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This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world.

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.

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.

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.

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.

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.

The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency.

Two experiments were conducted to test the hypotheses. Study 1 establishes the interaction effect between evoked spokes-character dynamism and brand personality on brand trust and examines the mediating role of processing fluency. By introducing a control group and using purchase intention as the dependent variable, Study 2 further extends the results of Study 1.

The results of Studies 1 and 2 show that for sincere brands, spokes-characters with high dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with low dynamic imagery. However, for competent brands, spokes-characters with low dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with high dynamic imagery. In addition, processing fluency mediates the interaction effect between evoked spokes-character dynamism and brand personality on consumers’ evaluation.

The studies considered only one method, “frozen motion,” to evoke perceived movement. Further studies using other methods are needed to allow for generalization.

The discerning use of dynamic imagery in spokes-character design involving advertisements may aid marketers in maximizing spokes-characters’ effect on consumers’ evaluation.

The perceived movement of spokes-characters is integrated into the cognition of brand personality. Marketers should take into account how the match between spokes-character dynamism and brand personality may influence consumers’ evaluation of the brand.

Success of a television game show requires brand‐building effort and brand value management like any other product. However, aspects of information, entertainment, novelty, instant gratification, and experience dimensions are more salient in game shows. This has been amply proven by the television game show Who Wants To Be A Millionaire. The purpose of this research is to explore why some entertainment products succeed, while others fail.

In this paper, we present the system dynamic model of brand management of the game show Kaun Banega Crorepati (KBC), the Indian version of Who Wants To Be A Millionaire. Initially, we present the reference mode behaviour, drawn from published data. In the dynamic model, we include factors such as channel popularity, host popularity, prize money, and competition that work towards building the viewership and influencing operational revenues. Computer‐based simulation and experimentalism are then applied as a research method to the model to explore its dynamic behaviour.

Our analysis shows that the right mix of host popularity, channel popularity and prize money has enabled KBC to achieve unprecedented success.

Validation of the model is based on the strength that the simulation results can replicate the reference mode behaviour and produce behaviour expected under extreme conditions. The validated model is used to draw what‐if scenarios, some of which resemble the experiences of competing game shows.

Understanding the dynamics of brand management of this game show can serve as an important tool for brand management of entertainment products. Further, the use of system dynamics for dynamic modelling of brand value has application in broader areas of marketing, and would be of interest to a wide managerial audience.

The purpose of this paper is to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be taking place and renunciating the consistent use of corporate colours in some brands.

The research consisted of a qualitative visual content analysis, based on the comparison and scrutiny of 50 dynamic visual identities, verifying the changes that their colours would undergo in their numerous forms of representation and the symbolic associations these would carry. This analysis was performed using three different studies.

The results show that colour in dynamic brands does not follow any consistent pattern regarding its application and none of the most common colour harmonies seem to be an obvious strategic preference.

This research provides insights for brand managers to look at how this dynamic positioning can be successfully implemented without affecting recognition whilst establishing or maintaining customer loyalty, and for brand designers and marketers to clarify how brand guidelines will explain the usage of such colourful approaches.

This paper is a contribution to the knowledge of how a traditional visual element such as colour is being combined, deconstructed and reassembled in the context of modern visual identities. Three patterns are identified, and two of them draw attention to the apparent unnecessity of colour consistency and the way this may affect the relevance of colour in transmitting certain meanings.

This research aims to explore the concept of green dynamic capabilities, which can facilitate the adoption of green technological innovations for the purpose of enhancing brand sustainability. Specifically, the study seeks to investigate the mediating role of green technological innovations in the relationship between green dynamic capabilities and brand sustainability.

To achieve this aim, the study employed partial least squares structural equation modeling (PLS-SEM) and surveyed 316 managers of manufacturing enterprises.

The results showed that all relationships tested were positive and significant, and green technological innovation was found to be a significant mediator in the relationship between green dynamic capabilities and brand sustainability.

By adding a mediating variable (green technological innovations), this study adds to the literature on sustainability as well as contributes to the on-going debate on how manufacturing firms can be related to environmental issues in their productions.

The purpose of this paper is to identify potential competitive relationships among brands by analyzing the dynamic clicking behavior of consumers.

