Brand Architecture Research Articles

Implementation of Corporate Brand Architecture in Entrepreneurship-Based Islamic Schools

The existence of a brand is important in line with the organization/company's business in introducing, developing and strengthening. Islamic schools as entities operating in the services sector, require a brand name as an identity and promotional media to attract prospective students as the level of competition between schools becomes increasingly competitive. This research aims to determine and explain the implementation of brand architecture strategies for Islamic schools affiliated with company names. The research method used was qualitative through a case study approach at the Qur'anic LeaderPreneur (QLP) Middle School (SMP) Rabbani Bandung with research informants namely the Principal and Deputy Director of Education at the Rabbani Asysa Foundation. Data collection techniques in this research were through observation, interviews and literature study. The research results show that the brand architecture formed at QLP Rabbani Bandung Middle School uses the name "Rabbani" as a monolithic strategy which is implemented in the visual appearance of the logo and school artifacts which function as the main identity of the entrepreneurship-based Islamic school trademark element. The implementation of the monolithic strategy of the name "Rabbani" can be an added value that can attract public attention regarding the Islamic education services provided by the Rabbani Holding Company. The research conclusions show that the QLP Rabbani Middle School brand architecture intersects with the Rabbani Holding Company brand positioning which represents the company's values so that the "Rabbani" brand equity that is formed in society becomes more easily recognized and liked by prospective parents and new students.

It’s hard to be loved by idiots.Fred Perry’s troubled relationship with the Proud Boys

Research methodology For the design of this case study, the authors used primary sources of information from the shops visited by them in preparation of the case and website of Fred Perry and secondary sources of information from both academic and journalistic publications. Case overview/synopsis Fred Perry is a premium clothing brand, well-known for its polo shirts. It was created by Mr Fred Perry, a British tennis player. The brand’s stated values are integrity, personality and individuality. Throughout its history, the brand has been adopted by different British subcultures but recently it has faced a challenge because of the brand appropriation by the Proud Boys, a US far-right white supremacy group and other extremist groups as Antifa and hooligans. The nature and actions of the group mean that Fred Perry runs the risk of losing control over its brand equity. This brand hijack means that Fred Perry risks alienating some of its customers by openly opposing the group but also by embracing this subculture’s appropriation. Practically, the brand opposed the appropriation in a press release and by putting an end to the sale of the black and yellow polo shirts in the USA and Canada. Fred Perry has also made a lot of efforts to reposition the brand away from extremist groups while maintaining its strong historical and cultural roots. Through this case study, students will have the opportunity to discuss this topic and explore solutions for brands that face this type of dilemma. Complexity academic level This case is designed to be used in a marketing management, brand strategy or consumer behavior/culture course, especially in the subfield of market segmentation in the telecommunications sector. Specifically, this case is designed for college seniors or master students with basic strategic marketing training. This case will help students understand the difference between the brand identity that the brand owners intend and the brand image that consumers actually perceive. It provides the basis of discussions on the topics of brand management, consumer culture, consumers-brands relationships, brand architecture, brand equity, brand appropriation and repositioning strategy.

A proposed brand architecture model for UK fashion brands

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unclear whether internal stakeholders are aware of the possible consequences of these approaches. In particular, there appears to be no literature on how retail and wholesale brands develop and manage their corporate brand identities during these changes and whether they draw on any meaningful connections with their customers. To understand how brand architecture might support the development of brand strategies in the UK fashion industry, perceptions of corporate brand identities were explored in retail and wholesale brands. Fifteen qualitative semi-structured interviews were conducted with elite informants. The findings reveal that retail brand identities can become disconnected from their sub-brands; therefore, brand identity may be invisible to consumers, while wholesale brands maintain a strong visible brand identity dependent on the brand’s values, historical legacy, innovation and positioning. A brand architecture model is developed that more accurately reflects the complex dimensions of UK fashion brands, particularly when channels expand and takeovers take place. These perspectives have not been reported in the literature.

Visual Brand Architecture WB Kitchen

WB Kitchen is a culinary business located in Batusangkar, West Sumatra. WB Kitchen has 3 subsidiaries, namely WB Cake, WB Rendang, and WB Catering.WB itself is taken from the initials of Mrs. Rahmiwati Bur's nickname, namely "Wati Bur" as the owner. WB kitchen and other subsidiaries still do not have an optimal logo or visual identity, making it difficult to be remembered and recognized by the target audience. This design uses the Design Thinking method with an approach through empathy as the first step, then supported by the SWOT analysis method, namely, Strenght, Weakness, Opportunity and threath. The design of visual brand architecture is done to optimize and give characteristics to WB Kitchen. Therefore, a visual identity guid line book was made as the main media and supported by other supporting media such as Greeting Cards, Aprons, Posters, Chef Shirts, Polo Shirts, Cake Packaging and so on.
 

