Branding Activities Research Articles

Branding Untirta Jawara and HITS and Green Campus Through Media Rel

Sustainable development in the field of environmentally sound education is contained in SDGs No. 4, (Quality Education), and SDGs No. 9 (industry, innovation, and infrastructure). Untirta as an agent of chanre embodies a superior Untirta with environmental insight. Untirta's branding efforts are still partial and not optimal, therefore Untirta's vision must be understood by all stakeholders and internalized in every academic community. This study aims to determine the strategy of Branding Untirta Jawara as a Healthy, Integrated, Smart and Green (HITS and Green) Campus through a Media Relations Approach. Case study research methods, data obtained through interviews, observations and Focus group discussions. In formulating, designing and building the Untirta brand begins with the implementation of an analysis of three main parties, namely: Customers (consumer audit), Competitors (competitor audit) and Internal Stakeholders (internal audit). The research resource persons are Rectors and former Rectors, Public Relations, Lecturers, Employees and students of Untirta. To check the data, interviews were conducted with media partners, local governments and industry. The results showed that Untirta Branding was built through visual identity and brand activation process. Untirta's external branding is carried out through good relations with local and national media. To get the benefits of publication, a publication barter strategy is used, participating in the reporting of partner events at local and national events.

Quality equivalence and in-vitro antibiotic activity test of different brands of amoxicillin/clavulanic acid tablets in Mwanza, Tanzania: A cross sectional study

BackgroundEach film coated tablet of amoxicillin/clavulanic acid contains 500 mg of amoxicillin as an active pharmaceutical ingredient and 125 mg of clavulanic acid. Different brands have the same active ingredients but different excipients, which may cause differences in efficacy. With the emergence of generic antibiotics post-patent expiration, the antibiotic activity of generics is in question in comparison to the innovator. This study aims at determining the pharmaceutical quality and in-vitro antimicrobial activity of different brands of amoxicillin/clavulanate. Methodology: The study was a cross-sectional laboratory-based experimental study conducted at the TMDA (Tanzania Medicines and Medical Devices Authority) Lake Zone laboratory and the CUHAS Microbiology Laboratory from in May 2021. The study samples were four brands of amoxicillin/clavulanate and sixty archived isolates, thirty of which were E. coli and the remaining thirty K. pneumoniae. Determination of minimum inhibitory concentrations, assay and dissolution test results were used to make conclusions for the study. ResultsAll tablets samples complied with the British pharmacopeia (BP) specifications, however sixty archived isolates which were tested in this study showed resistance towards the standard AMC disc (68 %). The innovator brand (AC1) showed significant mean difference from 2 out of 3 generics (p-values <0.05) while the first generic brand (AC2) showed significant superiority among the generics. ConclusionThus, the four samples that were used all complied with the specifications according to BP on dissolution and assay tests but there was an overall resistance towards amoxicillin/clavulanate, and this was moreover seen by generic brands in comparison to the innovator which proved to be of superior activity.

From Start-Up Capital to Diversification and Sustainability of Personal Branding Activities

Personal branding has become a common practice in the business world. In a knowledge-based economy, this seems to be a natural direction for the development of individuals’ professional activities. However, the diversity in the activities undertaken is significant. Therefore, it is important to examine not only the final results of the activities undertaken but also their internal variation and sources, which can influence the long-term development of the individual and the ability to maintain these activities in the long term. The purpose of this article is to present the results of research on the impact of an individual’s start-up capital and occupation on the diversification of activities undertaken while building a personal brand. Literature research was conducted to identify the components of start-up capital and to establish the relationship between the personal branding process and the start-up capital possessed. The empirical research used a diagnostic survey method, a questionnaire technique. It was conducted among a representative sample of Polish internet users in May 2021. Analyses revealed relationships between individual components of start-up capital and the variation in personal branding activities undertaken, as well as among those in occupations requiring creativity, broad decision-making and dependence on individual performance. The study provides relevant information for the discussion on how the concept of personal branding can be practically applied among people from different social and professional groups.

