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Article
Publication date: 1 April 1997

Stan Maklan and Simon Knox

Outlines a new approach for managing brands that brings the process into line with recent advances in the management of flatter, customer‐facing organizations. Argues that…

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Abstract

Outlines a new approach for managing brands that brings the process into line with recent advances in the management of flatter, customer‐facing organizations. Argues that the traditional marketing and brand‐building approach, characterized by a narrow, product‐focussed selling proposition, no longer adds sufficient customer value. As a result, a gap has arisen between the value offered by the brand and the value expected by its customers. The factors which contribute to this value gap are discussed in the context of the changing customer and the changing organization where customer value is increasingly generated by business processes traditionally outside the remit of brand management. Introduces a management tool, the Unique Organization Proposition (UOP) to bridge this value gap by integrating the company’s core business processes into a visible set of credentials that adds customer value through the supply chain. Identifies and discusses the ways in which the UOP links with each of five core business processes. In conclusion argues that if marketers are to regain their role in the heart of the value‐adding process, they must lead in the management of the UOP and relegate their traditional brand engineering tools to an appropriate place in the overall UOP architecture.

Details

Journal of Product & Brand Management, vol. 6 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 3 May 2011

Betsy D. Gelb and James R. Gregory

The authors offer the viewpoint that a requirement to put the value of intangible assets like brands on a company's balance sheet may be in prospect – and that such a

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Abstract

Purpose

The authors offer the viewpoint that a requirement to put the value of intangible assets like brands on a company's balance sheet may be in prospect – and that such a requirement would benefit businesses.

Design/methodology/approach

Brands and elements of brands like a package can be valued, the authors assert, and describe an experiment to value the Gateway “cowbox” package. In the study, 61 university students saw identical ads for a computer, except that half saw one with a generic name, half with the name Gateway, and half of each of these two subgroups saw a “cowbox,” the other half no package.

Findings

The box did not influence the price respondents who saw the Gateway name in their ad said they would expect to pay for the computer. However, the box's presence in an ad for the “no‐name” computer boosted the expected price from $515 to $648.

Originality/value

If one brand element has a measurable value, investors have a right to know that value. The same applies for the brand as a whole. Furthermore, managers benefit from directing marketing dollars to the promotion of valuable brand elements, to associate them in the public mind with their brand.

Details

Journal of Business Strategy, vol. 32 no. 3
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 25 June 2021

Rafael Bravo, José Miguel Pina and Beatriz Tirado

This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles…

Abstract

Purpose

This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.

Design/methodology/approach

An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.

Findings

The results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.

Originality/value

These findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.

Details

International Journal of Bank Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 21 July 2021

Jisu Yi and Yun Kyung Oh

This research aims to investigate the role of brand types (value brand vs premium brand) in determining review content. Specifically, this research focuses on…

Abstract

Purpose

This research aims to investigate the role of brand types (value brand vs premium brand) in determining review content. Specifically, this research focuses on attribute-based reviews for an innovative product and suggests that consumers of value brands tend to discuss more attributes in their product reviews than those of premium brands. Also, this research suggests that review valence and time have moderating effects on the relationship between brand types and the number of attributes discussed in a review.

Design/methodology/approach

This research employed a data set of online consumer reviews (N = 106,980) for wireless earbuds from Amazon.com. It extracted products' attributes from review text using Bigram analysis and measured the number of attributes discussed in a review. It then analyzed the effect of brand types (value brand vs premium brand) on the number of attributes and the moderating effect of review valence and time.

Findings

The estimation results of Poisson models reveal that reviews for value brands tend to contain more product attributes than reviews for premium brands. Interestingly, the tendency is stronger among positive (vs negative) reviews, and it decreases over time as more reviews are accumulated.

Originality/value

While existing studies focused on the outcomes of the review content, there was not enough investigation into the determinants of the review content. This study focuses on the number of attributes discussed in a review, a key content characteristic, and provides the first empirical evidence that review content differs by brand types of an innovative product.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Book part
Publication date: 13 November 2017

Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski and Grzegorz Urbanek

The term ‘strategy’ is one of the most frequently used terms in business, and its application in marketing is particularly common. Company strategy, market strategy…

Abstract

The term ‘strategy’ is one of the most frequently used terms in business, and its application in marketing is particularly common. Company strategy, market strategy, marketing strategy, sales strategy, promotion strategy, distribution strategy, low pricing strategy – it would take a long time to list all of them. Although this term is so commonly in use, its definition is not as straightforward and it can be interpreted in different ways. In comparison with tactical decisions, strategy is much more significant for an organisation as it brings long-lasting consequences. It is implemented by higher level managers on a regular basis, and it is based on external, often subjective information, so decisions – especially at the time they are made – are difficult to evaluate.

