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Article
Publication date: 22 February 2013

Bikram Jit Singh Mann and Mandeep Kaur

The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.

Abstract

Purpose

The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.

Design/methodology/approach

Based on the literature review, a more comprehensive list of branding strategies is proposed. A content analysis of 600 randomly selected brands, 200 from each sector, is performed. The branding strategies used in the three sectors are explained and MANOVA is conducted to test the hypotheses about differences in the branding strategies across the three sectors.

Findings

The results reveal that the branding strategies vary across the three sectors. Single corporate brand strategy is predominantly used for durables and credence services. On the other hand, in case of FMCG and experience services, individual brand type endorsed by the corporate brand type is the most frequently used branding strategy. Thus, there is a trend towards corporate branding as corporate brand type is popular in all the sectors. Also, other than the single corporate brand strategy, as in case of durables and credence services, single brand type strategy is rarely used. For FMCG brands and experience services brands, companies are trying to leverage brand equity of two or more brand types.

Practical implications

The paper offers insights for designing branding strategies when branding a product/service. Brand managers may rely on corporate brand type when risk associated with a purchase is high, as in case of durables and credence services. However, when the risk associated is low, as in case of FMCG and experience services, individual brand type may be preferred, but at the same time, it should be endorsed by corporate brand type.

Originality/value

This study adds value to the growing body of literature on branding strategies by identifying a more comprehensive and simplistic list of branding strategies which is a major contribution of the paper. Further, this is one of a very few empirical studies on branding strategies and is a pioneering attempt to evaluate the branding strategies in the FMCG vis‐à‐vis services vis‐à‐vis durables sectors. It empirically substantiates that the three sectors are heterogeneous among themselves and homogeneous within themselves with respect to their branding strategies.

Details

Journal of Product & Brand Management, vol. 22 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 30 September 2014

Hugo Skaalsvik and Bjørn Olsen

– The purpose of the paper is to examine the service branding process of the historic tourist attraction, the Norwegian Coastal Voyage (Hurtigruten).

Abstract

Purpose

The purpose of the paper is to examine the service branding process of the historic tourist attraction, the Norwegian Coastal Voyage (Hurtigruten).

Design/methodology/approach

A qualitative design guided the research and the research instrument employed was semi-structured in-depth interviews with service employees employed in the shipping line Hurtigruten ASA.

Findings

The research shows that the long history of the Hurtigruten, the role of leadership and culture, organising principles and analytical orientation were influential factors to the branding process on the Hurtigruten and that determined the key characteristics of the process, that of a structured process.

Research limitations/implications

Although, the study is innovative in its orientation, the research findings are restricted to the research context: on the Hurtigruten. However, the inductive approach makes it possible to conduct follow-up studies including more cruise line carriers.

Practical implications

A set of advices is provided which is beneficial in making the Hurtigruten an even stronger brand. One advice is to develop brand messages to be used in market communication which is built on attractive values to tourists such as Norwegian sea man skills, safety, reliability, comfort and exoticness.

Social implications

One important social implication is the suggestion to integrate the service employees in branding processes which may have consequences for employees’ brand commitment and loyalty.

Originality/value

In the research literature, more research on services branding is called for. Thus, the study contributes to the extant knowledge on an interesting research field and the value of the study lies in its in-depth exploration of an important management process, that of services branding.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 24 May 2013

Jenny Sandbacka, Satu Nätti and Jaana Tähtinen

– The purpose of this paper is to explore the internal and external corporate branding activities of micro-sized industrial business services companies.

Abstract

Purpose

The purpose of this paper is to explore the internal and external corporate branding activities of micro-sized industrial business services companies.

Design/methodology/approach

An abductive research approach and a case study method were used. Data were gathered with thematic interviews from three sources, a case company, its distributors, and its end customers.

Findings

A model for building a corporate brand identity and image in a micro-sized industrial business services company was devised. Key activities, including defining company values and the business idea, designing, managing and stabilizing the service process, utilizing holistic corporate communications, networking as well as activating and retaining stakeholders and utilizing feedback, to build a corporate brand were identified.

Research limitations/implications

As the importance of the internal branding can be presumed to rise with headcount, the repeatability of this study is weakened by the case organization being a micro company. Several suggestions for future research can be made based on this study: the causality of the presented model ' s connections with quantitative methods, the network branding and service company brand hierarchies.

Practical implications

This paper shows how a micro company can build its brand, without deploying extra resources. Moreover, it suggests ways of utilizing external resources, by exploring how the company ' s stakeholders can participate in the branding process.

Originality/value

This study expands the service branding literature to industrial services micro companies by identifying activities that they can undertake.

Details

Journal of Services Marketing, vol. 27 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 January 2005

David Hood and Kay Henderson

To provide an overview of branding activity in the UK public library service.

Abstract

Purpose

To provide an overview of branding activity in the UK public library service.

Design/methodology/approach

A review of branding literature was undertaken. The primary research was conducted over a four‐week period and consisted of a questionnaire survey distributed to heads of services in order to gain data regarding branding of the service.

Findings

The research indicated that heads of service do give consideration to branding in their marketing plans. Branding properly planned and developed may be one way in which the public library service can raise its image and allow employees to take ownership of the service.

Research limitations/implications

Owing to the time element involved in the gathering of data responses were not as high as previously anticipated.

Practical implications

A good insight into the application of branding in the UK public library sector which would interest practitioners and academics alike.

Originality/value

Contributes to the domain of knowledge which is weak in the area of branding in libraries.

Details

New Library World, vol. 106 no. 1/2
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 26 April 2011

Gillian Horan, Michele O'Dwyer and Siobhan Tiernan

Branding in small companies is an emergent aspect of the literature which to date has been explored from the perspective of customers but not SME management. Increasing…

Abstract

Purpose

Branding in small companies is an emergent aspect of the literature which to date has been explored from the perspective of customers but not SME management. Increasing understanding of management perceptions of branding is essential, given the impact of the entrepreneurial personality on SME branding, the need to create sustainable value, the emphasis of differentiation, and nurturing the generation of growth. This paper seeks to enhance the understanding of brands in service small and medium enterprises (SMEs) from a management perspective.

Design/methodology/approach

A qualitative case study method was undertaken with five SMEs in Ireland over a period of 18 months to understand the context specific implementation of branding from the perspective of the owner/manager. The research approach utilized in‐depth interviews, historical data, and observation with diverse service SMEs to facilitate the theory building necessary for this study.

Findings

The findings demonstrate that from a management perspective, branding in service SMEs is dominated by four variables; characteristics of the SME, the role of customer importance, the role of management and staff and brand equity. Additionally, the case SMEs noted the impact on their branding of budgetary constraints, procrastination, the desire for success and the influence of the owner/manager on change.

Originality/value

While the importance of branding is well supported, service SME branding is an emergent area of the literature. This study explores management perspectives of branding in service SMEs culminating in a model of SME service branding.

Details

Journal of Services Marketing, vol. 25 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 19 March 2019

Ana Claudia Braun Endo, Luiz Alberto de Farias and Pedro Simões Coelho

The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors…

Abstract

Purpose

The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors involved in their strategic thinking in this sector.

Design/methodology/approach

Adopting a qualitative approach, 22 in-depth interviews were performed in Brazilian HEAs to analyze service branding as a strategic institutional process in this context.

Findings

Findings reveal that service branding depends on several factors, e.g., in this case, deep integration between branding and services, leadership involvement, strong value propositions, sharing of strategic guidelines, branding experiences and, finally, credibility and reputation. Excellence of service is considered essential in higher education (HE) and, therefore, service branding faces the challenge of promoting the provision of quality services.

Originality/value

Although there have been many studies relating to HE and branding, few authors have studied service branding in educational sector and which issues must be observed in a competitive marketplace.

Details

Marketing Intelligence & Planning, vol. 37 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 29 April 2020

Cemre Serbetcioglu and Aysu Göçer

The purpose of this paper is to examine the social media profiles of logistics service providers, and understand how they use social media for elevating their services and…

Abstract

Purpose

The purpose of this paper is to examine the social media profiles of logistics service providers, and understand how they use social media for elevating their services and differentiating their brands across industrial partners.

Design/methodology/approach

A content analysis was conducted on 3,215 social media posts, which were gathered from the official Facebook, Twitter, Instagram and LinkedIn pages of seven logistics service providers operating in Turkey.

Findings

The results demonstrated that logistics service providers engage with multiple social media channels with different branding motives, and that each company has a unique social media profile. The benchmarking analysis also revealed the branding strategies commonly pursued by the companies, and also indicated the alternative themes that differentiate their brands across their competitors.