AI-driven sustainability brand activism for family businesses: a future-proofing perspective article

PurposeArtificial intelligence (AI) and sustainable business represent the irrefutable future of all forward looking businesses in the world today. In this perspective article, the authors explore the confluence of these important topics by highlighting the role of family businesses in advancing sustainable brand activism aligned with the United Nations Sustainable Development Goals (UNSDGs), like SDG 1, which emphasises poverty eradication. The authors fall on the transformative potential of artificial intelligence (AI) and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs.Design/methodology/approachUsing literature review, the authors fall on the transformative potential of AI and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs.FindingsScholarly research on AI-driven sustainability brand activism in family businesses is either limited or nonexistent. Family businesses have a unique opportunity to use AI for eco-friendly operations, personalised brand engagement, eco-friendly product development, global collaborations and education and advocacy in support of the UNSDGs. Future research could look at how family businesses align their values, their long-term effects, how they work across generations, how resilient and flexible they are and how they compare to non-family businesses when it comes to using AI and brand activism as long-term strategies for sustainability and survival.Originality/valueThe authors call for family businesses, governments and stakeholders to take theoretical and practical actions in promoting AI-driven sustainability brand activism aligned with the UNSDGs. It underscores the distinctive role of family businesses in driving sustainability and fostering brand activism through AI in a digital age.

Dubai Expo 2020’s Impact on the United Arab Emirates Brand: A Quantitative Analysis of American and European Media Companies

Countries implement corporate communication initiatives to improve their international relations, achieve business objectives, and strengthen their brands. Nation branding activities are mainly based on international events: sports, culture, and social issues. This paper evaluates the Dubai Expo 2020’s impact on the United Arab Emirates brand. We conducted a literature review about nation branding, and then we resorted to 15 indicators to analyze how the most important newspapers from some of the most influential countries (United States, Russia, France, and Germany) covered this event from a journalistic and corporate communication perspective. Our results proved that 82 articles were published about this topic; on the other hand, the most common criteria respected by these companies were quoting organizers (n=61), using the Expo’s logo (n=45), and the image of a falcon (n=43). We concluded that most media companies focused on facts related to the Expo 2020 and made references to the country’s identity (values, flag, falcon); however, most of them did not include links to the Dubai Expo and UAE public authorities’ websites.

POSSIBILITIES OF USING THE BRAND PORTFOLIO STRATEGIES OF SEWING AND KNITTING INDUSTRY ENTERPRISES

The article explores the scientific and theoretical aspects of the development of branding activities of enterprises and the use of brand strategies. It is based on the specifics of the brand portfolio formation mechanisms. The results of marketing research on the use of portfolio strategies of domestic and foreign brands of enterprises of the garment industry are presented. A brand portfolio matrix has been developed taking into account the competitiveness factors of local brands. Competitiveness management strategies based on the brand portfolio matrix of garment products are proposed

Web 3 and NFT create value to the wine industry: The case of Chateau Edmus

This case study provides a comprehensive understanding of the value creation web 3 can bring to customers and to the wineries. Learners develop an appreciation of how NFTs’ and DAO’s characteristics can create value in a disruptive way compared to web 2. This is explored through applying the framework of perceived value by customers and online customers brand activities to Chateau Edmus, a Bordeaux winery, led by Laurent David, a former tech manager from Apple. Web 3 brings economic, functional, affective, and social value to customers. It enables Laurent to get a competitive advantage in the marketing funnel, to gain efficiency in his own process, and to obtain knowledge from customers in order to innovate further. In spite of its additional value created for all stakeholders, technical and legal risks may shadow web 3 broader adoption and need to keep the purchase stage on web 2 platform.

Research on the Influence of Brands Endorsed by Mainland Stars on the Behavior of Local Consumers

With Chinas economic growth, domestic celebrities are increasingly visible on the international stage. Many fashion brands opt for celebrity endorsements to enhance their brand influence and awareness. Celebrity endorsement has been a common communication strategy, garnering consumer attention and elevating a brands competitiveness. It also enhances the commercial value of the endorsing star. Celebrities attract highly loyal fan bases, resulting in increased participation in endorsed brand activities. This boosts brand favorability among consumers and can convert star fans into brand loyalists, expanding international influence. However, recent negative news about celebrities has affected brand endorsements. Fans often defend their idols, which can harm the brands image. This paper addresses the following questions: 1. Is there a positive correlation between celebrity endorsements and consumer product consumption behavior? 2. Do consumers attitudes toward brands correlate with their consumption behavior? 3. Are idol-endorsed ads positively correlated with increased consumption by fans? Some brands have experienced short-term increases in awareness and sales, but whether this can be sustained requires consideration. Additionally, while most endorsements aim to boost brand awareness and sales, their impact on non-fan consumers, particularly whether such endorsements trigger aversion or resistance, merits further discussion. This study will review existing research, analyze the influence of celebrity endorsements on brands and sales trends, and examine the purchasing power of different consumer groups, including fan and non-fan segments.

