Brand Communication Strategies Research Articles

Carving Image: Impactful Amistartop Brand Communication Strategy and Tactics

Carving Image: Impactful Amistartop Brand Communication Strategy and Tactics

Brand Communication Strategy Analysis of Lululemon Athletica Using AISAS Model

Brand communication is an effort done by a brand to promote their unique traits or superiority against other brands, using many kinds of strategy. One of successful examples of brand communication is from lululemon athletica; a brand which focuses on athletic garments from America-Canada that centered in Vancouver. Lululemon is a company that swear and commit on developing sustainability and humane development through their natural and human resources, to the point where lululemon is known as an ideal model of brand for sustainability fashion. This scientific article is written to evaluate and to analyze lululemon athletica’s brand communication strategy using AISAS (Attention, Interest, Search, Action, and Share) analysis model. This research is using the method of qualitative. Data were collected through various sources. Primary data was obtained from observation via internet in the form of posters, videos, and social media activity about lululemon athletica. Secondary data was obtained through literature reviews. Lululemon athletica’s brand communication is focused on transparency, and also the health of both environment and their users; where this strategy resulting in successful trust from their users.

Cultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels

The paper analyzes Xiaomi’s social media posts on Facebook and Weibo, addressing three different audiences: the global audience, the Egyptian audience, and the Chinese audience. Its primary aim is to dissect Xiaomi’s strategies in employing local, global, or glocal approaches within its intercultural brand communication. To achieve this, the study employs a multimodal framework that integrates brand communication and linguistics, allowing for a comprehensive examination of Xiaomi’s digital marketing strategies through brand personality appeals and the strategic use of linguistic features. The paper finds that Xiaomi displays an exciting personality on its global and Chinese social media pages, while it reflects a competent personality on its Egyptian social media page. The study also finds that Xiaomi employs culture-specific linguistic features in its social media posts, including intimate address forms for its Chinese audience, colloquial expressions for its global audience, and codemixing and dialect for its Egyptian audience. These insights not only affirm the existing literature’s observations of cultural disparities in intercultural marketing but also contribute to our understanding of how global brands strategically adapt to diverse cultural contexts.

Exploring the Influence of Visual Elements in Corporate Communication: A Case Study of the Luxury Brand Industry

This study investigates the impact of visual elements in corporate communication, with a specific focus on the luxury brand industry. The research aims to understand how visual design elements influence the effectiveness of corporate communication. The study begins with a comprehensive literature review, analyzing works by prominent scholars in the field, including Meggs, Bakker, Shirai, Marsh, Wheeler, Budelmann, Farrelly, and Nakanishi. The literature review explores the significance of visual design concepts, such as logos, colors, typography, and visual style, in creating a strong brand identity. It also examines the use of visual hierarchy and color psychology to enhance communication effectiveness. Furthermore, the research delves into various brand communication strategies employed by luxury brands, including storytelling, experiential marketing, influencer partnerships, personalization, and digital marketing. The study highlights the role of visual elements in conveying exclusivity, elegance, and aspiration associated with luxury brands. Based on the literature review, the study draws conclusions regarding the importance of visual elements in luxury brand communication. Effective visual design and communication strategies can enhance brand recognition, foster consumer loyalty, and create a lasting impression in a competitive market.

A SEMIOTIC ANALYSIS FOUND ON A POSTER IN KITKAT INSTAGRAM ACCOUNT

This study discusses the importance of effective communication in exchanging information and ideas between individuals through verbal and visual signs. A semiotic approach is used to analyze the meaning contained in the Instagram KitKat poster. The theory of Saussure (2011) and Barthes (1977) was used to analyze the verbal and visual signs on the posters. The aim of this analysis is to understand what verbal and visual signs are and to uncover the complex messages behind their surface appearances, highlighting how signs are used to convey each meaning. Three KitKat posters from the @kitkat account were reviewed, revealing a dynamic brand communication strategy. This analysis shows how verbal signs such as slogans and brand names relate to visual signs such as images and symbols to create subtle narratives about KitKat posters that imply the meaning of always enjoying KitKat during break time. This research increases the understanding of how brands use semiotics to build strong messages across various dimensions of communication.

