Brand Components Research Articles

Erbil Citadel as a Brand for the City, the Role of Residents Awareness and Perceptions

The branding of cities through their historical and cultural assets has become a pivotal strategy in urban development and tourism. This study focuses on Erbil Citadel, a UNESCO World Heritage Site, and its potential as a brand for Erbil, a city with a rich historical backdrop and flourishing urban landscape. The study aimed to explore the perceptions of Erbil’s residents regarding the cultural significance of the Citadel and its potential as a city brand. A mixed-method survey questionnaire was conducted, collecting data from around 440 residents through both manual distribution around the Citadel and an online platform. The findings were analyzed using SPSS 23 to provide both descriptive and inferential statistical insights. The findings show that locals are well aware of the Citadel’s significance as a significant historical and cultural symbol of the city. The vast majority of participants acknowledged its unique visual attributes and their representation of the city’s cultural and historical identity. Additionally, the results showed that citizens’ perceptions of the Citadel as a good component of city branding were positively correlated with their level of cultural awareness. This study contributes to the growing body of literature on city branding and heritage sites by providing empirical evidence on the impact of residents’ cultural awareness on their perceptions of heritage sites as city brands. The results highlight how crucial cultural education and community involvement are to maximizing the branding potential of historic locations. Policymakers and urban planners may find the findings of the study useful in utilizing Erbil Citadel’s historical relevance to strengthen Erbil’s brand identity internationally.

Food for Thought in Malaysian Borneo: Data Mining and Sentiment Analysis of Tripadvisor Reviews for Online Destination Branding

Unique destination branding in tourism is crucial to gaining a competitive advantage. Local food is a significant component of a destination brand which Destination Management Organisations (DMOs) must integrate into their official marketing efforts. DMOs must monitor the popularity and perception of their food promotions against the competition. Online promotion and management are challenging due to the rise of user-generated content. Automatic data mining techniques were used to determine the extent to which tourist food choices on TripAdvisor matched foods promoted by DMOs and how distinct these choices were from a rival DMOs’ promotion. We compared online food promotion between the Sabah Tourism Board and the Sarawak Tourism Board. We developed a software system to automatically extract food branding business intelligence from TripAdvisor restaurant reviews. The application of web crawling and scraping technology was applied to extract data and use Sentiment Analysis for interpretation. Online foods promoted by DMOs for each region were found to contain only a few common dishes, but these were more popular than region-specific foods. Significantly different distributions of food choices were found for each region. Some potentially useful differences between foreign and domestic tourists and locals were also identified. Sentiment analysis revealed hidden information in reviews useful for potential food destination branding. Findings from TripAdvisor confirm practical suggestions for improving brand distinctiveness found in the literature. This study is the first to develop an actual system that DMOs could use to estimate the online popularity of their promoted foods and those of their competition.

Formulating Global Branding Strategies in the Context of Cultural Differences

The article examines how cultural differences impact the development of global branding strategies, which is critically important in the context of globalization and market integration. It emphasizes that the essence of this issue lies in the need to consider the cultural characteristics of various countries and regions when creating and implementing global branding strategies. The article explores how cultural differences affect brand perception. It notes that what is positively received in one culture may be misunderstood or even offensive in another. It is crucial for brands to adapt their messaging to align with the cultural norms and expectations of their target audience. It is argued that global branding strategies need to be adapted to local conditions, which includes adjusting advertising campaigns, product assortments, packaging, and pricing policies. The article highlights the importance of language barriers and communication, noting that language is a critical component of global branding. Not only can the text of advertising materials, but also brand names, slogans, and even colors carry different meanings across different languages. The article also discusses the significance of cultural norms and values, which can influence consumer reactions to a brand. It stresses the importance of considering legal and ethical norms that may vary between countries, including regulations regarding advertising, consumer rights, and cultural taboos. It is determined that companies have a choice between two main strategies: adaptation or standardization. Adaptation involves modifying branding to fit local cultural conditions, while standardization focuses on maintaining a consistent brand identity on a global scale. The choice between these strategies depends on market characteristics and the company’s business goals. The necessity of thorough market research and analysis of cultural specifics for the successful implementation of global branding strategies is emphasized. This helps in gathering crucial information about consumer preferences, competitors, and market trends, which aids in developing effective strategies. The overall conclusion of the article underscores that accounting for cultural differences is critically important for successful global branding, and companies that can adapt their strategies to the cultural characteristics of their markets gain a significant competitive advantage. The type of article is theoretical.