HIGHER EDUCATION CONTRIBUTION IN PROMOTING SUSTAINABLE TOURISM DESTINATION IN THOUSAND ISLANDS, INDONESIA

Sustainable tourism destination is the term that used to identify the promotion of sustainable development in tourism. In practice the activities need support of multi stakeholder include university or higher education. This article aims to explain of higher education contribution promoting sustainable tourism destination in Thousand Island, especially in Pramuka and Panggang Island. Both islands have long collaboration with Binus University in developing tourism destination and community empowering, and in the second period of collaboration the team fostering community to promote sustainable tourism destination by adding zero-waste tourism destination branding and fish processing as additional to culinary tourism. Result of co-creation and collaboration in promoting sustainable tourism destination fosters community in explore new idea and innovation of their natural and social resources as tourism activities, and exploitation of existing tourism activities to a new market and customer. Training and assistance in branding activities for environmentally friendly tourism destination make the community more confidence in developing ideas for economic and tourism activities on the two island being assisted.

Investment promotion strategy of tourism and agriculture sector to promote regional competitiveness

This study aims to identify an investment promotion strategy for the agriculture and tourism sector with the case study of Sumedang Regency in West Java Province, Indonesia. A literature review and a focus group discussion with the stakeholders were used to identify the promotion had been conducted and to formulate investment promotion strategies. The result from Vosviewer shows that studies in investment promotion strategy in agriculture and tourism were relatively low. Promotion in the agricultural sector is less than in the tourism sector, and the current promotion in agriculture is tied to tourism, such as agrotourism. The formulated investment promotion strategy for agriculture and tourism was brand activation, consisting of experiential and digital marketing and personal selling. Success in executing this investment promotion plan must consider a favorable investment environment, such as the facilities and incentives, to encourage regional competitive advantage.

Corporate sustainable brand identity work and network embeddedness: Learnings from Better Place (2007–2013)

The growing attention to the climate crisis in today’s business environment, increases the need for B2B firms to integrate corporate sustainable branding activities in stakeholder interactions. Motivated by a continuous push for market reforms to promote a sustainability agenda for B2B firms, this research uses an intensive single case study design to showcase how corporate sustainable brand identity work is carried out in B2B firms and how business network embeddedness affects this work. We describe how Petter Place, a company that attempted to introduce a radically new way of providing charging for electric cars, provides an opportunity to outline and discuss corporate sustainable brand identity work in B2B networks. We identify how corporate sustainable brand identity work is carried out through different sub-processes, such as building corporate sustainable brand identity and awareness, network mobilizing, and ongoing actor commitment and coalignment, and how network embeddedness facilitates and restricts these processes in different ways.

China’s cautious ‘facetuning’: The art of cultural diplomacy and nation branding1

This introduction for the Special Issue establishes and substantiates China as a timely case study for the understanding of cultural diplomacy and nation branding. It traces the country’s mobilization of creative expressions, including contemporary art, to recalibrate its international image in line with its expanding power, but also more often, to offset what it perceives as hostile representations and critique of its authoritarian rule. We first disentangle the overlapping objectives and strategies between cultural diplomacy and national branding, then how they are rendered through artistic expressions to both redeem and – sometimes unintentionally – undermine China’s reputation. Finally, we mark the relationship between the assembled papers which explore a variety of cultural diplomacy and nation branding activities that have emerged out of different artistic traditions, geopolitical contexts and economic motivations. These papers pursue diverse themes, for instance, the misalignment of nationalist branding messages and actual cultural relations on the ground, or the shifting of China’s external image as dictated by the evolving agenda of the Chinese Communist Party. The particularities of these approaches and discoveries, nevertheless, coalesce to underscore that knotted relationship between politics and aesthetics which China must manage and manipulate continually to sway global perception.

Brand activism and the consequence of woke washing

This study investigates the effect of message abstractness in construing brand activism messages. Its primary objective is to compare the effect of abstract vs. concrete internal vs. concrete external messages on brand authenticity, and how brand activism fit mediates this relationship. It also analyzes the negative consequence of woke washing triggered by either congruent or incongruent woke washing. Four experiments were conducted, in three different contexts (abortion rights, racial equality, and LGBTQ rights) with both student and nationally representative samples, to test the proposed hypotheses. The findings suggest that if brands communicate concrete internal messages focusing on specific changes inside the organization, then consumers perceive the activism messages to be more aligned with the issue, leading to increased brand authenticity. If brands get involved in sociopolitical activism but fail to fulfill their promise, congruent woke washing is formed, which is more destructive than incongruent woke washing.

