithm and social engagement (role) in digital era. References on request.
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Megha, S., P. Anju et Aryamol. « Marketing in the Era of Metaverse ». Dans 2nd International Conference on Modern Trends in Engineering Technology and Management. AIJR Publisher, 2023. http://dx.doi.org/10.21467/proceedings.160.57.
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In the last ten years, especially since the COVID-19 pandemic, growth of digital socialization has dramatically increased. The concept of the met averse, a virtual parallel world where people& lives might be digitally copied, is emerging quickly as a result of Meta’s expanding digital revolution. Users in the met averse have their virtual personas represented by avatars in assimilated online community. Based on user choices and interactions, these virtual worlds continue to develop and expand. The met averse is yet another venue for people who enjoy collecting stuff to display their passions. Despite the fact that there are guiding principles that might guide the kinds of techniques used, the met averse is still a relatively unexplored platform that offers lots of opportunity for experimentation. The purpose of Met averse is to increase consumer engagement while delivering a seamless brand experience. Virtual reality, 3D, and artificial intelligence may be used to provide captivating and successful advertising for the younger generation in this new digital environment. A number of businesses have started working together strategically to introduce their products in the Metaverse. Metaverse has become a main goal for major corporations like Facebook, Microsoft, and Google in order to be at the forefront of creating this ground-breaking creation. With the intention of “bringing the met averse to life,” Face book even changed its name to Meta. The prospect of the met averse is currently more real than hypothetical. This study is carried out to throw light on how Metaverse is transforming marketing scenario.
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Cao, Huai, Xinyue Gong et Kaixuan He. « Multi-Scenario Design of D Enterprise's Agent Driving Products Based on QFD ». Dans 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001740.
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The advent of the new consumer era has led to rapid changes in order fulfillment scenarios and consumer needs. Merchants have also begun to expand multi-scenario and flexible real-time delivery services to meet different scenarios and consumer needs in a cost-effective manner. The rise of the "lazy economy" of the Z generation has also made instant delivery the "sweet pastry" in the Internet industry. In the past ten years, the agent driving market has flourished under the impetus of Chinese Internet companies, and with the changes in user needs, it has also extended to travel agent driving, business agent driving and other agent driving scenarios. However, with the normalization of the epidemic and the continuous changes in user needs, the agent driving industry is also facing considerable challenges. The specific problems are as follows: (1) In recent years, contemporary young people have changed their night lifestyles, the culture of workplace wine bureaus have become indifferent, and national control under the epidemic has caused KTV, bars and other entertainment venues to shut down one after another. The decline in the total market for drinking and drinking has forced the agency driving industry, which is dominated by the business of drunk driving, to find a second growth curve. (2) The driving products of various platforms are gradually becoming the same to a certain extent, and it is difficult to experience product differentiation. (3) With the substantial growth of the luxury car and new energy car market, the consumption level of head users of car-on-demand services has risen, and the existing car service market is showing a disconnection of the service link, which is in urgent need of digital transformation. Head users also put forward multi-scenario service requirements for on-demand driving. Therefore, broadening the service scenarios of the agent driving business, reversing the minds of users about driving on behalf of the drunk, and meeting the needs of users on behalf of the scene is the current research focus of scholars. Enterprise D is a global outstanding mobile travel platform, and its agent driving business is a branch of its business. The company’s current agent driving business is gradually being squeezed by a crowd of competing products due to its high service quality and high cost. The user's mind on the brand is still stuck in drunk driving, which makes it difficult to achieve breakthrough growth in GMV . This research takes D enterprise’s agent driving products as the research object, and conducts product expansion planning and research on its agent driving business through QFD theoretical methods. First of all, conduct scenario analysis and hierarchical decomposition of D enterprise’s customer needs. According to the principle of user demand analysis method KANO , analyze the current consumption needs and characteristics of D enterprise’s customers and potential customers, and determine the importance of user needs. Spend. Secondly, it analyzes the rising luxury car market and the new energy car market in the current automotive market, and uses QFD theory to transform user needs into a product development direction that can be used as a proxy driving platform to achieve GMV growth. It also analyzes the competitiveness of D enterprise, obtains the usability weight of the product expansion direction, and determines the key direction of D enterprise driving business scenario expansion. Finally, the product function upgrade and interactive interface optimization of the existing functions of the D enterprise’s agent driving platform will provide direction planning for the D enterprise’s agent driving business to achieve the second growth curve, reverse the user’s single mind on agent driving products, and enhance corporate competition ability.
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Ding, Wei, et Xinyue Yang. « Field Research of Environment Identity System Based on Corporate Identity System ». Dans 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002253.