Deep Learning-Based Hand-Drawn Illustration in Packaging Design of Cultural and Creative Products

Packaging design is a critical component of product marketing and branding, encompassing the visual and structural elements that encase and present goods to consumers. The hand-drawn illustration is a timeless art form that embodies the unique style, skill, and creativity of the artist's hand. This paper presents a novel approach to deep learning techniques for enhancing packaging design through the classification of hand-drawn illustrations. The proposed model is stated as a Weighted Augmented Deep Generative Network (WADGN). The proposed WADGN model uses the augmentation network for the generation of the augmented images for the creative products. With the augmented images features are extracted in the hand-drawn illustration of the products. The extracted features are implemented with the weighted augmented feature vector for the application of the generative deep learning network. The proposed WADGN model uses the feature vector of the deep learning model for the design of creative product design. With the deep learning the creative features of the hand-drawn illustration are classified for the creative package design. Simulation results demonstrated that proposed WADGN model higher performance than the conventional technique such as CNN, LSTM and SVM classifier. The proposed WADGN model achieves the ~21% higher performance than the SVM, ~16% than the LSTM and ~9% improvement than the CNN model.

The Impact of the Carbon Neutral Era on City Branding and Response Strategies

Against the backdrop of increasingly severe global warming, carbon neutrality has become a common goal for all countries, and carbon emission reduction has become an urgent action that all countries and cities need to take. As the center of human activities, cities are the main source of global greenhouse gas emissions, bearing tremendous responsibilities and challenges, and are crucial to promoting carbon neutrality and sustainable development. To achieve the goal of carbon neutrality and sustainable development, more and more cities have adopted various carbon emission reduction strategies to reduce carbon emissions, improve air quality, and enhance the quality of life for citizens. Urban branding is not only a reflection of the image and reputation of the city, but also an important tool for attracting talents, investments, and tourism. As an important component of urban image, urban branding and communication also need to be adjusted and optimized under the background of carbon neutrality era to adapt to and meet the needs of society and citizens. This article aims to explore the strategies and methods of urban branding and communication in the era of carbon neutrality, in order to help cities shape and disseminate competitive and attractive brand images under the carbon neutrality era, and provide suggestions and guidance for relevant urban managers and marketers on urban brand building and development, thereby promoting the sustainable development of urban brands.

THE IMPACT OF GENERATION X, Y, Z, AND DEMOGRAPHICS TRAITS IN THE RELATIONSHIP BETWEEN BRAND COMPONENTS OF CONSPICUOUS CONSUMPTION AND THIRD-PARTY ENDORSEMENT

The identification of the buying habits of the X, Y and Z generations is a topic that is still being studied and understood by companies and marketing professionals. In developing countries, conspicuous consumption varies according to the different motivations that drive the purchasing behaviour of consumers. Therefore, the aim of this study is to reveal the relationship among the demographic traits of generation X, Y and Z, the brand component and third-party endorsement in conspicuous consumption towards branded perfume products. A structural model was constructed to identify the put-forward effects and hypothesis tests were developed to measure the relationships. The research was conducted among consumers of generation X, Y, and Z in Turkey who use branded perfume products and follow at least one social media influencer. The convenience sampling method was used and benefited from the SPSS for the descriptive analysis and the Smart PLS 4.0 program for the first-order Structural Equation Modeling and mediating affect analysis of the proposed research model. The results of the research found that third-party endorsement has positively and significantly impacts conspicuous consumption and brand components. The brand components have a positive and significant effect on conspicuous consumption. Although third-party endorsement had a significant impact on demographic traits of Generation X, Y, and Z conspicuous consumption; brand components had no significant effect on Generation X, and Z conspicuous consumption. Brand components have a mediating effect on Generation Y's conspicuous consumption and demographic traits of Generation Z.

