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Models of the components of brands are gaining more attention among practitioners and academics. We review why managers have a tendency to develop mental models and overview the…
Abstract
Models of the components of brands are gaining more attention among practitioners and academics. We review why managers have a tendency to develop mental models and overview the key published models of the components of brands. Among 20 leading edge brand practitioners we found evidence of their using their own mental models to make sense of brand complexity. There were similarities between elements of their models and those of the “atomic brand model”. This particular model was favourably received by experts and from their evaluations we propose the more comprehensive “double vortex model” of the brand.
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OunJoung Park, Liping A. Cai and Xinran Y. Lehto
Collaboration has become a key paradigm in community-based tourism literature. Yet, it has not been well understood in destination branding. This chapter delineates a conceptual…
Abstract
Collaboration has become a key paradigm in community-based tourism literature. Yet, it has not been well understood in destination branding. This chapter delineates a conceptual model to better describe and explain the nature and dynamism of collaborative branding for destinations. The model is based on a review of theoretical constructs of interorganizational collaboration process and the reconciliation of two product branding models. It suggests that the model begins in a context of environmental forces and evolves sequentially through the phrases of problem-setting, direction-setting, implementation, evaluation, and outcome.
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C.D. Simms and P. Trott
The paper aims to investigate the main aspects of perceptions of the Mini brand in the UK. Given that consumers' perceptions of a brand are represented by brand awareness and…
Abstract
Purpose
The paper aims to investigate the main aspects of perceptions of the Mini brand in the UK. Given that consumers' perceptions of a brand are represented by brand awareness and brand image, this research undertakes an in‐depth investigation of the image of the BMW Mini brand in its most established market.
Design/methodology/approach
The study consisted of 55 in‐depth interviews with a cross‐section of important stakeholders with high brand awareness and knowledge.
Findings
The research identifies the importance of the symbolic elements of the brand's image, in particular its fun, sporty, fashionable and stylish image. The study reveals that the brand's appeal is largely at an emotional level based on the brand's symbolic image and key associations. A model is developed to reflect these findings. The study concludes that associations are key to stakeholders' perceptions of the brand. In particular associations related to the brand's heritage and product‐related associations such as the car's aesthetics and handling.
Practical implications
The research identifies the importance of maintaining the brand's heritage, including its British origins, and the product's core appeal. In light of the importance of the brand's British origins, the research identifies possible challenges created through the brand's new German BMW ownership, and the launch of the new Mini.
Originality/value
The study develops a unique insight of this historic and valuable brand, as perceived by key stakeholders with high brand awareness and knowledge. In the light of these findings a model is developed that offers an improved understanding of how brand perceptions are developed.
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As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical…
Abstract
As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer‐based information via qualitative methods regarding brand dimensions that hold meaning to consumers for both branded products and branded services. The results indicate a number of key dimensions to be such as core product/service, experience with brand, image of user, important to consumers for both goods and services. Dimensions such as feelings, and self‐image congruence, were found to be important only in terms of branded products, while word‐of‐mouth, servicescape, and employees, held importance with respect to branded services. The results provide a platform upon which future research can be built.
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Employees are now viewed as playing a crucial role in brand management as they facilitate the interface between the organization and the market. This study, therefore, seeks to…
Abstract
Purpose
Employees are now viewed as playing a crucial role in brand management as they facilitate the interface between the organization and the market. This study, therefore, seeks to examine the role of employees in the delivery of the brand and, in doing so, further one's understanding of an area that, to date, has received little empirical attention from an operational management perspective.
Design/methodology/approach
This study demonstrated the use of a qualitative methodological approach to inductively and holistically understand the operational management perspective in a context‐specific situation. A case study approach was adopted and data were gathered via semi‐structured interviews with managers of a customer‐focused organization.
Findings
Several themes were identified from the interviews, namely, control, foundation, internal marketing (IM), management role, direction, employee satisfaction, enhancers and element of control. As such, these themes provide the foundation for the discussion and implications of this study.
Research limitations/implications
With respect to employing a case study methodology, the inherent limitations that are generally associated with this method include insufficient precision (i.e. quantifiable), objectivity and rigor. As such, the development of a case study database and the formalisation of the interview process increased the likelihood of trustworthiness and credibility in the results.
Practical implications
The themes identified in both the extant literature and this study, for example, IM, evidence the need for methods, in addition to systems and procedures, to be employed so as to ensure that employees are successful in delivering a service that is consistent with the organization's communicated brand values. Further to this, employees, being aware of the organization's brand and how to deliver the brand promise, are believed to create direction and influence employee behaviour. In doing so, employee role ambiguity and conflict are decreased.
Originality/value
The value of this paper lies in the presentation of empirical evidence and evaluation of employees' roles in delivering the brand promise. Moreover, the emergence of global brands across all industries ensures that the insights of this study, afforded by the application of a qualitative methodology, have relevance both internationally and across industries.
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This paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social.
Abstract
Purpose
This paper aims to shed light on the potential of ethnography to provide a dialectical approach to modeling the process of branding as its focus widens from managerial to social.