Brand Communication Strategy and Influence Enhancement of Higher Vocational Education Based on Information Communication Models

Abstract This paper firstly researches the brand communication strategy and influence enhancement of higher vocational education, according to the strategic layout of vocational education, the SWOT analysis of online brand communication of offline vocational education institutions and online vocational education institutions, and then puts forward the strategy of enhancing the influence of brand communication of higher vocational education. Secondly, based on the multi-information interaction communication mechanism, research on the influence of vocational education brand communication based on the information dissemination model is proposed for the brand communication dilemma of vocational education in the new media environment. Then, considering the influence mechanism inference, a single intelligent body model needs to be extended to the whole multi-vocational education information interaction communication model to make the vocational education information interaction communication more stable, and research and analysis of vocational education brand communication strategy and influence enhancement based on the information communication model. The results show that targeted vocational education information will occupy more storage space, the vector sum will be more, and the trend and evolution state of vocational education information dissemination can be effectively controlled by controlling the vector sum. This study enhances the impact of brand communication on higher vocational education.

Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis

PurposeIn an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content.Design/methodology/approachThis research introduces two empirical studies (combined sample = 490), using student and online participant samples.FindingsResults from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services).Research limitations/implicationsWhile the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects.Practical implicationsThis work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand.Social implicationsAnother implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times.Originality/valueProactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.

Emotional brand communication on social media to foster financial well-being

Through the lens of the emotional contagion theory, it is argued in this paper that retail banks’ brand communication strategies must enhance customers’ financial well-being in a bid to foster more engagement and create more trust. Financial well-being is even more important when customers experience hard economic times, as was the case during the period under review. To engage emotionally with customers in a digital environment devoid of real interaction, retail banks must be more aware of their emotional tone on social media by implementing a brand communication strategy that is more empathetic. Adopting an inductive qualitative research approach, this study assessed the emotional tone most evident in the Twitter corpora of seven South African retail banks’ social media brand communication during a pandemic, from a financial content marketing perspective. These banks were selected because they supply banking services to the general public, as opposed to corporations or other banks. In doing so, several data analysis tools were used to understand the context and the emotional tone characteristics embedded in the corpus, namely linguistic inquiry and word count, NVivo, and the social media analytics tool, Mention. While the retail banks’ financial content marketing initiatives focused on educating consumers about the banks’ products and services and how these may assist them to accomplish their financial objectives, the banks did so with an empathic approach and a positive emotional tone. This study contributes to the literature by highlighting the need for financial brands, particularly retail banks, to focus on a positive emotional tone in their social media brand communication strategies to enhance customers’ financial well-being, especially in developing countries. The findings also accentuate importance of understanding emotional contagion for effective financial content marketing.

Understanding the Role of Social Media in Modern Marketing Communications

This study’s objective is to investigate the efficacy of brand communication activities carried out by large Malaysian companies on the social media platforms Facebook, Twitter, and Instagram by analyzing the message appeals, orientation and customer reactions. The instructive message content received fewer responses than the interactive brand postings. Instagram was better suited for interactive material that combined informative and entertaining appeals, while Twitter was more successful for informational appeals. Facebook, on the other hand, functioned better for interactive postings related to amusement. On Facebook and Instagram, the post with the most replies was an interactive brand post that appealed to a variety of people, while the one with the fewest responses was a message that focused on the authors’ interests and had an instructive appeal. The findings contribute to an expansion of the marketing literature regarding the use of new media for marketing communication and advise marketing practitioners to consider and employ a variety of inventive brand communication strategies in order to boost the effectiveness of social media marketing when using multiple platforms. This is one of the first research that compares the efficiency of creative messaging strategy on numerous social media platforms. Additionally, it presents insightful insights into social media marketing practices in Malaysia.