Branding of retail enterprises

Branding is an integral part of the promotion and development of goods by retail trade enterprises (RTE). A comprehensive branding process is a key success factor, as it allows enterprises to identify themselves among compe­titors and attract a larger target audience. In this direction, it is important to substantiate the use of branding models aimed at increasing the competitiveness and RTE profitability. The aim of the article is to define the key concepts, the main components of branding, to substan­tiate the construction of a branding model and to characterize its elements. The following general scientific research methods were used such as analysis and synthesis, to present the main brand attributes; branding models and their characte­ristics; empirical, system and structural analysis and graphical display. The key concepts and basic branding principles have been defined, the main attributes (appearance of the product, its physical characteristics, brand name, logo, slogan, color scheme, fonts, character, music and sounds, related attributes) of the RTE brands have been analyzed. The process of choosing a positioning and its role in brand formation has been considered. The comparative characteristic of branding models has been presented, the main components, advantages and disadvantages of each model have been indicated. Based on the results, the author has developed his own model of RTE brand formation. The main advantages of using the developed model by the RTE and the main differences from other models have been indicated

A Comparative Analysis of Product Positioning Strategies in the Global Electric Vehicle Market: Insights from Leading Brands and Emerging Markets

This paper conducts a comprehensive comparative analysis of product positioning strategies in the global electric vehicle (EV) market, focusing on insights from leading brands such as Tesla and emerging market players like Build Your Dream (BYD). Through an examination of technology innovation, product features, market penetration strategies, pricing models, sustainability, and environmental policies, the study highlights the diverse approaches companies adopt to navigate the rapidly evolving EV landscape. The analysis reveals that technological innovation, particularly in battery technology, drive systems, and autonomous driving capabilities, plays a crucial role in differentiating brands and shaping consumer preferences. Market penetration strategies and pricing models further illustrate how companies adapt to competitive and economic dynamics to maximize their global footprint. Additionally, the paper explores how sustainability and environmental policies reflect corporate responsibility and serve as key components of brand and product positioning strategies. The findings suggest that a deep understanding of these multifaceted aspects is essential for EV manufacturers to achieve long-term success in a market characterized by intense competition and high consumer expectations.

Личный бренд студента-спортсмена как инструмент публичной дипломатии

The purpose of the study is to substantiate the need and expediency of supplementing the competence of international activities with the competence of public sports diplomacy of specialists in physical culture and sports for productive participation in the implementation of international sports cooperation programs. The article complements the political, humanitarian, cultural prerequisites for the implementation of public diplomacy in the field of physical culture at the level of mass and amateur sports, recorded in international and Russian documents. The goals of public diplomacy in the field of youth policy and student sports are clarified, aimed at creating a positive image, business reputation and a productive personal and corporate brand. Based on the concept of “sports well-being”, the structure of its components and their content, the content of the phenomenon “personal brand of a student-athlete” is substantiated. The structure of the components of the personal brand of a student-athlete as an actor of public diplomacy was modeled. Methodology for designing a personal brand of a student-athlete is presented. Recommendations have been formulated for designing the content of the educational program of additional education, the advanced training course “Strategies, tactics and techniques of public diplomacy in the field of physical culture and sports”, integrating knowledge in the field of foreign policy, world sports, sociology, social psychology, intercultural communication, public relations and journalism, collectively necessary and sufficient to assume the social role of “actor of public sports diplomacy”.

Prioritizing components of university brands by using the integrated Delphi and AHP methods

Branding is a crucial strategy for universities to gain an advantage over their competitors in the face of increased competition in higher education, especially in admission activities. This study aimed to identify and prioritize the university brand components that influence the attraction of prospective students. In this study, the Delphi method is combined with the analytic hierarchy process (AHP) to identify eight factors, comprising 31 subfactors that constitute the university's brand. These factors and subfactors are then prioritized in attracting prospective students. The data were gathered through four rounds of interviews with experts who were leaders or individuals with extensive experience in communication or enrollment at member universities of Vietnam National University, Hanoi. The research findings indicate that the five factors considered to be the highest priority in attracting potential learners are the university's training program, reputation, human resources, financial policies, and communication activities. Additionally, this study presents the priority rankings of 31 subfactors.

