Search results
1 – 10 of over 24000
This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world.
Abstract
Purpose
This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world.
Design/methodology/approach
The authors conducted a qualitative study of Casarte, a high-end appliance brand, as an instrumental case for conceptualizing and theorizing. This study constructs a matrix of dynamic brand positioning as the key analysis framework using in-depth interview data, firm materials and user-generated content from online brand communities.
Findings
The matrix of dynamic brand positioning has two dimensions: brand core and peripheral meaning, and firm- and customer-led orientation. The interaction between the firm and its customers strengthens the understanding of a brand’s core meaning and consistency perception, expands the scope of brand peripheral meaning and improves the perception of brand meaning diversity. The mutual transformation of the ambidexterity of core and peripheral meanings facilitates the dynamic positioning of brands.
Research limitations/implications
This study is a qualitative case study; the relevant conclusions have not been tested empirically. If longitudinal data of actual tracking support the effect of dynamic brand positioning, the theory’s reliability can be more rigorously tested.
Practical implications
It provides managerial logic and a tool for firms to practice dynamic brand positioning in a hyperconnected world, which contributes to the implementation of the emerging firm-customer synergistic strategy.
Originality/value
This study proposes a construct of dynamic brand positioning supported by qualitative evidence. It disputes the traditional view that brand positioning is determined by the perception of core meaning consistency and creatively puts forward the view that brand positioning evolves dynamically with the mutual transformation of the ambidexterity of brand core meaning and peripheral meaning.
Details
Keywords
The purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change…
Abstract
Purpose
The purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change.
Design/methodology/approach
A longitudinal case study of the Volvo brand’s core and its management serves as the empirical basis for a qualitative analysis of the “brand core” using rhetorical perspectives.
Findings
The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualisations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mindsets, which has kept its core surprisingly stable.
Research limitations/implications
The new framework mitigates a paradox and, by defining the brand core as a point of reference, allows for brand management to address both continuity and change and consider a range of stakeholders while doing so. The integration ofs rhetoric into the framework makes it applicable to product, service and corporate brands, or indeed anything that can be considered a “brand”. The brand core is defined as “an entity of core values and a promise”.
Practical implications
By shifting perspectives on a brand’s core over time, change and development are stimulated while preserving its inner values and promise.
Originality/value
The brand core framework integrating rhetoric theory was supported by a longitudinal case study to resolve a strategic brand management paradox.
Details
Keywords
Guenther Botschen, Kurt Promberger and Josef Bernhart
This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns…
Abstract
Purpose
This paper aims to present an interdisciplinary approach for the development and design of place brands, which goes far beyond communication strategies and advertising campaigns. The so-called “Brand-driven Identity Development of Places” (short: BIDP) approach provides a structured three-phase model that can serve as a practical guide for the development of commercial, touristy, urban and rural places.
Design/methodology/approach
Longitudinal collaborative action research over a time span of 20 years plus extended case study research supported the evolution of the BIDP approach.
Findings
BIDP is a circular three-phase model starting with the definition of the intended place brand identity, which in Phase 2 becomes translated into concrete touchpoint experiences along the main constituents of the place, and finally materialising into the new place format. The case study of the City of Innsbruck is prototypically used to illustrate the application of the designed approach and to report achieved results.
Research limitations/implications
Place brand development based on translating socio-cultural meanings into touchpoint experiences to materialise and align place constituents is opening up new avenues to initiate and govern place development. At present, the approach is based on case studies in the western region of Austria and South Tyrol.
Practical implications
The three-phase model represents a practical tool for place brand managers, who want to renew and to develop their place format in a structured way. The BIDP model can be applied for all forms of places.
Social implications
Foremost, the described place branding collaborations reassure the proposition of Olins (2002) and Schmidt (2007) that place branding is a crucial internal project that unites groups of people around a common strategic vision providing sense and direction besides reaching out to the traditional customer–stakeholder audience.
Originality/value
A structured model for brand-driven place development, which evolved during 20 years of longitudinal collaborative action research with executives and representatives of commercial, touristy, urban and rural places, BIDP locks into anthropological research findings where cultural meanings are considered as the main source for the construction of brand identities.
Details
Keywords
This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record.
Abstract
Purpose
This paper aims to describe the uncovering of a corporate brand's core values and implications for strategic management of its track record.
Design/methodology/approach
The paper examines the specific track records of Volvo, IKEA, IBM, and Scanpump, focusing on core values and how they evolve. Based on multiple sources of evidence, the track records of the case companies emerge as patterns of values that are: perceived externally by customers and non‐customer stakeholders; and rooted internally within an organisation.
Findings
Four categories of core values emerge, termed true, aspirational, potential, and hollow.
Originality/value
The Core Value Grid is proposed as a managerially useful model on “how to build true values and avoid hollow values”. In principle, a corporate brand cannot be stronger externally than it is internally. Rooted core values with track records supporting a brand promise represent the essence of a corporate brand, guiding internal and external corporate brand building and management. The foundation of a corporate brand risks being undermined by hollow core values and empty promises.
Details
Keywords
This study aims to use a holistic approach to empirically examine the direct and indirect relationships of both core and supporting consumer-based brand equity (CBBE) dimensions…
Abstract
Purpose
This study aims to use a holistic approach to empirically examine the direct and indirect relationships of both core and supporting consumer-based brand equity (CBBE) dimensions from students’ perspectives and the underlying impact they have on building a robust university brand equity. It also tests whether student perceptions of the importance of the brand equity constructs significantly differ based on demographics.
