Artykuły w czasopismach na temat „Brand name products – valuation – management”
Kliknij ten link, aby zobaczyć inne rodzaje publikacji na ten temat: Brand name products – valuation – management.
Utwórz poprawne odniesienie w stylach APA, MLA, Chicago, Harvard i wielu innych
Sprawdź 50 najlepszych artykułów w czasopismach naukowych na temat „Brand name products – valuation – management”.
Przycisk „Dodaj do bibliografii” jest dostępny obok każdej pracy w bibliografii. Użyj go – a my automatycznie utworzymy odniesienie bibliograficzne do wybranej pracy w stylu cytowania, którego potrzebujesz: APA, MLA, Harvard, Chicago, Vancouver itp.
Możesz również pobrać pełny tekst publikacji naukowej w formacie „.pdf” i przeczytać adnotację do pracy online, jeśli odpowiednie parametry są dostępne w metadanych.
Przeglądaj artykuły w czasopismach z różnych dziedzin i twórz odpowiednie bibliografie.
1
Xie, Tao, Jianguo Du, Kofi Baah Boamah, Lingyan Xu i 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, nr 5 (4.03.2023): 4605. http://dx.doi.org/10.3390/su15054605.
Pełny tekst źródłaStreszczenie:
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.
2
Dziechciarz-Duda, Marta, i Anna Król. "THE APPLICATION OF MULTIVARIATE STATISTICAL ANALYSIS TO THE VALUATION OF DURABLE GOODS BRANDS". Statistics in Transition new series 18, nr 1 (1.03.2017): 75–90. http://dx.doi.org/10.59170/stattrans-2017-004.
Pełny tekst źródłaStreszczenie:
Nowadays, due to changes in the market and new trends in consumer behaviours, intangible assets, such as brand, have gained fundamental importance. The more frequent conviction that a product with a well-known name is better than other products contributes to the case of replacing the price of a product by its brand name as the predominant factor in the purchase decision process. Thus, for many companies the strengthening of brand equity has become one of the key elements of marketing strategy. The main aim of this study is an attempt to improve the process of analysing the position and value of brands using selected multivariate statistical analysis methods (hedonic regression, multidimensional scaling, classification and linear ordination methods). In the conducted research the direct approach to the evaluation of the position of the brands for a selected ICT good smartphones – have been applied. The measurement was performed on two levels: the product level, in which the prices of branded products were compared, and the consumer level, where the perception and attitudes of consumers towards the brands were studied. The analyses have been carried out on two sets of data, which enabled fuller and more comprehensible understanding of decision rules that guide consumers in choosing the brand.
3
Mohanty, Pitabas, i Tina Stephen. "The Challenges at JSW Steel: Brand Valuation and Corporate Governance Issues". Asian Case Research Journal 21, nr 01 (czerwiec 2017): 231–51. http://dx.doi.org/10.1142/s0218927517500080.
Pełny tekst źródłaStreszczenie:
The shareholders of JSW Steel received a list of 24 items that would be put to vote in the AGM of the company, to be held on 31 July, 2014 along with the annual report of the company for the 2013–14 fiscal year. Item No. 23 of this list was a surprising addition, as the company stated that the brand name ‘JSW’ belongs to a private company called JSW Investments Private Limited (JSWIPL), promoted by Ms. Sangeeta Jindal, the wife of Mr. Sajjan Jindal, the Managing Director of JSW Jindal. It further stated that henceforth JSW Steel would pay 0.25% of the net consolidated turnover to JSWIPL for the use and promotion of the brand. The stock price fell in reaction to this news. JSW Steel justified its move by arguing that payment of royalties for the use of brand name is a common practice followed by Indian business groups. Many corporate governance experts, however, called this an abusive transaction and advised the shareholders to vote against the proposal. This case allows the examination of issues such as related party transactions and their corporate governance implications and the relevance of brand valuation for a steel company.
4
Wu, Fang, Qi Sun, Rajdeep Grewal i Shanjun Li. "Brand Name Types and Consumer Demand: Evidence from China’s Automobile Market". Journal of Marketing Research 56, nr 1 (21.12.2018): 158–75. http://dx.doi.org/10.1177/0022243718820571.
Pełny tekst źródłaStreszczenie:
Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages (e.g., English) because the former languages feature looser correspondence between sound and meaning. With these two dimensions of sound and meaning, the authors propose a four-way categorization of brand name types for logographic languages: alphanumeric, phonetic, phonosemantic, or semantic. Using automobile sales data from China and a discrete choice model for differentiated products, the authors relate brand name types to demand, with evidence showing that Chinese consumers preferred vehicle models with semantic brand names (7.64% more sales than alphanumeric) but exhibited the least preference for phonosemantic names (4.92% lower sales than alphanumeric). Domestic Chinese firms benefited from semantic brand names, whereas foreign firms gained from using foreign-sounding brand names. Entry-level products performed better with semantic brand names, and high-end products excelled when they had foreign-sounding brand names. Thus, the four-way categorization of brand name types should help multinational firms and domestic Chinese firms understand and leverage the association between brand name types and consumer demand.
5
Chiaravutthi, Yingyot. "Brand valuation of ICT products: the case of Thailand". Asia-Pacific Journal of Business Administration 2, nr 2 (28.09.2010): 185–202. http://dx.doi.org/10.1108/17574321011078210.
Pełny tekst źródła
6
John, Deborah Roedder, Barbara Loken i Christopher Joiner. "The Negative Impact of Extensions: Can Flagship Products be Diluted?" Journal of Marketing 62, nr 1 (styczeń 1998): 19–32. http://dx.doi.org/10.1177/002224299806200103.
Pełny tekst źródłaStreszczenie:
This article extends the scope of investigations into the potential risks of brand and line extension strategies. Here, the authors examine whether extensions can dilute beliefs associated with a strategically important and highly visible product—the flagship product. The results of three experimental investigations indicate that beliefs about flagship products are less vulnerable to dilution than beliefs about the parent brand name in general. The findings suggest that assessments of the impact of brand leveraging strategies should include analysis of the effects on individual products as well as on the family brand name.
7
Gao, Weihe, Li Ji, Yong Liu i Qi Sun. "Branding Cultural Products in International Markets: A Study of Hollywood Movies in China". Journal of Marketing 84, nr 3 (27.03.2020): 86–105. http://dx.doi.org/10.1177/0022242920912704.
Pełny tekst źródłaStreszczenie:
Cultural products are a major component of the world economy and are responsible for a growing share of U.S. exports. The authors examine brand name strategies when cultural products are marketed in foreign countries. Incorporating the unique characteristics of these products, the authors develop a theoretical framework that integrates similarity, which focuses on how the translated brand name relates to the original brand name, and informativeness, which focuses on how the translated brand name reveals product content, to study the impact of brand name translations. The authors analyze Hollywood movies shown in China from 2011 to 2018. The results show that higher similarity leads to higher Chinese box office revenue, and this effect is stronger for movies that perform better in the home market (i.e., the United States). When the translated title is more informative about the movie, the Chinese box office revenue increases. The informativeness effect is stronger for Hollywood movies with greater cultural gap in the Chinese market. Moreover, both similarity and informativeness effects are strongest when the movie is released and reduce over time. This research provides valuable guidance to companies, managers, and policy makers in cultural product industries as well as those in international marketing.