Design/methodology/approach
A critical approach to ethnography is adopted and implemented in light of the French sociologist Pierre Bourdieu's ethnographic modeling technique of “participant objectification”.
Findings
The paper demonstrates from the customer standpoint, of a case of a grocery retailer, the ability of critical ethnography to dialectically model the branding process as an organic cultural whole, which envelops an intricate set of different, yet interdependent, social and managerial systems, functioning in a coherent and complementary manner.
Research limitations/implications
The empirical evidence is limited to the area of grocery retailing. Thus, widening the application of the technique in other areas would be desirable.
Practical implications
The dialectical nature of the critical approach to modeling yields a rich multi‐faceted view of the branding process that could help remedy the problem of detachment from complex reality, which has often been a criticism of traditional approaches to modeling in marketing.
Originality/value
The suggested dialectical approach to modeling expands the potential use of ethnography within the critical orientation to theory building in marketing generally, and branding in particular through elaborating the process of cultural construction from textual via participant observation to dialectical via participant objectification.
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This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning…
Abstract
Purpose
This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning frameworks. Previous literature has focused on brand meaning flowing from intangible associations, and new insights are offered into the tangible attributes’ contribution to brand meaning.
Design/methodology/approach
A phenomenological approach was adopted, and meanings were gathered from lived experiences with consumers of local food brands. Quasi-ethnographic methods were used, including accompanied shopping trips to food fairs and local farm shops, kitchen visits and in-depth interviews in and around the county of Dorset in the south-west of England.
Findings
The findings demonstrate that tangible attributes have sensorial and functional brand meanings and are mentally processed. Both hierarchical and flatter patterned approaches are present when connecting attributes and associations. The hierarchical approach reflects both short and long laddering approaches; the flatter alternative offers an interwoven, patterned presentation.
Research limitations/implications
This is a small in-depth study of local food brands, and the findings cannot be generalised across other brand categories.
Practical implications
Local food brand practitioners can promote relevant sensorial (e.g. taste) and functional (e.g. animal welfare) attributes. These can be woven into appropriate intangible associations, creating producer stories to be communicated through their websites and social media campaigns.
Originality/value
A revised brand meaning theoretical framework updates previous approaches and develops brand meaning theory. The study demonstrates that tangible attributes have meaning and hierarchical connections across tangible attributes, and intangible associations should not always be assumed. An additional patterned approach is present that weaves attributes and associations in a holistic, non-hierarchical way.
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Over the past 20 years the commercial importance of services has been realised, highlighting the importance of research to understand service brands and their meaning for…
Abstract
Over the past 20 years the commercial importance of services has been realised, highlighting the importance of research to understand service brands and their meaning for consumers. However, to date, the branding models developed lack empirical testing, are derived from the perspective of brand practitioners rather than consumers, and pay little attention to the branding of services. This study seeks consumer‐based information via qualitative and quantitative methods regarding brand dimensions that hold meaning to consumers for branded services. The results indicate a number of key dimensions that are important to consumers for both goods and services, such as core product/service, experience with brand and image of user. Dimensions such as feelings and self‐image congruence were not found to be important, while word‐of‐mouth, servicescape, and employees held importance for branded services. The results also indicate significant relationships for brand dimension importance and brand associations, associations and attitudes, and attitudes and intentions. The results suggest important implications for brand managers, in addition to providing a platform on which future research can be built to further understand service branding.
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The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing…
Abstract
The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority. This study focuses on consumer based perceptions of brand associations of a service brand, attitudes toward and intention to use the branded service via qualitative and quantitative methods. The results indicate a number of key dimensions that are important for consumers of services such as core service, experience with brand, self‐image congruency, feelings, servicescape and interpersonal service, publicity, advertising, price and brand. However, in this study country of origin and word of mouth were not significant. Largely, the findings indicated that service brand associations influence brand attitude and attitude and associations influence intention to use a service brand.
Melodena Stephens Balakrishnan
Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making…
Abstract
Purpose
Worldwide approximately 200 national economies are competing in the destination market. In 2006, global government and capital expenditure exceeded US$1,480 billion making destination branding an important concept that still remains fragmented and unplanned. Dubai, an emirate of the UAE in the Middle East has been chosen as a case study to explain some elements of successful destination branding. This paper aims to apply a framework developed by Balakrishnan to explain areas of caution when competing in an international market where success is also partially dependent on the macro‐environment.
Design/methodology/approach
The framework was developed by reviewing literature on destination, place, corporate, product portfolio and service branding. The framework was tested using case study methodology. Secondary research was primarily used to develop the case.
Findings
There is a strong fit with the model suggesting that destinations can use this as a basis for continuity in strategy even as governments change. Based on the analysis and review; a checklist for destination branding strategy was recommended.
Research limitations/implications
Since, this study depends on secondary research there is some limitations as data in this region is not easily available.
Originality/value
Destination branding differs in challenges vis‐à‐vis product and service branding. This paper depicts steps essential for creating a successful branding strategy which can be applied in a real world context to maximize returns for the destination.
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