Brand Communication Strategies Research Articles

Brand Communication Strategy of Companies to Create Eco-Friendly Image

Brand Communication Strategy of Companies to Create Eco-Friendly Image

A Study on the Spatial Design of a Fashion Flagship Store - With a focus on brand communication strategies -

A Study on the Spatial Design of a Fashion Flagship Store - With a focus on brand communication strategies -

Sport events and public organisations: the case of Conseil General de la Sarthe and '24 hours' of Le Mans

Sport events can be analysed with two points of view: sport events as a 'goal' or sport events as a 'tool'. The first part of this article presents a literature review related to 'sport events as a goal' (Ferrand, 1995; Desbordes and Falgoux, 2007) and focuses on the specificities of sport events and the best practices for organising such an event. Using sport events in a brand communication strategy is a well known option. Through a case study (the Le Mans 24 hours), the second part analyses the utility of sport events in a territorial marketing strategy (Chalip et al., 2003; Xing and Chalip, 2006; Solberg and Preuss, 2007). The objectives of this article are to show the relevancy of sport events as a field of research and more precisely to test the public sport marketing model (in comparison with the sport marketing model for private structure). The interesting results of this article mostly deal with the specificities of the public organisers that lead to a particular process in the managing of their sport events.

Brand extension feedback effects: A holistic framework

This study models the impact of brand extensions on parent brand attitudes. The article is positioned around a holistic framework, enabling four major new contributions. First, it explains inter-relationships among major determinants of feedback. Second, it presents a rank-order of major determinants of feedback. Third, it presents a fresh perspective on the integrating role of fit. Fourth, it models the effect specifically on the change in parent brand attitude. A further contribution is a first-of-its-kind application to India. Results indicate that the two strongest effects on brand extension feedback were perceived fit and parent brand image. The article outlines four principles for effective brand extension design and communication strategy. A precondition for launching a brand extension is a strong parent brand. Once this condition is met, the design as well as the communication strategy of the brand extension should emphasize the fit with the parent using appropriate brand elements. Positive attitudes towards the extension per se should be developed to create added value perceptions for consumers.

The Effects of Cultural Values in Word-of-Mouth Communication

When new products and brands are introduced into other cultures, the speed and extent of the product's acceptance are important concerns for marketers. The spread of positive word of mouth (WOM) and the lack of negative WOM about the product or brand by early adopter groups are critical to the product's successful diffusion in a population. This is the first study to investigate the effects of consumers’ cultural values on their WOM behavior. Data analysis from two samples indicates that the pattern, type, and target receivers of consumers’ WOM activity depend on their cultural values. The authors use Hofstede's four cultural dimensions to test the effects of cultural values on WOM behavior to social in- and out-groups. They find that all four dimensions have significant effects on WOM engagement to those groups. Although the authors could not determine the causal nature of the relationships because of the sample design used, they argue that marketers should monitor the cultural values of their market to anticipate in- and out-group discussions and the choice of appropriate brand communication strategies in other countries.

Harley Davidson's Brand Identity on the Web: A BIWAM® Filtering

ABSTRACT This research applies the Brand Identity Web Analysis Method (BIWAM)®, a novel form of qualitative analysis, to compare the online brand identity of two motorbike manufacturers: Harley Davidson and Triumph. Results show Harley Davidson has a stronger web brand identity. However, some facets of its brand communication strategy need to be improved. These include better adaptation to internet-specific characteristics and improvement in the online relationship with customers.