Rating evaluation and proactive branding of universities as component systems of quality management in the conditions of integration into the international educational space

Relevance. The relevance of the problem investigated in this scientific article is determined by the fact that at the current level of integration into education, methodical approaches to improving systems for rating the results of higher education institutions, as well as forms of proactive branding and positioning in the importance of implementing strategies, are not sufficiently specified.Purpose. The main goal of the scientific article is to form a practical concept for improving systems for evaluating the results of a higher educational institution, substantiating the methods of proactive branding and positioning in the context of integration at the European educational level.Methodology. The following methods were used during the work: analytical, semantic, bibliographic, methods of generalization and systematization, methods of observation, modelling, forecasting and evaluation.Results. The main results are that priority integrative components of proactive branding and positioning of the university have been determined, in particular web resources, place of interested parties, internationalization processes. The effectiveness of mass media influence tools, which encourage certain organizations and target categories of citizens to make decisions regarding the use of educational services in the conditions of competition on the knowledge market, was also thoroughly substantiated and proven. The main criteria for evaluating the effectiveness of the training of applicants for a certain specialty and relevant educational programs within the field of knowledge were determined.Conclusions. The practical significance of the study is that it has been proven that the international branding and positioning of the university should become a separate integrative and proactive direction of its scientific, educational and innovative activities. This will make it possible to demonstrate the leadership qualities and uniqueness of leading Ukrainian universities, use new integration approaches, and open new investment and international perspectives. The results obtained can be used by specialists in the field of pedagogy in practice for future research or introduced into the educational process.

Does Employer Branding Shake Application Intentions of Potential Employees?

Companies are actively engaged in the pursuit of acquiring highly skilled candidates, referred to as the ‘war for talent’ leveraging their reputations to attract such individuals ( Schaarschmidt et al., 2021 ). However, the extent to which these efforts have yielded positive outcomes remains a matter of inquiry. This study aims to determine the degree to which applicants’ intentions to apply for job positions within an organization are affected by their perception of the employer brand. Specifically, the objective is to identify the most significant component that affects candidates’ Intention to Apply. This study empirically assesses employer branding and Application Intentions among potential employees. Data were collected from a sample of 210 MBA students who graduated from one of India’s top business schools. The collected data were analysed using PLS-SEM software. The findings reveal that an organization’s employer brand significantly influences potential employees’ Intention to Apply. Furthermore, the components of the employer brand, namely, Job Role (tasks), Compensation and Benefits, Organizational Culture, and Job Security, International Assignments emerged as the influential factors driving candidates’ Intention to Apply. It is worth noting that studies of this nature among MBA graduates from business schools are scarce. The insights gained from this study can assist managers in formulating action plans to enhance an organization’s image as a desirable employer.

ВЛИЯНИЕ ВНЕШНОСТИ УЧИТЕЛЯ НА ВОСПРИЯТИЕ ЕГО ЛИЧНОГО БРЕНДА ЦЕЛЕВОЙ АУДИТОРИЕЙ: АНАЛИЗ ОПРОСА РОДИТЕЛЕЙ

This article investigates the influence of teacher's appearance on the perception of his/her personal brand by the target audience. The authors have analysed the scientific research of domestic and foreign scientists on this problem. The purpose of the article is to study the influence of teacher's appearance on the perception of his personal brand by the target audience at each stage. According to the authors, the perception of a teacher's personal brand can be influenced by his/her appearance. It creates the first impression and forms certain expectations about the style of professional activity and personal qualities of the teacher. The authors have come to the opinion that appearance is one of the important factors in the formation of the first impression, but in the further perception of personal brand is not essential. To confirm the hypothesis, a survey of parents was organised using Google Forms. 116 parents of students in grades 1-11 took part in the experiment. The results of the survey and their analysis allowed to conclude about the influence of teacher's appearance on the perception of his/her personal brand by the target audience. Since appearance is one of the structural components of a teacher's personal brand along with values and beliefs, uniqueness and strengths, communication, professionalism and expertise, it is quite objective that it is not significant at all stages of perception.