Taking into consideration the fact that strategy refers to a long-term rather than a short-term period, strategic decisions serve as the basis for undertaking operational activities. However, marketing refers to the market and the competition. It is possible to claim that marketing strategy is trying to find an answer to the question to which path an organisation should follow in order to achieve its goals and objectives. If, for example, a company has a goal to generate a profit of PLN 1 million by selling 100,000 pieces of a product, the market strategy should answer at least the following two questions:

  1. Who will be our target group, for example, who will purchase the 100,000 pieces of the product?

  2. Why is it us from whom a potential buyer should purchase the product?

Who will be our target group, for example, who will purchase the 100,000 pieces of the product?

Why is it us from whom a potential buyer should purchase the product?

The target market will be defined if a reply to the first question is provided. The second question identifies the foundations of competitive advantage. These two issues, that is, target market and competitive advantage are the strategic marketing issues. You cannot change your target group unexpectedly while competitive advantage is the basis for changing decisions regarding prices, promotions and sales.

This chapter describes the measures of marketing activities which refer to strategic aspects and testify a company’s market position – the measures of the performance of target groups and competitive advantage. Readers’ attention should be also focused on the indices that are less popular in Poland and, therefore, may be underestimated. It seems that some of them, for example, the index of marketing resources allocation and the marketing risk index, provide a lot of valuable information and, at the same time, make it possible to show the value of marketing investments. Their wider use in the near future is only a matter of time.

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Book part
Publication date: 5 December 2018

Han Shen, Xinge Li and Yangfan Zhang

With the development of tourism industry, online travel agencies (OTA) have gradually become an important channel for tourism product supplies and sales. Some OTAs provide…

Abstract

With the development of tourism industry, online travel agencies (OTA) have gradually become an important channel for tourism product supplies and sales. Some OTAs provide consumers with a platform for tourism guidance and online travel sharing. They not only satisfy some tourists’ desire to share their experiences but also provide reference for more consumers to choose travel products. This process is the process of value co-creation by customers and online travel companies. This study is conducted under DART theory, a theoretical framework of value co-creation composed of four dimensions, namely dialog, access, risk-assessment, and transparency. Brand equity is divided into four aspects: brand loyalty, brand awareness, customer perceived value, and brand image. This study uses the structural equation model to investigate the impact of customer value co-creation behavior on brand equity of online travel enterprises and interprets the process and mechanism of customer value co-creation behaviors for online travel business brand equity, which provides more efficient strategies and methods for platform interaction and value co-creation.

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Book part
Publication date: 11 June 2009

Mark S. Glynn

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands

Abstract

This paper focuses on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research emphasizes a customer-brand knowledge perspective; however, emerging perspectives suggest that brands are also relevant to other stakeholders including resellers. In contrast, channels research recognizes the manufacturer sources of market power, but does not consider the impact of manufacturer “push and pull” strategies within channels. Existing theoretical frameworks, therefore, do not address the reseller perspective of the brand. As a result, the research approach is a multi-method design, consisting of two phases. The first phase involves in-depth interviews, allowing the development of a conceptual framework. In the second phase, a survey of supermarket buyers on brands in several product categories tests this framework. Structural equation modeling analyzes the survey responses and tests the hypotheses. The structural model shows very good fit to the data with good construct validity, reliability, and stability. The findings show that manufacturer support, brand equity, and customer demand reflect the manufacturer brand benefits to resellers. A key contribution of this research is the development of a validated scale on manufacturer brand benefits from the point of view of a reseller. This research shows that the resources that relate to the brand, not just the brand name itself, create value for resellers in channel relationships.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Book part
Publication date: 28 July 2014

Deviraj Gill and Anne Broderick

The translation of corporate social responsibility (CSR) values in customer awareness and engagement with the CSR values with the corporate brand is a key challenge for UK…

Abstract

Purpose

The translation of corporate social responsibility (CSR) values in customer awareness and engagement with the CSR values with the corporate brand is a key challenge for UK retailers. This chapter examines the incorporation of CSR in the core brand discourse of Marks & Spencer (M&S), focusing on the interrelationship between CSR reporting and brand heritage.