Investigating the Influence of Brand Communication and Brand Trust on Customer Commitment: An Examination from the Perspective of Customer Perception

Purpose: The study aims to investigate the role of different brand communication types on customer commitment and the impact of perceived fit on the bond between brand communication and brand trust in the context of China's international schools. This work offers profound insights into brand trust and communication strategies for brand decision-makers which directly shape customer commitment, a key aspect of the decision-making process. Design/methodology/approach: Employing quantitative analysis, this study surveyed 318 parents of students from 6 international schools in China, constructing an SEM-PLS model to validate the influences of brand communication, perception of fit, and brand trust on customer commitment. Findings: The research uncovered that controllable brand communication positively affects customer commitment via the mechanism of brand trust, while uncontrollable brand communication does not directly influence affective commitment. The mediation role of brand trust and affective commitment between brand communication and sustained commitment is observed. Perceived fit serves as a moderator in the relationship between brand communication and brand trust. Practical Implications: Our findings empirically unravel the core determinants for the future development of international schools in China. Originality/value: What sets this study apart is its empirical focus on China's international schools sector, an area not thoroughly explored in the existing literature. It bolsters the extant knowledge of brand relationship marketing, providing comprehensive insights into the interplay of brand communication, brand trust, and customer commitment. This paper emphasizes the vitality of effective brand management for gaining a competitive edge and achieving customer fit in the modern market, thereby offering invaluable implications for decision-makers in making scientifically informed brand management decisions.

Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement

Brand communication via social media influencers (SMIs) has become a vital constituent of firms’ brand communication strategy. The current study assesses the mediated (via brand content engagement) and direct influence of SMI attributes and brand content esthetics on followers’ attitude toward the endorsed brand and brand-link click behavior. The current study analyzed the data from an online survey of 300 followers of the top 40 Instafamous Pakistani SMIs to test the model and hypotheses. The results show that brand content engagement mediates between SMI attributes (i.e. trustworthiness, expertise, and similarity), brand content esthetics, and followers’ attitude toward the endorsed brand. SMI’s credibility directly influences followers’ attitude toward the endorsed brand. Furthermore, brand content engagement has an attitudinal and direct influence on followers’ brand-link click behavior. These findings will help practitioners understand how SMI and SMI-generated brand content influence followers’ brand-link click behavior.

Market Analysis of Lululemon: A Case Study in Sustainable, Ethical, and Social Marketing

This paper provides a comprehensive market analysis of the Lululemon brand. The paper begins by introducing the background and development of Lululemon Company, including its positioning and strategies. It then discusses in detail Lululemon's competitive position in the market, as well as its strategies and practices in sustainability, ethics, and social marketing. The paper also analyzes Lululemon's market performance and competitive advantages, with a particular focus on its strategic positioning in the global market. Additionally, the paper examines Lululemon's marketing activities and brand communication strategies, along with recommendations for future development. The findings of this study offer insights into the market position and success factors of Lululemon, providing valuable references for other companies.

PANDEMİ SÜRECİNDE İÇSEL MARKALAMA STRATEJİLERİ

For the past twenty years, internal branding has gained academic interest as the interactions between employees and customers shape brand values and brand experiences. As a component of internal branding, external brand communication can have a powerful influence on employees’ motivation, attitudes, identification and subsequent behavior. The purpose of this research is to explore external brand communication strategies in times of risk. Working non-remotely during the pandemic was a major threat for employees’ overall well-being. Advertisements run during the first six months of the pandemic that directly or indirectly focus on internal stakeholders formed the sample. Data was collected from the websites of two national marketing magazines. The findings reveal how employees’ responsibilities were extended during the pandemic and how expressing solidary during the crisis enabled the communication of these new responsibilities. The study contributes to extant research on internal branding and advertising in crisis.