Research limitations/implications

The findings contribute to the literature on the utilization of social media by business-to-business companies, particularly for logistics service providers, and recommend a frame of benchmarks for practitioners in the development of more effective social media branding strategies in services context.

Originality/value

Studies explaining the social media engagement of business-to-business companies in service sector are lacking, and also, the services branding literature in the context of social media is rather scarce. This study investigates the social media profiles of logistics service providers and explores how they use social media for branding their services.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 12
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 11 October 2011

Aron O'Cass and Liem Viet Ngo

The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities…

Abstract

Purpose

The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities) enable firms to achieve superiority in customer satisfaction.

Design/methodology/approach

To achieve this goal, a conceptual model was developed, specifying the mediating role of branding and customer empowerment capabilities in the relationship between market orientation and customer satisfaction. The model was tested using partial least squares, on 266 responses obtained via an online survey conducted amongst executives of services firms in Australia.

Findings

The findings show that possessing a strong service branding capability and co‐opting customer involvement through customer empowerment in the marketing effort is essential for services firms to realize the potential value of market orientation. This is important if the firm wants to translate the understanding gained from market intelligence (via market orientation as the “know‐what” capability) into superior customer satisfaction.

Practical implications

Through interaction activities that centre on utilizing market intelligence and shared sense of brand meaning, customer empowerment practices help institutionalize market orientation and service firms branding capability.

Originality/value

This study offers a greater understanding of the underlying processes (i.e. service branding and customer empowerment capabilities) which market orientation works through to contribute to customer satisfaction.

Details

Journal of Services Marketing, vol. 25 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 6 June 2016

Musa Pinar, Tulay Girard, Paul Trapp and Zeliha Eser

The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a…

Abstract

Purpose

The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry.

Design/methodology/approach

Data were collected from customers, managers, and contact personnel of three types of banks in Turkey – state, private, and foreign.

Findings

The study finds significant external branding gaps between the perceptions of managers and customers and interactive branding gaps between the perceptions of contact personnel and customers, but no internal branding gaps between the perceptions of managers and contact personnel with respect to CBBE dimensions.

Research limitations/implications

The sample was limited to Turkish adult citizens of a single major metropolitan area in Turkey and bank personnel in three cities.

Originality/value

The services branding triangle framework used in this study allows service brand managers to understand not only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but also provides an opportunity to identify the external, internal, and interactive branding gaps of each of the brand equity dimensions. The findings provide an empirical test for the three promises theory and identifying potential branding gaps resulting from differences between consumer, management, and contact personnel perceptions of CBBE and its dimensions. The paper discusses the implications of the findings in developing a strong services brand and brand equity.

Details

International Journal of Bank Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 17 May 2011

Subnum Hariff and Jennifer Rowley

Evidence suggests that misconceptions and negative stereotypes of the image of public libraries still prevail today despite libraries diversifying and offering a range of…

Abstract

Purpose

Evidence suggests that misconceptions and negative stereotypes of the image of public libraries still prevail today despite libraries diversifying and offering a range of services to their local community and contributing to key local and national priorities. The purpose of this paper is to report on a case study‐based research project that sets out to explore how public libraries in the UK are using branding in order to create a more positive and effective image, as a basis for proposing the key factors that contribute to an effective public library branding strategy.

Design/methodology/approach

In total, three case study organisations were selected for the study, on the basis of their reputation for innovation in branding. Semi‐structured interviews were conducted with key staff associated with each of the three public libraries, in order to gather an understanding of the branding processes and strategies that they had adopted, and how they had negotiated some of the challenges in branding in the context of public libraries.

Findings

The three case study organizations bear testimony to the fact that branding can be successfully used to change brand image, and in turn, the perceptions of the library service amongst key stakeholders. The following factors are key to successful branding: clear positioning and identity, advocacy and influence, co‐branding, staff buy‐in, brand communication, evaluation, and national marketing campaigns.

Originality/value

This study offers insights into branding process and strategies in innovative public libraries, and on this basis develops recommendations to support information practitioners to develop a positive image of their service and to engage effectively with stakeholders in what are challenging times for public libraries.

Details

Library Management, vol. 32 no. 4/5
Type: Research Article
ISSN: 0143-5124

Keywords

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