A Research on CEO Branding

“Personal branding” is a phenomenon that has attracted attention since it was first introduced by Tom Peters (1997). Starting from the assumption that every person is a “brand” with a value proposition, the concept of personal brand has expanded its scope over time and has created its own sub-types. The CEO brand is one of these subtypes. CEO branding means that the CEO can brand just like a product, service or institution. In this study, personal brand concepts and practices are analyzed on the axis of the CEO brand and on the basis of new media. The study was designed with a qualitative research method and was carried out using descriptive analysis. The sample of the research consists of CEO accounts that have accounts on LinkedIn. The sample of this study consists of 20 CEOs selected among “Turkey’s 50 Most Admired CEOs” who were awarded the Golden Leader Awards in 2021 as a result of the research conducted by KREA. It is desired to explain the CEO brand through the analysis themes of the study. It is aimed to explain the CEO brand through the analysis themes of the study. These themes, adapted from İbicioğlu et al. (2014) are; image management, differentiation, positioning, and career interest become prominent as the main themes of the study. The sub- themes of the study were examined in detail as contextual richness, personal and professional development, personal qualities, distinctiveness, professional photographs, professional achievements and positive features,professional abilities, professional titles and duties, professional competence, and future goals. The aim of this study is to examine personal brand practices, CEO brands’ use of new media within the scope of the determined sample and research, and to explain the appearance of CEO brands in new media in the context of personal brand with a descriptive analysis. With this analysis, it is aimed to provide a conceptual framework to the literature on the use of LinkedIn by CEO brands. Thus, it was desired to create a scope and definition area for personal branding and CEO branding, which is a relatively new topic in the field of communication studies. The methodology of this research is descriptive content analysis, which belongs to the qualitative research design. The qualitative data analysis program MAXQDA was used to evaluate the research data. Within the scope of the study carried out over MAXQDA, it has been determined that CEOs use new media effectively and carry out branding activities through new media. It has been found that this situation makes a positive contribution to the personal brands of CEOs and the brands of the institutions they work for. In other words, the results of this study create a sustainable CEO brand concept by displaying personal qualities parallel to the personal images of CEO brands and the images of institutions. It has been observed that the definition and scope of the CEO brand concept, the CEO branding process, and the vital importance of new media in the CEO branding process are as discussed in the literature.

Investigating Brand Activism toward Brand Purchase Intention among Chinese Consumers: A Mediator of Brand Image

Brand activism (BA) becomes important in marketing and advertising to attract consumers’ purchase intentions (PI). This article aims to test the impact of BA on PI, via a mediator of brand image (BI) among Chinese consumers. Through the online survey, 122 Chinese consumers were researched, and with data analysis in SPSS &amp; SmartPLS4.0, it was found that BA has a significant and negative impact on BI and no significant impact on PI. Then, BI has a full mediation impact between brand activism and purchase intention. This article provides insight of brand activism to Chinese consumers’ purchase intention.

Pengaruh Brand Image, Expertiential Marketing, Dan Product Quality Terhadap Customer Loyalty Merek Tropicana Slim Pada Premium Community

One of the strategies used by Tropicana Slim to win the Top Brand Award for 4 (four) consecutive years is to enter the premium community through brand activation. This research aims to determine and analyze the influence of brand image, experiential marketing, and product quality on customer loyalty of the Tropicana Slim brand in the premium community. This research is associative research and the type of data used is quantitative. The population in this study are members of the premium community. The number of samples in the research was 95 people using a purposive sampling technique with the following criteria: they are premium community members who have experienced brand activation by Tropicana Slim Medan City and have purchased Tropicana Slim products at least 1 (one) time. The data analysis used is multiple linear regression analysis. The results of this research show that simultaneously brand image, experiential marketing and product quality have a positive and significant effect on customer loyalty of the Tropicana Slim brand in the premium community. Partially, brand image, experiential marketing and product quality have a positive and significant effect on customer loyalty of the Tropicana Slim brand in the premium community.

Pengaruh Brand Activation Terhadap Brand Image Whitelab

Brand Activation is one of the important things for a brand. Brand Activation is a strategy that companies use by providing real experiences for consumers. So the purpose of this study is to determine whether Brand Activation has an influence on Brand Image. The theory used in this research is the theory of Brand Activation through the Experiential Marketing approach which includes, sense, feel, think, act, and relate experience. While the Brand Image theory used includes brand strength, uniqueness, and excellence. This research uses quantitative methodology with survey method. The population used in this study were visitors to the "Unveil the New Whitelab" event who had commented on @whitelab_id's twitter post on November 7, 2022. The data collection technique was carried out by distributing questionnaires to 97 respondents through random sampling technique. The results of this study indicate that Brand Activation has a significant influence of 80.1% on Whitelab's Brand Image.

Brand management of pharmaceutical enterprises under a large-scale crisis

With the beginning of hostilities, all pharmaceutical companies were forced to suspend their marketing activities. But from April-May 2022, promotional activities began to resume. The presented analysis of the phar­maceutical market of Ukraine for 2022 using the example of two groups of drugs – prescription and over-the-counter (according to the analy­tical system of market research PharmXplorer"/"Pharm­standard") shows that significant oppor­tunities have opened up for those pharma­ceutical companies that have timely resumed marketing activities with brand promotion. Under these conditions, timely response to new challenges, promptness and flexibility in making marketing decisions become the main tasks of the functioning of the brand management system. It is those brands whose managers realize that promotion in wartime is both a risk and an opportunity at the same time, will become trendy, will be able to optimize efforts and find non-standard solutions for positioning and promotion. The aim of the research was to analyze whether the military situation affected the development of the pharmaceutical market of Ukraine and to determine the main strategic decisions in the brand management system to increase the efficiency of the functioning of pharmaceutical business enterprises. Using such methods as generalization, analysis and synthesis, comparison, tabular and graphic representation, it was found that despite the negative impact of the war, the demand for medicines remains high. However, the efficiency of enterprises is determined by the chosen marketing strategy. Therefore, correction, adap­tation and rapid response to market needs are important for pharmaceutical business enter­prises in wartime. For this, it is important for pharmaceutical companies to take a clear social position and adjust their promotional efforts according to changes in consumer priorities. At the same time, it is advisable to constantly plan and implement marketing activities for the promotion of brands. This also applies to drugs – almost every brand can be replaced by another generic drug. Timely restoration and continuation of promotional activity of brands in the conditions of martial law is, on the one hand, a marketing challenge, but, as the results of last year show, it is also a great opportunity to gain a leadership position and strengthen the brand’s consumer loyalty.

Femvertising social marketing: a focus on perceived authenticity and perceived congruence of the advertising and consumers' attitudes toward female portrayal

PurposeThis research studies femvertising social marketing impact on their perceived congruence and authenticity; and attitudes toward female role portrayal cross-gender.Design/methodology/approachThis research used deductive quantitative research approach. Data were gathered during a sports event in Egypt made to support female empowerment; a local sports organization hosted 8K Women Race on February 26, 2022, applying a cross-sectional timeframe. The researcher approached both male and female segments with an administrated questionnaire to fill out through convenience sampling. Structural equation modeling path coefficient analysis was used to test the hypotheses.FindingsThe research shows femvertising perceived congruence is insignificant cross-gender; femvertising perceived authenticity is significant to female segment, not the male segment; femvertising impacts female portrayal among male segment and female segment.Practical implicationsThe conclusions could be reference for stakeholders who have interest in women empowerment marketing strategies as brand activism; companies that look toward femvertising as effective tactic to enhance affirmative attitude and build an empowered female customer base. The results indicate that marketers can benefit from adapting a more mindful approach to the portrayal of females used in advertising.Originality/valueThe addition of a cross-gender perspective on femvertising (as brand activism) is a key contribution to this literature. This study adds knowledge on the how perceived congruence and authenticity of the advertising can impact significantly attitude toward women empowerment; when brands promote social matters, their underpinning motives are under microscope among consumers, and adverse attributions can hinder brand performance as consumers may not believe the brands when they engage in the activism.

The Use of Instagram in Impulsive Fashion Purchases amongst Kazakhstani Centennials

The proliferation of digital technologies has made a huge impact on the development of consumers' behavior and purchasing habits. If to consider the rising presence and the role of centennials in the market, it is highly important to comprehend their preferences and consuming behavior. The primary purpose of this article is to examine the increasing role and impact of Instagram on the impulsive purchase of fashion items in the context of generation Z in Kazakhstan and to identify what kind of stimuli may affect the spontaneous decisions of centennials on buying apparel items. The methodology comprises six focus groups with 39 participants and an online survey which involved 106 centennials. The research was conducted in Almaty city among the population Z aged 18 and 22. The results indicate a prominent influence of Instagram in the everyday activities of respondents; moreover, it showed a positive correlation between this platform and the motivations of centennials to buy impulsively. The following results were obtained: 1) activities of fashion brands and friends' recommendations on Instagram act as stimuli on young consumers from generation Z; 2) activities of fashion brands and friends are likely to trigger positive reactions among centennials; 3) positive emotions derived from Instagram mainly can influence on centennials' impulsive purchases of fashion items. The outcome of this research can be helpful in the marketing departments of companies to understand the centennials' consuming habits and their use of social networks.