8
Ulgado, Francis M., i Moonkyu Lee. "Consumer Evaluations of Bi-National Products in the Global Market". Journal of International Marketing 1, nr 3 (wrzesień 1993): 5–22. http://dx.doi.org/10.1177/1069031x9300100302.
Pełny tekst źródłaStreszczenie:
The global market today is characterized by the proliferation of binational products, or products that are branded in one country while actually manufactured in another. This paper investigates how consumers evaluate the quality of such products under two different situations. In Study 1, where brand name and country-of-manufacture were the only pieces of information given about a product, it was found that consumers used both pieces of information in evaluating the product. In Study 2, however, where specific attribute product information was available as well as brand name and country-of-manufacture, it was revealed that consumers relied heavily on the brand name information. The implications of the results for marketing, manufacturing, and sourcing strategies are discussed.
9
Radder, Laetitia, i Wei Huang. "High‐involvement and low‐involvement products". Journal of Fashion Marketing and Management: An International Journal 12, nr 2 (9.05.2008): 232–43. http://dx.doi.org/10.1108/13612020810874908.
Pełny tekst źródłaStreszczenie:
PurposeKnowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university.Design/methodology/approachA self‐administered survey was completed by a convenience sample of 300 students of the Nelson Mandela Metropolitan University in Port Elizabeth, South Africa. The focal high‐involvement product was sportswear clothing and the low‐involvement product, coffee.FindingsThe results indicated a higher awareness of high‐involvement product brands than of low‐involvement product brands. Advertising played an important role in the awareness of sportswear clothing brands, but seemed unimportant in the case of coffee. The brand name was important for coffee, while the name and the logo played a role in students' awareness of sportswear brands.Research limitations/implicationsThis study was limited to students of the Nelson Mandela Metropolitan University (NMMU) in Port Elizabeth, South Africa and to sportswear clothing and coffee product categories. Future studies could comprise larger samples, different contexts and other product or service categories.Practical implicationsThe findings suggest that marketers employ different strategies to create and increase brand awareness for high‐ and low‐involvement products.Originality/valuePrevious research found that brand awareness played an important role in low‐involvement products; however, little is known about brand awareness differences between high‐ and low‐involvement products, particularly with respect to the brand awareness of South African students.
10
Yang, Grant, i Jia-Yi Gong. "Comparison and Estimation of Brand Value for the Operation Strategies". Business Prospects 3, nr 1 (1.06.2022): 1–11. http://dx.doi.org/10.52288/bp.27089851.2022.06.01.
Pełny tekst źródłaStreszczenie:
Creating a brand is a competitive strategy. In order to prevent other products from replacing their own products, companies will find ways to establish their own brands in order to better control the market since the production of brands is generally considered to be the result of market competition. In recent years, some corporate management consulting companies and brand evaluation agencies have released various brand value lists. However, there is still no unified consensus on the quantitative assessment of brand value. This study introduces key global brand valuation authorities and the methods they applied for brand valuation. The impacts of profits, revenue and asset on brand evaluation are investigated as the regressors to estimate the brand value of Fortune Global 500 in 2021 and to propose diverse operation strategies for improving the brand value and sustaining the life of brand. The results suggest that profits and total revenues outperform assets in brand value evaluation, and BrandZ is the highest among the brand multipliers estimation, Interbrand is in the second, GYbrand is slightly lower than Interbrand, and Brand Finance is the lowest. The results also suggest that brand value innovation can enhance the extensive and lasting trust relationship of customers on related products, and increase the frequency and type of repeated purchases. It can promote the value spillover of brand reputation and promote the expansion of brand equity to establish an effective barrier for competitors to enter.
11
Zeghache, Nora. "The impact of packaging colour on children’s brand name memorization (7-12 years old)". International Journal of Retail & Distribution Management 42, nr 11/12 (1.12.2014): 1053–68. http://dx.doi.org/10.1108/ijrdm-08-2013-0168.
Pełny tekst źródłaStreszczenie:
Purpose – The purpose of this paper is to study the effect of packaging colour (chromatic vs achromatic) on children’s brand name memorization (recall and recognition). This research examined the impact of age and school grade on brand name memorization and on the relationship between packaging colour and memorization. Design/methodology/approach – The experimentation concerned 160 French children from seven to 12 years old. Findings – The results showed that chromatic colour of packaging has a positive impact on brand name recognition but not on the recall. Furthermore, the age variable has a significant positive effect on recall capacity but not on brand name recognition. Research limitations/implications – Other variables can be introduced in the conceptual model, like product involvement (by adding other products), children’s colour preference, hue and value colour (by included diverse colours). Practical implications – Children’s importance as a commercial target is increasing, marketing managers have to differentiate their products on the shelves. Consequently, the choice of the packaging dominant colour appears to be a crucial strategic decision, because it allows children to recognize the brand name. Professionals have to adapt their strategies of differentiation to children’s ages knowing that younger children need more visual stimuli than older ones. Originality/value – This research has important theoretical contributions. There is very little research on the effect of packaging on children’s purchasing behaviour. Moreover, no research has studied the impact of colour packaging on children’s memorization (seven to 12 years old).
12
De Meulenaer, Sarah, Nathalie Dens i Patrick De Pelsmacker. "Which cues cause consumers to perceive brands as more global? A conjoint analysis". International Marketing Review 32, nr 6 (9.11.2015): 606–26. http://dx.doi.org/10.1108/imr-04-2014-0144.
Pełny tekst źródłaStreszczenie:
Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.
13
Rao, Akshay R., i Kent B. Monroe. "The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review". Journal of Marketing Research 26, nr 3 (sierpień 1989): 351–57. http://dx.doi.org/10.1177/002224378902600309.
Pełny tekst źródłaStreszczenie:
The authors integrate previous research that has investigated experimentally the influence of price, brand name, and/or store name on buyers’ evaluations of product quality. The meta-analysis suggests that, for consumer products, the relationships between price and perceived quality and between brand name and perceived quality are positive and statistically significant. However, the positive effect of store name on perceived quality is small and not statistically significant. Further, the type of experimental design and the strength of the price manipulation are shown to significantly influence the observed effect of price on perceived quality.
14
Leclerc, France, Bernd H. Schmitt i Laurette Dubé. "Foreign Branding and Its Effects on Product Perceptions and Attitudes". Journal of Marketing Research 31, nr 2 (maj 1994): 263–70. http://dx.doi.org/10.1177/002224379403100209.
Pełny tekst źródłaStreszczenie:
With three experiments, the authors examine the notion that foreign branding—the strategy of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes and influences product perceptions and attitudes. Choosing French brands as one specific case, Experiment 1 shows that the French pronunciation of a brand name affects the perceived hedonism of the products, attitudes toward the brand, and attitudes toward the brand name. Experiment 2 shows that congruent country-of-origin information, added to French branding, does not result in more hedonic perceptions; incongruence, however, diminishes the effect. In Experiment 3, an actual product taste test is performed. Despite the presence of direct sensory experience, consumer perceptions of a product change as a result of French branding.
15
Jammulamadaka, Nimruji, Prashant Mishra i Biswatosh Saha. "Mio Amore: surviving brand change in transition economy". Emerald Emerging Markets Case Studies 7, nr 1 (19.04.2017): 1–28. http://dx.doi.org/10.1108/eemcs-06-2016-0129.
Pełny tekst źródłaStreszczenie:
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.
16
Sloan, David R., Damon Aiken i Alan C. Mikkelson. "Places in names: an investigation of regional geographic brand congruency". Journal of Product & Brand Management 27, nr 7 (19.11.2018): 781–92. http://dx.doi.org/10.1108/jpbm-11-2017-1656.
Pełny tekst źródłaStreszczenie:
Purpose The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions. Design/methodology/approach The research uses an experimental method in two studies to test hypotheses derived from the literature. Findings This research conceptualizes GBC as the relationship between products/services and geographic regions that are authentic, credible and fitting. Results from the two studies support the hypothesis that brands with regional GBC have higher levels of consumer evaluation compared to brands with geographic incongruence or with no geographic reference at all. Research limitations/implications This research offers insight into the decision to name a brand. If one is going to associate a product with a regional geographic location, it is more effective to use a location that is fitting as it applies to that product; otherwise, it would be best to avoid a geographic association in a brand name. Originality/value The exploration of regional geographic brand congruency in relation to outcomes of brand trust, brand parity, perceived value, purchase intentions and honesty offers new insights into the nature and role of place images.
17
Mamuti, Agim. "The Impact of Brand Name on Consumers, Case of Bosnia and Herzegovina". European Journal of Economics and Business Studies 2, nr 1 (30.08.2015): 196. http://dx.doi.org/10.26417/ejes.v2i1.p196-204.
Pełny tekst źródłaStreszczenie:
Brand name is important for every company and every product, because the more people know about one product the more it will be sold. This paper will deal with the brand management and its impact on the consumer’s behavior and society in Bosnia and Herzegovina. A survey is conducted about the brand name products in domestic correspondents via the internet. The results of the survey will show how big the impact of brand name products on the society and market is, and what are their positive and negative sides. The data which is used is primary data and its source is a survey which had 76 respondents from different cities in Bosnia and Herzegovina. The primary focus groups were people between the ages of 20 to 35, because the main focus of advertisements is on them. The collected data is numerical except of the demographic data. The Seven point Likert scale was used in order to get the agreements of correspondents over six variables and twenty eight questions. The collected data were analyzed through statistical formulas to get the most accurate results.
18
B M, RAJA SEKHAR. "Sports marketing-a pioneering style of marketing management". Journal of Management and Science 11, nr 4 (31.12.2021): 16–19. http://dx.doi.org/10.26524/jms.11.36.
Pełny tekst źródłaStreszczenie:
Now a day’s Sports marketing became as a subdivision of marketing which focuses on the promotion of sports and also teams as well as the promotion of products and services through sporting events and sports teams. This is a service where the element promoted can be a physical product or a brand name.
19
VENKATESAN, L. "Essential Attributes On Brand Name And Impacts Of Consumer Buying Behaviour". Restaurant Business 118, nr 11 (28.11.2019): 313–22. http://dx.doi.org/10.26643/rb.v118i11.10037.
Pełny tekst źródłaStreszczenie:
In the current situation, the entire area of branding is attractive a separate area. It is pertinent to study brands and branding because, first, it is part of our lives, whether we like it or not. It is also significant to understand how part of the business world functions. For a long time branding has also been seen as part of the marketing discipline. Conventionally, branding is part of the marketing mix, or the 4Ps: product, price, promotion and place. The product has two levels: core and augmented. Branding is not the core product but the augmented level of the product. A Brand cautious is measured a several constraints of during the products buying a consumer and can be considered all the way through brand remember or brand acknowledgment. The study determined remind the brand product of post purchase on effects of publicity and media which is motivated to remain the product. The study variables recollect and recognize the brand product. It was observed that the area and region were advertisement play significance role in the brand market. This study will focus on create indirect effect on recall the brand name and shows the consumer buying behaviour of different attributes of brand effect.
20
Rajayana, Ades, Sri Yuni Widowati, Emaya Kurniawati i Aprih Santoso. "SOSIALISASI LEGALITAS DAN MANAJEMEN PEMASARAN BAGI UMK (LEGALITY SOCIALIZATION AND MARKETING MANAGEMENT FOR MSE’s)". LOGISTA - Jurnal Ilmiah Pengabdian kepada Masyarakat 3, nr 1 (28.06.2019): 31. http://dx.doi.org/10.25077/logista.3.1.31-36.2019.
Pełny tekst źródłaStreszczenie:
ABSTRAK
UMK di Kecamatan Cepiring Kabupaten Kendal memiliki usaha dalam rangka peningkatan pendapatan keluarga salah satu usahanya adalah membuat atau memproduksi makanan ringan dan minuman kesehatan yang selama ini pemasarannya masih dilingkup kerabat dekat atau keluarga. Permasalahn yang dihadapi oleh pelaku usaha khususnya UMK di Kecamatan Cepiring Kabupaten Kendal adalah belum memiliki merk atau nama bagi hasil produknya dikarenekan terbatasnya pengetahuan tentang merk dan belum mengetahui bagaiman caranya untuk mendapatkan merk dagang bagi produknya. Pelaksanaan sosialisasi merk dan manajemen usaha akan menghasilkan informasi tentang pentingnya merk dan cara untuk mendaftarkan merk dagang bagi produk yang dihasilkan oleh UMK sehingga bermanfaat untuk pendukung kinerja UMK di Kecamatan Cepiring Kabupaten Kendal.
Kata kunci: Merk, Manajemen, Pemasaran
ABSTRACT
MSE’s in Cepiring District Kendal Regency have a business in order to increase family income. One of the efforts is to make or produce snacks and health drinks, which have so far been covered by close relatives or families. The problem faced by businesses, especially MSE’s in Cepiring District, Kendal Regency, is that they do not have a brand or product name due to the limited knowledge of the brand and do not know how to get a trademark for their products. The problem faced by businesses, especially MSE’s in Cepiring District, Kendal Regency, is that they do not have a brand or product name due to the limited knowledge of the brand and do not know how to get a trademark for their products. The implementation of brand socialization and business management will produce information about the importance of brands and ways to register trademarks for products produced by MSEs so that it is useful for supporting MSE performance in Cepiring District, Kendal Regency.
Keywords: Brand, Management, Marketing
21
Tarade, Sara Slamić, i Dijana Vuković. "Analysis of the significance of the brand of sports shoes by processing large textual contents". 15TH GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES ON 14 - 15 SEPTEMBER 2023, NOVOTEL BANGKOK PLATINUM PRATUNAM, THAILAND 15, nr 1 (14.09.2023): 156. http://dx.doi.org/10.35609/gcbssproceeding.2023.1(156).
Pełny tekst źródłaStreszczenie:
The paper will deal with the analysis of the significance or value of sports footwear brands. The main elements of the brand, such as identity, image and equity, i.e. brand value, will be highlighted. They will be described as traditional models that are related to brand equity and used marketing methods in the development and valuation of the brand. The process of effective brand building will be emphasized as one of the important conditions for positioning a company on the market through building customer loyalty and increasing the value of products or services. In particular, the importance of brand management will be highlighted with the aim of creating a strong brand that can inspire customer loyalty, generate higher profits and provide a sustainable competitive advantage. Effective brand management involves a series of activities such as creating a brand identity, positioning the brand in the market, ensuring consistency in brand messaging, and leveraging brand equity to drive growth and profitability Keywords: brand, brand, NLP method, text analysis, sports shoes
22
Puspasari, Dewi. "PENGARUH DESAIN LOGO DAN NAMA MEREK TERHADAP BRAND IMAGE MIXUE (Studi Kasus Pada Mahasiswa STIE Wibawa Karta Raharja)". Aliansi : Jurnal Manajemen dan Bisnis 18, nr 1 (20.07.2023): 41–48. http://dx.doi.org/10.46975/aliansi.v18i1.463.
