Brand Concept Research Articles

Research on the Market Positioning and Brand Marketing Strategy of Meilifamily Food

With the improvement of Chinese people’s living standards, people have taken a strong interest in bread and pastry after meeting the basic conditions of food and clothing. In this market, large bakery companies and small pastry shops began springing up all over the place. However, it is a common problem for every bakery enterprise that how to create a hit among customers and how to make the enterprise gain long-term development. With the experience of brand development of typical bakery companies, this paper takes Jiaxing Meilifamily Food of Zhejiang Province as a case. It analyzes this company's internal and external environment, its development process and strategy. Specifically, the author investigates Meilifamily Food’s development using the “STV” triangular model (Strategy, Tactic, and Value) as the basic analyzing framework. At first, then the author explores the corporate strategy including market segmentation and positioning; then discusses the tactics with the 4Ps theory (Product, Price, Place, and Promotion); at last, the concept of brand, service, and quality value to the company are deepened. By summarizing the experience and strategy conducive to development from the case of Meilifamily Food, combining it with reality, this paper analyzes how to make the brand of small and medium-sized bakery enterprises bigger and stronger, giving other similar food processing enterprises worthy of reference experience.

BORSA İSTANBUL’DA İŞLEM GÖREN KAĞIT VE KAĞIT ÜRÜNLERİ SANAYİ SEKTÖRÜ FİRMALARININ MARKA DEĞERLERİNİN HİROSE YÖNTEMİ İLE BELİRLENMESİ

Rekabet ortamında ayakta kalmak ve sahip olunan pazar payını koruyabilmek üretim yapan birimlerin çözüm aradıkları konuların başında gelmektedir. Firmaların nakit döngülerinin istenilen boyutta olması, ürün satışlarının öngörülen seviyelerde gerçekleşmesi ve müşteri sadakatinin yüksekliği marka ve marka değeri ile ilişkilidir. Tüketiciler açısından ürünlerin güvenilirliği ve sağladığı ayrıcalık olarak değerlendirilen marka kavramı firmalar açısından ise süreklilik ve sürdürülebilirlik olarak değerlendirilmektedir. Marka değerinin parasal olarak belirlenmesi gerçekleştirilen üretim faaliyetlerinin verimliliğini ve başarısını göstermesi açısından önemlidir. Bu çalışmada, Borsa İstanbul’da kağıt ve kağıt ürünleri sanayi alanında işlem gören firmaların marka değerlerinin Hirose yöntemi ile belirlenmesi amaçlanmıştır. Çalışma sonunda firmaların yayınlanmış finansal tablo verileri kullanılarak 2017-2021 yılı kapsamında hesaplanan marka değerleri yorumlanmış ve sektörde marka değeri bakımından ön sırada olan firmalar belirlenmiştir.

Strategies for Cluster Branding in MSMEs Clusters: A Grounded Theory Approach

Cluster initiatives are an essential way to increase the competitiveness of enterprises, especially micro, small and medium enterprises (MSMEs) within the region. Therefore, building a strong cluster brand is a prerequisite for a successful cluster initiative. However, the concept of cluster branding in MSMEs handloom clusters remains unexplored in India. The drive of this research was to examine the role of branding as a strategic asset and how it plays an instrumental role in the overall growth of MSMEs clusters, with a specific focus on handloom clusters of Gujarat, India. Using the grounded theory approach, semi-structured interviews were conducted in the Surendranagar saree cluster in Gujarat, India. The study led to the formulation of strategies for cluster branding, along with the benefits and impacts on member MSMEs of the handloom cluster. Finally, a framework is proposed as the outcome of qualitative research which may be helpful to the stakeholders in taking the clusters to the next level in the era of globalization and competitive environment.

MARKA OKURYAZARLIĞI KONUSUNA YÖNELİK ÖLÇEK GELİŞTİRME SÜRECİ ÜZERİNE BİR ÇALIŞMA

Günümüzde tüketici istek ve beklentilerine cevap verebilen farklı kategoride yer alan birçok markanın yer aldığı görülmektedir. Markalar konusunda yapılan çalışmalarda marka ile ilgili unsurlar üzerinden çeşitli araştırmaların yürütülmüş ve yürütülmekte olduğu görülmektedir. Tüketici grupları ile markalar arasında oluşan bağ ve kurulan iletişimin çeşitli dinamikler çerçevesinde temellerinin atıldığı görülmektedir. Bu etmenlerin kökeninde markaların sahip olduğu unsurların önemli bir etkisi bulunmaktadır. Tüketiciler açısından ele alınmış olduğu zaman markaların tercih edilmesinde markalar konusunda sahip olunan bilgiler veya bilgi düzeylerinin ne durumda olduğu bazı araştırmaların konusunu oluşturmaktadır. Bu kapsamda, Türkçe literatürde yer almayan marka okuryazarlık konusu devreye girmektedir. Kavram, genel itibari ile marka ile ilgili sahip olunan bilgi düzeyleri, tüketicilerin bir markaya yönelmesinde hangi unsurların yer aldığı ve markayı kültürel bir çerçeve kapsamında değerlendirilmesinin yapılmasını açıklamaktadır. Çalışma kapsamında literatürde yer almayan marka okuryazarlık konusunda herhangi bir çalışmanın olmaması kavram konusunda araştırma yapılabilmesi noktasında ölçek geliştirme ihtiyacını ortaya çıkartmıştır. Kavram ile ilgili olarak yurtdışında yapılan tanımlar ve çalışmalar incelenmiş, Türkiye’de ise kavram ile bağlantılı olan çalışmalardan yararlanılarak marka okuryazarlık kavramı konusunda ölçek geliştirilmeye çalışılmıştır. Süreç ile ilgili olarak aşamalarda Lashwe tekniği kullanılmıştır. Marka okuryazarlık konusunda yapılacak gelecek çalışmalar için ölçeğin araştırmalara katkı sağlaması hedeflenmiştir

PERANCANGAN POLA BARU PEMASARAN USAHA FASHION DI INDONESIA MELALUI FENOMENA CITAYAM FASHION WEEK

The Citayam Fashion Week phenomenon is a phenomenon that in recent months has become a hot topic of conversation among Indonesian people. This phenomenon is a phenomenon where teenagers from Jakarta and the surrounding area gather on Jalan Sudirman to show off their outfits or clothes to the general public. This phenomenon raises the economic potential to develop fashion SMEs in Indonesia. The purpose of this research is to design the concept of marketing and business branding in fashion SMEs in Indonesia. The research method used is descriptive qualitative with a literature and literature study approach. The results of this study are in the form of marketing and branding patterns in fashion SMEs. Not only that, this study also describes the landscape of the marketing and branding ecosystem for fashion SMEs in the era of the Citayam Fashion Week phenomenon

The Strategy of the Indonesian Government in Implementing the Wonderful Indonesia Digital Diplomacy Program

This paper analyzes the strategy of the Indonesian government in implementing the Wonderful Indonesia digital diplomacy program. This paper is analyzed using the concepts of digital diplomacy, multitrack diplomacy, and nation branding. The selection of these three concepts is due to the existence of Wonderful Indonesia as a tagline for Indonesian tourism branding which can be categorized as part of Indonesia's soft diplomacy. Meanwhile, the Indonesian government's strategies to attract foreign tourists were carried out by involving several shareholders which were in line with the concept of multitrack diplomacy. This research uses descriptive qualitative method or literature study. The purpose of this study is to analyze the strategy of the Indonesian government in promoting Indonesian tourism through digital diplomacy. This research provides an overview of Wonderful Indonesia and its marketing through digital media and other media and communications and ensures that Indonesia's tourism developments in 2011, 2013, 2015, 2017, and 2019. Based on the research results, it can be said that the Indonesian government, especially the Indonesian Ministry of Tourism and Creative Economy, by utilizing digital media as a means of diplomacy is considered to be time efficient and able to reach the market and echo the Wonderful Indonesia promotional message in the international sphere.

Employer Brand and Application Intentions of Young People in Hanoi

Employer brand is becoming an important factor determining the effectiveness of attracting human resources, especially high-quality human resources of enterprises. Employer branding is built by businesses but its attractiveness is subjective to potential candidates in the specific economic, cultural and social context of the region and country. The article analyzes and inherits published studies to give the concept of employer brand and the elements constituting the remployer brand and the relationship between employer brand with the potential candidate's intention to apply for a job. Survey results on the evaluation of young people in Hanoi about the attractiveness of employer brands are compared with existing research results to show regional differences of employer brands. On the basis of research results, the article makes some conclusions and recommendations related to the construction and communication of employer brand in order to improve the effectiveness of attracting and maintaining human resources of the organization general and businesses in particular.
 Keywords: Employer Brand, Intention to Apply, Young People in Hanoi, Employer Brand Development, Employer Brand Communication

Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward

PurposeThis paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.”Design/methodology/approachFor each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized.FindingsThe systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged.Originality/valueThis paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.

Application of cartoon Modeling in VI Design

As an art form, cartoon modeling is not only the embodiment of human imagination and creativity, but also a form of expression of human spirit and culture. Article first from cartoon characters to illustrate the concept of cartoon characters and the development of cartoon characters in people's minds of cognition and positioning, secondly from cartoon characters of happy, culture, innovative and comprehensive characteristics of four aspects, such as with 2 d and 3 d application of two application forms, to illustrate the rationality of cartoon modelling application in enterprise VI design. According to the above theory, through the "eclipse", for example, from the perspectives of its design concept brand concept, marketing positioning, design idea and design method of model reconstruction, and then based on the basic elements of the solar eclipse, such as color, graphics, fonts, and effects of these four aspects carries on the analysis, finally according to all previous design content and theoretical summary itself is not enough, the design proposed.

The effects of mixed emotional appeals in leveraging paradox brands

This research examines the concept of paradox brands – that is, brands with contradictory brand personality associations (e.g., rugged yet sophisticated) – and explores how to increase favorable evaluations of such brands using specific emotional appeals. In this regard, important life events such as graduation or memories of a grandmother can elicit the mixed emotions of happiness and sadness at the same time. This research reports three experimental studies conducted in different markets (the U.S. and the UK) that demonstrate mixed emotional appeals (sadness and happiness) are more persuasive than positive emotional appeals (happiness) for enhancing favorable consumer evaluations of paradox brands. This is because experiencing mixed emotions increases cognitive flexibility. Further, the effect of mixed emotional appeals is attenuated at high construal levels. This research offers meaningful theoretical and practical implications to the literatures on brand personality and mixed emotions by highlighting the potential of mixed emotions for promoting paradox brands.

Hakka culture brand image design based on the human-computer interaction model.

In order to better disseminate Hakka culture, this thesis focuses on the cultural dissection of Hakka culture in Gannan and the development and reflection of Hakka culture in Gannan. This article aims to design the brand image of Hakka culture through human–computer interaction model. And based on this, this article discusses the brand concept and the elements of cultural and creative products and discusses the connection between Hakka cultural and creative and tourism brands. At the same time, this article conducts an in-depth study on the creative design of the Hakka cultural tourism brand in Gannan. First, this article analyzes the brand connotation and analyzes the connotation and constituent elements of brand cultural and creative products. Second, this article analyzes the relationship between Hakka culture and tourism brand cultural and creative product design. It discusses how to inherit and develop Hakka culture from the perspective of how Hakka culture is integrated into brand cultural and creative products. Third, this article analyzes the design practice of cultural and creative products of the Hakka cultural tourism brand in Gannan. This article first analyzes the visual image design of the cultural and creative products of the Hakka cultural tourism brand in Gannan. Then it analyzes the design of a series of cultural and creative products of the Hakka cultural tourism brand in Gannan. The experimental results show that the popularity of different products is more than 50%, which shows the effectiveness of this design.

A Brand Concept Strategy Model of T-Shirts for Young People Using Selected Conjoint Analysis

Today's T-shirt market of young people is very competitive. As the brand of T-shirt, UNIQLO、GU、Nike、Adidas、AZUL are known. This paper aims to propose a method of designing an optimal brand concept for T-shirts. In the modern highly competitive business world, marketing strategies are required to meet the increasingly complex and diverse needs of customers. Therefore, it is very important for companies to have a brand strategy in order to increase their competitiveness in the market. On the other hand, a general decline in consumer confidence among young people has begun to appear since the early 2000s. The Nikkei Regional Industry Research Institute's "Youth Attitude Survey" also shows a decrease in the ownership rate of famous foreign brand clothing in 2007 compared to that of 2000. Kuga's analysis of the Ministry of Internal Affairs and Communications' "National Survey of Consumption" also indicates that young people's interest in fashion has declined. In 2017~2019 years, GDP of Japan was increasing. However, GDP decreases greatly in 2020 because of COVID-19. In the market of Japan, Young person's spending intention in recent years continues decreasing. In this paper, we consider the case of launching a new T-shirt brand for university students of Japan. Also, we study the marketing strategy of T-shirts for young people who are considered to have decreased their interest in fashion, taking into account the complexity and diversification of their needs, using a choice-type conjoint analysis.

Revealing the New Identity Element to Construct Palembang City Branding

More than just selling, a city must be constructed as an image formation process, which is formed from a mental map created by local people that produces an original identity to make a good branding. This research aims to reveal a new element of city identity and produce a mapping process of forming a strong city identity based on the advantages of the city that can be used in perfecting the concept of city branding. The result shows that the natural appearance in this study refers to the appearance of the river and the surrounding area called “RIVERINE” which means the area around the river. These elements also become the identity of Palembang and can be one of the elements to construct a concept of city branding. The research’s state-of-the-art findings are the new element to constructing the city identity of Palembang by revealing the role of the new element of city identity construction.

Creating Sustainable Development of the Destination with Tea Public Version Packaging Design by Obtaining Relational Space Concept

Packaging is crucial for presenting the image of tea tourism destinations. The public version of tea packaging with images of tea sightseeing spots was pervasive, and builds the impression to tourists that they have visited a certain destination. However, with the rise of independent brand thinking and sensory stimulation consumption, the form of tea packaging in the public version has changed to be based on tourists’ purchasing preferences, leading to the diversity of the packaging style and pattern, and the public version of tea packaging gradually loses the function of promoting brand images. Based on the rooted land of oriental tea culture, this research has the following aims: (1) to construct the concept of “Relational Space for Sustainable Public Version of Tea Packaging and its Concept” through a literature review and field investigation; (2) to give contributions to the improvement of the visual aspect of the existing public packaging of tea; (3) to integrate the image of the destination and the private brand image of tea farmers with the public version of tea packaging to enhance the perception and attraction of tourists to the brand image of tea tourism destinations; (4) to design, operate, and test the concept discussed in this study by utilizing experimental design and questionnaire survey and propose application guidelines for this concept design. The results of the study are as follows: (1) The destination images and geographical symbols of the existing public packaging of tea are beneficial to the promotion of the destination image; however, the visual elements that make up these packages are not conducive to the cultural richness of the destination because of their single relational context, which leads to the solidification of the destination image. (2) The design application guidelines proposed in this study present the concept of destination branding and private branding as a complement to each other by adjusting the packaging layout to create a mutually beneficial partnership visually embodied in the public tea packaging design. Packaging accessories are central to the partnership between the destination and the local industry, and the public tea packaging design created by this concept creates a richness and specificity of the destination’s brand image. In this way, the destination’s industry and brand image will develop in a diverse and multifaceted way to achieve the sustainability of the destination’s industry.

Conceptualizing nation branding: the systematic literature review

PurposeThis paper aims to provide an integrated model of nation branding, propose a comprehensive definition of this concept and differentiate between nation branding and other related constructs.Design/methodology/approachTo analyze nation branding academic literature, this paper used a systematic literature review approach to investigate academic studies related to nation and country branding. All relevant studies on the nation and country branding between 1996 and mid-2021 were extracted from six selected databases, including Elsevier’s Science Direct, Emerald, Sage, Wiley, Springer and Jstor, by using a Preferred Reporting Items for Systematic Reviews and Meta-Analysis process. The reviewed papers were coded and analyzed to extract themes and concepts.FindingsThe results of this paper show that nation branding is influenced by six main factors, namely, business and marketing, political, social and cultural, economic and labor, international and environmental factors; it comprises one key component, that is, nation branding; it results in five major consequences, including social, economic and financial, business, international and political consequences, and is moderated mainly by socio-demographic variables. Additional contributions of this paper are the proposal of a comprehensive definition of nation branding based on the extant literature and identifying nation branding differences with other constructs that sometimes have been previously used interchangeably with nation branding. This paper concludes with suggestions for future research in the field.Originality/valueThis paper uses the themes and concepts uncovered by the analysis to conceptualize nation branding, provides an integrated model of nation branding and distinguishes it from other related branding concepts. This paper also summarizes what nation branding is versus what it is not.

Beauty lies in the eye of the beholder: consumers' and jobseekers' interpretations of the family business brand

PurposeBrands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was to provide in-depth insights into knowledge dynamics related to the so-called family business brand across different stakeholder perspectives.Design/methodology/approachThis study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks.FindingsFindings show both a shared core meaning (e.g. associations such as “tradition” or “owner-managed”) and stakeholder-specific associations (e.g. consumer perspective: “high product quality,” “handmade”; jobseeker perspective: “appreciation within the company,” “outdated”). Significantly, the results reveal detailed insights into cross-stakeholder knowledge dynamics regarding the associations’ interconnections, strength and favorability.Originality/valueBy combining BCM with a scenario technique, this study adopts an approach that is aimed at better understanding and comparing brand knowledge with respect to the family business brand across multiple stakeholder perspectives. Given the prevalence of family businesses, this research enhances the theoretical and practical understanding of a branding resource that is often available but rarely exploited.

Circular beauty at Nafigate Cosmetics: balancing new brand concepts with growth through contract manufacturing

Research Methodology This case was developed from both secondary and primary sources. The secondary sources include the company’s website and social media, social media sites and PR news reports. Primary sources include in-depth interviews with Nafigate Cosmetics executives. This case was classroom-tested with graduate students in an International Marketing course in Autumn 2021 and Spring 2022. Case overview/synopsis Nafigate Corporation is a small Czech company with a global presence and a solid organizational philosophy to create a better world through scientific knowledge and active use of technology. With innovative new products, Nafigate is poised to revolutionize the cosmetics industry. The case explores elements of branding, strategic decision-making and how to balance competing priorities during a company’s growth phase. Complexity academic level This case was written for use in International Marketing classes at the graduate level. In addition, the case could be used in International Marketing Communication courses and in CSR subjects. Students are encouraged to discuss building a competitive advantage, portfolio decisions in terms of brand differentiation, branding strategies, and most importantly, understand the complexity of the business decision-making process.

A Visual Identity-Based Approach of Southeast Asian City Branding: A Netnography Analysis

Cities and places had been progressively being marketed as brands by using the concept of ‘City Branding', which is a unique idea. The scholars of ‘City Branding’ believed that the concept of branding helps the city in marketing activities. A city metaphorically could be seen as an entity given the advantage to display its visual characteristics to tourists, visitors, and residents. Unique visual identity such as iconic architecture and graphic design could make a city stands out from the others. Thus, the research examined the role of visual identity in city branding. Specifically, the aim was to contribute to better understanding of the concept of ‘visual identity’ in Southeast Asian cities. Netnography approach was employed to gain better understanding of the notion of visual identity of city branding and refine a conceptual framework that has been developed based on the existing literature. Elements such as iconic structure and graphic design (logo and slogan) of four cities in Southeastern Asia were emphasized. The research concludes that the components of the visual identity of the cities need to be reshaped to be aligned with their visual characteristics in order to boost their competitiveness among the global city brands.

Perancangan Brand Concept “Móta Studio” Dengan Inspirasi Karya dari Tokoh di Era Mid Century Modern

Mid-Century Modern is a style of architecture, product, interior, and graphic design that reflects 20th century developments in modern design. Mid Century Modern style is a combination of many styles and materials, one of which is retro style wrapped with the simplicity of Scandinavian style. Several Scandinavian design elements were applied to the Mid-Century Modern design by displaying clean lines, the use of wood, soft and minimalist organic curves. One of the popular design styles in the Mid-Century Modern era is the Biomorphic form which has a characteristic of curved shape, smooth surface, asymmetrical shape and is oriented towards natural objects and their environment. One of the iconic mid-century design is the La Chaise chair by Charles and Ray Eames, its biomorphic shape inspired by Gaston Lachaise's 'The Floating Figure' sculpture. Through analysis of politic, economy, social and technology and the work of figures in the Mid-Century Modern era, we were able to identify the key concepts, design elements and visual characters of this era, which were then used to determine the concept and design style’s visual character for the brand concept and product collection of Móta Studio.

Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic?

Over the last twenty-five years, employer branding has been a subject of increasing attention among HRM scholars and practitioners. However, very limited research has explored the link between employer branding and HRM performance. To address the gap, in this study we explored how employer branding orientation impacted recruitment outcomes during the COVID-19 pandemic. In addition we combined both the brand orientation and internal branding concepts to better empirically explain their impact on building employer brand orientation. Based on cross-sectional data collected from 233 companies operating on Russian labor market, we found the positive relationships between brand orientation and employer branding orientation, between employer branding orientation and the employer branding programs, which are positively related to recruitment outcomes. However, the moderating effect of internal branding was negative. We also found moderating effects of COVID-19 in the relationship between employer branding orientation, employer branding programs, and recruitment outcomes.