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Article
Publication date: 1 December 2003

Rob Osler

Account planning has established itself as a core competency of many top advertising agencies. The role of account planner is a result of advertising agencies’ recognition…

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3147

Abstract

Account planning has established itself as a core competency of many top advertising agencies. The role of account planner is a result of advertising agencies’ recognition that effective advertising demands the influence of consumer insights, competitive intelligence, and trends analysis. Yet, as necessary as the account planner’s strategic input is to the advertising placement and creative output, it does not supply the prerequisite upstream strategic foundation that is defined and delivered by business and brand strategy. Business strategy must be accounted for to ensure that a firm’s market opportunities, brand opportunities, and core competencies are being fully exploited in all marketing activities. In turn, brand strategy must be leveraged into the account planning process to ensure that a brand is optimally represented within the brand portfolio, its positioning supported, its values reflected, and its personality celebrated in all marketing communications.

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Marketing Intelligence & Planning, vol. 21 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 26 July 2021

Jihee Choi and Soobin Seo

This paper aims to investigate consumer responses to brand rumors and corporate rumor response strategies in the restaurant industry.

Abstract

Purpose

This paper aims to investigate consumer responses to brand rumors and corporate rumor response strategies in the restaurant industry.

Design/methodology/approach

A scenario-based experimental design was used to examine changes in consumers’ brand evaluation depending on level of brand equity and corporate choice of response strategy.

Findings

It was found that the impact of brand rumors on consumer responses is more negative when the restaurant’s brand equity is low compared to when it is high. It was also found that a company's use of active response strategies is more effective in combating brand rumor than a strategy of simple denial.

Practical implications

The findings have significant implications for both academics and practitioners in terms of developing effective response strategies for counteracting brand rumors.

Originality/value

Given the frequency of brand rumors in the restaurant industry and their serious negative impacts, this study extends the existing brand crisis communication literature by demonstrating how consumers respond to a rumor and the effectiveness of different corporate rumor response strategies.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 8
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 27 July 2021

Dino A. Villegas and Alejandra Marin Marin

This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural…

Abstract

Purpose

This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural country like the USA.

Design/methodology/approach

This study uses a netnographic approach by drawing information from a study of the Facebook pages of 11 brands belonging to different industries.

Findings

Companies engage in four levels of cultural identity adaptation using different strategies based on ethnicity: language adaptation, identity elements, identity matching and Latino persona. The study also shows that merely translating Facebook pages do not generate high levels of communitarian interaction.

Practical implications

This study examines different strategies used by brands in the USA to target the Hispanic audience on social media to provide insights for brand managers to develop online engagement.

Originality/value

With the increase in cultural diversity in different countries and the rise of social media platforms, brand researchers need to better understand how cultural identity permeates marketing strategies in online spaces. Social media platforms such as Facebook offer flexible environments where strategies beyond product- and brand-related aspects can be used. This study extends the literature by showing the heterogeneity of cultural identity-based strategies used by companies to ensure customer engagement and brand loyalty and the impact of such strategies on users.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 24 September 2020

Siyu Gong, Guanghua Sheng, Peter Peverelli and Jialin Dai

This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on…

Abstract

Purpose

This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on uncovering the causal mechanism in which such effect is mediated by brand stereotypes. Additionally, it outlines the moderating role of construal level in this formation process.

Design/methodology/approach

Three experimental studies were conducted to examine the hypotheses. Study 1 tests the positive influence of green brand positioning on consumer response. Study 2 tests the dual mediating effect of warmth and competence in the relationship between green brand positioning and consumer response. Study 3 further examines the moderating role of construal level in the effects of green brand positioning on brand stereotypes.

Findings

The findings reveal that green emotional positioning strategies are predominantly stereotyped as warm while green functional positioning strategies are predominantly stereotyped as competent. Both warm and competent mediate the effects of green brand positioning on consumer response. Furthermore, a congruency between green emotional positioning and high-level construal, as well as the match between green functional positioning and low-level construal, leads to more warmth and competence perception.

Originality/value

This study contributes to green brand management literature by proposing a brand stereotype-based mechanism to explain how green brand positioning strategies trigger consumers’ stereotyping process, leading to positive consumer response. This study also identifies the construal level as a moderating variable that impacts consumers’ warmth and competence perceptions towards two kinds of green brand positioning strategies. Managerially, the findings of this study provide managerial ideas for developing green branding strategies.

Details

Journal of Product & Brand Management, vol. 30 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 10 February 2012

Bendik Meling Samuelsen and Lars Erling Olsen

Brand managers must decide between extension and alliance strategies to grow their brands. This paper aims to describe testing of consumers' responses to two alternative…

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2698

Abstract

Purpose

Brand managers must decide between extension and alliance strategies to grow their brands. This paper aims to describe testing of consumers' responses to two alternative brand growth strategies: an extension strategy whereby a brand moves into a new category alone, and an alliance strategy whereby the same brand moves into the new category as a branded ingredient in a brand already established in that category. How far to stretch a brand is yet another strategic choice facing the brand manager, and the current research tests, under short and long category‐stretch conditions, the attitudinal responses to extension and alliance strategies.

Design/methodology/approach

The paper builds on the categorisation and incongruence literature. An experiment was employed to test the main hypotheses in the study.

Findings

Extensions outperform alliances, especially when the brand undertakes a long stretch, and short‐stretch strategies outperform long‐stretch strategies.

Practical implications

An extension strategy may be preferred to an alliance strategy, especially in situations in which the new growth opportunity requires a long stretch.

Originality/value

The paper compares, in the same study, the attitudinal effects of two important growth strategies widely employed by companies. Previous studies have assessed the performance of these two strategic options only separately.