Pełny tekst źródłaStreszczenie:
One of the company's strategies in conveying messages regarding product information to be offered is by means of promotion. Promotion is carried out in order to convey product advantages and product benefits so that it is expected to influence consumers to buy. Promotion is an important factor in the marketing mix used by companies to win market competition. Brand identity will make consumers recognize and associate a company. All elements and parts of the brand have a function to form a brand identity so that it will create awareness and brand image. Mixue tries to build a brand image for its products so that it can influence consumers in terms of purchasing decisions and will have brand awareness values for consumers who have bought their products. Brand image is what consumers think and feel when they hear or see a brand, the more famous a brand is, the easier it will be for consumers to recognize the product so that it will make the company gain profits, increase sales figures and dominate market share. This study aims to determine the influence of logo design and brand name to brand image Mixue. The number of samples used in this study amounted to 144. This type of research is quantitative with the data analysis method used using multiple linear regression. The results of this study found that there was an influence of logo design and brand name on brand image of 40.4%.
23
SPINELLI, PAULA BULAMAH, JANAINA DE MOURA ENGRACIA GIRALDI i MARCOS CORTEZ CAMPOMAR. "RETAIL PRIVATE LABEL’S STRATEGIES: A CASE STUDY IN A LARGE BRAZILIAN SUPERMARKET CHAIN". RAM. Revista de Administração Mackenzie 7, nr 4 (grudzień 2006): 121–41. http://dx.doi.org/10.1590/1678-69712006/administracao.v7n4p121-141.
Pełny tekst źródłaStreszczenie:
ABSTRACT The present study approaches the advantages and risks related to private labels under a retailers’ perspective, as well as the private label strategies and its growth in the Brazilian market. The paper analyses the strategies used by a large Brazilian supermarket chain with regards to its private labels’ management, using the case study method. The results showed the existence of two private label lines of products, with different strategies: one line of light products (proprietary brand) and another line of products that carry the name of the supermarket under study (retail brand endorsement), both classified as using the fantasy positioning strategy.
24
Sisodia, Sonal, i Nimit Chowdhary. "ABIL's dilemma: to brand or not to brand in India". Emerald Emerging Markets Case Studies 1, nr 1 (1.01.2011): 1–11. http://dx.doi.org/10.1108/20450621111128583.
Pełny tekst źródłaStreszczenie:
Subject area Marketing strategy, product positioning, brand building, and economies of scope. Study level/applicability MBA groups, marketing consultants and business management students of undergraduate and postgraduate level. Case overview Abhishek Industries Limited (ABIL) is an entrepreneurial venture of Mr Abhishek Batra that came into being in 1993. ABIL is the leading supplier of Terry Towels to some of world's leading retailers including Wal-Mart, JC Penney and Sears. In spite of some business fluctuations, ABIL has an impressive performance record that is reflected in its financial data. The concern, however, is that of product commoditisation, since established foreign importers and distributors prefer to sell the products under their own brand name. Consequently, even though the export margins may be lucrative; the lack of a brand presence is what bothers the senior management of the company. Given an optimistic domestic business scenario, the senior management is once again evaluating the odds to enter the domestic market using its own brand name. While some of the younger managers are optimistic and want ABIL to emerge as a brand, some senior colleagues are unsure. Expected learning outcomes The student's skills will be sharpened in working through a problem; it will help the students take an active role of a thinker, analyser, evaluator, decider and implementer; it will assist the students in learning to reason with the given quantitative as well as qualitative data; it will help the students think critically and reason effectively; it will make the students realize that the emphasis is not on solution. Rather, the process of arriving at a solution is more important. Supplementary materials Teaching note.
25
Lou, Xingqiu, i Yingjiao Xu. "Consumption of Sustainable Denim Products: The Contribution of Blockchain Certified Eco-Labels". Journal of Theoretical and Applied Electronic Commerce Research 19, nr 1 (16.02.2024): 396–411. http://dx.doi.org/10.3390/jtaer19010021.
Pełny tekst źródłaStreszczenie:
Consumers’ growing interest in the environmental and social impacts of products has increased demand for sustainable fashion items, particularly denim. Emerging technologies such as blockchain technology and labeling certifications have been developed to address sustainability issues by improving supply chain transparency and efficiency. This research investigates the trade-offs consumers make when purchasing sustainable denim jeans and the impact of sociodemographic factors on their decision-making process. Employing a conjoint analysis approach, four attributes were examined: price, brand name, types of materials, and eco-labeling. The results indicated that price is still the most influential factor, followed by material, brand name, and eco-label. Although eco-labeling is of little importance to consumers, it offers valuable insights for effective communication of sustainable practices. Consumers prefer denim with a blockchain eco-label, followed by a fair-trade certificate. This research enhances the understanding of consumer behavior toward sustainable consumption and offers strategic insights for denim producers and marketers.
26
Broniarczyk, Susan M., i Andrew D. Gershoff. "The Reciprocal Effects of Brand Equity and Trivial Attributes". Journal of Marketing Research 40, nr 2 (maj 2003): 161–75. http://dx.doi.org/10.1509/jmkr.40.2.161.19222.
Pełny tekst źródłaStreszczenie:
Brands increasingly introduce products with attributes that fail to provide consumers with meaningful benefits (i.e., trivial attributes). The authors present two experiments that examine the effect of brand equity on consumer valuation of such trivial attributes and the reciprocal effect that such a strategy may have on brand equity. The results show that both high and low equity brands benefit from offering an attractive trivial attribute in the absence of a disclosure of its true value. However, prechoice disclosure of an attribute's triviality heightens the role of the brand and context cues. Competing low equity brands benefit by sharing the trivial attribute with a higher equity brand, whereas competing high equity brands benefit from uniquely offering a trivial attribute. Postchoice revelation that an attribute is trivial hurts the subsequent ability of a low but not a high equity brand to differentiate in a new product category, particularly among subjects who had previously chosen the target brand. For insights on brand dilution, the authors also examine consumer attributions regarding marketer intent for offering a trivial attribute.
27
Kostrova, Y. B., Y. O. Lyashchuk, L. V. Cherkashina i O. Y. Shibarshina. "Comparative analysis of brand management strategies". Proceedings of the Voronezh State University of Engineering Technologies 83, nr 1 (3.06.2021): 385–93. http://dx.doi.org/10.20914/2310-1202-2021-1-385-393.