Spreading the aroma of spices across India: the brand of JK Masale

Research methodology Interviewing the protagonist and collecting information from secondary resources such as company documents, company and competitor websites, industry reports and online databases like Euromonitor International. Case overview/synopsis The case explores the metamorphosis of JK Masale from a small-scale family business in India to a regional player. Over a period of six decades, JK Masale (JKM) has emerged against the backdrop of a fiercely competitive spice industry. India, being a confluence of varied regional cultures, poses a diverse consumption pattern. It varies to a great extent with respect to the specific food habits prevalent in each climatic zone of the country. While the brand had successfully captured the Eastern Market and the western market of the country, Mr. Vikash Jain, Managing Director of JK Masale, contemplated to venture in Southern India and introduce new product categories. The case delves into one of the major challenges faced by JKM over the brand architecture and labelling across product categories. Thus, the case provides an excellent opportunity for budding managers to: analyse the company’s performance in the backdrop of a dynamic competitive environment; understand the nature of strategic decision-making and its appropriateness for a small family-owned business; evaluate a brand amongst brands on the architectural framework and select appropriate brand architecture for new products; and understand applicability and risks associated with growth strategies. Complexity academic level The case study can be positioned in both undergraduate and postgraduate level programs for courses on marketing strategy and brand management. Primarily, this case would be ideal to discuss brand relationship and brand architecture in the given context. Instructors have an option to cover concepts like market structure, company analysis, growth strategies and emergent and deliberate strategy through the case.

LATVIAN FOOTBALL FANS ATTITUDES, INTENTIONS AND BEHAVIORS TOWARDS SPORT LICENSED PRODUCTS

The current research show first part of brand architecture and brand association, how are integrated to examine the role of the league brand on the relationship between the role of league brand consumer's support for individual teams is important for the successful management and marketing with licensed products of both leagues and teams. As this paper will show, professional sports teams unite to produce a league product that, while initially produced to provide entertainment for spectators, is now sold to four distinct groups: fans, associations, communities, and corporations. Justification and aim of the study. Income from licensed products is considered particularly important for football teams survival around the world. To date the research on the perceptions of sport team fans on the licensed football team products is scarce and particularly in the Baltics countries. In this line the present study was set to investigate the purchase intentions and behaviors towards licensed products as well as perceptions of experience, aesthetics and word of mouth for Latvian football fans. Material and methods. A self-completed online questionnaire was used for the purposes of the research and a total sample of 54 football team fans in Latvia was collected. Descriptive statistics, including frequencies, percentages, means, medians, standard deviations were calculated, Cronbach's α coefficient was also used to explore the reliability of the constructs. The analysis was run using the statistical program SPSS. Conclusions. The results revealed average purchase intentions and experience from the licensed products, while aesthetics and word of mouth were evaluated higher. The majority of the participants had bought licensed products of their favorite team. This study contributes to the existing theory and offers practical implications particularly for football teams that aim to increase their income by investing in the licensed merchandise.

Investigating guest books at heritage hotels: a forensic approach

ABSTRACT This paper presents a novel method based on the logic of the criminal approach, which we have called ‘guest book investigation.’ The aim is to uncover a unique, immersive story that can be used in people-centered heritage communication. We provide eight research steps (recording of clues, gathering of physical evidence, focused questioning, making enquiries of key informants, finding new evidence trails, data analysis, theoretical reconstruction, scene and incident reconstruction), with recommendations, to arm researchers for the investigation. The novelty of this method is its immersion in a rich pool of evidence and consequent potential to reveal unique, evocative cues which can be leveraged in brand architecture. While the contribution of this paper is mostly methodological, it also has practical value as a means to evoke the past and draw visitors into the atmosphere of a heritage attraction and – literally – to make its spirit of place tangible. We applied the guest book investigation method to the 1948–1956 entries in the guest book of the historic four-star Continental Hotel in Budapest, Hungary. An example of an entry-specific ‘cold case’ reconstruction is provided and the managerial implications of using guest book entries are discussed.

How do line extensions impact brand sales? The role of feature similarity and brand architecture

Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters of products within the company’s portfolio impact the sales effects of typical marketing actions such as line extensions. This paper quantifies the effect of different brand architecture choices and product feature similarity in moderating the impact of line extensions on brand sales. Based on categorization theory, the authors hypothesize that brand name similarity and feature similarity, both independently, and in interaction, increase brand cannibalization. The empirical analysis in three consumer packaged-goods categories shows that it is more critical to minimize the feature similarity than brand name similarity to limit cannibalization and generate higher incremental sales from line extensions. Controlling for feature similarity, line extensions introduced under sub-brands cause greater cannibalization.

Marketing communications, sustainable development during the promotion of home appliances in online stores under wartime conditions

Methods. The following methods and tools of scientific research are used in the article: induction and deduction – when analyzing data from a survey of respondents; description and generalization – during the analysis of theoretical and methodological components of product promotion; statistical analysis – during the processing of annual financial reports of company; Google ADS analytics methods – during the analysis of the advertising office, sales funnel of the online store and user interaction; competitive analysis, comparison – when researching products promotion on the market. Results. The sale by categories is characterized. The dynamics are evaluated. The organization of the marketing management system of the enterprise thanks to the CRM system of the European platform Bitrix24 is described taking into account sustainable development principles. The management and marketing problem of the enterprise is defined. Internet marketing management at the enterprise was studied, advertising communication flows through Google ADS through responsible consumption were analyzed. It is established that three types of advertising campaigns are used in the communication policy, such as: search, shopping and video campaigns. Types of Miele brand-architecture, Advertising workspace with sustainability are given. It has been established that the online store is currently in a market period in a phase of intensive growth. This is a period of sharp increase in sales volumes. Novelty. According to the results of the analysis, the increase in sales volumes was determined; the functioning of the CRM system at the enterprise of PE RC «Climat system» in 2023 was simulated; types of Miele brand architecture are outlined. The advertising office and sales funnel of the online store were also analyzed taking into account sustainable development. Practical value. The performed analysis allows to improve the planning and organization of Internet marketing communications of economic agents in the markets of household appliances of Ukraine taking into account sustainable development.

Medical Cannabis Brand Architecture: Establishing its Roots in Pharmaceutical Marketing

Medical Cannabis Brand Architecture: Establishing its Roots in Pharmaceutical Marketing

The Application of Intelligent Generation Technology in the Visual Communication Design of Exhibition Brand

Since the beginning of the new century, information technology has advanced by leaps and bounds, and intelligent technology has made breakthroughs, speech recognition, and image recognition. In the development of medium and long-term exhibition brands, intelligence and modernization are taken as one of the development tasks. The visual communication design of brand logo is the graphical post symbol language of brand trademark, which is the silent transmission of brand. As long as you see a certain brand logo, its product characteristics and values can emerge in your mind. It is very easy to identify. Graphics, colors, and fonts are its main visual elements. Exhibition is a very promising industry in the modern business economy, and it is one of the best platforms for enterprises to promote their brands. Paying attention to the brand visual communication design of exhibitions is of great significance and value to enhance the overall impression of enterprises in the minds of consumers. This article explores the value and principles of corporate brand in the exhibition industry. Research shows that corporate brand visual communication design in exhibitions should be based on the brand architecture system, reflect the connotation of brand culture, and highlight brand design innovation. Taking corporate brand visual communication design in the exhibition industry as the research object, to explore its design value, the value of corporate brand visual communication design in commercial exhibitions is very great, and enterprises must attach great importance to commercial exhibitions. From the perspective of visual communication design, it can be parsed into three levels: color, space shaping, and graphic and text conformity. To reconstruct brand design, companies must make layout, innovation, and reconstruction of these three levels and strengthen commercial exhibitions. The impact and appeal of the visual communication design of the Chinese enterprise brand can truly enhance the influence and popularity of the enterprise brand and ultimately promote the sustainable development of the enterprise brand.

An Analysis of Consumers’ Perception towards Rebranding

A massive increase in the variety of methods in which customers may express their identities has been one of the most important trends to emerge in the field of marketing over the course of the last ten years. This development has been largely fulled by the growth of one-to-one marketing and mass customisation, both of which have been important drivers of this trend. Because of this trend, many companies have renamed and repositioned their products and services to place more emphasis on how they complement the lifestyles of their target customers rather than on the functional aspects of the items themselves. In recent years, there has been a growing trend of rebranding in India, ranging from companies like Vodafone and Airtel and Hero MotoCorp (formerly Hero Honda) to media channels in a variety of different industries. This trend has been particularly prevalent in the telecommunications and automotive industries. In reaction to this movement, a number of multinational corporations have completely rethought and relaunched their product lines and service offerings. Throughout the process of rebranding, these companies lay a significant emphasis on the practical characteristics of their products and how those features fit into the lifestyle of a consumer. This strategy is favourably received by business houses. Companies prepare themselves to meet tough competition in their industries by revitalizing their brands, which also enables the companies to achieve a respectable part of the market. The rebranding efforts of Hero MotoCorp have produced some unexpected insights. Noteworthy are the drivers and strategy utilized by the two-wheeler company. These included an overhaul of the brand architecture, brand name, brand logo, and brand positioning with an emphasis on the development, renewal, and revitalization of the brand.