Design/methodology/approach

Using Fairclough’s (1989) method of critical discourse analysis, this chapter reports on the key discourses around CSR to emerge from annual reports of M&S in the period from the 1940s to 2010s.

Findings

Findings identify how messages relating to CSR are shaped and presented to stakeholders, noting the textual patterns that emerge in the M&S discourse. Patterns included a substantial reliance on relational values, the strategic adoption of expressive values toward specific groups (employees, suppliers), and textual cues such as metaphor and over-wording as a means to draw out links to M&S brand heritage.

Research implications

The chapter highlights how we, as academics, need to consider both (a) the evolution of CSR reporting and how this reflects brand messages over time and (b) how CSR reporting is becoming integral in brand positioning for UK retailer brands.

Practical limitations

In dealing with archival materials, it is necessary to be selective and this can limit the range of textual patterns that might be articulated in the discourse analysis.

Originality/value

Limited research to date has examined the integration of CSR and brand heritage in organizational discourses. This study offers an in-depth examination of how this integration of CSR messages in brand communication has evolved for M&S – one of the United Kingdom’s foremost retail brands.

Details

Communicating Corporate Social Responsibility: Perspectives and Practice
Type: Book
ISBN: 978-1-78350-796-2

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Abstract

Details

Strategic Marketing Management in Asia
Type: Book
ISBN: 978-1-78635-745-8

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Article
Publication date: 15 February 2021

Boban Melović, Milica Vukčević and Marina Dabić

The aim of this paper is to show how a bank's brand value is quantitatively assessed using the Interbrand methodology, taking into account the specifics of the banking…

Abstract

Purpose

The aim of this paper is to show how a bank's brand value is quantitatively assessed using the Interbrand methodology, taking into account the specifics of the banking market. Therefore, the objective of this paper is to review the ways in which brands contribute to the higher market value of banks by strengthening intellectual capital (IC), as reflected in increased levels of competitiveness and the reputation that the bank maintains in the minds of customers.

Design/methodology/approach

This paper applies the Interbrand methodology, which indicates that the assessment of brand value implies the determination of economic profit as the difference between the net operating profit after tax and the cost of capital. The brand profit is then calculated as the product of the economic profit and the index of the brand role. Brand value is obtained as the product of the brand's profit and the discount rate of the brand. In order to further test the results obtained through the application of the Interbrand methodology, linear regression was applied to the panel data in order to provide more efficient econometric estimates of the model parameters.

Findings

This research has shown that the Interbrand methodology's empirical foundations lie in the Montenegrin banking market, but also that, out of all of the analyzed parameters, the greatest significance is obtained from the profit of the brand, which influences the value of bank brands.

Research limitations/implications

This research is related to the service sector–in this case, financial services – meaning that it is necessary to adjust the calculation of the weighted average cost of capital. Although the banking sector is a very competitive market, a limitation exists in the fact that the research was conducted only in Montenegro. In other words, in order to achieve a more detailed analysis, this methodology should be applied to more countries, such as those within the Western Balkans, as they have a relatively similar level of development.

Practical implications

A main contribution of this paper is that the assessment of the banks' brand value could be useful to future investors. Therefore, the improvement of the financial sector–in this case, banks–as institutions that hold a dominant position in the financial market in Montenegro, is a particularly important issue. It is important to point out that the research conducted could serve as a means by which to bridge the gap between theory and practice, since the methodology of the consulting company Interbrand has been optimized and adjusted to the Montenegrin banking market.

Social implications

On considering the fact that most countries of the Western Balkans are at a similar level of development, the authors can conclude that, with the help of this adapted form of methodology, this research can be applied to assess banks' brand value in neighboring countries.

Originality/value

This paper serves as the basis for further research as the analysis of banking institutions that comprise both marketing and financial aspects, i.e. the application of the Interbrand methodology, was not conducted in Montenegro. Also, this paper overcomes the literal gap between theory and practice as there is little research thus far involving the application of the Interbrand methodology to the field of finance; especially in the field of banking. The authors point out the specifics of the banking sector as a key explanation for this. This is why it is necessary to make certain adjustments to the methodology. The research has positive implications for banks' internal and external stakeholders. The originality of this research is reflected in the fact that the Interbrand methodology has been optimized in order to assess the brand of banks, taking into account the specificity of the analyzed market. Brand is analyzed as a component of IC: another factor that exemplifies the value of this research.

Details

Journal of Intellectual Capital, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1469-1930

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