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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.

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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

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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.

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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

Keywords

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…

3077

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

Keywords

Article
Publication date: 1 August 2003

Leslie de Chernatony and Susan Segal‐Horn

There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To…

21343

Abstract

There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To contribute to services branding knowledge the authors undertook a review of the services management and services branding literature and postulated a model of services branding. In‐depth interviews with 28 leading‐edge consultants showed the appropriateness of this model. The study found a need for ruthless clarity about positioning and the corporation's genuinely felt values. Success is more likely when everyone internally believes in their brand's values. When management behaviour is based on genuine conviction, shared values are more likely. Through shared values, there is a greater likelihood of commitment, internal loyalty, clearer brand understanding, and importantly, consistent brand delivery across all stakeholders. By viewing these factors within a systems perspective, greater services brand consistency can result.

Details

European Journal of Marketing, vol. 37 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 25 February 2014

Jing Zhang and Yong He

This paper aims to identify key dimensions of brand value co-creation activities and empirically examine the impacts of different dimensions of brand value co-creation…

2180

Abstract

Purpose

This paper aims to identify key dimensions of brand value co-creation activities and empirically examine the impacts of different dimensions of brand value co-creation upon brand performance among Chinese industrial services firms.

Design/methodology/approach

Key dimensions of brand value co-creation activities are identified and a research framework is presented based on qualitative interviews with three industrial services firms. Then, the conceptual model and 14 research hypotheses addressing the impacts of different dimensions of brand value co-creation activities upon brand performance are tested by conducting a questionnaire survey among 258 pairs of Chinese B2B services providers and their client companies.

Findings

The research results show that: on the whole, integration of brand value chain and service-dominant logic (SDL) can lead to stronger theoretical explanation about the industrial services brand value and brand performance. In other words, value co-creation activities among multiple stakeholders can help customers perceive brand value in a favorable way and finally improve brand performance; branding process involves eight kinds of value co-creation activities on four interfaces between firm-employees, firm-customers, employees-customers, and firm-other stakeholders, indicating that the cultivation of industrial services brand needs a broader stakeholder perspective; value co-creation activities on the firm-employees interface is original driver of brand development by impacting brand value and brand performance via value co-creation on other interfaces.

Originality/value

This paper is the first kind of research that empirically explores the formation mechanism of industrial brand value from the perspective of SDL and also provides insightful implications for managers by pointing out that B2B service providers need to consider the interactive value co-creation behaviors in the social network constructed by different stakeholders in order to improve brand management performance.

Details

Nankai Business Review International, vol. 5 no. 1
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 1 February 2016

Jing Zhang, Yanxin Jiang, Rizwan Shabbir and Miao Zhu

The paper aims to explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder…

3074

Abstract

Purpose

The paper aims to explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder interaction perspective in industrial services context. Brand orientation has emerged as an attractive business philosophy for industrial service companies who believe that brand plays an influential role in delivering customer value and improving firm’s performance. However, the impact of brand orientation upon brand equity is not clear yet, and the active roles of multiple stakeholders in co-creating brand equity are largely neglected in business-to-business (B2B) branding literature.

Design/methodology/approach

A questionnaire survey was conducted among 258 pairs of firms located in mainland China. A total of nine research hypotheses related to how brand orientation impacts B2B service brand equity were examined by structural equation modeling technique.

Findings

The research findings indicate: a company with high level of brand orientation will both actively communicate its brand to customers and implement internal branding among employees; internal branding enhances willingness and skills of service employees so that they can provide customers with excellent service experience, which will lead to positive word-of-mouth; effective brand communication, pleasant customer experience and favorable word-of-mouth can result in positive brand association in the mind of customers and finally build up corporate brand equity.

Research limitations/implications

The major limitation of this paper is that some other potential stakeholders and additional interactive processes among organization, employees and customers, which have potential to impact brand equity, are not included in the model.

Originality/value

This study makes theoretical contribution by addressing the gaps in the branding literature with respect to industrial services context and stakeholder interaction perspective. It also provides practical implications for B2B service firms as to how to develop a strong brand by implementing brand orientation within the network of core stakeholders.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 October 1995

L. W. Turley and Patrick A. Moore

Although research associated with branding′s influence on consumerbehavior has increased in recent years, the vast majority of this workhas focussed on tangible goods…

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Abstract

Although research associated with branding′s influence on consumer behavior has increased in recent years, the vast majority of this work has focussed on tangible goods rather than intangible services. Focusses on branding and brand name strategies for intangible services. Develops a classification system for service brand names and describes a study which explores the degree to which these diverse strategies are used by different types of services.

Details

Journal of Consumer Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 18 June 2018

Stephen W. Wang and Jillian Farquhar

The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer…

1027

Abstract

Purpose

The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated by involvement.

Design/methodology/approach

A conceptual model is developed and tested. A convenience sample of users of a co-branded credit card was surveyed. The responses were analyzed using structural equation modeling.

Findings

Results show a strong association between perceived benefits and co-brand equity and between co-brand equity and co-brand preference, as well as between perceived benefits and intention-to-use. The research also identifies four perceived benefits of a co-branded credit card. They also show that highly involved consumers are less affected by perceived benefits than their low involvement counterparts.

Research limitations/implications

Further research might consider co-branding across categories of services and explore the ambivalent results of co-brand preference in the mode. This research is limited by the use of a convenience sample and a cross-sectional survey. A probability sample and a longitudinal element to the study would have added weight to the study’s findings.

Practical implications

Managers with co-branding responsibilities should focus on improving the perceived benefits of co-branded credit cards.

Social implications

This study has a wider application to understanding how co-branding services may be applied in not-for-profit situations, specifically affinity card co-branding, thus generating greater revenue for charitable and social concerns.

Originality/value

This research advances research in the financial services consumer theory by demonstrating a strong association between perceived benefits and intention-to-use a co-branded credit card, distinguishing between the behavioral traits of consumers with high and low levels of involvement. It thus advances the consumer theory in co-branding.

Details

International Journal of Bank Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

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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