MODEL OF IMPLEMENTATION OF THE COMMUNICATION STRATEGY OF BRANDS IN THE DIGITAL ENVIRONMENT

The digital transformation on the modern world is changing the usual way of conducting communication and business, aimed at increasing cross-border activity through the introduction of the latest means of communication – global networks. The digital space provides for the rapid dissemination of information and news, which allows for a significant impact on the process of interaction with consumers in real time. The article highlights the peculiarities of the development and implementation strategies for promoting brands in the digital space. Formation of a brand communication strategy with the help of the digital environment is the main task of digital marketing, which involves an active presence of a company in social networks in order to attract the attention of millions of potential consumers. The article proposes a model for implementing a brand communication strategy in the digital environment as a business tool for promoting goods and services in the context of intensifying competition and manifestations of megatrends of digitalisation, informatisation and digital revolution in the context of the spread of the Covid-19 pandemic and the introduction of martial law in Ukraine. Based on the process approach, the article examines the main stages of strategic planning of advertising communication in the digital space, each of which has its own unique features due to the specifics of the digital environment, with a special focus on the channels and tools of online promotion. It has been proven that the correct transformation of the strategy of digital marketing communications will help not only retain existing customers, but also attract new ones – outside the traditional target market. The use of the proposed algorithm of stages of the brand communication strategy will allow increasing the level of competitiveness in a particular market, attracting and retaining consumers by studying their opinions and motives for making a purchase, which is quite relevant for companies engaged in promoting products in a highly competitive environment.

Strategi Brand Communication Dalam Menarik Minat Calon Mahasiswa Baru

This research is motivated by the existence of competition between universities in attracting students' interest has begun to get tougher. This is coupled with private universities in Indonesia which are currently increasingly advanced and developing so that with these conditions, higher education institutions that have just been established and are not yet well known in the community feel the great impact of competition in attracting students. This will motivate every university in Indonesia to make more efforts to improve the quality and quality of the institution through the various advantages they have. The purpose of this study is to explain the brand communication strategy of FKOMINFO Garut University, seen from the four stages used, namely understanding the message, compiling persuasive messages, selecting methods and selecting media. The method used in this study uses a qualitative approach using the theory of Communication Strategy in which there are 4 aspects studied, namely understanding the message, compiling persuasive messages, choosing methods and choosing media. Data analysis techniques from this research are data reduction, data presentation, conclusion drawing and verification. Data collection techniques used are participant observation, in-depth interviews, literature study and documentation. The results of this study indicate that the communication strategy used by FKOMINFO Garut University in the aspect of understanding the message is to form a team that has been provided with information and tasks that must be carried out. Then in the aspect of compiling persuasive messages, it contains relevant information for prospective new students. Furthermore, in the aspect of method selection, namely by applying interactive and persuasive ways in delivering messages when the activity takes place. Finally, in the aspect of media selection by using various media, both conventional media and utilizing new media.

Storytelling in initial coin offerings: Attracting investment or gaining referrals?

Given the scarce insights around the effectiveness of different brand communication strategies in Initial Coin Offerings (ICOs), this work, through four experimental studies, investigates the role of storytelling in affecting consumer responses to ICOs. Drawing on Elaboration Likelihood Model, study 1 uncovers the differential effect of two storytelling modes (i.e. factual vs emotional) on consumers’ amount of investment and online brand advocacy in ICOs. Study 2 examines the moderating effect of endorser expertise (i.e. high vs low) on consumer responses to ICOs. Study 3 investigates the framing of the storytelling message (i.e. loss- vs gain-framed) whereas study 4 explores whether the cryptocurrency purpose (i.e. altruistic vs profit-oriented) affects consumer responses to ICOs. Our findings uncover the differential benefits (e.g. financial vs reputational) that storytelling modes bestow to consumers and provide directions on how issuers should strategize their brand communication during ICOs.