Design/methodology/approach
The study adopts the core and supporting university brand equity dimensions that have been tested for reliability and validity in prior research. Data were collected at a major university in the USA. The study used judgment sampling to carefully select a targeted sample of various colleges and class levels. A total of 439 useable surveys were collected.
Findings
The results of partial least squares–structural equation modeling reveal significant relationships between both core and supporting brand equity dimensions. The core brand equity dimensions include brand awareness, perceived quality, brand association, brand trust, learning environment, emotional environment, university reputation and brand loyalty. The supporting brand equity dimensions include library services, dining services, residence hall and physical facilities. Significant direct and/or indirect relationships were found between the core and supporting CBBE dimensions. The demographic variables of gender, semester standing and living arrangement also influence the importance of some of the core and supporting dimensions.
Practical implications
The results suggest that females, freshman and students living on-campus require specific attention in higher education. For a better representation and understanding of the university student population, we recommend that future studies use probability sampling and multiple universities for cross-validation.
Originality/value
Using the brand ecosystem framework, this is the first comprehensive study testing the relationships between both core and supporting CBBE dimensions in higher education. The study offers valuable insights to university stakeholders for building a strong university brand. It also confirms that the measures of the CBBE brand equity dimensions are valid and are applicable to other higher education institutions.
Details
Keywords
The aim of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are…
Abstract
The aim of this article is to introduce a conceptual framework for a corporate brand building process based on core values. The nature, role, and function of core values are considered a central part of the value foundation of a corporate brand. In line with this reasoning, a distinction is also made between three groups of values: organisational values, core values, and added values. This article is based on research into the brand building efforts of more than 50 major companies over a period of ten years. The Volvo case is used as an illustration and places special emphasis on internal processes. The role of the core values in the ten steps of the framework is explored and illustrated. The work is based on first‐hand experiences, interviews, and unique internal strategy documents from Volvo. The discussion defines core values as overarching concepts that summarise the identity of the corporate brand and as guiding lights for the brand building process. Another conclusion drawn from the article is that core values are vital for continuity, consistency and credibility in a value‐creating process. The theoretical and practical implications of using core values as a unifying common thread are discussed in relation to the paradigm of brand orientation.
Details
Keywords
Jasmina Ilicic and Cynthia M. Webster
– This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement.
Abstract
Purpose
This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement.
Design/methodology/approach
This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand.
Findings
Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship.
Research limitations/implications
The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers.
Originality/value
This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
Details
Keywords
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualizations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mind-sets, which has kept its core surprisingly stable.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Details
Keywords
Musa Pinar, Paul Trapp, Tulay Girard and Thomas E. Boyt
In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution…
Abstract
Purpose
In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of unique service characteristics, universities’ branding attempts may not always result in success. The purpose of this paper, utilizing the concept of brand equity as a foundation of understanding, is to present a framework and scale measurements of university brand equity and its dimensions.
Design/methodology/approach
Because no prior measurement scales for university branding have existed, the scale measures for this study are compiled from the literature on brand equity measurements identifying the core and supporting value-creation factors for higher education. For this exploratory study, several pretests and exploratory factor analyses were conducted to ensure that the scale items are comprehensible and clearly measure the intended constructs. Students are considered as the target population for this study. Data for the main study were collected at a comprehensive university in the Midwestern USA. A total of 30 classes with varying sizes provided 439 usable surveys.
Findings
Empirical results from the survey research suggest that some of the brand equity dimensions are more important in developing strong university brands. Of the core dimensions, perceived quality of faculty is the most important brand equity dimension, followed by university reputation and emotional environment, brand loyalty, and brand awareness dimensions for creating a strong university brand. Among the supporting brand equity dimensions, library services was the most important for creating a strong university brand, followed by student living (residence halls and dining services), career development, and physical facilities (e.g. gym, classrooms, labs).
Research limitations/implications
Although the target population was students, as a first step, the survey was administered to students at one university. Administering surveys to students at different universities and comparing the results would improve the reliability of the brand equity scales. The significant correlations found among the brand equity dimensions suggest the interconnectedness of these dimensions. The findings have implications for developing and implementing university brand strategies. The authors suggest serious consideration to be given to a holistic approach to branding efforts.
Originality/value
The branding literature offers no prior research that develops and tests a scale or examines the issues and factors that are important for developing strong university brands and brand equity for higher education institutions. This study develops the scale measurements through a comprehensive literature review, tests the validity of the measurements, and takes the brand equity theory one step further by identifying the core and supporting-value creation factors suggested sporadically in the literature. The framework suggests that both core and supporting value-creating activities are dynamically interrelated and work jointly in creating student learning experiences, and ultimately, a strong university brand.
Details
Keywords
Pielah Kim, Hua Chang, Rajiv Vaidyanathan and Leslie Stoel
Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways…
Abstract
Purpose
Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand.
Design/methodology/approach
Two experiments are used to examine the impact of artists’ personality (in)congruence on consumers’ perceptions of the brand and purchase intentions of the brand’s products.
Findings
The results show that consumers whose personalities do not match the brand’s current personality are likely to alter their view of a brand when the brand partners with an artist whose personality matches with that of the consumers’. This happens without negatively affecting the brand personality perceptions of current consumers who already identify with the brand.
Practical implications
When seeking to attract a new target segment, brands can ally with visual artists who convey a personality that matches that of the new target segment.
Originality/value
This paper adds to a nascent literature on the power of artist–brand alliances, and demonstrates that these partnerships need not only be between artists and brands with consistent personalities but can also effectively be used to target new consumers.
Details