Pełny tekst źródłaStreszczenie:
The article considers the process of branding as a means of self-promotion and personal expression. When conducting the study, the authors used the theory of consumer behavior of A. Maslow as a methodological basis, as well as the visual structures of the personality of Z. Freud, K. Jung. The aim of the study is to analyze the process of branding as a psycho-logical means of self-promotion and personality expression. During the study, general scientific methods of cognition were used within the framework of dialectical and systemic approaches, methods of logical and situational analysis. The main tasks of personal expression, solved with the help of brand products, have been identified. At the same time, the authors argue that the choice of brand products for self-promotion in all three cases is based on one psychological motive - self-realization and self-expression. It is shown that the brand brings additional income, since many consumers are ready to overpay, giving an additional amount of money for the opportunity to have a prestigious product even for a premium price. Brands have an emotional connection with consumers. Leading companies with famous brands have long noted for themselves that the connection of their goods with consumers lies through emotions. Brands help people fulfill their dreams, desires, open up more opportunities in life. The stronger and more significant the unique, rational and emotional characteristics of the brand for the consumer, the higher the price he is willing to pay for the product, the greater the opportunity for the company to profit. The increase in profits in turn leads to an increase in the value of shares and to an increase in the value of the company itself, since the brand is a kind of intangible asset. Brand ownership is a winning result of the history of the company, the fate of its founders and executives, skillful talented brand makers. Not every name of the company can be called a brand, not everyone is destined to become one, not everyone is given to maintain the level of the brand. Having a brand means that even with approximately equal consumer and other properties, the product will buy more, the idea will have more adherents.
28
Koschmann, Anthony, i Jagdish Sheth. "Brand line extensions: creating new loyalties or internal variety-seeking?" Journal of Product & Brand Management 27, nr 4 (16.07.2018): 351–62. http://dx.doi.org/10.1108/jpbm-08-2017-1535.
Pełny tekst źródłaStreszczenie:
Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands. Design/methodology/approach Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family brands of carbonated beverages. Emphasis is placed on the consumers who purchase the upper median of volume (heavy half) and constitute a disproportionate amount of brand’s sales (86 per cent of the volume). Findings Three propositions find that loyalty rates are high among modified brands with little switching to other lines within the brand. Further, loyalty and switch to rates are highest for the flagship branded product (the master modified brand). Practical implications Managers segment the market using the branded house strategy, yet loyalty rates vary for each product line. The switching rates can guide managers as to which products have established a loyal consumer base. Originality/value While brand switching is a considerable research stream, this research is believed to be the first to explore loyalty versus variety-seeking in the branded house strategy.
29
Bojanowska, Agnieszka Barbara, i Agnieszka Surowiec. "Effects of Brand Experience: The Case of The Witcher Brand in the Eyes of Polish Customers". Sustainability 14, nr 21 (1.11.2022): 14274. http://dx.doi.org/10.3390/su142114274.
Pełny tekst źródłaStreszczenie:
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.
30
Elliott, Gregory R., i Ross C. Cameron. "Consumer Perception of Product Quality and the Country-of-Origin Effect1". Journal of International Marketing 2, nr 2 (czerwiec 1994): 49–62. http://dx.doi.org/10.1177/1069031x9400200204.
Pełny tekst źródłaStreszczenie:
Consumer attitudes to local and foreign products and the likely “country-of-origin” effect in “Buy Local” and “Made In …” campaigns are surveyed. First, the importance of country of origin in relation to other product attributes is considered. Second, country of origin is assessed as a surrogate indicator of product quality. Third, the likely effect of country of origin on consumer choice across a range of product categories is studied with brand name and price held constant. Across the product categories studied, respondents rated country of origin as significantly less important as a choice determinant than product quality and price. In addition, clear country-of-origin effects are identified. Consumers rate products as being of significantly different quality when the only variation between products is stated country of origin. Further, consumers express a marked preference for locally made products when price, technical features, and brand name are invariant, and where the locally made product is perceived to be superior or, at least, not significantly inferior to an overseas-made product. Where the locally made product is perceived to be of inferior quality to the imported product, consumers generally prefer an imported product. Thus, while consumers rate country of origin after product quality and price, when these other factors are equivalent, the fact that the product is promoted as locally made is a positive influence on product choice.
31
Koo, Jakeun. "Antecedents of the attitude toward the athlete celebrities' human brand extensions". International Journal of Sports Marketing and Sponsorship 23, nr 2 (10.11.2021): 241–58. http://dx.doi.org/10.1108/ijsms-12-2020-0241.
Pełny tekst źródłaStreszczenie:
PurposeThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.Design/methodology/approachIn total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.FindingsThe survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.Originality/valueThe research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.
32
Moriuchi, Emi, i Paul R. Jackson. "Role of brand names and product types on bicultural consumers’ purchase intentions". Journal of Consumer Marketing 34, nr 1 (9.01.2017): 53–65. http://dx.doi.org/10.1108/jcm-10-2014-1190.
Pełny tekst źródłaStreszczenie:
Purpose The purpose of this study is to examine the role of brand names and product types on bicultural’s purchasing intention. In cross-cultural marketing, a current popular position among bicultural consumer advocates that brand name that has a foreign character denotes that when an unknown brand is present, and if the unknown brand is a hedonic product, then a foreign character that has a long-standing history of delivery quality products should be mandatory. Design/methodology/approach Through a multidisciplinary literature review, qualitatively supported differences in bicultural consumers from a majority-minority status are reviewed and formulated as hypotheses, and a survey is used to collect quantitative data from a stratified random sample. Findings A 2 (cultural identity vs felt ethnicity) × 2 (English brand name vs Japanese brand name) factorial experiment, which tested this contention, revealed that, although consumers are considered biculturals, they will be more inclined to perceive products to be of higher quality when the product is written in Japanese than in English. Furthermore, the result shows that felt ethnicity has a significant impact on attitude toward brand names, whereas bicultural’s cultural identity does not. However, on the other hand, cultural identity has a significant impact on the product type considered, whereas felt ethnicity does not. Research limitations/implications As a starting point for understanding the bicultural consumer from a majority-minority perspective, this study is subject to exploratory research limitations. Practical implications The result suggests that when developing ads, managers should take into account the effect of language characters has on their target audience’s ethnicity. As it is common for ads to consist of written language, colors, images and messages, managers should not just concentrate on one, rather should consider how all these factors can come together and create a favorable ad. Originality/value As the number of immigrants increase in the USA, the notion of considering what a melting pot is has reached another level. Predicted by the US census, in the year 2050, the minority population will take over the mainstream population, resulting in a majority-minority status for these minority individuals. Businesses will then have to redesign their strategy in marketing to this new market segment and not fall victim to these new challenges. They can turn around and leverage them as marketplace opportunities. This study provides some early insights that can help marketers strategically and creatively think of leverage such opportunities.
33
Manikutty, S. "Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)". Asian Case Research Journal 06, nr 02 (grudzień 2002): 205–39. http://dx.doi.org/10.1142/s0218927502000233.
Pełny tekst źródłaStreszczenie:
Gujarat Cooperative Milk Marketing Federation (GCMMF) is a farmers' cooperative in India marketing the dairy products of the milk cooperatives in the State of Gujarat. It has been a successful enterprise, and its flagship brand Amul has become one of the best recognized brand names in India. Due to supply side difficulties thanks to the growth rate in milk procurement hitting a plateau, and intensified competition in the dairy products, GCMMF is considering diversification into processed foods such as juices, jams and sauces, possibly leveraging its name and brand image. The case describes the history of GCMMF, and the characteristics of the dairy as well as the processed foods businesses. The case also describes the organizational parameters of GCMMF to enable an assessment of its strengths and weaknesses. It ends with the question of whether to diversify, and if so, the implications; and if it does not, what it should do about its milk business.