Details

European Journal of Marketing, vol. 46 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 October 2006

Genessa M. Fratto, Michelle R. Jones and Nancy L. Cassill

The aim of this paper is to investigate competitive pricing strategies of apparel brands and retailers.

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13585

Abstract

Purpose

The aim of this paper is to investigate competitive pricing strategies of apparel brands and retailers.

Design/methodology/approach

The paper begins with a broad discussion of competition by examining Porter's five forces model, and narrows by examining price competition within price tiers in the retail apparel industry according to store format and brands. Included are case studies of apparel retailers and brands incorporating concepts of pricing strategies, brand positioning, and price competition, with a focus on retail channel relationships. The paper analyzes the impact of price competition on apparel retailers and brands, and further examines price tiers as a competitive strategy.

Findings

The study reveals that the concept of price tiers is applicable to apparel retailers and brands. Price tiering is a vehicle for market positioning for the retail apparel industry. Retailers are enacting a price tier strategy by branding their retail store formats or engaging store brands as a vehicle of differentiation for a tier. Retailers and brands can be successful with a price tier strategy, unless they fail to differentiate between tiers on factors other than on price alone.

Research limitations/implications

The lack of relevant price competition literature, relating to the retailer apparel industry, forced the exploration of price competition literature from grocery and automotive sectors.

Originality/value

The paper provides useful information on the impact of price competition on apparel retailers and brands, and also price tiers as a competitive strategy.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 5 March 2019

Jae-Eun Chung, Byoungho Jin, So Won Jeong and Heesoon Yang

The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and…

Abstract

Purpose

The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization.

Design/methodology/approach

A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands.

Findings

Clear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly regarding brand identity development, use of foreign sales subsidiaries and number and types of brands used. The authors find an interaction effect between product characteristics and host market levels of economic development, both of which influenced the degree of product standardization.

Originality/value

This study is the first attempt to uncover the branding strategies of NIE consumer-goods SMEs. The findings contribute to the field by extending our understanding of branding strategies used by consumer-goods SMEs from NIEs, thereby providing useful insight for other NIE enterprises when establishing branding strategies aimed at foreign markets.

Details

Journal of Product & Brand Management, vol. 28 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 18 April 2016

Jorge Vera

This paper aims to show how consumers process information differently under two dissimilar types of brand strategies. By analysing data from dishwashing detergent…

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2268

Abstract

Purpose

This paper aims to show how consumers process information differently under two dissimilar types of brand strategies. By analysing data from dishwashing detergent consumers who evaluated two different brands, one with a high differentiated/performance/price brand (HB) strategy and other with a low differentiated/cost/price brand (LB) strategy, it is shown how the structural relationship between some constructs differ under each price brand strategy. With a structural path analysis, the product performance, customer satisfaction, customer perceived value and behavioural intentions relationship are assessed. Additionally, the moderating effect of the brand strategy in this structural relationship is tested.

Design/methodology/approach

Data of a sample of n = 273 Mexican dishwashing detergent users were analysed. Respondents evaluated two brands of dishwashing detergent. One brand followed a high differentiated/performance/price strategy (Axion) and the other used a low differentiated/cost/price strategy (Roma). Participants had to have been consumers of both brands of detergents. A structural path analysis to show the moderating effect of the brand strategy was implemented. A nested comparison invariance test for structural weights to corroborate differences was used, as well.

Findings

Results confirm structural differences between both brand strategies in the constructs relationship. The HB strategy showed that both satisfaction and perceived value have a mediating effect between product performance and brand intentions; on the other hand, the LB strategy showed that only satisfaction has a mediating effect between these two constructs. The explanation amount for dependent latent variables was higher for the HB strategy than for the LB strategy.

Originality/value

This study offers a distinct view of the differentiated/quality brand strategy – low cost/price brand strategy duality. It provides a theoretical-empirical explanation of the cognitive processes that both strategies involve for a customer. As well, this study conceptually relates the generic strategies theory with the use of specific brand strategies.

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Article
Publication date: 22 February 2013

Steven Isberg and Dennis Pitta

The purpose of this article is to describe a method of assessing brand equity quantitatively.

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3556

Abstract

Purpose

The purpose of this article is to describe a method of assessing brand equity quantitatively.

Design/methodology/approach

The article describes an example of analysis using publicly available financial data to assess brand equity.

Findings

Brand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity.

Research limitations/implications

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability.

Practical implications

The work illustrates a technique that a product/service manager may use to assess the brand equity effects of a marketing strategy.

Originality/value

The work describes a technique not widely publicized in the brand literature.

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Article
Publication date: 11 May 2015

Aihwa Chang and Timmy H. Tseng

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the…

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2148

Abstract

Purpose

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the perspective of situational strength.

Design/methodology/approach

Two experiments were conducted to empirically test the hypotheses.

Findings

A significant three-way interaction of branding strategy, perceived fit and consumer innovativeness on the evaluation of the new products was found. A significant two-way interaction of branding strategy and perceived fit was also found. Situational clarity fully mediates the relationship between branding strategy and consumer product evaluations at various fit levels.

Practical implications

The theory of situational strength may shed light on the selection of target market when managers launch new products. Innovative consumers are the target market for the new products under new branding or low fit sub-branding; under brand extension or high fit sub-branding, consumers are the target for the new products regardless of their degree of innovativeness.

Originality/value

This is the first work to apply situational strength theory to a new product evaluation context. The theory provides a unified framework for explaining the cognitive processes involved when consumers use and combine marketing cues (i.e. branding strategies and fit levels) to evaluate new products; it also facilitates evaluating how the effects of consumer innovativeness are accentuated or attenuated based on various combinations of marketing cues. Most research on the evaluation of new products has examined the influence of consumer innovativeness, perceived fit or branding strategies as distinct entities. This study simultaneously examined the three.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

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