Monitoring Marketing Sources of Brand Reputation Risk

Abstract Executives consistently rank brand reputation risk among the top three overall risk challenges facing their businesses. This risk is the possible damage to a brand’s overall standing, stature and esteem that derives from negative signals regarding the brand. Successful brand stewardship requires ongoing tracking and monitoring of four marketing-strategy-related sources of reputational risks to brands: brand architecture strategies, digital marketing strategies, person-brand strategies and corporate socio-political activism. The authors provide ideas for metrics that a dashboard to manage brand reputation risk might contain. From the analysis of monitoring data, brands can, among other things, assess the level of severity of a specific brand reputation risk issue, the frequency of certain types of events, alternate response scenarios and the effectiveness of their actions.

Experiential branding in higher education: an Indian case

PurposeThe objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions.Design/methodology/approachUsing a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A quantitative technique called conjoint analysis was then used to understand the student-evaluated brand experience from the average relative importance of attributes and average part-worth utilities.FindingsThe study concluded that among the brand attributes of the HEI, course delivery had the highest relative importance among students, whereas price had the maximum elasticity.Practical implicationsThis study demonstrates how a differentiated brand identity of an HEI can be built using student perceptions. HEIs can use this model to strategize brand expansion by forming meaningful external partnerships to fulfill this objective.Originality/valueThe study is novel and innovative in the Indian context where relatively little attention has been paid to the assessment of experiential brand identity in higher education. The research takes the first step in deconstructing the experiential brand architecture into relevant attributes and assessing their impact on student preferences.

Branding cancer research institutions through social media platforms

Cancer research institutions resort to social media platforms to reinforce their relations with stakeholders and promote their brand. Nevertheless, they face several challenges: strict legal frameworks, patients’ new demands, and the development health technology. This paper aims to analyze how cancer research institutions manage social media platforms, as well as their corporate websites, for branding purposes. To do that, we conducted a literature review about cancer hospitals’ corporate communication strategies on these platforms; and then, we resorted to 48 indicators to evaluate how the top 100 cancer research institutions in the world managed their corporate websites, as well as their corporate profiles on <i>Facebook</i>, <i>Twitter</i>, and <i>YouTube</i>, for promoting their brand. We concluded that these organizations should use social media platforms to explain their brand architecture, develop a corporate website based on a public health approach, and describe their social engagements in a clearer way. Finally, we recommended three managerial initiatives for these organizations: creating an in-house communication department employing experts in communication and public health, conducting an intellectual reflection about the company’s brand genealogy, and integrating oncologists and nurses in the company’s corporate communication initiatives carried out on social media platforms.

NATION BRAND ARCHITECTURE- A REALITY OR REVERIE FOR AFRICAN NATIONS: THE CASE OF BOTSWANA

Nation brand architecture gives a ‘sense of mission’ which can help unify key players, concentrate resources, increase efficiency, and create synergies in customer attraction Joao (2018). However, what seemingly works for product/ corporate brands appears to be more of a brown study for nation branding. Adoption of nation brand architecture is gaining traction in Western nations. Many countries in Africa such as Botswana seem not to be consciously employing this seemingly beneficial concept.This paper therefore explores the extent to which Botswana; an African nation has adopted this concept. It also focuses on how the nation embeds and applies the existing national identities such as national colours (reflected in the nation flag), symbols, animals, and plants in the brand architecture.The study employs a content analysis approach that investigates the nation against four overarching themes of brand architecture. Using the Dinnie (2008) Nation Brand Architecture Model (NBAR), the paper draws valuable insights from an analysis of brand architecture concepts as well as the current adopted or default brand architecture for the nation of Botswana. The paper forms the initial sequel of papers on Botswana nation brand architecture model. The initial findings present a tenuous understanding of the adopted architecture reflective of both the endorsed and branded house architecture.