Alfamart brand communication on expansion retail business in the Philippines

ABSTRACT
 In a guideline, the global brand company is broadly positioned around the world. In case the brand could be a premium estimated brand, it could be a premium cost around the world. The application of a global brand ought to too be indivisible from the part of the branding and key communication that makes difference in companies entering the domain of other countries. But what makes a brand profitable and how profitable is it? What could be a global brand and why are there still neighborhood brands? The spread of the COVID-19 pandemic in Southeast Asia, made global business lines run slowly and had to force business people to rack their brains to survive during a pandemic. The establishment of a lockdown policy has also hampered the distribution of retail goods as one of the impacts of the COVID-19 pandemic. However, it is different from Alfamart, which was able to survive during the pandemic with a decrease in net profit at the end of the third quarter of 2020 with a fairly small figure of -1.85% (Hafiyyan, 2020a). One of the strategies revealed is the expansion of Alfamart received a positive response in the Philippines competing 7-Eleven, Mini-Stop, Allday, Family Mart, and Lawson. So throughout 2020 Alfamart managed to open more than 1.000 new stores in Metro Manila and nearby province. The global brand communication strategy used by Alfamart to deliver strong brand awareness to Filipino customer mind and made Alfamart's brand positioning as a super minimart that serves the community. According to the above exposures, Alfamart is considered a successful brand in Indonesia that expand its global retail business in Southeast Asia since the COVID-19 pandemic that spread throughout the world. It is exciting research, Alfamart has not become the primary choice of consumers to shop at minimart or convenience stores in the Indonesian market itself. It is also inseparable from the brand communication strategy used by Alfamart to build strong brand awareness in Filipino consumers' minds. This research method is the case study, continuing to data analysis using the pattern matching of the informant insights and findings. The authors focus on describing the strategy of Alfamart Philippines to communicate its brand awareness in the community. Then, analyze the pattern matching of Filipino customers’ perceived brand of Alfamart through interviews with informants. The research findings are that Alfamart has expanded rapidly to open more than 1.200 stores since 2014 to help the community at Barangay (a remote area of the Philippines) for jobs and serve groceries product especially frozen food so that Alfamart become an "extended pantry" to their home. Alfamart’s accessibility and brand positioning as super minimart for Filipino customers built strong brand awareness as a global brand from Indonesia.

The Brand Communication Strategy under the Experience Economy --Takes the Pop-up Store as an Example

With the continuous development of new technology, the public has ushered in the era of experience economy. The clever form of experience economy applied by brand merchants not only changes the way of communication and information acquisition between brands and consumers, but also affects the mechanism and mode of information transmission With the help of this new economic model, more and more brands hope to achieve rapid brand communication growth, so they use different experience methods to establish the loyalty of target users, diversified business forms seamless connection to meet the experience needs of consumers. Consumers pay more attention to self-actualization consumption propositions, and experience economy caters to the current fast-paced life Therefore, in the wave of experience economy, pop-up stores effectively complete the transformation of traffic and entity, forming a unique concept of brand. This paper will analyze the status quo of offline brand experiential marketing, take pop-up stores as an example, expand through four dimensions of experience, point out the advantages of brand communication in the case, and summarize the problems faced by experiential marketing, combined with The theory of communication and management, shows the strategy and path of brand communication in the actual scene under the background of experience economy.

Research on Brand Communication Strategy of E-business Live Broadcast Based on Opinion Leader Theory

With the popularity of the Internet, the network live broadcast platform has risen rapidly, and the consumption habits of the public have undergone earth-shaking changes. Compared with traditional e-business, e-business live broadcast has found a new traffic portal to open product sales and promote commodity circulation. Especially in today's epidemic situation, e-business live broadcast has been pushed to a climax. For the commercial field, the growth of the future social situation determines the attractiveness and importance of e-business live broadcast to product sales. This paper mainly analyzes the current e-business live broadcast marketing communication mode, and studies the brand communication strategy of e-business live broadcast based on the opinion leader theory. In addition, this paper traces the influence and shortcomings of opinion leaders in brand communication, and discusses how to make good use of opinion leaders in brand communication and give full play to their application value. This paper summarizes and analyzes the characteristics of opinion leaders in brand communication of e-business, with a view to providing reference for brand building and communication of e-business.

Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011–2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding.