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1 – 10 of over 68000Bikram 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.
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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.
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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.
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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.
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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.
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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.
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Farzane Sahli, Sirous Alidousti and Nader Naghshineh
This study identifies factors affecting brand building for academic libraries affiliated with the Ministry of Science, Research and Technology (MSRT) in Iran.
Abstract
Purpose
This study identifies factors affecting brand building for academic libraries affiliated with the Ministry of Science, Research and Technology (MSRT) in Iran.
Design/methodology/approach
This research applied the grounded theory method based on the three open, axial and selective coding steps (Strauss and Corbin, 1998). The research tool was interviews conducted with 20 experts in librarianship, marketing and branding.
Findings
Library building architecture, library information resources and services, librarians' branding, marketing activities and library management are the causal conditions affecting brand building. The national economic situation, the digital publishing situation in the country and different characteristics of the new library community are the intervening conditions affecting brand building. The role of other libraries in society in the scientific education of the new generation provides contextual conditions for brand building. The higher education system and the library parent organization play a part in the operative actions/interactions for brand building. The consequences of brand building are brand image development, brand excellence and brand behavioral loyalty for libraries. Library brand identity is also a core category in brand building.
Originality/value
Facing steep challenges by emergent services, academic libraries are ill-prepared to meet the needs of the new information society solely with traditional services and functions. Academic libraries are required to rebrand themselves to be more successful at delivering a strong performance within a changing information environment by enhancing their brand image and establishing a more effective relationship with users.
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The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities) enable…
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.
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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 services…
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.
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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 services…
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.
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