Employer Brand: Experience dimensions, components, and appeals in a telecommunications company

This article examines the concept of employer branding through its dimensions of experience, components, and appeals. The research is based on a case study of a mobile telecommunications company (Tigo) with a focus on the experience centers in Barranquilla, Colombia. The study, with a descriptive scope, applied a quantitative survey technique to 107 employees in roles such as administrators, coordinators, and commercial advisors. The survey instrument was constructed through literature review, and measurement questions were identified through expert validation. The results indicate that employees perceive the dimensions of employer branding experience, components, and appeals positively. Although components of employer branding showed a lower average compared to other concepts, they remained positive for the company. These findings are relevant for understanding employer branding in customer interaction areas such as experience centers.

Voluntary Corporate Disclosures and Tangible Brand Elements in Financial Advertisements for Consumer Buy-in: A Study on Malaysian Unit Trusts

This study aims to explore the appeal of voluntary corporate disclosures in advertisements for unit trust schemes (UTS). Purposive sampling was used to recruit 25 Malaysian working adults aged between 20 to 70 years old as respondents. In-depth interviews were conducted via Zoom for an average duration of 60 to 90 minutes. Interviews were audio recorded and transcribed for thematic analysis. Findings showed that tangible brand components, namely logo, color schemes, typeface, and names which appear in financial advertisements, create brand awareness through key themes such as easy recognition, credibility, association, confidence, and familiarity. Financial advertisements in the media are important to create brand recognition, recall and familiarity. Brand awareness and attitude are vital in advertising financial products for eventual buy-in, especially among consumers. Brands should be recognized, remembered, and viewed positively in any type of unit trust advertising. The major deciding factor for brand awareness, attitude and purchasing decision is corporate voluntary disclosure. Financial products are pre-conceived as risky and require careful examination of trustworthy corporate tangible brand elements contained in an advertisement. Negative internal motivation among potential investors requires more reliable corporate information, including celebrity endorsements and fees charges. In fact, positive motivation for trust can be enhanced when celebrities and testimonials are involved, whereas fees charged is not crucial. This study intends to provide policy makers insights into persuading consumers to buy-in and invest in unit trust via appropriate corporate advertising strategies to target audience for effective advertising. Keywords: Trust, motivation, voluntary corporate disclosure, advertising, unit trusts.

Branding in higher education: a bibliometric analysis and research agenda

ABSTRACT In recent years, there has been an influx of research in higher education (HE) branding, which has emerged as an important strategy for HE institutions to gain a competitive advantage and increase market share. This study aims to uncover the intellectual structure and emerging trends of HE branding by performing a bibliometric analysis on 435 research articles retrieved from the Web of Science between 1998 and 2021. Two bibliometric techniques were applied: co-citation analysis and co-word analysis. The co-citation analysis revealed five clusters of HE branding literature: (i) HE brands and branding frameworks; (ii) Antecedents and consequences of HE brand components; (iii) Internationalization in HE branding; (iv) HE communication strategies; and (v) HE brand value co-creation. The co-word analysis emphasized the importance of the co-creation of HE brand value as a key research theme from 2016 onwards. This study also offers future research directions to advance the HE branding literature.

Tingkat Pengetahuan Pustakawan terhadap Brand Identity Perpustakaan

Libraries, as educational and cultural institutions, face various challenges and changes. One of the ways to enhance the reputation of libraries is through branding as a reliable access to information. Library branding goes beyond more than identity or a level of awareness. It aims to improve the continuous experience of library users. Brand identity is often perceived primarily through visual aspects such as logos, colors, shapes, and visual identification. Vision, Mission, core values, organizational culture, and competencies are vital elements of the internal component of corporate branding. This study examined librarian’s knowledge levels regarding brand identity using three corporate communication elements: communication, behavior, and symbolism. The total population is more than 100 with a confidence level of 90% and a 10% margin of error, namely 40 librarians—data collection targeting librarians and the staff in a university library. The validity test results were from 15 questions; 13 were valid, and 2 were invalid. The reliability test stated that this study was reliable. The results showed that the level of knowledge of librarians for communication got a score of 3,92, which means high. Behavior got a score of 4,47, which means very high, and symbolism got a score of 3,57, which means high. The mean total score is 3,57, which is high. The conclusion is that the librarian’s level of knowledge about brand identity is high. The most influential factor for internal brand identity in this study is behavior.