Consumer sequential online click data, collected from JD.com, is used to analyze the dynamic competitive relationship between brands. It is found that the competition intensity across categories of products can differ considerably. Consumers exhibit big differences in purchasing time of durable-like goods, that is, the purchasing probability of such products changes considerably over time. The local polynomial regression model (LPRM) is used to analyze the relationship between brand competition of durable-like goods and the purchasing probability of a particular brand.

The statistical results of collective behaviors show that there is a 90/10 rule for the category durable-like goods, implying that ten percent of the brands account for 90 percent market share in terms of both clicking and purchasing behavior. The dynamic brand cognitive process of impulsive consumers displays an inverted V shape, while cautious consumers display a double V shaped cognitive process. The dynamic consumers’ cognition illustrates that when the brands capture a half of the click volume, the brands’ competitiveness reaches to its peak and makes no significant different from brands accounting for 100 percent of the click volume in terms of the purchasing probability.

There are some limitations to the research, including the limitations imposed by the data set. One of the most serious problems in the data set is that the collected click-stream is desensitized severely, restricting the richness of the conclusions of this study. Second, the data set consists of many other consumer behavioral data, but only the consumer’s clicking behavior is analyzed in this study. Therefore, in future research, the parameters brand browsing by consumers and the time of browsing in each brand should be added as indicators of brand competitive intensity.

The authors study brand competitiveness by analyzing the relationship between the click rate and the purchase likelihood of individual brands for durable-like products. When the brand competitiveness is less than 50 percent, consumers tend to seek a variety of new brands, and their purchase likelihood is positively correlated with the brand competitiveness. Once consumers learn about a particular brand excessively among all other brands at a period of time, the purchase likelihood of its products decreases due to the thinner consumer’s short-term loyalty the brand. Till the brand competitiveness runs up to 100 percent, consumers are most likely to purchase a brand and its product. That indicates brand competitiveness maintain 50 percent of the whole market is most efficient to be profitable, and the performance of costing more to improve the brand competitiveness might make no difference.

There are many studies on brand competition, but most of these research works analyze the brand’s marketing strategy from the perspective of the company. The limitation of this research is that the data are historical and failure to reflect time-variant competition. Some researchers have studied brand competition through consumer behavior, but the shortcoming of these studies is that it does not consider sequentiality of consumer behavior as this study does. Therefore, this study contributes to the literature by using consumers’ sequential clicking behavior and expands the perspective of brand competition research from the angle of consumers. Simultaneously, this paper uses the LPRM to analyze the relationship between consumer clicking behavior and brand competition for the first time, and expands the methodology accordingly.

This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.”

For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized.

The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged.

This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.

This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.

Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies.

The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).

Further research should aim at testing the proposed framework in different types of companies and countries.

This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.

This paper concerns public sub-sector branding within the higher education (HE) system. The purpose of this paper is to investigate how public sub-sector branding within HE is organized and how it is influenced by the use of national values, traits and characteristics.

The study relies on two data sources: first, the paper benefits from a data set of one-stop web-portals for HE from the 23 countries listed in Times Higher Education’s top-60 universities ranking. Second, it builds on a sample and brief overview of Norway’s sub-sector branding of its HE sector.

Expert authorities within the HE sector are legally and organizationally responsible for sub-sector branding, and they establish coordinated and coherent web-portals. In practice, however, nation-branding concerns are influencing on how the HE sub-sector is branded. The paper concludes with a discussion of democratic implications, and points to paradoxes arising from the use of national clichés and characteristics in this highly international sub-sector of the public realm.

The paper informs discussions about public sub-sector branding within HE, a phenomenon that thus far has not been systematically studied. The practical applications of such a study are evident, as branding is becoming more important in the public sector in general, and in HE in particular.

Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, this paper aims to examine which of these brand positioning strategies performs better under dynamic market conditions.

Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs narrow) affects defensive brand performance. Study 2 tests how broad vs narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario.

The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands.

The study shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context.

Brand managers would benefit from a narrow brand positioning strategy in accordance with the unique selling proposition (USP) school of thought used by many marketing practitioners.

The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to the knowledge is the first to do so.