Inverroche: Maintaining brand equity in craft gin through brand acquisition

Subject area of the teaching case: It is well suited for short courses focussed on brand equity or marketing. Student level: This teaching case is specifically aimed at postgraduate students completing a management diploma or a professional development course. Brief overview of the teaching case: Inverroche, one of South Africa’s first artisianl gins, faces an interesting brand dilemma. By the end of 2016 through a distribution agreement with a large wholesaler, it secures a national footprint and becomes available at all leading retailers, resturants, and bars. The product’s immense growth trajectory attracts the attention of the global drinks conglomerates who see an opportunity to secure market share in the lucrative craft gin segment of the market. Founder Lorna Scott grapples with whether she has made the right choice to sell a majority share of her beloved brand to the global house of brands, Pernod Ricard. In this case, she meets with her sales team to debrief the situation as well as have a heart-to-heart with Alex Farnell, general manager of sales and marketing. The case looks at the Inverroche brand in detail, what it represents, and why it resonates so intrinsically with consumers. However, Scott and Farnell differ in opinion on the strategic objectives of the brand. Farnell seems to think that the sale to Pernod will not harm the brand, but Scott is torn. How does a niche artisinal brand scale? Can a brand remain authentic when it does scale? Is there any commercial sense in remaining artisinal? Is an artisinal brand’s brand equity compromised when it is sold to a corporate house of brands? All of these questions relate to whether a brand can remain authenthically artisinal amidst a corporate acquisition. Expected learning outcomes: To identify the challenges of growing an artisinal brand To identify the challenges of achieving scale as well as the marketing and commercial costs and profits scale represents To identify how to build a brand that resonates with consumers To critically assess the link between brand building, distribution, and availability To analyse the impact of brand architecture on brand equity

Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?

This article examines why some brands are able to ride the wave of macroeconomic expansions, whereas other brands are better able to successfully weather contractions. Using a utility-based framework, the authors develop hypotheses on how the impact of these shocks on brand equity is moderated by six strategic brand factors: price positioning, advertising spending, product line length, distribution breadth, brand architecture, and market position. The authors utilize monthly data on 325 national consumer packaged goods brands in 35 categories across 17 years from the United Kingdom to obtain quarterly sales-based brand equity estimates. The two preeminent brand factors are distribution and assortment. Distribution is by far the most important factor in contractions. It is also the most important factor in expansions. In short, in good times and bad times, extensively distributed brands win. A wide assortment is also a strong contributor to brand equity in expansions, while it does not destroy brand equity in contractions. The authors further find that advertising spending, premium price positioning, umbrella branding structure, and market leadership matter in expansions and/or contractions, and the magnitude of their effects on brand equity is relatively modest. The discussion concludes with managerial implications.

MTR Foods—Redesigning Brand Identity and Brand Architecture

MTR brand has a rich legacy of nearly 90 years in the Indian packaged food space, focusing on spices and ready-to-cook/ready-to-eat meals. It was a much loved and revered brand which stood for authenticity and high adherence to quality. Over the years, the target segment of the brand evolved. The new Indian woman went from being a ‘passive supporter’ of the family to a ‘discerning homemake’. She aspired for newness and modernity while guarding authentic cuisines and traditions. MTR wanted to associate itself with this ‘new evolved’ homemaker. While retaining the brand’s authentic core was essential, it was also important to represent the brand as one in tune with evolving tastes. The marketing team needed to figure out what the new brand identity of MTR should be. How best the brand could support the consumer in her different roles? How the brand portfolio could be organized to provide maximum value and how the new identity could be visually represented across its packaging?

Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

PurposeThis paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities.Design/methodology/approachThe sample comprises members of a Facebook football fan club brand community. An online survey measuring athlete-level factors, team-level factors and online brand advocacy provides data to test the conceptual framework using structural equation modeling with partial least squares (PLS-SEM).FindingsThe findings of this paper support the positive spillover effect from athlete subbrand to team brand advocacy, as self-congruity exerted positive effects on brand passion and brand community commitment, while athlete attraction influenced brand community commitment, leading to online brand advocacy.Research limitations/implicationsThe findings validate the dimensions of online brand advocacy and advance research on sports brand hierarchy in brand architecture by establishing the transference effect from athlete to the team brand.Practical implicationsTo effectively manage their brands online, brand managers need to pay attention to the powerful and multifaceted tool of online brand advocacy. Brand managers can capitalize on their active advocates by working closely with them to co-create uplifting and authentic brand stories that are worthwhile for sharing, especially in times of crisis.Originality/valueBuilding on the developmental trajectory of brand love and vicarious brand experience, the findings verify the directionality of the spillover effect and offer insights into the development of brand advocacy across different brand levels.