34
Ristevska – Jovanovska, Snezana, i Marija Magdincheva – Shopova. "BRAND AND BRANDING AS IMPORTANT MANAGEMENT PRIORITIES". Knowledge International Journal 28, nr 1 (10.12.2018): 209–16. http://dx.doi.org/10.35120/kij2801209r.
Pełny tekst źródłaStreszczenie:
The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Your marketing and branding clearly influence that perception but your brand exists whether you actively market your business or not. If you’re out there and people are interacting with your business, you have a brand. Brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non tangible consumer concerns. To brand something is when a company or person makes descriptive and evocative communications, subtle and overt statements that describe what the company stands for. Relationship that brands have with people basically changed the process of digitization of the media. Influence marketers use the mobile phone in the marketing communication process. In this regard, implementing a successful marketing campaign is critical acceptance of the mobile device by consumers as a new way of thinking. For marketers fail to increase the engagement of users, to add value and ultimately increase their return on investment in marketing, it is essential that they understand the attitudes and intentions of customers to mobile marketing. For the purpose of this paper was conducted quantitative, descriptive research. The purpose of this research is by analyzing the habits of using mobile devices to determine the attitudes of users of smartphones for mobile marketing in the country. The survey was conducted using the on line questionnaire, made and distributed only to those users who use smartphones in the period June-October 2018. The survey was conducted by the method of testing undisguised structured questionnaire on 260 respondents. The questionnaire consisted of ten questions and most of the questions are structured closed. In the initial part of the survey focus was on basic demographic data (sex and age). The next questions are related to activities that most respondents use the smartphone as well as preferences for activities for which users often use smart phones.
35
Kim, R. " Determinants of brand equity for credence goods: Consumers’ preference for country origin, perceived value and food safety". Agricultural Economics (Zemědělská ekonomika) 58, No. 7 (23.07.2012): 299–307. http://dx.doi.org/10.17221/45/2012-agricecon.
Pełny tekst źródłaStreszczenie:
Food safety is an important credence attribute that is increasingly being emphasized by the food industry, regulatory bodies and the consumers around the world. Consumers cannot predict ex ante performance of the product based on the credence attributes due to information asymmetry, and they need a signal that they can trust in purchasing a food product with high credence attributes. Consumers are likely to use a brand name as a surrogate of the quality and the safety guarantee in purchasing food products with credence attributes. An effective brand management appears to be a major prerequisite for the creation of superior customer value (i.e. brand equity) and successful positioning of credence goods. This study empirically validates four determinant conceptualization of brand equity for credence goods by utilizing the Latent Variable Structural Equation Modeling (LVSE). Findings support the four factor model of brand equity for credence goods. The main objective of this study is to illustrate how consumers place value on major product cues in making purchasing decision of credence products. The findings show that brand loyalty and attribute based components (i.e. perceived value) appears to have the dominant role in determining a brand’s equity.
36
Permatasari, Bunga Mareti, Zulkifli Zulkifli i Syamsul Bahri. "VALUASI BISNIS PERUSAHAAN PT JAMINAN PEMBIAYAAN ASKRINDO SYARIAH DALAM RANGKA IPO DI TAHUN 2022". Yudishtira Journal : Indonesian Journal of Finance and Strategy Inside 1, nr 3 (20.12.2021): 211–37. http://dx.doi.org/10.53363/yud.v1i3.15.
Pełny tekst źródłaStreszczenie:
In order to absorb the potential of the sharia guarantee business in the future which will grow rapidly, PT Jaminan Pembiayaan Askrindo Syariah with the brand name "Askrindo Syariah" will carry out corporate actions, one of which is an initial public offering (IPO) in 2022. Askrindo Syariah's performance shows an increase in 5 years. However, Askrindo Syariah's business profile, which is mostly high-risk products, shows that the company's performance is not optimal even though it has increased. Accordingly, Askrindo Syariah needs to set a strategy in preparation for the IPO. The purpose of this study was to determine the business valuation of the company's strategy for Askrindo Syariah related to the initial public offering (IPO) plan in 2022. The results of the study show that the fair value range of share prices related to Askrindo Syariah's decision to carry out an IPO in 2022, based on the calculation of free cash flow to equity, the value of the company in 2022 is IDR 2,111,814 per share, while based on the relative valuation the book value is amounting to Rp 2,331,168,- per share. The results of this study can also determine the business valuation in 2025, the value of the company based on calculations using the FCFE method is Rp.2,929,706, - while based on the book value method is Rp.3,383,228,-. To maintain the company's value as projected, Askrindo Syariah needs to implement a company strategy to reach good underwritting quality product
37
Fibrianti, Nurul, Duhita Driyah Suprapti, Anindya Ardiansari, Isnani Isnani i Niken Diah Paramita. "Targeting MSME Opportunities through Brands: Strengthening the Legal Protection trough Community Services". Jurnal Pengabdian Hukum Indonesia (Indonesian Journal of Legal Community Engagement) JPHI 5, nr 2 (29.11.2022): 195–207. http://dx.doi.org/10.15294/jphi.v5i2.60224.
Pełny tekst źródłaStreszczenie:
Brand is the name of a product that is commonly made by business actors to introduce their products to consumers. But in fact, the understanding of small micro business actors that brands are intellectual property protected by the state is very minimal. Even a brand that has been owned can be used by other people without permission which will be detrimental to the brand owner is also not well understood. MSME actors still think that brands are complementary accessories to products. Thus there is a need for assistance for MSME actors in registering trademarks as legal protection for their businesses, which from a marketing management perspective, brands are a way of targeting business opportunities. Moreover, Karanganyar Regency, especially the Matesih sub-district, is one of the tourist areas visited by many tourists. This will help MSMEs introduce their products more broadly through brands. MSME products will be the souvenirs of tourists who will indirectly be promoted by the consumers themselves only by using brands that have been protected by the State
38
Sullivan, Mary W. "How Brand Names Affect the Demand for Twin Automobiles". Journal of Marketing Research 35, nr 2 (maj 1998): 154–65. http://dx.doi.org/10.1177/002224379803500202.
Pełny tekst źródłaStreszczenie:
In this article, the author considers the effect of brand names on demand by examining the price ratios of used twin automobiles. Twins usually are made in the same plant and have essentially the same physical attributes but different brand names. If the models of a twin pair are perceived as perfect substitutes, their relative price should equal unity. Brand names could cause the demand for twin models to differ if consumers use the brand names to make inferences about unobservable quality. Consumers also might prefer one brand to another for prestige or status. The relative prices of most of the twin pairs in the sample differ from unity, which implies that consumers do not perceive the twin models to be perfect substitutes. Parent-brand quality and other brand factors are related to the relative prices of the twin pairs. The results suggest that consumers rely on information about the parent brand to make inferences about individual products that carry the parent name. The results have implications for firms’ branding policies.
39
Sarkar, Dev Narayan, i Kaushik Kundu. "Safed Detergent Powder: Regional Brand with Rural Focus". Asian Case Research Journal 23, nr 02 (grudzień 2019): 457–89. http://dx.doi.org/10.1142/s0218927519500196.
Pełny tekst źródłaStreszczenie:
Safechem Industries was the leading manufacturer of detergents and allied products in Eastern India under the brand name of ‘SAFED’. Safed had local factories to service the eastern market at a lower cost than other organized players and this also enabled it to compete with the unorganized sector, especially in the rural markets. The case presents a situation in which the General Manager for Marketing & Strategy at Safechem Industries had to formulate the marketing and growth strategy for the future. The company is based mainly in rural parts of Eastern India. The case describes the detergent industry in India with a special focus on rural markets. It also elaborates on the strengths and weaknesses of Safechem with respect to the detergents market and the strategies adopted by it. The General Manager is expected to choose an appropriate marketing and strategic option to help the company achieve its growth plan.