BOTTLE TO BRAND: EXPLORING HOW EFFECTIVE BRANDING ENERGIZED STAR LAGER BEER'S PERFORMANCE IN A FIERCE MARKET

This study explores the significant influence of effective brand management on the success of products in the market. The study examines the aspects of brand management that affect consumer loyalty and market acceptance using the beer Star Lager as a case study. Data were gathered using a descriptive research design and questionnaires given to 200 respondents in the Surulere neighbourhood of Lagos, Nigeria. The study's findings highlight how brand attributes like taste, cost, television ads, and sales promotions influence consumer acceptance and loyalty. The study refutes presumptions regarding the impact of promotional products on consumer spending. It is concluded that maintaining market leadership and fostering competitive advantage depends on a strategic approach to brand management. The paper provides some recommendations for manufacturers, including a focus on key brand components, consistency in essential brand elements, and a preference for product development and customer satisfaction
 Keywords: Brand Management, Product Performance, Customer Loyalty, Competitive Advantage, Consumer Satisfaction, Strategic Marketing, Promotional Strategies, Brand Consistency.

The effect and prioritization of international branding components of the tourism industry in tourism marketing in Tehran

Objective: The purpose of this research was the influence and prioritization of the international branding components of the tourism industry on tourism marketing in Tehran. Method: This study was a descriptive survey in terms of implementation methods. The statistical population included all technical officials and managers of the Institute of International Tourist Companies and tourist tour guides of Tehran province in 2022, numbering 8499 people. Using the table of Krejcie and Morgan and the available method, 367 people were selected as the sample size. The data collection tool was the international tourism branding questionnaires made by the researcher based on Jalalian's research (2019) and Sangabi's tourism marketing (2014). The data were analyzed using descriptive statistics (frequency and percentage) and inferential statistics (Kolmogorov Smirnov, t-test and regression) using SPSS-26 software. Results: The results showed that the international branding components of the tourism industry affect tourism marketing in Tehran. Also, the results showed that brand image, awareness, perceived quality, and loyalty are the most important components of the tourism industry's international branding in Tehran's tourism marketing. Conclusion: One of the reasons for the importance of the concept of special brand value is that city managers and company owners can gain a competitive advantage with the help of brands with high special value. The more positive the tourists' evaluation of each of the specific brand value dimensions, the higher the brand of that destination has a higher specific value among tourists.

GASTRONOMIC TOURISM AS A POPULAR DIRECTION IN THE TOURISM INDUSTRY

The article is devoted to investigation of the popularity and prospects of the development of gastronomic tourism both in the whole world and in Ukraine. The directions of gastronomic tours are given and described, namely: rural tour, restaurant tour, educational tour, ecological tour, event tour and combined tour. The difference between the concepts of «cookery» and «gastronomy» is clarified, the latter term being broader. The process of formation of the local gastronomic brand, it’s components and influence on the socio-economic development of the territorial community is defined. It is indicated that for the development of a gastronomic brand, the development of a general concept, which will provide an opportunity to get acquainted with the culinary resources of a tourist destination, is relevant. The foreign experience of introducing gastronomy to the composition of the tourist product was studied. Types of gastronomic tourism are considered, which allows the segmentation of the tourist market. The culinary and cultural determinants of the evolution of the gastronomic features of the regions of Ukraine were studied. Popular international gastronomic tourism destinations were analyzed and the growth rate of tourist flows in the most popular gastronomic tourism countries was determined. The basic component of the gastronomic brand of the tourist destination of Ukraine – Podillia, namely Vinnytsia, based on the local product – cherries, has been determined. The uniqueness of the gastronomy of all regions of Ukraine and their attractiveness in the tourist sphere have been studied. The classification of gastronomic brands of the regions of Ukraine is based on the product principle. The main elements of gastronomic tourism, which are the basis of the concept of this type of tourism, are characterized. The methods of increasing the volume of gastronomic tourism in Ukraine have been studied. The centers of world gastronomic tourism were considered: France, Italy, Japan. Urban and rural gastronomic tours, their features are considered. The study of the International Tourist Culinary Association on the determination of the readiness of the countries of the world to receive gastronomic tourists was analyzed. Distinguishing features and specific rules that should be followed in a gastronomic tour are defined.