Texte intégralRésumé :
Since the 1980s, CIS has been a methodology for many enterprises to improve their brand image. The full English name of CIS is Corporate Identity System. CIS originated from the United States, then developed and perfected in Japan, and began to rise in China in 1980s. Because CIS developed earlier in Taiwan, it has reference value for the correct introduction of CIS in the mainland.On this basis, through continuous practice, MOMA design team put forward a new analysis of CIS. As one of China's top ten design companies and design innovation demonstration enterprises, MOMA design is committed to providing customers with comprehensive solutions from product prototype definition, concept design, structure design, supply chain integration and brand building. MOMA design in the field of nearly 20 years of groping, has been highly recognized by the industry, and the composition of CIS enterprise identification system has a new interpretation, thinks that CIS should include five subsystems: MIS(Mind Identity System), BIS(Behavior Identity System), VIS(Visual Identity System), PIS (Products Identity) System and Environment Identity System (EIS). CIS has been developing for more than 40 years in China, and countless entrepreneurs, practitioners and scholars have gradually perfected their ideas and continuously incorporated some new ideas. However, relatively few literatures can be retrieved in the research of EI. With the advent of sustainable design and digital economy, MOMA design in the long-term project practice that "environment" for the development of corporate image is a state of crisis and opportunity, to a certain extent, has played a key role, and the enterprise's demand for external environment is also growing. In this paper, EI of CIS five elements is taken as the research object and the concept of "field" is adopted. "Field" is derived from Bourdieu's field theory. Field refers to "network or configuration of objective relations between positions". Field, capital and habitus constitute the core of Bourdieu's sociological theory, which embodies the characteristics of relational thinking. Capital is the quantity and type controlled by actors, including economic capital, cultural capital, social capital and symbolic capital. Habitus is an actor's temperament of perception, judgment and action according to different fields. Bourdieu believed that each field should explore the special practical experience of the local nature, and be used as a general field theoretical analysis method, as the construction principle and reproduction mechanism of field practical space. Therefore, relevant scholars extend "CIS field" and "CIS field effect", considering the transverse field mutual relations among the five elements of CIS. This paper takes EI as the sub-field of CIS, considers the mining of EI vertical field to improve the overall integrity of CIS, uses field theory to analyze the macro field, meso field and micro field in environmental identification, subdivides the environment contained in each field, and sort out the overall logical framework of EIS. Then through the case of MOMA design, using capital and habitus as media to verify the cross relations between the three dimensions of the segmentation of environmental identity system. This paper aims to further improve CIS and put forward the importance of EI, hoping to promote the collaborative evolution of enterprises themselves, enterprises with enterprises and enterprises with the outside world in this field, and also hope to bring certain reference value to some practitioners and academic staff.
Rapports d'organisations sur le sujet "Brand name products – Planning"
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Mudge, Christopher R., et Kurt D. Getsinger. Comparison of Generic and Proprietary Aquatic Herbicides for Control of Invasive Vegetation : Part 2. Emergent Plants. Engineer Research and Development Center (U.S.), novembre 2021. http://dx.doi.org/10.21079/11681/39679.
Texte intégralRésumé :
Aquatic herbicides are one of the most effective and widespread ways to manage nuisance vegetation in the US After the active ingredient is selected, often there are numerous proprietary and generic branded products to select from. To date, limited efforts have been made to compare the efficacy of brand name and generic herbicides head to head; therefore, at tot al of 20 mesocosm trials were conducted to evaluate various 2,4 -D, glyphosate, imazapyr, and triclopyr products against alligatorweed (Alternanthera philoxeroides (Mart.) Griseb.), southern cattail (hereafter referred to as cattail, Typha domingensis Pers.), and creeping water primrose (hereafter referred as primrose, Ludwigia peploides (Kunth) P.H. Raven). All active ingredients were applied to foliage at broadcast rates commonly used in applications to public waters. Proprietary and generic 2,4 -D, glyphosate, imazapyr, and triclopyr were efficacious and provided 39 to 99% control of alligatorweed, cattail and primrose in 19 of the 20 trials. There were no significant differences i n product performance except glyphosate vs. alligatorweed (trial 1, Rodeo vs. Roundup Custom) and glyphosate vs. cattail (trial 1, Rodeo vs. Glyphosate 5.4). These results demonstrate under small -scale conditions, the majority of the generic and proprietary herbicides provided similar control of emergent vegetation, regardless of active ingredient
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The female condom : Dynamics of use in urban Zimbabwe. Population Council, 2000. http://dx.doi.org/10.31899/hiv2000.1001.
Texte intégralRésumé :
In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. To avoid stigma associated with condoms and STI prevention, the female condom was marketed as a family planning product or “contraceptive sheath” under the brand name “Care.” It was initially sold through pharmacies and clinics at a heavily subsidized retail price of US $0.24 for two; distribution has since expanded to other urban outlets, including supermarkets and convenience stores. Approximately one year after the start of the social marketing program, the Horizons Project and PSI conducted a descriptive, cross-sectional study of female condom users, male condom users, and nonusers of either barrier method. The goal is to increase understanding of the patterns and dynamics of female condom use to inform policymakers and program planners involved in decisions about promotion and distribution in Zimbabwe. In total, 493 female condom users, 633 male condom users, and 624 nonusers are included in the analyses upon which this report is based.
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The female condom : Dynamics of use in urban Zimbabwe. Population Council, 2002. http://dx.doi.org/10.31899/hiv2002.1001.
Texte intégralRésumé :
In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. The campaign's intended audience was women in long-term relationships. To avoid the stigma associated with condoms and the prevention of sexually transmitted infections, PSI marketed the female condom as a family planning product under the brand name Care™. Approximately one year after the start of the female condom social marketing campaign, the Horizons Program and PSI conducted a descriptive, cross-sectional study of female condom users, male condom users, and nonusers of either barrier method. At the time of the study, the female condom was being marketed in urban Zimbabwe through radio, TV, and print media, and sold through selected sales outlets, including pharmacies, large supermarkets, and convenience stores at a subsidized price. As stated in this brief, the goal of this research was to increase understanding of the patterns and dynamics of female condom use to inform policymakers and program planners involved in decisions about promotion and distribution of the female condom in Zimbabwe.