40
Soni, Swati, Devika Trehan, Varun Chotia i Mohit Srivastava. "Mamaearth: a digital first brand venturing offline". Emerald Emerging Markets Case Studies 14, nr 2 (30.04.2024): 1–38. http://dx.doi.org/10.1108/eemcs-08-2023-0304.
Pełny tekst źródłaStreszczenie:
Learning outcomes The key learning objectives are as follows: analyze Mamaearth’s growth trajectory in the Indian market, illustrate the meaning of a direct-to-consumer (D2C) brand, analyze the importance of social media in building a D2C brand, analyze the challenges and advantages associated with a D2C brand, analyze growth and expansion options available with Mamaearth and evaluate the strategies for Indian start-ups in the beauty and personal care space. Case overview/synopsis In 2016, what began as a quest to find safe baby care products for the first-time parents Varun and Ghazal, turned into an entrepreneurial opportunity. The couple started Honasa Consumer Private Limited at Gurugram, which owned the brand Mamaearth. Conceived as a D2C brand for mothers opposed to harsh baby care products, it debuted with just six baby care products with exclusive online availability. For the brand to grow, it recreated the marketing mix to be perceived as a brand for all ages. The step successfully garnered a customer base of over 1.5 million consumers in 500 cities and a valuation of INR 1bn within four years of operations. In February 2021, Mamaearth became a brand with INR 5bn annualized revenue run rate and aspired to double it to INR 10bn by 2023. Though Mamaearth debuted as a D2C brand, after tapping around 10,000 retail stores, the Alaghs realized that many consumers still preferred transacting in the offline space. Alaghs decided to expand by acquiring a robust offline space in 100 smart cities in India. Would it be wise for Mamaearth to take forward their offline expansion plans? Alternatively, would an aggressive product innovation coupled with a more substantial online presence be a more sustainable proposition? Complexity academic level The case study is appropriate for Post Graduate Diploma in Management/Master of Business Administration level courses of second year in strategic brand management, digital marketing, integrated marketing communication and marketing strategy. The case stuudy may also be useful for prospective entrepreneurs planning to embark upon a D2C venture. The case study elaborates on the emergence, marketing and branding of Mamaearth. The case study helps students understand the meaning of a D2C brand and the growth options available in the Indian market for a D2C brand from the perspective of Mamaearth. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.
41
Erdem, Tülin. "An Empirical Analysis of Umbrella Branding". Journal of Marketing Research 35, nr 3 (sierpień 1998): 339–51. http://dx.doi.org/10.1177/002224379803500305.
Pełny tekst źródłaStreszczenie:
In this article, the author studies the processes by which consumers’ quality perceptions of a brand in a product category are affected by their experience with the same brand in a different category. The model proposed and estimated explicitly incorporates some of the basic consumer behavior premises of signaling theory of umbrella branding (Montgomery and Wernerfelt 1992; Wernerfelt 1988). The author provides a framework to analyze the impact of marketing mix strategies in one product category on quality perceptions, consumer perceived risk, and consumer choice behavior in a different category. The model is estimated on panel data for two oral hygiene products, toothpaste and toothbrushes, in which a subset of brands share the same brand name across the two product categories. The results show strong support for the consumer premises of the signaling theory of umbrella branding.
42
Kövesi, János, Zsuzsanna Tóth i Tamás Jónás. "How much is intellectual capital worth for the organization?" Acta Oeconomica 62, nr 1 (1.03.2012): 65–91. http://dx.doi.org/10.1556/aoecon.62.2012.1.5.
Pełny tekst źródłaStreszczenie:
The purpose of the paper is to contribute to the use of evaluator and utility functions in order to increase the reliability of scorecard based intellectual capital (IC) measurement methods and to express and aggregate the utility of IC components to an organization. The conducted field experiment integrates the results of interviews with 23 brand name customers by examining the customer satisfaction measuring practice of service provider companies. Our main finding is that adequately calibrated evaluator functions assign perceived customer satisfaction to its scorecard based measured values and reduce the distortions of scorecard based measurements. The originality of the research lies in expressing and aggregating the utilities of IC components to the organization by interpreting the evaluator function as a kind of utility function. This application allows the joint use of financial valuation and scorecard based measurement in the same performance management system.
43
Yustianingsih, Lidia, Ali Mufid, Mohd Hafidz Mahamad Maifiah i Setiyo Gunawan. "Comparison Study of Halal Management System in Indonesia and Malaysia". Halal Research Journal 4, nr 1 (29.02.2024): 39–55. http://dx.doi.org/10.12962/j22759970.v4i1.1027.
Pełny tekst źródłaStreszczenie:
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.
44
Janakiraman, Ramkumar, Catarina Sismeiro i Shantanu Dutta. "Perception Spillovers across Competing Brands: A Disaggregate Model of how and When". Journal of Marketing Research 46, nr 4 (sierpień 2009): 467–81. http://dx.doi.org/10.1509/jmkr.46.4.467.
Pełny tekst źródłaStreszczenie:
Drawing on the accessibility–diagnosticity framework and previous literature on branding and order of entry, the authors hypothesize that perception spillovers can also occur across directly competing products that do not share a common brand name. The authors suggest two mechanisms (prior perception spillover and dynamic perception spillover) and one moderating variable (product/brand similarity). To test for spillovers across competing brands, the authors develop a structural Bayesian learning model and estimate it using prescription choice and marketing communication data from a panel of physicians. From their model results, the authors find evidence of prior and dynamic perception spillovers across competing brands only when brands are sufficiently similar. In contrast, they find no evidence of spillover effects across brands that are highly dissimilar. Finally, several policy experiments illustrate the strength and significance of competitive spillovers for product diffusion, and from the results, the authors derive strategic implications for order-of-entry effects and the entry of “me-too” products.
45
Misuraca, Raffaella, Francesco Ceresia, Ashley E. Nixon i Costanza Scaffidi Abbate. "When is more really more? The effect of brands on choice overload in adolescents". Journal of Consumer Marketing 38, nr 2 (9.01.2021): 168–77. http://dx.doi.org/10.1108/jcm-08-2020-4021.
Pełny tekst źródłaStreszczenie:
Purpose Research on choice overload with adult participants has shown that the presence of a brand significantly mitigates the phenomenon. The purpose of this study is to investigate whether these findings can be expanded to a population of adolescents, where it has already been shown that choice overload occurs in a similar way as adults. Design/methodology/approach Studies 1 and 2 aim to test whether the presence of a brand name mitigates the adverse consequences of choice overload in adolescents. In line with prior research on choice overload, in both studies, the authors compared between-subjects differences in the levels of reported dissatisfaction, difficulty and regret in a choice condition where adolescents chose among either 6 or 24 options associated with brand names and in another choice condition where adolescents chose among the same 6 or 24 options but not associated with brand names. Findings This paper presents evidence from two studies that when facing either a large or a small amount of choice options that are associated with brand names, choice overload disappears among adolescents. Conversely, when no brands are associated to the choice options, adolescents report choice overload, that is a greater dissatisfaction, difficulties and regret with larger (versus smaller) assortments. Practical implications Prior research on choice overload has led to recommendations that marketers and other choice architects should simply reduce choice options or assortments to improve consumers’ satisfaction. However, our finding suggests that this recommendation may be invalidated when brands are present, at least for certain age groups. Adolescents cope indeed very well with large assortments of branded products. Originality/value The research adds to the existing understanding of choice overload, demonstrating that the brand is a moderator of the phenomenon for adolescents, who currently represent a large portion of the market. A second important contribution of this work is that it extends prior research on choice overload to real-world consumer scenarios, where consumers choose among products with a brand, rather than among products described only by technical characteristics or nutritional values, as in classical studies on choice overload.
46
LUNDBÄCK, MAGNUS, i CHRISTER KARLSSON. "INTER-FIRM PRODUCT PLATFORM DEVELOPMENT IN THE AUTOMOTIVE INDUSTRY". International Journal of Innovation Management 09, nr 02 (czerwiec 2005): 155–81. http://dx.doi.org/10.1142/s1363919605001228.
Pełny tekst źródłaStreszczenie:
The product platform development process becomes critical and of general interest when different brand name products are developed from inter-firm developed product platforms. The inter-firm platform adds perspectives not considered in previous research. In this article areas related to the inter-firm product platform integration process are described. The study is a longitudinal, deep, explorative study aimed at identifying managerial challenges to inter-firm platform development and how they can be dealt with. Analysis shows that the factory sequence is a critical factor when developing inter-firm platform architecture. Also, making architectural concessions without jeopardising brand uniqueness places new demands on managers involved in the development processes. Further, we found a reciprocal interdependence between technological and managerial factors that created a need for innovative organisational and managerial solutions. Finally, reciprocal interdependences add complementary theoretical knowledge on how to better control and understand areas that hamper inter-firm product development projects from attaining cost-effective solutions and economies of scale.
47
Uppal, Jamshed, i Inayat Mangla. "Islamic Banking and Finance Revisited after Forty Years: Some Global Challenges". Journal of Finance Issues 13, nr 1 (30.06.2014): 16–27. http://dx.doi.org/10.58886/jfi.v13i1.2495.
Pełny tekst źródłaStreszczenie:
After experiencing phenomenal growth over the last forty years, the Islamic banking and finance industry (IBF) faces some difficult challenges which are addressed in this paper. We argue that the industry has moved away from pursuing ideals conveyed by its brand-name products towards a convergence to the conventional banking and discuss the reasons behind this trend. We suggest that the dictates of the economic and financial theory might be at conflict with the IBF market niche strategy. Additionally, we highlight operational challenges facing the industry in deploying risk management techniques and regulatory compliance.
48
Laila, Azzah Nor, Muhammad Idlom Dzulqarnain, Husni Tamrin i Hardiyanto Hardiputra. "Empowering Women Worker’s Group Through Mentoring Management, Innovation, and Branding Product of Pants Convection". Dimas: Jurnal Pemikiran Agama untuk Pemberdayaan 22, nr 2 (31.10.2022): 201–16. http://dx.doi.org/10.21580/dms.2022.222.11892.
Pełny tekst źródłaStreszczenie:
Pants convection is a home business from cloth in the village of Sukosono, Jepara. The community of mothers and teenagers are interested in entrepreneurship and work in the convection sector because they tend to be more flexible and can be done at home. A large number of workers and the production of the pants convection are not matched by management, product innovation, and marketing strategies. This resulted in a buildup of products, but reduced market demand. This service program aims to assist business management, as well as increase the creativity of workers in creating innovations, branding, and marketing methods so that confectionery products can compete in the market. Partners in this service are pants convection entrepreneurs in the village of Sukosono, Jepara. The method of this community service was Asset Based Community Development (ABCD), starting from the step of discovery, design, dream, define through a survey on the community. Then the step destiny through training, assistance with product brand design and marketing, then step reflection through monitoring and evaluation. The results of this assistance show that the community has an awareness of the importance of product innovation, branding, and improving the marketing system. In the product aspect, this assistance resulted in innovative pants made of woven materials, product brand logos with the name of clothing houses, and marketing through marketplaces.
49
DELANG, CLAUDIO O. "Economic valuation of non-marketed wild edible plants in Thailand". Environmental Conservation 32, nr 4 (grudzień 2005): 285–87. http://dx.doi.org/10.1017/s037689290600258x.
Pełny tekst źródłaStreszczenie:
Tropical forests can provide forest dwellers with a sizable proportion of their dietary needs. Yet, many development and conservation organizations tend to disregard these opportunities, promoting market-oriented reforms that aim at introducing cash crops and markets for non- timber forest products (NTFPs) in the name of poverty alleviation and/or biodiversity conservation. In so doing, they help relegate wild food plants to the position of food for the poor (De Beer & McDermott 1996; Neumann & Hirsch 2000), reserve food in case of famine (Takasaki et al. 2004), or food supplementing that produced on farm plots (Ousseynou & Tieguhong 2004). This comment discusses the economic rationale for the consumption of wild edible plants by forest-dwelling communities, comparing the results obtained from two methods of evaluation. The paper is based on one month of fieldwork during December 2004 carried out by the author together with Theresa Wong and two specially-trained research assistants in Thung Yai Naresuan Wildlife Sanctuary (Western Thailand).
50
Varshneya, Geetika, i Gopal Das. "“Tata i-Shakti” to “Tata Sampann”: rebranding or repositioning?" Emerald Emerging Markets Case Studies 7, nr 4 (5.09.2017): 1–16. http://dx.doi.org/10.1108/eemcs-09-2016-0191.
Pełny tekst źródłaStreszczenie:
Subject area Marketing. Study level/applicability This case may be used by instructors to teach undergraduate, post graduate and executive level programmes in management. It may be used in basic marketing, branding or marketing strategy courses. The case may serve as a platform for the instructor to discuss the concepts and issues related to positioning and repositioning. Case overview Tata Chemicals, a subsidiary of the Tata group, launched the “i-Shakti” brand six years ago for its low-cost “solar-evaporated” salt for rural customers. In 2010, the company extended the brand equity of i-Shakti to a premium segment and launched a new brand “Tata i-Shakti” with a range of unpolished pulses. Changing the brand name and customer base from “i-Shakti for rural market” to “Tata i-Shakti for premium market” created a dilemma among customers in the market. To overcome this problem, in October 2015, the company’s portfolio of pulses, gram flour and food grade soda under “Tata i-Shakti” label has migrated into a new brand “Tata Sampann”. The company also launched a range of spices under the brand name of “Tata Sampann”. This new brand “Tata Sampann” was launched to serve the premium segment with an aim to “enrich everyday meals with extra nutrition and extra joy”. Also, this brand recreation was made by the company with anticipation to make avenues for future launches in the staples and food segment under Tata’s consumer products business. It has been almost a year since Tata Sampann was launched in the market. Given the tough competition and expected growth of the spices market in India, it remained to be seen whether “Tata i-Shakti” was rightly rebranded or repositioned with “Tata Sampann”. Expected learning outcomes To make participants understand the basic concepts of branding such as umbrella branding, brand repositioning and rebranding. To make participants learn about various brand elements and how they contribute in communicating the value proposition of the brand. To make participants appreciate various marketing and brand related strategies. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.